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Jason Fladlien: The Most Quoted Person in Alex Hormozi's Book | Perpetual Traffic 518
33 ideas de marketing sacadas de «Jason Fladlien: The Most Quoted Person in Alex Hormozi's Book | Perpetual Traffic 518», de Perpetual Traffic. Sobre todo…
- 33 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 1 h 00 min
- Publicada en 2023
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Estrategia de cierre 'Estatua de la Libertad' para asociarse con dueños de audiencias
Canales de adquisiciónPara entrar al ecosistema de un creador o empresa sin tener autoridad previa, ofrece vender su propio producto a los prospectos que ya lo rechazaron repetidamente: asume todo el trabajo de crear una nueva presentación y cede casi la totalidad de las ganancias a cambio de un porcentaje justo, reduciendo a cero el riesgo del socio mientras obtienes experiencia real, prueba social y referencias.
you just got to find a way to plug into somebody's existing ecosystem and don't is Hey listen I see you're doing this over here it's amazing I want to help you here's what I propose I want to go to all the people that I've already said no to you repeatedly I want to create and do all the work on a new presentation to put in front of them uh anything that we make in terms of sales from these people who you've already written off uh I'll give you almost all of the money just give me whatever you think is fair and you can start there it the Statue of Liberty close uh give me your poor give me…
Escúchalo en el minuto 35:43
Estrategia de «financiar con los ricos»: validar a precio alto para luego vender más barato
Oferta y precioCobrar un precio prémium elevado a un grupo beta inicial permite financiar la creación y estandarización del producto; posteriormente, se vende una versión mejorada y documentada a una fracción de ese precio, apalancando el anclaje previo para que el comprador sienta que obtiene una ganga irresistible.
what's most important is we got a bunch of people over here to pay ten thousand dollars so I call this tactic the rich financing the port okay so all these rich people over here paid ten thousand dollars for what you're gonna get the same exact thing for over here for twenty five hundred dollars oh well hold on a second not the same thing a better thing because they didn't have a they didn't have documentation we were making it up as we were going along uh you're gonna get this beautiful looking members area you're gonna get Sops blah so you're going to get a significantly better product that…
Escúchalo en el minuto 51:21
Canales de adquisiciónPara multiplicar la captación de afiliados sin gestionarlos directamente a todos, se puede convertir a los afiliados en 'brokers': el afiliado que vende recibe un 40% de comisión, el broker que lo reclutó recibe un 10% por intermediación, y el creador de la oferta retiene el 50% restante.
worked there was about it was 40 that we gave to Affiliates uh and then we gave 10 to brokers uh we would take Affiliates and turn them into Brokers all right so the the Brokers say I will go out and find Affiliates for you and then whatever they sell I get 10 so if I go and find an affiliate that affiliate makes a million dollars in sales revenue uh the affiliate will take whatever percentage their promise which in this case is 40 so they would take four hundred thousand and then the broker would take a hundred thousand and then we would take the other half a million
Escúchalo en el minuto 42:07
Lanzamiento beta transparente para construir credibilidad en productos nuevos
ConversiónAl lanzar una oferta nueva sin casos de estudio, convoca un grupo beta pequeño y sin promesas infladas: advierte que es un experimento sin pulir, filtra a clientes que puedan asumir el riesgo financiero y documenta todos los resultados reales (buenos y malos) para generar la prueba social necesaria en el lanzamiento masivo.
and the problem with new is you don't have any results it's just the theory beginner to a to a new user the objection there is going to be it's so our biggest constraint there is that limitation of the believability on the customer so what we did was launch a program a beta program we said Hey listen I don't know if this is going right uh you say to them we said to them we don't know if this will work or not most of you I don't want you to sign up for this I'm looking for specifically these types of people and one of our criteria costume was like you could lose all of this money and your life…
Escúchalo en el minuto 47:51
Oferta y precioToda oferta efectiva se compone de tres elementos interconectados: los entregables concretos, la audiencia a la que se dirige y el mensaje con el que se comunica. Una oferta que resulta atractiva para una audiencia determinada puede fallar por completo ante otra si el mensaje y los entregables no se ajustan a ese contexto específico.
