WHY DO MOST START UPS FAIL?
WHO AM I?
LIFESTYLE BUSINESS ENTREPRENEUR
THE SCIENCE OF CONVERSION
THE 80/20 OF COPYWRITING AND CONVERSION OPTIMISATION
3 STEPS 1. Know Your Customer 2. Find Your Customer 3. Make an Effective Presentation
“SEEK FIRST TO UNDERSTAND, THEN TO BE UNDERSTOOD.” Stephen Covey
“WE HAVE TWO EARS AND ONE MOUTH SO WE CAN LISTEN TWICE AS MUCH AS WE SPEAK.” Epictetus
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
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
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?
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.”
ENERGY HEALING EXAMPLE
2. FINDING YOUR CUSTOMERS
“THE ONLY ADVANTAGE I WOULD EVER ASK FOR IN COPYWRITING IS…
AN AUDIENCE THAT ALREADY WANTS WHAT I’M SELLING. ” GARY HALBERT
“NUMBER ONE WASTE OF TIME? TRYING TO CONVERT YOUR CUSTOMER.” GARY VAYNERCHUK
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
NO MATTER HOW GOOD YOU ARE COPYWRITING…
“STRATEGY TRUMPS COPY. ” - JAY ABRAHAM
STRATEGY MEANS ENSURING: MESSAGE TO MARKET MATCH
STRATEGY MEANS: GETTING TONS OF BUYER TRAFFIC
CONVERSION RATES ARE A MISUNDERSTOOD CONCEPT…
TRAFFIC AND CONVERSION ARE TWO SIDES OF THE SAME COIN.
DON’T GET STUCK IN VANITY METRICS
THERE IS NO FIXED CONVERSION RATE
OTHERWISE YOU COULD BUY ALL TRAFFIC WITH JUST ONE OFFER!
WHO READS YOUR COPY IS THE MAJOR FACTOR IN WHETHER IT CONVERTS OR NOT.
COPYWRITING AND MARKETING IS ABOUT FINDING YOUR TRIBE.
SALES SUCCESS BREAKDOWN. 40% - TRAFFIC - WHO? 40% - OFFER - WHAT? 20% - COPY - HOW? - Dan Kennedy
MINDVALLEY GETS IT TRAFFIC FROM: GOOGLE, FACEBOOK, EMAIL, SEO
WE SHOW OUR MESSAGING TO PEOPLE THAT ARE LOOKING FOR IT, OR ALREADY INTERESTED IN IT.
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)
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…
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
THE SOUL OF CONVERSION
“PEOPLE DON’T BUY WHAT YOU DO, THEY BUY WHY YOU DO IT.” Simon Sinek
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
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
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
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
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