Full - Chriss Haddad VSL Workshop

Research & Preparation

Customer Avatar
© 2010 Successpod, Inc. All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval
system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or
otherwise, without the prior written permission of Successpod,Inc.
Disclaimer
The information and strategies explained are correct to the best of our knowledge and should only be taken as the
authors opinion at the time of writing. We accept no liability for any losses or damages that might arise. By using
this course you are assuming full responsibility for all your actions.
Any earnings or income statements, or earnings or income examples, that may be made in this information are
only estimates of what we think is possible. There is no assurance you’ll do as well. If you rely upon our figures,
you must accept the risk of not doing as well.
Where specific income figures are used, and attributed to an individual or business, those persons or businesses
have earned that amount. There is no assurance you’ll do as well. If you rely upon our figures; you must accept
the risk of not doing as well.
Any and all claims or representations, as to income earnings on this website, are not to be considered as average
earnings. There can be no assurance that any prior successes, or past results, as to income earnings, can be
used as an indication of your future success or results.
Monetary and income results are based on many factors. We have no way of knowing how well you will do, as we
do not know you, your background, your work ethic, or your business skills or practices. Therefore we do not
guarantee or imply that you will get rich, that you will do as well, or make any money at all. There is no assurance
you’ll do as well. If you rely upon our figures; you must accept the risk of not doing as well.
Internet businesses and earnings derived therefrom, have unknown risks involved, and are not suitable for
everyone. Making decisions based on any information presented in our products, services, or web site, should be
done only with the knowledge that you could experience significant losses, or make no money at all.
All products and services by our company are for educational and informational purposes only. Use caution and
seek the advice of qualified professionals. Check with your accountant, lawyer or professional advisor, before
acting on this or any information.
Users of our products, services and web site are advised to do their own due diligence when it comes to making
business decisions and all information, products, and services that have been provided should be independently
verified by your own qualified professionals. Our information, products, and services should be carefully
considered and evaluated, before reaching a business decision, on whether to rely on them.
You agree that our company is not responsible for the success or failure of your business decisions relating to any
information presented by our company, or our company products or services.
Video Sales Workshop

Customer Avatar
Chris: Hey, guys, so here’s the big deal.
When people say video sales letter, they often focus on the technology aspect of
things. They focus on the idea of this is a video sales letter as opposed to a
regular sales letter. It’s so different. It’s so amazing.
It is different in a lot of ways. Before you can create a video sales letter, you have
to do all of the preparation stuff. You have to get deeply into the mind of your
market. You have to get deeply into what they want in a profound level and you
just have to read your customer’s mind and get deeply into it.
So, this first week, our main focus is going to talk about your customer avatar and
how to get focused on who your customer is. We’re going to talk about how to
come up with the big idea and the big promise both behind your product and
behind your video sales letter.
Then later on in the week, probably Wednesday or Thursday, we’re going to do a

second on how to craft your offer, how to create the product itself.
One quick thing I do want to talk about before we get going. On the webinar, we
did prepare for this when we first presented this idea. We had some people
saying, “Hey, I don’t have a product yet, I don’t have a niche yet,” things like that.
I’ll tell you right now, if you don’t have a product yet and you’re in many ways -‐-‐ I
wouldn’t say an advantage, but it’s certainly not detrimental to what you’re going
to be able to do during this course.
One of the things I teach people a lot is that coming up with your products before
you come up with your marketing is often a mistake. It’s in a lot of ways easier to
come up with the big selling idea and then come up with a product that fulfills
than get a product and then try desperately to shoehorn it into a sales message
afterwards.
I know there are some people who are copywriters on the line here tonight and
I’m sure they all had experiences of getting a product from a client and looking at
it and saying, “Oh my freaking God, how the heck am I going to sell this?” Right?
Page 3 of 19


So, our goal here is to get into the psychology, whether you have a product or not,
whether you have a niche or not. If you don’t have a niche yet, what I like you to
do is pick one out of the hat essentially.
You want to pick one of three niches to start. I would say either pick a weight loss
niche to start from, pick a make-‐money niche to start from or pick some personal
development niche to start from.
Just start brainstorming a product in one of those three niches that you’d be able
to do, that you’d be able to put forward. Whether or not you end up creating that
particular product or not is not that important to me. It’s more important to me
that you have one specific thing to work on the entire time.
Part 1 is reading your customer’s mind. Your customer avatar as it’s called.
I’m sure a lot of you heard the term ‘avatar’ before. My friend, Edwin Pagan, talks
about that concept a lot and we’re going to go through in a deeper level than
you’re probably used to in a lot of ways. Don’t worry too much about taking
notes during this particular segment. I spent a bunch of today creating handouts
for you guys that we’re going to be posting probably tomorrow the handouts.
People can download them and have them there and they go through a lot of the
core concepts that we’re going to cover here in a lot of detail and give you
homework. Yes, you are going to have homework during this entire time. I’m
going to ask you to post your homework into the learning environment as we go
forward.
As we go forward in the avatar thing, one couple of quick notes. One is they push
back. I get a lot of it from people on these things is “Oh but I’ve got 17 avatars for
my products.
My product works for everybody.” A) That’s probably not true; and B) even if it is
true, I want you to ignore that for now.
I want you to focus on creating one avatar, on creating one big promise, on
creating one big idea, on creating one offer.
Our goal here is not just to give you a fish, not just to give you a video sales letter
at the end of our time together. It’s to teach you how to do this, to get this deeply
engrained in your mind. You get to a point of unconscious confidence of being
able to create these things without any real effort and without having to think
about it every single time.
Page 4 of 19


The way to do that is to focus on doing it right one time. So, don’t worry about
like, we got 17 different things. Go with me here. I’ve done a lot of these. I’ve
made a lot of money for myself and a lot of money for other people using the
system before. So, I want you to get into it.
And also again, the collaboration aspect is huge. As we go through here, I’m going
to give you assignments and I want you to do those assignments and post them to
the comments section of the Kajabi interface we’re using.
I also want you to go in and take a look at what other people were doing.
Comment on what they’re doing. Like Lou said, use positive feedback. Don’t be
tear into threads. We are not 8-‐year-‐olds here. We are all adults who are trying
to do good business and do good work for people in the world.
But the interactivity, seeing what other people were doing and how they’re doing
it is going to be the best way to increase your own learning and increase your
own ability to make these things work.
Let me move one thing out of the way here for a second. Here’s what we’re going
to do in this segment.
First, I’m going to tell you the result we’re going for as far as how to create your
avatar and what you’re trying to do there.
Second, I’m going to give you specific instructions on how to go out and do it. Got
it? I want you to focus on one avatar for now.
First, I’m going to go through the big questions that we’re trying to answer when
we’re creating our avatar. These are the questions that I go through myself and
my good friend, David Garfinkel, has done in the past. He taught me a lot about
copywriting and a lot about marketing and a lot about human psychology when I
was first getting into this business. I’ve adapted some of his stuff there.
Then afterwards, I’m going to give you the exact instructions on how to do it. So,
when we’re going through this, you might be thinking, “Oh Chris, you’re telling me
this one thing but I’m not sure how to do it yet.” Don’t worry. I’m going to get to
that later on in the slide deck.
Step 1 is the demographics otherwise known as the basics of who your avatar is.
Hold on a second. I’m going to check good questions in here. I just want to make
sure -‐-‐ the avatar is your ideal customer, the person who could or will be buying
your product.
Page 5 of 19


What I like to do is create a character out of this ideal customer. I like to get
specific about who this person is, how old they are, what sex they are, what they
want and need, and how they think about things. I go so far as naming them
oftentimes and create them as a real person.
When you create a real person to talk to or think about as you’re writing your
video or as you’re recording your audio for it, it makes it that much more
personal and much more powerful concept. Something people can get into.
What I always like to do, and you’ll get this in your worksheet, is to sit down and
think about who this person is. I’ll tell you the exact details how to figure these
things out later. But right now, we’ll just focus on what they are.
The first thing you need to figure out is whether the demographic of your avatar
is male or female. If you’re selling a product that works for both men and women,
that’s fine. But who is the majority going to be? Is it a man or is it a woman? Is it
a sucker mom or is it a burnt out dad? Is it somebody who’s single again?
I also think of their age group. Are they boomers? Elders? Folks in their 30’s? I’m
in my 30’s. Also, whether they’re single or they’re married. I didn’t put that in
here but it’s important because of the way they tend to approach the world and
the way they tend to approach life.
Also, the ethnic group they come from. Now, this isn't always important but there
are certainly times that you’re creating a product and you’re creating it for a
specific type of person and you’re thinking, in some way, that particular
background might be important. It’s good to keep in your head as you’re going.
Another thing here over is going to be about like racist, cons, or anything like that.
For instance, I live in Seattle here and if somebody is a 32-‐year-‐old software
engineer who just got here from India, that’s important. If that’s my avatar, if I’m
going after folks who are imported to this country, to work out in a tech job and
are looking to figure out how to date American women, that’s a specific niche. In
that case, it is important to know that background. That’s the first thing you need
to know again and they’ll be in your notes.
The second thing is what I call the psychographics of who your market is. Is your
market, your avatar, your ideal customer, liberal or conservative, religious or
non-‐religious, and what prejudice or preconceived ideas does your avatar have
about your niche or your topic?
We’re going to go into that more. The idea there is to focus on what engrained
concepts are going on in their mind. For instance, if you’re selling in the weight
Page 6 of 19


loss niche, there might be an engrained idea in your market’s mind that the only
way to lose weight is diet or exercise.
If you’re selling how to use the computer or how to make money on the internet
to people who are in their 60’s or 70’s, something that you might get pushed back
on is I’m too old to use the computer, things like that, and we’re going to tell you
how to start listing those things out later but I just want you to start thinking
about them now.
What core concepts are going on in your market that people have in your mind,
that you might be able to play off as you go deeper into your sales video.
Step 3 is about desire. What is the problem you’re solving with your product?
Does your avatar have rickets? Are they not having enough sex? Are they poor? So
they have no feet? What is the specific problem or pain points they’re going
through that’s going to be causing them to look for a solution that you’re going to
be offering?
Oftentimes, internet marketing is interesting because people do search engine

marketing. They go to a search engine and they type in a term into Google and it’s
specific to what problem they’re looking for, depending on what you’re selling. It
might be a little more broad. It’s important to think about. What do they want on
a shallow level?
Oftentimes, when I go through this exercise with people in person, I say, “What do
they want?”
They come back to me with a pretty generic answer. They say. “They want
money.” “They want to get away from pain if they’re in back pain” or something
like that.
It’s important to know that. When you do your homework, I do want you to write
that down. If you’re selling a how to make money on the internet thing, yes
money is in some way what they want.
If you’re selling a weight loss product, you could say, “They want to lose weight.”
But that’s not what we’re going for.
We want to go to what they want, deep in their most private hearts. As I say in
your homework, you’re going to get “What do they want that they wouldn’t admit
to themselves that they would never admit to their spouse, to their best friend,
their parents, anyone else?” “What is the deep driver around your topic, around
your niche, around your concept that just gets them going?”
Page 7 of 19


One of the best ways I found to figure that out is by using the good old-‐fashioned
7 deadly sins. The sins that sell or the 7 deadly sins as far as what people want
from any given product.
The 7 deadly sins get a bad name but they are in the things that motivate us on a
powerful level to get off our duffs and do something or get off our duffs and buy
something too. Like lots of sex sells crazy.
I have an entire business. My Text Your Wife Into Bed business is based on the
idea of selling sex, of selling the idea or getting closer to your partner, having
more sex with your partner, things like that.
Pride is a huge one. People want to feel proud of themselves. They want to feel a
sense of accomplishment and they want to feel like they stand above other people
in some way. You can sell that no matter what you’re doing.
When I’m selling things that are in the make money market, the internet
marketing market, I often talk about the pride of knowing that you have enough
money in the bank account, that you’ll be able to send your kids to any school you
want, that you’ll be able wake up everyday and do exactly what you want to feel a
sense of power in your life.
Sloth, ultimately you know one of the things we go over internet marketing all the
time or marketing in general is people that are fundamentally lazy. Selling works
is hard. It is possible if you look at it like P90X, which is doing well in the
infomercial circuit. They’re selling work because they’re specific with the way
they’re doing it. But in general, people are lazy.
What they want, for instance in weight loss, you can say, it’s not that they just
want to lose weight, they want to lose weight while sitting on their butts
watching Oprah. On a profound level, they don’t want to work. Sloth and laziness
are powerful things.
Greed and extravagance is another big motivator for people. A lot of people don’t
just want to make enough money to pay the bills. They want to be rich. They
want to be obnoxiously rich. They want to have so much money so they can do
whatever they want. They can buy and sell you to all those things.
My favorite selling emotion, again my good friend, David Garfinkel, talks to me a
lot about this one -‐-‐ is Envy.
Envy is a magical wand in my opinion. When you’re running your sales video and
talking about your story, go over how to use envy. Get people to envy you, so
Page 8 of 19


they’ll buy from you. It’s the idea of getting them to be envied in the future. Use
envy and project forward and say, “Can you imagine what it will be like when
your next store neighbor sees you in the morning, getting into your BMW, going
off to the golf club while he has to go to work?” It’s a powerful emotion. That’s a
powerful thing.
Considering on gluttony, avoiding just food. We are a nation of hoarders and the
idea of having a lot of stuff is appealing to a lot of people.
In the dating market, the gluttony would be having so many women that you can
date at any given time, having that ability to date 10 women at a time and have no
problems with it
Anger is a big one -‐-‐ revenge. Anger is the one I use the least probably because I
don’t like using it.
If you think about politically, I don’t want to get into political discussion here.
The tea party, which has caused some ripples in the election, recently is built off
of anger. If you look at what they’ve done, they basically motivated a pretty large
group of people to take action politically, many people that would have never
take any political action in the past, through anger. It’s a powerful emotion.
As you’re going through the exercise that I’ll give you later, start thinking about
how you can use these different “sins” and these emotions that are behind the
sins to figure out the deeper motivations of your market.
Moving on, the next question because you’re creating your avatar is, “What
frustrates your avatar about getting what they want?”
We’ve already covered who they are, both on a demographic and psychographic
level. Then we covered what they want on a deep level. What do they really
want? What frustrates your avatar about getting what they want? Why are not
they able to just get what they want right now?
The weight loss market is a perfect example. What frustrates people about being
overweight? If it was easy to lose weight, we would all go off and do it right?
What frustrates them is maybe they tried and failed before.
Weight loss an advanced market. That happens a lot. A lot of people think what
frustrates them is “I’m too lazy” or they have they have low self-‐esteem. These
are common in a lot more markets than you would think, where people know
what they should do. Weight loss and make money and other things. They know
what they should be doing in order to get the result.
Page 9 of 19


But they’re like, “Ooh! I’m just too lazy to do it. I’m never going to do and I’m
never going to make myself go to the gym. I’ve tried going to the gym before and
it hasn’t work for me and it’s not going to work again.” Or they have low self-‐
esteem and they just feel like they’re the person who doesn’t deserve success.
These are all important frustrations to list out when you’re doing it.
Next is the idea of have been ripped off in the past. If you’re selling information
products particularly, there are a lot of people out there who are unscrupulous
marketers. Unfortunately, these unscrupulous marketers oftentimes sell people a
box of crap. They sell them things that don’t get them any results and are not
good products. There are just stuff out there. You need to understand that as
you’re creating your video script, to know where your market is coming from and
to know what the big frustrations are.
I would sell these things out that I want you to do. You’re probably thinking,
“Chris, how do I do it?”
As I said, at the beginning of this short version of the presentation, I’m going to
tell you right now. In your hand out that you’re going to get hopefully tomorrow,
we’re going to give you, there’s a bunch of exercises that we want you to do.
Here’s what we want you to do to start. One, in order to figure out who your
customer is, what they want, what their frustrations are, I want you to rip off the
competition.
I don’t want you to copy their copy or anything like that. We don’t need to do that.
We’re above that. I do want you to go and study what the most successful people
in your niche are currently doing.
The first way I want you to do that is by going to clickbank.com. ClickBank is an
online marketplace. I have two of my products on that particular marketplace
right now. It’s a great clearing house on a lot of digital type of products.
What I want you to do is go to ClickBank. Click on the marketplace tab at the top
of the screen there. It’s over the center. I want you to take a look at the top 5
products in your niche sorted by gravity that solve problems similar to the
problem you’re solving with your particular product.
It doesn’t need to be the exact same problem. It doesn’t need to be the exact same
method of doing it. In fact, you probably shouldn’t be. But if you’re selling a
weight loss product, look at the top 5 products out there that are solving the
“How do I lose weight product?” It becomes to your problem.
Page 10 of 19


Lou: Chris you might want to also mention what you mean by ‘gravity’ in case
somebody does not know.
Chris: Oh, sure. So gravity, on ClickBank, is the term to measure how many affiliates are
selling any given product. If you see a product with a ClickBank gravity of like
300, and I know a couple people that have products that are doing that well, that
means in the last two weeks or so, 300 separate affiliates have made at least one
sale of that product. If the product has a high gravity, it means it’s making a lot of
money.
In order to attract that number of affiliates, a product needs to have good

conversions and generally be a product that has a relatively low return rate. A
return rate of 10% or lower is usually pretty good.
When you go through their copy, whether it’s their file copy or it’s their sales
video copy, just take a look at it and write down, in your notes. Who are they
talking to? What words are they using to identify who the market is? Are they
identifying someone who is a little bit older or a little bit younger? Male or
female? What core desires are they appealing to in their copy?
As you read through the copy, and if its good and hopefully it is good for products
that are of high gravity, you’re going to find a lot of emotional language. You’re
going to find a lot of the same core concepts coming up over and over again.
In a weight loss thing and women, you might find something about what it’s going
to feel like when your husband finally looks at you with desire again or something
like its core deeper desires. List those out as you’re going it.
The second thing I want you to do is fish where the fishes are as far as doing your
avatar research. I mean, we’re living in a cool age where for whatever problem
you’re going to solve and, there are blogs and forums out there and social
networks built around that particular problem.
Whatever your niche is, whatever your core ideas, later I’m sure we’ll find out
more about what people are selling. Go find the most popular blogs in your niche
around that concept and go find the most popular forums in your niche around
that concept and find out who is posting.
A lot of times, you’re not going to have. It’s not like people are going to say, “My
name is Norman. I’m 6-‐7 years old. I live in Ohio.” That might be there, but
there’s a lot of anonymity on the internet.
Page 11 of 19


People tend to show who they are in their language and they tend to show who
they are in the way they talk about things and what they’re concerned about.
People really do, especially when they feel like they’re anonymous, reveal a
tremendous amount about themselves. It’s shocking how they’ll go into detail
about their deepest desires, their deepest feelings and the things that frighten
them. On a horrible, horrible way there are all there. What topics are coming up
again and again and again?
Next, interview your avatar. This means that I want you to find someone in your
life who fits your avatar’s shoes. Who fits the suit as it were.
Now, this is probably somebody whether it’s your mom, you dad, your sibling, a
friend of yours, somebody you just know socially who probably more or less fits
your target market.
As you’re going through, you’re saying, “I think my target market is about 40 to
50 years old and recently divorce,” and etc, etc, etc.
Who do I know that fits that bill? I want you to have an interview with them and
do a private no-‐holds barred interview. The key thing though, it’s
understandable, is when you’re talking about a particular topic.
Don’t focus on what they say, as much as how they say it. When you’re
interviewing somebody, they won’t necessarily be completely honest with you
about what their real desires are. What their fears are, especially the 7 deadly
sins things and stuff like that.
Your goal when you’re doing it is to read their body language and read them
deeper. How are they acting around certain topics? What makes them scramble a
little bit? Push them to give you deeper and deeper levels of information.
The fourth thing I want you to do as you’re looking on your avatar is if you are a
member of your niche, well that’s great. Oftentimes, the reason people get into
creating info products or doing something online is because they either are now,
or have been in the past a member, of the niche or had that particular problem.
For instance, I used to have a severely bad back pain. I was quasi-‐crippled for a
couple of years there. I ended up writing some copy in the back pain niche a few
years later. Believe me, I was able to get to that really deep place and think about
that feeling of hopelessness and relying on your force during at the ceiling,
wondering if you’ll be able to get up again.
Page 12 of 19


If you are now, or used to be a member of your niche, that’s valuable stuff. But
you might have a little bit of trouble figuring out how to talk about it and how to
get the core ideas behind you out of it. What I want you to do is find someone
else to interview you.
This is where the collaboration aspect is going to come in handy. The easiest way
I can think of to do that is for you to go on to the learning area and find somebody
else in this course or in this class who’s willing to interview you. I think, if you
guys go back and forth and do that as an exercise, if you spend a little bit of time
going back and forth and saying, “Hey, can I interview you? Can you interview
me?” you’re going to find yourself getting deeper and deeper into the concept of
who your niche is, what they want and how to give this to them.
Here is how we put it altogether. So far, we have gone through a lot about the big
questions you want to answer. We’ve talked about fears and desires and
frustrations. One thing I forgot to put into a slide is I also want you to put down
onto question, “What keeps your target market or your avatar up at night? What
is he or she personally petrified is going to happen if they don’t solve the big
problem that they’re going to be solving in your product? What is the worst-‐case
scenario that keeps them up at night?” Write that thing down. You can let
yourself go to a relatively dark place there.
You want to put it altogether into a character. Once you have this ball of desires
and fears and wants and needs and you have all these demographics and
psychographics, I want you to try to create a real person out of it.
Give him or her a name, a job and kids. Find a picture of someone who fits the bill
and then post it all into the learning environment. I don’t think you can post a
picture but you can post all sorts of other things there. Just get detailed about
who this character is. Who is this person that you’re going to be writing your
sales video too?
As I learned a long time ago from my mentors -‐-‐ guys like John Carlton, and David
Garfinkel, a great copy whether it’s in a video or in a sales letter, is essentially a
conversation between two people where one of them is saying, “Hey here’s this
awesome thing you probably never heard about before, and here’s this incredible
result I got before.” It’s not the incredibly bland stuff that comes out of Madison
Avenue and you know major corporate accounts.
A good copy is like two people sitting around talking on a personal way. And the
best way to create that copy is to get a clear picture, in your mind, of who your
Page 13 of 19


avatar is, the person that you’ve wanted to be selling to. What they want in a
deep level and then give it to them.
Lou, that’s my ending of that first avatar section. So, I don’t know if you want to
take a few questions now or what’s the way to proceed from there.
Lou: Sure, we can take questions.
Chris: I see one from Catherine. She says how do you find the blogs and forums in your
niche?
Catherine, it’s easy as going to Google and typing in what your niche is and maybe
the word “blog.” I know that sounds simplistic. But just by doing that, you’ll have
a lot of stuff come up. There’s also technorati.
Lou: Yeah, there’s a couple actually. Technorati.com Technorati.com is a blog index.
You can also go to a blogsearch.google.com and that Google’s blog index as well.
You could definitely do keyword—go into Google and search for your keyword
phrase in quotation marks and then put “plus blog” and that’s one way to do it.
“Plus blog” basically says, “Make sure that the keyword phrase includes the word
blog in it.” I think blog search and technorati are great easy ways to do it.
Chris: Yeah, those are great ones. We’ll put together a quick sheet that has that listed on
for you guys later so you have in one place. Same thing for forums. If you just
type in your main keyword and you put in the word “plus forum,” you’ll get what
you’re looking for and you’ll get access to these forums and just get in there and
get deep into it, guys.
Spend a little bit of time taking a look at what people are doing. You can create an
account and just start talking to people. You will get a lot of information from the
menu. It’s almost like reading your customer’s mind because they will admit
their deepest darkest fears, desires, hopes, dreams in these forums in an
anonymous way that you would never get out of them in person ever. Unless you
know them really well.
Lou: Yeah, the other thing that you might do and we recommended this a lot. I might
share the case study Ivan did with me on this one. When I first heard it at one of
the guru masterminds, it just turned on the light bulb and we talk about this thing
in marketing all the time, the concept of the avatar and their needs and desires.
For decades, I thought I knew but I think I was giving a lip service because that
particular day, the light went on. I went and I changed my marketing. I just
changed a bunch of Google ads that I had run out of the seminar, changed the
Page 14 of 19


Google ads and they started converting 30% better the next day by lunch time
just by taking this approach.
Then I took to heart what he suggested, which is if you have access to people,
interview them. Try to get as many people to come to a call for 15 minutes, 20
minutes, or half an hour with you.
Then walk them through a process where they tell you what their biggest
challenges are, what they’re trying do and connect with why is it important for
them to do this. What is keeping them from doing it? What is it denying them in
their life? What if they could do it and what would it mean to them?
I ran what turned out to be 125 15-‐minute interviews in about 3 weeks. It was
amazing what I learned. It was more surprising to me to find out that almost all
of those 125 people were expressing their problems using the same words.
That turned into an offer that I made for a course that sold out before I hang up
the phone. In fact, I over sold it before I hang up the phone. I only did it primarily
to the group that was on the phone. That’s where you know you’re making a great
connection. That exercise of interviewing those people turn into a couple of
$100,000 in the first 3 to 6 months.
I have to go back and look up the case study. It's amazing. I’ll share that with you.
If you have a list or if you have access to people who are in your market, offer
them. The opportunity to just make it something that you know, there’s
something in it for them. Don’t just say I want to interview and find out what
keeps you up at night.
Say, “Hey, I do this work with people who are experiencing what you’re
experiencing, and I want to help you with to X, Y, Z,” whatever that you want to
accomplish in that session.
“I’ll give you the best I got. I’ll give you all my ideas, my best ideas. I’ll brainstorm
with you. I’ll support you anyway I can. If you’ll come to that call, be open and
honest, and share with me what your biggest challenges are, I’ll be there 100 %.
And you know what, it’s free.”
Most people who are having that experience will come to you. If you interview
one person a day for the next 90 days, your business will change.
Chris: you’ll be better heard than almost…
Lou: Absolutely.
Page 15 of 19


Chris: …anybody else out there honestly just by doing that. There is a level of people
desperately want to be heard. We live in an isolating culture, honestly, even with
the internet and all these things. People are profoundly alone and people often
suffer in silence. If you can go to them in a way and say, “Hey, I just want to talk
about what bothers you. I want to talk to you about what do you want.” You’ll get
an amazing response. You’ll be shocked how quickly people are willing to say,
“Yes I want to talk to you about this.” So don’t be shy about doing it.
Lou: Eileen has a similar question. Where do you go for forums, if you’re not aware of
any?
Chris: Dennis has put up a comment here. Dennis Rosenberg has put up a comment,
saying, “If you go to http://www.big-‐boards.com, that is a forum index and that’s
the same thing as the technorati thing. That can be a great one. We’ll put that into
a document for you, guys, as well. As also, you know, Netvibes from Melinda
Newark. She says, “Net vibes is a great tool for finding discussion and forums for
your keywords.” Netvibes sounds to be a great one.
Lou: Sarah says, “What if there aren’t many blogs and forums on my topic?” Well,
guess what, you got to look somewhere else.
Chris: You got to do some work, folks.
Lou: If that’s true, you want to distinguish between whether there are few blogs and
forums or whether you’re just not finding them. That’s important for you to
know so that you don’t waste your marketing time trying to reach people through
social marketing.
If they are not on social media, if they are not on blogs, if they’re not in discussion
forums, then that’s a great thing to know because it means that’s not where
you’re going to go to promote.
Chris: Yeah, as far as your traffic does.
Lou: Yeah. Just have fun with there.
Chris: Jason Harris has a great question here that I want to take a second with. Jason
says, “How do you get better at noticing “emotional language?” I’m more hyper
visual and kinesthetic and I’m just starting to pay attention to the language
people use.”
Jason, I’ve done a lot of study on this myself. I think 100% of pictures personally.
I don’t think in words at all. Everything I think of is completely visual.
Page 16 of 19


