So far we spoke about creating a different Presell Site (PS) to appeal to each of your POPs current challenges (their worldview). Each PS in a Presell World (PW) will take your reader from seeing just a “tail” and expose them to the existence of an “ear.”
Now let’s dig a little deeper…
For each PS you can come up with multiple angles (hooks). Each angle designed to appeal to an even more specific part of your POP.
Which in turn, allows you to create an even deeper connection with them. To take them on an even more INTIMATE and emotional journey.
And to ultimately make yourself even more attractive to them (a process of building trust). Trust that you have their back, and you know their pain.)
The gist of it is that Each PS also allows you to hit an audience from multiple different angles/hooks (big ideas):
For example, I could have an AffiliateBully PS for baby boomers (angle: how to build passive income streams to support their retirement funds).
… and another one for teens and YA’s (young adults) leaving school and higher-education, and needing to make future career decisions (angle: AI is replacing much of the human workforce with automation, so the only guaranteed path to freedom is to be your own boss and build your own shit).
The story angles that can talk to any POP are ENDLESS, and limited only by your imagination.
For example, I own around 17 odd domain names to build presell sites around the idea of email marketing, each allowing me to tell a different narrative (with the end goal of exposing people to AutoResponder Madness from different angles).
[Shawn’s note: AutoResponder Madness became the Art of Email in September 2021.]
I get an idea. I then search namecheap.com, then find the best domain name I can (getting a .com is becoming more challenging).
Most of these don’t get developed. But at least I have the domain should I want to. Otherwise, I allow the “duds” to expire a year later.
Presell sites also don’t have to be external assets. You can build some of them out on your main website.
Example (Paleo)
Let’s say you’re operating in the paleo space, considered by most outsiders to be just another weight loss protocol.
It’s not.
Paleo isn’t only about losing weight. The benefits go waaaaay deeper and broader than that.
There’s a segment of paleo involving something called ketosis. People striving to be in a state of nutritional ketosis don’t primarily do it for weight loss. That’s a byproduct (a side effect).
They do it because it makes them feel amazing and hyper-focused. Or for disease prevention (like epilepsy), and living longer.
The stories told to these people (Angle 1) are VERY DIFFERENT to the stories told to a post-pregnancy mom trying to lose 20 lbs quickly by eliminating “carbs” (Angle 2).
These are very different narratives that talk directly to very specific needs affecting a POP.
Let’s go deeper still, and explore a third angle of the Keto POP.
There are “Low Carb” people, who have different versions of eating low carb. And there are DIFFERENT groups of people who buy into different stories around low carb, many of which have a very low level of sophistication that is supporting their beliefs.
There’ll be an audience who have HEARD that “low carb” is excellent for losing weight.
Which it is.
But they won’t have the whole story (al-la the post-pregnancy mom trying to lose 20 lbs quickly by eliminating “carbs”).
They may be too unsophisticated to hear the story that says a diet with lots of animal fats and butter is good.
They’ll freak the fuck out!
What, eat butter — are you kidding me! — nah ah.
But that’s the reality of getting in nutritional ketosis.
Low carb with just moderate fat won’t necessarily get a person into nutritional ketosis (without the help of exogenous ketones or C8 MCT oil).
But low carb with around 70% saturated fat, can.
Going back to the elephant example from the previous lesson, you can’t tell a story that severely breaches that POP’s own worldview and perceptions, that have been baked-in over years and years of government propaganda (don’t forget the power of the first heard story that you may be working against in order to move them further down your rabbit hole).
Their worldview and beliefs have also been shaped by years of mass media (and medical doctors), who drums on about whole grains being good. Low fat is good. High carbs are good. And FAT IS BAD!
So you’re up against all these beliefs if you’re targeting people wanting to lose weight and be healthy, and want to do it through the low carb.
How it All Fits In
You’d need to bring them into your reality gently. Part by part. And
you do this by creating a presell world.
Each PS “octopus arm” tells a different story that’s congruent with your overall philosophy (represented by your core business asset and brand; your money site).
You then get to “link out” (contextually) to your various (external) Presell Sites where it makes sense.
As well as “link in” to a PS that starts the narrative, and the journey and experience you want to expose them to BEFORE they reach your money/brand/business site.
A PW allows you to go much WIDER than what’s possible with just one PS.
You get to reach a much wider audience through telling different stories and using different specific angles for these stories.
You get to tell stories that reach each of these weird audience segments. Then work to attract them deeper down the rabbit hole and bring them into your fold.
This is how I can tell 100 DIFFERENT stories (each with different angles and hooks and big ideas), around all the products in our stable (and for any affiliate product on the market for that matter).
This is how I used to dominate when operating as a pure super-affiliate all those years ago.
I would take an offer, like Turbulence Training, and break out the big audience into smaller segments. Then I would write a different PS for each.
Every other affiliate (which is no different to how they operate today btw) just told ONE damn story (or none if they went the “review” option).
Or worse, try to tell multiple stories within one marketing message. Which only ever leads to confusion and a message that’s incongruent, trying to go too broad and attract everyone.
Yeah. Good luck with that, tiger.
Each PS within your PW can have their own email opt-in, with their own email sequence. That’ll work just fine. But it’s also a lot more work.
I hardly ever do that.
I’ll point multiple PSs to the same email list, which then works to push people over to the “money site” down the line.
NOTE: Multiple email opt-in forms can trigger the SAME email sequence. The pre-framing is the only thing that’s different and sets up the context for the narrative to continue through email.
Simple!
Next, we talk about Character Arcs…
NEXT: Character Arcs