How To Turn Email Subscribers Into Customers

Today you’re going to learn one of the most profitable sequences to have ever been created in the history of online marketing. This formula is great because it delivers absolute value to your audience while maximizing your revenue.

This is all about strategy and turning your subscribers into customers. I’m going show you the exact steps you need to take, the process to take someone who doesn’t know much about you and then turn them into buyers.

Tools We Need

I’m going to assume a few things.

Firstly, I’m going to assume that you’re building an email list and you’re using some kind of lead magnet, some kind of freebie to entice people to join. I’m also going to assume that you’re creating content and selling at least one product.

Ok, so the tools we need to do this, are;

  • Autoresponder
  • Webpages
  • Product

An autoresponder is essential. Then you’re going to need some web pages, there actually are only three types of pages we need. I’ve colour-coded the pages for you, so you can see which is which.

We’re going to need a lead capture page, so that’s a squeeze page – and this CAN be a blog page too, as long as it has an opt-in form on it, so people can subscribe, that’s absolutely fine too. I’ve colour-coded this green.

Then we need a content page, so you can deliver valuable content to your subscribers, this can have video on it, it can have an article, and a common way to use these pages is to use it as a thank you page or a download page for free ebooks, as long as it delivers valuable content it doesn’t really matter. And I’ve colour-coded all these pages blue.

And then finally we need a sales page, so people can buy your product. I’ve colour-coded this red.

And that’s it, just three types of page. We can rename them as anything we like and try to make it sound fancier than it really is, but everything we do just comes down to these three types of pages.

So, a squeeze page, a content page, and a sales page. Nothing too complicated there, right? All basic stuff that you probably already have.

How It’s Done

Right, so, it works like this. This is how you turn an email subscriber into a customer.

The Squeeze Page

You’re probably already sending traffic to a squeeze page, or a blog post that has the opt-in form above the fold – in the top portion of the page, ok. So your visitors hit the page, they subscribe to the mailing list, then straight away, the very first day, they receive an email with a link to the freebie you promised them – so they click a link which takes them to a download page. And then they’re added to the rest of your email sequence.

Now, here’s where it gets really cool. You’ve got loads of ways to do this ok, but here’s a way that’s been proven to work.

Day One

The download page does two things. One, it gives them the thing you promised them, so it delivers content. Secondly, it gives you the opportunity to send them to a sales page. So on this page, you can make a special offer, something like a massive discount or a special product they can’t get anywhere else. So you have the chance to make a one time offer.

Now, there are a couple of things you need to know about this. The ‘one time offer’ shouldn’t be for your main product. It should be a completely separate product that will complement the main one. This is where a lot of people screw up. They offer a discount on their main product. Don’t do that, instead just create a low ticket item that you can use to liquidate the cost of your advert. That means, you’re using the ‘one time offer’ to cover the cost of advertising, which means the traffic you’re getting hasn’t cost you a penny, ok? So you’re building an email list for free.

Another name for this type of product is a ‘tripwire’. It’s a low priced product that’s an impulse buy. But listen, most people won’t buy from you, for the moment at least, and that’s ok. So we need a way to turn that no, into a yes. So we follow up with them through the email sequence.

Day Two

So on day two, we send them another piece of valuable content for free. It has to be actionable and it has to give them specific results quickly. And this lets your prospect see that you’re knowledgeable and if they follow you, they can achieve great results.

On this content page, you’ve got a couple of options. The first one is, you can just give them just the content, and nothing else. You should use this content to build desire for your main product. A good way to build desire is to let your subscribers know that something awesome is coming their way, but they can’t get their hands on it yet. So just mentioning that your product will be available in a couple of days time, is a great way to build anticipation. And this is now the standard product launch sequence. Jeff Walker, the first web entrepreneur to make a million dollars in one day, well he used this sequence to do it, and thousands of people have replicated this ever since.

Or, another way of doing things could be to add an ‘upgrade button’ so that links to a sales page where they can buy the full product straight away, so they don’t have to wait until the end of the campaign.

