015 - How ONE STORY Can Double Your Sales Overnight With Adam Smith

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Founder of x2challengers.com

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Show Notes

Josh Tapp 0:00
What's up everybody? Josh Tapp here again, and welcome back to the lucky Titan podcast. So today we have Adam Smith on the mic and Adam is a personal friend of mine we've been collaborating for over a year because Adam knows his stuff about online marketing. Adam is actually the creator of x two challengers.com. huge advocate for webinars and he's going to be sharing with us how one story can double your sales over night. So Adam, let's hop right in. All right, Adam. So tell us something about yourself that most people don't know.
Adam Smith 0:31
Well, what most people don't know is one of my favorite things to do in the entire world is to sing in the shower. Now I am not a great singer at all. However, if I have the door closed and everything is everything is fine and dandy, like hey, I am just going to belt it like and it is loud and probably really obnoxious. And most people don't know that because nobody really listens to me as in shower. So
Josh Tapp 0:59
Just your neighbors, right?
Adam Smith 1:01
Just the neighbors can hear me. That's all.
Josh Tapp 1:06
Good answer. I like that. So what? So let's just start delving into to your career and everything The reason we brought you on and you know, it's because you are the master of webinars, you've been the guy who's helped me out quite a bit with this. I just wanted to ask you a question. So that already a lot of our audience, excuse me can go and and understand how they could use webinars to move their business forward. So first off, how did you get into webinars in the first place?
Adam Smith 1:28
Yeah, that's a really good question. So I actually this was just kind of a happenstance thing. I had tried a lot of different avenues and different things that to move my business forward. I wasn't always an entrepreneur. In fact, I was somebody who was really, really struggling to figure out what I wanted to do. I was in door to door sales for about two years. And I was like, I hate this. I'm knocking on people's doors. That sucks. And I just like, oh, like, it was horrible. I was making good money, but I'm like, this is not where I want to be at all. And so So I started looking at just internet marketing in general and online marketing. And I started to see different patterns. And what I saw is that, at the core of it, everybody needs a way to generate leads, they need a way to make sales, and they need a way to fulfill and nothing else really matters. Like those are the three things that really matters entirely. And I was like, What if there was like a one and done like a one stop shop, to be able to fix every single one of those issues? And I started looking at Okay, well, you know, what are what are the different processes online, that that can take people through this process, and there are different types of like, just kind of smaller, low ticket types of funnels, and there were, you know, different like product launch funnels, and there were different types of, you know, just sending people to a website. There. You know, there's so many different ways that There's blogging, there's, you know, YouTube and like all these different things. But all of them seem to miss covering every single part of generating the lead and making the sale and then the fulfillment part. The only thing that covers all the bases, for me was a webinar. Because what I could do is I could, I could drive traffic to a certain webinar page, and I could generate a lead, I asked in exchange, and we'll kind of dive into this a little bit deeper, but I can get an email address from somebody as they are preparing to watch this webinar. I can they can watch the webinar, and then I can warm somebody up who has never heard of me before ever to come watch this webinar, learn a bit about me learn about my process and then buy my stuff. And I actually started writing webinars for other people because I just Loved this process. And I knew that that was the only thing that people were actually able to, to really make a difference in, in their business. And we'll dive into a little bit more of like the process and like, what do you actually say in the webinar? And how do you like, what are the pages? How do you set it up? Like all that stuff? But the biggest thing for me was I needed a way to fulfill How do I generate leads? And how do I make and close close sales all in one fell swoop. So that's why I was like webinars that the only way, that's what I need to do.
Josh Tapp 4:33
I love that. So I'm just gonna repeat your process, because I think that's awesome. I mean, it's basically everything you need for businesses to generate the leads to make the sale and to fulfill on the product. And they're always telling you, right, so that experts are always telling you, you know, outsource each one of these pieces, but what you've basically created is a system to be able to, you don't have to pay somebody else. You just make the webinar and it does that for you. It does all three pieces. Mm hmm. So, right. Yeah, I love that well, so when when you're going and making the webinars Where do you start with people? Cuz I know you've done this multiple times now. So where do you start when you want to make a webinar?
