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Sell Like Crazy (Sabri Suby) – 7 Genius Lessons I Learned

December 13, 2021

Touted as the most controversial book in marketing.

The founder of Australia's fastest growing digital marketing agency claims to have the solution to take your business from obscurity to overflowing.

Generating over 1.8 billion dollars in sales certainly hooked my attention.

But does Sabri Suby's Sell Like Crazy book live up to the hype?

Most importantly, will this work for you?

"To think like a self-made billionaire, you must first understand their choices in life and in business"

What is Sell Like Crazy?

This is Suby's proven formula that enabled him to rack up tons of appointments for himself and his clients.

He shares his exact process to scale revenue, even going into into his sales approach, and common mistakes that keep business stuck.

Overall, it offers a refreshing perspective (& fast-track) on marketing and sales for people who aren't afraid to stand out from the crowd.

Who is Sabri Suby? And Why Should I Listen to Him?

From cold-calling zero to billion-dollar sales hero.

Sabri Suby has spent his time in the (sales) school of hard knocks.

press article about suby's rise to success

Starting King Kong (his digital marketing agency) from his bedroom with $50.

But once he got this system in place, it really took off and has been expanding ever since.

logo for king kong

Admittedly, his outrageous approach will make many traditional marketers feel anxious.

On the flipside, it's worth remembering:

There are a millions of marketers and they all sound the same - why should someone listen to you?

With all the cookie-cutter ideas and constant noise clogging up the marketplace, you have to find a way to standout.

In other words, giving people the reason to pay attention to your message.

Whether you agree with Suby's style or not, there are plenty of solid takeaways here for implementation.

First, let's talk about his book offer...why would he give all his secrets away for free?

Is the Book Really Free? What's the Catch?

Digging into the material, you start to understand the bigger picture behind Suby's 'free book' offer.

sell like crazy free book offer landing page

True to his own marketing advice, he's capturing those prized email addresses and moving people along his sales funnel.

2 quick notes:

  1. You do have to pay shipping & handling so it's not totally free.
  2. It doesn't mean you shouldn't get the book.

Just go in with your eyes open, knowing you'll get hijacked with emails and offers.

There are complaints about this but seriously, anytime something is free -- you are the product.

sell like crazy scam claim in amazon review because they were marketed to

Then again, you can just buy your own copy (while staying off Suby's email list).

Notably, there's lots of positive reviews from readers who get the bigger picture.

glowin amazon reviews for sell like crazy

Why is Suby Giving Away All His Tactics?

Sabri said he was bombarded with requests for advice and killer strategies.

But the majority simply can't afford to hire his services at King Kong.

The easiest and most cost-effective option was this book.

TBH, once you read the book, you realize it's also a genius HVCO method.

"The information you’re giving away on your opt-in page must be so good that it leaves your prospects saying, ‘If they’re giving away such valuable content for free, imagine what their paid products and services are like!"

Especially, the free give away in return for an email address.

Even so, there's a ton of value here so you can't knock the guy for implementing the very strategies he's recommending.

How is Sell Like Crazy different to Other Marketing Books?

If you've seen any of Sabri's videos, you know this guy is high energy and colorful language.

However, that's not the only thing that sets this apart from the mountains of books on marketing.

Suby's taken key concepts from the copywriting masters, combined it with a tried and tested marketing process while keeping it a fast-paced and entertaining read.

Plus, he has a proven track record with his own King Kong agency.

How Does Sell Like Crazy Work?

In a nutshell, the Suby takes readers through 5 major concepts:

How to target customers

Overcoming their reservations or objections (The Halo Technique)

Build trust with real value and expertise (HVCO & The Magic Lantern)

Make an offer that your customer would be insane to refuse (The Godfather Offer)

How to close the deal (hint - it's not about you or your product/services)

In addition, you'll learn the exact process Sabri uses to put all this into action.

sell like crazy process

Unless you're already overflowing with sales, there's going to be ideas you can take from Sell Like Crazy that will improve your business.

My 7 Genius Takeaways From Sell Like Crazy


Evaluate How You're Using Your Time

I know, this doesn't sound like sales but stay with me here.

The 80/20 principle might not be new to you but it's still worth analyzing exactly how you're spending your time.

"In business, the little stuff kills the big stuff"

Suby makes the case that the #1 priority of every business owner to sell and bring money into the company.

How much time do you spend every day on revenue-generating activities?

80/20 rule from sell like crazy

Sabri is going to shake up most people's thinking and probably bruise some egos in the process.

how to work out your value per hour

Some of the exercises he shares are going to be a huge wake up call for anyone who's never really questioned how they are putting their time to use.

Suby claims that just 4% of your activities will produce 64% of your revenue.

The key is identifying those activities - make them your focus.

"So what are your top 4 % revenue -producing activities?"

Next, find a way to delegate or outsource the rest.


The Larger Market Formula

Okay, this section is a game-changer.

The mistake most people make is treating every prospect like they are in that top 3% and ready to buy.

