Proving is More Convincing Than Convincing

Good morning. Okay, we are going through My Life in Advertising by Claude Hopkins. And in 1997, journal number seven, this was a big recurring theme. Kept talking about the books that I was really going deep in. And there's so many things that I have learned from applying the lessons of Claude Hopkins.

And we mentioned any of the. Any modern marketers that have really come up in that direct response world will credit things to Claude Hopkins. So this series I'm really kind of calling My Life in Applying My Life in Advertising. And one of the lessons that Claude mentioned here is that a good article is its own best salesman. And when you think about what he was saying here is that if you take the example of sales people selling products door to door or in a closed environment, the thing that they would always do is they would sample.

And he would say, you know, it's uphill work to sell goods in print or in person without samples. And so when he says that a good article is its own best salesman, I think what that has come to mean to me is that if you have a product that you know is going to get the result or that people are going to love, there's no. You can feel confident in giving people the experience and proving to themselves that this is the most delicious food product that you've got or that this is a, a good or a service that works. And there's been many examples of how I've applied this. I mentioned the mosquito control.

In the mosquito control world, awareness of mosquitoes is super high. We all know that mosquitoes exist. We're all annoyed by them, we all don't want them. But we've also had many disappointments in trying to get rid of them. We've tried the citronella candles, we've tried the bug slayers and the infra, you know, the blue light bug zappers, and none of it really works.

But when I started working with the mosquito authority, they had an almost magical product where they will come treat your yard and instantly you have no mosquitoes and they stay gone for three weeks. And it's a dramatic difference. I live in Florida. I've experienced it for myself in that my courtyard is a breeding ground for mosquitoes. But when I use the mosquito control, there's no mosquitoes in my yard.

So only all we need to do is get somebody to know that for themselves. And especially if you have a product that is a recurring thing that people are going to continue to use again and again and again. You have a restaurant that you want people to come to, you Have a food product that you want them to consume. You've got a SaaS product or a subscription that you want people to, to subscribe to, getting them to experience it for themselves. That's the very best proof that we can do.

It's interesting, right? These companies Claude was talking about, he kind of pioneered this whole thing. But in, in his advertising world, people just wanted to spread the word about their product and convince people that they should try it, that it was great. But he said they would not think of sending out a salesman without samples. But they'd spend fortunes on advertising to urge people to buy their product without seeing or trying it.

But persuasion alone is vastly more expensive. So I've evolved this because it's been one of the like go to things that I've done. If you have something in some way that you can get somebody started on something and preferably get them a result in advance, that is the best advertising that you could do. So much so that I came up with my own observable rules about this and found that sometimes it's less expensive to get somebody a result than it is to convince them to give you money to get that result. I talked about that with our project Cyrus experience of getting people on board.

We all have an unlimited appetite for results and wonderful things in our lives. And when people are, as soon as you get somebody that result and, and they do have a good experience, they're going to continue in that path. Once you've experienced mosquito free living, you don't want to be without it. So the best thing you can do is rather than convince somebody, give them a free experience so that that convinces them themselves. It removes all the risk.

Now we've done that with free facials. We've had plenty of clients that have built amazing, built out their aesthetic spas by offering a free facial. No, the cost, the incremental cost on delivering a facial is so low. When you've got the capacity, you've got the chairs, you've got the staff, you've got all of the equipment, everything there that if you give somebody one experience and we've gone to the point of giving somebody two free facials so that they come once and then they book the next time and then they can book into a, a package of them. But you've built somebody into a client for life.

Same thing with restaurants. Come for free or give somebody a $25 gift card card to come to the restaurant so that they can experience it. And then the, the, you know, on the high level of this, what we're able to do with money making websites was offer that was the whole basis of the program. As you come in, I'm going to build your website, I'm going to show you how everything works, I'm going to teach you everything you need to know to be an amazing Internet marketer. And then you're, you'll pay when you get the result.

There's an unlimited appetite for that. So this lesson kind of traces all the way back a hundred years ago in 1927 to Claude Hopkins sharing this. So if you've got something that gets results for people that the people love, sometimes the best way it's less expensive to get somebody a result than it is to convince them to give you money to get that result. Every idea that I've had, every dollar that I've made over the last 30 years has gone through my brain, through my pen, onto a piece of paper in my journal before it went out into the real world. And if I can turn people onto that activity as a driver for what to do, what to think about, what to ask yourself to draw out, what the next most valuable action is for you and how to find the most profitable things that, that you can install in your business, I'm all for it.

So this Friday at 1pm I'm going to do for the first time a 50 minute profit finder workshop and you're going to join me live on Zoom and we're going to go through a 50 minute exercise. Bring your pen, bring a notebook or piece of paper and I'm going to guide you through a thinking process that that will help you identify where the lowest hanging fruit is in your business and maybe some fruit that you didn't even know was there. But I'm going to show you where to look for it. So it's free. It's for you.

It's Friday at 1pm this Friday just watch. Go to. What did we call the website, Josh Minute Profit finder. Just go to 50minuteprofitfinder.com and I'll get you all the details and hopefully you can join us then. Friday 1pM.