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  • Okay, but dude.

  • It makes no sense.

  • Why would we focus on this $10,000, right?

  • People don't really care about it.

  • - Yeah, they do.

  • Because it tells them how much it's worth.

  • Yeah, but it's like (sighs),

  • it's like, not about-- - What are you working on?

  • - Hi Sifu.

  • Okay, we just got this new book

  • by this new author that we're selling.

  • We never sold it before,

  • we're selling it for 1,000 bucks,

  • but Ed and I we're not,

  • we're having trouble coming up with a good headline.

  • I think it should be more this way,

  • Ed thinks more this way,

  • and I, we're just a bit stuck.

  • - So, share with me the headlines you have now.

  • - Okay, I think it should be more, like,

  • just benefit-driven, right?

  • So, what I have is just,

  • Get more sales with less resistance

  • using the world's most expensive black book.

  • - Okay. - Right.

  • - [Dan] And then what about that one?

  • - This is Ed, you wanna share it?

  • - Yeah, sure.

  • Why thousands of people invested up to $10,000

  • to get their hands on this little black book.

  • - Okay, there's no context, here.

  • Because they're like, "What was the 10,000?

  • "Where does that come from?"

  • What's this headline?

  • - Okay, it's like, how to close more premium deals

  • with the world's most expensive black book.

  • - Okay, so, first of all, think about, for most people,

  • how much does a book cost, usually?

  • - [Ed] Like 20 bucks, right?

  • - 20 bucks, right?

  • - And a lot of free ones. - Yeah, free.

  • But, like, official books. - You pay shipping

  • - Like Amazon, $15 or $20.

  • So the first objection anyone reading the headline,

  • it's like, why is this book worth 1,000 bucks?

  • - [Ed] Yeah.

  • - Right, so that's that contrast.

  • You can't just say something's expensive

  • because there's no value.

  • So, the story of why this book is valuable

  • because of what, blank.

  • (Peter mumbling approvingly)

  • Okay, so we need that first.

  • So remember, when you're writing headlines,

  • first, we always talk about the,

  • you know, remember when I talked about in the past,

  • the big hook, the big idea.

  • - The big idea, yeah. - Yeah.

  • - The big idea, yeah.

  • So, why this black book is valuable?

  • Because first of all, it's not available anywhere else.

  • So, exclusivity.

  • - Yep, yep.

  • - You cannot get it from Amazon,

  • you can only get it from us.

  • - Yeah.

  • - Second of all, no students have, no one has,

  • we have never offered this to the public before.

  • Only the students that have gone through our programs,

  • also they're high-level students in the inner circle,

  • and they've attended an event they would get a copy of this.

  • So by that time, when they actually get a hold of this book,

  • they've invested at least, up to $10,000 to even get this.

  • - Yeah.

  • - So then, the value, the comparison,

  • I like what you have here, which is,

  • invest up to 10,000, but there's no context.

  • Like, why?

  • Cause other people look at this and go,

  • "It's just a bunch of people investing,

  • "what does that mean?"

  • It's, they've gone through this process

  • and the book, remember, is about

  • the best practices within our programs

  • to put together in a book,

  • which has never been done before, right?

  • - Yeah.

  • - So from that angle, so how can tweak this?

  • So let's talk about the, that's the big idea, right?

  • When you're writing a headline, first that's the big idea.

  • - And so you're talking about stories, Sifu, right,

  • I think a really good story is, like,

  • all our people in our community,

  • they've closed a lot of sales, a lot of premium deals.

  • - Yeah.

  • - I think they've closed over,

  • like, billion and billions of deals almost.

  • - We've done now, 30, so, okay,

  • so when we're writing a headline, it gives us credibility

  • instead of just, billions and billions of dollars,

  • we have documented now up to $34.5 billion

  • our students have closed, right?

  • - Wow. - Yeah, okay.

  • - So we should think about

  • how to put that in in the headline.

  • - Okay.

  • - So, then, now the people are not comparing

  • the apple to apple, a book is $20, it's what's in the book.

  • So first of all, just the value of the book,

  • we have thousands of students invest over $10,000

  • to get to this point to get the book.

  • But the content in the book has

  • produced $34.5 billion dollars

  • And not just $34.5 billion dollars,

  • it's for brands, companies, right?

  • You know, remember we talked about

  • Scotiabank and Ikea and Tony Robbins,

  • that's the students that we've trained

  • that have closed those deals.

  • - [Ed] Yep.

  • - Even government, right?

  • Country deal.

  • So, we should somehow incorporate that.

  • So then, it's expensive for a reason.

  • So that's the big hook, right?

  • - Got it, okay, okay. - That's the big hook.

  • - Okay, that's cool, I like that.

  • Oh, also, like all the stuff in the book,

  • it goes against everything

  • that people are normally taught in sales.

  • - Yeah, so unusual,

  • not usual. - Yeah, like odd, not odd.

  • - Not odd.

  • - Contrarian?

  • - Unconventional? - Unconventional,

  • counter intuitive?

  • - Could be counter intuitive - Counter intuitive.

  • - or unusual, cause it's different from,

  • this way teaches different from everybody else.

  • - Yeah, true. - Yeah.

  • - So the way we sell,

  • the way that we don't use the typical sales techniques,

  • that could be explained in the body copy.

  • - [Ed] Okay.

  • - But just the big idea, the headline.

  • So, the big idea is, the results-driven,

  • $34.5 billion dollars of results produced, right?

  • - Right, 34.

  • - That's the big idea.

  • - Right.

  • - [Dan] That's the first thing.

  • - [Ed] Yep.

  • - The unique, so the second key of the headline,

  • always talk about is the unique mechanisms.

  • So we have the big idea, we have unique mechanisms.

  • So the unique mechanism

  • - The mechanism.

  • - Unique mechanism it's, what is one promise

  • that we could make that no one else could make?

  • (Ed murmuring thoughtfully)

  • Yeah, I mean, how many damn sales books are out there?

  • What's the one thing that we can make?

  • So unique mechanism we could do,

  • which is the counterintuitive,

  • contrarian - Yeah, counterintuitive, yeah

  • - That's different from everybody else.

  • - Totally. - We're telling them, that,

  • well of course it's different from everybody else,

  • cause of the results we produce, right?

  • - [Ed] True.

  • - So I think that's pretty powerful.

  • Somehow I gotta work it in the headline, right,

  • cause then people look at the headline and they say, "Okay."

  • Cause right now this is not unique.

  • They think about the premium, they say,

  • how to close more premium deals.

  • How do you define that?