If you want more sales, you need to bridge this “gap”...

Here’s how I help with that

I’ve been in the marketing space for over 8 years now, and even though there’s a lot of things I’ve learned along the way, the most “important” is so comically simple - everybody overlooks it.Many different ways I could explain this as well, but at the end of the day, the majority of your prospects don’t understand how your product (or service) can actually help them.If you don’t believe me, I dare you to call 10 people right now and try to sell your offer.When you do, my guess is that the majority of them are either going to say “no”, or tell you they’re already working with somebody else.That’s kind of how life works, as the only “prospects” who understand your offer good enough to move forward with it, are ones that’ve already done so.Of course, there’s always minor exceptions to this rule, you might get lucky and find the one “lost soul” every once in a while - but it doesn’t happen often.For the most part, this “disconnect” is the main reason why most don’t move forward, and it’s not really that “hard” to fix either.There’s certainly some “advanced” logic that makes things better, all of which I’ll mention later on in this page, but for now I wanted to discuss:

The Power of Explainer Assets (and what they are)

It’s always fun trying to show examples of how I’ve done this in the past, primarily because I never like to give away my “client secrets”.There’s one glaring case study that I’d LOVE to show you right now, as it’s the greatest angle I’ve ever taken, but I also know giving away these secrets could quickly “dilute” the asset I created for this client.He works in a pretty competitive space, so instead, I’ll just use some of my personal examples.Been doing this for a long time now, so it’s not hard to find scenarios here, and one I always like to talk about was my “SEO Sales Letter”.I’ll explain "how to format" these assets later on, so you’ll see how this logic applies in different ways, but for this case study I essentially wrote a 5K word article that showed a certain “niche” how they can generate better leads.If you’ve ever read any of my content on Medium.com in the past, you’ve seen these screenshots before, primarily because I get lazy tracking down old messages and just have these saved for quick use.Either way, it provides a great overview of what Explainer Assets can do, so after writing this article and initially driving paid traffic to it - I started to get tired of this market and merely posted on “Medium.com” instead.Wasn’t doing this for lead generation either, just wanted to get some money via their partner program.This is where you get paid based off “views”, making a little “passive income” that way, weeks later I started receiving messages like this though:

Which confused me at first, as I didn’t think there were that many “Commercial Loan Brokers” on Medium.Seeing this, and after getting a few more of these messages, I started asking how they found me - where'd they'd essentially say:“Google”....Meaning they were searching for help on lead generation, clicked on my article, read it then tracked me down on LinkedIn after that.This created a simple system where I generated A LOT of great leads (for 4 years straight), on a completely passive basis:

And it got so intense, I finally had to tell them I don’t work for their market anymore:

Fair enough, that was great, but it's not like the "lead" aspect was my favorite part.Getting "leads" isn't very hard, so for me personally, I just love how "easy" the close is when they come through these assets.Seeing how they already understand how you help them upfront, they don’t have a lot of questions on the backend, moving through the process much faster because of it.Think my 15-year-old brother could close leads that say this:

And in addition to all that, whenever you’re able to explain this in the correct format, they’re also able to see the “true” value in it.Most people think everything is “too expensive”, primarily because they’re unaware of the value that comes with the offer.“You charge $5K for a website? That’s ridiculous!”...When in all reality, they’re just comparing your pricing to the wrong thing, not understanding how to make a better decision because of it.All things I’ll also elaborate on here in a bit, but to make sure we’re on the same page before that point, here’s how I personally look at these Explainer Assets:

Ethical Salesmen

I’ve technically been in the “sales” space for roughly 14 years now, and one thing I hated during my tenure in the corporate space was being forced to sell “products” that weren’t necessarily great for the end user.I remember one primary example of this happening back in my Personal Banker days, where we were graded on our “Regulation E” opt-ins.If you’re not familiar with Regulation E, it’s where the bank is required to get your permission before allowing you to “overdraft” with a debit card.Of course, they love when you do “opt-in”, as that drives potential “overdraft fee” income for them - but I did not think the majority of our customers needed this.We’d have 18 year old kids coming in, opening their first checking account without Mom around, barely understanding how to manage their money because of it.In that situation, this overdraft “ability” always made matters worse, as they’d rack up unnecessary fees every week - but I digress.If there’s one thing I’m trying to say right now, it’s how I’ve never understood people who try to sell something that doesn’t actually “help” the end user.I can assure you, it’s not a “dog eat dog” world out there, people will gladly buy stuff - they just need to understand how it’ll actually help them.This sounds “obvious” when you hear it, but 99.9999999% of business owners never think about this, primarily because they’re so “used” to the offer.When you work with something everyday, the benefits become “obvious” to you, but our prospects don’t have that luxury.Sure, they’ve likely “heard” about your product or service before, but they don't fully understand it - and probably have the wrong "perspective" of your offer as well.Something that's hard to explain, but if anything, here's how I look at it:

