My son and I went fishing in an oxbow lake in central Alabama. An oxbow – so called due to the shape – is formed when a river overflows its outside curve during floods, depositing lots of water into the next lower area. When the flood recedes, there’s an instant lake, with lots of fish, turtles and other creatures gaining a new address.
This one, called Crescent Lake, is prehistoric. You approach past thousands of moss-covered trees leading to a thick clan of water’s-edge Cypress, that meld into a labyrinth of ever spookier tendrils, all stirred in water the color of mushroom broth.
We snake our tiny jon boat and silent electric motor through the maze, thumping and skimming toward the body of the lake. Birds squawk the soundtrack from Jurassic Park, casting shadows twice their size as they glide overhead. If there’s a land that time forgot, this is it.
We approach one of the many lily-pad covered banks, where rings and bubbles signal enough “life” to begin a food chain that’ll hopefully end on our plates. Having gone fishless for the past hour only added to the conversation, a priority among seasoned fishermen. A few silent casts and I glance to my left, just up the bank. My eyes caught something moving.
“No way,” I thought as I bore down for a closer look. Words were coming less easily. And sure enough, there it was.
“Davis,” I said to my unsuspecting fishing mate, “that floating tree either has legs or it’s an alligator.” He wheeled around more abruptly than I expected. Quoting my manly 18-year old, “Wow. Uh. Yeah. That. Um. Okay. I think you’re right.”
Neither of us were thinking in complete sentences, yet curiosity forced me to click the throttle up a few notches to get a closer look. And indeed, there she was in her menacing splendor.
Twelve feet of gator. Ten feet of boat. And four feet (ours!) contemplating a water walk that would make our Easter Sunday complete.
As she sensed our presence, her full body locomotion deftly and un-disturbingly glided her away. It was eerie. There was hardly a ripple and no sound as 300 pounds of mildly terrifying grace got ever lower in the water. Once she stopped, all we could see were to two gold-glinted eyes, about one inch above the surface. Then, without any warning…
She disappeared. Our boat was now nearly over where she had been, then nothing. No bubbles, no ‘witness’ wake. Nothing. We looked at each other. In one move, our pleasant nature cruise turned into Jason’s Jungle, with a hockey-mask wearing reptile mere feet from us, thoroughly invisible.
Check please!
That gator has lived in Crescent Lake for a long time, as much rumored as reality. I’ve seen her just twice before in this exact same area. She was deposited there unnaturally and violently, yet – as of this spring’s sightings – deposited her own family there, with 2 smaller gators spotted in recent weeks.
Clearly, those who can adapt, thrive.
Many of you were deposited unnaturally into an economic flood that left unkindness in its wake – adaptation not an option, but a requirement for survival. Some gasped, some panicked, others coolly went where the food was plentiful and threats few.
Some feel unnatural in today’s post-Yellow Page marketing meltdown, having over- relied on that media so long that adaptation seems more wrestle than reward.
You slink begrudgingly toward web marketing, resistant to SEO and Local Search, feeling that Social Media is an overblown and fleeting flirtation with the unnecessary. The leads don’t come because you don’t churn the water; your listing and site offer no bait that customers find alluring enough to care.
To take the analogy farther than it deserves, your marketing has become a murky backwater – with an image sure to follow – because you have not adapted.
And you know something? I don’t blame you one bit.
Times are different. Buyers are different. Information that used to come from you to buyers, is now found out about you before they ever call. Heck, non-customers can give you a thumbs-up or down, directing lead flow accordingly.
What once was a test of alphabetizing skills on Yellow Paper is now an algorithm determining your relevance and placement before an alert buyer’s eyes, barely an inch above the surface, poised to go elsewhere without notice.
Just being “found” online is a labyrinth of ever spookier tendrils, stirred in water the color of money. And as always, you can snake through the maze on your own, or hire a guide.
Survival of the Fittest in a Phone Call?
