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- Mar 8, 2019
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Need a break from my work so going to rant here… hope this is helpful for you.
Like @Black_Dragon43 suggested - Dan Kenndy and Russel Brunson are both excellent sources here.
The only book I'd add on top of his two to get you going - and don't read it until after Dan's book - would be Kick-a$$ Secrets of a Marketing Rebel by John Carlton.
In my opinion copywriting is the most important aspect of funnels.
When it comes to selling high ticket services, crafting a “no-brain offer” - makes sales super easy.
I struggled with selling digital marketing until I discovered a no-brainer offer that rapidly brought in new business.
Also, understanding the idea of an “offer” is also something that will make you stand out against your peers/competitors and crush them. I’ll talk about a “trip wire offer” in this, but dive deep into what an offer is as well - it is important and will really make you shine. Can’t stress this enough. (And remember, a product or service is NOT an offer. And if it is, it’s probably a shit one.)
For digital marketing services, my best funnel is offering a simple “trip wire” (as Russel puts it) and then getting people into the funnel that way.
Selling higher ticket retainer services isn't’ as simple as putting them through a series of pages and upsells in one go - or at least I haven’t figured that out.
What has worked for me: Sell the trip wire. Deliver on it. Then sell to them once the rapport has been built and trust exists.
Be sure the trip wire delivery is 100% systematized so that it doesn’t choke you up or bog you down - and don’t customize the trip wire at all. Be sure it’s the same for everybody.
Treat this like the first date. It’s you showing up with an ironed shirt, a bunch of roses, holding doors open & holding your farts in.
With digital marketing services, the trip wire for you should be a service - not an info product. This is important because you want to actually engage with these people - albeit in a limited manner - to see who is a truly qualified lead, who do you want to work with and then simultaneously build rapport with them. Never hard sell during this process! Don’t even try to sell at all - but be sure they know what you do.
Also, ensure your trip wire and your main offer are 100% in line. If somebody is attracted to your trip wire - they should also be attracted to your main offer - once you show it to them.
Here’s an example of how I systematized one the best trip wire offer I’ve used. My “pipeline” would essentially just getting as many people set up with this mini-service as possible. The tripwire offer in this case was a loss leader. It was a facebook remarketing setup for a dead-stupid price (like $20 /$30) to generate relationships at a faster pace.
Also - for the adspend, I’d tell them “it’s just $1/day!” which people love because it’s a big risk reversal in their mind. No commitment. Turn it off any time. No brainer.
(Just a FYI - I no longer sell these as I have moved out of selling digital marketing services, which is why I am openly sharing this with you.)
Here’s the SOP: Campaign Launch Steps to Take - Facebook Remarketing (Soup to Nuts)
Basically, the end of the SOP is when your ‘sales’ job really begins - and it is very different than selling to someone you just met.
The pitch is dead simple because the power of remarketing is so easy to explain even to complete technophobes. I once literally had a lead that took me up on this send me an email that said “This was the best thing I’ve ever done marketing wise” after a stupid-simple remarketing ad boosted his existing Adword and SEO efforts.
Another really amazing trip wire offer that works better with higher ticket clients (not dentists/chiros - but I’m talking 7+ figure e-comshops, really successful SaaS, etc.) is analytic offerings. I won’t go into detail here - but it speaks to them because they understand small tweaks can have big impact when you’re running large numbers. This also bleeds into conversion rate optimization.
Anyway - with the trip wire angle, you’re playing the long game - you’re not trying to get rich off of selling your trip wire offer.
You move out of the headspace of “OH SHIT I NEED TO CLOSE A SALE RIGHT NOW” to building a list of people that know like and trust you and have also spent money on you and have been delivered what they were expecting. These people will hit you up in their time of need down the road. And of course, you can always hit them up too!
Good luck!
Edit: I forgot to emphasize a bit of the psychology behind why this works so well.
When you're selling this "trip wire" service - there are lots of benefits - but a main one is that it builds trust rapidly. I'll explain why in a moment.
There are a lot (bad acting and good people alike) selling really, really bad digital marketing services. It can almost be assumed that the person you're talking to has a bit of an opinion/preconceived notion that digital marketing is a scary world where you may be scammed in.
In fact, a lot of people have been scammed!
And the ones that haven't?
They've been spammed through email by digital marketers - which gives them a taste of the "sketchiness" just by exposure.
So anyway -most anyone is willing to give up $30, even if they may lose it - if the "upside" outweighs the potential risk of loss. Kind of like a lottery ticket.
Once you smash their expectations and they're singing your praises - you become a trusted, reliable expert in their mind - not just somebody claiming to be a digital marketing pro. They have valid proof and are much more willing to open their wallets and discuss other services, because you walked the walk.
