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 Im even going to give you the opportunity to have me work on your stuff

What were 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 youll 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? Were not educating for the sheer sake of educating.Youre NOT an educator.Youre 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 dont 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 theyre makingBig Tell them a story about failure to success Tell them how to recognize bogus information Tell them what something is not (that they dont 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 elses 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 benet from your content Tell them what theyre 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 benecial 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 theyre at right now - paint picture, then absolve them (its not your fault) Tap into their emotions Establish credibility Association or Borrowed Association Demonstrating results Accomplishments (that they envy or would like to equal) Sufcient advertising overcome Qualications/Credentials Experience Track Record Case Studies (even if theyre not your customers) Respected endorsements Giving (appearance of) results in advance Scientic 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 - whats the most exciting part of what youre going to tell them? Elaborate on each benet with a metaphor or analogy (that they can relate to) Future pace each benet, one at a time (Promise to Picture) In present tense For each piece of content piece/benet you must overcome any existing objections/negative beliefs For each benet, overcome any possible reasons why it wont work (or doesnt apply) to them Use testimonials when possible to show results around content (varied, and impressive bulk) Incorporate at least one proof point for each benet/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 re Pete Williams and Rich Schefren with Prot Hacks

Before and After Studies. tests, statistics (infographics) The Logic Flow Giving Reasons Why - using the word BECAUSE Specicity Explain the unique mechanism Highly believable sources Strong examples Testimonials Fully-identied source Specicity of outcome - these are the most powerful Specicity 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 benets (present tense) and content as if they exist now Trigger phrases: ... when done correctly This is not perfect, but its 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 benets of additional features based on proper implementation of previously discussed content Setting up a ping list - once its set-up correctly, what this does for is... Afrmative Questioning Can you see how this widget will shortcut your success? Isnt that awesome? You totally see the benet of that, right?

 Thats pretty exciting isnt it? That makes sense to you, right? Do you realize how much opportunity is waiting for you right now? Dont 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 prospects 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 cant be delivered by alternatives Turning a want into a need Taking your solution and showing the prospect how its a necessity (a need) to experience the outcome they desire Showing how the real cause of the prospects 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 trafc... and how without a marketing funnel you cant 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 trafc... at a lower price... when used correctly... compared to anything else on the web... And, because of A, B, C factors, the trafc it sends you will continue to grow like wild-re for you... especially over the next 90 days... And, as youve seen, I have a proven track record of getting my clients a steady stream of highly protable track... Again, over the last 12 months alone Ive 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 Ive 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: Heres $20.You can take it and walk away. Or, gamble and maybe win $50. If you lose, though, you get nothing. Loss Scenario: Heres $50. Im going to take $30 back. If you want to win this youre 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 60minutes and it does not include Bonus #1, Bonus #2, or Bonus #3