Regardless of choice, your online adaptation is required to thrive today. That’s why we scheduled 3 calls devoted to the topics to help you navigate: 1) The 2-step Lead Multiplier (saved here for Coaching Members), 2) Local Listing Dominance (coming up on May 9th for coaching members) and 3) Social Media Magnet, which is an OPEN CALL, welcome to ALL by pre-registering here.
Whether you’re a member or not (if not, click to join you silly baitfish!), I hope you’ll join us on Call #3, details at the link. Your choice to make. Either way, it’s a jungle out there.
Thursday, April 19, 2012
Wednesday, April 11, 2012
SIMPLE 2-Step Online Lead Multiplier and Social MediaRocket
Exact Case Studies with 570% Increase Shared
This is getting serious. Since experimenting in depth with these methods, results have far exceeded conventional marketing methods. (By conventional, I mean common and idiotic.) These results are now too important to withhold.
Editorial brevity disallows fully detailing steps, yet highlights are shared below. Far better than that –
We've scheduled the "Web Marketing Trifecta" Series. There are 1 hour each, complete with instructional workbooks to walk you through these powerful and - drum roll - simple methods.
There is nothing "sold" on these calls, just pure, rich, game-changing content, workbooks, samples, Case Studies, expert advice and simple you-can-do-it-strategies to help you gain the most out of your Web Marketing.
Call #1) This is a PRIVATE call Wednesday, April 11 for Coaching Members only. There are nearly 900 of you and your spot is reserved. I will conduct this call in its entirety, showing you how contractors have generated 4 times the results. Call info in your inbox soon. Not a member?
Click to join now, with your first month complimentary. How can you lose? (Cancel whenever.)
Call #2) This is an OPEN call to anyone who can get on the line. Listen as Michael Weiss of social giant SocialTract and I will show you the exact blueprint to massive Social Media results, including the 197% visitor avalanche. This simple method is contractor-focused, not some general discussion. Get call-in instructions here.
Call #3) "Staking Your Claim". A PRIVATE Coaching Club call with Local Listings Queen Lissa Monroe. Listen is as we tell you exactly how to claim and optimize your Local Listings. If you aren't showing up on page one of search engines, chances are prospects are not going to find you.
Okay, now, on to the "discovery". First, Image Marketers hate me and Direct Response proponents. Fine. We don't see a lot of point in having a great image and no sales profit. (Just ask Trump Entertainment.)
However, image has an irrefutably positive element: trust. And online, in this economy, trust is more important than ever.
When that is added to the primary element of Direct Response (action) you get an explosive mix of online lead generation.
The 2-Step Lead Generation Method Exposed
The old method of Direct Response was (and is) still very effective in traditional media. Direct Mail results are still raking in unbelievable results through offers in headlines and reasons why marketing that stacks more reasons to call than to turn away. Same with virtually all offline
media: no slowdown in results. However, things are different online.
Consumers online are hyperactive and hypersensitive. They/we are also averse to hype and too much being thrown at them, causing a recoil in non-response with the click of an index finger. Poof! You're gone.
The "Needle Moving" Elements of Trust
The largest online retailers (Amazon, LL Bean, Pottery Barn) began to see various trends emerge that significantly impacted online shopping results:
1. Social Proof. (Testimonials, reviews, ratings) Where have you heard that before? Simply adding reviews to books and music added 7% sales increase at Amazon, plus a nearly 12% longer site visit.
2. Educational Precede. This means a free chapter, sample swatch or detailed description of product. Oddly enough, response increased with...
3. Transparency, Shortcomings. (Called a damaging admission by copywriters.) There are ways to build trust and transparency, such as "We only have 4 sizes" or "These outdoor units are slightly noisier than we'd like, so we insulate them". (This language is used in our sales pieces for contractors now for this exact reason.)
You can sum up all the above in one word: Trust. Yet trust without reason to respond is stillborn, just as hard selling without trust is easily dismissed. However,
Combining the trust (Step 1) and adding sales/action (Step 2) that converts into orders, phone calls, requests for follow up has proven remarkably successful.
