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well hello and welcome everyone Welcome to our Master Class how to make clients buy when you are ready not when they're ready and this is an introduction to product and program launch Dynamics I am your host Walt Hampton I am so happy to be able to spend this time with you here today um we're just going to give it a minute on seeing folks coming into the room we've got a lot of people from all over the world welcome uh so happy to have you here um we're gonna spend about an hour uh I'm gonna bring this in with in the hour so that I honor and respect your time I want to thank my dear friend and colleague Matthew Kimberly for allowing me to spend this time with you today the book yourself solid Community is of extraordinary import to me and to our family which I'll tell you more about in a little bit so I am very grateful for the opportunity to have this time with you here today and um I'm going to share with you some very cool ideas that you can use in addition to the book yourself solid recipe the tried and true formula for getting books solid so I'm going to jump right in I am going to leave some time at the end for questions and answers so jot your questions down as you might have them and we can wrestle with some of those before we're done today but let me Jump Right In imagine for a moment that in five days time you could bring in a quarter million dollars extending an invitation and offer for a high ticket product or program and you are just starting out with your business and you have a very small list this is Roland Cochran he's a client of ours and that's exactly what he did earlier this year he made an offer or a 25 000 program and in five days time closed ten units he had an ad spend we'll talk a little bit more about that very small ad spend of nine thousand dollars and walked away in his pocket with a total of 241 thousand dollars imagine what that might mean for you and for your business well today I'm going to share with you how you can make that happen if that would be okay so here's the problem though that we all start with particularly if we're members of this community we know that there's a truism that there's a client and customer Journey clients and customers become awareness through our marketing they come out to our foundations they check us out if they think that we can help them solve their problems they allow us the opportunity to invite them into our world where we lather and nurture and care for them and build trust and credibility which as we know takes time and then when the time is right they'll raise their hands and ask to have a sales conversation if we know how to have the sales conversation we'll book the business and so the whole thing repeats over and over in a reliable predictable way but sometimes we want money like right now we don't want to wait all of that time and yet we're told that the recipe works and friends um I want to tell you that the book yourself solid recipe works just a hundred percent of the time when you work the recipe and I am grateful for my dear friend Anna malikian who was my coach um early on in my journey through book yourself solid who held my feet to the fire for the recipe because every time I went rogue every time I went off the reservation every time I thought I knew better she would call me back and she was always right the recipe Works a hundred percent of the time when you work it so we're going to use the recipe to hack the system we're going to talk about how we hack module two of this two of this whole idea of it takes time and we need to create that trust and credibility and people will buy when they're ready because when you walk away from our time together today you're going to see that we can actually use the book yourself solid principles within what I refer to as product and program launch Dynamics so here's the opportunity that I want to extend to you today which is that you can make money when you want to even if you're just starting out and even if your list is small and by the way Roland's list when he went into his very first launch earlier this year was 700 not a big list so the benefits of this are extraordinary you get the necessary cash infusions when you want them you get to have a much wider reach because this whole process by definition will allow you to extend and enlarge your list and your audience you'll get to make it bigger impact in the world and if you're on this program today you're a person of service um you know you can make a difference in the world and you want to have that bigger impact and so that leads to a peace of mind that we're doing the work that we're called to do we're making the impact that we want to make and it gives us financial peace of mind too I have a very small group Mastermind that I meet with um colleagues that I meet with every other week and one of my dear friends Laura had been going through a very difficult time and we got together the other day and I saw her on Zoom I said Lori your energy is so grounded and and so peaceful and she smiled she said you know money sure helps with that and money money doesn't necessarily buy hap buy happiness but it sure does give us options that allows us to continue to grow these businesses it allows us to continue to this important work that we're called to do and it gives us the financial rewards that each and every one of us deserves so who am I and why do you care this is that place where I create trust and credibility with you where I give you my expert positioning story but we've done a lot of webinar studies about when people drop off and they often drop off right in this place so I'm going to keep it really short because you don't really care you want to know about product and program launch Dynamics well I was please don't judge me I was a lawyer for 25 years and decided that I wanted to Pivot out of the law and create a coaching and Consulting business I had been trained by Tony Robbins I became a really good coach and I dove into coaching full whole hog long before it was a thing long before