Conversion Pipeline Blueprint

8/3/2019 Conversion Pipeline Blueprint

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ConversionPipelineBlueprint

Pete Godrey & Alexi Neocleous


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Pete Godfrey & Alexi Neocleous Conversion Pipeline Blueprint 2

Copyright 2011 Pete Godrey and Alexi Neocleous. All Rights Reser ved. No portion o this publication may be reproduced or transmitted in any ormor by any means without permission. DISCLAIMER: While all attempts have been made to veriy inormation provided in this publication, neither theauthors nor the publisher nor any marketing agent assumes any responsibility or errors , omissions or contrary interpretation o the subject matterherein. This publication is not intended or use as a source o proessional business, legal or accounting advice. Use o the inormation contained hereinmay be subject to varying state and/or ederal laws or regulations. All users o this inormation are advised to retain competent counsel to determinewhat state and/or ederal laws or regulations may apply to the users particular business. The reader assumes sole responsibility or the use o these

materials and inormation. Adherence to all applicable laws and regulations, including ederal and state and local, governing proessional licensing,business practices, adver tising and all other aspects o doing business in Australia or any other jurisdiction is the sole responsibility o the reader. Anyperceived slight o specifc people or organisations is unintentional.

Conversion Pipeline BlueprintPete Godrey & Alexi Neocleous

ContentsWho is Pete Godrey? ............................... ................................. ................................. ........................ 3

Who is Alexi Neocleous? ................................ ................................. ................................ ................... 3

Why Your Biggest Marketing Problem Is NOT What You Think .................................. ............. 5

The Key That Unlocks a Fortune in Your Business ..................................................................... 6

Do Less, Make More ............................. ................................. ................................. ............................. 7

Why We Are Revealing These Valuable Secrets ............................ ................................. ............. 7

The Commonly Misunderstood Marketing Problem Almost Everyone Is Making ............... 9

How Conversions = Trac ................................................................................................................ 9

How Conversions = Email Click Throughs .................................................................................... 10

Conversion Opportunities Thats Like Money In The Bank ....................................................... 11

How Conversions = Ofine Sales ..................................................................................................... 11

How Conversions = Reerrals, JV Endorsements, Face-To-Face Sales

and Winning Product Launches Too! ............................................................................................. 12

With So Many Conversion Opportunities, Where The $%^& Do You Begin? ..................... 12

Introducing C.P.O. Conversion Pipeline Optimisation................................................................ 13

How To Grow Your Business Geometrically ............................... ................................ .................. 15

The Dierence Between The Tactician and The Strategist ..................................................... 18

The Conversion Prot Centres That Can Make You Money Today ............................. ............ 18

Conversion Prot Centre #1 Get That Trac! ............................................................................. 19

Conversion Prot Centre #2 Get That Email Opened! ............................................................. 23

Conversion Prot Centre #3 Get That Big Product Launch Payday! ................................... 26

The Most Important Step In A Product Launch, Revealed...................................................... 26

Conversion Prot Centre #4 Get That Opt In! ........................................................................... 28

Conversion Prot Centre #5 Make Them Stick!............................. ................................. .......... 30

Conversion Prot Centre #6 Get That Sale! ............................................................................... 32

Wrapping Up ....................................................................................................................................... 35

Masters o Conversion Super Conerence Aussie Experts Teaching Winning Strategies

That Work In Australia Today ......................................................................................................... 35


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Who is Pete Godrey?(The Wizard o Words)

With more than a decade o experience in the marketing arena, PeteGodrey, AKA Te Wizard o Words, has developed a keen eye as to what it

takes to succeed in business. As one o Australias most successul and highestpaid copywriters and sales strategists, Pete has the uncanny ability to turn thewritten word into money. Tats why clients stand in line and almost beg himto do their promotions. His client list contains many o the worlds savviestentrepreneurs including Mal Emery, Pat Mesiti, Daryl and Andrew Grant,Bill Zheng, Matt and Amanda Clarkson, and many others.

Tis working class rebel made good is also a copywriting trainer, having trained hundredso budding copywriters including Bret Tomson, Bill Dimitrovski, Kevin Francis, StevePlummer etc. Pete is a coach as well and coaches a small exclusive group o entrepreneurs in his$29,995 per year Private Wealth Group. Pete also writes an oine, 12-page monthly newsletter

called Te Emotional Ad Writing & Marketing Letter or Business Owners, Sales Proessionalsand Entrepreneurs. His irreverent style and no bullshit attitude oends some, attracts others.

o get to know Pete better and see how you can prot rom his hard-won advice go to:

www.petegodrey.com/blueprint

and grab his new FREE report Business Prots Blueprint: How to Prot in Te NewEconomy. Valued at a very real $97, its yours FREE or a limited time.

Who is Alexi Neocleous?(The Strategist)

Alexi Neocleous is one o the leading direct response reelance copywriters inAustralia. Having worked with business owners large and small, hes known asa copywriter who gets ast results or his clients.

