Hey there!

Typically, there are two things that bind any community together outside of a shared language...

Those two things are:

1. A common enemy
2. Conversation

Today...

I'm going to dig into number 2: conversations

And tomorrow...We'll talk enemies.

Now...

Whilst a great pitch will get you the attention of quality, interested people.

Getting attention is only the beginning.

You not only have to keep that attention...

You also have to convert that attention into commitment.

So...

How do you do that?

Two answers: Your SolutionFrame and your DSS

If you don't have a clue what these are...

Go read the email I sent you titled: Why you must sell results and not effort

Your DSS and your SolutionFrame are what give substance to your rally cry or pitch.

But there is a method to how you deploy them.

Typically you build an audience or community by teaching your DSS.

You depend the bond between you and your people by deploying your SolutionFrames.

You SolutionFrames give them the clarity, capabilities and confidence they need to move toward the future that you consistently speak about.

Your DSS provides them with a new identity, a brand new sense of being that opens up new opportunities and possibilities.

And when you have these two in play...

The conversations that take place between you and your market...

And amongst your people...

Now have context.

And context is a very powerful thing.

With context, agreements are possible.

And with agreements come a united front and focused conversation.

The person who facilitates that will gain the benefits of a level of trust with their market that is hard to beat.

In traditional marketing, they talk about funnels.

The challenge with that is whilst you can make a lot of money fast...

Especially if you have access to a large crowd or a lot of money for ads...

That's pretty much all you do make.

Loyalty and commitment is a very difficult thing to inspire with the funnel system of marketing.

In the Community Mastery Method, we talk about something I call The Movement Funnel.

The Movement Funnel is about moving people from surface to deep levels of conversation concerning your DSS.

Th deeper the level of conversation...

The deeper the trust and commitment.

Now here's the thing...

When starting out...

The key is to NOT start with surface level conversations.

Surface level conversations are conversations that you have with people who don't see a need for the future you are offering.

What you want to do is start at a mid level depth of conversation.

That means...

You want to start off with people who want the future you are offering and are actively exploring options for getting there.

Typically these people aren't in the market to buy just yet.

And that's the perfect time to meet them.

The job is to educate them about your DSS...

Leverage your SolutionFrames to help them solve immediate problems...

And when they are finally ready to buy....

You're the only choice in their head.

Now just to be clear...

When I say ready to buy...

I'm talking about an offer that is a major financial commitment.

The assumption here is that your core offer is $3000+..

Preferably $5000+

Anything less really doesn't make any sense for the conversation I'm having with you in this series.

So just to be clear...

Let's tie this all together.

Once you're clear about your pitch and it's started attracting people.

The way to keep their attention is to teach them a framework for making the essence of that pitch a reality.

The framework in question is your DSS.

Teaching your DSS will make your people aware of problems that they have that need to be solved.

You solve these problems through your SolutionFrames.

Teaching your DSS and solving problems with your SolutionFrames will facilitate conversations that keep you top of mind with your people.

It also does all the heavy lifting of selling for you so when your people are finally ready to buy...

You literally don't have to do anything to convince them.

I have the most ridiculous conversations.

A few days back, I sent an email to a small group of clients about something I'm planning on doing in the second half of the year...

My favorite response:

You've come again! Same account? Done.

All without so much as waiting for a response from me #LOL

Now staying top of mind is great.

And you also have to have the right kind of core offer for your people.

It's got to be something that helps you cross the threshold of wealth as fast a possible ($150,000 a year)..

That means at the very minimum, it should be priced at $3000 but like shared earlier...

I lean more towards encouraging you to create something worth $5000 or more.

We'll dig more into this later.

For now I just want you to understand that key to getting, keeping and converting the attention you get in the market is...

Teaching a framework for creating a specific future and solving immediate problems associated with making that future a reality.

That's it for today.

Tomorrow...

I'll dig into the other part of creating a bond with your people: Giving them something to ethically hate

Till then

Get out of your own way and play a bigger game than you've ever played before.

CTM