AMPLIFY DAILY: Anatomy of a Warm Network Launch – Apply vs Register (Day #31 of 365)

Thomas K.R. Stovall
Thomas K.R. Stovall
All Posts By TKRS

DAY #31 OF 365 | Wednesday, January 31st, 2024

Today’s video is part of a series of behind the red curtain peeks into a warm network launch of one of my programs that I’m conducting right now.

YESTERDAY’S RECAP

If you missed yesterday’s AMPLIFY DAILY, I gave an overview of my lead capture process for warm network launch to an existing audience.

I gave a detailed behind the scenes view of the first couple of pages in the funnel for this new event, along with the internal planning document for it.

In it, I gave a breakdown of how I use an “Alert List” narrative for lead capture, as the 1st step in my list building strategy.

“Attraction-Based” marketing and sales…we talking about Law of Attraction here, or…?

In today’s video I give a behind the scenes breakdown of an upcoming half-day live intensive called Launch In A Day LIVE! for experts who want to launch an online program.

I specialize in “attraction-based” marketing and sales. 

No, we’re not talking about the law of attraction or anything like that.

I’m fundamentally talking about designing well-choreographed marketing and sales funnels and systems that switch the power dynamic…

And have the customer or client qualify themselves to work with you, and hope you’ll accept their money…

Instead of you trying to convince or cajole a client into working with you.

Application vs Registration, what’s the difference in the customer’s perception?

Part of creating that inbound attraction where the customer or client is chasing you, instead of you chasing them, is to switch their frame of reference from “registration” to “application,” whenever appropriate.

Having a prospect go directly from an overview page to a registration page puts 100% of the power in THEIR hands…

And THEY get to choose, on THEIR terms, whether or not they’re going to “give” you their business.

Going from an overview page to an application page immediately shifts the power dynamic, as they realize that everyone isn’t invited to attend…

And THEY are part of the unqualified lot not necessarily invited to attend…

And they must QUALIFY in order to be in the room.

But why on earth would they feel the need to “qualify” to be in the room, if they’re paying?

Well first of all, stop being silly!

OF COURSE you can’t just outright say it like that, because they’d tell you where you and the horse you rode in on can go…

The proper frame of reference is “consider and be considered for.”

They are considering you, and you are considering them…

That’s the next step for them to accept, from THEM solely being the ones who are considering YOU.

Who’s chasing who?

By simply accepting that “consider and be considered for” paradigm you give them…

They’ve already made a slight micro-commitment, given up some power, and created some forward momentum TOWARD you…

Because even though it feels like you’re even at that stage, you’re not…

You actually gained a bit of power, and they lost a bit of power…

Said a different way, if the “chase” is defined by which party is moving toward the other…

You have stayed stationary in the transaction, and they’ve come forward toward YOU.

Ok I get it, slight power transfer, but still, why are they not in power if THEY’RE paying?

If you’ve done a good job making the room feel coveted…

And being specific enough in your promises about the event, such that they know the room is EXACTLY what they need and have been looking for…

The more distance you place between the purchase and them being in “control” of their ability to “choose” to attend vs “be selected” to attend…

The more their consideration becomes fixated on securing their opportunity to attend, if offered…

And the less they think about whether or not they actually want to attend in the first place.

Implementing the 3 levers of scarcity into the transaction…

To create that desired distance, step by step, you strategically add more and more scarcity to their experience, to increase FOMO (fear of missing out)…

Scarcity Lever 1: A limited opportunity

  • “This event will take place on Saturday, February 24th, from 10am – 12pm CST. This is the only date and time we have planned for this event to be offered in-person at this point…”

Scarcity Lever 2: Take an already limited opportunity, and make it even more scarce

  • “Attendance is by application only, and we do not intend to offer the in-person, live event again in 2024 period. For those approved to participate, this is your only opportunity to attend the event this year live and in-person.”