Some o his more recent copy successes include a client who invests $35,000per month on Google Ad Words and returns 4 times that amount rom thesale o only one book all rom the copy Alexi wrote or him. Another clientreturned over $100K rom a simple our page letter Alexi wrote him. And yetanother client has enjoyed a 22% response rate on the sale o a$2,500 annual

ee membership program cultivating a substantial 6-gure income or his client year-in-year-out. Tis is just a small sample o the successes Alexi has enjoyed only in the last couple omonths!

Alexis sales copy even got the attention o one o the worlds richest men, Warren Buett. Mr.Buett received one o Alexis sales letters and invited him to be a guest at his companys annualgeneral meeting in Omaha, Nebraska.

o discover some o Alexis secrets just go to:

www.marketingbump.com

and request the FREE 31 minute audio and report How to 1 out o 3 people to buy romyou and up to 61% to buy again.


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My clinic is now booked solid every day

My turnover has quadrupled since implementing Petes copy and strategic advice.

Hayden Keys, Naturopath, Picnic Point, NSW

The Only Complaint Ive Got About Petes Copy Is ThatIve Got Too Much Damn Business!

Beore hiring Pete I checked him out. I got on the phone to Mal Emery and he told me tograb Pete i I could get him. I met with Brett McFall in Melbourne, told him I was getting Peteto do my copy and Brett said, youve made a wise choice. o cut a long story short, getting Petewas the best thing I could have done. Te only complaint I have now, aer using Petes copy, isthat Ive got too much business. Im now chasing qualied sta to handle the demand.

Iain Enticott, I Consultant, Melbourne, VIC

We Only Want The Best For Our Members. Thats Why WeRecommend Pete Godrey You Cant Get Any Better!

Pete helps us make money, its that simple. Tats why we send our members to him so theycan get the results Andrew and mysel have enjoyed.

Daryl and Andrew Grant, Internet Markets, Gold Coast, QLD

Over $287,000.00Te press release Alexi wrote helped bring in over $287,000 in sales.

Murray Priestley, CEO, Liestyle Asset

One O The Best

We hired Alexi to write the sales letter or our highly successul Stomper Vision launch. AndI am glad we did as it was a huge success. Alexi is one o the best copywriters I know. Get thisguy.

Brad Fallon, Founder Stompernet

Killer Marketing Brain

Very ew people truly understand how to write ads that sell. Alexi is one o the exceptions.His copy is powerul and persuasive, and he is 100% dedicated to making you tens o thousandso dollars in sales. I have no hesitation in recommending his killer marketing brain to anyonethat wants to get all the customers theyll ever need.

Brett McFall, Co-Founder o the World Internet Summit


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Why Your Biggest Marketing ProblemIs NOT What You Think

Tink about this or a minute.

What are the biggest marketing problems youre acing now?

Getting trac to your website

Getting leads to call you instead o your competition

urning those leads into customers

Building up a list o hot big spending customers

Fighting o price discounting by competitors

Getting emails opened

Establishing a unique competitive advantage in your industry

Creating uniqueness in a market where its almost impossible to be unique Getting your sales message out in the market place

Enlisting joint venture partners to sell your product or you

Pulling in a big payday on your own product launch

I ANY o these describe your biggest marketing problem, then please, LISEN UP.

Because youre not acing any o these problems.

Not really.

Heres why:

Because they are all symptoms o something else ar more sinister.

And this something else is rarely discussed - and always misunderstood - by most peopleexcept the savviest marketers.

Dont get me wrong. Im not saying youre not suering rom these problems. Im just sayingthe SOLUION to your problems is much deeper.

The good news...

When you understand what Im about to reveal - when you get it - youre able to completelyand totally revolutionise your business.

Not just online but oine, too.

Plus, youll get swarms o...

rac to your website

Customers buying your products

Higher open rates on your emails

And bigger responses rom ALL your oine activities, including direct mail, brochures, spaceadvertising, V, radio and so much else.

So keep reading...


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i you already own a successul business and want to grow it aster

i your business has hit a glass ceiling and has stopped growing

i you attend seminars and read lots o business books yet you still cant seem to make thebreakthrough youve been seeking

i you get distracted rom one shiny object to another (and dont have a cohesive marketing

strategy that locks it all together) i youre looking to get into your own business and want to grow it the right way rom day 1

i you own a traditional oine business and want to grow all your oine marketingactivities

i you want a lot more sales and customers buying rom you

Ten youre going to love whats coming up soon.

The Key That Unlocks a Fortune

in Your BusinessFact is, there are lots o great books on marketing, copywriting and business building. And

there are lots o great seminars, DVD home study courses and online membership programs aswell.

rouble is, many are missing a critically important element. Its this element that lets yourun your business successully and compete no matter whats happening in this economy.

Its this element that gives you the advantage over any or all o your competitors.

And its this element you can easily leverage to maximise each hour and each dollar you

invest in your marketing.

So what is it?

Simply this...

Its the ability to bring all the many o hundreds o tactical ideas at your ngertips into acohesive and strategic blueprint that optimises ONE complete conversion pipeline (whichyoull discover more about in a moment).

You see, the problem is NO coming up with new ideas to grow your business. Its aboutstrategically optimising what youre already doing so you get bigger results.

