How I spend $1 on Google Adwords... and then get back $3 to $7... and how you can do it hundreds of times every day.
The secret to any paid advertising is to get something back from the person that landed on your page as soon as possible. I'm not talking about an email address. Obviously, the most important objective is to get money. But we all understand that it's going to be a challenge to get money from people who just arrived at a landing page after clicking on an Adwords ad. We also know that we're supposed to lower the barrier to entry. Because Mike and Jack and Jim and John and Mr X and Mr Y told you so. What you may NOT know is that this does not necessarily mean getting opt-ins. To top class marketers, that means making an instant impact and then getting prospects to OFFER or REQUEST to be added to the marketing funnel. As opposed to bribing them. Big difference. And this is the ONE LOST SKILL in the Internet Marketing community.It's very hard to find really good, sticky websites these days. I mean REALLY good ones where you can't leave because you've been sucked in. Here's the key to making this work my friend. You should be looking to gently, gradually suck you visitors into your world... making them totally, insanely hypnotized by the "experience" of having discovered your websites. And then setting up a dynamic of "this for that". (Your money for my stuff) What most people don't realize is that we sort our relationships by taking and perceiving roles. Everyone in your life has a certain role. The role they fill determines the level or depth of connection you form with them. And that in turn determines HOW FAR they can go in their interactions with you. One example of this is the type and tone of language they use around you:
Top class marketers know how to guide your perceptions of them. As do toddlers. Another thing that top class marketers know is that attention NOW is more valuable than an email address. Attention is the most valuable commodity in the world (to a marketer). Now there's a very fine line that you never want to step over. It's fine doing this, but you want to guard against being put in a box with the other "freebie" marketers. Your customers must reciprocate. You must condition them to respond to your offers and actually give money. The way to do this is to give enough value, but at the same time make a subtle, yet clear statement that there's A LOT more beyond the money barrier. And then deliver. And then do the same thing again. Something happens when there's an exchange of money. You get a higher quality attention. You and the customer form a connection. It's your job to nurture that and grow that connection. Demonstrate value first, and then lower the barrier to entry. That's goes against the grain... and it has a reverse effect to what my competition experiences. Instead of me being in a position to beg the people on my list to respond, my list eagerly anticipated every message AND my mailings had more impact. Everything I did was based on one thing. I was focussed on giving value, demonstrating value and demonstrating the existence or potential for greater value, and then getting people to respond to me. The unspoken dynamic here is that I give them something, then they give me something in return to get even more of what I showed them. And the first thing they gave me was attention. It's easy to give attention... it's not money. But it's very difficult to earn attention - especially in THIS day and age. People are overwhelmed with content and messages. So instead of trying to get an email address - or even overtly trying to get money, make the barrier to entry even lower. Go for attention first, and then go for money. Settle for an email address as a consolation to money. Do you see the rank? I know it's counter-intuitive and many people reading this now may be pissed off with me for saying it. This is so incredibly powerful and effective. There are so many levels to this. There's no time to go into it now, but here's the effect. The more I gave, the more they wanted to give, and the more they gave, the better their experience became. And the better their experience, the more money I made. A mouthful, but worth wrapping your head around. Practical implementation? I first started experimenting with this in 2000 with Real Audio and a very clunky process that had me manually taking orders over the phone and via email. I put a 15 minute real audio clip right on the front page. People could download it with one click - without having to put their name and email into a form. (By the way -- DOWNLOAD... that's the keyword. Not stream, DOWNLOAD. Remember that... because this is an important detail.) As soon as I made this one change I went from an average of 1 order per 100 visitors to 6 orders per 100 visitors. And the amount of people who opted in went from 20% I had to bride to 50% who volunteered to receive email from me. Big difference. I'm sure you're beginning to understand how powerful this is. By the way, does any of this sound or look familiar? Remember the video review model on the first page? It's very similar. Here's a diagram that shows my old process:
The Discovery Principle Something that was found has more value than something that was pushed down somone's throat. You're going to see a link to workshop series I planned for January and February. I did not tell anybody about it... yet I get requests for seats everyday. There's on IP address that has viewed that page more than 100 times in January. The trick is to get a steady stream of people who "discover" strategic conversion (value) pages on your site. And then foam at the mouth to get more. I want to show you how I do that, but there's a lot of background information we have to get through and some very inefficient methods I want to blow the lid off.
