Graham Cochrane (00:02.85)
I've spent the last two weeks going through sales copy for two different clients, and they both made the exact same mistake. And it's not a small one. It's a mistake that's probably costing them thousands of dollars every single month, if not tens of thousands. And here's the crazy part: their copy, their sales copy, actually looks good. They have a great hook, they have a clear offer. They're just skipping one thing, and it's the one thing.
that actually gets people to buy. So if you have ever written a sales page, a sales email, or pitched on a sales call and felt like people just didn't lean in the way you expected and you're not sure why they didn't buy, well, this is exactly why. Let's break it down.
Graham Cochrane (01:10.37)
Now, there are two critical elements in a sales presentation that most people skip, and I'm gonna break those down here today. But before I do, I wanna give you a principle, a overarching theme or reality of sales that you need to understand and believe in your core, and use that as the backdrop.
To really all of what we're going to talk about today. And if you want to get really good at sales, you have to understand this principle. And sales trainers and sales experts and people who teach sales, usually, I don't think they would disagree with this statement, but they don't like to talk about this statement because this doesn't help them sell what they sell, which is sales scripts and that kind of stuff. But the reality is, and they would, they would understand this to be true, the reality is that immersion creates.
Conversion. Immersion creates conversion. The more immersed your prospect is in your world, in your brand, in your ethos, in your content, if we're being more specific for many of us that are coaches, consultants, authors, speakers, that kind of stuff. The more immersed they are in your world, the higher the likelihood they will convert and buy from you. This is why.
making a presentation over a sales call or Zoom call one-on-one is a great selling environment. It's easier to sell that way, and you can convert a higher percentage of people that way than you can one to many, because it's just you and them. They are immersed in your world. This is why selling from stage after a 60-minute keynote is powerful because they've just spent an hour in your world and the people are more likely to buy, especially if that's in person. This is why.
You can sell very high dollar offers on the back end of a challenge or a multi-day event because people have been immersed in your world and they've had time for beliefs to shift and for them to adopt your beliefs and realize that you have the solution to their problem. So I'm gonna get into specifics today, the two elements that are missing in most sales presentations, but they fall under this umbrella of immersion what's cre was what creates conversion. This is why.
Graham Cochrane (03:30.068)
I can make so much money selling a $29 book, not just because I can make money off the book and people can buy the audiobook and there's all kinds of different things, but people who read this book are so immersed in my world because they've spent two plus hours reading my thoughts, my strategies, my take on their problem and how to best solve their problem, that people that read my book much more easily become.
$25,000, $55,000 clients of mine, immersion happens even in a book. This is why you want to write a book if you're an author. So, or if you're a coach, sorry, you want to have a book if you're a coach because then your clients can come from your book. It's such a great client creation tool because immersion creates conversion. Now, that's the principle. Let's go underneath that and let me give you what is missing. And and and if you have experienced this where
And I don't know. I'm gonna give two examples of my clients, but maybe this has been you. And I know from experience that this is not unique to my clients. This is most people I coach. When we have a sales page for our coaching, our offer, our course, or coaching program, whatever it is or event, or if you're on a sales call with somebody, we are so excited about our solution. We are so excited about our product. We are so excited about our service or our coaching program.
That we can't wait to tell you about it. We can't wait to tell the world about it. And we know you need our solution. And you need to, at a at a fundamental level, believe that, right? You need to fundamentally believe that your solution is the best. Like I believe that my coaching program is the fastest way for you to reach $100,000 a month consistently every month while working 20 hours a week or less. I believe that in my core because I've seen it happen time and time again.
And I built it that way, right? It's designed to work if you work it. So you have to be a a super fan of your own stuff. That's great. But that's not what's gonna get someone to buy. Okay. That that that's that creates some level of confidence that they have, like, wow, she really believes in this program. That's great. But you have to understand there is a sequencing of events that matters in sales. It really, really does. So this isn't random.
