module 4: creating your a.c.e. triple play with dave dee and …4... · quite honestly, if this is...

Module 4: Creating Your

A.C.E. Triple Play

With Dave Dee and Mike Stodola

www.gkic.com

© 2016 Glazer-Kennedy Insider’s Circle, LLC. All Rights Reserved.

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ULTIMATE MARKETING MACHINE

© 2016 Glazer-Kennedy Insider’s Circle, LLC. All rights reserved.

CONTENTS

Module #4: Creating Your A.C.E. Triple Play ....................................................................................................4

Overview of System ....................................................................................................................................6

Using Each Piece .........................................................................................................................................8

Information You Already Have..................................................................................................................11

Additional Information You Need .............................................................................................................12

Expanded Story .........................................................................................................................................13

Creating Your Story ...................................................................................................................................16

Teaching Segments ...................................................................................................................................19

Creating Your Lead Generation Audio ......................................................................................................26

Creating Your Lead Generation Report .....................................................................................................30

Assignment and Next Session ...................................................................................................................30

Questions & Answers ................................................................................................................................32



MODULE #4: CREATING YOUR A.C.E. TRIPLE PLAY

Mike Stodola: Welcome to Session #4 of the Ultimate Marketing Machine. As

always, today I'm joined by the one and only Dave Dee.

In Session #4 we're going to go over creating your A.C.E. Triple Play, just an

amazing session. At the end of this session you're going to know exactly

what you need to send out to your leads that will convert them into

prospects and customers like crazy.

This is really a very cool session. Thank you for joining us today. Dave how

are you doing?

Dave Dee: I'm doing fantastic. I'm fired up, I'm ready to go. This is one of my

favorite sessions Mike, the next two, because it gives you such a competitive

advantage once you get this material done.

Quite honestly, if this is all you did, if you just did the

A.C.E. Triple Play and used it, it would be worth the

price of admission.

I mean that sincerely, because part of this is going to

be writing a book, which we're not going to do today

in this session, but we're going to do that in the next

session.

If you have these materials, that puts you light years ahead of your competition,

because they don't have this.

Again just a quick review, A.C.E. stands for Authority, Celebrity and Expertise.

So that's what this is going to set you up as.

If you have these

materials, that puts

you light years

ahead of your

competition.



Now when we say authority and especially celebrity, it doesn't necessarily

mean, and in most cases it doesn't mean, a national celebrity but rather a

celebrity in your town.

The example I like to use most often when teaching Ultimate Marketing Machine

is that of a restaurant owner, because typically they don't have very good

marketing and second of all, it's a business that most people would say, "Well

you can't do this kind of stuff because this doesn't fit for a restaurant."

It absolutely, positively does. We’ve talked about this a lot but I want to keep

drilling it home because we're still getting some questions… not as many, but

we're still getting some questions from folks, "Is this going to work in my

business?" The answer is, “Absolutely!”

Mike, the other thing I want to point out here is that you can separate style from

substance.

As we go through this, if you're in a business-to-business market… although

really everything that we're talking about here applies directly to the business-

to-business market; when we get later in, with some of the different things, you

may want to modify them slightly. However, you could separate style from

substance.

So if you don't like specifically how it is, if you want to make it more playful or

more serious, feel free to do that. But what you want to do is follow this as

closely as possible.

Just a quick point, next week is one of my favorite weeks, it’s creating your

book.

Again this is creating a book without ever putting pen to paper. It's like

nothing you've ever seen before, and you will have a book done within just a

couple of hours of implementing what we go over next week.

You're actually going to have the entire outline done on the call next week.



Then my favorite week is the very last week, Session #8, which is putting all

this on autopilot online using things like Facebook.

It's just a tremendous tool right now to getting the exact type of prospect

that you want for your business and converting them into customers, clients

and patients.

Then we've got two great weeks in between that's really going to show you

how to follow up with all the leads that you get and turn them into

customers when the timing is right for them.

We're not even half way through with this thing but you've gotten so much

already, and like Dave, you just said, if all you did was create what we go

over today with this A.C.E. Triple Play, you're going to blow away your

competition.

OVERVIEW OF SYSTEM Okay, let's get started with Session #4, "Creating Your A.C.E. Triple Play."

If we look at the overall schematic of this thing as we always do, this is all of the

stuff that you're going be

creating. This is the flow

chart about how

everything works.

Just to reiterate, you've got

your business cards, your

postcards, your flyer, your

door hanger, your Valpak.

We've not created your

Facebook ads yet, that's

the last session.



You need to have all of this stuff set up, because once you start putting your

Facebook ads up you're going to start generating traffic immediately. So you

need to have all the other things set up.

You're going to send them all to a landing page. Some people may call directly,

and we've given you a telephone script for that and a point-of-sales script.

After people come to the landing page, enter in their name and email address

and their full contact information, they're taken to a Thank You page.

From then a whole bunch of cool stuff starts, including sending out what is

really the conversion piece to this puzzle.

You're going to send out a shock and awe box. Now

in the shock and awe box is your A.C.E. Triple Play.

The A.C.E. Triple Play consists of an audio, a book

and a report.

We're going to be going over the audio and the report in this session and you're

actually going to write the book in the next session.

Again, I know some people are freaking out about that, "I'm not going to be able

to write a book." Yes, you are. You're going to be shocked.

Then also in the shock and awe box is something that's called the Competition

Eliminator. We discussed this on the last session.

This is the checklist of the 10 things to look for, or the seven things to ask a

plumber/butcher/baker/candlestick maker before you ever do business with

them. That's what sets the buying criteria.

