83: WHY People Buy From YOU... - a podcast by Steve Larsen: Automated Downline Recruiting

People don't buy products, they buy stories, beliefs, proximity, and identity. No one get offended by this episode…

 

WHAT MAKES PEOPLE BUY FROM YOU?

 

When I tell people what I’m about to tell you, I get a lot of mixed responses:

 

• Angry people
• Stage rush
• Excited people
• People who give me hugs
• Some people who flip me off

 

It's really mixed emotions…

 

The whole purpose of what I’m about to tell you is to help you understand one point…

 

PEOPLE DON’T BUY YOUR PRODUCTS.

 

That's not what they're buying, that's not what makes somebody buy in the first place.

 

I want to teach you what levers you should be turning, and focusing, and pulling on in your business that makes the cash actually come.

 

It comes down to the scripts you tell, and how you talk about your product, and how you talk about the opportunity that you've got.

 

THIS is how you do that. It’s one of the reasons why my stuff does so well, and I know that.

 

I understand WHY someone buys from me. Because of that, I've zeroed in on the levers I need to turn to make my sales happen.

 

MLM IS VERY SIMILAR TO AFFILIATE MARKETING

 

When your selling online, a lot of MLM’s say that “Products may be sold online to your corporate provided website only, not through other e-commerce sites.”

 

This is very similar to affiliate marketing. Affiliate marketing is very similar in some aspects.

 

Think about affiliate marketing and think about what it is. I have to convince somebody to buy through my link on somebody else's page. But everybody has their own link to the exact same page. How do I make myself different and better?

 

That's the exact same question that MLMers will struggle with. I have no control over the cart or the online checkout process. So how do I do that?

 

We would use a stack slide. The offer creation.

 

Let's say they're buying this book. Competitive Strategy by Michael Porter.

 

Oh baby. Is this not the most beautiful, mental goodness you've ever seen in your life? This thing is an encyclopedia. That is weeks of mental ecstasy right there, my friends.

 

Right now I know some of you guys want to throw up. That's fine. That's why this is my thing. I'm so excited to read this. I don't think I've ever read a book this big in my life. 400 pages, pouah!

 

HOW SHOULD YOU BE SELLING ONLINE?

 

Let's say that someone's going to go buy this book. You have an affiliate link and they're like, "Steven, go promote this for me." I have no control over the cart and checkout process. I have no control over the pricing strategy. I'm totally locked on a lot of things.

 

Yet I'm still expected to go make a lot of money. Let's say the top affiliate gets a cruise. Sound familiar?

 

What do I do? I take that book and I place it on the first line of my stack slide. Then I think like a marketer would. What are some of the objections somebody is going to have when I say, "Come buy this book"?

 

You probably already had a few of them going through your head right now. “Competitive Strategy... I have to READ that? Pouah!”

 

That is fuel my friends. You must understand that is a marketer's DREAM to get that kind of feedback.

 

Negative feedback is beautiful. I want that all the time because it is the market telling me what to create.

 

When I think about this book, what could I offer? Maybe I can go to the author and say, "Hey, when they buy this through my link can I offer your audio book too?"

 

Did I not just solve a lot of the problems you’re having right now? Like, "Steven, are you kidding me? Competitive Strategy? I would rather put glass in my eyeball."

 

This looks so terrible. Why would you ever put yourself through the pain of reading this thing?

 

"Oh, and you mean I don't have to read it, I can just listen to it? Oh, okay, good." How many people don't read books anymore? You just listen to audio books, right? It solves that pain for you.

 

WHY PEOPLE BUY FROM YOU

 

You need to think about people's objections. The vehicle based objection is that people just don’t like the vehicle - a book. They want the outcome. But they don't want the vehicle. Let me make the vehicle nicer to be in by giving you the audio book.

 

What if I was to offer a checklist. I could go through the book and make a checklist of each chapter. You could give people the top five bullet points of each chapter. Now when you buy through me, here's what the pitch looks like.

 

Now I come up and I'm like, "Hey, guys. I'm super excited for you guys to have this. This book changed my life." Then I go into my origin story, my backstory, just briefly.

 

"I want you to get this book and I'm excited for you to have it. Honestly, a lot of people are selling his book right now. But to me, this has really changed my life in a special way. The issue for a long time was that I didn't know how to see techniques for analyzing industries and competitors. For a long time I didn’t know how to compete…

 

I just felt like I kept getting taken to the cleaners. I would lose my shirt every single business. I would try all the time. It was terrible. I did not know what to do next. I'm sure everybody knew it also. Everyone could see I have two left feet.

 

I just felt out of place and I didn't know my place in the ecosystem. I didn't know how to compete in a way that I could also have people sell for me. It was terrible you guys. It was awful.

 

THE SCRIPT IS WHAT MAKES PEOPLE BUY

 

I remember one day, I was walking down the street and I looked over and there was this older gentleman. I could tell he was wealthy. He had a nice gold watch on, super nice gold watch. He had one of those fedoras. They look good on some people. It looked good on this guy, you know what I mean?

 

He was sitting there and he had this super nice suit on. It had gold laced inside of it. It was pinstripe. It was amazing.

 

He was sitting there and this extremely nice limousine pulls up. This guy with these white gloves in this tuxedo vest comes and opens the door. You would think that we would be in old Europe somewhere. It was amazing just to watch.

