Case Study Of Total Market Domination

Here’s a look at my interpretation of how one of the biggest names on the Internet went from practically unknown, to selling out areanas around the world, and what youu can learn from him.

Rush Transcript:

When it comes to conspiracy theorists, David Icke is arguably the biggest name on the planet.

You’ve probably heard of him.

Chances are you or somebody you know really digs his stuff.

The guy travels the world selling out arenas wherever he goes, his books top the best-seller lists and his website receives millions of hits every month.

He’s THE rock star of the conspiracy world and love him or hate him, he has the kind of following that most infopreneurs can only dream about.

But things weren’t always like this.

There was a period, a long time ago, that his business was on shaky ground. And being the Internet-savvy kinda guy that I am, combined with my anti-establishment leanings, I found myself working with David Icke.

I didn’t know it at the time, but I was in the unusual position of witnessing someone I respect climb out of obscurity and actually catapult themselves to the forefront of a thriving global movement.

It’s not too often that we get to see something like that happen right in front of our eyes. We only notice it that after it happens.

David Icke isn’t the only conspiracy theorist that I’ve worked with but he is the most recognised, in my opinion.

Freedom And Independence

His achievement would be the ideal outcome for many people reading this; bloggers, online teachers and product creators – anybody who sells information.

So it doesn’t really matter what you niche you’re in, there are valuable lessons to be learnt here.

The whole purpose of Profit Copilot is to help people like you become more independent, gain more freedom, and become less reliant on corporations. So I find inspiration wherever it appears, and share it on here with you guys.

And those values I mentioned, independence and freedom, well they also just happen to be the same values that are held by the international movement that David Icke helped to build and shape, albeit viewed through a different lens.

So in a way, this post has been 15 years in the making and I wrote it to reveal how David Icke’s achievements can be a source of inspiration for you – and so I can run you through each of the components, from a marketing point of view, that enabled him to earn a place on the global stage.

Marketing vs Activism?

It was around 15 years ago when I first began to see marketing and activism as essentially the same thing; drawing attention to a solution.

I experienced the weird relationship between marketing and activism firsthand when I was approached by a marketing team involved with a film called ‘What The Bleep’. I now realise they had probably been inspired by Jay Conrad Levinson’s seminal book ‘Guerrilla Marketing’.

You see, they were sending boxes full of glossy posters to activists and asking them to distribute them – an attempt to create buzz for the film. This was the first time I realised activism is effectively a form of marketing, and vice versa.

It suddenly gave me the permission I needed to reach out to other people and aggressively promote the things that I believed in. Because it wasn’t JUST for my benefit – it was for their benefit too, I felt like I had a higher purpose. Drawing attention to laws that limit our freedom and invade our privacy under the guise of national security wouldn’t be just for my benefit anymore, it’d be for everybody else’s too. It was a game changer for me.

Even though I’d been creating brochure websites, banner ads, writing ad copy and running search engine optimisation campaigns for companies since my late teens, I’d never thought about combining technological and psychological marketing techniques for use OUTSIDE of the corporate world.

Once the penny dropped, the amount of time I spent with activist groups swelled, allowing a symbiotic relationship to develop between them and my own business. And that still stands today.

Building the business in this way actually resulted in a couple of cool things happening to me. The first; my own TV show, which sounds more impressive than it really is. But the second thing is what really matters – gaining lifelong friends in an industry that remains close to my heart.

When you clearly show your values, you become magnetic to the people who share those same values. Win-win.

But all this required me to step out of my comfort zone, you’re probably going to have to step out of yours from time to time.

For me it’s being being the centre of attention, I’m deeply uncomfortable with it – I’m much happier working behind the scenes and it’s a weird feeling when somebody you don’t know walks up to you and recognises you. Being the introvert that I am, I quickly discovered that the limelight isn’t my thing. So the occasional YouTube video or blog post is where I’m happiest. I only step into the spotlight when I need to say something that I feel is important or need to share something that I think will benefit others, and the more I think about digital marketing the more I have to share.

But way before that TV stuff happened, back in the early 2000’s as I was slowly building my business, David Icke knew of my website and he asked me to help him with his. I agreed – but not because we shared the same beliefs but because we shared the same enemies.

