Transcription
Right team, welcome back to the channel. My name is Tom Youngs. This is the whiteboard of truth. And in today's video, we're talking about micro cult messaging. Specifically, the one, two, and three principles that I've used to grow my consulting business over the last three years from zero to 1 million plus per year without a sales team and without sales calls.
So, if you're like me, if you're an online expert like me, and you've ever been hit with the seven most expensive words in online business, "I just need to think about it," then this video is for you because I need you to forget everything that you think you know about creating content that converts. Forget about going viral, my friend. This is all about creating messaging that builds a micro cult. Okay, let's dive into it.
So, as always, this video is brought to you by our sponsor, Southoun's Natural Mineral Sparkling Water. Let's crank a fresh bottle. Yeah, that's a little bit of fizz.
Okay, so if you're new here, hey, my name's Tom. Welcome back if you're if you're if you're back for some more. I run a consulting business called Scale 20. We help six-figure online experts scale to seven figures per year. It's kind of what I've done. And this is the stuff that myself and all of my clients use to make huge big monster bucks from tiny audiences. And I'm very excited because I've actually never talked about this stuff publicly before. So, you're very lucky. You're very lucky.
As always, if you're new here, I have a gift for you down in the description box. It is everything that I have done to grow my business delivered to your inbox over the next seven days. I call it six to seven figures in seven days. And it's free. It's free. It takes 3 minutes to read every day and you will know exactly what I've done to grow my business and how you can build yours. Let's dive into it.
Okay. Number one, numero uno. Conversion happens in the content. This is all about a mindset shift. Okay. I need you to forget about all the ways in which you have closed clients before. We are in the modern era. You do not need to do sales calls to convince people to work with you. Instead, you make content that converts at scale and then you just invite them to work with you instead. It's the difference between inviting and convincing. I want you to be able to invite. All right? That's what I want you to be able to do.
So, let's talk about this. As I mentioned a couple of minutes ago, there are the seven most expensive words in online business. "I just need to think about it." Now, what that means is that you have an ice-cold lead, right? They are ice cold and they don't want to work with you because they are scared. They're fearful about what would happen if they work with you and they're unclear about what it is you do. This is how people have been building these businesses online for the past like 10, 15 years. But no longer, me amigo, no longer. It is about something different. It is about you going from the seven most expensive words in online business, hearing those, to being told and someone messaging you with the seven most lucrative words in online business: "Can you send me the payment link?" "Can you send me the payment link?" Seven very lucrative words. Very, very lucrative words. And what those words mean when someone sends you those words in a DM, in an email. I'm very fortunate. I get sent those words very frequently. That is how I've been able to do this stuff. Those leads have been pre-sold. They are piping hot. I hope you don't mind my little emoji efforts here. So, this is the freezing cold face emoji. This is the fire emoji. Ice cold to pre-sold. That's what we're going to be talking about in this video.
So, this is the difference. Like I said, micro cult messaging allows you to do inviting instead of convincing. We don't want to be convincing people on a call, in the DMs, why they should work with us. We want people who are all-in, ready to go, and frankly, just end up being dream clients because they are all-in and ready to go. That's what I'm here for. That's what I'm very fortunate enough to have built.
So, here's the kind of mindset shift that I need you to make. I need you to make this kind of like this is the shift, right? The old way of thinking about things is that content, you create content, Reels, posts, YouTube videos, podcasts. You create content that attracts. That's the old way of thinking about things. The idea is that you put this content out, you bring people into your audience, you build this audience, and you bring them in. And then once they're in, what you do is you you convert them by having a conversation. And typically in, you know, up till now, like the most common way to have that conversation is first you need to convince them to get on a call. So you need to have a conversation in the in the DMs being like, "Hey, by the way, I think I can help you with this. Let's get on a call." Or even worse, "Hey, oh, let's let's go on a call with me." And then you end up on a call with Dave, who you don't know who Dave is, and you're like on the Zoom call, and you're like, "Okay, bro. I thought you were Tom, but you're saying your name is Dave. [ __ ] that. I I don't need to buy stuff with a call. I know if I want to buy something."