The way I think of emotions is by the look on someone’s face when they have it
basically. So, I’m thinking of emotion. When I think of the concept of sadness, I’m
usually subconsciously picturing someone sad in it.
Especially if you’re interviewing people in person or through their voice, most

people who are doing this or have been living our planet for a while, you can hear
real emotion in someone’s voice. You can see it on their face in a profound way.
The best way to get better out of it is just to practice, to take the time to think
about what hot button words are people using. Words like humiliated or
ashamed or things like that or those coming up desperate, things like that that are
coming up. You just got to practice and take a look at them and saying, “This is
hot language that people are putting out. There’s something powerful here.”
Al Kasim says, “What if you already know your avatar from 25 plus years of
selling to them?” Well, that’s great, isn’t it? That just means you have a good
solid idea of who your avatar is and I would say sit down and put them down and
think about what they want.
Get it down in a solid way. That mean you got a little bit of an advantage and
you’re moving forward in a way above what some other people are. Let me take
one quickly here.
Lou: I was selling to my market for 25 plus years too and I thought I knew what they
wanted but it was what I thought they wanted in my language. What we’re
talking about is understanding it from the dialogue that they have in their heads
and from using their words.
Remember, that will change. Your customer changes, evolves, the market
changes, their experience changes, what they want changes. It’s a good thing to
double-‐check and make sure you’re still in touch with what’s going on.
Chris: It’s possible to have it wrong for a long time and do okay. Much like Lou was
saying, “Turn it around.”
Michael was asking if we could do one quick exercise. What I talked about with
my Text Your Wife Into Bed product, the process I went through for that particular
thing.
It’s similar to what I was talking about here. With that particular product, I had
the idea for the product and the sales letter well before I had the idea for how to
create the product.
Page 17 of 19


The way I got my avatar for that was by sitting around with some friends playing
poker more than anything else. I was sitting around with some friends, playing
poker, I was talking about when I was single and dating, how I was using text
messages to talk to women and seduce women before I met my awesome and
fantastic girlfriend.
They’re applauding me in the background. No, they’re applauding someone else.
What happened was I’m sitting around and I noticed that the friends of mine who
I was playing poker with who are married got desperately interested in learning
how it worked.
I noticed just by talking to them. I was talking to one friend of mine in particular
and he was like, “Yeah, that’s great for you. You’re single but what about us,
married guys, what do we do?”
Over the courses of conversations, it came up that all of these married guys I
knew, almost all of them were talking, “Yeah, sex used to be good in our
relationship. But, we have been married for a couple of years. We have a couple
of kids. Now, I find myself afraid to try to bring it up because I found myself
getting turned down so many times, especially after she had our baby. For 9
months afterwards, she wouldn’t let me touch her. I find myself getting more and
more ashamed, more and more desperate. I find myself looking at porn, looking
at other women, all these things and I’m not sure what to do.”
I went on to forums and I found forums that were for dads more than anything
else? That seemed to be what I was looking at. It was people that had kids of like
7, 8, 9, 10 years old, something like that. By looking at forums, I was able to say,
okay, from talking people live and looking at forums, it feels to me like my avatar -‐
-‐ and I’ll tell you my avatar for Text Your Wife Into Bed.
His name is Jim, he 43 years old, he works as an engineer, has a job where he
doesn’t make enough money, he doesn’t have enough time with his wife, he has
two kids, one of whom 7, one of whom is 9. He loves his kids desperately.
He still thinks his wife is like the sexiest woman on earth. She doesn’t believe him
that he thinks that. She has some self-‐esteem issue where when he tries to tell
her that he think she’s beautiful and sexy, she thinks he’s lying and he finds
himself feeling sexually desperate because he’s a guy.
Guys have deep needs and the last thing he would ever want to do is risk his
family by cheating on his wife but he simply doesn’t know what to do. He just
wants her to find him as attractive as he finds her and go from there.
Page 18 of 19


That’s what I built out. When I write copy for that e-‐mail list or when I write that
sales video, Jim is who I’m talking to. 100%. I don’t say his name because I’m
talking to a broader audience in that. But he’s the guy who I’m talking to. He’s a
little overweight, things aren’t what they used to be and he wants to go from
there.
When we do the hot seats, when we do the Q&A calls, I’ll undoubtedly do some
more of these as we go forward.
Lou: Let me open up a line here for you. A great job on that too.
Chris: We got about 40 minutes and I still have a whole other session to go through. I
can do the big idea stuff now. I guess it’s up to those guys. We can either do the
big idea stuff now or we can put this on avatar for you.
Lou: Let’s do this. If you guy, don’t put your hands down or anything. Let’s get
through the recording of the content and then we’ll answer as many questions as
you have time for and the rest, we’ll do online whether we don’t get a chance to
cover right now. I’d like to make sure we’re recording content.
Chris: Yeah. Maybe we’ll do a Q&A call later this week that we can also record. I’m
more than happy to do something on Thursday some time where we’ll take an
hour and go through some of these.
Lou: It sounds good.
Chris: Do you guys feel like this concept starting to make sense? I think if you go
through the content again, I think it makes more sense to have them go through
the handout before we get deeply into it too much for now. Okay?
Let’s move on to the next section. We’re here to give you guys as much content as
possible to make you get the stuff on a deep level. I want to make you
unconsciously competent, I want to make you some of the best damn marketers
in the world and the way to do that is by getting over the stuff. If you ever have a
question, let us know.
Page 19 of 19

The Big Promise and Big Idea
Disclaimer

The Big Promise and Big Idea
Chris: We’ll play it through. Again, you guys are our chartered group. For a reason,
you’re going to help us figure out the best way to deliver those stuff. For me it’s
useful to be able to get the feedback while we are doing it. I like being able to put
this stuff up and say, “This is understandable to you guys.”
I know what I had to expand on and when I have to do more. One thing more
before I go, El, I’m looking the thing you put up there right now.
You know your avatar is “women over 48 owns a pet, living in pain,” that’s all good
but it’s too vague. As you go through it and as you go through more stuff. I want
you to get more and more specific about who that is. I want you to get to the point
that your avatar feels as real to you as your mom or your brother or your best
friend or it feels like a real person.
Lou: Okay, Mimi, I’m opening your line. Welcome to the call.
Mimi: (inaudible)
Chris: Now that we’ve got our avatar, it’s time to move on to the big promise and the big
idea.
These are two separate but highly related concepts. I don’t think anybody else
teaches us the way that I teach it, but in my experience, it’s a way that makes
things click in people’s minds.
The big promise is the amazing, over the top shocking promise you’re going to
make about your product and the result it’s going to get. The big people go, “Oh
my freaking God, I can’t possibly believe this.”
I was taught in John Carlton’s simple writing system a couple times now and I find
that people oftentimes when they’re going through the material that John has
which is good, they get struck on the promise concept and the idea of making a
promise to people about what their product is going to do.
Page 3 of 19


Often times they come by me with milk toast weak promises. They are like, “You’ll
lose weight in about a year if you want.” or “You’ll be able to text your wife to give
you a handshake.” or something like that, right? It’s really weak.
Marketing is the art of making a promise and keeping it. It’s something I have been
saying for years. In order to keep a promise, you have to make one in the first
place. You have to make a promise that is profound and deep and powerful and
gets somebody’s attention.
Don’t let your products get in your way here. A big mistake people make,
copywriters make it, as well as I know everyday marketers is they look at their
product that lump up -‐-‐ I'm assuming most people who were talking to their
information marketers in this case. I’m sure we have a few people that have solid
products and things like that, maybe we can talk about them later.
But mostly it’s about the product itself is a side effect. The product is how you
deliver on the promise. Don’t let what your product does at this point keep you
from making a big bossy promise. You can always end up changing your product
later adding more stuff to your product or making it better is really easy.
Creating content is easy in my experience and I’ve got lot of content. Doing the
marketing stuff is the hard part. There are three easy steps to creating your big
promise and I’m going to walk you through right here.
I’ve got your worksheet printed up in front of me that you’ll be getting tomorrow
that walks you through this promise and a powerful way as well. The first thing I
want you guys to do when you are creating your big promise is to go freaking
crazy. In the actual worksheet, I called this top gun method.
If you’ve seen Top Gun, they get in the plane and they fly all the way up and they
go all the way up to the edge of the space, right? They are skirting that point
where if they went any farther they would go into space and die.
That’s how far I want you to go with your promise. I want this initial promise to
be outlandish and crazy and over the top.
I want you guys to have a lot of fun when you go into the learning environment in
Kajabi. Don’t worry bout the FTC. Don’t worry about anything like. This is fiction
and an intellectual exercise at this point.
This is you saying, “If your product was a magic wand that could do anything you
wanted it to do, if you could wave your magic wand and give your avatar anything
she wanted what would it be?”
Page 4 of 19


You can see how this is building on the avatar exercise because only by knowing
who our market is, what their name is, who they are, do they have kids, what are
they scared of, what do they desire on a profound level, only by knowing that can
we know what we,, as their fairy godmother with our magic wand, can give them.
Does that make sense? Lou, does it make sense to you?
Lou: Yeah it makes perfect sense.
Chris: Okay cool. Here’s an example I’m going to give you guys a couple of solid examples
here.
One, say your avatar is a woman named Carol and she is 33 years old she who has
had her first baby. She can’t get rid of her baby weight. Carol would be someone
who was a cheerleader or athletic in some way back in college and then she got on
to the work world. As she was sitting on her butt a little bit during her work
hours, she found herself expanded and getting little bit in wider shape.
Then she met the man of her dreams. They got married. Everything was
wonderful for a while. She got pregnant. She was so happy to have a baby to share
her love. Now it’s been four, five, six, seven, eight, nine months since she had that
baby and her body is not what it used to be. She is tired all time and she has the
hardest time getting the energy to take care of her kid and do her job and try to be
there for her husband and be attentive. She doesn’t have time to go to the freaking
gym and do crunches all night.
So, what would be her magic wand for her? It wouldn’t just be to lose weight. To
me, the magic wand for her would be to turn back time when her body was not
just nine months but nine years.
Use X system, whatever the product would be, I notice other product is not the
most important thing here and you’ll have to get back the tight abs and gorgeous
butt you had in your early 20’s in just 5 minutes a day.
The idea here is we are making a truly outlandish promise. Later on, we are going
to pull that promise back a little bit. We’re going to pull that promise back into
something that we have a chance to deliver on because I never want to lie on my
marketing.
But the best way I found to get to a promise that works that skirts the edge close
enough is to go too far at first and then come back.
Here is another example. Let’s call him Bob. He is similar to Jim, the guy who had
gotten in my Text Your Wife product. Only this guy is single.
Page 5 of 19


Bob is 43. He is recently divorced. He doesn’t know how to date. Bob was married
for 15 to 20 years. He has got a couple of kids. He has a daughter who is 12 or 13
years old and thinks of her dad as being a total dweeb.
He is a little bit out of shape himself. He is heartbroken in someway from the

divorce. Why he got divorce could be a wide variety of issues, and now he is back
out in the dating scene. Here is a 43-‐year-‐old guy who is going through his mid-‐
life crisis in a lot of ways. Men who are in their mid-‐life crisis, they want two
things powerfully. They want cars. They want hot young chicks to make them feel
better about that is a fact of life.
We know that about Bob. We know a lot about who he is and what his desires are.
What over-‐the-‐top promise could we make to Bob that would get him to perk up?
It doesn’t matter if he believes the promise. It matters that we make it and it gets
his attention. I would say in over-‐the-‐top promise for him would be over the heel
and into her pants. I dissolved phrases, use X system and you’ll instantly be the
silver fox in any bar you go to.
Drawing attention and desire of a model quality 25-‐year olds even if you are a
total geek in high school. In that particular promise case, I’m appealing to the idea
of the nerd.
I know it’s powerful for me because I am a nerd made good myself. The big
concept here is what is that over-‐the-‐top promise. Try to be specific and
emotional and use those core desires, frustrations, and fears we worked on your
avatar as you are creating this big desire.
Again, it’s a fictional thing at this place. Don’t let reality hold you back. Reality will
come in soon enough.
Next. How do they get this amazing result? Notice that we are not going to pull
back on our promise yet. We are going to keep our promise pretty over the top at
this point.
We made this incredible promise about this amazing result someone is going to
get by waving a magic wand. Now, what we need to do is used a mechanism or our
unique selling proposition in order to make this promise feel real or tell people
how we’re going to get them to do it.
I’m using my Text Your Wife into Bed thing because it’s easy to use. The
mechanism that I’m using is text messaging.
Page 6 of 19


The big promise, without using the mechanism, is use this incredible system. You’ll
have your wife looking at you like she is tigress and you are a piece of porterhouse
steak. She will stuck you around the bedroom, throw you down on the bed and
want you and desire you more than she has never even thought about wanting
Brad Pitt.
She will see you as the most sexually desirable person in the world. You’ll have
the most amazing sex of your life. You’ll have the envy of the neighbors. She will
be bragging to her friends about what a wonderful and amazing husband you are
and what a great sex life you guys have and you’re going to have a cheat-‐proof,
divorce-‐proof marriage because of it.
Pretty big promise, right? Pretty over the top.
Lou: I’m telling you, Chris, it’s a good thing that I’m on mute here. I am loving this and
I’m killing myself laughing at how good you are. This stuff rolls up. What great
copy. Good job, man.
Chris: Yeah, it’s my job. Think about the mechanism there. How am I getting them to
accomplish that?
If I say “do that,” you’re going to have all these great results. They will be like,
“Well, but how?”
By using that mechanism of text messaging it becomes more realistic in a way.

Even though the text messaging itself is like a remote control thing doing that
makes it feel real to them.
Same thing with the donut weight loss. If you guys were on the webinar we did
last week and when I was reefing, I was talking about the concept of lose weight by
eating donuts, right?
The big promise in that case maybe outlandish promise for that product would be
“Suck the fat out of your body and replace it with hard lean sexy muscle even if
you tried everything before. Think exercises is against your religion and currently
weigh over 400 pounds, right?” Pretty over-‐the-‐top promise.
Then I bring in our mechanism in case by eating donuts. I don’t know about you,
but if you told any fat person that can get that result by eating donuts, even if they
didn’t believe you, they would still pay attention to the next 10 seconds of your
video. It’s what we’re going for in this big promise.
Then what we do is bring it slightly back to earth. Obviously we never want to lie
in our promises. We never want to make things that are impossible. You don’t
Page 7 of 19


want to talk about what’s impossible. You want to talk about the best possible
result they would get in a perfect world if they use your product. The best possible
result.
For Text Your Wife Into Bed, I do know that people have used my products and
have gotten fantastic results, have had incredibly hot fun sex with their wives,
have gotten over fights with it. So, that’s great thing.
We are going from using a magic wand to using a magic pencil. It’s still a magical
powerful thing. You want to make it slightly smaller but more specific results or
promise.
Instead of saying, “You’re going to lose all this. Transform yourself overnight by
eating donuts.” You can say, “Lose 17 pounds in 16 days by eating donuts.”
By making it slightly less over the top, you give it a lot more credibility and a lot
more power. You’re often going to fine the stuff that you write down. When
you’re writing, it is totally freaking crazy over-‐the-‐top impossible -‐-‐ oh my
freaking God, there is no way I can get away with that saying.
Is this good copy and within the bounds of what you can do and what you should
do. The big thing that holds a lot of people back is not that they make it too big of
promises, it’s they make too small of promises and they undersell themselves.
As my friend, John Carlton, says, “What copy would you write if someone was
holding a gun to your head and said, “If you don’t sell a certain amount with this
copy, I’m going to shot you?”
That’s what you got to write. You got to write stuff that breaks through the
doldrums of everyday life. You’ve got to remember, most people live insanely
boring lives.
I look on the Facebook. There are some people I know from high school. One guy
in particular was like, “My life is so boring. I get up. I go to my job. I go home. I go
to sleep. I get up. I go to my job. I go home. I go to sleep.” That's most people
unfortunately.
By taking a course like this, by doing this work, by trying to start your own
business, or already starting your own business, you’re like an alpha guy. You’re
way better off than a lot of those folks.
You’ve got to understand that people are looking for entertainment as much as
they are looking for solutions to their problems. They are looking for something
that grabs them in a powerful way.
Page 8 of 19


What makes my Text Your Wife Into Bed thing work is it’s a good product but what
makes it work is the video itself. It’s something that people find interesting and
fascinating and they want to talk about. They want to get though it. I get emails all
the time about that one thing. It’s the same thing with anything else you’re selling.
What can you do that’s going to grab them by the nose and make them pay
attention? Does this all make sense on what the big idea is or the big promise is?
Because we’re going to move on to the big idea.
Lou: It makes a lot of sense now. I’m glad that you’re encouraging people to go past
their comfort zone with it because I think one thing you said was absolutely right.
My experience too is that, it’s never making too big a promise that fails, it’s making
too small a promise.
Chris: Totally. It’s much easier to pull back than it is to push forward, right? If you make
too small a promise, it’s almost impossible to pump up a small promise. But it’s
easy to take a big promise and undercut it a little bit, add some qualifiers, say it’s
only for a specific niche or specific people. If you qualify, you’ll get these results is
a good way to do it. Make that big a promise.
At first just focus on creating your big promise, and next your big idea. When we
get into the script, I’m going to show you exactly how to use these two things
during the course of your sales videos script and how they work together.
The next thing I want to talk about is the big idea. The big idea is different from
the big promise. The big idea is essentially what you’re going to teach them. It’s
the hook of your sales video. The big idea is the thing you’re going to reveal in
your video.
The way we position sales videos is not as a go watch this video to learn about my
product. That happens sometimes but it’s relatively rare for front-‐end products.
You might do that during a launch. I often do that during a launch.
Generally for front-‐end products, it’s not what you’re doing. You’re saying, “Go
watch this video to learn this amazing thing.” The big idea is what you’re going to
be teaching them in your video.
What we say is that I never thought of that concept that we teach in the video. If
you’re on the webinar, you know that one of the core things I like to say is you
teach them to be our customer.
Page 9 of 19


We’re going to give them content during the course of our sales video that
implants an idea and pushes them towards the concept of having to buy from us in
order to solve the problem or to take advantage of the big idea.
I essentially want to make our product the only logical conclusion to the problem
that we present. It plays off the prejudices and pre-‐existing ideas or avatar. I hope
you can see how this is all related.
We’re still going back to that work we’re doing on the avatar that we started
talking about an hour ago. Those prejudices, those pre-‐existing ideas, those
concepts are what is going to feed our big promise and our big idea and ultimately
our entire sales video.
The Text Your Wife into Bed example, we’re going to use that over and over again
because I own the whole thing and I don’t have to worry about asking my client if
it’s okay if I talk about their video.
The big idea behind the Text Your Wife into Bed video is there are two main parts
to it. If you haven’t watched the video, please do, it’s at TextYourWifeIntoBed.com.
There’s nothing dirty about the video. I don’t think I swear at all in it, which is
amazing for me, but there’s a lot of good content in there. If you want to buy the
product, that’s cool too because it rocks.
The example is when women get more sexual as they get older. That is the big
ideas that I push forward in the video. I place against the prejudice that a lot of
guys have that married women don’t want sex. I think it’s a cultural concept,
largely in America, as well as Muslim cultures. There’s this real idea that women
don’t want sex, don’t enjoy sex, shouldn’t want sex.
In my video, I pushed back against that and I say, “You might think your wife
doesn’t want sex, but studies show that as she gets older, your wife wants sex even
more than you do.”
Essentially I go from there and say, “And if you don’t give her what she secretly
wants, even though she doesn’t know she wants it herself, she will end up finding
it somewhere else.”
The other big idea during the concept that I push during the entire thing is women
get turned on by imagery feelings and language, not feelings and sign language.
That goes against the idea a lot of guys. Again this is about me knowing my market.
My market is not necessarily people who are sexually in touch or emotionally in

touch or able to have deep conversations with the women in their lives. A lot of
Page 10 of 19


my marketer guys are truck drivers. It placed against the idea that women should
get turned on like men do. A lot of guys don’t understand that guys had to see a
pair of breasts and I get turned on.
She gets turned on by looking at my big beer belly. They don’t get it. Right? So, in
the video and I show them the difference between how men get turned on and
how women get turned on. It clicks on their head in a profound way. It bonds
them to me in a powerful way, which is cool.
I guess this is the way I offer them something to buy later. They already feel like
they know they can trust me. They feel like I’ve given them content, which causes
reciprocity.
It’s true. Women get turned on by stories, concepts, and language. Text messaging
is the best way to do that. This is the only system about it that teaches me how to
do it. I better buy it, which is why I convert so well, right?
Other examples, there is a guy, named Dr. Sarno, who is a doctor who teaches that
back pain is caused by emotional issues, not by physical ones and that surgery
makes it worst.
Now personally when I had bad back pain, I stumbled onto this guy’s stuff. His
marketing wasn’t good but his big idea was specific. It was like wow! If you go into
surgery, that’s the worst thing you can do. It’s an emotional issue that is holding
you back. That’s why you are having all these pains and that big idea grabbed me
in a way that I end up reading three of his books and going through it.
In my case, it turned out I didn’t need any surgery. It wasn’t the best thing for me.
But I think it still is a good example of how a core concept and a core idea can get a
lot of attention.
In the lose weight market is the Atkins Diet from several years ago -‐-‐ lose weight
and get healthy by gorging on meat. That goes against everything we had been
taught about what a healthy diet was up until that time.
Same thing with the Paleo Diet, which is about going back to what we’re eating as
caveman years and years and years ago. Their big idea is that wheat and grains are
toxic to the body and if you want to live a healthy powerful life free of cancer, you
should be eating only these three things that were available to us when we were
grooming the plains 10,000 years ago.
Page 11 of 19


That’s the big idea. I guarantee you, for whatever niche you’re in, for whatever
products you’re selling, there is a big idea out there that you can use as the hook
for your video.
Here is your assignment, go through the stuff again, go through the worksheet
when I send it to you. What big idea can you come up with that will lead your
prospect towards your big promise?
I should have said, first of all with your big promise, what is the big overwhelming
promise you’re going to be able to make that people can go crazy with it. You can
always pull it back later. Go balls to the wall. What is the big, almost outlandish
way over-‐the-‐top promise you can make.
Later on, we’re going to make sure you can fulfill that promise in some way, but
crazy with it.
Then what big idea can you come up with that will lead your prospect towards
your big promise? For example with the weight lose thing and the Atkins thing.
His big idea is you can lose weight and live a healthier life by gorging on protein
and limiting carbs. He would go from there to leading and what you need is the
Atkins diet plan in order to help you do that.
With Dr. Sarno’s stuff, the back pain thing, he says that back pain is emotionally
caused, not caused by this. You should not be on drugs, you should not go in for
surgery and you need my $97 product that leads you through how to clear the
emotions that are holding you back and causing you all this pain so you can live a
life absolutely pain-‐free.
We’re teaching them to be our customers. We are teaching them the ‘what’ and we
are selling them the ‘how’ as my good friend Jeff Walker likes to say. It’s similar to
the process and storyline. We been bring people through in a launch but condense
down into a 12 to 25-‐minute video or maybe 30 minutes depending on the
outside.
It’s two big things. What commonly held belief does your market have that’s
completely wrong as one way of coming up with the big idea. The Atkins thing is a
good example there.
The commonly held belief was you needed a balance diet in order to live healthy.
He came back and said, “Eat a lot of red meat and do this, this and this.” He is
pushing against commonly held beliefs.
Page 12 of 19


What piece of misinformation has your avatar fallen for that’s forcing them to fail?
I wrote a letter for John Asheroff a while ago, talking about the massive flaw in the
secret and if you are trying to attract wealth in your life using the secret and it
didn’t work for you, it wasn’t your fault. It was a flaw on the secret that had only
recently been discovered and that using neuroscience can make up for that flaw on
the secret and finally get what you wanted. Of course, you have to go through this
particular course that John had put together all to get that to happen.
What I have for you today. We have given you guys quite a bit. I do have about 10
to 15 minutes that we can do some questions.
Lou: Okay, great. I’m going to open a couple of lines here. We have Michael from
Daytona Beach. Michael, welcome to the call. Doing great. How are you?
Michael: (inaudible).
Chris: Free yourself from reality for now like don’t let reality hold it down for now. In
this world you can fly. It’s like yourself for a minute and you’ve always come back
to ground later. Plenty of people will make you do that later.
Chris: So, the bonus is for the failure products?
Chris: Yes, sure okay.
Michael: (inaudible)
Chris: Well there you go. That could be your big idea right there, right? For me, the
avatar for that would be about a 38 to 40-‐year-‐old mom who has a couple of kids
and money is tight. She is a little bit tough on it. She’s scared of what she’s going to
be doing to the dad too. I would want to see some research on who buys his
product. Who makes the buying decision? Then I’d go through the big promise
you’re going to have.
You’re going to have your identity put into a pocket money pit. It’s going to be the
most impregnable, hard to get into thing in the world, here’s the big promise.
You’re going to be absolutely immune to identity theft no matter what happens.
Even when everyone on your block has no identity stolen, you’re still going to be
completely safe and know what’s going on.
Page 13 of 19


Get research on people or niche. Think identity theft is something that happens to
other people. It’s like all that…
Michael: (inaudible)
Chris: Yeah.
Michael: (Inaudible).
Chris: That’s not the case at all. So where you could build your video on or your concept
on is I would say at the beginning, we’ll talk about intros later, you can say, “Hi, I’m
Mike and I never thought it could happen to me.”
Then you go onto the horror story of it and you talk about how and here’s what I
discovered. I discovered that identity theft happens more often to people who
think that they’re immune to it.
It’s one of my favorite things to do. I talk about persuasion stuff a lot. I had a
conversation with somebody about colt, how people fall for colt, say, “I would
never fall for that.” One thing that a lot of people don’t seem to know is that people
think they are immune to colt are the easiest ones to seduce into a colt. Here is
why. This drives them crazy because I like messing with people.
But I think there is a core, there is a big idea there about like why is it. What is it
that makes them more vulnerable? You can teach them how. If your avatar’s name
is Carolyn and she is 30 to 40 years old, you know “why Minneapolis sucker moms
are more at risk for identity theft than anybody else” would be a good big idea
behind it to push forward.
Mike I think we can do more on this but I want to try to get a few more people in.
Okay, thanks a lot.
Lou: Thanks. El, is that you? Welcome to the call.
El: (inaudible)
Chris: Yeah, we can hear you. Yeah.
El: (inaudible)
Chris: I’m having a hard time hearing you and understanding what you are saying. It’s
hard for me to give any feedback. It’s broken up a lot.
El: (inaudible).
Page 14 of 19