Common Enemies

Shared enemies are important when it comes to establishing trust. I’ve written about this before; there are three main types of groups that marketers can use to influence consumer behaviour, and one of them is a dissociative group – a group that we DON’T want to associate with.

What are my enemies in the marketing world? Well, hype, and get rich quick or biz-op schemes.

Freebie seekers, serial refunders and the lazy all belong to another one of my dissociative groups. For one, they all make lousy customers and are generally unsuccessful. As an online teacher I want my students to be successful, not only for themselves but also for the word of mouth it might generate. It’s my experience that freebie seekers, serial refunders and lazy people don’t achieve much in life, so I don’t want them as students.

So looking at the groups I’ve mentioned and boiling it down to its bare bones, the ‘something for nothing’ mentality is my enemy; it tells people they don’t have to work for things, that they’re entitled to the same as you and I are without the effort, that they don’t have to contribute or pull their weight, and that somebody else will provide for them.

It’s not individuals I have a problem with, but the belief and mentality.

Who was the common enemy that myself and David Icke shared? The military-industrial complex, political corruption, and a scandalous economic system.

These also happen to be the things that David’s followers are against, and by opposing them he grows closer to his core audience.

To make this work for you, make a list of all the things about your niche that annoy you. Then make a list of the things that people in your niche complain about. When you find the same thing mentioned on both lists, then you’ve found your common enemy.

Authenticity

I’m gonna bet that you already know that you can’t fake this stuff, not that you’d want to. But you’ve seen the same sleazeballs that I have and the extremes they go to, to make a sale. Remember the Rich Jerk? Kelly Felix created a parody and he’s a friggin’ genius for it, but some self-proclaimed ‘Internet marketers’ must have figured that his videos were sales instructional manuals.

I’ll save my rant about ‘Internet marketers’ for another time, and why I’ve decided to stop dealing with them.

But for now, if you want to build a following of any kind you have to be real. Over the years some naysayers have speculated that David Icke is running some kind of nefarious scheme to “cash in” on all things conspiracy.

That is absolutely preposterous. But hold up a second, when people start bitching about you it’s actually a good sign. It’s a side effect of having a following. The bigger you get, the more haters you get.

Anyway, there was a time when David faced serious financial troubles – he’s spoken about this in a number of interviews, and it would have been easy for him to give up. It might even have been the most sensible thing to do at the time. But obviously that would have gone against his true calling.

So, at every step of the way, he communicated openly and honestly with his audience, no matter how small that audience was at the time. And he stood up for what he believed in and he faced the storm.

And here’s the real clincher; it’s apparent that he also believed in himself.

That’s what true authenticity is; knowing you’re doing the right thing – BECAUSE it’s the right thing to do.

When we stop focusing inwards, stop focusing on our minor problems, and go beyond our selfish concerns and start sharing our knowledge for the benefit of other people, that’s authenticity – finding our calling, and following through with it even when times are hard. Of course, we all gotta eat and you have to make sure that you’re compensated for your time and your knowledge, but find a reason to do it that isn’t about the money.

So, how do you find your calling? How do you become authentic? That question is an oxymoron, if ever I saw one.

Some people will tell you to find your passion, and pursue that. I don’t necessarily agree that it’s the right approach for everyone.There are some hobbies and passions that will never give you freedom and security, no matter how big your following or email list. If you can monetize your passion then you’re in a great position, but it’s not the only approach.

Niche research is your friend. I’ll talk more about niches in a couple of minutes.

Even if you can’t think of any passions to get started with, as I’ve personally discovered over the years you can become just as passionate about running a business. And that’s a good starting point.

Branding

I’m not talking about logos here. I’m talking about complete brand image. From top to bottom, the message has gotta be clear and concise.

Straight away, you know what David Icke is all about, why it’s important and why you should listen to him. He has a mission and it’s bold, it’s loud and it’s in your face. If you’re a fan of David, then you’ll likely perceive him as representing absolute honesty, in a battle of good vs evil.

So what can you learn from this?

Look at the entry point into your funnel – and look at every stage onwards, every email campaign, sales page, every stick page for every product.

Boil it all down to the core message of everything you’re creating. Find that one meaningful reason, and you’ll find the reason for your content to exist.

That’s your message.

For me, my core message is that solopreneurs can become financially independent if they’re willing to do the work.

Story Telling

Storytelling is important in marketing.

