How We Design Market-Dominating Websites Part 2 Workbook

Transcription

1 How We Design Market-Dominating Websites Part 2 Workbook

2 The Key To Website Success If you discovered you had cancer, would you go to a doctor who was a general practitioner for treatment? If the IRS was threatening you with a major audit of your finances, would you seek advice from your neighbor? Then why should your prospects ask you about your product or service? The Key To Website Success We live in an era of specialization We not only want to know the advice we re receiving or the product we re buying will be the absolute best value we DEMAND it Would you like to know how to create a competition-crushing website using a secret communication formula that positions you as THE EXPERT with every prospect you meet?

3 All 3 MUST Be Present All marketing must grab the prospect s attention Prospects are always looking for the BEST DEAL Your marketing must contain a low or no risk offer The Marketing Equation Interrupt + Engage + Educate + Offer Equals $$$

4 The Marketing Equation Interrupt You must interrupt your prospects so that they ll notice and pay attention to your message This is done with an attention-grabbing headline Attention-grabbing means hot button oriented It addresses a major problem, concern, fear or frustration that your prospects generally experience when they buy what you sell

5 Furnace Out? House Freezing? Need Someone There Within The Hour? 3 Ways We Guarantee Your Heat Will Be Back On Within 90 Minutes! Video 90 Minutes To Heat Guarantee Call HeatNow We will have the heat back on in your home with 90 minutes of completing your call to us OR YOU DON T PAY! HeatNow

6 Interrupt The Marketing Equation If it s written correctly, the right attention-grabbing headline also serves a crucial function that many marketers and business owners don t think about It immediately qualifies your target customer and disqualifies those prospects who aren t target customers A well-crafted headline speaks directly to those prospects that genuinely want what you sell Engage With The Subheadline Once you grab prospect s attention, you must hold and engage that attention The subheadline engages by promising to provide vital decision-making information It builds on the impact of the headline It must compel the prospect to read further Format subheadline in the second-largest font placed directly below your headline so it appears to flow naturally out of the headline

7 Furnace Out? House Freezing? Need Someone There Within The Hour? 3 Ways We Guarantee Your Heat Will Be Back On Within 90 Minutes! Video 90 Minutes To Heat Guarantee Call HeatNow We will have the heat back on in your home with 90 minutes of completing your call to us OR YOU DON T PAY! HeatNow Additional Examples Is Your Small Business Becoming A Victim Of The Recession? Failing To Have These Systems In Place Increases Your Chances Of Failure By Almost 3-1 Finding It Difficult If Not Impossible To Get Pregnant? Doctors Are Astounded by New Miracle Pill That Increases Your Chances of Conception by 211%

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9 Educate With Body Copy The body copy details your case by presenting evidence You can t just say you re the best value, you have to prove it Body copy must present the benefits the prospect wants Single biggest mistake businesses focus on features Features tell, benefits sell Focus on features forever compete on price Focus on benefits compete on value Furnace Out? Need To House Find An Freezing? HVAC Contractor Need Someone Who Won t There RIP Within You Off? The Hour? 3 Ways 3 Questions We Guarantee To Ask Your In Heat Order To Guarantee Will Fast Service, Be Back Fair Pricing On Within & Professional 90 Minutes! Repairs! 1. How Quickly Can You Get Here? When your furnace goes out, you usually need someone RIGHT NOW! Make sure the contractor you call will respond to non-emergency calls within 4 hours and emergency calls within 90 minutes. 2. How Do I Know You Won t Overcharge Me? Video A majority of contractors charge anywhere from double to triple their normal rate for emergency calls. Check and make sure that the contractor you call doesn t overcharge you for emergency repairs. 3. Do Your Workers Sign A Code Of Ethics Standard? Ask your contractor for proof of references and background checks on the people that work for them. Find out if these workers have signed, and abide by, a legally enforceable Code Of Conduct & Ethics Agreement that states they will follow professional guidelines. Homeowner 90 Minutes To Heat NO RISK Guarantee Guarantee 90 Minute Guaranteed Arrival Time NO Additional Charge For Emergency Repairs Call HeatNow Code of Conduct & Ethics Agreement Provided We will We provide have all this the and heat much, much back more on for the SAME PRICE the other guys charge for in your home with 90 minutes slow response times of completing your call to us inferior materials OR YOU DON T PAY! substandard workmanship HeatNow HeatNow

10 Always Include A Compelling Offer Purpose get prospect to take a specific action Often referred to as the call to action Structure as low or no-risk way to lead your prospect to take a specific action Call us today for a free consultation conveys risk Prospects see this as a hard sales pitch Furnace Out? Need To House Find An Freezing? HVAC Contractor Need Someone Who Won t There RIP Within You Off? The Hour? 3 Ways 3 Questions We Guarantee To Ask Your In Heat Order To Guarantee Will Fast Service, Be Back Fair Pricing On Within & Professional 90 Minutes! Repairs! 1. How Quickly Can You Get Here? When your furnace goes out, you usually need someone RIGHT NOW! Make sure the contractor you call will respond to non-emergency calls within 4 hours and emergency calls within 90 minutes. 2. How Do I Know You Won t Overcharge Me? Video A majority of contractors charge anywhere from double to triple their normal rate for emergency calls. Check and make sure that the contractor you call doesn t overcharge you for emergency repairs. 3. Do Your Workers Sign A Code Of Ethics Standard? Ask your contractor for proof of references and background checks on the people that work for them. Find out if these workers have signed, and abide by, a legally enforceable Code Of Conduct & Ethics Agreement that states they will follow professional guidelines. Homeowner 90 Minutes To Heat NO Guarantee RISK Guarantee 90 Minute Guaranteed Arrival Time NO Additional Charge For Emergency Repairs Call HeatNow Code of Conduct & Ethics Agreement Provided We will We provide have all this the and heat much, much back more on for the SAME PRICE the other guys charge for in your home with 90 minutes slow response times of completing your call to us inferior materials OR YOU DON T PAY! substandard workmanship HeatNow HeatNow

11 Select The Right Offer If you sell a low or moderately-priced product or service ask them to buy Expensive item - request additional information offer free informational report to provide details If your business requires prospects to be educated about your benefits, your compelling offer should always be for a free report Free Reports Should be available upon request by calling, mail or landing page where they enter name and The key - capture the prospects contact information After you capture their information, begin a drip campaign

12 Your Drip Campaign Send additional, compelling marketing pieces that follow the marketing equation Each follow-up piece continues to educate prospects on your innovations and the benefits they provide Your drip campaign should NEVER attempt to sell Use an Educational based approach so prospects come to the conclusion they would be an absolute fool to buy from anyone else The Marketing Equation Is The Key The Marketing Equation Interrupt Engage Educate Offer has proven again and again to be a powerful formula for generating more interest, more prospects and more sales

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15 Sample Sites Pop-Up Offers A site offered a $24.95 product for sale If you don t buy, a pop-up appears WAIT! Before you go we would like to extend a final offer for this product. Buy now and it s yours for the ridiculously low price of $ Many businesses offer 10% to 40% discounts as long as you buy NOW! Before purchasing, click off and see if you receive a better offer. If not, go ahead and buy

16 E-Learning Marketing System Designed to get YOU results!