Chris: So El, I don’t know exactly what you are selling at this point, but the core ideas
we’re teaching here work the exact same way.
No matter what you think you’re selling to, you’re never selling to a company,
you’re selling to a decision maker in that company. So, your avatar is always going
to be the CEO or it could be the secretary who makes the real decisions. You have
to figure that out depending on what your niche is because oftentimes, there are
people further down the line.
The core concepts behind it are the same. If you are doing SEM marketing or local
search marketing, you need to have people come to your video. Say, “ Watch this
video that shows the big idea.”
The real reason your sales are down has nothing to do with the economy and why
three specific companies in whatever state or place you’re in have doubled their
sales in the last year even everyone else’s is falling down behind.
You would go through from there and say, “Hi, I’m El and I want to talk to you
about something that astonished me. If you are in the blanket-‐blank business, you
might think that everybody is suffering. But actually, three different companies
that I’ve worked with in the last year, that I know in the last year have doubled
their sales and here’s why.”
Then you would lead them through and you will talk about the core concepts of
why they were doing better and at the end of it. You would go into your actual
pitch and your actual offer.
People often make the mistake of thinking B2B as different. B2B is not different at
all. The mistake people make is they get too corporate in their B2B marketing and
they fall flat on their faces every single time.
She had a question. Would you describe the FTC? I would say while you’re coming
up with your big idea and your big promise particularly, don’t worry about getting
slammed down right now. You can always pull it back later something that’s a
little less hot and powerful in the future.
For now, I want you to go completely nuts with it. Pretend you are writing
something fictional at this point and you can pull back later.
Lou: We have a couple of questions about the assignment. What we mean by submit
them in the comments is when we put up the video, you got to need a day or two
to do this. So we’ll put up the videos…
Page 15 of 19


We’re going to break the videos up so that each one as specific, the training on the
assignment. Then we’ll tell you in the text of that video.
Down below, write your big idea tell us what your big promise is. We started the
discussion around each of those things in the thread where the video is. I would
say get started on it right away. How much time you have?
I think you would want to hopefully have the big idea, the promise, and maybe the
offer done in the first two weeks. If you can make some headway in this first
week, that would be great. Chris and I will be talking about some live coaching
follow-‐ups to help you along as you’re working this out.
Chris: Yeah. Guys we’re going to schedule it. But most likely, I’m going to record either
live or by myself. I’m going to record offer stuff later this week because I want to
take as much time over things getting off as possible.
The way it’s going to work is we’ll do a live webinar on Thursday or so to talk
about that stuff and to make the slides done on time. The key is to get this all done
and you’re going to have time over Thanksgiving to focus on it how. Having that
extra week is going to be useful I think because we can’t get into the script writing.
Don’t worry about too much about getting all done right away, but take your time,
breathe through it. We aren’t going to drag you, kicking and screaming through
this because it’s as important that you get it done as it is that you get it done right.
Just going through the process once, you can always go back, or you’re going to
have lifetime access to this material so you can go through many times as you
want if you can.
Lou: The other thing that’s a possibility is that we might turn these live calls into Q&A
and we’ll give you the videos two or three days in advance. We’ll put them in the
Member’s area. We’ll make better use of that time so you could flip through the
videos real quick. Do a couple of things and then come to the calls that way. That
way, you’ll get a little bit more life time with us rather than watching this record
because there’s great energy. We might do that another way if that helps you along
as well.
Chris: No you don’t.
Mimi: (inaudible).
Chris: Okay, sure.
Mimi: (inaudible).
Page 16 of 19


Chris: Sure, okay. So maybe, you know…
Mimi: (inaudible)
Chris: We’ll be able to -‐-‐ I agree with that. Okay.
Mimi: (inaudible)
Chris: Actually, that is good. There is a good big idea buried in there and I think the
reason people are telling you they won’t make any money is because unemployed
don’t have any money, right? Which is true.
We had a few people who are unemployed who want to get in this course. We
can’t. We’ve already discounted it so much, we can let you in for free, I’m sorry.
Selling to poor people is hard in general. It’s something I personally don’t like to
do. I like to sell to people that has some cash in their pockets and are doers can go
from there. But the core concept you’re speaking about is you don’t have to make
that about stop looking for a job. You can still sell to people that do have jobs.
The core concept could be the idea that you know you would get a job and stay
with that job for 35 years and you’ll get a pension and retiree’s dead and if you
think you are safe in your current job, if you think that you’re unfireable, you’re
wrong.
Companies don’t have any loyalty with you anymore. There is no reason if you
have loyalty to them anymore. The only way for you to keep yourself from being
poor, the only way to keep you from not having enough money to pay for your
kid’s college or to keep you from getting kicked out of your house and getting
foreclosed is to have your own stream of income, right?
Mimi: (inaudible).
Chris: Yeah. But it’s the same. Can you see how it’s essentially the same idea? It’s a
matter of tuning in slightly so it fits that one avatar. I think you should focus in the
avatar that has a little money in their pocket because you can make money selling
to poor people but you probably won’t feel good at the end of the day.
The poor people, they’re usually not going to take action no matter what you sell
them. They’re going to come back to you three months later and say, “Well, I
didn’t do anything, I didn’t get any results and we didn’t do anything.
Tune a little bit your avatar and focus on that one avatar for now. You can go back
later but focus on this one for now.
Page 17 of 19


Mimi: (inaudible).
Lou: Thank you, Mimi.
Chris: I hope you got a lot out of this. I got a lot of teaching and it’s fun stuff to get
through. Lou, I believe is going to post this information tomorrow.
Lou: Yeah, it’s already up actually.
Chris: Lou is amazing, so he puts things up right away. Get to work and I’m going to try
to pop into the learning place tomorrow and Wednesday a little bit and hopefully
get the offer stuff later this week so we can move forward.
We do have a lot to cover over the next couple of weeks but I hope this way of
teaching s working for you guys and I hope you’re getting as much out of this as I
am. I’m looking forward to seeing the results you guys get.
Next, we’re going to be constructing our offer, which we will be fun. It’s important
that the structure of how we’re constructing the offer before we do the actual
story line is very much on purpose and it’s all going to make sense to you, guys.
We’ll go through it.
Lou: Remember that Chris has been doing this for a long time and it rolls off his tongue.
It comes easily to him. He is naturally gifted at this. This is where you’re going to
be but you may not necessarily be there now and make that okay for you.
As you are going through this material, don’t feel like you have to get it and
understand it a deep level every time. That’s not the way learning works. Allow
yourself to let it sift into your consciousness and let it marinate.
There is a thing in learning that often uses the metaphor. If you are watching some
of these detective or crime shows, they’ll have the guy who is trying to escape the
dog that’s bearing down on him and he’s got the key and he’s at the door but he’s
so focused on the dog and the dog is creating such anxiety that he can’t get the
damn key in the door.
Well, what I want to say to you is don’t let the doorwoman bear down on you,
okay. You have the key, you may not have quite figured out how the key fits in the
lock yet because it’s the first time. You maybe use this key or you will find
multiple keys and you might have to think about which one fits into your
particular lock.
But don’t focus on the doorwoman. Don’t let them in the door. Just give yourself
the time to sift through the keys. Try it out and see which one unlocks it for you.
Page 18 of 19


Whenever it unlocks it and however it unlocks it and whichever key is for you is
perfect.
If you get it quickly, awesome. If it takes longer, no problem. If you don’t quite see
what that big promises that you’re going to make, don’t worry about it, just ask
yourself. Let your subconscious work on it. Those things, when you least think
about it, shows up.
Ask your mind and your subconscious, “What’s my big idea? What could I
promise? What might come to you? Why you’re having it there?
It might come to in the shower. It will come to you unless you’re anxious, nervous
and resisting it. So, relax into it. Let the stuff listen to it a few times. Let it sink in
and allow yourself to come up with it. Then come to the calls and brainstorm and
everything. It will come.
Enjoy the ride is the main thing I want to say. Lock the door. Don’t let the
doorwoman come in.
We will follow up with some e-‐mail for you and with a little bit more instructions
about how this might work and when to post stuff and where to post all those
details.
You can download those two action sheets that Chris was talking about. They are
in the Member’s portal now if you go down there you can download them and get
to work on them right away.
We will let you know when later during the week we’re going to meet again for a
live coaching call or two. Just make sure that you have
videosalesletters@gmail.com in your email filters so you get all our stuff. It
doesn’t go into you junk mail.
It’s been a pleasure being with you guys here tonight. Actually, let me open the
line and let me hear a little whooping and celebrating.
Page 19 of 19

Irresistible Offers
Construction
Disclaimer

Irresistible Offer
Construction
Folks, this is Chris Mr. Moneyfingers Haddad. On behalf of myself and Lou D’Alo, I want to
welcome you to week one, module two, of your video sales letter workshop.
We are going to continue teaching you my process for creating high-‐converting video sales
letters that put lots of money in your pocket, make lots of sales, get you customers, etc., etc.,
etc.
This module is going to be all about constructing your offer and basically, by the offer, we’ll
go into that in a second, but figuring out what you’re gonna give your customer in exchange
for their hard-‐earned money. We’re gonna come up with all the components of your offer,
why you construct it in a certain way, and have a lot of fun getting stuff out of the way.
Here’s what we’ve done so far to recap quickly before we get into the new material. So far,
we have created a living and breathing avatar. That’s your customer, the person, or people
you’re selling your product to. We’ve gone deeply into their hopes, fears, sins, and what
they want.
We’ve done the seven deadly sins exercise, where you talk about greed and envy and all
those other wonderful things that motivate people. You’ve gotten deeply into who your
avatar is, gone online, gone to forums to see who’s out there that fits your avatar.
You’ve constructed a person that you understand on a primal level who you can then sell to
because by empathizing with someone, understanding where they’re coming from, it’s a lot
easier to get them to pull out their wallet and give you the money and the success that
you’re looking for.
We’ve also done the big promise exercise. That’s the over the top promise that you can say,
“Hey, I’m gonna give you what you primarily want on a deep level.”
As we said, you go over the top with your big promise and then pull back to something
that’s a little bit more reasonable.
Again, the core idea there is to go over the top. As I discover over and over again, people
oftentimes think they’re going over the top when they’re not even going far enough at all.
So don’t even pull back at that point.
Page 3 of 11


Sometimes I’ll look at peoples’ big promises and there big promises were weak. You’ll get
this middling effect when you want to go far out there and come back from there. There’s
little to say about hype there I suppose but maybe we’ll cover that a little bit later.
We also talked about the big idea behind your sales video. That’s the hook that’s going to
drag your prospect into our sales video. The big idea is the incongruent or somehow
different idea about something in your niche that you can use to get people to pay attention
to your video or your sales video. The big idea is the content of your sales video that you
use to drag people down the path to the point where they really want your product.
Now we’re gonna talk about an offer. I want to talk about what the components of a great
offer are. Again, the offer in this case is what they are going to get. It’s what the product is
which would be something like videos, booklets, a course, a coaching program, a book,
whatever it is on a level, like a DVD is what it is.
What is it physically or is access to an online membership site, to a bunch of calls, a
coaching program where they get access two hours per week personal coaching. The
feature of what it is they’re getting.
Your offer is also what’s in the product. What do they learn or what does it do for them. So
what is the component?
In an e-‐book of some kind, what’s in it would be the table of contents. Right? We would go
through the table of contents and say, “In chapter one you will learn this. In chapter two
you’ll learn this. You’ll get a series of formulas that are in the product, etc., etc.”
Then what’s in it for me and why should they care? Otherwise known as the benefits of the
product. So what it is as in physically or what is it made up of? What’s in it? What are they
going to learn? Or what is it going to do for them if it’s a product that does something on its
own like a piece of software or something like that, and what’s in it for me. Why should I
care?
As Lou said on one of the coaching calls recently, “Which means, which means, which
means.” We’re gotta drag people down so we can say, “Okay, you’re getting an e-‐book
which contains my complete How to Lose Weight by eating Donuts system that’s been use
by hundreds of people in the past to lose 20 pounds in 10 days just by eating donuts. You
should care because using this system you’re gonna have an absolute easy way to finally
shed those pounds while eating what you love.” Translation all the way down.
More components of a great offer include strategic bonuses. We are going to talk about
what my personal strategy for creating bonuses is, the price and price justification of your
offer, and the guarantee where we reverse risk. We are going to go through each of these
different sections one at a time in this, hopefully-‐not-‐too-‐long video.
Page 4 of 11


One quick not on whether you have a product now or need a product. A lot of people on the
coaching calls were talking about, “Hey, I’ve gotta product already I want to work on,” or “I
don’t’ have a product, yet. I have an idea for a product. I have something I think I want to
teach in the future, but I’m not quite sure what it is, yet.”
If you already have a product, what I want to ask you to do is make sure the product you
have now doesn’t hold you back. What I mean by that is sometimes people come up with a
product but it doesn’t make any big promise and it isn’t focused to a laser point on one
specific result. We talk about specific results later.
I’ve had clients do this in the past, where they hire me to write a sales letter or a sales
video.mI charge a lot of money to write one of these things. They send me over the product
so I can go through and pick out bullets and figure out what it is that I want to write about. I
look at it, and I’m like, “Well, the product is middling. It isn’t there.”
It would be better if they had called me up first and said, “Chris, can you write a great sales
video or sales letter for us on this topic? Here’s a bunch of information on it.” Then create
the product afterwards.
In a lot of ways if you don’t have a product yet, that can be an advantage because that
means you’re not restricted by what’s already created. The universe is open wide for you.
You can do whatever you want and you can create the perfect product for your niche or
your avatar. So, either way, if you already have a product you to sell, that’s totally cool, or
have a group of information.
Please open yourself to the idea that you may need to add to your product, retune your
product, change the name of it, change the angle of it somewhat depending on your avatar,
depending on your big promise, and depending on what’s going to be most effective for the
people who are going to be buying it.
Also, no matter what, your product needs a specific result. The reason I had you do the big
promise exercise before we did this offer exercise is because I want to make sure that your
product fulfills the big promise that you make in your marketing.
I always say, ‘Marketing is the art of making a promise and keeping it.” This is where we
keep the promise. You make the promise when you do your big promise. When we get into
script writing, you’ll see how we integrate that throughout, but this is where you keep your
promise. You deliver on your promise.
You do that for a couple of reasons: One because you want to have happy customers and
lower return rates and two, because it’s the right thing to do.
Page 5 of 11


I personally am a big fan of products that over deliver. Hopefully if you’re in this course,
you’ve discovered that Lou and I firmly believe in making sure you get fantastic results and
feel well taken care of the entire way, and I think you should do the exact same thing. So,
again, don’t let your products hold you back. We’re gonna have a lot of fun here.
Okay, let’s talk about the concept of what your product is versus what it does. As I said in
the second, you know what it is. It is something as simple as a series of DVDs, some videos
you get online, things like that. But no matter what you do, no matter what your product is,
you’re not selling the feature of what it is.
You’re not selling, “You’re gonna get a bunch books or a bunch of DVDs, or 100 pages of
stuff.” You’re ultimately selling the result they’re going to get by using your product.
In Text Your Wife into Bed, I am not selling a series of videos but I do talk about that as a
way to raise the perceived value of the product. Instead, what I am selling is a better
relationship with your wife and better sex.
With our fictional How to Lose Weight by Eating Donuts product, which I am going to keep
using throughout this entire thing, we are not selling the e-‐book that teaches you how to
lose weight by eating donuts. Instead we are selling the system that teaches you how to do
that. The mechanism of how it works, and more importantly, what we are selling is the
result of having shed 20 pounds off your body faster than you ever thought possible while
eating what you love. That’s what we’re selling.
So the actual mechanism of how is delivered. The feature of how is delivered. The DVD is
the e-‐book. And it’s only valuable in the way that you use it. You create perceived value. As I
say here, some methods of delivery have much higher perceived value than others.
The most obvious one of these is a book versus an online course. A book has a set perceived
value. We’ve all bought books in the past. We’ve gotten books for Christmas. We’ve been to
Barnes and Noble. We think, “A book, no matter how big the book is, is worth maybe
between $8 for a trade paperback that’s been on the market for a while, and maybe $25 for
a hard cover.” It’s almost impossible, no matter how good your book, no matter what’s in
your book to sell a book for more than that.
The only way you can pull that off is by using scarcity in the future and saying, “This book
used to be available everywhere but it’s not now.” There’s one book I have called
Breakthrough Advertising, which I highly recommend. That was not available for sale for a
long time. I bought it for $97 for this little 150-‐page book, totally worth it to me because it
was great stuff. Now, compare that to an online course, a coaching course or any big thud
factor thing. We’ll talk about thud factor later on.
Page 6 of 11


There’s no set value in peoples’ minds to online course to a series of training DVDs, to
things like that. We can charge quite a bit more for it. With an online course, we can charge
what the product is worth as opposed to being stuck with this idea of what a book costs.
As you’re going through the exercises, I want you to think about how you can spin your
content, if it’s an info product, into different forms that are worth different amounts. I’m
gonna assume while we’re going this offer thing that you’re selling an info product.
When we do the coaching calls, I’m sure some of you have services that you’re selling or
you have physical products that you’re selling. If you do that, please go through the exercise
as best you can now. It’s not that different. Selling a service, selling personal coaching, or
I’m gonna do your social media for you, or something like that. You follow the same steps.
I’ll tell you how to translate it over once we get into the actual, the Q&A calls. Okay? Thank
you.
The ‘what is it is’ the stuff is a course. It’s a book. It’s a training. And here’s how you get it. If
the stuff is a physical product it’s this bunch of stuff that comes in the box. If you’ve bought
one of those Dan Kennedy physical products or I want to say a lot of internet marketers or
online marketers have used these in the past. It’s everything that comes in the box. It’s the
giant manual. It’s the 15 DVDs. it’s the sheet that comes with the bonuses on it. Things like
that.
For example, when you’re doing these things digitally, the stuff is whatever components
you break it down to. It’s not a physical thing. It’s still the stuff. The PDFs that you get is
part of a program or the online videos or access to the membership site.
With my Text Your Wife into Bed example, the stuff they get of the main component of the
product is the four-‐day icebreaker which is a PDF they get, which teaches them exactly
what to say in the first four days they’re using my Text Your Wife into Bed system in order
to bring their wife from wherever she is now to enjoying interaction, getting heated up, and
moving to the more steamy sexual stuff. They also get videos that are delivered online in
an online portal, which are about an hour long with the videos. I believe that trains them
how these other work. They get the black book manual, which is another PDF
downloadable thing about 40 or 50 pages. It’s full of texts they can send.
The first assignment I want you to do right now, this is going to be in your worksheet that
you can download right underneath this video, is to list out the components of your
product. If you already have a product, you probably know what the components are or you
might decide you want to do other things. If you don’t have a product, I want you to
brainstorm what you could give them that would be easy to digest and have a high
perceived value. Don’t say, “They get an e-‐book.”
Page 7 of 11


If there’s a way for you to break your product down into multiple chunks, I find that can be
a great way to raise the perceived value of the thing. If it can be an e-‐book, but there are
multiple sections to it. You can talk about the individual sections if there are worksheets,
things like that. Later on in this presentation you’re gonna hear more about stuff that you
could put in there to make it more effective.
If you already have a product you might think about ways that you can spin it out into more
effective form for selling it. So it’s more than an e-‐book. It’s an entire system in some way.
The higher price your product is gonna be. There are different things you can do. You can’t
charge as much for an e-‐book as you can sell for a training program or for a coaching
program or something like that. That’s assignment number one.
Next, we move into what’s in it. The what’s in it is the core content of the product itself or
the actual service they’re receiving is part of it. For an info product, it is what they learn
and for a physical product or a service, it’s what it does.
Let’s talk about a service for a second. We do have one student in our program right now
who is in the social media industry and she provides social media services for businesses.
In her case, the ‘what is it’ would be a service where we do your social media for you. The
‘what’s in it’ would be the specifics of how that works and what’s going to happen for them.
Going through and saying, “We will post on your Facebook ten times a day for you. We will
add X number of friends to your Facebook every single day. We will be on the lookout. We
will set up your Facebook page for you.”
An info product would be more like (let’s use the donut example again) you’ll get my
complete How to Lose Weight by Eating Donuts system laid out step-‐by-‐step in a simple
and easy-‐to-‐follow way so you can go step by step and get the great results you want.
How does it get them that much closer to the big promise and their deeper desires? How
does receiving this information get that much closer to what they want? From my Text Your
Wife into Bed program, the example of this would be, we already know that what it is is the
four-‐day icebreaker, videos delivered online, the black book manual, etc.
What’s in it is, for the four-‐day icebreaker, is a step-‐by-‐step script that’s been done for you
that tells you exactly what to send to your wife each and every day for four full days to get
her to the point that she’s ready for more the advanced Text Your Wife into Bed system and
materials.
The videos, what’s in it, is you get the deep research into my psychology of women and how
they think about sex. You get the Text Your Wife into Bed formula, the four-‐step formula
that we use. You get access to the multi sensual story telling training that teaches you how
Page 8 of 11


to tell stories over text that turn your wife on more or less by remote control wherever she
is. It’s the actual stuff of it that you’re getting.
Then we have to go into why should they care or what’s in it for me? We want to do why
they should they care both for what it is and for what’s in it. For what it is, why does this
particular method of getting the information make it easier, better, faster, give them more
immediate satisfaction, etc?
With an info product, for instance, we’re selling online. We would say, “You’re going to get
instant access. You’re going to get instant access to an e-‐book, a downloadable e-‐book
whether you can take this material and study it right away. Why does that method of
getting it make it better than the alternative of getting a physical printed book?
The benefit of getting it this way is you’re going to have access to this information two
minutes from now. You’ll be downloading, and reading, and absorbing this information like
so many thousands of other people have before. You’ll be able to implement this strategy
into your life right away, go to the donut shop, get our donuts, and start getting results in
shockingly little time. I hope that makes sense to you.
The same with videos from Text Your Wife into Bed, you are going to get access to videos
that teach you the Text Your Wife into Bed system. The advantage of that is you can sit back
and relax as I teach you and program your mind to be able to use the deep primal language
women respond to in order to get her to see you as the most sexually attractive man in the
world.
For what’s in it, how does this, each individual piece of information or thing get me closer
to the big promise you offered me. In the donut example, you get the complete Lose Weight
by Eating Donuts system map and that gets you closer to the result you have because it’s
the exact same map that’s been used by thousands of people around the world. It tells you
exactly what donuts to eat and when to eat them so you won’t make a mistake. It
guarantees your success so that you can see the pounds start slipping off you day by day.
For each segment of what you’ve got, you need to do this translation between what it is.
Why should I care? What’s in it? Why should they care?
Well, here we go. Text Your Wife into Bed as an example. What is it and why should they
care? Online videos, access to videos any time you want, no need to store them on your
computer so your wife and kids won’t find them, instant access. Those are the benefits of
getting it that way.
The black book, the downloadable bible of texting, which you can reference at any time and
any place you want, can print up or keep on your cell phone. The benefit of that particular
method of getting is the portability and the ability to access whenever you want.
Page 9 of 11


Features and benefits essentially is what we are talking about here. I think I’m gonna go a
features and benefits training call for you guys at some point where we go deeply into it. I
think it will be more effective than doing in this format here.
Another example on Text Your Wife into Bed for what’s in it. In the Text Your Wife into Bed
program you learned secrets about how women think about sex, which means you’ll be
able to read your woman’s mind and give her what she secretly craves. I am taking the
content of what I teach them in Text Your Wife into Bed and I’m translating it over to a
benefit for them. They’ll be able to read your woman’s mind and give her what she secretly
craves. Another level of benefit for that would be once you give her what she secretly
craves, she’ll give you what you secretly crave as well.
You’ll also get the four-‐step texting formula, which means you’ll know exactly what to say
and when to say it, no thinking necessary. This is an important point, actually. In general,
no matter what you’re selling, you don’t want to make people do work. Especially in
America, I find. In general marketing, you want to make something as easy and simple and
done for you as possible. I’m gonna cover that a bit more in this presentation as well.
The next thing they get is the done-‐for-‐you texts which are part of the black book, which
means you’ll be able to push send. Get what you want. No writing or creativity on your part
necessary.
The what’s in it for me is answering their big objections, giving them what they want, and
translating everything over to a benefit that’s powerful for them, a benefit that sparks that
piece of creativity in their imagination and makes them say to themselves, “Wow, I am
getting closer to what I want.”
Here’s you assignment for this section. List out the components of your offer and translate
those components into a benefit to your avatar. Why does she care?
What I want you to do is take out whatever your product is, whether it’s an e-‐book with
some bonuses, whether it’s online training thing, whether it’s a service.
I want you to, in detail, list out each individual component of what it’s made up of. Then
underneath that, I want you to translate that into why does she care, the benefit of getting it
in that particular way.
You’re getting an e-‐book which means you’re going to get access to it right away which
means you don’t have wait and you’re going to have great results in a short amount of time.
I also want you to list out what’s in your product and translate that into avatar-‐focused
benefits as well. By what’s in your product, I mean if it’s an info product, what they’re going
to learn. What each chapter is.
Page 10 of 11


For instance, you might say, chapter one is all about the myth of healthy food that doctor’s
been pushing down your throat and why eating fatty foods like donuts will make you lose
weight faster than any piece of broccoli, or something like that.
Underneath that, write what they are going to learn and why do they care about that. What
benefit are they going to get out of that? You might also have systems, done for you like
maps that are part of your program, but the same thing. I want you to, in a lot of detail.
Translate over why they should care.
Don’t worry too much about this being a polished copy at this point. That’s not what we’re
going for, yet. What I want you to go for now is having the information down there. The
whole point of this first week is to give you all the material you need so when we get into
the writing next week, you’ll be able to do things much, much simpler and much faster than
you would if you didn’t do this work.
So, check out your worksheet and do that assignment, and we’re gonna move on to the next
section.
Page 11 of 11