But where do you start?


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Do Less,Make More

Weve designed this report not to give you more... but to help you do less. So you can ocusyour attention, energy and money on whats going to give you the biggest results with the leasttime, efort and money.

Tis way, instead o spending your time and hard-earned money on things that drain yourenergy and gives you small returns on investment, you get a strategic blueprint on all aspects oyour business that maximises your eorts.

Inside this report you get ideas on how to ramp up sales and the protability o each key stageo how your business gets and converts customers including...

trac

landing pages video sales letters

email marketing

product launches

direct mail

And so much more. But rst

Why We Are RevealingThese Valuable Secrets

A Chance Meeting on The Gold Coast & aThrow-Away Line on Facebook...

Gives You a Weekend to Remember

FROM: Alexi NeocleousIve known about Pete Godrey or years. For years I heard his name spoken with respect

and admiration. In act, I remember seeing his ads or his own products and being hugelyimpressed by the quality o the copy. I remember saying to mysel, this guy knows how towrite and this guy knows how to sell.

Funnily enough hes known about me or many years, however the rst time we actually evercommunicated was around three years ago at Brett McFalls copywriting boot camp on theGold Coast.

And boy, I will never orget that outing! Pete can party. Not surprisingly we hit it o...

brothers o like-minded philosophies.


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Anyway, we clicked, we swapped yarns rom the ront lines, had a ew beers realising we werekindred spirits, realising in a sudden rush o clarity that both o us were on top o our games,on top o our proession, and we knew there were precious ew olks in Australia who couldenter this conversation without being totally out o their depth.

Te seeds were planted. Little did I know three more years would pass until those seedswould germinate and ultimately ourish.

Since that time Ive seen Petes reputation prosper. o the point now where his name is spokenonly in one context; you want something done right, get Pete. But be prepared to pay!

Enter Facebook...

Since that time weve kept in touch. Recently I noticed an interesting post on Petes Facebookpage. And it was a post that had awesome content which I elt the urge to expand upon becauseI had a similar experience.

And so I gave my thoughts on his post an expanded upon some aspect o his post. Andbecause o how I contributed Pete sent me a personal message to thank me and to mention weshould do an event together.

o start with, it was just un and games. Harmless banter. Ten we talked. In an instant we gotserious. We realised this is BIGGER than we ever imagined. Masters o Conversion is NOW areality.

But why are we holding this event?

Especially since there are so many events on Internet marketing, copywriting and marketingand business?

Good question.

Te answers is simplywe know we can contribute in a BIG way. We know that our 20 yearso combined, in the trenches experience gives you a unique and very protable viewpoint thatisnt currently being shared in Australia.

Which is why were holding The Masters o Conversion Super Conerence on the GoldCoast on the 14th, 15th and 16th October 2011.

Youll get to see the best ideas on how to get and convert trac into sales - both oine andonline - rom 5 Aussie experts, so youll have the tools, knowledge and proven know-how togrow your business geometrically.

And whats even better, its an all-Australian Conerence. Tis means, everything we share,

every strategy and technique we give you, is proven to work right here in Australia. In act,everything we share is working in Australia right now. So instead o seeing what has workedin the past, or whats working in some ar o land, youll get to see whats working now, right inyour own backyard.

But Im getting ahead o mysel here.

For now, lets just ocus on this report, and how to can use this ino to grow your business.

So enough throat-clearing, lets get started...


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The Commonly Misunderstood Marketing ProblemAlmost Everyone Is Making

So what is this marketing problem?

Its conversion.Yes, conversion.

Let me explain.

Because all the marketing, trac and sales problems youre experiencing all have onecommon thread getting your target prospect to take an ACION. Which means convertingthem to do something we want them to do.

Tink about it.

Its conversion that happens when they click on a Facebook or Google ad.Its conversion that happens when you post a blog post and visitors respond with a comment.

Its a conversion that happens when people opt into your database.

WARNING! Dont Get Conused...

Most people think conversions mean getting someone to register on a landing page or optinto a database or purchase a product.

And yes, conversions do mean all o this. But they also mean much, much more.

Because conversions play a pivotal and central role at every point o a prospect and customerexperience.

Conversion encompass

All your oine lead generation activities

All the trac you get online

All your database building

All your rst time customer sales

All your customer repurchases

Lets discuss some o these in more detail

How Conversions = TrafcGetting trac to your website is intimately related to conversions. Lets say or example you

have an SEO strategy to get trac to your website. Youre doing all the right things and youremaking all the right steps by

Writing articles

Creating Youube Videos


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Posting to discussion boards

Which means youre getting back links and higher in Googles rankings.

However...

Just because youre higher on Google does NO mean youre getting that click i.e. conversion(doesnt mean youre making any money either).

Your description still needs to be enticing enough to elicit an action.

And more than that

When a visitor hits your website, the design and layout needs to motivate them to DOsomething. Aer all, whats the point in doing all the grunt word SEO requires i it doesnttranslate into the conversion you desire?

Lets talk about paid trafc.

How do you get trac with Google Ad Words? Dont worry - its not a trick question.