The conversion engine was the four-page sales letter, or micro sales letter. That

is the piece that all the other stuff drives to. It converts the person and it gives

them instructions to do whatever the next step in your sales process is.

The A.C.E. Triple

Play consists of an

audio, a book and a

report.



If that step is to go buy a product, that's what that letter is for. If that step is to

call to make an appointment for a consultation, that's what it's for. If it's to come

into the restaurant with a coupon, that's what it's for. So on, and so forth.

Also in the shock and awe box is a newsletter. We haven't got to newsletters yet,

we'll explain why but that also goes in your shock and awe box.

After that, a series of follow-up emails go out, a series of follow-up very cool,

very entertaining, very unique letters that will make you stand apart from

everybody else go out, and then a series of newsletters. We'll get to all of that.

All the stuff that you see in the shaded parts of the schematic is what you've

already completed, or what you should have completed. Now, if you have not

completed it yet, again, there's no need to get upset or anything like that, just

block off time on your calendar.

I know I say it week in and week out but if you don't block off time on your

calendar to get these exercises done, then you're simply not going to get that

done, because like me, like Mike, you're extremely busy.

So block off time on your calendar just to do a little catch up.

Everything that's shaded in the schematic you should already have completed.

Today we're going to go over the audio and the report. We're not going to be

going over the book today, but rather the audio and the report.

USING EACH PIECE Let's talk about how you're going to use each of the Triple Play items and the

purpose of the Triple Play items.

• The lead generation audio is going to set you up as an authority, a

celebrity and an expert. Now you can put it in as a CD, and as of this

training CDs are still valuable. You could also put it on a little USB stick.

You could also put it in on your website and you should.



This is going to really set you up as a celebrity because the way we're

going to teach you how to do it is via an interview format where it

appears that you're being interviewed. Who gets interviewed?

Celebrities.

• The lead generation report is basically a transcription of the audio CD.

Now again, the reason that you have this in there, there are people who

are auditory learners, there are people who are visual learners.

So there's people that like to listen to things and people who like to read

things, and there's people who like to do both. I personally fall into that

category.

I like to have a transcript as well as audio, because I like to listen to the

audio in my car or when I'm getting ready for the day, but then I can go

back to my transcript to highlight things. It makes an easier reference

than having to go back through the audio.

Most people will choose one or the other. If they choose both that's fine.

But all the report is simply a transcription of the audio. It's an amped up

transcription of the audio.

• Then you have the book. The book is the single most important piece in

the shock and awe box because this is really, truly what sets you up in all

three of those areas, an authority, a celebrity and an expert.

The fact that you have a book regardless of whether your prospect

actually reads the book, flips through the book, doesn't make any

difference. You have a book. Your competitors don't have a book.

Again, if we go to the restaurant example for all of these, think about this. If you

have guests coming into your restaurant and you had a book displayed that you

gave to first-time guests, and an audio CD that you gave to first-time guests, you



have changed the game. You're now the celebrity chef or the celebrity

restaurant in your area.

Same thing if you're a financial advisor for example-you've got a book and

you've got a CD. Again, it just sets you apart; I can't think of anyone this doesn't

work for.

Mike, you were a realtor, actually a broker, and this absolutely applies to the

real estate agent as well, doesn't it?

Oh yeah, for service professionals, for professional practices people it's a no

brainer.

I think the people who say, "Why do I need this?" are typically like the

retailers out there.

But we've got an amazing member, the mattress guy, Jeff Giagnocavo. They

sell mattresses via a retail store, just like you pass a dozen every day. They

have a book and it does wonders for their business-they sell totally

differently because of that book.

We see business after business doing this. We have our member Russ

Yeager, who runs a gym, and he wrote the book and he did it within a week.

He had it up on Amazon within a week or 10 days of going through the

session, we're going to go through that next week.

He has never done anything like that before, he just followed the

instructions and had that up. It was a gamechanger for him as well. It really

does work for everyone, and you'll see why especially after this and next

week, exactly how it's going to work for you.

Yeah, just a very quick story. My wife goes to this particular doctor. She says,

"This guy is the authority on this thing…" on this particular procedure she was

getting. "He is the best on this thing, he's famous and everything like that."



I said, "Why?" It's because he has a book.

She says, "He's got his own book." Now she's married to me and she knows

marketing. By the way it was a self-published book. I went to the office and I'm

like, "That's a self-published book."

Again, you need to step outside of ... I know we're spending a lot of time on the

book, but the truth is it applies to all of the material.

You understand marketing, your prospects don't understand marketing. They

see that you have a book… regardless of the type of business.

Let's say you're an automobile salesman and you have a book; now you're the

celebrity automobile sales person, now you're the

ultimate authority on this thing. It's just so, so

powerful.

Whatever you do, don't fall into the trap of saying,

"That's not going to work for me," or, "My business is

different."

INFORMATION YOU ALREADY HAVE If you look at the material that you've already created, you know who your

target prospect is, you know what their key problems are, you know what their

three to five key challenges are.

Again, to reiterate the difference between those:

• The key problem is the big problem that they're having.

• The three to five key challenges are what they are using as “excuses” or

“reasons” why they have this problem.

We also know what their ultimate transformation is. Again, the difference

between an outcome and a transformation is emotional.

The difference

between an outcome

and a

transformation is

emotional.



A transformation really is more holistic. It has to do with how they are going to

feel and how they are going to be different, regardless of what the product or

service is.

If we go back to the automobile dealer, the outcome is that they're going to have

a brand new car, the transformation is, whatever the transformation is for them.

