Let’s Sell Some Stuff
In a nutshell, campaigns are about delivering a transformation. They help transport your prospects from their current-state to a more desirable after-state. But you can’t move too fast, or you’ll lose them.
Let’s get started:
Step 1: Define Your Audience
Know your people.
Before we can sell anything, we need to be absolutely clear on who we’re selling to. Our products and services exist to deliver a transformation; it’s time we begin to obsess less about what we sell, and more about our people.
Business has a habit of having this backwards. Often we’ll see messaging and advertising copy and imagery that is product-centric, only focusing on the benefits and features of a product. In other words, being about us. In today’s business environment it’s tough to connect with people this way, and this presents a great opportunity to those of us willing to flip the script and put our people first.
When we use empathy as our vehicle to truly understand the transformation that is desired, we can then more successfully deliver on it.
The first step of knowing your people is to document your customer avatar. This worksheet is more than just demographics, interests, and marriage status. It dives deep into the motivations of your customers and the transformation from their current-state to a desired after-state.
Step 2: Build Your Core Message
Most business messaging favors cute or clever over clarity. Simple is better. Remember, a confused mind never buys.
Your core message should be comprised of three things: the problem, the solution, and the result. The problem represents what is blocking their transformation. The solution is your product/service that unblocks the path and delivers the transformation. And the result is the after-state, how it will feel when it is achieved.
Continue to think customer-centric, and make your customer’s transformation your obsession.
Step 3: Define Your Core Offer
What is your core offer that promises this transformation? This is your flagship product and/or service, and provides opportunity for ascension to other products/services you offer.
Step 4: Define Your Entry-Point Offer
The Entry-Point Offer (EPO) is an irresistible, super low-ticket offer that exists to turn prospects into buyers. The EPO can be a splinter from your core offer or a completely new offer that delivers high value and builds the relationship. But keep in mind that your EPO offer should transition nicely into your core offer.
Remember, it has to be ‘irresistible,’ and with this comes a cost (to you). Your goal should not be to make money, but only to keep attention, add understanding and clarity, and continue to evolve this new connection. A 20% profit from your EPO is not worth the potential backend value.
Step 5: Create A Lead Generator
The Lead Generating Product (LGP) is a small chunk of value in exchange for an email address that solves a specific problem for your audience. The LGP can have any form: a PDF, quiz, or even a physical product, but its value has to be worth them giving up their email address.
Some examples of LGPs include:
- Downloadable PDF (Guide/Resource)
- Online Course/Webinar
- Software Demo/Free Trial
- Free Samples
- Live Events
Money is not being exchanged here, so pick something you are comfortable with giving away. The more perceived value, the more likely you will receive their email.
Step 6: Build Your Landing Page
This is were you offer your LGP. Tools like ClickFunnels and Leadpages can help with this, or you can just add a page to your existing website.
Things to consider when building your landing page:
- Stick to your core message.
- Further build enlightenment/understanding.
- Don’t be too wordy or clever. Be clear. People aren’t going to read your stuff, they’ll scan it.
- Use pictures that reflect happiness with your LGP.
And don’t forget:
- A form for collecting that precious email address.
Step 7: Build A Thank You Page
Now that you have broken the ice, it’s time to offer your EPO. Build a thank you page for after they opt-in, and then offer your EPO. Thank them for connecting, introduce them to your brand, and show them the next step.
Step 8: Send And Optimize Traffic
Send test traffic using your existing audience, Google or Facebook ad campaigns, or other sources. Add tracking so you know where your traffic is coming from. Target your audience (as defined above), test different versions of ads, and scale up with the best variation.
Step 9: Write Your Nurturing Email Series
Build further understanding for you and your brand with a nurturing email series. This is for your audience who gave you their email address, but did not (yet) commit to the EPO. Convince them why now they should! And remember to stick to your core messaging and use customer-centric supporting language.
Step 10: Write Your Ascension Email Series
Now is the time to show them the path to your core offer. You are successfully building a relationship. You have a way to stay in touch (email) and have delivered more value (EPO). Now is the time to show them the path to your core offer.
Step 11: Offer Your Related Products (Upsells)
Now that they have purchased your core offer, what additional value can you deliver? What relevant upsells can you provide? Keep adding value to their transformation.
Marketing a business is like dating, it’s not a good idea to propose marriage on the first date. With this in mind, let’s first try to make eye contact from across the room. Then, let’s get a phone number so we can stay in touch. And then finally, and only after we have built up a reasonable level of trust and rapport, we can discuss some level of commitment.
The stages of a relationship can be broken down into these three areas: curiosity, enlightenment, and commitment. Too often, businesses are asking for a commitment too early and not nurturing the new connection.
The three stages can be broken down into this:
Curiosity: This is the awareness stage; when they realize you exist and are open to learn more.
Enlightenment: This is the understanding stage; when they truly get to understand more about what you’re all about.
Commitment: This is the risk stage, and success is dependent on the previous two. This is when you take it to the next level.
It’s important to note that the lines between these three are fuzzy. For example, early on your people may feel comfortable with sharing their email address (a micro-commitment), but not quite convinced they want to take things to the next level (need more understanding).
This is okay, it’s normal. Our goal should be to take them on a journey at their desired pace, not ours.
It’s also important to note that the above steps represent the recommended sequence of creation, and not the sequence of the customer journey. To get a better visual on what this ‘customer flow’ looks like, see this Customer Flow Worksheet. To dive even deeper, check out the Customer Value Journey.
There you have it. The perfect campaign outline, in a nutshell. Put this to work and deliver a predictable flow of customers to your business. Happy selling!
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