Irresistible Offers
What Works Online
Disclaimer

Irresistible Offer
What Works Online
Now, let’s talk about strategic bonuses. I think we all know what bonuses are. A mistake
people make a lot of times is they throw bonuses willingly and randomly into their product.
Which I think is a huge mistake because bonuses can do great things for sales and great
things for your return rate, and great things for making your product feel more complete.
A good bonus can radically raise the perceived value of your product, can kick a tire kicker
(somebody who’s not quite sure if they want to buy yet) off the fence, and say, “I wasn’t
sure but then I heard about your bonus and well, I decided I wanted to buy.”
I got an e-‐mail from a woman who said she was watching my Text Your Wife into Bed and
was so intrigued by the bonus I give, which is called the waterfall effect, that she decided to
buy the entire product even though she wasn’t quite sold on the main product itself. It’s
only one bonus. It wasn’t even that much stuff. You can make an offer a no-‐brainer with
your bonuses.
I said that the thud factor thing is dead and that access is the new thud. I do think that is
true for your main offer but you can get quite a bit thuddy in your bonuses.
It’s totally okay to have your bonuses be bigger, to have more stuff to them, to have more
components to them because psychologically by it being a bonus you’re saying ‘it’s not
intrinsic or necessary to get the big result or the big promise that I’m promising you in my
marketing’. Since it’s a bonus, it’s not something that I need to do. Therefore it’s okay for it
to be a bigger thing. It totally makes sense.
There are three main ways of using bonuses effectively in your marketing. There are three
types of bonuses that I’m gonna go through here.
The first is what I call the specific objection bonus. The specific objection bonus answers a
specific objection or desire that’s slightly outside your main offer. For instance, say we’re
selling an online course. I do sell a lot of those. Say we’re doing a big product launch around
some internet marketing thing. I might put in a bonus that I would tend to refer to as the
kicking and screaming bonus. What that means is it’s a mastermind group or it’s some
accountability group, or some other form of holding people accountable that I’m going to
give you as part of the product to drag you, kicking and screaming, through the entire
course so you get results.
Page 3 of 6


The objection that one is answering ‘I don’t have time for this’ or ‘I’m not going to be able to
do this’ or ‘I’ve bought courses like this before and never finished going through them’.
Right? The kicking and screaming bonus is saying, “Listen, I know you’ve had times in the
past when you spent money on this thing and haven’t gotten the result you wanted but in
this case you are, and here’s why.”
Next is the nitty gritty details bonus which is where you’re gonna get the nitty gritty details,
the technical aspect of things more or less done for you. You’re going to get as my bonus my
step-‐by-‐step noted or guides on how to set screen flow on your computer to create a great
sales video, or something like that. The detail stuff that isn’t necessarily a big part of the
product itself but that lets people get what they want.
An example from Text Your Wife into Bed product would be Get Your Wife to Lose Weight
and Love It bonus which I give away for sales usually for Text Your Wife into Bed. That’s an
interview I did with Isabel Galileos, who is awesome, about how to raise the self-‐esteem of
the woman in your life so she wants to lose weight.
It addresses an objection that guys have of, “Well, my wife is so down on herself that I don’t
think this Text Your Wife into Bed thing is ever gonna work for me because she doesn’t
think of herself as sexy, so if I try this, it’s not gonna work.” It’s an objection I heard a bunch
of times when I was first getting this product off the ground.
The next bonus is the future problem bonus. This is cool ninja stuff that I came up with a
while ago but I think is extremely effective. I’ve used it effectively in my own stuff. The
future problem bonus addresses a problem they’re going to have after they achieve the big
promise from your offer. It assumes success and helps the close. What I mean is if you’re
selling a product about, say, how to make money. Right?
Now, your market in general is going to be people that have not made money who are poor
now, but as a bonus you might offer them something that is only going to be useful after
they get “rich” or make a bunch of money. It might be something like for a wealth mastery
course. You’re going to get access to my personal financial advisor who’s going to help you
to manage the millions of dollars you’re gonna make with this course. By doing it, you’re
assuming that the success of them, and helps the close.
An example from Text Your Wife into Bed would be the waterfall effect video that I give
away which is me teaching guys how to use essential hypnosis and hypnotic storytelling in
order to get their wife or their girlfriend to experience profound pleasure.
With the way I position that in the video is, what you might be saying to yourself, “Michael
this is great. I’m gonna to be able to use Text Your Wife into Bed to get my wife into bed but
Page 4 of 6


what do I do with her when I get there?” By giving them a bonus that’s going to help them
once they get their wife into bed, it’s like you’re gonna get your wife into bed’.
For our donut weight loss fictional product, we might give them something like the Skinny
Bitch Survival Guide. So, as a bonus when you order today, you’re gonna get the Skinny
Bitch Survival Guide which is going to teach you how to move in the world as a thin
beautiful gorgeous woman who other women are envious of. Which is what these women
want. They want to be envied and seen as the “skinny bitch”. I hope that makes sense. The
future problem bonus is powerful ninja stuff.
Next, is the return of the king bonus. This is our third and final type of bonus. Yes, I’m doing
this off the Lord of the Rings. I’m a big geek. The return of the king bonus is a product that
has been sold before at a high price or is being sold right now at a high price that they’re
going to get for free as part of this particular package. Doing this shoots the perceived value
of your product through the roof, especially if you’re giving away a lower value product.
Maybe you’re selling a lower value product. You’re selling something that maybe costs 20,
30, 50, 100, 200 bucks, whatever it’s gonna be. Whatever is considered a low price for your
particular niche. Then you throw in something that’s profoundly high priced and people
like, “Oh, I got to get it. I’m gonna buy the product so I can get that amazingly high-‐priced
stuff.” In my experience, seminar recordings or high-‐priced, elite stuff are totally great for
this.
If you had a high-‐priced seminar, an invitation only seminar online webinar that people
paid to get into, anything where people paid to get into it and paid what is conceived as a
large amount of money. Giving that away as a bonus can be very effective. An example
would be, “You also get recordings from my closed-‐door, donut weight loss boot camp
which I held back in February of this year, which was only 20 people who had to pay $2000
to get in the door. Here are the amazing results that were gotten. Thanks to this. Here’re
bullets about the amazing results people were able to get thanks to doing this stuff, and
you’re going to get it for free.”
Your assignment is to go back and come up with two or three bonuses to be given away as
part of your offer. I want you to use the strategic bonus formula I’ve put together for you as
you create these bonuses.
I want to make sure that your bonuses fit one of those three categories. Either they fit the
specific objection bonus idea of answering an objection that somebody might have that
might be keeping them from buying your offer or they do the return of the king bonus or
they do the solving a future problem bonus issue.
Page 5 of 6


Ideally, you might have all three of these depending on what you’re doing. Sometimes in
videos I end up having fewer bonuses because I don’t want to spend a huge amount of time
in the video putting them all down there. You want to experiment with what bonuses you
use in your offer to get the best results. We talk about split testing later. We’ll probably go
into that.
Page 6 of 6

Irresistible Offers
Guarantee
Disclaimer

Irresistible Offers
Strategic Bonuses
Now, let’s talk about strategic bonuses. I think we all know what bonuses are, but a mistake
people make a lot of times is they just kind of throw bonuses willingly and randomly into
their product.
Which I think is a huge mistake because bonuses can do great things for sales and great
things for your return rate, and great things for just making your product feel more
complete.
A good bonus can radically raise the perceived value of your product, can kick a tire kicker
(somebody who’s not quite sure if they want to buy yet) off the fence, and basically say,
“Okay, I wasn’t sure but then I heard about your bonus and well, I decided I wanted to buy.”
I just got an e-‐mail the other day from a woman, actually, who said she was watching my
Text Your Wife into Bed and was so intrigued by the bonus I give ,which is called the
waterfall effect, that she decided to buy the entire product even though she wasn’t quite
sold on the main product itself. It’s only one bonus. It wasn’t even that much stuff. So you
can also make an offer a no-‐brainer with your bonuses.
And one core point, you know, I just said that the thud factor thing is kind of dead and that
access is the new thud. I do think that is true for your main offer but you can really get
quite a bit thuddy, as they say, in your bonuses. you know, it’s totally okay to have your
bonuses be bigger, to have more stuff to them, to have more components to them because
psychologically by it being a bonus you’re saying ‘it’s not intrinsic or necessary to get the
big result or the big promise that I’m promising you in my marketing’. Right?
Since it’s a bonus, it’s not something that I need to do. Therefore it’s okay for it to be a
bigger kind of thing. It totally makes sense.
There’s really, in my opinion, three main ways of using bonuses effectively in your
marketing. There’s three types of bonuses that I’m gonna go through here.
The first is what I call the specific objection bonus. And the specific objection bonus
answers a specific objection or desire that’s slightly outside your main offer. You know, for
instance, say we’re selling an online course. I do sell a lot of those.
Page 3 of 6


Say we’re doing a big product launch around some kind of internet marketing thing. I might
put in a bonus that I would tend to, internally tend to, refer to as the kicking and screaming
bonus.
What that means is it’s a mastermind group or it’s some kind of accountability group, or
some other form of basically holding people accountable that I’m going to give you as part
of the product to drag you, kicking and screaming, through the entire course so you get
results.
The objection that one is answering is the objection of ‘I don’t have time for this’ or ‘I’m not
going to be able to do this’ or ‘I’ve bought courses like this before and never finished going
through them’. Right?
So, the kicking and screaming bonus is basically saying, “Listen, I know you’ve had times in
the past when you spent money on this sort of thing and haven’t gotten the result you
wanted but in this case you really are, and here’s why.”
Next is the nitty gritty details bonus which is, you know, where you’re basically, and of
course you’re gonna get the nitty gritty details, the technical aspect of things more or less
done for you.
You’re going to get as my bonus my step-‐by-‐step noted or guides on how to set screen flow
on your computer to create a great sales video, or something like that. The detail stuff that
isn’t necessarily really a big part of the product itself but that lets people get what they
really want.
An example from Text Your Wife into Bed product would be Get Your Wife to Lose Weight
and Love It bonus which I give away for sales usually for Text Your Wife into Bed.
That’s an interview I did with Isabel Galileos, who is awesome, about how to raise the self
esteem of the woman in your life so she actually wants to lose weight.
And it kind of addresses an objection that guys have of, “Well, my wife is so down on herself
that I don’t think this Text Your Wife into Bed thing is ever gonna work for me because she
doesn’t think of herself as sexy, so if I try this, it’s not gonna work.” It’s an objection I heard
a bunch of times when I was first getting this product off the ground.
The next kind of bonus I like to use is the future problem bonus. And this is actually really
cool ninja stuff, actually, that I came up with a while ago but I think is extremely effective
and I’ve used it very effectively in my own stuff.
The future problem bonus addresses a problem they’re going to have after they achieve the
big promise from your offer. It basically assumes success and helps the close. What I mean
is if you’re selling a product about, say, how to make money. Right?
Page 4 of 6


Now, your market in general is going to be people that have not made money who are kind
of poor now, but as a bonus you might offer them something that is only going to be useful
after they get “rich” or make a bunch of money.
So, it might be something like, you know, for a wealth mastery course. You’re going to get
access to my personal financial advisor who’s going to help you to manage the millions of
dollars you’re gonna make with this course. And by doing it, you’re assuming that the
success of them, and actually helps the close.
An example from Text Your Wife into Bed would be the waterfall effect video that I give
away which is basically me teaching guys how to use essential hypnosis and hypnotic
storytelling in order to get their wife or their girlfriend to experience profound pleasure.
And it basically, with the way I position that in the video is, what you might be saying to
yourself, “Michael this is great. I’m gonna to be able to use Text Your Wife into Bed to get
my wife into bed but what do I do with her when I get there?” Right?
And so by giving them a bonus that’s going to help them once they get their wife into bed,
it’s basically like ‘well, of course, you’re gonna get your wife into bed’.
For our donut weight loss fictional product, we might give them something like the Skinny
Bitch Survival Guide. Right?
So, as a bonus when you order today, you’re gonna get the Skinny Bitch Survival Guide
which is going to teach you how to move in the world as a thin beautiful, you know,
gorgeous woman who other women are envious of.
Which is really what these women want, right? They want to be envied and seen as the
“skinny bitch”. So, I hope that makes sense.
The future problem bonus, really powerful kind of ninja stuff.
Next, there is the return of the king bonus. This is our third and final type of bonus.
Yes, I’m doing this off the Lord of the Rings. I’m a big geek.
And the return of the king bonus is really a product that has been sold before at a high price
or is being sold right now at a high price that they’re going to get for free as part of this
particular package.
Doing this shoots the perceived value of your product through the roof, especially if you’re
kind of giving away a lower value product. Right?
Page 5 of 6


Maybe you’re selling a lower value product. You’re selling something that maybe costs 20,
30, 50, 100, 200 bucks, whatever it’s gonna be.
Whatever is considered a low price for your particular niche. And then you throw in
something that’s profoundly high priced and people like, “Oh, well, I gotta get it. I’m gonna
buy the product just so I can get that amazingly high-‐priced stuff.
In my experience, seminar recordings or high-‐priced, elite stuff are totally great for this.
So if you had a high-‐priced seminar, an invitation only seminar online webinar that people
paid to get into, anything where people paid to get into it and paid, you know, what is
conceived as a large amount of money.
Giving that away as a bonus can be very, very effective. an example would be, “You also get
recordings from my closed-‐door, donut weight loss boot camp which I held back in
February of this year, which was only 20 people who had to pay $2000 per to get in the
door, and here’s the amazing results that were gotten. Thanks to this. Here’re bullets about
the amazing results people were able to get thanks to doing this stuff, and you’re going to
get it for free.”
So, your assignment is, right now I want you to go back and come up with two or three
bonuses to be given away as part of your offer. And I want you to use the strategic bonus
formula I’ve put together for you as you create these bonuses.
I want to make sure that your bonuses fit one of those three categories. Either they fit the
specific objection bonus idea of answering an objection that somebody might have that
might be keeping them from buying your offer or they do the return of the king bonus or
they do the solving a future problem bonus issue.
You know, ideally, you might have all three of these depending on what you’re doing. You
know, sometimes in videos I end up having fewer bonuses because I don’t want to spend a
huge amount of time in the video kind of putting them all down there.
So you really want to experiment with what bonuses you use in your offer to get the best
results. And we talk about split testing later, we’ll probably go into that.
Page 6 of 6

Irresistible Offers
Guarantee
Disclaimer

Irresistible Offers
Guarantee
Next I want to talk about the guarantee part of your offer where you reverse all risk. If
you’re selling something online and even if you’re selling some coaching program, I highly
recommend you have a generous guarantee.
Some people get scared of guarantees. They think, “Oh, Chris, if I guarantee them their
money back, I’m gonna get ripped off. People are going to ask for their money back after
they use my product. What am I gonna do?”
Honestly, you’re right. People are going to rip you off, but it’s a small percentage of the
market that’s going to do so. The fact of the matter is most people in our world are
fundamentally honest. Most people in our world fundamentally feel like, “If I get good
value, if I get a good result, then I’m gonna pay a faire rate for it.” If you’re treating your
customers fairly and are delivering a good product, you shouldn’t be scared of the
guarantee.
Yes, there are always going to be that tiny group of people out there who buy your stuff,
they look at it, they use it, they return, they ask for their money back, especially with digital
products. This happens all the time in any niche you’re in. You get over it because with a
guarantee you sell a lot more stuff than you do without a guarantee.
Good guarantees always increase sales and the longer the guarantee the better. I have one
client in particular who puts a 365-‐day guarantee on his products and it does great things
for his conversion rate. He told me he would love to have an even longer guarantee on than
he does, but quite honestly his credit card company won’t let him at that point.
There are two kinds of guarantees that I particularly like to use in my sales videos. There
are probably more kinds overall but I want to focus on two right now, because we’re trying
to get you to create these videos.
One is the nonconditional guarantee. A nonconditional means you get your money back for
any reason whatsoever. All you have to do is ask for it. You get 30 days money back for any
reason, nonconditional, completely open, oftentimes.
I talk about those in my videos. I say, “I’m gonna give you 30 days and you get your money
back for any reason. Honestly, the way this is set up, you could totally rip me off. You could
buy the product today, put it through its paces, get great results with it, ask for your money
back, and you would get your money back.
Page 3 of 5


I’m not afraid of that because I think when you see the results you’re going to get with Text
Your Wife into Bed, you’re gonna be so blown away. You are going to see the tiny amount
I’m asking you to invest today as absolutely nothing and have no problem at all paying it.
The other guarantee you can use is the conditional guarantee. The conditional guarantee
means there is a condition they have to meet in order to get the guarantee into effect in
their lives. It would be something like, “Use the system. Prove that you used it. If it doesn’t
work, let me know and I’ll work with you until it does.”
You see this one in product launch offers where they say, “Go through the course. I’m very
confident that it’s going to work, and if at the end you don’t think it’s gotten results let me
know, and I’ll bring you through it.”
This is a great way to extend the guarantee. Oftentimes what you’ll do is you’ll have the 30-‐
day money back guarantee and after that, you’ll have the 60-‐day conditional guarantee that
goes on top of it. Don’t generally be afraid of conditional guarantees. The odds are if you do
give a generous conditional guarantee, few people will ever take you up on it. Generally,
you can sell thousands of your products and maybe get one or two people who come back
to you and say, “Hey, I want my conditional guarantee.”
On the language of guarantee, it is something that’s come up a couple of times in some of
the teaching I’ve been doing lately. No, I know you’ve been ripped off before. Sometimes
when people are writing their guarantees they say something like, “I know you’ve been
ripped before and there are scumbags everywhere and there are people out there who are
trying to take your money and steal your baby but I’m not one of those guys.”
I don’t know. To me, when you’re bringing up all those negatives, all it does is revive the
idea of those negatives in their mind. It brings up negative emotions in the mind of your
prospect when you’re in the middle of trying to sell them, which isn’t what we’re trying to
do at that point. The mistake there is that just by bringing up you’ve been ripped off before,
they’re scumbags out there, you’re awakening the idea in their head that you might be a
scumbag or someone who’s trying to rip them off. I like to use positive language in my
guarantees.
I like to use things like ‘if I don’t get you results, I don’t deserve your money’. This is a great
Jay Abraham thing. He’ll list out the details of the guarantee. He’ll say, “You’re completely
covered by my rock solid, no fine print, 100% money back guarantee. Here’s how it works.
All you have to do is try the make Lose Weight by Eating Donuts system today. Download
the e-‐book. Print it up. Go through it. Take your time and go through step by step the
amazing eating donut formula that’s helped so many thousands of people in the past to slim
down faster than they ever thought possible while eating the food they love. If at any time
in the next 30 days you don’t believe deep in your heart this is worth way more than the
Page 4 of 5


$37 I asked you to pay today, simply write an e-‐mail to me or my staff, and we’ll refund
your money right away.”
Personally, the way I was raised, I don’t think I deserve your money unless I get you
incredible results. It’s the way I like to do business, with the way I want people to do
business with me and so I personally guarantee you that if you aren’t 200% satisfied, I’ll
give you your money back, no questions asked, and we’ll part as friends.” Notice it’s
positive language the entire time.
I also love when Lou says, “Simply send me an e-‐mail for a prompt and courteous refund.” I
love that language, prompt and courteous refund. Good job, Lou.
Here’s your assignment. I want you to come up with the most generous guarantee you can
fulfill. If it’s a guarantee that you can’t fulfill, I don’t want you to do it. But really push
yourself to think of what is the most generous guarantee you can come up. How can you
push yourself to make your guarantee as far as out there and generous as humanly
possible, and how can you fulfill it. Write that down in your worksheet.
Make sure to use positive language in your guarantee. How are you going to make the
guarantee? How are you going to frame the guarantee as a positive thing for the people
involved so they’re going to feel like, “Wow, this is something I want to get involved in.”
Page 5 of 5

Irresistible Offers
Price
Disclaimer

Irresistible Offers
Price
The last thing we want to talk about in the offer section of his module is the price and price
justification. People often ask me, “Chris, how much should I charge for my product?” and
the answer is “I don’t know.”
It depends on the market. In the internet marketing world, a several hundred dollar
product is considered relatively cheap. In the personal development market, a couple
hundred bucks is a high-‐end product.
Your low-‐end products are gonna be 20, 30, 40 bucks. Same thing in the sex advice niche
that I’m working in now. I’m selling a lot of products. Those are not high-‐priced products at
all. $67 for Text Your Wife into Bed is considered relatively high-‐end and it’s hard to push
out those numbers too much higher than that without getting up from there.
Generally speaking, for coming up with your price, you want to start with your gut and split
test. You might have a number that’s floating around in the back of your head. You already
feel like it’s going to be the real value of this.
I recommend that you compare it to other products on the market and figure out what’s
normal for your market. You might decide that you want to do the higher-‐priced product on
the market for a position and a reason. You might think to yourself, “They’re so many other
people out there who are selling weight loss products that are so cheap but I want to sell a
product that is $97 right at the front because I want to position myself as the more elite
version of weight loss. A product that is above and beyond what other people can offer or
can get.”
That can be a powerful play if you can make it a convincing thing and you can get people to
pay those premium prices. I will say that cheaper does not always lead to more sales. I’ve
run split tests in the past where we’ve discovered that our higher priced offer didn’t make
us more money as far as pure dollars went, but made us more sales overall.
By raising our price, we were able to get more people to pull out their wallet and buy our
stuff. For split testing, that’s gonna be a important thing to think about, but for now, I want
you to work around in your head and figure out what you think a good initial offer price is
going to be.
I want to talk about price justification and apples to oranges. The apples to oranges
comparison is something my good friend and mentor, David Garfinkel, first introduced me
Page 3 of 7


to. It’s a way of comparing a higher-‐priced thing that offers the same or a similar promise to
what you’re offering now.
It’s called apples to oranges because you’re not comparing two things that are equal. You
might say, for the donut weight loss product, “You can get my complete donut weight loss
e-‐book for $37 compared to the $200 an hour. I charge for personal coaching with my high-‐
priced consulting clients. It’s essentially the same information, though of course getting
personal attention from a coach is a whole different world compared to an e-‐book.”
You’re allowed to compare them much like you’re comparing apples to oranges in order to
perceive the value of the e-‐book seem so much higher. It’s the same stuff but it’s a lot
cheaper than what everybody else has to buy.
You can also compare it to stuff they’ve “wasted money on” before that didn’t work, for
instance, that StairMaster in the garage. For weight loss you might say, “My donut weight
loss e-‐book is only 37 bucks compared to the couple hundred dollars, $200, $300, or maybe
more like $700 that you paid for that StairMaster that’s still getting cobwebs in the garage.
You have to be careful there in your languaging to make sure not to remind them of failure
too much. You want their failure to be not their fault. You want their failure to be
something that happened to them, not something that you did to them.
You can also compare to devastating results that might happen if they don’t take action
now. This is the nuclear option. You could say, “You can either pay $700 now for a
treadmill that’s going to get you into fantastic cardiovascular shape, or you can pay
thousands of dollars later for heart surgery.”
You gotta be careful on how far you go there because it can get to the level of absurdity and
the tone of voice you use in your sales video is going to be important to make sure that it
doesn’t seem stupid when you’re coming out with it.
Here are a few examples from Text Your Wife into Bed, each of which fills one of these
categories I said. The first is the tried and failed. In the Text Your Wife into Bed video, which
I hope you’ve watched, I compare the Text Your Wife into Bed system to flower, jewelry, and
a night out on the town.
I say, “Flower cost maybe $50. Jewelry costs hundreds of dollars. A night on the town costs
maybe a couple hundred dollars.” I go through all that and bring these prices up before I
even reveal the actual price of the product.
The same thing with higher priced stuff. I believe in that video I talk about how you can get
the Text Your Wife into Bed system. I charged a lot more for the guys who I first taught this
Page 4 of 7


information to before I decided to put it into a product. So, you’re paying a lot less than they
had to for the exact same stuff.
The nightmare scenario in the Text Your Wife into Bed stuff is couples’ counseling and
divorce court. If you go through the program, you’ll see I say, “It’s a hell of a lot less than
you would pay for a divorce.” The tone there is specific. I don’t’ want to go too far with
pushing people to feel like, “Oh, man, if I don’t text my wife into bed, I’m gonna divorce
her.”
It’s important to push them down that road because a lot of the guys who are coming and
watching that video in the first place are feeling this real friction in their marriage. That’s
what they’re scared of on a deep level. They’re scared that it’s going to get to the point
where they cheat and it ruins their marriage. They get fed up and they’re not able to have
the sex they want with their wives so they go off and end up having to get a divorce.
I also have a strip club example. I say that Text Your Wife into Bed is cheaper than a night at
a strip club. That’s a little bit different. It’s not a nightmare scenario. It’s more of a shame
scenario at that point but it falls into that category.
Here’s price justification for our donut weight loss fictional product. Tried and failed might
be the hundreds you spent on the gym membership, the Thighmaster, or Jenny Craig. You
tried it and it didn’t work.
The higher-‐priced alternative would be a personal trainer. It’s only $37 for donut weight
loss which is nothing compared to the $67 per hour an average personal trainer would
charge you. And honestly, you’re not gonna get results with that personal trainer because
most personal trainers are total morons when it comes to helping you work out and they
don’t understand the truth about donuts can make you lose weight.
And the nightmare would be gastric bypass surgery. You can only bring those up for people
that are on that path. You know how far you go.
One more thing we gotta cover is the price drop. The price drop is where we reveal a false
price or a regular price and drop that price down to whatever they’re going to pay today.
With Text Your Wife into Bed for instance, there is a section in the video where I say, “The
regular price of Text Your Wife into Bed is $97” I do my price justification off of $97. I’m
justifying it there. Then after I do the price justification. I say, “I’m gonna drop it to $67 for
you today. I’m gonna give you a 30% discount.
The psychology of that is that I’m making them compare $97 to all these other things and
say, “Wow, $97 is a pretty good deal.” Then say, “I’m gonna give it to you even cheaper,
now,” to push them off the fence, to make it easier. It creates that sense of urgency.
Page 5 of 7


It also creates what I call fuzzy scarcity, which is a concept I came up with years ago
because with digital products in particular, there is no real scarcity. It’s not like we’re
gonna run out. It’s not like we only have five DVDs in the warehouse or any like that.
The scarcity we often use is that price is the scarcity. Getting it that cheaply is gonna be
scarce and if you don’t act right now, you’re gonna have to pay the same price as everybody
else. I do find psychologically that using phrases like ‘you’re gonna get it cheaper than what
everybody else had to pay’ can be powerful.
Something about that comparison between you’re special. You’re in the group that gets to
pay the discounted price versus people that have to pay the full price which is so much
higher and more ridiculous. We all wanna be special. We all wanna get that special
discount.
Now you do need a reason why for the discounted price. Just saying, “I’m gonna give it to
you cheaper cuz I’m gonna give it to you cheaper,” doesn’t tend to work. I find good reasons
why like a market test. You say, “Hey, I’m testing it out at this price right now. I want to see
what happens while it’s at this price. You can take advantage of me while I’m doing that. It’s
cheap now. It’s probably gonna go up. It’s gonna go back to $97 or maybe even higher, but
you can get it for $67 right now.”
Next is for getting testimonials. You might say, “This is a newer product. I’m putting it out
now and the reason I’m offering it cheaply is because I want to get great testimonials and
great case studies for it. In exchange for doing that, you’re going to have to send me a
testimonial or go through some quiz or something like that.”
The third one is, “I want to help you. The reason I’m doing this is because I want to help you
but I have to raise it soon.” You can play the idea of ‘I care so much about my customers. I
care so much about helping people. You heard from my story before, my own story of how
this topic affected me in a profound way. I want to help you. That’s why I’m giving this
incredibly no-‐brainer offer. I’m gonna have to raise the price soon for a couple of different
reasons.
One is I simply can’t afford to keep it this low because of the cost of advertising. The other
is my friends are getting on my back right now. They’re saying, “Chris, by offering this so
cheaply, you’re devaluing it. If you want to help people, you need to raise the price. Because
right now with it so cheap, people are going to look at this and they’re gonna think to
themselves it can’t be that good for such a low price. But that’s why I’m gonna have to raise
the price in order to make it, to sell more copies of it.”
This seems like something people can get that’s gonna get them the result they want cuz
$67 to turn your marriage around, have incredible sex, that sounds unbelievable to me
Page 6 of 7


compared to the result it’s gonna get. I’m gonna raise the price to $97 or possible $197
soon, but for you right now, it’s &67 bucks.
Here’s the price drop example from Text Your Wife into Bed. I do say the regular price of
Text Your Wife into Bed is $97 but if you act today, you can get it for just $67. The price
could go up at any time and again, I do the apples and oranges comparison versus the $97,
not the $67. When I do the price drop down to $67 or even lower than that, it seems like a
total steal.
Here’s your assignment. I want you to research the price of competing products and decide
on an initial test price of your product. What are you starting off your products with?
If you already have a price that you’ve tried, that’s fine. If not, you gotta brainstorm a little
bit. You got to think about it. Factors that are going to be important are what your
competitors are selling it for. You might decide to go higher anyway. Whether or not you
are selling it through joint venture partnerships or affiliates and how much you can afford
to give your affiliates on each sale, etc., etc.
I also want you to brainstorm apples to oranges comparisons for your product versus other
alternatives. You can justify your price and also establish regular and temporary discount
pricing for your product.
In order to do that, just download the worksheet that should be right below this video.
Make sure to post your results underneath this video as well in the comment section and be
on the live calls which we’ll be sending out information soon.
Thank you so much for going through the video. I’m so impressed with everybody’s
homework so far and what’s been going on. I can’t wait to work with more on this. Thanks.
Page 7 of 7

Your Selling Story
Creating Your Selling Story
Disclaimer

Your Selling Story
Creating Your Selling Story
Hi, this is Chris. I want to welcome you back. In this module, we’re going to talk about
creating your selling story. I don’t know that I have to say this but stories are an extremely
powerful thing in our culture. There’s a reason that Hollywood, which is a giant storytelling
machine, is the biggest export that America has.

