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The Best Loom Structure for Content Offer

The goal with the loom is to assert your authority.

YOU DON’T NEED CASE STUDIES TO BOOK CALLS AND CLOSE CLIENTS.

Intro

THE LOOM STRUCTURE THAT FILLS UP CALENDARS

Step 1: Thank them for providing you with their email address and thank them for taking the time to watch the video. [spend less than 30 seconds on this]

  • Understand that you’re trying to sell some of the busiest people on the planet (business owners) so please take the time to thank them for watching your video.Thank you for providing me with your email address on Instagram and for taking the time to watch this video

Step 2: Introduce yourself and sate your headline making it clear what you do and positioning yourself as an authority in the market

  • My name is X and I am the proud owner of (name of your agency)
  • I specialise in helping ( STATE YOUR HEADLINE / OFFER)
    • We help entrepreneurs double their audience and sales by facilitating the distribution of their message through Short form content and leveraging revenue growth mechanisms to nurture and monetise their community.

Step 3: Case Studies - Why should they listen to your 5-10min video? [spend less than 2 minutes on this]

  • Use one or two case studies to showcase some of the results you’ve achieved for similar businesses - don’t spend too much time doing this, this is to be used for them to understand that you’re talking about things you’re an expert in
  • If you have any assets online that you can visit or share while you’re making the video, do it! Anything that increases your authority should be shared.

IF YOU DON’T HAVE CASE STUDIES, BREAK DOWN AN AUTHORITY WITHIN YOUR PROSPECT’S NICHE!

  • Break down why a piece of content went viral
  • What mechanisms does this influencer have in place?
  • Where is he driving the traffic to?

You don’t want to overdo things in this part of the video! Keep it short and simple- As promised in this video I’ll be sharing with you XYZ that can drive W outcome, but before doing that I’d like to show you what kind of results we are able to generate for our clients the same things I’ll be sharing with you now (And then to the case studies mentioning the before state - after state and how did you help them bridge this gap)

Step 4: Why did you decide to send THEM a personalised video [spend not more than 30 sec on this]

  • Make them feel special by complimenting their attributes
  • Tell them that your specialty is working with businesses in their niche - specificity is so important

Example: “we only work with brands that create their products from sustainable energy, material, so we’ve been able to craft really great strategies to achieve amazing results for x”

Step 5: Call to action: [less than 30 seconds here]

Since the video will be 5-8 minutes, it is highly possible that prospects won’t finish the whole video so we make sure to add a small call to action halfway

Step 6: What is THE ONE THING - Asymmetrical returns [ spend 2 minutes-3 minutes here]

Option 1: Look at what they’re currently doing online and pick two or three things that you can solve - if solved would bring them the biggest returns.

Option 2: If you’re selling a solution to something that you can’t really see from the outside, then spend time going through the process taken to solve a specific problem and make sure you’re relating to what the customer feels while dealing with the problem.

  • Talk about the outcome of solving the problem ( describe the desired state)

Step 7: What is their downside of not listening to your advice [spend 1-2 minutes here]

  • Quickly talk about what the people in the [niche] lose out on by not solving that problem and talk about what they go through.

Step 8: Invitation to a value call - NOT a sales call

  • Invite them to book a call not to sell them but as an opportunity for you and them to connect and for you to go a bit more in depth in how they can solve/implement some new solutions!

IMPORTANT:  If you make 15+ value videos and you’re still not able to get prospects to book a call then there is an issue with the following:

  1. Your offer and solution isn’t needed by your niche - So you should change it!
  2. You’re being too salesy in your videos.
  3. There is a lack of follow up once the email with the first loom has been sent.
  4. You’re making really long videos which isn’t good as business owners don’t have time to watch a 15-20 minutes video sales letter

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