Let me tell you this. Last year, I was very fortunate to buy my first Porsche, okay? This is not me bragging. I had it on my vision board, and I had never ever ever sat in a Porsche before. Never sat in a Porsche before and but I knew I wanted it. I put it on my vision board. I was pretty clear on what I wanted. So I bought a Porsche without ever even sitting in a Porsche ever. Not even my car. I bought my car. The first time I sat in a Porsche was when I drove up to the dealership and sat in it and I was sat there thinking, "Holy [ __ ] this is sick." And that was the first the first time I'd ever sat in a Porsche. I didn't need to get on a call with someone to convince me that I wanted a really, really, really expensive thing. I was prefucking sold. And so that's all I needed to do was I put the deposit down. I drove up, picked up the whip, and now I well last year I got to tick off on my vision board, the Porsche.
So, you, this idea, this belief that people need to have a call so you can convince them is busted. This is the old way of doing things. This is the sales way of doing things. I want you to enter step into the new world of this which is your content converts at scale. Okay. And then the conversation that you have with a prospect is admin. Now this is effortless enrollment. Okay. There's a difference between doing sales which is heavy, involves a lot of effort, involves a lot of convincing. It's a transference of belief that happens in a small window of time. I hated it. I hated doing it. I hated having Zoom calls with strangers. If you've ever thought to yourself, "Oh my god, I want that to be the last stranger I ever speak to who then says to me, 'I just need to think about it.'" If you've ever thought that, then you're just like me. And what you actually want is you want effortless enrollment. "Can you send me the payment link, please?"
So, how are we going to do this? Okay, we're going to go over here. This is how you do this. And this is probably this is not even probably. This is the most powerful technique that you will ever learn in copywriting and content messaging. Okay? And no one ever speaks about this stuff. This is the difference between generic messaging and magnetic messaging. Now, generic messaging is describing someone's situation. Okay? This is taking an outside perspective of their situation. You are describing their situation. I'm going to give you some examples in a second. Magnetic messaging is describing the dialogue that is going on inside their head. Okay? It's the inside messaging.
Now, I'm going to make you rewind maybe 90 seconds to 1 minute 20 on this video. And about 90 seconds to a minute ago, I said a line that used inside messaging. I said, "Have you ever thought, wait, what was it I said?" I said, "Have you ever thought to yourself..." I literally can't remember what it was. I said, "You're going to have to go back to 90 seconds. I gave you I gave you a line. This is me [ __ ] up in real time here. I'm not even going to edit this [ __ ] out. Scroll back 90 seconds. I gave you a line where I said, "Can you imagine or have you ever thought this line?" I literally I'm not smart enough sometimes to remember stuff that I even said 90 seconds ago. [ __ ] it. We're going to roll with it. Okay, I'm going to give you some other examples. And this is, like I said, this is me just showing that I am just a humble human. I am no wizard. I am just a humble human and I [ __ ] up. And my short-term memory is pretty pretty shocking. Clearly, your word is your whistle. Okay.
Now, I heard I didn't hear this statement, but I heard someone talking about messaging being similar to a dog whistle. So, a dog whistle is something that dog owners use to be able to whistle to their dogs and give them a command. But that whistle is vibrating at a frequency that humans can't hear. So it's therefore it is a dog whistle. The words that you use will act as a dog whistle to your perfect future client. Your PF mofoing C. Okay? Your perfect future client. The people who are a dream to work with are all-in, ready to go. Never giving you any like headaches. They just do all the work. They do everything that you say and they get banging results. Your perfect future client. And the words that you use to describe their dreams, their desires, their pains, their problems, their fears and their frustrations, the words that you use that are floating around in their head, the dialogue that they are having in their head about these things, that acts as a dog whistle to your perfect future client.
So, let me give you a really hard example here, okay? I help people scale their businesses, right? So, there's a bunch of things, bunch of dreams and desires that I help people move towards. There's a bunch of pains and problems that I help people solve. There's a bunch of fears and frustrations that I help people overcome. Okay, the most common one is most coaches struggle to get leads. Now, when I say that, and I I obviously I have said this in this video, but most coaches use lines like this in their content. They will say, "Most coaches struggle to get leads," and that is a description of their outside their outside situation. This is a description of their current situation but it's from an outside perspective. Instead, what we want to do is we want to step inside our mind. Get inside their head is what we want to do. Get inside the head of your perfect future client and actually use the words that are floating around in their mind.
