Increase Sales with Conversational Marketing

Increase Sales with Conversational Marketing

Today I’m gonna give you a really easy way to increase your sales by talking to your website visitors, in real time, so you can have a conversation with them and hopefully convert them into customers.

This is called conversational marketing and it’s when you have a live conversation with your prospect through your website to help them in finding the best solution for their problems.

Why do we need conversational marketing?

Conversational marketing is a method that’s particularly effective if you’re dealing with Millennials.

A recent survey that asked almost 3,000 UK consumers how they preferred to contact brands.

It found that one in three millennials prefer speaking to brands via a live chat as opposed to using email.

Email is still the highest of all preferred communication.

But thinking about the future and thinking about our prospects needs we have to meet them on their own terms.

While only 16% of older customers prefer using online chat, one in three millennials is still a substantial figure that can’t be ignored.

And it’s a number that is going to increase over time, so now is the perfect time to start using this technology – or at least get a good feel for it and understand what it’s capable of.

In the right hands this can do a great deal of good for your businesses.

How do you start conversational marketing?

A place to start with conversational marketing could be with a platform called Drift – I’m not an affiliate, and I’m not being paid for this recommendation – I am only suggesting this because I have used it myself and I like what it can do.

It’s free to use for free up to 100 contacts, which is plenty. And it takes a minute to get up and running on your website.

The software lets us create chat bots, it lets us capture email addresses, and it integrates with third party platforms like Slack, Zapier, HubSpot and a whole heap of other platforms.

The future of conversational marketing

I can really see potential here and believe that conversational marketing is going to become a cornerstone of digital marketing.

And that’s why I’m talking about it today; because along with the ability automate communication and send leads into your funnel or pipeline, the best feature is the ability to have live chat sessions with prospects.

Now we have a way to ask specific questions and deal with a prospects specific needs, so we can deliver the best possible sales experience.

Right now I can’t think of any better technology to use than conversational marketing to really connect and treat prospects as individuals, make them feel special by giving them the attention and significance they deserve.

Conversational marketing is going to be vital and knowing how to communicate through this technology in a persuasive way is going to play a big role in the future of online marketing.

Sell Without Being Salesy – Easy Stealth Sales Technique

Nobody likes being sold to, right? The instant that your website visitors, or your email subscribers, think there’s a sales pitch coming they switch off and they run for the hills.

So how do you sell without being salesy, without using hype, and without being sleazy?

I’m gonna give you a 7 step process to help you take somebody who’s never met you, has never heard of you, who doesn’t know anything about you, to desperately craving more of your stuff.

Today you’re going to learn how to sell with ninja-level stealth.

For this we’re taking a lesson from Frank Kern and I’m going to show you how to make people receptive to your sales messages, and even make them thankful for receiving them

Offer Helpful Advice for Free

Step one is to offer them helpful advice for free.

Thank them for their interest in you and then offer helpful advice.

Now it doesn’t matter what stage of your sales funnel you do this; you can make an offer for free advice in a sales page, in a squeeze page, actually inside a lead magnet, in a video, in a consultation phone call, etc.

The medium is that you’re using doesn’t matter, but what does matter is the language that you use.

An effective way to do this is to create a comparison between two identical things or situations.

And paint the picture of how one of those things achieves more than the other.

Then you can offer to show your prospect how it was done.

This makes for a tempting offer.

Explain the Benefits

Step two is to explain the benefits of your help.

Here you really wanna to layer the benefits thick and fast.

You might want to say something like, “I’m happy to show you how to make a product that practically sells itself,  cements your credibility and your authority, while increasing your bottom line.”

And I think for best results if you have three sentences with three benefits in each sentence, that is a really good structure to use.

Explain the Reason

Then in step 3 we’re going to tell them why you’re helping them.

This is where you would reveal the catch, if there is one.

Either way, you want to focus on the why.

You see, at this stage your prospects will be a little bit suspicious.

And that’s perfectly natural, we all do it.

They’re going to wonder why you want to help them, so here you absolutely need to be honest and transparent.

You might want to say something like, “I’m offering you this because I have 20 years experience and if you find value in it there’s a chance you’re going to buy my more advanced training at some point in the future.”

Here, you’re not trying to sell them anything at the moment.

And they’re going to appreciate your honesty because you’ve just separated yourself from every other salesperson out there.

Remove the Fear

Step 4 is to remove the fear of salespeople – or certainly remove the fear of you, as a salesperson.

To do this make them a promise. Reassure them that you’re not going to pitch to them all the time.

You might want to say something like, “I promise I won’t spam your inbox with promotions and I will only ever send you the stuff that I believe will be of interest and of benefit to you.”

At this stage they are still going to be unsure of you and that’s okay.

We will combat that scepticism in the next step.

Make an Irresistible Bribe

In step 5 we’re going to make an irresistible offer, we’re going to bribe them.

You might want to say something like, “If you feel like I have wasted your time, or not delivered on my promises then I will give you ____ in return.”

Choose whatever is desirable to your prospect – it can be money, it can be your services.

