The truth...

Last week I sent out a newsletter on the topic of first principles thinking.

For those of you that missed that newsletter, first principles thinking is the concept of operating on fundamental truths rather than assumptions.

And doing so allows you to tap into hidden “profit gaps” in your market.

Since sending that email I’ve gotten overwhelming great feedback from people on this list.

So today, I want to address a subscriber question that digs deeper into the practicality of this topic.

Here’s the question:

Subscriber:

“Hey Malcolm, amazing email by the way. I’m currently running a book a call Funnel for a fitness offer. We have a bunch of competitors, many who are selling a similar offer. How can I actually implement first principles thinking to sell something unique in the marketplace that gives me an edge? I’d really appreciate your feedback here. Thanks. “

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This is an amazing question. In fact it was the whole point of the email I sent.

Using first principles thinking to craft something unique in the marketplace. 

By creating something new you automatically have a leg up in your specific niche as you’re selling opportunity, not improvement. 

And you don’t even need to change your product, in many cases you can simply change your core messaging.

Anyway, here's how I replied to this subscriber.

My reply:

“Great question [redacted]. You may not notice this yet, but you’re already sitting on a gold mine. 

Since you're running a call funnel - you have direct feedback from your customers. 

And not just any feedback like (reddit, or YouTube comments). 

You have feedback from buyers.

And like all the OG’s such as Gary Halbert, Dan Kennedy, Joe Sugarman and David Ogilvy say - there’s no better market feedback you can get than people purchasing your product. 

Here’s what I’d do in your specific situation.

Analyze the sales calls (from buyers) and look for the following congruencies. 

1. What does this product do for them (in their eyes)?

2. What is their specific desired outcome (eg; lose 10lbs of fat)?

3. What makes them believe your product can help them achieve their desired outcome?

4. What are previous solutions they’ve tried before in the marketplace, and why didn’t it work?

5. What are their current limiting beliefs, and objections, and how does your product eliminate their limiting beliefs?

6. Who does your product actually serve? (Who’s purchasing this product)

7. What don’t they like about your competitors' approach? 

Once you’ve found the common congruencies from the buyers of your product, you now have the ammo you need to create a unique market angle.

Additionally you’re now able to stand out by giving the market what they actually want (the truth), versus your competitors who are operating from assumptions.

Now here’s the only problem with this specific approach.

Although it’s the ultimate source of truth, and the only real way to get an edge in your marketplace…

Reviewing hundreds of sales calls manually is very time consuming, especially when you consider the other deadlines, and responsibilities you have.

On top of that to get really good data from sales calls you need to pay extra close attention to what I call “hidden signals”, and this is where the real money is at.

It’s something that’s hard for the human eye, and ear to catch but it makes all the difference.

Things such as the specific phrases, key words, and questions you ask that perk up a prospects ear and lead to a sale.

Now, don’t get me wrong I’ve done this before and still went on to generate millions of dollars for my clients (and myself) however I wouldn’t recommend this approach.

I don’t know if you’ve seen my email from last week “Why I left a $1B startup”, but in case you didn't, in this email I revealed a new startup I’m working on that solves this problem.

And in real time, it’s changing the way that marketers sell their products online.

Instead of depending on manual research, opinion based feedback, and hours of analysis…

This new tool I’ve created is the first product in the market that turns sales calls into scroll stopping ads that increase your ROA’s in less than 10 minutes per day.

Not only does it analyze your sales calls, and create breakthrough ad creatives for you…

But it also identifies your most profitable customer avatar, and the “hidden signals” that really lead to a buying decision.

If you want, you can become a beta member and test drive it before I start raising the price.

Just reply under this email and let me know.

So far some of the biggest creators in the industry are onboard.”

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Now for those of you that are in a similar boat…

You want to increase your ROAs for your call funnel…

Stand out from your competitors…

And consistently break records cash collected records for your client’s…

Here’s my piece of advice for you.

Your sales calls contain more marketing intelligence than any other source you have access to.

The people who systematically extract and apply these insights will dominate their markets.

The ones who don't will keep competing on price and hoping their next campaign performs better than the last.

First principles thinking isn't just about questioning assumptions. It's about acting on the fundamental truths you discover.

In this case, the fundamental truth is simple: Your buyers are telling you exactly how to market to more buyers like them.

The only question is whether you're listening.

And more importantly, whether you're doing anything about it.

Talk tomorrow, Malcolm

P.S. – I’m about to go on a big content run (for the first time ever) typically I’m just in the shadows making money. But now I feel like it’s necessary. What type of content would you guys want to see from me?