Humans learn through stories, it’s hardwired into us. We understand them, learn from them, and we automatically share and repeat stories we hear. And our survival has depended on it for thousands of years.

If you want to see master a storyteller in action go ahead and listen to almost any David Icke interview.

His remarkable true story takes us on a ride that’s filled with tension, drama, highs and lows. It’s compelling and irresistible in equal measure.

By revealing his vulnerabilities it immediately makes him relatable and likeable. He begins with a journey of ‘loss and redemption’, and escalates to an ‘us vs them’ storyline.

The thing is, we all have these stories to share. You have a history and a background that’s FILLED with parables. Yet most people don’t give these a second thought. Think about a time when somebody helped you to solve a problem, or a time when somebody that gave you life-changing advice.

You probably have plenty to choose from.

To people like you and me, this stuff is gold and it helps us to convey our message in a meaningful and entertaining way.

Think about how these events relate to your niche, and what your audience can learn from them.

Consistency

David Icke’s message is clear and it’s also consistent. In fact, almost EVERYTHING about his brand is just that; clear and consistent.

His website is updated everyday like clockwork, his social media accounts follow suit, and his video casts are recorded every week without fail. David is consistent, literally right down to the number of dots he uses on his ellipsis.

This takes dedication. Thankfully he is now in a position to pass a lot of the work onto others, while he focuses on producing high value content for his audience.

So, are you being consistent? Sure, you might publish every week and stick to whatever schedule you’ve set. But it’s more than that; think about the QUALITY of your output.

How well researched is it? Are you using your unique voice, or are you constantly outsourcing it to different people?

Are you being consistent with your time? Or do you have periods where you slack off because you’re not feeling ‘motivated’? It takes discipline.

For me personally when it comes to Profit Copilot, being consistent means that outsourcing ANY of the content is totally unacceptable. From my blog posts to my products, I won’t hire anybody else to create content here.

I can’t tell you how many times somebody has asked me to joint venture with them, only to suggest that we hire somebody else to create the content or worse, use PLR. There’s nothing wrong with businesses that use those practices, it’s often a smart thing to do but that’s not the brand I’m trying to build; it wouldn’t be consistent for me to engage with that stuff.

Overlapping Niches

This one is a biggie. You’ve probably heard me talk about the importance of finding the right niche, it’s something I try to make sure all my students fully understand.

So here’s something else to think about. Along with all the wonderful keyword research that goes into finding the perfect niche, there’s actually a second approach that you might not be familiar with.

This is far more difficult, and I’m positive that David Icke didn’t intentionally set out to carve out a path in this way.

Look at the information David publishes. You might not be familiar with his work so let me fill you in. There are two enormous markets out there; the conspiracy industry and the New Age industry.

David speaks to both these markets, but not exclusively.

In fact, I wasn’t involved with conspiracy circles when I first became aware of David Icke, it was through some of my New Age friends. And while he now dominates the conspiracy market, he still has a strong foothold in the New Age movement too because that’s where he started.

As the diagram here shows, a portion of the conspiracy industry has a leaning towards New Age beliefs, and a portion of the New Age movement has a leaning towards conspiracy theories.

What David Icke has done, I believe unintentionally, was to effectively overlap two seemingly unrelated niches and position himself directly in front of the people in the middle.

He acts as a bridge between both niches. Smart, right?

So how can you use this to your advantage? Well the cool thing is, you can apply this approach to almost any niche you can think of.

Ok, you CAN go looking for two separate niches and HOPE there’s fertile middle ground that hasn’t been discovered yet, but there’s too much uncertainty in that approach.

Instead of overlapping two unrelated niches, how about we fold our current niche in half, and just target those people? That means we’re also cutting the amount of competition in half. And what if we fold it again?

What’s happening here is; we’re drilling down and segmenting the audience.

The easiest way to do is it by gender. Then you’d be smart to slice it again, because there’s so much competition out there in every niche. If you go two or three levels deep, you’re speaking to very focused people with a particular problem they need to solve and cutting out most of the competition in the process.

Sales Channels

David uses a wide range of sales channels, probably more than most.

We don’t need to apply all these sales channels because choosing just one of these can give you great results when you do it the right way.

When it comes to information products, David Icke knows how to sell.

Live Talks

As I mentioned earlier, David regularly tours the world selling out shows wherever he goes and he delivers absolute value for money – often speaking for more than 6 hours at a time.