You just have to offer a guarantee.

And remember we’re not selling anything here, we’re just promising to give them information at this stage.

So make a promise that if you don’t deliver then you will either give them your services for free, or promise that you will take out your chequebook and give them some kind of compensation for wasting their time.

Now this is irresistible to them, and it’s gonna take some guts from you.

That’s why so few people do this; because it takes big balls to do this stuff.

But when you display this kind of confidence in yourself, your service, and your products, then your prospects will have a lot more confidence in you too.

This is a very powerful psychological technique.

FOMO

And then we have step 6, FOMO.

That stands for Fear of Missing out, and this is another powerful psychological trigger.

So at this stage you to remove the offer, you make it a little bit more exclusive, and you increase the barrier to entry ever-so-slightly.

You can do that by making a very specific criteria about the kind of people you are willing to work with.

To set the criteria you might want to say something like, “I can’t help everybody and this isn’t for everybody. This is only for people who have been in business for two years, and have an email list of 50,000 subscribers.”

Now this strategy immediately protects you against the ridiculously high number of time-wasters out there.

And it also proves that you’re not just another greedy salesperson, that you have integrity, and it also boosts your own authority.

Listen, this is really clever because it turns the tables.

You now have your prospects qualifying themselves.

Call to Action

And now we have the final step, step 7. This is the call to action.

Now that they’ve qualified themselves to you, that they’re intrigued, they want the irresistible offer, so its time to tell them how they can get it.

At this stage you might want to say something like, “Here is what you do next, if you want to learn more about this click the button below and fill in the form. As soon as I receive your details I will set you up with a detailed report.”

Now at this stage you can ask them to do pretty much anything you like; you can ask them to schedule a call, to watch a sales video, or whatever you like.

You’ve reversed the sales process.

And now you’re only dealing with people who really desire more of your stuff.

Pretty cool, right?

So I’m going to leave it there for today if you’ve found this useful then share it with others who might benefit.

Best influence books

Lessons From One of the Best Books on Influence and Persuasion

Today I’m gonna give you some lessons from one of the best books ever written on influence and persuasion. You’re going to learn how you can influence and persuade people to take practically any action you want them to take.

I’m talking about the 6 Principles of Influence, discovered by Robert Cialdini.

6 Principles of Influence

His book Influence: Science and Practice is an absolute must read, if you are into any form of marketing or sales.

The book is one of the most valuable resources you will ever find, but if you find it a bit too heavy there is this easier to digest alternative from the same author, called Yes, that condenses the lessons in this book down into a fairly easy to learn chunks.

I’m gonna give you the 6 Principles of Influence and they are:

  • Reciprocation
  • Scarcity
  • Authority
  • Consistency
  • Liking
  • Consensus

Reciprocation

Reciprocation is really interesting because its like a self-imposed obligation to return a favour.

So when someone does something nice for you, you’ll usually feel a degree of debt.

Because you feel indebted to them, you feel like you owe them in some way.

If you want someone to do you a favour the best time to ask for that is immediately after you do something nice for them, when they feel like they are happy to return the favour because it helps them offload the feeling of being in debt.

The next one is scarcity.

Scarcity

Scarcity can be summed up as the fear of losing out.

People always want more of the things that they can have less of.

Think about resources – the less there is of something the higher the value.

And then the next principle is authority.

Authority

People follow experts.

That means you have to demonstrate your knowledge, you have to prove that you are an authority figure.

Think about when you go to a doctor’s office and they have all those PHDs hanging up on the wall.

That’s really to demonstrate their authority and to give you confidence in their advice.

Now, if you don’t feel like an authority figure at the moment you can actually recommend another authority figure.

It sounds counter intuitive but what happens is some of that perceived Authority rubs off on you, purely because you made a good recommendation.

So if you want to appear more credible and appear to have more knowledge in your marketplace but you can’t really demonstrate it, just recommend someone who does.

Some of that sparkle and shine will rub off on you too and you will be perceived more credible as a result.

The next principle is consistency.

Consistency

People like to be consistent with the choices that they make.

You can take advantage of that by asking your prospects to take small but consistent steps in a certain direction.

What system do we have that lets people do that?

Could it be a sales funnel?

Liking

The fifth thing that we’ve got is liking.

People say yes to people that they like.

So if you want to sell more stuff just make sure people like you.

Ah how do you do that?

Well, people like people who are like them.

Say that 3 times really fast.

If you want people to like you pay them a compliment.

But don’t make something up and don’t BS them.

Actually find something about the person that you genuinely like.

I actually learned this from my dad – he is an entrepreneur and every time he meets a new customer he will try and find something that he likes about them.

That’s a nice and authentic way to become more likeable.

Also people like people who share the same values as them.

They like people who work towards the same goals, too.

If you align your goals and your values with your prospects – in a genuine and authentic way then you will increase your chance of obtaining the sale or the conversion.

And the final principle of influence is consensus.

Consensus

People look to others, or groups of people, for guidance.

We use them to tell us what to think.

