SELL LIKE CRAZY : How You Get As Many Clients, Customers and Sales As You Can Possibly Handle
In what some are calling the most controversial marketing book of the decade.
Sell Like Crazy reveals an 8-phase selling system for generating absurd amounts of leads, sales and profit for any business in any marketing with digital marketing!
If you’re tired of struggling to make online marketing work…
Sick of throwing money down the drain with PPC advertising…
Or just want to create a torrential downpour of hyper-profitable clients for your business…
Then THIS will be the most exciting, life-changing book you will EVER read.
Sabri Suby, (founder of King Kong, Australia’s fastest growing digital agency 2 years running) is finally revealing the exact system he’s used to go from $50 to over $10m in annual revenue…And deployed in over 167 niches to create more than $400m in sales for his clients – in just 4 years flat!
FULL DISCLOSURE: This book is NOT for the faint of heart.
If you want the same tired, outdated advice…
Untested theories which sound good but don’t work in the real world…
Or a book full of ‘warm and fuzzy’ stories which make you feel good…
Then this book is NOT for you.
However, if you want to FINALLY discover what’s working online…
Get the battle-hardened tactics King Kong are using RIGHT NOW on the frontline…
And elevate your business above the competition and CRUSH them into a fine powder…
Then ‘Sell Like Crazy’ will change your business-life forever.
Here’s just a taste of what Sabri reveals in this revolutionary book…
• How to write Google AdWords or Facebook ads that practically FORCE your prospects to click them and buy! (Not one digital agency in a hundred even has a clue how to do this!)
• Discover the #1 best way to grab any prospect by the jugular… and… drag him down into your sales message and practically force them to buy! (Phase 3: Capture leads and get contact details)
• The breakthrough approach to generating itchy-to-buy leads in droves that create an avalanche of sales. It’s like nothing you’ve ever seen before, and it positions you as a trusted authority almost instantly — (Phase 3: Create the perfect bait for your dream buyer )
• How to uncover large new “starving crowds” of prospects who spend like sailors on leave (even when the economy is hurting and you’re far more expensive than the competition) (Phase 4: The Godfather Strategy)
• The #1 biggest mistake made by marketers using Google AdWords! This mistake is costing you a small fortune in lost profits and market share (Phase 5: Traffic)
• A buried case study on how one ad pulled in 3 MILLION LEADS (and how you can copy this strategy to create a stampede of new customers for your own business) (Phase 1: Understand and identify your dream buyer)
• The three most powerful ways to influence your DREAM clients and establish yourself as the ONLY person they buy from (Phase 6: Magic Lantern Technique)
• How to crawl inside the mind of your DREAM buyer, camp out there…. and get fresh, super-targeted marketing intel to pump up your offers on steroids and beat the pants off your competition! (Phase 1: Understand and identify your dream buyer)
10 facts you need to know from Sell Like Crazy by Sabri Suby
I went out of my comfort zone and read a sales focused book. Obviously, it is still tech-focused, but it is still a departure from my norm. No references and a lot of purely figurative values but the points hold true and it certainly energizes you.
TLDR
Suby may be the world’s strongest proponent of clickbait but he does have a skill for it. What he gives in this book are suggestions that will have your potential customer have trust in you. It is essentially:
Target potential customers who are not looking to buy right now as well
Fully understand potential customers reservations (Halo technique)
Educate their fears and needs with this knowledge (Give a HVCO)
Give the brilliant offer that will challenge you to work your best (Godfather offer)
Call/Contact them and be like a doctor — listen and then prescribe your solution/service
The book gives specifics on each of these stages; tips on where to get information and key steps to complete them. All in all, cutting through the hyperbole/motivational speech/bullshit, this is a good book that is actually actionable! SELL LIKE CRAZY: How to Get As Many Clients, Customers and Sales As You Can Possibly HandleSELL LIKE CRAZY: How to Get As Many Clients, Customers and Sales As You Can Possibly Handle eBook: Suby, Sabri
Suby starts the book by smashing my heart:
“I’m not saying you don’t want to have the best product of service in your industry, I’m saying the money is not in that”.
