The first time I converted prospects to clients, I had no clue what I was doing.
I decided to give a one-hour speech and managed to get about 20 people into the room. At the end of the hour, my goal was to sign up at least a few of those people to come to more such speeches. And yet, I had no clue how to make that transition happen. How could I get a group of folks to just sign up to something in the future, without putting enormous pressure?
Quite by accident I stumbled on the concept of the “magic moment”
The “magic moment” is a moment of empowerment. It's a moment where the magician not only performs an awesome trick, but then goes on to show you how you can do the trick with incredible accuracy.
And you've stepped through awe, right into a moment of being empowered. Once you're empowered, you know for sure you can replicate the trick over and over again, thus creating the same level of awe. And you're hooked.
At this point in time, it's easier to convert a prospect into a client
On the Psychotactics site, we do this in the Headline report. When you first get to the site, you're encouraged to sign up. And in exchange you get the headline report—on why headlines fail (and how to avoid that failure).
And within about 10 minutes of reading the report, you know one thing for sure: you can do magic with headlines. You can replicate or create great headlines, solely based on three simple steps.
You know how to take the steps, and how to check if you're making a mistake. You've gone from just a prospect to possible client in a matter of minutes.
Of course this doesn't apply to headlines alone
Remember that presentation I was making? Well, the “magic moment” was when I got the entire audience to respond in the same way. There's a point in the presentation where I show how a “trigger” works.
That when you apply this trigger to your elevator speech or tagline, you create intense curiosity and people always ask, “how do you do that?” or “what do you mean by that?” The trigger then gives you the chance to talk more about your product or service.
So yes, this trigger is explained in detail in the book called The Brain Audit (yes, it's for sale on the Psychotactics website). And essentially what you're doing is putting a problem, solution and target profile together.
It works like this…
Let's say someone asks you: What do you do? You simply give your solution, don't you? So let's say you mow lawns for a living, you'd say, “I mow lawns”. But if you were to string a problem (lawns that need a facelift), solution (you do the facelift) and target profile (well, let's assume you do Bill's lawns), you get a great trigger statement. And it looks like this: wrinkle-free home lawns.
If someone said: What do you do?
You say: wrinkle-free home lawns.
They say: What do you mean by that?
So you can see how the “magic moment” works can't you? Just like the three methods in the “headline report”, you're also keen to know how the “trigger” works and how you can get to the next step.
And if all you do is show the magic, then you're not really empowering anyone at all. All you're doing is demonstrating that you can do the magic trick. Of course, this alone is enough to get the audience to want to buy, sign up or do whatever you wish them to do. But I think it's nicer to empower the audience as well.
Empowering creates encouragement instead of the push
People like to feel like it was their own idea, instead of being pushed into making a decision. And oui, you can make the deal sweeter. If you're selling something that day, you may want to give a special price or a special bonus that enables the clients to take up your offer.
In fact, that's just what I did when I first started out. I'd make the speech, empower the audience and then ask them to buy my book or to sign up for future speeches. Incredibly, we had a conversion rate of 30-50%—and get this, I was still very much a newbie back then.
Whether you choose a live event, a white paper, report, audio or video, it hardly matters
What matters when you're encouraging the prospect to move to client, is to show them an amazing trick—that “magic moment”.
Then you spend time deconstructing the trick in great detail. When you do both steps, they're empowered. Now they want to know more and will pretty much follow you anywhere.
Well, 30-50% will, anyway
It's easier to convert a prospect into a client. Get the free headline report—on why headlines fail (and how to avoid that failure). And within about 10 minutes of reading the report, you know one thing for sure: you can do magic with headlines. You can replicate or create great headlines, solely based on three simple steps.