🛠️ Building A Strategy To Turn Rejection Into Profit 💰<br/> — Build A Life By Design with Adrienne Hill

When it comes to sales and marketing, opportunities are everywhere. But how do you turn rejection into profit? In this episode, Adrienne Hill is joined by digital marketer coach and course creator Justice Eagan. Justice shares various marketing strategies you can use to turn a rejection into a profit. It’s all about having the right messaging and communicating that clearly that with your audience. He gives practical business advice as well as marketing insight you can use to upscale your own techniques. So if you want to learn more on how to build trust and matter to your audience, keep your ears glued to this episode!

Helpful links:

✅ Connect with Justice:

http://www.justiceeagan.com/

✅ Book a 6-Figure Strategy Session - Adrienne’s free gift for you:

https://www.adriennehill.com

✅ Adrienne’s Entrepreneur Community on Facebook - https://www.facebook.com/groups/profitablepassiveincomestrategies

#impactfulentrepreneurshow #guestinterview #socialsellingsecrets

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🛠️ Building A Strategy To Turn Rejection Into Profit 💰

Impactful Entrepreneur Show Guest Interview

As you’ve been building your business online, have you found that instead of getting the dozens or hundreds of sales that you are going for, instead, you got dozens or hundreds of objections or reasons why they can’t buy your stuff now or no, thank you. Don’t be discouraged because, in this episode, we’re going to discuss how to reverse engineer all those objections and rejections and turn it into amazing marketing material that will have your products and offers selling like crazy. If you market to the negative nelly to the person who has a hundred reasons that under the sun whether or not going to buy your thing and you market to that person and what’s in their mind, your sales will explode. This is going to be a super fun one. Let’s do this.

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I am here with Justice Eagan. I'm so excited. He is an expert in all things, influence, persuasion and storytelling when it comes to marketing on social. Welcome, Justice.

It's so good to be here. Super excited to come out and talk to people and be part of this summit. I'm honored. Thank you so much.

I'm especially excited that you're here because I found Justice by taking one of his training and it helped me to step up my game from, I would call like an amateur to professional. I know that he has some good tips for you guys. For those audiences who maybe have not met you yet, can you tell us a little bit about your story and what brought you to this moment?

I was a late bloomer and an underachiever, however you want to call it. I guess I was in my early ‘30s waiting tables and had it with working the restaurant business. I’ve been in it for seventeen years and wanted out. I always had this idea that I wanted to do something for myself but the reality was all these years being in the restaurant business and not being very responsible and stepping up. I had no capital to start a business or anything like that. It was the opposite. I was in debt. I was looking for a way and somebody introduced me to the home business industry, which got me starting to learn about network marketing, which got me to learn about affiliate marketing. All of these different ways that people were potentially making money on the internet and in general, making money without a major startup or anything like that.

I saw a guy that was producing huge numbers, like living in the mountains of some other country. I’m like, “I got to know what this guy is doing.” After all the searching and all the rabbit holes and all like the going down ever but the dark alley of the internet trying to figure this stuff out. One day, I had an injury. It put me out of work and that forced my hand. I had to make a big decision and I decided that I was going to build an internet business. I was going to figure it out and I was going to learn how and that’s the start of the journey. It was not a smooth sailing journey. I did not make money right away. When I tell you like there were a lot of times where internet tools were getting shut off left and right. It’s like, “What am I going to do?”

I was going to learn what I needed to learn to start producing results. My results started in affiliate marketing, in network marketing. I then went on to start creating some of my own info products and training and coaching. We were talking about how recent events have created this consulting business out of nowhere. I always tell people, I’m like, “These are the most skills you could have.” Like the ability to help people get their product service message in front of the perfect people online, the world needs it and they need it more every day.

It’s like if you keep learning the skills where you use them and how that unfolds is going to show up. That’s what happened to me. When we talked about it, it’s like lots of different versions of what I do online and each and every time, it gets better. I’m super thankful that all this opportunity exists around us and that social media is here and that we’re connected to the developed world. If we have an idea and we will learn all the information’s out there, we can grow our skills.