People don’t care if your product or service is the best — only you do. People care about it solving their problems.
You need to convince them that the price you are asking for is less than the value of solving the problem.
4% of your time gets 64% of your revenue
For Suby, the majority of his time is spent writing sales copy, coming up with offers and promotions, creating a sales funnel, shooting videos, doing webinars, and doing strategy. As such, this time needs to be optimised.
To do this, you need to audit yourself to find what the key activities are for you and what is your current value of time, aka your hourly rate. Knowing this, his point is that anything that costs less than the time you would take doing it is essentially saving you money.
The Little Bitch
The next section is all about motivation — it is titled ‘Kill the Little Bitch Inside”. Extreme as always.
The best summary is: “find your reason for action that is so strong that it simply makes the action simple”.
If you don’t know something, you simply google it. Because the action is so simple it is easy to do. If you really truly want something, the action should be simple. Make your environment reflect that. For example, I want to improve my cycling hence I bought an indoor turbo trainer and will regularly jump on while I play games or watch Netflix.
Focus on your why and set your environment to make it easy to do the what.
Stop talking about your product, company, or mission… don’t even say the name of the company!
Customers only care about themselves. Talk only about their problems and, only after listening and understanding, talk about how you can help. Don’t describe features. Describe the solved path.
Now scale this
Once you understand this, you will see a scale problem. You need to reach out to more people than you can alone. You need an automated sales system. He focuses on Google Ads, Facebook Ads, Radio/Podcasts, and Youtube.
Focus on the Larger Market
Source: The image in the book
3% of the addressable market are looking to buy now, yet 90% of ads focus on them because they are the ‘easier’ sell. You simply offer them what they want.
17% are actively researching but are not confident enough to invest in buying yet. 20% know about the problem but have not started investigating.
These two, 37%, are untapped but shouldn’t be.
The 60% should be targeted too! This way your marketing to 97% of your addressable market, which, if you have done it correctly, will be favourable to you when they transition to being the 3% that are buying.
To do this, Suby suggests you need a system that first attracts people, educates them, nurtures their interest, and then supports them to act — preferably using your services.
4% of your customers are key
If the Pareto principle applies, 20% of your customers make 80% of your revenue, then applying it again, won’t 4% of them make 64% of your revenue? Identify them and get their input. Understand them and how they act and hence understand what they want!
The Halo Strategy — Know your perfect customers completely
One resource which I never had heard of before is this site. Aside from the creepy face, it seems powerful. Essentially, you give a keyword and it looks at autocomplete to understand what people are asking about the keyword. For example, I have put Triathlete in. Here you can see questions about food, the sport, and kit.
With this, you can populate your dream buyers’ profile/persona and start to look where you think they would look for answers, what their desires are and how to connect to them.
For example, Suby applied the Halo Strategy to people building their own homes. The biggest worry? Builders extending timelines and rinsing them of money. That is what he addressed in building a marketing campaign: “We’ll build your new home in just 30 weeks or give you $5,000 in cash”.
High Value Content Offer (HVCO)
To target the 97% you need to build a relationship. That can be built by giving them value — true value. Subri suggests education is a strong way to do this. If someone is thinking of buying or just wants to learn, they will have more trust in their educator and they will be thankful for being concise and saving them time.
It allows them to warm up to the idea of buying. The usual method most fail with is ‘like asking someone to marry you on a first date!’
The first HVCO
This ad, by Louis Engel, apparently brought in 5,000 leads from the 97%, in one ‘small regional newspaper’. Regardless, you can see how the ad earns trust, educates, and would encourage conversion. Plus the call to action is free:
‘There are no hooks or crazy guarantees or hype’. He also goes on to say long-form copywriting still works today too, so long as it is entertaining and engaging. Subri proceeds to give a list of clickbait titles. He acknowledges it as such but stats show it works.
