McCall Jones Teaches The Secret ‘Give a Mouse a Cookie’ Offer Framework | #Sales - Ep. 97

Do you have a funnel but it's not converting? The problem 99.9% of the time is that your funnel is good, but you suck at selling. If you want to learn how to sell, so your funnel will actually convert, then get a ticket to my next selling online event by going to sellingonline.com/podcast. That's sellingonline.com/podcast. (upbeat music) What's up everybody? This is Russell, welcome back to the show. And I gotta tell you a little secret. I'm gonna let you be on the scene. So, as you know, this podcast has had taken many forms over the years, started as the market in your car podcast. I mean, he's marketing secrets podcast. And then became the Russell Brunson show. I don't like the Russell Brunson show. I feel like it's kind of annoying to name the show after yourself. So, I haven't loved that. And I was like, I wanna do something different. And I have it in my heart to start creating content around how we bootstrapped clickfunnels from a zero to a million dollars. And share some stories of stuff I've never shared before and teach things differently and go deeper. Besides not just, I love marketing sales more than anything, but also like, how do we build this business in this brand and all the other cool things. And so, I am working on a new version of this podcast. And I'm gonna call it bootstrapped stories. Now, bootstrapped secrets. Now, bootstrapped, I don't know yet. It's gonna be amazing though, but about bootstrapping. And that's coming soon. But when that does happen, I'm probably not gonna be doing very many more interviews. I'm probably not gonna be doing very many more right show you guys old episodes and things like that. And so, I wanted to do the rest of this year to just kind of give you guys some really cool access to presentations that you wouldn't have seen unless you'd give me a lot of money. So, this is my gift back to you guys for being faithful podcast listeners. I hope you enjoy the stuff and hope you get fired up as you're moving closer and closer to the first episode of bootstrapped secrets or whatever I am calling it. So, this episode's gonna be fun. This is from a called Joan Jones. When my favorite people in the world, she's spoken from a lot and I have a ton of times. But recently, we did an event called Selling Online and she came and she taught something. And it's called, if you give a massive cookie, it was based on, if you read the book, if you give a massive cookie, right? It's like, if you give a massive cookie, then he's gonna want to drink a milk. If you give him a drink of milk, then he's gonna want to, you know, please know with the napkin. If you give him napkin, he's gonna notice that, you know, and his whole string event happens because of like, you give a massive cookie. And she brought it to my attention like, the way you create an offer, the best way to create an offer is by following the same, like, if you give a massive cookie structure. And it was really fascinating when she showed it to me and kind of pointed it out. I was like, oh my gosh, that is the key. That is the secret. So I had a teach on it at Funhockey Live, it's selling online, a couple different places. But I wanted you to hear her explain this concept, how to cookie-fi your offer and make it more people buy it, it makes more sense when you're making your, when you're actually presenting your offers, and how much other cool things. So that said, I hope you guys enjoyed this presentation from McCall Jones. - This is The Russell Brunson Show. (upbeat music) - Okay, my friends. Hear me out. Russell Brunson is the Bob Ross of online selling. You watch himself and he makes it look so easy. You think to yourself, oh my gosh, I could do that. All I have to do is sell like Russell. So you put together your webinar or your challenge, you're feeling determined, you're feeling confident, you invite all your potential clients and your big day comes. You start your presentation with high hopes. You tell your origin story, you're building trust. You demonstrate your expertise for dropping secrets like they're hot. You have a captive audience. You're thinking I am gonna be so stinkin' rich, but then you start your transition from teaching to pitching, you start sweating. If you're being honest with yourself, it's a little clunky. You feel awkward, there's definitely a vibe change in your audience, can feel it. You get to your offer, you feel needy and pushy and aggressive and unsure to save people who are active in the chat before. Now I've gone silent. You get to the pitch. There's no eye contact being made. Some people are even angry that you would have the audacity to pitch them on a webinar. Your presentation ends. You check stripe. And what you thought was gonna be a flood of sales was only a trickle. You think to yourself, I followed all the steps. I know I should be selling more. If I was half as good at selling as I am at coaching, then I would be the Bob Ross of sales. You think this product could change their lives, so why aren't they buying? Say why. Say why. Guys, I have great news for you. If you can trust me for the next 27 minutes, I'm gonna show you how you can sell like wrestle. You can even next Bob Ross of sales. Even if your personality is nothing like Russell. And here's how I know. This is Kristen and Sylvia. They help Shopify business owners get