Adam Smith 5:05
Yeah. So, you know, this webinar, actually, it seems like this really daunting process and this daunting task. And what we do, we actually don't start with a full blown out webinar. Most webinars are between 90 and you know, minutes to about two hours. I've seen some as long as three hours. You know, if you're going to create an entire presentation around that like that, that can be really daunting to be like, well, what are the slides? What do I say? And it's like, how am I going to fill two hours of time and do this? So what we do is we actually, like, you know, it's interesting, people have been able to eat entire airplanes. And that sounds a little bizarre, and it is really bizarre. But what they do is they chunk it down. And it's interesting to know if you've heard about this, but people will like they'll take like the metal shavings, and they'll just like sprinkle it on like everything. They eat and over the course of the next 40 years, they will have consumed an entire airplane, which is super bizarre. And it's so weird. Yeah, like, totally weird. But the point is that when you have this huge thing, you want to eat this airplane, you got to chunk it down. You got to like break it into tiny bite sized pieces that you can you can do. It's kind of a weird example. But I like it. Right, but it draws people's attention. So that's why I use it. But what's, what's interesting is that you need to just chunk it down. So we actually don't start with a full blown out webinar. In fact, we start with just taking the core concepts that we want to teach and we structure that into just a simple 20 minute presentation. It is so much easier to to test that type of presentation first before doing this long drawn out. Huge webinar, which you may not know is going to work or not. But there are certain things Josh that were We're going to talk about to ensure that the webinar actually converts and works because of the just general sales principles, but also reacting to what the market is telling us and reacting to who is actually going to fill our wallets. And it's not going to come not gonna come from us. So we start with just a short 20 minute presentation. And then we see okay, what are people saying, How are people reacting to this, and then as soon as that starts to convert, we know it starts converting because we're getting too many appointments. We always do our webinar first, to a to book a call with us, even if we're selling a product, even if we're selling something that could have been sold straight to an order form. But the reason why is because we are focused around creating something that actually is going to last right? And the only thing the only reasons that people don't purchase it Because of objections, they have something that is standing between you and the sale. And the only way to actually know what those things are, know what those objections are, is actually if we get on the phone with somebody, oh my gosh, right? We get on the phone with people and we say, hey, buy this product. And then we listen. We're like, what are people saying? What are their reactions? What are the knee jerk reactions to this thing? Oh, it's too expensive, oh, I don't feel like I can do it. Or I don't feel like I'm gonna have support. I don't have the resources to do this. I don't have time. I don't you know, all these different things. And I keep a tally. And I have an entire document dedicated strictly to these types of reasons or excuses or insecurities that people have about purchasing this product.
Unknown Speaker 8:50
Right?
Adam Smith 8:51
What I can do from there as soon as I get on the phone, then I can start moving those objections and those reasons back to my present.
Unknown Speaker 9:00
Yeah.
Adam Smith 9:02
Hello. So when people like when they're like, I need to create this full blown webinar. No, no, no, no, you just start with a short like you just teach the core concepts just enough to spark people's interest to book a call. That's very non threatening, right? You can book a call, and then you get on the phone, you're like, Hey, you should buy this. What are the objections? You go back to your presentation and you start filling in? Hey, you're probably thinking this, right? You're probably thinking this, you're probably thinking you don't have enough time. You're probably thinking you don't have the money. To get started with this. You're probably thinking you're not smart enough, or you're not techie enough, you probably don't think that this is even the right option for you. Well, here's x y&z are different reasons why all those things are not true. And here are different stories that other people have experience. And here's why. That's not the way the world works. Right. And that's how we create insert to move into our bigger presentation because we know that the market is telling us That this is one of the reasons that they won't buy. And that's when conversion rates skyrocket.
Josh Tapp 10:06
Right? I love that. Well, one of the things I love about your method, you know, the first time you and I even talked when I noticed this about you, I mean, you're basically preaching the opposite of what every person does when they come into a business. They want to be proactive, like, Okay, how can I anticipate everything that's going to happen to make the perfect products that that this audience is going to buy. So they go out, and they make a really awesome product, but they don't know if that product is actually going to be sold. They just try to find an audience to buy their product. by me, what you're suggesting is go out, do the research, but just get kind of like a minimal minimum viable product, so that you can kind of see what you know what they want, what their objections are, and then you then you react. That's an awesome, that's an awesome method. We've actually been using that ourselves as well. It's just it's changes entrepreneurship for you entirely when you just find a group of people you actually like and want to serve, and then figure out what they want. So I love that. That's super awesome. Well, so let's let's delve in a little bit. What's kind of you process of making a webinar that converts because you right now, I mean, you've you've talked about, you know that the customer research and everything, but what's kind of your process for for making sales through those webinars?
