the science & soul of conversion
TRANSCRIPT
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WHY DO MOST START UPS FAIL?
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WHO AM I?
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LIFESTYLE BUSINESS ENTREPRENEUR
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THE SCIENCE OF CONVERSION
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THE 80/20 OF COPYWRITING AND CONVERSION OPTIMISATION
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3 STEPS
1. Know Your Customer
2. Find Your Customer
3. Make an Effective Presentation
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“SEEK FIRST TO UNDERSTAND, THEN TO BE UNDERSTOOD.”
Stephen Covey
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“WE HAVE TWO EARS AND ONE MOUTH SO WE CAN LISTEN TWICE
AS MUCH AS WE SPEAK.”Epictetus
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1. KNOW YOUR CUSTOMER
• The biggest challenge with selling via media is you don’t get to meet your customer and simply ask them what they’re looking for
• So spend the time to deeply understand your customer
• You should be able to describe their problems better than they can
• Enter the conversation in their mind and seem almost psychic
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HOW?• Study similar products to yours that are selling well for inspiration
• Look in forums where your customers hang out and see what they’re talking about
• Read their Facebook comments, blog comments
• Talk to someone who represents your customer avatar
• Do whatever it takes to LISTEN TO THEM
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QUESTIONS YOU MUST ANSWER• What problems do they believe they have?
• Why do they want them solved?
• What do they feel that they really need?
• What do they want to achieve?
• What emotions do they want to feel?
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USE THEIR LANGUAGE
• What words do they use to describe their problems and desires?
• Ask them, engage them, and they will tell you.
• “My greatest desire is to step fully into my purpose.”
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ENERGY HEALING EXAMPLE
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NEXT…
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2. FINDING YOUR CUSTOMERS
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CONTROVERSY ALERT.
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“THE ONLY ADVANTAGE I WOULD EVER ASK FOR IN COPYWRITING IS…
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AN AUDIENCE THAT ALREADY WANTS WHAT I’M SELLING. ”
GARY HALBERT
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“NUMBER ONE WASTE OF TIME? TRYING TO CONVERT
YOUR CUSTOMER.”
GARY VAYNERCHUK
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MORE GARY GOODNESS
“This is the mistake that most people are making: they're wasting good time and energy trying to convert, when they should be taking that same time and allocating it to reaching more people.”
https://www.garyvaynerchuk.com/effective-selling-how-to-sell-anything-1240448170.html
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NO MATTER HOW GOOD YOU ARE COPYWRITING…
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“STRATEGY TRUMPS COPY. ” - JAY ABRAHAM
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STRATEGY MEANS ENSURING:MESSAGE TO MARKET MATCH
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STRATEGY MEANS:GETTING TONS OF
BUYER TRAFFIC
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CONVERSION RATES ARE A MISUNDERSTOOD CONCEPT…
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TRAFFIC AND CONVERSION ARE TWO SIDES OF THE SAME COIN.
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DON’T GET STUCK IN VANITY METRICS
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THERE IS NO FIXED CONVERSION RATE
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OTHERWISE YOU COULD BUY ALL TRAFFIC WITH JUST ONE OFFER!
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WHO READS YOUR COPY IS THE MAJOR FACTOR IN WHETHER IT
CONVERTS OR NOT.
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COPYWRITING AND MARKETING IS ABOUT FINDING YOUR TRIBE.
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40% - TRAFFIC - WHO?40% - OFFER - WHAT?20% - COPY - HOW?
SALES SUCCESS BREAKDOWN.
- Dan Kennedy
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MINDVALLEY GETS IT TRAFFIC FROM: GOOGLE, FACEBOOK, EMAIL, SEO
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WE SHOW OUR MESSAGING TOPEOPLE THAT ARE LOOKING FOR IT,
OR ALREADY INTERESTED IN IT.
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HOW DO YOU FIND YOUR CUSTOMER?• What books would they read?
• What websites would they visit?
• What do they like on Facebook?
• What keywords are they typing into Google?
• Whose ecosystem are they already in? (Joint Venture)
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3. THE PRESENTATION
• You know who your customer is…
• You understand and have deep empathy with their aspirations, desires and fears…
• You know where they are and how to reach them, what they’re searching for who they currently listening to…
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3. THE PRESENTATION
• Now you can begin crafting your sales presentation
• And here is the 12 Step Foolproof Sales Letter template that we use to do so:
• http://nettrafficmachine.com/tools/12steps.pdf
• David Frey’s 12 Step Foolproof Sales Letter Template
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THE SOUL OF CONVERSION
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“PEOPLE DON’T BUY WHAT YOU DO, THEY BUY WHY YOU DO IT.”
Simon Sinek
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HOW?
• Love yourself, love your product, love your customer.
• It comes through in your words and actions and ultimately separates the winners from the losers
• Don’t be afraid to speak in your own voice, use your own language
• BE AUTHENTIC: It work surprisingly well
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STYLISTIC ELEMENTS
• Conversion rate is a one dimensional metric
• How do you create longevity, loyalty, lifers?
• Mindvalley gets a HUGE portion of its revenues from customers that have been in our ecosystems for months or even years
• We have become a part of their lives, they are raving fans
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HOW?• Think about the long term effect of your sales messaging
• “THE END OF MEDITATION?” May get the clicks once, but you’ve lost them
• Optimize for loyalty and longevity
• Be a trusted advisor to your client, and continually seek to solve their problems and enrich their lives
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PRE-EMINENCE• What do your prospects know about you before you offer them
something?
• Do they already trust you?
• Have you already demonstrated expertise and shown that you’re one of the ‘good guys’?
• Harder to measure, but ultimately more important
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ALMOST DONE…• Understand your customer deeply
• Find them
• Craft a sales message using the framework
• Put it in front of as many interested people as you can
• Nurture the long term relationship and incentivise virality
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