# Sell Like Crazy  ## Metadata - Author: [[Sabri Suby]] - Full Title: Sell Like Crazy - Category: #books ## Highlights - no matter what industry you’re in, once you’ve got a few team members, and you’re looking to scale your business, you’re no longer a builder, baker, or business consultant. You’re a marketer. ([Location 201](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=201)) - Tags: [[pink]] - The market doesn’t pay you to have the best products or service. It rewards you for solving problems. ([Location 207](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=207)) - Tags: [[pink]] - Your focus should be on intimately understanding your market and your prospects’ deepest desires, pains, fears, hopes, and dreams. You need to know them better than any of your competitors, and then craft marketing messages that effectively communicate how you can solve these problems. ([Location 211](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=211)) - Tags: [[pink]] - Only 4% of your activities each day drive your business forward and move the money needle. The other 96% of the things still have to get done, but they shouldn’t get done by you. ([Location 291](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=291)) - Tags: [[pink]] - As the owner, your number one responsibility is to sell. ([Location 303](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=303)) - Tags: [[pink]] - To be a truly effective entrepreneur, you must become your business’s number one expert at selling. ([Location 341](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=341)) - Tags: [[pink]] - Nothing in life comes without hard work. Nothing is given to you. You don’t get what you ‘deserve’. You get what you push, shove, scratch, and work your ass off for. ([Location 394](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=394)) - Tags: [[pink]] - I don’t care how talented you are, how fortunate your upbringing was, or even if you had a better education or opportunities than me. You simply can’t outwork me. Ever. ([Location 443](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=443)) - Tags: [[pink]] - You want to make your ‘why’ so big that your ‘how’ becomes easy. ([Location 505](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=505)) - Tags: [[pink]] - The ability to write ads and marketing messages that sell is by far the most lethal money-making skill you could ever hope to acquire. ([Location 669](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=669)) - Tags: [[pink]] - If you can’t pay money to acquire a new customer, you do not have a business. ([Location 753](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=753)) - Tags: [[pink]] - Advertising is an investment that makes more money than anything else. Period. ([Location 812](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=812)) - Tags: [[pink]] - The bonus here is, if you are the one educating them, you’re also making sure that when they hit the ‘buy now’ stage, they’ll be likely to buy from you. To do this, your message must be powerful, insightful, and education-based, and not simply a promotional piece about your company. ([Location 871](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=871)) - Tags: [[pink]] - The key is to install a system that: Attracts Educates Nurtures Gets prospects to act! ([Location 879](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=879)) - Tags: [[pink]] - ‘‘Enter the conversation already taking place in the customer’s mind’’. ([Location 920](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=920)) - Tags: [[pink]] - Think about the one or two major keywords and search terms people use to search for your products or services. ([Location 943](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=943)) - Tags: [[pink]] - To read the mind of your prospects and know exactly the questions they’re asking during the research and buying cycle, the auto-suggest results provided by Google and Bing are a goldmine of insights. ([Location 953](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=953)) - Tags: [[pink]] - At AnswerThePublic, you type in your keyword or search phrase and the tool generates a diagram of related searches. ([Location 960](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=960)) - Tags: [[pink]] - Another incredible source for market intel is to look at threads on Reddit and question platform website, Quora. ([Location 984](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=984)) - Tags: [[pink]] - The purpose of going after a dream buyer is to focus your message and marketing budget on whichever market is most likely to buy your products, as well as those prospects who would be your dream customers. ([Location 997](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=997)) - Tags: [[pink]] - Every time they read your copy, your goal is for your dream buyer to say to themselves, ‘Whoa, it’s like they’re talking directly to me’. ([Location 1082](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=1082)) - Tags: [[pink]] - Your dream buyer is a completely different person at 8am on a Monday morning than at 6:30pm on a Friday. Be aware of this and use it in your marketing. ([Location 1102](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=1102)) - Tags: [[pink]] - The temperature of your marketing message must match the temperature of your traffic. ([Location 1182](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=1182)) - Tags: [[pink]] - This is a great reminder that the job of an ad is not to sell but to create intrigue and get the prospect to raise their hand and say, ‘I’m interested’. ([Location 1254](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=1254)) - Tags: [[pink]] - Identify your Dream Buyer’s single most pervasive and persistent hair-on-fire problem – and then offer them the single most valuable and immediate solution. ([Location 1306](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=1306)) - Tags: [[pink]] - “On average, five times as many people read the headline as read the body copy. When you’ve written your headline, you’ve spent eighty cents out of your dollar”. - David Ogilvy ([Location 1322](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=1322)) - Tags: [[pink]] - try adding a twist or qualifier to the hook, i.e., ‘How to start and scale an online business, even if you don’t know what to sell’. By adding the ‘even if you don’t know what to sell’ it not only qualifies people who don’t know what they want to sell, but also increases the intrigue for your prospect to find out how that’s possible. ([Location 1371](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=1371)) - Tags: [[pink]] - Top financial planner reveals his secret checklist and the dirty little lies that could cost you $10,000s and stop you from retiring 7 years early. Shocking free report reveals all! ([Location 1397](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=1397)) - Tags: [[pink]] - Timeless Formula #1 X ways to achieve [Desirable Thing] without doing [Undesirable Thing] Example: 6 Ways to Get Washboard Abs Without Doing