To structure your HVCO, you should address the title in each subheading/section. Next ‘keep it simple’. 5–6 pages in pdf format with some styling. Feel free to ask others and then put their thoughts in the HVCO, suggesting ‘many experts are happy to do this as long as you provide a link back to their business’.
Other HVCO types:
Free consultation
Checklists
Cheatsheets
Videos
Courses
Toolkits
Infographic
Assessment
Wine and dine your potential customers — don’t send them to your homepage.
Send them to your HVCO and capture their details. Now your HVCO needs to wow — it must be good. If it isn’t, you will have demolished the trust and those contact details will be worthless.
You need to have a:
Great title
A subheading clearly stating what they will get
Bullet points of the value offering
Visual representation of what is on offer
Contact detail form, i.e. name, and email, but think about how you will reach out to your customers
Finally, you need to follow up. Once they have clicked download send them to your home page and ensure you contact them back and give an offer they can’t refuse, or as Subri says “use the Godfather Strategy”.
The Godfather Strategy — “An offer he can’t refuse”
First, create a table of all your features. Then write the benefits of all of those features. From this, you can create your offer.
A feature and benefit table I have created for why bikes have carbon frames.
Ignore the rules and make the offer that really can’t be beaten.
It should challenge you to be at the best of your ability while giving the customer trust. It should be outrageous. People should think it isn’t possible.
Once you have it, refine it. Make sure you won’t be the wrong side of false advertising Suby recommends. Make sure you can deliver it.
Remember: “We’ll build your new home in just 30 weeks or give you $5,000 in cash”.
Casper mattresses do this well too: “Get America’s best-reviewed mattress, delivered to your door, for a 120-night trial.”
Straight from the UK website. Source: https://casper.com/uk/en/trial/
Risk Reversal
In both of the above, all the risk is on the company — not the customer.
“If the offer and the guarantee don’t keep the founder up at night, then they’re not strong enough” and “A compelling offer is infinitely more powerful than a convincing argument”— Sabri Suby
This comforts the user and encourages you to be the best, else you fail.
The Godfather Offer broken down:
Rationale — Why you can be so much [better/cheaper/faster]
Build Value — Show the usual market price, show your price, and then show your offer, then break it down to how it saves them money py/pm/pd
Pricing — Have your lowest price offer and then one higher up-sell (if a person buys one, they’re much more likely to have trust in the company and so are more inclined to buy off you again later)
Payment Options — If you are asking for a lot, split it into multiple payments as “ ‘today’ money is always more crucial”
Premiums — Free gifts with time pressure, just make sure they fit your customer
Power Guarantee — Reverse all the risk with a 12-month guarantee
Scarcity — Put expiration dates, countdowns, only X left,
Free Consultation
If you are doing free consultation, state how much it would usually be worth, define the time and define the subject/agenda/deliverables. During the consultation, perhaps talk about strategy sessions or further product analysis.
Anticipate and Overcome
Now look at your offer and think “why would people say no?”. Write them down. Next, write how you would convince them.
[Image of Godfather offer building — widely note your features/key items, expand on their benefits, simplify them into your offer, refine the offer to be real, expand the offer to include the 7 steps, think about why it may fail, refine it to stop it failing.]
A note on guarantees
You have to give guarantees to get customers to trust you, but you also need to because it is the law. If the customer wasn’t satisfied you would never say “bad luck”, as Suby says.
You have to do it anyway, so use it don’t hide it.
This becomes, to a customer, no longer about risk but about proof.
But what if my customers are going to take me for a ride?
Suby states quite clearly that for every scammer you get, you will also have convinced many more legitimate customers and hence should be okay.
Guarantee but define satisfaction
To be truly sure, be upfront and clear about the definition of satisfaction. This needs to be specific and measurable.