We don't have different strategies to meet the prospect where they're at.

That's like asking someone to marry you on the first date...they're probably going to go running for the hills.

Suby breaks down how to manage each group.

sell like crazy breakdown of prospects and buying stages

Including the very steps you need to use so you're in prime position when they're ready to buy.


Get to Know Your Dream Buyer

Another common mistake is to try to 'sell' your product, service, company or even yourself.

Sabri cuts to the chase here:

The customer doesn't give a crap about any of that.

They only care about what's in it for them and how it solves their most pressing problems.

"Enter the conversation already taking place in the customer’s mind" - Robert Collier

What's the solution:

Do your homework on the front end and really get to know your dream customer.

sell like crazy halo strategy

Start with these burning questions:

  • What are their most pressing problems?
  • What are their goals and dreams?
  • What are their biggest pain points?
  • What kind of language do they use?
  • Where do they 'hang out'?

Then you can ask specific questions that lead them to selling you on why they should become your next customer.

And one of the biggest takeaways from this chapter?

Ask your question and then shut up.

More listening & less talking.

taking your prospect from where they are to where they want to go

Start thinking of yourself as a doctor who has to figure precisely what's wrong before you can prescribe the solution for your patient.


You Need a System for Capturing Leads & Nurturing Them

There is only so many hours in the day.

Trying to sell prospects one-by-one makes it impossible to build your business.

Instead, the key to scaling is having a system with as much automation as possible.

creating leads with sell like crazy

Suby walks you through every step - from capturing emails to choosing the best email marketing platform.

Now, there's a lot of work involved upfront to get this system in place but the payoff is worth it.

Do it right and the outcome should be a calendar full of hungry appointments salivating to say yes to your Godfather offer.


 The Anatomy of a High-Converting Email

Suby sees the majority of businesses get this completely wrong.

Remember, the main purpose of the email is just to get the reader to take the next step - not to sell anything.

anatomy of a high converting email from sell like crazy

The keys to a successful email are:

  • Grabbing their attention
  • It's appearance (and that's not what you think it means)
  • Your tone
  • Don't be selling
  • Be direct in what action you want them to take next

If you haven't tried email marketing or have been floundering at it, this section will be a game-changer.


You Need to Create Intrigue

With so much noise and the constant bombardment from advertisers and social media, you have a split-second to attract and keep someone's attention.

Sabri is the master at click-bait headlines that reel you in for more.

6 pack dad ad example

Much to his credit, Suby reveals some of his go-to strategies that spur his creative juices for those eye-catching headlines.

There are key elements here from the copywriting geniuses that still hold as true today as they did years ago.

Human's really haven't changed much over the years -we still have the same needs and wants. 


The Need to Consistently Take Action

Suby is quick to point out his work ethic has been a big factor in his success.

It's all about consistent action to move your business in the right direction.

When you do that, it builds momentum and things start to fall into place.

But it's not enough to just be busy:

"You have to work hard at what gets results"

I know, that's easier said than done.

Being a successful entrepreneur is like being an athlete.

You have to be willing to push yourself and do what's needed, even when you really don't feel like doing it.

Suby's talk about his "Kill the Little Bitch Inside" hack.

sabri subi kill the little bitch inside quote

Meaning, the weak voice inside that wants to hold us back and thinks it's keeping us safe.

Yet it's essential to ignore this and do what you need to do to take care of yourself and your business growth.

"Nothing in life comes without hard work. Nothing is given to you. You don’t get what you ‘deserve’. You get what you push, shove, scratch, and work your ass off for"

Suby concludes the book by recommending you make a list of what you need to do within the next 30 days and attack it.

Who Does Sell Like Crazy Target?

Quite simply, anyone who runs their own business.

Sell Like Crazy pushes paid ads to get traffic and then nudge prospects along the buying cycle.

Personally, I prefer using SEO for (free) traffic and a lot less hassle.

(I'll cover more on the problem with paid ads later)

Still, I can see exactly how to implement Suby's strategy with SEO too.

What's a HVCO?

Suby's HVCO strategy is the cornerstone of his system.

Having a "High Value Content Offer" is critical to luring potential customers into your funnel.

The tactic is giving away something of genuine value for free in exchange for their email address.

"HVCOs come in multiple forms – free reports, ebooks, videos, cheat sheets – but the goal is always the same: to offer your prospects incredible value, typically in the form of the solution to a problem they’re struggling with, without asking them to purchase anything in return"

It's also a clever way to demo your expertise to prospective clients and start building a relationship.

What is the Godfather Offer?

This is the mother of all offers!

Creating something that is simply too good to resist.

On the flip side, the pressure to deliver on it should make you sweat and force you out of your comfort zone.

The logic here is to make closing the deal easy.

What's the Halo Technique?

This is about getting to know the intimate details behind your prospects thinking.

sell like crazy halo strategy

- What keeps them up and night and stressing?

- What are their biggest fears?