Angles are the hardest part

One formula I’ve always liked to “live by” over my career, especially in the marketing space, is one that’s known as “customer level of awareness”.If you’ve never heard of this formula before, it essentially states that every prospect is in one of the following 5 stages of their journey:

And if I had to give you the most “common” example of this, it’s actually “Solution Aware” prospects who reached this stage without having the right information in place.Not the easiest thing to understand, I know, but let me give you an example of what I mean by this.Recently, I had to create an Explainer Asset for somebody who works with Salesforce Implementation, and his biggest obstacle with clients was always “price”.Not necessarily the price of his services either, but the price of Salesforce.Seeing how everybody looked at it as a “simple CRM”, they couldn’t understand why anybody would pay $100K+ for it every year, causing them to use “cheaper” solutions instead.In their eyes, this was the “smart” choice, and I honestly had no idea why anybody would use Salesforce before starting this project.Instead, I just knew that I’m always able to find an “angle” once I dig into it, so after roughly a week of research - I began to understand this software even better and realized it was drastically different than what I was expecting.As opposed to being “yet another CRM”, it’s actually a Data Cloud that does some very cool stuff, most of which connects your various “platforms” together.When Google Analytics can see a certain prospect is visiting specific pages of your website, it lets Salesforce know that, which in turn relays this information to your email marketing software.Combine that with their predictive AI, that means you can send a personalized email to this prospect afterwards, generating additional sales because of it.Obviously keeping this high-level, but after learning all that I “knew” it’s something most brands needed to hear more about, yet I couldn’t come at them with a “direct” angle either.If I was like:“Why you should use Salesforce”...Then the clicks would’ve been non-existent, as the majority of this market is dead set on “not” using this platform.Seeing that, I had to create an “indirect” angle instead, one that met them at a different spot and allowed me to “pre-sell” Salesforce in a better light before introducing it (again).Very complex thing to do, and I’m not going to give this client’s angle away now, but to give you a (somewhat cheesy) example - here’s a scenario where I’ve seen somebody else successfully use this in the past.With this scenario, they were selling “The Wall Street Journal”, but it was going to a market who’d already been “beaten down” by similar sales pitches.Apparently they got correspondence like this every week, if not every day, meaning a “direct” angle would’ve forced them to immediately throw the sales letter away.When you start off by saying:“Subscribe to the Wall Street Journal and become informed”...This type of reader is automatically going to do something else, as they’ve said no a gazillion times in the past.Not because they can’t “afford” it either, but because they haven’t looked at this in the right way, so the Copywriter used an indirect angle to “frame” everything in a different light.Did this with an opener that said:

Then after drumming up a positive association, essentially saying:“If you don’t read the Wall Street Journal, you’ll fall behind in life”...They showed the solution, generating A LOT of sales (over $2B) because of it.One simple example of how important it is to “meet” people at the right angle, then associate positive emotions before introducing your solution, and that’s probably the “biggest” difference between rookie copywriters and experienced copywriters.Rookies think everything is direct, saying:“Here’s how I’ll help you make $1M this year”...Which does “work” in some occasions, but it generally does more harm than good.Whenever people don’t believe your headline, or are tired of seeing the same promise, they don’t read anything else - and that brings me to the next point I wanted to cover:

Sales logic is the main reason these generate business

I don’t know how familiar you are with my journey, but in the beginning stages of my career, I started off as a Sales Copywriter.This is where you focus specifically on assets that get people to pull their credit cards out, including:

With my “primary” skill revolving around “sales pages”:

