The key to any story is wrapping it up with an ending, and that can be a little difficult. After all, this is kind of your life story, and you're... you know, still living it. One would hope, anyway.
You don't want to make your story something that ends and it's over, either. You want it to reach a point where this adventure is over, but a new one could begin at any time.
It's just like when you read a book, or you watch a movie, and they're clearly setting things up for a sequel. You don't want to tell one story and be done. You want it to become a better story.
And the happy ending of this story... every story needs a happy ending... is that some of your audience joined your tribe. You got to be the chief of your tribe and take them on to the next level.
There are a couple things people don't really talk about when it comes to the end of the story, and those are the things that make people... well, give you money. They're pretty simple.
- Buying your stuff is part of the story.
- Buying your stuff lets them be like you.
- Buying your stuff gets them access to you.
There are two ways to get that first part, but one of them is sort of cheesy and shitty and can make your tribe angry (or, at least, less than happy). The cheesy shitty way that makes people angry is to play the drug dealer game, where the first part is free but you have to pay for the end.
Here's a free presentation. Here's a free guide. Now, if you want to get the special secret tricks of the masters... that will be $300. And we'll be calling you to see if you want to spend another $2,000 in a couple days. And then we'll invite you to our $10,000 retreat.
The shitty part there is that you almost never told people "you have to pay for the end." You told them a story, and then you said "pull out your wallet for the rest!" - and that makes people feel cheated. Even worse, there's this thing people do now called the "upsell chain." It works like this: you build a product, and then you build a shittier version of that product with a lower price tag. And you just keep doing that until you have a cheap product that's easy to sell - a $5 or $10 piece of shit, with a $30 product behind that, and a $100 product behind that, and a $500 product, and a $2,000 product.
You didn't ever make a $10 product, really. You just made a $2,000 product and stripped shit out of it until you were willing to let it go for $500. Which means the $500 product isn't really a product at all - it's just a fucking sales pitch for the $2,000 product. And then you stripped that back to $500, and then to $100, and $30, and $5... so people are paying $5 for the sales pitch to the sales pitch to the sales pitch to the sales pitch for the product.
In the end, they spend up to $2,635 and you go "awesome, my sales revenue is up more than 30% with this method" because you've forgotten that along the way, you made promises to those people that you never kept. And that's shitty, so don't fucking do that.
Has this happened to me? Not lately - mostly in the 1990s. But I've been taught to do this by a lot of otherwise-reputable marketers, and when I say "what about those people you're lying to and selling a bunch of garbage?" they throw up their hands and say "whoa, I'm not in this business to make friends, I'm in it to make money."
Funny, I'm in it to make a difference.
The other way is to give them the end of the story in a reasonably satisfying way, but leave questions. This is the method I use, and I think it's a lot better - not because it makes me more money (it undoubtedly makes me less), but because I kept my promise. When I told you I was going to teach you the Badass Manifesto, and that it was going to be free, I meant it. There it was.
If all you ever did was read the blog, you still have questions, and you should. That's where I make my money, after all - answering the questions you still have. That's why there's other stuff for you to buy. (Well, not at this writing, but it's in the works.) And buying that stuff helps you follow the steps to write your own story and be like me.
The access part is the important one. It's not necessarily personal one-on-one coaching access; that should be, you know, your $10,000 product. But there needs to be the special secret stuff only your customers know, and only your customers get. Things in the paid products that you don't tell anyone else, and that make a difference.
They can't be the key to your promise. They have to be additional. You have to keep the initial promise to your tribe, whatever that is - the paid products need to go above and beyond, past the general stuff to things that you personally have tested and chosen to use.
Case in point, alternatives. It's important to tell people there's a choice, if making that choice is on the path to your promise. It's important to tell them which choice you recommend. But explaining why - and how you personally made that specific choice work better than the alternatives - is something they have to pay for.
I'll sum all this up tomorrow. I know, I know, lots of information today. Plus I lied and didn't finish this blog post till after midnight so it's technically being posted yesterday. This week has been rough. So since it already is tomorrow, I'll get started on the summary,...