Bootcamp: How To Double Your Sales Conversions In Any Marketing Funnel With The Amazing Secret Of

P.S.E.B.M.

• Housekeeping• Recording within 1 hour after training• This is going to be highly-interactive• You can ask questions at anytime throughout the training by entering it right

into the GTW box• I’m even going to give you the opportunity to have me work on your stuff

• What we’re going to cover today• How to sell without selling

• Why this stuff is critical• The value with your list is in the long-term relationship• The real valuable skill, that you’ll have for life, is the ability to craft a marketing

funnel that sells! Not be giving the funnel because all have a shelf-life• Body

• Length of your Funnel• Dependent on price point and volume of content needed to make the sale• Never arbitrarily shorten the length of your funnel

• Everything you share in your funnel should further the sale! • Will this piece of content further the sale, make my solution at the end

more valuable?• We’re not educating for the sheer sake of educating. You’re NOT an

educator. You’re a marketer using education-based marketing.• Must be valuable and great content• Must demonstrate your expertise and credibility• Use prospects’ jargon, niche language• Incorporate your personality for rapport and liking (authenticity)

• How do we structure your funnel content/messaging?• Using Pre-Selling Education-Based Marketing• What is pre-selling?

• pre-sell (verb) - (1) to condition a potential customer in advance for later purchase of a product, (2) to precondition (a customer) for subsequent purchase or create advance demand for (a product).

• The objective?• To creating rapport and a trusted authority-based relationship while

leading the prospect to buy, rather than trying to sell... all giving them a sense of freedom of choice.

• What do prospects need to believe to buy?• What do they need to believe about you?• What do they need to believe about themselves?• What do they need to believe about your solution?• Presenting like a prosecutor (Gerry Spence)

• Linear• Statements plus proof, then future pace• EXAMPLE: Facebook Advertising Course for small businesses

• Tease don’t teach• Big Mistake!

• Giving a complete solution• Talking about a commodity solution, instead of a proprietary solution

• Facebook Advertising vs Your XYZ System for Facebook Advertising• Non-SEO Google Slap!

• Must be valuable• 14 Ways (from Michael Cage):

• Tell them the mistakes they’re makingBig • Tell them a story about failure to success• Tell them how to recognize bogus information• Tell them what something is not (that they don’t want)• Tell them what not to do and why• Tell them how to do things they need to know more about to do• Tell them what to do, but not the best way• Tell them what to do not how to do it• Tell them someone else’s story• Tell them why doing nothing is not an option• Tell them why the experts are wrong• Tell them a day in the life of a successful user• Explicitly set the buying criteria

• Compare and contrast• Dirty little secrets...

• Starting your funnel• Always include a big promise of benefit from your content• Tell them what they’re going to learn• Give them a reason to complete the funnel (future content)• Explain what makes this information different• Open a Loop - the Ziegernick Effect

• Nested Loops• Tell them why should they listen to you

• It must be reasons that are beneficial to them

• Why are you giving this content (reason why)• Why is right now the time they need to get this information (urgency)• Address feelings and beliefs they have about this content• Remind prospects of where they’re at right now - paint picture, then absolve

them (it’s not your fault)• Tap into their emotions

• Establish credibility• Association or Borrowed Association• Demonstrating results• Accomplishments (that they envy or would like to equal)• Sufficient advertising overcome• Qualifications/Credentials• Experience• Track Record• Case Studies (even if they’re not your customers)• Respected endorsements• Giving (appearance of) results in advance• Scientific language• Proprietary Language - coin a phrase, name a method, etc.• Media/Prestigious Publications - Gary Halbert news release trick/PRWeb

• Presenting your EBM content• Start off each point with a hook - what’s the most exciting part of what you’re

going to tell them?• Elaborate on each benefit with a metaphor or analogy (that they can relate to)• Future pace each benefit, one at a time (Promise to Picture)

• In present tense• For each piece of content piece/benefit you must overcome any existing

objections/negative beliefs• For each benefit, overcome any possible reasons why it won’t work (or

doesn’t apply) to them• Use testimonials when possible to show results around content (varied, and

impressive bulk)• Incorporate at least one proof point for each benefit/content piece

• Think like lawyer!• 10 Proof points:

• Demonstration (dramatic)• Sealant product on bottom of boat• Super glue to pull boat• Wax that prevents damage from hood on fire• Pete Williams and Rich Schefren with Profit Hacks

