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The Science & Soul of Conversion

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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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SALES SUCCESS BREAKDOWN. 40% - TRAFFIC - WHO? 40% - OFFER - WHAT? 20% - COPY - HOW? - Dan Kennedy


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MINDVALLEY GETS IT TRAFFIC FROM: GOOGLE, FACEBOOK, EMAIL, SEO


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WE SHOW OUR MESSAGING TO PEOPLE 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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