It’s amazing what a little personalisation can do.
Quick example: You go into a store looking to buy something. A salesperson helps you, but you leave without making a purchase. You go back a week later, and the salesperson greets you by calling you by name.
How do you feel? Maybe respected, appreciated and memorable? And do you want to do business with someone who cares enough to remember your name? Of course you do; it makes you feel special doesn’t it?
Personalisation – when used properly – can double your conversions.
Here are 10 ideas on how to personalise not just words, but actual images – and how you might use these ideas in your own business…
1: Inactive Customers Or Subscribers
Re-engage with customers and even subscribers who are no longer active.
For example, for customers who haven’t made a purchase in 90 days, or subscribers who haven’t clinked a link in a month, send them a photo of you in front of a whiteboard looking sad.
The whiteboard has a simple mathematical equation with your business name, minus their name and a frowny face, like this:
Your Business Name – Your customer’s name = ☹
2: New Customers And Subscribers
Create life-long customers and communities by taking the time to welcome someone when they join you. For example, you might send them a picture of you holding a sign that says, “Welcome Paul!”
Is it a little cheesy? Perhaps, but it does work so why not give it a go?
3: Product Sales
When your customers buy a product that you are shipping out, keep them engaged by sending them an email with a picture of their package.
This keeps them excited and tells them it’s on the way.
You could even do this with a digital product such as a course. Most courses will have a generic welcome video but you could easily personalise this and welcome them to the course by name. How cool is that?
4: Webinar Attendance
Get people to show up for your webinars by sending them a personalised reminder email in the form of a photo of a handwritten note, or of you standing next to a whiteboard with the written words, “Are you coming to the webinar, Joan?”
Once again, this takes a little effort (but not much) and it really does make a difference.
5: Cart Abandonment
If someone goes to buy one of your products or services but doesn’t check out, you should be following up with them as soon as possible to try to save the sale.
Send out a photo of an empty box with their name on it, such as, “Order for Bob Smith.”
Remember that you don’t know why they abandoned the cart; it could be that their internet connection dropped, doorbell rang, any number of reasons that had nothing to do with your product or service so you lose nothing by following up.
6: Text Messages
If you use text messages for following up with customers, how about adding an image of a newspaper that features their name and the reason for the follow up?
Guaranteed you’ll have their attention.
Also, text messages and instant messaging services just feel more personal than email so if you aren’t using them in your business, perhaps it’s time you looked into adding them to your arsenal.
7: Customer Anniversaries
Send out a personalised image that contains congratulations on their anniversary – perhaps the anniversary of purchasing a product, subscribing to your list, joining your membership site, etc.
You’ll make them feel special and important.
This is a brilliant idea that can put serious money in your pocket almost immediately – send out an image letting your customer know they forgot something.
Remember it’s much easier to convince someone who has already bought from you once than it is to convince someone who hasn’t bought from you yet so it makes sense to try to increase the average order value as soon as possible.
Do you offer any kind of courses or online training?
Send out personalised and official looking certificates of completion with their name, the training level achieved, the date, signatures and seal.
You could also use gamification in your courses too.
If they do that, they are more likely to get results, and if they get results, they are much more likely to buy from you again!
10: Online Order Confirmation
When someone places an order, send them a photo of you and your team (if you have one) with a sign that welcomes them by name. It might say something like, “Welcome to the family, Aaron.” Make sure everyone in the photo looks especially happy.
Good question. The answer is, you do – if you get PicSnippets.
PicSnippets creates personalised images for marketing, sales and customer follow-up. You can create your PicSnippet and use it on nearly any platform such as ClickFunnels, ManyChat, Convertri and more.
Just go to PicSnippets.com and register today.
OK, so there are 10 ways you can use personalisation to boost conversions and if you want some other strategies to boost your conversion then grab a free Conversion Boost report by clicking on the “Featured Resource” below.
We talk about targeting the right people for your product, but just how valuable is it to know your audience?
Well, it is of critical importance to the life of your business and can have a substantial effect on your profits and whether you even get off the ground in the first place!
And, even worse, if you are using paid media such as FB or Google ads you will be wasting some serious money by not targeting the right audience.
So, as you can see, doing the research on your niche needs to be done before you even think about creating and selling a product or service.
And once you have decided on a profitable niche, you need to dial in and really find out what makes these people tick so you can target those specific people who will be most attracted to your offers.
It may not be sexy, but it can have a huge impact on your business, and in an area where so many people give up before they have really started, wrong niche selection and poor target marketing is one of the primary causes for people giving up.
Now we have established that being able to target your market successfully is of vital importance, let’s look at a company that did this right.
Target Marketing Done Right!
Here’s a quick case study of a deodorant that became a top seller through nothing more than pinpoint targeting of its customers:
In Brandwashed: Tricks Companies use to Manipulate Our Minds and Persuade Us to Buy, we learn how Axe Deodorant took over their market through laser-focused targeting.
Unilever executive David Cousino tells us that Unilever first analyzed the potential male deodorant user by breaking men down into six profiles:
The Predator – He takes advantage of drunk girls, and lies about his job and where he lives
Natural Talent – Athletic, smart, and confident. He doesn’t need to lie to score
Marriage Material – Humble and respectful, he’s the sort of guy you want to bring home to Mom and Dad
Always the Friend – He always hits that glass ceiling
The Insecure Novice – He has absolutely no clue what he’s doing, and things get awkward fast – the geeks and nerds
The Enthusiastic Novice – He has absolutely no clue what he’s doing, but he’s outgoing and tries valiantly anyway
Based on these six profiles, they chose to target the ‘Insecure Novice,’ since these are the guys who need the most help in getting women.
The next step was to create the ads. Research showed that the ultimate male fantasy isn’t to have just one woman at a time – it’s to be irresistible to several sexy women at once. (Seriously, did they really need research to determine this?)
That’s why the TV ads proclaim that if you use Axe Deodorant, you will get the chicks. ALL the chicks.