If you can give them the chance to upgrade to your full product, some people will get so much value from your free stuff that they will buy it immediately. While other people will need to get to know you a little better. I use both of these methods, and I think it mostly comes down to personal preference.

Day Three

Then on day three, it’s just like the previous day so you deliver another piece of valuable content. And if you’re not using an upgrade button then use this as an opportunity to let your subscribers know that they can buy your product tomorrow. So use it as another opportunity to increase the desire for your main product.

Day Four

Ok, on the fourth day it’s time to make a direct sales pitch. Here you explicitly ask for the sale. You’ve been delivering value for the last few days and now it’s time to get something back – besides the satisfaction of helping people, which is ultimately more rewarding, and more motivating. But you need to eat, right? So this email has a link to a sales page where they can buy your product.

Right, ok, so looking at what we’ve got so far, it’s all really straight forward stuff right? We’re just using three content pages, and then a sales page.

This type of campaign is actually called a linear campaign and it’s the most widely used sequence because it’s one of the easiest ones to set up, it also produces amazing results, and it delivers value to your market.

So if we wanted to, we could stop there and call it a day. But you know me, and I’m going to include a bonus strategy.

Ok, this next tip is going to help you to dramatically increase your profit. In fact, this strategy has sky-rocketed Amazon’s revenue by around 35%.


At the point of every sale, you can offer the customer an optional extra – it’s a bit like asking if they’d like fries with that. It’s called an upsell and it works so well because the customer is already in the mood to buy, they’re in a feel-good state of mind. So it makes sense to offer them something extra at this stage. And you can also offer an upsell right after they grab your liquidator, and at every other point of sale.

Now, although around 30% of people will accept your offer, if it’s relevant to their initial purchase, that still leaves a massive 70% who will decline. And that’s where the downsell comes into play. That’s usually a less expensive version of the upsell, a slimmed down version but not the entire product. It’s important that you don’t just discount the upsell because that’s a quick way to lose trust, and it’s not really fair on the 30% of people who bought. So keep this as a different product, maybe it just has fewer features than the upsell product.

And as you can see, both of these, upsells and downsells, are really just sales pages.

Both of these lead to the ‘thank you’ page, where your customer gets all the stuff that they purchased. And that’s just another content page. And also, do you notice something about every page the subscribers see? Every page has some kind of call to action on it, at every interaction, we’re asking them to do something. It could be asking them to share your content, it could be asking them to buy from you, it doesn’t matter, we’re ALWAYS asking them to take action.

Right, I’m sure you’ll agree that this system is incredibly powerful, and we haven’t done anything too technical or too complicated, have we? Ok, so

I hope you’ve found this to be immensely profitable, and if you have then you might like my other videos – and you can get them when you go to and jump onto the mailing list.

Aweber vs ActiveCampaign – Why I Moved From Aweber

I’ve been an Aweber customer since 2009… that’s a long time in Internet years.

Back then it was the autoresponder to use.

And during those years, every time I was asked about email marketing I proudly recommended Aweber.

But that all changed in 2017.

A year previously, in 2016, a friend told me about a little-known company called ActiveCampaign.

“It’s almost an InfusionSoft-level CRM, but without the price tag,” she said.

Obviously, I was skeptical.

She wasn’t wrong though. Well, it’s very close – at least it gives us a taste of what’s possible.

And it planted a seed of doubt in my mind. Maybe Aweber wasn’t the holy grail of mid-budget autoresponders, after all?

So I started an afternoon of intense caffeine-fueled research.

Not Your Grandfathers Autoresponder

To my amazement, the email marketing scene had changed since I last took the time to look. And Aweber’s leading position had slipped, considerably.

Now, I’m not one to jump onto the latest and greatest shiny objects. If you’re familiar with my videos, blog posts and podcast then you’ll know I favor using methods, techniques, and technology that can stand the test of time. I like things to be consistent, predictable and reliable.

I’m a creature of habit and I know what I like.

I also believe in brand loyalty and Aweber had always been good to me.