that's a big part of it uh you know an offer has three components to it it's it's the deliverables themselves it's the audience that you're putting it in front of and then it's the messaging so what's a good offer to audience a is not necessarily a good offer to audience beat
Escúchalo en el minuto 17:31
Oferta y precioLos webinars son más rentables cuando se utilizan para comercializar productos con entrega escalable (como software, cursos o coaching grupal) y situados en el rango superior de precios que soporte el mercado. Debido a la fricción acumulada en el embudo (registro, asistencia y permanencia hasta la oferta), un ticket alto (ej. 2.500 $) compensa hasta un 80 % de abandono con su tasa de conversión, mientras que un…
webinars work the best under the following conditions in my opinion when you can sell something that scales whether 10 people buy it or a million people buy it in Mass we want to sell things that don't necessarily need a lot of hand holding and Hands-On because if you're selling just a course or you're selling the piece of software or you're selling something like group coaching um these are things that can be delivered in Mass without a whole bunch software is unbelievably great to sell on a webinar provided you have the margins so this is the other Factor too the margins if you're selling…
Escúchalo en el minuto 21:55
Marca y posicionamientoEn lugar de copiar todas las tareas y complejidades que otros hacen para lanzar, la estrategia más efectiva consiste en eliminar casi todo lo accesorio y salir al mercado apoyándose en una única postura o posicionamiento clave; si el posicionamiento base no funciona por sí mismo, añadir más capas de trabajo solo hará el proceso más costoso y menos eficaz.
that was my point to her I'm like you don't need to do what you see everybody else doing around you that it looks like you're supposed to do these things just because everybody else does them I you know so right fitting advice makes sense right fit advice for your particular situation and so for her particular situation the advice was to eliminate 99 of the stuff that they were working on to try to launch the thing and just launch the thing you know and not just launch it but launch it with just this position and if I could launch it in just this position uh then it's going to win and if not…
Escúchalo en el minuto 55:13
Fijar el precio en el techo máximo de venta automatizada para financiar la mejor oferta
Oferta y precioConviene fijar el precio del producto en el límite superior que el mercado acepta sin requerir un vendedor humano al teléfono; este margen elevado permite reinvertir más en perfeccionar la oferta y el producto, volviéndolo imposible de igualar por la competencia.
good but I like selling price ceilings where we don't need somebody on the phone every Market has a price ceiling where somebody's got to talk to a live human being before they'll say yes so I want to push the price up to that ceiling where we don't have to get them on the phone with somebody and then deliver an offer that is so much better than everything else so we will be the highest price on the market but by being the highest price we can invest more in the offer than anybody else can and so therefore we will make an offer nobody else can match and therefore we will win so we want in and…
Escúchalo en el minuto 26:25
Mensaje y copywritingPara enseñar y vender conceptos nuevos rápidamente, deben vincularse a referencias que la audiencia ya conoce, asegurándose de que la metáfora elegida no introduzca fricción u objeciones implícitas (por ejemplo, evitar analogías como 'escalar una montaña' que sugieren esfuerzo extremo o peligro).
we've done we've always had some sort of solid metaphor that the end user could wrap their heads teach right or we can link it to something that is known and then everything becomes much easier to sometimes people come up with good metaphors but then they create out but the metaphor of a mountain is you could die climbing to the top of it it's hard so that can create an objection so we're always on the hunt for the greatest metaphor that doesn't create objections that's easy to known to an unknown and they learn more are and it's more persuasive with the
Escúchalo en el minuto 2:21
Invertir tiempo exhaustivo en sintetizar y comprimir cada minuto de un webinar de ventas
ConversiónPara maximizar el impacto de un webinar de conversión, conviene dedicar entre 50 y 100 horas a sintetizar múltiples fuentes y pulir obsesivamente cada minuto de presentación (hasta 15 a 30 minutos de trabajo por cada minuto al aire), delegando el resto de tareas operativas.