The result? Axe came out of nowhere to be the #1 male antiperspirant / deodorant brand.
Is this a bit cheesy? Yes. But did it work? Absolutely!
But in the process, they had a great deal of crossover into the other groups as well.
This is an added benefit of targeting that most marketers don’t realize. They think in order to get the biggest share of the market, they must target everyone.
But when you target everyone, you tend to get almost no one. Paradoxically, when you target one specific group, you tend to get customers from all the other groups as well.
One side note: In this case, Axe’s marketing worked almost TOO well. High school kids were completely dousing themselves in Axe, thinking they would get every girl in class to fall all over them.
Instead, school districts complained of kids reeking of the cologne-like smell.
How could Axe have fixed this? Perhaps by cautioning its users that because of the power of Axe, a normal amount was actually more effective than going full coverage.
Instead, Axe backpedalled a bit from their original campaign, and sales declined.
Here’s what you can do:
- Make a list of potential target markets for your next product.
- From that list, choose the market – or demographic – you want to target.
- Create a profile of ONE person in that market – this is your ideal customer.
- Tailor your product and your message to that one person.
- Dance around your office as you see the sales come flooding into your in box.
Stop targeting everyone and start targeting your ideal customer. Once you do, it will become clear how you should market, where you’ll find your customers, and how to get them on board.
And yes, your sales will almost certainly increase because you not only know what they need, you also know wat they want and you can tailor your products and services just for them and they will gladly pay you for them which is win-win for both buyer and seller 🙂
Your value proposition determines if people will bother reading about your product or close the page.
If you get it right, sales can skyrocket. Get it wrong, and you’ll wonder why all that traffic isn’t converting into sales.
Does Little Guy Joe who just got into online marketing need a value proposition? He sure does if he wants to make sales.
So What Is A Value Proposition Anyway?
Not wanting to rely solely on my memory, I did some research, and this is what I found to be something of a consensus of what a value proposition should be:
A great value proposition incorporates one or more of these qualities:
- Explaining how your product is going to solve your customer’s problem, or how it’s going to improve your customer’s situation. (This is called relevancy)
- States specific benefits your product delivers (This is quantified value)
- Tells your customer why they should buy from you instead of your competition (This is unique differentiation)
But I think we need more clarification. In doing my research, I also found that a great value proposition…
- Targets a specific market
- Focuses on quality, cost or speed, or a combination of two of those
- Clarifies what the company or product does not do
People need to be able to read it and immediately understand it. Which is to say, corporate gibberish created by a committee of eggheads isn’t going to cut it.
For example, if I tell you that my value proposition is:
“Revenue-focused automated marketing and sales closing solutions unleashed through collaboration throughout the revenue cycle”
I’m guessing you’re going to be bewildered. Or you’re falling asleep. Or you’re confused as can be.
And there’s no need to be redundant. For example:
Online Billing and Invoicing Software
Invoice Dude is an online billing software specially designed for small and medium businesses. Thousands of businesses and individuals trust us for their invoicing!
This tries to appeal to too many people – small businesses, medium businesses and individuals.
There is no differentiation from other online billing and invoicing software.
In addition, it says ‘thousands of businesses,’ yet offers no proof. Stating an actual number such as 12,549 would be a great help, and it could be updated automatically or manually on a daily or weekly basis.
Plus, I don’t know about you, but this entire value proposition puts me to sleep.
And with a name like Invoice Dude, they could have done soooo much better.
What A Value Proposition Is NOT
It’s not a catch phrase or a slogan.
“Coke, it’s the real thing” and “L’Oreal, because you’re worth it” are slogans, not value propositions.
It’s also not a positioning statement.
“America’s #1 bandage brand, heals the wound fast, heals the hurt faster” is a positioning statement.
These are better than nothing, but they’re not what we’re striving for.
Calling your product the ‘real thing’ doesn’t show one benefit or reason why we should buy it over the competition.
Because you’re worth it doesn’t tell us anything – it just sounds good. And expensive.
Being #1 doesn’t make me want to buy your product, either.
These are all examples of slogans, not value propositions:
- Like sleeping on a cloud (Sealy)
- Milk from contented cows (Carnation)
- Save Money, Live Better (Wal-Mart)
- I’m lovin’ it (McDonalds)
- When you care enough to send the very best (Hallmark)
- Just Do It (Nike)
- Finger Lickin’ Good (KFC)
- Have it your way (Burger King)
- Melts in your mouth, not in your hands (M&M)
- The happiest place on earth (Disney World)
- The best a man can get (Gillette)
- Betcha can’t eat just one (Lays)
- Think outside the bun (Taco Bell)
- “Koo Koo for Cocoa Puffs”
- “Snap! Crackle! Pop!” (Rice Krispies)
- Are you a Cadbury’s fruit and nut case?”
- “Keep Walking” (Johnny Walker Whiskey)
- “Wii would like to play.”
- “I’d rather die of thirst than drink from the cup of mediocrity.” (Stella Artois)
- “We don’t charge an arm and a leg. We want tows.” (From a towing company)
- “Yesterday’s meals on wheels” (From a septic tank)
- “We repair what your husband fixed.” (From a plumber’s truck)
Value Proposition Components
A value proposition is usually longer than a slogan.
In fact, it can have a headline, a sub-headline, one short paragraph of text and possibly bullet points.
And it might even include a visual, such as a photo, graphics or hero shot.
You make notes, try things, think about it, tweak it, ask opinions and tweak it some more.
Headline: This is usually the big end benefit you’re offering your customers, stated in one clear, short sentence. You might mention the product, the customer or both. This is where you grab attention, because if you don’t, then you’ve already lost a fair share of your prospects.
Sub-headline: This is a specific explanation of what your product does, who the ideal customer is and why your product is useful.
One short paragraph: This can be instead of or in addition to a sub-headline, and serves the same purpose as the sub-headline above.
3 bullet points: These are the key benefits or features. Notice we said three, not unlimited. You may or may not need bullets, but if you do, keep them short and punchy.
