Pete Godrey & Alexi Neocleous
Conversion Pipeline Blueprint
Pete Godrey & Alexi Neocleous
Conversion Pipeline Blueprint Contents Who is Pete Godrey? Godrey? ............................... ................................................................ .................................................................. ......................................................... ........................ 3 Who is Alexi Neocleous? Neocleous? ................................ ................................................................. ................................................................. ................................................... ................... 3 Why Your Your Biggest Marketing Problem Is NOT What You You Think ............................................... .................................. ............. 5 The Key That Unlocks a Fortune in Your Business ..................................................................... 6 Do Less, Make More ............................. .............................................................. .................................................................. .............................................................. ............................. 7 Why We We Are Revealing 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 That’s 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 Conversion Opportunities, Where The $%^& $%^& Do You You Begin? ..................... 12 Introducing C.P.O. Conversion Pipeline Optimisation................................................................ Optimisation................................................................ 13 How To To Grow Your Business Geometrically ............................... ............................................................... .................................................. .................. 15 The Dierence Between The Tactician and The Strategist ..................................................... 18 The Conversion Prot Centres That Can Ca n 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 Produc t 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 Th em Stick!............................. 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
Copyright 2011 Pete Godrey and Alexi Neocleous. All Rights Reser ved. No portion o this publication may be reproduced or transmitted in any orm or by any means without permission. DISCLAIMER: While all attempts have been made to veriy inormation provided in this publication, neither neither the authors nor the publisher nor any marketing agent assumes any responsibility or errors , omissions or contrary interpretation o the subject matter herein. This publication is not intended or use as a source o proessional business, legal or accounting advice. Use o the inormation contained herein may be subject to varying state and/or ederal laws or regulations. All users o this inormation are advised to retain competent counsel to determine what state and/or ederal laws or regulations may apply to the user’s 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. Any perceived slight o specifc people or organisations is unintentional.
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Who is Pete Godrey? (The Wizard o Words Words)) With more than a decade o experience in the marketing arena, Pete Godrey, AKA “Te Wizard o Words”, has developed a keen eye as to what it takes to succeed in business. As one o Australia’s most successul and highest paid copywriters and sales strategists, Pete has the uncanny ability to turn the written word into money. Tat’s why clients stand in line and almost beg him to do their promotions. His client list contains many o the world’s savviest entrepreneurs 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, trainer, having trained hundreds o budding copywriters including Bret Tomson, Bill Dimitrovski, Kevin Francis, Steve Plummer etc. Pete is a coach as well and coaches a small exclusive group o entrepreneurs entrepreneurs in his $29,995 per year Private Wealth Group. Pete also writes an oine, 12-page monthly newsletter called Te Emotional Ad Writing Writing & Marketing Letter or Business Owners, Sales Proes Proessionals sionals and Entrepreneurs. 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 New Economy”. Valued at a very real $97, it’s yours FREE or a limited time.
Who is Alexi Neocleous? (The Strategist) Alexi Neocleous is one o the leading direct response reelance copywriters in Australia. Having worked with business owners large and small, he’s known as a copywriter who gets ast results or his clients. Some o his more recent copy successes include a client who i nvests $35,000 per month on Google Ad Words and returns 4 times that amount rom the sale o only one book – all rom the copy Alexi wrote or him. Another client returned over $100K rom a simple our page letter Alexi wrote him. And yet another 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-inyear-out. year-ou t. Tis is just a small sample o the successes Alexi has enjoyed only in the last couple o months! Alexi’s sales copy even got the attention o one o the world’s richest men, Warren Buett. Mr. Buett received one o Alexi’s sales letters and invited him to be a guest at his company’s annual general meeting in Omaha, Nebraska. o discover some o Alexi’s 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 rom you and up to 61% to buy again”. Pete Godfrey & Alexi Neocleous’ Conversion Pipeline Blueprint
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“My clinic is now booked solid every day…” “My turnover has quadrupled since implementing Pete’s copy and strategic advice.” — Hayden Keys, Naturopath, Picnic Point, NSW
“The Only Complaint I’ve Got About Pete’s Copy Is That I’ve Got Too Much Damn Business!” “Beore hiring Pete I checked him out. I got on the phone to Mal Emery and he told me to grab Pete i I could get him. I met with Brett McFall in Melbourne, told him I was getting Pete to do my copy and Brett said, ‘you’ve made a wise choice.’ o cut a long story short, getting Pete was the best thing I could have done. Te only complaint I have now, aer using Pete’s copy, is that I’ve got too much business. I’m now chasing qualied sta to handle the demand.” — Iain Enticott, I Consultant, Melbourne, VIC
“We Only Want The Best For Our Members. That’s Why We Recommend Pete Godrey… You Can’t Get Any Better!” “Pete helps us make money, it’s that simple. Tat’s why we send our members to him so they can get the results Andrew and mysel have enjoyed.” — Daryl and Andrew Grant, Internet Markets, Gold Coast, QLD
“Over $287,000.00” “Te 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. And I am glad we did as it was a huge success. Alexi is one o the best copywriters I know. Get this guy.” — 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 thousands o dollars in sales. I have no hesitation in recommending his ‘killer’ marketing brain to anyone that wants to get all the customers they’ll ever need.” — Brett McFall, Co-Founder o the World Internet Summit
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Why Your Biggest Marketing Problem Is NOT What You Think Tink about this or a minute. What are the biggest marketing problems you’re 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 it’s 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 you’re not acing any o these problems. Not really. Here’s why:
Because they are all symptoms o something else ar more sinister. And this “something else” is rarely discussed - and always misunderstood - by most people except the savviest marketers. Don’t get me wrong. I’m not saying you’re not suering rom these problems. I’m just saying the SOLUION to your problems is much deeper.