This is the equivalent of a seminar, in our little marketing community.

Live Streaming

While people can attend his talks in person, David occasionally offers the chance to watch online instead via a live stream webcast.

This allows people all over the world to tune in and watch his live talk.

Books

This is where he started, and it took a long time to gain traction – in fact his material was so controversial that no publisher would touch it, so he self-published.

Today, people like you and me can easily produce and sell ebooks.

DVDS

Remember those live talks? Guess what happens; some of them are recorded, put onto DVD and sold. It’s a smart thing to do because it maximises the potential returns, in addition to the live stream experience.

In our world we see this happening with physical products and pre-filled USB disks.

Continuity Program

David also runs a membership site where you get exclusive content and weekly updates.

This is something we should each be considering for our own business because it can lead to recurring passive income.

Putting It All Together

So that’s about it for the moment, I hope you’ve gained some inspiration from my perspective of David Icke’s approach to marketing and activism.

When you get everything lined up right (but it doesn’t have to be perfect) you’ve got a better-than-average chance of connecting with your core audience in an original and meaningful way, and building a solid business in the process.

To summarise..

– Share common enemies with your audience
– Be real with them, be real with yourself, be authentic
– Know your core message (branding)
– Use genuine life experiences to share knowledge
– Be consistent with the tone and quality of your work
– Split niches two or three levels deep
– Use sales channels that your audience will be comfortable with

Why Branding Is More Than Just A Fancy Logo

How to position yourself as an authority and build trust in your niche. We’re going to look beyond the traditional U.S.P. and delve deeper into what sets you apart from the competition.

Rush Transcript:

I was talking with a friend the other today, hello Kerstin, and I was reminded about a strategy that had absolutely nothing to do with solving her current problem, but it might help you to solve one of yours.

I’m going to give you a formula that you can use to separate yourself from your competition..

You can also use this to draw attention to yourself in your marketplace, position yourself as an authority and build trust with your prospects.

…But this isn’t about your U.S.P.. it’s actually a level higher.. in fact you’re not gonna talk your product at all.. this is just a conversation starter.. a way to gently trigger curiosity and open the prospects mind just a little bit, so they listen to what you have to say.

I’m calling this, intrigue branding because it gets your prospects intrigued about what you’re doing and how you can help them.

It’s an effective way to get your prospects to say “hey wait a second, tell me more about that..”

This helps to get people interested in buying your stuff, before you pitch them anything, which is pretty cool right? Of course, that’s the perfect scenario.

But this isn’t an easy thing to do, it takes a lot of brainpower and you’ll have to spend a while thinking about this, but if you do this then you’ll get the benefits, of which they are many.

Ok so let’s get to work. There are 3 parts to this.. 3 components which ultimetly lead you to selling more of your stuff in a non-salesy, non hypey kinda way.

And most people ignore this stuff, which means most of your competition are ignoring this, which is great for us because it gives us the advantage right?

The Three Components

We’re gonna use:

1. Radical Approach
2. Education
3. The Pitch

I’ll explain what each of these terms mean, what function each one performs and what each one achieves.

So let’s start in reverse. You probably already know #3, the pitch.

Most marketers just focus on the pitch – it still works great, but it’s probably the least effective way to sell online because all niches are jaded. That’s just the point we’ve arrived at, pretty much every niche that you can think of, all the good ones away, they’re all filled with people who are jaded, and you know what? It shouldn’t be used as an excuse to not try or to not do something.

Prospects everywhere are tired of hearing promises, and they know it often means nothing.

Sending them to a sales page doesn’t work like it used to, even warming them up first isn’t as effective as it used to be, so we need a different approach.

A lot of savvy marketers are using a combination of education and pitching, it works pretty good. But people don’t come to me just to achieve pretty good results, they come to me to get great results, so let’s go ahead and switch things up a bit, so you can get some great results too.

Ok, first, ask yourself.. why should prospects listen to you? Why should they buy from you? What sets you apart?

We start with #1, a radical approach, to show how your way is different to everybody elses. The radical approach is something unique to you, it’s a couple of words that that mean something to your ideal customer, to make them curious.

Here’s the formula you can use to find your radical approach… it looks like this..

Find out what your customer desires, plus the promise you make them, plus your delivery method, and that equals your ‘radical approach’.