These are generally used by online course sellers, those that have a somewhat expensive product they’re offering, yet not large enough to warrant a phone call either.Typically speaking, that’s within the $300 to $2K range, and very few people are going to buy “just because”.That’s a rather large investment, especially for those that are buying courses, so a longer sales pitch needs to take place.One that almost “mimics” a “real-life” salesperson, yet freezes their pitch into a specific asset, and I’m not going to lie - I learned A LOT of things during this time.Going into this skill, I thought it was all going to be about “power words”.“Okay, if I say these certain words, more people will buy”...After getting through a bunch of training and actually working on projects, I began to see how the “invisible” fundamentals are what really moved the needle.Too many concepts to fully explain now, as it’s literally a 6-week program in itself, but to give you an example of what I’m saying - contextualization is a big one.If you’re not familiar with this term, it’s essentially how our brain “justifies” price.If I’m like:“Hey, I’ll build you a website”...And say nothing else, then it’s hard to charge the prices I deserve, as prospects will automatically “compare” my pricing to other people who say the same thing.As I’m sure you can guess, that’s when they say something along the lines of:“This guy on Fiverr does it for $500, why should I pay you $3K?”...Creating a losing battle after that.Sure, I can do all the “selling” I want afterwards, talking about:

But by that point in time, their brains have pretty much made a decision, making it very difficult (if not impossible) to get over that hump.Seeing this, it’s very important to provide that information upfront, and do so in a way that just “makes sense”.As I mentioned earlier, you never want to screw anybody over, but if you have an offer that can actually help - it’s your duty to receive the value you deserve.Knowing that, a good form of “contextualization” needs to take place, and a common form of this is associating the right “benefit” with your offer.When you say:“I’ll build you a website”...It’s a commodity offer that doesn’t get too far.On the other hand, if you’re like:“These tweaks turn your website into a revenue-generating asset, helping you make a lot more money along the way”...Then people are interested.From there, the only job is showing them “why” your setup is better than others, talking about:

The whole works, that way by the time they’re done reading everything, they think:“Oh wow, I can see why these people are better. It’s worth paying the extra price”...Generating more business because of it.Anyway, I obviously just kept that very simple, but I hope you’re starting to get the hint either way.Even though (great) Explainer Assets look simple on the surface, there’s always a lot more that goes on behind the scenes.

These are the topics that actually generate more sales (or leads), then the main goal after that, is simply explaining everything in a way that’s not “sales-y”.When your headline starts off with:“Read this or die”...People can see it’s a sales pitch from 3 miles away, immediately running because of it.It’s the same difference between having this type of person walk up to you:

And this type of person walk up to you:

Where the latter always generates more sales, as they’re friendly and “personable”.This is why “fancy” writers never actually get conversions, their style of copywriting just “reeks” of an advertisement, and that brings me to the next point:

The beauty of Native Advertising (and how it applies to Explainer Assets)

One thing I’ve always loved to do throughout my career, is focus on creating “ads” that don’t really look like “ads”.I don’t do this to trick readers either, but instead, it all comes back to the logic I mentioned earlier on this page.Contrary to popular belief, people really don’t need to be “sold” on something, they simply need to understand how it can help them.That’s why I always laugh whenever brands use this type of marketing:

As it doesn’t do crap, but all this changes when you “format” an advertisement in the right way, then take the time to explain how something can help them.The actual setup will differ by situation, as:

Will make a huge difference on what you use, but to help you understand what I’m saying right now, here’s 3 primary formats I’ve found to work best.AdvertorialsWhen it comes to the term advertorials, this is where you essentially write a helpful “blog” article, then “boost” that in front of your target market.The tactic has taken place for decades now, where Merrill Lynch (significantly) grew their business by running this advertorial in the New York Times:

And in today’s world, we have even more options.Now, you can publish an article on your website, share it to your LinkedIn page - then “boost” it with a little bit of paid advertising.Doesn’t require an ungodly amount of money to do this either, but when executed correctly, it can be very effective.In the beginning stages, you might even get a few leads that say this:

But on top of that, you also have a lot of “invisible” prospects that are more likely to move forward later on.With today’s technology, you can easily create a retargeting audience out of everybody who “engages” with your “ad”, meaning that when people click on the initial advertorial - they’ll start seeing “follow-up” advertisements over the next few weeks.One day they see a standard “ad”:

The next day they see a piece of “retargeting” content, one that’s designed to help them overcome some sort of objection:

Etc, before they know it, they’ve been in your “ecosystem” for so long - they can’t help but reach out.In that scenario, the advertorial served as a form of “lead magnet”, while also getting them 90% to the finish line - drastically increasing conversions because of it.Before this asset, they were a “cold lead” that didn’t understand how you can help, now - they can clearly see the benefit and simply need a few more “touches” before reaching out.Fair enough, not a bad setup, one that looks similar to this:

