How compelling is your presentation? How many prospects out of 100 BUY your product today and during your follow-up sequence? Conversions are where you make real money today and in the future. Affiliates won’t promote you if your offer isn’t converting. But if you have a high-converting request, affiliates will send you as much traffic as you can handle and sometimes more.
So how compelling is your sales letter? How branded are you? People buy from those they perceive to have the answers. People buy from those they admire and trust to have the solutions to their desires.
There are many conversion techniques, but the big 3 to focus your efforts on are:
– Social proof factors like testimonials
– Claims backed by proof
– Scarcity
Suppose you focused all your efforts on the first two – proof – your offer would convert. Add in scarcity, and you can’t miss.
I will say something almost sacrilegious to many marketers: Forget traffic. Traffic is simply a byproduct of conversions. If your offer converts, you’ll have affiliates wanting to promote it. Get three companions, and those affiliates will tell their affiliate friends how great your product is converting.
But if you can’t convert, then you can’t get affiliates. And if your offer isn’t converting, you won’t spend time or money on traffic because it will be a waste. Think about this: When you restore and convert well, you can BUY all your desired traffic. You don’t even need affiliates. You’re in business if you can spend $100 to make $110. Increase your conversions and make $150 or $200 or more for every $100 you spend, and lounging on that beach can finally become a reality.
But you probably won’t want to get lazy on a beach because when you can convert, this business becomes addictive. You suddenly find you can make a LOT of money and want to see that money continue to pour in.
Traffic is not money – CONVERSIONS are money. Yet I see marketers focused on getting traffic. They think they’ll make money if they can get MORE traffic. But if the traffic they’re getting isn’t converting, how will more traffic help?
Sadly, most people in this market don’t know a thing about conversions. They’re newbies, and they ignore the one thing that is the most critical, crucial, and vital to making money in this business. It’s the one place you find the money – conversions.
Yet everyone stays away from studying and learning conversions. If they focus on getting their offers to convert, they’d have tremendous results, more than they could even anticipate.
When you start focusing on conversions, the money will come.
So what should you study to convert better? What should you test? I’ve covered many conversion techniques, but here’s a short list to get you started.
Study copywriting. Copywriting tends to be something most marketers gloss over as though it’s the least important element. It’s not. If you have a great offer but do a lousy job of selling that offer to the prospect, you won’t convert. It’s that simple. Changes in your sales letter, or even new sales letters or videos, can make all the difference. You’ve got to study what works and practice, practice, practice.
Social proof is massive. The prospect wants to know for a FACT that your product will do what you say it will do. They want to know that others have tried it and gotten the results you promise. They even want to know that your product is selling and selling well. Don’t just dump a few testimonials at the end of your sales presentation – weave them throughout. Make them the foundation upon which you build your sales letters and videos. And make them real, from real people who had doubts until they experienced your product.
Another conversion element online marketers ignore is branding – especially branding yourself. Make a name for yourself in your industry or niche. Become the go-to expert, the answer guy or girl people turn to for solutions. When you’ve built yourself a name, your name alone will make sales from your most loyal fans. They will see you’ve got a new product, so scroll down and hit the buy button. But building your brand and reputation takes time and effort, and most marketers aren’t willing to do what it takes.
Decide what you and your brand stand for. You can’t be everything to everyone, so choose who you want to be and become that expert. Build relationships with people in your niche, especially potential JV partners who will mail your offers. Put a great deal of thought into how you present your products, what you put into your email sequences, what your graphics look like, and so forth. It’s a BUSINESS, not a magic button.
Branding and being a celebrity is the highest form of conversions because you build a reputation for knowing your niche. You’ve talked about it, and people know you only put out real value, and they buy based on your name alone. You’re an expert, an authority figure. When Stephen King puts out a new book, do you think he needs to ‘sell’ it to his readers? No. They buy it because HE wrote it and knows they will like it.
Give yourself a title. Who said, “I’m the greatest.”? Mohammed Ali and everyone else took up the cry. Who said, “I’m the hardest working man in show business.”? James Brown and that became his title.
Gary Halbert said, “I am the world’s greatest copywriter, and if you don’t believe me, you can go to my website. It says it there.” And the branding caught on, and people called him the world’s most excellent copywriter.
So please don’t wait for someone else to give you a title; give it yourself. Repeat it often enough, and it will, in fact, stick, and after a while, few people will even know or remember that you gave yourself the title.
Bottom Line: The answers start appearing when you focus on something (like conversions). When you study emails and sales letters, ask yourself what the technique is and what the person is doing that makes it successful. Read between the lines. Make ‘conversions’ your mantra, and you cannot go wrong in this business.
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