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Archive | December, 2017

Limited = More Value

You already know all about scarcity. The scarcer something is, the more people want it.

Limited = More Value

That’s why we use deadlines to entice customers to buy. Without the deadlines, people would put it off and then forget about it.

For decades savvy store owners have used this trick. By limiting the number of items a person can purchase, they increase the number of items sold.

But I wonder – are we using this to maximum advantage online? Yes, we sometimes limit the number of copies sold. Yes, we use deadlines and then promise not to sell any more after that deadline.

But what if we used it in a slightly different way…

Imagine you have different levels of participation in a product launch.

For example: You will sell only 10 copies at $2,500 each that includes actual coaching and one-on-one time with you for 12 weeks.

You’ll sell only 100 copies at $1,000 that includes group coaching for 12 weeks.

You’ll sell 200 copies at $500 that includes the “done for you option,” which is also included in the higher levels, too. But there is no coaching at this level.

And you’ll sell 1,000 copies that don’t include coaching or the done for you option.

Then you place counters on your site that tell how many copies of each have sold.

Yes, this will take some guts. After all, what if something doesn’t sell? But that’s also the fascination factor, too.

People will continue to revisit the page just to see what’s selling.

And what happens when there are only 6 or 5 or 4 copies left of the highest option? Suddenly they’ll start selling FASTER.

The last copy or two will likely FLY off the shelf.

You’re adding a new brand of scarcity, a higher level of fascination and interest and accommodating people’s needs.

You might think of this as a new way of upselling, or a more transparent method than using one time offers. It’s up front, honest, and lets people decide ahead of time what they want.

And if they don’t act fast enough, they will miss out, too.

Red + Blue Equals Action

I hesitate to share this with you for two reasons:

One, it’s super sneaky and ultra-powerful.

Two, I’m wondering if everyone starts to do this, will it dilute the effect it has on prospects?

Red + Blue Equals Action

Heck with it, I’m going to share it with you anyway.

Next time you are designing an ad, website, book cover, etc., try this:

Use the color red to call attention, but combine that red with blue.

The blue has a calming effect. The red is shouting, “Hey, over here, this is important!”

Then when the prospect comes over, the blue color is like handing her a nice soothing cup of hot cocoa.

It’s the best of both worlds, and they’ll never know why they were so drawn to your visual media. It doesn’t take a genius to grow online profits… Just implement proven strategies.

Use Faces in Your Ads to Engage Emotion

People love to tell you they are logical and rational, and that they make decisions based on the facts. But what people say and what they do are two different things.

Use Faces in Your Ads to Engage Emotion

Between you and me, people make decisions based on emotion – they just don’t realize it. So how can you tap into those emotions and get them to click your link or buy your product? By adding faces to just about everything you do.

Next time you run a Facebook ad, do a test. In one ad, use any image you want, as long as it’s not a face.

In the other ad, use an interesting face that expresses the emotion you want your prospect to feel.

Now notice which one gets more clicks.

Face images, whether they’re drawings or photos, work not just on Facebook ads, but also on your sidebar ads, blog posts, social media posts and so forth.

And they work especially well on all things Facebook and social media, because people are already looking for faces there. Thus your posts and ads will unobtrusively blend right into your customer’s newsfeed.

The human brain is actually wired to look for and respond to facial cues and expressions, much more so than the written word.

How to Change Anyone – Even Yourself

You’ve been wanting to start an online business, but you keep putting it off.

Change Yourself

You want to build a new website, write a new book, create a new product, etc., but you can’t seem to do it.

Or maybe you just want to exercise more or eat better, so you have the energy to run your business.

Whatever the change is that you want to make, you might be having a tough time making that change ‘stick.’

Or perhaps you want to help someone else to make a change.

I’ve just started reading, “Instant Influence: How to Get Anyone to Do Anything,” by Michael Pantalon, and I want to share something with you.

It’s his formula for getting anyone to change.

Instead of telling them why they might want to change, you ask them why they might want to change, using these six steps:

Step 1: Why might you change? (Or if the person is you, ask yourself, “Why might I change?”)

Step 2: How ready are you to change – on a scale from 1 to 10, where 1 means “not ready at all” and 10 means, “totally ready?”

