Hello Jason Fladlien here from DailySeminar.com. Today I’m going to talk with you about modalities and why every offer should hit at least three modalities. So we’re going to discuss what a modality is and the reason why you should use these different modalities for different people to maximize your sales, maybe some concrete examples, and then we’ll go over to some advanced secrets. And then if we have any time left over, I’m going to show you firsthand how I use these in my business to increase sales.
So before we explain why it’s beneficial to hit different people with different modalities, let’s just make sure we’re all on the same page here. What is a modality?
A modality is really just a fancy word for saying — this is my definition of a modality — a medium or unique way to give and process information.
So it’s a mode for information. So some people can process that information verbally; some people need to process that by reading it; some people need to process that with images, by seeing it; maybe a combination of all of the above.
You can download a PDF of this post from here, and/or you can download the podcast from here.
However, it doesn’t stop there. Maybe they need to see it in person instead of just seeing it through a video. That’s a different modality.
Perhaps they just need to be given in a different way. For example, some people might read one type of modality better than another so they prefer worksheets and checklists. And other people prefer other detailed information right down to the last minute piece of details.
So those are all different modalities, and it’s important because not everybody is hardwired to process information through the same modes. So if you hit on a variety of different modes, not only are you going to increase the chances of a variety of different people saying, “Yes,” instead of just that one or two people, sections of people who are used to your modalities, but at the same time you also enhance the perception of value with each individual person.
Because the psychology behind this is people are going to look and say, “Wow. He’s giving me the video. He’s giving me the audio. He’s giving me the checklist, and he’s giving me the PDF, and he’s also giving me this, this, this, and this. This is — I’m gonna really be able to reinforce my learning here because maybe if I don’t get it with the e book, then I can check the video; if I don’t get it with the video, maybe I’ll check the audio. I can listen to the audio continually in my car for continual education.”
So they in their own mind justify purchasing from you, and you let them draw that conclusion so that way it just enhances the perception of the value of your offer. It’s not very hard to do, but it can increase your sales tenfold or even more.
So with that said let’s get in a little bit more about how different people prefer different modalities. So let’s discuss some of these.
Same info but some people prefer to read it. So we have Think and Grow Rich here — this is a great example. Think and Grow Rich is public domain. It’s been around since before 1932. It’s a very, very great book, but only a certain amount of people will read it. Other people prefer to listen to it, and that’s why they have Think and Grow Rich audio programs. And in fact it’s the same exact information, but some people prefer to read it in a hardbound book; other people prefer to download it for free online. So some people will download it for free online, but there’s a lot of people out there that’ll pay for it in the book.
However, I know a lot of people who don’t want to read the book but still want to get the knowledge of Think and Grow Rich, and so they listen to it. They get the audio course so they can drive in their car. They can listen to it while they’re cleaning their house, while they’re working out, while they’re going on a walk, etc., etc.
However, it doesn’t stop there. Did you know there’s a video program showing the applications of Think and Grow Rich? That’s one of the things. There’s other things where people have given seminars based on these principles with PowerPoint presentations and so some people prefer to watch it. Some people actually prefer interaction where they go, and they go to these workshops — these Think and Grow Rich workshops — and these other success-university type of workshops and deals.
Same information. It’s all the same information. Some people like to read it; some people like to listen to it; some people like to do both; some people like to watch it, either from a video format that comes to their home or watch it on stage in a seminar; or they like to interact with other people who are applying the same principles as they are from the information that’s in that book.
Oh yeah, and it doesn’t stop there as I kind of hinted at earlier. Okay, some prefer to read bite-size chunks. So for them they would be very thankful if not only they get the book, but they also got it broken down into step-by-step sequences. So Chapter One, “You need to know these five things, and then this is what you need to do once you have these five things.”
Some prefer to read lesson plans so this might be okay, “Day one, do this. Day two, do this. Day three, do this, etc.” Some prefer to get the content dripped on them, and this is kind of like the lesson plans only its like, “The first week you only are going to focus on these three core things, the second week these three core things, and the third week these core things.” So now you are changing the delivery of the information — this is a new modality.
And some people prefer to know everything up front and so forth. So some people just want you to give them all the information all at once, and then they want to sort it out themselves.
So if you want maximum success, you should create solutions for all these people; and ideally when you’re selling one product, you should include at least three of these things: The ability to listen to part of it, the ability to read it all, and the ability to watch it all or watch part of it.
Maybe you’ve set up an interaction so where they can post on a blog or a community online. Maybe you also give them the worksheet or the checklist; maybe you give them the lesson plans; maybe you break it down into weekly homework assignments. Maybe you give them all up front as well and then break it down for the people who prefer it that way.
But keep in mind the information itself is secondary to how you deliver that information. That’s more important that the information itself. That is going to have a higher perception of value. The information is only good after they have purchased it and have consumed the information. Before they purchased it they have no idea whether you gonna deliver on your claims or not. So having really good information isn’t really helpful for making the sale. It’s good after the sale, because once they see it’s really good information, they’ll want to purchase more stuff from you in the future. But up front all you have to play is on perception, and the way you really play on perception is by giving that same information with these different modalities.