For a middle-aged guy who's getting his first Porsche, that's a separate

transformation than it is for a kid who's getting his first sports car. But there's a

transformation there, an emotional reason.

Then you also know the features from your offer. We discussed what the offer is.

Then you know the secrets from the Competition Eliminator checklist. All of

those things are important because you're going to take those materials that you

already have, that you've already gone through, and you're going to plug them

into templates.

I know it's shocking that I say you're going to plug it into templates because I've

said it probably 500 times, but that's how this has been constructed, really

literally step by step.

ADDITIONAL INFORMATION YOU NEED Let's look at additional information that you need. The first thing that you're

going to need is a slightly expanded version of your story.

I'm going to share with you exactly how to create your story. We went over it in

a little bit of depth in Session #3; today we're going to go over it in great depth.

By the way, your story is going to be used in more than just the book, more than

just the audio.

If you ever get to where you're doing presentations, whether they are online via

webinar or whether they're group presentations, you're going to be telling your

story all of the time.



Developing your core story is really, really important.

In fact, there are whole courses, which cost about $500, on just developing your

core story. We're going to give you all you need to know in this session.

Again, you're going to be able to use your core story in more places than just in

the Ultimate Marketing Machine.

Then you're going to need your teaching segments, that's what's going to go into

your book, that's what's going to go into your audio. Again, it seems difficult, it's

not.

I also call these “chunks,” if you hear me refer to segments as chunks it's the

same thing, teaching chunks. We're going to get into

that in detail.

EXPANDED STORY Let's talk about story and why you need to tell your

story. There's actually two reasons why you want to

tell your story.

• One, it positions you as an expert. It positions you as a person who

knows what they're talking about.

Also though, it tells the prospect why they should be listening to you.

You're an expert, “Here's why you should be listening to me.”

• Second, it helps your audience, your prospect, identify with you.

Remember, you are the celebrity for your business regardless of what the

business is, and people like to buy from people who they like. So that's

what this is going to do.

Your story needs to touch upon not only the factual and the logical but more of

the heart-centered emotional reasons why someone should do business with

you.

People like to buy

from people who

they like.



Again, it doesn't matter the business. Think about celebrities who you really

like. Is it just because you like the lyrics to their songs? Or do they give you a

feeling? Is there an emotional connection?

The answer is obvious, there's an emotional connection. You actually have an

emotional connection with that celebrity. That's what these pieces of the A.C.E.

Triple Play are also going to do.

Again, you've already written part of your story, which was in the conversion

engine, which is in that four-page micro sales letter we went over last time. So

it's not that heavy lifting because we're just going to expand upon that a little

bit.

Just to review, the basic structure for creating your core story is this, it's in three

parts.

The first part is, "This is how things were before. Here was the problem that I

was having…" or, "Here's the problem that I saw in my business…"

I'm going to go back to the restaurant example because again someone might

say, "This doesn't make any sense for a restaurant."

So let's go to an Italian restaurant because we all know that Italian restaurants

are the best restaurants, it's the best food, period!

By the way Mike, I had to have Mexican food, the whole family wanted Mexican

food this weekend.

Yeah, how did that go?

You know how I feel about the Mexican food.

Yes, I do.

But then I counterbalanced the horrificness of that… I don't even know if that's a

word but we're going to use it… by making my own sauce, spaghetti and



meatballs and stuff this weekend. I just thought I'd throw that in there, because

it just popped into my head.

What I just said, although it doesn't seem like it makes any sense and it’s weird,

here's the thing, “I opened up this restaurant in this little town because I

couldn't find real authentic Italian food. It was all chains. It was all crap. It

wasn't authentic, and I wanted to bring real authentic food to the people of this

town.”

Again, that's how even a restaurant owner could follow this exact same format.

The next thing is, “I discovered the secret.” I'm going to create one for an Italian

restaurant here, just on the fly.

“I was having friends over for dinner and I made my world-famous spaghetti

and meatballs and people were raving. They were saying this is the best Italian

food that they ever had. They said to me, ‘Dave you should open up a

restaurant.’"

Again, it's the before, it is what is called the ‘pivot point’ of the story. Here is my

“Aha,” here is where I had the epiphany, here's where I knew something needed

to change.

Then of course the final piece to the puzzle is, "So I did this and here is the result

of it. I created this solution for this prospect, and here's what it led to."

Again, if we want to follow through with my story… "So I decided to open up my

own Italian restaurant, Dave's Italian Grotto, because I wanted the people of

Milton, Georgia to be able to experience the joy, the passion and the romance of

wonderful Italian food, and since I did..." so on and so forth. Very, very simple.

Mike do you have any clarification? Do you want to use one from another

example? I'm going to give some of my personal examples but I just want to

make sure that that makes sense to everybody.



No it makes total sense, and it's funny, I joined a six-week ‘get in shape for

the new year’ program and this guy, he's an adept marketer. I've worked

with him for years and he follows a lot of the same tools that we use.

He started out by getting everybody in the program together and he told a

story. We had already actually paid money, but he said one of the reasons he

opened this gym was because as a kid he was chunky and he got made fun of

a lot and stuff.

So he wants to not only change the lifestyles of the people there but make

sure they take that back home to their kids, and their eating habits and stuff.

He talked about that, that in college he became an athlete and got in shape.

He went through the exact type of things you were talking about here.

That's one of the important points, is you can say that they might have heard

your story before. But you've got to tell it again and again and again,

because they're not going to remember your story

and you want them to connect with you on that;

them hearing it two or three times is absolutely

fine.

It certainly is. Again, you're going to get bored with

your core story before anyone else gets bored with

your core story.

