Components of A Monkey's Fist

Let's have a look at the components of your Monkey's Fist offer. Now, what you need to set up is you're going to need to set up four things to complete your simple Monkey's Fist offer and the delivery of it.

They're going to be, number one, you're going to have to work out what they're going to get.

Number two, how they're going to order it.

Three, how to get personal help from you.

Number four, the follow-up.

Those are the four things we're going to need to consider.

Number one, what they get. What you're going to need to do is create an easy to consume, problem solving information piece. Can be a report, a checklist, a video, a flowchart. Let's have a look at some examples. Maybe you're familiar with this one, this is available in the Members' Vault. It's a flowchart. Now, some of the key things that you need to consider, it needs to be very specific. Whatever you're going to offer needs to be specific, so a specific promise that's going to get them a result. Very small thing. Now, it's going to be better to get them a result in a small area that's top of mind for them, as opposed to here's how to do the whole thing.

What we're finding as we're going through this is little, short pieces of information that get them a quick win is best, so a specific promise. Or it answers a specific question, specific question might be how much will my project cost? How long will it take? What are the steps involved? Those type of things. Or it shows a specific shortcut to doing things, so here's a flowchart which shows you the shortcut for getting legal consent for your project. Or it could show a specific example, so here's an example of how someone went about getting the legal consent and the steps they went through.

It could be to offer a specific discount, so this could be a discount for an LCC would be an obvious example, "Hey. You might use the discount." Or outline how to avoid specific risks, so the seven biggest mistakes people make when renovating project or seven mistakes hospital CEOs make when adding an extra wing. Specific is better. A small, tactical thing is better than a great, big, large strategic thing. They want something which they can do, a small bite sized chunk we found to be better.

This one here, the seven mistakes people make when renovating, which you can find in the Vault, is an example of how to avoid specific risks. This one here, I'm not sure what it says, it's in Spanish, but it's also in the Vault. If you're Spanish, there's another one there, probably similar topic. How to prepare for your design project, so it's a small chunk. Once again, some steps.

Now, notice these are probably five to 10 pages long and often it's the one-pagers that work best. People can see this one-pager will give me an instant hit. I can just look at the flowchart and understand that these are the 15 different, 16 different steps. One-pagers are fantastic. Here's another one by Mark [Sittle 00:03:02], a cool looking, architect looking, flowchart. These seem to work pretty well. A checklist is great.

Consider what checklist you could provide people, and this one's for a landing page. It's not even for architectural services, but you could easily come up with a 16 point checklist for one of the early phases that helps people get started on a project. The 16 point checklist to see if your project's feasible, 16 point checklist on how to get started in the project, 16 point checklist on anything. I'm sure you can come up with much better examples than I can.

Remember, specific problem, specific promise. We offered one that was a top 12 lead getting strategies for architects. What worked better was the number one client getting strategy for architect, so coming up with a number one thing is often better than having a whole lot of them. This was our most successful flowchart. It looks simple, looks like you grab it, it shows the whole thing. It's a shortcut, and very simple to prepare. Specific content, just remember, specific promise or answers a specific question or shows a specific shortcut or a specific example, discount or it shows them how to avoid specific risks that they are concerned. As soon as they hear it, they think, oh. That is something that may catch me up.

All right, let's have a look at there, a general checklist for your Monkey's Fist. These are some things you should think about, more strategic things. I've told you before, it needs to be something, an ultra-specific solution for an ultra-specific problem, 15 questions to ask your council to work out whether you can get resource consent or you can get consent for your project. Something very specific works better than broad and general. Ideally, as I've shown you there before, the one thing, it promises that you will be able to complete one thing. You will be able to solve this one thing. The number one thing, now think what's top of mind for these people, for your ideal target market. What's top of mind on their head that they want solved?

That number one thing speaks to whatever we know is their end desired result. We need to get them a little result. We don't want to be doing anything other than showing them they can get a result with the one thing that we're going to be offering. Ideally, instant gratification so we give them something that will get them their problem solved in five minutes or less. People don't want to read a great, big, long 30 page document, which is great. It means we can produce something quicker and faster that gives quick win.

Monkey's Fist, what works best is quick wins. It moves the prospect down a continuum of belief. What that means is when they get it, they get their thing, they get their Monkey's Fist, they are given a quick win and they're going, "Oh right. I've made progress. Maybe this is possible. Maybe it's not as confusing. Maybe it's not as overwhelming as I thought it was going to be." It makes them feel they're making progress.

Now, it needs to be perceived as having high value. This result that you're going to get for me, if I get this piece of information, is going to be really, really useful. It looks like it's going to be really, really useful. Now, there's a kicker to this. It actually has to have high value. We don't want them to get it, think it's going to be great and then be disappointed. That doesn't lead them to then wanting an appointment with you.

When they get it, you want them to be going, "Wow. This is great. This is simplified, now I understand. Now I can see all the steps. This is possible, this is great. This checklist is fantastic. Everything I didn't know is on this checklist, this is brilliant." That's how you want them to be thinking. It needs to be easy to consume. I talked about five minutes or less. That's a checklist of things for you.

