Million Dollar Message (M$M)

So this is a quick intro to the million dollar message, and the million dollar message fits within the establish your value section. This is section number three or step number three. A couple of things about the million dollar message before we get into it: what you need to remember is that what we're designing here is a system. There are a number of small escalating steps that make it easier to get someone to design. If you were just trying to sell design, that's a very big step for someone to jump onto, which is why we have these smaller steps. It's much easier to get them on board.

When we're doing the million dollar message, we can do it for any of those components or steps. Now, you might ask, where do I put my million dollar message? Pretty much everywhere. Once you've got a million dollar message, you will deploy it on your website. You might write articles that include your million dollar message. If you're interviewed, you'll include your million dollar message. You can use it in newsletters, on Facebook, Instagram, YouTube videos, networking, and anything else. The key thing to note is that once you have gone through the exercise of creating your million dollar message and filling out the components, you will come up with a million dollar message. That message probably will need to be adapted slightly depending on where you're going to put it. Obviously, if you're going to write an article, it's going to be very different from an Instagram post. You can't fit the whole thing into an Instagram post, so you'll just adapt it.

So, what is a million dollar message? It's just a framework for communicating the value of something. It's a really good framework for communicating value.

Now, one word of warning here: you can use the million dollar message framework for communicating value on a very large chunk or a small chunk. However, the larger the chunk, the harder it is to come up with a million dollar message. For example, design services contain many different things, making it a huge chunk. This means it will be harder. On the other hand, LCC, which you'll learn about in future steps, and a monkey's fist, and ask the expert, are small chunks, making it much easier to create a million dollar message for them. Key points: a million dollar message is just a framework for communicating the value of something.

Communicating the value of design is super tough because design is very subjective. Key point number three: adapt your million dollar message depending on the media and the context where you're going to use it. While you will come up with a sentence or a paragraph, that paragraph won't be a one-size-fits-all everywhere. But that's okay. You'll have this central paragraph that you will be able to adapt, which explains how you deliver value in one particular aspect of what you do.

With that said, I want you to jump into the million dollar message exercise and particularly watch the exercise where I create a value statement for Catherine, an interior designer, using just one aspect of her design service. You'll find that really, really useful. Even though it's not strictly using the million dollar message format, you'll see what I've done. I think it may even be worth watching that first and then going through the exercise so you get an idea of the power of this type of thinking and this type of approach. Even though the exercise I'll show you in that 15-minute video is not strictly following the million dollar message framework, it is in the back of my head as I go through and do it.

All right, this is really cool. If you can't communicate your value, then how is anyone going to work out that you are the best value for them? So you need to master this.

All right, into the exercises.

Okay, when we're creating a million dollar message, we have six core building blocks. Essentially, we are looking to offer a specific solution for a specific client with a specific problem. The top three building blocks are essential, and the bottom three add extra power to the message. If you think of it as providing a specific solution for a specific client with a specific problem, that encapsulates our goal.

Let's go through them individually. A specific solution: what am I talking about here? What is the unique service, product, or feature that you want to communicate the value of? It could be one of the six steps or maps, your design services, what makes your design valuable, LCC, or any of these things. It could even be specific features.

Let's look at some other features you might want to create a million dollar message for. Remember, it's all about communicating the value. You might be a small firm and think that being small has disadvantages. Let's create a million dollar message for being a small firm. Perhaps you have great listening skills and pick up on things others don't. Maybe you do virtual reality, are great at sketching, or have excellent systems for branding. Whether you're a small firm, a larger firm, or have particularly special staff, all of these attributes can be communicated through a million dollar message.

This six-step structure is applicable to anything. We start with the solution not because we follow this order to create the message, but because we need to identify the product or service we want to create the message for. That is step number one.

Step number two involves identifying a specific client. Any message we create will be far more effective if it is narrowly focused and highly relevant to the intended audience. For example, if I offered business advice to anyone with a business, that might be interesting. However, if I narrowed it down to marketing advice, it becomes more relevant. Narrowing it further to marketing advice for architects and designers makes it even more interesting. Specializing in helping architects or designers win high-value projects is even more compelling. The narrower the focus, the more likely it is to resonate with the target audience.