If you tell it in an entertaining way, people will be happy to listen to it over and

over and over again.

CREATING YOUR STORY Let’s just give you a couple of key tips here for when you're creating your audio.

The biggest key tip I can give you… and again we're going to give you a template

for this… is don't try to read the thing word for word.

You're going to get

bored with your core

story before anyone

else gets bored with

your core story.



That's the opposite of what you want to do. It is extremely difficult to do and

make it sound good.

If you read it word for word, it's going to sound like you're reading and it's going

to sound completely unnatural.

What you want to do is you want to create bullet points and talk to them.

Not only is it easier to do, it's also faster to get it done as opposed to writing it

word for word.

Interestingly I just recorded a new audio for one of our flagship products called

the Magnetic Marketing System and Toolkit. It was like 35, 40 pages long, and it

was a word-for-word script.

It literally took me an entire day to do it. Literally an entire exhausting day to do

it, because reading a script word for word is very hard to do to make it sound

good and this is something that I do all of the time.

So, again, don't read it word for word. Don't make this harder than it is.

Let me give an example of my story and how, if I had outlined this, how it would

look. If you're watching the presentation live or looking at the slides, you'll see

that I've got some bullet points here.

I was a magician. I was only doing about three shows a month. I was deep in

debt; I couldn't sleep at night. That's my before, that's my piece of the story

before, "Here's the problem that I had."

“I attended an event,” this is my pivot point, this is the middle of the story. “I

attended an event, I saw this guy by the name of Dan Kennedy speak. I couldn't

afford the product, it was $247 or $279, whatever it was. Dan followed up.”

You can see the bullet points. Now how does that translate into my story? How

would I tell it?



We've given you the script but I'm not going to turn to the script because then I

would be reading it word for word. We wanted to give you an example of it but

I'm just going to do it from the bullet points.

I'll do it very, very quickly because most you have heard my story a lot. Mike

could actually do my story now.

“I had a dream ever since I was eight years old that I wanted to be a

professional magician. The only problem was I was doing about three

shows a month, and these weren't high-paying shows.

I needed to book more shows or I was going to have to get a regular job

and that would have been a nightmare for me, that would have been like

death for me.

But I was so deep in debt, I was about

$80,000 in debt, I wasn’t able to sleep.

I had to make a decision, am I going to

actually make this dream come true, or am I

going to have to get a regular job?

I went to this big event that came to town. It was one of those success

rally motivational events where there was a whole bunch of speakers

and Norman Schwarzkopf was the keynote speaker.

At the very end this guy by the name of Dan Kennedy spoke. I had no idea

who Dan Kennedy was.

He said, "Hey you're just going to get caught in the Atlanta traffic, you

might as well stay and watch my presentation."

So I sat down and I was mesmerized, because he was talking about this

thing called Magnetic Marketing.

The more you tell

your story, the easier

this is going to

become.



I knew right then and there that this was the solution to my problem, but

then he told me the price which was $279. I didn't think I could afford it.”

I'm going to stop there. Now, was it completely smooth? No, but it sounds much

better than if I'm reading it.

I know my story, you know your story, you just want to create bullet points so

you remember what you're going to say. That's it.

By the way, the more you tell your story, the easier this is going to become. Very,

very simple.

Mike, any clarifications needed on what we just

talked about?

No, very straightforward.

TEACHING SEGMENTS So we've told our story but now we've got to give

some information. We're going to have to give some

information in the book and we're going to definitely

have to give some information in the audio.

So how do we do this? It's really crazy, crazy simple to do.

What you're going to do is you're going to have to lay out three to five pieces of

information, three to five chunks, that you believe are necessary for your

prospect, the person listening to your audio, to make the decision to take you up

on the offer.

So what do they need to know?

These teaching segments also help you set up the buying criteria that you

created in the Competition Eliminator. Where do your teaching chunks come

from?

Lay out three to five

pieces of information

you believe is

necessary for your

prospect to make the

decision.



Number 1, they come from your Competition Eliminator checklist, which comes

from your offer. You've got your offer, and here's the feature.

The Competition Eliminator talks about the secrets… there were seven secrets.

The secret is then turned into a teaching chunk. Now that may seem

complicated but it's really, really simple. Let me give you an example of what

we're talking about here.

Here's a feature example from our golf offer that we've been using throughout

this program.

The feature example is More Power Hand Grip, which is a finger grip exerciser

that you can use multiple times during the day to increase your body's potential

power.

“It strengthens your fingers and reinforces a proper power grip. So when you

pick up the big stick in your hand you'll be pre-programmed to hold the club

properly for maximum distance.” That comes directly from your offer.

The next thing is, if we go to your checklist that you created, one of the keys, one

of the secrets is you need to strengthen your fingers and grip the club in a way

that maximizes your body's full power potential.

You've taken the feature from your offer, you've broken it down into a checklist

item, which you've already done from the previous lesson. Your teaching chunk

is then this, "Well, you need to strengthen your fingers and grip the club in a

way that maximizes your body's full power potential."

So if someone was asking you a question about this, if I was interviewing Mike

about this, let's say Mike is the golf expert, I would say, "So Mike, I know that

you've got this secret, which quite frankly I've never heard of before, about

being able to drive the ball further. Can you talk a little bit about what that

secret is?"



Mike goes into, "Well, one of the things that you need to do to drive the ball

further is that you need to strengthen your fingers." Then he would expand

upon that. Again this is the bullet point to remind you of what you're going to

say.

Mike would not come out and say precisely, "You need to strengthen your

fingers and grip the club in a way that maximizes your body's full power

potential." He would just talk to that bullet point.