Adam Smith 11:12
Yeah, yeah, very good question. So the biggest thing, so I'll just walk this through step by step that people could actually implement and do something with it. My goal at the end of this presentation is for someone to feel confident enough to actually go and just get started. Right. So So probably the easiest way to do that is to share with with you how I do that for our products and how we've done it for our clients. So the way that we start is we always start with understanding who is that person that we want to target? A lot of people they try to do these really long, you know, drawn out, you know, in depth analysis on who the person is. They're like, I want to serve males between 35 and 50. And they're probably an entrepreneur and they're really struggling to make money in their business. Okay, that is so broad and vague, and it's not gonna do anything for you at all whatsoever, right is the thing Josh is so many people miss that, like what the pain points are of a specific demographic when people are creating their avatar. And this is always where we start, because if you miss this, like I'm going to share you, I'm going to share like the tactics and strategies and all those things. But none of those matter unless we get this down first, right? So what we do is we say, Hey, is this person there's only three things that we do? Where does this person live? Just like generally, are they in the US? Are they in the UK? Are they in Australia, New Zealand. If you're you probably want to target the five English speaking countries. Right? I if you know, if you're gonna be smart about it.
Josh Tapp 12:51
If you're gonna talk in English,
Adam Smith 12:52
yeah, you want to target English. So, so that's what we do. First, we target those kind of people and then we move on. Is this person, male, female or both? And who are we targeting? When we talk about age, we talk specifically about only a three to five year gap max. Okay, because somebody who's 25 is going to have very, very different needs than somebody who's 40. Right? I had a guy come to me and he said, hey, I've got this. I'm selling a weight loss product. And I want to target guys who are between 25 and 45. And I'm like, Dude, it's not gonna work, right? Because the person who's 25 like, What does he want, if you're selling like, you know, a fitness product, their goals and aspirations are going to be very different. They're actually they're probably more interested in girls than that for a guy like, but then the guy who is 45 he's a totally different avatar. Maybe he wants more energy, maybe he wants to feel better, look better, he wants more energy to play with his kids. Your sales message in what you say in your webinar is going to target with One of those audiences, so if you if you have this wide variety of, you know, people it's really, really hard to make it work and just crafting and tailoring that message is so, so critical. So we have age, and then we have something called that. So okay, so we have age we have, you know, where where are these people? And then we target like, Who is that this is what I call the Time Square mentor or influencer. So, a couple years ago, we had a chance to go to Times Square and it was the only place we went to twice. We visited a lot of different places, but like my parents, like where do you want to go next? We're like, we don't want to see anything else. We want to go back to Time Square That was so fun. It's such a good time, the energy and the vibes and just the ions right of energy, just incredible. And your audience has a Time Square influencer. They have a mentor. They have somebody who they look up to and Aspire and want to be like that Those are the only things you need to figure out. Our second thing that we do is we go to and we can drop this in below, but it's facebook.com slash ads slash audience, dash insights. And I'll repeat that and we can drop it in the show notes. I hope
Josh Tapp 15:16
y'all throw it's for just the insights is what you want to put in there.