We don’t send out oil. We don’t send out a lot of chairs or things like that. We do send out
stories, myths, ideas, and things like that. That’s because for whatever reason, human
beings are hardwired to learn from and to absorb stories.
If you take your average four-‐year-‐old and walk up to them and say, “Hey, do you want me
to tell you a story,” you’ll see their eyes widen up like giant spotlights and look at you.
They’ll sit there and they’re desperate to hear it. There’s something about storytelling and
the concept of transmitting information this way that hooks into us in a primal way that
nothing else does.
That’s why stories are so powerful selling medium as well, because if you tell a good story,
if you tell a story that has a good emotional component to it and drags people into it you
can take their attention in a way that no other method can.
If you walk up to someone and say, “Hey, buy my stuff, buy my stuff, buy my stuff,” in
today’s culture where they’re so overwhelmed by Twitter and Facebook, and video, and all
these other things, they’ll probably going to ignore you. But if walk up to them and say,
“Hey, I want to tell you a interesting story they can empathize with. It’s almost essentially
about you.” You’re going to have a great experience.
It reminds me of one thing that happened with me where I was walking down the street
one day and the guy said, “Chris, do you want to hear a story about yourself?” It literally
stopped me in my tracks. We’ll be touching on that concept soon.
In this module, I’m going to teach you one powerful story structure, one story structure
that has worked for hundreds or maybe thousands of years at this point that has been used
in everything from popular movies to books to sales videos and things like that. It’s a story
structure called The Hero’s Journey.

If you never heard of Joseph Campbell, he is known as one of the great thinkers on
mythology in modern history. He’s written quite a few books on the concept and did a lot of
Page 3 of 7


sayings of how do myths affect us as a person. He quantified the concepts of myths in a way
that nobody else has.

The Hero’s Journey or the mono myth, I like Hero’s Journey better, is a core structure of a
story that he discovered, that he saw being used in culture after culture, time after time
throughout history of our world.
The Hero’s Journey, here’s what he has to say about it in his book The Hero with a
Thousand Faces. In the hero’s journey, a hero ventures forth from the world of common
day into a region of supernatural wonder. Fabulous forces are there encountered and a
decisive victory is won. The hero comes back from this mysterious adventure with the
power to bestow boons on his fellow man. Again, that’s Joseph Campbell from The Hero
with a Thousand Faces.
Now, there are a few things here that aren’t going to apply to your sales video such as the
supernatural wonder thing, but everything else that goes into this definition that Joseph
Campbell gave us is going to apply to our sales videos as we move forward.
We’re going to have a hero who is going to venture forth from the region of the common
day. The region of is what everybody else thinks they are supposed to do to solve a
particular problem. They’re going to face fabulous forces. They’re going to face enemies in a
lot of ways. They’re going to have a decisive victory. They’re going to find a way to solve
their problems and their going to come back. They’re going to share that way of solving the
problem with their fellow man as far as other people who are also going to do it.
The mono myth of the Hero’s Journey is used everywhere. If you can think of any popular
story from movies or fiction that you’ve heard, it’s got a large component of the Hero’s
journey to it. The Luke Skywalker story is a hero’s journey. Harry Potter is a hero’s journey.
The Jesus Christ story, whether you’re religious or not, is a hero’s journey. Rocky, Aaron
Brokevich and every high converting sales video and marketing message everywhere.
So let’s talk about what every great hero’s journey has in common so that you can start
thinking about how to use this story structure. We’re going to go into it a lot more later in
this video. In your own sales video, the first thing it has, of course, is a hero.
By a hero, I don’t necessarily mean Superman. I don’t necessarily mean someone who has
magical powers or super powers though to a degree you tend to get those as you go along,
but a good hero is largely a regular person.
I say Bay Wolf versus Spiderman here for a reason because Bay Wolf, as a hero, is not the
hero we necessarily want to create for this hero’s journey. Because Bay Wolf, if you look at
Page 4 of 7


him, if you’re aware of that epic poem and that myth, Bay Wolf was stronger than any man,
taller than any man, faster than any man, greater than man in every way.
He wasn’t someone you could empathize with or sympathize with. Whereas Spiderman,
Peter Parker, yes, he’s got super powers. He can swing on webs. He’s got super strength,
but the core of Peter Parker is that he’s regular guy. He’s like you and like me. How did he
gain his super powers? By being bitten by a radioactive spider which gave him these
abilities.
It wasn’t like there’s anything about him that’s that different than you or I. That has to do
with, you know, people are distrustful of people who are “superior or different from them”.
We’d much rather empathize with somebody who is just like us, somebody who is just like
us but discovered a different path or discovered an amazing way of solving something.
We’ll go into that in a minute.
Also, every great hero journey has a common enemy, and by common enemy, I don’t
necessarily mean a person. I don’t mean that we all have to have a Darth Vader or a
Voldemort. But the common enemy is either an institution or a structure, or even an idea
that is in many ways holding you down or keeping you from getting the result you want.
The hero’s journey also has the discovery of the big idea and a walk-‐in-‐your-‐shoes feel. If
you look at Harry Potter, for instance, what makes him such a popular character is that he
feels like somebody we could know. He feels like a real person. We can empathize with the
experiences he is going through even though his experiences are about wizards and
witches. We can empathize with the emotions he goes through, how things felt in his own
personal journey to finally get to the end of the books where he beats the bad guy and gets
what he wants.
Let’s talk about the structure of your hero’s journey as we are going to create it. This is the
overall structure of the story that you’re going to tell in your sales video. So whatever
you’re doing your structure is going to be Part I. I’m just like you. I’m a regular person who
is facing a problem like yours or maybe much worse.
That maybe much worse part is quite important because that’s the part where you, there’s
a certain appeal to extremes. If you listen to different people who are gurus in different
industries, like the personal development industry, sometimes they’ll say, “Okay, yeah.
There was a time when I was poor. There was a time when I had a hard time with money
and I wasn’t able to get enough in the bank. I didn’t think I was going to be able to pay rent
that month.”
But the guys who are powerful are not the ones who say something like that. They’re the
ones who go to a much further degree. You know, “Hey, I’m incredibly successful, and
Page 5 of 7


powerful, and rich now, but a few years ago, I was homeless on the street. I was addicted to
drugs and thought I had no way forward at all.’ That’s the much, much worse thing.
Same thing with weight loss. Having a guru or having somebody who’s selling you a weight
loss product say they were a few pounds overweight is something, but being able to say, “I
was 5 foot 5, 200 pounds and was headed for gastric bypass surgery or even death” is much
more powerful.
Now, I’m not saying you should make up any extreme if you don’t have it. I’m going to talk a
little bit more about whether you are the hero or somebody else is the hero as you go. But
remember, having something be much worse. Going to that extreme can be a powerful
thing as you bring people through things because A, it gets attention. It also creates this
idea, “Oh, well if this concept worked for this person who had it much worse than I did, it’s
going to have to work for me as well.”
The next part is I tried everything they tell you do but it didn’t’ work. This is about the
phase of market and the common enemy thing. In a previous recording, I talked about the
phase of market and the idea that as markets get more mature, you can’t make the same
promises you did before. It used to be for weight loss. For instance, you could say, “Lose
weight fast.” That doesn’t work anymore because it’s become a cliché. There have been too
many people who have talked about it.
It also talks about the common enemy. The ‘they’ concept is this idea that we all like the
idea of having a common enemy who is holding us down in some way and keeping us from
getting what we want and keeping us from attaining that great result.
The next part of the hero’s journey is that after trials, tribulations and setbacks, I stumbled
onto this amazing big idea that flies in the face of conventional wisdom but that almost
magically solved my problem and got me the result I dreamed of.
If we are looking at our character here, they start off as a regular person who has the exact
same problem you do. They try everything that you’re supposed to be trying like eating
healthy or exercising and it doesn’t work. Somehow this common enemy is holding them
back because they’re giving but it’s not going there.
They go off on this quest. They go through all these trials and tribulations and setbacks.
And then, somehow, whether by researching it and figuring something out or by stumbling
onto it, they stumble onto this big idea that goes against everything they’ve heard before,
but that gets them amazing results.
Next, ‘I couldn’t believe the amazing results I got so easily. I a little mad that this had been
kept me for so long. I shared what I discovered with others and they got amazing results,
even more amazing than mine’.
Page 6 of 7


Again, as you structure your own story, you’re going to want to have your own story of
success or your hero story of success but you’re also going to want to talk about. When you
took the idea or the method that you created based on your big idea and shared it with
other people, they got results that blew yours our of the water. Right?
I want to share what I discovered with you. You’ll get the same results without having to go
through all the tough stuff.
That’s the structure of the hero’s journey that you’re going to create. In the worksheet that
we’re putting underneath this video, you’ll see exactly how to do that.
Page 7 of 7

Your Selling Story
Quick “Hero’s Journey” Notes
Disclaimer

Your Selling Story
Quick “Hero’s Journey” Notes
Let’s go through a couple quick notes here. Sometimes people ask me, “Chris, for the hero’s
journey do I have to be like my avatar?” And my answer is, “No”.

I’m going to give you one example from a script I wrote for my client, Joe Barton, in which
case it’s for acid reflux. Joe has never had acid reflux. Instead his hero’s journey is about
how he watched his dad suffer and decided to do something about it and created this
amazing cure for acid reflux.

If you look at my Text Your Wife into Bed product, I’m personally not exactly like my avatar
or my market. I’m a single guy, Michael Fury. I created for that product as also a single guy.
I talk about how my married how I used texting myself as a single guy but then my married
friends with no sex lives end up using it and getting even greater results. Even though I’m
not exactly like my market, you can still do it.

Another thing, people never want to take responsibility for their lack of results in their
lives. This is a simple fact of life. In your marketing, you want to convey to them that the
reason they haven’t lost weight or made more money, or had a better sex life or gotten
their horses into some great competition is not their fault. This is where the common
enemy concept comes from a little bit but it’s largely about taking responsibility away from
them and showing them this other method of getting what they want.

When you’re telling your hero’s journey story, you’re essentially telling your prospect their
story with an amazing, happy ending. It’s all about empathy here. When you’re selling a
story about how you’re like somebody, it allows them to put themselves in your shoes, to
feel like they’re walking in your shoes down a path. To have them feel like, “This person’s
like me and they went through this problem that’s similar to mine or even worse than
mine. They got incredible results. I’m going to get incredible results, too.”

One last note is that if you are the product, if you’re selling a service or your consultant,
then you have the magic powers. You’re the one who can flip a switch and cause these
amazing results to happen. If you’re selling an actual product, then in that case the system
has the powers and you’re the person who created it.

Page 3 of 4


This is an important point. The idea here is that sometimes we can make the mistake of
writing a sales video or a sales letter and they talk about how great they are. They talk
about how they were able to get these amazing results for people but they forget to
transfer that magical ability over to the actual product.
So people think, “Mike, I want to hire you for this but I don’t want your product because
your product’s not the same thing.” Right? When you’re selling a service, you want yourself
to be the Holy Grail in a way. When you’re selling an actual product, you want the product
itself to be the Holy Grail. We’ll talk about that more later.

Page 4 of 4

Your Selling Story
Examples
Disclaimer

Your Selling Story
Examples
Let’s give a couple of examples of some hero’s journeys so you can start figuring out how to
create your own. First, in my Text Your Wife into Bed product, the hero is Michael Fury,
which is a pen name for myself. In this case the hero is a frustrated single dude who
couldn’t get women.

The enemy in this case are flowers, jewelry, and advice columnist. The enemy in this case,
even though it’s not like a Darth Vader character or very particular thing, is all the other
stuff people tell you to do in order to romance your wife or your girlfriend. All the other
stuff that you’re told from like articles and Cosmo about how you’re supposed to treat
women or even like Maxim magazine. Things like that, that’s the enemy. The establishment
is essentially the enemy in this case.
The big idea in the Text Your Wife into Bed story is that women respond to language, text
messaging or are turned on by remote control through language. That’s the big concept that
I teach in my Text Your Wife into Bed video that gets a lot of attention and gets people
through it. The amazing results that I got were my own success. Using text messages with
single women when I was dating, and even more than that, the success my married friends
had when I shared the Text Your Wife into Bed system with them.

A better version of the story would be a married friend who discovered Michael. In that
case what we would do is instead of writing the sales video from Michael Fury’s point of
view, what we might do is, my friend John would be the voice or the narrator of the story
and he would talk about his own story, about his own.

“Hi, my name is John and I am like you. I got married seven years ago and I thought the
passion and the love, and the incredible sex that me and my wife were going to be having
was going to stay that way forever. A few years down the line, things changed. We had a
couple of kids and suddenly, things evaporated. The whole idea of us having sex regularly
like we used went away. I remember feeling incredibly frustrated and sad, and feeling like
it couldn’t possibly get back to that great level of passion again. Even worse, I felt myself
staring at other women with no appreciation but a certain level of hunger because I wasn’t
able to get what I wanted at home. I was frustrated and I wasn’t sure what I was going to
do. I stumbled onto this weird thing, this concept about using text messaging to seduce my
wife. I found it from this guy named Michael Fury who himself isn’t married but I went
through stuff.”
Page 3 of 5


The story would be his discovery of the guru who taught him how to use this situation. I
might test that version of that video down the line though the original one does work quite
well.

Here’s another example from the reflux remedy report from my client, Joe Barton. Joe
Barton, if you don’t know him, he’s done some great things in info marketing in the natural
health arena. He mostly sells reports that teach people how to solve common medical
maladies quickly, easily, and without the use of drugs. We’re going to give you a script I
recently wrote for Joe as an example that you can swipe and you can take a look at.

In this case, here’s Joe’s story. Joe Barton was a kid whose dad had acid reflux. He is like you
or worse because his dad almost died from acid reflux. Now, note in this case Joe is not the
sufferer of acid reflux himself.

Ideally, you oftentimes want to have this first person thing. You want to have this idea of,
“I’ve got this particular problem and here’s how I solved it.” In often cases, that doesn’t
quite work out logistically, right? Joe himself has never had acid reflux.

We could’ve written the entire video from the viewpoint of Joe’s dad but decided it would
be more powerful because of Joe’s brand to do it from his standpoint. Personally I think the
emotional story of a little kid who was scared his father was going to die because of acid
reflux is extremely powerful. It’s extremely emotional and powerful.

The story goes on that Joe’s dad almost died of acid reflux. Joe is extremely concerned. His
father, after having surgery for something else, had this horrible acid reflux. He felt like acid
was eating through his throat the entire time. When he went to the doctors, they weren’t
able to help him.

This is where you create the common enemy. The doctors and the Pharma companies are
the common enemy in this case because he went to the doctors. They weren’t able to help
him. They told him. They put him on drugs. They told him to do all these things and sit up
with all these pillows that weren’t giving him the result he wanted.

Then there is discovery, the big idea. After his father had suffered for all these years, Joe
and his dad discovered, by accident, that you could stop acid reflux by eating an apple and
you could cure acid reflux naturally. Joe and his father, after they first discovered this apple
cure that hit the pause button on acid reflux, went on a quest to discover other natural
ways to solve this problem.

Page 4 of 5


And after several years of doing so, they discovered a real cure to acid reflux. That means
his dad, twenty years later, is completely acid reflux free, and is the grandfather of Joe’s
children. The amazing result is, “My dad is grandad.” The result for other people is, “He’s
helped thousands of other people around the world.” I think he sold over for 50,000 copies
of that report which has helped people to completely cure their acid reflux.

Here’s another example for any make-‐money product. If you’re in the internet marketing
niche I’m sure you’ve heard plenty of make-‐money products.

In this case, the hero would be John Smith. How is he like you? John Smith is a guy who has
an empty bank account, foreclosure coming. His wife is threatening to leave him. He has no
money for surgery for his kid. Whatever it’s going to be that’s a negative situation.

In today’s economy, a negative situation for a make-‐money product could be pretty darn
bad because so many people have been unemployed. So many people have had their houses
foreclosed on. So many people are suffering in so many ways.

The enemy is the economy, my damn bosses, and the banks. Any enemy you can come up
with in this case is easy. It could be the government as well, honestly. The enemy is
whoever is holding you down, who’s keeping you from finally getting the American dream,
from having the money you want.

The discovery, the big idea, is that working hard is dumb and you can make money easily at
home on the internet. It’s a standard thing. The amazing results are: now I have the house
of my dreams, I have a fantastic relationship, my wife is so happy with me, and my kids can
go to any school they want. We eat steak every single night and even though the economy is
bad, we don’t have to suffer.

This exact same structure, this hero’s journey structure can be used over and over and over
again. I’m excited about seeing how you are going to use it for your own product.
Page 5 of 5

Your Selling Story
Emotional Tranference
Disclaimer

Your Selling Story
Emotional Transference
Before we get to your homework, I want to talk a little bit about the concept of emotional
transference, which is a fancy way of saying empathy because if you’ve been listening to
anything I’ve told you guys so far, I’m big on emotions in your copy. Emotional copy is high
selling copy.

People buy based on emotion and justify with logic. You want to fill your copy with as much
emotion as possible. You want to talk about your own experiences, how you were feeling
when you went through an experience, how you were frustrated, angry, lusty, fearful,
whatever it was that was going through your mind and going through your heart as you
were going on your hero’s journey. The emotions you go through should pace the emotions
your avatar is currently feeling.

In a previous assignment we figure out what are those core emotions your avatar is going
through. What are they excited about? What are they fearful of? What keeps them up at
night? In this video, in the script we are going to be talking about those same emotions,
how you’re going through them, so they can identify with you, so they can see themselves
in you a powerful way.

Another key idea is that you haven’t gotten results because no one has told you the secret,
yet. In fact, the enemy has kept it from you, an emotional thing. Whatever niche you are in,
people love the idea of secrets. Right? The idea of the hidden information, the hidden
technique they simply haven’t heard before.

When you are talking about your big idea and you’re transferring that, when you are going
down your hero’s journey story and you are talking about when you discovered that big
idea, that big secret that nobody else had gotten before. It takes a lot of the responsibility
and the weight off of your avatar. They no longer have to take responsibility for their own
actions or their own results and people love that.

They respond extremely positively to the idea of, “I haven’t lost weight yet because
someone has been telling me to do it the complete wrong way.” Right? And key points
empathy and envy. These are two things here. Empathy, I think we talked about quite a bit
already. Empathy is the concept of feeling what they are feeling, showing that you
Page 3 of 5


understand someone. We live in a culture where people desperately want to be seen and
want to be understood.

Envy in two real primary ways here. Envy in when you’re telling your hero’s journey story,
you’re going to be talking about how you were able to, how you have what they ultimately
want. You have the money. You have the weight loss. You have the amazing style. Whatever
it’s going to be, the women, all that stuff. You’re gonna talk about how people are gonna
envy them in the future. How after they go through product or go through your course, or
buy your service they are going to be able to be the one who is envied down the way. The
more emotion you can get in your story, the better. I almost died versus I clipped a nail. The
story of clipping a nail is not particularly engaging.

One story I have used before with my copywriting stuff is talking about when I was in my
mid 20s. I was driving home from a business meeting. I was driving in a tunnel on I-‐90 here
in Seattle. I went down the entrance ramp onto the freeway into the tunnel and all of a
sudden my car started to shake vehemently. I felt my hand gripping the steering wheel. In
fact, my fingers started to go completely white on the steering wheel.

In a weird way, as the car started to vibrate around me, as I heard this horrible, loud
humming noise as the entire car vibrated, I felt myself regress back to being a 12-‐year-‐old
or 10-‐year-‐old or something like that. I felt completely out of control of what was going to
happen to me as my car got dragged along down the freeway. It turned out it was a semi
truck that had come into my lane. I felt like I was about to die.

The car turned off. I saw the wall of the tunnel coming towards me, probably coming at
about 50 miles an hour. My foot was jammed down on the brake and while my life didn’t
flash before my eyes, I felt like it should’ve at that moment because I felt like that was the
end of my life. I hit the wall with profound impact. The glass all shattered around me. I felt
myself wanting to cry there as my head flew forward and hit the airbag, and I thought my
life was completely over. Then a minute later when I came to and I heard the alarm going
off in my car. The airbag was exploded in front of me. I was still on the freeway. There was
smoke coming off the car. I couldn’t believe I was still alive.

That’s an emotional story, right? That’s the stories that get peoples’ attention and that get
people to want to buy from you. When you’re talking about your own story or your hero’s
journey story, don’t be afraid to go to those emotional places.

Don’t be afraid to go to those deep places and to admit things that you probably wouldn’t
admit in casual conversation, to say, “Hey, listen. Here’s what I’m worried about. Here’s
what I was thinking the entire time.”
Page 4 of 5


If you aren’t’ like them, sometimes this comes up. For instance, the Michael Fury story.
Right? “I’m Michael Fury. I personally am not married. I’m not a married guy. I’m in an
awesome relationship right now. I love my girlfriend profoundly. We’re great. Maybe we’re
headed that way. Who knows? But I’m not.”

In that case there’s a couple of options. The first is to create a third person video from the
perspective of ohne of your customers or disciples who is like them. That’s much like what
I said before when I was giving the Text Your Wife into Bed example. You don’t necessarily
have to use yourself as the hero. The hero or the person, the narrator, going on this journey
could be somebody else who discovers you or who discovers your teaching as the big idea
in a way. That’s one option you could, very easily do and it can work extremely well.
The second is the dig deeper for common or metaphorical experience or empathy. We all
are much like each other. Just because you yourself have not gone through the exact same
situation they’re going through does not mean you can’t create a compelling sales video or
compelling sales story. If you’re a woman selling to men, you can still create a sense of
empathy and you can talk about, “I have a friend who teaches dating advice to men and
she’s a woman.” She uses that to her advantage.
Sometimes admitting that you’re not like them can be an advantage. In Text Your Wife into
Bed early on in the video I say, “Listen. I’m not married. I’ve never been in a long term
relationship. There is no reason you should listen to me except for this reason here which is
that I get incredible results for people.”
My friend who teaches dating advice to men talks about how, “Listen, I am not a guy. I’m a
girl, I understand how women think and work much, much better than you and here’s why
it’s a big advantage to you.
So there’s always ways to try to make it work. If you are somebody who is teaching people
who aren’t exactly like you, think about how you can turn that into an advantage as
opposed to a problem.
Page 5 of 5

The Script
Introduction
Disclaimer

The Script
Introduction
Hi, this is Chris Mr. Moneyfingers Haddad. On behalf of myself and Lou D’Alo, I am
extremely happy to welcome you to a new module of your Video Sales Letter Workshop
training.
This new module is called the Script. It’s where we start taking everything that you’ve
created over the last two weeks or week-‐and-‐a-‐half essentially, and start building your
actual script for your sales video. We start taking everything you’ve done and create the
actual meat and potatoes, the bones of what you are going to use to sell your avatar and get
them to hand over your money and become a customer of yours.
Before we get to that, I just want to say that I’m incredibly proud of everyone who’s been
going through the course. You should be proud of yourselves too. You should give yourself
a round of applause for what you’ve accomplished and what you have created so far
because by getting to this point.
You should already have created your avatar and figured out their deep desires; figured out
the big promise of your product and your video, figured out the big idea, the big concept
with the hook that you’re going to use to get people to want to watch your video; your
offer; your bonuses; the price of your product; how you’re going to drop your price, how
you’re going to justify that price; your guarantee that takes all risk away from your avatar;
your hero’s journey story that you use to sell your prospect; and all the teaching section of
your video.
It’s quite a bit of stuff. I know it might even feel a little bit overwhelming, but looking back
at what you’ve done, you should be so incredibly proud of yourself.
At this point, we’ve only got two things left, two more components or Lego blocks we need
to create in order to have everything you need to create your sales video. I hope you can
see how this organic process of creating your sales video is better than a lot of other
methods. A lot of other methods would tell you, “We’re gonna create a sales video so first.
You have to say what your name is and next you have to do this.”
That doesn’t work. My goal with this is not just to have you get a sales video. I don’t just
want to give you a fish. I want to teach you to fish. I want to get you to the point that you
can think like a top level marketer, that you can think about the angles and the hooks and
the stories from day one.
Page 3 of 4


Like we said before, a lot of people were shocked when I told them that they could create
their sales video before they created their product. But that’s how top marketers think. We
think about the hooks. We think about the angles. We think about how we’re going to sell it
oftentimes before we figure out what we’re going to sell.
The two things are left. The first is your open. How you grab attention and get folks to
watch your video. The second is your close. How you push them over the edge and get your
avatar to buy, buy, and buy.
These are the bookends of your sales video, the beginning and the end. I do these things
last because to me my beginning and my end are very dependent on what the meat of my
sales video is going to be. What is my script going to be saying? I never write my intro first.
I never write my close first. I usually write my close before I write my intro, but either way
these are oftentimes the final two things that I end up doing when I’m putting together my
script before I assemble the whole thing.
After we get these two components, you’re going to be ready to assemble your script and
how awesome is that going to be. We are going to show you a couple of different ways to do
your script. We are going to show some ways to do transitions. First, let’s get to the open.
Page 4 of 4