That's where the teaching chunk comes from.

Here's how it's structured. There's three questions your prospect is going to

have.

• The first is, "Why do I need to do this?” “Why is this important?” “Why is

it important for me to strengthen my fingers?"

• Second, "What do I need to do in order to get this result?”

• Then, “When I do this what's going to happen?"

So if you think about structuring your teaching chunk in this manner:

• "Here's why you need to do it. Here's why this is important.”

• “Here's specifically what you need to do.”

• “After you do this, after you do these hand strengthening exercises for

just three short weeks, you're going to add 50 yards to your drive."

Now, I'm just making that up but again, very straightforward. You just go with

those points.

Or if you're getting interviewed… and I'm going to share with you how to do

this, it's a very cool strategy… you simply have the person interviewing you ask

you those questions.



Now, you can modify those questions so that you don't have to say every single

time for every chunk, "Why do I need to do this? Why do I need to do that Mike?

What do I need to do to do that Mike?"

You can change it. The idea is that it's the concept, "Mike, why is this important?

How do I go about doing that?" So on and so forth. It's very, very simple.

Let's look at an example. Again, this is for the teaching chunk that you need to

strengthen your fingers and grip the club in a way that maximizes your body's

full power potential. That's the teaching chunk. That's what we're trying to get

across, that they need that.

Why are we trying to get that across? Because in our offer we've got this finger

grip exerciser. What we're doing is we're telling people, "Here's the stuff that

you need in order to get the result that you want to get. And guess what? Our

product has this in it."

I want to make sure that you truly understand the power of this structure here.

So let me explain it again.

You've developed your offer, so you already know what's in your offer, you

already know the features of what's in your offer. You already know the

outcome that they want and the transformation that they want.

So you're building questions and creating teaching chunks that tell people that

that is exactly what they need.

Let me give you an example from this program that we sold to you. We do a

whole presentation where we say, "You need a shock and awe box. Here's why

you need a shock and awe box. Here's what comes in the shock and awe box.

Here are the results of you sending out the shock and awe box."

That was one of the teaching chunks. If I don't develop my offer first, I can't do

this in the right way.



Mike am I being crystal here or do you have some clarification? I want to make

sure I'm being crystal clear because it's so powerful.

You really just answer those three questions. It's so easy. If the ‘when’

doesn't apply because people are going to say, "I've got seven things, and

they're all right now," just go through the structure and you'll figure it out

as you go through it. It's so simple as you go through it.

The beauty of it is if you did get interviewed right now and someone asked

you, you could do this just off the top of your head because you are the expert

at this already.

These are not hard questions for you, just like if they asked me about real

estate at any time I was there, or about marketing.

You could answer these questions right now off the top of your head, and the

thing is, that would be exactly how you need it. It doesn't need to be clean

and rehearsed and polished and everything. You just answer the questions

and you're in great shape.

Yeah, we're giving you a structure so you don't miss anything. But Mike just said

it perfectly, if someone came up and asked you these questions this is how you

would answer them because you truly are the expert in your business.

What we're doing is just turning this into a structure that sells. You see, a lot of

people are asking, "Well I already have a book, do I need to write this book?" By

the way we're not writing the book here, but the point is the same, yes you need

to write the book because your book isn’t structured to sell.

This audio interview, which is going to be turned also into a transcript, is

structured to sell. There's a big, big difference.

Again, all you've got to do is follow the format, but don't get so hung up in,

“Why, what, when.” Just talk. This is just to give you a basic, basic structure.



Okay, the next piece to this ever-growing puzzle. I'll give you some sample

answers. I'm just going to go through this quickly. They're in your handout so

I'm not going to read through all of them because it's not necessary, I think

everybody gets it. So why do I need to have strong hands?

Mike let's do this, let's say I'm interviewing you. I'm the interviewer, and Mike, I

don't even know if you play golf. Do you play golf Mike?

Not well, no.

Okay, so you’re not a golfer and you're not a golf

expert. But let's watch him do this. If you're

listening, imagine listening to this, you think it's a

radio interview.

Mike, the golf expert, who's not a golf expert, but he's on the radio, he's being

interviewed and he gives great answers.

Mike one of the things that you say is that you need to have strong hands and a

proper grip for golf. Why do you need strong hands? I understand the proper

grip but why do you need strong hands?

Well Dave, as you probably know, the power in a golf swing comes from

strong contact with the club, and weak hands produce weak shots. If you

grip the club improperly…

Perfect. That's it. That's good Mike. Look at that, he could literally do this from

this and be perceived as a golf expert. Notice how he just said it, very natural. He

just answered the question and he's not even an expert.

This is so simple guys. Great job, Mike. All right, let's just do the next one, Mike,

so that people can get the why, the what, all that kind of stuff.

Okay. Mike, I understand now why I need to have a stronger grip. How do I go

about this? What do I need to do in order to do this?

This audio

interview…is

structured to sell.



One of the things most people don't know is it's different for people who are

right handed versus left handed.

If you're a lefty, the grip is strongest with the left three fingers whereas most

people who are right handed, the grip is strongest with the middle two

fingers. You need to make sure the Vs of both hands point to your body’s

specific power point at your back shoulder, and I'll talk about that more.

The bottom line is you need to grip the club with the proper pressure; too

tight and you’ll lose the club head speed, too loose and you risk losing

control.

That's it, he just nailed it. Think about if you were listening to this, you'd say,

"This guy is an expert." All he's doing is speaking to the bullet points, that's it.

Let's do the final one.

Mike you shared with us why this is important, why we have to have this grip.

Let's say that we do all of this, what happens to our game? How is my game

actually going to improve by doing this?