traffic and turn it into sales. Now they wanted to sell their product to more people in less time, so they started doing live webinars once a week, every single Friday. Now every single week looked the same. Monday, truth Thursday, they spent all of their money on ads. They got tons of sign up, sign up, and then they would frantically print for Friday. Friday would come, the audience would show up, and they would go crazy for the information. These people would think them profusely, and then they wouldn't buy. Their week in ritual became tweaking slides, stressing about ads spend, and thinking to themselves, "Is there something wrong with us?" One day they had enough. So they sent their webinar to me and asked me to hop on a call with them, and here's what happened after the call in their words. The first webinar we did after we made these small tweaks, we closed 20% of the room, which had never happened before. And people bought the upsells, and they paid in full, which it also never happened before. Now we've ever greened this webinar, and tonight, we are collecting our two Comma Club Award. (audience cheering) Now, what changed? What took Kristen and Sylvia from this guy to this guy? The secret was they knew how to take the most boring part of a sales presentation and make it the most exciting. Because even the right information and frameworks and products, if presented the wrong way, will completely sabotage your pitch, and it will take your sales. But if you can say the right things, the right way in the right order, then you can say like, "Russell, if you know the secret, "my friends, can I share you the secrets?" They say, "Yes?" (audience cheering) They say, "Yes, again?" "Yes, okay, today, we are gonna focus "on one part of the sales presentation. "It's the part that should be the most exciting." But unfortunately, every single entrepreneur makes it the most boring. Now, which part is this? This is where we move from teaching to selling, and we start breaking down the details of your product. Now we're gonna fix it in three easy steps. How many? How many? Awesome, step one, we're going to cookie a five, say cookie a five. Step two, we're going to time line a five, say time line a five. Step three, we're going to charisma five, say charisma five. Now, cookie a five is how to package, time line a five is what to say, and charisma five is how to say it. So we're gonna start with cookie a five, say cookie a five. Amazing, now the first thing that we have to understand is the difference between a product and an offer. A product is a single item available for purchase, say single item. An offer is several items packaged together that get a customer a result, say result. Now, for example, a single item available for purchase, a product would be like protein powder. For example, this is a 30 day slim down offer. It includes protein powder and daily workouts and recipes and community and mentor coaching. So let's say your goal was weight loss. Which one of these would make you more likely to succeed? The product or the offer, say offer. Awesome, if your goal was weight loss, which one would you buy, product, or offer, say offer? Awesome, now here's a warning. Just because you have an offer doesn't mean you have a good offer. In fact, if you take a bunch of stuff and you bundle it together, it may make you sell worse than if you had no offer at all. This is what we call the yard sale mistake, say yard sale. For example, imagine instead of protein powder and a recipe book and work out videos and a support of community, you changed your offer to protein powder, vintage baseball cards, a logo redesign, and an Netflix subscription. It would sell terribly. Even if baseball cards are more valuable on paper than a recipe book, and even if a logo redesign is more valuable on paper than a community, people will buy less, why, say why, say why? Because people will pay 10x more for results than they will for products. Every single product that you add that doesn't get your customer a dream result makes you look more like a random yard sale and not like the only path to their dreams. Now, I'm seeing some of y'all's faces. You're thinking no duh, but the people who make this mistake more often than not are the smartest entrepreneurs with the most knowledge. For example, this is Bob. Bob teaches social media marketing to entrepreneurs, but Bob is very, very smart. Bob knows a lot about a lot of things. Bob knows a lot about investing. Now, every single time that Bob launches a new offer, Bob will be tempted to include his investing course for entrepreneurs. He thinks to himself, Hey, it's just sitting there. I spent 100 hours creating this, and it's a super valuable course. Don't do it, Bob, it's a trap. You are not a yard sale, Bob, you are a dream maker. Now, there are three rules that Bob needs to remember and that Bob needs to follow. Rule number one, just because it's valuable doesn't mean it belongs in your offer. Rule number two, just because you spent a lot of time building it doesn't mean it belongs in your offer. And rule number three, just because people have paid money for it elsewhere doesn't mean it belongs in your offer. Now, do we see how to do this wrong? Say yes, say yes. Now, how do we do this right? How do we know what we're supposed to include in our offer? I would like to introduce you to the original offer playbook, my favorite book, when I was