Black Friday Bootcamp 2013
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The $30 MILLION
BLUEPRINT Your Hosts...
Ryan Deiss
Founder/Managing Director, DigitalMarketer
Frank Kern
Highest Paid Direct Response Internet Marketing Consultant and Copywriter On Planet Earth
WHAT’S THE #1 JOB OF EVERY MARKETER?
SHOCKING STATEMENT…
THERE’S NO SUCH THING AS A
“TRAFFIC PROBLEM”…
THERE ARE ONLY “OFFER PROBLEMS”
$30 MILLION BREAKTHROUGH • This realization changed EVERYTHING
• It allowed us to get “unstuck” and grow to the next level…
• It allowed us to focus on what matters (instead of shiny objects)…
• It allowed us to declare independence from affiliates and joint ventures…
• And finally, it allowed us win in multiple markets (because this “blueprint” is UNIVERSAL!!)
CUSTOMER VALUE OPTIMIZATION !
(A.K.A. FULL FUNNEL OPTIMIZATION)
Our Methodology...
THE FIVE THINGS
1 Tripwire 2 Core Offer 3 Profit Maximizer 4 Return Path 5 Lead Magnet
1. LEAD MAGNET
WHAT IS A LEAD MAGNET?
A small “chunk” of value that solves a SPECIFIC problem for a SPECIFIC market that is offered in exchange for an opt-in.
WHY LEAD MAGNETS?
Prospects want immediate gratification and something they can sink their teeth into NOW. Lead magnets give them that...
BE SPECIFIC!!! MARKET • Investors
• Forex Traders
• Bloggers
• Single Guys
• Horse Owners
• Preppers
• Golfers
LEAD MAGNET • “Top Dividend Stocks”
• “MetaTrader Tutorials”
• “Appify Your Blog”
• “The Kiss Test”
• “Stop Cribbing”
• “Get a 2nd Passport”
• “10 Yards Longer”
TITLES MATTER CASE STUDY: 50,000% MORE SALES!!
Published: 1982
!
Copies Sold: < 5000
Re-Published: 1998
!
Copies Sold:
!
OVER 2.5 MILLION!!!
BIG LESSON…
Speak To the desired end result “How To Win Friends and Influence People” “Wake Up Produc:ve” “Ge=ng Things Done”
CAN YOU MAKE THIS BETTER?
CASE STUDY #1: RAPID FILTER BEFORE:
!
# of New Prospects:
6 Per Month
CASE STUDY #1: RAPID FILTER BEFORE:
AFTER:
!
!
# of New Prospects:
# of New Prospects:
6 Per Month
6 PER DAY!!
20X INCREASE IN QUALIFIED LEADS!!
FINAL TIP: SOMETIMES LESS (COPY) IS MORE...
“FOOL-STYLE” LANDING PAGE
“FOOL-STYLE” LANDING PAGE - Our Version -
43% OPT-IN RATE (COLD TRAFFIC)
FEEL FREE TO GET “CREATIVE”
55.35% Conversion Rate
54.95% Conversion Rate
53.68% Conversion Rate
60.34% Conversion Rate
RECOMMENDED TESTS • Lead magnet title
• Timing of lead magnet delivery
• Landing page length and type
• Landing page headline
• Landing page frequency (more opt-ins on more pages)
2. THE TRIPWIRE
WHAT IS A TRIPWIRE?
An irresistible, super-lowticket offer that converts prospects into BUYERS!
15% OF ALL MUSIC SALES 32
YOU GOTTA FIND THEIR ”CHEESE”...
CANDLEMAKER “CHEESE”
35
GUITAR PLAYER “CHEESE”
WATER FILTER “CHEESE”
PREPPER “CHEESE”
CASE STUDY #2: SURVIVAL LIFE • List Size: 113,636 - ONE PRODUCT ($47)
TURNED A BONUS INTO A TRIPWIRE
CASE STUDY #2: SURVIVAL LIFE • List Size: 113,636 - ONE PRODUCT ($47)
• $7 Sales: 9,926 in 30 Days (8% Conversion Rate!!)
• 2,536 bought the $47 course!!!
!
