petrogurcak/sell-like-crazy

Sell Like Crazy — Direct Response Sales System

Announce at start: "Používám sell-like-crazy skill pro [sales letter / email sequence / godfather offer / apply conversion principles]."

When to Use

• Sales pages, landing pages, opt-in pages
• VSL scripts (Video Sales Letters)
• Email sequences (welcome series, promo, daily list-building)
• Lead magnets / HVCOs (High-Value Content Offers)
• Godfather offer construction (pricing, bonuses, guarantees)
• Sales-driven IG posts/Reels (conversion-focused, not brand awareness)
• Webinar scripts, sales call scripts
• Apply conversion principles to existing copy from ig-content, newsletter, web-copy

When NOT to Use

• Brand awareness / top-of-funnel storytelling → copywriting:storytelling, copywriting:ig-strategy
• Editorial newsletter (no hard CTA) → copywriting:newsletter solo
• Product positioning strategy → marketing:uvp, marketing:competitive-analysis
• Pricing strategy without offer construction → marketing:pricing

Core Philosophy

Marketing is the oxygen of business. Without consistent customer acquisition, every other activity is irrelevant. This skill operationalizes that belief through a complete direct-response system.

Four non-negotiables:

1. The 4% Rule — 4% of activities generate 64% of revenue. Sales copy, offer construction, and lead generation are the 4%. Email checking and meetings are not.
2. The 97/3 Principle — Stop fighting for the 3% buying NOW. Capture the 97% who aren't ready (problem-aware, solution-seeking, unaware) by leading with value, not selling.
3. Sell Like a Doctor — Diagnose before prescribing. Ask questions, identify pain, then position your solution as the prescription. Never pitch cold.
4. Salesmanship Multiplied — A great salesperson scales linearly (1:1). Great sales copy scales infinitely (1:millions). Invest in copy, not headcount.

Reference banka: Full frameworks, 27 indexed methods, 7 case studies, Power Words list — see plugins/marketing/sell-like-crazy.md.

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The 8-Phase System (Quick Reference)

| Phase | Name | Output | |---|---|---| | 1 | The Larger Market Formula | Dream Buyer avatar + 97/3 segmentation | | 2 | High-Value Content Offer (HVCO) | Lead magnet that pre-sells | | 3 | Opt-In Page | Single-purpose lead capture | | 4 | The Godfather Offer | Irresistible offer with stack + risk reversal | | 5 | Traffic & Advertising | Cold traffic acquisition system | | 6 | The Magic Lantern Technique | VSL / multi-step video sales | | 7 | Sell Like a Doctor | Sales call / consultation framework | | 8 | Email Marketing | P/C group, Soap Opera + Daily Email |

When user requests a specific output (sales page, email sequence, etc.), pull only the relevant phases. Don't dump all 8 unless building a full funnel.

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Phase 1 — Dream Buyer (Larger Market Formula)

The 97/3 Pyramid

   3%    Buying NOW (active)
  17%    Information gathering (open)
  20%    Problem-aware, not solution-aware
  60%    Unaware they have the problem

Most businesses fight for the 3%. The 97% is your blue ocean. Lead with content (Phase 2), not pitches.

Halo Strategy — Customer Research Protocol

Before writing a single word of copy, mine these sources:

1. Google Autosuggest — type your topic, harvest every suggestion
2. AnswerThePublic.com — visualize question patterns
3. Reddit — find subreddits where your audience vents pain
4. Quora — extract exact language from Q&A
5. Amazon Reviews — 1-star reviews = pain triggers, 5-star = desire triggers
6. Facebook Groups — observe organic conversations

Goal: capture the exact words your prospect uses. Mirror them in copy. Never invent industry jargon.

Dream Buyer Avatar Template

NAME: [give them a name]
DEMOGRAPHICS: age, location, income, role
PSYCHOGRAPHICS:
  - What keeps them up at 3am?
  - What do they secretly want but won't admit?
  - What have they tried that failed?
  - Who do they blame? (themselves / industry / situation)
DESIRES (exact words from research):
  - "I want to..."
  - "I'm tired of..."
  - "If only..."
PAIN POINTS (exact words):
  - "I hate when..."
  - "It's frustrating that..."
OBJECTIONS:
  - "I don't have time"
  - "I've tried this before"
  - [extract from Reddit/Quora]

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Phase 2 — HVCO (High-Value Content Offer)

Definition: A free, valuable, problem-solving asset given in exchange for an email. NOT a generic "newsletter signup."