Step number three is addressing a specific problem at a specific stage in the client's journey. We need to communicate the value of our solution within the context of the client's experience. People often understand their problems better than they understand potential solutions. Therefore, we must explain the problem before presenting our solution. Sell the problem you solve, not just the service you offer, because clients will understand the problem better than the solution.

To illustrate, let’s consider the journey I went through when hiring an architect. Initially, I recognized a problem. Then, I gathered information about the problem and explored potential solutions. After brainstorming ideas, I considered specific options and their feasibility, including cost. Next, I found and hired professionals to help, completed the design, and moved into contract administration and construction. Your clients' journey may be similar, or it might differ slightly. By analyzing this journey, we can create specific solutions for specific stages.

Breaking down the journey helps us identify the biggest problems or questions clients have at each stage. I'll provide examples that might be relevant to you, which you can adapt or use as they are. By addressing these questions and problems, we create valuable communication for our clients. Knowing what questions clients have and the problems they face allows us to enter their conversation and provide valuable insights.

For example, early on, clients might ask how to find a site, the costs involved, or what consents are required. Later, they might question the feasibility, legality, and return on investment of their ideas. These questions and problems, identified by our mastermind group, can be relevant for you as well.

Our marketing system aligns with these stages. The monkey's fist addresses early problems and questions, while ask the expert focuses on understanding options and gathering information. Feasibility is covered by LCC and similar considerations, followed by design. Our system matches the stages clients go through, ensuring relevance at each step.

Building block number four is generating a specific transformation. This involves moving clients from a before situation to an after situation with your solution. This before-and-after thinking is crucial for conveying value. For example, selling weight loss is most effective by showing a before picture of a chubby man and an after picture of a skinny man. Similarly, for any service, illustrating the transformation effectively communicates the value.

The final building block is identifying your X-factor difference. This is where you highlight what makes your solution unique compared to others. Whether it's a secret recipe, superpower, or secret weapon, this differentiates you from competitors.

For instance, the invisible man had a secret recipe that made him invisible, allowing him to solve problems others couldn't. Similarly, your method or process could be your secret recipe, enabling unique results. Alternatively, like Batman's gadgets, your tools or network could be your secret weapon. Finally, like Superman's superpowers, your unique skills or abilities could set you apart.

These X-factor ingredients make your specific solution for a specific client with a specific problem even more compelling. They explain why your approach is different and create a powerful statement.

In the next video, I will use real-life examples to illustrate these six building blocks and create some million dollar messages using this format.

Okay, so I'm going to give you an example here, and we're going to take the generic format which you can see at the top, which is the million dollar message format. We expect it to be a little bit clunky at first, but no problem with that. I'm going to show you how you can fix that, and we're going to create a million dollar message for Kendall's Ask the Expert meeting.

Here's what Kendall had to say: take a specific ideal client. Are you a young family wanting a custom home? At a specific stage in the journey, trying to understand what's possible with the budget you have, but confused and not sure of the best way to move forward.

Overwhelmed with ideas, underwhelmed with knowledge and cost, and unsure of your real options. What we're trying to sell here is a free 20-minute clarity call. If I go back here, that's an Ask the Expert meeting. The generic term we use is Ask the Expert. That's the free half-hour to one-hour consultation, however long you want to do it for. It might follow a monkey's fist or come directly from any of your marketing. That's what we're trying to sell.

Normally, it's best to pick what you're trying to offer, the call to action, first. Realistically, we start with offering a specific solution. We work out what we want to offer there, and then we probably do the other steps. With an X-factor difference, here's what she wrote: unlike most architects who want to sell you an expensive design, this is not that. This is just what you want, a direction forward and nothing more.

Our own special method makes things super simple, where you walk away with a one-page action plan based on your specific situation. The transformation you're offering takes clients from being confused and wanting clarity to having a step-by-step action plan to move forward. If that's what you're after, this is it.

