How Your “Actionizer” Can Change Behavior
If you’ve heard me speak on stage or on a Teleseminar, then you’re already familiar with my favorite “monetization” mantra: “Marketing changes minds. Promotion changes behavior.”
Read those six words again and again because they’re indelibly etched in your mind, you’ll dramatically improve the results of your presentations.
The key element to “monetizing” your marketing an “Actionizer.” A high value, dramatic action device that inspires, motivates and influences your audience to take physical action.
The $100 poker chip (above) was the “Actionizer” I tested at my Teleseminar Secrets Reunion on March 7th, 2009.
It changed behavior to get people to say “Yes” to the DoublingIncomeSecrets 5-Module Bookinar Series in less than 59 seconds. If you were there see if you can spot yourself. Click the video to see it now.:
Key Point: Before you design any presentation curriculum, it’s important that you write down these 3 verbs:
Think (“mind”) <—— Feel (“heart”) <—— Do (“body”)
Then ask yourself these 3 critical questions:
1) “What do I want my audience to think ?”
2) “What do I want my audience to feel ?”
3) “What do I want my audience to do?”
Over the years, it has served me to to sequence these three questions in reverse order as I learned from Dr. Stephen Covey from Habit #2 in The 7 Habits of Highly Effective People: “Begin with the end in mind.”
Again, my preference is to reverse it in this sequence:
1) Do ——>>> 2) Feel ——>>> 3) Think
Whenever I visualize my desired outcome it’s much easier to figure out what I want my audience to DO, how I want to make them FEEL and what specifically I wan to influence them to THINK about.
I encourage you to go through the same process because whenever you present any message to a live audience, you’re really trapped between the two emotional dialogues.
The first dialogue is between you and them. The second dialogue is between themselves (self-talk).
In my experience, the second dialogue has far more influence on any audience’s buying decisions, so it makes sense to anticipate their self-talk and align yourself with it and never, never ignore it.
In my presentations, I consistently and repeatedly acknowledge my audience’s internal dialogues and sometimes I’ll even challenge them (if they’re giving me “push-back”) to explore if their core premises (what they believe) about my topic and wonder if they are no longer true, but used to be.
I’ve found that acknowledging and challenging what their thinking sets them up for the biggest breakthroughs. Plus, it’s the only way I can get my audience to know, like and trust me, and more importantly, understand and believe me.
My Target Niche: I teach micro-entrepreneurs who generate $50,000 to $1.5 million annually and have 10 or less employees or team members. AskAlexToday and VirtualSeminarUniversity are two good examples.
Because I favor prospect-centered presentations, and not product-centered ones, I spend the majority of my talks on my audience’s desires, wants and needs, and not on my product benefits, advantages or features.
Remember this: Your prospect or market has the wallet, your product or message does not.
If I can convince my audience to think that it’s possible that they too can do I do … and feel the hope that it can be accomplish rapidly and cost-effectively, then the next step is to fill out their “Priority Voucher” and turn it in at the back of the room.
Notice how I don’t call it an “Order Form” – because it is not. Those who complete their Priority Vouchers during a live Teleseminar or stage presentation are not yet students; they are candidate students.
Within 72 hours, one of my team members will call each of them and candidly ask if they’re still committed to my “continue education.” This shocks many of colleagues because they feel I’ll lose sales. And sometimes I do.
But I’ve organized “morning after” calls since 2001 for one reason alone – I seek only “committed” students, not fleeting ones.
If their answer is “NO” – they are not 100% committed to me, then we tear-up their Voucher and part as friends.
If they answer “Yes” – they are 100% committed to me, then we ask them who they want as an Accountability Partner and then immediately get them started by diving into our Quick Start program.
As I said, the “morning after” follow call process seems shock many of my colleagues who sell from the physical and virtual stage, but this method is really my most predictable indicator to find wholeheartedly committed students who have a burning desire to study, learn, teach and master my lesson plans.
It’s a lot less stressful for both my team and my new students because I’d rather remove students as early as possible to avoid dealing with the disappointment and frustration of accommodating a refund request deep into the training.
Wouldn’t you agree?