Scarcity Lever 3: Introduce competition

  • “Again, attendance is by application-only, there are only 10 spots available total, and applications will be reviewed and accepted in the order they are received. If accepted, your spot will be held for 1 hour. Confirm your spot by purchasing your ticket at that time. If you miss your purchase confirmation window, after 1 hour, your spot is released to the next approved application in line, and your application is moved to the back of the line. Once all spots are confirmed, all remaining approved applications will be put on the waiting list for the next event, if and when we select a date.”

By skillfully layering scarcity onto their experience, I can give the illusion of “choice”…

But the reality is their base human desire to “not miss out” will be activated…

And they want to be one of the 10 who are selected, and in the room for this amazing experience.

I don’t have to “ask” them to get their applications in and pay right away…

Because I’ve baked in the consequence of the missed opportunity, should they wait around and be beat to the punch by someone else.

The science and practice of influence

Look y’all, there are people who are PRACTITIONERS of influence in the world…

I’ll let you decide for yourself whether or not I’m one of them.

They know how to craft environments, both physical and in language…

Where you’ve stepped into their stadium and are walking around on their playing field, and you didn’t even realize it…

Everything about what is happening has been DESIGNED to have you say YES

While simultaneously giving the illusion that you said yes because YOU wanted to say yes…

But in reality? You didn’t stand a chance. You said yes because they designed the environment to produce a yes from you…

And you were ill-equipped to identify the tools being used against you, or defend yourself from them.

What is “Ethical Influence?”

For close to 15 years, I’ve studied in rooms that don’t go on my LinkedIn resume, about this topic.

Weirdest thing – when you tell people you have this ability, they then believe that you’re trying to “manipulate them” in every conversation lol.

The rooms I’ve studied in have stressed using ETHICAL INFLUENCE in transactions…

What does this mean?

Studies show that the faster someone says “Yes” and commits to something, the more resolute they are about that choice in their mind…

So if you’re selling something that TRULY does offer a transformative result to someone…

It is in THEIR BEST INTEREST to say yes quickly, and resolutely, which increases their likelihood of staying committed to the process…

And getting that transformative measurable outcome.

Conversely, if there is someone who is not a fit, an ETHICALLY designed transaction moves them AWAY from that purchase as quickly as possible.

This is why every single one of my funnels goes HEAVY on lead qualification as a first step…

Because I don’t want you in my sales funnel, or buying my program, product or service unless you’re QUALIFIED

And I know, without a shadow of a doubt, that I can promise you a defined, measurable outcome that you CAN and are LIKELY to achieve if you follow my blueprint…

And that you are not going to put yourself or your family in harm’s way financially by making that purchase decision.

Is this real? This sounds like dangerous stuff in the wrong hands…

Yeah.

This is very real. And there are PLENTY of people out in the marketplace who use the stuff I shared above, and more, UNETHICALLY

To extract money from ANYONE and EVERYONE they can, with total disregard to ethics, or the impact that it has on that person and their family.

I don’t operate inside of a paradigm of “getting people to yes.

Inside of that paradigm, one has ulterior motives, and CANNOT be listening for what’s in the best interests of that person.

My focus is “getting people to CHOICE” as quickly as possible…

I’m indifferent about whether or not that choice is yes or no…

I simply want the choice to be informed, based on all the facts, and NOT a choice that is fundamentally misaligned with what that person wants and needs to close the gap between where they are and where they’re trying to go.

What I do is use all I know to design transactions that honor my customer or client…

And accelerate the pace of the transaction for those who are a fit, which is TO THEIR BENEFIT

And remove everyone I can who is not a fit, as quickly as I possibly can…

Because once they’re in that transaction cycle…

That customer’s perspective changes immediately to now WANTING to be in the room, and HOPING to be accepted into the program…

And you leapfrog over to them being EXCITED about the OPPORTUNITY to make the commitment to attend, and confirm their spot with their purchase…

As opposed to the apprehension of “should or shouldn’t I attend?” in the first place.

I rarely talk publicly about this stuff, but…

AMPLIFY DAILY right? See you tomorrow.

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At Your Service,

Don’t hesitate to reach out – tkrs@thomaskrstovall.com.