Ok, sounds complicated I know, but it’s not, I promise. Let’s break it down.

Oh, and before I forget, we also need a premise, or reason for your radical approach to exist – which naturally leads your prospects into wanting to seek an education from you.

Your premise only exists to support your radical approach.

I’ll break it down for you in more detail:

Customer desire:
This is obviously what your ideal customer desires the most.

Your promise to customer:
This is what you can give them, or how you can help them to change things. This is the end result they will see from trusting you.

Your delivery method:
This is what you do or how you do it.

And the premise:
This is why your radical approach exists.

Example

So, for example, if Kerstin is in the languages niche… and again this has got absolutely nothing to do with solving her problem, I apologise Kerstin, but let’s say that she teaches people how to speak fluent German, and bearing in mind that I have zero knowledge of that niche, her radical approach might look like something like this:

Her customer desire: Learn how to speak fluent German

Her promise to customer: To teach you how to speak convincing German within 3 months.

Delivery method: By incorporating a small amount of learning into the daily routine and tracking the progress.

Radical approach is called: Addictive Language Mastery

Premise:
Studies show that when we do things habitually they become addictive, so it’s the most effective way to learn a new language.

Here’s how you do it…

We include the “here’s how you do it” as a way to lead into the education portion of the campaign.

Ok, A Second Example

Oh and of course we don’t have to actually INVENT anything new here.. we just brand ourselves in a new, interesting or unusual way.

Here’s how P90X did it, and remember – they didn’t invent this way of exercising:

Customer desire:
To get in shape quickly.

Promise to customer:
Get ripped in 90 days.

Delivery method:
Switch, combine and mix up various workouts.

Radical Approach is called: Muscle Confusion

Premise:
You have to shock your body into transformation because it quickly adapts and gets used to traditional workouts.

Here’s how you do it…

Third Example

Ok, finally I’ll show you how I use this in my business, because it’s easy.

My ideal customer desires:
To boost online sales quickly without spending years learning the theory.

My promise to customer:
Show them how to sell more ethically and without using hype or sleazy tricks, while helping them to reduce their advertising budget as a result.

Delivery method:
Give them easy to use formulas, templates, and frameworks that have been battle-tested and proven to work.

My radical Approach is called: Results Through Simplicity

And the premise that all this is based on is:
Most courses over complicate things and focus on boring theory or make things very technical. This results in information overload and is a waste of time if you just want the results without knowing the history.

Here’s how you do it….

So, at the start of your funnel, you present your prospects with your radical approach.. it acts like a hook and it triggers their curiosity, to encourage them to take the next step – which is to request education from you via your warm up sequence.

But A Word of Warning

As Profit Copilot member, Xenia pointed out in the Facebook group, this strategy doesn’t apply to every industry or business model.

You see, sometimes being on the front lines of the information product business thing, I often lose sight of all the other awesome stuff that’s going on out there – and this is an approach to branding that might not be the best route for a lot of businesses.

But if you ARE involved with selling information products, or if you offer services, then this is a quick way to set yourself apart from your competition and position yourself as an authority.

What next? well, I’m glad you asked..

Ok so, if you’ve found this useful, and want more of this kind thing, then I’ve got everything you need to help you improve your conversion rates, funnily enough, using the ‘Results Through Simplicity’ approach that I mentioned earlier. It’s called the Profit Copilot Academy, and there will be a link somewhere below this video that will give you more information.

Ok, thank you for watching and I’ll see you next time.

Rock Your Way To Increased Productivity

A few years ago I watched a demonstration by author Stephen Covey where he makes a convincing argument about the need to decide and focus on our priorities.

It inspired me back then to figure out what was important in my business.. and it might inspire you too, now.

And reaffirming what Stephen Covey demonstrated – which lead me to writing this blog post, I recently discovered that we only have a limited amount of willpower each day, so we have to use it wisely. I’ll tell you more about that in a second.

But for now let’s get back to the demonstration.

Rock On

In the video Stephen asks a volunteer to fill a jar with sand, rocks and stones. All must fit inside the jar.

The sand, rocks and stones are good metaphors for our daily business tasks.. and all the important things we need to do in order to build a successful one.

I perceive each one of these in a way that means something to me. You will find your own meaning.