Now wat? The call.
Subri gives a 17 step plan. Some of which would be covered by the HVCO and the Godfather Offer. I think these are the key assuming you have nailed those two.
Highlight the problem — Talk in detail about how they have tried to fix the problem before.
Demonstrate the solution — Specifically to their problem and how it is different to the others. Focus on benefits.
Show credentials — results, case studies, numbers, honourable mentions, awards, and recognitions. They need to feel like you have been there and done that.
Stack the value — total everything in your offer with explanations on how it will save money / give value (including free consultations etc).
Give price — that is much lower than the value and explanation.
Inject scarcity — Expiring offers, time limits, availability.
Reiterate your guarantee — Just like your Godfather Offer does.
Tell them the next step — and there should only be one.
Always have a PS — it is almost always seen.
Sell like a doctor — here is the script
Ask “Where is the pain?” and then after listening give the prescription. Quoting Subri:
“…you shut up and listen.”
Ask digging questions “why…, what is…, how long…” and understand the problem.
Next, ask what is their desired outcome. In 12 months, “what would have needed to happen for you to be happy with your results?”.
Get them to admit what they are trying hasn’t worked and they need help. “Why is this important now?” “How important is this for you?”
If they do not think it is important then stop as they will not buy.
Next, get their trust, show (not tell) that you are an expert. Actually, consult with them, give them some tips, or make a plan.
Finally, give them your prescription. “We would do X, Y, and Z. We will give A, B, and C, which will take you to the result you want.”
State your price with pride and conviction. Do not hesitate or pause for confirmation. Always have a setup fee to cover acquisition costs and starting new projects. Say you can waive that if they sign up now as it saves a lot of time, energy and money to chase starting dates and payments. Then ask “How does this sound?” and stop talking.
Collect the payment.
Summary of your sales funnel
The Funnel Sabri proposes — Ad to HVCO to fall back to the homepage them to explore and for you to contact them.
Quite simply:
Ads should take them to your HVCO
After they give details drop them on your landing page so they can learn more about themselves
Then contact them
Ads serve no other purpose other than to be clicked on. According to Subri, focus on intrigue, shock, benefit, fear, vanity, and self-interest. Subri also directs that your ad will get the most success if it looks like news as this naturally gets attention. You don’t even want them to know about your company but instead just want them to click. As reference material, he points to magazines.
Just looking at this we now see immediate strategies: large fonts, conversational, numbers, self-interests, variety, no answers, no details.
Even Subri’s own company does this style of ads which immediately takes you to HVCO.
Words in your title — basically 15 words (or 90 characters)
Now refine and automate this all through Email.
Email gives the greatest ROI according to Subri. You need to make sure it gets delivered to eyes, gets clicked, and gets read. But first do you research — get on to the mailing lists of your competition.
Delivered
Each email provider is different but your email domain will get a reputation around how many emails are read, replied to, marked as spam, added to address books, deleted without opening etc. Basically, email with intent and keep your score clean.
Give value and be engaging.
Do not make your emails beautiful — make them look real and personal. Send them from your email address. Have a PS section. Be a real person.
Clicked
Use 1–20 characters only. Or, if you have to, a ton. Not the middle.
Send the email on a Tuesday, Wednesday or Thursday @ 10am or 8pm or 2pm or 6am. Test what you get replied with.
Read
A lead sentence, the body, and a call to action.
Have an interesting, provoking lead. Something that ‘jolts’.
Give a story that is interesting.
Give them a simple call to action to kick the process off.
Again, the email must be plain, talk to them like a friend, study the heard and do the opposite, and don’t ask them to action, tell them.
As I said at the beginning there is some gold in this book, under the hyperbole. Thanks Sabri Suby. This book is gold. There is more detail in the book as well as templates. I would fully recommend it, if you are looking to reach more customers or users:
GET A COPY:
Sell Like Crazy👈
