$100m Headlines For B2B

10 min readJun 9, 2024

The ONLY way to stand out in a sea of competitors who've already read $100m Offers is to leverage BOS and Implement IP in your marketing…

Adapt or Die, the online service and info space has now reached its 1st inflection point, where the supply and demand are the same. Therefore, the market will go through what’s called a specialization stage.

It’s not a question about if, but when. Every business model/industry with a +15yr run rate has been through it. Real estate, copywriting, media buying, video editors (video production), e-commerce, commerce distribution, etc.

Even though the difference between these industries and the online space is vast, the businesses who come out the other end (after the inflection point) better than before,

have always had 1 of 2 traits:

#1 Businesses with mass reach and attention

and/or

#2 Businesses with a perception of uniqueness, effectiveness, and superiority that trumps all competitors in the eyes of the buyer

Here's how you dominate by going ALL IN on the 2nd path…

(tools below taken from $100m Headlines)

#1 Create a Name for your solution that sticks

The 5-Step Coca Cola IP Identifying Bible:

Industries Desired Results

Localize What Your Past/Current Clients Main Struggle Was… The One That Made Them Decide To Sign Up With You . (Extract real data you’ve gotten from long conversation with prospects on sales calls, onboarding calls, consultations… not surface level q/a’s with prospects over the phone, discovery calls or outbound prospecting)

2. Your Main Solution To The Industries Driving Pain Point:

What Service or Mechanism From Your Fufilment Did The Client(s) See as THE Solution For Their Main Struggle. And then, What Solution ACTUALLY Gave Them The Most Impressive Transformation? (Perception vs Reality)

3. Create Your IP-Code Off Of a Driving System or Mechanism in Your Overall Fulfilment/Product.

Checklist:

Use Their Language, keep it simple… even though there’s more to your fulfilment/product, only push it as the thing your ideal client will desire the most as the solution to the overarching problem they’re having. Sell the cherries and sundae, not the potatoes and meat. (weight loss analogy)
Give Perceived Ownership and/or Inspiration To The Fulfilment/Product To an Industry Authority
Plug-And-Play, don’t lecture: If it fits, use phrases and words that resemble… systems, playbooks, cheatsheet, etc. (Alex Hormozi’s Value Equation Below)
The Quicker The Perceived Time:Result Delay Is = The More Perceived Value (Alex Hormozi’s Value Equation Below)

4. Make The Benefit From Your Solution Tangible

Steps, x-amount of time, amount of effort… everything that gives the prospect a birds’ eye view of the Time:Result Delay . (Alex Hormozi’s Value Equation Below)

5. Create Scarcity Around The Availability Of Your Solution

This does not refer to using generic phrases and words like “new, hidden, secret” ALONE, as the prospects have seen these 1000’s of times before… differentiate yourself. Use techniques like borrowing interest, referring to trendy/well-known subjects and/or people.

BOS Methods

Industry Blind Spot ID

Big sharks in the industry have the advantage of massive reach and credibility. But, what they don’t have, is the opportunity to niche-down. This means that each overarching industry has blind spots.

Attack the blind spots by:

i) Zig when the market zags. If they refer to the prospects’ desired results as “appointments”, you refer to them as “sales calls”.

ii) Choose purposefully small/extremely specific markets. Meaning, you attack large amount of specific markets at once. This will mean that you need to create several funnel, SOP and VSL variants. But, if you’re fine with making that sacrifice so you can blitz-scale, go ahead.

Take a common function(s) in another market, install it into your business which is in a parallel market = make $. E.g. online marketing firms started offering Youtube Ads for high ticket services/coaching. Few had cracked the code on how to stay profitable selling online high-ticket with Youtube Ads, but Youtube Ads are already well-known and have got credibility (it’s not a crazy idea). So by simply understanding the basics of VSL creation, firms offering Facebook ads 3x’ed their business’ revenue by targeting THE SAME PEOPLE, with a slightly different mechanism.

IP Reactivation

By using the same sub-niche switching technique mentioned in Industry Blind Spot ID — A, you can create genuine FOMO by using the results from sub-niche 1. On sub-niche 2.

→ After getting x-results in y-market,

→ people from z-market asked us to implement the same IP

→ that’s why [insert claim — UUI — 2nd value proposition]

Shoot n’ Miss

Purposefully position the 1st value proposition as something less attractive.
With the tools mentioned in $100m Headlines to create the right marketing strategy that can own the prospects attention, quickly educate them and get them to opt-in with high-intent… you eliminate all competition from “similar companies”.
Because everybody can promise the six pack, the clients… but who can promise staff retention, what about optimal sleep schedules :))
The clicks will be less. But, the conversions will stay the same, since all a good marketing strategy needs, is the full attention of a prospect for 30 seconds.
So if you follow the Thumb-Stopping tools, add the unattractive 2nd value proposition to attract sophisticated buyers and are able to sell the belief of your unattractive value proposition with the unique IP… getting high intent prospects through your marketing funnel becomes 10x more predictable.

Authentic Conversion

Promising More ≠ More $

Especially in sophisticated markets*

a. Make your prospects believe that you’re pushing people away from opting in.

