MEPS: How Follow-up Drives Follow Through…

This should be obvious…

But a lot of folks need this spelled out for them:

Following up with prospects who aren’t engaging with your content is key for conversion growth.

A significant portion of our sales comes from prospects who we had to strategically activate at the top of our marketing funnel…

This can take time, but if done wisely, these low-hanging fruits can be harvested for huge gains in revenue.

This strategy is called “non-responder follow-up”, which I’ll break down for you with some hypotheticals…

Hopefully, you have prospects in your marketing funnel that are actively clicking on the links in your email, watching videos, or downloading your PDFs.

Whether you have tons of active prospects or very few, we all have prospects in our lists or marketing funnels that don’t click or engage with content they requested, right?

What’s critical to note is that non-responders should NOT be communicated with the same way as engaged responders!

Not only should non-responders not be communicated with the same, they also shouldn’t be even communicated within the same timeframe.

People that are actively engaged with your content, consuming your videos, and clicking your stuff should be moved through your funnel based on their engagement.

Those consuming video one today should get video two tomorrow, etc.

Non-responders should not be moved along with that same timeframe until they are engaged.

To properly engage these non-responders, lack of engagement with your marketing funnel content should trigger a separate sequence and messaging.

This is that what’s known as multiple engagement pads and sequences or MEPS.

MEPS is basically just dynamic funnel sequencing or, in other words, messaging dictated by the behavior and the actions of prospects.

Here’s how it works:

Let’s say you have a list of 10,000 people on your email list and you send out an email…

Now imagine 5,000 of those 10,000 people don’t open the email.

Then out of the 5,000 that did open the email 2,500 click the link.

Even further, out of the 2,500 that clicked only 1,000 of them purchased something.

Most novice marketers will just blast everyone with the same email… But the reality is, you now have FOUR segments:

1. Customers

2. People that click the link and didn’t buy

3. People that open the email and didn’t click

4. People that just didn’t open the email

You’d be sacrificing conversions by not sending out another communication to all those four segments the next day, right?

So, what’s the next move?

Often what we do for emails here at MFA is we will continue over several days to segment out the non-opens.

Once we get the results on how an email performed, the next day we’re going to send out a distinct type of communication to non-opens, the ones that opened but didn’t click, and the people that clicked but didn’t buy.

That may sound complicated, but today there are technologies like Infusionsoft that allow you to automate these dynamic funnels based on prospect behavior.

There’s no excuse for neglecting to follow up with non-responders based on how much or how little they’ve engaged with your funnel.

There’s a huge amount of revenue sitting on your table…

Just engineer your follow-up sequences wisely and watch more prospects turn into customers!

Enjoy,
-Todd

Bulletproof Marketing Funnels Are Made Of This…

If you can’t prove why I should believe you…

I’m simply not going to believe you.

That goes doubly if you’re trying to sell me something…

When people try to sell me something that they say is fantastic, cutting-edge, revolutionary, blah blah blah…

This only tells me they think their offer is gold (or at least a gold polished turd)…

And as far as I know, nobody and nothing is backing them up.

When people get pitched- remember that they’re always thinking:

“Why should I trust you?”

If you’re trying to sell me pudding, there had better be some proof in it.

See, proof transforms advertising into believable facts and an accepted premise…

You have to prove what you’re saying is true. Prove your statements of benefit, prove your claims, and prove your promises.

Let’s use the analogy of a prosecutor again…

When a prosecutor is making their case they simply make certain statements, or claims, and then back up those claims with proof…

A preponderance of proof if they want to WIN their case, right?

They’re not just making claims or making promises willy nilly…

Because when you make a promise and you don’t prove it, jurors (or prospects) say to themselves:

“Yeah, right. Why should I believe you?”

When that exists for even one claim, one promise, or one statement of benefit you’ve just allowed DOUBT to creep into the mind of your prospect.

And when doubt creeps in… conversions plummet. 

You need a preponderance (a whole bunch) of proof throughout your marketing funnel.

That’s why one of the things that I hammer on with my coaching clients is that every single statement of benefit, every single promise and every single claim must be tied to one or more proof points.

Now, there are 11+ different types of proof elements that you can use, but that’s irrelevant right now…

For now, I want you to understand is that not having at least one proof point for every promise that you make, every result you claim, every promise of alleviation of the problem simply leaves doubt in the mind of the prospect…

And doubt kills your conversions.

You want to have a bulk of proof points and you want to have a variety of proof points.

You can never have too many proof points, you can only not have enough.

Variety, on the other hand, means that you’re not simply relying on one or two type of proof points throughout the marketing funnel.

Don’t exclusively rely on testimonials or endorsements…

You leverage the 11+ proof points all throughout your marketing funnel…

For the highest converting marketing funnels you’re leveraging more than one type of proof point for each claim.

If you’re simply hoping that prospects accept your claims at face value, here’s a newsflash:

They don’t.

Now, go into the engineering of your marketing funnel with that wisdom and operate as if prospects are going to doubt everything that you say.

Remember: you need a preponderance of varied proof points to build your case…

It needs to be bulletproof!