Visual: Images always communicate faster and generally better than words. You might show the product, the happy customer or an image that reinforces your message.
How To Write Your Value Proposition
This takes time to get it just right. In the beginning, do the best you can, and then adjust it along the way.
There is no reason to delay starting or growing your business just because you don’t have the perfect value statement yet.
Start out by answering these questions:
- What’s your product or service?
- What is the BIG end-benefit of using it?
- Who is your ideal target customer?
- What makes your offer unique?
- How is your product different from anything else available?
NOTE: If you can’t answer why your product is unique or different, then you might want to work on the product itself. Selling a ‘me too’ product that is identical to what’s already being offered can be difficult UNLESS you already have a well-known brand.
Once you have your first draft of your value statement, ask yourself these questions:
- Is it clear and easy to understand?
- Does it communicate concrete benefit(s)?
- Will a customer know exactly what result they will get from using your product?
- Does it say how it’s different or better than the competition?
- Does it avoid hype? (amazing, fantastic, best ever)
- Does it avoid business jargon? (revenue generated resource allocation blah blah blah)
- Can your ideal prospect read it and understand it in a few seconds?
If someone is shopping around, then they’re likely to check out 4 or 5 different options before deciding.
By having your value proposition at the top of your first page, you can easily stand apart from all competitors.
And readers tend to prefer bullet points – they’re easier to understand and remember.
Examples Of Great Value Propositions
Uber: Tap the app, get a ride
Uber is the smartest way to get around. One tap and a car comes directly to you. Your driver knows exactly where to go. And payment is completely cashless.
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Slack: A messaging app for teams who put robots on Mars!!
NASA’s jet propulsion laboratory is one of tens of thousands of teams around the world using Slack to make their working lives simpler, more pleasant, and more productive.
Trello: Trello is the free, flexible and visual way to organize anything with anyone.
Drop the lengthy email threads, out-of-date spreadsheets, no-loner-so-sticky notes, and clunky software for managing your prospects. Trello lets you see everything about your project in a single glance.
iPhone: Why there’s nothing quite like iPhone
Every iPhone we’ve made – and we mean every single one – was built on the same belief. That a phone should be more than a collection of features. That above all, a phone should be absolutely simple, beautiful and magical to use.
Value Proposition Boosters
Sometimes it’s difficult to find ways to differentiate yourself from your competition, so you might try adding one or more of these to your offer:
- Free shipping
- Fast or next day shipping
- Free trial
- Free setup or installation
- Free bonus
- No long-term contracts or payments
- A very clear money back guarantee
- A better than money-back guarantee
- A discounted price
- One-on-one personal help
Remember, you don’t need to hit your value proposition out of the park on the first try. But you do need to build one and use it.
Of course, it’s going to depend on your product, your niche, your customers and even your competition.
And most of all, it will depend on how well you craft your value proposition.
It actually makes your job easier, in that you are no longer trying to be a jack of all trades, or trying to make your product fit everyone.
The clarity your value proposition brings can also bring you peace of mind and a better ability to grow your business big, strong and fast.
Are you willing to work like crazy for 5 years (give or take) so you can retire?
If so, I’ve got a business plan for you. And I don’t care if you’re 20 or 70 – this can work.
One note before we get started: Anything that you either can’t do, don’t want to do or don’t have time to do, you outsource.
And in many cases that’s going to mean outsourcing some of this.
Oh yes, did you notice how I covertly slipped that “7 figure payday” in there? I’m serious about that. Doing what I’m about to lay out for you, you can indeed retire in about 5 years with about 7 figures.
Your results may vary – in fact, they might be a whole lot better than that, I don’t know.
Let’s get started:
Step 1: Select Your Niche
What I’m about to propose isn’t rocket science. It’s not even new. But it is profitable, and here’s the key: You can do this in parallel, meaning instead of doing just ONE of what I’m outlining, you do several.
I recommend 3 – 5 of them.
What you’re going to do is build an entire business from the ground up, with an eye on selling it.
That’s right – the entire time you’re doing this, you have your exit strategy in mind.
It’s sort of like someone marrying for money, knowing they’re going to be asking for a divorce in 5 years. The money is a sure thing, they just have to put in the time and work.
Okay, that was maybe a bad analogy, but you get the point.
If you put in the time and do the work, you will get the money.
It needs to be a topic that has plenty of interested people willing to buy plenty of products, and of course there needs to be plenty of affiliate products continually coming into the market.
Step 2: Setup A Sales Funnel
Now that you’ve got your topic, you’re going to build a sales funnel.
Run a free offer on a squeeze page to get subscribers and place a couple of products in your funnel for them to buy.
Maybe you’ve got a $7 report and a $37 video course, or whatever.
These should be quality products that YOU own. And yes, they can be built around PLR, or you can outsource, etc.
I know what you’re thinking – thus far I haven’t told you anything new, except for the fact that you’re doing all of this with an eye to selling it.
Yet who does this? Very few people, but those who do end up with BIG paydays.
Do everything under a pen name. Make no mistake – EVERYTHING must be under your pen name.
And for each of these businesses that you build, you need a different pen name.
Okay, you’ve got a squeeze page to capture names, a funnel with a low-priced product, a mid-priced product and a membership site.
Step 3: Setup A Blog
Now you need a blog. Get a great logo, excellent branding and make it look super professional. Do NOT skimp on the branding and logo.
Post on the blog at least a couple of times a week, preferably more.
Make each upsell in your funnel a stand-alone product, too, and promote those on your blog.
Promote affiliate products to your list to make some good money as you go along.
Step 4: Write A Book!
Now write a book. See? I told you there was work involved. You can use content from your blog to create your book, or hire someone, or just write it yourself.
Link from inside the book to a squeeze page to capture more subscribers.
Put your book on Amazon and get your subscribers to review it for you. Yes, the book is under your pen name, too.
Don’t worry too much about promoting the book. Your real motivation here is to build credibility. A book on your topic with your pen name on it looks AWESOME when you put the thumbnail at the TOP of your blog.