Zoom was a thing um and I fell in love with it but I was building this business known now as Summit success um into the teeth of the Great Recession back in 2006 2007 2008 it was a very bad time to build a business and I nearly cratered until I came across book yourself solid and this is not hyperbole um within seven months of getting into book yourself solid I was book solid in fact I had a six figure income uh and I was able to replace the money I have been getting as a draw for as a managing partner in my Law Firm so much success is a global personal and professional development company we help entrepreneurs and business professionals from all around the world grow and scale businesses that set sets them free my client Avatar is a mid-career professional who wants to take their background and experience and create a new business of their own we also have a publishing arm to our business where we help our coaches Consultants experts business professionals create their client attracting books and I'm going to tell you a little bit about some of our authors who have used launch Dynamics as we'll as I'll share with them with you today so let's Dive Right into launch Dynamics product and program launch Dynamics and I want to start with this idea of what is a launch and earlier this year we were working with this beautiful woman from London um her name is Catherine roel she's the author of this amazing book The Pain Paradox that Summit press published earlier this year and uh we were going to launch this book we did launch this book uh became a number one international bestseller in 87 categories within 24 hours but when I mentioned launch to Catherine the very first time she said oh my God this is going to be such fun because I know a bunch of people at the London Museum and we're going to get a room at the London Museum and we're going to have an amazing party with champagne clean and punch and balloons and hats and I said Catherine that's lovely you can fly us over to London and we'll have a nice a reception but that's not what a launch is and a lot of people think when they're launching a book or launching a product or a program what they do is they just get it out there and they tell a bunch of people and then rely on the strategy that doesn't work which is hope hope is not a strategy a launch strategy however will make stuff happen so a launch is a system a formula kind of like a recipe like book yourself solid a launch drives units of product or programs through a funnel in time a launch drives units of products or programs through a funnel of time so like Roland who I mentioned earlier Roland is a coach to the mortgage industry it's actually a pretty challenging industry to be a coach in right now and right now he's getting set for his second launch into this Marketplace so he has a high ticket offer a coaching program a 25 000 coaching program that's his thing he doesn't have a big Suite of products and programs his thing is this brand strategy program for loan officers and so Roland has used and is going to use again in the next 10 days a launch to launch into and sell this twenty five thousand dollar program our client John tortine who's a financial manager from the Chicago Market recently published uh through us the profit culture formula he has a program it's not a 25 000 program and it's a um five thousand dollar program um using launch Dynamics John has sold about two hundred thousand dollars of this five thousand dollar program as he was launching his book so it can be used for high ticket uh offers it can be used for five thousand dollar products and programs it can be used for two thousand dollar products and programs in fact the market is replete with examples of people launching 1997 2 000 programs um using launch Dynamics we in our company use it to launch and fill rooms for small intimate high-level Mastermind events like this one um we've used it to create three-day events um putting a bunch of people in a small room at ten thousand dollars a person so it works with respect to creating um and launching into Live Events and some of you may know this woman Dr Serena Sterling she's in Michael's heroic public speaking Community uh or came up through that community and um her book which we published um last year this year we used launch Dynamics to drive it to number two on the Wall Street Journal so it can be used for book launches as well so what I want to do right now is I want to go deeper into launch Dynamics with you so that you walk away with an understanding of the necessary elements now launching has a lot of moving parts to it and what I want to do is to pique your curiosity enough so that you could imagine how you might use it there'll be more that you need to understand and I can provide resources for how you might go deeper into it but I want to make this super granular for you so that you could actually go out and play with this concept in the work that you do and I hope you understand from the examples that I've given you that there is are lots of places where product and program launch formulas work so let's talk about launch vehicles and I call this a launch vehicle because we're launching something we're launching a product or a program and just like the Artemis rocket was uh there was this rocket that was launching this craft that was going to go to the moon yesterday and we use launch vehicles to send stuff up to the space station we need some vehicle that will take our product or program out into the world in a big way so what are the launched Vehicles you can use well if you have been in this world long enough you will have already succumbed to product and program launches Marie forleo does them for b-school AV Porterfield does them for her email program Laura Belgray our dear friend is using them for her copy cure program right now um on my coaching colleague and friend Jeff Walker just launched product launch formula Evan Pagan is doing a program a launch into his coaching program right now we see them all around and most frequently what you will see is that people use video