In a lot of cases we’re effectively just sheep and that’s because people tend to feel more confident in numbers.

Think about phrases like ‘everyone knows that…’ – that is a pure manipulation technique often used by the media and politicians to create the illusion of consensus.

So there you go I’m going to leave it there for today because I think I’ve given you a fair bit to think about for the moment.

Remember check out the book Influence: Science and Practice by Robert Cialdini because it will be a solid investment – and it doesn’t cost as much as some of the other books that I’ve talked about on Profit Copilot.

If you’ve enjoyed this or if you found it useful then share this with others who need to know. They’ll probably be thankful to you for it, and it helps me out too.

Features vs Benefits

Features vs Benefits: Write more Persuasive Sales Copy

Today we’re gonna talk about features vs benefits because if you know the difference you can easily make your conversion rate explode.

The fact is, for persuasive sales copy we need to use both features and benefits.

On my journeys around the persuasion-underground I’m seeing lot of people make mistakes with this stuff.

And I get it, it’s easy to become confused when it comes to features and benefits.

I’m seeing a lot of copywriters, albeit mainly newbie copywriters, listing out features instead of benefits.

Or on the on the flip side, I see other copywriters listening out benefits but not including features.

Using Both Features & Benefits

And we really need a good mix of both because the old adage is ‘features tell, benefits sell’.

I’m also gonna take it a little step further and say that we really need to lace our sales copy with emotional benefits – and that is really what’s gonna make or break your sales copy.

So it’s your job to flood your sales copy with powerful emotional triggers that act as benefits.

I say that we need both features and benefits because we need to appeal to both the logical side of the brain and then we need to appeal to the emotional side of the brain.

We have to embrace both of these because they are both big drivers when it comes to making decisions.

We use the features as the logic and then we can use the benefits as the emotion.

Features vs Benefits

But what’s the real difference between a feature and the benefit?

Well, a feature is something about your product.

It’s the what.

For example if you have a cordless drill the feature might be that it has a variable speed.

The benefit is what the advantage is for the customer.

It tells why the feature is a good thing.

So variable speed might give you the benefit of greater control or more accuracy or a greater degree of precision.

That’s the main difference between features and benefits but if you can then attach an emotion to your benefits too.

If we’re using the drill as an example the variable speed means that your customer won’t make any embarrassing mistakes or they won’t feel as much frustration using the drill.

Now for you to find out the real emotional triggers for your products you’re gonna have to ask yourself three questions.

3 Vital Questions

The first thing you have to ask yourself is:

What does it do?

And then the second question is

Why is that a good thing for your customer?

Maybe it saves time or maybe it makes them more money or maybe it helps them look good.

And the third and possibly most important question that you have to ask yourself is:

How does that make them feel?

There you will have the main emotional trigger that you can use as a benefit to sell your product.

Features vs Benefits Structure

Typically we would list out feature followed by the emotional benefit.

You’d structure is as a feature then benefit, feature then benefit.

And we would typically do this in bullet point fashion.

I actually have got lots of information for you about the nature of bullet points – it’s a really fascinating area that we can delve right into, and I will do that in a future post.

But for now use feature followed by benefit, followed by feature followed by benefit.

And this appeals to both the logical and the emotional drivers in the mind, resulting in a much higher conversion rate.

So there you go I hope you found this useful I hope you use this information to skyrocket your conversion rate.

If you’ve found it useful then share it with others who might also, erm, benefit. And they might be thankful to you for it – and it helps me out too.

NLP Loops

NLP Loops & Nested Loops Made Simple

Today I’m talking about an NLP technique called loops.

You can use these to increase your conversion rate, increase engagement with your audience, and it NLP loops also makes it easier for you to embed commands in your sales copy.

I’m gonna tell you all about loops and how you can use them but first how do they work?

Well I’m gonna give you an actual example in a few minutes, but first…

We’ve actually got two types of loops that you can use; loops and nested loops.

I’ll tell you more about both of them in a second, but how do they work?

How do NLP Loops Work?

They pull in your readers, listeners, or viewers deeper into your message, keep them interested and engaged with your content.

In fact loops put your audience into a minor state of trance – and that is that’s not as complicated or as weird as it sounds.

We actually go into minor trance states multiple times every day.

Often when we do things on autopilot, for example when you tie your shoelaces, most of that routine  is done on autopilot and therefore in a very slight trance state.

We can use loops in a similar way to hook people in.

And because they’re in a state of trance, to some degree, their suggestibility levels will increase.

That also allows to embed commands more efficiently.

Now, I’m actually gonna show you how to make your own NLP loops in this post.

I’m gonna pretty much guarantee that you have already seen these kind of NLP loops in action.

NLP Loops are Everywhere

Just think about your favorite TV shows.

Think about the epic cliffhanger ending.

TV shows are designed to they leave you in a state of suspense and curiosity.

The make you feel the desire for closure.

And that in itself is a loop.

They don’t finish the full story, they keep you in a state of suspense so you will tune in the next week.

And that’s the sole purpose of cliffhangers.