But, it’s far from the only way of using it.From my experience, this type of Explainer Asset works best when your company has some form of ad budget, allowing you to expedite the process - but then we also have:The White PaperIn this scenario, the “main” market who’s going to benefit from this, are those that do some form of “content marketing”.Typically speaking, it’s those that post on LinkedIn or Twitter:

And the main reason a White Paper works so well here, is because your audience is familiar with you, but they’re still not “100%” sure how you can help them.It’s impossible to provide an entire sales pitch in 1,000 words, even if you do this daily, so the main goal is building that “brand awareness” then driving them back to a “conversion asset” (i.e. the whitepaper).Few different ways to do this as well, meaning you can:

Really doesn’t matter how you use it, but the same logic applies either way.Now that you’ve gained their attention, along with having some “trust” in place, you want to have a call-to-action on your profile - letting them know what the “next steps” are if they want to work with you:

Not hard to do, this is probably one of my “favorite” ways to use this, assuming the client is actually decent at content marketing - but then we have one last method that everybody tends to gravitate towards:Outreach toolThere’s a few different ways I could explain this setup, but one of my favorites happened years ago, when my little cousin took a new “sales” job.Being new to the sales industry, he struggled for the first few months, and asked if I could give him any advice.Knowing I was “decent” at sales, as I’ve had to drum up my own business for years, I took a look at their current setup and could see a lot of holes in it.To provide some context on what I’m saying, he was an “Admissions Counselor” for Harvard, specifically their “Data Analyst” program.They’d generate leads for him by doing a short-form ad, saying something along the lines of:“Interested in a better career? Fill out the form below, and we’ll explain how our Data Analyst program can help you”...Which may seem like an “inbound” lead at first, but it’s really not.The majority of these leads knew NOTHING about the program, they just filled out the form to learn more, and they’d have my cousin call them afterwards.The main goal was obviously getting them to move forward with this program, but seeing how nobody could understand what was going on, the conversion rate was minimal.I honestly don’t know if he closed one “deal” during his first 6 months, but after asking for my help and looking at their assets, I noticed how they had a decent “webinar” in place.Certainly wasn’t the best webinar, but it was better than nothing, so I told him to take a new approach instead.Now, whenever he got a lead, he’d still call them - but it was more of an “introductory” call.The main goal was to introduce himself, while also doing a “heat check”.He’d ask them if they had any questions, then from there, see where they were at in their journey.If they were like:“I’ve been wanting to become a Data Analyst for years, this seems like the perfect fit, tell me the specifics”...Then he could “sell”, but if they were like:“Oh, I just saw your ad on LinkedIn, made me curious but I really have no idea what a Data Analyst is”...Then he’d send them a link to the webinar replay right after that.No other “sales pitch” took place, just told them to watch the webinar whenever they had a chance, his conversion ratio immediately skyrocketed.Within a matter of weeks, he became the #1 salesperson in his company, all because he had an “Explainer Asset” that allowed them to learn everything from the comfort of their own couch.When you do this, sales become very easy, because the next call really just revolves around a few questions they may have.Assuming you know how to answer those questions, and have an offer they want, the next step is moving forward - which is what happens when you have people saying this ahead of time:

Seeing this, I’ve found that companies can leverage a similar approach, one that fits within their current method.For example, are you currently generating leads via cold email?If so, great, try selling the Explainer Asset as your “next step” (as opposed to getting them on a phone call right away).Much easier to get conversions when you say:“Hey Rick,Would you be interested in hearing about a new tax credit that’s saving similar companies upwards of $10K every year?If so, let me know and I’ll send a whitepaper that explains everything in more detail”...Instead of the standard:“Hey Rick,There’s a new tax credit that’s helping companies save $10K every year, want to jump on a call and discuss?”...Primarily because the latter option creates too much friction.Nobody, and I mean NOBODY, likes jumping on phone calls right away - they always want a decent understanding of what’s going on first.That’s where the Explainer Asset comes in, and it’s far from the only way you can use it with this type of marketing either.I know some companies that’ll send this via “Direct Mail” first, then have a member of their sales team call the following week.By this point, the prospect has had time to read their Explainer Asset, and are more “apt” to speak with this sales member afterwards.Sure, they might have a few questions, but they’re ideally 90% sold before this call ever takes place.This creates a lot of benefits as a byproduct, including:

But I’m telling you all this because:

I don’t do traffic (even though I’ll provide advice)

One of the biggest issues I’ve had throughout my copywriting (and marketing) career, is finding a business model that benefits everybody involved.On one hand, I used to handle the process from “A-Z”, where I’d:

Which worked great from a “results” standpoint, but was never the smartest setup in the long-run.Few different ways I could explain this as well, but if anything, these two skills require completely different “work setups”.With copywriting, where I create the actual Explainer Asset, it’s something that involves a lot of “deep work”.I essentially become obsessed with your offer over the course of 3 weeks, figuring out:

Then “freeze” all that into one pitch, a process that involves a lot of deep thought.I never truly understood how “draining” this was until I started doing it, but to give you an example of what I’m saying - I’ve been doing this for over 8 years and still only have roughly 90 minutes of “great” writing in me each day.Can I do more?Of course, but I always have to go back and edit everything that I write past this point.That creates a setup where I actually take longer when I push too hard, as editing kills the flow, so I typically sit down and write roughly 2,000 words each day.This means I generally spend 5 days on the “writing” aspect of Explainer Assets, where the first 3 days are creation, and the final 2 days are finalizing the minor details (i.e. editing).Fair enough, but, that’s far from the only thing that goes into it.Before being able to actually write, I need to get the “foundation” in place, which happens with research and brainstorming.This is another area where I’m always able to help business owners as well, because when you go into a field with the “beginner’s mindset”, you’re able to spot things that everybody else overlooks.I’ve found that business owners almost know their offer “too well”, to the point where they can’t explain everything from the customer’s point of view.That obviously creates issues, as you need to see it from their perspective, so I do a lot of research for the first week and then let my brain begin “processing” everything after that.Within a few days, the right “angle” pops into my head, so I then create an outline and let my subconscious mind go to work.After a few days, the “delivery” is ready, which is when I finally put “pen to paper” and begin creating the actual asset.Probably sounds crazy if you’ve never done this before, but here’s why I’m telling you all this.With Sales Copywriting, specifically “Explainer Assets”, it “consumes” every ounce of mental energy you have over the course of a few weeks.That’s even more true when I’m working on multiple projects, as I only have so much “mental Real Estate”, making it nearly impossible for me to do anything else.As I’m sure you can guess, that’s why I don’t do “traffic” anymore, as it’s a different type of “energy”.With this field, you have to essentially be on “top of it” every day, where you’re:

Taking up a bunch of other mental Real Estate, making this a form of “two-person” job.One person does the deep work, creating the Explainer Asset, the other does the “busy” work - driving traffic and all that.Something that hopefully makes sense, but as I hinted at earlier, shouldn’t be an “issue” for you either way.Generally speaking, I never think it’s a good idea to try something “new” when you’re leveraging this type of asset.Instead, it’s smarter to take your current process and simply “improve” on it, as you already know what you’re doing.If you’re currently generating business with paid ads, don’t switch to cold email, merely “implement” this asset into your paid ad strategy and notice better results because of it.

You get what I’m saying, and this logic applies to literally any type of “marketing” tactic out there.

It’s all the same, mainly just need to make a few slight “tweaks”, and that’s why I ask about your current process before ever creating the Explainer Asset.Allows me to tailor everything accordingly, increases your chances of success, but I don’t want to harp on this point too much.Just wanted to mention this as it appears to be an issue for some, mainly because they either:

So if you’re in the latter group (i.e. Group B), just keep this in mind.The asset is worthless if you don’t understand “traffic” at all, main reason why I stay away from new “entrepreneurs”, but the majority of my readers are past that stage - so I doubt you have too much to worry about.Again, merely trying to explain all the details upfront, but that brings me to the next point:

Who this is for

Throughout the majority of this page I’ve been talking a lot about “lead generation”, primarily because that’s where I’ve done a lot of work in the past.