Here's How It's Done for Contractors:
1. Send a short, alluring email that offers something of value. This is a report, article, video, audio download, gift certificate, but it should be a) instantly accessible and b) clearly valuable. You do NOT include it in the email. (That method is dead.) You merely offer a link to this item that is now on your website. Then...
2. They click the link to grab the trust-building report or video. This educates without selling. At the end of the report or video, you merely offer more information or a technician hotline or no-cost obligation survey which is a request for an appointment.
And that's it. You feel its too simple, but that's the beauty. Here's one set of results:
In this Case Study, Brian Stack with Stack Heating and Cooling in Avon, OH had a perfectly fine site. Neat, organized, good image. But only got 31 web visits in the initial test period.
A 406% Increase
When he used the 2-Step method above, visits shot to 126, for a 406% increase. That's using one email and one report. This could not be simpler.
He said, "Over the course of 16 days in February, our company generated 21 leads, 8 were directly attributed to our online efforts and booked appointments for ALL 8 online leads (which are all BRAND NEW customers).
We closed at 75%. 3 were for service work PLUS a replacement quote. 3 were for major sales. A $3,625 sale, a $5,100 sale and the one that knocked my socks off was a $20,000 new installation. We generated $29,957."
Can Results Be Improved Even More?
Shockingly, yes. When we added a Social post on Facebook to the email? The results were higher, up to 292 visits and a massive 52% click-through rate for our Case Study. When video is swapped instead of a report? The results move higher still.
Bottom Line: If you're using the old methods of waiting for online leads because your image is so good, OR trying to muscle your way into response using hard-core selling, it's time to use the 2-step method.
We are primed and ready to show this method to you. It's fast, easy, and wonderfully effective. Tune in to this call and smash some sales records this season!
In Call #1 for Coaching Clients, we'll train on:
1. What's the most important single item for the email? (Hint: It's not even IN the
email.)
2. The 12 components of building opens, clicks, and readership to your email. Do just 3 of these and watch your results rise.
3. The vital links to response.
4. How to create (or use pre-done) reports that have the appeal required for maximum response.
5. Top Topics that Generate Response for Contractors
Not a member? Click to join. Complimentary first month! No obligation.
Call #2 is an OPEN CALL, all are invited:
Click to get Advance Notice of this call and full call-in instructions.
Change your methods. Grow your leads. It's that easy.
This is getting serious. Since experimenting in depth with these methods, results have far exceeded conventional marketing methods. (By conventional, I mean common and idiotic.) These results are now too important to withhold.
Editorial brevity disallows fully detailing steps, yet highlights are shared below. Far better than that –
We've scheduled the "Web Marketing Trifecta" Series. There are 1 hour each, complete with instructional workbooks to walk you through these powerful and - drum roll - simple methods.
There is nothing "sold" on these calls, just pure, rich, game-changing content, workbooks, samples, Case Studies, expert advice and simple you-can-do-it-strategies to help you gain the most out of your Web Marketing.
Call #1) This is a PRIVATE call Wednesday, April 11 for Coaching Members only. There are nearly 900 of you and your spot is reserved. I will conduct this call in its entirety, showing you how contractors have generated 4 times the results. Call info in your inbox soon. Not a member?
Click to join now, with your first month complimentary. How can you lose? (Cancel whenever.)
Call #2) This is an OPEN call to anyone who can get on the line. Listen as Michael Weiss of social giant SocialTract and I will show you the exact blueprint to massive Social Media results, including the 197% visitor avalanche. This simple method is contractor-focused, not some general discussion. Get call-in instructions here.
Call #3) "Staking Your Claim". A PRIVATE Coaching Club call with Local Listings Queen Lissa Monroe. Listen is as we tell you exactly how to claim and optimize your Local Listings. If you aren't showing up on page one of search engines, chances are prospects are not going to find you.
Okay, now, on to the "discovery". First, Image Marketers hate me and Direct Response proponents. Fine. We don't see a lot of point in having a great image and no sales profit. (Just ask Trump Entertainment.)
However, image has an irrefutably positive element: trust. And online, in this economy, trust is more important than ever.