Adam Smith 15:19
Yeah, so it's the audit. Facebook has a tool called Audience Insights, and everything else Facebook will give you. So you just need to have male female age, where's this person live and then who is your Time Square mentor or influencer? They will give you everything else, everything else that you need to know. What are the different page likes, what are the occupations, what are the interests, all those things? They Facebook will give all that to you. As soon as you have that. Then you go and you start to dive into Okay, what are all like the reasons or knee jerk reactions? Have somebody wanting to purchase my product? Because that's what people that's why people fail. Right? They try to sell something. And then people have this one objection. And they're like, I don't know if I can do that. Right. And so that's, that's why we do like kind of the mini version of that webinar in 20 minutes first, and then we move to booking a call. So what's the structure? Well, we do the structure in a couple of different ways. So we actually first start with the offer itself. We don't even touch the content. We don't touch the intro. We don't touch any of the closes we start with the offer itself. And what people fail to understand is that most offers are actually pretty good. Like they really are pretty decent, except that they struggle to tell a good enough story to amplify the value of that thing, for instance, so I used to do door to door sales, I would knock on people's doors and I would sell see curity system for a company called Vivint. And I just come to this lady's house and she, she had a sign outside of her door. She was a given customer. And so I knocked on the door and I said, Hey, I saw your vim customer. She's like, I'm actually not a Vivint customer. I just cancelled my account just a few days ago. It was too expensive. about two hours later, I walked out of there with a signed contract in hand for a more expensive security system than what she had Pitt was paying before. Right? Which is so funny, because she had just cancelled because it was too expensive, right. But what she didn't understand was the story that I was sharing about different neighbors who had experienced different things. And because that story resonated so well with her, I was able to upsell her to actually a more expensive package than what she was paying before. But she had the value she understood the value 90% of the time, people objections about money, like they have the money, they just don't have the money for you. Right? And that's what we have to understand. And so we start with the offer first. And every single piece of our offer is always tied back to some story of what makes that So, so sexy. Yeah, I'll share one more example. So we have a we have a challenge. And this challenge is helping people create the follow up sequences for their emails. And I put out initially some posts and I said, hey, I've got this challenge. You know, here's what it is. And I wish I could share the screenshot, but it was like four likes. And like one comment. I'm like, you know, somebody who wasn't even in my target audience. They're like, cool.
And I was like, and I was like, Who wants this for free? Like, I was even offering it for free. And I'm like, and I was like, dude, nobody wants this. Why does nobody want this? The offer is amazing. It was an incredible product right? So I went back and I was like, What am I missing with this? And so I went through and I just entered in a couple lines, I just told the story of how much time I had actually spent on this product. And I went through like the process and what I did. And I told a really, really good story and said, Who wants this for free? We had 274 people say, Yes, I want this for free. In the course of the next, I don't know, four or five days. It was the same product, it was the right thing. And I'm like, what, like, Why? What was the difference? What was the difference? It was the same network, same audience was the difference was the story. And story amplifies value. And so we always tie so within our content, we share different stories of how we came to know that this thing was amazing and absolutely incredible. And we only and it's short, we only spend about 20 minutes. In fact, you don't The need PowerPoint slides, it's better if you have them. But we have we have one of these that is literally just me like shooting on on my phone. And right like it's just an iPhone video. Like that's it. And it's a 30 minute video, and that sells ourself. And so you don't, you know, don't feel like you have to be the person who's like, creating all these slides and like, you know, I just put something out there and see how people react. Just put something out. That's the easiest way, the easiest way to do it. So we start with the introduction, we introduce who we are, we explain what we're doing. And then we go into the content piece we go into, like telling these different stories based around a reason that somebody is not going to buy. A lot of people they feel like if I just teach enough really, really good content, there's going to be enough rapport and people are going to come by my stuff, which is totally wrong. Not true at all. The only thing keeping you between somebody else is an objection that they have. There's there's three core objections that stop people from the sale. The first one is what we call the transformation idea. If I present a new idea to you, there's always going to be this knee jerk reaction about is this actually going to work. So we handle when we tell a story to help solve that problem. The next thing is people feel like there's they're not going to be able to do it, they have some insecurities. We call these inside fears. So we then have different stories. The easiest way to handle this is with a case study. You handle this with several case studies of other people who were able to do this, who also didn't feel qualified to do it as well. Easiest way to do handle number two, number three, are what we call outside excuses. These are, I don't have the time I don't have the money. I don't have the resources. I don't have the support. I don't have, you know, whatever. The economy's bad, like all this stuff. But it's you know, so we handle those different things. Hey, it's actually not going to take that much time. It's actually cheaper than you think. And you're gonna have all this support that you need in the world because of xy and z. Then once we've handled those people are like, I have no legs to stand on. I know exactly like, this is the thing for me. And I, I'm going to buy whatever it is that you have, because you've already broken down those beliefs that I had initially coming in here. And that's how we do our webinars.