five, if you give a mouse a cookie. Now, shall we flip through this highly complex business book together, say yes, we shall? Yes, we shall? Here's how this book goes. If you give a mouse a cookie, he's going to ask for a glass of milk. And when you give him the milk, he'll probably ask you for a straw. And when he's finished, he'll ask you for a napkin and so on and so on. Now, do we see how every single problem that Mr. Mouse has is solved, say yes? Do we see how one problem creates the next, say yes? And do we see how Mr. Mouse feels completely taking care of, say yes? Now, imagine that Mr. Mouse wants to lose weight. This is how the book would go. If you give a mouse protein powder, he may know how to replace breakfast, but he's now going to need a recipe book. And now that he knows how to cook healthy meals, he's going to need a workout plan. And once he's finished with that, he's going to need a community to keep him motivated. Now, to create your mouse a cookie offer, put your sad mouse on one side, say sad mouse. Awesome, this is the pain that your customer is in. You're going to put your happy mouse on the other side, say happy mouse. Amazing, this is the result that they want, the result that you are promising. Next, we are going to fill in every single problem that your mouse will face from here to here. Now, once you have your path of problems for every single problem, you're going to add something to your offer that solves that specific problem. For example, sad mouse wants to lose weight, say sad mouse. Awesome, happy mouse, lost 50 pounds. Say happy mouse. Next, we need to fill in every single problem that our mouse will face from here to here. So problem number one, help, I need to build muscle, say help. Awesome, problem number two, help, I need healthy meals. Problem number three, help, I need to burn calories. And problem number four, help, I need to stay motivated. So now, once you have your path of problems for every problem, add something to your offer that solves that specific problem. So for problem number one, we add protein powder. For problem number two, we add healthy recipes. For problem number three, we add workout videos. And for problem number four, we add a supportive community. Now, watch how Russell leads his mouse through his offer like a sales-pied piper. So you've got the funnel software. You've got the funnel trading. You got gear receipts or a map of the funnel is like, well, he doesn't need to be successful. I want to make sure you have everything possibly successful. Oh, I know one thing that's going to hold you up. It's something that most people get stuck on. They do launch their funnel facts. The reason why I wrote my second book next for secrets is to teach people how to persuade, how to sell on the different pages inside the funnel, right? So lastly, you need to be really successful is copy. Copy is the words on your pages. OK, so do we see how our product is now an offer? Say yes. Do we see how our customer is more likely to succeed with this than this alone? Say yes. Now, when you build a mouse to cookie offer, every item builds on each other to help someone achieve a result, say, result. Now, the most important thing is that every single problem on the path to your solution must be solved in your offer. Say, must. Now, you may be thinking, I don't know how to solve all these problems. Or even if I know how to solve all these problems, that is way too much to build. But I have amazing news for you. Not everything in your offer needs to come from you. For example, this is one of our clients named Kelsey. Kelsey has an amazing business called Next Little Athlete, where she helps high school athletes with their personalized nutrition gain 15 pounds of muscle so that they can get recruited. It's kind of cool, right? Now, for problems on her problem path, like help, I need to put on weight, or help, I need more energy during my games, or help, I need healthy meals. Kelsey solves these problems with her own products. But for problems on her path, like help, my electrolytes are wack, and help, I need to jump higher. These are two problems on Kelsey's problem path, that Kelsey doesn't know how to solve. Now, rather than spending years creating her own solution bad, or completely ignoring the problems worse, Kelsey partnered with Gatorade to solve this problem, and Kelsey partnered with a fitness trainer to solve this problem. Now, even the Bob Ross of Sales beefs up his offers with partners. When Russell's mouse thinks, "Help, I need to be confident on camera," Russell adds our Find Your Voice Secrets course. When Russell's mouse thinks, "Help, I need to get people to my webinar," Russell adds Eric Fane's 60-second Authority course. When Russell's mouse thinks, "Help, I need my funnel design to be sexy as heck," he adds Katherine Jones' funnel design courses. Now, do we feel like we can cookie if I our offer say yes? Amazing. Good news, bad news. The good news is you have an amazing offer. Say, "Hey, bad news." You can still blow it, say, "Oh, no." Not because people don't love your offer, but because if you present your offer in the wrong way, your audience is still going to drag your feet or their feet. So if you do this right, your customers will want to buy it on the spot. This is what we call "time lianify," say, "time lianify." This is what to say when presenting your offer, and friends, it's a super easy