- What's the lingo used in their trade that makes them feel comfortable that you understand their business?

Suby admits this is a lot of work.

But it's an essential step.

What's the Magic Lantern Strategy?

Simply put, it's the process of walking your prospect along the steps from being unaware (cold) to wanting your product or service and trusting you (hot).

Suby paints a great visual here with your prospect being in the dark and you're guiding them down the path, lighting the way with your magic lantern as they follow you.

man in the dark holding a lantern

You do this by providing high value free content via your funnel that moves your prospect forward in their business.

Admittedly, not everyone on the path will choose to do business with you.

But Suby swears this strategy will yield results when the focus is on helping people rather than on money. 

What Do I Need for Sabri Suby's System?

To implement Suby's process you'll need:

  • A means to get traffic (paid ads, SEO)
  • Your HVCO 
  • A landing page for email sign ups
  • An email platform
  • To develop your funnel sequence (aka Magic Lantern)
  • Your irresistible offer (aka Godfather offer)

While Suby offers guidance on how to develop these things, there is still going to be a fair amount of work required on your part to figure out the details and how it applies to your business.

That said, anything worth having requires considerable effort.

Will Sell Like Crazy work for Me?

TBH, it's probably better suited for services or high ticket products that are sold by appointment.

But there are going to be things in here for every kind of business who wants to increase their market share.

Why I Stopped Doing Paid Ads

I used to love using paid ads on Facebook and Google!

They were cheap and easy to manage.

Oh, how times have changed.

sabri suby post about google ads increasing 244% in 4 years

Even Suby is talking about the drastic increase in PPC costs.

What he doesn't mention here is how you're handing over control of your revenue to these organizations who have just 1 purpose.

To make as much profit for themselves as possible.

Fall foul of their irrational algorithm and your account is slammed shut instantly.

forget facebook ads

At the end of the day, it's just way too risky to rely on these greedy companies as your main source of generating income and traffic.

That's why I knew local lead generation was a game-changer.

I was able to pivot to free traffic via SEO -- and it's not hard to rank #1 on Google if you know the secret strategies.

My income keeps growing and no one can shut me down or stamp out my traffic.

If you're relying on paid ads, you'd better have a plan B lined up because it's only a matter of time before you're priced out or something goes horribly wrong.

Pros and Cons Of Sabri Suby's Sell Like Crazy


  • Lays out a process to follow
  • Solid business lessons
  • Cuts through the B.S. & gets to the point


  • Relies on paid ads to reach customers
  • It's not easy to implement
  • Going to require money to scale

I seriously like Suby's style.

He keeps it real, fresh, and bold.

I appreciate that he's encouraging ethics. Not condoning scams or people trying to rip off customers with crappy products.

There are plenty of solid business truths in here that will serve as a wake-up call to anyone struggling to build a profitable business.

As for the marketing strategies, this is definitely worth a read.

I imagine some of the suggestions will make more traditional marketers squirm a bit.

If you're willing to embrace Suby's concepts and starting market with more purpose, his book could be exactly what turns the tables for you.

So, let me ask you this?

Do you have a business that is profitable and scalable?

If so, congrats and I'd love to hear about your journey.

If you're still looking for the right business model, I'd urge you to take a look at local lead generation.

This is the business model that took me from a soul-sucking, dead end job to over $52k a month in passive income.

Find out how you can change your income, your lifestyle, and your future with lead gen.

What is Local Lead Generation?

Local lead generation is creating simple websites that produce leads. Then routing or passing on those leads to a local business that will service the customer.

The reason it's hands-down the best business model for creating real and scalable income is because once you have your website ranked and rented, it's pretty much on autopilot from there.

You can focus on building more lead gen sites, knowing you already have steady profits coming in.

local lead generation example

Here's just 1 example. 

I've built tons of these and so have the students in our Lead Gen Community.

One of the best things about this biz model is it's impossible to get saturated.

There are too many niches and location to ever have to worry about that.

Plus, new businesses are opening launching every day and those owners are desperate for leads if their business is going to survive when launching into a new market.

The sooner you get started, the sooner you can start making "F-you money" and enjoy the freedom money brings.

Click here now & learn the secret to controlling your own future.


Hey, I'm Ippei!

Until 2014, like many of the people I review, I was working in a corporate job from 9 to 5.

Not only was it soul-crushing, but it didn't give me any time to pursue my bigger goals.

That was until I discovered a method to rank sites organically, generating free leads for my clients.

That website you see above, for the tree care company, I created it in 2015, and since then I haven't had to touch or update it:

It has gained me a passive income of $2000 a month.

That's more than $100,000 for one site, in 5 years.

That's the magic of the Lead Generation business, it's by far the best model to generate passive income. If you want to know more, just hop over here!

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Ippei Kanehara

$52K per month providing lead generation services to small businesses is for digital hustlers, industry leaders and online business owners.

His #1 online business recommendation in 2024, is to build your own lead generation business.

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