In my own experience after conducting hundreds of on stage presentations and thousands of Teleseminars over the past 12 years, the highest impact presentation is comprised of 80% marketing (changing minds) and 20% promotion (changing behavior).
If you market too much, you won’t capture sales and eventually lose your business. If you promote too much, you’ll lose your audience and gain a bad reputation of “no content, all pitch.”
Important: If you promote on a Teleseminar presentation, make sure you give your “Call-To-Actions” (CTAs) about three times between minute 15 and minute 45 of a 60 minute call.
(You can see the full time line here: Teleseminar Timeline)
What To Do Now: For your next presentation, ask yourself the 3 most important questions about your audience so you can anticipate their response.
It doesn’t matter if it’s children, spouse, vendors, JV partners or colleagues. As long as you know your intended outcome – what you want them to DO – you’ll experience wild succes most often.
As for time-tested Actionizers that can immediately elicit action, here are 5 I’ve utilized with success:
-> Preloaded iPod with the entire training (2,900 Value)
-> Recording rights transcripts to be read ($5,000 Value)
-> Mailing my online list first XX who say YES (Priceless)
-> Twelve person master mind meeting at my home ($10,000 Value)
-> Weekly Tuesday live Teleseminar Q/A sessions ($15,000 Value)
Now that you read this far, my only recommendation is this: If you want to boost the pulling-power and closing rates of your live or virtual presentations, begin with the end in mind and ask yourself these world-class questions:
1) “What do I want them to DO?”
2) “What do I want them to FEEL in order to take action on what I want them to DO?”
3) “What do I want them to THINK, in order they FEEL to take action on I want them to DO?”
You feedback about this post will be most appreciated.
Tags: alex mandossian, double your income, Info Marketing, information publishing, online marketing, Raymond Aaron, table rush, teleseminar
Hi Alex,
This is a really interesting article. It takes the “Have/Do/Be” -> “Be/Do/Have” concept that has been taught for years in self-development circles to a whole new level!
Thanks for the insight! :)
Kind regards,
-John.
Hi Alex,
Thanks for an excellent description of the psychology behind your presentations. It comes at a perfect time for me as I’ll be presenting from the stage this weekend in Tampa, Florida!
In fact, I was working on my “Order Form” when your email came into my box :) I was using the term invoice – which I’ll be changing after reading this.
Once again, you’ve provided timely help and great thoughts on marketing/promotion that work in the real world.
Bob Jenkins
TSS Alumni
Alex,
you always make it so easy for us to understand!
Think, Feel, Do!
I love it!
-Christina Hills
I love doing skin care classes with my Mary Kay and this is wonderful way to see how I want the women to interact: Do – Feel – Think. I will definitely be using these principles before my next gathering! Thank you.
Yours Truly,
Denise Kilway-Peterson
Hi Alex,
Would love to know the back story of what happened in the video!
Cheers,
Patrick
Hi Alex,
Thanks you for this great information. I am passing it on to our President with a desired outcome for a “breakthrough”. I always enjoy reading everything you create because you are a great mentor for being really generous in what you are “doing” and who you are “being”. You’re consistently congruent and you’re a treasure to model.
Write on, Alex! Of course, behavioral shift is almost always the endgame. I CEOs how to be better speakers and am stunned at how few presentations have a tangible call to action.
A call to action is a logical precursor to behavior change, yet people continue to give presentations and spend advertising money to merely distribute information.
When you’re giving a talk or hosting a seminar or writing a “how-to” e-book, always give a clear and succinct call to action. -Michael Angelo Caruso, http://www.EdisonHouse.com
Thanks Alex,
Great insights on entering the conversation within the audience’s or the other persons head.
Haven’t seen it expressed so clearly about the two conversations happening at the same time, the one you are having with the audience, and the one they are having with themselves….. undoubtedly the second one’s more important if we are to influence and create change or get people to act.
Cletus
Dear Alec,
We met years ago through Stephen and Alicia Pierce. You liked what I do. I have now sold over 321,034 copies of my book, “I Cured My Arthritis You Can Too” worldwide. Both pdf and regular book.
Would you please help me to contact the over 90 MILLION PEOPLE in the USA alone who have one form or another of the over 100 types of arthritis. I can help all of those who want to be helped. The cause is the same thing. Their immune system is shot. I help them rebuild it.
