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bjbjqPqP 01-InstantDesireFormula [0:00:00] Clay Collins: Hi. This is Clay Collins. And
welcome to episode one of The Marketing Show. We're going to talking about the magic formula
for making your stuff instantly desirable. And as you can see here, this is episode one
of The Marketing Show. It's not all fancy pants. We're working on a studio set right
now. We're bringing on production people and we're doing some real great stuff behind the
scenes, but you're not going to see that for a while. We also have purchased marketingshow.com.
And so, in the future, The Marketing Show will be hosted at marketingshow.com. But,
for now, you're not going to see my face. You're just going to see the slide. But you
are going to learn at lot of things that have made my clients and I a lot of money. And
this is one of the bigger secrets that I have to reveal here. So, I should also mention
that this marketing show, this episode of The Marketing Show is brought to you by the
marketing program, which can be found at the marketingprogram.com. We're going to talk
about that in a little bit later. So, let's talk about what you're going to learn in this
episode. In this episode, you're going to learn the magic formula for creating a marketing
hook. And this marketing formula has three parts. And we're going to talk about why they're
so important and how you can use this formula to not only make your product and service
or whatever you have to sell instantly desirable from the point of view of your customers,
but how to get your customers or your potential customers to market your product to their
friends for you. All right, so if you don't master this stuff, there is a good chance
that you're going to put out awesome stuff that no one buys. So there's going to be cricket
chirping in the background. And if you don't master this stuff having an amazing product,
having an amazing sales letter and having an amazing website, it just won't help. You
can do everything in the world, but if you don't master, this you're going to have a
really difficult time selling your stuff for enough money to make your business and yourself
profitable. If you do master this, you'll be selling stuff that people instantly like
and want and stuff that people literally can't stop themselves from buying. They're going
to be so magnetically attracted to your stuff that they're just going to are going to be
able to put it down. They're not going to able to put away their credit card. They are
basically going to be beating a path to your door. That's what this has done for me and
that's what it's going to do for you as well. So, here is the back story behind this formula
I'm going to give you for creating instant desire. So, I was thinking yesterday morning
about why my stuff has sold so well. You know, every single product that I've ever put out
has sold out. We just opened round one of the marketing program and that first round
completely sold out before the sales letter had even gone out. There are still spots available,
but that first round of people we are accepting into their program just completely filled.
And before that, you know, Project Mojave sold out, the piece of formula, the interactive
offer all that stuff has done extremely well. And I was wondering, you know, I sort of reflecting
to myself why I've had so much luck. And I really think it comes down to a few major
reasons, but one of the reasons is this formula I'm going to give you, which I have sort of
created without even knowing about it. It's something that I've done over and over again,
but I had to kind of reverse engineer how it works and why it worked for me. But it
explains a good deal of every major success I've had. All right, so here is the formula
revealed. It's SO plus ST or SG equals a whole lot of money. And that's been true for my
clients and I every single time. And I can't I can't think of one exception. There might
be one, but this has always worked. So, SO stands for specific outcome. And this has
to be an outcome that your clients are going to get from your product that is third-party
verifiable and it's wanted by them. So, it has to be an outcome that someone looking
from the outside can verify has happened. So, it can't be like enlightenment or, you
know, that you doubled your happiness level or something like that. It has to be a specific,
verifiable outcome. And it has to be something that your client really wants. So for example,
in the weight loss market or the fat loss market, you could say that someone could lose
10% of their body fat if they used your product, right? That's externally verifiable someone
can look and see that before you started the program you had a certain percentage of body
fat that can be calculated and that after you had 10% less. [0:05:07] The second component
of this formula is specific timeframe. And, again, this has to be a wanted desirable timeframe.