The good news... When you understand what I’m about to reveal - when you “get it” - you’re able to completely and totally revolutionise your business. Not just online but oine, too. Plus, you’ll 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, space advertising, V, radio and so much else.
So keep reading... Pete Godfrey & Alexi Neocleous’ Conversion Pipeline Blueprint
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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 can’t seem to make the breakthrough you’ve been seeking … i you get distracted rom one “shiny object” to another (and don’t have a cohesive marketing strategy that locks it all together) … i you’re 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 marketing activities … i you want a lot more sales and customers buying rom you Ten you’re going to love what’s coming up soon.
The Key That Unlocks a Fortune in Your Business Fact 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 as well. rouble is, many are missing a critically important element. It’s this element that lets you run your business successully and compete no matter what’s happening in this economy. It’s this element that gives you the advantage over any or all o your competitors. And it’s this element you can easily leverage to maximise each hour and each dollar you invest in your marketing. So what is it?
Simply this... It’s the ability to bring all the many o hundreds o tactical ideas at your ngertips into a cohesive and strategic blueprint that optimises ONE complete conversion pipeline (which you’ll discover more about in a moment). You see, the problem is NO coming up with new ideas to grow your business. It’s about strategically optimising what you’re already doing so you get bigger results. But where do you start? Pete Godfrey & Alexi Neocleous’ Conversion Pipeline Blueprint
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Do Less, Make More We’ve designed this report not to give you more... but to help you do less. So you can ocus your attention, energy and money on what’s going to give you the biggest results with the least time, efort and money. Tis way, instead o spending your time and hard-earned money on things that drain your energy and gives you small returns on investment, you get a strategic blueprint on all aspects o your business that maximises your eorts. Inside this report you get ideas on how to ramp up sales and the protability o each key stage o 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 Revealing These Valuable Secrets A Chance Meeting on The Gold Coast & a Throw-Away Line on Facebook... Gives You a Weekend to Remember FROM: Alexi Neocleous I’ve 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 hugely impressed by the quality o the copy. I remember saying to mysel, “this guy knows how to write and this guy knows how to sell.” Funnily enough he’s known about me or many years, however the rst time we actually ever communicated was around three years ago at Brett McFall’s copywriting boot camp on the Gold 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 were kindred 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 could enter this conversation without being totally out o their depth. Te seeds were planted. Little did I know three more years would pass until those seeds would germinate and ultimately ourish. Since that time I’ve seen Pete’s reputation prosper. o the point now where his name is spoken only in one context; “you want something done right, get Pete. But be prepared to pay!”
Enter Facebook... Since that time we’ve kept in touch. Recently I noticed an interesting post on Pete’s Facebook page. And it was a post that had awesome content which I elt the urge to expand upon because I had a similar experience. And so I gave my thoughts on his post an expanded upon some aspect o his post. And because o how I contributed Pete sent me a personal message to thank me and to mention we should do an event together. o start with, it was just un and games. Harmless banter. Ten we talked. In an instant we got serious. We realised this is BIGGER than we ever imagined. Masters o Conversion is NOW a reality.