It had always worked as I expected it to. I didn’t feel like there was any real reason to jump ship.

It’s not like I felt that I was missing out on anything – I’d never seen any of that fancy automation stuff in action and truthfully, I didn’t understand what all the fuss was about anyway.

So, maybe if things started going wrong with Aweber, on then would I think about moving.

Then a few weeks later, a turning point came when I read a post on the Thrive Themes blog. As soon as I hit the page, a lightbox popup took over the browser window and gave me three choices – it asked me to choose which area of my business I was currently focused on.

When I made my choice, it showed an opt-in form, so I signed up. I was in awe of the lightbox, the way it made things interactive. Of course, it was only a standard two-step opt-in form, but it was presented in such a way that I felt involved.

It was the first time I had been given a choice about the type of content I wanted to receive.

So then, curious to learn how it was done, I went back and repeated the process twice more, for each of the options I didn’t choose the first time around.

I was amazed to see that behind the scenes, I was being sent to different stages of the same funnel.

Theme envy, I think it’s called.

So I contacted Thrive Themes and asked them directly how they did it. A combination of Thrive Leads and ActiveCampaign, they told me.

This was now the exact set up I wanted for my sites. At the time, the doors to Profit Copilot had been shut, but I immediately saw how it could benefit my main site, RINF.

I imagined the millions of people who visit my site now being given not just one insentive to subscribe to my list, but three. The numbers made me drool.

Straight to Aweber I go, looking for a way to achieve it.

But all I find is frustration.

A long chat with a member of the support team didn’t help much either. It turns out that it’s impossible with Aweber, unless I created three separate email lists, with a sequence for each one.

Should the same person subscribe to all three lists, then I’ll be charged X3 for that one subscriber.

I thought it was a raw deal. Disappointed, I put the idea on the back burner and carry on as normal – for another few weeks.

The final straw came when my emails had stopped going to my subscribers’ inbox and started landing in their junk folders instead.

Aweber’s response was to change the subject line of the confirmation email, even though I was using their recommended default one.

It didn’t make a difference, so I decided to jump ship.

And then something amazing happened.

Almost immediately, my open rates increased – which meant my click through rates climbed and my email list became more responsive.

Suddenly I had a whole new set of tools to use. My email campaigns could now use advanced behavioral technology – so a campaign can change and adapt according to subscriber actions.

Powerful stuff.

How Is It For Affiliate Marketers?

But as good as this sounds, ActiveCampagin isn’t the right solution for everybody. There are some instances when Aweber is the best option.

If your business model is dependent on affiliate marketing, then avoid ActiveCampaign. They don’t like affiliate marketers.

Aweber welcomes this practice with open arms, so if you send a lot of affiliate links to your list, stay put.

I can’t express this enough. If you’re an affiliate marketer you should avoid ActiveCampaign at all costs – it will damage your business.

Imagine logging into your account to see that it’s been frozen. No email notification to warn you, nothing to let you know that your campaigns have stopped running.

That actually happened to one of my friends.

Despite that, this is my only issue with ActiveCampaign. In my experience, all other areas of their support have been top notch so far, but this a major flaw that’s impossible to overlook.

But if you’re a content creator, if you’re a blogger, a YouTuber, Podcaster etc, and don’t send overly promotional emails, then ActiveCampaign is worth a look.

What Does It Do?

Right now, almost every autoresponder on the market has advanced behavioral technology, besides Aweber. So ConvertKit, GetResponse, and even Mailchimp all out-perform Aweber.

I chose ActiveCampaign because it was recommended by my friend who raved about it. We have similar businesses models, so if it works for her then it will probably work for me too.

So here are some of the things it can do, and Aweber can’t:

  • A/B split testing
  • Campaign segmentation
  • Activity logging and tracking
  • Behaviour tracking
  • Visitor tracking
  • Lead scoring
  • Pipeline management
  • Data filtering
  • Advanced automation
  • SMS marketing
  • Real-time tracking and reporting

You might not think you need all of this, but just the ability to run A/B split tests is now essential for any business that’s using email marketing.