You're going to always want to do this because you'll strike the ball in a

more consistent manner, making topped shots, whiffs and other major

fumbles just disappear.

You'll also strike the ball more often on what we call the sweet spot of the

club face, which will transfer more energy to the ball and it will fly

straighter.

Perfect. That's it guys. That's all it is. It's literally that simple, and it's actually

kind of fun.

The summary of this is, all you're going to do is you're going to pick three to five

secrets from the Competition Eliminator, that's the thing that you did last week.



You're going to turn those into teaching chunks using the why/what/when

questions, not necessarily saying it the same way every single time. You're

setting up the buying criteria, and you're selling the thing.

Now when Mike talks about what the offer is and he says, "As one of the things

that comes with it, you've got this finger grip exerciser which strengthens your

grip…" Geez I need that! Because he told me I needed it, and because he's the

authority, the celebrity and the expert I believe him.

Again, don't write it out word for word, just write it in bullets and then just talk

to it.

CREATING YOUR LEAD GENERATION AUDIO So how do you actually go about creating the lead generation audio? We've

given you a template, and just so you know, that template is a template that I

used when I used to do this for people.

Before I came onboard and was part of the GKIC family, part of my business was

interviewing people because I'm a professional interviewer, and creating this

piece of the puzzle, their audio and their transcript.

This is the template that I sent to my clients to fill out. They had to fill it out.

That cost $5,000. Now again, I did the interviewing so you got that piece to it,

but the template right there is exactly what I used. Rewrite to make it flow

simply, make it flow really, really easily.

Now there's two ways to go about doing this. One is recording the way that you

can see in the tips on recording your audio.

You can use your computer to do it, which is probably the way I would do it.

Whether you've got a Mac or a PC, just get a Logitech headset, that's what I use,

plug it into your computer and you can record.

Again, make sure that you are prepared to do this. I know it sounds crazy but

you want to make sure you have your water there.



One of the keys in doing this is make sure your energy level stays high,

especially after you're doing a bunch of takes.

Again, just some presentational tips, you want to vary your tonality. So you want

to be animated in your voice.

Now let me give you a really cool way to do this. One is you can record it just like

this without being interviewed. But I would recommend you take a different

path, and the path I would take is to get interviewed.

Why? Because when you get interviewed it sets up a different dynamic. It sets

you up as an authority and a celebrity, and an expert, because who gets

interviewed? Authorities, celebrities and experts.

There's a couple of ways you can go about doing this.

One way is to call up a local radio personality and

have them interview you... not necessarily on the

air… and you just record it.

Again, we're going to give you the resources for how

you can record like we're doing right now. This is

being recorded, when you go to the resources section, how we're recording this

right now is exactly how you're going to record. You can get interviewed that

way. Very, very simple.

Another way, which is less expensive but not necessarily easier, but it can be

done, is to use Fiverr.com.

Here's what you do: You follow the script that we've given you, you create an

opening. You want to make it sound like you're on a radio show. You write the

opening, "Hey welcome to W-GKIC and our show, World's Greatest Experts.

Today's guest is Mike ‘the Jewel’ Stodola, world renowned golf expert."

So you write a script, and then you write the questions that you want an

interviewer to ask you.

When you get

interviewed it sets

up a different

dynamic.



You then go on Fiverr and you find someone who records audio, professional

radio recording voices. You simply have them record the opening, the close to

the “radio show” and the questions that you've given them.

That will cost you about between $5 and $15. Then they're going to send you an

MP3 file back which will have the professional radio announcer doing an

opening to “his show,” a close to “his show” and asking you questions.

You then sit down at your computer. If you want to be really slick about this, I

would actually record it through the telephone line using the service that we

recommend.

Because now his voice is going to sound like he's in a studio, you're going to

sound like you're calling in to the talk show.

You then record your answer in a separate MP3 file. Now the way that you do it

is you've got to make it sound like you're interacting with the guy.

So Mike would have said to me, "Well Dave that's a really good question, and

here's the reason why this is important."

You record into a separate MP3 file your answers. Now you've got an MP3 file

that's got a show intro, a show outro and questions asked by a professional

radio interviewer.

You've got your answers in a separate MP3 file.

You go back to Fiverr and for $5 you have somebody edit those together.

Guess what you now have? You now have a professional radio interview.

There may be people on Fiverr who will actually interview you, so you don't

even have to go through this procedure. They'll just interview you over the

phone.



Again, this is very simple. For under $50 you could have this thing completely

done.

If you want to go crazy with this and really make it sound professional, then you

could also go on Fiverr and have somebody do opening theme music and closing

music for this “radio show.” Very simple.

Here's what you don't want to do. You don't want to

get your buddy to interview you. Because, unless

your buddy's a pro, it's going to sound very

amateurish. It is a skill, interviewing is a skill.

Again, two options. One, go to your local radio personality, it can even be a late

night guy, they're not making any money. Have them interview you; probably

the easiest option.

Number two, go to Fiverr, follow the procedure that I just laid out for you, or

find somebody on Fiverr who will just interview you over the telephone, and

you're good to go. Mike does that make sense?

Yeah absolutely. You gave a lot of options. Don't get too caught up on this. I

would just tell people go to Fiverr.com. It's simple. For $5, have someone

interview you, make sure it's being recorded.

Like you said, you could get the intro and outro done as well. $20 and you're

all in. You can buy four services: the person to interview you, the intro, the

outro and then putting it all together. $20 and you're done.

Yeah, exactly, or you could do it yourself by the way. If you're more comfortable

and you think for your target market that you just doing an audio is fine, then

just do it that way as well.