fix. Instead of just dumping everything on them and making the audience feel overwhelmed, or instead of ordering our items very randomly and making the audience feel lost and confused, we present the items of our offer in the order that our customer faces the problems on their problem path. It sounds like this. Once you have solution number one, you will need solution number two. Once you have an offer, you will need a funnel. And once you have a funnel, you will need a funnel design course. And once you have a funnel design course, you will need copy. And once you have copy, you will need traffic. Now, when you time lianify your offer, your customer visualizes themselves in motion, succeeding at every single step with your help, solving one problem, and then the next until they see themselves crossing the finish line. Now, we time lianify by saying, once you have one solution, you will need the second solution. Easy, right? Say yes. Awesome. Now, this is a super easy way to hijack your customer's subconscious. Can we time lianify? Say yes. Amazing. Good news, bad news. The good news is, you know, having an amazing offer, say, yay. Awesome. You know what to say, say, yay. Bad news. You can still blow it, say, oh no. You can say all the right things, the wrong way, and still fail. Now, who better to teach us this principle than Golden Globe nominated actors, Ryan Gosling, and Steve Perrell? In my very favorite romantic comedy, "Crazy Stupid Love," Ryan is trying to teach Steve the right things to say to pick up women. Now, Steve says the right things, but it does not go as planned. And do I talk about myself? Yeah. Never talk about yourself. I was about-- So what do you do, Kell? I don't know. What do you do? Securately. What do you do? Sir, what do you do? I'm really not going to tell me what to do. You know, I think my friend's just scott here. I'm sorry. I'm sorry. I'm sorry. I'm sorry. Now, the reason that Russell is the Bob Ross of sales, and he makes it look so easy, is that after two decades of selling and failing and adjusting, and selling and failing and adjusting, he has perfected the exact right way to talk about his offers. In a way, that's made him over a billion dollars. He has also figured out how to control the emotions and the energy in the room. Now, lucky for you, you do not need to sell and fail and adjust for 20 years because I shall give you charisma hacking. Say, yay! Amazing. Now, this is how we're going to charisma fire our offer. There are two charisma tactics. How many? There are two charisma tactics that you must use when presenting your mouse a cookie offer. The first one is the way that you talk about your customers problems in a way that's taking your customer from feeling overlooked to feeling seen. The second charisma tactic is how you talk about your own success in a way that takes your customer from feeling anxious to feeling certain. Charisma tactic number one, how to talk about your customers problems. Now, one of my very favorite authors, Ramit Saiti, said, "If you can describe the pain better than your target customer, they will assume you have the solution." Now, when writing sales copy, one of the very best things that you can do is dump all the customer pain language all over the page, behaviors, emotions and situations and thoughts, the more pain the merrier. But on video and on stage, what we discovered is that it is completely different. We found that there are three charisma trust styles that entrepreneurs use to get audiences to trust them. Now, each charisma trust style has different attributes. They do different things with their hands and their facial expressions and their voice and their language when they're trying to build trust. Now, the most important thing for this tactic is that each charisma trust style talks about pain in different ways. Now, the three trust styles are steady, say steady. Awesome, fix, say fix. And mirror, say mirror. Now, one of these styles is going to come very naturally to you. The other two are going to sabotage your pitch and they will repel customers. So starting with steady, say steady. Steady are heart readers. They are soft, they are empathetic, and they completely focus on emotions. They say things like you may be feeling a steady looks like this. Your depressed life is not going right. It's a miserable state of being feel as victims of the world. You're happy that you don't really have any plans for your life. Now, about 20% of entrepreneurs are steadies. Next, we have fix, say fix. Fix are action readers. They are very matter of fact when they talk about pain. They focus entirely on behaviors, and they say things like you may be doing blake. This is what a fix looks like. If you're someone who doesn't get enough replies, or opt, you never want to be the fix. Or people don't trust you enough to buy. You hate being on camera making con. Your leaves just play no cost too much, where your web pages don't convert. Now, about 40% of entrepreneurs are fixes. The final one is mirror, say mirror. Now, mirrors are mind readers. They're expressive and validating, and they focus entirely on thoughts when they talk about pain. They say you may be thinking and then expressively acted out. A mirror looks like this. Freaking like, oh, my phone's a good phone. It's 1.0, and I want 2.0, but I move more over than like, oh, my God, there's like 14 different phones left to match them