Step 3: Why didn’t you pick a lower number? (Or if the ‘influencee’ picked 1, either ask the second question again, this time about a smaller step toward change, or ask, “What would it take for that 1 to turn into a 2?”)

Step 4: Imagine you’ve changed. What would the positive outcomes be?

Step 5: Why are those outcomes important to you?

Step 6: What’s the next step, if any?

That’s it. I invite you to try this one yourself first, before you try it on someone else.

See what happens. I know when I used it to make myself give up a certain food that I was practically addicted to, it worked like a charm.

Next I’m going to try it on bigger things and see what happens.

According to the reviews on Amazon, this simple process has literally changed lives, so maybe it will change yours.

Are You Coaching? Here’s How to Double Your Income

Short and sweet: If you’re making good money coaching others to do or accomplish something, then you can probably double the money you make without much effort.

Double Your Income

It’s sort of a recycle and reuse kind of thing, where nothing in your business goes to waste.

Let’s say you spend time coaching people on how to start their own businesses. You show them the sequence, how to get things done, how to outsource, the shortcuts, the little things they need to know and so forth.

But consider this: There are other marketers who want to get paid for coaching, too. Except they don’t know where to start or what to do.

So you also coach other marketers on how to do coaching.

You let them in on all your secrets of how to get clients, how to work with clients, how the whole process works and so forth.

I suppose you could even let them listen in on your coaching calls. If you do, you need to let your students know someone else is on the line.

And whatever you’re charging your regular coaching clients, you can probably about double for your new students who are learning how to become coaches. Again, it’s up to you.

You’ve got a skill – coaching – that others want to have. So why not become a coach’s coach?

You can give your future coaches templates for their sales pages, techniques for getting their first clients and ongoing support. And for this you can easily charge $5,000.

Even if you just take on two new students a month who are learning to be coaches, that’s an extra $120,000 a year.

I mentioned this to a friend, and he’s a bit snarky. He wanted to know, “If you’re coaching students, and you’re coaching coaches on how to coach students, couldn’t you also coach people on how to train new coaches that teach coaching?”

Actually, yes. But that might be taking things a bit far. 😉

How to Create a Great Value Proposition

Your value proposition determines if people will bother reading about your product or close the page. If you get it right, sales can skyrocket. Get it wrong, and you’ll wonder why all that traffic isn’t converting into sales.

How to Create a Great Value Proposition

The less known your company is, the more you need to work on and perfect your value proposition. Does Pepsi or Coke need a value proposition? Probably not.

Does Little Guy Joe who just got into online marketing need a value proposition? He sure does if he wants to make sales.

So what is a value proposition anyway?

Not wanting to rely solely on my memory, I did some research, and this is what I found to be something of a consensus of what a value proposition should be:

It’s your promise of value to be delivered to the customer. And it’s the #1 reason your prospect should buy from YOU.

A great value proposition incorporates one or more of these qualities:

  1. Explaining how your product is going to solve your customer’s problem, or how it’s going to improve your customer’s situation. (This is called relevancy)
  2. States specific benefits your product delivers (This is quantified value)
  3. Tells your customer why they should buy from you instead of your competition (This is unique differentiation)

But I think we need more clarification. In doing my research, I also found that a great value proposition…

  • Targets a specific market
  • Focuses on quality, cost or speed, or a combination of two of those
  • Clarifies what the company or product does not do

Your value proposition should be the first thing visitors see on your home page. Plus, you’ll want to place it on all entry points to your site as well.

People need to be able to read it and immediately understand it. Which is to say, corporate gibberish created by a committee of eggheads isn’t going to cut it.

For example, if I tell you that my value proposition is:

“Revenue-focused automated marketing and sales closing solutions unleashed through collaboration throughout the revenue cycle”

I’m guessing you’re going to be bewildered. Or you’re falling asleep. Or you’re confused as can be.

And there’s no need to be redundant. For example:

Online Billing and Invoicing Software

Invoice Dude is an online billing software specially designed for small and medium businesses. Thousands of businesses and individuals trust us for their invoicing!

This tries to appeal to too many people – small businesses, medium businesses and individuals.

There is no differentiation from other online billing and invoicing software.

