VIDEO POWER

Psychology of Lead ConversionStephen PacinelliCMO - BombBomb

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RyanB1968@gmail.comMickey Mouse

Today we are going to talk about connecting with people of the digital tools people use most mainly email.2

AgendaUnderstanding Todays LeadsToolsScripts/Psychological TriggersVideo

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Speed to Lead

System 1

System 2

Behavioral psychologyOnline RelationshipsPredict, Understand, Influence

People have studied behavioral psychology for years, but a resurgence is in play because of how much our communication has changed

Everyone makes different decisions, but most humans are hardwired to act or react n a certain way based on stimuli

Unconscious Mental Processing - Susan Weinschenk most decisions are made unconsciously. Is this brand/person me? Am I a part of their group? We yearn for relationships and other people and we are quick to make judgements on whether or not we fit in6

Unconscious mental processingWikipediaTheunconsciousmind (or theunconscious) consists of the processesin the mind which occur automatically and are not available to introspection, and include thoughtprocesses, memory, affect, and motivation.

Our primitive brain3 Seconds5 TimeslastingGut reactions occur within 3 seconds or less.System 1 processes information 5 times faster than our conscious brain.Emotions make a lasting imprint compared to rational thought.Strangers to Ourselves. You have now been introduced to that stranger in you, which may be in control of much of what you do, although you rarely have a glimpse of it.

So how do we make connections with peoplelets start here.8

Discovery + Research

Google name, facebook then email or .

Bonus Charlie App after the appointment is booked9

Use it Appropriately

Public blogs, articles, stories, - notI see you have kids10

Subject Line Tips

Use the preheader to extend the subject line

Use the preheader for a separate, but related message

Subject Line Best PracticesKeep it under 50 charactersMore capsMore opens

StrategiesDirectTimelySingle Word Subject LinesNumbers and ListsPersonalizationMysterious Subject LinesMissing Out

Subject Line Tips

Based on 15,000,000 email sends from BombBomb in January 2016

SVideo in the Subject Line

8.3% higher open rate

32.8% higher play rate

Based on 15,000,000 email sends from BombBomb in January 2016Subject Line Tips

3 Part framework

Kyle Williams15

Empathy, value, call to actionEmpathy

Your ability to understand & relate to their feelings.

Meeting people where they are.

Letting them know its about them (not about you).

http://www.marketingexperiments.com/

Marketing Experiments http://www.marketingexperiments.com/

A large event management software provider

EMPATHIZE - Anchor your message to the contextLearn from others, dont try and reinvent the wheel Creating an emotional connection is not industry specificMarketing Experiments http://www.marketingexperiments.com/17

Empathy, value, call to actionValue

Your ability to serve with knowledge & expertise.

Trying to give them something they cant Google.

Making tangible your USP.

Empathy, value, call to actionCall To Action

Your ability to make clear the path forward.

Walking people through the conversion.

Offering the next step strongly and clearly.

I have some important details you cant find online

If you are selling homes cars let me tell you about the differences between.20

EXAMPLE:Empathy, Value, CTA

Thank you so much for signing up on our website. I hope its been a value and benefit as youre searching for your new home.

I also wanted to let you know that I completely understand you not putting in your real contact information. Id do the same thing myself if I just wanted to find a home and not be bothered.

But when the time is right for you and youre feel you need someone to help you through this difficult process, find that dream home, and get the best possible price, please put in your correct information and reach out to us. Were here to help you.

The Conversion CodeAcknowledge, Respond, Pivot

Four Tips for Responding to Internet LeadsRespond QuicklyPersonalizeEmpathize, Value, CTANurture/ Be insightful

Not all leads will convert quickly23

The Power of BecauseEllen Langer

Version 1 (request only):Excuse me, I have 5 pages. May I use the Xerox machine?Version 2 (request with a real reason):Excuse me, I have 5 pages. May I use the xerox machine, because Im in a rush?Version 3 (request with a fake reason):Excuse me, I have 5 pages. May I use the xerox machine, because I have to make copies?

Version 1:60 percent of people let the researcher skip the line.Version 2:94 percent of people let the researcher skip ahead in line.Version 3:93 percent of people let the researcher skip ahead in line.

We use reasonsboth logical and illogicalto justify our own behavior.

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the typical lead is touched by a salesperson on average only 1.3 times.Increasing the number of touches to six increases the likelihood of making a contact by 70%.CRM

Hubspot25

We automatically build (and keep updated) the address book for all your contactsWe help you prioritize your top contacts into groups (or buckets)

We prompt you to follow up with the top people in your network that you havent connected with in several weeks or monthsBy regularly following up, youll stay top of mind, and get more referrals & repeat business

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Humour

Short and SImpleJuxtaposition

Our monthly offers. All text, short, and links back to our original email.29

Timely, Missing Out, Direct30

90% of all the data the brain processes is visual

Dad

Theres a lot of emotion stripped out of digital communication32

Similarity Builds Trust

If they cant see you.

Have you ever met someone in real life and knew that you liked that person.

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Seller Lead Inquiry

I am not telling you to rent a kid

Hey Ken,

Im just cleaning out my mail box and wanted to share a few thoughts with you.

Your videos were amajor reason I chose to have you as our realtor. After watching your firstvideo, then reading thereviewsfrom your customers, I had this comfortable feeling that I wasdoing business with a friend.

I loved seeingyour kids artposted on your walls. I remember when our kids were young and there masterpieces covered our walls. Ive spent my career in sales, and you doall the little thingsright.I look forward to talking with you soon.

Thanks,Michael

Rapport Building

Some other powerful ways to connect emotionally would be..Commonality in the beginning38

A perfect video wont convert more leads..

Michael Thorne39

Visual Realism: The Way to Build Trust With Your Audience

"Analytics inform, but emotions compel"

EMAIL MARKETINGBombBomb

quicksend

How many sentences does it take on your mobile phone before you decide....you know what? I will do it later on my computer.44

Step 1Step 2Step 3

Gmail or outlook

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Analytics

Relationship marketingCONTACTUALLY

Dashboard

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Bombbomb.com/contactually

Contactually.com/invite/bombbomb

Free Trial + Content Credit Card = More Lead Conversions