When that is added to the primary element of Direct Response (action) you get an explosive mix of online lead generation.
The 2-Step Lead Generation Method Exposed
The old method of Direct Response was (and is) still very effective in traditional media. Direct Mail results are still raking in unbelievable results through offers in headlines and reasons why marketing that stacks more reasons to call than to turn away. Same with virtually all offline
media: no slowdown in results. However, things are different online.
Consumers online are hyperactive and hypersensitive. They/we are also averse to hype and too much being thrown at them, causing a recoil in non-response with the click of an index finger. Poof! You're gone.
The "Needle Moving" Elements of Trust
The largest online retailers (Amazon, LL Bean, Pottery Barn) began to see various trends emerge that significantly impacted online shopping results:
1. Social Proof. (Testimonials, reviews, ratings) Where have you heard that before? Simply adding reviews to books and music added 7% sales increase at Amazon, plus a nearly 12% longer site visit.
2. Educational Precede. This means a free chapter, sample swatch or detailed description of product. Oddly enough, response increased with...
3. Transparency, Shortcomings. (Called a damaging admission by copywriters.) There are ways to build trust and transparency, such as "We only have 4 sizes" or "These outdoor units are slightly noisier than we'd like, so we insulate them". (This language is used in our sales pieces for contractors now for this exact reason.)
You can sum up all the above in one word: Trust. Yet trust without reason to respond is stillborn, just as hard selling without trust is easily dismissed. However,
Combining the trust (Step 1) and adding sales/action (Step 2) that converts into orders, phone calls, requests for follow up has proven remarkably successful.
Here's How It's Done for Contractors:
1. Send a short, alluring email that offers something of value. This is a report, article, video, audio download, gift certificate, but it should be a) instantly accessible and b) clearly valuable. You do NOT include it in the email. (That method is dead.) You merely offer a link to this item that is now on your website. Then...
2. They click the link to grab the trust-building report or video. This educates without selling. At the end of the report or video, you merely offer more information or a technician hotline or no-cost obligation survey which is a request for an appointment.
And that's it. You feel its too simple, but that's the beauty. Here's one set of results:
In this Case Study, Brian Stack with Stack Heating and Cooling in Avon, OH had a perfectly fine site. Neat, organized, good image. But only got 31 web visits in the initial test period.
A 406% Increase
When he used the 2-Step method above, visits shot to 126, for a 406% increase. That's using one email and one report. This could not be simpler.
He said, "Over the course of 16 days in February, our company generated 21 leads, 8 were directly attributed to our online efforts and booked appointments for ALL 8 online leads (which are all BRAND NEW customers).
We closed at 75%. 3 were for service work PLUS a replacement quote. 3 were for major sales. A $3,625 sale, a $5,100 sale and the one that knocked my socks off was a $20,000 new installation. We generated $29,957."
Can Results Be Improved Even More?
Shockingly, yes. When we added a Social post on Facebook to the email? The results were higher, up to 292 visits and a massive 52% click-through rate for our Case Study. When video is swapped instead of a report? The results move higher still.
Bottom Line: If you're using the old methods of waiting for online leads because your image is so good, OR trying to muscle your way into response using hard-core selling, it's time to use the 2-step method.
We are primed and ready to show this method to you. It's fast, easy, and wonderfully effective. Tune in to this call and smash some sales records this season!
In Call #1 for Coaching Clients, we'll train on:
1. What's the most important single item for the email? (Hint: It's not even IN the
email.)
2. The 12 components of building opens, clicks, and readership to your email. Do just 3 of these and watch your results rise.
3. The vital links to response.
4. How to create (or use pre-done) reports that have the appeal required for maximum response.
5. Top Topics that Generate Response for Contractors
Not a member? Click to join. Complimentary first month! No obligation.
Call #2 is an OPEN CALL, all are invited:
Click to get Advance Notice of this call and full call-in instructions.
Change your methods. Grow your leads. It's that easy.
Subscribe to:
Posts (Atom)