Email marketing as a whole has changed and Aweber has failed to keep up.

So, how exactly can all these new shiny objects help your business?

Well, let’s pretend that you sell apples and oranges. On Monday, you send an email that’s all about apples, and on Tuesday you send another one all about oranges.

If your subscriber opens the email about apples, ActiveCampaign knows and you can automatically trigger for more emails about apples to be sent. If they don’t open the email about oranges, you can automatically stop them from receiving any future emails about oranges.

This level of automation is powerful, it makes sure that your subscribers only receive the type of content they’re interested in. This can make your email list more responsive and can increase the overall engagement of your subscribers.

When I say it’s changed how I run my business, I’m serious. It’s also brought in more revenue, as I’ve been able to re-engage subscribers that I wouldn’t have been able to re-connect with, with Aweber.

So to sum up and to put it bluntly, if you’re a content creator who’s still using Aweber, then you’re losing money.

How To Build A 7 Figure Sales Funnel

Today we’re going to talk about sales funnels – I’m going to show how to build your very own highly lucrative funnel, and I’ll also show you how someone is using this exact process to quietly pull in a seven figure income.

Rush Transcript

And then I’m going to give you all the essential parts of an email sequence that you can copy to convert more people into buyers.

You’re going to learn how to increase your revenue, no matter what stage you’re at right now. And you can you apply to this pretty much any website. You can use this if you’re into blogging, if you’re doing affiliate marketing or if you’re selling your own products.

This process is really simple, and you only need around three types of web pages to make this work. In total there are 5 parts to this, and you probably have already everything you need to make this work.

I’m going to show you basic sales funnel that you can use, but first a word of caution. While this is simple, it does require effort. We need to roll up our sleeves and do some actual work here.

You’ll also have to test this, and fine tune it to start getting the kind of results that you want.

Ok, if you’re happy with all that, let’s go ahead and build a sales funnel. First I’ll explain what’s involved, what things you need and what each of them does. And then I’ll show you an example of how a seven figure business does it, so you can see how everything fits together.  

You’re only going to need 3 web pages for this, and you might already have them. We need a squeeze page, a thank you page, and a download page.

Ok so, the first page we need – a squeeze page. Now if you don’t have one, or if you don’t know what one then doesn’t worry I’ll explain it to you.

Typically, a squeeze page is a web page that presents your visitors with two choices, and only two choices. Your visitor can either subscribe to your mailing list, or they can leave the page. That’s it, no other choices are available. You offer them a valuable freebie, something that will help them to solve part of their problem, in exchange for their email address.

These kinds of pages have evolved over time and now blog posts can be a hybrid. that’s a combination of an article WITH an opt-in form on the page, mixing both of these things together. However, you choose to present your opt-in form is up to you, as long as it’s prominent.

But, if you’re NOT building an email list at the moment, then that should be your priority – stop everything else you’re doing in your business and get this fixed because a responsive email list is the most valuable asset you’ll ever own. I have to really emphasize the importance of keeping it targeted – that means you only speak to people that have a specific problem that you can solve.

I can’t tell you how many times I hear from people who are struggling to make things work because their message or their content is too broad – you need to keep things really tightly focused.  

Ok, so next we need a ‘thank you page’ – this is where you thank your subscribers for joining your email list. There are a few different types of ‘thank you pages’, typically they will tell your subscribers how to confirm their subscription.

But in this version, we’re going to do something a little different. In this one, you’re going to make a direct offer – you’re going to present your lead with an opportunity to buy something from you.

Ok before we get into that stuff, the last page we need is a download page – this where your subscribers can download the free item they signed up for.

And that’s it, everything’s looking pretty simple so far right? Well, it is, but don’t underestimate how powerful this is.

This exact funnel is responsible for many seven figure businesses, and I’ll show you a case study in a few minutes.

But now let’s go through the process and see how everything fits together. So look at this diagram and I’ll talk you through it.

