Accelerate Your Conversion

The New Conversion Mindset★ Once you understand how to start attracting people to

your message with free, educational “content marketing” you must next extend, and bridge to the purchase

★ Conversion, which used to mean “buy” - is now a term used for the several steps along the way

★ For this session, let’s consider conversion to mean “getting your prospect to take the next step”

Conversion Is About This Step★ Advocate

★ Client

★ Customer

!

★ Prospect

★ Suspect

A Basic Conversion FunnelFree Line Product Opt-In Page

Free Line Product Conversion Piece

Follow-Up Sequence

Sales Video, Letter, Call

Customer

The Two Main Perspectives★ When creating a sequence of follow up emails, videos, podcasts

or other messages, there are two basic perspectives or “voices” to consider

★ The first is your perspective, or voice, and the other is the prospective customer’s perspective or voice

★ By using both, and then practicing the regular exercise of projecting into your customer’s experience, and understanding what’s making them have the feelings that they are having, you’ll find your conversion sequence insights

The Two Main Follow Up Formats★ In your follow-up pieces, you can speak to your prospective

customers yourself, with your voice, and you can incorporate them into the process (or others) as well

★ In my most successful conversion sequences, I found that switching back and forth gave me the best results

★ One format would be a “tip” and another format would be a “Q&A” style - that incorporated a real question from a real customer (or several of them, in sequence)

For Example…★ I can write one email newsletter dating tip - written from me, in my

voice, teaching them about the process (which is the “tip” format or style)

★ I can write one email newsletter that started by starting with a question from a reader, then answering the question, using a voice that’s talking “to” them, while mentally talking to my avatar - or everyone

★ I can use a style called “the mailbag”, and include several questions and comments from readers, and then give short, informative answers to each one

Outline Of A Follow Up Piece★ Title that talks directly to the problem/worry or the solution/

desire of the prospect - using the most powerful words you have

★ Voice that speaks directly to one person, as a friend, as if they were sitting next to you and you were talking to them

★ Tell them exactly what they are going to get by reading, watching or listening, aligning with the opening title

★ Explain the theory or conceptual, then a few action steps

★ Link solving the problem directly to your product, and watching or reading your sales message - again, it’s all about ALIGNMENT

The Importance Of Alignment★ As we get deeper into marketing in this program, you’ll notice

something about every aspect of the process of getting customers, as I teach it…

★ When you get the attention of a customer using one “hot button”, you must align each of the key elements of the rest of the communication with that theme

★ If someone opens an email to learn how to lose 10 pounds of belly fat, then you’d better touch back into that exact concept several times, all the way to the end

Example Outline:★ Title: “How To Lose 10 Pounds Of Belly Fat”

★ Intro/What they’ll get: Here are the steps to losing that extra 10 pounds of belly fat - and how to keep it off.

★ Theory: Most people think that belly fat comes from not exercising, or from eating fat, but it turns out that those are not the problem (then explain that it’s sugar, and new research that shows this)

★ Steps: Step 1, Step 2, Step 3 (these must be specific procedures)

★ Link: If you’re serious about losing your belly fat, then go and watch this video about “How To Lose Your Belly Fat Much Faster”

Hot, Warm, And Cold Leads★ In marketing, it’s important to remember that there is a

relationship between the “newness” of a lead and the “hotness” of a lead

★ Even though you are educating over time, always talk to the people that are ready to buy at that point as well

★ The combination of educating to move them from step to step, and offering people ready to buy now the opportunity, is the name of the game

The Importance Of Measuring★ It used to be very expensive, time-consuming and complex

to break sales process into multiple steps, then actually measure each step of the process

★ Today, technology actually makes it a necessity to compete

★ The benefit of breaking your conversion process into multiple steps is that it gives you a deeper insight into the exact needs of your customer, and how to meet them

Conversion Funnel Tips★ It’s not about the number of opt-ins, or the percentage of

opens, or the number of unsubscribes you get - it’s about the overall performance of the sequence

★ The key to building a funnel that makes you increasing sales and profit is to watch each part of each step, and then keep making them better - as you watch the results to make sure that your guess actually DID make it better

★ As you create more follow-ups, find your winners, and test them earlier in the sequence

How Most Funnels “Drop The Ball”★ Instead of aligning the conversion piece with the title and hot-

button, the message wanders into something important - but unrelated - and the prospect tunes out

★ Most people intuitively avoid saying the same thing over and over, and this is correct in most situations

★ But when you’re dealing with a person who is either worried, in fear, trying to solve a problem - or wants something, and is seeking the solution, you need to say the key, emotionally-tuned-in words often - they keep both of you on track

How To Feel Great About Persuasion★ Persuasion is a topic that triggers many people - they are

uncomfortable asking other people to make a decision, and then giving them reasons why and directions to action

★ The solution to this, on both sides, is to make sure your follow-up piece offers one solid, valuable, insightful, educational piece of value that the prospect says “wow” to

★ Once you do that, you’ve earned the right to invite them to go and buy your product, and when you connect your product up to their need (align it), everything feels right (and it works better)

mediafire.com/webinarweekBuilding Your Conversion SequenceWhat is the sequence of thoughts, experiences, and emotions that your prospective customer goes through as they go from not understanding that they need your product/service to getting that they need it?

Each of us goes through a sequence of having a “trigger” experience that alerts us to a need, a research phase where we learn about our situation and options, and a decision phase. What does this look like for your customer?

If you had to name the sequence of steps, and make these names relevant to your customer, what would you name them?

Remember to use the concept of “power words and phrases” - that have a high-emotion value to your customer - these steps, and the names, will form the outline of your follow-up sequence and marketing conversion system.

Create a sequence of 3 follow up pieces, based on these steps, that educates your prospective customer, and helps them make the mental leap to the next step, feeling that they discovered it with you.

We are in a phase of culture that tends to not react well to the “I’m the expert, and you’re the novice” voice, or the “I’m super humble, and maybe buy if you want” voices. Write 3 scripts of 3 pages each, that could be email newsletters, video scripts, or audio podcasts that start by getting attention, educates through their step, and recommends coming to you and buying your product to get the “final” outcome or solution that they want.

Homework For “Extra Credit”Read This Book:

The Copywriter’s Handbook By Robert Bly