Graham Cochrane (05:53.09)
Sales don't happen randomly. They happen when these events, these sequence of events happen and in the right order. Okay. So let's talk about element one and then element two. And I'm going to give you examples for each of these clients of mine. And then I want you to think about any sales page you've had or any sales presentation you've had where the problem is you get to your offer too soon. You're selling too soon. You're you're ready to pitch your thing to them and they're not ready to buy your thing.
From you. It's not that they don't want to buy. It's not that they wouldn't buy. It's not that it's not a good fit for them, which sometimes it is not a good fit. I don't make offers to people if it's not a good fit, but if they're saying no, or they're saying I have to think about it, which is a no, or I gotta go talk to my spouse about it, which is largely a no, it's likely because you pitched too soon. You skipped right to your solution too soon. So
What did you skip? It's probably one or both of these two things.
On a sales page or sales letter or VSL video sales letter, which is a video version of a sales page, you have a logical order. If you're on a sales call, you're going through your presentation in an order as well. It's just not on a page. They're just hearing it real time. It's the same thing. Okay. So just however you're pitching, apply this to yourself. Element number one that's missed.
Is the pain isn't baked. You're not baking in the pain. And I don't know why we want to skip past this part, but this is where money is made. Money is made in the pain. So everyone is walking around with problems. Everyone is walking around in pain. And we are in business only because we have a solution to that problem.
Graham Cochrane (07:55.064)
People aren't buying our courses or our coaching programs. They're not even buying us. They are buying solutions to problems they have. So let's say you're like one of my clients when I reviewed her sales copy. She had a really good hook at the top of the sales page. And the hook, you know, this is one of the things that she did really, really well is she is a coach for busy Christian moms who would like to start a side business.
So that's a very specific who. She was very clear in the hook who she's speaking to, which is very, very good. Okay. Busy moms, Christians, right? And she spoke to the promise or the payoff that they want, which is to be able to have a flexible business without giving up family time, right? So it's really, really great. So she has the payoff and the promise in the hook.
And then she skips the pain that this woman is feeling and goes right into what coaching with her looks like. And what her coaching option packages are and where should people can book a call and what you know how many calls they're gonna get. And the problem with that is that she hasn't pressed into the pain. So she's led with the promise, she led with the person. There's the person who you're speaking to, the promise that they want.
Gets their attention. That's why we usually put it in a headline or a hook, like, I do want that. But there has to be a problem. There has to be something that has prohibited them from getting that. And he or she who can clearly articulate the problem better than anybody else is going to win. Because when you articulate the problem that your prospect or your person is is butting up against, very clearly and very specifically, what happens? Trust is built. Why is trust built? Because
That person realizes that you are very intimately aware of their problem. There is empathy that's created. Like, man, she really gets me. He really gets me. And when people can speak back to us, our problems, we feel seen and we feel hopeful that if they really know the problem, I bet they have a solution. So everyone's promising solutions.
Graham Cochrane (10:16.671)
Not everyone's speaking clearly to the problem. This is how you stand out, is you speak to the problem. So the problem is usually a one-sentence, one-liner. The reason you as a busy Christian mom haven't been able to start a side business, you know, that's without giving up your family is because of, you know, all the teaching online is just from single dudes that are, you know, bro marketers and they've got nothing but time and whatever. They don't have a family, whatever.
That could be the problem. The problem could be you're just too busy as a mom to even step aside and have some time to think about what would be a an effective, profitable business for yourself. Or the problem could be you know a business to run. You might even be running it. You just don't know how to do it in maybe 10, 20 hours a week. You think you got to be full time or you're not making the problem could be you have a business and you're working part time, you're not making any money. I don't know. She can pick whatever problem she feels is most true to her ideal person. I don't know that.
Only you would know that. State the problem. Own a problem. That's why you want to build offers and solutions around problems that you can own and that are real. Not what you think their problem is, but what real people say their problem is. And state the problem. So they go, yeah, that feels right. But then you don't even move on from there. You have to let the pain marinate. You have to bake the pain.