Answer: somebody has to CLICK on your ad.

And that means youve just clocked up a CONVERSION.

Get it?

So i youre not getting the conversion youre not getting the trac. And i youre not gettingthe trac youre not getting that lead or sale.

Ten theres the one big trac source that everyone is talking about today

Facebook ads

How do you get trac with Facebook ads? Again, this isnt a trick question.

Answer: you get the CLICK. Which again means CONVERSION.

Without the conversion you dont get the trac.

And what about your Facebook page be it a personal page or an page? I you want tomonetise your Facebook riends and ollowers and the relationship you have on Facebook then you MUS get people to click on your links.

In other words, you need to get people to CONVER when you make a recommendation.

How Conversions = Email Click ThroughsTere are two main actions that take place aer you send an email:

1. Te emailed gets opened i.e. the open rate

2. Te links in the email are clicked on i.e. the click through rate (CR).

Simple right? And whenever an email is opened that is considered as a CONVERSION.

When a link is clicked on in an email it is considered as a CONVERSION. Again, mostpeople dont think about conversions in this context.

So as you can see conversions are involved at ALL stages o the prospect and customer buying


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experience. And theyre involved both online and oine, too (Ill talk more about this in amoment).

Conversion Opportunities Thats LikeMoney In The Bank

Lets create a laundry list o all the metrics you should be tracking all o which hand youextremely important CONVERSION stats and money in the bank i you work on them. Youneed to track:

Trafc sources how many visitors are direct visitors? How many are search visitors?How many are reerral visitors?

New and unique visitor count - particularly important because new and unique visitorsare the lieblood o every online business.

Return visitors - return visitors are DIFFEREN rom unique visitors. Teyre dierent inscope and psychology which means the conversion strategy is dierent, too.

Visitor conversion these are prospects that have never purchased beore. Whatscommonly thought o by many as the conversion rate.

Customer conversion people that have purchased beore and buy again.

Repurchase requency how oen customers return to repurchase again and again. Everytime they buy again is considered a CONVERSION.

Cost per conversion as a direct response medium the Internet lets you quantiy what itcosts to get a prospect to take action. Tis helps you set your budget.

Bounce rate this measures how many visitors arrive at your website and then click awaywithout taking any urther action. High bounce rates mean unqualied visitors or landingpages not optimised or conversion.

All these metrics are ound prot opportunities and are ALL considered conversion rates.

How Conversions = Oine SalesDid you know lots o your customers are NO getting your emails? Its true. Why? Because

trigger happy spam lters and cluttered inboxes mean your subscribers and customers aremissing out on what youre sending.

And its only getting worse.

Much worse.

Which is why most o our smart and most successul clients supplement their onlineactivities with OFFLINE promotions. In act, now that the Internet is so popular it meansthat oine is becoming a ripe opportunity or smart entrepreneurs whoknow how to use oine marketing.

Fact is, ewer people are sending oers in the mail and this meansless clutter in the PO BOX and that means higher response rates.

Picture this


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You run a print ad in a newspaper. Prospects respond by calling a phone number at a callcentre. Te details are collected by the operator and then passed onto a mail house... who inturn send out the direct mail piece. Finally, that letter is ollowed up with a live phone call.

Every stage o this scenario has a CONVERSION metric. Consider:

When a prospect responds to the newspaper ad its a CONVERSION (whats commonlycalled the cost per lead).

When someone calls into the call centre theres a CONVERSION rom people calling andthen ollowing through.

Ten theres a CONVERSION o people who respond to the direct mail letter.

Finally, theres a CONVERSION rom the ollow up phone call to the direct mail letter.

Are you starting to get the picture? Conversions cover the entire spectrum o ALL yourmarketing activities.

Both oine and online.

How Conversions = Reerrals,JV Endorsements, Face-To-Face Salesand Winning Product Launches Too!

Conversions infuence joint venture partners when they agree to endorse your business.

Conversions infuence your customers when they reer your business to their riends andcolleagues.

Conversion infuence customers when theyre ace to ace and they say yes to the purchase.Conversions are what keep your product launches interesting and compelling rom prelaunch

all the way to post launch.

In short...

Conversions are much, MUCH more thanwhat happens on a landing page.

Capiche?

With So Many Conversion Opportunities,Where The $%^& Do You Begin?Okay, so ar youve seen that conversions take place right throughout your marketing unnel

and youve seen many opportunities to bump your conversion rate and ultimately make moremoney. But where do you start? With so many hugely protable conversion opportunities itseasy to get conused about what to do rst and where to start.

Should you


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weak a landing page?

Improve the subject header o an email?

Streamline your order coupon?

Split test a sales page?

Rework a telemarketing script?

Conduct an A/B test on a Google Ad?

And so on and so orth.

So where should you start? Te answer is simple and surprisingly obvious. In act, its thedierence between growing your business slowly and growing it quickly.

Introducing C.P.O.

Conversion Pipeline OptimisationLet me explain what C.P.O. is and what it can do or you. And please, i youre skimming

here, slow down a bit and really take the ollowing in. Youre going to see how to leverageeverything you do and get bigger prots rom the same amount o work.