In addition, it says ‘thousands of businesses,’ yet offers no proof. Stating an actual number such as 12,549 would be a great help, and it could be updated automatically or manually on a daily or weekly basis.

Plus, I don’t know about you, but this entire value proposition puts me to sleep.

And with a name like Invoice Dude, they could have done soooo much better.

What a value proposition is NOT

It’s not a catch phrase or a slogan.

“Coke, it’s the real thing” and “L’Oreal, because you’re worth it” are slogans, not value propositions.

It’s also not a positioning statement.

“America’s #1 bandage brand, heals the wound fast, heals the hurt faster” is a positioning statement.

These are better than nothing, but they’re not what we’re striving for.

Calling your product the ‘real thing’ doesn’t show one benefit or reason why we should buy it over the competition.

Because you’re worth it doesn’t tell us anything – it just sounds good. And expensive.

Being #1 doesn’t make me want to buy your product, either.

These are all examples of slogans, not value propositions:

  • Like sleeping on a cloud (Sealy)
  • Milk from contented cows (Carnation)
  • Save Money, Live Better (Wal-Mart)
  • I’m lovin’ it (McDonalds)
  • When you care enough to send the very best (Hallmark)
  • Just Do It (Nike)
  • Finger Lickin’ Good (KFC)
  • Have it your way (Burger King)
  • Melts in your mouth, not in your hands (M&M)
  • The happiest place on earth (Disney World)
  • The best a man can get (Gillette)
  • Betcha can’t eat just one (Lays)
  • Think outside the bun (Taco Bell)
  • “Koo Koo for Cocoa Puffs”
  • “Snap! Crackle! Pop!” (Rice Krispies)
  • “Are you a Cadbury’s fruit and nut case?”
  • “Keep Walking” (Johnny Walker Whiskey)
  • “Wii would like to play.”
  • “I’d rather die of thirst than drink from the cup of mediocrity.” (Stella Artois)
  • “We don’t charge an arm and a leg. We want tows.” (From a towing company)
  • “Yesterday’s meals on wheels” (From a septic tank)
  • “We repair what your husband fixed.” (From a plumber’s truck)

Value proposition components

A value proposition is usually longer than a slogan.

In fact, it can have a headline, a sub-headline, one short paragraph of text and possibly bullet points.

And it might even include a visual, such as a photo, graphics or hero shot.

There is no one correct way to build your value statement, nor is there only one possibility. This is something you’re going to have to think about for awhile.

You make notes, try things, think about it, tweak it, ask opinions and tweak it some more.

Headline: This is usually the big end benefit you’re offering your customers, stated in one clear, short sentence. You might mention the product, the customer or both. This is where you grab attention, because if you don’t, then you’ve already lost a fair share of your prospects.

Sub-headline: This is a specific explanation of what your product does, who the ideal customer is and why your product is useful.

One short paragraph: This can be instead of or in addition to a sub-headline, and serves the same purpose as the sub-headline above.

3 bullet points: These are the key benefits or features. Notice we said three, not unlimited. You may or may not need bullets, but if you do, keep them short and punchy.

Visual: Images always communicate faster and generally better than words. You might show the product, the happy customer or an image that reinforces your message.

How to write your value proposition

This takes time to get it just right. In the beginning, do the best you can, and then adjust it along the way.

There is no reason to delay starting or growing your business just because you don’t have the perfect value statement yet.

A good value statement is better than no value statement, and in time you can make it great.

Start out by answering these questions:

  • What’s your product or service?
  • What is the BIG end-benefit of using it?
  • Who is your ideal target customer?
  • What makes your offer unique?
  • How is your product different from anything else available?

NOTE: If you can’t answer why your product is unique or different, then you might want to work on the product itself. Selling a ‘me too’ product that is identical to what’s already being offered can be difficult UNLESS you already have a well-known brand.

Once you have your first draft of your value statement, ask yourself these questions:

  • Is it clear and easy to understand?
  • Does it communicate concrete benefit(s)?
  • Will a customer know exactly what result they will get from using your product?
  • Does it say how it’s different or better than the competition?
  • Does it avoid hype? (amazing, fantastic, best ever)
  • Does it avoid business jargon? (revenue generated resource allocation blah blah blah)
  • Can your ideal prospect read it and understand it in a few seconds?

