eLaunchers Blog

Conversion Tools: Client Experience Wow Box

Posted by Parthiv Shah on May 23, 2018 1:10:29 PM

New client/patient welcome wow box

Thank you for your referral wow box

End of treatment/project wow box

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Topics: shock and awe, Implementation, Wow boxes

Conversion Tools: Case Presentation Package

Posted by Parthiv Shah on May 23, 2018 1:04:13 PM

While 'Shock and Awe' package is sent to prospect prior to the appointment, the case presentation package is handed to them on arrival and it is used as a conversation prop in the meeting. A digital version of case presentation is created for online meetings. All elements of case presentation package are housed in a 6 x 9 clear plastic envelope.

Audio CD or Video DVD

You can write your own script or hire an expert copywriter to develop script for an Audio CD or a Video DVD. (Copywriter's fees are not included in the fix fee implementation package price.) Once the audio CD is created it can be re-purposed in a video using technology like EasyVSL.com. Typically done as an interview, this is an important element of a case presentation package. The client/patient walks out with the case presentation package whether or not they buy. If they bought your recommended service, this CD/DVD serves as a tool to handle buyer remorse. If they walk out without buying (Appointment no sale) this audio or audio visual element is designed to bring them back for a follow on appointment where you can answer their questions. Frequently asked questions are answered. Objections are handled. And the prospect will have a clear understanding of what they need, what they get and why you are the right choice for them.

Check or Gift Voucher

It is a gift voucher with a face value of substantial amount of money (for example $250) to be used as a gift towards the treatment/program you are presenting. This tells the client that this will be a sizable purchase, today is the day they will be buying and here is a small token of appreciation for spending time with us. This is money in their pocket that they can spend on YOU.

Letter to customer

This is a champion letter from YOU to your customer/patient thanking them for their interest in the specific treatment or program you are selling. It starts with "Congratulations, I am glad you too this step…

Postcard

A Post Card is an 'executive summary document' that describes the benefits of the treatment or program you are proposing. This is visual representation of their life AFTER they go through what you are proposing.

Step By Step Guide

This is a step‐by‐step PROCESS FLOWCHART that details exactly what to expect during the entire process of doing business with you. The purpose is to future‐pace the prospect and get them to see themselves working with you, to set expectations, to define rules of engagement, and more.

Treatment / service options:

In this multi‐page booklet describes (with pictures, illustrations and text) various options the client has available. Options are important. If you don't give them enough options to pick through, they will seek 2nd opinion from someone else and see if YOU are the right option. By giving them option, you are helping them SHOP for their options and make a choice within a controlled environment.

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Topics: shock and awe, Implementation, case presentation package

Shock and Awe

Posted by Parthiv Shah on May 23, 2018 1:01:04 PM

 

 

Many people call many things shock and awe. We follow a specific formula we learned from Dan Kennedy which starts with a clear plastic envelope that is home to a pocket folder that houses three print assets in left pocket, one print asset in the middle and seven print assets in the right pocket. This shock and awe can be enhanced by adding an audio CD or a video DVD, a business card or a thin USB drive housing digital assets.
This shock and awe is part of your client experience wow boxes (or as Jon Toy calls them Shock and Awe Box at www.shockandawebox.com). In this video Dan Kennedy talks about how to use Shock and Awe in a comprehensive internal marketing and gently solicited referrals. 
A comprehensive, anatomically correct, shock and awe package is included in the implementation fee. We use a specific formula that we have learned to be extremely effective for this purpose. If you have something that you currently refer to as your 'shock and awe', we will tastefully rename it so we can use the term 'shock and awe' to describe the prospect persuasion package that we will build for you.

 

The Pocket Folder

We will develop a pocket folder to house your persuasive shock and awe to match and mirror your branding guidelines. This pocket folder is housed in a clear plastic envelope and sent out via priority mail or Federal Express along with a copy of your book, your free report or other things you may have promised to your prospect. The shock and awe package is sent to a prospect who schedules an appointment for initial conversation, either in person or online.

Statement of guarantee

This is a single page statement of guarantee/risk reversal. Here you will demonstrate how you are eliminating almost all risks for your client. Here you are showing off that you too have a skin in the game and you are not going to take their money and run.

The guarantee piece is something your existing clients will talk about to their friends who they want to refer to you. You do not have to guarantee performance. All you have to guarantee is that you will do what you say you will do.

Everyone can offer SOME guarantee.

Gift Brochure

This is a 4 page brochure that is the most important element of the shock and awe. In this piece you will lead with four or five tangible gifts (books, CDs, free reports, a flash drive, a little tool or tool kit). The gifts are something your prospect can use in their business. (Coffee mug or pen does not count) But the biggest give you will give them is 20 minutes of your life where you will help them figure out a solution to their problem and determine if you will be able to work with them. They get gifts only if they spend time with you.

Cover/Champion letter

This letter is custom built for every situation, so you will write this individually as you send out the shock and awe package to the prospect.

If you are sending this to a prospect to confirm an appointment, tell them what they can look forward to. Ask them to do some homework.

If this is handed to a client so they can pass on to their friend, write a letter from your customer introducing you to their friend using words you want them to use.

If you are sending this to a JV partner who will use this to refer you business, give them a word document of the letter you want them to write & sign.

The right pocket

There are SEVEN elements that go in the right pocket. For logistics purposes, the printer would put all seven elements in a shrink wrap so when your staff is assembling the shock and awe, they just take one shrink wrap package, remove the plastic cover and insert the brochures in the pocket folder. Sometimes we would put all the content of pocket folder (left pocket and right pocket) in one shrink wrap so it is easy for assembly.

