Part 3: How To Craft A Powerful Marketing “Scheme”

A few months ago I spent some time in Paris, approximately two weeks.

And during this trip, whilst on a balcony overlooking the city, with a nice and crisp ciggy light to the brim, I came up with a marketing ploy to psyop thousands of people to buy a digital product without any sales resistance. 

Now - don’t get me wrong this was a great product, and I would only sell great products so there’s nothing malicious about what I’ll be sharing with you.

However be weary of telling your family and friends about this “devious” but fruitful scheme you’re going to learn in today’s newsletter.

They may give you a dirty look, call you a psycho, or genuinely think you’re dark and twisted.

But remember we’re in the game of helping and servicing people and I don’t take that lightly.

I’ve found that those who gravitate towards info-marketing as opposed to business models like e-commerce, naturally have a knack for helping and servicing people.

It’s the same reason I decided to finally begin creating my own offer,  even though my clients pay me well, teaching and sharing my knowledge is what truly fulfills me.

At my core, I genuinely enjoy helping people.

Now that’s enough of that.

Your family will appreciate your scheme after you’ve made their life a bit easier with your new profound profits.

So what is this marketing scheme?

It’s the exact strategy I’ve used to generate millions of dollars online.

And no, it’s not just some Instagram DM funnel or a free skool community that takes at least 30 days to see a substantial profit after your acquisition costs.

In fact, this email isn’t about a specific funnel at all.

Instead, it’s all about the psychological triggers you can pull in your marketing messages to attract paying customers like wildfire.

There are 6 core marketing principles you’ll always want to present in your marketing messages.

Which include:

1. Liking

2. Reciprocity

3. Authority

4. Social Proof

5. Scarcity

6. Commitment

These can seem very simple to the eye but require a deep understanding of all processes. Each core pillar consists of various variables that you must complete for this to work at its highest ability.

When these marketing principles are applied, they can be the very reason you find your next winning campaign and add five, six, or seven figures to your bank account.

Tonight I’m going to briefly breakdown one of these principles, overview why it works, show you how you can use it in your next marketing campaign, and give a real life example of me using this to persuade the masses into taking a specific action.

For this letter, we’ll focus on the power of the psychological principle, of Commitment.

But first, let me give you an analogy…

Have you ever walked into the store with the intention of purchasing a specific product, but left with a full basket?

We all have. 

However - you didn’t purchase the additional products because you needed them, or because you had extra cash to spend.

Think about this…

Did you have the urge to purchase multiple products before walking into the store?

Dr. Robert Cialdini, a pioneer of modern-day psychology as we know it, and advisor for some of the biggest presidential campaigns in history such as the Obama and Clinton campaigns would say no.

Instead, here’s his input.

“It is, quite simply, our nearly obsessive desire to be [and to appear] consistent with what we have already done. 

Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressure to behave consistently with that commitment. Those pressures will cause us to respond in ways that justify our earlier decision.”

In simpler terms, once you’ve committed yourself to spending money you’re naturally more inclined to spend some more. 

But, this concept doesn’t just apply to buying more products at a store, 

this concept impacts a wide variety of things, including your lead flow, conversions, and sales.

So, how do we get more people to “commit” just like a straggler mindlessly buying snacks at a convenience store, to purchase more of our products?

Eliciting a specific response, through direct-response-marketing - hence the name.

When crafting sales copy or a promotion, you want your potential customers to consciously and subconsciously elicit a specific response.

This can be your prospects nodding their heading saying “This makes so much sense”.

Or it can be sparking a “this used to be me”, in the minds of your new leads.

Even better, this can be from your new customers making a small digestible purchase on your funnel for $20, to then subconsciously justifying making a bigger purchase of $300.

If this happens, you've done commitment right. 

Take one of my funnels for example.

Right now we have a low-ticket front-end product of only $20.

Not much right?

Wrong!

At the time of this writing over 50% of our customers end up spending over $90 on the front end of this funnel, and another 20% of those customers spend $497 immediately after.

This results in more profit, more advertising dollars, and a bigger pool of customers that we can ascend to our higher-end products.

All done on a subconscious level.

Now to wrap up this email, and show you the power of commitment.

I have an assignment for you.

If you’d like to unlock a full step-by-step video breakdown on how I’m using all six pillars on a funnel right now to generate over $10,000 per day on cold traffic, then do reply to this email detailing how you’ll use commitment in your next promotion.

See what I did there?

Made ya commit.

Talk later,

• Malcolm