But why are we holding this event? Especially since there are so many events on Internet marketing, copywriting and marketing and business? Good question. Te answers is simply we know we can contribute in a BIG way. We know that our 20 years o combined, in the trenches experience gives you a unique and very protable viewpoint that isn’t currently being shared in Australia. Which is why we’re holding The Masters o Conversion Super Conerence on the Gold Coast on the 14th, 15th and 16th October 2011. You’ll get to see the best ideas on how to get and convert trac into sales - both oine and online - rom 5 Aussie experts, so you’ll have the tools, knowledge and proven know-how to grow your business geometrically. And what’s even better, it’s 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 worked in the past, or what’s working in some ar o land, you’ll get to see what’s working now, right in your own backyard. But I’m getting ahead o mysel here. For now, let’s just ocus on this report, and how to can use this ino to grow your business. So enough throat-clearing, let’s get started...
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The Commonly Misunderstood Marketing Problem Almost Everyone Is Making So what is this marketing problem?
It’s conversion. Yes, conversion. Let me explain. Because all the marketing, trac and sales problems you’re experiencing all have one common thread – getting your target prospect to take an ACION. Which means converting them to do something we want them to do. Tink about it. It’s conversion that happens when they click on a Facebook or Google ad. It’s conversion that happens when you post a blog post and visitors respond with a comment. It’s a conversion that happens when people opt into your database.
WARNING! Don’t Get Conused... Most people think conversions mean getting someone to register on a landing page… or opt into 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 customer experience. 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 Let’s discuss some o these in more detail…
How Conversions = Trafc Getting trac to your website is intimately related to conversions. Let’s say or example you have an SEO strategy to get trac to your website. You’re doing all the right things and you’re making all the right steps by… ■ ■
Writing articles Creating Youube Videos
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Posting to discussion boards
Which means you’re getting back links and higher in Google’s rankings. However... Just because you’re higher on Google does NO mean you’re getting that click i.e. conversion (doesn’t mean you’re 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 DO something. Aer all, what’s the point in doing all the grunt word SEO requires i it doesn’t translate into the conversion you desire?
Let’s talk about paid trafc. How do you get trac with Google Ad Words? Don’t worry - it’s not a trick question. Answer: somebody has to CLICK on your ad. And that means you’ve just clocked up a CONVERSION. Get it? So i you’re not getting the conversion you’re not getting the trac. And i you’re not getting the trac you’re not getting that lead or sale. Ten there’s the one big trac source that everyone is talking about today…
Facebook ads How do you get trac with Facebook ads? Again, this isn’t a trick question. Answer: you get the CLICK. Which again means CONVERSION. Without the conversion you don’t get the trac. And what about your Facebook page… be it a personal page or an page? I you want to monetise 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 Throughs Tere 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, most people don’t 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 they’re involved both online and oine, too (I’ll talk more about this in a moment).
Conversion Opportunities That’s Like Money In The Bank Let’s create a laundry list o all the metrics you should be tracking – all o which hand you extremely important CONVERSION stats and money in the bank i you work on them. You need 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 visitors are the lieblood o every online business. ■ Return visitors - return visitors are DIFFEREN rom unique visitors. Tey’re dierent in scope and psychology… which means the conversion strategy is dierent, too. ■ Visitor conversion – these are prospects that have never purchased beore. What’s commonly 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. Every time they buy again is considered a CONVERSION. ■ Cost per conversion – as a direct response medium the Internet lets you quantiy what it costs 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 away without taking any urther action. High bounce rates mean unqualied visitors or landing pages not optimised or conversion. All these metrics are ound prot opportunities… and are ALL considered “conversion rates”.
How Conversions = Oine Sales Did you know lots o your customers are NO getting your emails? It’s true. Why? Because trigger happy spam lters and cluttered inboxes mean your subscribers and customers are missing out on what you’re sending. And it’s only getting worse. Much worse. Which is why most o our smart and most successul clients supplement their online activities with OFFLINE promotions. In act, now that the Internet is so popular it means that oine is becoming a ripe opportunity or smart entrepreneurs who know how to use oine marketing. Fact is, ewer people are sending oers in the mail and this means less clutter in the PO BOX… and that means higher response rates.
Picture this… Pete Godfrey & Alexi Neocleous’ Conversion Pipeline Blueprint
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You run a print ad in a newspaper. Prospects respond by calling a phone number at a call centre. Te details are collected by the operator and then passed onto a mail house... who in turn 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 it’s a CONVERSION (what’s commonly called the “cost per lead”). ■ When someone calls into the call centre there’s a CONVERSION rom people calling and then ollowing through. ■ Ten there’s a CONVERSION o people who respond to the direct mail letter. ■ Finally, there’s 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 your marketing activities. Both oine and online.