of these little bits and pieces it's like a ransom note where you cut out every little letter from a magazine and you glue them all together I'm trying to compress that in and that is for maybe a minute of run time in a webinar but I for that particular thing I've spent 15 20 30 minutes just figuring out how I can make the very best minute of that webinars so I have the luxury of spending 50 to 100 hours developing a webinar
Escúchalo en el minuto 5:09
La calidad de la oferta es más determinante para la conversión que las tácticas de presentación
Oferta y precioEl éxito de un webinar o canal de ventas no radica en trucos ni tácticas de ejecución, sino en el pensamiento estratégico y en contar con una oferta sobresaliente. Una gran oferta con una presentación mediocre puede generar millones, mientras que una presentación perfecta no compensará una mala oferta.
the webinar is the output of of a webinar itself is and so before I ever want to create a webinar I got to have a damn good offer and it can't just be it can't be a 9 out of ten it's got to be a 10 out of 10. and the difference between a 9 out of 10 and a 10 out of 10 is significant it is massive and so we work webinars are so good everybody likes the tactics and the techniques on the technique after technique uh but we that is so less important than how do we create a really killer offer and so yeah I can't tell you the number of guys I've seen that have really crappy webinars that still…
Escúchalo en el minuto 15:15
Canales de adquisiciónEn lugar de asumir el costo y el riesgo del tráfico pagado directo, se puede optimizar un embudo de alta conversión (como un webinar) y ofrecerlo a socios afiliados pagando únicamente un porcentaje (40-50%) sobre las ventas concretadas.
so how do I use conversion to drive well I get other people to drive the traffic because if they drive the traffic to me versus anywhere else they'll make more money so they're Affiliates or their joint venture partners and so I can use conversion to and I don't pay anything up front I pay 50 or 40 or whatever percent out of the profits of any cell that's referred our traffic so I get my traffic by Outsourcing it essentially to other
Escúchalo en el minuto 30:10
Estrategia y decisiones de negocioAlcanzar un crecimiento 10x requiere sacrificar sistemáticamente el 80% de tareas operativas para concentrarse en el 20% de máximo impacto; una vez consolidado este nuevo nivel, surge un nuevo 80% que debe volver a delegarse o eliminarse de forma continua.
if you remove this one constraint you could 10x or 100x a business but yeah I him because he's he's ruthless because you have to sacrifice your 80 percent to focus on your 20 but then you do that you lock it in and you get really good at it and guess what happens you have a new 80 that you have to sacrifice and it just never ends right you just continue to hone and Define tune into and to narrow down until yeah which is razor
Escúchalo en el minuto 8:55
Estrategia y decisiones de negocioAlcanzar un crecimiento 10x requiere sacrificar sistemáticamente el 80% de tareas operativas para concentrarse en el 20% de máximo impacto; una vez consolidado este nuevo nivel, surge un nuevo 80% que debe volver a delegarse o eliminarse de forma continua.
if you remove this one constraint you could 10x or 100x a business but yeah I him because he's he's ruthless because you have to sacrifice your 80 percent to focus on your 20 but then you do that you lock it in and you get really good at it and guess what happens you have a new 80 that you have to sacrifice and it just never ends right you just continue to hone and Define tune into and to narrow down until yeah which is razor
Escúchalo en el minuto 8:55
Dedicar el 80% de un webinar de ventas a mostrar resultados y casos de éxito
ConversiónEstructurar la mayor parte de un webinar comercial en torno a mostrar resultados reales de clientes prepara el terreno para un cierre de venta mucho más fluido y efectivo, al fundamentar el valor en pruebas tangibles antes de presentar la oferta.
and then when we got onto the webinar eighty percent of the webinar was here's everybody's results yeah Ivy come on right so there's technique don't get me wrong we did a lot of technique in those webinars I partnered with uh I did the closing which which I think is the most important part of the webinar in terms of the close uh but it was so teed up buttoned it up with powerful strategy so before we ever sat down to create the webinar we had everything going in our favor and so that's a strategic
Escúchalo en el minuto 50:12
ConversiónEs más valioso y sostenible acumular decenas de testimonios de clientes con resultados moderados pero consistentes que tener un puñado de casos atípicos o excepcionales, ya que demuestra la eficacia general del producto a largo plazo.