The top version is actually pretty good, but unless you're a world-class copywriter, it's still a little clunky. So, we're going to use ChatGPT. I pre-loaded that and said, "Look, I am an architect looking to craft marketing messages. Here is my current offer. It's a little clunky, please take the role of world-class copywriter. Keep the length about the same, aimed at a reading age of about 12, make it clearer and more compelling but not salesy." Then I pasted the content in, and this is what we came up with using the six boxes.

Often, it will come up with a version that is smoother and clearer. In this case, aiming for a reading age of 12, which is what newspapers typically aim for. Let's have a look:

Imagine your dream home, with cozy corners for your growing family. Sunlight streaming through spacious windows, all within your budget. Sounds like a tall order? Not anymore. If you're a young family navigating the maze of custom home building, feeling lost in the sea of possibilities yet starving for clear, actionable knowledge, we've got the lifeline you need. Introducing our free 20-minute clarity call. Forget the sales pitches and expensive designs most architects offer. Our approach is different. We're here to offer you direction and peace of mind, not a sales spiel.

In this no-cost, no-obligation call, we'll distill your dreams, concerns, and budget into a simple one-page action plan tailored just for you. This isn't about selling you a design; it's about empowering you with knowledge and a clear path forward. If you're craving clarity, direction, and a personalized plan to make your dream home a reality, you're in the right place. Dive into simplicity and step confidently towards your future home.

Let's clear the confusion together. Your dream home awaits.

Pretty good, right? The first version we crafted with Kendall was good, but the basic structure is really a checklist of things to include, and it can be a little clunky. This new version is pretty good. That was one I'd done earlier, but I like the one that just came up now.

So there you go. We take the generic format, make sure we fill it out to cover all the bases, and then give it to ChatGPT to clean it up and make it sound better. It does a pretty good job.

That was Kendall's Ask the Expert call, which she calls a free 20-minute clarity call. Pretty easy. Fill out the six steps, give it to ChatGPT, and you come back with something pretty cool.

Alright, so that's Kendall's example.

Right now we are going to create a million dollar message for someone's LCC. The LCC is your paid pre-design research. Don't worry if you don't understand what a monkey's fist or ask the expert or LCC is at this stage; you will learn that in the next few steps. Just really concentrate on the process of creating a million dollar message. Remember, there are only six steps or six blocks to it.

This one's for Dan in Vancouver. He wanted to promote his LCC, which he called the needs and options review. Very good name for it. Who was it for? He identified the specific client as an eco-warrior wanting to build a high-performance home.

What were they frustrated by and what was the specific stage they were at? The specific stage they were at was trying to get a ballpark figure on the potential costs. Their specific problem was that they were frustrated by the fact that no one wants to give them a price without doing a full design. A full concept design costs big money and would be a complete waste if the build was not affordable. Can you give me an idea on price? Oh well, how long is a piece of string? Well, that's not very helpful.

What transformation can Dan offer potential clients in this niche? He can take you from being unsure about your options to knowing what your very best option is through his needs and options review. He will give you a ballpark figure for what it will cost. Why is this different from anyone else, or at least in Dan's opinion? Because they specialize in this type of home, they are able to give you a realistic estimated build cost for each option, unlike other architects who rush you into design.

Their needs and options review is a unique process that outlines three options, including one high-performance option and a range of cost expectations for each. You may say, well, I don't want to give a price or a ballpark range. Well, that's fine. You don't have to, but this is Dan's million dollar message. These are the different building blocks.

We move them around to make it into a coherent sentence. This would be the structure that you might use for your million dollar message. Are you an eco-warrior wanting to build a high-performance home? You're trying to get a ballpark figure on costs, and you're frustrated by this. That's why we created the needs options review. Because we specialize in this type of home, we can do it when other people can't. You will go from being unsure about your options to knowing what the very best option is and the cost.

Not too bad as it is. Can we make it better? Maybe. Why don't we take this and put it into ChatGPT and see if we can come up with something even better? Let's do that. I have copied exactly that into ChatGPT, and I'll read out the prompt that I gave ChatGPT. Not a lot, but then I've copied the rest of what I'd written there.

