A marketing message without PROOF is nothing more than a string of claims.
Granted, you need to make claims in your marketing (i.e. benefit statements and promises of results), but… you need to backup every claim with proof, with evidence.
The proof is what transforms typical claims into believable facts.
Ideally, every claim you make about what your product does should be supported by AT LEAST one proof point, if not two or three.
And, the bigger the claim, the bigger your proof needs to be.
In fact, no one claim should be bigger than your biggest proof point.
To get your wheels spinning, here’s a list of different types of proof points you can use to support your marketing claims:
This is Damian, my partner and COO at MFA.
In the back of the room, out of the picture, is Teddy, our CTO.
Off to the side is Cat, our Executive Admin.
Taking photos is Josh, our Lead Creative.
And there’s a whole slew of people on our team working diligently behind then scenes.
Having good, solid people around you is at the foundation of every thriving entrepreneurial venture.
I believe having the right people “on the bus” is even more important than having just talented people.
This game of being an entrepreneur is a journey. One that never ends.
And there’s something special about being on it with people who all care deeply about the same things.
Copy — what you say and how you say it in your marketing — is obviously at the foundation of whether you end up with a message which converts or not.
But, what most entrepreneurs have been taught is good copy… is not.
Good copy doesn’t read or sound like copy.
Good copy doesn’t feel like, or come across, as a sales pitch.
Good copy doesn’t simply spew an endless tirade of claims.
And good copy doesn’t feel hyperbolic or exaggerated.
I’m often asked, “How long should my marketing campaign be? When should I stop following-up with prospects about a particular offer?”
I’ll tell you what I taught David, in just a second.
Fact is: Most entrepreneurs will never see revenue like this. Annualized, it’s over $3.5 million a year.
Why won’t most ever hit this level?
Because most never learn how to engineer a legit marketing message which converts masses of cold prospects into buyers.
Sure, lots of online entrepreneurs and marketers have learned how to set-up a funnel, publish pages, write a headline, present upsells, etc. All stuff that certainly can help produce an ordinary amount of sales.
But, most online entrepreneurs and marketers have never been taught the most critical conversion skill… the skill mandatory if you want to put up big money — how to communicate a message which produces demand for a product and drives large throngs of prospects to buy.
Of all the apps and software tools and page builders out there, which one optimizes your funnel the best?
I see someone asking this question somewhere on social media every single day.
With the myriad of “marketing formulas” available to the modern marketer, what’s often forgotten are the answers to four simple, but critical questions.
These MUST be communicated if your aim is to get prospects buying:
Ryan McGrath is a copywriting stud. There’s no other way to say it.
His name and achievements hang on the wall at 808 St. Paul Street in Baltimore, Maryland… the headquarters of one of the biggest direct response companies in existence.
It’s not there to identify him as a Senior Copywriter; but, because he’s one of the most accomplished copywriters in the company’s history.
His copy has generated an average of $10 million in sales per year… for years running now.
If you were to ask him what the secret is to crafting copy that converts like crazy with cold traffic, what do you think he’d say?
Well, I know what he’d say. Because I know Ryan and I know his method. He and I are completely on the same page. (I’ll tell you his “secret” in a second.)
The list of Facebook’s prohibited advertising words, phrases, topics, and themes feels like it’s growing by the day.
Not too mention, their spoken and unspoken advertising terms: No claims… no promises… no big benefit statements… no results-based proclamations… no typical fill-in-the-blank headlines… none of that.
Try to run ads with any of those, and your stuff is disapproved or runs the risk of, at some point, getting your account flagged.
This is why the idea of writing “compliant copy” has become something of a hot topic.
Compliance is, obviously, essential. A non-negotiable.
But, trying to craft compelling and persuasive copy… which is also compliant… is no easy task when trying to do it with the old-school promise-driven style of direct response.
Because you’re handcuffed…
It’s like trying to produce a horror film without being allowed to include any sharp objects, scary masks, eerie music, or blood and gore.
You’ve got to be one heck of a movie magician to pull that off.
Okay… so, then, what do you do?
WHAT’S THE SOLUTION?
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…