HVCO Types (pick ONE per funnel)

| Type | Example | Best For | |---|---|---| | Cheat Sheet | "47 Hooks That Sold $10M" | Quick wins, copywriting | | Toolkit | "The Coffee Shop Owner's Equipment Audit" | B2B services | | Industry Report | "2026 Espresso Market Trends" | Authority positioning | | Quiz/Diagnostic | "Find Your Coffee Shop's Profit Leak" | Personalized output | | Video Training | "3 Mistakes Killing Your Café Margins" | High-ticket pre-sell | | Template Pack | "B2B Email Templates That Convert" | Content/copy services | | Webinar (Magic Lantern) | "How We 3X'd Revenue in 90 Days" | Premium services |

HVCO Naming Formula

[Specific Number] + [Desired Outcome] + [Time/Effort Constraint]
or
The [Adjective] [Noun] [Format] for [Specific Audience]

Examples:

• "The 7-Day Espresso Profit Audit Checklist"
• "47 Sales Letter Headlines That Generated $100M+"
• "The Café Owner's $10K-Per-Month Equipment Sourcing Toolkit"

Rules:

• Specific number > round number (47 > 50)
• Outcome > feature ("profit audit" > "espresso checklist")
• Time/effort ("7-day" / "in 30 minutes") signals achievability

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Phase 3 — Opt-In Page

One job: capture email. Nothing else.

Structure (in this order)

1. Headline — outcome promise, max 12 words
2. Subheadline — 1 sentence specificity (who, what, how long)
3. 3-5 fascination bullets — what they'll learn (curiosity + specificity)
4. CTA button — "Yes, send me the [HVCO name]"
5. Trust element — privacy promise / count of past downloads

Banned on opt-in pages: navigation menu, footer links, unrelated CTAs, "About us" sections, social media links.

Fascination Bullet Formula

The [counterintuitive thing] that [unexpected outcome] — even if [common objection]

Examples:

• "The 'lazy email' technique that 3X'd open rates — even if your list is cold"
• "Why charging MORE often closes faster — even with 'budget-conscious' buyers"
• "The 12-word headline that pulled $467K from a single email send"

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Phase 4 — The Godfather Offer

An offer they would feel STUPID to refuse. Not better than competitors — categorically different.

The Stack (build in this order)

1. CORE OFFER          — what they actually get (1 line)
2. STACKED BONUSES     — 3-7 bonuses, each named, valued, justified
   - Bonus 1: solves objection #1
   - Bonus 2: accelerates result
   - Bonus 3: removes a step
   - Bonus 4: future-proof / continuity
3. RISK REVERSAL       — guarantee that's stronger than industry norm
4. URGENCY / SCARCITY  — real, not fake (specific deadline or capacity)
5. FAST ACTION BONUS   — extra bonus if they buy in 24-72h
6. PRICE ANCHOR        — total stacked value vs. final price
7. PAYMENT TERMS       — split/finance to lower friction

Risk Reversal Hierarchy (weakest → strongest)

| Level | Type | Example | |---|---|---| | 1 | Money-back | "30-day money back" | | 2 | Conditional money-back | "Money back if you don't see results" | | 3 | Better-than-money-back | "Refund + keep the bonuses" | | 4 | Performance-based | "Don't pay until you see X result" | | 5 | Pay-on-results | "Pay only if we deliver X by Y" |

Higher = more conversions, more confidence required to back it up. Casper built $100M+ on Level 2 (100-night trial). King Kong built $10M+ on Level 5 ("don't pay if no results").

Value Stacking Formula

Total Stack Value:    $X (sum of all bonuses + core)
Today's Investment:   $Y (final price)
You Save:            $X - $Y

This is psychological positioning — Y must feel like a fraction of X.

Rule of thumb: Final price < 25% of total stack value.

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Phase 5 — Traffic & Advertising

Traffic Temperature

| Temp | Source | Copy Approach | |---|---|---| | Cold | Display ads, Facebook interest targeting, cold email | Educate first (Phase 2 HVCO), never sell directly | | Warm | Retargeting, lookalike, content readers | Reintroduce + offer demo/consultation | | Hot | Email list, past customers | Direct offer, scarcity, FAB |

Match copy to temperature. Selling cold = burning money. Educating hot = leaving revenue on table.

Unit Economics (track these or stop)

CPL  (Cost per Lead)        — what HVCO acquisition costs
CPA  (Cost per Acquisition) — what a buyer costs
LTV  (Lifetime Value)       — total revenue per customer
LTV : CPA ratio             — must be > 3:1 for sustainable growth

If LTV:CPA < 3:1, fix the offer or kill the channel. Don't scale broken funnels.