I said, "I am an architect in Vancouver looking to communicate the value of my paid pre-design research. I'll use the short summary in my monthly newsletter." You can give ChatGPT what you're trying to do with it. It might adapt slightly to be better for a newsletter to your referral network. Help it out by giving it that type of information. Please write a short, clear statement that is clear, compelling, and with a reading age of 12 to get people in this target market to want to book this call. Here's what I have so far. Please make it a lot better.

Then you input the six building blocks that you've just come up with. I don't know what it will come up with, but let's have a look. Now, this may be better than what you've written, or it may not be as good as what you've written. It doesn't really matter. The fact is you put in some simple instructions, and it doesn't mind working really, really hard and pumping stuff out.

Let's see what it comes up with. When you ask for clear instructions, it will often put things in bullet points and things like that, which does make it simpler. Let's see what it says.

"Dreaming of building an eco-friendly home that's just right for you? We know how exciting it is to plan for a home that not only looks great but is also kind to the planet. Figuring out how much your green dream might cost can be really tricky. You might have noticed that getting a straight answer on prices isn't easy without committing to a full design plan first. And that can be pretty expensive, especially if you find out later that the project goes way beyond your budget."

I like this already. That's exactly why we're here. Our needs and options review is your first step towards building your high-performance home without any guesswork. What's the magic about our needs and options review? We are not like other architects who push you straight into designing. We understand your needs first. Tailored options: we specialize in eco-friendly homes, which means we can give you not just one but three customized options, including a super eco-friendly choice. Clear costs: with us, you'll get a clear view of the realistic estimated costs for each option. No surprises, no hidden fees. Informed decisions: move from feeling unsure to confidently knowing your best option and how much it might cost, all before diving into any detailed designs. Ready to explore your best path to a high-performance home? Let's make it happen together. Book your needs and options review now and take the first step towards making your eco-friendly dream home a reality."

Pretty good, pretty good.

Now just for fun, how about we ask ChatGPT to come up with a message that is, let's say, a hundred words long. Let's see what it comes up with now. So we want a shorter version. Wow, there you go.

"Ready to build your eco-friendly dream home but unsure about the costs? Introducing our needs and options review. Unlike others, we specialize in high-performance homes and offer realistic cost estimates upfront. Our unique process provides three tailored options, including a green choice with clear price expectations for each. Say goodbye to the guesswork and expensive surprises. Make informed decisions and confidently plan your sustainable home with our expert guidance. Don't let budget uncertainties hold you back. Discover your best options and their costs with our review. Start your journey to a greener home today."

There you go, it's a 100-word summary of the longer version. If you need a shorter one, no problem. If you need a longer one, no problem. Just for fun, now let's have ChatGPT speak in the voice of Homer Simpson.

You can do this, right? You can tell ChatGPT to speak in any voice. Think of anyone you like, and let's say you love the wisdom and clarity of Homer Simpson. ChatGPT will do it. It will do it in Shakespeare if you want.

This is the amazing thing. Here we go. Can you see the power of ChatGPT? Isn't it unbelievable what's happening?

"Mmmm, eco-friendly homes. If you're dreaming of a place that's as tasty for the planet as a doughnut is for me but you're scratching your head over how much it will cost, we've cooked up something special. It's our needs and options review, folks. No more guessing games on what your green castle will set you back. We lay out three options, including one that's extra green, like Springfield in spring before Mr. Burns does something. We give you the full scoop on costs so you can stop the brain ache and start picking out curtains for your eco-friendly pad."

I've lost my Homer Simpson accent. It's the Kiwi version. Who knew planning could be as satisfying as a cold Duff on a hot day? Let's roll up our sleeves and make that dream home a reality without breaking the piggy bank. Now, who's hungry for some sustainable living?

Of course, you're never going to write one as Homer Simpson, but I'm just showing you that you can write in the tone of anything. You could write in the tone of Shakespeare. The point is, with ChatGPT or any of the other AI tools, writing used to be a problem. Writing is no longer a problem. If you can give it the six building blocks and some basic instructions like you would give an assistant on how you want it written, it will write it.

Alright, so we've got some pretty good descriptions here, whether short or long, depending on where we're going to use it. We start to craft a really, really useful message.