What I love about your story, it's interesting. I'd say at least 50% to 75% of the experts that are featured here got to start in network marketing, affiliate marketing and pivoted because we're all evolving constantly. All of us have that story of evolution. I love that you shared that with us. I know one of the things that I liked best about you and what you teach personally is that a lot of times when you're learning a new skill, a new method, a new system, it all seems like overwhelming and crazy and confusing. You have this way of breaking things down into a very logical, methodical, easy-to-follow system.

I'm glad that's the way it's received.

Specializing in marketing and systems, for that audience who are with us because they specifically want to launch something before the holidays or use that time strategically in their favor. If you think about a launch tool box, all the different tools you would have at your disposal. What's in your toolbox? What are some of the systems that you would have?

Very rarely, when people come to me, they want like the, “How many of these or what of this or do I need this or do I need that?” A lot of like what most people are looking for and what they think is necessary isn’t where the magic is. The first thing anybody needs is a great compelling and unique message. You need an unbelievable hook. What is the thing that gets people in the front door? It has to feel unique. It has to feel new, unique and it has to solve a major problem that your ideal audience has. I always say like, “The best scenarios work backwards.”

It is to figure out what your audience needs, what language they speak. You’re marketing first for the thing and create based on the great marketing message that you created if you have the option. I create the marketing first before I would create a product. One of the products we were talking about, which was a social testimonial profit, was a product that was sold then delivered like it was an idea. I’m always about creating the message and getting the message right first. A great, essentially offer but upfront, your language is right. You need to be able to stand out from the crowd because there are enough people out there making promises on the internet. You have to have something compelling.

Beyond that, from a system standpoint, great content that all make what we call an unbelievable marketing argument. Essentially whether you deliver your content through a webinar, series of videos, through emails, all of those things need to show your prospect how the transformation is going to take place for them and why this is going to work, where other things have failed them. If you think about it, when somebody sits down at the computer, I picture my perfect prospect in front of the computer with their arms crossed and a scowl on their face and they’re hovering a little X up in the top of the corner.

Most people are like, “I’ve got this great product and this great idea. I’m going to bring it out there and people are going to love it.” I go, “Everybody out there is going to be like this. What are all the reasons they’re going to say no? What are all the things they’ve tried before? What are all the assumptions they have? What are all this?” I then build an argument that shows them why my offer is different. That is probably the thing that’s helped me most in marketing is when I’m marketing, I’m sitting in the shoes of the consumer. When I’m consuming, I view it through the eyes of the marketer.

Turn Rejection Into Profit: You build an extraordinary amount of trust by being willing to admit that you didn’t know everything and that you were wrong.

Like if something gets me, I’m like, “I need to know why did it make me feel like that? Why am I so excited? Why did I buy the upsell? I’ve got to figure out what they’re doing.” It’s like a great message. Whatever you’re launching is all built around an attractive message and attractive promise then the explanation of transformation. I liken it to being a lawyer in a courtroom. You have to make the argument that shifts people to see things through the lens you want them to see it through.

You poke holes in your own work then fill the hole eventually with information?

All-day long. As I write things and as I read, I go, “I’m sitting in the other person’s shoes. When I say this, what do they think?” They think, “He’s talking about this?” I’ll give you an example. Social testimonial profits are a perfect example. That’s a course you’re familiar with, I think. It’s a course about essentially copywriting and Facebook ads, if you really boil it down. Storytelling, writing stories, Facebook ads, how to get leads right away but if I went out there and made it about copywriting and Facebook ads, people would go, “I’m not a writer. I’m not good at writing. I don’t have a result to write the story about. Ads, I don’t have a budget. I’ve tried ads before that haven’t worked for me. People say ads don’t work for my business.” All of these different things would come up.