Here's what people with no imagination do...People who have no imagination (99% of the monkeys online), lowering the barrier to enry means using squeeze pages to collect email addresses and building a list... and then bombarding that list with sales messages. And sometimes crappy "free gifts". But mostly promotions. And the theory is that the bigger the list, the more money you'll make. BUT WAIT! Is that really how it works? Does it really work like that in the real world?Unfortunately not. I'm sorry to inform you that having a list of email addresses means absolutely NOTHING if nobody on the list reads your emails. And that's the reality for most people who built their list the wrong way. And that's most people. Am I full of crap? You decide. Quick question... how many email lists are you on? I'm on several in several niches. In the Internet Marketing niche, I'm on about 15 or 20. I did not mean to get on these lists. It just happens... For some reason, I'm numb to them. I ignore or delete most of those emails. If you've been online for more than a week, I'm willing to bet cold hard cash that you are having the same experience. And that's a problem if you're a marketer. You and I aren't unique. If *WE* don't bother to read emails, then what are the chances that people are going to read YOUR emails? Am I saying that you should skip the list building part? Of course not. What I'm saying is that you should take steps to ensure that everyone who's on your list ANTICIPATES your emails, that they're EXCITED to get email from your, that they READ your emails... and most importantly, that they RESPOND to offers when you make them. If you set out to build a list, and you do the wrong things in the wrong order you become classed as a pest. They see you as just another annoyance who's trying to steal their attention and cram crap down their throats. "Dear 'Friend', buy this... and this... and this..."And the majority of the people on your lists will end up ignoring all of YOUR emails. That's a terrible position to be in. And you won't believe how easy it is to be categorized. Almost everyone is put into categories. Since this is a natural tendency, the trick is to CREATE your own category... in the minds of the people who are within earshot of your influence. It's called perception. And there are ways to gently guide perceptions. And it's not tricky or esoteric. There are practical actions you take (as opposed to words you say) that will get you the result you want. Here's the good news. These practical steps will result in more people paying on your list attention to you. And remember... Attention is the most valuable commodity for anyone who has an audience.In fact, attention may be the most valuable commodity in the world! That's what makes Oprah so powerful. So now that we've established that, let's bust some myths.
The REAL money is in... the RELATIONSHIP with the people who are in your sphere of influence. (Or in plain english, the money is in the way the people on your list perceive you.) That means that you're more powerful when you've got people paying attention to you. On December 24th 2006 I sent out an email to one of my lists. 92% of the people opened the email. 76% of those people clicked through. And a total of 17% of the people on my list sent me $97. At the time, that list had a total of just under 1000 people on it. That was a DAY BEFORE CHRISTMAS! Who the heck expects to make a sale online the day before Christmas? A 17% conversion rate. And that wasn't a fluke. I do that all the time. Continue reading. I'm going to show you how to do that. Jay Abraham talks about preeminance. I'm going to give you the run down in a minute. This is the single most important thing you're ever going to wrap your head around. I want to show you something that you've *never* seen before... because many online marketers have their heads stuck in the sand. I'm going to talk about conversion... actually more important than conversion, I'm going to talk about perception, branding and long term loyalty. Remember I told you that there’s a human being at the end of every action you take online? Remember I told you that this is a different kind of blackhat?
Imagine flipping a few switches and having a massively responsive list. It's called social engineering. The most important skills you can have in life are social skills. (Social skills... Not computer skills. Why? Because people with computer skills are technicians. Aka "laborers". They are a dim a dozen and you can get them on elance for $5 an hour. These are the people who are in operations... you do not want to be in operations. I will tell you about bottle necks a little later. For now, simply trust me. The most valuable skill you can learn is to get people to listen to you, and then respond to your instructions. This is going to get really exciting on the next page.) This is the missing element. This is what you've needed to hear your entire life. | |
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