But as I mentioned a second ago we’ve actually got two types of loops, the second type is called a nested loop.

NLP Nested Loops

Nested loops are stories within a story.

They can take your audience on a journey and they’re really good for transitional content.

You can even use them to move your prospects through emotional states.

For example, maybe your prospects are in a state of mind where they don’t believe something is possible. They are in a negative state of mind where they see that something is not possible for them.

You can use nested loops to transition them from that mindset to a mindset where they know it is possible and they believe they can achieve it.

In fact, if you look at most stories, most films, and fictional books, they use a 3 act story packed with nested loops.

I’ve actually covered 3 act stories in a video. If you’re interested in that it might be worth checking out that video here.

Anyway, a lot of stories use the nested loop structure purely make sure that audiences become engaged and they commit on a subconscious level.

We can use the same thing in our storytelling, or in the content you create, or you can use it in your sales copy, in videos, in emails, and even in blog posts.

I will show you how to do that and how to put that into action in a second, in fact I’m going to give you an example script that you can use.

But first, to do this properly you have to know a couple of things.

You gotta what your audience wants.

And you have to know the journey they need to take in order to get it.

Once you know what kind of results they want to obtain from your content you can use that knowledge to transition them from A to B, or wherever they need to go.

So how do you start?

The best starting point is with a promise.

List the benefits and the things that they will achieve if they commit to consuming your story or your content.

It’s essentially a big promise or an end result.

Then you can move into how or why something works and maybe provide examples for them.

And then finally you move into the actionable portion or the conclusion of your story.

Thats a very simple 3 act story that you can use to structure your content.

But I’m actually going to show you a little diagram that I’ve made to help explain how nested loops work.

Making NLP Nested Loops

Here’s a rough diagram to help you understand the idea of nested loops.

NLP Nested Loops
NLP Nested Loops

The statement says:

I’ll show you how to X,Y, and Z! But first…

I’ll give you an example in a second but here’s how to…

And tomorrow I’ll show you X,Y, and Z . A good example of this could be…

You can modify this and edit it however you need to, but this is a very quick very loose structure that I’ve just come up with literally a few seconds ago.

How this works:

The first sentence opens the loop.

The second sentence opens a second loop, while closing the first loop.

And then the last sentence opens a third loop, while closing the second loop.

Hopefully you can see how nested loops flow and get the basic structure.

It’s fairly simple once we see it drawn out in a diagram.

So there you go, I hope you found this useful and use it to increase your conversion rate and engagement.

If you have found it useful then share it with others who might benefit from it too, and they’ll probably be thankful to you as a result.

Image credit: Darkday

The Truth About Subliminal Advertising

The Truth About Subliminal Advertising

Today I’m talking about subliminal messages and how you can use them in your marketing in an ethical way.

I know this is a really controversial topic so let me say something about subliminal messaging.

For the most part, it’s a hoax. I’ll getting to why in a second.

I’m actually doing this post to really to test the waters when it comes to psychological marketing because that’s the area that I am most interested in all.

All the other stuff like traffic generation strategies and writing sales copy is fantastic and I love it.

But when it comes to marketing the real draw for me is the psychological aspect of creating messages that resonate with people on a deeper level.

So today I’m going to talk about an ethical form of subliminal advertising called Perception Without Awareness (PWA), and I’ll tell you about that in a second.

The Terrible Truth About Subliminal Advertising

Most of what we know about subliminal messaging is a hoax.

In 1957 a chap called James Vicary claimed that by flashing images on a cinema screen he was able to increase the sales of coca-cola and popcorn by 57%.

He was lying.

In 1962 he revealed that it was a hoax and the entire whole subliminal messaging thing was just a fabrication.

But that didn’t stop other people from running with it and writing books about it.

In fact in the 1970s the United Nations declared subliminal messaging a major threat to human rights.

So because of those negative connotations researchers now approach subliminal advertising from a different point of view.

The Science Bit

They call it Perception Without Awareness (PWA) and it has a lot of solid data and evidence to support the fact that people can be influenced without them realizing it.

I’ll give you a really good example.

In the 1990s, researchers did a fascinating experiment in a wine shop.

They found that on days when they played French music the total sales of French wine increased by around 65%.

And then they repeated the experiment. On the days they played German music the sales of German wine increased by 83%.

That’s pretty conclusive evidence that proves that we are susceptible to subliminal influence – at least on some level.

With that that said, we can’t make someone do something that they don’t want to do.

But we can tip the scales in a certain direction just a little bit if the prospect has already decided that they want to take a particular type of action.

So for example you can’t make somebody hungry but you can influence the choice of food that prospect chooses if they are already hungry.

Do you see how that works?

I’m gonna tell you how you can use this in a second but the important thing to know is to think in terms of senses.

PWA is Multi-Sensory

When you engage someone’s senses you can influence the outcome of their actions, to some degree.

Remember the days of digital marketing when those guru’s stood on the beach pointing to a luxury home that overlooked the sea?