Ok, as you can see, we start with web traffic, we need visitors to come to the website – without traffic everything else stops. We send them to the squeeze page. This can be a blog post if you like, as long as your sign up form is easily visible.

Then in step two, we have the squeeze page, this is where people can join your mailing list.

Then step 3, people who opt-in to the mailing list are redirected to a thank you page.

And finally, once they either buy what you’re offering…. or decline it, they’re sent to a download page where they can get the thing they wanted.

Is it still really simple right?

Ok so let’s dig a bit deeper into things and get a real understanding of how it all works, and then I’ll show you an example.

Right, let’s go back to step one, web traffic. Where do we find visitors? The best way, in my experience, is to just advertise. It’s really effective, you can get awesome results, it doesn’t cost that much and you get laser targeted traffic – that means you’re only talking to people who really want your stuff.

Facebook, Google, and Linkedin are all great places to get traffic, and it’s easy to track what kind of results you’re getting too with these platforms.

Ok cool, onto step two. A squeeze page needs a compelling offer – it’s an ethical bribe you offer visitors to persuade them to join your mailing list. The moment they join your list, they become LEADS. This is an incredibly valuable asset to have because this is traffic that you own and you can promote your content to them as often as you like, and you can also sell to them.

A good squeeze page offer should be free, it should help your leads solve PART of a specific problem, or you can offer them a cheat sheet or checklist. We used to offer free e-books, but they are less effective right now.

You’re basically giving someone the ABC’s, so they can at least make a start on solving their problem.

I personally offer videos, and that works fine for me. These are called ‘lead magnets’.

Right, next is step three. After they’ve subscribed, your lead is redirected to a thank you page – on this page you can ask them if they’d like to buy your product – which can be a more advanced version of the lead magnet.

Newbie marketers often make the mistake of putting their main product on this page and expecting a sale. While everything you do needs to be tested, expecting people to buy your main item from you straight away IS optimistic.

Core products, comprehensive training products can typically cost anywhere from thirty dollars up to five hundred dollars. Don’t expect people to spend that amount with you before they get to trust you and feel like they know you a little bit.

That’s why at this stage, instead of offering the main product, we offer them a low price item that doesn’t require much thought – it sounds so good that buying it seems like a no-brainer. You remove the pain of handing over money.

The tripwire product you offer them SHOULD NOT compete with your main product. It should compliment your main product, for example, if you’re selling web hosting as your main product then a tripwire offer could be a domain name.

If you’re selling a weight loss training program as your main product, then a diet recipe book could be the tripwire.

You see, there are a couple of things at work here. The first one is that people are creatures of habit, and if you do something today then you’re more likely to repeat a similar action at some point in the future.

By offering them a low priced item that they can buy on impulse, we’re priming them to buy from us again in the future.

It also allows us to separate, or ‘segment’, the people on the email list into two groups; buyers and non-buyers. We treat each group in different ways. I’ll explain about this more in step four.

But for now, this kind of funnel is sometimes called ‘the ascension model’. We start with a low priced item, which is called a tripwire offer, or a liquidator offer, and we send the buyer on a separate path to the non-buyers.

Which brings us to step four, the download page. Now this page will be different depending on the kind of action that your lead takes – if someone buys, then they’ll have a different experience to the people who haven’t.

If they DO purchase the tripwire offer, you then redirect them to an upsell. This is where you ask them to buy your MAIN product.

If they decline your tripwire offer, then you redirect them to a page where they can download the lead magnet. If you think about it, most people will say no and decline to buy the tripwire product, and that’s ok.

So a lot of what we do is geared towards turning the noes into yeses.

For that to happen, the people who say no are sent a special email sequence, I’ll come to that in a minute.  

But that’s how this type of funnel works, so you now should have a good understanding of everything that’s involved. But what about seeing a real one in action?

Well, as I was preparing to shoot this video for you, I coincidentally stumbled across funnel stack designed by someone called Shawn LeBrun, and he says that this funnel is on track to pull in seven figures this year. This also happens to be the most commonly used funnel stack because it’s the easiest one to do and it works for almost every type of business.

