It makes no sense.

Why would we focus on this $10,000, right?

People don't really care about it.

- Yeah, they do.

Because it tells them how much it's worth.

Yeah, but it's like (sighs),

it's like, not about-- - What are you working on?

- Hi Sifu.

Okay, we just got this new book

by this new author that we're selling.

We never sold it before,

we're selling it for 1,000 bucks,

but Ed and I we're not,

we're having trouble coming up with a good headline.

I think it should be more this way,

Ed thinks more this way,

and I, we're just a bit stuck.

- So, share with me the headlines you have now.

- Okay, I think it should be more, like,

just benefit-driven, right?

So, what I have is just,

Get more sales with less resistance

using the world's most expensive black book.

- Okay. - Right.

- [Dan] And then what about that one?

- This is Ed, you wanna share it?

- Yeah, sure.

Why thousands of people invested up to $10,000

to get their hands on this little black book.

- Okay, there's no context, here.

Because they're like, "What was the 10,000?

"Where does that come from?"

What's this headline?

- Okay, it's like, how to close more premium deals

with the world's most expensive black book.

- Okay, so, first of all, think about, for most people,

how much does a book cost, usually?

- [Ed] Like 20 bucks, right?

- 20 bucks, right?

- And a lot of free ones. - Yeah, free.

But, like, official books. - You pay shipping

- Like Amazon, $15 or $20.

So the first objection anyone reading the headline,

it's like, why is this book worth 1,000 bucks?

- [Ed] Yeah.

- Right, so that's that contrast.

You can't just say something's expensive

because there's no value.

So, the story of why this book is valuable

because of what, blank.

(Peter mumbling approvingly)

Okay, so we need that first.

So remember, when you're writing headlines,

first, we always talk about the,

you know, remember when I talked about in the past,

the big hook, the big idea.

- The big idea, yeah. - Yeah.

- The big idea, yeah.

So, why this black book is valuable?

Because first of all, it's not available anywhere else.

So, exclusivity.

- Yep, yep.

- You cannot get it from Amazon,

you can only get it from us.

- Yeah.

- Second of all, no students have, no one has,

we have never offered this to the public before.

Only the students that have gone through our programs,

also they're high-level students in the inner circle,

and they've attended an event they would get a copy of this.

So by that time, when they actually get a hold of this book,

they've invested at least, up to $10,000 to even get this.

- Yeah.

- So then, the value, the comparison,

I like what you have here, which is,

invest up to 10,000, but there's no context.

Like, why?

Cause other people look at this and go,

"It's just a bunch of people investing,

"what does that mean?"

It's, they've gone through this process

and the book, remember, is about

the best practices within our programs

to put together in a book,

which has never been done before, right?

- Yeah.

- So from that angle, so how can tweak this?

So let's talk about the, that's the big idea, right?

When you're writing a headline, first that's the big idea.

- And so you're talking about stories, Sifu, right,

I think a really good story is, like,

all our people in our community,

they've closed a lot of sales, a lot of premium deals.

- Yeah.

- I think they've closed over,

like, billion and billions of deals almost.

- We've done now, 30, so, okay,

so when we're writing a headline, it gives us credibility

instead of just, billions and billions of dollars,

we have documented now up to $34.5 billion

our students have closed, right?

- Wow. - Yeah, okay.

- So we should think about

how to put that in in the headline.

- Okay.

- So, then, now the people are not comparing

the apple to apple, a book is $20, it's what's in the book.

So first of all, just the value of the book,

we have thousands of students invest over $10,000

to get to this point to get the book.

But the content in the book has

produced $34.5 billion dollars

And not just $34.5 billion dollars,

it's for brands, companies, right?

You know, remember we talked about

Scotiabank and Ikea and Tony Robbins,

that's the students that we've trained

that have closed those deals.

- [Ed] Yep.

- Even government, right?

Country deal.

So, we should somehow incorporate that.

So then, it's expensive for a reason.

So that's the big hook, right?

- Got it, okay, okay. - That's the big hook.

- Okay, that's cool, I like that.

Oh, also, like all the stuff in the book,

it goes against everything

that people are normally taught in sales.

- Yeah, so unusual,

not usual. - Yeah, like odd, not odd.

- Not odd.

- Contrarian?