And so what that looks like is a problem statement. So maybe after your hook page, or the hero image with the hook and the promise and the person, right after that should be a block all about the problem and the pain where you sort of tease it out. Okay. And it's it's insane what happens. There's this one move. There's so many things that happen when you when you tease out the pain. So number one, their exact situation is reflected back to them.
Which only emphasizes, dude, I do have this problem. It creates urgency because they're like, yeah, this problem is costing me right now. One of the core buyer beliefs every prospect needs to adopt before they can say yes to your offer is the buyer belief that I have a problem and that problem is urgent and needs solving now. Everyone knows they have problems, but if it doesn't need to be solved now, they're not going to buy now. So the more you press into the problem and the pain, the more they feel it, especially if it's a real pain.
Graham Cochrane (12:40.045)
And they go, dag on it. I am sick and tired of this. Sick of it. This is this is the moment I'm gonna get serious, not just curious, about solving this problem. So urgency is baked in. And then that empathy piece we talked about earlier is they feel like, man, she gets me. Like when my client Melissa talks about the pain and problem of it's so hard to start a business when you're a busy mom of two, three, four, five kids. It's so hard when.
All the business advices for single men that don't have a spouse or kids or that just work all around the clock or all the solutions have to do with having a big ad budget or being on camera all the time. I don't have time to even put on my makeup as as a mom or to to be in a quiet place without my kids. I mean, I'm just making stuff up, but I I'm married to a wife and a mom, and so I know those pain points, right? And whatever the problem is, if she would just start to speak about it.
All of a sudden her prospects reading her sales page go, my gosh, Melissa gets me. Like, yes. Yes, thank you. Finally, somebody who gets me. That empathy, you don't you can't even put a price on how magic that is. And then on the flip side, it's strange. If you skip talking about their problem and pain and go right to your offer, they feel like they're being sold to. And nobody wants to feel like they're being sold to. Everybody likes to buy. Everybody likes to buy. We we're addicted to buying stuff. Don't ever
Let me catch you saying that people don't like to buy stuff. No, they like to buy. They're spending money head head hand over fist. They just aren't spending with you yet because you are getting to the pitch too soon. So you tease out the problem and the pain. So we would have a whole block. If this is a sales page, it'd be a whole block on teasing out the problems and the pains that come with that problem. Okay. for context like this week.
I've been promoting an offer to some people on my list. And this offer helps you make over $100,000 a year off of your book. And so how this works from a sales copy perspective is: well, I'm addressing the person and the promise to authors and aspiring authors and coaches and entrepreneurs who want to be authors, and the promise is.
Graham Cochrane (15:04.161)
I want a book that makes me six figures a year. Not just a book, but a book that makes me six figures. That's a promise. Okay. Then I get, I don't skip into how to do that or how I've done that. I I go into the problem. Which the problem is look, I have an Amazon number one best selling book. I have a USA Today best selling book. I have sold tens of thousands of copies of books. These are traditionally published books, and I've made hardly any money off of them. So I'm talking about my problem, and they they might have that exact same problem.
Or they might go, I've heard of that. Or wow, Graham sold tens of thousands of copies of his book and has made hardly any money. What well that's that's no good. And then I get into the problem of the depressing math of authors. How most authors are making $1.50 per book sold if they're traditionally published. If they're self-published, they're making on average between four and nine dollars per book sold. Because guess what? Amazon takes 30 to 60 percent of the revenue. Even if you don't have a publisher to split it with, Amazon's
your major distributor and they own the platform and they own everything. And the real t the real estate and the digital real estate and they're the real retail partner, they take up to 60% of whatever book you sell, which is crazy. So you're making maybe four to nine bucks off of every book you sell. I'm making $50 profit for every $29 book I sell. How is that possible? Because I don't sell it on Amazon. I sell it direct and I have a very specific method of selling this book that makes me
Every moment I sell a copy, $50, not gross, but take home. After my printing costs, my shipping costs, that's what I take home. How how is it even possible? Like I'm I'm talking about the pains of being an author of how you're broke. You can be a best-selling author like I am and not make hardly any money off your book. So I'm I'm teasing out those pains and the depressing math. And that's like two whole blocks of of the sales page. I even have pictures of getting my book at Barnes and Noble, multiple Barnes and Noble, Midtown Manhattan.