Wow! You (your pen name, actually) are an EXPERT.
If you create a big product such as a $200 – $1000 course, get affiliates to promote it. Or get affiliates to promote your memberships site.
Your goal is to build your list BIG, make some nice income along the way, and put together a very professional looking business which you then sell for six or seven figures.
Rinse And Repeat!
If you do this simultaneously in 3 to 5 different niches, you will have an AWESOME retirement in about 5 years or so.
What I recommend: Start in ONE niche and get everything into place. Hire someone to write the blog posts for you and do some promotion.
You see where this is going. Five years of hard work, along with rolling some of your profits back into the business, and you then get to sell them.
Sites like these that have products, big lists and a BOOK sell for a healthy six figure income. Sometimes even seven figures. Apiece. And you’re going to have 3, 4, maybe 5 of them.
Remember to keep everything separate on each site. Separate hosting. Separate autoresponders. Separate everything. This makes it super easy to turn control over to someone else when the time comes.
Turnkey online business are always in demand. From a buyer’s perspective, they pay a big chunk of money but then they get a guaranteed stream of income. All the buyer has to do is continue what you started.
You can even turn over your outsourcers to the buyer if they don’t want to do the work themselves, and often they won’t. For them it’s an investment in their future. For you it’s a major payday and a plane trip to the islands.
For example, your pen name is Jon Smith. Your real name is Abby Jones. Jon Smith often recommends Abby Jone’s product or blog or freebie to his readers.
Thus you get people subscribed to your list, too, who get to know you, not just your pen name.
You retire, and you can continue to send out emails promoting affiliate products.
So not only do you get a big payday – you also get some large lists of your own that you can continue to promote products to.
Remember – 5 years of hard work, and then you can retire.
No job in the world, that I know of, offers you a retirement plan like that.
1000 prospects come to your site or sales page. 1% of them buy a $50 product. You’ve made $500.
You invest 2 days trying a few different ways to increase your conversions, and 3 are successful. You only increased your conversions by 1%, yet you’ve doubled your income, selling 2% of the prospects who come to your sales page.
Now for every 1000 prospects, you make $1,000.
And you send 1000 prospects a day, meaning…
Yet so many marketers never bother to do any of the things I’m about to suggest.
Why? I suppose it’s one of those things they’ll “get around to” but they never do.
So here’s what I recommend: If you don’t want to do any of the following, then OUTSOURCE it. We wrote an entire article on the importance of outsourcing elsewhere in this edition, so I won’t harp on it here.
Let’s get started on boosting your conversions:
1: Create A Compelling And Clear Value Proposition
Your value proposition can be the number 1 element that determines if people will bother to read more on your page.
And it’s also the main thing you need to test.
In a nutshell, your value proposition clearly states:
- How your product solves the customers’ problem or improves their situation (relevancy)
- Delivers specific benefits (quantified value)
- Tell why they should buy from you instead of your competition (unique differentiation)
Here’s an example from Prey: https://www.preyproject.com/
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I could do an entire article on creating a compelling value proposition – and I’ll do exactly that in a future post for you.
2: Perform A/B Testing
You create two alternative versions of your page, each with a different headline / color scheme / call to action etc.
You do a split test to see which one works better. When you find out what converts better, then you test something else.
The more elements you test, the higher you can boost your conversions.
Things to test: Headline, page layout and navigation, the offer itself, using different media (such as a video) and even a radical change if you think you might want to start over.
You can use Google Optimize if you’re looking for a free A/B tester, or Optimizely if you want more options.
3: Set Up A Proper Sales Funnel
Sometimes your conversions are taking a hit because you’re asking for the signup or the sale too soon in the process.
If people are still in ‘browsing’ mode, they might not be psychologically ready to subscribe or buy.
If you’re looking to improve conversions on a squeeze page that only asks for their email address, your focus should be on improving the reason why they would want to sign up. Making your offer more compelling – something that will immediately spark their desire – should do it.
But if you’re selling a product, it’s possible that you need to do more to build trust, develop a relationship and prove your expertise.
Remember, the longer and deeper the relationship with the prospect, the more likely they are to buy from you.
4: Address Objections Before They Arise
No matter what you’re selling or how much you’re selling it for, there will be objections.
If I tried to sell $100 bills for $1, there would be objections (and you know what they are.)
Make a list of all the possible concerns your prospects might have.
And then address each one of those in your presentation / webpage / sales funnel.
5: Build Trust
People won’t buy from you if they have no need for your product, if they have no money to buy your product, if they’re not in a hurry, and if they don’t trust you.
There’s not a lot you can do about the first 2 items on that list.
You can create urgency by limiting the number of products to be sold or the duration of your sale.
So what makes people trust your website?
- You’ve got citations and testimonials clearly visible.
- You’re endorsed by well-known people in your niche.
- You’ve got a physical address and maybe even a photo of your office.
- If you or your business has relevant credentials, you’ve got them displayed.
- You’ve got clear, easy to find contact information that includes a phone number.
- Your site looks professional – not something a kid whipped up on his Intel 486 in the 1990’s.
- Your site contains plenty of useful information.
- You update your site’s content often. If your latest blogpost is from 2016, you’ve got a problem.
- You show restraint with hype, blinking banners (please don’t!) ads, popups and such.
- You have zero or nearly zero errors (when it comes to trustworthiness, one error is forgivable, two aren’t.)
6: Stop Trying To Sound Smart
If I were to give you a value proposition that reads like this…
“Revenue-focused sales automation and marketing effectiveness solutions unleash collaboration throughout the revenue cycle,”
…would you have a clue what I was talking about?
Because I sure don’t. It’s not useful to the person reading it, unless your goal is chase them off of your page. Then I suspect it’s highly effective.
Just remember, clarity if key. If they don’t understand exactly what you’re saying, they’re not going to convert.