We start with a promise. “Here’s what I can do for you.” As we start to unpack how we do that, every time I say, “We have a story but if you’re not a writer,” like immediately jumping right into, “but if you’re not a writer, here’s what you do. If you don’t have a result, here’s what you do,” just so we can help them see their way through the whole process. A lot of times, average marketing doesn’t address all those things and people jump ship before they get to the finish line.

A pivotal part of your success is that you shoot holes in all your own ideas first before someone else.

Yes, I try and every single reason someone's going to say no or someone's not going to understand what I'm saying or someone's going to have an assumption or jump to a conclusion. All of it.

If I could give you like a sneak peek into that training, if that's okay. One of my favorite parts was when you started talking about and I think this would fall under the influence and persuasion piece of little tricks you use in your copywriting or storytelling. One technique gave you borrowed authority.

It’s influence triggers.

What are some of those little nuggets or little strategies that you use in your writing that can help to plug those holes by creating trust?

I have a course out there called the persuasion advantage. It’s like all these little moves. One of them I call my Trojan horse strategy for handling objections. For those who have a sales background or network marketing background, it’s like a modified version of feel, felt, found. Where it’s like, “I know how you feel. I felt the same way. Here’s what I found. Any time in any of my communication whether it be in the store, in an email whether it be, in a video, very often what I will do is will validate the way that the objection of that person had. It was like, “Someone told me this would work the way they said it would work.”

I want to be clear about something. I never make this stuff up. A lot of times, students will come to me with this big fantasy world of like stuff. I’m like, “That’s not what happened.” You have to frame your real-life experiences in your real-life thoughts and beliefs and all that different stuff. This is not fantasy land. There is a way to be influential and persuasive in a high integrity way, be completely truthful and move, shift people’s thinking to see the benefits of your product, the outcome they can have.

One example is that which is validating their objection or suspicion or beliefs because you felt the same way they did at some point. Through a third-party explanation, putting your own tail between your legs and recognizing how wrong you were. That’s a way of allowing that person to arrive at the same conclusion as you without telling them they’re wrong. If you’re willing to say, “I couldn’t believe it. I felt like an idiot. I was so wrong.” If this is the way they’re thinking now, somebody has to make a choice, “Do I think now how justice thinks? Do I stay over where he used to think and he ended up feeling like an idiot?” It’s a natural choice. That’s an example of a way to communicate.

It marries together addressing the objection and being vulnerable at the same time.

The best thing is that you address what's on their mind but you build an extraordinary amount of trust by being willing to admit that you didn't know everything and that you were wrong and that you did feel a certain way. You're not necessarily in this superstar place all the time. That vulnerability goes a long way.

For those of you, who are maybe struggling with getting the same objection over and over or getting the same reason that your offers turned down over and over, I think the point where my business shifted was when I stopped looking at those things as problems and started recognizing that those problems were gold. That was the way into my audience’s hearts and into their trust because if I could address that problem, I could truly help them and they’d be more than happy to pull out their credit card. Problems aren’t a bad thing. Problems are a good thing.

When people are coming up with objections, there’s interest. It’s like their brain is turning on these things. They’re trying to pick it apart. They’re trying to figure out why they shouldn’t say yes. They’re doing that because they’re being pulled in an interesting way towards what you offer. That was one of them. I’m trying to think of another example. I always talk about implied social proof. Social proof is a common one. You got a-testimonials or numbers around something, results you’ve gotten and all of this different stuff. I like implied authority and implied social proof. There are opportunities to be more subtle about it.

Turn Rejection Into Profit: You want to follow up in a way that builds trust, builds authority, and demonstrates the value of what you have, and shows them clearly how it’s going to get them the result you promised, and why it’s going to work where … — Turn Rejection Into Profit: You want to follow up in a way that builds trust, builds authority, and demonstrates the value of what you have, and shows them clearly how it’s going to get them the result you promised, and why it’s going to work where other things they’ve tried haven’t.