I would rather you have 15 testimonials of people who have had okay results then you alone having great results I would rather you have a hundred people that have you know just barely good results then have five people that have out of this world results we want a massive amount of success for the efficacy of whatever we're selling for long-term winning and so what we're trying to do is create an offer that will give people
Escúchalo en el minuto 27:18
La narrativa y el contexto generan el valor percibido, no la creación por sí sola
Marca y posicionamientoEl valor de un producto no reside únicamente en la genialidad de su invención, sino en el marketing, el encuadre y la narrativa que lo rodean; sin la percepción adecuada, incluso una obra maestra carece de valor comercial.
truly values marketing uh the genius inventor who's created his creation thinks the value is in the creation but Mona Lisa would be worth nothing if there wasn't the lore around her and if you put Mona Lisa in a dark corner of a warehouse and you duct taped her frame instead of putting it in a nice frame it would instantly lose a lot of value if artist it wouldn't be worth as much so the marketing of the thing is the most valuable thing especially at the perception is greater than reality but most people don't see it that way so they will tend to devalue marketing so
Escúchalo en el minuto 45:36
Investigación de mercado y clienteLos webinars de venta convierten mejor cuando se dirigen a principiantes o personas en las etapas iniciales de su problema, debido a que tienen mayor disposición para invertir tiempo en aprender y menor resistencia o escepticismo que los perfiles avanzados.
webinar so generally webinars not always but 70 to 90 percent of webinars are typically going to be focused on people who are at the beginning stages of the journey not in the middle or not in the advanced stages so people that are just starting a business people that are just people at the beginning of the journey are the most receptive to webinars and
Escúchalo en el minuto 28:12
Estrategia y decisiones de negocioLos negocios suelen triunfar gracias a la audacia y la toma de riesgos motivadas por la necesidad de ganar, pero al consolidarse tienden a cambiar a un modo defensivo por miedo a perder lo conseguido, una actitud que a largo plazo prácticamente garantiza el estancamiento o la decadencia.
is so important because people learn to play the game that made him Successful by taking these very risks and be being very hungry and oftentimes being fear-motivated because they don't have anything so they're trying to escape from that and then they get successful and now what do they do they play defense instead of offense they become now afraid of losing what they have whereas before they were afraid of the lack of what they didn't have yeah you're afraid of not winning when you're poor you're afraid of losing when you're rich and being afraid of losing is just a it's a guarantee that…
Escúchalo en el minuto 57:29
Reclutar los primeros afiliados a partir de compradores de un producto de bajo precio
Canales de adquisiciónPara construir un programa de afiliados desde cero sin contactos previos, se puede vender un producto de bajo costo y alta calidad; una parte de los compradores que queden satisfechos poseerá audiencia propia y se convertirá voluntariamente en socio promocional.
um Step One create an excellent product I created this product I don't even was a nice little cheap 17 product something like that and a customer of mine who bought it said man I really like this I have an audience I notice you don't have an affiliate program would you want to set one up so I could promote you and I'm like yes of course I dance I'm telling you you reach enough people through whatever mechanisms you can day one um some of them will have influence in
Escúchalo en el minuto 34:28
Estrategia y decisiones de negocioLos negocios suelen triunfar gracias a la audacia y la toma de riesgos motivadas por la necesidad de ganar, pero al consolidarse tienden a cambiar a un modo defensivo por miedo a perder lo conseguido, una actitud que a largo plazo prácticamente garantiza el estancamiento o la decadencia.