TRIPWIRE SALES: $69,482
CORE OFFER SALES: $119,192
TOTAL SALES: $188,674 (from a “dead” list)
SURVIVAL LIFE CASE STUDY - 1000 CLICK SNAPSHOT -
•BEFORE: 1.5% average conversion rate (at $47)
•$705 / 1000 visitors
•AFTER:
•TRIPWIRE: 8% at $7 = $640 / 1000 visitors
•CORE OFFER: 30% at $47 = $1,128 / 1000 visitors
•TOTAL REVENUE: $1,768 / 1000 visitors (160% INCREASE!!!)
SOFTWARE AS A TRIPWIRE
WEBINAR AS A TRIPWIRE
PHYSICAL PRODUCT AS A TRIPWIRE
PHYSICAL PRODUCT AS A TRIPWIRE
10% - 15% CONVERSION RATE!!
48
CASE STUDY #3: MARKETING AGENCY •
2000 attendees
•
603 people approached booth
•
87 people bought the “tripwire” - $20
•
19 converted to $500/mo. core immediate
•
23 more converted via phone after results
BEFORE: Average 3 new clients per show at $500/mo...
$21,300 mo. Recurring 7 Month Stick !
$149,100 !
200 Trade Shows a Year
TRADE SHOW CASE STUDY •BEFORE: 3 clients at $500/mo ($10,500 LCV)
•AFTER: 42 clients at $500/mo ($149,100 LCV)
• PLUS: 87 “tripwire” clients that they can followup with via the Return Path
• PLUS: Tripwire sales covered booth costs ($20 x 87 = $1740)
CASE STUDY RECAP • Survival Life Case Study:
• 5X increase in total customers
• 160% IMMEDIATE Revenue Increase
• Trade Show Case Study:
• 1437% Revenue Growth ($10,500 to $150,840)
• $68,240 in IMMEDIATE Revenue
• $82,600 in RETURN PATH Revenue (60 days later)
NOW YOU SEE WHY (THANKS TO THE TRIPWIRE OFFER) OUR CLIENTS REGULARLY SEE THEIR SALES...
DOUBLE!!
RECOMMENDED TESTS • Name/Title
• Headline on landing page
• Price-point
• Bundled vs. standalone
• Digital vs. physical
3. CORE OFFER
FLAWED MODEL
THE GOAL IS NOT TO OPTIMIZE
CONVERSION RATES...
THE GOAL IS TO OPTIMIZE
TOTAL REVENUE!!!
BIG TIP #1 SEQUENCE IS EVERYTHING!!
SEQUENCE IS CRITICAL
HTTP://PERRYBELCHER.COM/21-STEP-SALESLETTER/
BIG TIP #2 NOTHING CONVERTS LIKE PROOF!!!
PROOF TRUMPS ALL!! 20% - 80% CONVERSION RATE INCREASE!
BIG TIP #3 Op<mize Your Order Forms By Making Them “Clickable”...
RESULTS: CART ABANDONMENT CUT
HALF!! (IN OTHER WORDS...SALES DOUBLED!!!)
RECOMMENDED TESTS • Price-point
• Single-pay vs. multi-pay
• Trial vs. no trial
• Headline
• One-step vs. multi-step order form
• Guarantee/Trial length
• Text vs. video vs. hybrid
4. PROFIT MAXIMIZER
David Sulzer, an associate professor at Columbia University Medical Center
70
TYPES OF PROFT MAXIMIZERS
1. Immediate Upsells
2. Cross-Sells
3. Slack Adjusters
4. Bundles and Kits
5. Value Buckets
6. Line Extensions
7. Premium Subscription
1. IMMEDIATE UPSELLS
SPEND $1.91 to get a person in the drive-thru
EARN $0.18 profit on a $2.09 burger sale
PROFIT $1.14 EXTRA on fries and Coke upsell
$1.32 Profit
(7.3 times that of the core sale)
CASE STUDY #4: CLEVELAND EQUIPMENT
CASE STUDY #4: CLEVELAND EQUIPMENT • Core Offer (Heat Sealer) - $250
• 40% Profit Margin - $100 per sale
• Cost To Acquire (after AdWords costs) - $70
• NET PROFIT = $30 • Immediate Upsell (Extra Elements) - $60
• 100% Profit Margin (Free from the factory)
• 50% Take Rate = EXTRA $30 PER SALE!!!