  • A Message from your    
  • Who Depends on  
  • Are You Ready? Take the Quiz
  • What happens at initial consultation
  • Core Products & Services
  • Continuity Of Care
  • Testimonial booklet as the 7th piece.

The testimonial booklet also doubles as a stand‐alone brochure.

NOTE: Each element is a stand‐alone sales tool. These marketing assets clarify who you are, who you help, what you do... and provides social proof people get results and like doing business with you.

A message from...

This is your personality brochure.

Here you will talk about who you are, who you are for, who you want to serve, how you want to serve them and what you are seeking in return.

In this brochure you will talk about your origin story, your core strengths, how you developed your strengths, how you leverage your strengths and why you almost always win. Tell them that you are GOOD at what you do and when they engage with you they will follow.

Who depends on

Describes your ideal client. Shows the elite fleet of people they join when they become your client. Show pictures of your start clients. (Not testimonials. Just pictures. Testimonials come later)

Explains WHY you seek the type of clients you seek, how you serve them, what you do better than anyone, why you are right for the job.

Take the quiz

This interactive piece allows the prospect to self‐qualify or disqualify in their own mind so they come prepared to make a deal.

‘Pain’ questions are asked to create awareness and agitate the need. Questions regarding the benefits of a solution... and the increased pain of not having one are asked.

This quiz can be used as a stand‐alone, self‐qualifying sales presentation powerful enough to get any viable prospects attention and bring them to the table IF they are in fact a good prospect.

About initial Consultation

Rules of engagement for the initial meeting are defined. If you bill for the initial meeting, justify the investment.

If they will be making an initial purchase at the initial meeting, talk about what they will be buying and WHY they need it. (Don’t get in to product description or features).

If you offer a FREE meeting or a discovery day where they will be pitched on the core product, talk about the discovery day and pitch so they come prepared to evaluate their needs and be prepared to buy at the consultation.

Always REVEAL pricing (or at least a range) in writing. It is important that they know what they are getting themselves in to. You can not sneak up price on them during the sales process.

Core services

This is your core services or products display. Details problem solved by what you do.

This is your CORE product/service that they will EVENTUALLY ascend to. This is NOT what you are selling in the initial transaction.

Details your desired ‘core’ relationship so your goals and objectives are crystal clear.

Continuity offer

Discusses ascension in to your monthly continuity offer. (If you don’t have a continuity income, consider creating an offering.)

Describes how you help them post‐delivery and as they consume your product/services.

Talks about what life will look like after delivery of your product/service and how you can help them in a more meaningful way now that they have your ‘thing’.

Explains your referral culture.  And that you are looking forward to a lifelong relationship.

Testimonials & case studies

This will have multiple pages. (8 to 12 pages (+/‐) depending on how many testimonials and case studies you have).

May include pictures of happy customers, before & after images, screen shot of videos if you have video testimonials and images of hand written letters if you have handwritten testimonials.

Case studies as ‘proof of concept’ and ‘it has worked for someone else in past’. This is not a demonstrative document. This is a celebratory document.

On last page, ask for the order: “BE OUR NEXT STORY”

Note: This package is a stand-alone marketing asset that adds value to your business and makes it EASIER to sell your product or service to any qualified prospect.

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Topics: shock and awe, Dan Kennedy, Implementation

eLaunchers Referral Culture Program

Posted by Parthiv Shah on May 23, 2018 10:46:23 AM

 

Referral Culture Tools, Techniques and Training

Everyone says that their number one source of growth is referrals, yet they have not built a formal ‘referral culture code’ for their organization. We have heard Dan Kennedy say, if you want them to give you referrals, you need to give them good tools and teach them how to talk about you. When we build your referral culture we will give you everything: Your referral survey, tell-a-friend website, Infusionsoft follow up campaign, friend welcome package and gratitude expression process.

In this video, Dan Kennedy talks about how to use your Shock and Awe package in comprehensive internal magnetic marketing.

We will show you how to use the shock and awe package along with ‘three cards trick’ to ask for referrals. We will show you how to get online reviews using Infusionsoft with review site ‘Sotellus.com’ and trigger referral campaign when someone gives you good review. If you are an info-marketer, an educator or have a membership site of any sort, a formal ‘Study Buddy’ program can generate a consistent flow of referrals. If you get referrals from various ‘centers of influence’ we will help you put together a program for your formal referral sources as well.

Programming and Setup

  • Referral Culture NPS Survey & Tell a Friend Campaign in Infusionsoft
  • Tell a friend Web Site/Funnel in Click Funnel
  • Referral Culture Traffic Driver letter to clients/patients
  • Friend welcome package
  • Gratitude expression package
  • VIP Club Welcome Package for Referring VIP
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Topics: shock and awe, referrals, Dan Kennedy, Referral Culture

Is Your Shock and Awe Shocking and Awe-inspiring?

Posted by eLaunchers on Feb 6, 2018 3:25:23 PM

ParthivFolder-2.png

 

The term “shock and awe” is technically known as rapid dominance; it is a military doctrine based on the use of overwhelming power, dominant battlefield awareness, special maneuvers, and spectacular displays of force all in order to paralyze an adversary’s will to fight. This doctrine was written by Harlan K. Ullman and James P. Wade in 1996 and is a product of the National Defense University of the United States.

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Topics: Blog, shock and awe, digital marketing, direct marketing

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