is so important because people learn to play the game that made him Successful by taking these very risks and be being very hungry and oftentimes being fear-motivated because they don't have anything so they're trying to escape from that and then they get successful and now what do they do they play defense instead of offense they become now afraid of losing what they have whereas before they were afraid of the lack of what they didn't have yeah you're afraid of not winning when you're poor you're afraid of losing when you're rich and being afraid of losing is just a it's a guarantee that…
Escúchalo en el minuto 57:29
Incompatibilidad de audiencia entre webinars largos y tomadores de decisiones de agencia
Investigación de mercado y clienteLos tomadores de decisiones de alto nivel (como CEOs o CMOs) que contratan servicios de agencia rara vez dedican varias horas en medio del día a ver un webinar técnico u operativo; este canal tiende a convocar a técnicos y ejecutores. Utilizar webinars para captar clientes de servicios manuales o de agencia suele atraer perfiles no aptos y generar problemas de capacidad operativa postventa.
probably not a good idea to use a webinar for it because it's a service agency if I showed up and gave you 200 clients tomorrow could you manage them ask you this question the type of person that shows up to a webinar is not my customer yeah it's you know they're it's the tactician the technician the the person pressing the buttons the CMO CEO director marketing types that are buying agency Services they're usually not carving out you know two and a half hours in the middle of the day to go the qualification in an agency business or a service business is you've got to live with the customer…
Escúchalo en el minuto 22:10
Los clientes con dolor agudo priorizan una solución inmediata sobre una solución perfecta a futuro
Investigación de mercado y clienteCuando un prospecto experimenta dolor activo en el presente, preferirá comprar una solución 'suficientemente buena' disponible hoy antes que una solución superior que requiera esperar a mañana.
know there's the convenience factor is a big deal whereas something somebody wants a good enough solution today more so than a better solution tomorrow because they're in pain today so they want a solution today and so there's a
Escúchalo en el minuto 18:41
Canales de adquisiciónLos afiliados con audiencias pequeñas pero hiperreceptivas construidas orgánicamente (a través de eventos, podcasts y listas de correo) generan clientes de mucho mayor valor y conversión que aquellos afiliados que compran anuncios directos a la promoción.
here's what we discover with Affiliates custom is these are the guys that go and speak on podcasts like this and they pick up one or two or three people here and one or two or three people there that's quality bro that's not quantity and so our Affiliates typically they've a following that's not large in numbers per se but hyper responsive and they're the gatekeeper to that audience and they affiliate I've ever found uh who pays for traffic from Facebook directly to try to plug it into a promotion ever ever beats an affiliate who already has an existing audience that they can tap into usually…
Escúchalo en el minuto 31:27
ConversiónAunque el webinar es una herramienta de conversión de alto impacto, no es apto para todos los productos ni modelos de negocio; forzar su implementación sin evaluar el contexto específico de la oferta suele ser un error.
the webinar is not a one-size-fits-all who's it for who's it not yeah it's not for as many people as people think it is like I want to make a webinar for this and oftentimes I say don't it doesn't make sense to in your particular instance
Escúchalo en el minuto 14:11
Canales de adquisiciónPagar la mayor comisión posible a los afiliados beneficia directamente al negocio a largo plazo, ya que cuanto más depende su sustento financiero de tus ofertas, mayor es su compromiso, alineación y volumen de tráfico aportado.
affiliate and I love that costume because the more I'm paying people the more that their livelihood depends on me uh the more shoes I put on their children's feet the better it is for business my friend so we are very happy to pay as much as we possibly can to as many Affiliates as we possibly can so I imagine 43 right
Escúchalo en el minuto 43:14
Oferta y precioAl negociar acuerdos estratégicos de alto nivel para promocionar o lanzar un producto ajeno, es ventajoso combinar un porcentaje de los ingresos directos con acciones fantasma ('phantom equity') o derechos sobre una futura venta (exit) de la empresa asociada, sacrificando parte del margen inicial a cambio de beneficios a largo plazo.
