How to Get Strangers to Buy From You

The last week in August and the first two weeks in September are supposedly the most chaotic weeks in the business calendar. People are coming back from holidays, the kids are going back to school, Q4 budgets are fast approaching.

The more people I speak to, the more I realise that chaos is not something I like to be around, business wise.

How I remove chaos

The best way I know to remove chaos from a business is to get super clear on what you actually want from it. What are you trying to achieve and why?

If you want growth and a quick exit, go for it. If you want a lifestyle business, live the lifestyle. If you want a Lambo, set targets to get there.

It forces you to be specific, clear and non-fluffy. The chaos dissipates because you have direction.

The same thing is true of how you explain your business to a stranger.

The five minutes that changed my business

Most businesses stuck below £25k a month don't have a traffic problem. They have a "nobody quite understands what I do" problem. Or worse, a "how do I actually buy this?" problem.

Before we built our first VSL (video sales letter), we were doing £30-40k months. Once we got it right, £70-80k. Not because more people saw us, but because the people who did finally understood what we do, who it's for, and why we're the ones to do it.

That's the real work of a VSL. It forces you to get brutally specific about the old way your client is stuck in, the story that earned you the new way, and the offer waiting at the end of it. Then it does that job for you in every DM, every ad, every referral, while you're asleep.

Nobody turns up cold

We now make everyone watch ours before they reach a call. Nobody turns up cold. Nobody turns up confused. And the people who aren't a fit quietly select themselves out before they ever hit the calendar.

I've made 37 of them this year, because I'm constantly iterating what I say to bring in a slightly different avatar.

The framework

I put the whole thing into a training on YouTube: hook, call out, old way, story, new way, offer, CTA.

It's under ten minutes, filmed on my walk to the gym. I release two of these a week, so subscribe if you want more, and ask me any questions in the comments.

Watch on YouTube: How to use a VSL to convert cold traffic

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If you would like to work on this with me 1:1, here is how that works.