So let me give you an example here. "Most coaches struggle to get leads" is the outside way of saying things. But what's actually going on inside my perfect future client's minds are: "I'm so tired of sending hundreds of DMs every day only to get told, 'I just need to think about it.'" That is an example of an inside line. That is the line that I'm thinking in my head. It was the line that I was thinking about three years ago when I started my business. And one of my mentors directed me to be sending hundreds of DMs every single day to people who were ice cold. Ice cold. And then I would occasionally be able to convince people to get on a call with me. And by the way, apparently like Jen, is it Jenzers? Whoever the young people are, apparently they go like this now if they want to like call me. You know, I'm a millennial so it's like call me. But I don't know if that's true. Tell me if you are a Gen Z. If you're one of the few three Gen Zers that are watching my content, drop it down below. Are you guys using that? Are you guys using that? Anyway, inside language. "I'm so tired of sending hundreds of DMs a day only to get told, 'I just need to think about it.'" That is a description of the dialogue inside their brain.
Now, the reality is is that you can create probably hundreds of these lines. And I h and I have to admit the best place that I go to do this is I work with Claude to remind me of these things. This is me holding my hands up by the way and saying this is one of the most useful one of the most useful adjuncts that I've used Claude for uh and AI for is reminding myself of the inner dialogues that's going on in my perfect future client's mind. Because here's the problem. Three years ago when I was sending hundreds of DMs to strangers every day, that was my pain. You've just seen an example of me not being able to remember something from 90 seconds ago. Okay. Am I gonna remember what my brain was thinking about three years ago? No, I'm not. So, the cool thing is, for whatever reason, AI, the large language models, they seem to know all of the stuff that we all hate. All of the dreams, desires, pains, problems, fears, and frustrations. And so, I find it really useful. And this is how I pull all of this stuff together to actually create a post or post or content that converts. Okay, the final piece of the puzzle here. I call this the pre-sold post. So, we're going to create a pre-sold piece of content. A piece of content that pre-sells the viewer, the audience member on the value of working with us. And if you stay till the end of this, I'm going to direct you to a piece of content that does just this. Okay, stick around.
Okay, I'm going to ask you a question. Someone might not have even ever asked. You may have never never even considered this. What is the point of a sales call? I will repeat. What is the point of a sales call? There are three reasons someone gets on a call with you to talk about the potential of working together. Three.
Number one. Number one is to qualify. What does qualify mean? For me, it's weeding out the energy vampires. Okay? For me, qualification is all about hunting for the dream clients and kicking out the energy vampires from my pipeline. I don't want to work with energy vampires. Three, two years ago, I made a massive mistake. I changed some of the messaging in my offer and it was very small. It was a small little change that I I did, but unfortunately for a four-month period, I attracted energy vampire and toe-dipper clients. These are clients that weren't all-in. So, they were dipping their toes in in the water, checking the temperature to see if this is something they wanted. And the error that I made was in my offer, I said, "They can cancel anytime." And what that did was that attracted people in who were not all-in. So it might seem like, oh, that's a small thing and that's a mechanic of the offer. It isn't. That's an example of how one small one, "cancel anytime," three words can completely change the makeup of your client base. And so for four months, I was working with people who took up loads of my time, who only stayed for working with me for like a month or two months before saying, "Oh, I'm good." They had no intention of staying long-term and they were the worst clients to work with. They were really nice people. Some of them were super nice people, but they were a headache to work with. I quickly stopped that. I actually it was one of my mentors, uh, Anthony from a couple of years ago I worked with and we were looking at my business and thinking, okay, I was actually doing I was getting loads of leads. I was getting loads of leads and I wasn't collecting as much cash as I wanted to be. And he said, "Okay, you need to first you need to move away from this pricing model that you have and you need to change this up so that you're actually attracting people who are a dream to work with." I changed it. I basically 10xed my business over the next like three like three months uh or like six months. Um eventually hit my first 100k month and everything fell into place. And since then, I have not gone back to using messaging that attracts the energy vampires. So that's first the first thing that we're trying to do in a sales call is take them through a series of questions to see if they're actually a dream client for us. People might think, "Oh, it's I'm qualifying them to see if I can sell them." [ __ ] that. Like, how dare you? It's not about that. It's about seeing if they are actually going to be a great fit and they meet the qualification criteria of being a great fit to work with you. And by doing that, you repel the energy vampires. So you qualify, you take away the energy vampires, you get you highlight who are the dream clients.
