Today you’re going to learn how one marketer increased his sales by 206% month after month, and how he increased his click-through rate from 5% to 9%.
He did it using branding and creating a legend.
I’m going to look at a book by the legendary Ben Mack, called Think Two Products Ahead and examine a case study from the book and extract all the actionable components for you.
Ben has actually given me permission to use a segment of this book in this article today.
While we’ll be predominately using his techniques, I’ll also add my own unique twist and perspective.
Table of Contents
A 206% Boost in Monthly Conversions
This is how one of Ben’s students, Joost Van Der Leij , managed to increase his sales by 206% month-after-month.
His email list tripled in size from 100 subscribers a week to 300 a week. His Google click-through rate jumped from 5% to 9%.
That’s almost double the amount of traffic just from good branding and creating a good legend; exactly what you’re going to learn from me today.
This is important because when you understand the relationship between you and your audience, you learn how to communicate with them in ways that they will appreciate and will engage in and ultimately will lead to more profit for you.
What is Branding?
Branding is often misunderstood.
The brand always exists whether you want it to or not. You are always involved in branding. The thing is, you don’t choose if you want a brand, you can only choose how you manage that brand.
Branding is bigger than advertising, and it shouldn’t be confused with creating logos or fancy brand names. Logos are just a physical manifestation of that brand and not the brand itself. It’s like an accessory to the brand.
Your brand is actually a mix of:
- Your story
- Your products
- Your history
- Your users
Your brand is the origin of your legend.
What is a Legend?
Legends are larger-than-life stories. They’re told and retold, and they have meaningful connection with an audience. They grow stronger with age.
So brands are stories that reflect the same values as your customers remember. Customers meaning people in general.
We’re tribal – we like to align ourselves with things and companies and products that have the same values as us, and legends.
Legends are relevant to something that we experience.
For example, on a deep subconscious level, we like to tell stories that make us feel good about ourselves. So if you can allow your customer to elevate themselves into an aspirational group, they’ll thank you for it.
An aspirational group is a group that your customers want to join, that they want to belong to. Again it’s this tribal thing, so we use that to our advantage.
A dissociative group is a group that they do not want to belong to, something they want to avoid.
Think about Mac versus PC. Think about the campaigns that Apple Mac ran in the early 2000s. They have this cool laid-back guy representing a Mac user, and then they have this stuffy awkward guy as the PC user.
This is a perfect example of the aspirational versus dissociative group dynamic.
So your product wants to invite customers to become part of an aspirational group, because when they purchase it, they allow themselves to become part of your story.
If you can help your customers see themselves as the hero of that story, then you’ll make a very deep emotional connection, on a subconscious level, where they feel perfectly aligned to you and your brand.
Just like we see today with Apple.
How to Model this
It’s easier than you think.
All you have to do is list out the concerns of your customers – their struggles, their problems, things they want to achieve, the things they want to escape from.
Then you list the benefits of your product.
And then, you match up both lists.
You’re going to have some overlap. Now, you have to choose the elements of that overlap that speak to your customers’ emotions.
You also have to look at the end result – the big picture, what they’re going to achieve when they buy your product.
You have to think about the experience it gives them, how it allows them to feel about themselves.
It’s as simple as that.
Once you have your branding right and you know what you’re doing, what your story is going to be, how you going to communicate it with your prospects – you’re going to need people to sell.
So how are you going to get traffic? It’s going to give you 3-4 organic traffic methods that you can use for free. Every method is free.
You can get that when you go to profitcopilot.com/traffic.