The volunteer puts the sand in first (actually Stephen does this for her, probably to rig the outcome –  but it’s forgivable).

The sand represents all the small stuff in our business – checking email, Facebook and reading forums, you know all the stuff that doesn’t really matter or add much value.

Then the stones are added, these represent the more important things like writing blog posts, answering pre-sales emails, and personal education.

Finally, when the biggest rocks are added, the most important stuff that gives the highest returns, like creating new products, providing customer support, and email marketing, the volunteer finds that there’s not enough room in the jar to fit everything in.

This shows that if we focus on the small tasks that don’t give us much return on our investment – and time is the most valuable investment we can make, then we don’t leave much room for the stuff that really matters.

Here’s the video:

https://www.youtube.com/watch?v=W9qWSlABino

What do you think of this?

The way I see it is; everyday we have dozens of things that demand our time and attention, every time we check your email inbox, or social media, or visit forums, someone is asking us to hand over our time and attention.

That’s mostly cool, right? We’re happy to help people when they need it and it makes us feel good when we do.

But think about how many emails you receive. Most of them won’t provide any real value. So why waste time checking every 30 minutes?

You see, when you know what the important things are and give those tasks the time and attention they deserve first, you make room for everything. And if you somehow don’t get everything done, then who cares if you miss out on the occasional news headline or funny email.

Quick Exercise

So here’s an exercise for you to do right now.

Grab a notepad and list down all your daily tasks from when you wake up in the morning to when you stop in the evening, or however long your typical working day is.

Then give each of your tasks a score from 1 – 3.

Number 3 being the least important (that produce the lowest amount of profit), and number 1 being the most important (that produce the highest amount of profit).

Your working day should begin with the highest priority tasks first.

Here’s what my list looks like:

Existing customer support:#1
Product creation: #1
Email marketing: #1

Answering pre-sales questions: #2
Creating blog posts: #2
Business education time: #2

Emails: #3
Social media: #3
Non sales meetings: #3

Here’s why I put things in this order.

#1 – High priority tasks:
Product creation and direct marketing are things that will benefit my business for years to come… long term sales. It’s all about people who are ready to buy RIGHT NOW, or who have already.

#2 – Medium priority task:
Creating posts and answering pre-sales questions will still produce revenue, but a smaller amount. It helps get people warmed up for future sales.

#3 – Low priority tasks:
These typically include other people ….And when it comes to giving other people your time and attention you gotta be extra vigilant. People will suck your time if you let them.

The ones who support your business (customers) are high priority, the people who MIGHT are second in line… while the people who don’t buy your stuff, or help your business grow (and probably never will) go to the bottom of ladder.

So the next time you’re presented with a choice, think about which one of these categories it falls into, before committing.

Remember I mentioned at the start of this post that we only have a limited amount of willpower each day? Well, I was sceptical when I first heard about it.

But there’s an actual term for it, it’s called Ego Depletion.

So, brace yourself here comes the science bit.

The Science Bit

In 1998 scientists Roy Baumeister, Ellen Bratslavsky, Dianne Tice and Mark Muraven did an experiment in which they discovered that willpower is like a muscle – and will eventually get tired.

They separated subjects into two groups; one could eat as many cookies as they liked, while the other had to resist.

Science found that the ‘resist’ group didn’t perform too well on the second task, proving that willpower is finite.

They also found that willpower isn’t decreasing over time, so it’s not a generational thing – 20 years ago people had the same level of willpower as they do today, but we’re being bombarded with more temptations and more demands on our time than ever before.

So choose how you spend your time wisely, and if it’s not helping you to grow your business then you might want to send it to the bottom of your priority list.

List Building: Why ‘Qualifying Buyers’ Is Important

It’s an important skill to learn, regardless of what you’re selling.

You gotta qualify your web traffic. It took me a while to figure this out.

Here’s what happens when you DON’T qualify… you’ve probably experienced this too when you were first starting out…

Not all traffic is created equally

You start promoting your website everywhere you can think of, you HOPE that somebody will click on your spammy link, and you HOPE that they just so happen to be interested in whatever you’re selling, and finally you HOPE they’re in the mood to buy..

That’s a lot of hope, but I’ll show you how to get results faster.

As a newbie throwing your link all over the Internet without much direction you can get a lot of traffic to your site, but you’re nearly always gonna have a low conversion rate.