Josh Tapp 22:21
That's awesome. I just spit straight fire man. That's awesome. I've been taking notes like crazy on this section. We've already talked about this. And I'm like, Oh, I didn't know that. Oh, I didn't know that. I really love that because I mean, the story. I mean, for us, I mean, we've done so many different offers and we've thrown them out there for and I'm like this, you could not make this offer better, you know? And it's obviously the story is the problem right? That's that's one of the reasons why we're not we're not converting so you've basically created a challenge that helps you to to create that story, right? That's kind of what you've you've been working on right now. So tell us a little bit about like the Z challengers. Yeah,
Adam Smith 22:59
yes. You know, I want to share because no matter what you're doing, it doesn't matter if you're on a webinar, like everything that you do should be based around this model of creating offers. These are what we call belief based offers. So belief based is like, hey, if I believe this is actually going to work, then I'm gonna buy this thing. That's the only reason that people actually make any kind of decision is because they believe it's going to work for them. And so when we when we are creating like our our x two challengers offer, that's the same way that we did it. We started looking and you know, bringing people through this and we realized that the first thing so the transformation idea transformative idea, was this concept of follow up emails. And you know, do people actually need this the first question, people are going to ask, can this will this work for me? And so we go and we find a video from Grant cardones saying, hey, guess what? 80% of sales are made between the fifth and the 12th contact. So Heck, yeah, you should be following up. Are you kidding? Like 80% of sales are made in the follow up, even on the webinar. And so people are like, oh, there's not going to be a replay or just shooting themselves in the foot because most people aren't going to buy. Only 20% of people actually buy on the live. But it's in which I
Josh Tapp 24:16
have to reiterate what you're saying. Because, I mean, how many of us have sent out emails or done, you know, any sort of sales and we do one call, or we do you know, it's one touch. Oh, man, my rate is so bad at a 3% conversion rate. But I mean, you're saying 80% of those more sales happen? What five emails later, five calls later, whatever. Sorry to interrupt you. Go ahead.
Adam Smith 24:36
No, no, it's okay. And so, so that's the thing and this has been documented. In fact, Webinar Jam, who is one of the most popular webinar platforms on Earth right now. I did a study on this and they said and their statistic was was 75% of sales are made in the replay. They said consistently across the board across hundreds of different webinars. 75% so why on earth would you stop after only like a couple of emails or a couple of other touch points? Like, people just don't understand how to actually do this. And so, so we have this idea. And then I'm thinking like, well, what sort of like insecurities? What sort of reasons what, what are the inside fears for this? Again, this is not just webinars I don't sell this offer on on a webinar. It's a sales page. But I still structure it the same way. Because it's the message, it's the sales message. It doesn't, it doesn't matter the container, how it's delivered. It could be on the phone, you do the same thing. It could be on a webinar, you do the same thing. It can be on a sales page, you just do the same thing. So the what are the inside fears? Well, the inside fears is that people were not going to have they weren't going to feel accountable. Whenever we talked about inside fears. We talked about insecurities, I can't do it. I've seen other people who can do it. That's not me though. I'm different. I've got a unique situation. And so what we do We created so we have these follow up emails. And then we have a Trello board system. If you're not familiar with Trello, it's a project management software that allows you to manage what you're doing your different projects. And I already created a system and people just literally check off the boxes. They know exactly what they need to say. And it's just stupid, simple, fourth grader can do it, right. And so and we've taken people through this process, and they've succeeded because they follow the Trello board. And they just create that. So like, okay, people know, they need a follow up sequence, they now know that they can do it.