Your name would be in their prayers nightly.
Affiliate link is http://aff.sign-up-yoursuccesslinks.com/affiliates/sc.htm
http://www.cureyourarthritis.com
727.382.8886 EST
You are the guru for wealth, now be the guru to health.
IF IT IS TO BE IT IS UP TO ME
Arthritis Lady Margie Garrison Largo, Fl 33778
Thanks again Alex!
Here in Detroit, we often have live events (In Home and Hotel) where we have to “Market” Through the Doe-in-the-headlights look. So many folk have been programmed to build Chevy’s, Work for the City or Teach. The Idea of Buying,Building Learning their OWN businesses is foreign. Yet, the People are starved for New Streams of Income.
Thank GOD, we have Info marketing educators like you who help us Old School Network Marketers bring folk into the 21 century.
Our end in Mind is for 7 to 10 good folk Join our opportunity and then book & buy or sell 7 to 10 K$ of Travel & Related products.
Our “Do” is Two “Do’s”: Speak into existance their “Week long Vacation Trip of a lifetime!” then write down on their “One-Pager” action guide~Who do they love that would love to go with them!
Our “Feel” is how would that make them feel to be able to that for their loved ones…For Generations…after a good effort starting right now…with a committed decsion…
Our “Think” is that this CAN be done, it is being DONE, The guy/gal in front of the room can Help me/you, The Guy/Gal in back of the room can help me/you, I just need to ‘DO IT’!
*******************************************
Peace & Blessings to you and yours, this day and all days,
Your Travel Buddy, Greg Snead of Detroit!
http://www.AskAboutYTB.com You’re Truly Blessed!
Alex,
Your paid Podcasting call last week has been a major eye opener!
Boy, you and Paul give away so much, I almost felt embarrassed to pay that minute fare. You guys are awsome and are out to change many people’s lives. It´s more than making a buck or a million bucks, your passion is contagious.
This article is great! I will hold a teleseminar tonight and believe me, it´s been taken in serious consideration.
Best regards to you two and God bless you.
Luis Gaviria, Ph.D.
http://www.neurocoaching.us
So many people focus on the “process-y” side (plan/do/check/act) yet it’s the “people-y” side (should/can/will/did) that nets the most effective change. Organizing your presentations toward the desired performance outcome is a nice skill to build and your materials inform us on ways work exceptionally well. Thanks for the peek behind the curtain for how to foster immediate, massive action…again…
Always in your network,
Becky
This post was very timely as I have a live presentation in 2 days.
Brilliant.
Hi Alex,
I’m sorry I missed the TSS reunion this year – the video makes me wish I was there.
Thinking about the thoughts and feelings of your audience is a great activity. Too many advertisements/products/etc. are “sterile” and treat the audience as non-human.
Our audience is made of real people – people with feelings and emotions. I will REMEMBER that when I plan my next Teleseminar and prepare my next report.
Thanks,
Steve Sponseller
Hey Alex,
This is brilliant.
I’ve heard many of your teleseminars
and have noticed how you follow this
strategy exactly.
What you are doing is immersing your
prospect in the “experience” of having
what they want and taking action on
the mental, emotional, and now physical
levels as well.
Your actionizers are very helpful (I’ll
use those for my next presentation :)
and I love the idea of a “Priority Voucher”
with a follow up call because you give
the prospect a chance to take a step
forward towards their goal without
having to make “the big” decision
right away.
Following up with them the next day
gives them a chance to sort themselves
out and decide if they are really right
for this which helps you in the end to
only work with serious people, not just
curious ones.
Well done, Alex. Looking forward to
more material from you.
All the best,
Carolyn Carey
Alex,
Outstanding insights, as usual. You offer an excellent framework for how to market effectively to your prospects. Focusing on what’s important to your audience is critical in holding their attention and getting their commitment. I bet your conversion rates are high and your drop off rates are minimal thanks to your approach.
Elaine
Awesome post Alex!
This really changes the way that I approach Teleseminars and getting the formula down to be more successful on them. I also love your “priority voucher” instead of the “order form” it not only makes the person know they are making a commitment, but also doesn’t make them have the feeling in their gut of filling out another order form.
