Always Be Winning – Jon Buchan

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At Last, You Can Turn Cold Leads Into 

Cold Cash with an Almost Foolproof System for Getting Your Foot Inside Any Door

Dear Charmer,

There’s a research finding going around that humans have all the attention of a goldfish, which is to say about 8 seconds. I’m not a math guy and I don’t know if that number is too high or too low, but I do know one thing for sure – getting the attention of busy people is one of the hardest jobs in business. It doesn’t matter if you’re a billion dollar giant or a sole proprietor working out of your home. If you can’t get the attention of the people you want to attract, you might as well be invisible. 

Consider this sales funnel:

The first part of the sales funnel involves you getting the attention of your customers.  

Attention represents Opening the Sale and Action is Closing the Sale. Here the “Sale” could be opting in to an email list, making a phone call, redeeming a coupon, making a donation to charity, or buying something. What we call the “sales cycle,” or how long it takes to go from Opening to Closing, could be an instant or even a year. It takes very little thought to purchase a bag of potato chips at 50% off, but signing a contract for a multi-million enterprise software application involving thousands of users is a considerably more complex decision.    

If you’re a well-known celebrity like Tiger Woods or Julia Roberts, you don’t have to work very hard to get attention. Imagine that Tiger sends out a Tweet that he is giving private golf lessons or Julia tells the press that she is conducting acting classes. You can bet that a huge number of those who hear about these offers are going to pay Attention. When people with such visibility and credibility speak, people listen. 

But people like you and me may be known in our immediate circles but virtually unknown to the larger audiences we want to attract. We can’t build a predictable and scalable business on Word of Mouth Marketing alone. 

Our job may be harder than Tiger’s or Julia’s, but that doesn’t mean we can’t be successful. Everyone starts out as a nobody, and we’ve all heard of people who have come out of nowhere and become household names. Justin Bieber and Susan Boyle were unknowns who got their big break on talent shows. 

The problem is that we’re all bombarded with noise everywhere we go, and it’s only getting worse. 

According to the website Time Well Spent, “We live in an arms race for attention. Because we only have so much attention in our lives, everything has to fight harder to get it. YouTube autoplays more videos, so we forget to leave. Instagram shows new likes one at a time, so we keep checking in. Facebook shows whatever keeps us on screen, whether it's true or not. News media turns everything into instant, breaking news.” 

A lot of people think that shouting louder than the next person is the key to success. That might work for a hungry baby who has only way of communicating – screaming at the top of his or her lungs. But an adult who shouts is considered a loudmouth, a braggart, a pest. You can be successful this way. Love em or hate em, people like Howard Stern and Rush Limbaugh take pride in being offensive, but they also alienate entire segments of the population. I doubt that you want to do that.  

There Is a Better Way

I’ve found a better way, a system based on immutable human nature, not hacks and tricks that will be obsolete as soon as the next Facebook algorithm comes along. A system that isn’t obnoxious, loud, and boorish. A system that takes advantage of involuntary human responses and allows you to turn predictable behavior into predictable cash. 

I’m talking about a way of getting attention based on Laughter. Humour. Making People Smile.

Who Am I and Why Should You Listen to Me?

Please allow me to introduce myself. I’m Jon Buchan. I specialise in developing creative b2b sales campaigns that deliver results. I also head up a Facebook group dedicated to my unique approach to new business called Charm Offensive.

Here's my story.

A good few years ago, I was desperate for sales after my word of mouth work dried up.

I got hellishly drunk one night and wrote a completely absurd cold email. I was still tipsy the next morning and decided it was still a good idea to send it to pretty senior Marketing Directors at big brands.

To my astonishment, it worked!

My favourite one succinctly said "My colleague forwarded me your spam email and we would like to meet you to discuss opportunities."

I’ve met with senior decision makers at RedBull, Pepsi, Symantec, Hewlett-Packard, HSBC, Barclays and countless other global brands, exciting start-ups and regular ol’ SMEs.

I’ve used this same style to get senior editors at large publications to respond to me and publish my clients content. 

I’ve used it to help people get as many job interviews as they want – and to meet people I really look up to. 

I’ve recently used it to get booked on some awesome podcasts too. I was interviewed by both Michael Senoff and Kevin Rogers this year. They'd never heard of me until I cold emailed them.

I would say all this on a sales page for a course I'm launching, so it's probably best to let some other people do the talking…

I am so excited about this…

I want to put you in a position where you are never worried about how you’re gonna find new clients. You’re always going to have opportunities. You can get in front of any type of business. It doesn’t matter if it’s a local business, an exciting and innovative start up, or a global brand. You can meet any type of person – even if they’re a journalist at a national publication, an industry expert you look up to, or the CEO of a gigantic corporation. You will be able to open opportunities for yourself whenever you want – and when you’re able to do that, life gets really exciting.

I never thought I’d give this information away – which I guess is why I’m selling it instead. 

Announcing "Always Be Winning"

So I've decided to put together a course that will help you.

I've designed three tiers of access. 

They're incredibly affordable, and you could even recoup your investment by the time the course is over.

Get Always Be Winning – Jon Buchan, only price $69

Subject 1: Your Pitch To The World (2 Modules)

The first part is about crafting your story, your pitch and your offering.

It is not about building a website, growing a social media following or about building an email list. This course will show you how to succeed without needing those!

•  Develop an offering that’s compelling and specific
•  Find out who your ideal clients are
•  Write the perfect story that endears you to your prospects
•  Craft a succinct one line pitch that will intrigue your prospects
•  Creative a LinkedIn profile that gets attention and builds credibility and interest 

Subject 2: Find Your Ideal Customers And Start A Conversation With Them

(3 Modules)

•  Find your ideal clients online and get their contact details.
•  How to write compelling copy for your cold approaches through cold email, direct mail and LinkedIn.
•  This won’t be a generic, boring approach that gets ignored. 
•  I’ll show you how to do it the “Charm Offensive” way – an approach that cuts through the noise and gets your target customers to actually respond and want to talk to you
•  How to go the extra mile for when you want to get the attention of your dream clients.  
•  How to manage the whole process so you build opportunities for yourself right now – and in the coming weeks, months and years.

Subject 3: Build Your Influence Online

(4 Modules)

That’s the outbound stuff sorted, but you also want leads to come to you. 

I’ll show you how to build your influence online using the same cold pitching tactics you use to generate leads.

•  Find and invite yourself on podcasts that your clients listen to. 
•  How to find and convince journalists and other influencers to write about you. 
•  How to write content on social media that intrigues your audience and builds their interest in you over time. 
•  How to start a Facebook group around your area of expertise.

Subject 4: Turn Conversations Into Cash (2 Modules)

Lastly, and crucially, I’ll show you how to close deals. You will learn:

•  How to impress prospects on sales calls and in sales meetings
•  What to research and ask before the call or meeting
•  How to open the call or meeting
•  What questions to ask
•  How to follow up after the call or meeting
•  How to create a proposal that stands out
•  How to send the perfect email that gives you the best chance of winning. 
•  How to really pull at all the stops, for when you want to win those dream clients.

Private Facebook Group – Success Obsessives

All customers will get access to a new private Facebook group.

Every month there will be a monthly mastermind session, where I will answer questions, review campaign strategy and creative and hold you accountable! We'll even have guest experts from time to time who bring valuable expertise that you can benefit from.  

You'll get a chance to interact with fellow Success Obsessives and share your stories, best practices, approaches, what's working and not working, and anything else that will accelerate our success.  

This will cost at least $97 a month to folks outside of the program. I am only inviting Always Be Winning customers at this point!

Get Always Be Winning – Jon Buchan, only price $69

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