and typically four videos three content Rich videos that then lead to a sales video so video can be a product launch or program launch video before video was a thing and yes dear friends there was a time before video was a thing um there was this thing called email launches and many early launches we're done via email and again I'm going to walk you through in a very granular way in fact I'm going to deconstruct Roland's launch because his launch vehicle is actually really effective and trendy right now but long ago and far away you could use a series of five emails or seven emails and launch into a product or a program webinars like this one we use this platform which is webinar Jam we use it all of the time for product and program launches Zoom is a perfectly good platform as well and these days there are live webinars where people are broadcasting usually on Zoom but on other platforms as well doing their their their launches lives to live audiences over a series of days so there are lots of ways that you can do this and um you can keep it really simple at the beginning by doing a webinar launch or an email launch we continue to use email launches when we do high-end drives to fill small rooms so email still works these are the necessary elements for a successful launch first of all and do not underestimate any one of these elements you must have a compelling offer it all comes back to problem and solution we know this for module one of book yourself solid we have to know our client Avatar we have to have a very clear target market we have to have a very clear Niche or Niche depending on which side of the pond you are on that is we need to know who we're helping and what problem we're solving and that problem must be a compelling problem an urgent problem that needs to be solved I'll give you an example um of an urgent problem that we solved through a launch a number of years ago those of you in the European Union know of gdpr in fact most people in the United States who have privacy policies also know they need to be gdpr compliant gdpr is a data protection um a statute piece of legislation that has some very serious consequences to it it's kind of a complicated piece of legislation and lawyers solicitors throughout the European Union were very very anxious when it became apparent that it was going to be law and there were consequences to it well I happen to be sitting um in a bar in Phoenix when gdpr was about to be released and it occurred to me over my second beer that perhaps there was a group of my colleagues lawyers who might need to know something about gdpr and So within about three weeks I had put together an offer for a six-week program um and I launched this program through a series of emails to a very small list of solicitors that I had in Ireland where I was living at the time and lo and behold in about 10 days time I had sold a hundred thousand dollars of that program and I said damn now I've got to learn something about gdpr and actually put this program together but the offer is where we start ladies and gentlemen and that by the way that's not hyperbole um those of you who toil in your um in your Studios or offices ideating around what a product or program should be um you need to get out of there you need to ask your client Avatar what the problem is that they have right now your offer must be compelling it will not sell whether you're doing a launch or whether you're just putting stuff up on your website everything we do is about problem and solution you need the right vehicle the right vehicle being the right vehicle for your client Avatar now I've alluded to the fact please no judgment that I was a lawyer and lawyers don't have a lot of time to consume three or four launch videos in fact I I if it weren't this community if I were talking to my own community in the product launch world I might be embarrassed or ashamed to say that I haven't really watched a lot of three or four part launch videos I don't have the time to do it my client Avatar that are mostly busy professionals they like webinars because webinars are kind of one and done so the right vehicle from my client Avatar is a webinar maybe it's something else for yours maybe it is email maybe it is some type of large um of some type of other type of vehicle but getting the right vehicle for your avatar is important now these last three pieces are critical for hacking module two so let's just back up for a moment module two of book yourself solid says that clients buy when they're ready and not when you're ready and they buy and proportion the amount of crust and credibility that you have created with them over time and usually over time for many of us is like a long time in fact we have private coaching clients who come out of our email list eight nine years after they've been in there I have a client right now who came out of my my funnel who had opted in after a book talk I gave at a public library nine years ago and all of a sudden he raised his hand wanted to have the sales conversation just like the recipe said and he converted and he's an amazing client but that's a long time to wait for a client so with a launch what we're doing with that launch with the content that we provide in this period of time is to create trust and credibility we build connection and relationship into the launch itself now let me just pull back the curtain for a moment I could and I do use a webinar much like this webinar to lay the foundation for an offer into hey work with me and I'll help you create products and programs and help you launch them that's not what this webinar is but you could use a webinar just like this with these elements in it remember I gave you my expert positioning story and I'm here talking with you and I'm sharing with you valuable information and Don in the product launch or program long style you can create sufficient trust and credibility to extend an offer at the end of a webinar like this such that people would want to enroll now caveat in a night 60 or 90 minute webinar that there's only so much relationship building and