SLIDEDECKS SESSION 2 THE PERFECT “CALLS- TO-ACTION” CONTAINS ALL VIDEO SLIDEDECKS FOR THIS SESSION
1 SESSION 2 THE PERFECT “CALLS TO ACTION” 2 THE PERFECT “CALLS TO ACTION” SESSION 2 2.1 MAP YOUR CUSTOMER JOURNEY: STARTING WITH THE DESTINATION 3
4 Your customer journey is the path your ideal client takes through your business from the moment they land on your website 5 When you take the time and effort to imagine the entire journey someone will take through both your free and paid offerings, something important happens 6 You get dialed in to the reason behind everything you’re creating
7 Everything has a purpose 8 Each piece is one step in a longer journey. 9 Everything you create is for the purpose of helping move someone from here… to there.
10 Before we can decide how to begin their journey, we need to identify your end goal or what you want your prospect to buy 11 12
13 14 At each stage in the funnel 10-20% of your prospects and customers will choose to move on to the next stage 15 It can take 1-3 years to develop a truly great sales funnel with proven offers at each level. (But I want you to get your site up and making money right away)
16 1-2 Offers You just need 1 or 2 paid offers to start, and a free gift or consultation leading into that offer. 17 Call Me I recommend starting with Business a high-tier or premium coaching, consulting or � service option in the $500-5K range. 18 List Build I recommend starting Business with a mid-to-high tier group program or info � product in the $200-1K range.
19 $5000 � $10 eBook 500 Copies $5k $5000 📧 Service Package Just 5 Copies 20 LIVE YOUR MESSAGE 2012 21 When I started I only had 2 things: a free eBook and a premium web design service starting at $4000 (similar to our Take Flight Now offering)
22 23 Between my free eBook and those 2 paid offers we closed out our first year in business at around $174K Triple my yearly salary before I went into business. 24 LIVE YOUR MESSAGE 2013
25 26 27 Between raising our prices, adding a third offer, and bringing in affiliate commissions $174K > $448K Almost tripling our business for a second year in a row.
28 LIVE YOUR MESSAGE 2014 29 30
31 Introduced our mid-tier product Personal Brand Power, and our premium Take Flight Now offerings $448K > $1M Almost tripling our business for a second year in a row. 32 LIVE YOUR MESSAGE 2015 ? 33
34 In the first two months of 2015 alone, we’ve brought in over half a million dollars $1M> $2M Projected Forecasts 35 I’d like to give you 10 minutes to identify the first offer you want to sell to your customers. Try to give your offer at least a working name and a pricepoint 36 Call Me I recommend starting with Business a high-tier or premium coaching, consulting or � service option in the $500-5K range.
37 List Build I recommend starting Business with a mid-to-high tier group program or info � product in the $200-1K range. 38 I’d like to give you 10 minutes to identify the first offer you want to sell to your customers. Try to give your offer at least a working name and a pricepoint 39 Q & A
40 THE PERFECT “CALLS TO ACTION” SESSION 2 2.2 HOW TO CRAFT AN IRRESISTIBLE FREE GIFT THAT LEADS INTO YOUR WORK 41 Call Me Business Gift: initial call or � discovery session 42 List Build Business free opt-in gift �
43 Get inside the heads of people arriving on your website for the first time. 44 Many people make the mistake of not asking their visitors to do anything at all 45 Mistake No.1 Asking people to sign up for your newsletter
46 Mistake No.2 Asking people to schedule a free call to discuss your programs and services 47 Mistake No.3 Overwhelming people with your free gift 48 My "Kitchen Sink" Opt-in Gift My entire system in 40 pages.
49 How do you eat an elephant? 50 Your takeaways 51 1. Don’t forget your end goal is to sell
52 2. Give people just a taste, not the whole enchilada 53 3. Resist giving people too much or they won’t feel they need your paid product! 54 So what does the perfect bite look like?