100% INCREASE IN PROFIT ON JUST THAT ONE ITEM!!!
2. CROSS-SELLS
3. SLACK ADJUSTERS
EVENTS & CONSULTING
THE MAGIC QUESTION 3 Words That DOUBLED Our Business...
“WANT SOME HELP?”
OFFERING DONE-FOR-YOU CONSULTING ADDED AN EXTRA !
$453,000
...FROM A BASE OF JUST 1500 BUYERS!!
4. BUNDLES AND KITS
5. VALUE BUCKETS
6. LINE EXTENSIONS
7. RECURRING BILLING
$168,557.55 (a month)
$168,557.55 (a month)
...JUST BY ADDING A PREMIUM SUBSCRIPTION OFFER TO THE BACK OF PRODUCTS THEY WERE ALREADY SELLING!!!
AND THE ULTIMATE FORMULA FOR A CRAFTING A WINNING PROFIT MAXIMIZER IS...
SPEED AND...
...AUTOMATION
5. RETURN PATH
4 WAYS TO INCREASE BUYER FREQUENCY...
RETURN PATH
1. CONSTANT STRATEGIC COMMUNICATION 2. AUTOMATED FOLLOWUP 3. BANNER RETARGETING 4. CUSTOM AUDIENCE MARKETING
1. CONSTANT COMMUNICATION
2. AUTOMATED FOLLOWUP
3. BANNER RETARGETING
4. CUSTOM AUDIENCE
CASE STUDY #5: SKIN CARE PRODUCT • List Size: 36,000
• Launching a new skin care product
• Ran FB Custom Audience to half the list (18,000)
!
COLD LEADS: $2,563
“PRE-SEASONED” LEADS: $8,839
SALES INCREASE OF...
$6,276 FACEBOOK AD COST $238.13
Whole List Result? $12,000+
SOUND HARD? SOUND COMPLICATED?
IT IS!!!
WANT TO WORK WITH US? APPLY FOR A STRATEGY SESSION NOW AND LET’S TALK... HTTP://WWW.DIGITALMARKETER.COM/APPLY
BREAK TIME!! (UP NEXT…FRANK KERN!)
BLUEPRINT Your Hosts...
Ryan Deiss
Founder/Managing Director, DigitalMarketer
Frank Kern
Highest Paid Direct Response Internet Marketing Consultant and Copywriter On Planet Earth
WHAT’S THE #1 JOB OF EVERY MARKETER?
SHOCKING STATEMENT…
THERE’S NO SUCH THING AS A
“TRAFFIC PROBLEM”…
THERE ARE ONLY “OFFER PROBLEMS”
$30 MILLION BREAKTHROUGH • This realization changed EVERYTHING
• It allowed us to get “unstuck” and grow to the next level…
• It allowed us to focus on what matters (instead of shiny objects)…
• It allowed us to declare independence from affiliates and joint ventures…
• And finally, it allowed us win in multiple markets (because this “blueprint” is UNIVERSAL!!)
CUSTOMER VALUE OPTIMIZATION !
(A.K.A. FULL FUNNEL OPTIMIZATION)
Our Methodology...
THE FIVE THINGS
1 Tripwire 2 Core Offer 3 Profit Maximizer 4 Return Path 5 Lead Magnet
1. LEAD MAGNET
WHAT IS A LEAD MAGNET?
A small “chunk” of value that solves a SPECIFIC problem for a SPECIFIC market that is offered in exchange for an opt-in.
WHY LEAD MAGNETS?
Prospects want immediate gratification and something they can sink their teeth into NOW. Lead magnets give them that...
BE SPECIFIC!!! MARKET • Investors
• Forex Traders
• Bloggers
• Single Guys
• Horse Owners
• Preppers
• Golfers
LEAD MAGNET • “Top Dividend Stocks”
• “MetaTrader Tutorials”
• “Appify Your Blog”
• “The Kiss Test”
• “Stop Cribbing”
• “Get a 2nd Passport”
• “10 Yards Longer”
TITLES MATTER CASE STUDY: 50,000% MORE SALES!!
Published: 1982
!
Copies Sold: < 5000
Re-Published: 1998
!
Copies Sold:
!
OVER 2.5 MILLION!!!
