CG #37 - The Conversion Equation
The average person in the US is exposed to up to 10,000 ads EACH DAY.
That's in addition to all the articles, Tweets, Tik Toks, Instagram and Facebook posts, and YouTube videos vying for our attention every time we get online.
So how can your message stand out amidst all that?
By being laser-targeted on the problems and desires of a specific target prospect.
This week's client-getting strategy is a formula for how to do that...
Client-Getting Strategy of the Week:
Create marketing messages that lead to action by using a simple formula for entering the conversation taking place in your prospect’s mind.
Who / What it Works For:
This is a marketing fundamental that every business can use to craft more compelling messages and marketing materials (ads, website homepage, landing page, emails, etc.)
How it Works:
Robert Collier author, self-help guru, and copywriter said:
“Always enter the conversation already taking place in the customer’s mind.”
The conversation taking place in your prospect's mind is two sides to the same coin:
- There’s a problem they have and don’t want, and
- There’s something they want but don’t have.
Another way to think of these is as your prospect’s hot buttons. The things that when pushed lead to action.
We are inundated with marketing messages, and we mostly learn to tune them out and shove them into the backgrounds of our lives.
But every once in a while, one of them will grab our eye or ear and cause us to sit up and pay attention.
Because it touches one of our hot buttons. Something we care about, think about, and want to have, be or do (or get rid of)
This marketing formula takes these hot buttons into account and enables you to develop a compelling message that gets results.
It’s called the Conversion Equation, and it looks like this: Interrupt, Engage, Educate and Offer.
The first thing someone sees when they visit your website, reads any of your marketing collateral, or hears you speak must interrupt their unconscious filters and get them to stop and pay attention.
This is the job of your headline, or the first sentence out of your mouth when you speak.
It is the most important piece of the marketing puzzle and must get them interested in what comes next.
If your headline doesn’t do this, then none of the rest of what you’ve done matters.
Doesn't matter how good your offer is or how much you can help them get what they want.
They won’t even know because they’ll pass right on by.
To be most effective, it should resonate with a specific hot button issue that a specific prospect faces.
Remember, people are always listening to WIIFM radio: “What’s in it For Me”.
Here are five headline templates to get you started.
If your headline did its job and grabbed attention, now you need to give them a reason to stay engaged.
This is where your sub-headline comes in.
It’s the second thing your prospects see or hear and should compel them to stay around to learn more or to take action. It does this by promising to provide them with the key information they need to solve their big problem, frustration, fear or concern.
Think of the subheadline as opening a “loop” in the mind that can only be closed by reading or listening further.
Need to sell your home fast? Here are eleven steps that will get you more money & sell your home in half the time.
One in every 14 homes is burglarized every day. Now you can completely protect your family for only 67 cents per day.
This is the information you provide that proves to your prospect that your product or service can do what was promised in your headline/subheadline.
One proven pattern to follow in your message is: problem, solution, action.
Reiterate and aggravate the problem, then talk about your solution, and lead into the action you want them to take.
Your message should also:
- Focus on what makes you different and better than the competition
- Talk about the benefits of what your service product does for your clients
- Be crystal clear about the value you provide to them
- Provide testimonials or other social proof to back up your claims
If it is a written piece, assume that people will skim it first before reading in full.
So make sure that you break text into sections with easily readable headlines that tell enough of the story that someone can get the gist in just a few seconds of scanning.
- Bullet points are also a powerful way to make your benefits stand out.
When you get someone this far, the last and most important thing you must do is make a compelling offer that is so irresistible your prospects can’t turn it down.
(Learn how to create compelling offers here.)
If you don’t make a “call to action”, then people will simply go on about their day and quickly forget you and your message.
It’s easy to assume that “they’ll know what to do”, but this assumption will kill your conversion rates.
You must be explicit about exactly what you want someone to do next, and make it frictionless for them to do it.
Depending on what your product or service is, your offer might be to make a purchase, call you, schedule a consultation, visit your location, etc.
Keep in mind that at any given time only about 1-3% of people are actually ready to buy whatever you are offering.
So if your only call to action is to buy, you will miss out on the majority of people who may not be ready to buy today but will be ready at some point in the near future.
This means that if whatever you are doing is going to a cold audience, your offer should be something that will get them to give you their email in exchange.
For lower ticket purchases, ecommerce, restaurants, local service businesses, this could be a coupon for a discount or an extra product or service with a purchase (e.g., "get a free appetizer").
For higher ticket purchases, this could be a report, checklist, course, etc. that provides them with valuable information that will help do something they want to do.
Once you have their email, you can follow up with an automated email sequence as well as regular emails (each of which should follow this same formula of Interrupt, Engage, Educate, Offer).
Note: In some situations, you can omit the educate section or reduce it to a few bullet points.
For example, short ads on Facebook, Google search or display ads, and squeeze pages (landing pages where you are giving something away in exchange for an email) all work with just Interrupt, Engage and Offer.
Keys to Success:
- Tailor the message for where people are at in their buyer’s journey.
- Put in the time and effort to research exactly who your prospects are, what their most pressing problems and wants are, and how your business removes those problems and fulfills those wants.
- Focus on one hot button at a time so your messages is clear and concise.
Read Kenny's quick feedback on 200 or so websites. You'll see the themes mentioned above recur throughout.
$10,000,000 Sales Copy Advice from Dickie Bush and Nicholas Cole
Something Else You Might Like
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Need help with your "Conversion Equation"?
Email me at firstname.lastname@example.org, share what you've got so far, and I'll give some tips on how to make it better.
And have a great weekend!