The Script
The Opening
Disclaimer

The Script
The Opening
Openings that grab attention and force your avatar to stick around. Why is the open so
important?
The main reason is because the open is essentially the headline of your sales video though
it’s not written like a traditional headline. Some people were asking me, “Chris, are you
going to teach us how to do headlines for these?”
While sales videos oftentimes have headlines above them, the headline itself of the sales
video is that initial opening statement, whatever that first thing that comes across on the
screen is. Depending on what you’re selling, you might not even have a headline above your
sales video. It might just be a blank screen with nothing but a video that makes an
intriguing promise or starts off in a strange way. It depends on your niche and it depends
on what you’re selling.
The opening is also important because if you’re somebody who ever goes on the internet,
you’ve only got seconds to grab someone and keep them watching. In our culture, I forget
what the actual number is but it is something like milliseconds. Somebody decides whether
or not they are going to stick around and watch your video or leave in seconds after they
get there. It’s like the last time a friend yours sent you a YouTube video to look at.
Something says, “Okay, cool. Check out this amazing video with this guy does this cool thing
or something like that.”
If they don’t grab you in the first two seconds, you’re not going to watch it. It’s the same
thing here. Our goal with our open is to find a way to grab the attention of our avatar in the
first second, two seconds, three seconds they are on there, because it sets the tone for the
rest of your video. It establishes the content you’re going to teach. If your open doesn’t
work, and by open I mean get them to watch, it doesn’t matter how good the rest of your
video is.
The goal of your open is not to sell your product. Let me say that again. The goal of your
open is not to sell your product. Most of the time when somebody is coming to your sales
video, they are not even going to know you’re trying to sell them anything at that point. A
lot of times when you’re using sales videos, you position them as content and because you
often don’t have the buy button showing up right away on the sales video.
Page 3 of 5


Oftentimes the video seems like you’re just teaching them. “In this presentation I’m going
to teach you something. In this free video, I’m going to teach you something. I’m going to
teach you this big idea, this big concept you haven’t heard before.”
We don’t say, “Hi, I’m Chris and I want to sell you something,” right off the bat. The goal of
your open is not to get someone to buy. It’s to get someone to keep watching.
This is something I learned from Joe Sugarman a while back. Joe Sugarman, an amazing
copywriter. He was the guy behind the Blue Blocker sunglasses among many other great
products. In one of Joe’s books, he talks about how the goal of your headline is to get your
prospect to read your first line. The goal of your first line is to get your prospect to read
your second line.
The goal of your second line is to get your prospect to read your third line, etc., etc., until
finally, three-‐quarters through the way your sales process, it’s finally time to try to get
somebody to buy something and you close.
Again, in this case, the goal of our headline is to get our prospect to watch our video. The
goal of the beginning of our video is to get him to watch more of our video, etc. Let’s talk
about the elements of a great video open. The number one element is emotion: anger, fear,
disappointment, and shame. Negative emotions tend to have a higher stick rate than
positive emotions for an open.
Some of the positive emotions you could use would be elation, joy, and overwhelmed with
happiness. I’m thinking of a wedding. You can start off with ‘it was the happiest day of my
life’ and then you have some complicating actions and some negatives there as well.
The other thing a great opening video has is the unexpected, an incongruent message,
image, or statement that awakens curiosity and forces your avatar to watch. We’ll talk
about pictures at some point in a later video where we start talking about how to put these
things together and saying, “How many pictures do you want to have? How often do you
want to have pictures?”
Generally, fewer pictures is a better way to go. Text on screen seems to be the lava. You do
tend to intersperse some photos. You’ll see some of those in my videos but it’s not the main
thing.
Another great element of a great video open is it applies directly to your avatar’s wants,
needs, desires, or fear. Your opening should call out to the people who are perfect for your
product or your service.
It should call out so people think, “Wow, this video is just for me? It should identify them
quickly and have them say, “Wow.”
Page 4 of 5


Either the way you’re doing it, they empathize with you. They empathize with what you’re
going through. They empathize with a problem that is presented right in front of them.
They say, “Wow, you’re talking right to me. This video was created right for me. I need to
keep watching.”
Page 5 of 5

The Script
Types of Openings
Disclaimer

The Script
Types of Openings
I’m going to go through three types of opens here. There are more but these three are solid
and they are going to give you a lot to work with as you’re moving forward.
The open type one is the big benefit open. It generally starts off with, “Hi, this is (name) and
in this short video I’m going to…” Then you talk about the benefit they’re going to get. I’m
going to teach you this thing. Here’s what’s in it for you, you, you by the way, is something
extremely important all through your script and all through your video.
You always want to be talking directly to someone. You want them to feel like you’re having
a conversation in a bar, like the two of you are sitting there. Like, you know, they’ve got
headphones on and you’re sitting right in their computer talking directly to them. So, as
you’re doing that, make sure you talk that way.
The big benefit open is what I use for the current Text Your Wife into Bed video. With this
open you make promises about the video and what they are going to learn in the video. The
open is not about your product. In a launch, sometimes you’ll make your open about
product. For an up sell, you might do so, but again, you’re focusing on that big promise and
that big benefit.
One trick I use, in the big benefit open, is the next X minutes trick. I believe it was from a
Vie and Dice video originally. What it says, in the next six minutes, “I’m going to spit in the
face of …”. Or in the next six minutes, “I’m going to show you why everything you thought
you knew about losing weight is completely wrong.”
Your sales video is, I hope, is going to be longer than six minutes. It’s hard to pull off a
decent sale in six minutes though some people can do it on television. The idea behind that
trick is make sure that you do what you say.
If you say, “In the next six minutes I’m going to show why everything you thought you knew
about weight loss is wrong,” make sure in that six minutes you accomplish that. Note that
you’re never saying, “This video is only going to be six minutes long.” You’re just saying,
“I’m going to teach that in the next six minutes.” Then later on you could say, “In the next
seven minutes, I’m going to teach you this other thing.”
What that tends to do is establish in their mind, they think the video is going to be shorter.
It keeps them watching because they are not giving up as much of their time. It’s a trick that
I’ve used that I’ve seen a lot of good results with.
Page 3 of 9


Let’s go through the big benefit open that I use with my Text Your Wife into Bed product. I’m
going to read through it and pick it apart for you, and show you how it builds together so
you can swipe this concept or swipe the content to a certain degree. Use it as inspiration if
you want to use this type of open.
Here’s the open. It says, “Hi, this is Mike and in the next six minutes I’m going to spit in the
face of every self righteous relationship guru, sex advice columnist, and magazine article
you’ve ever listened to.” That’s my first slide and that slide for my target market.
They’re like you’re gonna spit in the face of these people so there’s an emotion to it, an
anger there spitting in their face. I say who I am. “Hi, this is Mike.” I use the six-‐minute trick
there and I establish a common enemy right in that first slide. Now that first slide, what is
that, six or seven seconds? It’s a quick thing. It’s intriguing enough that my watch rating on
this video is quite good.
I am planning on split testing other opens for this and that’s something that I should drill
down for you guys over and over again is the market always knows more than we do. The
market always knows more than we do and you want to be able to split test different
opens, different mids, different everything else.
You are going to want to split test more than anything else is this first 10 to 20 seconds of
your video because that’s when people decide whether they are going to stick around and
watch or whether they are going to leave.
It says, “Show you why shelling out hard-‐earned cash for flower, jewelry, and expensive
nights out on the town could be murdering your love life.” Notice the emotional language
there, murdering your love life.
Also notice how a lot of the guys are thinking, “This is the commonly held belief, that you
should spend money on women. That you are supposed to spend on jewelry and expensive
nights.” I’m countering that.
I’m making a statement that is totally against what they think. “Teach you how to use tiny
little text messages sent from your cell phone to get your wife incredibly turned on, feeling
naughty, and craving your attention on demand whenever, wherever, and however you
want. By the end of this short presentation, you’ll feel like you have the magic keys to your
wife’s libido and will watch your love life take off like the space shuttle no matter how
many years or decades you’ve been married. No matter how many kids you have, or how
little privacy, no matter how busy your job is or how little time you have. No matter how
tired she is, sleeping will be the last thing on her mind. No matter how down on her body
she’s been, she’ll feel like the sexiest woman on the world. No matter how hopeless things
have got so far. If you follow what I say in this video and put it into action, like hundreds of
Page 4 of 9


guys have before you, your wife will thank you, will brag to her friends about the amazing
in your marriage, will be happier than you have seen her in years, and will start thinking of
you as her own personal sex god who she’ll do almost anything to please, even if you’ve got
a bit of a gut and don’t go to the gym.”
There’s a lot in that open and I went through the whole thing all in one so you could hear it.
It’s just a huge promise the entire time. I bring up the concept of text messages and text
messaging as the way to get her intriguing, to get her turned on. That in itself is a bit of a
hook. They will go, “Well, how do I use text messages to do that?”
Then I say, “By the end of this short presentation, you’ll feel like you have the magic keys to
your wife’s libido and will watch your love life take off like the space shuttle.” Then I have
these no matter bullets. I have too many of these here. I think it could go a little bit faster
but the video works. It says, “No matter how many years or decades you’ve been married.
No matter how many kids you have or how little privacy, no matter how busy your job is or
how little time you have, etc.”
I’m just answering objections right off the bat. I’m making a big promise in this open. I’m
making a big promise in this open and then quickly answering objections that I know were
going through their head. A lot of guys are thinking, “Well, I’m gonna have that much sex
with my wife because I have kids” or “I’m too busy” or “I’m too tired” or etc. I’m just
undercutting those right away. It can be an extremely effective technique.
“If you follow what I say in this video and put it into action like hundreds of guys have
before you.” Social proof is right there. I think I’ve sold 800 copies of Text Your Wife into
Bed or something like that when I put this up.
I’m using social proof to say, “Hey, it worked for other guys so it should work for you as
well. Your wife will thank you.” That’s a great benefit. That answers the objection a lot of
guys have. They feel like, “Oh, I’m going to be manipulating my wife. She’s gonna get mad.”
No, she’s not going to get mad. She’s going to thank you. She’s going to brag to her friends.
She is going to be happier than you have seen her in years. She is going to start thinking of
you as her own personal sex god. Which is an over the top statement right there.
Remember back when I said your big promise needs to feel over the top. It needs to feel
like it is something big. Go big or go home. That’s what I’m doing in this. This entire early
section up to this sex god stuff is just built around the idea of making these big promises.
About hitting them with promises over and over again so they feel, “Wow, this is benefit,
benefit, benefit, benefit, benefit.” It’s not the only way to go but it can be extremely effective
way to go just by saying here’s the big promise you’re gonna get.
Page 5 of 9


You can use this benefit open with a personal story. “Hi, this is Ann and in this short video
I’m going to show you how I lost 20 pounds in two weeks by eating donuts.” It can be a
simple open. In that case you’re often transferring over the ‘you statement’ to an ‘I
statement’.
“Here’s what happened for me and it’s going to happen for you as well.” In your copy, you
say, “I’m going to share this thing with you how I learned how to lose 20 pounds in two
weeks by eating donuts and when you discover this well, here’s what’s going to happen for
you.”
You’re starting with that personal story, that hero’s journey. Text Your Wife into Bed is a
little different than that because I don’t position as much about Mike. I position it more
about what’s going to be in it for his clients.
The key is to focus on the great result your avatar is going to get and make the promise big
enough and intriguing enough they’ll keep watching. You promise needs to be something
they really want. That’s why we did all that work early on figuring out what that core desire
of your prospect is.
Remember, you’re promising what they get for watching the video, not what they get in the
product. I’m hammering this point home a lot but it is important. We’re not saying, “By the
end of his video, you’re going to learn how you can buy a product that is going to teach you
how to Text Your Wife into Bed,” because if we did that they’d get turned off right away.
They would just leave right away. We haven’t earned the right to ask for the sale, yet. They
don’t know who we are yet. They don’t have that feel yet.
Let’s move on. Open type two is the ‘worst day of my life’ open. This is something I learned
largely from my friend Alen Sultanic who is a fantastic young copywriter and marketer. He
does very well. He mostly sells things in the IM world. He has a deep understanding of the
emotional side of these things, a brilliant young guy.
With the ‘worst day of my life’ open, you start off talking about your lowest point related to
your avatar’s problem and talk about when you were down in some way. You could do the
best day of my life. You could do something like that. No matter what you’re doing, you’re
starting from a point of extreme emotion the entire time. It has a lot of mystery to it. It’s not
as direct and it starts oftentimes in the middle of your story.
I’m just going to give you an example of this and we’ll talk through it. I’ll talk through the
core of what I’m trying to get across to you guys here. It’s all about emotional language and
emotional words. You are going to notice that I even highlight some of the emotional words
in this. When you write this, what you’re going to have to do is let yourself go to that point.
Page 6 of 9


It’s important when you’re doing this open to make sure your tone of voice matches what is
appearing on the screen. If you say, “It was the day of my life,” and you’re sound excited,
that’s not in congruency. Right? That makes people feel weird.
Instead you need to say, “It was the worst day of my life. I couldn’t believe what was going
to happen. I felt like I was going to cry.” This is pretty dark stuff, dark emotions, negative
emotions do grab people in a way the positive often doesn’t.
Let’s just go through this open that I wrote for the donut weight loss fictional product that
we have been using off and on. I do wish donut weight loss existed. This might be why I
keep coming back to it. The character’s name here is Ann, so pretend I sound like a woman.
“I just hated my life and couldn’t stand it anymore. I couldn’t look in the mirror without
breaking down crying. When my husband tried to touch me, I’d just pull away. I felt so
ashamed what had happened to me, how my body had betrayed me, and how I got out of
breath just going up the stairs even though back in college I was an athletic, and how
hopeless I felt inside. How I thought I’d never be thin again. How I’d never be a good wife or
a good mom. It’s incredible for me to think it now but that was just two months ago. Since
then, I have lost over 47 pounds. I feel beautiful. I can pound up the stairs. My husband
looks at me with this amazing appreciation. I feel light and pretty and healthy for the first
time in years by eating donuts. My name is Ann. Before I discovered this weird donut
weight loss secret, I thought I was going to be fat forever.”
A couple of things about this opening. You’re starting in the middle of the story. You’re
starting from her perception, her experience, from a point of extreme empathy. You’re
echoing back to your avatar the feelings they might be having.
We talked before about in your story you’re often doing the ‘I’m just like you but maybe I
have it even worse’ and that’s what you’re doing here. You don’t want to go to a point of
absurdity, but having that story like, “Man, I really, I thought I was on the edge of the end of
my life,” or something like that where you felt like it was worse in so many ways.
In Joe Barton’s video, we do some things very similar. We talk about his father almost died
from acid reflux. Most people don’t’ have acid reflux bad enough that it’s going to kill them,
but some do. The key here is to have short sentences, punchy sentences. We’ll talk about
how you build these scripts out of these things later. But you have short, punchy sentences,
starting off with a statement. “I just hated my life and couldn’t stand it anymore.”
Notice it’s not making a big statement about how to lose weight. It’s not even identifying
the niche as much though you might have a headline above it that does that. It’s more like
you hated your life and couldn’t stand what anymore? It’s a curiosity open to a certain
degree.
Page 7 of 9


The point is to get people to watch because they’re curious about what’s going to go on and
where it’s going from there because always you are going to accomplish the same thing
with more incongruence. We’ll talk about the shocking statement thing in an open in a
second.
The key here is emotional language, “I hated my life and couldn’t stand it any more. I
couldn’t look in the mirror without breaking down crying. I’d just pull away. I felt so
ashamed of what had happened to me.” Very powerful words are humiliated or ashamed.
“How my body betrayed me.” There are a lot of powerful emotional words here.
If you want to learn how to write emotionally, pick up the National Enquirer. I’m a big fan of
reading through the Enquirer. I have a subscription to it because it’s a great source of truly
emotional language.
At “how I got out of breath just going up the stairs even though back in college I was so
athletic.” There’s a shame aspect there. People can empathize with this. Women
particularly can empathize if they have kids or they’ve gotten overweight. We all were in
better shape when we were kids, generally speaking.
At “how hopeless I felt inside.” And then “It’s incredible to me.” Then we have the term
here, this open. You’re saying it was really bad but now it’s good and here’s why. Here’s
how things changed. Here’s how that magic moment happened. “Since then, I have lost over
47 pounds. I feel beautiful. I can pound up the stairs. My husband looks at me with this
amazing appreciation. I feel light and pretty and healthy for the first time in years, and I did
it by eating donuts.”
There’s that big incongruent statement right there where you’re like, “I can’t believe this.
My entire life changed.” Have her tell her story, “My name is Ann, and before I discovered
this weird donut weight loss secret, I thought I was going to be fat forever.” Then she would
talk about how she tried everything else, “I tried exercise. I tried diets. I tried even celery. I
even thought about getting liposuction. I even gave up and I just sat on the couch and let
myself be fat. Then I discovered this thing and here’s how it is.” That’s when you go into
your story and your teaching from there.
The next one I want to do is the shocking statement open. This is where you draw your line
in the sand. You open by making a shocking statement that goes against commonly held
belief. I call this the ‘you’ve been lied to open’.
We’ll do an example in a second. But the key here is to fire a shot across the bow as quickly
as possible in the opening of your video. You’re making your big statement. You’re just
saying, “Here it is. Here’s the big thing that I’m going to say that’s completely against the
Page 8 of 9


common belief or is different than people have ever heard before. Hi, my name is Ann and if
you’re eating celery to loose weight, you’re killing yourself.”
Here is an example. “Hi, this is Paul. If you’ve been trying to use the power of the secret to
attract wealth, love, and success into your life but haven’t gotten results, it’s not your fault
and you’ve been lied to a lot. In fact, by trying to attract wealth and success into your life,
you’ve been sabotaging yourself, damning yourself to poverty and forcing yourself to
struggle and suffer. Here’s what this is all about. Like I said, my name is John. When the
secret came out a few years ago…”
Notice how the emotion is anger. Here’s what’s wrong. It’s also got a bit of the ‘if then
construction’ to ‘it that’s’ using copywriting a lot with the idea saying, “Hi, this is Mike and if
you’ve been trying to seduce your wife by bringing the sex back into your life or into your
relationship by buying your wife flowers, you’re murdering your love life and here’s why.”
Just get going for the throat right away. It can be very effective as far as getting people to
pay attention to your video.
Like I said, “My name is John and when the secret came out a few years ago, I thought I’d
discovered the Holy Grail.” He goes on talking about how he tried the secret but it didn’t
work. How hopeful he was when he first heard about it. When he saw the movie, when he
saw the people from the movie on Oprah and how he started using this stuff. It was like,
“Oh, my God, this is so wonderful. This is exactly what I have been looking for. Everything is
so great now and the disappointment when it didn’t work.”
He is echoing the experience of the people who were watching it. Empathy with your avatar
the entire time. Horrible things happened. Then his hero’s journey. He discovered the flaw
in the secret. He had amazing results for himself and for others. Now he wants to share
them with you.
Page 9 of 9

The Script
Assignment – The Opening
Disclaimer

The Script
Assignment – The Opening
Here’s your assignment using these three template ideas that I just gave you. Brainstorm
openings for your video using three different templates I gave you.
Remember, this is why we already have to have our story. We can’t write our opening until
we have our story because our story is so intrinsic to it. Write out your open and put it into
the comment section below and make sure you use as much emotion and emotional words
as possible.
Don’t be afraid to make strong statements. Remember, if your avatar doesn’t watch your
video, you’ll never sell them and it’s only by making strong statements that you grab them.
I’m fond of saying, “If you’re not pissing somebody off, you’re doing it wrong. If you’re
selling the Democrats, piss off Republicans. If you’re selling to Republicans, piss of
Democrats. If you’re selling to men, you can sometimes piss off women.”
Whatever it’s going to be. Whoever is not in your market, you want to piss off. They’re not
the ones who are going to buy what you’re selling anyway, so you want to make sure you
go there and make strong statements.
Okay, thank you very much and I look forward to talking to you in the next video.
Page 3 of 3

The Script
The Close
Disclaimer

The Script
The Close
I want to talk to you about how to powerfully close your video to obliterate tire kickers and
maximize sales.
Why is the close so important? It is mostly important because it is pedal to the metal time.
It’s your last chance to convert viewers to customers and it’s where you bring the big guns.
Your close is where all pretense of like, “It’s just conversation. This is a chance for us to talk.
This is me giving you content’ is thrown out the window at this point. This is where
salesmanship comes in.”
In the close, you want to use every technique and attitude you have to get them to take out
their wallet, take out their credit card, type in the information and buy your product. It is
not time to be timid at this point. It’s time to go for the jugular.
A few notes on a close. If they’re still watching by the time you get to your close, it means
they’re interested, so don’t be afraid to sell. It’s not like you’re walking up to somebody out
of nowhere and saying, “Buy my stuff! Buy my stuff! Buy my stuff!” This is somebody who
has gone through an entire process with you. They’ve spent between 12 and 30 minutes
with you and your video going through everything, going through your art, going through
your story, bonding with you, reading your bullets. Those things are the incredible benefits
they are going to get from your product.
They’re looking for an excuse not to buy at this point. You need to eliminate objections,
push them towards the sale, reiterate your core points and arguments, and make it a no-‐
brainer to buy. When I teach people, if you believe in your product, if you believe that you
have a good product the people are going to get great results. You owe it to them to sell
them as hard as you can at this point. If your product is quality, and I hope it is, is if when
they use it they are going to get great results you must sell them. You must push them.
As my friend, John Carlton likes to say, “This is where you knock them off the fence.” You
make it as easy as possible for them to give you their money, to buy your product, to get the
incredible results that you are going to be promising them. If they’re watching at this point,
they’re ready to buy. They’re looking for an excuse not to. They’re ready to do it. You have
to convince them to.
I use a multiple close structure with my videos, my sales videos, even more than I do so
with my sales letters when I write sales letters. With sales letters, I’ll have maybe one,
Page 3 of 7


maybe two buy buttons. In the sales video I pretty much always have three. I’m always
trying to push them three different times.
A big mistake people make is they only give their customers a chance to buy after you’ve
stopped talking. They’ll go through the entire thing and they’ll say, “Here’s my buy button.
Good-‐bye.” It like gives people too much of a chance to run away. Really, when you reveal
your buy button, you wanna still be talking. You wanna still be convincing them. You wanna
be saying, “All you have to do is click the Add to Cart button now in order to get this great
product, in order to get this incredible result.” You wanna give them direct commands.
The three closes I use are: The first is the desire close. Buy this right now because you
want it. That’s why you buy it. I painted a picture for you of how incredible things are going
to be. I’ve instilled in you desire, buy it now. This is for low-‐hanging fruit people, the
people that are easier to sell, the ones who are already buying into it. They’ve been waiting
for the chance to click on the buy button the entire time.
Close two is the logic close. Here is the logical argument. This is a great deal and you have
nothing to lose.
And close three is the fear close. If you don’t buy now, you are going to regret it and be even
worse off, also known as the crossroads close. Well, maybe I use the crossroads close as my
fear close. The crossroads close is something I’ve learned quite a while ago. I love using it. I
use it in almost everything I write.
I often freelance in my closes, going off script and being as sincere as possible. This is
something you can do in a sales video you can’t pull off in a sales letter, is that I’ll often
show them the slide. You’ll see this later where I show them, “Click the Add to Cart button
below.”
I’ll talk as sincerely as possible as I can on that theme. If I’m going after desire, I’ll go for
desire. If I’m going for logic, I’ll go for logic. I do that because I’m pretty good at talking
extemporaneously. If you’re not comfortable doing that, don’t worry about it. You can
script out the entire thing if you want to but I find that being able to kind get into the head
of my mark and talk that helps quite a bit.
Also, don’t be afraid of talking too long in your close. Go for the heart. If they’ve been
watching this far, they’re still watching, the Add to Cart button is right there. Once the Add
to Cart button shows up, once they have the chance to buy, the video can be as long as it
needs to be.
To me, the length of the video that matters is from when to start to when you reveal the
price, and when the Add to Cart shows up. Anything after that is gravy. If you go through
the entire Text Your Wife into Bed script after I finish closing, I have a whole section where I
Page 4 of 7


show testimonials from women after the fact. Most people don’t end up watching all of
those. They buy earlier than that, but it’s having that, you know. It kicks some people off the
fence. It brings people in. Don’t be so concerned about length after you reveal your Add to
Cart button. It’s all gravy at that point.
The desire close. The desire close focuses on the desire you’ve built up earlier in the video.
If you’ve done your job right, if you’ve told your story properly, you’ve built a ton of desire
with people. They’re already at the point where they’re like, “Yeah. I freakin’ want this!”
one piece of copy I often use when I’m using my desire close is a self-‐revealing prophecy.
I say, “If you’ve watched this far, it means you want this. If you’ve watched this far in this
video I now you understand how valuable this is. I know how you want this, how you can
see how using text message to turn your wife on is the simplest, most powerful thing you
can do, etc., etc.” And really, it’s a paced lead thing. They are still watching the video, so
therefore it must work.
In your desire close, you want to paint a picture of what is going to happen for them and let
them have the chance to buy. This is all about the benefits. It’s all about saying, what it is
going to be like when they use your product. What it’s gonna be like when they feel that fat
melt off their body, when they notice those men looking at them in a way they haven’t in
years, when they feel like the sexiest thing on the beach again, etc., etc., etc. The desire
closes for the low-‐hanging fruit is for the people that are already sold at this point. It comes
right after the price drop or right after the guarantee.
I’m going to give you an example. Here’s an example, “Simply click the add the cart button
now and you’ll be texting your wife, waking up her secret dormant sex drive, turning her on
like crazy, and doing more for your relationship than a year of couples’ counseling, tonight.
All you have to do to make that happen is click the Add to Cart button right now.”
Notice how I’m giving them a command at this point. I’m not saying, “If you feel like it, click
the Add to Cart button.” I’m saying, “Click the Add to Cart button now. Go for it.”
The second close is the logic close. People buy on emotion and justify with logic. Once we’ve
awoken desire, it’s time to use logic to get the people that need that logic. You want to
reiterate that you have nothing to lose, aspects of your deal. Lay out the logical argument
for why this is a great deal.
This is usually for left brainers. It is typically more useful men who tend to be a little bit
more logically focused and opposed to emotionally focused. We’re giving them the
opportunity to buy, saying, “Well, this is why it’s a good deal.” I bought the sports car
because of the German engineering and the gas mileage. No, you didn’t. You bought it
because you wanted girls to notice you.
Page 5 of 7