7: Remove All Distractions
Your goal is to get people to focus solely on the action you want them to take and nothing else. Take a look at your page for anything that might divert the visitor away from what you want them to do. Minimize distraction, unnecessary product options, links and extraneous information.
And ask yourself if there is anything else you can remove that is not contributing to the conversion.
Increasing your conversion rate isn’t hard, but it does take effort…
Effort that will be well-rewarded in increased sales and revenues long after you’re done making the necessary changes.
You can take an awful lot of those “how to market online” courses and sometimes still not learn the truly ground-breaking stuff.
I’m talking about the seemingly unimportant things that turn out to be so important, it’s like a scene in one of those adventure movies:
The hero fights through obstacle after obstacle to get to this secret cave that hasn’t been entered in a century.
He pries open the heavy door, sweeps away several inches of cobwebs, and by the light of his torch he sees something shiny. He picks it up… it’s a gold coin! Nice, but not that earth-shattering, right? It’s just one coin…
Taking a set forward, he sees a small chest. Opening it, he sees a couple hundred gold coins. Yeah! This is pretty cool.
But then he catches just a glimmer of something deeper in the cave. Opening the door wider to let light in, he sees more gold. And priceless statues. And gemstones. And… the treasures go back as far as the eye can see.
Holy cow. That one gold coin turned out to be the beginning of more wealth than the GPA of most countries.
And they might almost appear trivial. But I promise you, if you follow this advice, your online income can become almost limitless.
And by the way, some people have paid literally thousands of dollars to discover what I’m about to show you:
Marketing Lesson 1: Make An Irresistible Offer
You’ve heard the term irresistible offer before, but what does it mean?
First, it’s an offer that’s better than anything your competition has.
Second, it’s so good that’s it’s truly hard to pass up.
For example, if I were to sell you a brand new car for $1,000, that’s an irresistible offer.
You can dress a pig up in a lovely, low-cut evening gown, or even a tiny bikini and high heels. But it’s still a pig.
(Not trying to pick on pigs here, btw – I think they’re kinda cute and definitely smart.)
You can have weak marketing and a great offer and make it work.
But great marketing will never compensate for a weak offer.
If you don’t have the right offer, then it doesn’t matter how great the copy is, what the headline is, who is promoting it and so forth.
If you want to make sales, you’ve got to have an absolutely superior, irresistible offer that the prospect simply cannot turn down.
And you’ve got to back the offer up with a product that delivers, too. I’ve seen offers that blew me away, but once I got into the product, I realized it was 80% hype and 20% substance.
As you might have guessed, I asked for a refund – as did close to 50% of their purchasers.
So make them an offer they cannot refuse, and then deliver on every promise you make.
Do this and you cannot help but make a fortune.
Marketing Lesson 2: You Need A Big Marketing Idea
Just having a bigger promise or using a hyped headline isn’t going to work anymore.
If you’re going to be seen and heard by your prospects, you’ve got to cut right through all the shouting online and present something brand new.
Think of it this way: A regular marketing idea is doing what’s already been done, expect maybe it’s 10% bigger or 10% better.
That used to work, but these days it just blends with everything else.
Take cars for example. A regular marketing idea is to make a car 10% more gas efficient, or 10% sleeker/bigger/smaller/curvier/boxier etc.
If you think about it, most of the cars today just sort of blend. They look a lot alike, work a lot alike… it’s always been like that.
Then there’s Tesla. Put a Tesla side by side with any other car, and you’ll notice a difference. Talk about how a Tesla runs, and it’s revolutionary.
Don’t let your idea be the latest model of Ford or Chevy.
Make it a Tesla.
Give your prospects a feeling of discovery, of something completely new that gives them an AHA! Moment.
Offer them hope that this is finally THE solution they have been searching for.
It’s powerful, indeed.
Marketing Lesson 3: Customer Acquisition Is All About The Math
I know you keep hearing about free traffic. But free traffic isn’t free; it costs you time and work. And more time. And more work.
If you want to make serious money, then you’ve got to learn some math and be willing to invest some money to make that money.
Buying new customers is how you grow big and fast.
Think of customer acquisition as an investment.
You’re investing in the acquisition of assets — customers.
And to do this wisely… like the best marketers in the world… you need to know some numbers.
For example, one of the absolute most valuable marketing numbers for you to understand and use is the Maximum Allowable Acquisition Cost (MAAC).
MAAC tells you the most you can pay to get a new customer.
And to know your MAAC, you also need to know the lifetime value of your customer. Which in the beginning is hard, so do this instead – know the 3 month value of your customers.
How much do they spend with you in 3 months? Whatever that number is, you need to spend less than that to get a new customer.
Most entrepreneurs and marketers don’t know their MAAC or their customers’ lifetime value.
Of if they do know the numbers, they don’t use them to determine their traffic generation budgets.
But if you want to earn six or seven figures a year, you’ve got to know and USE this stuff.
Very few average entrepreneurs and marketers understand this, but now you do.
So, did I just hand you three gold coins?
Or a vast and unending treasure trove?
That’s up to you and what you do with this information.
Yes, you read that headline right. In fact, you might even want to read it again.
You can totally get affiliates to PAY YOU for the right to send you buyers.
I ran across this a couple of years ago, and I have to say I was impressed. In fact, I just about joined this myself, and I’m a seasoned pro. This was done by a group of seasoned marketers, but there’s no reason why a new marketer or marketers couldn’t do it, too.
Build A Basic Sales Funnel
First you start with a sales funnel. You’ve got a squeeze page offering a terrific little “how to do marketing” type of lead magnet. Once visitors grab the lead magnet, or even if they try to click away without picking up the lead magnet, they are then directed to a sales page for an online marketing membership site.
The membership site has several levels, with the lowest level being free to join. Of course, they highlight the free level in the headline to keep people on the page, and then they extoll the virtues of the other levels. Each level has more and better content, better support and so forth.
The free level is fairly basic but does give enough info for a newbie to make a start in making money online.