Basically, there are two ways to grow a business:

1. Sequentially

2. Geometrically

Sequential growth takes place where you optimise UNRELAED customer conversionpipelines o your business e.g. or dierent products in dierent market segments.

Geometric growth is when you optimise one complete conversion pipeline thus attainingcompounded growth.

An example will clariy the power o C.P.O. Lets take the ollowing 3 stage conversionpipeline

Stage #1: A direct mail letter sends 1000 people to a landing page.

Stage #2: Te landing page compels 20% o visitors to click on the order button, so they

can enter their credit card details.

Stage #3: A credit card submission orm compels 10% o people to ollow through and pay.

1000 people

X

20%

X

10%

Total: 20 customers


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I we test changes to this pipeline and improve each related stage by 20%, the net gain on thebusiness looks like this

1200 people are sent to the landing page rom the direct mail letter (beore there were1000 people)

288 people go through to the order page rom the landing page i.e. 1200 X 24% = 288(prior there were 20% ollow through rom 1000 visitors)

34 new customers are compelled to ollow and pay with their credit card = 288 X 12% =34 new customers (prior there were 10% ollowing through on 200 visitors).

1.20 (20% gain)

X

1.20 (20% gain)

X

1.20 (20% gain)

otal: 1.728

72% net gain.Total: 34 new customers.

THIS IS GEOMETRIC GROWTH!

Te compounded eects o a connected pipeline are illustrated below:

Compare this to the sequential growth o a series o independent and unrelated gains made

in the business (lets say we made the same improvements or 3 dierent products selling to 3dierent market segments).

Heres what wed nd:


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Te result net increase is the AVERAGE o each improvement.

20%

PLUS

20%

PLUS20%

otal: 60% divided by 3

Net gain: Only 20%.

Can you see the dierence? I not, let me spell it out or you

weaking a related pipeline results in a 260% dierence in net gain compared to

tweaking an unrelated pipeline.

Tats the power o Conversion Pipeline Optimization. You do the same work but or much,MUCH bigger gains!

How To Grow Your Business Geometrically

STEP #1: Identiy the conversion pipeline with the biggest potential to yieldthe biggest proft increases with the least amount o eort and time.

Tis is where you review the areas o your marketing that youre

1. Spending the most money on

2. aking up your greatest human resources

3. Account or most o your businesss leads and customers

o undercover these answers simply ask

Which lead generation activity and/or medium accounts orm the majority o your

expenditure?


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Which lead generation activity consumes most o your sales and marketing teams time?

Which lead generation activities are getting you the biggest results?

How do you convert most o your leads into customers at this stage?

Which customer conversion activity gets you the best results?

Which systems do you have in place to increase the rst transaction by 10% 20% andmore?

And so onTese questions let you drill DEEP into the opportunities and pipelines that will deliver to

you the biggest reward in the least possible time, eort and money.

STEP #2: Set a specifc, measurable and accountable goal

Calculate a realistic and achievable goal based on this analysis, taking into account at leastone complete and related conversion pipeline.

Tats refected by this image:

STEP #3: Alter your message in each stage o the conversion pipeline

Recreate your message so it

Centres more around your prospects problems

more dramatically demonstrates your proo

Sweetens your oer

More enjoyable and easy to read.

And you make these changes to your


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1. Emails

2. Video scripts

3. Landing pages

4. Magazine ads, brochures, newspapers

5. Etc., etc., - anything thats included in that particular pipeline.

STEP #4: Test

Ultimately, the only benchmark that counts is tangible increases in prot. Which is why youtest rst and then when you hit on a winner roll it out as ast as you can!

STEP #5: Keep Testing

Ten keep testing until you hit upon the desired ROI.

STEP #6: Roll out as a new system

Nothing is concrete in a business until its part o a system that is tested implementedmonitored and integrated into the company as policy.

STEP #7: Repeat steps 1-6 on another related pipeline

Keep moving orward!


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The Dierence Between The Tacticianand The Strategist

Teres massive dierence between the tactical thinker and the strategic thinker. Tose

dierences are as ollows:

Tactician - shis attention rom shiny object to shiny object.

Strategist - has end in mind and reverse engineers the outcome step by step.

Tactician - caught up in the day to day running o their business.

Strategist- chooses the approach thats most likely to deliver the desired outcome.

Tactician - jumps on whats hot (today its Facebook. Yesterday it was Ad Words. Longbeore that it was classied advertising).

Strategist - reviews the positives and negatives o whats hot and makes a act baseddecision on these merits.

Tactician - immediate gratication.

Strategist - opportunity cost and long term gains.

As you can see, Conversion Pipeline Optimisation is all about being a strategic thinker.Because it makes it easier or you to quickly and easily decide where your biggest opportunitieshide relative to your overall vision.

The Conversion Proft Centres That CanMake You Money Today

Youre about to discover something really, really cool. In all our years helping clients bring inmillions and millions o dollars to their businesses, Pete and I have ound a handul otrulyPOTENT ideas that can make the biggest bang.