The second part is all about objection handling. Okay? So this what this is about. Objection handling, if you didn't know this, is about removing fear. Objections come from someone who frankly doesn't think that they are going to get the result that you claim they're going to get. And they are scared of that. They are scared because they are not convinced that you are actually capable of getting them the result. All objections come down to that single fact. They do not believe that you can actually get them the result. Because if you if they believed you could get them the result, they would have no fear and they would literally work with you. They would say, "Yes, I'm in. Let's go." They would tell you the seven most lucrative words in online business: "Can you send me the payment link?" Okay, that's what they send to you. So again, that's the second part. The second thing that we're trying to do on a sales call is we're trying to get rid of fear.
The third thing we're trying to do is we are trying to get them to commit. We are trying to get the close. Okay? We're closing on a sales call. We're trying to get them to commit. That's all it is. The close is about getting them to commit to taking the action of the first step of working together. And the first step of working together is this is the "Can you is the payment link?" Okay? It's the actually doing putting the credit card details in, putting the car details in, getting it over the line. Okay, so those are the three aims of a sales call. Qualify, objection handle, and then close. Get rid of the energy vampires, remove fear, and then get them to commit to taking action of the first step. Those are the three things.
So, how do we do this in one piece of content? It's actually down here. Okay, three things that we need to do. It's a three three-part framework that I use.
Number one is repel. So we do that by using inside language. So when we use inside language, we act as that whistle. Your word is your whistle to your perfect future client. Okay? So if you're using the right language that's going on inside your perfect future client's head, you are going to inevitably magnetize dream clients and repel the energy vampires. But it's super important that you use the inside language and not outside language. So, first step is we want to repel them. This does the qualification. So, step one is the qualification. So, again, this is this relates to this by the way.
Number two, remember we are trying to do objection handling in a sales call. So, what does your content need to do? It needs to dissolve fears. So, the second part to this is that your content needs to address the fears that they have floating around in their head. "Will my partner accept me doing this? What's my partner going to say about this? I haven't even It's been like so long since I've done a It's been two years since I've done a sales call. I can't even remember the objections that are going on like like I can't The typical objections. I don't have enough time. I just need to think about it. I need to speak to my partner." Those are the three ones. Those are the three ones that come up. Um, and it's because they don't have belief. Okay? So, they don't have belief that it's going to work for you. So, you have to showcase belief. You have to show that it's going to work work for them in your content.
And then the third thing is you need to invite them, not convince them. So, this is what I call selling from the back foot. So if you've done selling, if you've done high-ticket sales, if you if you are familiar with running sales calls, then you'll know that one of the most powerful frames to be in is this idea of selling from the back foot. So what does that mean? People, if you can imagine me like leaning in, like I'm leaning in towards you. It's kind of like stress-inducing. It's a bit like, "Why is he leaning in? What what the [ __ ] he doing here? It's weird." So selling from the back foot is this idea of just leaning back and saying, "So, are we going to do this?" and handing the frame back to them and instead of it being like, "I think you should do this. Let's get this done now. Where's your where's your credit card? Where's your you know the classic things that we used to do on the sales calls." Um, "Have you got a credit card or like whatever." It's an invitation. It's like, "So, are we are we doing this?" And it's an invite instead of a convincing. It's inviting instead of convincing.
So those are the three steps to do this. Repel, dissolve, invite. Now, like I said, if you are curious about how to actually do this in a piece of content, what I'm going to do is I'm going to direct you to this piece of content next, which is going to actually run this playbook, the three-step playbook, so you can see it in action. Okay. Right. That was sick.