If someone is shopping around, then they’re likely to check out 4 or 5 different options before deciding.

By having your value proposition at the top of your first page, you can easily stand apart from all competitors.

Research shows that visitors notice value propositions faster when they have more text.

Visitors were also able to describe more product advantages when there were more to read about in the value proposition.

And readers tend to prefer bullet points – they’re easier to understand and remember.

Examples of great value propositions

Uber:

Tap the app, get a ride 

Uber is the smartest way to get around. One tap and a car comes directly to you. Your driver knows exactly where to go. And payment is completely cashless.

Unbounce:

Build, Publish and A/B Test Landing Pages Without I.T.

The mobile responsive landing page builder for marketers. 

<button copy>Build a high-converting landing page now.

    1. Build a page
    2. Publish it
    3. Test and optimize

Slack:

A messaging app for teams who put robots on Mars!!

NASA’s jet propulsion laboratory is one of tens of thousands of teams around the world using Slack to make their working lives simpler, more pleasant, and more productive.

Trello:

Trello is the free, flexible and visual way to organize anything with anyone.

Drop the lengthy email threads, out-of-date spreadsheets, no-loner-so-sticky notes, and clunky software for managing your prospects. Trello lets you see everything about your project in a single glance.

iPhone:

Why there’s nothing quite like iPhone

Every iPhone we’ve made – and we mean every single one – was built on the same belief. That a phone should be more than a collection of features. That above all, a phone should be absolutely simple, beautiful and magical to use.

Value proposition boosters

Sometimes it’s difficult to find ways to differentiate yourself from your competition, so you might try adding one or more of these to your offer:

  • Free shipping
  • Fast or next day shipping
  • Free trial
  • Free setup or installation
  • Free bonus
  • No long-term contracts or payments
  • A very clear money back guarantee
  • A better than money-back guarantee
  • A discounted price
  • Customization
  • One-on-one personal help

Remember, you don’t need to hit your value proposition out of the park on the first try. But you do need to build one and use it.

Tests show that having the right value proposition can have an immediate effect on your sales, sometimes even doubling or tripling conversions.

Of course, it’s going to depend on your product, your niche, your customers and even your competition.

And most of all, it will depend on how well you craft your value proposition.

One more thing – an added beauty of having a great value proposition is it clarifies in your own mind what it is that you are truly doing for your customers.

It actually makes your job easier, in that you are no longer trying to be a jack of all trades, or trying to make your product fit everyone.

The clarity your value proposition brings can also bring you peace of mind and a better ability to grow your business big, strong and fast.

What’s in a Pen Name? Profits.

I know a few readers are going to take issue with what I’m about to say.

What’s in a Pen Name? Profits.

That’s okay. If you don’t like this or you think it’s morally wrong, then simply don’t do it.

For everyone else, riddle me this:

What do Abigail Van Buren (Dear Abby), Anne Hathaway, Ann Rice, Ayn Rand, Dr. Seuss, Eckhart Tolle, Ellery Queen, George Eliot, George Orwell, James Herriot, John le Carre, Lewis Carroll, Mark Twain, O. Henry, Voltaire and Woody Allen all have in common?

None of these people technically exist, because they’re all pen names.

The other day on the Warrior Forum I saw an old thread with a question that went something like this:

“I’m thinking of using a pen name when I go into a new niche. Is that alright, or am I breaking some sort of rule?”

Answers ranged from a friendly, “There’s nothing wrong with that, go for it.”

…to an angry, “What’s your problem and why are you trying to hide? Are you a scam artist or something?”

If pen names are a benchmark for whether or not you’re a scam artist, somebody better tell the writers and the descendants of writers listed above – I think they’ll be surprised.

From a marketing standpoint, pen names often make more sense than using your real name.

For example, you’ve got a good reputation online as the ‘go-to’ person in a particular niche. You want to enter an entirely different and unrelated niche. If you use the same name, readers in BOTH niches will be confused. And confusion is a sales and deal killer, by the way.