I’ll give you an example of that pricing to give you an idea of what I’m talking about:
Level 1: Free
Level 2: $29 per month
Level 3: $44 per month
Level 4: $49 per month
These aren’t the exact price points they used, but you get the idea. You see there is very little difference between level 3 and 4 in terms of price, but in terms of content there is a big difference.
This is a great psychological ploy, because it gets the prospect to study the differences between levels 3 and 4 while forgetting all about level 2.
And of course if they’re going to get a paid membership, they’re most likely to choose level 4.
The content is drip fed each week…
…and if you’ve been paying close attention, you’ve realized I haven’t really shown you anything new yet.
Offer Affiliate Programs!
Here it comes, so hang on to your seat, because THIS is how you get affiliates to PAY you to send you a list of BUYERS:
(I love this bit!)
This means if they are a level 2 member, they can give away level 1 and sell level 2. If they happen to sell level 3 or 4, they still get paid, but not as much.
But if they are a level 4 member, they get to sell all four levels and KEEP ALL the money.
That’s right – they get to keep 100% of what they sell if they are level 4.
I hope this is making sense. It sounds complicated at first, but it’s actually fairly simple once you understand the concept.
Thus you’ve got affiliates paying (in our example above) $49 a month for the privilege of selling memberships and keeping all the money.
That’s a great deal for the affiliates, right? Absolutely. You can see why I almost jumped on it.
The affiliates don’t have to worry about hosting, fulfilment or any of that stuff, because the membership takes care of all of that.
The affiliate gets a unique sales page URL, squeeze page URL and membership area.
The affiliate gets to build a list of prospects and buyers simply by promoting the URL, and of course they are earning residual monthly income, too.
The list of prospects and customers stays in the system and cannot be exported. Affiliates can only email their lists from inside the system. So if they drop out and stop paying their monthly fee, they lose their lists.
This can make for some very sticky affiliates who never leave.
Clarify Your Terms And Conditions
Now for the icing… in the terms and conditions, it is made explicitly clear that the membership site operator(s) have access to all of the prospects and customers who sign up.
This means they can email prospects and customers any time they like, making any offer they like. PLUS, the site owners can also place offers in the membership area as well.
And the affiliates are getting a terrific deal, too, getting 100% monthly commissions and the ability to email their customers and prospects from within your website.
It’s a true win / win for everyone involved, and done correctly it can yield a tremendous amount of prospects and buyers for you, as well as excellent monthly income to pay for a very nice membership site and have money left over.
When I heard about this, they were making five figures a month from the membership site fees alone. This doesn’t include what they were earning from mailing to their ever-growing email lists, or from the special promotions they continually placed in the members’ area.
Imagine if you were earning 5 figures from your membership site AND having a team of affiliates working hard to build your list of prospects and buyers. Sweet.
I wish I had started my first site this way – I’d probably be retired today.
If you’re wondering why your landing pages aren’t making you as much money as you had hoped for, you might be using common landing page copywriting techniques the wrong way.
While the six copywriting techniques we’re about to cover have been proven to work, too many marketers use them in a way that cancels out their otherwise potent conversion power.
This really is too bad because your landing page could be raking in larger profits if you only paid closer attention to how you implement these proven techniques.
The key is to become aware that you’re using them the wrong way in the first place.
1: Tell A Story To Personalize Your Landing Page’s Value
Storytelling is one of the most powerful landing page copywriting techniques you can use. Not only do you pull your reader into the scenario your offer addresses, you also create emotional urgency with your offer.
Well, sadly, too many marketers tell stories that are simply worthless.
They are duds.
They seem too good to be true. They show extreme conditions. They simply fail to convert.
What went wrong?
The stories most marketers tell in their landing pages fail to focus on putting a human face on the problem the reader is facing.
Instead, these low converting landing pages tend to present almost ‘too good to be true’ situations.
If you want your landing page stories to convert, take the most probable circumstances faced by your target audience members and base your stories on these.
These realistic stories are more believable because more of your audience members can relate to them.
2: Use A Question As A Header Title For Your Landing Page
Questions are very powerful ‘centering’ devices because they draw your prospects attention to one central concept or a small set of concepts. Questions help narrow and define the problems and situations your offer addresses.
If a question is well-defined, it is easier to present your solution and it is easier for the prospect to see the value in your solution.
To fix this problem, figure out the primary concern of your target audience members and pose relevant header questions.
3: Change Up Your Font To Emphasize Key Points Of Your Pitch
When you’re talking to somebody, you normally change your tone of voice when you are trying to emphasize certain things. By the same token, text in bold or italics or larger, ‘special’ fonts tend to be noticed more.
To maximize the impact of special fonts when emphasizing key points in your landing page text, make sure you use them SPARINGLY.
Keep special fonts to a minimum so when you do emphasize certain words, they truly STAND OUT.
4: Use testimonials from happy customers
One of the most powerful selling tools you can use is social proof. People are more likely to buy whatever you are offering if they see that other people have had positive experiences with what you’re selling.
Pretty simple, right?
In fact, this is so simple that you’d think this would be hard to screw up.
Wrong. Marketers actually blow this all the time.
The key problem is RESTRAINT.
Make sure you only use REAL testimonials on your landing page.
Real testimonials are grounded in reality. This means there’s a mix of both positive and not-so-positive elements in the testimonials.
Above all else, use testimonials from happy customers who got results that are not outliers.
Otherwise, your testimonials might seem too good to be true and won’t carry much weight with people you’re trying to convince.
5: List Out The Benefits Of What You’re Promoting
One of the most common, yet powerful, copywriting tips you’ll ever come across is to write out benefits of your product, not features.
People buy based on benefits not features. Benefits solve their problems. Benefits are easier to understand. Features, on the other hand, tend to degenerate into so much sales talk and technical jargon.
Your landing page shouldn’t read like a laundry list or check list. Instead it should be focused on a very small set of benefits which were strategically selected to appeal to your target readers. To figure out which benefits to focus on, ask your target audience members.