I) “if you don’t have x,y,z in place already, do not continue as we only take on z-ICP because of our guarantee”

ii) “this is not for people who want x-vanity metric like [other methods] get you, we only optimize for [real desired 2nd value proposition]

Make them believe that you don’t want more people joining you (opting-in)/abundance… rather, you only want people who are 100% in on getting the real 2nd value proposition. (tangible result)

b. Take away industry-desired mechanism from your fulfilment/product. Then you advertise it as…

i) “we’re removing [insert industry-desired mechanism] because we’re only able to give it to x-amount of clients at a time (authentic time and team-size restriction), it’s still open for the next 2 weeks/x-amount of people joining.

ii) we’re removing [insert industry-desired mechanism] from the program because of x,y,z reason (authentic restriction, if you want [2nd value proposition] without paying x-amount for it individually, the next (time/members) gets it installed before we shut it down for good.

Take the MOST desired mechanism that people in your market already know will get them [2nd value proposition] without you having to explain it… this creates genuine FOMO. Humans are scared of missing out. So if you try to create FOMO by adding more and more mechanisms/benefits to your product/fulfilment, it won’t incentivize them to buy or opt-in now.

c. The less perceived effort and time it takes to learn/opt-in/buy your product/fulfilment, the more lead flow/responses you’ll get. This is clearly outlined in Alex Hormozi’s Value Equation. Now, the issue that people often battle when focusing on getting more lead flow/responses, is that they get low-intent, low-converting, unqualified prospects in their funnel. $100m Headlines covered how to push high-intent prospects into your funnel in C3:Strategies. So as long as the rest of your headline is on point and you have a sales team that can convert prospects that don’t self-opt-in/book, then following these 1st principles for increased CTR/response %’s is highly beneficial.

State how much time or how many steps opting-in to your funnel takes… “take 30 seconds to get the ads protocol [rapid track record] used to [2nd value proposition” — “get the six-pack protocol in 3 simple steps”
Make the prospect feel a sense of ownership. Get/download instead of see.
If your CTA doesn’t allow you to GIVE the prospect anything, use words like firsthand that make it seem more valuable/tangible

AGAIN, remember Hormozi's Value Equation…

Master Real Copywriting

a. Most mainstream copywriting information is outdated, and therefore, will only work for low-level/unsophisticated prospects. But, if how you communicate your offer can only attract low-level prospects, you’ll always be picking at your competitors’ leftovers. Here’s what you actually need to know… (especially if you’re in B2B)

i) Congruency: Confused money doesn’t buy. If your marketing doesn’t have congruency in who you target, how you refer to your solution and what the CTA/next step is… you’ll get clicks, but you’ll struggle to get conversions on any of your marketing. E.g. Poor congruency in a graphic-ad will lead to sub 10% click:lead %’s. Poor congruency in an email will make people close the email before reading the first paragraph = low conversions.

B2B Marketing example: If you sell a system, only refer to it as a system, never mention “model/service/acquisition trick”.

ii) What’s the next step?: Never have more than 1 CTA in your TOF (top-of-funnel) marketing. Imagine your marketing as a straight line, any mention of value propositions, callouts or methods outside of the one that hooked them in, will make them leave the straight line. If someone opts in to x, talking about y will throw them off. This also means that a piece of marketing (e.g. ad) can only lead the prospect to one funnel, one vsl, one booking page and one product… having several paths to go from your TOF-marketing will confuse the prospect.

iii) Remove all filler and pointless words: Every single word in a headline HAS to be carefully planned, retested and read out loud so there’s a flow when reading it. People scan what the ad/message/email says, if there’s any language that halts the natural split-second scanning process in the prospect’s mind, then your marketing will take a huge hit… which is an amateur mistake considering the minimal amount of work needed to fix this.

iv) Your TOF-Marketing message can only contain one value proposition at a time. More ≠ better. Value-stacking your ad, outbound message, cold calling CTA or email is only going to work against you by confusing the prospect and making your headline/marketing seem vague and inauthentic. The value-stacking only needs to be revealed on the VSL and sales call pitch once you have their time and attention to map your main solution to the key benefits of doing business with you has.

v) Once you know what people want = what information your headline should convey… then this principle will 10x the results from your marketing, shorter = better.

vi) Use the prospect’s language. If you’re an experienced consultant or marketer, using “marketing” language on a prospect will only work against you. What language your niche uses is a focus point in B2:Creating your foundation. Why? Because the only leverage a marketer can have in competitive markets who’ve developed past stage 4 of sophistication, is how well the marketing is personalized to the prospect = if your prospect believes you actually understand their pain points, north star and general situation.

b. High-Level Copywriting Frameworks to keep sophisticated prospects reading/staying on your piece advertisement:

*don’t reinvent the wheel. Rather, start understanding your prospects on a deeper level which allows you to communicate their desired results in a more creative + effective manner = higher CTR/Conversion*

vii) Good marketing is polarizing, this is why you’ll hear people say “bad publicity is still publicity”. Bad marketing leaves your prospects empathetic, so as long as your MOF is good enough, creating obnoxious/curiosity-spiking marketing will always work in your favor.