• Before and After• Studies. tests, statistics (infographics)• The “Logic Flow”• Giving “Reasons Why” - using the word BECAUSE• Specificity• Explain the unique mechanism• Highly believable sources• Strong examples• Testimonials

• Fully-identified source• Specificity of outcome - these are the most powerful• Specificity of timeline• Details in story• Personality, unique voice• Authentic• Some that address feelings, not just facts• Used strategically as proof point

• To match up and prove different claims• To reinforce credibility• To reinforce believability• To address different situations that match prospects’• To answer questions • To counter objections

• EBM Presentation Tricks• Tease elaboration of certain points coming later in funnel• Talk about benefits (present tense) and content as if they exist now• Trigger phrases:

• “... when done correctly”• “This is not perfect, but it’s good enough for now. More about how to juice it up

later.”• Incomplete lists - The Missing List

• “We use 10 methods. For time purposes, here is 1”• Subliminal Authority - with at least two points in funnel• Talk about benefits of additional features based on proper implementation of

previously discussed content• Setting up a ping list - once it’s set-up correctly, what this does for is...

• Affirmative Questioning• Can you see how this widget will shortcut your success?• Isn’t that awesome?• You totally see the benefit of that, right?

• That’s pretty exciting isn’t it?• That makes sense to you, right?• Do you realize how much opportunity is waiting for you right now?• Don’t you agree?• etc.

• Nonchalant comments• “For example, one client in the MFA program did XYZ...”

• Framing• There are over 1.1 billion people using Facebook• There are over 7 billion people not using Facebook• 14% of the world population use Facebook• 86% of the world population does not use Facebook

• Identity Architecture• Before presell

• How do you want the prospect to see themselves before your pre-sell content?

• Before purchase• How do you want the prospect to see themselves before buying your

product/service?• After purchase

• How do you want the prospect to see themselves as the owner of your product/service?

• Directors Formula - Steering Choice• Strategically laying out the prospect’s choices• Choice 1: Weak advantage, strong disadvantage, strong disadvantage• Choice 2: Strong advantage, strong disadvantage, strong disadvantage• Choice 3: Weak disadvantage, strong advantage, strong advantage

• Advantages that can’t be delivered by alternatives • Turning a want into a need

• Taking your solution and showing the prospect how it’s a necessity (a need) to experience the outcome they desire

• Showing how the real cause of the prospect’s problem is an issue that can be solved by your product/service (i.e. Internet Business Manifesto from Rich Schefren)

• Example: Demonstrating how a strategic marketing funnel is absolutely needed before scaling paid traffic... and how without a marketing funnel you can’t effectively compete in a competitive marketplace.

• Principle of the “Pre-Started Position”• Already started. Not, getting started.

• Introducing your product

• Logical Restatement Segue• Okay, so by now you understand why Google Adwords produces more

traffic... at a lower price... when used correctly... compared to anything else on the web...

• And, because of A, B, C factors, the traffic it sends you will continue to grow like wild-fire for you... especially over the next 90 days...

• And, as you’ve seen, I have a proven track record of getting my clients a steady stream of highly profitable track...

• Again, over the last 12 months alone I’ve generated over 343,000 unique visitors for clients, with an average visitor value of $7.15. In fact, overall, my methods have generated an average of $XX for clients.

• Now, I want to help you experience these same results... with a program I’ve put together called...

• Non-Funnel Pre-Selling Methods• Pre-Seeding - teasing the coming of product• Referencing products• Referencing customer successes• Customer experience stories

• Offer Creation with Prospect Theory• Perception of loss or gain affects decision-making.

• Gain Scenario: Here’s $20. You can take it and walk away. Or, gamble and maybe win $50. If you lose, though, you get nothing.

• Loss Scenario: Here’s $50. I’m going to take $30 back. If you want to win this you’re going to have to gamble. If you lose, you get nothing.

• Presented as a Loss Scenario moved more people to gamble. • In action:

• Time-Based Bonus “Extraction” within a Loss Scenario• Order any time after today and it does not include these 3 bonuses)

• Expiring Bonuses• Order after 15-minutes and it does not include Bonus #1, order after

30-minutes and it does not include Bonus #1 and #2, order after 60-minutes and it does not include Bonus #1, Bonus #2, or Bonus #3