You don’t have a million coaching clients or you don’t have a million of these. When I was in a conversation with my coaching client the other day, it says a lot. You’re taking this teaching lesson out of that and it says, “This person’s got coaching clients.” If you mention your email list or you are this or you are that, these different things don’t have to be gigantic but you can casually refer to these things. You’d be surprised at how many people in their mind will go, “This person got all these coaching clients or this person got a big email list or this person’s this.” You don’t have to make the numbers up or anything. By working that into the conversation, you can infer that authority.

For all they know, you might have two coaching clients and an email list of 50 people but they don't know that. In their head, it's 5,010.

As long as you're pulling a learning lesson like, if you're talking about that in a way that's valuable to them, that's enough because it doesn't matter if you have two. It doesn’t matter if how many.

For those people who are intrigued by all the tidbits you're sharing and maybe they're good at getting leads but they have a hard time converting them into buyers. How does storytelling play a role in getting leads into buyers or what system do you use to do that? Is there a process people could fine-tune if they were struggling there?

When you bring someone in, it’s much more difficult to bring someone into your world and turn around and ask them for sale. You want to incubate that relationship in some way, shape or form. A lot of times, we do that through content. I’ve done it many times through social testimonial profits being an example. It’s through a series of training videos leading to my offer. That’s a very popular, effective and common approach. Sometimes you might get a lead into and direct them to a webinar but no matter what you’re doing there, the process is going to be that you need to show them and prove to them that your information is valuable. Help them understand how it can help them. That you’re trustworthy through different authority, social proof and things like this. You ease their resistance.

Anytime that you’re delivering value, that law of reciprocity kicks in. If you give someone for free something that can make a difference for them, that makes a big difference. It makes a shift. There’s a misconception out there that people get free happy. “I got to give them everything for free.” They then wait around hoping somebody is going to come hand them money. You got to ask. You got to ring the cash register. Typically, if someone’s generating leads and not converting sales, AI would say that you want to follow up in a way that builds trust, builds authority that exhibits, demonstrates the value of what you have and shows them clearly.

These are the biggest things. How it’s going to get them the result that you promised but also why it’s going to work where other things they’ve tried haven’t. Nobody wants to try the same weight loss thing they tried before that didn’t work. They have to believe that this is going to work where something else hasn’t. I heard it said really unbelievably in a book called Ca$hvertising, which is a copywriting book. The first time someone experiences your product is in the movie of the mind.

You are going to show them through what life looks like. The transformation that takes place as they’re using your thing, as they’re going through your process, coaching method or using your product or whatever it is. You’re going to show them the transformation. They’re going to see it in their head however you do that whether it’s a webinar presentation, through a series of videos to follow up as I do with Social Testimonial Profits, through a series of emails, however it is. That’s the goal of communication.

How big of a role does email play because I know there are some people who are diehard, “You must have an email list,” and others who resist it because it feels overwhelming to have to come up with emails all the time.

An email list is still one of the biggest musts for anybody. Everybody goes out there and says, “Email’s dead. Email, this and that.” People say, “I don’t know. I get so many emails. I don’t open them.” I’m like, “You open the ones that matter, especially when it matters most.” I remember I was in this consulting business that’s coming up over time. I was on a call to go over a proposal with a bunch of heavy-duty guys, the owner of this huge financial firm.

He was trying to posture up and he said, “We had proposed that they watched this video.” He said, “Who’s going to sit down and watch a 45-minute video?” I said to him, “Do you have any kids?” He said, “Yes.” I said, “How old?” He told me and I said, “When you were buying a car for your daughter, how much time did you spend researching cars and the safety of cars and all that?” He said, “An extraordinary amount of time.” You would watch a 45-minute video.

Before anybody tells you the email’s dead or any like things too long or it’s too much writing or it’s too hard, remember, the key is to matter. If you matter to the people then they’re going to open it. Make sure you matter. Building an email list is absolutely huge. It’s the only source of traffic that you’re going to own. Everybody fusses about algorithms like, “Facebook did this. I don’t get any more reach. Have you seen what they do on Instagram?” Now, you know TikTok. It’s like, “Is TikTok going to be banned?” That is what happens when you live in a world where someone else controls your feet. That’s why you have to have an email list.