Another example: You’ve got a stellar reputation in internet marketing. You build rapport with your list and you only try to sell them something now and then. But you want to try the churn and burn method of marketing, in which you promote products several times per DAY via email. Naturally you will want to use a different name for this list.

(Churn and burn is getting as many people on your list as possible, and promoting to them like crazy until they can’t take it anymore and get off of your list.)

And by the way, no matter how much you and I don’t care for the churn and burn method, the fact is that it’s highly profitable. Which is why so many big-name marketers use a pen name to run their own churn and burn lists.

Another use for a pen name: You can recommend products created by your pen name, and have your pen name recommend your products. Again, a lot of big name marketers do this. I’m not advocating this method, but it does work.

I’ve also known marketers who only worked under a pen name and never under their own name. Usually this is because they have a name that is virtually unpronounceable and unspellable by most people on the planet, so really it’s a question of branding.

And speaking of branding, you could always choose a name that fits your niche particularly well. For example, if your niche is gardening, then calling yourself Rosemary Greenfield or some such might be a nice touch.

There is one reason for using a pen name that – in my opinion – beats them all, and it’s this:

When you use a pen name to build an entire business, you can then SELL that entire business to someone else. They keep the pen name, and customers don’t even necessarily know it changed hands.

If anything goes wrong with the business after you sell it – for example, the new owner doesn’t deliver on the promises of the business – it won’t affect you or your reputation in any way because your name has never been associated with it.

Bottom Line: There is nothing unethical about using a pen name. They’ve been used for hundreds of years by some of the best writers in their field.

And there are some dynamite advantages to using one.

Best Custom-Tailored Product Funnel Coaching Ever?

Imagine for a moment that you want to create a product in the dating niche.

Best Custom-Tailored Product Funnel Coaching Ever?

In fact, you even know what kind of product you want to create, who your target audience is and so forth.

Now if you could just get someone to show you exactly what to do…

  • What kind of emails should you use?
  • What sort of branding?
  • What kind of follow up sequences?
  • How should you position your product?
  • What might the sales copy look like?
  • What kind of pricing will work?
  • How many upsells should you have and what should they cost?

Here’s an idea: Hire a $3,000 a month coach.

Here’s another idea: Reverse engineer funnels that are already in place.

Before we go any further on this… I am not advocating you steal anything, especially copy. I’m only advocating that you see what’s working and WHY it’s working. 

Okay, let’s get back to it…

You want to make a dating product. So, you go to someplace like Clickbank, find a product that’s similar to the one you’re creating and you become a customer.

You go through the entire sales process, copying every URL along the way. 3 upsells? You copy the URL’s. Oh yes, and you buy everything in the funnel, too.

This person has done all the work already. You can guess by their gravity how well they’re doing. If they’re on a platform like JVZoo, you can tell EXACTLY how well they’re doing, how well they’re converting and so forth.

As you’re going through the funnel, look at it with two sets of eyes – customer and marketer.

What does the squeeze page look like? The sales letter? The thank you page with the first upsell, and so forth.

Study how it works, how it’s put together, what kind of language they’re using, how they’re appealing to the customer, what kind of proof they have, how they present the offer and so forth.

How does the whole thing make you feel? Which parts do you think need improving? Which are working? What’s missing?

Go back to the squeeze page and put in a different email address from the one you used to buy the product.

Now watch your emails for both sequences – the sequence you get as a buyer, and the sequence you get as a prospect.

Notice what other cross-promotions they’re doing, what offers they’re making, and how everything is presented.

Again, I’m not advocating you steal anything. I am advocating that you do your homework and figure out what’s working.

This is the cheapest and yet the most priceless education you can get on how to build your own funnel.

Now go back and look for any other products that are similar to the one you’re producing, and repeat the process of reverse-engineering everything.

This could well be the best blueprint you could ever want for how to create and position your funnel for your own product.

How to Make More Sales with Less Effort Using Repulsion Marketing

I do a great deal of reading and researching on the topic of online marketing. I have to, it’s how I make my living. I imagine you do the same.

Easy Money

Which is why you may have noticed that a lot of people tend to over complicate the whole online marketing thing.

Really, you need a product to sell, someone to sell it to and a way to persuade them to buy.

That’s it.