And its these ideas were about to share with you. Any one o them can make a considerabledierence in your prots and sales.

I you incorporate them as part o one conversion pipeline then you get a geometric increasein your sales and prots.

Enjoy!


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Conversion Proft Centre #1Get That Trafc!

Facebook trafc is all the rage now. Facebook represents the most lucrative source o paidtrac that exists anywhere because...

Cost per click is ar lower than Google

Facebook doesnt have as many rules as Google (yet)

Facebook is growing like wildre!

Facebook is way, way easier compared to the complexity o Google

Tat being the case, there are a handul o critical secrets that account or the majority o thetargeted trac youll get rom Facebook ads.

And one o these critical secrets are...

Never, ever send your Facebook trafc to anything other than a customwelcome tab on your Facebook page.

Let me explain.

When someone clicks on a Facebook ad where are they expecting to be directed?

A Facebook page!

Right?

But i you look around at sooo many Facebook ad campaigns running today youll see people

making a big mistake.

Tat mistake is simply this

Sending trac rom a Facebook ad going to a website landing page or Youube video.

Tis mistake is bleeding them o money thousands and tens o thousands o $$$ out o theirpockets. And the worst part is most Facebook advertisers dont even know it!

You see, when it comes to the Internet, you MUS give visitors what they expect. I you leadthem down an unexpected path - or i you conuse them or even one second - they click away.

And one o the easiest ways to conuse people (when it comes to Facebook ads) is to pushthem AWAY rom Facebook.

Over the page is a good example o a well converting Facebook landing page. Study itsdesign and youll garner a number o winning design and copy elements.


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Bonus Facebook Trafc Tip Real Case Study

You know, oen all it takes is one simple tweak to a Facebook Ad to get amassive increase in conversions.

ake or example this case study below, given to us by ellow Masters oConversion expert (and presenter at the Super Conerence) Jen Sheahan, thissplit test scored a near 100% bump in click throughs.

Thats nearly double the response!

Check it out and study the change made

CTR 0.089%

CTR 0.174% (almost double the response)

Can you see the dierence? Te ONLY thing change was the border colouraround the picture it was changed rom black to red.

That simple change nearly doubled response.

Te lesson: always be testing!

And the great thing about Facebook Ads is the strict limit on text, too.Which means you dont have to spend hours writing copy.

Get an inspiration or a Facebook Ad and minutes later you could begetting impressions and more conversions!


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Conversion Proft Centre #2Get That Email Opened!

Email subject lines are oen orgotten or slapped together by most marketers. In our view,thats insane.

Because we spend bundles o $$$ or advertising... were constantly wrestling with Googleto optimise our Ad Words accounts and o we course we obsess with building our organiclisting

Only to slap together an email subject line and send it to our list.

Its a world gone mad!

As you probably know, the subject line is the headline or your email. And just as youd neverrun an ad o any kind without a curiosity building headline you should never send an email

without a curiosity provoking subject line.

Which means...

i your email open rates are abysmal.

i youre slapping together your subject lines in order get that email sent...

Ten you could easilydouble or triple your open rates - which means doubling and triplingthe prots you garner rom email - with what youre about to discover.

A word o caution rst...

While best practice models and swipe les are important do not SOLELY rely on them.Because every market is dierent. And the personality each o us cultivate in the mindso our market can vary widely. (Pete once sent an email to his list with the subject line:Haemorrhoids? It worked well to his list because they know hes irreverent and kind odierent. Might not work or a more conservative market.)

Which means this

Far, ar more important than the swipes are the principals behind why these work.Understand the principals and then tailor them or YOUR list.

So, right now, were going to give you 13 boilerplate subject lines that will serve you well inmost situations.

And then well explore the principals behind why these work so well.


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13 Killer Subject Lines Swipe File

Rude awakening

Oh hell yes

I made a mistake

Important wake up call Did you orget?

Just checking in

Bad ino you received

Where are you?

I screwed up

An interesting email

A lucky break or you

How are you?

Tank you

The Principals Behind These Winning Subject Lines

Youll get ar more out o the next exercise i you STOP reading the report now andwork this out or yoursel.

Heres the exercise...

See i you can work out the two principals at work behind the winning subject lines listedabove?

Go ahead and do that now, before you turn the page.

DRUM ROLL PLEASE...


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Te answer is revealed in this video below. In this video youll discover:

Step by step how we craed a winning theme even in the most highly competitivemarkets.

How to pull in nearlyhal a million dollars rom only 6,000 names. How to get upwards o 30% o the list to sign up or your online event.

And so much more

Were going to pull back the curtain here, and show you behinds the scenes o a recentlycompleted Aussie launch.

How do I know the strategies in this video will give you all this and more?

Because we made ALL this happen only a ew weeks ago! So its a proven ormula.

And in this video I take you through step by step how we developed a winning theme or thelaunch.

Check it out now while its available:

https://s3.amazonaws.com/Content-videos/

LaunchSecrets.movThis video is HOT o the presses! Im sure you can see the real dollar value

o what we just shared.