But what are like all the outside excuses that people are going to have about actually being able to implement this? while they're like, Well, you know, I don't feel like I'm gonna have this support to actually like finish this or like, get it done. So we have a community of people where they can come in and ask questions, and they can get questions answered. You know, we have different bonuses where people actually interviewed a guy who did eight figures and 11, he made $11 million for his clients in 7.2 million of those came in the follow up emails. And so for him, I actually interviewed this guy and broke down his entire process and like what he does. And so that's one of the bonuses that people get to kind of shatter those different excuses that people have. So essentially, the challenge is, it's a 14 day challenge. And what we do is we walk through day by day, what is the email that you sent? When do you send it? We've tested so many different like sending times and there's a certain time that you send it. The Best Times that we've seen is Tuesdays and Thursdays between 10 and 12. Mountain Time, for some reason. That's the time that people open up the most like emails, don't send them at random, bizarre time send them at times that actually work. So we create these emails. And what's so funny, Josh, is we create these emails To follow this belief based pattern, right? So whatever those things are I walk you through Hey, how do you actually what is your transformative idea? What are the inside fears? And what are the outside excuses that people have about your product? And people in sharing that through the emails, there are certain emails we do. Here's the transformative idea, email, here's breaking down inside fears and then all the outside excuses. That's all that marketing is. That's all marketing is. It's just changing beliefs, with the intent to sell. That's it. That's all it is. Selling is just making the offer and overcoming objections. That's all selling is making the offer overcoming objections, I would knock on the door. And I wouldn't sell. I didn't know marketing. There's no marketing here, where I was just saying, here's the offer, hey, I've got this security system. What are the objections, overcome them and then click Closing closing it. It's just logical reasons to act. Now. There's only there's only four types of scarcity and urgency. The first is, hey, the price is going up. And the I mean, these are universal there, I have not been able to find any other types of urgency or scarcity, scarcity, prices going up. The second one is a bonus is going away, bonuses going away. Here, just logical reasons why people should act now. The other thing is you're only getting part of the entire offer itself. That's the third one. And then the last one is the whole entire offer is going away. Right? That's it. So pick one, or two or three, but at least pick one. And have that be your logical reasons for why people should act now. People will not act unless they have a reason to do so. But it doesn't matter if you use all those different tactics and their beliefs haven't shifted. That's where the marketing comes in. And we We end, if people just would like do the work, people would see their sales increase so much. I had one guy, and just to share a real case study of me actually doing this. So some guy he was just trying to sell. And he completely missed the entire, like marketing side of switching and changing people's beliefs. Right. And I looked at this and he's like, dude, my webinars converting at 6% right now. And I'm like, not bad. Right? But it's not fantastic. That's not a home run. And so I started looking like what is he like? What are the current? What is the current belief? And then what are people believing right now? that is causing them to not buy this? And then how do we switch? How do we change that belief? So I rewrote the entire script just following this model, and I didn't know that's what it was at the time. But I've now coined it as our belief based scripts or belief based presentation. Belief based selling is is the process of taking people through this. And literally the very next presentation. He did, he closed at 12%. And he literally doubled the conversion rates because people the other 6% of people just had some objection or something. And because we were able to change those beliefs, and then make them the offer, sell in the right way, and then close give them logical reasons to act now. That's real. That's where the true conversion happens. And he literally doubled his profit. I can It's crazy. Very, very next one, and that webinar has made him a lot of money since then. So yeah, that's really when I was I wish I was still working off commission.
I like what am I doing,
though, but that's the thing is, it just comes down Down to those three things. How are you marketing? How are you changing people's beliefs? How are you selling? What? How are you presenting the offer? And then how are you closing. And the last thing I'll say on this is like, if you can, if you really want to be a killer and clean up with this, make the offer congruent with the beliefs that you're shifting. Let me give you an example that might be a little confusing. So if you're going to give a certain bonus, tie that bonus, back to the objection that you are handling for somebody, right? Because the worst thing that you can do is change somebody's beliefs and not give them a way to move forward. If I change the way that you see the world, for instance, I was talking to a friend we were sitting on the beach, and I said, and I knew he wanted to lose weight. This classic, classic example. This is a true story. It's actually happened. I said, Hey, I want you to if I just said hey, I think you should really I think you should really try this, this drink. It's going to change your life. It's going to be amazing. There's no connection there. But as soon as I kind of like I went through my head, I was like, Okay, what is the question? Will this actually work for me? And then what are the inside fears and then outside excuses. So I said, Hey, I want to ask you something. I actually had a friend. And he lost about 17 pounds in about five weeks. True. Sorry, you lost 17 pounds in five weeks. And, you know, for him like he didn't feel like he had a lot of time to go to the gym. He was actually too lazy to really like make any like, make his meals any different. Right? All he started doing actually was just drinking the shake. That was it. And the 17 pounds just melted off within like five weeks. And he gave it to his wife. And she lost like 20 pounds in like seven weeks. And like they were like doing this together and they didn't like they didn't change their habits about going to the gym and they didn't change anything else that they're eating. They're just drunk the shake. What What did you notice? They're there. What we did if you kind of look at that story, what happened is the transform that idea will this actually worked for me? Well, yeah, so this guy lost all this weight doing this. What are the reasons? Oh, but I'm gonna have to like go to the gym and exercise more. Well, this guy actually didn't even have to do that. I'm gonna have to change my diet. I'm gonna have to do that. And then I don't know if I can do this. Actually, it's really simple. You just like poured it in this like his shaker bottle. And then he just like drunk it. It took like five minutes and that's it, clean it up, and he was finished. And my friend went to Amazon before we left the beach and bought $40 worth of this product. It's like Amazon shipping. I'm gonna have it there in two days. Why? Why? Because the beliefs had shifted. That's it. That's all that marketing is and if people just understand this game is this so easy, it is so easy if people just understand how to do this.