What are some hot topics? Let me give you some specific examples. What are some hot topics? Number one, how much is it going to cost? We know that's what they're thinking. We're asking this question in their head all the time, can we even afford it? Do we have the budget for it? How much will it cost? Our Monkey's Fist that outlines, at a very high level, some ideas that give them ballpark examples of how much it might cost would be a great Monkey's Fist.

How long will it take would be a great Monkey's Fist. How can we minimize the disruption during building? That could be a good Monkey's Fist. I mean you can come up with better examples than this. These are the things that a lot of buyers are thinking. These are questions they're asking themselves. These are problems they want solved. Does my site have any legal restrictions? If you can come up with a specific report for their type of property, or their type of site, and talk about some of the legal restrictions that make it really simple, then that would be really, really useful for them.

That's what they're asking themselves, can we even do this project? What's the process? What's my next step? Who can help me assess my options? That's what they're asking themselves, so we need to enter the conversation they're already having in their mind and give them answers. Is my project ideas even feasible? Or are my project ideas even feasible? Any of these questions, hopefully these are really just to stimulate you. If you think your prospect's thinking any of these questions, then they would be the one to create a Monkey's Fist for.

Step number two, we're going to tell them how to order. Okay, have an easy way for your prospect to order your educational product, your Monkey's Fist. It could be a landing page, could be an email, could be SMS. Let me give you some examples.

Okay. If they're ordering, this might be what you say in an ad or you might verbally say it, "Look. Call this number to order your free copy of ... If the lines are busy, leave your name, postal address and phone number on the voice recorded message after the beep. Please speak clearly and spell any difficult or long words in case we cannot hear your details correctly. Thank you for calling, here's the beep." That would be great for a voice recorded message. You could set up a voice recorded message if you didn't want staff to have to take the incoming calls. That is one option.

Another one, if you just want them to call your staff or call you, "Look. Call our number between nine and five on weekdays to order your free whatever it is. Our friendly staff will ask your name, your postal address and your phone number." Now, that's if you're sending out a hard copy. If you're going to send an electronic version, obviously you'll get their email address. That's how you might do it if you wanted them to call your office.

Text, sometimes people might use a text. Ordering your free project feasibility checklist is easy. Simple email Richard@ ... Actually this is not a text, is it? This is an email. Simply email Richard@yourcompany.com. Please include your name and email address or postal address. You will receive your free checklist and become a member of the something project. You'll become a member of our list. That would be if the call to action was for them to email you. That's how you might say that one. It's not a text, it's an email, isn't it?

If it was a text, ordering your free project feasibility checklist is easy. Text project to 4444, someone will call you back and collect your delivery details. You will receive a free checklist and other tips and guides as we produce them. There's some words if you wanted to use a texting service. What happens in this one is you will pay some SMS text service a monthly fee. The text will come to you, someone will then call them back and say, "Right. Just got your text. Thank you for that. You've ordered the report. I need to get your name and contact details, or email, so that we can send it out to you." Not too many people use that, but it is another possibility.

The other one, of course, is the landing page. You will have seen many of these. You have an image of what the report is. You have brief details about it, and then you give them a chance to enter their name and email address usually. It could be postal address. Landing page is the final way to grab the contact details. Remember, we need to get them to know, like and trust us. The Monkey's Fist is a chance to get them on in a light-ended relationship. It will serve the purpose.

Number three, we need to, when we deliver the Monkey's Fist, we need to make sure we are offering personal help. Right upfront, as soon as they get the Monkey's Fist, and we want to be offering a low commitment consultation to grab the low hanging fruit. Now, some people will be ready for an appointment immediately. Others might take some time, and that's okay. We've got a follow-up system for both. Number three, we need to include an offer for the LCC, that personal help where I will deal with you one-on-one and look at your situation and give you some advice.

We do have examples, as you're well aware, from the Vault of various people's LCC offers. This might be a letter that is included with the Monkey's Fist when it's sent out. Or if you're emailing out the Monkey's Fist, you might send this out as a separate PDF. There are examples in the Vault that you can look at for your inspiration.

Okay, follow-up, part four. You need a follow-up system. You need to build a follow-up system into your business. It can be manual. In other words, it can be someone, let's say, they send an email to you to request the Monkey's Fist. You can be sending out it hard copy with a couple of letters offering a meeting. Or it can be automated where you set up a landing page, I showed you just before, and some automated emails to follow up. There are pros and cons for both. It's a decision you need to make. The automated is easier, but it requires a bit of technology. I suppose it's easier to run.

The manual system is easier to set up and is a bit more personal, but if you're going to have large number of leads coming in, then you're going to have to do a lot of mailing out. If you're only on a small number, it's a great way of doing it. If you're only sending out one or two leads a month, it might be a great way of doing it, one or two a week that might be fine. Okay, so those are the four different components finishing off with the follow-up.