There’s dozens of stories and case studies Daymond has at his fingertips that will reassure prospects they’re getting his best-of-the-best advice he reserved ONLY for companies he invested in, until now.
A final objection early-stage or hopeful entrepreneurs have is this:
Q: “Will this work for ME?”
I’d suggest giving detailed stories of people who never achieved success until they started working with Daymond.
The problem is, anyone who leaves the tank with a deal, probably walked in there with enough sales to spark serious interest.
One way to confront this, is to invite beginner entrepreneurs to test the program for free in return for feedback.
Their stories would build proof for a highly-skeptical segment of prospects who grapple with self-doubt, and need to see people like them, experiencing success.
Another way to answer this, is an ironclad guarantee that eliminates the risk a prospect takes on if they try the product.
Now, Daymond might be so confident in the product and only be looking for go-getters who would never dream of a refund. If that’s the case, it’s also a strong selling point to employ.
Q: “I’m a horse trainer for polo players, what do dope hats and t-shirts have to do with MY business?”
Fair question. I bring this up because Daymond left out a KEY piece of information in the email copy that he includes in the video:
“...and you’re also learning from professionals that I’ve learned from and they can share all the tools that you need to run and operate your business.”
Dude! You’re saying there’s other instructors who will teach me the skills that you aren’t as masterful at?
Who are they? Do I get to learn from your mentors, too? Tell me tell me tell me.
If someone is serious about this product, you literally cannot tell them enough about it. This is stuff they want to know.
ONE AND DONE? DON’T LEAVE ME HANGING DJ
What’s super cool is, every one of the above questions could be engineered into its own email.
As you can see, there’s a lot to talk about. And a lot of objections to hurdle at the steep $997 price point.
(This is why some competing products with similar price points send 20+ emails in their launch series.)
It makes sense to add more emails to the series, to achieve the double-barrel effect of:
1) answering objections earlier before the prospect has a chance to say, “hey, what about [insert worry / fear / excuse].” You’re one step ahead, and it shows the audience you’re tuned into their unique challenges.
2) “future pacing” the results before telling you how you will get there. This means you buckle them into your time machine, zoom into their future life, and let them walk around in it — scribbling down their business idea, seeing that first sale in their Shopify, taking the afternoon off to watch their daughter’s dance recital. All of this gets them emotionally invested in a positive future.
Once you create an open frame of mind, then you can step in and show them — logically — how you will get there. But, visceral emotion is the first domino in the chain.
Alrighty, let’s check out the fifth and final email, the launch email.
LAUNCH EMAIL - EARLY ACCESS LAUNCH (4/17/17 - 7:33AM PST)