Here in Tampa, Florida, me doing a book signing with stacks of my books. It looks there's a line out the door of my book signing about standing room only, signing hundreds and hundreds of books and hitting the bestseller list and all that stuff. I've got those pictures, and yet I'm making like a buck per book. I'm teasing out the pain. Do you see how that works? I haven't even talked about my solution yet. The number one mistake people make in selling is skipping to their solutions, skipping to their product, skipping to their offer.
Graham Cochrane (17:30.456)
Without letting the pain be baked in. If a reader can skim past your problem section without going, no, that's me. It's not baked yet. So your job is to make it visceral. Your job is to, as the rush song would say, Show me, don't tell me. Show them what that pain feels like and looks like in their life. Be a mirror to how they feel so that they go, Yup, I need this.
Okay, that is a the number one element that's usually skipped. Make sure you do not skip that or you won't sell. That was what Melissa was skipping. Now, number two. One of my other clients did a really good job of actually baking in the pain. She helps perimenopausal women who feel brain fog and they're tired and they don't feel like themselves, and it's actually affecting them in the boardroom.
These are high-level executives. These are high high profile women who feel like it is affecting their career. And they're like, what is wrong with me? And she helps these women. And so she does a great job in the hook with the person and the payoff of what these women want. And the problem, she even has a great pain section of like bullet points of all the the the fallout of this issue. So there's if you are a woman struggling with perimenopause or menopause, like you are nodding your head like,
Amen. Amen, sister. That is exactly how I feel. You feel seen, you feel empathy, you feel less crazy. And also it stings too. You feel like, I need to solve this. Like this needs to be solved. This isn't just something I can think about for like, I need to solve this. She does a great job of that. What her sales page was missing when I was reviewing her copy was this next session. Cause as soon as she got through the pain, she's like, and that's why I have my, you know, whatever, whatever executive cognitive audit for women. And she got right into the the solution. It's still too soon.
The second element that you need to incorporate before you get to the pitch is that you have to have your premise. I've talked about this before, but your premise always has to come before the product. So you've got the person and the promise. So they they hooked immediately. This is for me and it it's it's for me if I want this. Then here's the problem standing in between you and that promise. And here are all the pain points associated with that problem.
Graham Cochrane (19:53.102)
But before you get into the product, you still have to get into your premise for how you can solve that problem. And your premise is your uniqueness, it is your lived experience, it is your unique selling proposition, it's your angle on how to solve things, it is your worldview around this problem and solution. And this is what's so great about business: that you and I could solve the same problem for the same person and give them the same promise and payoff, but we could have a totally different premise.
Of how we solve that problem and deliver that payoff. Because we're totally different people. Because we've had a totally different lived experience. And that is the beauty of that's why you have no competition. I have no competition. There is no Graham Cochrane other than me. There is no you other than you. No one has lived what you've lived and solved what you've solved in the way you've solved it and thinks the way you think. And you need to own that. And a lot of people skip this. So the premise is the core belief shift that you made.
And that you need them to make in order to get the solution, get the problem solved, and really say yes to your offer. It's like the here's what I figured out moment. Right? It's here's what it's the here's what I discovered moment. This is your your distinction in the marketplace. Okay, so
If you've been communicating the pains and the problem clearly, the right person is going to really be dialed in at this point and be very interested, and the trust will be very high. Don't miss this magical moment in your sales presentation to just land them before you even make the offer. And when this is when you talk about, let me teach you what I discovered. Teaching is underrated.