So let me give you some examples here.
I have the rule of three, and that’s why I call this why every offer should hit at least three modalities. I don’t care if it’s a $7 product or if it is a $2,000 course. You should have some component of your offer that’s gonna hit at least three modalities. So my favorite is the PDF report, the video, and the audio.
So here’s what I do. I create the report first. I write it out, and then I go back and shoot videos based on the different chapters. Then what I do is I export that audio into mp3. Now I have given them all three modalities. They can watch the videos from home, they can listen to the audio in their car, and they can print out the report and read it, or they can read it online. I’ve given them three modalities — same exact information, for the most part, just different modalities.
Here’s some more examples. Okay, let’s say sometimes I create just the video. I don’t want to do all the writing. I create the video, and from that video, I create a little quick-start guide. So basically I go through the video, and I look at all my mind maps here, and I make little headers with two or three sentence descriptions or maybe two or three paragraph descriptions for each of these headers or each of these different nodes in my mind map. So they have that quick reference guide. So you can create a video, a quick reference guide, done for you stuff, etc.
So if I’m creating a product and I really want to enhance this perception of value, I think, “Is there any way that I can do part of this for them that I’m teaching them to do? So the easiest example is graphics and sales pages or templates of web sites. So you can say, “I’m teaching them how to build squeeze pages. What if I also give them templates and fill-in-the-blank copy to put in the squeeze pages? So not only can they build them on their own in the meanwhile, they can have them already done for them.” So that’s different modalities. I give them the guide on how to do it. Then I give them the guide and the video format as well, and I give them the templates.
Another one of my big favorites to do is to give them the information in both the report and video format. And then also offer, in a week after my launch or once a month or something like that, to get on a webinar with them and go through the same content clarifying the issues they have. In this case the modality is interaction. Not only are they getting the video and the audio, but most importantly, they’re getting the interaction with me.
Another way you can do this is you can do a report, and then you can go back and read the report and just turn it into an audio book. And what you can do is create a little blog with ongoing support for people who have purchased that product, meaning that they can ask you a couple questions a month, and you’ll answer a couple questions a month, or you’ll be on the blog giving ongoing support. So that’s the modality here is now you have that interaction on the blog; so you give them the information on the blog; you give them the information on the audio; and you give them the report.
Here’s some other modalities to consider: coaching and consulting through e-mail.
I recommend everybody at one point or another, once they get really expert in something that they are selling for information, try this out. And that is to offer free 15- or free 30-minute consultation as a bonus.
Why? Well, first of all, a lot of people will buy it even though they have no intention of actually using it, but the perception of value is there. They’ll think in their mind, “Well, one day I might need to contact Jason for this product. I know I can because I have that 30-minute consult.” But 95 — at least 95 out of 100 never actually take me up on that consultation offer. But all of them or a lot of them buy and that’s one of the things that tips them over the edge is that, “Ooh, I might get consulting when the time comes.”
However, the three to five out of a hundred that actually do take on the personal coaching and consulting, well guess what? Those become some of my best customers. And a lot of times those are the ones that buy all my products; they read all my e-mails; they tell all those others about me; and they promote me to their affiliates. At the same time I have set up a lot of profitable business relationships through my free coaching.
So that’s a great modality to hit because not only do I give them the information in the report, maybe a video, but now you’re offering a free 30-minute consult.
Checklist is another thing to do. In this case you just go through and say, “Do this. In order to do this you are going to need this, this, and this. Once you do this check it off. Once you do this check it off. Once you do this, move on to the next thing and so forth.”
Another modality to consider is software, and use your imagination here. You should see — and when I say software, I mean any kind of programs — like the iPhone applications. People are going nuts on the iPhone applications because they can do all these goofy things. Like on some of them, you can calculate how much to tip your waiter. Other ones you can act like you’re drinking a beer when you hold it up to your mouth. It’s stupid, but you know what? Is there any way you can create simple scripts or some simple software that can really be a good companion to the information? A kind of a done-for-them thing.
So you say you’re teaching a weight loss program that involves alkalinity base and acid base and this and that. What if you created a little PHP script where they put in the numbers of different things they ate each day, and it would spit out for them the alkaline and the acid ratio or whatever the case may be? That would be a very good value enhancer for your product, or it can be an awesome stand-alone product or bonus.
So with the time we have left, let’s get into some more advance modality secrets. Okay, same information, different format. I just got to keep repeating this.
You don’t have to do much. Let’s say you spent two days writing out that report. Well, that information is the same, but it has a heightened sense of value if you just offered it through the video and through the audio.
But even more importantly here’s another good way I did this. When I did the time management webinar, I launched that, and I did a little product launch and I said, “Hey guys, I’m thinking about putting together a time management program. What would you like me to go over in it?”
