The Irresistible Growth Framework
Irresistible Aura is the magnetic attraction to your company. We call it your Mona Lisa Smile. Like the Mona Lisa, your Irresistible Aura has some special attraction that’s hard to define. Fortunately, there is a formula, and Hollywood uses it every day. They build irresistible auras in the form of strong characters. Hollywood builds these characters around fiction. You need one that is built around truth.
Irresistible Ideas are concepts that are clear and simple in their presentation. They are likely more complex in implementation which is your secret sauce. But they need to be presented in a way that is immediately understood. They should also be presented in a way that someone immediately self-realizes that their life is suffering in some way because they haven’t implemented that idea. This should create an immediate yearning to implement that idea.
Broadcast is the plan and mechanisms to put your Irresistible Aura and Irresistible Ideas in front of potential clients. This should involve multiple channels such as paid media, social media, stages, and referrals.
Irresistible Content is value-add content that speaks directly to your ideal client’s pain and desires. It should be narrowly focused and promise one big thing. Most importantly, when you dangle it in front of your ideal client, they should immediately and irresistibly exchange their contact details for your piece of content.
Irresistible Offers are low-ticket impulse purchases that lead to your high-ticket, high-trust core offer. We call these offers First-Time Offers (FTO). When we say “impulse purchase,” that means the coins in the cushions of your couch, the money in your wallet, or the B2B equivalent of this. It must deliver a disproportionate amount of value to price. If someone needs to do a mental calculation to figure out if it’s an incredible deal, then it either doesn’t have enough value or it’s priced too high. It should solve at least one problem and have a minimum of four deliverables and a maximum of five. When these factors come together and you dangle your offer in front of a qualified buyer, they will buy it because it’s irresistible.
You can read more about irresistible offers in the book, Make Sales Magical.
Proven Promos are promotions that are guaranteed to get people to show up and engage with you. When the circus came to town, they’d march the elephants down Main Street. When people saw the elephants, they would line up to buy tickets to the circus. Your business needs a proven promo to have sustainably scalable growth.
Frictionless Framework is the key to moving prospective clients from first touch through paying client with no friction. We believe that going directly to your high-ticket, high-trust offer is the opposite of frictionless. So, we use an 8-stage customer value journey to move the prospect through your system in a frictionless way. You also need to remove friction from your internal team. So, use your CRM and automations to make the machine run the same way every time with minimal human thought.
Touchless Tech Stack is about making the machines do what the machines do best. Humans should not be doing tasks that machines can do better. Only use humans for the things that humans do best. For example, human judgement is a uniquely human skill.
T-Shaped Teams are essential for sustainably scalable businesses. The top of the “T” implies that each team member has broad understanding of how their specialty impacts the other specialties on the team. The long vertical of the “T” means that the team should be made of people with deep specific knowledge in their area. Some of the areas of specialty include content, copywriting, paid media, social media, and analytics. Companies with T-Shaped Teams are able to execute like a finely tuned engine delivering optimal performance.