/soapbox
Like @Black_Dragon43 suggested - Dan Kenndy and Russel Brunson are both excellent sources here.
The only book I'd add on top of his two to get you going - and don't read it until after Dan's book - would be Kick-a$$ Secrets of a Marketing Rebel by John Carlton.
In my opinion copywriting is the most important aspect of funnels.
When it comes to selling high ticket services, crafting a “no-brain offer” - makes sales super easy.
I struggled with selling digital marketing until I discovered a no-brainer offer that rapidly brought in new business.
Also, understanding the idea of an “offer” is also something that will make you stand out against your peers/competitors and crush them. I’ll talk about a “trip wire offer” in this, but dive deep into what an offer is as well - it is important and will really make you shine. Can’t stress this enough. (And remember, a product or service is NOT an offer. And if it is, it’s probably a shit one.)
For digital marketing services, my best funnel is offering a simple “trip wire” (as Russel puts it) and then getting people into the funnel that way.
Selling higher ticket retainer services isn't’ as simple as putting them through a series of pages and upsells in one go - or at least I haven’t figured that out.
What has worked for me: Sell the trip wire. Deliver on it. Then sell to them once the rapport has been built and trust exists.
Be sure the trip wire delivery is 100% systematized so that it doesn’t choke you up or bog you down - and don’t customize the trip wire at all. Be sure it’s the same for everybody.
Treat this like the first date. It’s you showing up with an ironed shirt, a bunch of roses, holding doors open & holding your farts in.
With digital marketing services, the trip wire for you should be a service - not an info product. This is important because you want to actually engage with these people - albeit in a limited manner - to see who is a truly qualified lead, who do you want to work with and then simultaneously build rapport with them. Never hard sell during this process! Don’t even try to sell at all - but be sure they know what you do.
Also, ensure your trip wire and your main offer are 100% in line. If somebody is attracted to your trip wire - they should also be attracted to your main offer - once you show it to them.
Here’s an example of how I systematized one the best trip wire offer I’ve used. My “pipeline” would essentially just getting as many people set up with this mini-service as possible. The tripwire offer in this case was a loss leader. It was a facebook remarketing setup for a dead-stupid price (like $20 /$30) to generate relationships at a faster pace.
Also - for the adspend, I’d tell them “it’s just $1/day!” which people love because it’s a big risk reversal in their mind. No commitment. Turn it off any time. No brainer.
(Just a FYI - I no longer sell these as I have moved out of selling digital marketing services, which is why I am openly sharing this with you.)
Here’s the SOP: Campaign Launch Steps to Take - Facebook Remarketing (Soup to Nuts)
Basically, the end of the SOP is when your ‘sales’ job really begins - and it is very different than selling to someone you just met.
The pitch is dead simple because the power of remarketing is so easy to explain even to complete technophobes. I once literally had a lead that took me up on this send me an email that said “This was the best thing I’ve ever done marketing wise” after a stupid-simple remarketing ad boosted his existing Adword and SEO efforts.
Another really amazing trip wire offer that works better with higher ticket clients (not dentists/chiros - but I’m talking 7+ figure e-comshops, really successful SaaS, etc.) is analytic offerings. I won’t go into detail here - but it speaks to them because they understand small tweaks can have big impact when you’re running large numbers. This also bleeds into conversion rate optimization.
Anyway - with the trip wire angle, you’re playing the long game - you’re not trying to get rich off of selling your trip wire offer.
You move out of the headspace of “OH SHIT I NEED TO CLOSE A SALE RIGHT NOW” to building a list of people that know like and trust you and have also spent money on you and have been delivered what they were expecting. These people will hit you up in their time of need down the road. And of course, you can always hit them up too!
Good luck!
Edit: I forgot to emphasize a bit of the psychology behind why this works so well.
When you're selling this "trip wire" service - there are lots of benefits - but a main one is that it builds trust rapidly. I'll explain why in a moment.
There are a lot (bad acting and good people alike) selling really, really bad digital marketing services. It can almost be assumed that the person you're talking to has a bit of an opinion/preconceived notion that digital marketing is a scary world where you may be scammed in.
In fact, a lot of people have been scammed!
And the ones that haven't?
They've been spammed through email by digital marketers - which gives them a taste of the "sketchiness" just by exposure.
So anyway -most anyone is willing to give up $30, even if they may lose it - if the "upside" outweighs the potential risk of loss. Kind of like a lottery ticket.
Once you smash their expectations and they're singing your praises - you become a trusted, reliable expert in their mind - not just somebody claiming to be a digital marketing pro. They have valid proof and are much more willing to open their wallets and discuss other services, because you walked the walk.
/soapbox
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