And over and over again I kept seeing the same thing pop up. “Well, I have a day job so how can I use your time management program if I have a day job?” So one of the modalities I hit was for a bonus. I took the same exact information, because it was a systematic approach, and I just created a little half hour video on Time Management for People with Day Jobs, and I included that as a bonus. It’s the same exact information, but I applied it to a specific situation. That one little bonus took me about 45 minutes total to create and add as a bonus to that product. That was 45 minutes well spent, because I knew a majority of my audience, at least one third of my audience, that was the biggest question on their mind. And I was able to hit that so when people are seeing time management,” Ooh, ooh, this looks great. This looks great.” Boom, they’re hit with that bonus and they’re like, “Wow. I got to get this because this is perfect for me, and this bonus is going to make sure that I get this.” So you’re hitting them with that extra modality.
Play on perception of value is another big thing to do here. Again sometimes you can just stack and stack and stack your offer to make it look like it’s the biggest, baddest, coolest thing in the world. So let me give you a really good example of that.
Okay, so here’s the Gary Halbert swipe file package at HalbertSwipeFile.com. And this is how I really use modalities to just crush this one out of the park. So I created these 37 Gary Halbert ads. Basically I had them all transcribed from his collection of ads I had. But I didn’t stop there.
I went back and I threw in all the written critiques so that’s another modality. Not only are they getting the information of the ads themselves but they’re getting my analysis of them. So that’s one way I hit it.
Then I went back, and here’s another modality. I created little mini homework assignments on each ad to help you master the lessons in that ad as quickly as possible. Did I stop there? Nope.
I went back and did a video analysis. It was basically the same exact thing with my written critiques, only it was me talking them over. Did I stop there? No.
I went back and I took everything and I found every single headline from those 37 ads and I put them in a little PDF — six pages. I went back and found every single bullet point that I found from those ads, and I put them in a little PDF — 146 bullet points. I went back and I found every time Gary Halbert made a guarantee in these 37 ads, and then I compiled them into their own swipe file. Same thing with his openers; same thing with his PS’s.
Then I went one step further and I looked and I found seven ads that I really liked, and what I did is I stripped them down to the persuasion elements. So I said, “In this ad start with your major credibility element. Now go into the four biggest problems your target audience faces. Then begin your stories.” So I went and I stripped them down to their sales templates. So what was left is seven sales templates. Exact same information, just the different modality. I stripped them down and added more value to it, and then I had these things that I also added on — free lifetime updates. And I added two hours of quick-fix ad critiques and so forth and so on — those are bonuses, by the way.
But I’m playing on a perception of value here so that’s what I was talking about over here. I’m really getting them excited to think, “Man, this is better than anything else I’ve ever seen out there for swipe files, because he’s gone the extra mile. He’s given me video analysis. He’s given me written analysis. He’s given me homework assignments. He’s categorized these ads for me; so they have a headline, bullet point, guarantee, openers, PS’s, and he’s even went further than that. He’s stripped down these ads to these core elements, and he’s turned them into sales templates that I can simply plug and follow along to because I have my whole outline now just sitting out there for me. He’s given me a lifetime of updates for me and so on and so on and so on.”
And it’s just it’s a no-brainer for these people to purchase. It didn’t take me that long. It didn’t really take me that long at all once I shot the videos. The critiques went right like that, and from the critiques you can plug in the homework assignments. Yeah, it took me a couple of extra days, but there’s nothing else like it out there in the market. It just crushes it for me, and people just buy it, and I’m so happy, and I have some of the greatest customers from that little product there. And it’s all because of perception of value.
If nothing else do it with bonuses. They don’t even have to be related. Let’s just say in this case you have the rights to some bonuses or you have some bonuses that are similar or complementary to your main offer. What I love to do in my bonuses is pick — my rule of thumb is typically three bonuses. I usually like to create an offer with three bonuses.
And for those three bonuses I like to hit them with three different modalities in those bonuses. So if I am selling a written report, I want the bonuses — one to be a video, one to be an audio, and one to be software, ideally. It doesn’t always work out that way, but that would be ideal. So that way they get the written report, the video, and the audio for the main offer; but then they also get some software, some templates, some graphics, and the rights to this report as a bonus, or whatever the case may be. Again I’m trying to hit them with as many modalities as possible so that way not only am I covering the whole audience, but at the same time I’m giving that perception of value for that one person to think, “Wow. I can do this with this. I can do that with that. I can do this with this” and so on. That’s how you really stack your offers. Not only will it help you sell but it will help your customer stick with it and get results with your stuff, because the real value is higher now since you’ve offered it to them in multiple ways for them to digest that information.
So take this, use it, and if nothing else like I said, just get some bonuses and stick a video bonus in if it’s just a written report, some software in there if you got some software lying around or whatever. But just hit them from all these different angles so that way it’s easier for them to say yes to your offer than to say no. So thank you for watching this video.