You know me… always laser focused on conversions…
I am constantly teaching the ins-and-outs of why at the foundation of every high converting marketing campaign, you need to have a big marketing idea, an irresistible and superior offer, and an air-tight marketing argument.
YES, I am a staunch advocate of focusing on conversions and why conversions are so critical… but today I want to flip things around.
Today we’re going to talk about the other side of the equation: traffic generation and media buying.
Let’s talk about writing copy and being real.
First and foremost, if you’re reading this, odds are you’re a direct response marketer or at least you understand the value of direct response marketing.
The #1 Skill For Marketers
I believe that copywriting (the ability to use words to lead prospects through the buying journey) and leading prospects to ultimately buying your product or service is one of the most valuable skill sets, that you can have in this business.
But it goes without saying that, over the last 15 years doing this, not just my skills, but the way I view copywriting and the way I go about every single piece of copy I sit down to write has evolved…
In fact, the way I view copywriting has changed enormously.
“The chance to peep and be a voyeur will drive new customers to spend more with you.”
I shared that with a client while in Baltimore a few weeks ago.
The room was filled with about a dozen marketers, copywriters, and media buyers.
We were discussing how to best increase the take-rate on their bump offers.
Most entrepreneurs aren’t bold enough to use these two words.
The ones who do will see an immediate lift in sales from their marketing campaigns.
Double, triple, even quadruple the number of sales you’re getting right now. No joke.
And, without changing anything else in your marketing campaign.
These two words work so well at increasing sales, legendary copywriters like Gene Schwartz and Gary Halbert relied on them with most of their marketing campaigns.
Even today, brilliant marketers like Russell Brunson, Frank Kern, Perry Belcher, and others use, these two words with a variety of their campaigns.
The question is… are YOU bold enough?
We shall see. 🙂
Ready for the two words?
Okay, here they are…
There’s a reason lots of marketing online triggers doubt, skepticism, and disbelief.
Cause most is based on hyperbole.
Lots of exaggerated claims and promises. Language filled with excess.
Instead of assembling a rock-solid, airtight marketing argument, many marketers and copywriters attempt to win their prospect over with grandiose descriptions, hyped-up promises, and vague claims.
They foolishly think “going bigger” with their language is the way to go.
“That’s like trying to fix a broken back with massage therapy,” I said. “It may feel good, but it ain’t gonna solve the problem.”
A fellow marketer had asked my opinion…
“My marketing campaign isn’t really converting. Like eight sales. You think I should add a chatbot?”
I wanted to grab him and shake him by his shirt.
Add a chatbot?… To a campaign with a message and offer clearly not resonating or converting?
No! A chatbot isn’t going to fix a broken campaign.
It’s broken… and not converting… not because the campaign is missing a chatbot or text message follow-up or a certain type of countdown timer or anything else “small” like that.
Those things are optimization tactics; ways of improving the performance of a marketing campaign already working.
None of them will fix a broken campaign with a low, inadequate sales conversion rate. That’s not what they’re for.
If your campaign is broken… and not producing enough sales… the problem is with, either:
It’s no longer enough to just promise your prospects a slew of benefits in your marketing.
Prospects have evolved…
And your marketing needs to evolve as well.
Today, because prospects are pounded with advertising and marketing messages, they want to know more than just WHAT your product or service can do for them.
I get this question from marketers all the time so I wanted to address this in a short and sweet post for you today.
All marketing is manipulation. Period.
There are preconceived, negative connotations associated with the word “manipulation”.
To me, marketing is about moving people emotionally.
It’s about prodding feelings, emotions, and perspective.
It’s about stimulating (and dare I say worsening) fears that already exist.
It’s about stimulating, as John Carlton would say, “the greed glands.”
Marketing is manipulating emotions.
The reason why I’m okay with that is because what I really believe it comes down to is this…
I don’t like selling…
There’s a massive difference between marketing and selling.
Being a great salesperson doesn’t mean you’re a great marketer.
Being a great marketer doesn’t mean you are a great salesperson.
In Part 1 of this post series, I shared how we structure our follow-up email sequences… today we get to the good stuff with the intensification sequence.
Remember, the intensification sequence simply intensifies the offer and intensifies the desire for the offer.
In this intensification sequence, we usually use the 5P framework.