Well, I think that the days of those kinds of videos and those sales messages are over because it’s too obvious and it’s too cheesy.

But if we take the essence of why that works we can then apply that to a multitude of situations across practically every niche.

And that lets us get as creative with it as we like, or we can really dial it back and do it in a very subtle way.

However, as soon as someone becomes aware that you are engineering the environment or the multi-sensory experience, if you draw obvious and conscious focus to a subliminal it will no longer work.

How you choose to use this is really up to you and your own creativity but don’t do anything that you’re uncomfortable with.

How is this ethical?

I believe that it’s perfectly ethical because, for example, when you go into a supermarket and you get the nice smell of warm bread that’s not an accident. Its Perception Without Awareness.

Retailers have been using this technique for decades and only now have we digital marketers begun discovering ways that we can utilize this online.

But how can you do this?

How can you use subliminal influence?

For an example watch the video at the top of this post.

And we’ve already seen how sounds and smells influence behaviour.

I believe smell is strongest sense to target because of its link to memory.

But online, it could be something as simple as creating a subconscious link between you and something that is perceived as strong and powerful.

Placing carefully chosen items in the background of your video or wearing certain clothes might convey a message.

But as soon as you draw attention to that subliminal it no longer works.

And it’s completely up to you to decide if you want to use this technique, and to what extent.

If you’ve found this useful then share it with people who might find it useful too, and they’ll probably  be thankful to you for sharing it.

Persuasive Phrases to Boost Conversion Rate

12 Persuasive Phrases to Boost Conversion Rates

Today I’m gonna give you 12 persuasive phrases that you can instantly use to increase your conversion rate.

We when we go through this process, every single persuasive phrase that we use HAS to be clear and concise.

And for that reason we use very simple language patterns.

Simple language patterns resonate with people on a much deeper level than throwing in jargon or complicated phrases.

Personally, I suspect one of the reasons is because the brain doesn’t have to do as much processing in order to understand what’s being said.

So if you want to increase your conversion rate just put these phrases to good use.

The 12 Persuasive Phrases

“If you want to…”
“That’s important because…”
“Heres how you can…”
“The end result is…”
“What that means for you is…”
“The bottom line is…”
“This is why…”
“Imagine if…”
“Let me explain…”
“Picture a time when…”
“What happens next is…”
“What would it mean if…”

So there you go, you now have 12 persuasive phrases that you can just copy and paste directly into your sales copy

And when you do, you will be able to convey your message clearly and boost your conversion rates.

How to Write killer Headlines

How to Write Killer Headlines that Trigger Mass Desire

Today I’m going to tell you the secret to writing killer headlines. For this we’re using a book called Breakthrough Advertising, by Eugene Schwartz.

This just happens to be the most sought after copywriting book in history.

In fact, there’s a brand-new copy on Amazon right now for £1,200 pounds. But you don’t have to spend that much to find out what’s inside.

How to write killer headlines

So I’m gonna give you a quick lesson from this book because I think this is stuff that everybody needs to know about.

I’m gonna simplify it, and I’m gonna put my own spin on it with my own twist – that’s unique to Profit Copilot.

The very first lesson I’ve got for you it’s all about desire. Specifically how to use desire in your headline.

The truth about desire

Breakthrough Advertising says something very true, that you cannot create desire.

You can only tap into and exploit existing desire and direct that towards your product.

Now this is a fundamental mistake that a lot of copywriters and Internet marketers make.

They try to manufacture a desire for something that doesn’t exist.

So your job is to really locate the desire that already exists and then redirect that to your product.

You see, you might have the best product on Earth and it might give your audience absolutely what they need.

But that doesn’t matter. The only thing that matters is what the market wants – what they desire.

It’s not about what they need. We’re talking about mass desire.

Breakthrough Advertising says that mass desire is ‘a public spread of a private want‘.

What does that mean?

Well, when it comes to mass desire we’ve got two categories that things tend to fall into.

Types of mass desire

We’ve got ‘permanent forces‘, so it could be the desire to feel healthy.

And then the second category that we’ve got is ‘force of change‘ and these are trends and fads and things that change over time.

You have to decide which category your product falls into.

Is it going to be something that’s around forever and just a part of our natural human desire?

Or does it fall into the second category where it’s more of a trend with a beginning, middle and an ending?

Once you know that how exactly do you channel this mass desire to your product?

Simply put you’ve got to choose the most powerful desire that can be applied to your product.

Mass desire dimensions

Eugene Schwartz says we need to inject ‘dimensions’ into our headline, so we’ve got; urgency, intensity, and the demand to be satisfied.

Think about the urgency of the problem that your audience is facing;  think about the intensity of that problem, and the demand for that need to be satisfied.

Figure out how those three things relate to your product.

For example think about pain, arthritis vs a headache. They’re both pain, but very different types.

Also think about the staying power of the problem, think about the degree of repetition, and the inability for your marketplace to become satisfied.

How do those three things relate to your product?

For example, Eugene Schwartz talks about hunger.

We’ve got hungry as a starving need vs a different type of hunger which is just a craving.