How Conversions = Reerrals, JV Endorsements, Face-To-Face Sales and 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 t heir riends and colleagues. Conversion infuence customers when they’re 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 than what happens on a landing page. Capiche?
“With So Many Conversion Opportunities, Where The $%^& Do You Begin?” Okay, so ar you’ve seen that conversions take place right throughout your marketing unnel and you’ve seen many opportunities to bump your conversion rate and ultimately make more money. But where do you start? With so many hugely protable conversion opportunities it’s easy 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, it’s the dierence between growing your business slowly and growing it quickly.
Introducing C.P.O. Conversion Pipeline Optimisation Let me explain what C.P.O. is… and what it can do or you. And please, i you’re skimming here, slow down a bit and really take the ollowing in. You’re going to see how to leverage everything 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 conversion pipelines o your business e.g. or dierent products in dierent market segments. Geometric growth is when you optimise one complete conversion pipeline… thus attaining compounded growth. An example will clariy the power o C.P.O. Let’s take the ollowing 3 stage conversion pipeline…
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 the business looks like this… »
»
»
1200 people are sent to the landing page rom the direct mail letter (beore there were 1000 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 (let’s say we made the same improvements or 3 dierent products selling to 3 dierent market segments). Here’s what we’d nd:
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Te result net increase is the AVERAGE o each improvement.
20% PLUS 20% PLUS 20% 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% tweaking an unrelated pipeline.
dierence in net gain compared to
Tat’s 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 yield the biggest proft increases… with the least amount o eort and time. Tis is where you review the areas o your marketing that you’re… 1. Spending the most money on 2. aking up your greatest human resources 3. Account or most o your business’s 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 team’s 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%… and more? And so on… » » » » »
Tese 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 least one complete and related conversion pipeline. Tat’s 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… Pete Godfrey & Alexi Neocleous’ Conversion Pipeline Blueprint
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1. Emails 2. Video scripts 3. Landing pages 4. Magazine ads, brochures, newspapers 5. Etc., etc., - anything that’s included in that particular pipeline.
STEP #4: Test Ultimately, the only benchmark that counts is tangible increases in prot. Which is why you test 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 it’s part o a system that is tested… implemented… monitored 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 Tactician and The Strategist Tere’s 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 that’s most likely to deliver the desired outcome. Tactician - jumps on what’s hot (today it’s Facebook. Yesterday it was Ad Words. Long beore that it was classied advertising).
Strategist - reviews the positives and negatives o what’s hot and makes a act based decision 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 w here your biggest opportunities hide relative to your overall vision.
The Conversion Proft Centres That Can Make You Money Today You’re about to discover something really, really cool. In all our years helping clients bring in millions and millions o dollars to their businesses, Pete and I have ound a handul o truly
POTENT ideas that can make the biggest bang. And it’s these ideas we’re about to share with you. Any one o them can make a considerable dierence in your prots and sales. I you incorporate them as part o one conversion pipeline then you get a geometric increase in your sales and prots.
Enjoy!
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Conversion Proft Centre #1 Get That Trafc! Facebook trafc is all the rage now. Facebook represents the most lucrative source o paid trac that exists anywhere because... ■ ■ ■ ■
Cost per click is ar lower than Google Facebook doesn’t 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 the targeted trac you’ll get rom Facebook ads. And one o these critical secrets are...
Never, ever send your Facebook trafc to anything other than a custom welcome 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 you’ll 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 $$$ out o their pockets. And the worst part is most Facebook advertisers don’t even know it! You see, when it comes to the Internet, you MUS give visitors what they expect. I you lead them down an unexpected path - or i you conuse them or even one second - they click away. And one o the easiest ways to conuse people (when it comes to Facebook ads) is to push them AWAY rom Facebook. Over the page is a good example o a well converting Facebook landing page. Study its design and you’ll garner a number o winning design and copy elements.
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Bonus Facebook Trafc Tip – Real Case Study You know, oen all it takes is one simple tweak to a Facebook Ad to get a massive increase in conversions. ake or example this case study below, given to us by ellow Masters o Conversion expert (and presenter at the Super Conerence) Jen Sheahan, this
split test scored a near 100% bump in click throughs.