Here is that link again:

https://s3.amazonaws.com/Content-videos/LaunchSecrets.mov

But it keeps getting better... this next one is HOT!
https://s3.amazonaws.com/Content-videos/LaunchSecrets.movhttps://s3.amazonaws.com/Content-videos/LaunchSecrets.movhttps://s3.amazonaws.com/Content-videos/LaunchSecrets.mov


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Conversion Proft Centre #4Get That Opt In!

In Australia were taught to read le to right and rom top to bottom. So whenever you read abook, its le to right and top to bottom as you already know.

When it comes to websites our eyes ollow the same path.

In split seconds our eyes start rom le to right and then down just like the red arrowbelow.

Tis eye path is consistent or virtually every visitor that hits a website in Australia, the UK,Canada, the U.S. and so orth.

Which means the most important elements and selling points o your website need to ollowthis path.

Heres an example

See the arrow? Well thats the path our eyes ollow when we load up a new page. And its thereason why

Opt in boxes oen work best on the right hand side


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Proo elements (such as testimonials and logos) work best on the right hand side

Contact details are oen best place in the top right hand corner

Your special and unique oer is centred in the middle o the screen above the old

I youre an experienced marketer you may already know this.

But did you know the PRINCIPAL behind this? Surprisingly most dont.

Just look at this example again on the previous page. Tis website is breaking most o therules we know about good converting landing pages.

But now that YOU know the principal behind most high converting landing pages, it meansyoull know how to make all your FUURE web pages work in line with principals.

Which means youll always get it right.

Just like these smart cookies below selling services on their website...


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Conversion Proft Centre #5Make Them Stick!

Okay, lets take a look at what happens once you get an order.

So you just get an order rom a new customer. Tats great. But your job isnt done.

Why? Because i you oer a money back guarantee (which you must ALWAYS do) then thatcustomer can ask or a reund.

Which means you gotta give that money back.

So the sale isnt done until that customer is satised and holds onto that product.

So how do get the sale to stick? And how do you get happy customers?

Well, the obvious idea is create a killer product and make sure your product delivers onyour promises.

What else? Here are a ew ideas:

1. Give a surprise bonus this has the added benet o engaging reciprocation. Whichmeans minimising your reunds.

2. Follow up go ahead and jump on the phone. Make sure your customer is happy.

3. Keep them inormed Amazon.com do a great job o this. Whenever you place anorder with them youre able to track your order at each key stage o delivery.

4. Under promise and over deliver I your standard delivery time is one week youshould promise 10 days or two weeks. Tis way you have a built in saety buer andyou pleasantly surprise your customer.

5. Post-purchase reassurance resell the benets o your product. Make it easy oryour customers to eel good about their purchase.

Heres an example post-purchase reassurance letter Alexi craed or a client. Simple, but itworks :)


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Dear (insert name),

Im writing to tell you something very important. And that is...

Tank You!

(insert name) thank you or avouring us with your purchase o Prosaminrom our company.

You know, I get comments all the time rom customers who have usedProsamin with wonderul results.

G.W rom Goulburn tells me hes down to only 1 or 2 trips to the bath roomo a night instead o 4. Plus his urine fow is stronger and has better results in

emptying bladder.

C.C o Lightning Ridge thinks Prosamin is the best (thats a direct quoterom a personal letter he sent to me). Aer using Prosamin or only twomonths he has gone rom 7 visits a night to the bathroom to only one or two.

(insert name), this is only a very small sample o the letters I receive romour satised customers. And hopeully soon I will be receiving a letter romyou about the wonderul results youve experienced with Prosamin!

As promised enclosed with your order is also your complimentary 41page book Your Guide o A Healthy Prostate. Its easy to read and will giveyou many useul ideas you can do right now to improve the health o yourprostate.

I you have any questions whatsoever, were here or you. Please donthesitate to call us. Our direct number is XX XXXX XXXX.

Once again, thank you or your recent purchase and we look orward toserving you again in the uture.

Sincerely,

(insert your name)

P.S. (insert name), your tax invoice is enclosed or your records.

P.P.S. Ive also included a complimentary special report or you to reviewtitled Te Next Breakthrough In Joint Discomort. I you suer rom jointpain or discomort, this is a must read or you. It has inormation you need toknow.


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Conversion Proft Centre #6Get That Sale!

I you need to get that sale and you need to get it FAS nothing works better than the

Dramatic Demonstration.

Remember Godreys Vacuums bowling ball demonstration? What an awesomedemonstration o proo and suction power o their vacuums!

Teres no amount o ancy wordsmith that will ever trump a dramatic demonstration.

Consider Elisha Otis.

In 1852, Otis introduced the saety elevator, which prevented the all o the cab i the cablebroke.

Te problem was his saety elevator wasnt selling. He sold only three in 1853 and none in therst ew months o the ollowing year.

So he decided to conduct dramatic demonstration o his saety elevator at the New YorkCrystal Palace.

Hoisted high above the crowd a mechanic cut the rope suspending the carriage in the air. Tecarriage dropped a ew inches and then stopped. His revolutionary new designed had worked,stopping the platorm rom crashing to the ground.

Te Otis elevator became a runaway success.