What’s a conversion rate? It’s the number of people who take the action you want them to, divided by the number of people who had the opportunity.

If 100 people visit your webpage and 10 opt-in to your mailing list, that’s a 10% conversion rate.

You can count anything you like as a conversion, but online it usually means the number of people who subscribe to your mailing list, or the number of people who buy your stuff.

For example, the Video Sales Letter (VSL) I wrote for the Easy Peasy Newbie Guide converts at 17%, but generally, if you’re getting above 2% on your sales page then you’re doing better than average.  Not that you should settle for being average though.

A quick way to increase your conversion rate is to.. yep you guessed it; qualify your traffic.

So stop posting your link all over the Internet for the sake of SEO and start putting it ONLY in front of the people who might be interested.

This is how you’re going to target the right people, and start qualifying them as buyers.

That’s when your ad headline comes into play.

Your headline has to serve a couple of purposes, the first one is to repel anyone who might not buy from you. The second is to suck in the ones who might.

Why do I say ad? What’s wrong with organic traffic? Well nothing, free traffic is great and I love it. But I wouldn’t depend on it to feed myself or my family.

Remember when Google changed the rules (again) with the introduction of the Panda update and suddenly thousands of businesses went bust overnight?

Learn from that; even if you’re doing everything ‘right’ at the moment there’s no guarantee that Google will still condone it tomorrow, or next week.. or whenever. They can penalize you anytime, for any reason.

So stop investing huge amounts of time in SEO.

Instead, think about lead acquisition – it’s an easier, and more profitable route.

Lead acquisition

It sounds like fancy B2B jargon.

Besides that being completely obnoxious and true, it makes total sense for us to invest in leads, or prospects, who might become buyers.

But why wouldn’t you just go for the jugular and sell right off the bat?

Well, in a lot of cases you gotta warm people up first. If you barge in and start shouting BUY MY STUFF at them, they’ll probably walk away.

Nobody LIKES being sold to. Handing over money is a painful experience for us.

So instead, it makes more sense to send traffic to a ‘lead capture page’… ugh, more obnoxious jargon, and collect their email address so we can put our best foot forward, demonstrate that we provide value and follow up with them (pitch to them) as often as we like.

We gotta bond with them first, let them know we’re legit and they’re in the right place.

I talk more about the bonding process on a blog post over here.

Essentially, a lead capture page is a way to offer prospects a reason to join your email list.

A free guide, a checklist, the format doesn’t matter, as long as it’s something that will genuinely help them to solve PART of their problem, that they can access in exchange for their email address.

It’s an ethical bribe.

Emotions influence us to buy

Ok, you’ve done a couple of things here:

You’ve put your ad in front of targeted traffic and the headline is going to pull in leads.

Now we tie everything together by finding the emotional need of your audience and rubbing it in their faces. It’s not as bad as it sounds.

Let’s imagine you’re in the weight loss niche and you’re targeting people who’ve tried everything.. they’ve done the diets and joined a gym, but they’re still not getting the results they want?

How do they feel? Frustrated, right? That’s the emotion you need to hit them with, and promise them you can make that pain stop.

Now you’re putting your message in front of targeted traffic and appealing to the people who are desperately looking for a solution.

You’re looking for the people who are looking for you.

Win-win.

Segmenting

Let’s pretend that you now have buyers coming to your page and spending money with you.

You’ve done a great job of qualifying them, and your revenue is up.

But it doesn’t stop there.

What happens after the sale? Do you just let them ride off into the sunset with the product? Not a chance. You segment your email list; separate the buyers from the prospects.

This lets you communicate with the two groups in different ways.

If you’re still trying to convince prospects to buy from you, then you’re gonna have a different conversation than with the people who’ve already purchased.

You might also want to give added value to your buyers, and make them feel cared for and looked-after. To reaffirm they made the right decision to buy from you, and so they might buy from you again in the future.

I do this by giving all my buyers ‘surprise products’ for free, usually ones that I’d never announced – ones they didn’t even know existed but will help them on their journey.

This keeps them coming back, and sets me apart from my competition.

All good right? Now you’ve learnt a valuable lesson from Toby about qualifying buyers.

You’ve also learn the importance of going for the right kind of traffic, the right emotional pressure points to squeeze, and how to make customers feel valued even after the sale.