In fact, I said that exact same thing to an aspiring marketer the other day, and he responded with, “That’s OVER simplified, tell me how I’m supposed to do that.”

Okay, here goes:

When you get someone on your list, your job is to build rapport so they like you and your content. Once you do this, it’s a lot easier to convince them to buy your recommendations.

That’s why I start out by telling them something about me and my life. Not a full-blown biography – I’m not that fascinating. Just enough so they feel like they know something about who I am and how I think and live.

Then I send them content and offers, same as any other marketer.

Except, I don’t try to appeal to everyone.

In fact, I don’t want to appeal to everyone, because when you make that your goal, you wind up appealing to pretty much no one.

Imagine if you tried to create the perfect food that EVERYONE likes. Any flavor is going to turn off a certain segment of the population, so you’ll have to remove all flavor to make everyone happy.

Except, of course, when you remove all flavor, your dish will be as bland as paste and it will appeal to no one.

Time and again I see marketers trying not to have opinions or offend anyone. And these same marketers struggle, despite having 5 or even 6 figures of subscribers on their lists.

When you appeal to everyone, you appeal to no one.

So what I do is ‘let it all hang out,’ so to speak.

I state my opinions. I give my thoughts. When I disagree with something, I politely but firmly make my case.

In other words, I’m myself. I don’t try to be an ‘everyman,’ I just work at being me.

Which I have a lot of practice at, so it’s much easier than trying to be someone I’m not.

Some people don’t like me or my opinions, and they unsubscribe. Hence the name, “repulsion marketing.”

Other people resonate with me and what I believe, and these folks not only stay on my list, but they also open and READ my emails.

And click my links.

And buy my stuff.

They’re receptive, enthusiastic, and fun to have as customers. I’m continually building my tribe, and part of that process is weeding out the people who aren’t a good fit.

I never worry about how ‘qualified’ my traffic is or what ‘quality’ it is.

My only job is to get people onto my list and then just be myself.

It’s like real life – some people think you’re a jerk, and other people become your friends and lovers.

And it works really, really well.

“Don’t Pay Me Until You Make Money”

If you’ve been in marketing for awhile, and you cater to the online marketing crowd, then you’ve gotten an email from a subscriber that looks like this:

“Your program looks great, and I would like to try it. But I can’t afford it. Since you say it will allow me to make $3,000 over the next 90 days, I have a proposal. You give me the program for free, and once I make $3,000, I’ll send you the cost of the program.”

Don’t Pay Me Until You Make Money

You’ve gotten that email, too, right? I think we all have.

Which got me to thinking…

What if you set up a squeeze page that has an offer like this: “30 day course on how to start your business and earn $X money in 30 days. Pay nothing now, and simply send me $100 when you’ve earned your first $1,000.”

Do you think you would get some subscribers? Of course. This isn’t your typical offer at all, and people will recognize this.

So, you get your subscribers and every day they get another email from you with another step in how to build their business.

For the content, I recommend getting one of those big PLR courses with 30 steps or 40 modules or whatever number of lessons that teach how to build an online business. The number of steps will determine the number of days your course runs.

Each day you email out a link to the next step / course / module.

Pretty soon your new subscribers will realize that this is a lot of work, and they’ll be wishing for a shortcut.

~~cough cough~~

And you give it to them, of course.

This is a much sexier course, such as how to earn $5,000 in the next 20 days by working one hour per day, or whatever.

You place the link in each email and on each daily page of the course.

And you will make sales.

Now then, if you’ve been paying attention, then you realize this is simply a variation of a very tried and true method:

Teach them step-by-step how to do something, then offer them an easier or faster way to get the same or better result.

You start out teaching, but when things get too hard or time-consuming, you come to the rescue with a shortcut.

People love shortcuts, and they gladly buy them every day of the week.

This is just another way to frame it, and you can use this method in other niches as well.

“Pay nothing until you find your dream spouse.”

“Pay nothing until you find the home of your dreams.”

Pay nothing until your investments earn you at least $x money.”

“Pay nothing until you land your dream job.”

And so forth.

It’s all in the positioning. And because this method hasn’t been done to death, I guarantee it will afford you plenty of traction and a good amount of sales, too.

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