However, it does make a difference; I believe strongly the radio interview is

more powerful than simply you talking, but the bottom line is, get it done.

The radio interview

is more powerful

than simply you

talking.



CREATING YOUR LEAD GENERATION REPORT Creating your lead generation report, well this is really difficult. This is a very

difficult step so you might want to write this down!

You get the audio transcribed.

We're going to give you resources, but again you can go to Fiverr.com and you

can easily get it transcribed.

You want to go through and you want to edit it for typos and take out words and

make it go smoothly.

Because what sounds good in an interview… like if I repeat myself, “Because this

is really important. Now listen, this is really important,” that makes sense. It

doesn’t read well though, so you want to take out that kind of stuff.

But you simply get a transcription and then guess what you do with your

transcription? Well, we've given you a report template, you simply copy and

paste into the report template. That's it. That's all you need to do.

ASSIGNMENT AND NEXT SESSION Your assignment for this week is obvious; it's to create your lead generation

audio and get it transcribed.

As Mike said without saying it, don't make it harder than it is. This is really

simple stuff. Remember our saying here, “Good enough is good enough.” Let's

get it done.

In our next session we are going to be talking about how to write a book.

Actually, we're not going to be talking about it, we're actually going to be doing

it.

We have a special guest who's coming on who has taken many people through

this procedure.



Mike will still be with you next week, I am off next week, but I'm not the expert

at writing the book. This person is and they're going to help you out with it, step

by step by step.

Get really excited about this. You're going to have a lot of fun, and you're going

to end up with your own book.



QUESTIONS & ANSWERS

We have a number of questions here. We've got some confusion over the

report. As far as the report goes and the audio, people are saying, are you

going over, for instance, all seven secrets or are you just doing a couple of

them? How does that work?

I would pick three to five. I would probably pick three. Pick your hottest three.

So the hottest three, especially for the audio.

Yeah especially for the audio. Because remember this, isn't supposed to be a 60-

minute audio. This is supposed to be an audio interview. If you've got 15

minutes, that's pretty good. If you've got 10 minutes, that's pretty good.

About 15 minutes is really nice. Remember, if you do more than three, you're

going to probably go over that time period.

Right, and that's where you pick your most compelling three, the ones that

are interesting. Because you want people to consume it. So make sure you

tell them what the three things are and go over those. Really think of it as a

radio interview. That should have answered that question.

Some people are asking about, for lack of a better term, the sales letter

that's in the package. That template was actually delivered last week. That

was in Session #3 is that template, and going through and filling all of that

in.

So if you go back to Session #3 and the templates from that, that's where you

get that portion of what goes in there.

We get a lot of questions Dave about the physical shock and awe box. Do you

want to go over what you'd recommend that physically look like, and then a



couple of the options that people have with that? Like what actually gets

sent out.

There are different options for it. One is an actual box. So it's a box. You figure,

when you have the report that's 8.5 by 11, you've got your book, so it's got to be

able to fit inside the box.

There's plenty of places you can get a box. You can go to Uline.com to get boxes.

The other option is to put it in a shiny metallic envelope, like a red metallic

envelope that's padded. You can put it in that and send that out as well. That's

really powerful.

Regardless what you package it in, on your Thank You page you want to tell

them that.

If it's coming in a big red metallic envelope you say, "In the next three days,

you're going to be receiving this big red metallic envelope in the mail. When you

get it make sure you open it up."

You want to describe what the box is. "You're going to be receiving this black

box in the mail."

Now you can get way more sophisticated with this. Mike, why don't you talk a

little bit about that?

Just for people listening, and we'll make sure that this is on the resources,

those shiny metallic ones and the bubble ones, they're called glamour

mailers.

Literally, Uline has more options than you could ever want to go through

and they're cheap and they stand out. Someone who gets those can't help but

opening that up.



Now some of the other things you can do, you can get the boxes, or if you do

want to keep it simple you can package them up in boxes, like there are

those flat rate boxes at the post office.

Again, if the box or the envelope is the stopping point, just go with whatever

is easiest. You can always make it more sophisticated down the line, but

don't let the box or the envelope stop you on this.

Then people are asking about CDs versus USB versus MP3s, just giving them

the link. What we always recommend is give them something physical, and

like we said CDs still work today.

I do love the idea of having a USB drive in there. Instead of just a regular USB

drive again you can go online and buy really cool USB drives.

There are thousands of different shapes and different things. It could be a

pen with a USB drive on it also. So you can have some fun with this, and

they're just a couple of bucks, it's not like you're putting a lot on these drives

so you don't need them to be very big.

Anyone who's concerned about the fact that certain computers now, and a

lot of cars, don't have a CD player, put it on that USB drive and deliver it

electronically to them, as well, and give them the availability to have the

MP3s.

People just learn in different modalities. I listen to virtually everything,

whereas Dave you're more of a reading type of person, or you actually said

you listen and read the various things. Some people watch videos.

You could get more sophisticated down the line and do something like that.

But keep it simple to start with, whatever is going to be effective, whatever

you can do.

The actual box and the presentation also depends on two other things. One

is your conversion rate. Your conversion rate is going to go up once you have



the box and everything and eventually it becomes really, what you're going

to make off the average box.

If you know you send out 10 boxes and you're going to get eight clients

because of that, and the average client immediately is worth $2,000 to you,

then you can probably get pretty sophisticated and fancy with your box.

If the average client initially for the first 30, 60, 90 days is only worth $100

to you and you know your conversion rate is more like 40%, you're probably

not going to spend quite as much on the box and what's in that.