I’ll show you the funnel right now.  

So here is a diagram that Shawn created. It’s very simple, it’s probably the most basic funnel you can find, and it’s a good starting point but if you’re selling your own products you’ll want to go to the next level and add another step, just like I showed you a minute ago. If you’re doing affiliate marketing, this is the one to go with.

Ok, so this is a good stack for newbies. Here on the left-hand side, the first thing we see is a Facebook Ad and this is how people are being pulled into the funnel.

I’ll just point out, if you’re using Facebook Ads it’s worthwhile using a picture of a human being – these tend to have a higher click through rate because our brains are programmed to respond to faces – it’s a process called ‘Face Perception’ and we can’t help but become magnetically drawn to human faces.

Ok, now onto the second part… here we have the squeeze page, and it does a few important things. Notice the red copy at the top, it says ‘one-page’ cheat sheet – this tells the visitor that the content is quick and easy to digest. It’s not some 30 page e-book they have to spend time reading.

Then it promises there’s just ONE thing the visitor needs to do to solve their problem – so it’s making the process simple for them.

And then, of course, we have the main benefit, the end result of what’s possible.

Ok, so when someone subscribes to this mailing list, they’re taken to this page. Here’s the thank you page with an offer included. It’s a low ticket item, around twenty dollars.

Simple stuff.

Ok good, and if we look at the actual cheat sheet download, you see this URL at the top? Well, that’s actually an affiliate link.

And here you can see, in this instance, three follow-up emails are used. I’ll go through my own follow-up sequence for you right now, so you can copy the sequence.

This is a four-day email sequence, and every email we send has three parts to it.

So we take the subscriber on a journey, from not knowing much about you to feeling excited about buying your stuff.

So let’s go through each one of these emails and find out what’s going on.

Ok, so on day one we send a welcome email, this is where you thank them for subscribing, you give them access to the lead magnet – which is a way of delivering value, and announce a special offer that’s going to be available to them in a few days time.

So in this email, you’re not selling anything, you’re really just giving them valuable content and starting a countdown in their minds.

On day two, send them more valuable content – here you’re actually training your subscribers to open your emails because if they do, they’ll get really good stuff. You’re creating a psychological anchor.

Also in this email, you want to tease the special offer, so tell them at least three big benefits they’ll get from your product. This is to get them to feel desire, so they feel excited about your special offer and to build anticipation.

And then you finish with a reminder about the countdown, tell them that in two days time they’ll get a special offer they can’t get anywhere else.

Then, on day three, we’re going to ramp up the desire for your product. Of course, you send them more value, and you need to tell them the benefits of our product…. but this time we also include a warning that your special offer really is limited, and it’s time sensitive – or however you’re limiting the offer. Maybe you’re including a special bonus for a limited amount of time, maybe you’re offering a discount, so think about what’s relevant to you and however you’re going to make the offer special. This is the time to really tell them they’ll need to take action when they receive the email tomorrow.

This is a good use of scarcity. When things become exclusive, when they become rare, or limited, they instantly become more desirable because the value increases.

And then on day four, the last email of this sequence, it’s all about getting them to the sales page, so keep the email short and sweet, focus on getting them to click on the link – tell them to hurry because the special offer is about to expire.

Ok, so that’s all there is to it. This simple sequence is incredibly powerful and almost every six and seven figure businesses use this approach in some way.

But you will have to experiment a little. Imagine that your campaign is like a radio signal… remember those old analog radios that you had to tune into to find the right station? Well it’s a bit like that, some ‘stacks’ work differently, for different niches, so play around with things and test every single step of the process.

Ok, now you have a powerful and highly lucrative sales funnel that you can use over and over again on as many websites as you like, and I’ve also given you an insanely profitable email sequence too. Good stuff right? Well, I hope you’ve found this to be immensely valuable and if you want more videos like this, just head over to slash subscribe, and enter your email address. Thank you for watching and I’ll see you again next time.

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.



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.