trust and credibility building that you can do the research shows that we can reliably launch into a 497 or 997 or even 1997 program off the back of a webinar that that's a sufficient framework we also know my low level program is a 7 500 program I can make an offer at the end of a 60 or 90 minute webinar for a strategy call which is code as we all know for a sales conversation I can make an invitation to a strategy call off the back of a 60 or 90 minute webinar for a 7 500 program and convert many sales conversations in that way so we can use a webinar for more expensive products and programs we often need a longer or more robust launch vehicle like a three video content series to a fourth video so the Right video the right time with the right content that builds that trust and credibility so that's the trust and credibility Builder and now we're pushing toward a sale so we're pushing toward through a funnel of time and we do that by creating and utilizing and leveraging mental triggers sales triggers such as urgency and scarcity roll in for example only opens the doors to this program twice a year because he's got a live component to this that's not virtually delivered and see only opens the door twice a year so a mortgage professor a professional who missed the last launch is gonna like wow I don't want to miss this again particularly in this economy and so we turn on its head the book yourself solid principle of the client buys when he or she is ready because now there's this funnel of time there's urgency there's scarcity in that this opportunity Unity is going to go away and I better get in right now and these psychological triggers work a hundred percent of the time when they're done well and when they're done in Integrity you can't create urgency and scarcity when there is none something bad has to happen if you don't enroll now as you're not going to be able to enroll in until next year's program um Marie forleo of Biz school she she launches once a year you miss b-school when she launches well you gotta have to wait a year and a lot of people don't want to wait that long so they pull it they they take the plunge and they get in so we have to have the mental triggers that compel people to make a decision now for those of you who have some issues with that I want to re-ground you back in module one of book yourself solid where you visit and are invited to embrace the value that you yourself bring to the work that you do and if you believe in your heart and soul that you can create the big result and the financial emotional physical spiritual benefits that go with that big result then you have a duty to go out into the world and serve in a big way and to enroll people into your world which means that we need to use the tools and the triggers to make that happen because it's in service to the people that we want to take care of the last necessary element is to have some really good bonuses Matthew I don't know here where whether you're still uh on the webinar or not but I remember very clearly in Savannah where you sold the audience and apple and everybody wanted to buy your Apple um the Apple happened to be um the thing you were selling but the bonuses that came with that Apple damn man everybody wanted those bonuses in the room because the bonuses were so good and if we had to buy the Apple too well then of course we were gonna buy the Apple because the bonuses were so good and the bonuses friends when they're done well are not about hey but wait but wait there's more buy my knives too no bonuses are designed to take care of objections so my colleague and friend Jeff Walker he sells product launch formula a lot of people don't want to get into product launches because they think they have a big list he's got a bonus he says you know friends I've been thinking about this I'm thinking you know some of you may not want to buy because you don't have a list but I'm going to bonus you with my program called No list no problem that overcomes an objection for me working with mid-career professionals who want to Pivot out of a profession and create their business they don't have a lot of time one of the bonuses I put into my offers hey you know here friends if you're listening I imagine that you're wondering if I enrolled in this program well will I find the time to do it well I've got some good news for you friends the more I thought about this the more I thought you would really be benefited by having my power principles of time Mastery Program it's based upon my second book we sell it for 997 dollars but you know I want to include it today in my offer of the consultant success formula because I know that it will get you there better faster and easier and so when we add bonuses we want to Stack those bonuses in a way so that we overcome objections and when we include all of these necessary elements of compelling offer right vehicle narrow funnel of time mental triggers great bonuses and content that really serves and enriches the lives of our prospective clients we then have the necessary elements of a successful launch so I want to talk with you now about what we call the challenge launch and this is the launch that Roland used to launch his 25 000 program now you've seen challenge launches challenge a challenge launch is yet another launch vehicle I gave you a list of launch vehicles I saved one because this is the trendy one that's working right now you've seen them everywhere and you've seen them everywhere because they work and they work really well for a reason that you will see momentarily so challenge launches the ones you've seen out in the marketplace they could be like um five-day challenge to um uh get your lead magnet and email list sorted or it could be a 30-day weight loss challenge or it could be a 14-day LinkedIn challenge or there's all sorts of challenges to get stuffed on within a period of time and you know people people like challenges right now they like they like the goal of trying to get something done within a period of time and that period of time um in terms of what's working now is five