We really leave it to you. You can get as simple as getting folders out there

that have a place to put a report, have a place for a CD or you can stick the

USB in there. You can have the book on top as well as the other pieces we've

gone over for the shock and awe package. You just want it to look different.

Yeah Mike, that's specifically what I did when I created this for my wife who's a

realtor. That's exactly what I did.

I had a nice folder, by the way not a custom folder. I went to Office Depot, I got

the folder that has the business card cut out because her picture's on her

business card. It's got the business card cutout, it is die cut so you see it, and you

open it up and everything was inside there. We put it in an envelope and mailed

it out.

Again, it depends. I mean we've got some folks who've gone crazy with their

shock and awe boxes, but their average customer is like $30,000.

That's not something that we could say, "Here's the exact thing for everybody."

Really just decide and do it, but the most important thing that Mike said is,

"Don't let this be a sticking point. It's fine to put it in a FedEx box or Priority Mail

box or flat mail box and send it out. Just get it out.

Margie says, "Should we also sell the book on Amazon?"



Yes, absolutely. You should definitely put this book on Amazon, even if you sell it

for like $7, $1 or whatever, it's a wonderful lead generation tool in and of itself.

Even if you don't make sales with the book, the fact that someone can go and see

that the book is on Amazon, it adds credibility.

The funny thing is, Dave, we talk with people who've done the UMM and we

always recommend putting it on Amazon. Put it for $17, who cares?

We do that just so they say, "Yeah, it's being sold on Amazon," which it

absolutely is. But the funny thing is they make sales of the book without even

trying. People just find it, type something in, especially because you have a

good headline and it's got good benefits.

As you do the book the exact way that you're going to discover next week,

people who are seeing it on Amazon can preview about the first 10% of the

book. It's going to provide such tremendous value that they're going to want

to purchase it.

You're going to actually get clients while making money off of Amazon when

you do it the way that we teach you to do next week. It's kind of fun to have

on there, as well.

We're still getting questions about how long this should be. As Dave said,

really just pick your three best points. Each of your points then is probably

going to be about three minutes long when you do the ‘what they need to do,

when they need to do it,’ type of thing, the three questions.

That, with your intro and outro, you're going to be right around probably 10

to 12 minutes long.

So it's not going to be a very long thing, and if it's shorter, it's shorter, and if

it's a couple of minutes longer that's fine. But keep it at probably eight to 15

minutes tops. Just pick those big three points and you're going to be right in

that eight to probably about 12 minutes. I think that should clear that up.



We have a question, "Can we do this through some dropship company, send

out the shock and awe box?" I think the terminology might be a little

different as far as dropship company goes. We call it a fulfillment center.

Absolutely, you can do it through a fulfillment center.

Again that's an added step in there but once you get to the point that you've

got this totally automated, which you will by the time you've done all eight of

the sessions, in the resources, we will give you the information about a

fulfillment center so that you can have all the mailers, all the physical

mailers, the boxes and that type of thing, going out automatically for you. Do

you have anything different on that Dave?

No, I just want you to think about how many of these you're actually going to be

sending. It may be easier to hire your kids or someone in the neighborhood to

put the boxes together for you and just have them in your office to send them

out.

Now if you're going to be doing mass marketing and you're going to be sending

out hundreds and hundreds and hundreds of boxes, then, yeah, maybe a

fulfillment company.

It's really up to you, but again it depends on what you're doing. If you're a local

business and you're sending out three boxes, five boxes a week, 10 boxes a

week, I'm not sure you need to go through a fulfillment company. It's really up

to you.

Joe is saying, "If you want this done professionally, like getting a radio guy,

do you have any estimate on what a cost for, like you said Dave, a late night

radio guy would be?"

I don't have any idea. It depends. Obviously a late night radio guy in New York

City is going to be different than a late night radio guy in Iowa. Probably $100. I

really don't have any idea. I would just call around.



Yeah, and I think you're probably right on with that. The other place to go if

you're in a college town, or even if you're not, some of these college DJs… you

talk about people who have no money. College DJs really have no money. You

could probably call them up.

Check for the radio station for the big university in your state or that you're

close to and just look up some of the college DJs.

They'll probably have better websites than your local radio station anyways;

you'll be able to find one, find a voice you like and they'll do an outstanding

job for you probably just for some beer and pizza money. You probably don't

even need to spend that $100 when you do something like this.

The big thing is that you guys are listening to this going through it and

implementing this. We're so excited about this program because we see the

results. We had over 483 people go through this program before the people

on this session of it. So we know about the results.

It's like our most exciting thing we do because we love to hear the stories of

success and people growing their business and taking their life where they

want to go with everything.

Jason is saying he's done several audios over the years on Fiverr and has

never spent over $20. So for $20 you get a professional thing done on Fiverr.

Thank you, Jason, for giving that information here.

Dave, what's next for folks?

What's next is to get this audio done. Get it done. Go to Fiverr, go to your local

radio station, whatever it takes. Get it done. Follow the template that we've

given you, lay it out, get it recorded, get it transcribed and then fill in the

templates.



You're probably not going to be able to get all of that done, because you've got to

wait for the transcription to come. But it's really, really simple. It's fun, just relax

when you do it. You know your stuff so it's not that big of a deal. Just get it done.

Yeah absolutely. We look forward to seeing everybody in Session #5, really

one of the outstanding Sessions that we have because you're going to

discover you have a book in you, and it's going to take about an hour to

materialize into a book, an hour of your time after the next call. So we’re

really excited for Session #5.

module 4: creating your a.c.e. triple play with dave dee and …4... · quite honestly, if this is...

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