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Phase 6 — Magic Lantern Technique (VSL)

A multi-step video sequence that pre-sells before the offer reveal.

VSL Script Structure

1. PATTERN INTERRUPT      — first 3 seconds, stop the scroll
   "If you sell coffee equipment in Europe, this is the 7 minutes
    that could end your customer acquisition struggle."

2. PROMISE & TIMER        — what they'll learn + how long
   "In the next 7 minutes, I'll show you exactly how we..."

3. AGITATE THE PROBLEM    — articulate pain better than they can
   "You're probably tired of cold email that gets ignored,
    Facebook ads that bleed money..."

4. ESTABLISH AUTHORITY    — credentials, results, proof
   (case studies, numbers, named clients)

5. THE BIG IDEA           — your unique mechanism / methodology
   "It's called the [Name] Method..."

6. STEP-BY-STEP REVEAL    — high-level walkthrough (don't give it all)
   "Step 1... Step 2... Step 3..."

7. RESULTS / SOCIAL PROOF — 3-5 specific outcomes from clients
   "Like Sarah, who..."

8. THE GODFATHER OFFER    — Phase 4 stack, revealed
9. RISK REVERSAL          — your strongest guarantee
10. URGENCY / SCARCITY    — real deadline or capacity limit
11. CALL TO ACTION        — singular, specific, friction-free
    "Click below to book your strategy session..."
12. P.S. / RECAP          — restate the stack, the guarantee, the urgency

Rule: VSL length matches offer price. <$100 = 5-10 min. $1K-10K = 15-30 min. $10K+ = 45-90 min.

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Phase 7 — Sell Like a Doctor (Sales Calls)

Diagnose. Then prescribe. Never pitch in the first 80% of a call.

The Consultation Framework

1. RAPPORT (2 min)        — small talk, set the agenda
2. DIAGNOSIS (15-25 min)  — ask questions that reveal pain, gap,
                            urgency, decision-making, budget
3. CONFIRM PAIN (3 min)   — "So if I understand correctly,
                            you're facing X, Y, Z. Is that right?"
4. PRESCRIPTION (5 min)   — present your solution as the answer to
                            THEIR specific situation
5. PRESENT THE OFFER (3)  — godfather stack, anchored vs. value
6. HANDLE OBJECTIONS      — pre-anticipated, scripted responses
7. CLOSE                  — assumptive, time-bound, single-step

Diagnostic Questions (the 80%)

"What's the situation right now with [their problem area]?"
"How long has this been going on?"
"What have you tried before? What worked? What didn't?"
"If we don't solve this in the next [timeframe], what happens?"
"What does success look like 12 months from now?"
"Who else is involved in making this decision?"
"What would need to be true for this to be a no-brainer for you?"

Never ask "What's your budget?" Ask: "What's the cost of NOT solving this?" The answer reveals what they'll pay.

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Phase 8 — Email Marketing

P Group vs. C Group (Email Classification)

P GROUP (Personal):    informal, story-driven, no images, plain text
                       — bypasses email blindness
                       — opens like a message from a friend

C GROUP (Commercial):  branded, designed, banner images, salesy
                       — looks like marketing, gets ignored

Default to P Group format. Ship newsletters that look like personal emails, not corporate broadcasts.

Subject Line Formulas (proven openers)

1. Curiosity gap:        "The strange reason..."
2. Direct benefit:       "How to [outcome] in [time]"
3. Question:             "Are you making this [topic] mistake?"
4. News/timely:          "Update: [thing] just changed"
5. Personal:             "Hey {name}, quick favor..."
6. Negative/contrarian:  "Why I stopped [common practice]"
7. Number/list:          "7 things I wish I knew at [age]"
8. One-word power:       "Hey." | "Listen." | "Wait."
   (Obama campaign: "Hey" outperformed all elaborate subjects)

The Soap Opera Sequence (5-email welcome)

Email 1: "Drama" — set the stage, hint at backstory
Email 2: "Open loops" — flashback to origin, raise stakes
Email 3: "Epiphany" — the realization that changed everything
Email 4: "Hidden benefits" — reveal the deeper value
Email 5: "Urgency" — the offer + reason to act now

Each email ends on a cliffhanger pointing to the next. Built like a soap opera serial — reader returns for the next episode.

Daily Email Strategy

After Soap Opera, ship one email per day. Mix:

• 70% pure value (story + lesson)
• 20% soft pitch (related to value, light CTA)
• 10% direct pitch (offer, deadline, FAB)

Counter-intuitive truth: Daily senders have HIGHER engagement and LOWER unsubscribes than weekly senders. Inertia compounds.