Folks want to know they’re making the right decision all the time. They always want to feel
like they’re making a no-‐brainer decision, a decision that’s not going to bite them in the
butt later. That’s what we do with the logic close.
An example would be, “Remember, you have absolutely nothing to risk. Because of my rock
solid guarantee, you can use the product with great results and get your money back for
any reason. By now that language is the one guaranteed way to turn your woman on and
that text messaging is the best way to deliver that language to her, and this is the only
course that will give you the tools you need, etc.” There is a logic laying out saying, “Here’s
the deal. Here’s why you should buy. You are not gonna be ripped off.”
The fear close or the crossroads close. I combine these two. I use the crossroads close at the
end because I think it’s a powerful method. This is where you bring up the negative
consequences of not acting now. You could say, “Well, you know, the price is going to go
up,” or “The product is not going to be available anymore." In a launch you say, “Well, we’ve
only got a few days. We’re gonna shut this down and you’re not gonna have the chance to
buy.” You want to scare the bejeezus out of them. You want to go for the throat with this
close.
Don’t be afraid to push their buttons. It’s now or never. Either they’re gonna buy right now
or they’re gonna leave. When they leave, are you gonna have a chance to sell them again?
Maybe, if you have a good auto responder sequence, if you’re building a relationship. You
might get a chance to be able to sell them later. But most likely, you don’t want to sell them
later. You want to sell them now.
This is where you pull out the big guns. You pull out the knife. You go for the throat. You
don’t worry about it. The time for being nice is over. You can even be a little bit mean here.
You can say, “Well, hey. If you’re the person who isn’t going to take action, you know what,
fine. I don’t want to work with you. I don’t want you in my course.” Which can be a mean
way, but effective way of getting people to buy your stuff.
The crossroads close is how I do my fear close. It’s a three-‐step thing. I explained it on the
webinar originally. It says, “I don’t want to put too fine a point on this, but you’ve got three
simple options.
Option one is to do nothing and the do-‐nothing is always the worst one in a lot of ways
because you’re like, well if you do nothing, what’s gonna change? It does gonna be exactly
the same as it is now. Things are going to get worse for you if you do nothing because they
are already getting worse for you if you have the problem that brought you to this page.
Option two is try it yourself. You could take everything you’ve learned in this video and
even go try to figure out how to do this yourself. You can go figure out how to text your wife
Page 6 of 7


all by yourself. You can sit there with your cell phone and try typing something in and see
what happens, but we know what’s gonna happen if you do it wrong.
Option three is the buy option, and risk nothing. Get the product. Join my hundreds of
satisfied customers. Have wonderful, wonderful things happen. You’re contextualizing and
according to these two other options and it makes them feel like, “Yeah, that is the best
option. That’s what I should do.”
Page 7 of 7

The Script
The “Text Your Wife Into Bed” Close
Disclaimer

The Script
The “Text Your Wife Into Bed” Close
What I’m gonna do is walk through my full Text Your Wife into Bed close for you with a
little bit of commentary so you can see how this works and practice. You can then go off
and write your own close after I finish this.
I’m gonna go through this a little bit with a little bit of commentary. It’s not gonna be
exactly the same as what I do in the actual video because I do extemporaneously chat a
little bit in the video. I let myself say, “I’m a pretty good salesman. I’m used to doing this.” I
can do that. So, let me go through this with you.
This comes right after the price justification. Once after we finish the price stuff, we say,
“But if you act now while this video is up, you could have the full program for $67 today.”
All right? We’re using that thing there. Then we say, “All you have to do to get started is
enter your e-‐mail address and click the big, shiny, inviting Add to Cart button that appeared
below. You will gain instant access to everything and will be texting your wife tonight.
Here’s the hour that shows you how to do it. All you have to do is click the Add to Cart
button. If you’ve watched this far, you understand how powerful this can be. By simply
using text message you can get your wife, your girlfriend, or any woman turned on. I know
you can imagine what it is going to be like a few days from now when you use this product,
when you use the done-‐for-‐you text in the Text Your Wife into Bed system. Send them to
your wife. Get incredible responses back. Turn her on more than she’s been turned on in
years. Have her feeling so sexy and so desired, so much happier about your relationship
than she has in so long, and have her look at you with carnal desire for the first time since
you were early in your marriage. Of course, you’re covered 100% by my rock-‐solid no-‐
questions-‐asked guarantee.
This is where I’m going into the logic close. I have already done the desire close. I’m going
into logic. In some cases, you may want to have the guarantee before you get into part of
your close. That’s totally fine. How you move these around is up to you.
I do, rock-‐solid, no-‐questions-‐asked guarantee. Order today. Use the material. If you aren’t
blown away, if you don’t get results, e-‐mail me within 60 days for a complete refund, no
fine print and no BS. The way I was raised and the way I like to do business, I don’t deserve
your money unless I get you great results.
Hundreds of guys have already used this program and have gotten great results. There are
a few, rare guys who it doesn’t work for. That could be because they don’t use it properly. It
Page 3 of 5


could be because they may be a little bit afraid to use the material. For the vast majority of
guys who try out the Text Your Wife into Bed system fully over 95% of them, they get
amazing results. They write me and they say, “Michael, I can’t believe how my life changed
when I used this product. I can’t believe how incredibly happy my wife was, how she
reacted to these messages, how, how, it was amazing to me that she could that.”
All you have to do to join those guys that had that incredible reaction is simply enter your
e-‐mail address and click the big, shiny, inviting Add to Cart button. You’ll gain instant
access to everything. You’ll be texting your wife tonight. You can have nothing to lose. If you
watched this, you must know by now that language is the magic key to your wife’s mind
and text messaging is the best way to deliver that language. This is plain and simple, the
only course of its kind that will allow you to learn how to text your wife into bed, especially
at the low discount you’re getting today.
The price is going to up soon and if don’t act today. You’ll have to pay more to get the exact
same material. I don’t want that for you, so please simply click the Add to Cart button right
now. But you do have to act now. I’m selling this program now for $67 as a market test and
I’m planning on raising the price or maybe even doubling it in the near future. Listen, a lot
of friends of mine have told me, “Michael, this material is too good to be sold so cheap.”
Many people who see the price is only at $67 think, “Oh, it can’t have this profound effect
on my relationship if it costs so little.” that’s why I’m thinking about raising the price to $97
or perhaps even $127 in the near future. In order to have more people using this, I may
have to raise the price. It’s the only way to get them to see the value of what we are doing
and using it in their lives.
You’ve got a simple choice to make. Option one, do nothing. Keep going the way you are
now. Keep being frustrated and risk things getting worse because you don’t take action. If
you’re watching this video, if you’ve watched this far, I know things aren’t where you want
them to be. I know you’re sex life with your wife or your girlfriend isn’t what you want. I
know you’ve got desires but you feel like you’re not able to express to the woman in your
life. If you want to leave this page right now, you can. If you want to keep searching the
internet trying to find some way to trick your wife into having sex with you again and
enjoying it, go ahead. That’s not what this is about. This is about giving her what she truly
and powerfully wants, feeding her like the sun feeds a flower so she wants you again
powerfully. If you’re the person that wants to keep doing what you’re doing now, that’s
fine. It’s no skin off my back at all. So many other guys are getting such great results from
this program.
Option two is to take what you learned here today and try to wing it with your wife. Risk
making up your own texts and hoping for good results. You can try this, but I can tell you
from experience the chances of you sending the wrong message and ending up in the
Page 4 of 5


doghouse this way are huge. It’s riding a bike without training wheels when you’re a little
kid. You can get hurt really, quickly.
Is texting your wife into bed difficult? Not at all. It’s quite simple, but it took me a long time
to figure out the formula that works. I don’t want you to suffer like I had to suffer early on
when I was doing this, finding out quickly the right text to send to her and what the wrong
texts to send to her.
If you leave now, if you decide to do this yourself, what’s gonna happen is you’re gonna try
using text messaging to get your wife turned on and either one of two things will happen.
You will either throw up your hands and think it doesn’t work because you’re doing it
wrong or you’ll come back later and buy the course and find out that it costs more when
you do. I don’t want that for you. You’ve got nothing to risk if you take the chance now.
Option three. Risk nothing at all today. Grab the Text Your Wife into Bed training for $67
today, go through the ice breaker, heat up your marriage, get in line to be yet another of my
growing success stories. All you have to do to get started is enter your e-‐mail address and
click the big, shiny, inviting Add to Cart button that appeared below. You will gain instant
access to everything and will be texting your wife tonight.
I want this for you. If you’ve watched this far it shows me that you’re committed, that
you’re someone who cares about your relationship, that you care about the women in your
life, that you care about being able to give women pleasure, to give them what they want.
You’re exactly the guy I want to benefit from this material, to learn how to use this material
in the most profound and powerful way.
The only thing you have to do to make that happen is click the Add to Cart button below
and enter your credit card information. You will be brought immediately to the Text Your
Wife into Bed program. You will be watching the videos. You will be going through the black
book. Within a few minutes from now, you can be taking your cell phone out, typing in a
few messages to your wife or to your girlfriend, getting a response, and being amazed at
how easy it was to wake up her sex drive, to wake up that spark again that maybe has been
dead for quite a while.
But I can’t make you click the button. Only you can do that. Only you can make the choice
right now to click the Add to Cart button and buy Text Your Wife into Bed.
Hopefully you get the idea. Granted, there was a lot of extemporaneous stuff there. Over
time, you’ll learn how to do that, but you may want to write some of this stuff out at this
point. You want to write out these core ideas that you are going to be trying to push
forward for them, these core ideas of why they need to buy.
Page 5 of 5

The Script
Assignment
Disclaimer

The Script
Assignment
Here’s your assignment. I want you to list out the desire, logic, and fear arguments for your
close and create a final crossroads close for your product. It should be very simple for you
to do. We are going to give you a worksheet to make it even simpler, and then post that to
the learning section.
Congratulations! By completing this section, you’ve finished putting everything together for
your sales video. All you have to do now is assemble it much like you assemble a
transformer or a robot.
In my video, I’m going to be revealing exactly how all of these disarrayed pieces we have
put together for your sales video fit together. We’re going to be teaching you how to start
assembling your video and how to start doing keynote, getting into the technical aspects.
You have done a great job so far. I’m excited about the next section.
Page 3 of 3

Script Assembly
Overview
Disclaimer

Script Assembly
Overview
Hi, this is Chris Mr. Moneyfingers Haddad and on behalf of myself and Lou D’Alo, I want to
welcome you to another portion of our sales video workshop or video sales letter
workshop training.
On this training, we are going to be talking to you about the script, how to take everything
you’ve taken so far, you’ve put together so far, all your avatar, everything else and make it
into an actual script you can use to sell your product and start making money. In fact,
you’re very, close. At the point where you’re gonna be able to record your script, record
your keynote presentation, or your video, or PowerPoint and get it up on line and start
making sales. Congratulations!
You’re almost there. The hard part is over. I know I’ve been pushing you over the last
several weeks to really think about who your avatar is, to think of your story line, to think
of your big idea and what you’re going to teach to everyone in your video. All of that part is
done.
Now all we have to do is take everything you’ve done, assemble it like you assemble a car,
organize everything you’ve created, and turn it into an actual script using one of three
methods that I’ll explain to you later that are extremely easy. That is the key here. I’m not
trying to make you learn how to be a great copywriter or anything like that. My goal is to
get you to have a sales video that sells. That has been our goal from day one. I think we’re
getting closer and closer. You are so close to being there.
Here’s what you should have by now. Here’s all of the stuff that you’ve been working on
over the last several weeks that you should have assembled by the time you get to the point
that you’re watching this video. If you don’t all have all of this stuff yet, if you’re not
completely happy with everything yet, don’t worry about it. It’s much more important for
you to get something done, to get something down, to get something produced, to get
something up on line than it is for you to get it perfect.
Perfect is the enemy of good and the worst thing you can do is sweat and struggle over
every single detail and say, “Chris says I have to do it this way so I’m not gonna finish it all.”
A week goes by, a month goes by, two months go by and you still don’t have your video up.
That’s not what we’re going for here. We’re going for you to get this thing up, speed of
implementation. It is more important for you to get something done than it is for you to get
it perfect. What’s the worst thing that happens? You put it up. It doesn’t perform quite as
Page 3 of 7


well as you want it to, but it’s still gonna make you more money and more sales than you’re
gonna do by doing nothing at all.
You should have your avatar, your big idea, and your big promise. That’s all the research
and prep stuff we did back in week one. You should have your main offer, your strategic
bonuses, your guarantee, and your price, also done in week one, your selling story with a
hero’s journey or other.
The hero’s journey is the template I tend to use for most of the things I’m working on and
the thing I find the easiest to teach you. There are other stories you can use. We have had a
couple of examples where people have talked about how they themselves are not exactly
like their avatar, how they’re someone who has a credibility, etc. In that case, you
sometimes tell slightly different stories but the basic structure of the hero’s journey is
always useful.
You should also have your teaching content. This is where you teach your big idea, and
your open, your close, and your bullets.
Let’s turn all of this into a script outline. That’s what we are going to be doing first. We are
going to be taking all of the material you’ve got so far and make it into an outline. We are
going to take everything you’ve got and organize it in a word processing document. You can
use Word. You can use Pages. You can use Google docs.
You might notice that we created a lot of this stuff backwards compared to the structure
where we are ultimately gonna put it into. I told you to create your avatar, then your big
idea, then your big promise. Then we moved into the offer way before we talked about the
story or we talked about the intro.
That was very much on purpose because my goal with this course has always been to teach
you how to think these things through like top marketers or like top copywriters. Like
some of the most successful people in the world who I’m lucky enough to know do these
things. We always think of it as, “What is the offer” and then, “How am I going to sell it?”
You have to get all that stuff down before you start thinking about the angles and the
different pictures and the different things you can do from there.
Let’s talk about what the VSL outline is, your video sales letter outline is. You’re goanna get
a handout you can use as well which is going to have all this stuff listed out in it so you can
easily go through this outline.
The first thing in your outline is your intro. That’s where you grab attention with a big
benefit intro, an emotional hook intro, or a shocking statement intro. You should already
have at least the bones of your intro created by now.
Page 4 of 7


Second, you empathize with their problem and make a big promise to solve it. “I’m just like
you” or “I understand you”. Here’s what is going to happen to you. Let them know who you
are. We make a big promise about what they’re going to get in the video with this case.
Oftentimes, the promise is going to be similar to what the big promise of the actual product
is. Early on we want to make a big promise about what’s going to happen for our avatar
when they watch this video. We have to sell them on the idea of watching the video very
early on.
Third, we tell your story and teach them to be your customer where you prove your big
idea and create reciprocity. This is where the storytelling aspect of what we told so far
comes in as well as the section where we tell people the big idea.
I put telling your story and teaching them to be your customer in the same number for a
specific reason. Oftentimes, these two elements tend to weave together. If you’re somebody
with a lot of credibility, say a teacher or a well-‐known philosopher, or something like that
in your particular niche, you might have a section that says, “Who the heck am I? Why
should you listen to me?” I’m going to show you one of those later.
In other cases, you might be someone who is just like your avatar in which case you’re
gonna tell your story of your own journey and how you had the same problem they did. You
understand them. You have empathy for them. You had the problem. You discovered the
solution. Here’s what you discovered. Here’s how it’s gonna help for other people. Here’s
the product they can use to get great results. Your story and your teaching section are
oftentimes closely intertwined. A lot of times people say, “Chris, is this linear?” It’s not quite
as linear as you think it would be, but I put in this order for a particular reason.
Fourth, you present your product as the only logical solution. This is where you show your
offer, the offer we created a week-‐and-‐a-‐half ago or in the first module of this course.
Then we move on to presenting the benefits of your product or your course or whatever
you’re selling. Usually we present these benefits in the form of bullets and sometimes even
do bullets for each section of the product you’re doing. Sometimes you don’t need bullets
per se. You have to talk about what’s going to happen for your avatar when they buy the
product. You talk about the feature of it. What is it, what they get in the product, and then
you talk about the big benefit that that means for them.
Sixth, you give them strategic bonuses for raised perceived value and raised desire. We are
saying, “Hey! You’re already getting this whole offer. Now, here’s the extra stuff I’m wanna
give you to push you over the fence and make this a no-‐brainer for you.
Seventh, price justification, where you reveal the price and you do the price drop which you
do quite a while ago.
Page 5 of 7


Then we get into the first close, the desire close. This is where we focus on the big result
and big promise.
Ninth, we remove risk and get a guarantee.
Tenth, we close #2 with the logic where we focus on risk removal, credibility, testimonials,
and other crunchy reasons that they should buy.
Eleventh, why they must buy now. This is where we present scarcity. Tell them they’ll
regret it if they don’t buy right now. Say the price is going to go up. Put pressure on them.
We say, “Hey, listen! If you watched this far, it means you want this. If you don’t take action
now, you are going to loose out.” We never want to give people the option of saying, “You
can come back later and get the same thing.” That is the enemy of taking action and taking
action means people will make the sale.
Then #12, we do the crossroads close or the fear-‐based close. You’ve got three choices.
That’s where I go in and using a lot of emotional language. “Listen! If you don’t take action
right now, you’re gonna regret it. You’re gonna have bad things happen. Either you’re
gonna be doing exactly so far which is gonna lead to a bad result, you’re gonna try it
yourself which is gonna lead to a bad result, or you’re gonna take action today, buy the
product, and get a fantastic result.”
That’s the entire 12-‐step outline that I personally use when I’m writing video sales letters
that I’ve learned. I’ve put it together over the years based on a lot of what I’ve learned from
great copywriting teachers and great marketers that has worked for me to help me
personally make a lot of money on line and to also help my clients, many of the biggest
names in internet marketing, make a ton of money online.
Oftentimes, in a sales letter, you have a PS, a postscript. The postscript is often the most
watched part or the most read part of the sales letter. In a sales video, we don’t tend to use
PS’s though I suppose you could. There’s no reason you couldn’t say, “PS. Here’s the next
part.”
Often like to use the end of the video to accomplish a couple different things, because to me
as I’ve said in previous parts of this training, after we get to that first close, everything else
is gravy. I’m not personally that worried about how long the video goes after that first close
because to my way of thinking, at that point I’ve told them to take action. I’ve said, “Hey,
here you go.”
Anything after that is taking my time to complete the sale, to answer objections, things like
that. Oftentimes, the end of the video after I finish my close, I’ll have a section where I say,
“Here’s some additional testimonials, some additional proof, some additional
endorsements.” I can say something like, “Hey! You know what?”
Page 6 of 7


In my Text Your Wife into Bed video, I’d say, “Here’s what women have to say about Text
Your Wife into Bed.” It’s written objection that a lot of guys have which is, “What is my wife
gonna think about this?”
You could also answer some questions in that section. You could say, “Listen! Go and buy
right now but if you still have a few questions. Let me answer a few of the common
questions people have about my product.” Then go through and answer those objections
specifically. Give them what they want.
You can also do anything else you want to experiment with or to have fun at the end of the
video. Put some personality in there. Experiment. Do whatever you feel like you have to do
to get them, to push them off the fence.
In our interview with Joe Barden, as we say, “Marketing is all about testing. Marketing is all
about experimentation.” Yes, I can tell you the way that will most likely work for you, that
has a much higher chance of working for you than if you did this yourself. At the end of the
day you’re gonna have to go in there and experiment and try new things and find out what
converts better for you.
Page 7 of 7

Script Assembly
“Text Your Wife Into Bed” Example
Disclaimer

Script Assembly
“Text Your Wife Into Bed” Example
Let me go through and show you how I use this exact formula in my Text Your Wife into Bed
video so you can make it a little more solid. Also, we are going to give you the Text Your
Wife into Bed PowerPoint slides so you’ll be able to take a look at those and possibly the
PDFs. I’ve got to talk to Lou about that.
The attention-‐grabbing intro. There’s a picture of the first slide the people see when they
come to my Text Your Wife into Bed video. It says, “Hi. This is Mike and in the six minutes
I’m going to spit in the face of every self-‐righteous relationship guru, sex advice columnist,
and magazine article you’ve ever listened to.”
So a basic open and it grabs attention by saying, “Hey, I’m going to.” It has emotional words
and it’s spit in the face, self-‐righteous, etc. It talks about how buying flowers and jewelry is
a bad idea for your relationship. Then I say how to use text messages to turn your wife,
your girlfriend, or any woman on literally at the push of a button. That’s all part of my intro
package and the first three or four slides that I provide in this particular video.
Part II-‐ We empathize and make a big promise. In the video, a few slide down, I say, “By the
end of this short presentation, which won’t be up for long, you’ll feel like you have the
magic keys to your wife’s libido and will watch your love life take off like the space shuttle
no matter how many years or decades you’ve been married, etc.”
Notice a couple of things about this particular slide, “which won’t be up for long.” You
always want to have a section in your video where you mention how this video will not be
up for long. They have to watch it now if they’re going to watch it at all. You always want to
be putting pressure on people to consume what you’ve got right now. We do this on the
launches all the time. “Hey, we’re putting this video up now. If you don’t watch it now,
you’re not gonna get a chance. Make sure you make the time.” People are extremely busy so
you always want to say that we’re worth their time and they have to make the action now.
Third-‐ Tell your story. In this case, I say, “My name Michael Fury. As embarrassing as it is
for me to admit, I’ve never been married or even close to getting married. I’ve never lived
with a girlfriend except for three awful months back in college.” etc., etc., etc. In the Text
Your Wife one it’s a little bit different because I’m not just like my market. I am not a
married guy.
In this particular script, I did not write it as talking about my own struggles and how I
stumbled upon the text messaging thing. Instead I positioned myself as the big text
Page 3 of 6


messaging guru who then gave this information out to people. Not the only way to do it. It
works well with this particular video but I am considering going back and redoing the
video and split testing a different version that is more of a hero’s journey thing. The hero’s
journey is what I give you guys because it is a very effective and simple method of telling
your story. Of course, it’s not the only one.
Three -‐ Teach me to be your customer or teach your avatar to be your customer. Here’s a
slide from my Text Your Wife into Bed video where I talk about how men are extremely
visually oriented. I talk about how men get turned on just by seeing pretty girls. I prove that
to them by showing them pictures themselves. Then I go through and explain to them how
women are turned on by text message and are turned on by romance novels. Obviously
Text Your Wife into Bed is the product that comes out of that. It is all part of my logic chain
that I push people down during the entire video.
Fourth-‐ Present your product as the solution. How? By introducing you to a simple, easy to
use system called Text Your Wife into Bed. We keep moving down the path from there and
saying, “Okay, you know, all of the video before that I was talking about. The fact of the
matter is that if you want to seduce your wife, you’ve got to use text messages. If you notice
that video, it’s full of benefit statements over and over again. “Here’s what’s going to
happen for you.”
You can also do things in your copy and in your video where you’re going to make people
feel bad saying, “Here’s why you have this problem. Here’s why you personally have not
gotten success away from this problem, and accessing those negative emotions.”
Personally, I tend to push towards aspiration and more towards the giant benefits people
are going to get as opposed to trying to make them feel awful the entire time. But both are
pretty valid techniques.
Five -‐ The benefits of your product. What is going to happen for you when you get this
product? How are you going to learn? In the videos you’ll discover how to use irresistibles
curiosity to get your wife’s attention and slowly shift her from mommy mode or wife mode
into her own private fantasy world. We are doing the benefits and the bullets of the product
at this point. I am presenting the individual features, the individual segments of the
product. You are gonna get the book, the videos, etc. I’m translating the risks and the
benefits of using bullets. I am explaining to them using powerful bullets exactly what is
going to happen.
Six -‐ Strategic bonuses. Text Your Wife only has one strategic bonus. I’m going to add a
second one as soon as I have the chance to record the new version of the video. But in this
case the waterfall affect is a simple story you can tell over text, on the phone, or even while
you’re in bed to get your wife incredibly turned on and possibly even give her an on-‐
command orgasm without even touching her.
Page 4 of 6


Notice that I present the bullet, but I also give them a huge benefit on the bullet, the bonus
afterwards. I say, “Here is what this bonus is for you.” This is a strategic bonus because I’m
saying in the slide before this. You might be saying, “Michael, that’s great, but what do I do
with my wife once I get her into bed?” A lot of guys are not all that confident in their sexual
prowess.
Seven -‐ Price and price justification. We did this before and I can remember seeing your
homework. You guys did a great job. You can try buying flowers for your wife but even
modest flowers will cost you at least 50 bucks and last a couple of days at most. While she
would definitely like the sentiment, we both know flowers aren’t going to turn her on the
way you want.
Notice, we’re denigrating these other options and then from this point, we reveal the price.
We say the price is whatever it is, and then of course, we do a price drop from there and
say, “For a limited time, you’re going to get it even cheaper.”
Eight -‐ Close number one. Desire. In this particular slide, the method I use here is to show a
slide that says, “I want you to click the button below” and I freelanced over this. By
freelancing I mean I talked over it, talking about what’s going to happen for you when you
buy the product.
Saying, “By now, you’ve watched this video. If you are still on this video, it shows me that
you want what I’ve talked about today. You want to be able to have remote control over
your wife’s libido, etc., etc., etc. paint the picture of the desire for them. You can either do
that using this slide where you have a slide that says, “Okay, buy blow” or you have more of
the copy on screen, a thing that we do for most of the rest of the video.
Nine -‐ Guarantee. Rock solid, no questions asked guarantee. You already created your
guarantee but this where you remove all risk.
Then close #2 -‐ the logic close. The logic close is where you present proof that this is a good
idea. You might reiterate some of the guarantee copy. You might talk a little bit more about
your personal credibility. You might say, “I’ve been on Oprah. I’ve done this and this” or
“I’m a world-‐renowned person that knows more about this topic than anybody else. If
you’re going to learn from anyone, you should learn it from me.”
You might present more proof from your own life or from your own business, or whatever
else you are teaching at that point. If I’m doing a make money thing, show proof much
earlier on, especially if people don’t know who I am. At that case, because you’ve got to
establish your credibility, you want to come back here and say, “Here’s the nuts and bolts
reason why you should trust me and the nuts and bolts reason why you should act now.”
Page 5 of 6


Eleven -‐Scarcity off the fence. “You have to act now. I’m selling this program now for just
$67 as a market test, but I’m planning on raising the price or even maybe doubling it in the
near future.” I know in my Text Your Wife video I do that by accident. I say 97 and then
correct to 67. I have a lot of friends ask me if I did that on purpose. I’m not sure if I did it on
purpose or not but it seems to work. There you go.
Number 11 is where you establish scarcity. You always need to have some level of scarcity
for your products. Why do they need to buy now? People will put things off. People are lazy.
They’ll think, “Let me go talk to my wife about it or think about it. Let me sleep on it for a
night and then come back.” You don’t want that. Most people who go home and sleep are
going to leave and sleep on it will never come back to your site and will never consider
buying from you again. You need to push them now.
Twelve -‐ Close #3, the fear/crossroads close. You’ve got a simple choice to make. Option 1,
do nothing. Option 2, try it yourself or option 2 could be go do something else. Go buy
someone else’s product. I do that with one of my earlier sales videos for an Ultimate Best
Man Beef product I have and it works quite well.
Option 3 is buy from me right now. Buy the product. In a previous video, I cover all of this
in a lot more detail.
That’s our 12 steps right there. I hope you can see how it all fits together. Everything we’ve
been working on together for the last several weeks while we’ve doing this course together
is coming together now and all you have to do now is plug in the pieces and create your
script out of it.
Page 6 of 6