Always been my cup of tea, BUT, it’s far from the only field I’ve helped.In addition to this, I’ve also used Explainer Assets to sell:

Meaning that if you work with humans, then this type of asset can help your business.The only difference from there is typically the formatting and “tone” of it, as different audiences require different “styles” of explanation.For example, if I was writing an Explainer Asset for Okoboji, IA and promoting “dream vacation at Midwestern prices” - my tone would be a “high-level” article.It’s not like I need to “teach” people about “how to take a vacation”, but there’s still some information they need before moving forward, so I’d cover everything in a “conversational” way.Fair enough, it’d work great in that scenario, but in other cases a different “tone” is going to be needed.I don’t personally use this method “too much”, as it’s not my favorite, but in some cases an “offer-first” Explainer Asset is needed.If you want to learn more about how that’s done, you can read the story of Craig Proctor, a Real Estate Agent that generated millions with this simple setup:

But in the simplest terms, it’s where you create a great offer and then explain the “details” after that.As I’ve mentioned a few times, everybody loves to understand EVERYTHING, or mostly everything - before moving forward.That improves conversions by itself, and in this scenario, the tone would primarily be “sales” based.Not like “aggressive” sales either, but it’d have a direct tone, as we’re not necessarily “educating” this type of audience.Anyway, don’t want to get into the weeds too much here, but that’s another way professional Copywriters can benefit your business.We naturally know how to adjust tones accordingly, providing the right “alignment” after that, drastically improving the results because of it.From there, we simply insert this Explainer Asset into the right format, whether that be:

That part doesn’t matter too much, anything works here, which takes me to the important part:

How I help you

Since you’re here right now, I’m almost in a “weird stage” of my career, one where I had to do a complete “reboot”.I’m not going to bore you with the entire story now, as it’s 8 years long and irrelevant to your business, but let’s just say I’ve used these Explainer Assets in a lot of “creative” ways.One of my personal favorites was when I ran a “coaching program” for freelancers, and helped them land better deals by turning their profile into an “Explainer Asset”.Seemed crazy at first, but after helping them generate incredible results right away, creating testimonials like this:

I knew I was onto something, but the only issue was the “mental energy” that went into it.Already gave a brief glimpse of what I mean by this earlier, in the “I don’t do traffic” section, but it took me way too long to see what the issue actually was.After working with this market, I thought I just didn’t like “newbies”, as they require too much attention - so I’d keep shifting offers…trying to find something that “worked”.

All things that worked great, but I’d run myself into absolute burnout every week.Hard for the human body to go through this once, yet alone on a weekly basis, so I finally took a 3-month break and tried to figure out how I could fix this.I’d be a liar if I didn’t admit doing a lot of “job searching”, as the thought of being employed sounded really great, but the one thing that kept holding me back was my “expertise”.I’ve spent a lot of time perfecting this craft, to the point where I’m able to get these types of comments on nearly everything I do:

And also have a lot of “industry vets” reach out, complimenting me on my work.Heck, it wasn’t that long ago when I had a prospect call, saying something along the lines of:“Dude, I’ve been reading Dan Kennedy for 20 years, and I truly think you’re a better copywriter”...Which was crazy to hear, as he charges $300K for the same thing I do, but I could never figure out the right “business model” to deliver this expertise.In retrospect, I feel dumb for not seeing this earlier, but after taking some time off the “answer” became very clear.Instead of trying to be “Mr. Everything” for clients, I just needed to go “all-in” on my specialty, then let them handle (or outsource) the other components of it.

A change that was “scary” for me at first, as I’ve always cared about client results.In my mind, if I wanted to guarantee they got these results, then I needed to be a part of “everything” - but I was finally able to shake myself loose from this “thinking” and launch a beta offer.With this offer, my main goal was to see if anybody out there would even be interested in an “Explainer Asset” by itself.Figured there wouldn’t be, as they’d need “traffic” to complement it, but to my surprise - the exact opposite happened.Within a matter of hours, I had people moving forward with this beta offer, actually saying how they thought it was the perfect idea.They love “marketing” their own business, but they can’t create Explainer Assets like I do, so it seemed like the perfect fit.Fair enough, so after getting 3 people to move forward with this offer, I got to work and it’s been the most fun I’ve ever had.That’s kind of funny to say as well, because I think I’m averaging 10 cents an hour on these clients, as I priced the offer very low - but it was enough for me to “regain” momentum either way.