That’s nearly double the response! Check it out and study the change made…
CTR – 0.089%
CTR – 0.174% (almost double the response) Can you see the dierence? Te ONLY thing change was the border colour around the picture – it was changed rom black to red.
That simple change nearly doubled response. Te lesson: always be testing! And the great thing about Facebook Ads is the strict limit on text, too. Which means you don’t have to spend hours writing copy. Get an inspiration or a Facebook Ad and minutes later you could be getting impressions and more conversions!
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Conversion Proft Centre #2 Get That Email Opened! Email subject lines are oen orgotten or slapped together by most marketers. In our view, that’s insane. Because we spend bundles o $$$ or advertising... we’re constantly wrestling with Google to optimise our Ad Words accounts… and o we course we obsess with building our organic listing… … Only to slap together an email subject line and send it to our list. It’s a world gone mad! As you probably know, the subject line is the headline or your email. And just as you’d never run 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 you’re slapping together your subject lines in order get that email sent... Ten you could easily double or triple your open rates - which means doubling and tripling the prots you garner rom email - with what you’re 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 minds o 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 he’s irreverent and kind o dierent. 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, we’re going to give you 13 boilerplate subject lines that will serve you well in most situations. And then we’ll explore the principals behind why these work so well.
Pete Godfrey & Alexi Neocleous’ Conversion Pipeline Blueprint
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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 You’ll get ar more out o the next exercise i you STOP reading the report now and work this out or yoursel. Here’s the exercise... See i you can work out the two principals at work behind the winning subject lines listed above?
Go ahead and do that now, before you turn the page. DRUM ROLL PLEASE...
Pete Godfrey & Alexi Neocleous’ Conversion Pipeline Blueprint
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Principal #1: Make it personal Principal #2: Make it curious Let’s talk about each in turn…
Principal #1: Make it personal Here are a ew tips: ❏ ❏ ❏ ❏
Make it about them People would rather avoid a pain than make a gain. So take advantage o this and make it clear that there could be personal or social consequences i they don’t read Make it casual – what would you write in the subject header to a riend? Tat’s what you want to insert in subject lines! Make it emotive
Principal #2: Make it Curious A ew tips: ❏
Break with convention e.g. ew o us like to admit we make mistakes… so the subject
❏
header “I made a mistake” is a good contrarian play Imply a scandal or betrayal Make it timely - tie your email in with events that are on the 6pm news.
❏
Pete Godfrey & Alexi Neocleous’ Conversion Pipeline Blueprint
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Conversion Proft Centre #3 Get That Big Product Launch Payday! We all know product launches can be hugely protable. It seems almost every week there’s a story o a million dollar launch that’s someone’s banked a bundle o cash on. But what most people don’t know is they can be massively complex and involved. It takes skilul project management and strategic thinking to do them right. Aer all, a standard product launch usually includes… ■ ■ ■ ■ ■
At least a dozen emails 3 or 4 content pieces (what we call Money Magnets) An event (usually a webinar or teleseminar) A sales letter (either long copy or video) Ten a post launch phase o at least 5 or more emails
However… You can tip the odds massively in your avour o making your next product launch a huge winner, i you do this one thing…
The Most Important Step In A Product Launch, Revealed It’s simply this…
Crating a theme that ascinates and titillates your market every step o the way. This is critical. Because one thing you really need to understand is launches get tiring or your list. Tey get tired opening your emails and watching your money magnets… but only IF… you don’t know how to keep them riveted. Tink about it. Your list is getting bombarded with emails every day, not just yours, but hundreds o other people clamouring or your prospect’s attention. And when you’re doing a launch, your list gets a lot more emails rom you as well. So how the heck do you cra a theme that’s going to… ■ Keep your list riveted every step o the way? ■ Make your prelaunch money magnets a huge success (and get you dozens – even hundreds – o comments on Facebook and your blog)? ■ Hand you a massive payday on launch day?
Pete Godfrey & Alexi Neocleous’ Conversion Pipeline Blueprint
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Te answer is revealed in this video below. In this video you’ll discover: »
» »
Step by step how we craed a winning theme even in the most highly competitive markets. How to pull in nearly hal 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… We’re going to pull back the curtain here, and show you behinds the scenes o a recently completed 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 it’s a proven ormula.
And in this video I take you through step by step how we developed a winning theme or the launch. Check it out now while it’s available:
https://s3.amazonaws.com/Content-videos/ LaunchSecrets.mov This video is HOT o the presses! I’m 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!
Pete Godfrey & Alexi Neocleous’ Conversion Pipeline Blueprint
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