days or seven days or 14 days all the way up to 21 and 30 days again you need to assess your client Avatar my client Avatar doesn't have a lot of time we're actually going to do a launch for our book publishing work um a write your book in five day challenge after the first of the year where we're going to get people engaged and getting their title and getting their chapters and getting their content Arc we're going to give a lot of value within a fairly short period of time five days that's what Roland used for loan officers it was going to be a five-day challenge it was a five-day challenge in which to get your brand strategy components nailed down and so he went out to his list and he advertised to his list the fact that he was going to host this challenge and he invited people on his list to come in he also went out and did Facebook advertising um and by the way while Facebook has a lot of issues going on right now um those issues are benefiting all of this because um ads are relatively inexpensive a little more expensive right now because of the holidays uh coming up supply and demand and all that but we have a very rare period of time with Facebook advertising because Facebook for the very first time is feeling the heat from Tick Tock and Tick Tock is a wild wild west for social media organic content promotion right now and Facebook is responding by making advertising even better and making organic reach even better so Roland went out to the world and he invited people in organically he'd invited them in organically to his lit from his list he invited them organically out on social media he retargeted his list on social media and even though he had 708 people on his list he um enrolled 1200 into his challenge still not a big big number um our conversions remember um for cold traffic run around one to three percent so in any event he gets 1200 and he controls 750 of those people into his closed Facebook group where the challenge is going to be so this is the launch vehicle it's this closed Facebook group and it's gonna be five days well guess what friends in five days we can connect and create a lot of trust and credibility by serving and playing full out with a community of people who is voluntarily joined to get it to get an outcome and so during these five days Roland did some teaching each day about creating a powerful brand strategy he had a series of interviews with some of the big players in his industry um where they came and essentially gave their impromotor their endorsement to Roland's approach he gave homework each day around the day's lessons and he engaged people within this five days helping them to do their homework giving their feedback as to how they were doing like you know if we were running a book yourself solid challenge right now you know I might give the homework okay friends you're gonna go out today and you're going to come back with your who and do what statement and the coaches here in our five-day challenge we're going to give you feedback around um what that how that looks like to us and so over the course of those five days Roland began he served and and shared at a deep level gave a huge amount of value around Wednesday late in the day he began to foreshadow that there was more work to be done that there was another you know we could go even deeper with this on Thursday he became more overt about the fact that there was more ahead and on Friday he extended the invitation to join his year-long twenty five thousand dollar program and within hours 10 people signed up for that and so he walked away from those five days with 250 000 that is not an aberrant result um it is a result of doing a challenge launch well but it is not an uncommon result to be able to walk away with a nice set of sales when you've created this container of trust and credibility and you've made a compelling offer that will help solve a challenge um down the line now let me just stop here before I share with you the pitfalls for the unwary around launches and talk about the idea of launch and next step I said to you that Roland gave people five days of content and then made an offer to a Next Step so I want to invite you JJ yes I see your question and thank you for that um it was one-third warm traffic two-thirds cold traffic interestingly but an excellent uh question JJ cold traffic uh converts generally to sales at one to three percent warm traffic um maybe on a good day if your offer is really compelling at 10 um but um uh Roland was a superstar in this so his conversion metrics were were on the high side of uh normal you're welcome JJ um so I want to invite you for a moment if you have not already to think about marketing as Netflix let me tell you what I mean by that if you get into a Netflix series a really good Netflix series you watch an episode and the episode is exciting and there's a big problem a big challenge um a lot of uh a lot of stress a lot of overwhelm a lot of excitement a lot of Adventure and it reaches the crescendo and just before the end it's all resolved and you're feeling happy and content the story has come to a conclusion but wait a new Loop has been opened something else is going to happen and it compels you to binge watch and to go to the next that goes to the next event so I when you think about marketing I want to invite you to think about Netflix because marketing is about a problem solution problem pathway a problem solution problem pathway which is to say that once we solve one problem there's always another problem right I mean that's true I mean if you've been in business for a while you know that problems never go away 16 years into this business I'll tell you that every day um Michael Port actually told me this years ago and it actually changed my entire frame on businesses he said you know the the whole um work of an entrepreneur is to wake up every day and solve new problems um and if you wake up every day thinking there shouldn't be problems where you're going to be a very frustrated entrepreneur the good thing about building a business is that as we go along we have