Tats because everyone could see it in action via a dramatic demonstration!


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Ten theres Blendtec.

Every week on their website, Blendtec dramatically demonstrate the power o their blenders.On www.willitblend.com theyve blend everything rom kitchen iPods, guitar hero even CDso Justine Bieber.

Tey get millions and millions o hits and generate tens o millions in sales each year inblender sales.

Check out the image below. Teyre destroying an iPhone 4 (3.3 million views!)

Finally...

Consider the most commonly known demonstration proo - the Puppy Dog close.

I youve ever been involved in direct sales you would have heard o this close beore.

Its as old as selling!

And its still thriving in the modern day. Why? Because nothing beats the proo o actuallyexperiencing the emotional benets o a product.

I you take a closer look, the Puppy Dog close is nothing more than aFREE SAMPLE youre letting the product do the selling or you (in this case, a cute little puppy dog).

So i you can nd a way to dramatically demonstrate your product, go ahead and do so. Andi you cant nd a way to demonstrate your product, try harder!

Teres always a way. And there is no conversion tool more eectiveand potent than the Dramatic Demonstration.

Ten again theres one more idea that is almost as possible... andworthy o mention.

Let me explain.


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One o the dangers o the Internet, direct mail and space advertising is its impersonal nature.Because youre not ace to ace with your prospect, it means you have a much higher hurdle to

jump or her to trust you.

And that means youve got to do everything you can to win trust and towin trust quickly.

So heres what to do

Get those third party proo elements ront and centre! I youve had any media mentions andproles, go ahead and eatures them prominently.

I you supply prolic clients, eatures them too.

Here are three examples o websites that do it well:

One nal dirty little trick

Im not sure i this totally legit, but lots o savvy operators do this. Soyou may want to do it too but just seek legal advice beore you do itin case.

Heres the idea

A website runs banner advertising on such prestigious news sitessuch as Fox News, CNN and Forbes. Ten they put logos o thesemedia outlets and preace their logos with the words As seen on

Neat trick huh? Creates the illusion o genuine media coverage butwithout the hassle o craing the press release.


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Wrapping Up

Okay, weve come a long way together in this report, so thanks or sticking with us. Im sureyou can instantly see the value o what we revealed.

Weve talked about a number o critical important ideas you can use right now to dramaticallyincrease your conversion and ultimately increase the protability o your business.

But it doesnt have to end here...

Masters o Conversion Super Conerence

Aussie Experts Teaching Winning StrategiesThat Work In Australia Today

Over the years Ive been asked many times by Aussie clients - does the stu taught inAmerica work here, too?

And its a air question because as Aussies we ARE a sceptical bunch.

We are slower to believe any old claim.

We ARE more reserved and dont go or the rah, rah, rah that others are known or.

Which is why in putting together the line up o speakers or the Masters o Conversion SuperConerence we searched or the best experts we could nd...

But more than that, we searched or Aussie speakers who are selling to the Australian marketright now.

Tese are world class experts that have the runs on the board and have made huge gains inprot or their clients and their own businesses.

Here in Australia.

And Im happy to report weve pulled together a heluva line up!


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In the next ew weeks well go into more detail this line up and why theyre uniquely qualiedto share the stage with us.

This line up o experts cover the entire cross section o conversions, rom landing pagesto trafc to email to product to video sales letter and everything in between.

So you get the complete picture, the complete blueprint to ollow to boost your conversionsright across your business.

Another BIG Reason Masters o Conversion Is Dierent

While there are many seminars and events in Australia that share outrageously protablecontent, many o them also possess an inherent weakness.

And its this weakness that makes it so much harder or attendees to walk away ANDimplement what they learnt.

Whats this weakness?

Its not the content.

Its not the lack o expertise on stage.

Its simply a lack o a theme thats synergistic between all the experts on stage.

Picture this...

You attend a business or marketing event. Tere are eight speakers. Its a paid event whichmeans theres mostly content and little selling.

And the speakers share really good content. As a participant you receive a barrow ull o

ideas... hundreds o ideas in act.

However...

You get so many UNREALAED ideas that when you back to your oce to implement, youget stuck.

You dont know where to begin.

And you dont know how to get unstuck.

Sound amiliar?

At Masters o Conversions were not making that mistake. Because weve got a tight andnarrow theme that ALL the speakers are going to ocus on - conversions.

And each speakers talk is careully constructed so that each o them relates to the otherspeakers.

In other words...


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You walk away with a blueprint that optimises, improves andbumps the response on each o your conversion unnels!

From leads and trac all the way through to landing pages and customer repurchases.

Pete and Alexi are still putting the nishes touches on the details o Masters o Conversion.And theres much, much more to come.

So stay tuned.

In the meantime, both o us and our line up o speakers plan on sharing a bundle o awesomecontent.

Be sure you get it all by going to

mastersofconversion.com.au

And by visiting our Fan Page on Facebook. Just type in Masters o Conversion.

Speak soon,

Pete and Alexi
http://www.mastersofconversion.com.au/http://www.mastersofconversion.com.au/

Conversion Pipeline Blueprint

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