55 1. Helps them overcome a very specific challenge, frustration or situation they’re having in their lives RIGHT NOW 56 2. Deliver a small, easy & specific result 57 3. Show how that small result is part of of a large system, framework or solution that you offer
58 4. It’s a delicate balance of giving them a result while still showing them a clear next step for continuing to work with you 59 Mistake No.4 Giving WHAT & WHY info in your free gift without giving any of the HOW. 60
61 What could another perfect bite look like? 62 Quizzes List Build • Business Assessments • Checklists • � Templates • Training videos • Guides • 63 • Loss or risk reduction "How to Avoid the 3 Biggest Mistakes People Make on Their Webinars that Instantly Cut Sales in Half."
64 • Doing something faster, easier, better or cheaper "The #1 Strategy You Need to Know to Double Your Webinar Conversion Without Fail." 65 66
67 68 PLACE PASSION TEST OFFER 69
70 Exercise: Take 10 minutes to brainstorm your irresistible gift, whether that’s a checklist, assessment or strategy session 71 13 Ideas For crafting your irresistible freebies 72 1-7 1. Breaking new developments. 2. Most important tips. 3. Things to avoid. 4. Things you need to know. 5. Top things to ask. 6. Frequently asked questions. 7. Should asked questions.
73 8-13 8. Most common mistakes. 9. Secrets. 10. What THEY (insert industry) don’t want you to know about. 11. Top 10, 7, 5 things. 12. How to videos. 13. Product, book or technology reviews. 74 Exercise: Take 10 minutes to brainstorm 1 or more irresistible free gifts that lead directly into the first offer you want to make. 75 Q & A
76 THE PERFECT “CALLS TO ACTION” SESSION 2 2.3 TOP 7 WAYS TO MAKE YOUR CALL TO ACTION: 77 There are 7 common ways to share your free gift and other call to actions in a way that gets noticed and gets clicked 78 squeeze pages contextual CTAs modals sidebar ads & widgets banners text links hello bars
79 1. Squeeze Pages 80 81
82 83 84
85 86 87
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109 110 111
112 113 Q & A 114 THE PERFECT “CALLS TO ACTION” SESSION 2 2.4 BUTTON TEXT: MAGIC WORD COMBINATIONS THAT GET YOUR VISITORS CLICKING
115 “What You See is What You Get” Buttons 116 117
118 119 120
121 122 123
124 125 126
127 128 129
130 131 132
133 134 135
136 137 138
139 140 141
142 “Cheerleader” Buttons 143 144
145 146 147
148 149 “Football Player” Buttons 150 “Yes” Give it to me now!
151 152 153
154 “Branded” Buttons 155 156
157 Take 5 minutes now to brainstorm some button text that you want to use on your site, then I’m going to take some questions and shares so we can inspire us with your creativity 158 Q & A 159 THE PERFECT “CALLS TO ACTION” SESSION 2 2.5 THE MORNING AFTER PAGE: CONFIRMATION PAGES THAT CONVERT
160 By signing up, your new subscriber just took a GIANT Leap of Faith. 161 What happens the "Morning After" is critical for how the relationship develops 162 What Have I Done?
163 Conversion Attraction Consumption 164 165 Reinforce the Gift
166 Provide Additional Value 167 168 “Hi, I’m Marisa Murgatroyd, founder of Superhero Summits. T hanks for requesting your copy of the 2014 Online Business Playbook. It’s on the way to you inbox right now!”
169 Don’t Forget to Follow-Up With Email Too! 170 We’re encouraging consumption of the Summit on both on the confirmation page & in our email sequence 171 Q & A
172 THE PERFECT “CALLS TO ACTION” SESSION 2 2.6 HOW TO GO FROM FIRST BITE TO BUYER THROUGH YOUR AUTORESPONDER SEQUENCE 173 Conversion Attraction Consumption 174
175 80%+ of people sign up for things they never consume. (Including PAID products!) 176 The odds of them EVER consuming it halve for each day they delay… 177
178 179 Autoresponder (noun) A pre-written email that is automatically sent out once someone takes an action such as subscribing to your email list, applying for a free consultation, or buying one of your products. 180 Email #1 a short simple email that delivers the gift you promised and why it’s important to consume now. It may also tease what’s to come in the next email but the focus is on delivering on your promise.
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