Building Your Conversion Engine

Transcription

1 Building Your Conversion Engine This Session You ll Be Creating Your Key Tools for Lead Conversion Templates have been built to leverage to info you ve already created. o Landing Page o Thank You Page o Thank You o Telephone Script o Point of Sale Script o Competition Eliminator o Conversion Engine How You ll Use Each Piece Landing Page: Online lead capture page offering Lead Gen Magnet. Thank You Page: Online page thanks and congratulates customer on asking for Lead Gen Magnet includes an immediate chance for a Direct Sale Thank You Automatic to customer thanking and congratulating them on asking for Lead Gen Magnet includes an immediate chance for a Direct Sale Telephone Script: For phone calls into business, capture info while offering Lead Gen Magnet. Point of Sale Script: For foot traffic into business, capture info while offering Lead Gen Magnet. Competition Eliminator: To set the Buying Criteria that points directly to you and only you. Conversion Engine: As part of the shock-and-awe package to make the clear call to action to invest in your products / services. Fill Out Your Lead Capture Page Template Almost Identical to the Postcard Template You Just Completed. Add Your Picture from the Business Card. Need to Convert to HTML and also insert the code for the Opt-In Fields to Connect to CRM

2 Fill Out Your Thank You Page Template Subliminally whets the appetite for the Report/CD package now on its way. Re-uses copy from already completed templates. Include your Role from Business Card Need to Convert to HTML and also hook up to the CRM Opt-In to display upon submit. Fill Out Your Thank You Template Goes out automatically to confirm their request. Subliminally whets the appetite for the Book/CD package now on its way. Re-uses copy from already completed templates. Provides contact info just in case. Include a PS for those who want to Buy Now. Fill Out Your Telephone Script and Point of Sale Script Templates Collect info from customers who walk in your door or who call you on the phone. Both promote the LeadGen Magnet Package. Simple. Casual. Easy. Just re-use text you ve already written. Collect info and enter into your CRM system for follow up just like a landing page. RECAP: Information You Already Have: Target Prospect Key Problem 3-5 Key Challenges Ultimate Transformation Hot Offer Title (a.k.a. Product Name) Features and Benefits Bonuses and Benefits Urgency / Scarcity Pricing and Payments Guarantee Call to Action (CTA) to Buy Additional Info Needed Your Story o How You Discovered / Evolved / Struggled to the Point at which You Developed the Skills/Expertise/Tools To SOLVE the SPECIFIC Problem Your Target Prospect Faces o NOTE: For the Conversion Engine you only need a paragraph or so. We will cover your story in much more depth in the next session. o Basic Structure: Spent years [FIGHTING PROBLEM]

3 Discovered the secret is really [AHA MOMENT] So I created [SOLUTION] for [TARGET PROSPECT] Testimonials o You ll want testimonials as Social Proof to back up your claims. o Best if they relate directly to your specific Widget / Offer o Full Name plus Location if possible Call To Action (CTA) to Convert o Decide exactly what action you want leads to take after reviewing your Conversion Engine: Go to a specific website and buy Call a phone number to set up an appointment Fill out the order form and mail it in with a check Fax in an order form with Credit Card info Compile Everything Together For Easy Reference Put ALL the information into an easy format to reference. Copywriters sometimes call this a Data Sheet This will provide you with all the raw info you need to fill in the Competition Eliminator and the Conversion Engine Templates We ve provided an example of such a document: UMMCoreInfo_EXAMPLE Filling Out Your Competition Eliminator Template Goals for this piece: o Present Valid / Useful Information o Easy to Digest Format o IMPORTANT: Set the Buying Criteria that leads directly to YOUR OFFER! o You want each Secret to relate DIRECTLY to some aspect of your OFFER o This way NO ONE ELSE can compete against you on a level playing field you and your offer are UNIQUE 7 Secrets to [TRANSFORMATION] o 7 Secrets to Hitting it Long and Straight Down the Fairway Time after Time after Time o 7 Secrets to Getting Out of Debt Without Having to Earn A Penny of Extra Income o 7 Secrets to Losing 20 Pounds in 20 Days o 7 Secrets to a Beautiful Smile That Will Last a Lifetime [SOLVE PROBLEM] AND [TRANSFORMATION BENEFIT] By Following These Seven (7) Simple Guidelines. o Hit the Ball WAY Past Your Friends AND Watch Their Jaws Drop in Astonishment By Following... o Cut Up Those Credit Cards and Start Building Wealth By Following... o Drop the Weight Easily and Quickly Without Starving Yourself By Following o Have a Dazzling Smile that Just Beams Health and Self-Confidence By Following

4 [BASED ON FEATURE] o EXAMPLE: More Power Hand Grip finger grip exerciser that you can use multiple times during the day to increase your body s POWER POTENTIAL. It strengthens your fingers AND reinforces a proper POWER grip, so when you pick up the big stick your hands will be pre-programmed to hold the club properly for maximum distance. o CORRESPONDING SECRET: Strengthen your fingers and grip the club in a way maximizes your body s full POWER POTENTIAL. [BASED ON BONUS] o EXAMPLE: Power of Inner Power Audio CD listen to this as you work with all the other tools plus pop it in the CD player on the way to the course. The musical tune is catchy, unforgettable, and the subliminally programmed message reinforces all the muscle memory work done earlier. So you won t choke under pressure instead, you ll have the inner resources to rise to any challenge. o CORRESPONDING SECRET: Constantly program your subconscious mind to reinforce proper grip, swing mechanics, and stance... the best way involves music. [BASED ON GUARANTEE] o EXAMPLE: WAAAAYYYYYY Down the Middle Guarantee you have a full year to try this out. If you re not killing it down the middle farther than ever before by then, just ship the entire package back to us and we ll refund every dime PLUS toss in green fees for one round at a local course to boot. o CORRESPONDING SECRET: Make sure any advice / solution you seek guarantees results for a full year s worth of golf you want to see a solid record of results over multiple rounds on different courses. [BASED ON YOUR EXPERTISE] o The combination of Skill Set, Qualifications, and Job Title that uniquely Address the SPECIFIC Problem Your Target Prospect Faces o EXAMPLE: Certified PGA Teaching Professional o CORRESPONDING SECRET: Seek proven advice from a certified professional dedicated to, and specializing in, the science of achieving maximum driving distance. Make sure to include Call To Action info in the Footer. Filling Out Your Conversion Engine Template Keys to this piece: o Problem-Agitate-Solve Formula o Fulfills the Buying Criteria set up in the Competition Eliminator Template o Makes the case for your Offer / Widget o Provides a clear Call To Action for what you want the Lead to do next o Four (4) Page Letter quick to write and easy to read Why only 4 Pages? o Because the Conversion Engine is supported by other elements of the campaign Book Audio

5 Report Follow up pieces o These all work together as part of the overall SELLING system o Set up for easy printing This will Require ALL the info you ve gathered together in your data sheet Plug and Play all that info into the template Tips On Writing Your Conversion Engine Make sure to use your Components Data Sheet as the source for what you plug in. Template was designed to enable you to use as much copy as possible DIRECTLY AS IS! Headlines / Subheads / Structure designed to tie together with lead generation and follow up campaign pieces Follow the template exactly don t add sections or move them around. It s okay to tweak body copy wording here and there you want the copy to flow. It s okay to adjust margins / font sizes if necessary to get this to 4 Pages. Write the 1 st draft to just plug components in directly. Do the 2 nd draft rewrite to smooth out language, transitions, etc. Remember: WRITE-LIKE-YOU-SPEAK