 

I was so touched by what I was seeing. I couldn't believe or understand how this man got so much success like that. What I did took all courage that I could muster. I was embarrassed. I was wearing ratty clothes. It was terribly embarrassing for me but I had to know how this guy got where he was.

 

I ran up to him right as the driver came and closed the door. I put my hand on the door as it closed and it actually hurt really bad. The guy could see I was serious about asking him a question.

 

I said, "I'm sorry sir. I just have to know. I've been trying everything in my life to understand how to be successful. What are you doing? I'm not asking for handouts here. I just need some guidance and some direction. I have to know. I'm losing my shirt here.

 

WHY PEOPLE BUY BASED ON STORIES

 

I don't feel like I'm a man. I'm not providing for the family. And frankly, I think I'm going to get fired from my job soon. I'm going to have no choice here. My feet are giving hell to the fire. I'm freaking out. Could you just tell me what it is I'm supposed to go do?"

 

The man smiled and it was really crazy. He actually got back out of the car and gave me a hug. All he did was he reached in his bag and it was actually the same book that he was reading. He said, "I don't know who you are. Go study the crap out of this book. Do nothing else but what this book tells you to do and you will be successful in one year."

 

Guys, that was a year ago, and look at everything I'm doing. It's crazy. It's ridiculous. And I want you to have the same book. This book changed my life. If you could just go in and study the things that are in here it's crazy what it does.

 

I showed some of my buddies. I've got some friends of mine who are like, "I'm not a good reader," and I have some buddies that are dyslexic and they can't read this stuff. I know a lot of people are selling this for you guys right now. But what I want to do is, I want you to come get this book and buy it through my link. Yes, it's an affiliate commission but it's because I want to be able to come and help you guys do this.

 

OFFERS ARE WHAT MAKES PEOPLE BUY

 

No one else is offering this. Just me. You guys are going to get an audio book also when you buy through my link. You're also going to get a checklist to show you how to implement each one of the strategies. I'm also going to give you guys a bullet list that will give you the an outline of every single one of these chapters.

 

If you need to flip back or remember where some lesson was and go deeper or if you just need to see the top level strategy. Then the final thing I want to give you guys is actually a community. The community is going to be all the people who are wanting to know more about what this book is. I'm going to do live discussions with you guys each week as well.

 

It's not my book. If you click on this link and then screenshot your checkout page and send it over my people, we'll send you the membership area. That will have all of these different assets in there for you.

 

That's my gift to you guys. I really want you to have it. This is only up for the next 48 hours. And frankly I'm only allowed to give away so many books. I'm trying to break that rule. I know you guys already coming in and buying. For those of you guys who already did it, don't worry, you guys have those bonuses as well.

 

OFFERS WILL HELP YOU IN SELLING ONLINE

 

I actually went and asked a few of my other buddies who've been reading this book to come in and teach you guys a little bit more about the strategy that they learned and how it changed their life. I also want to toss your way a free one day workshop. After you read the book and you've had time to digest the stuff, you can come to a live workshop event with me and get this stuff down.

 

This book means a lot to me. You could buy it through a lot other people. As a thank you for buying it through me you get all these other bonuses.”

 

Does that make sense? That was truly from the top of my head. I wasn't planning on doing any of that.

 

If you don't control cart process, that's fine. You find a way around. That's how freaking Russell Brunson made a quarter million dollars in two days with an affiliate contest.

 

You take the thing that you want them to go buy and wrap an offer around it. I built 196 funnels in two weeks because of that offer that Russell Brunson did.

 

Russell Brunson has won tons of stuff that way.

 

It's the exact same principle, exact same concept, and it's how we do our stuff as well.

 

If you can’t control cart, what you do is create a front end offer that you can sell. The stuff does not need to take long to create. The faster, the better. Otherwise, you get bogged down.

 

Go create it, send traffic to that, self liquidate that thing.

 

WHAT MAKES PEOPLE BUY YOUR THING OVER SOMEONE ELSE’S?

 

Tell the backstory. Half the time people MLMers don't sell well because, to the buyer, it just looks like another supplement.

 

It might've been a life changing thing for you. Tell the story. Create an offer around it. Tell them about all the bonuses they'll unlock when they buy from you.

 

How many of you guys want to buy this book? Is that nuts? Great example.

 

That's just an example from the top of my head because I'm married to the script. It’s a script. You can sell whatever you want with it.

 

If you don't have control over cart process or can't sell on the internet, that's fine.

 

Figure out the constraints. Be real about the constraints. There are multiple ways to get around them without looking shady.

 

That's how you do it when you can't sell on other e-commerce sites. Totally fine.

 

Think through the follow up problems that your product creates for people.

 

What's the follow up problem that this book creates for a person when they buy it?

 

• They have to read it
• They have to put these things into action
• Maybe they don't understand the strategies inside of it
• Maybe they wish there was a way they could get more hands on experience

 

That's why I toss the event thing in there.

 

Start thinking of it that way. Think about the follow up problems. Go ask people that you’ve already sold to, "What are the things you're struggling with with that product?"

 

Solve that problem and bundle it with the MLM product. When you do that you're more unique than every person in your MLM. No one's competing with you.

 

It's a really blue ocean with the backdrop of something that's proven, which is very secure. It's the reason I like MLM.

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