higher level problems but there are always problems and so there is this problem solution problem pathway rolling in this challenge launch told people how to create their positioning on their LinkedIn profile their positioning on their um websites how to create compelling messaging in their social things like that I wish were really important but what he began to foreshadow was that branding really is about you and your personal brand identity and clearing away all of the head trash and embracing who you are and how you are in the world much like that section in module want to book yourself solid but really grounding that such that you don't have competition when you own that and that was the next offer that he made you can go deeper you can actually have a brand that sets you apart from the competition indeed you can have a brand for which there is no competition if you come into my program so I want to invite you to think about the problem you can solve within a five-day launch challenge that leads to the next deeper or different problem that you can solve with your product or program that you want to charge for now I am mindful of our time and I do want to leave time for for questions but let me share with you um the pitfalls for the unwary Pitfall number one obviously is an uncompelling offer and I just want to reiterate that what many of us do and I see it all the time in the um early stages of Entrepreneurship we think about what our clients need well dear friends I hope you all know by now clients don't buy what they need they buy what they want and we need to sell people what they want in order to have the privilege of giving them what they need the opportunity of giving them what they need so we need a compelling offer and that means we need to go out and we need to survey we need to ask we need to research we need to understand what the trends are what's hashtag trending we need to use their language we need as as Dan Kennedy said years ago enter into the conversation that is happening inside our client Avatar's mind we must enter into the conversation that is already happening inside our client's mind so that when we go out with an offer our clients go oh my God how did she know how did he know that's exactly what I need that's a compelling offer you must have a willingness to sell I came into business with a lot of problems in my mind around selling my mom um bless her soul was a loving kind caring mother but she would buy all of my uh holiday cards and candles and things that we were supposed to go door-to-door to sell to raise funds because she said selling is ooh it's kind of intrusive honey um you'll you don't want to interrupt people so I came into business with a lot of garbage around a willingness to sell and I want to reprise my earlier comments by saying if you believe and if you're on this webinar this master class today I know you believe that you have something valuable to sell with the world we have an obligation to go out and to offer it I like to think about selling as sharing as telling I like to think about selling as a inviting and enrolling um selling has a lot of bad connotations nobody likes to be sold to but if as I said you own the value of what you have you want to invite and enroll people in a big way and the last piece um is um you got to take some time to prepare a launch you got to take up the time to prepare just about anything we do in the world but you've got to take the time to prepare your launch to do it well there are emails to do landing pages to create um structures to create around a webinar if you're going to make an offer you have to rehearse that offer a lot of people on webinars you'll you'd be funny it's fun it's fun for me at this juncture to critique people's webinars particularly sales and launch webinars okay get to the pivot Place uh and their their voice goes up and they and they get really they get really nervous because they're about to make an offer and they're not really happy they've done a great job um serving they've done a great job teaching but they get really nervous about selling because they haven't prepared and rehearsed the invitation to join them so poor preparation is another place the longer the runway that you give yourself for a launch the more successful you will be um one of the things that so many of us grapple with uh I grappled with it as I entered in to book yourself solid around the selling and the sharing uh I entered into it or with uh with uh with respect to having compelling sales conversations we come into what I lovingly call head trash and that biggest head trash is money mindset with products and program launches you can think about having a lot of money and for some people that's a problem people don't know that it is beyond I have a colleague that I've wanted to invite into the launch world he was a teacher for many years his top end salary was eighty five thousand dollars we have people in our universe who make a hundred thousand dollars in an hour using product and program um launch Dynamics and that blows people's minds and blows the the the top off what gay Hendricks in the big leap calls the upper limit problem every one of us have has hedge trash when it comes to money very few of us come into our adult lives without some head trash around money and head trash around money will also impact your success in all of business but especially with respect to product and program launch Dynamics so I'm just about to open it up for questions uh and um this is a launch it wasn't the Artemis launch but my invitation to you is to become curious about products and programs they become a student of them because they can leverage in a big way all of those things we talked about about the at the beginning they can leverage your impact your influence your income and they can add a lot of nice money to to your bottom line um right before the pandemic we used launch uh to put an extra fifty thousand dollars in a weekend uh in our pocket for the end of the year in a late November on a late November period of time like this um so it's a