Every sales presentation should be a teaching presentation. What do I mean by that? I mean every good sales presentation is a belief shifting presentation. Every good sales presentation should take you away from me across the table from you trying to get you to buy my thing and you having resistance and walls up to be let's let me come around the table to sit next to you and we can together look at this solution I discovered.
Graham Cochrane (22:08.321)
This can be a great time for storytelling. This can be a great time for authenticity of like, hey, I struggled with this problem. If you have felt these things, I have felt those things too. And I went on a journey to discover how to fix this. And I tried this and this and this, and none of that worked. None of that worked for me. These would be all the common alternatives. And then you share what you discovered. You share your unique situation. And so when you do this, now the two of you are talking about this.
thing out here, this third thing, which isn't even the thing you buy yet. That's why it's safe. It's safe because we're not you can't buy this. I'm not selling you anything in this part of the sales presentation. I'm teaching you what I learned. I'm teaching you that I can't there is a solution out there. I figured it out. Okay?
And so an example of this would be let's say I'm a fitness instructor. And let's say, well, I'll tell you, I'll tell you a personal example for me. Yeah. And I've shared this this offer about recently on another podcast, but this will be a good example. I made it one of my goals this year to get mega shredded, like 10% body fat or less. And I found a coaching program that was showing me.
picture after picture after picture of these transformations, which were amazing. So they're and they're the who was very clear. The person was clear. Men, busy men over 40 that are executives and business owners. Okay. So I'm that I that's my person. That's me. They're showing me the promise I want, which is the all these pictures of before and after these guys that are shredded. Okay. Then they got into the problem, the reason you're not shredded is your metabolism is jacked up. And you've been told to intermittent fast, you know
work out on a fasted state in a fasted state with just black coffee in your system, eat rest your calorie restriction, eat you know, sub eighteen hundred, sixteen hundred calories, fifteen hundred calories a day. And so they talk about but they talk about the problems of how you're you're you're you're doing all the work, you're working it harder than ever, you're still adding weight or you're still staying the same or it doesn't matter what you do. And so they were teasing all the problems. I'm like, yep, yep, because I work out, I eat clean. Yep, that makes sense to me. And then they get into the premise, which is
Graham Cochrane (24:24.191)
Here's what we discovered is that it does not matter how hard you work out or how little you eat, your metabolism is jacked up. In fact, the less you eat, the more you intermittent fast, the more jacked up your metabolism gets post-40. And so what you need to do is something called metabolic priming. So see, notice how they're not selling me on a coaching program yet. They're selling me on a premise. Metabolic priming is a process where we actually increase how much you're eating.
strategically over time to train your metabolism to expect a certain amount of food very consistently so it no longer holds on to fat because it's not worried that you're not you're gonna starve it tomorrow. It's gonna get comfortable with the regular amount of calories coming in that it starts to ramp, ramp up, ramp up, ramp up. And so then you start to raise your basal base metabolic rate, BMR. And at that point, then you've created a fat burning machine that when you start to
reduce your calories back to even above what you were eating before. It's still a deficit from what your BMR is. And then you start to just lose the fat instantly. They're just teaching me in this part of the sales video. This is a video sales letter, VSL. And I'm like, that makes so much sense. That makes so much sense. And so now I'm my guards down because they're not selling me on a program yet. They're just selling me on an idea. An idea that they discovered. This guy's a nutritionist and he's discovered the science of it and did it for himself and started to do it for friends and
Do you see what saying about premise? The premise really matters. The premise matters because it takes the guard down. I'm not selling you on anything. I'm just I'm just teaching you something. It also establishes authority. Like, look, I've gone on this journey to figure this out for myself or for previous clients, and now I'm telling you, like I found a secret. So there's authority there. It increases hope because now we're saying, hey, there actually is a solution to your problem. Okay.
And when you say this, there's a solution, and you haven't even said what your offer is, it makes me feel like there's a solution in the world out there. There's a concept, there's a belief, there's a method, there's a way. And I can do that whether I work with you or not. And that's that sounds like it would be hurting your your set chances of a sale, but it it doesn't. People don't want to be forced into buying something. People want to have choice. They want to have autonomy. They want to have freedom.