Just like a prosecutor who’s led the jury through a persuasive argument proving the guilt of the defendant…

You’ll lead the prospect to the natural conclusion that your product or service is the perfect solution for their problem.

Wrap up the case… and enjoy your victory.

Enjoy,
-Todd

Become The “Godfather” Of Your Market

If you want to see higher conversions, then your audience is going to need to see an offer they can’t refuse…

I’ve never been one for selling myself short, but I’m all for upselling, cross-selling, and every-which-way-selling…And you do that with a great offer.

What I want you to understand right off the bat is that your offer is more important than your copy.

The offer is 100 times more important than the words and phrases that you use to inform your prospect about the offer.

Remember the order of importance in direct-response marketing:

1. List: Make sure you’re in front of the right crowd.

2. Offer: Presenting the marketplace with a rock-solid, superior, irresistible, no-brainer offer.

3. Copy: The narrative you build to convince, convert, and sell.

So, assuming that you’re in front of the right people, the next most important element is the offer.

And that offer is far more important than the copy.

It doesn’t mean that copy isn’t very important, but no matter how good the copy…

The offer can make or break any marketing funnel.

This is why the real product you’re “selling” prospects on is the offer.

And when you’re putting together your offer, the offer needs to be superior than your competitors’ offers.

You start by asking the questions:

What offers are your competitors are making to the marketplace?

What is the price point?

What are the premiums, terms, risk-reversals, and guarantee?

What is the timeframe?

And you leverage that to blow their offer out of the water!

It’s your job to put together an offer that makes your competitors say:

“How the heck are they doing that? That’s crazy!”

And to make prospects feel like…

“That’s an offer I can’t refuse. I would be nuts to pass that up!”

That’s how you become The Godfather of your market.

Your offer should give the prospect the perception that they’re getting incredible value; value worth far more than the investment required to get it.

Your job as a direct-response marketer in crafting and engineering a high-converting marketing funnel is to sweeten the offer as much as possible until it’s irresistible.

You do that by giving phenomenal lopsided value return.

It’s all about how much better each aspect of your offer is than your competitors’.

One of the best ways to do that is with an idea I mentioned above: the risk-reversal, or guarantee.

The offer with the biggest, baddest, boldest risk-reversal guarantee is usually the one that dominates the market.

Remember, a lot of marketers are timid when it comes to risk-reversal…

They use the weakest guarantee possible in fear of refunds.

But that’s their Achilles heel!

The reality is, yes, with a big, bold risk-reversal in your offer, sure, you will no doubt see an increase in refunds…

And honestly, if you’re not seeing a healthy amount of refunds… You’re probably not selling hard enough!

But mark my words…

With an insane offer delivering a phenomenal product that comes with a bold guarantee, your increase in sales will far exceed the slight bump in refunds.

So be bold, my friend…

And you’ll be the Don Corleone of your market in no time.

Enjoy,
-Todd

2019 Marketing Requirement… A Law Degree?

In 2019 all marketers should have the same mindset as lawyers.

Here’s why:

At the foundation of your marketing funnel you must present a solid chain of logic.

Please, don’t misunderstand me…

I’m not talking about having a marketing message based on logic…

Because as you already know, people are emotional creatures, so your marketing funnel needs to stir up emotion.

However, when it comes to proving your marketing case (your marketing argument) you need to present a solid chain of logic.

You need to understand that there are specific beliefs your prospects MUST come to accept in order to BUY at the end of your funnel.

One of the best ways to begin constructing your marketing message with Education Based Marketing (EBM) content is to ask yourself…

“What beliefs MUST my prospect hold to be able to buy?”

Because not establishing all the beliefs that prospects need to have will leave a gap in your marketing case…

And I guarantee you… that gap will hurt your conversions.

The best way to uncover ALL of your prospects’ beliefs and to present a proven marketing case… is to think of yourself like a prosecutor!

Let’s say you are a prosecutor presenting a case with the goal of finding a defendant guilty of murder.

The end result of your presentation to the court is to persuade the jury to believe that the defendant is guilty.

Now, in order for the jury to arrive at that belief there are other prerequisite beliefs that they must have.

There is a series, a sequence, or a logical chain of beliefs that they need to have in order to reach the conclusion that the defendant is guilty.

Does the jury need to believe that there was motive?

Do they need to believe the person obviously committed a heinous act?

Do they need to believe that the crime was premeditated?

As the prosecutor… point by point, element by element, belief by belief, you present your case, establishing one belief on top of the next…

You only rest your case when you know that you’ve established ALL the beliefs necessary for the jury to believe the defendant is guilty.

The marketing world is no different…

Ultimately, you’re leading your prospect to believe that your product or service is the ideal solution to their problem.

And those beliefs typically fall under – what they need to believe about you, what they need to believe about themselves and what they need to believe about your product or service.

In your marketing funnel, you’re simply making statements of claim by presenting certain promises and backing up those claims with proof

Just like a prosecutor in a courtroom.

Having a marketing funnel that doesn’t establish all of the necessary beliefs, holes, and gaps leaves doubt in the mind of the prospect.