Josh Tapp 35:00
So I had a piece of that as well. Yeah. But what's so interesting about that story to me is the fact that for him, you know, finances, he wasn't allowed to say, oh, maybe my shakes too expensive, right? Or maybe, you know, he's like, Oh, I don't have the time. Like you're saying it's for him. It wasn't. None of those things were really the true belief. His true belief was, I just, I'm too lazy to go to the gym, you know? And you're like, dude, literally, this is like, as easy as making cereal in the morning, you know? So that you can you can lose weight. And you didn't have to lift any benefits, you'd have to pick Oh, it's strawberry and delicious. You didn't have to say, oh, all these case studies, you just said, This dude, who basically doesn't work out was able to go out and lose 17 pounds in five weeks by drinking a shake. I mean, most people were like, done. I can do that. Yeah, I love that.
Adam Smith 35:47
Great in that and that's the idea around is like, and so for the people who are listening like What's your idea? Like what is what is your big transformation, transfer transformative idea? What makes you different than everybody else? The other really big thing that people miss is they try to do. There's this book. It's called the innovators dilemma by a guy named Clayton Christensen. Super, super good book, super hard to read.
Josh Tapp 36:15
Yeah, he writes at a really high level.
Adam Smith 36:17
He's really smart. He's really smart. But there's a concept in there that he talks about, he said, he talks about like this, he calls it a disruptive idea. And I kind of I've kind of coined that term of what is your transformative idea. Some people call it a new opportunity, they call it a new vehicles, some people call it whatever that is a unique value proposition. There's so many different ways that you can call it but like, what is your transformative, transformative idea? What is that thing that's gonna be different? The reason it's got to be a totally new idea is because it cannot be tied to anything that somebody has done in the past because people associate the pain of Failure with something that they've already tried. Right? Okay. And so people what it has to do, it has to be a completely new opportunity. It's got to be a new idea. Because what you're telling somebody is saying, hey, the reason is you haven't the reason you failed is not because of what you've been trying. It's not because of your effort. You're just in the wrong vehicle. You're just like, you're not you're trying to go to the gym, you're trying to eat different like all this stuff. Now you just have to drink this shake, totally different. That's it. And so if you can have that, then people disassociate that fear of failure. And then they move towards you, and people come in droves. And so, understanding that concept is is absolutely critical. Because there's no connection to the past failures that people have. You're not asking people to revisit that. You're asking them to go to greener pastures, across across On the other side of the fence so in once you can get that down, and you can convey that to somebody else. Like it completely shifts everything. Yeah, so that's my biggest piece. My biggest piece of advice is gold. I love that.
Josh Tapp 38:18
Well so you know tell us a little bit about the x x two challengers. I like to your audience have to think about that.