Graham Cochrane (26:47.115)
And this is why I don't pressure anybody into buying anything, because it doesn't work. In fact, it does the opposite. It pushes people away. Pressure pushes people away. What I like to do is tell people like, buy it or don't buy it. I I'm good either I'm happy either way. I know it'll help you, but you got to decide if it's right for you. And you you'll know if it's right for you. If it's not right for you, then please don't buy it. If it's right for you, then take take me up on the opportunity and change your life. and when people have that freedom, they experience that freedom of choice, it's appealing.
Right. And you know this if you've ever been in a dating relationship or a romantic relationship where person is just there's no personal space and they like force you to do things and you will like me and blah like that actually repels you. But when the person that you think you're a little bit attractive to is is real open, like, hey, I'd love to hang out with you, but it it's it's all good if distance isn't a fit, when you realize that they don't need you, you actually want them more. And
That is a real thing in sales. And so when we talk about the premise, I'm saying there is a solution out there. I you could do metabolic priming on your own. You could find someone else to help you go through this metabolic priming fit. You don't have to hire me, is what he's saying. He's like, this is just the best way to do it. He hasn't even talked about his coaching program yet. He just talks about the premise. So
Graham Cochrane (28:07.319)
The the idea here is the guard is down and they feel like, man, this person has done their research. This person has figured it out. And this is why, side note, if you ever sell from stage or sell in a webinar in a keynote, like this is why it's it can be so effective for you, is because you have time to teach and not sell. And then at the end, when you make an offer, it's so logical for them to say yes to you because.
The selling has actually been happening all along, but it's been happening because you're identifying the one person you're speaking to. You're identifying the promise that in the payoff they want. You're identifying the problem that's getting in the way of that payoff and that promise and the pains that it's causing them. And then you're unlocking some new beliefs through like here's here's my premise of how to solve this problem for you. Where they feel like, yes, this is a better way. You have found a better way.
That that takes a person right up to the front door of your offer so that when you make an offer, they feel like you're the most logical person to buy from. And now they don't want to have to go out on their own and figure this stuff out on their own. Like when I was presented this nutrition coaching program offer, by the time the sales presentation was over, I I could have like, All right, I'm gonna go fire up in Claude. I'm gonna say, All right, Claude, help me to track my macros, to increase my metabolism and like.
Do some research and figure this out and then tell me when I should do my cut and like what should I be watching? I could I could have tried to figure it out on my own. That's the last thing I want to do by the time I get to the end of that presentation. Cause I'm like, no, this person's figured it out. Why don't I just hire them? So when they make me an offer, which by the way is a $9,000 coaching program, I'm like, take my money. Take my money. Does this make sense?
So if you've ever gotten to your offer and the person's like, wait, why would this work? Why would you do it this way? Then you know you've skipped the premise. Right. Your offer should be the most logical thing right after the premise. Cause if they don't agree to your premise, they're not gonna like your offer. I had a guy who applied for my $55,000 inner circle program, which helps clients who are already doing $20, $30, $40K a month get to $100K a month and
Graham Cochrane (30:25.003)
Working 20 hours a week or less very quickly. he was a perfect fit, revenue-wise, stage of business-wise, and we share a lot of values. And it's actually guy that I've known from years ago in another world, as it were. And so he applied, we got on a sales call, and he was asking me questions.