Of course, you need to cross reference this information with the landing pages of your competitors to make sure you’re operating in the right ballpark.
6: Link Your Call To Action With The End Result Your Target Customers Want
One of the most useful copywriting conversion tricks you could ever learn involves pairing a call to action to a specific benefit the reader wants.
For example, instead of relying on the tired and weak “Click Here” try using “To finally get rid of the high costs and headaches of random outsourcing, enter your email here to take your labor sourcing results to the next level!” See the difference?
Well, marketers tend to blow this technique when they end up listing a ton of benefits with the call to action. Not only does this result in horrible run on sentences, this dilutes the conversion power of your call to action.
The reader is simply too confused to take any action at this point.
Focus on one central benefit and pair that with the conversion action.
This is quite risky because your target audience might be looking for a number of benefits instead of just one.
This is where split testing comes in. Test different landing pages with different action-tied benefits and see which pages produce the best results with your traffic.
Don’t Be A Victim Of ‘Proven’ Landing Copywriting Techniques
Make no mistake about it, the landing page copywriting techniques we’ve just covered can turn your landing pages into quick winners.
However, you have to use them the right way. Avoid the common implementation pitfalls outlined and truly take your landing page conversion rates to the next level!
If you are a marketer of any description you will know that traffic is the lifeblood of any business.
Simply put: No traffic, no business!
A lot of marketers get so caught up in tracking their traffic stats that they forget to make the most of that traffic. Tell you what, traffic is worthless if your visitors aren’t buying what you’re selling, joining your list, or taking some other important action.
So how do you make the most of your traffic and monetize it?
First off, make sure you are indeed bringing targeted traffic to your site. You don’t want just anybody visiting your website or hitting your sales/squeeze pages. Do this and you’ll wonder why you’re getting a lot of visitors but no sign-ups or sales!
So, whatever methods you are using to drive traffic to your website, make sure you have your targeting dialled in and you know your ideal customer is to make the most out of your website traffic.
And secondly, use this little “traffic checklist” to monetize that traffic…
Determine Your Primary Goal
The first thing you need to do is figure out the primary goal for EACH page of your website. Depending on the page, this primary goal (and monetization strategy) might involve getting your visitor to:
- Make a purchase
- Take advantage of an upsell offer
- Join your list.
- Call you.
- Fill out a form.
- Share content/tell their friends.
- Enter a contest.
- Click on a link.
- Clicking on ads, including affiliate offers and AdSense ads.
- Complete a CPA (cost per acquisition) offer, such as filling out a credit card application.
- Read or watch content.
- Visit you offline (if you run a brick and mortar store).
- Ask for a free consultation.
- Register for an event, such as a webinar or contest.
Here are two best practices when it comes to monetizing traffic:
- Be sure to pick just ONE primary goal for each web page (and, overall, one primary goal for your website as a whole). Because if you create a page with multiple goals, your prospect may get confused and not take any action at all.
- Focus on your own products first. There are plenty of ways to monetize traffic as mentioned above, including putting offers from third parties in front of your visitors. Be sure to focus on promoting your OWN offers first, as this will always be more profitable (because you get both the profits and the list).
Design Your Site Around Your Primary Goal
Now you need to design each page of your website around your primary goal.
- If you’re designing a lead page with the goal of growing your list, then remove all other content and extraneous links, so that the page is focused on getting people to join your list.
- If your goal is directly sell a product, then create a high-response sales letter and plug up sales leaks such as external links.
- If your goal is to get people to click on AdSense ads, then create highly engaging content and embed those ads within the content.
Create An Exit Traffic System
Despite your best efforts, people are going to hit the back button on your site and bail out without joining your list, without buying a product, and without clicking on any ads.
That doesn’t mean that they’re poor-quality visitors who’ll never buy anything from you. Instead, it could mean they just didn’t see the right offer, or they’re in a hurry, or you didn’t sufficiently persuade them to take action.
For example, redirect your exit traffic to a highly enticing lead magnet so that you can get people on your list before they leave your site. For best results, create multiple lead magnets so that you can offer the lead magnet that is directly related to the page the visitor was viewing before they tried to leave the site.
For instance, if your visitor was reading a blog article about how to set up a Facebook ad campaign, then offer them a lead magnet (such as a report) that gives in-depth instruction and “done for you” ad templates.
TIP: Don’t know how to redirect exit traffic to another page or create an exit pop? No problem. You can search for “exit traffic scripts” in your favorite search engine, or you can use a service such as Thrive Leads or Conversion Gorilla.
Many folks will say that they don’t like exit pops or redirects, especially marketers, but the simple fact is, they work but use them sparingly.
Test And Tweak Everything
One of the best ways to monetize your traffic is to test and track all parts of the process to find out what really works.
- Test offers to see which ones appeal the most to your visitors.
- Test ad and link placements, including in the header, footer, sidebar, and directly embedded in content.
- Test your headlines, benefits and calls to action to see which improve conversions.
- Test your upsells to increase your per-transaction value.
- Test the design of your pages to improve overall response.
Let’s wrap things up…
So there you have it – a quick and effective checklist for making the most money with your traffic.
- Pick one primary monetization goal.
- Design your web pages around this primary goal.
- Test and track everything to optimize response.
As you can see, this “traffic checklist” is pretty simple, but very effective! So put this plan to work for you today to start making more money from all your traffic.
If you want to make more money with your business, one good place to start is on your order forms.
Think about it…
You have a prospect with a credit card already in their hand. They’re in a buying mood.
So how do you create a backend or upsell offer that gets your prospects clicking the “Yes” button? Like this…
1. Make Sure The Upsell Enhances The Main Offer
The very first thing you need to do is make sure any upsell offer is tightly related to the main offer. In fact, not only should it be tightly related, ideally your upsell should enhance the use or enjoyment of your main offer.
Now you can do the same thing, no matter what you’re selling. For example:
- You’re selling a meal-planning app. Offer a low-fat cookbook as an order form upsell.
- The main offer is a copywriting course. You can offer personal copy critiques on the backend.