a Single Sit -Up ([Location 1414](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=1414)) - Tags: [[pink]] - Timeless Formula #2 [Do Difficult Thing] in [Specific Period of Time] Even if [Shortcomings] Example: Pay Off Your Mortgage in 7 Years Even if You Have a Modest Income ([Location 1418](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=1418)) - Tags: [[pink]] - Timeless Formula #3 Achieve [Desirable Thing] like [An Expert] Even Without [Something Expected] Example: Paint Masterpieces Like Picasso Without Ever Having a Single Lesson! ([Location 1421](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=1421)) - Tags: [[pink]] - Timeless Formula #4 How to Eliminate [Biggest Problem] without doing [The Thing They Hate] Within [Specific Timeframe] Example: How to Eliminate Your Muffin Top Without Giving Up the Foods You Love – Within 21 Days or Less! ([Location 1425](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=1425)) - Tags: [[pink]] - Finally! How to Get [DESIRED RESULT] Without [THING THEY FEAR MOST] in [SPECIFIC TIME FRAME] - Guaranteed. ‘[PROBLEM]? Get My [SOLUTION] and [RESULT]’ If you’re struggling to come up with a unique headline, this little puppy works a treat, every, single, time. Guaranteed. ([Location 1527](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=1527)) - Tags: [[pink]] - The subheadline simply restates your offer and what they’re specifically getting, such as this: ‘26-page Paleo cookbook including 16 delicious Paleo-friendly recipes you can make in under 20 minutes PLUS beautiful high-resolution pictures’. It should then go on to explain how this will be delivered, and leave nothing to question, such as: ‘Simply enter your email address below and a PDF copy will instantly be sent right to your inbox’. ([Location 1532](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=1532)) - Tags: [[pink]] - An ‘offer’ consists of two things: What your prospects want when they respond to your marketing. What they have to do to get it. ([Location 1617](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=1617)) - Tags: [[pink]] - You want to start really big, put it down on paper, then dial it back to something that’s irresistible but you’re still confident you could deliver on. ([Location 1723](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=1723)) - Tags: [[pink]] - ‘If the offer and the guarantee don’t keep the founder up at night, then they’re not strong enough’. ([Location 1794](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=1794)) - Tags: [[pink]] - A compelling offer is infinitely more powerful than a convincing argument ([Location 1798](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=1798)) - Tags: [[pink]] - Features tell and benefits sell, so talk only in benefits. ([Location 2121](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=2121)) - Tags: [[pink]] - Always include a closing point or P.S. It’s the third most read element of your letter. ([Location 2160](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=2160)) - Tags: [[pink]] - Cost per acquisition (CPA): This is what it costs you in advertising to acquire a new customer. In any business, this is the most important metric to understand. It’s the only way to understand if the marketing you’re doing is profitable. ([Location 2186](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=2186)) - Tags: [[pink]] - Know how much you make from a customer, and you’ll know how much you can spend to get one. ([Location 2205](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=2205)) - Tags: [[pink]] - Make sure your message matches the temperature of your audience! ([Location 2261](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=2261)) - Tags: [[pink]] - Targeting prospects in buy mode is best done using either Google Ads or SEO, and focusing on those super-high purchase-intent keywords and phrases. ([Location 2341](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=2341)) - Tags: [[pink]] - The job of an ad is not to sell the product; it’s to sell the click. ([Location 2370](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=2370)) - Tags: [[pink]] - ‘You know that influencers are constantly getting pitched by start-ups and businesses that want to be featured on blogs and all that kind of stuff; they’re getting hammered all the time, and these are the things that they hate. This is how they hate to be spoken to. This is how everybody approaches them, and these are the things that you never want to say to them’. ([Location 2738](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=2738)) - Tags: [[pink]] - A prescription without a diagnosis is malpractice And it’s the same in sales. ([Location 2870](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=2870)) - Tags: [[pink]] - Selling is about taking your prospects from a less desirable ‘before’ state to a more desirable ‘after’ state, and if what you’re selling doesn’t deliver your prospect to their ultimate desired outcome, then – to put it simply – don’t sell to them! ([Location 2876](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=2876)) - Tags: [[pink]] - ‘Mike, if we were having this conversation twelve months from today and you were looking back at the past twelve months, what would have needed to happen for you to be happy with your results?’ ([Location 2942](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=2942)) - Tags: [[pink]] - don’t leave the fate of your business in somebody else’s hands. If you build your audience on some external platform, you’re at their mercy. And you’re not in control. ([Location 3120](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=3120)) - Tags: [[pink]] - In today’s day and age, email deliverability is determined by three things: Sender reputation. Bounce and complaint rates. Recipient engagement. ([Location 3148](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=3148)) - Tags: [[pink]] - An easy way to manage this is to make sure two thirds of your emails are content and value, and one third is offers and promos. ([Location 3202](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=3202)) - Tags: [[pink]] - Emails that you want to get opened should always come from an email that appears to be personal. ([Location 3270](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=3270)) - Tags: [[pink]] - the prime objective when writing subject lines is that they appear to be personal. ([Location 3321](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=3321)) - Tags: [[pink]] - This is an NLP (neuro-linguistic programming) technique called an ‘embedded command’, and it’s used for planting a thought (state, process, experience, or action) within the mind of the reader, beneath their conscious awareness. The purpose of using embedded commands is to move your reader’s mind in the direction you want it to go without seeming to be intruding or ordering in any way. Whatever you want your reader to do, don’t ask them to do it – tell them. ([Location 3609](https://readwise.io/to_kindle?action=open&asin=B07N7GRHNK&location=3609)) - Tags: [[pink]]