um in that deal we've structured it to where we get not only a percentage a pretty nice healthy percentage I might add uh we also get a portion of the exit um so it's it's a phantom Equity style deal so in that particular case the numbers are they're a little bit more fungible in terms of well we'll take a little bit less here because we're going to get more potentially over here there's milestones and thresholds involved this this one particular deal
Escúchalo en el minuto 44:06
Evitar embudos complejos cuando una llamada directa a la acción en redes es suficiente
ConversiónCuando ya existe autoridad y una audiencia cualificada, diseñar embudos extensos como webinars puede sobrecomplicar la venta; un post directo en redes sociales puede bastar para agotar la oferta de forma rápida.
costume and she's like here's the here's everything I've been thinking of and it was this very complicated document and she wanted to do a webinar as part of it so she was asking my advice and she says you know this is what we're thinking structure blah blah I'm like here's what you need to do essentially I didn't come right out and say it but I walked down the path to the conclusion of all you got to do is make one social media post that's it and you'll sell this thing out now you're over complicating it essentially uh so so she came to me asking for a webinar I told her to make a social…
Escúchalo en el minuto 54:35
Priorizar la publicación constante y mejorar sobre la marcha
Estrategia y decisiones de negocioEs preferible lanzar y poner el trabajo en el mercado rápidamente ('ship it') para luego optimizarlo con retroalimentación real, manteniendo la constancia de publicar a diario en vez de retrasar el lanzamiento buscando la perfección inicial.
just ship man that's what I always live by just ship so get it out the door and then make it better but just get it every day show up and ship it just ship man just ship just put it out there and keep putting it out there I love that
Escúchalo en el minuto 1:00:15
La reputación acumulada realiza la mayor parte del esfuerzo de venta
Marca y posicionamientoLa mayor ventaja competitiva en un negocio es la reputación construida con los años: cuando existe una trayectoria sólida de excelencia reconocida, la autoridad previa realiza hasta el 90% del trabajo de persuasión antes de iniciar la venta.
that said like the biggest Edge you can have in your business is your reputation just who I am when I walk in a room does 90 of the heavy lifting in the rooms and that's the result of the input of 15 years of Relentless pursuit of Excellence
Escúchalo en el minuto 10:21
La reputación construida a largo plazo hace la mayor parte del trabajo de venta
Marca y posicionamientoLa mayor ventaja competitiva en los negocios es la reputación acumulada; un posicionamiento y autoridad consolidados durante años realizan la mayor parte del esfuerzo persuasivo previo antes de entrar a cualquier negociación.
the biggest Edge you can have in your business is your reputation that just who I am when I walk in a room does 90 of the heavy lifting in the rooms that we play in so a lot of my work is done for me and that's the results of the
Escúchalo en el minuto 0:00
ConversiónUna serie continua de webinars a lo largo de 226 días generó 57,9 millones de dólares en ventas totales, destinando aproximadamente el 44% de los ingresos al pago de comisiones a afiliados y brokers.
was a series of webinars over a period of 226 days and then let me be even more that's day number one day 226 when all the smoke had cleared and the dust had settled 57.9 million dollars would say probably 44 of the 57.9 million dollars was paid to
Escúchalo en el minuto 41:22
ConversiónLas ventas brutas generadas mediante estrategias de webinars estructurados pueden superar los 250 millones de dólares sumando ejecuciones directas, cierres en vivo y asesorías a clientes (con clientes individuales superando los 100 millones de dólares replicando el modelo).
there's actually 250 million dollars in what gross revenue generated via billion so it's somewhere in between but webinars I've directly done myself the webinars that I've assisted with others they bring me in just to close um and or that I've designed been hired had clients that have done over a hundred million dollars on their own just from the webinars that they modeled
Escúchalo en el minuto 12:53
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