Adam Smith 38:24
Yeah, definitely. So x two challengers, if you don't have a webinar, I don't want you in this. Because this is because who I'm segmenting is people who already have webinars. And that's why it shows us and like, for so many people, they like they're like, I'll take anyone and everyone, right? No, because like as people because what I do is I help people craft and create their presentations and I and we go through each one of these these parts and pieces. So I'm like, Well, what can what could I give somebody to help them understand? That, like this is really the family need to do and introduce them to this new idea of belief based selling. I do that in this challenge, so that people have at least an idea when they come for for my consulting and other things that I offer. They have an idea of what this is I'm not totally starting from scratch. So what x two challengers is for is for the person who understands follow up sequences but doesn't know how to do it. If you're not sold on needing to follow up, then go read some books about follow up, go fail a few times, and then come back to me. So, but what we're going to do in this challenge is we're going to take every single day, and we're going to craft a new email for that day. In fact, we're going to have 12 different emails because Grant cardones said that 80% of sales come between the fifth and the 12th contact, so why in the world would not write 12 emails, right. So and that's what we do. And we walk through this this process and some people have asked, well can we get get that done sooner. I want to get it done in seven days, I've had several people ask me that. And absolutely like, it's like, if you want to knock out two videos a day, two emails a day, like, fabulous, like, go for it. But the point is to make sure that you have some sort of follow up sequence in place. We go through, like, you know, the tagging and the sequencing and like, how do you make sure that people are like, like, people who buy like, aren't still getting the follow up emails, because that's annoying. And like, it also messes with your conversion rate as well. If people are opening if they've already bought, they're probably opening your emails anyway. Right? We want to get those people off, like how do you tag everyone and just like, anyway, everything is covered. It's all there. But it's creating follow up sequences for those different types of webinars or video sales letters, or different things for people. So yeah, we're not going to keep it open for very longer or very much longer because it's, you know, for us where we're trying to make sure that we're only getting the right people in here. Right. So if it's not open right now, I'm sure you can join the waiting list. But if it is open then fantastic. We're only opening and closing during certain parts of the year. So right now it's open, but it I don't know, depending on when people are listening, this might be closed. So right.
Josh Tapp 41:23
But things are working. They're working, they get that app.
Adam Smith 41:25
Yeah, so it's just two challengers comm is the page on there where people can sign up and join it and be part of it. love to have you.
Josh Tapp 41:35
I love that. So I'm just gonna repeat that for everybody so they know it. So it's x to challengers.com. I'm actually going to put that in the show notes as well so that people can link up and head over there. So like you said, if you have a webinar, head straight over, if you don't have a webinar, make webinar. You can get over there. I'm gonna say it. Adam knows his stuff. He's got some some amazing stuff he was able to share with us today. So, madam before we head off, how can people connect with you and share one last thing party pizza got piece of guidance with us before we go.
Adam Smith 42:02
Yeah, absolutely. So people can just connect with me on Facebook. that's a that's a great place to go, you're not going to find me just searching Adam Smith. And so you have to search my handle. It's going to be Adam r Smith 120. So that's, that's how you can find me there. last piece of advice is people don't fail enough in order to succeed. One of my favorite quotes from Michael Jordan is he said, I've missed 9000 shots in my life 26 times I have been trusted to take the game winning shot and have missed. It is because I fail enough. That is why I succeed. And so many people they start trying to learn this game, they start trying to you know, they're like, Why is this not working? Why am I not at a place? Like I thought I would be farther ahead by now. And people have these thoughts and I've had those thoughts. And it has it was only Until I failed enough so that I could actually succeed. The easiest way to shortcut that is find a mentor, find a coach, find, go hire somebody, it doesn't have to be me. It doesn't have to be Josh. But go and find somebody who can actually help and coach you along the way. I spent about 10 months, and about $13,000 on my own, my own money, just trying stuff that didn't work. And that's a lot of time and a lot of money to waste on stuff that doesn't work. And it wasn't until I hired my first coach, that I actually started to see success. And that's really where it comes from. And that's really where like, you know, we can write these really amazing presentations because I've like, done the work and, like created the process and the frameworks and like, just understanding just basic beliefs about what makes what persuades people to buy That's all people have to understand. So fail enough so that you can succeed and shortcut the process by finding a coach and finding, finding the who who knows the how. That's, that's the biggest thing I can say. If you don't know how to do something, go find the person who does know how to do that. And either have them have have them, do it for you or teach you how to do it, yourself. So, Josh, I appreciate being here on the podcast. It's been awesome. Appreciate your time and having me on here.
Josh Tapp 44:28
For sure. Thanks for coming on. And we'll we'll post that link for you for everybody in the bio. So one more time, it's just x to challengers comm to get in contact with Adam. So with that, Adam, thanks for coming on, man. Do you have a question specific to your industry that you want answered by a top professional? If so hop on over to the lucky Titan Facebook page. On this page, we're going to help you answer those questions and get you connected with the top individual who can answer your question. So with that, hop on over to the lucky Titan Facebook page
Transcribed by https://otter.ai

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