This is content that’s useful AND incomplete.
Incomplete is not about delivering sub-standard content that isn’t impactful and actionable.
On the contrary, the presell sites I create are all about delivering a WORLD CLASS experiences to my audience. The experience that sucks them in, and leaves them better off than before they were exposed to it.
Incomplete simply means not giving it all away out the gate.
Ever entertained a kitten by getting it to chase a piece of string?
It’s all fun and games until you stop pulling the string. They lose interest the MOMENT the string stops moving.
Same with your audience.
The EMOTIONAL pull of wanting to know more — the lure of what’s behind the curtain — ends when you give it all away upfront.
In the same way that the magic of a great illusionist trick is lost when the “secret” is revealed.
Sally Hogshead, in her book Fascinate, says this about LUST:
“Tease and flirt, build attraction, but NEVER give it all away. LUST ENDS WHEN CRAVING ENDS.”
Same applies to the worlds you create through your presell sites.
You want to create a fascinating environment for your reader.
Like I explained before, environment (and the context it creates), accounts for the greatest influence over the SUGGESTIBILITY of a subject.
Although we can’t influence the external environment of our reader, we can create a favorable internal environment — our presell site, or network of presell sites (Presell World).
This matters … a lot.
You get to build this perfect world for the POP you want to matter to.
You get to control the context and you get to set the frame in how they see and experience your world (you and your brand).
With Affiliate Bully, which I wrote in 2010, I did this by presenting a DIFFERENT PERSPECTIVE that the reader had never considered before that moment.
Here’s Vanuatu, this stunningly beautiful group of 65 inhabited islands in the South Pacific Ocean — a location that dreams are made of.
Which is why I chose to use it to set the stage (the frame).
Then I linked it to (creating context) having been voted as the happiest place in the world.
Then I dropped the bomb (more context) that you only need to earn $3,000/mo (transferred to a local bank) to qualify for a residence permit and live in Vanuatu.
The point wasn’t for readers to suddenly move to Vanuatu — although I think one person (Dan) did.
Beautiful exotic Vanuatu was only a setting. It represented any place on earth that the reader DESIRED, but was too scared to think too seriously about making the move a reality.
This was all about HOPE.
The PATH to BELIEF.
And I was the conductor controlling the orchestra.
I had their ATTENTION.
All of that was simply the setup.
The lead-in.
Only then did I start the educational content part of how to earn $100 per day to make the dream of living in Vanuatu (or anywhere) a reality.
The how-to part was linked to and congruent with the presell hook (the BIG MARKETING IDEA).
Again, Vanuatu itself was irrelevant. I had linked Vanuatu to how to build a little $100 per day income stream.
Vanuatu was simply a “fill in the blank” that represented the dreams and desires of each reader. A better world outside of their current reality.
It made the how-to part — the main event — more POWERFUL and exponentially more memorable.
Without the frame and context that I established through the BIG IDEA, it would have just been some average interest how-to content.
More of the same.
It wouldn’t have broken through their attention barrier.
It wouldn’t have had the same impact.
That first page set up everything else.
It JOLTED them from their everyday reality, and I WAS CREDITED FOR DOING THAT (in their minds).
(Don’t underestimate the power of the FIRST HEARD STORY.)
The whole role of the educational content element is to build on from the BIG IDEA — now that you have their ATTENTION — by delivering preeminence.
Educational content needs to solve a problem; ideally just ONE problem, well (as in, really open their eyes to a new way; you want “AHA” firecrackers going off in their mind).
Results in Advance
To my knowledge Frank Kern coined this term. Although the idea behind it has been around forever. Frank was just smart enough to give it a name.
Before I explain what it means, you need to understand that, when people do things on the Internet, they are in DIFFERENT MINDSETS (the intent behind their “searching” is different).
If you type “how to stop my baby crying” into a search engine, you’re in a problem/solution mindset.
You have a problem (your baby is crying) and you want a solution (you what to know how to stop the crying).
That’s all you care about right now.
The first site to give you that information wins your attention.
You don’t want to buy that 12-hour video training on “Parenting Mastery” (at least not right now). You just want to stop your baby crying.
However, if you typed in “newborncourse.com review”, you’re in a getting ready to buy mindset.
You’re thinking about buying it, and now you want to hear other people’s opinions on the product.
Here’s the critical thing to remember: Each mindset is DIFFERENT, and requires a different presell approach.
Give them presell content that MATCHES up with their mindset at the time.
This is where the Frank’s Results In Advance technique comes in.
If your prospect is looking for “how to stop my baby crying”, give them exactly what they want.
Create a Presell Site (PS) which contains exactly the solution to their immediate problem. In this case, give them actionable educational content about how to stop a crying baby.
Here’s the true power of this technique…
When you give people RESULTS, they think, “Wow, that actually worked!”
You gain instant credibility and trust with them because you’ve given them something that works (even if that result is only a PERCEIVED RESULT).
They will then be far more likely to purchase your other deeper training on Baby Mastery…
END OF Preselling LESSON