BIG LESSON…
Speak To the desired end result “How To Win Friends and Influence People” “Wake Up Produc:ve” “Ge=ng Things Done”
CAN YOU MAKE THIS BETTER?
CASE STUDY #1: RAPID FILTER BEFORE:
!
# of New Prospects:
6 Per Month
CASE STUDY #1: RAPID FILTER BEFORE:
AFTER:
!
!
# of New Prospects:
# of New Prospects:
6 Per Month
6 PER DAY!!
20X INCREASE IN QUALIFIED LEADS!!
FINAL TIP: SOMETIMES LESS (COPY) IS MORE...
“FOOL-STYLE” LANDING PAGE
“FOOL-STYLE” LANDING PAGE - Our Version -
43% OPT-IN RATE (COLD TRAFFIC)
FEEL FREE TO GET “CREATIVE”
55.35% Conversion Rate
54.95% Conversion Rate
53.68% Conversion Rate
60.34% Conversion Rate
RECOMMENDED TESTS • Lead magnet title
• Timing of lead magnet delivery
• Landing page length and type
• Landing page headline
• Landing page frequency (more opt-ins on more pages)
2. THE TRIPWIRE
WHAT IS A TRIPWIRE?
An irresistible, super-lowticket offer that converts prospects into BUYERS!
15% OF ALL MUSIC SALES 32
YOU GOTTA FIND THEIR ”CHEESE”...
CANDLEMAKER “CHEESE”
35
GUITAR PLAYER “CHEESE”
WATER FILTER “CHEESE”
PREPPER “CHEESE”
CASE STUDY #2: SURVIVAL LIFE • List Size: 113,636 - ONE PRODUCT ($47)
TURNED A BONUS INTO A TRIPWIRE
CASE STUDY #2: SURVIVAL LIFE • List Size: 113,636 - ONE PRODUCT ($47)
• $7 Sales: 9,926 in 30 Days (8% Conversion Rate!!)
• 2,536 bought the $47 course!!!
!
TRIPWIRE SALES: $69,482
CORE OFFER SALES: $119,192
TOTAL SALES: $188,674 (from a “dead” list)
SURVIVAL LIFE CASE STUDY - 1000 CLICK SNAPSHOT -
•BEFORE: 1.5% average conversion rate (at $47)
•$705 / 1000 visitors
•AFTER:
•TRIPWIRE: 8% at $7 = $640 / 1000 visitors
•CORE OFFER: 30% at $47 = $1,128 / 1000 visitors
•TOTAL REVENUE: $1,768 / 1000 visitors (160% INCREASE!!!)
SOFTWARE AS A TRIPWIRE
WEBINAR AS A TRIPWIRE
PHYSICAL PRODUCT AS A TRIPWIRE
PHYSICAL PRODUCT AS A TRIPWIRE
10% - 15% CONVERSION RATE!!
48
CASE STUDY #3: MARKETING AGENCY •
2000 attendees
•
603 people approached booth
•
87 people bought the “tripwire” - $20
•
19 converted to $500/mo. core immediate
•
23 more converted via phone after results
BEFORE: Average 3 new clients per show at $500/mo...
$21,300 mo. Recurring 7 Month Stick !
$149,100 !
200 Trade Shows a Year
TRADE SHOW CASE STUDY •BEFORE: 3 clients at $500/mo ($10,500 LCV)
•AFTER: 42 clients at $500/mo ($149,100 LCV)
• PLUS: 87 “tripwire” clients that they can followup with via the Return Path
• PLUS: Tripwire sales covered booth costs ($20 x 87 = $1740)
CASE STUDY RECAP • Survival Life Case Study:
• 5X increase in total customers
• 160% IMMEDIATE Revenue Increase
• Trade Show Case Study:
• 1437% Revenue Growth ($10,500 to $150,840)
• $68,240 in IMMEDIATE Revenue
• $82,600 in RETURN PATH Revenue (60 days later)
NOW YOU SEE WHY (THANKS TO THE TRIPWIRE OFFER) OUR CLIENTS REGULARLY SEE THEIR SALES...
DOUBLE!!
RECOMMENDED TESTS • Name/Title
• Headline on landing page
• Price-point
• Bundled vs. standalone
• Digital vs. physical
3. CORE OFFER
FLAWED MODEL
THE GOAL IS NOT TO OPTIMIZE
CONVERSION RATES...
