Question #10: What Is The One Percent Principle?

Answer: It takes 212 degrees Fahrenheit to boil water. One degree more and you have steam that’s the one percent principle. Let us explain.

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1% Principle

It takes one percent to go from boiling an egg to propelling a locomotive, to launching a rocket ship, to driving a steamship there’s a lot of power with steam, but there’s not too much power with boiling water.

Why is that such an important point? It’s a metaphor and a great analogy that it takes one degree difference to make that much impact, but it took 212 degrees prior to get to that one degree. What does that mean?

That means if you’re in the training or information marketing business then you need to give away pre-training or ethical bribes to raise the temperature of your people so they don’t start your courses cold. If you’re a consultant give away a special report or consumer awareness guide so they don’t start with your services cold, if you’re a teacher or consumer products company or even a software company give away learning materials so you raise their temperature metaphorically as the analogy goes so they don’t come to you cold.

You don’t want them to come to you lukewarm like 70/80 degrees Fahrenheit. You want them to come to you about 200 degrees almost at the boiling point. Why? It takes a lot less energy to go from 200 to 212 then to 213 as it does to go from 80 to 212; I hope that makes sense to you.

Here’s what I do. If I’m going to have a teleseminar series I warm them up and get them to the boiling point with a preview call. If I’m teaching a series I want people who go to teleseminars. What do I do? I teach through preview calls that helps boil the water.

If I have a workshop it’s difficult to get to a physical workshop; however, it’s much easier to get to a teleseminar. A teleseminar is more like a workshop than an eBook is like a workshop, because a teleseminar is live.

More people are likely to go to a physical workshop or seminar that come through teleseminars or preview calls than if they were to just read eBooks. So the way I boil water with my prospects is I get them to preview calls.

Mark Victor Hansen, Jack Canfield, Ray Edwards all do this. Agora Publishing does this with many of their seminars like Early to Rise and others that are available on the marketplace.

Preview calls are the boiler to get people not only pre-trained, but in the position to buy. Jimmy Valvano who was the coach of North Carolina State is no longer with us and he died young, but he said something profound.

He said, “I don’t want my guys to win they’re in college that’s too much pressure, all I want them to do; remember they were 18-22, he said I just want to be in the position to win with two minutes left in the game.”

That means they’re six points behind or six points ahead that’s a 12% differential and a lot easier to be in that differential six points behind or ahead than to win, which is one point ahead. As long as their goal is to be six points behind that’s good news or six points ahead with two minutes to go they’re celebrating.

If you celebrate with two minutes to go chances are, you’ll win. That’s called getting in the position to win and that’s what you want with your prospects. Unless you put yourself in the position to win your prospects will never become customers, students or clients.

It is critical that you get in the position to win and the way to do that is getting them to the boiling point. Whatever it is you sell, if it’s a consumer product train them on how to use it before they use it. If it’s a workshop have a preview call, because you want to get them to the boiling point.

All they need is one more degree and it’s a tipping point… boom… tipped… done, they’re in.

You want to get them boiling early and you don’t want them to come in cold. In fact, once someone comes to a seminar if you teach workshops you want to have pre-training of the seminar goers.

You want them to have pre-training before they get in the room, because if they come in cold it’s going to take a lot more of your energy, your vocabulary and more community and mentoring on your part to get them excited.

If they walk in excited and they have pre-training on top of the pre-training that was free before the doors swung open now you have a world-class audience.

If you’re a professional speaker why can’t you have a preview teleseminar before you speak at an event? Why can’t you put up an ASK page or content squeeze page and say here’s the topic, what’s the most important question about this topic?

It could be about anything.

If you get questions from them about that topic aren’t you armed? Aren’t they thinking about you you’re armed, because you have content now, so you’re not playing pin the tail on the donkey with your time or your marketing dollars.

Your client who’s hired you if you’re a fee paid speaker isn’t playing pin the tail on the donkey with their marketing dollars, because they know you care and socratically Socrates, who lived 2500 years ago, so this is a technology that’s worked for over 2500, which I call the ASK methodology.

If you have a preview teleseminar as a bonus then you can raise your fees and you have the keys to the kingdom, because you know exactly what people want to be listening to.

If people don’t respond to you it’s either the wrong question or the wrong market. Make sure if people don’t respond that you take notice of that. It’s critical that you notice who doesn’t respond to you.

Therefore, if you’re a professional speaker of any kind have an ASK campaign, have a survey of your topic then when you get to the room now they’re more engaged so they’re thinking about it and you’ll engage, because you know what they want.

If you want to take it to the next level have a preview call that answers the questions they ask prior to coming into the room.

Now not only have you given them content, but you can record it, transcribe it, you’ve given them a bonus and now you can go to the next level of training, which accelerates your listener or audience and it doesn’t matter if you’re in software or consumer products or information market.

 

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