Every product you promote will appeal to several dimensions but only one will dominate your headline.

This means you have get it right and you have to make sure that you are speaking to your market in a language that they can understand.

Then you’ll be you’re speaking directly to their desire, to their need.

And that creates an immediate connection to you and your message.

A three-step formula for killer headlines

When it comes to crafting the perfect headline for your advert there’s a little three-step formula that we can follow.

The first thing is to acknowledge the desire, then reinforce it, and then offer a way to satisfy that desire.

If you have all those three things in your headline, then you will speak directly to your market in a more efficient and effective way.

Then they’ll know that they are in the right spot at the right time on the right product to match their desires.

So there you go, I thought I’d just share a little lesson from Breakthrough Advertising, on how to write a killer headline.

An entire persuasion course in a single sentence

Today I’m going to talk about the most persuasive sentence in history, at least in my opinion.

This is from a guy called Blair Warren who is one of the best persuasion gurus on the planet. Over the years I’ve learned a lot from his teachings.

The sentence that he’s created is one of the most persuasive ones you will ever hear:

“People will do anything for those who encourage their dreams, justify their failures, allay their fears confirm, their suspicions, and help them to throw rocks at their enemies.” – Blair Warren

I’ll get into exactly why this is the most persuasive sentence you will ever hear. But first, let me let me ask you something.

Have you noticed something about this sentence? You might notice that at no point does this provide an opportunity for you to talk about yourself or your products.

This is not about you – it’s is ONLY about your audience.

This is about your market and that’s because your audience don’t really care about you. They only care about themselves, and what you can do for them. It’s an uncomfortable truth.

And that’s ok because when you use this correctly, it puts you in a really positive position. It lets you deliver awesome value to your audience, and actually help them with their problem in a meaningful way.

This is how you become the trusted adviser that we’re supposed to be.

By removing the focus away from you and your achievements, and moving it on to your audience to focus on their needs, you will be able to align yourself with them more effectively.

Encourage their dreams

So why should you encourage  people’s dreams?

Well, people need a belief in something and they need to feel that its possible to achieve their dreams.

When you tell them “yes it’s possible, and you can do it too”, you’re giving them something valuable – on a very deep emotional level that influences and changes their self-image.

When you do that, when you can change someone’s self-image even just a little bit, they will look to you because that kind of validation is addictive.

It’s your job to help your audience understand that they can achieve their dreams.

Justify their failures

Why should you justify their failures? People don’t really want to take responsibility for their mistakes.

So if you can give them a scapegoat or give them something else to blame then it means they don’t have to blame themselves.

And again, that emotion is addictive.

Allay their fears

Next why should you allay their fears?

Let me ask you something.

Think about a time when you were worried about something, or you were afraid and someone told you not to worry about it.

That probably didn’t mean much to you, and you probably didn’t look to that person for reassurance again, right?

They unintentionally minimised you feelings.

So instead of telling our prospects to not worry, it’s our job is to listen to their fears, accept that the fears are real and help them to work through those fears.

And maybe you have had the same fears too, and managed to overcome them. That’s another way to deliver value to your audience.

Confirm their suspicions

Why should we confirm their suspicions?

Simply put, people just want to feel right – they want to feel justified they want to be able to say to themselves “I knew I was right!”.

If you can help them to feel justified they’ll bond with you a lot quicker than someone who tries to tell them they were wrong.

Throw rocks at their enemies

The last thing is to help your audience to throw rocks at their enemies.

If you can discover an enemy that you both share then it’s just it’s a sign that you share the same values, on a subconscious level

Having a common enemy you will also help you to build rapport.

But let me say this; if you’re gonna find enemies in your marketplace then I wouldn’t pick on individuals.

I would encourage you to pick on ideas and values instead.

This prevents you from appearing like a bully or damaging people’s business.

Find something wrong with your industry and attack that.

Chances are whichever flaws or problems exist in your industry your potential customer will probably already feel like that is their enemy.

Tap into resentment that already exists, instead of trying to create new enemies.

Using these 5 persuasive insights

There you go, the most persuasive sentence in history, as I see it:

“People will do anything for those who encourage their dreams, justify their failures, allay their fears confirm, their suspicions, and help them to throw rocks at their enemies.” – Blair Warren

Consider all of these insights, really do think it over and how each one applies to your industry.

Think about how you can inject more of these into your sales pages, blog posts, podcasts.

And when you do, I can almost guarantee that when you do, you will receive a better response from your audience as a result.

They will see you as someone who is on their side, and you might even become their champion.

When you have all of these five points spread throughout your overall message, you can use it to deliver more value to your niche. And that ultimately helps people see that you are the person they really need to be listening to.

Boost your sales by reducing shopping cart abandonment

Today is all about shopping cart abandonment because I’ve seen some quite troubling stats today.

According to new figures, 74% of shoppers are abandoning their carts before they finalise the purchase.

I’m going to give you 5 tips to help you save the sale and maybe put more money in your pocket as a result.

