Are you selling things like ebooks, membership sites, continuity, or any other type of information products?
Well… information is worthless.
At least that’s what Andy Jenkins says…
But before you click the back button hear us out!
If you skipped the video then keep reading because I’m gonna give you a rapid fire breakdown of Andy’s thoughts.
Andy says that, “information is abundant and free”, and he’s right about that.
Like my friend (and the first person to make $1,000,000 in 24 hours online) John Reese says, “All the internet really is, is a bunch of information.”
Next Andy gives us some facts and mentions that there has been more information from indxed and archived in the past 24 months than from the year 5,000 bc to 2010 ad combined.
So are you asking for money for something that’s free?
That’s why, as andy says, that your conversion is low.
Next he moves onto “creative transformation” and how by giving somebody a practical approach on how they are going to use the information they learned from you makes all the difference.
Creative transformation has only two parts (that’s the good news)
The upside: talking about what’s gonna happen when they use your product, but how their lives are going to be different after they use your product.
Help people visualize what its going to be like after they use your product successfully.
What’s going to be different in their life?
What problems are they no longer going to have anymore?
What new opportunities will they have once you talk about the upside?
Pretty cool right?
The next thing Andy goes through is the second part in his creative transformation method is what’s known as “the victory”.
What is your product going to do to defeat the negative problems that your customer has?
He says to take a look back at what you’re currently doing… things like your Facebook posts, blog articles, and any other content that you’re pumping out and ask yourself if you’re talking about the things that are going to give your customers a victory over the problems they have with your information?
Combing those two things (an upside and the victory) you’ll have what andy calls, “M3”, or “Meaningful Marketing Message”.
A meaningful marketing message is something that resonates with everyone because they understand (and can visualize) their goals or upside PLUS the elements to achieve a victory.
Having “PC” or “product catalysts” which is simply giving your customers exercises, perspectives, or new important ways of doing things that help them overcome their problems.
These are the things that are going to produce the results. Give away some of your PC in your free marketing do they know that what you have works.
I hope you’re starting to see that information all alone isn’t what generates the cashflow, but rather it’s the M3, PC, and it’s the way you structure your marketing that is what sells.
Details, the next piece of the pie, is where you give your prospects exact details of things you went through… how the process helped you (as the author of the program, book, etc.) Othwise know as telling your unique story.
**one thing I want to make clear here… theres been a firestorm of internet marketers and generic stories. It’s old and tired. Be different and truly unique when it comes to telling your story**
All that leads to “AE” or Abundant Empathy. Showing your prospects that you’ve been in their position will give them the comfort that you can act as their guide and can help them get from where they are now to where they want to go.
The last thing thay Andy talks about is his “Oh Really” moment… when you provide a solution to your customer that they haven’t seen or tried before.
Information is abundant and free, but the best information is:
The information that can create transformation in the shortest amount of time.
Show them that you value their time and that you care about them and what they’re trying to achieve.
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P.S. — Here’s the video explainer of Andy: