Learning This ONE Thing Will Make You More Money

We both can send out a letter. One letter gets people to evoke an emotion. One letter goes in the garbage. That's messaging, that's copy. And we're gonna go over that today. Welcome to the Dean Graziosi show. All success starts right here. Who is this kid sitting next to me? His name is Ryan o'. Donnell. Why are you even here?

I don't know. Why am I here?

Hey, we got a great topic today. And I asked Ryan to join. He's joined our team. Maybe you saw. I did a quick little weekly wisdom with Ryan, a badass, for lack of a better word. He's 17 years old and he's running my Facebook and manage so much cool stuff. And today I wanted to create, I want to do a topic that I've never, ever shared in the history of sharing and teaching ever before. And it was something you. I said, what topic should I cover? And we're going to go over. We're going to talk about direct response marketing. And you're like, oh, does that. Does that equate to me? Does that mean anything for me, for my business? Whether you're one of my real estate students, whether you're just seeking success, more fulfillment, joy, abundance, or seeking a new way to make money or take your current business to the next level, this may be one of the most important trainings you've ever watched. And if you're new to being a part of our family, a part of this live training every month, I congratulate you for being here. The value, the wisdom, the capabilities that we deliver. I deliver. I've never had anybody on, so this is great.

It's the first time.

But this is stuff I've accumulated over the last 30 years of being in business. Sometimes I want to go into the mindset of knowing how to overcome those obstacles, get rid of negativity, get rid of worry so you can focus on your next level of life. Sometimes I want to kill procrastination, give you a better way for time management. Sometimes it's about abundance. Sometimes it's about persuasion, sales. It's about how to use the foundational pieces and the tactical pieces and, like, what we're going to share today on how you can thrive in today's changing times. You know, I feel blessed. I say this as, like, almost a wow that people pay me $100,000 a year to come right in the other room over there in our studio, three times a year to gain the wisdom, to gain the capabilities, because I'm an obsessive learner. I don't sit on my laurels and just say, oh, I did well in the past. I want to know what's going on now, when it's going tomorrow, when the economy changes. How do we create the way to bust you through to get you to that next level? Because here's what I know there are a things you could be doing right now. I hope you're watching this live. You know I'm always in the comments. I see the people are still coming on right now. Hey everybody. I'll say hi and we'll do FAQ at the end here. But hundreds and hundreds and hundreds of you'll watch the replay. You're at work right now or you're running your business or maybe with your kids doing something awesome. But it's here. For those of you that are new, you have access to so much wisdom within this portal. Make sure you go back and watch the previous trainings that we've done. Make sure you go through the three hour strategy session. Make sure you engage. Listen, we all want more, we all desire more. You wouldn't be here if you didn't want more. Another level. But most people talk about it, most people are passive in their learning. They get excited, they watch it and then immediately suck back into your old life. Now let me just tell you something. I do it too. Ryan does it. Well, he's 17. We can't ask him anything like what does he experience yet? What do you say? A couple years ago he was in eighth grade, right? Like he was too young for prom last year, you know, but, but the wisdom of what you're gonna see today is gonna blow your mind and what the potential could be for you. So today with all the topics we could talk about, I wanna talk about direct response marketing because it will affect every single person watching right now. It doesn't matter. Again, if you're in real estate, you have a business, wanna start a business, wanna side income or just wanna go to that next level. These are the foundational skills. So let me ask you, and I'm gonna share with you what is your definition between like general marketing marketing or so called branding marketing compared to direct response. So, and I'm gonna, I'm gonna give my definition, I just wanna hear yours.

For me it's like branding in this general marketing is just. You spend money on advertising or you do your social media and you just kinda sit back and you hope, you hope that the money you spend is gonna come back. You hope that everything you did on social media is gonna make you money. You Hope that all the events you sponsored is gonna make you money. And you sit back and you wait.

And you pray and you pray.

And maybe it does and maybe you get lucky or maybe it doesn't. You have no idea what you did wrong. And you're there like, why is my business not where I want it to be? Why am my new business not growing? Why am I going bankrupt?

Right? And I will just add to that great explanation. Let's think of general marketing as this. If you own a business or have ever owned a business, and the radio, local radio station comes to you and says, we wanna do 17 ads with you and we'll write the ad end. They just promote your business. That's not direct response because you can't. It's not, it doesn't have a measurable result. You spent ten grand in radio advertising and you hope your business goes up. You spent money in the old days with yellow patches and you hope people called you. You can run ads on AdWords, you can run ads on Facebook and just say, we're the best company in the world at doing real estate or doing leads or doing whatever it is you do. And that's general advertising, hoping that someone will see that ad and you'll get more business. That is the old way. That's a way. And the other way too is people think, I'm going to start a business, I need to brand myself. Now, I don't know. Branding is a hard thing because you want to get the right logo and you obsess on it and you want to get the right look and then you want to get it out there. So your brand, to me, that's, that's old school. That's, that's the old way. Let direct response marketing pay you to brand a name. Let direct response have measurable results. And here's the definition of measurable results. In direct response marketing, you track. So if you spend a dollar, you want to get back a dollar, or you want to get back two dollars, or you want to get back five dollars and you measure its direct response. You want to measure every single thing that you do.

How would you explain directly the ability to spend a dollar on whether it be Facebook ads or Google AdWords or whatever it is, and know I get $2 back within seven days. Exactly. Or $2 and 10 cents back. And when you know you can get $1 and spend $1 and get $2 out, what do you do? You just keep start spending more money. You could spend $2 and you get.

$400 right in the old days, you'd say, we have a $10,000 market.

Yeah, exactly.

Those days are gone. Now you have a marketing budget saying, if we spend a dollar and two come back, spend as much as you possibly can, because where can we get.

More money to spend in this?

Right? So let me give you an example. If you're one of my real estate students and you do postcards, you've tested postcards or you haven't yet, that is direct response marketing. If done right, what you do is you. And we're going to go over the pieces to make marketing work. Right? So we're just explaining now, but just using an example, you send out 5,000 postcards. You know how much it costs per postcard that went out. And then you track how many calls came in, how many deals were closed, and how much money those 5,000 postcards brought in. If the 5,000 postcards cost you five grand, let's say it wouldn't cost that much, but let's just say it cost you five grand. But you got one deal out of that that brought you in 20. Your direct response marketing says when we spend 5, it brings in 20. Let's go spend another 20. Compared to the old days of sending out a postcard and saying, hey, we're the house company. Best people in the world. When you're ready, you should call us. It's compelling copy, it's compelling words. It's three things. It's delivery systems, messages, and target audience. We're going to go over those today, and I want you again to think about this. Sometimes I go into really heartfelt stuff that we all need to plow through to make our business go. Other times, I want to give you the secrets that are generated. I mean, with direct response marketing, I've done hundreds of millions of dollars in sales. I know direct response marketing better than most people in the world. And I want to boil it down in a way, and that's why I wanted you here with me today, Ryan. I want to boil it down a way, because I want you, no matter who you are, on this list right now. I'm so glad we got more and more people coming to join us. Congrats for being here with us. I want you to see that no matter what you want to do, where you want to go, the right direct response marketing and the ingredients we're going to cover today can dramatically improve your business. In fact, I shouldn't say dramatically improve. Set you apart from everybody else. And there's three things that I want to talk about. First, and you should write these down. And remember, we're going to go over, have some Q and A at the end. The first thing about marketing is there's delivery systems. Now, again, this might sound too technical, but really stick with me, because we're going to get into copy and emotions and how you get people. When there's lots of ads on Facebook, lots of postcards, lots of radio ads, lots of TV ads, how come one person stands out? Why does one person always click on that link or call that number? Or there could be two restaurants. Why is one slammed and the one with better food's got nobody in it? Because one's a better marketer, one has better compelling copy. One pushes someone to take action. One knows how to have a call to action. The stuff we're gonna cover today. So I don't care what you do, you need this today. So the three things are a delivery system. To me, a delivery system is what? Share.

It's Facebook advertising, it's Google AdWords, maybe it's direct mail, right?

Could be TV, could be radio, could be flyers, Whatever it is the delivery system, you need the right delivery system. So we know that. But the second thing you need is the right message on the delivery system. So think about this. $100 bill and a $2 bill are the same paper, same size, but one is worth a lot more than the other. You have to think about your messaging, whether you're doing postcards, whether you're trying to get leads off of Facebook or Instagram or AdWords or your website or someday in the future, or trying to get promoted in the job you're at or starting a new company. The message is the key factor, right? You could deliver it through Facebook. But listen, I've literally had people say to me, direct mail's dead. Doesn't work anymore. And literally in that week, we spent maybe $100,000 in direct mail that week because it's giving us an roi, right? It's like we both can send out a letter. One letter gets people to evoke an emotion. One letter goes in the garbage. That's messaging, that's copy. And we're going to go over that today. Whether you're speaking copy to sell face to face, whether you're doing it through ads, whether you're doing it through video, whatever it is, one message doesn't get you sales, One message gets you sales. And we're going to go into that a little deeper today, too. And the third thing is the target audience. So think about it. Delivery system, the message, the right Wording and then making sure the right people are looking at it. Right. So if you think about it, Ryan is literally running my book campaign on Facebook from start to finish. It's amazing. It's why I want him here and doing so well. If my book is called Millionaire Success Habits, greatest book I've ever written. Most of you haven't. Most of you read it. You know how passionate I was. You know the messages that I shared in that book. But if Ryan was on Facebook targeting 17 year old kids who specialize in hockey, do you think we'd make one sale? Even if the delivery system was good as Facebook and the message was amazing, it wouldn't work. If we had an exercise program on how to run Mount Everest, how to be ready for Mount Everest in 14 days or less, and we targeted 85 year old people or above. Not that some of you watching could do it above 85, would it sell? No. So think of those three things in your company, in your business, in your real estate, in your future, things that you want to do. Delivery systems, the message and the copy. So let's start with, and I'll let you talk about this a little, Ryan. This is quick, it's self explanatory. But let's talk about delivery systems.

Yeah. There's tons of ways we can deliver, whether it's direct mail or Facebook ads. And it's really not that important. As long as it works, the only thing that matters is roi. So if everyone says direct mail is dead and direct mail is working for you, keep doing it. If everyone says Facebook's dead and it's working for you, just keep doing it. But the one thing that's really cool, the one that we're using a lot right now, is Facebook. And it gives you this unbelievable ability to reach almost anybody in the world. There's like 2 billion active users on Facebook and you can reach every single one of them like that. Just like you put up an ad and you can reach anybody in the world, you can say, I want to reach people who are between the ages of 60 and 65, who make $100,000 a year, who live in this area, who like hockey. Right. Like you can just target anybody in the world. And Facebook gives you that ability, which is one of the unique abilities of Facebook that allows you to scale so fast. You can just get to billions of people as long as it's profitable.

Yeah. And we don't make anything for pushing Facebook, but it's just a great way. Again, if you're one of my real Estate students. Matt Larson, my top real estate student, is killing it. Finding buyers and sellers on Facebook. We've helped them a little, but they're mastering it, right? Because the people are there and you can target the people you want. So delivery systems, take us two seconds to describe, but now let's go into. We know delivery systems. I think that makes sense, right? However, your advertising is going to be for your new company, your current company, your future company, or, you know something. Real estate now is. Let's talk about copy. Let's talk about copyright. In our world, they call copywriting the ability when somebody writes a copy, writes words that get you to engage. So let's talk about the difference. We talked about the $1 bill and the $100 bill. It's the message on the paper. Why is it that when you scroll through a Facebook feed, you go through past so much stuff and something stops you? Something stopped you to get my book, if you found me on Facebook, or to get one of my programs, right? So you're going through this and something stops you. That's the message, that's the copy. And I'd like to go a little deep on this one because this is the game changer. This is the one that most people get wrong. Most people think that they have to be really great writers. I mean, I was the worst. Same with you. He barely got out of high school. I barely got out of high school. We didn't go anywhere. He writes amazing. I want to talk about how you got good copy. What you see, copy is. But we're going to talk about three things, and Frank Kern, our buddy, is really good at this. First of all, we're going to talk about headlines. That's the thing that makes you stop in your tracks again. You're one of my real estate students. You could put, I buy houses. Maybe everybody puts that. So what headline could you put that could stop? People go, oh, this one's different. I feel this right? Or your business, so we'll talk about that. Second is if you look at copy, meaning your video message that you want to sell something, the thing you write, the thing you want to talk about to your boss to get a promotion, you want to talk about a partner to give you money. When you look at everything that sells, there's really three components. And you should write this down. It's here's what I got. Headline attention, right? Here's what I got. Here's what it'll do for you, and here's what you do next. And if you break those down, with here's what I got, here's what it'll do for you and here's what you got next. Here's what I want you to do next. Think of it this way. Here's what I got for you. And I took all these notes in the last couple days is the features and storytelling. Here's what I got for you. I have a way that if you can't sleep at night, I have a way that's all natural, that if you take one pill and put this little oil behind your neck and you just listen to this music for three minutes before bed, it's guaranteed to get you to sleep 10 times faster. The story could be, I suffered from insomnia. I'm making this up as I go. I suffered from insomnia. I knew what it was like to stare at the ceiling, to worry about how the next day was going to be with only minimal sleep. But then when I put this on, I did this and I listened to this, I was out. I slept better, changed my life. That's features, that's storytelling. That gets you engaged. Here's what I got, here's what it'll do for you. If you are someone with insomnia, this is where you talk about the benefits. This is where you bullet everything. It's all natural. It comes from a special place, it comes from a different part in the world. It's all FDA approved, whatever it is, right? And then the last thing is the call to action. That's here's what I want you to do now. If you are a person who doesn't sleep and you'd like a natural way and you'd like to feel the way I feel, what you need to do is xyz. Click the link, call the number, get the course, get the product, get the house and think about that with real estate. If you're a person that has a house you can't sell, if you'd like to sell it for cash fast, what I'd like you to do is give me a call. I'm the number one house buyer in your area. It's quick, it's easy, I pay, I pay quick, I pay fast, blah, blah, blah, right? So I'd like to go. That's the 30,000 foot view of copy. I am going to just today again. This is the first time I've ever shared this because sometimes I think, is it too technical? No. This is what you need if you're going to be in business, if you are going to make money. If you look at any successful person from Tony Robbins and Brendon Burchard in that personal growth space to iPhones and Apple Computer with the way Steve Jobs ran that company. If you look at any of those, the reason that they rose, the reason they did so good, is because they knew the delivery systems. But the copy, the messaging, you couldn't wait to hear what they had to say. Or someone else could deliver just as good a phone or just as good a product, but they're missing out on a copy. So let's talk about copywriting. And I got some. Of course, I could just keep talking, but you're here, so I really want to.

One thing I want to say about it, before we even get into the details of it, is the one thing that's really just cool about copy is imagine you had the best salesman in the entire world. Maybe you're a car salesman. He's the best in the entire world. He's limited by the amount of people he can talk to. Right. He can be the best in the world. He closes 100% of the sales, and he gets to talk to people in person. And he's so good, he's so compelling. But what's cool about copy is it's the ability to multiply that salesman. You can take the best salesman in the world and you can multiply him literally times a million or a billion in front of a hundred million people with that same salesperson. But it's just salesmanship multiplied.

Yeah, my buddy Joe Polish calls it can and clone yourself.

Yeah, exactly.

You could stand like in the old days. You can go to a fair and stand there and sell your product as people go by, and you could be the best salesman, you could be the best marketer, but you're limited by the people that go by. You take that message and you can it and you put it on a delivery system, on a postcard, on Facebook, on Instagram, on social media. And all of a sudden it is just replicating itself and driving the right kind of people, which we're going to talk about next to you. What else you got to say about copy?

The biggest thing about copy is a lot of people are trying to write to, like, impress. You got to write to, like, talk to your audience. Get inside their head. Think how are they feeling? How are they? What are their concerns? What are they worried about? What do they want? And really write from thinking, having the customer in mind, rather than having yourself in mind. So think, what do they want? What are their problems? What are the things they want? And then just start writing Based off that. And you gotta remember the more you tell, the more you sell. So a lot of times people are like, oh, I gotta make it quick so that we get their attention. They're like, oh, the attention span's super short. Will make it one sentence. That way they read it right. But the thing is, if you write one sentence, no one's gonna buy from you. You gotta tell them as much as you possibly can. When people, like, make a buying decision, it's like they're making. For most people, it's this big decision. It's like if someone has cancer, they don't want the little quick summary on cancer. They want the whole book on what it is they need to know about. And the same thing goes for making a buying decision. If people are gonna pull out their credit card and trust you with it, they want to know what they're getting, what it's going to do for them, what happens if they don't like it, all the stuff in between. So you need to tell as much as you possibly can about that product, about your service.

Yeah, people, I've been saying this for years. Two things you want to. No matter what your business is, no matter what business you want to start, or in a current job you have, if you want people to take action, then remember this phrase. People will buy from you or learn from you when they feel understood, not when they understand you. What most people do is say, I've done this. I'm the best. I've been through the world. I've killed it. I almost failed. I came back and now I have this, I have that, I have this, I have that. And most people will read that and go, that guy's great. He did a good thing. But he's not. They're not emotionally connected to you to make a buying decision. Think about a car salesman. You talked about a car salesman before. If you went by yourself and you went to a car dealership and a guy came out and said, hey, how you doing today? It's a great day out. Hey, listen, I've been a salesman for 32 years right here on this lot. And I can tell you're looking for a nice sports car and things have changed. You want this, you want that. The technology, the wireless, the Bluetooth, it's going through this whole thing and just telling and telling you, I've done this, I've done that. You can have this. And it's a great deal. Today. It's on sale, and we can get you in this car. You can drive off in this Car, not knowing that this guy just left his wife and four children at the diner so they could have some hot chocolate while he came over. And he's not there for a sports car. He's not a single guy. Maybe he wants a sports wagon, or maybe he wants an suv, but little chrome wheels on it so it doesn't look like a Mahmobile. I don't know. Right. But that salesman was trying to get that guy to understand him. A simple analogy is, what if a salesman just walked up and said, hey, it is a great day out today. Hey, what's your family like? What are your needs? What are you looking for? I'd love to see if I have the opportunity to help you today, but I can't do that until I really know what's going on with you. Which salesperson would you like to talk to? And in a lot of ways, what we do wrong when we want to sell ourselves, sell our business, sell our properties or buy properties, we're so passionate about what we do. We give too much of us without letting that person feel. You want the other person to be like, wow, this guy gets me. This girl gets me. She understands.

That's one thing you really get. There's so many people who come up to you and they're like, this guy gets me. I think that's one of the reasons you've been so successful in direct response marketing is because you know how to connect with lots of people.

Yeah, you want. You want people to feel like, yeah, I get you. But what going back to is you need to know your target audience. Who is it that you're going after? If you're looking for people desperate or needing to sell a house, that's who you go after and live in their mind. Enter convers. Write this down. Enter conversations already going on in the mind of your prospects. Enter conversations already going on in the mind of your prospects. If your prospect is someone who owns a house for cash and they need to get rid of it, what do they feel like? What's their fears? What's their worries? What's their desires? Talk into that. Solve their problems in advance. Overcome their obstacles in advance. If they have reservation, overcome their reservations in advance. Think like they think. If you're looking for people that want to buy a house, same thing if you're selling information, product. If you want to start a new company, your whole goal is to live in the mind of your prospect. I used to draw. It's fun talking this with you. It's good because I feel like I'VE been mentoring you and you're doing such a great job at all the stuff you've done. But I used to draw on paper, like when I was doing, when I was writing copy or getting ready to do a video, I would draw a picture of a tent and I would say, time to camp out in the mind of your prospect. And I would just draw a tent. Like, we need to camp out and feel the fear, their worries, their desires, their dreams, their goals. We need to live in there. And if we answer their questions, overcome their fears and show them the path to a better way, then you get to the yes, you get the sale, you get the deal. And when you combine that, and this is one thing I want to say, what I'm sharing, and we're sharing too, today, can put you at an unfair advantage of most of the world. Most of the world doesn't know this, doesn't know why. When you know, my first book came out and there was a book with Trump and Kiyosaki at the same time, all on real estate, I sold a million copies. They sold 75,000 copies. I am nowhere near as popular as those guys were, but I was better at marketing. And here's the the ethical part. If you're going to use this type of strategy, make sure whatever it is you deliver the house you want to buy the house you want to sell the book you want, whatever it is you want to do, make sure it's so amazing that you're proud of it. Because when you're proud of something, when you know it changes life. Listen, I know being a part of this monthly training will change your life forever. I will do everything in my power to get you to sign up, to get your credit card, and to get you to stay here month after month. Because if you absorb this knowledge, it took me 30 years to figure out, and you implement it in your life, you go that much faster. What could be your ROI on being a part of this group? Right? You can make it in one little tweak, one little add, one little change, because I've already been down that road. So when I know how passionate I am, when I know how my book can change your life, I'm going to do everything in my power to get you to say yes, to pull out your credit card. And when you do, we both celebrate. My business grows. I get to help more people. You get the wisdom to get your business to grow. So I just wanted to say that this stuff, when you apply what we're talking about, it's an Unfair advantage that most of the world doesn't have. Just make sure you're doing it with stuff that really lights your heart up and makes you feel great.

I think it's Jay Abraham who says, if you truly believe what you're selling is gonna help your prospect, then you have a moral obligation to do everything in your power to sell it to them. Which is exactly what you're just talking about.

Yeah. And it's a true statement. And it makes you. You better at sales. We're talking about copywriting right now, which is sales, written sales or video sales or talking face to face, really whatever you want to call that. So many people are a little bit afraid of sales. And I just want to touch on that for a second. Is if you have something that can dramatically change, enhance, increase, or supply a need, and you love what you do, selling is not hard. When people say to me, I've had people literally say, like, well, tell me. They're the people who tell me about a restaurant, like, oh, my God, there's a new restaurant downtown. Oh, this thing is unbelievable. They have this filet mignon. They have the asparagus and they wrap filet mignon around it and then they fry it quick. And they put it. And they dump this sauce over it. Oh, my God, my mouth was watering. I want some right now. And then five minutes later in the conversation, I'm already sold. I'm going to that restaurant. I'm doing it now. And then 10 minutes later in the conversation, we talk about Stella. Oh, Dean, I can never do what you do. I can't sell. I'm like, really sold me. I'm going to that restaurant. I'm going to that restaurant. I have a stomachache. I'm so hungry right now that I wanna go eat that.

I'm gonna eat dinner number two.

Exactly Right. When you're passionate about something, then get the capabilities and sell and get people engaged, get people motivated. If it's a charity and you know you're changing people's lives, you wanna do everything under the sun as long as it's ethical to get people to help to change the world. And when you get. When you get to that place, it's not selling anymore. It's engaging. What else? Anything else you want to say on copywriting?

The one thing I'd say is just, it takes practice. You're not going to get it first try, probably. You got to practice and you got to keep practicing. And when you practice a lot, eventually you're going to get good at it. Just like Anything else. The more you do it, the better you'll get at it. The more effortless it'll be. In the beginning, it might just be boring as heck, sitting down writing, and you feel like you can't do it. But if you just keep doing it, it gets super easy to the point where it just. It comes naturally to you.

Yeah. And just keep practicing. And a couple things I just want to let you know what I do. I'm better at saying it than first writing it. Ryan likes to sit. Right. So what I'll do on my iPhone that's sitting right here, I'll go to Voice Memo, and if I'm thinking about, oh, my God, I got this idea for getting people engaged in my book, I'll just hit the record button. Hey, everybody. You know, in today's class, crazy times. Wouldn't you like to have a guide? Wouldn't you like to have someone who has been down that path, who's failed miserably and found a way, just a better way? If you're looking for something that could change life, I think my book could be the answer. End. And then I send it to Rev.com Rev Rev.com and it gets transcribed, and I come back and I clean it up, and I got copy, right? He'd rather sit and write.

He'd rather sit down and I'd rather write.

And he's been disciplined. And remember, writing compelling copy is less about being a perfect writer. If you're an author, you're writing stuff to invoke an emotion. So if we go back to what I said, speaking, basically, if you're speaking.

To someone the exact same way you do every single day, to your friends, your family, the exact same way as if you're speaking to them, whatever you'd say out loud, write that down. And that's really it.

Yeah. And if we go back to the three things that Frank always says, I like the way he sums it up is, here's what I got, right? Just think about it. If you're sitting down and write, whatever it is, you got an ability to buy houses or sell houses, or you're selling a widget or you're selling a product or you're selling pizza, or you've got a new company, you're thinking about, here's what I got. That's the first part. So write what do you got, right? Tell it through a story. Tell it with features. Secondly is, here's what it will do for you.

Here's how it'll change your life.

Here's how It'll change your life. Here's how I can close on houses faster, quicker and easier for cash. Here's how I can get you information that'll go you faster, quicker and easier. Here's how you can lose weight faster, quicker and easier. Here's how you can eat the best pizza. You know what, what is it that you have? And then the last part I want to talk about, and this is the part some people choke on, is the cta.

Yes.

That's the call to action. That's, hey, here's what I got. Here's what I could do for you. You should get this stuff.

That's one of the big differences between direct response marketing and general advertising.

There's no CTA at the end.

Yeah, in general advertising, it's just, here's my brand. We've been in business 40 years, the end versus in direct response advertising or marketing. There's always a call to action. At the end of your sales message. It's always, here's what I want you to do now. Go to deansfreebook.com and order a copy of Millionaire Success Habits. There's always an action you're trying to get people to take.

Yeah. And so I want you to think about that. And the assertiveness and politeness is really important. Important it's not, hey, and if you feel like giving us a call. No, it's like, think about, what is it I'm buying, I'm using house because I have so many of my real estate students in here. But this is for anything. But say you want to buy houses. At the end, the CTA could be, hey, if you ever need to sell your house, give us a call. That's kind of like, it's kind of a cta. Wouldn't it be better if you said, hey, I'm buying three houses this month in the so and so in the Moline area. If you have a house that you'd like to sell fast, easy, for cash at a fair price, hurry and call before I fill my three spots. That's different, right? Yeah, that's a different offer. That's a different call to action. And that's the kind of things I want you to think about. If you're selling a product, how do you make yours desirable again? There's so much noise out there. If you don't have cutting edge copy, if you don't have a cutting edge call to action. If you, if you don't talk about the benefits, if you just talk about the features and not the benefits, somebody's going to write better copy, say better words, say better words in person or on a video than you. And their product could suck. Their way to do property could suck compared to you. But because they had a better message, they're getting the phone call, they're getting the click, they're getting the email, they're getting the lead. And that's why I wanted to stress how important this is to understand, to live in the mind of your process, to enter conversations that they're already having and study good copy. Go online and see the ads that are running over and over again. We're going to talk about my book ad. Go look at that. Like, just look how we work really hard on the messaging and implement that wherever it fits in your life, in your job, in your life, in your personal life. Selling yourself, selling your co workers, selling your friends, selling your husband or wife on the addition you want to put on the back of the house. It all works all the time. Differences. The messaging makes the difference.

And the one thing that's really cool about direct response advertising and marketing is that no matter where you are, whether again, you're a real estate agent and you're trying to get more leads or you want to start a business, you're at complete ground zero and you don't know how to get to that first step. Or if you already have a business and it's struggling, direct response marketing is the fastest way to get to the next level. If you're at ground zero, you can test with a little bit of money, get $1 to turn into $2, and then you just throw more money at it, and all of a sudden you're putting $1,000 a day in and you're making $2,000 a day back. So it's the fastest way to scale. Or if you're in real estate and you're struggling to get leads and you start getting direct response advertising to work and you're spending 50 bucks for a good lead, then you just start spending more money, and then all of a sudden you're not doing one deal a month, you're doing five and then 10 and then 20. And it's infinitely scalable, basically.

Yes, exactly. Because it's self funding, self liquidating. Right. You're not just spending and hoping, you're spending and measuring.

It's like playing a slot machine that's working.

Yeah, exactly. We're gonna, we're gonna get to Q and A at the end. But Ken, great question. How would you go about practicing copywriting? That's great, because you're 17 years old, and, dude, he's an amazing copywriter. But it didn't just happen overnight.

I was so bad. I was so bad. The way to get good at copy is practice is just practice. So literally, you could. Doesn't matter what you're writing about. You could be like, all right, I'm gonna sell this coffee mug today. And then just sit down and just start writing. Just like, practice writing over and over and over again. Or speaking, if you want to speak it like Dean does. Practice selling stuff over and over and over again. And then also, at the same time, start learning about copy. So read great copywriter sales letters so you start to get an idea for framework and structure and that sort of stuff.

So give me one. What would be one of your favorite sources?

One place that's really great if you guys want to learn copywriting is the garyhalbertletter.com I think it's thegaryhalbertletter.com? if you Google Gary Halbert letters, it'll pop up.

Yeah, Google's one of the greatest copywriters and shared to all the guys I know. Do it. So I think that would be a great place to start.

Another great book is Dan Kennedy's Ultimate Sales Letter. That's a great book.

Okay.

But the biggest thing is writing copy, like, in the beginning, it's gonna be hard. It's not gonna make sense. But just.

And you used to write stuff like that.

I would literally like, all right, there's duct tape on my desk. I guess that's what my sales letter's about, right? I guess if they want to, I could send an old sales letter, maybe give them an idea.

Yeah, we'll send you some examples. And he doesn't write okay copy. He writes great copy. Compelling copy that gets people to take action. I hope, like, being this transparent and allowing you to see is why you're here, why you raised your hand. And I hope you see the value of this and the time and effort. But if I didn't write compelling copy or he didn't have an ad that we were working that got you to click, got you, and got here, you'd be someplace else right now not getting this valuable information. So I hope that helps. All right, let's move on from copy to target audiences. So, for example, excuse me, let's say, like, my student Matt Larson is killing it with real estate and killing it with postcards right now. But you have to have all three. Three things. The delivery system. That's the postcard, right? You have to have the copy. That's what's written on the postcard. You could write the wrong thing, it goes in the garbage. You write the right thing, people look at it. So Matt's ad. Let's say Matt's ads, like, hey, sick of. You know, sick of. Sick of all the rest. Want to deal with the best. Sell your house fast for cash, fair price. Close in 14 days. No hassle. Give us a call. Now, that's a delivery system, which is direct mail postcard, that's. And the copy that's on it. But without the last piece, it doesn't work. If Matt just sent that to everybody in his town, somebody's sitting home, and they have three kids. They love their house. What would they want that postcard for? So the target audience. And what Matt does, I'm just using that as an example in the real estate world is he only sends those postcards to people who own their house for cash. They have lots of room to wiggle room. Right. He only sends it to people that are houses that are unoccupied. So own for cash and unoccupied. So if you own the house on 123 Main street and you move to a different city, that thing's costing you money. It's deteriorating. People are breaking in it. You're highly, much more likely to want to sell. So those postcards only go to the audience that could be really motivated to buy. Maybe you could talk about how you do that on Facebook. Even selling my book.

Yeah, exactly. The way you guys go about it is, again, just kind of going back. Just kind of go back to what you were saying is if you like selling hamburgers, right? And you wanted one advantage over anybody else, the advantage you want is a hungry audience, Right? If your audience is hungry, it doesn't matter how good your burgers are, they're gonna want to buy them. So the same thing goes for Facebook or direct mail. And the one thing that's really cool about Facebook in particular is what we've been using a lot is you can target anybody. So Dean's book, it's Millionaire Success Habits, I can target anyone who likes Tony Robbins or anyone who likes Brendon Bouchard. And then the even cooler part is once we've had some book buyers, maybe 50 of them, what you can do is you can actually tell Facebook to say, hey, find as many people as you can that are as close as possible to the people who've already bought the book. Which means Facebook literally compares thousands and thousands of data points that we can't even comprehend and figures out who is most likely to buy this book.

Right.

It literally was like hacking the system.

I mean, think about that. When I started in direct response, almost 20 years ago or 20 years ago, none of that existed. I was on TV and I just cast a big net, which is great. Maybe you met me and saw me on tv. Great, I'm back on TV now. But the difference of what Facebook is, we're not spending advertising dollars for someone that would. I don't want to target anyone under 20 or someone that, you know, there's people that love that kind of book, this kind of material. Some people would never look at it. We have the ability to say, don't show my ad to them, because we're just wasting dollars. We're wasting clicks. Only show my ad the people that are most likely to buy.

The cool thing is Facebook does a lot of that for you too. So Facebook knows, based on who's already bought your book, who's most likely to buy it. So they're not going to show it to people who are 20. They're just not going to show it to them. They're going to find exactly who it is. You might not even be able to guess who it is. You might think it's Tony Robbins fans, You might think it's people who are interested in real estate. But Facebook has the ability to figure out what it really is that makes someone likely to buy your product, likely to buy your service, likely to become a lead. And then literally, after you've had 50 people buy your product, Facebook can find 10 million people who are exactly like those people who bought your product, which gives you this unbelievable scalability that we've never seen before, like, in history. It's crazy.

And that data, I mean, just so you know, Facebook, Google, probably the two biggest track everything you do, everything about you, everything you click on, every book you read, every website you search, they are compiling that data at a rate that is exponential growth.

They know your credit card score. They know where you live.

So think about this. No, it's growing so exponentially, it's hard for the human brain. I just was in a just in Paris and a mastermind with some of the smartest people I know. I mean, so smart. My buddy Evan's so smart. He burns my brain. And he talks about exponential growth. And you've heard this with a penny, a penny a day for 30 days or a penny doubled. But he was talking about, like he said, think of a stream with exponential or pond with exponential growth. And there's sprouts coming up. And over 30 days, 30 new sprouts came up. But if you went over 30 days and those sprouts in the stream, it's a good visual. Doubled every day. There was one, then there was two, then there was four, then there was eight, then there was 16 and 32 and 64. 128. Right. It doubled every day at the end of the 30 days. Here's the crazy part. At 25 days, because it's a curve like this, exponential growth at a curve at 25 days, the lake would be mostly empty. There'd be not many sprouts. By day 30, there would be over 1 billion shoots coming up in the lake. Right. That's exponential growth. It's almost hard for our brains to determine. But the good part about that is right now, the way Google and Facebook and other places are acquiring data, we're getting exponential growth. They know everything about you. They know your buying habits, what you do, how you do it, when you do it. That's why you go online. Like, oh, how'd they know that I like Dean Graziosi, he's sitting right here. Yeah, they know I like that.

They did this, actually this interesting thing where they are able, based on what you like, tell almost anything about you. So like within, like I might have the numbers messed up here. Within every like 10 likes, they can, if you've only liked 10 photos, they can tell your sexual preference with 80% accuracy. They can tell how your childhood was. They can tell these unbelievable things that you don't. It doesn't make sense, but they're able to tell these unbelievable things about you that your family doesn't know, your friends don't even know based on how you like things, how you interact on Google, it's unbelievable.

Artificial intelligence is growing faster than you can imagine. I'm not trying to scare you. I'm not trying to make a big deal. What I'm saying is awesome for us. Because when you advertise now, instead of just saying, I hope all these people come, you can say, no, I just want those people who own houses for cash and do this or I want this, or I want this kind of person. I want an educated person. I want someone that's not educated. And you can fine tune that message. So when you have the delivery system, you combine that with great copy and messaging and you only see serve it to the people that are most likely to buy, you are ahead of everyone else.

And once you get it to work, even if it's like on a small scale, you're spending $10 a day on Facebook and all of a sudden you're making $15 back. You win, it's game over. You can spend $100,000 a day and then make $200,000 back. It's just this unbelievable scalability that you can't even comprehend. You can scale so fast, whether you're starting at ground zero or you already have a million dollar business.

Yeah, not that long ago when you wanted to be in business, even the real estate space and you wanted to get online, have an online presence, it was like the $10,000 website, like that was the, that was like you'd go and you'd find a. Think about a website developer, a website builder and do I have to lay out the website and what's it look like and where do I put headlines and where's my logo and how do I acquire it? And that technology has changed and made that so easy. Those days are gone. I literally used to have five IT people, people that would build websites and technology. We're down to a half of one and we're bigger than we've been in years because technology has just changed. I mean when you look at my buddy Russell Brunson, he's in my hundred thousand dollar group, he's a part of it. Amazing guy, owns a company called Click Funnels. Click Funnels has eliminated the need for a website. It's eliminated the need to try to find, figure out how to. And we're going to talk about, I'm going to go a little deep here and talk about something called a funnel that you should have. No matter what business you have, a little tiny one or you could call it a follow up or customer experience, whatever you want to call it. Those things I've obsessed on for 20 years. If you're one of my students and you've been with me for a long time, you know I do a weekly wisdom over eight years. Every single week I obsess on the follow up. I obsess on making sure you feel that you're loved, you're cared about, you get wisdom, value and all the things that I try to do to build value. Those days you used to have to use all this different technology and have IT people and pay lots of money and they're gone. And later on I'll show you how you can get. I can show you how to get Click Funnels for free, for a trial. I think we have a link to get you.

Oh, for those of you who don't know Clickfunnels allows you to literally drag and drop without any tech person create these super complex websites that literally would cost you tens and thousands, tens of thousands of dollars literally within minutes. I think Russell does this thing called funnel hacker or whatever where he builds this entire complex sales funnel that would have costed him 20 grand before. Out in what I think it's like an hour.

It's unbelievable. So what I want to share about that and we won't go deep on that training. I just want to let you know what used to cost so much and be so complicated because of technology, because of exponential growth, because of that it's changed. A company like Click Funnels, you have the opportunity to go and drop and drag and so say whatever it is you're selling. You're selling these coffee cups like Ryan was talking about before. And you have the delivery system, it's Facebook and you have the message on why this is. It keeps it hotter. Callers, whatever. This is the better cup. It's the most basic cup in the world. The call to action is get these cups before they're gone. If you want to put that on a website to sell it. The old days, you spend the ten grand, you get a Merc to do all this stuff. Now you go to a company like Click Funnels and you have the opportunity to set a website up in moments. Point and click. Not tech. No, you're modeling. And then what I want to talk about is the funnel, the follow up, the sales process. If you want to say get two cups for the price of one is an upsell. All those types of things you can read. You have the opportunity to do that within a company that literally everybody in our company uses Click Funnels now. Not the IT people. People. So just want to lower the complexity bar of thinking. Oh, just. I get that. But this part. Life has changed. Technology's changing. Your opportunity to make more money in real estate or any industry. I think this is the greatest time to be alive. People are scared. What? There's 1700 new millionaires a day made in America right now. A day more than ever before in history. And I believe a lot of it is because of things like this and you just most people aren't aware of. So we'll talk. Do you think Target market? Let's see. So now I want to talk about. So let's. I don't want to go too deep. Maybe if you guys want on another session, we'll go deeper on how to build a Click Funnel account or build a website for whatever business you're doing. But I want to think about if you had that website and you're able to do that and think about where the unfair advantage is. Post purchase or post coming into your, into your, if you're a real estate investor, whatever it is. And that's, that's the unfair advantage. Most people don't know. And again, whether you call it the customer experience, call it bonding, call it a funnel, what that really means is, hey, I clicked on your ad, I liked what you were serving. How are you going to treat me after that? How would you explain the post purchase?

Yeah, so there's, there's more that just happens than the ad. A lot of people will try Facebook advertising and they say Facebook advertising doesn't work. But Facebook advertising, all it is, it's like gasoline, right? So you have your funnel, like your sales page, your order page, your upsells. That's your funnel. And that's the most important part the advertising. That's just the gasoline that you pour on it. Once that works, the delivery method is the gasoline you pour on your sales funnel. But your sales funnel is the most important part. It has to be able to turn eyes, eyeballs, looking at your screen into paying customer. So that's the part you have to focus on the most. Anything else.

Online marketing, this type of marketing, direct response used to be for like this little niche corner. Now Internet marketers, it's everything. If you're not an Internet marketer, if you're not a niche marketer, if you're not a direct response marketer, you're not making money, you're not in business, you're not playing the game and you're wasting money on advertising. You're wasting money with bad messaging. You're wasting money sending it to the people who wouldn't buy your stuff in the first place. You're wasting it in the wrong delivery system. When you can fine tune those, you have the opportunity to ramp your business up. I hope this, I hope we had the ability to, I hope we had the ability to share everything we did today. I know we got a lot of great questions coming in. Please. Deepak Chopra. I have never targeted my marketing Facebook. It's exciting. Where can I learn about it?

Places you can learn about Facebook advertising. I would say the John Loomer blog is a great place to get started, kind of learn. He doesn't talk a lot about strategy, but talks about a lot of like the mechanics of it. And I think that's a great place to start if you guys want to learn about Facebook advertising. And you want to, like, just learn the basics of it, maybe how to set up your pixel, all that good stuff. The John Lewer blog is a great place to start.

Okay, angel, you said, I spent $300 on my direct mail last year and I got a 5% response. 5% response sounds great. That's a. That's a huge response. But what does that mean in dollars?

Like, what's the dollar?

What you want to do is everything you do in direct response, kind of circling it back around. Everything you do in direct response has to equate to how much did I spend and how much came back. So. And here's where you could fail, right? How direct response marketing fails. Let's say you spent 300 bucks, 5%. Lots of people called. If you didn't follow up on those leads, that's not the marketing's fault. If you didn't have anybody to go actually close the deal, if you didn't have the money to do the deal, if you didn't have buyers lined up, that has nothing to do with the marketing. If you spent 300 bucks and you got a 5% return, equate that to how much money you made. And if you didn't make the money, see where the holes were? 5% of people are contact. That was a good direct mail piece. Where was the hole? Did you not call them back in time? You know, if this is what you do, you know your exact person. You know who you're looking for. Think about this. Think about even the 8020 rule. If you're already in business, think about your 20% of clients who spend the most like you the most, refer you the most. And the people that you're just dream clients and create the avatar of them. They're 40 to 75 years old. They make $150,000 or more a year. They own a house. They have a credit score above 700. Start making the avatar of that person, and that's all you go after. So that's the delivery system, right? Then make sure the message fits that person. What are their goals? They want to retire earlier. They want to have enough money to live to 90 comfortably or whatever those is. So that's your copy, because you know them. You enter the conversation already in their head. You finish their sentences, and then you want to make sure you target the right audience when you combine them. And then send them to your page to collect that data with the call. Call to action. Give me your number. Let me help you. Let's do this.

Think of like your target audience. Like fish in an ocean. Right. And you want like your attraction thing, the thing that's going to get them to opt in, give you their email address or the thing they're going to buy as the bait. Figure out what do these people want? So maybe they're trying to find a new home they might be interested in. What did homes sell for in their area?

Right.

And they opt in with their email to get that thing. So figure out what that thing is, what the bait is that's going to attract those customers and have that as the first thing they see, the thing that's going to attract those people to where you can sell them something in the future or right after that.

Yep. I hope you enjoyed seeing behind the curtain of one of our inner circle trainings where each month we teach next level mindset, marketing and momentum. The three M's that I believe are the difference between wanting more and actually achieving more. If you'd like to be a part of our inner circle, we created a really special opportunity in these unprecedented times. Well, they're unprecedented times. So we created an unprecedented opportunity. And right now you can go to deansnextlevel.com that's deansnextlevel.com, watch a quick video and see how you could be part of the inner circle for less than about a movie and dinner a month and gain those next level capabilities to thrive in these uncertain times. If you liked this podcast, make sure you rate it and also make sure to click subscribe so you never miss out. Remember, all success starts here.