If you told someone that they were going to lose 10% of their body fat in 20 years, that
wouldn't be a good thing. That wouldn't be particularly desirable. So, in our example,
we're going to say "in two weeks." And then SG stands for specific guarantee, right? So,
something like if you don't get the result, you get your money back. So, if we were to
combine all of these elements in this formula, you'd get, you know, lose 10% of your body
fat in two weeks or your money back. And if you're really good at what you do, you can
have an amazing guarantee like you can say "or double your money back." So, you're actually
going to pay them twice what they paid if they don't do what you say and get the results
that you promised them. So, as you can here in this example I just gave you, we used both
ST and SG, right? So it's a bonus if you can incorporate SO plus ST plus SG. But if you
can't do that, you definitely need to have the specific outcome specified and then you
need to name a specific timeframe or a specific guarantee. So, you could say lose 10% of your
body fat or your money back, or you could say lose 10% of your body fat in two weeks.
Of course, if you can use all the components here, then please do. I'm going to give you
an example from my stuff, right? So, in Project Mojave, the toggling was to create a freedom
business in 3.8 months. Of course, that's not an incredibly specific outcome, but people
knew what I meant. In the marketing program, we guarantee that if they do one thing in
their business each month that they're going to double their income or make an extra 25K
or double their money back. Now, that guarantee is subject to change in the marketing program.
How it's currently open, we're giving that guarantee. As we change things in the future
that guaranteed might get a little bit better or we might just have a normal money back
guarantee, but for people who purchase this when this video is being made, we're guaranteeing
double your money back if you don't get the results that we promised. I want to give you
an example of the instant desirability formula in other people's businesses. So, Domino's
Pizza has this hook fresh, hot pizza served in under 30 minutes guaranteed. That has an
externally verifiable outcome. It has a timeframe and it has a guarantee. I guess it's debatable
how specific that guarantee is, but it certainly has attempted to fulfill all three components
of the formula. FedEx, "when it absolutely, positively has to be there over night," right?
So, you have a specific outcome absolutely, positively being there over night. And that
outcome includes a specific timeframe, right? The timeframe is overnight. So, again, the
magic formula is specific outcome plus specific timeframe or specific guarantee equals a whole
lot of cash in your business. And, again, it's a bonus if you can incorporate SO and
ST and SG. All right, so now that we've talked about this formula and how it works, let's
talk about how you can do it in your business. So, step one is to get out a piece and write
down the most desirable outcome that you can deliver to your market or to your people or
to your customers. Step two, write down the timeframe that you can deliver it in usually
the shortest timeframe possible where if someone does everything you tell them to do, they'll
get the results that you're promising them. And step three, write down your specific guarantee.
Step four, put it all together in one or two sentences again, something like fresh, hot
pizza delivered in under 30 minutes guaranteed, or do one thing per month in your business
and double your online income or double your money back like we used for the marketing
program. Well, I hope you've enjoyed this gift for you. I certainly enjoyed making it.
The formula that I've shown in this episode of The Marketing Show has been responsible
for making me a lot money. It's been responsible for making my clients a lot of money. And
I know that it can make you lot of money as well. And, selfishly, I hope you use some
of that money that this makes for you to buy more of my stuff. So, I'll end here with a
word for our sponsor. So if you like the kind of stuff that I've just shared with you, then
you will absolutely love the marketing program. [0:10:05] In The Marketing Show, right, in
this episode that you just saw, I give small tips to make more money. Well, in the marketing
program, each month, I give you a step by step mission to complete. You complete the
mission, and I guarantee you amazing results. In fact, at the time that this video is being
made, if you join the marketing program and you complete each month's mission, then I
guarantee you an extra $25,000 this year in your business or double what you did last
year, and if you don't give those results, then I give you double your money back. So
it's pretty amazing. And I would love for you to join us. We've got a thriving community
that's really helping each other out. We've got amazing missions to complete. We've got
a lot of support in place. And I know that if you join us and you apply what I'm going
to teach you that you're just going to have phenomenal results in your marketing. I created
the marketing program because I saw so many amazing people with beautiful things to offer
the world, but who were unable to continue in business and unable to sell their products
because they just couldn't get their marketing right. So, we're here to help with that and
I would love for you to join us. That about wraps this up. Thank you so much for watching
today's marketing show. It's been an honor to teach you some of this stuff. And I hope
you'll stay tuned for the next episode. Good bye and talk to you soon. [0:11:40] End of
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