That leaves questions in the mind of the prospect because it’s incomplete and unproven

And doubtful, skeptical prospects never buy.

Make sure you’ve established all of the necessary beliefs your prospects must have in order to buy, then sit back to watch your conversion rates rise.

Enjoy,
-Todd

Burned Ad Spend, Bored Prospects, And Bland Marketing Promise?

You already know having an irresistible offer will make or break your ability to drive sales through your marketing funnel…

However, an incredible offer is only half the battle.

Because if prospects don’t engage with your marketing content, they’ll NEVER see your offer – doesn’t matter how over the top it is…

You’ll burn ad spend, bore prospects, and of course… make no money.

That’s why lacking a big overarching promise of the payoff prospects are going to get by going through your marketing funnel is a common issue destroying conversions for many novice marketers.

Most novice marketers don’t understand that there’s a difference between the benefits and “the promise” of a marketing funnel.

Benefits are what the features of your product/service actually DO for the prospect…

What they’ll change for the prospect… How they’ll enhance life for the prospect, etc.

But a big promise is really a big “claim” that you’re making for what’s about to happen for your prospects as they go through your marketing funnel.

Think of it as the big outcome, or the big payoff for engaging with your marketing funnel content.

So, when it comes to the engineering of your marketing funnel, you need to start by asking yourself…

“What’s the biggest promise I can make to prospects just for consuming the content inside my funnel?”

What’s the biggest outcome prospects will reap simply by engaging with your marketing content?

The best (and easiest) way to craft this big promise for your marketing funnel is to ask yourself

“What is the most powerful desire my prospects have as it relates to the solution they’re looking for?”

And of course, you’ll have a big overarching promise of what your product/service does for prospects, and how all of the different features of the product deliver that…

BUT your content needs to have it’s own big marketing promise in order to persuade prospects to engage with your marketing!

There’s another great way to look at this:

If you could wave a magic wand, granting your prospects any wish as it relates to the solution that they’re looking for…

What would the ideal outcome be?

You want your big promise to be as close to that fulfillment of their wish as possible.

Does your marketing funnel begin with a big audacious promise for the value prospects will receive simply by engaging with your content?

When you have that big promise, your prospect engagement soars, bringing your conversions along for the ride.

Enjoy,
-Todd

11 Steps For Dominating Your Niche This Year

Part 2

Hey it’s Todd,

In Part 1 of this post, I gave you seven points to dominate your niche and knock over your biggest competitors by delivering superior marketing…

Today, I’m giving you the remaining five points from my 11-Point Competitor Analysis…

Remember, these are the SAME points I’ve used to help me craft dozens of multi-million dollar marketing campaigns.

Without further adieu, here they are for you:

7. Your Competitors’ Benefit Statements

Claims are statements associated with facts about the product or service…

Whereas benefits statements are more focused on what those claims mean for prospects. 

Meaning that they’ll be able to sleep later…

They’ll wake up with less back pain…

They’ll have a better relationship with their spouse or their partner.

Benefit statements are about what the product does for the prospect, not about the product features itself.

8. Their Deliverables

What comes with their main offer?

If it’s an info-product for example, are they giving videos?

Are they giving audios, PDFs, cheat sheets, worksheets, software, etc?

9. Their Price and Terms

Their price point and terms are incredibly important for you to note. Is the price point higher or lower than yours?

What are the specific terms?

Is there a payment plan?

A monthly fee?

Is it a lifetime subscription?

10. Their Premiums (AKA Bonuses)

Are they offering digital or physical premiums?

Do the premiums address an additional problem the prospect might have?

Do the premiums appear to provide any real value to prospects?

So many average marketers slap together bonuses because it’s what they think they’re “supposed to do”…

They key is offering premiums your prospects would actually pay money for. Often times prospects will buy your offer just to get their hands on one of your premiums.

Master this and your conversions can double, or even triple.

11. Their Risk Reversal

Does your competitor offer any guarantee? Is it a 30-day guarantee?

Is it a 100% money back guarantee?

Bottom line: is the guarantee compelling, and does it incentivize the prospect to buy?

Identifying these 11 points is a prerequisite for engineering a profitable marketing funnel!

If you want to knock it out of the park, don’t write a single line of copy until you’ve done this analysis.

Yes, this process takes time… and most average marketers simply aren’t willing to invest the effort.

And therein lies your advantage!

Invest time in doing this and you’ll see high conversions, more revenue, and ultimately… a chance at finally dominating your niche this year.

Enjoy,
-Todd

11 Steps For Dominating Your Niche This Year

Part 1

The easiest way for you to claim the title of “800 pound gorilla” in your niche is to obliterate your competitors

The best way to do that is to understand exactly how your competitors are communicating with prospects… so you can deliver superior marketing.

That’s why today I want to give you the first part of my 11-Point Competitor Analysis.

You’ll identify two things with this analysis:

Offering “Bonuses” Hurting Your Conversions?

Here’s something I see many average marketers doing these days…

And it’s seriously hurting their conversions…

Premiums (more commonly referred to in the internet marketing community as “bonuses”) have the power to drive conversions.

Premiums have the power to increase sales… Big time.

But only when they’re done correctly!