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Cross-Phase Principles

Power Words (use 2-3 per piece, not all)

Action:       Discover, Reveal, Unlock, Transform, Skyrocket, Ignite
Authority:    Proven, Scientific, Research-backed, Industry-leading
Urgency:      Now, Today, Limited, Deadline, Closing, Final, Last chance
Specificity:  Exactly, Precisely, Step-by-step, Blueprint, Formula, System
Exclusivity:  Secret, Hidden, Underground, Members-only, Insider
Curiosity:    Strange, Weird, Bizarre, Odd, Unusual, Surprising
Numbers:      7, 30-day, 100%, $10K, 5X, 24/7, first, #1

Banned Phrases / Anti-Patterns

• "We are passionate about..."
• "Industry-leading"
• "Best-in-class"
• "Innovative solutions"
• "World-class"
• "Cutting-edge"
• Any sentence that could appear on 100 competitor websites

Replace with: specific numbers, named clients, exact methodologies, contrarian claims you can prove.

CTA Discipline

• One CTA per page/email. Multiple CTAs = decision fatigue = no decision.
• Verb + outcome. "Get the toolkit" > "Submit"
• First-person. "Yes, send me my..." > "Send"
• Above the fold + repeat at bottom. Same wording.

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Production Workflow

Mode A — Full Funnel Build

User intent: "Build a sales funnel for [product]" / "Setup lead generation system"

1. Halo Strategy research  → Dream Buyer avatar
2. HVCO design             → lead magnet + opt-in page
3. Godfather Offer stack   → core + bonuses + RR + urgency
4. Sales Letter / VSL      → Phase 4/6 structure
5. Email sequence          → Soap Opera (5) + Daily plan
6. Traffic plan            → cold/warm/hot mapping + budgets
7. Unit economics targets  → CPL, CPA, LTV, ratios

Deliver as 3-5 variants where applicable (e.g., 3 HVCO concepts, 3 Godfather Offer stacks). User picks → iterate.

Mode B — Apply Principles to Existing Copy

User intent: "Make this email convert better" / "Sharpen this sales page" / "Add urgency to this IG post"

1. Identify copy type      → which Phase principles apply?
2. Audit against checklist:
   - Does it diagnose before prescribing? (Phase 7)
   - Is the offer Godfather-grade? (Phase 4)
   - Is risk reversal explicit and strong? (Phase 4)
   - Is urgency/scarcity real? (Phase 4)
   - Are Power Words present without overload? (Cross)
   - Is CTA singular and outcome-framed? (Cross)
   - Are banned phrases removed? (Cross)
3. Suggest specific edits with before/after pairs
4. Optionally regenerate from scratch with full system applied

Mode C — Cross-Skill Integration

When ig-content, newsletter, or web-copy produces conversion-driven copy, apply Sell Like Crazy principles:

| Source skill | Apply Phase | What to inject | |---|---|---| | ig-content (sales post) | Phase 4 | Godfather Offer compression — stack, RR, urgency in caption | | ig-content (story selling) | Phase 6 | VSL pattern interrupt + agitation in 3-slide structure | | newsletter (promo) | Phase 8 | P Group format, Soap Opera if welcome series | | web-copy (sales page) | Phase 4 + 6 | Full Godfather + 17-step selling system | | web-copy (homepage) | Phase 1 + 3 | Dream Buyer language + opt-in element |

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Output Discipline

When producing sales-driven copy:

• 3-5 variants for hooks, headlines, subject lines, CTAs
• No fluffy adjectives — concrete numbers replace "great", "amazing", "world-class"
• One CTA per output — singular focus
• Risk reversal explicit — never hidden in fine print
• Specific deadlines — "until Friday 11:59pm" not "limited time"
• Real names + numbers in case studies — "Sarah, 6-month $0→$47K" not "many clients"
• No framework labels in output — never write "Phase 4: Godfather Offer" in user-facing copy. The structure stays invisible.

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Reference Banka

Full extract — 8 phases × deep frameworks, 27 indexed methods, 7 case studies with exact numbers, complete Power Words list, all templates verbatim:

plugins/marketing/sell-like-crazy.md (792 lines, plugin-shared)

Pull from this when user requests:

• Specific framework you don't have inline (Magic Lantern detail, P/C Group examples)
• Case studies for proof in copy
• Power Words for specific niche
• Templates to fill in (worksheets, scripts)