wonderful tool to put in your toolbox um you could and can type in your questions I'm going to make one last statement while I'm waiting for your questions and that is that all of this presumes that you are working book yourself solid work book yourself solid like it is the recipe the formula that it is it if you if all you did was go back to the beginning of book yourself solid and read that book again and do the X do the exercises friend if all you did was go back to that book read the book and do the exercises and follow the recipe you will have a six and seven figure business guaranteed and if you notice what I did was I took a module a section of module two and I told you how not to discard it but to hack it in a slightly different way so that you could build that trust and credibility and lead people to a point in time to buy where they were ready because you created that moment in time so use the recipe friends it works now I will entertain questions uh and uh you may type them in I don't have a way for live questioning on this platform set up today but if you have a question you can type it in it can be about book yourself solid it can be about launch Dynamics it could be about money mindset it can be about structural elements um it can be about um just about anything you want that is in any way relevant to business or business building I am here to serve you and if there are no questions I can make some questions up uh or I can let you go early so let me just pause to see whether we have questions you can just type them in I am not seeing any questions in that case I am going to um say thank you for joining us here today uh I want to be respectful of your time I want to honor you and thank you for being part of this community um you are part of an amazing community that is part of the original business building system on the planet and the best still um if I can be of service to you in any way in the days and weeks and months ahead um you know how to find me because uh I've sent you reminder emails you will get a replay of this in the next couple of hours um please feel free to go back through it in fact I would encourage you to go back to it and take notes um oh uh Audrey Aubry uh to to you what are the key elements of a compelling offer oh well let me let me um just I I will take care of that right now Aubry thank you for the question so the key elements of a compelling offer are so the solution to a compelling urgent question so let me give you an example that's really basic that you can use as a mindset even if you're not using launch Dynamics even if you're just starting out and you're creating not no problem Aubry I I have all the time in the world I just want to um be to honor your your time and your um your space for this so let's say that you have a website and you want to offer a lead magnet when somebody is searching for you remember coming back to fundamentals of book yourself solid they become aware of you through your quote marketing and they come to your foundation and they have one and only one question can you help me solve my problem yes or no if the answer is no they're gone if the answer is fuzzy they're gone you have to answer that question within the magic four seconds the research shows oh this Aubry she can help me solve my problem that's great now our websites must be responsive other responsive meaning you need to have a way to invite people into your world Aubry which means you need to have a lead magnet but a lead magnet must help that prospective client Tamp down the anxiety that exists around that problem that she or he came searching for on your website or else they're gone and you don't know they've been there so I'll give you an example I have worked for a long time with a very successful personal injury lawyer there are lots of them how do you compete in that world well she has a little bit of a narrower Niche she helps taxi cab drivers who have been involved in accidents a lot of liability there a lot of worries there they lose their vehicles they lose their livelihoods so that's her you know she helps taxi cab drivers get the compensation they deserve and get their their cabs back on the road again and her lead magnet Audrey after she introduces herself by her video and by the way you want to use video on your website she introduces her lead magnet and says and by the way friends if you're here regardless of whether you come to me or someone else I want to share with you the seven deadly sins to avoid if you've just been in an accident oh that lead Magnet or Aubry that is like such a compelling lead magnet oh my god I've just been involved in a horrible accident I don't wanna I don't want any deadly sins and so people download that in droves and now she has their email address and now she can build relationship with them and then she can take them along the problem solution problem pathway because once they've avoided The Deadly Sins well then of course oh my God how do I get my car back on the road how do I get compensation how do I start the personal injury claims process and so she takes them along the problem solution problem pathway and invites them into her world and lands many clients around that and so you know when I say Netflix Audrey that's problem solution problem pathway problem solved I've avoided the seven deadly sins oh oh but now I don't know how to do the next thing so the urgency there Aubry is I've got to avoid the first big problem and now I have the opportunity to help somebody with the next problem and of course I can eventually extend my um offer to enroll you in my product or a program that will take you the whole way um you're welcome Audrey Aubry thank you so much for that great question and we are um you're welcome Jorgen um thank you so much for being with us here today um and again you'll get the replay you know where to find me I wish you all the best in all of the work that you do I wish you happy holidays a great rest of the 2022 and an amazing successful 2023 go out and get book solid make a huge difference in the world bye for now everyone