TikTok could disappear in six weeks. Maybe it will. All of a sudden Facebook could take away their messaging feature or they could make it so you can only message certain people. They can do whatever they want. It's their platform.

Whenever they want.

Your email, you own.

Yes, it’s a must.

Turn Rejection Into Profit: There is still a long ways to go in the world of digital marketing when it comes to helping people out there. It’s just the tip of the iceberg still.

Another thing I think people lose sight of it's like social algorithms at any given site, 10% to 20% of people might see your post but that email is going to go to a hundred percent of the inboxes you send it to.

If you matter, it gets harder but we have to adapt, just social media gets more crowded. There's an adaptation that has to happen. You have control. You get to take that list wherever you go. That's your email list.

I understand you have a free gift for our audience. Do you want to tell them a little bit about it? It's super valuable.

We've talked about it a little bit in this conversation and that is that I put together what I call the Ultimate Launch Swipe File. It is taking the best launch funnel in my business, giving basically every email that was in the launch and giving people examples of the different content pages that were in the launch, giving people the sales script that was in the launch, the video scripts from the launch. All the marketing pieces that have generated over half a million dollars, you get them.

With them comes an explanation of how to use them. For anybody that's got their own offer or anybody that wants to create their own offer or even if you have a presentation and you want to use some emails to follow up that thing, it's insane. It's something I should definitely charge for but I put it together. I started putting it together and I got carried away with it. It's been a freebie ever since. For the time being, at least.

It is insane. I love it though because for those of you who maybe want to have your most successful launch yet next quarter, it's all the little pieces that can be overwhelming. It's like, “I need all the pages now. I need all the emails. I need to know what to say when I'm on camera.” That's what makes it feel overwhelming. It’s basically giving it all to you.

It’s interesting because it’s like going into this, “I hired a coach.” I was like, “There’s so much, I don’t know which way to turn.” Now it’s like, “I took one day. I woke up and I was like, ‘I’ve got all this gold mine saved in all of these documents and it’s sitting over here in this digital treasure chest.’” I said, “I need to put it all together.” The first time we opened the funnel, I think it was $230,000 something in thirteen days on a $300 product. We’re not selling high-ticket coaching here. We’re creating tons of sales. One day I realized, “It’s all sitting here. I’ve got it all organized in this file. Why don’t I put together and let people take all the pieces and use them as ideas.” Obviously, the little work, if you take any of it word for word or trying to be me. You’re trying to speak as I speak. You have to find your voice but it’s a perfect framework to follow.

You can always tweak it a little bit. Put it in your voice. Make it your own but you have this complete framework now, which is so generous. Thank you so much for doing that for the audience. I love it.

For sure. It’s my pleasure.

Thank you so much for joining us, Justice. I'm excited about the gift. For those of you who are reading, be sure to join us in the Facebook group. After every interview, we do a debrief. We break it down. We talk about what we learned, our a-ha moments, how we're going to use the free gift to create some crazy momentum and some amazing results. I can't wait to break it down with the group. Thank you so much for joining us. I'm excited about your gift. I am excited that like everything that you've learned and up to this point, you're now going out and applying it to other random business owners in the world who need help with COVID. That's awesome.

It's forced a lot of people's hands and it made me realize how valuable these skills are. If you're getting into this world, in this little bubble, very easily it could feel like you're late. It feels crowded or loud or any of that type of different stuff. What you have to realize is the world we're playing in right now, where you're finding us is it’s a small world. There are so many people that haven't even started migrating into this world yet and they need people with these skills. They need you. There is still a long ways to go in the world of digital marketing when it comes to helping people out there. It's the tip of the iceberg still.

Important Links:

About Justice Eagan - Facebook

Justice is a Digital Marketing expert who helps business owners use the web to create more leverage and automation in their business. Justice has generated millions of dollars in online sales without ever pursuing a prospect.

By combining a deep understanding of influence and persuasion with highly effective systems Justice helps business owners get their marketing to do the work, so that they can get their time back.