He shared all the pain, like his pain, his problem, like all of that. Like this is you're in the right place, buddy. Like my program will help you. Like this is this is what I'm world class at. I can help you. He's burned out doing YouTube. He's crushing on YouTube, but now he's gotta keep pushing out content like s like crazy. And he's gotta s reach more people because he's not converting his course as as much and his memberships kind of plateaued. And I'm like, bro, you're talking to the right guy. And I've got tons of results from clients doing exactly what you're doing. And but
When he asked me questions, I said, But you gotta understand here's how this he Well, does that work? I'm like, here's my premise. And I talked a lot about premium gotta be gotta be a premium provider. You have to charge way more. You have to rethink the way you're selling what you're selling. you already have great results for people, but the packaging is wrong. Stops you're addicted to online courses, you're addicted to sales, launches, and we would want to shift that around. And I'm sharing him my with my premise, and he just doesn't like it. Doesn't like the premise. You could just tell he had he's like,
Resistance, resistance, resistance. That's good. That tells me that he's not a good fit for my program. And I'm so I I stopped. I it wasn't I never convinced anybody, but I once I could tell he was resistant to the premise, I was like, hey man, it doesn't sound like it's really a fit right now. Like there's like there's no big no big deal. Like we could still be friends. I'm glad you applied. I'm glad I got to see you and talk to you. I'm glad I could hear more about where you're at. Do I think I can help you? I know I can help you. Do I think this is a good fit for you? Yes. But
Should you do it? Probably not, because you don't like my premise on how I solve this problem, or at least not yet. He's not at a good place for that. He hasn't had like come to that realization. Which goes back to the thing I said at the very beginning of this episode, which is immersion creates conversion. This guy needs to probably come to my challenge, my five-day challenge, the 10K offer challenge. He probably needs to read my book, The Effortless Business. He probably needs to binge more of my content, which is what he was doing, which made him reach back out to me and apply.
Graham Cochrane (32:46.893)
Because he needs more time immersed in my world for him to have enough of a belief shift that the way I think about business is the best way for him as well. But if it's not a fit, don't have to worry about it. This is why you don't want to try to s shove a square peg in a round hole. Show them the shape of the hole, show them the premise that you believe is the best way to solve the problem. And once they're like, yeah, that makes sense, then when you present your product or your offer or service or program, it's gonna be a natural next step.
Does this making sense? Okay. So you can think about immersion creating conversion. You can think about the pain and the premise in two ways. One is time and one is depth. And if you can do both, your chances of converting just skyrocket. So when I say you're selling too soon, when I say you're pitching before they're ready.
It could mean one of two things or both. It could mean they've landed on a sales page, they don't know who you are, and you're making a $10,000 offer. It's too soon. It's like asking someone to marry them, marry you on the first date. It's like, bro, let's just buy me dinner. Okay, let's just slow down. I need to get to know you first. So that that is very common where people say, Hey, like I I want people to buy my thing. I've got a sales page or I'm running an ad. Why aren't they buying my thing?
It takes time to build trust. Some people are already there and it's a magical moment where they just found you and it's the right place, right time, and they barely know you and they buy. That sh that surely happens, but that's not how it happens most often. So this is why I am a huge fan of long form video content on YouTube. This is why I'm a big fan of writing books for my ideal client. This is why I'm a big fan of running.
multi hour and multi day events like my five day challenge. the more time somebody spends with me consuming my content, buying into my premise, the easier it is for them to say yes to my offer. And it's what serves them the best anyway. So I would highly recommend you play the long game to give your prospects more time to spend with you. Okay. That's that width piece. Width of immersion, time.
Graham Cochrane (35:12.833)
Now the depth of immersion, that's where the two elements we've been talking about today really come into play. Analyze all your sales pages. Analyze your sales calls if you do sales calls. And ask yourself, am I giving them enough time to articulate their problems and pains clearly? And if it's a sales page, am I doing a good enough job of articulating the problem and the pain clearly that they feel like this is urgent?
And it needs solving now, and I'm sick of it, and I feel it. And then when you get a chance to present, are you spending enough time on the premise before you get to the product? Don't rush into the pitch, don't rush into the product. Just make sure that you feel aligned, they feel aligned with your premise before moving forward. That sequencing of events makes all the difference.