Be your first customer

So the first tip I’ve got for you is to actually go through the shopping cart yourself.

Listen, I’ve been involved in e-commerce building e-commerce sites since the very beginning – since the 90s. Checking the cart works, from top to bottom, and finding weaknesses is an immediate way to boost your sales.

Maybe if you have a new shopping cart online and you’re not getting the sales you expect, just go through the process and become your own a customer to test it out properly.

Location Cookie

Secondly, have a look at this little chart:

56% of people leave the shopping cart because they are presented with unexpected costs.

And that brings us to my second point; check the tax and the shipping costs to make sure that they are appropriate for the user.

How you do that is you use a cookie a location tracking cookie.

That make sure the shopping cart knows whereabouts in the world your customer is, and then provides them with the correct tax and shipping information.

Price match guarantee

And then the third tip that I’d like to give you is something that we see the big guys doing a lot of at the moment which is price matching.

Make a deal with your potential customer promise them that if they find the same item cheaper elsewhere on the Internet you will pay the difference.

This kind of guarantee can have a dramatic increase on your bottom line.

I know it’s not always possible if you drop shipping, but if you can offer that as a guarantee I would strongly recommend you at least test it.

Inject urgency

The fourth tip that I’ve got for you is to use scarcity use urgency.

What you could do is show that the number of items you have left in stock or you could have a time-limited special discount.

Now let me say something about using scarcity, it can lead to buyer’s remorse.

That can happen because you’re putting pressure on people to purchase which in itself is okay, but if they’re doing it in a panic state and they’re not really thinking about their needs then the loss aversion driver has kicked.

Then the day afterwards, or a few hours later they may have gone through the process again in their mind and wondered if they’ve made a mistake.

And that’s where buyers remorse comes in. So if you use an urgency or scarcity that is something to consider.

Follow Up

Then the final tip that I’ve got for you is to follow-up.

Now this is such a massive area I could probably make 10 videos just on the follow-up sequence.

But for simplicity sake, chances are you will have their contact information and you can send them a reminder.

And then another really effective way to follow-up is through Facebook Custom Audiences.

The next time they’re on facebook they’ll see a little reminder about their intended purchase.

You could also include urgency and offer a fast-action discount.

I would say it’s probably not a good idea to train your customers to expect a discount in that way, but certainly use Facebook Ads to follow-up and remind them that they forgot to complete the checkout process.

So there you go, I hope you’ve found these 5 little tips to be useful and use them to increase more profit as a result.

Close the sale quickly with the Ben Franklin Close

Today I’m going to give you a really solid technique to help you sell more.

Maybe you have been in this situation. You’re speaking to potential customer and they’re not sure if your product or your service is right for them.

It’s frustrating when they can’t see the full value of what you’re offering, right?

So how can you sell to them while being ethical and making sure that they get absolute value from the sales experience?

Well, here’s what you do; this is called the Ben Franklin Close.

The Ben Franklin Close

You ask your prospect to write down two columns on a sheet of paper or on the computer.

On one side you’re gonna have ‘pros’ on the other side you’re gonna have ‘cons’.

Then you’re gonna help them to list out the pros and the cons of the product or service that you’re offering.

Now, if you can make the pro column longer than the cons column you will increase the chance of making the sale.

Of course you’re not gonna lie to them and you’re not gonna trick them or do anything unethical.

But you are gonna sell your product or service in the best possible light to make sure that the pro con is longer than the cons.

This is really effective if somebody is undecided, if they need to think it over or if they need some time.

What you can do is say: “Well, let’s make a list right now and get some clarity”.

And that’s what you’re doing is you’re giving them clarity in this situation.

When they see the list they will be able to make up their own minds more efficiently. Then they will be able to see the benefits in either buying product or walking away from the deal.

And that’s it, a really simple little sales trick that you can use to close the sale quicker.

Stop the Ben Franklin Close

So how do you protect yourself from that kind of sales technique well if you find yourself in a situation where a Salesman or a saleswoman is using it on you?

Well, firstly you should actually go along with it because it’s gonna benefit you. The technique is a good one for gaining clarity.

But instead of just relying on the length of the list to help you make up your mind, you add a score of importance to each item on that list.

Now you can imagine it like weighing scales, and the score is a weight.

When you add up all the scores, you’ll gain greater clarity.

And that’s how you can both use, and protect yourself from the Ben Franklin Close.

A weird, but stealthy pricing strategy that can boost your profit

Here I’m going to give you a stealth pricing strategy that you can use to immediately boost your sales.

It’s weird, and it’s illogical but it works.

You can file this one under either ‘pure customer persuasion’… or providing ‘pure customer clarity’, depending on your point of view.

Either way, it’s a powerful way to dramatically boost your profits.

There’s a very famous pricing strategy from The Economist, look at this:

The pricing options

As you can see there are three pricing options.

The first one is for a web-only subscription, and that is priced at $59.

The second one is a print-only subscription and that is for $125.

And then the third option is is both print and web subscription for $125 – which is the same price as the print option.

So what happened?