up. Oh, I got to figure out how to do monthly payments. So I got to make money because I don't know next month to get paid. Now, some of you guys are looking at this, and you're like, this is cool, but I don't really want to do all the supplies once. I just want to funnel the end of the day, right? Question that is like, we're also just trying to work. Now, about 40% of entrepreneurs are mirrors. Now remember, one of these styles is going to come very, very naturally to you. And the other two will sabotage your pitch and repel customers. So I know what you're thinking. How the heck do I know if I'm using the right one, right? Say yes. Now, the first thing that you're going to do is you're going to find real life situations. They're non-business times when you're with your friends where you needed someone to trust you. And then you're going to break it down like this. You're going to say, well, in this moment, was I soft and empathetic? Like a steady? Was I very matter of fact, like a fix? Or was I expressive? No. Like a mirror. The second thing that you're going to do is you can use this key to reverse engineer it. If you are a mirror and you try to use one of the other styles, you will look harsh or condescending. If you are a steady and you try to use the other styles, you will look harsh and like you're mocking their pain. If you are a fix and you try to use one of the other styles, you will look condescending and like you're mocking their pain. Now I promise you if you use the correct charisma trust style when talking about the problem that you will be completely in control of the emotions of your customer. They are going to feel seen because you will feel natural and authentic and empathetic. They will feel like a friend is validating them in their deepest pain. They will see themselves succeeding with your offer and they'll be more likely to buy on the spot. Now do we feel like we can talk about our customer's problems? Yes. Amazing. Now we need to know how to talk about your own success. So charisma number two, your or charisma tactic number two is how to talk about your own success in a way that takes your customers from feeling anxious to feeling certain. Now, why is it that some people when they talk about their own success, you can see them slowly shrinking into a ball of insecurity and you think to yourself, "Homie, I don't think I should work with you. You don't believe in your offer." So why should I believe in your offer? And there are other people who talk about their own success and you think you are so full of yourself that there's no room for anybody else and I would rather die in my pain than have you arrogantly explain my pain to me for 12 weeks. Now the reason for this is just like there are different charisma trust styles, there are three different charisma authority styles, say authority. Now this is the style the entrepreneurs use to get customers to see them as the authority. In other words, it's how they show people I know what I'm talking about and I am certain I will get you that result. Now each charisma authority has different attributes. They do different things with their hands and their facial expressions and their voice and their language when they're trying to build authority. So most importantly for this tactic, each charisma authority style talks about their own success in different ways. The three authority styles are light, say light, lift, say lift and lead, say lead. Now one of these styles will come very naturally to you. The other two, once again, will sabotage your pitch and will completely repel your customers. So we're going to start with light authority or light the path, say light the path. Awesome, they say trust the path. They say this path worked for them, so this path will work for you, why deviate? A light authority is like a party promoter that just down the best party ever and they have to get people to it. A light authority looks like this. You know that for you, you don't know the path is this very foggy and dark and you see the result? You know the path. I got a good news for you. I know the path. We've helped 2,000 people wanted to come to the board. Of course it works. The path has been troubled. It's over and over and over again. And so we're coming on this path, taking to a certain result. Now, about 10% of entrepreneurs are light authorities. The next one we have is lift or lift the person, say lift. Awesome, a lift says trust yourself. They say there are people exactly like you who have succeeded, so why not you? They're an encouraging cheerleader who shows people how close they are to success. This is what a lift looks like. There's people who have been exactly what we've all been through and they've succeed on a whole amazing level because of that. There are people exactly like you who are a fun and smart and charismatic, so why not you? Become unstoppable. Now, about 40% of entrepreneurs are lifts. The final one we have is leads, say lead. Leads say trust me. They say I know how to get this result and I am taking personal responsibility for your success, so why go alone? A lead is an assertive motivator. They say I'll push you but I won't leave you. A lead looks like this. It took me half a decade to learn how to do this and another half a decade to perfect the system. And that was hard. The first option was to part ways with you and then just hope that you on your own would figure it