- Your main product is all about setting up and running a successful blog. You can offer tools on the backend, such as a package of useful WordPress plugins and professional themes.
- Your main product is a “how to get out of debt” course. You can offer an upsell that includes items such as a debt-management workbook and personalized debt-management counseling.
- You main product is a set of kettlebell training videos. You can offer the kettlebells themselves as an upsell.
In other words, don’t just toss any ol’ offer in front of your prospects. Be sure your upsell and main offer go together like… well, like hamburgers and fries. J
2. Offer An Irresistible Deal
Dropping a related offer in front of your prospect is great. But turning that offer into an irresistible deal is even better.
Take the fast food example again. If you order a burger with a small fries and drink, the clerk will ask you if you want to “biggy size” the order for just a small extra charge. The deal is irresistible. You get a LOT more food for just a tiny bit more money.
“I usually charge $997 per month for this sort of coaching. But as a valued member of my new copywriting club, you’ll get a special price of just $497 per month for this same high-quality coaching…”
3. Use Short-Form Copy
You’ve got an eager prospect sitting in front of your order form with their credit card in hand. Now is not the time to put another long sales letter in front of them. They’re eager to buy. Putting another wall of text in front of them might just have them hitting the back button and abandoning the order form!
So what you need to do now is simply focus on the benefits of the upsell offer. In fact, your upsell may be nothing more than a benefit-driven headline, a list of benefits, and a call to action.
TIP: As always, test to find out for sure what your audience responds to the best. Test different headlines. Test your bulleted list of benefits. You might even test short-form copy against a short sales video.
4. Frame The Price
The next thing for you to remember is that you’ve already sold your prospect on purchasing the main offer. They’ve already agreed to whatever price you’re charging.
Let me give you an example…
Let’s suppose you’re selling a home study course for $99, with an upsell offer for $25 for an app:
When it comes time to ask for the order, do NOT do this: “Would you like to add this offer to your order for a total of $125 for the course and app?”
Suddenly that sounds like a lot. The prospect is going to start second-guessing their purchase. And you could lose the entire sale.
Instead, focus on the upsell price only: “Would you like to add this app to your order for just $24 more?”
Ahhhh… that’s better. That sounds doable. And since the prospect is already planning on spending $99, that extra $24 doesn’t sound like any big deal.
It’s all in how you frame it. 🙂
5. Create A Sense Of Urgency
Nothing gets people clicking the order button like a real sense of urgency. And one great way to create this sense of urgency is by making your upsell offer scarce.
For example, you might create a one-time offer. This is an offer that’s only available right now. If the prospect doesn’t grab it, they won’t be able to get it later. Or if the product is available elsewhere, the prospect will need to pay full price.
A good example of this is when you go shopping on a site like Omaha Steaks. If you spend a certain amount, such as $50, you’ll get a list of “add on specials.”
These are tremendous deals that you can ONLY take advantage of while you’re on the order form. You can still buy the steaks themselves later, but you’ll pay through the nose to do it.
“Special one-time offer: add this meal-planning app to your order right now, and you’ll get it for 50% off the regular price! If you leave this page, this offer disappears for good… so click here now to grab your discount before it’s gone!”
6. Use A Strong Call To Action
The good copywriting rules apply to your upsell just as they do to your main offer. And that means you can’t just drop the order link in front of your prospects and expect them to click it. Instead, you need to provide a strong call to action. This means you tell prospects what to do next, and give them a good reason to do it.
Click here to add this app to your order – and remember, this special offer disappears when you leave this page, so order now!
Those should be the only two options on the page. Prospects will either add to their order and continue making the purchase, or they’ll skip your offer and just stick with their original order.
Now here’s a little trick you might consider testing and using…
Phrase your “yes” and “no” options in a way that helps persuade people to click the “yes” options.
For example, let’s suppose you’re selling some sort of weight-loss information. Your option buttons might look like this:
“Yes, I want to get ready for the beach!”
“No, I don’t want to get rid of my love handles. J”
See how that works?
The “yes” option is positive and provides a benefit. The “no” option forces the prospect to agree with something that they probably don’t really agree with. That’s going to make them stop and reconsider your offer.
Here’s another example:
“Yes, I want to save money on heating and cooling bills!”
“No, I don’t want to save money.”
“Yes, I want to boost my conversion rates and make more money!”
“No, I don’t want to make more money.”
“Yes, I want to run a new marathon PR!”
“No, I don’t mind running as slow as a turtle. J”
7. Make It Easy
If you followed all the tips above, then you have a prospect who’s as ready as she’ll ever be to place her order. At this point, your goal is to make it as easy as possible for her to place that order and grab the upsell.
Here are the dos and don’ts to follow:
- Do make it one-click easy. If you’re presenting an upsell right after the customer has already filled in the order form, then make it as easy to buy the upsell as clicking a button. In other words, do NOT make your prospect fill out the order form or their credit card all over again.
- Don’t make them go through a gauntlet of upsells. Sometimes marketers throw three, four, five or more upsells in front of the prospect. They can’t get to the order form without accepting or declining these offers. Or, worse yet, they can’t get to their purchase without seeing all these offers.
- Don’t do that to your customer! Instead, put one or at most two well-placed offers in front of them. But if they decline, send them straight to the order form. Don’t make them go through a gauntlet of offers, which will make them feel like carnival workers are barking at them.
- Don’t make them “register” before ordering. If you need your customers to create an account, then have this account co-created during the purchasing process. Even if the amount of “work” for the customer is the same, framing is the key here. If a customer is suddenly forced to “create an account” before they can place an order, they may just dump their cart.
Now let’s wrap things up…
You’ve heard the saying, “strike while the iron is hot.” When it comes to sales, the iron is about as hot as can be when you have a prospect filling out an order form. That’s why it’s a great time to “strike” by offering an upsell offer they can’t refuse. So boost your sales by inserting upsells on your order forms today – and boost your conversions using the seven surefire tips you just discovered!