Aaron's review of our homework - Offer Builder Intensive Week 2 Homework

David Oziel

Jan '24 (edited) • General Discussion

@Aaron Fletcher

and

@Penny Chohaili

Hello everyone!

Alright, this took me a little time to digest.

Let me give you a rundown of my meeting notes on Aaron's evaluation of over 50 messages crafted by our class for Tuesday's homework.

Aaron really dug deep into each message, meticulously analyzing currency, metrics, timelines, and how we tackled obstacles head-on. He emphasized the significance of being crystal clear about our target audience and the value we bring to the table. Our ultimate aim was to supercharge our MDMs and make sure our messages truly hit home with the right folks.

I can't thank Aaron enough for his insightful analysis and incredible training!

Here's how I structured this, I started by jotting down all the questions Aaron kept throwing at us during the session. Then I grabbed some of the quotes he made during the training and let me tell you, some of his quotes were absolutely mind-blowing! They had this powerful, profound impact on me, and I couldn't help but crack up at some of the hilarious ones.

And off we go...

Questions Aaron asked

· Are you calling out a specific avatar with a currency metric and timeline and hopefully, pointing out the main reason people are struggling?

· Can I tell what you do without asking any more questions?

· What burning question does your prospect wake up at 3 AM and ask themself?

· What form of currency can resolve the persistent 3 AM issue that perpetually troubles your prospect?

As far as your MDM ...

· Does it keep me up at night?

· Is it essential?

· Is it in plain language?

GoldenFletchBits - Fletcher quotes from the training

· “I think business success is the mechanism by which you help them reclaim their life.”

· “Look at each one of these messages ask yourself what is the indispensable kernel and currency?”

· "What is your core currency? You will know if you have your core currency if the core kernel of the message doesn’t work if you try to say it without that currency. Don’t be tricky, or artistic. Just say I'm gonna help you get <core currency> in the next <timeline>".

· “Just make it really second grade. I mean, it's so counterintuitive. This is not time to be clever, you know? What's clever is the art of conservation, and saying the most effective, impactful message and the fewest amount of words. Like I can literally run a word count on this whole document and rank them by words and probably have the most effective messengers on top.”

· “look at it with these three filters, Does it keep me up at night? Is it essential? Is it in plain language?"

· “And one of the things we do as coaches is say, looks great, cut it in half, and then you come back and we say, looks great, cut it in half.”

· “You know, you're doing a good job when the person says, how the heck do you do that? If they walk away or fall asleep or slap you, that means you didn't do a good job?”

· "If you had to choose between clear and clever go with clear."

· "If I'm giving you this buffalo hide. And you're gonna give me a revolutionary mindset that's not going to work when it's cold out."

· "If you go to the bank and say, I want some leads, please. It's not going to happen. You cannot buy a sandwich with leads or brand engagement. They have zero value unless they are a direct mechanism to what they really need, the outcome, the byproduct. Which is money, revenue, or clients."

· "Your take aways that matter to the prospect are the ones they are already doing and hate, not the ones they aren’t doing."

· "If you miss the friction, the message is dead, you've lost them. If someone told me, you can lose weight without spending 20 hours a week in CrossFit, I'm like, I haven't gone to CrossFit in five years."

· "It's like Click Funnels. If Click Funnels launched for downsized senior corporate managers, Russell would be vacuuming in my car right now."

· "I never looked at the steps of this process as concrete because you'll be five steps down the road and maybe come back and tweak your message or your product and that's totally how it should be. This is a sculpture that we are trying to slowly remove the essentials from. If you're really analytical like I am and you're hard on yourself and critical self, instead you want to check the box and get it done. And that's counterintuitive to this process. This is there's art and science no matter how well we tried to find this messaging piece there's an art to it. That's why copywriters that are effective get paid so much because it's not a it's not easy to craft a really compelling message."

This is what Aaron called the Wins Matrix:

· “Your client starts getting wins the minute they sign up with you not in nine weeks. They can be small wins, but they're amazing wins. So, what I what I have you do is just take a piece of paper and write down what happens the minute they sign up, what happens the first day? the first week? the first month? if there's nothing there, that's a problem, right? So what do I mean? The minute they sign up, they have access to proven world class strategies and support to reach their goals that happens in minute one. Maybe by the first week, like you guys, week 123 You're gonna craft a message that stands out and generates clients.”

My personal takeaways

· Cut it in half and then cut it in half again.

· Use the fewest amount of words possible to convey the most effective message.

· Arron made it clear we need to understand the audience and their needs so we can

provide personalized solutions through a consultative approach

· It is important to target the right avatar and currency in product naming and messaging.

· Aaron advises us to simplify messages by reducing friction and focusing on essential points, citing examples of successful messages.

· He highlights the need for a roadmap that clients can follow without relying on him or his agency and stresses the importance of required vs. elective elements in the process.

· Aaron recommends using a daily or weekly timeframe to deliver rewards instead of waiting for 90 days, which can feel like a long time before they receive their rewards.

· Aaron believes group coaching is more effective than one-on-one coaching because it allows for different conversations and a larger community of people learning and getting results.

· He emphasizes the importance of understanding the output of one's work, rather than just the mechanism or process, to make meaningful changes and achieve desired results.

· He really emphasizes the importance of measurable outcomes in business.

· He underscores the significance of clear messaging and using the "3am question" formula to connect with potential clients.

· He encouraged us to scrutinize our own messaging and adjust and align it with our desired outcome, using the "fortune cookie" approach, short and too the point. Every word should be essential.

· Dumb It down so that even a second grader can understand it

· The Million Dollar Message formula is currency metric, timeline minus friction

· Our message has to come in with that currency that they're actually looking for.

· Don’t bury the message

Just wanted to check in and see if this was helpful for you. Let me know!

Take care and all the best!

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