It makes them know what they’re getting and I like that.
Thanks for the post,
Chris Hughes
What you teach in this post Alex, are some of the first things that led me to immediately take you seriously and like you as a teacher when I was first introduced to you over 2.5 years ago.
“Marketing changes minds. Promotion changes behavior.” It’s so simple and it just makes so much sense when I think about it. The challenge for me has been to actually implement some of these “obvious truths”, often times because of analysis paralysis or just plain fear of being held accountable (yes, I admit I used a number of excuses for not selecting an accountability partner in the last Teleseminar Secrets (TS) Training I took with you this past winter). And I also must admit that the Ipod nano actionizer you used in the first TS preview call I listened to in Nov 2006 got me to sign up on that very call for the $2000 TS training you were promoting. You are living proof of what you teach.
Dr Claude Windenberger
Twitter ID: @drclaude
Hi Alex….
Great Post…. Great concept…. Easily understood…. I love how you construct material to be easily understood by any audience type….
I look forward to your next post….
Philip J. Mutrie
http://www.PhilMutrie.com
http://www.52OnlineBusinessTips.com
Twitter ID: http://twitter.com/philmutrie
Hi Alex
Great insight on anticipating the audiences’ self-talk. Consistently and repeatedly acknowledging their internal dialogue is a great approach.
Thanks!
Lamar
Hi Alex,
Wonderful insights!
I heard you speak on a teleseminar once about your *timeline* approach. I used it the very next week on a teleseminar and made $3200 in sales in just over an hour.
Thank you for all you do,
Ellen
Hey Alex, Been a fan a long time. Just signed up for the Podcasting Secrets course and I’m learning a lot. I liked the reminder in your blog post about Accountability partners. Mine agreed, but he’s not even begun to do study yet.
I think I should find another “like minded person” who will really be “like – minded”.
Liked your reverse order thinking. That’s the way good cooks do it. Reverse order. I set the table first and work in the reverse order and everything comes together perfectly and always turns out well.
I also leaned I need to give some calls to action (several times). I am probably losing sales (I sell homes at a beautiful retirement area in Mexico) Because I’ve never liked “Pushy Sales Types” and so have no doubt shied away from trial closing techniques I may be focusing 95 % on “marketing” and not enough on “pitch” or closing for fear of being that “pushy type” I detest.
I do sometimes tell clients that WHEN they’re ready to write up a contract to tell me so, as I’m reluctant to “close” them. This usually get’s a chuckle and a commitment to “close” me when they’re ready.
It’s not unlike your 72 hour follow up. I’m really sure of the sale when they have told me, “OK, let’s fill out a contract offer”.
I consistently use the “self talk” when speaking in person and writing my blog articles. I just think what I would be thinking if I were in their shoes and respond accordingly. This really works well. I’ve had folks tell me… “Your reading my mind.”
All for now. You have a proven formula. It works and I’ll be be using Tony Robbins idea of modeling. You’re one of my models.
As we say in Spanish, Siempre tu amigo (Always your friend), Sid
Sid,
Thank you for applying what you’ve learned and your acknowledgment only deepens the grooves of the the principle-centered strategies.
They’re simple to learn, but not easy to implement and my sense from your comment is you’re an “improver” not just an “inventor.” That is, you “plus” proven ideas and make them work for you.
“Backwards thinking” or “reverse order” thinking (as you called it) is akin to “beginning with the end in mind” which Stephen Covey made famous. And I’ve found that beginning with the middle in mind also works. The risky of all places to beginning (based on my experience) is at the “beginning.”
Thanks for commenting,
~ Alex
Alex,
I’ve been working with some of the green companies that I consult for to have more “actionizers” in their presentations. Most green techies feel facts and logic are all you need with a lot of boasting about their company and product. Not true. Feedback from the attendees at presentations shows that most “seminars” are too salesy and not engaging. I’m trying to get them to do more “Hey I can do that” type stories, case studies and ROI-backed metrics to get the audience not only thinking but acting. Feel – think – do.
Tom Cosgrove
Use the code ‘BONUSCODE69′ for $600 free bonus when registering on filltiltpoker :)