- Unconventional? - Unconventional,

counter intuitive?

- Could be counter intuitive - Counter intuitive.

- or unusual, cause it's different from,

this way teaches different from everybody else.

- Yeah, true. - Yeah.

- So the way we sell,

the way that we don't use the typical sales techniques,

that could be explained in the body copy.

- [Ed] Okay.

- But just the big idea, the headline.

So, the big idea is, the results-driven,

$34.5 billion dollars of results produced, right?

- Right, 34.

- That's the big idea.

- Right.

- [Dan] That's the first thing.

- [Ed] Yep.

- The unique, so the second key of the headline,

always talk about is the unique mechanisms.

So we have the big idea, we have unique mechanisms.

So the unique mechanism

- The mechanism.

- Unique mechanism it's, what is one promise

that we could make that no one else could make?

(Ed murmuring thoughtfully)

Yeah, I mean, how many damn sales books are out there?

What's the one thing that we can make?

So unique mechanism we could do,

which is the counterintuitive,

contrarian - Yeah, counterintuitive, yeah

- That's different from everybody else.

- Totally. - We're telling them, that,

well of course it's different from everybody else,

cause of the results we produce, right?

- [Ed] True.

- So I think that's pretty powerful.

Somehow I gotta work it in the headline, right,

cause then people look at the headline and they say, "Okay."

Cause right now this is not unique.

They think about the premium, they say,

how to close more premium deals.

How do you define that?

For some, premium is a million dollars.

For some, premium is a thousand dollars.

- Yeah. - So that's confusing.

(Ed murmuring in agreement)

And I don't know why is it expensive.

Expensive, it could be unique mechanism,

cause that's a curiosity.

- [Ed] Yeah.

- Like, why is it so expensive?

But we need to explain that.

So, big idea, that, um...

So, maybe, maybe something where,

discover, I've always liked discover.

Discover some-- - Discover.

- [Ed] Okay.

- Discover, just write it.

Discover...

- I'm gonna flip it over.

- Yeah, we discover...

Discover...

(board clicking gently)

- So it's like, discover.

- Discover.

Sometimes people use amazing secret,

I don't like amazing secrets, it's overused.

- Yeah.

- Discover.

- [Ed] Counterintuitive?

- We could, yeah.

- Try unusual first.

- [Ed] Unusual, okay.

- Try the,

discover the unusual. - Discover the unusual.

- [Peter ] Closings.

- Closings, no, cause see, within our community

people understand closing,

but when you're talking to a cold audience

no one understands closing.

- Right. - Oh.

- So...

- Sales, right?

- Selling. - Selling.

- Discover the unusual selling secrets

that have...

(marker scraping softly)

So, big idea, right, so the big idea.

Secrets is good, people want to know, right?

- Yep.

- What is something that they don't know

that could help them produce better results, right?

- [Ed] Yep.

- So, discover the unusual

they have produced.

- Yeah, produced.

- Produced.

- Wait, but what if we tie in the expensive book again?

So it's like, discover the unusual selling secrets

in the book

- That's fine, that's fine. - that have produced?

- That's fine. - Can we do that?

That would be cool. - Yeah, let's try that,

try that.

- So, said what is that?

- Discover the unusual.

- [Ed] Selling secrets.

- [Dan] Secret.

- [Ed] Inside.

- [Dan] Inside, inside...

- The world's most expensive book, or?

- [Dan] Well, it may not be

the world's most expensive book.

- Yeah, right.

- There are books that are more expensive.

- Yeah, that's true.

- Definitely it's expensive.

- Yeah. - Yeah.

- [Ed] Inside this expensive black book?

- That's fine, that's okay, because that's curiosity.

- [Ed] Okay.

- [Dan] Discover the unusual selling secrets

inside this expensive black book.

- [Ed] Okay.

- [Dan] That have produced, that have produced.

So, remember, so big idea, mechanism,

but people are skeptical,

so a key thing if we could do

is to inject some credibility early on.

Like, well you say, "How do I know this is not a lie?"

- Yeah. - Right.

- And, "What do you mean, 34 point",

because billion's big number.

- That's a huge-- - Yeah.

- So most people, it's such an unbelievable number

- [Ed] It's tremendous.

- Even though it's documented, it's $34.5 billion in sales

for, let's see if we can include something,