Script Assembly
Create Your Script
Disclaimer

Script Assembly
Create Your Script
Here it is, time to create your script. How awesome is that? It’s time to take everything
you’ve created so far and make a script out of it. Here’s how I want you to work with this.
You have to create your outline first. We have to take everything that we’ve got right now,
all the building blocks, the Lego blocks that we’ve created together and we need to get them
in the right order.
Obviously your intro is in the front, your close goes at the bottom, and there’s a specific
order where everything else goes in the middle. Using the worksheet I’m creating for you a
guide, I want to create a Word document or a Pages document, or a Google document and
take everything you’ve created so far and put it in order according to the formula we’ve
created. In your worksheet, I’ll show you exactly what that formula is so you can have that
printed up and fill it out.
Don’t worry too much about the exact languaging quite yet. Right now, I want to get the
raw material down on the page there. I’m going to give you three options for how your turn
that outline into a script. A lot of people have gone through and done a lot of detail or
written quite a bit of their script so far in the form of, “I’m writing my story out.” People
have got a lot of text there. Not all of the words that you have created so far are going to
make it into your video or your video would be 90 minutes long. The length we are going
for is much more like between 15 minutes and maybe 30 minutes on the outside.
Twelve to fifteen minutes seems to be about the minimum you can get away with and
twelve to fifteen minutes is for a lower priced product at that point. It takes a little bit more
work and a little bit more effort to try to get a little bit more out of people. Anything
between 15, 20, 25 minutes you’re doing quite well. Beyond that, it’s going too far. You
might discover as you’re working on this and as you record the first version of your script
that you are getting a little bit long and you have to go back and then say, “What is not
earning its weight?”
A big part of copywriting in general and sales measures creation is figuring out what is the
most important part. Obviously, a 15-‐minute video is long. A lot people say, “I’m not going
to watch a video longer than five minutes.” I find the video of 15-‐20 minutes is consumable
and you’ll get a lot of sales out of it. Every part of your video needs to earn its way and as
you go forward, you’re going to discover, “How can I make this punchier? How can I make
this shorter? How can I make this a more direct communication of the core idea I’m trying
to get across?” Three options for turning your outline into a script.
Page 3 of 5


I’m a pretty damn-‐good copywriter. I have been doing it for years and I can write very
quickly. I can write an entire sales letter in four or five hours at this point in my career.
That’s not true of everybody. I know a lot of people don’t like writing. Writing can be
extremely painful for people. I think if writing is not easy for you, if you don’t like writing,
you don’t have to write. There are three options I want you to consider as you’re doing this.
Option one is yes, if you’re a writer, if you’re somebody who enjoys the word smithery to a
certain degree, I want you to go ahead, take your outline, print it up, and then in a fresh
document, take all of that and using the core points we’ve got there, write it out like a sales
letter. Write out what you’re going to be saying like a sales letter. Use subheads much like
you’ve got in the Joe Barden document that I gave you and write it out that way. Make it all
flow and that will become your script that you’ll then create and turn into a presentation.
That’s totally fine.
I will caution you, though, that some people have a problem when they are writing
something, get extremely formal in their language. I find it’s a problem from the
educational system. It’s often something I see in people who are English majors or science
majors or folks who do a lot of writing. I guess science majors don’t but lawyers are the
worst.
Lawyers have a pre-‐tendency to try to overwrite everything. In that case, you might want to
consider option #3 instead. I will give you the opportunity to overwrite things and make it
stiff because good writing for sales is conversational. It should always feel like you and
your best friend are sitting there talking about this topic and you’re passionately explaining
why they should follow, why they should buy this product. That’s option #1.
Option number two is to write directly in keynote or power point. I do this occasionally,
especially for shorter scripts. What I’ll do is open a keynote or PowerPoint document. I
send over from keynote on the MAC and I will start typing into that. The advantage of that
is that it does make you choose your words more carefully and be a little more selective in
what words you are using because you can only fit so many per slide. If you write
everything out as a sales letter, you than have to go through and translate it over into a
keynote slide. I usually write my scripts out in word first because it is easier and you don’t’
have to worry about constantly struggling with font sizes that you might have to struggle
with a bit in keynote.
Option #3 is my favorite. It’s one that I recommend to everyone, especially your first time,
which is don’t write at all. Use your outline as a guide and record yourself speaking. Don’t
edit yourself, just get it down. Get excited, have a cup of coffee, do whatever else. Then start
speaking out your entire script. You take script, whatever you record, you transcribe, and
you tighten it. You can transcribe it yourself or you can find very affordable transcription
services out there in the world.
Page 4 of 5


Full script versus bullet script. I want to answer a few quick questions people might have
about turning these things into presentations. Sometimes people say, “Chris, should I create
a full script which is where you write out every single word that’s going to be spoken
during your course of your video or do you do more of a bullet script?”
A bullet script is where you would have the bullets down. Point one that you want to make,
point two that you want to make, point three that you want to make. As you’re making the
presentation, you would allow yourself to fill in the blanks as you go. It’s a matter of
preference.
Full script is usually tighter in that you create the entire script and you know exactly what
you are going to say from Day One. It’s a little bit more formal. If you’re not a great writer,
you can do better just by using bullets and passionately talking about the jest of what
you’re getting across. For most folks who are taking this course you’re going to be better off
having the core bullet points of what you are going to say down and then allowing yourself
to speak through the entire thing.
Your subconscious is a lot being able to express itself through speech than is through
typing the words down. You have permission to do it that way if you want to. Simply get the
core bullet points down. You may even want to create a bullet point presentation on
keynote or in PowerPoint and then make the presentation as you go.
Let yourself get excited. Sometimes having an exact script can limit you in some ways. Jeff
Johnson, a friend of mine, and someone I’ve worked in the past, hates being fully scripted.
He’d much prefer to have bullet points and be able to extemporaneously speak. I’m the
same way. I love being able to say, “Here’s the core point I want to make.” The danger of it
is that it can get long that way.
Some hybrid models where you have your bullet points and say, “My open is this. Here’s
what I’m gonna say in the open. Here’s what I’m gonna transcribe from and transition from
there, etc., etc.” Then you might want to transcribe it and say, “Now that I have that, how
do I carve it down a little bit more from there?”
Whatever you do, don’t let writing hold you back. Don’t let the concept of having to type
things out hold you back. There’s no right way. There are other ways that I’ve personally
tried but I know lots of marketers who do things differently. The key is the structure. The
key is the way you put this together. It’s not you have to write everything out and if it isn’t
specifically this font size, etc. Give yourself permission to do it how you’re most
comfortable.
Page 5 of 5

Script Assembly
Turning Script Into Presentations
Disclaimer

Script Assembly
Turning Script Into Presentations
Turning your script into a presentation. Once you have your script, you need to turn it into
a presentation much like what you’re seeing on the screen here that people can respond to
and can read along with as you’re giving the presentation.
Bullets versus fully written. This is the same thing as the bullet script versus the full written
script. A bullet script is a more traditional PowerPoint or keynote presentation where you
have a headline at the top and then you have core bullet points.
Exactly what you are seeing right here. These are bullets where it says bullets are easier,
etc. Those are bullet points. It’s a valid way of doing it. It’s how most sales videos started off
a year or two ago when they first started appearing. They’re definitely easier to do to get
the bullets down as opposed to having to write out every single word you’re going to speak.
A sales video could be 4000 or 5000 words at the end of the day. Depending on what you’re
selling and how much it costs, or it could be a few thousand.
In my experience, full scripts where you have the fully written script on the screen where
every single word that someone is going to hear is also on the screen tends to convert
better, but a caveat to that is a done video, a finished video always out converts one you
never finish. If the idea of having to take every single word that you’re going to say in this
video and put it into a keynote or PowerPoint presentation, and set up everything so that
the transitions work, and have all the language there, and all that stuff feels intimidating to
you, then do a bullet script instead.
You’re going to make more money, even if the fully-‐written version might convert 20%
better or 10% better, it’s going to convert better than the previous, you’re going to make
more money, make more sales, and help more people by getting it done. I would rather you
get it done and get okay results than never get it done and get no results at all.
If it’s your first video is a bullet slide show you talk over, that’s awesome. You can always
refine it later. Once you get something up and start getting some sales, you’re gonna be
really, happy. You’re gonna be energized to go back and improve it. You are going to get
addicted to testing like I am and you are going to see better and better results as you go.
Feel free to do it that way.
Let me give you an example of the video sales letter I ever personally did for a product I
have called the Ultimate Best Man Speech Guide. It still makes me a few bucks a day. You’ll
notice this is very much a bullet script. It says, “How to Give the Ultimate Best Man Speech,
Page 3 of 7


Bridesmaids Beware,” by best man savior, Michael Fury. I use Michael Fury as a name over
and over again.
In this particular video, I am not going to show you every single slide. I’m going to show
you a few of them. It is something I created. It ended up being about a fifteen-‐minute video.
It converted well for me. I believe I have a newer version of it where I did the full script
version that converts slightly better but it only converts slightly better.
That’s the key right there. The structure and the offer are more or less the same and doing
it slightly differently did make me a little bit more money. I want you to see, it doesn’t need
to be perfect. Getting it done is more important than getting it perfect.
How to give the Ultimate Best Man Speech, Bridesmaids Beware. “Hi, my name is Michael
Fury. In this short video, I’m going to teach you how to give the ultimate best man speech.
Bridesmaids beware.” Before we get to that, I want to say, “Stop freaking out. My name is
Michael Fury, like I said. I’m known as the best man savior because I’ve helped hundreds of
guys just like you.”
I went through from there and it took me several times to get it right. Notice how I’m
speaking over the general points of what I’m saying there. I say, “The system works even if
you’ve got a few days or a few hours, and it works better for shy guys. If you’re a guy who
feels petrified at the idea of having to get up on stage and speak in front of hundreds of
people, don’t worry. You’re in the right place.”
The idea here is you’re getting these bullets up there. You’re speaking your way through it.
I find this can be for people who are more intimidated by the idea of the full script. Then I
say, “No writing,” and I go from there. All of this could be translated over into a full script
like I did with the current version of it, but it doesn’t have to be. Give yourself permission to
do whatever is easier for you is the key I am trying to get across to you guys right now.
Then I went into the seven deadly sins of best man speeches. I usually used a lot of
transitions in this particular video which I don’t tend not use anymore. It’s like looking at
myself. Going through this video is like seeing pictures of myself back from high school
where I was much skinnier and had a lot more hair, and was a lot more awkward. The key
is even though this isn’t as good as what I do, it’s still pretty darn good, and it’s still worked.
Deadly sin #1, insulting the bride. It’s her special day. She saved the groom, no tequila
dancing queen, etc. Then I transition over into all these other things. I had seven more of
those I was going through and then I transitioned to the good news. There is a best man
speech formula that involves no writing at all. The formula does the work so you don’t have
to and it’s like having a wedding speech swiss army knife with everything you personally
need.
Page 4 of 7


I call it the Ultimate Best Man Speech Guide. Here’s a picture of it. It’s funny seeing all these
transitions and stuff I used back then. I personally don’t tend to use a ton of movement and
a ton of extraneous stuff like that in the videos I do now. I’m not against it. I think you
should split test it, personally.
I tend to find the simpler videos without a ton of that stuff can work quite well though I am
personally split testing more dazzling things as we move forward. Personally, I tend to
focus more on the content than on that stuff. There are all these movements. I was
worrying how to use keynote back then. Man, it’s almost embarrassing.
Then I talk about the ultimate best man speech book guide. How it’s a best man life raft,
how there’s no fluff. It’s like having me right there with you guiding you through the
process. It does everything but deliver the speech and make out with the bridesmaids for
you.
Notice, it’s giving me the core points I need to make so I can extemporaneously riff on top
of it. The copy’s not going to be as refined at that point, but it can still work very, well. Then
we go into the Ultimate Best Man Speech guide, what it’s for, exactly what to say, your best
man origin story.
The core ideas behind my bullets is then I’d say, “You also get the Ultimate Best Man Public
Speaking Crash Course which includes the alcohol equation which tells you exactly how
much alcohol you should drink while you’re giving your best man speech to calm your
nerves. It teaches you how to have posture like a super model, what the hell to do with the
mike, etc. Then, bonus #1, the Best Man Survival Guide, The Best Man is the Money Man.” It
is a good product. I’m quite proud of it.
Then bonus #2, I believe it should be more of the Best Man Survival Guide, What to do
About the Bridesmaids. Bonus #2, The Ultimate Contingency Plan. Going through what to
do for your parents. If it’s your parents wedding. If it’s a second, third, or fifth wedding, a
gay wedding, if you hate the bride, if you’re divorced, and then the price justification.
Why is this so cheap? A powerful way of positioning the price of your product, especially if
it’s a lower priced product, you can say, “Why is this so cheap”, if you’re selling something
that is so much cheaper than anything else on the market there. I could easily charge 50 or
60 bucks for this. It’s worth way more than that. I want to make this a no-‐brainer for you,
so I’m offering you the entire thing for $27.
Here’s what to do now. Again, this is my call to action. I didn’t understand how to use the
three-‐step close at that point. I decided one-‐close back then. I said, “Here’s what to do now.
Here’s how to get it.” Then I got into my guarantee, similar to the structure I use now. I
Page 5 of 7


want your dollar bills from the Best Man Speech. Use it. “If you aren’t happy, you get your
money back. You have a simple choice to make.”
Notice I was using the crossroad close there. Number one, do nothing. Number two, rip off a
tired, worn out speech from online. Number three, give the Ultimate Best Man Speech.
Notice the structure is similar. I’m not putting as many of the words on the screen. In this
particular case, I didn’t end up writing out the entire script. I created this PowerPoint
presentation. I rehearsed it a few times, and then I recorded it.
It converted quite well. I think off good JV travel, this one converted around 3% or 4% of
$27 pop. Not a huge amount of money but still that’s money every day. It’s easy. It’s a great
way to go.
Even though this particular setup was not as good as what I think I do now, it wasn’t as
powerful as what I do now, it still worked. It still converted. You’ll always get better results
by doing something than by trying to get it perfect and never getting it out the door.
I don’t want you to say, “Chris, I couldn’t do it because I couldn’t spend hours recreating my
PowerPoint presentation.” Don’t worry about it. I would rather you get something done.
Get it up there. Test it. Find out what happens and improve it than get nothing done at all.
The structure and the passion are the most important thing. Your ability to deliver what
you are saying passionately is the most important thing.
That’s also about the recording. You always want to have emotion in your voice. Much like
how I sound now. I am passionate about what I’m talking about and it’s more compelling.
I’m selling you on these ideas and it’s more compelling than if I was talking like this. It
worked. Not as well as what I do now, but it still converted. That’s not what’s going to sell.
You’ve got to let your personality come out. You’ve got to have fun with what you’re selling
and you have to really, in your heart, understand that when you teach this stuff, when they
buy your course, when they buy your product they are going to better off.
A quick note on recording live versus prerecording your audio. Recording live would be
what I’m doing now. I have the presentation going in front of me and I’m recording as I go.
This is like a pre-‐recorded audio that I’m playing the slides. The upside to live is that it has
a lot of passion to it but it can be a total pain in the butt. Here’s why.
I remember for my Text Your Wife into Bed video I recorded that version live and I had to
record it a 30-‐minute video and I did it all in one take. I think I recorded it seven or eight
times before I got one I like. If you listen to that video, you can hear how my voice is a little
bit down and I’m a little bit worn out. I should record it again with more passion at this
point and see if it increases conversion.
Page 6 of 7


Prerecord unless you get it perfect, but can sound sometimes sound more canned. Having
that prerecorded where you record the audio before you do anything else. Oftentimes it
feels a little bit too synthesizer. It’s up to you. People who know what they are doing can get
in there and do some good edits. The advantage with recording it earlier is you can record a
bit. Then if you mess up a little bit, you can come back later and you can rerecord that same
section and go from there.
For now, just get it done. For me, live often gets better results, but I’m weird. Doing it live, I
have some presentation experience. I have been on stage a bunch. That gives me the energy
I need to passionately sell what I’m doing.
No matter how you record, put emotion in your voice. Be excited about the product and the
results. You’ll get them. Talk like you’re talking to your best friend about something you
love. I already mentioned this a few times, but it’s worth reiterating.
Page 7 of 7

Script Assembly
From Script to Slides Examples
Disclaimer

Script Assembly
From Script to Slides Examples
Let me do a quick example where I show you how to turn a fully written script into a
sideshow. I’m going to do that using Joe Barton’s script that I created for him for his acid
reflux product.
I’m going to show you how to create the first couple of slides so you can get a feel for it.
We’re not going to do a ton of keynote or PowerPoint presentation training. We’re going to
do some of that. We’re going to give you a lot of training in this course. I want to show you
how to type this stuff in for the first couple of slides, how to take a few out. If you have a full
script, here’s how you convert it over so you can get that. I’m going to pause this video for
a second and then I’m going to open it up while I have the other things in front of me, and
we’ll go from there.
On the number of words per page, I like to vary it between a full screen and a few short
powerful sentences. I have friends who do sales videos who have like a small number of
words per page and say that works better for them. It’s a matter of personal choice at this
point, whether or not you want to have a bunch on a words on a page, because then people
read through the entire thing while you’re talking or have a few and have a lot more
transitions.
Oftentimes, you’ll end up having quite a few slides with a full script video. I know the Text
Your Wife into Bed video script keynote presentation is over 100 slides which is a pain to
create but it’s worth it because the conversions are there.
You want to use ellipses between slides to continue the thoughts between screens. That
creates a path through the entire thing so folks who read ahead, who read faster than you
speak are drawn down the path towards more stuff. You want to use colored text to
highlight powerful ideas and add visual interest.
You want to use photos strategically. Don’t overdo it. A picture should have a reason for
being there.
We are going now to show you how to take a fully written script or a bullet script and start
putting it into keynote. I am using keynote in this case. You can also use PowerPoint but I
want to show you the basics of how you write the stuff out.
What you want to do is create a master slide, which has a text box in the middle of it. Just
click text box, create it there. As font size goes, I tend to use around a size 62. You might
Page 3 of 7


want to go slightly bigger than that. It’s up to you. What we do is take our script and we
may have our audio already recorded. We say, “Well here’s our script.” You have this copy
of the script there. Now it’s time to take this script and create it into a PowerPoint or a
keynote presentation that we can use for our actual presentation. All we’re going to do is
take everything we’re saying here and we’re going to put it into the keynote.
In this particular script, I have a lot of space between lines. I’m using a lot of brief
statements and that is much on purpose. That is because I’m writing as a script and less as
a sales letter. You can put this up as a sales letter. It would still do quite well, but the key is
to show you how these things work.
The first thing we say in this particular script is, “Hi, this is Joe Barton.” That’s all using
ellipses to show that we have. There’s an incomplete thought. As far as how many words
you want to have on the screen, it’s up to you. In a lot of cases, I may have this, “Hi, this is
Joe Barton," be the first thing and then quickly move into another slide.
We’ll add this second line. We’ll say, “Hi, this is Joe Barton. If you’re suffering from acid
reflux right now,” Right now, all we do is say, “How can we make this more visually
interesting on the screen?” Some people put up videos where they have a lot of black text. I
prefer to have things a little bit more varied in what I’m doing. We do that by changing font
size and by using color, underlining, and italics.
I look at this and say, “Okay. Hi, this is Joe Barton and if you’re suffering from acid reflux
right now,” What is the key word here that is going to have the most appeal to my
audience? What words can I highlight in some way that are going to make them perk up
little bit and make them know this video is for them? In this case, the words are acid reflux.
I go to acid reflux. I bold it and then I go to colors in keynote and again, in PowerPoint it is
similar. I usually use the color red because I find the color red pops off the screen in a way
that other colors don’t. “Hi, this is Joe Barton, and if you’re suffering from acid reflux right
now.” Then we go and we create another slide.
I oftentimes copy this slide and paste it from there. You can also create a template out of it
that would have the exact same thing. We say, “We’re finished with this,” and then we go to
the next slide here.
The next line is, “If you can feel that horrible burning sensation right behind your
breastbone,” and I’ll un-‐bold some of this stuff here. What is the most powerful word on
this particular slide? In this case it’s burning. Burning is the one that we want to find a way
to highlight. We’ll make it red. “If you can feel that horrible burning sensation.” We say, “Hi.
This is Joe Barton and if you’re suffering from acid reflux right now. If you can feel that
horrible burning sensation right behind your breastbone.”
Page 4 of 7


Notice I’m putting relatively few words per slide. You could also conceivably use builds in
keynote. I’ll show you how to do one of those in a second, to have multiple ones of these
things show up on the same slide, either all at one or later but I show you how to punching
this thing together. We go the next slide. We say, “If you’re tired of burning a hole in your
esophagus.” We’re burning a hole in our esophagus. That’s the action. That’s the most
passionate, most emotional word, so we find a way to highlight it.
I’ll show you how to do a build. If you’re tired of burning a hole in your esophagus, choking
on your own stomach acid, choking on your own stomach acid, propping your head up with
13 pillows to be able to sleep.” Actually, I’ll do these two on one here. Then we would do a
build in this case which means we are selecting this particular text blocks, we’re going to
the inspector in keynote. PowerPoint is similar but I don’t personally tend to use
PowerPoint. We go to pick an effect, an appeal.
Now that we set this up, once we hit play on the actual presentation let’s show you how this
will work so far. “Hi, this is Joe Barton and if you’re suffering from acid reflux right now, if
you can feel that horrible burning sensation right behind your breastbone, if you’re tired of
burning a hole in your esophagus, choking on your own stomach acid, etc.” We go from
there. You can see how it always appears at the right time in the presentation so the words
should be appearing as you’re saying them.
We’re using a build there to have the words show up as we go. I most likely end up bolding.
We’re always looking for the most emotional words, the most emotional words of the
entire presentation that we can highlight on the screen.
Then we create another slide. We take the next brief section of a copy which is ‘propping
your head up with 13 pillows to be able to sleep for a few short hours’. Again, 13 pillows is
the most passion–filled word. It’s the one that I think brings out the most imagery in this
particular slide.
Then move onto another slide. ‘Or poisoning your body and wearing out your bank account
on expensive and dangerous prescription drugs’. Again, poisoning is a pretty powerful
word so I’ll make that red. I might make the ‘and wearing out your bank account’ in italics
in this case.
Then we create another slide. This would be ‘then this short video which won’t be up for
long is going to change your life forever’. Notice how we have the ‘which won’t be up for
long’ which is a scarcity play there. We have a place where we’re putting words in the
mouth of our avatar or persons watching our video and usually what I like to do is add that
word big. Occasionally we will have one word on a slide and we’ll make it huge. We’ll make
it 96 in this case. And centered, and make it bold, 144 in this case. Let’s make it even bigger.
Page 5 of 7


A lot of it is instinct. What words do you as the viewer or if you are the one who is watching
this video, what words are going to have the most impact for you. What words are going to
get your attention the most? What words are going to make you say, “Yeah, I want hear
more about that?”
As you’re going through the entire script, you might notice that we have certain things that
are subheads, where I say, “Like I said, my name is Joe Barton and while I don’t suffer from
heartburn myself, acid reflux almost killed my father and forced me to grow up without a
Dad, with my dad.” If I put something in the script like that where it’s big, obviously those
words are going to be big in the actual script itself.
You also notice in the script there’s a section where we talk about pictures. It says, “Joe, do
you have a pic of you and your dad from when you were a kid? I want to put those pictures
in there.”
Let me open up the Text Your Wife script for a second. You notice in this case, it’s a similar
thing, a simple PowerPoint presentation, a keynote presentation. I do have a few more
words per slide in this one. It says, “Hi, this is Mike and in the next six minutes I’m going to
spit in the face of every self-‐righteous relationship guru, sex advice columnist, and
magazine articles ever listened to show you why shelling out hard-‐earned cash for flowers,
jewelry, and expensive nights on the town could be ruining your life.”
I’m using a picture because it feels like something I want to make more real from my
particular prospect. That’s my first picture. My second one doesn’t come into slide quite a
few down, probably slide 21 because I found that slide and I liked it. Pictures, is a matter of
what your personal preference is and don’t use too many of them. For this particular type
of video, there is a persuasion. The idea that pictures are a better way to communicate
ideas and that by having passionate, powerful pictures on the screen, you can get attention
more.
In my experience, having the text on screen is what converts the best and that’s all we’re
worried about. All we’re worried about is can we get people to buy our product? There
seems to be something about having the text on the screen, having the actual text that
we’re saying also represented on the screen that seems to get attention and get people to
watch the video and ultimately to buy.
It’s like a call-‐back to when we were kids and when we would have our parents read us
stories. There is something about the idea of our parent reading us a story, of reading along
while someone we trust or whoever we want to trust, tells us something that seems
compelling. That’s the only reason I can think of. I don’t know why.
Page 6 of 7


I do not know that having the words on the screen while you’re speaking them makes them
more real. There’s a multiple modality aspect to it. If they’re both reading it and hearing it
so they can absorb material more deeply, it becomes more real for them from there.
What’s what I wanted to show you, how to put these things together. Your assignment is to
download the worksheet, to start creating your script and to start moving forward. There is
so much other training that we are going to give you.
Dan Ramsey is giving you training on how to do screen flow and Camtasia, and things like
that. But really, you have to start getting your script together.
If you have any questions, put them in the Kajabi learning environment or you can ask
them on the next call. I’m excited about seeing what you come up.
Again, the goal is get it done. The goal is not, “I have to sweat over this and make it perfect.”
I would much rather you have an imperfect but finished script and an imperfect but
finished video that makes you money than to have something that isn’t finished at all.
Thank you so much.
Page 7 of 7

Full - Chriss Haddad VSL Workshop

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Full - Chriss Haddad VSL Workshop

Uploaded by

Copyright:

Available Formats

Research & Preparation

Research & Preparation

Chris: Hey, guys, so here’s the big deal.

Then later on in the week, probably Wednesday or Thursday, we’re going to do a

Oftentimes, internet marketing is interesting because people do search engine

In order to attract that number of affiliates, a product needs to have good

Lou: Sure, we can take questions.

Chris: you’ll be better heard than almost…

Chris: You got to do some work, folks.

Chris: Yeah, as far as your traffic does.

Lou: Yeah. Just have fun with there.

Especially if you’re interviewing people in person or through their voice, most

Lou: It sounds good.

Research & Preparation

The Big Promise and Big Idea

Lou: Yeah it makes perfect sense.

He is a little bit out of shape himself. He is heartbroken in someway from the

Pretty big promise, right? Pretty over the top.

By using that mechanism of text messaging it becomes more realistic in a way.

My market is not necessarily people who are sexually in touch or emotionally in

Chris: So, the bonus is for the failure products?

Chris: Yes, sure okay.

Chris: Yeah, we can hear you. Yeah.

Chris: No you don’t.

Chris: Okay, sure.

Chris: Sure, okay. So maybe, you know…

Lou: Thank you, Mimi.

Lou: Yeah, it’s already up actually.

What Works Online

Your Selling Story

Creating Your Selling Story

Your Selling Story

Quick “Hero’s Journey” Notes

Your Selling Story

Your Selling Story

Types of Openings

Assignment – The Opening

The “Text Your Wife Into Bed” Close

Ninth, we remove risk and get a guarantee.

“Text Your Wife Into Bed” Example

Create Your Script

Turning Script Into Presentations

From Script to Slides Examples

Thank you so much.

You might also like