There's a reason why I'm teaching this to you, because it works. There's a reason why good sales copy is written the way it is. Because it works, because human beings care about what's in it for me. And they care about solving problems that really feel urgent and painful. And we tend to forget and numb our problems and pains. And so to get someone to buy, you have to reawaken the pain, reawaken the problem for them to go, dag on it, you're right. This is a problem.
And then we buy when we feel educated. The the educated customer is the best selling customer, right? Like the educated prospect is the more likely to convert prospect. So we want to educate them on your premise to the solution. And the more you can educate them, the better. The more they realize you have figured this out. And I like you, and I like the way you think about this, the more likely you are to convert. That sequencing really, really matters. So
In review, sequence looks like this. And there's a lot of variations, but at a core level, it's the promise at the very top and the person. Like make sure that the language is clear so that the right person can filter through. Use language that either speaks directly to the person or is a clear signal that this is for this kind of person. The promise. The problem that's getting in the way of that promise. The pain, the deep pains because of that problem. This is where you show me, don't tell me where they feel it. The premise.
Graham Cochrane (37:35.127)
How you solve that problem. And then your product or the pitch. Then and only then do you bring in the offer. That's what creates full immersion. And immersion is what creates conversion.
So pull up your sales page today, whatever you're selling, just pull it up. This is your homework. And if you were to on a piece of paper, just at a high level, bullet point out what elements you see on your page from top to bottom, see which one's missing of what I just shared. Do you have the person and the promise? Check. Do I have the problem? Check. Do I have the pain points? Check. Do I have the premise? Check. Do I have the pitch? Check. If you are missing one or two of those elements, go back to the drawing board.
Adamant.
This isn't hard, just takes a little bit of slowing down, a little bit of thinking, and realizing that sales is just a conversation with a real human that has a real problem. And there's no reason why they should buy from you unless they feel like they trust you. And the way you create trust is you empathize with their pains and problems and you teach them what you've discovered on how to solve that problem. That just brings people in.
And it's so human. Anybody can do it, whether it's on a sales page or on a sales call. And it makes all the difference. So you might have really good copy, might be eighty percent of the way there, but you might be missing the twenty percent that really creates the conversion.
Graham Cochrane (39:05.973)
If you want to go deeper on some of this, I'll give you two resources. One would be my book, The Effortless Business. I'll link to it below in the show notes or description. You can only get it at effortlessbusiness.com. But what the book's going to teach you is how to develop what I call the perfect client code, which is your one-page doc of how to speak powerfully to your person anytime you're speaking or writing or creating content so that the right person that wants to buy, like their ears perk up and they're like,
This is my guy, this is my girl, and they want to buy from you. And then I also dive deep into sales psychology when it comes to immersion, creating conversion, how to the the the 20% of what leads to sales. So I think the book would be a great resource for you. I'll link to it below. And then if you're ready to just build an offer that sells itself, an offer that doesn't even take a whole lot of sales copy to to sell. Like imagine.
If we just made better offers that when you presented the offer to your ideal person, they said, my gosh, I have to have that. How much easier would it be to sell if the offer itself sold itself? That's what I teach inside of the 10K offer challenge. You might already be doing 20, 30K a month, but you're selling courses, you're selling memberships, you're selling exhausting to fulfill services.
Let's repackage things into a $10,000, $20,000, $30,000 offer, whatever it is, so that you can work less, work with fewer but better clients, and make a ton more money and know the psychology of offer creation, offer presentation that gets people to buy. And it's a five-day live coaching experience on Zoom. You don't want to miss it. The next one's coming up in a couple of weeks. So get your ticket at 10kofferchallenge.com. VIP tickets do sell out.
You want one of those if you want to be able to ask me questions and come an hour early every day to get some hands-on coaching. So I will grab one of those if you're serious, not just curious about blowing up your business fast. but all the details and the dates are there at the site, 10kofferchallenge.com. I hope this helped you and blessed you today and gave you some food for thought. Leave me a comment below if it did, or message me on Instagram at the Graham Cochrane. And I will see you on another episode of the show very soon.