And to answer the question that (likely) just popped into your mind:“Why would people need multiple Explainer Assets?”...In the simplest terms, for some companies, they need to approach prospects in different ways.To help you see what I'm saying, one scenario that comes to mind is “full-stack” Accounting firms.When you do:

Then it’s impossible to speak with ALL your prospects in one “Explainer Asset”.It’s a lot different explaining how Tax Planning can help Entrepreneurs, as opposed to explaining how Estate Planning can help affluent individuals, so a different setup is needed for each segment.Seeing this, some companies build multiple assets so they can sell multiple offers, but I generally don’t recommend starting here either.Instead, it’s smarter to get one process optimized, then move onto other angles once that is working great.One Explainer Asset is enough to provide great benefits by itself, remember, I had one that generated these types of leads:

For four years straight, so just wanted to mention this upfront.Seems to be another slight confusion people have, but getting back to my main point now, at this stage I’m almost doing a “round 2” beta offer.I’m not going to be doing it for the same price as my initial clients, as it’s too low to stay afloat, but I’m certainly not at my “high point” yet either.Still having a lot of fun with this, simply trying to keep the momentum going, so here’s what I’m doing right now.For the “package” itself, it’s fairly straightforward, and can be explained as:“A professionally-crafted Explainer Asset”As I’ve mentioned many times, that’s all I’m doing right now, but there’s obviously a lot of “sub-deliverables” that go into it.

That’s where my “knowledge” will help, which is 90% of the process, and I’m currently doing all this for the one-time price of:$1,200Feel like that’s extremely fair, essentially since I used to charge 9x more for a similar setup, and please remember the “time frame” I mentioned earlier as well (i.e. 3 - 5 weeks before asset is ready).Still a recovering “burnout”, which sounds funny to say, but I don’t want to find myself in a situation where I’m getting overworked either.Want to merely write a consistent amount each day, providing high-quality work because of it, and if you’re interested:

Here’s the next steps

For the next steps of this process, it’s fairly straightforward, and similar to what you’d expect.Nothing “fancy” that goes into it, but to help you understand how everything works, here’s the 5 main steps that take place now:Step #1 - Ordering your Explainer AssetTo kick things off and officially “start” the process, I’ll ask you to complete a checkout page and “order” your Explainer Asset that way.The checkout process is very intuitive, it’s just like ordering anything else, and I’ll provide a link to this page very shortly.Want you to understand everything before reaching that point, so after completing this page and officially “ordering” your Explainer Asset, we’ll then move onto:Step #2 - Please give me 24 hours (M-F) to send your intake formI used to do this automatically, but a few people wouldn’t receive the “re-direct”, so now I just do it manually.Feel like it’s a great way for me to “personally” thank you as well, so after seeing your order, I’ll be in touch with an intake form.The intake form itself isn’t anything wild, it’s merely enough for me to begin understanding your business a little better, that way I can have a general direction on where we’re going with this.Certainly won’t be “everything” I need to get started, but it puts us on the right track, and after this intake form is completed (and returned to me) - I’ll move onto:Step #3 - ResearchThis is probably the most important part of our process, one that’s often overlooked.Few different ways I could explain this as well, but in the simplest terms, it’s always where I find the “aha” moment that helps us stand out.Can’t even begin to explain how many times I’ve went into a project, having no idea what angle we’re going to take, but then after doing research for 7 - 10 days - the answer becomes very clear.The research itself takes place in different formats as well, including:

But after doing this for a week, I let my brain process everything, and am in a fairly good spot after that.Really close to actually creating the Explainer Asset now, but before reaching that point, there’s one last thing I like to do:Step #4 - Phone callBy this point in the process, I know a lot about your offer/industry, but there’s always a few “finalizing” questions I have.Most of them are simply some clarification on your end, so I ask that we spend 30 minutes discussing everything here, providing me with all the necessary information because of it.By the time we’re done with this call, I’ll be ready to move onto the final stage, which is:Step #5 - Creating the Explainer AssetAt this point I’ll simply begin writing everything, having the “first draft” ready for review within 2 weeks.Say “first draft” as it’s usually a usable form already, but I like to let you review it and make any revisions if necessary.From there, I’ll complete these revisions, then send the final product ready for your use.After that, if necessary, we can always jump on another call to discuss any last questions you have - but that’s up to you.I’m somewhat flexible here, as I want to make sure you have everything you need, and that’s really it.Again, nothing too crazy, merely creating an Explainer Asset that generates leads like this:

Or sales like this:

So if that’s something you’re interested in doing for your business, please start the process by ordering your Explainer Asset at the link below:

• Order Explainer Asset

And then give me 24 hours (M-F) to email the intake form afterwards.Other than that, thanks for reading everything, and hopefully I speak with you soon.-SeanP.S. Also, if you have any questions I didn’t address here, please feel free to email me at inbox@seanmeyer.com