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

NEXT…

2. FINDING YOUR CUSTOMERS

CONTROVERSY ALERT.

“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.

40% - TRAFFIC - WHO?40% - OFFER - WHAT?20% - COPY - HOW?

SALES SUCCESS BREAKDOWN.

- Dan Kennedy

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

WE SHOW OUR MESSAGING TOPEOPLE 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