out. My second option is I could take a more active role in responsibility for your success and create a win-win situation. I chose the second option. Now, about 50% of entrepreneurs are a lead authority. Now remember, one of these styles is going to come very, very naturally to you and the other two are going to sabotage your pitch and repel your customers so you may be vegan yourself. Do I know which one to use? Right? Say yes. Awesome. So first, you want to find real life situations that are non-business times with friends where you needed to convince somebody that you knew what to do. Then you want to break down in that moment where you are a party promoter, light, where you an encouraging cheerleader, lift, or were you an assertive motivator, lead. The second thing that you're going to do is you're going to use this key to reverse engineer it because if you are a light and you try to use a lead tactic, you will look aggressive. If you are a light and you try to use a lift tactic, you will look uncertain. If you're a lift and you use the other ones, you will look aggressive or like you're abandoning your people. And if you're a lead and you try to use one that's not your own, you will leave your people filling abandon and uncertain. Now I promise you, if you use the correct charisma authority style, when you talk about your own success, that you will be in complete control of the emotions of your customer. They will feel certain in your ability to get them their dream result because they will see your true expertise and not your nerves or your bravado. They will imagine you helping them succeed and they're more likely to buy on the spot. So so far we have cookie-afides, a cookie-afide. Awesome. We have learned how to mouse a cookie or offer. Remember that for every single problem that our mouse faces on the path to their desired result, you want to add something to your offer that solves that specific problem. Next is time lineify, say time lineify. Now when presenting our offer, instead of dumping everything on them at the same time, you say once you have solution one, you will need solution two. And finally, charisma-ify, say charisma-ify. Awesome. This is how you talk about your customer's problems using your charisma-trust style and how to talk about your own success using your charisma authority style. Now my first FHL 2020, Russell said something that changed the trajectory of my entire life. He said if you have something that's going to change someone's life, it's your moral responsibility to give it to them. He did not say if you have information, you think someone would find interesting, you should start selling it because you can make money. Now the reason why a mouse a cookie offers actually matters is they are the only way to change someone's life. Now I came home from FHL and I was on fire. I was thinking I'm going to change the whole world with charisma, but as reality said in, I got nervous. There are literally thousands of people teaching how to present or how to persuade and even people who didn't officially teach charisma, anyone with a course on anything that was like social media or a video or speaking had at least a module on confidence on camera. There's literally an organization teaching presentation skills with 100,000 chapters, no exaggeration. If I got all of my competitors together, they would fit in about 20 of these rooms. So I started to panic. I started to think who am I to compete with them, say who am I? I said, well, nobody needs another charisma course, it's impossible to stand out. I'm starting too late. I'll never catch up. As a brand new business owner, I'm not kidding, of five days. I went to my sister-in-law, Catherine, who had a funnel design course. And I asked her, how do you survive? There are thousands of funnel design courses and tutorials. How do you stand out? And Catherine smiled. And she showed me her course versus a competitor's course. Now in the competitors course, module number four was the history of funnels. Module number eight was adding custom fonts. Now when customers completed this competitor's course, they got a certificate in the mail. Then we looked at Catherine's course. Module number four was get your first free funnel client. And module number eight was sell your first funnel design. Now Catherine's students were successfully changing their careers and all made their first dollar building funnels before they even finished the course. Now which one is more likely to change your life? Catherine or competitor? Say Catherine. Awesome. This is the difference between information and transformation. Information products are judged based on what a client knows by the end of the programmer service. Only one changes lives. Say only one. Only one takes people from pain, gives them tools, gives them skills to finally achieve their dreams. Only one makes you stand out, say only one. Only one will make you uncomfortable. You became an entrepreneur to change lives. Now it is your more responsibility to get your mouse to cook you offer into as many hands as possible. It is your more responsibility to learn how to sell it. There are people who need you who are waiting to change their lives and they are surrounded by information. They are waiting for your life changing transformation. They are waiting for your mouse to cook you offer. So go build it, go sell it, and go change the world. Thank you so much.