THE GOAL IS TO OPTIMIZE
TOTAL REVENUE!!!
BIG TIP #1 SEQUENCE IS EVERYTHING!!
SEQUENCE IS CRITICAL
HTTP://PERRYBELCHER.COM/21-STEP-SALESLETTER/
BIG TIP #2 NOTHING CONVERTS LIKE PROOF!!!
PROOF TRUMPS ALL!! 20% - 80% CONVERSION RATE INCREASE!
BIG TIP #3 Op<mize Your Order Forms By Making Them “Clickable”...
RESULTS: CART ABANDONMENT CUT
HALF!! (IN OTHER WORDS...SALES DOUBLED!!!)
RECOMMENDED TESTS • Price-point
• Single-pay vs. multi-pay
• Trial vs. no trial
• Headline
• One-step vs. multi-step order form
• Guarantee/Trial length
• Text vs. video vs. hybrid
4. PROFIT MAXIMIZER
David Sulzer, an associate professor at Columbia University Medical Center
70
TYPES OF PROFT MAXIMIZERS
1. Immediate Upsells
2. Cross-Sells
3. Slack Adjusters
4. Bundles and Kits
5. Value Buckets
6. Line Extensions
7. Premium Subscription
1. IMMEDIATE UPSELLS
SPEND $1.91 to get a person in the drive-thru
EARN $0.18 profit on a $2.09 burger sale
PROFIT $1.14 EXTRA on fries and Coke upsell
$1.32 Profit
(7.3 times that of the core sale)
CASE STUDY #4: CLEVELAND EQUIPMENT
CASE STUDY #4: CLEVELAND EQUIPMENT • Core Offer (Heat Sealer) - $250
• 40% Profit Margin - $100 per sale
• Cost To Acquire (after AdWords costs) - $70
• NET PROFIT = $30 • Immediate Upsell (Extra Elements) - $60
• 100% Profit Margin (Free from the factory)
• 50% Take Rate = EXTRA $30 PER SALE!!!
100% INCREASE IN PROFIT ON JUST THAT ONE ITEM!!!
2. CROSS-SELLS
3. SLACK ADJUSTERS
EVENTS & CONSULTING
THE MAGIC QUESTION 3 Words That DOUBLED Our Business...
“WANT SOME HELP?”
OFFERING DONE-FOR-YOU CONSULTING ADDED AN EXTRA !
$453,000
...FROM A BASE OF JUST 1500 BUYERS!!
4. BUNDLES AND KITS
5. VALUE BUCKETS
6. LINE EXTENSIONS
7. RECURRING BILLING
$168,557.55 (a month)
$168,557.55 (a month)
...JUST BY ADDING A PREMIUM SUBSCRIPTION OFFER TO THE BACK OF PRODUCTS THEY WERE ALREADY SELLING!!!
AND THE ULTIMATE FORMULA FOR A CRAFTING A WINNING PROFIT MAXIMIZER IS...
SPEED AND...
...AUTOMATION
5. RETURN PATH
4 WAYS TO INCREASE BUYER FREQUENCY...
RETURN PATH
1. CONSTANT STRATEGIC COMMUNICATION 2. AUTOMATED FOLLOWUP 3. BANNER RETARGETING 4. CUSTOM AUDIENCE MARKETING
1. CONSTANT COMMUNICATION
2. AUTOMATED FOLLOWUP
3. BANNER RETARGETING
4. CUSTOM AUDIENCE
CASE STUDY #5: SKIN CARE PRODUCT • List Size: 36,000
• Launching a new skin care product
• Ran FB Custom Audience to half the list (18,000)
!
COLD LEADS: $2,563
“PRE-SEASONED” LEADS: $8,839
SALES INCREASE OF...
$6,276 FACEBOOK AD COST $238.13
Whole List Result? $12,000+
SOUND HARD? SOUND COMPLICATED?
IT IS!!!
WANT TO WORK WITH US? APPLY FOR A STRATEGY SESSION NOW AND LET’S TALK... HTTP://WWW.DIGITALMARKETER.COM/APPLY
BREAK TIME!! (UP NEXT…FRANK KERN!)
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