The most profitable pricing option

Well, an MIT study found some really interesting results when they ran their own experiment.

Using this formula they found that:

  • 16% of people chose the online subscription
  • 0% chose the print subscription
  • 84% of people chose both online and print

This tells us that the most expensive option is obviously the better value for money and the most desirable option available.

Things get weird

But what happened when the second option was removed?

Because nobody opted for it, there was no point in offering it, right?

Well, something  really interesting happened.

  • 68% people took the first option, web-only subscription
  • 32% took the most expensive one, print and web subscription

So what does this mean?

The ‘useless’ middle option that nobody wanted actually made the more expensive option look like a really good offer.

When we look at the bigger picture, it helped people to make up their mind more efficiently because they could seek they could clearly see which the which was the best deal on the table.

The next time you need to price a new product, if you throw this strategy into the mix you might find that it’s an easy way to boost your bottom line.

3 email marketing strategies you can ethically steal

Now that we’ve used an entire bottle of bleach to scrub away all those dirty feelings from Black Friday and Cyber Monday, what have we learnt?

Yes, we’ve learnt that drinking rum while browsing Amazon on Black Friday is dangerous for the bank account and can only lead to sorrow the next day.

But man, I got some awesome deals on end of the line tech, that I immediately want to upgrade.

So in the aftermath, as the thumping hangover begins to fade and the sense of buyers remorse starts to creep in, we look through the rubble in the hope of discovering fresh marketing strategies we can use.

So let’s pick apart some of the biggest email marketing campaigns we’ve seen this year.

But fair warning; you might wanna take that bottle of bleach back into the shower with you.

The psychological triggers we’re looking at are:

  • Curiosity
  • Social proof
  • Goodwill

Nothing new about these, they’re already a staple of any good email marketing campaign. But how they’re being used, especially on Black Friday, is kinda unique.

Firebox – Curiosity

This strategy was used by Firebox, and offered a mystery box full of the retailers best-selling items.

How’s that for a great way to trigger curiosity.

If you’re already a fan of the brand, you might be tempted to grab all of their most popular items at a discount.

House of Fraser – Social Proof

This email campaign is from House of Fraser, and chooses to highlight individual products that are included in their Black Friday deal.

The thing that sets this apart is the clever use of social proof.

By putting the number of views next to the images, it suggest which items might be the most sought after.

Everlane – Goodwill

Now tell me that doesn’t hit you right in the feels.

And it also solidifies my belief that all people called Michael do good things, *cough*.

As you’d expect, this campaign picked up a lot of traction on social media and in the press. It’s probably a good move if you want your brand to be perceived in a certain way.

I only wish I thought of that first.

Hopefully you’ll now have some new ways to use a few psychological triggers that are the cornerstone of persuasion.

What is neuromarketing and why should you care?

Neuromarketing sounds like one of those buzzwords marketers like to throw around, but it’s actually a real science.

And although it’s a new area of marketing, it’s fairly important stuff. Plus, we need all the help we can get, right?

Neuromarketing looks at how the brain responds to certain stimuli, like images and sounds. The better understanding of how the brain works, the more effective we become at influencing it.

So by combining psychology and neuroscience, we might become better marketers.

And major brands have taken notice, too.

Campbell’s have embraced the science and reimagined their product packaging.

Neuromarketing is (fairly) easy to use

So how can you put neuromarketing to use, in your business?

You don’t have to go out and conduct a bunch of experiments to benefit from the practice. We can just look at some of what science has discovered.

This is just scratching the surface, and it’s something I hope to return to in the future.

Colour

First up is colour.

It’s been known for a while that colour can trigger specific emotional reactions. But it’s also biological, to some degree.

For example, the colour red creates tension – it forces the eye to focus, while the colour blue forces the eye to relax.

Its thought that the colour yellow can trigger anxiety, while black gives the impression of strength and stability. So choose your website colour palette wisely.

Words

Names and descriptions are more important than we previously thought.

A study by David Just and Brian Wansink discovered that how you name something has a massive influence on customer behaviour.

In one experiment they changed the name of a portion of spaghetti from ‘regular’ to ‘double-size’. This caused diners to eat less, because they believed they were full.

Price

This study by Monica Wadhwa and Kuangjie Zhang introduced a new word to the marketing glossary; ’roundedness’.

They found that items priced with a rounded number, such as $10, sold better than items priced $9.99 – if it’s an emotional purchase.

However, items priced $9.99 will perform better if it’s a logical purchase.

This means, according to their results, if you’re selling luxury items, or products that are purchased for pleasure, rounding the price will ‘feel right’, for your customers.

One theory of why this happens is because the more digits involved, the harder the brain has to work. And that’s a better scenario for times when the logical brain is engaged.

So hopefully if I’ve done my job properly, I’ve taken an area of marketing that hardly anybody talks about, sifted out all the stuff you don’t need to know, and provided some actionable steps for you to sell more stuff.

And if you have found it useful, pay it forward and share this in your network – your friends and followers might be thankful that you did.

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.