Tag Archive for: Conversion

Many people are looking for the homerun when it comes to their marketing. Sometimes it happens right away, more often it doesn’t.

Many people are looking for the homerun when it comes to their marketing. Sometimes it happens right away, more often it doesn’t.

Here’s a case study where something spectacular happened for a client that had no list, no market and no time.

The work involved to do this:

  • Was NOT glamorous
  • Did NOT involve any new technology
  • Had nothing to do with a pretty website (while a pretty website helps, in this situation the site was kind of ugly)
  • Did NOT involve a big list (the client had no list, this was done with C-O-L-D traffic)

So how did he pull in multiple six figures from a tiny adspend?

The client was an industry leader in the real estate industry and wanted to fill seminars to show people how to invest.

He was already somewhat successful and he had already started putting on seminars. He had marketing that was working ok and returning a positive ROI.

His goal was simple: Target better clientele that has cash.

He wasn’t doing any internet marketing and was thinking that he was missing opportunity. He was.

Now this posed a new kind of problem. There really wasn’t much internet traffic available. The city where the seminar was in had a population of less than 1 million people. Not an ideal situation. And there were maybe 100 people searching for real estate seminars in that city, and of those 100, only a few might attend.

If 100% of the people searching for seminars came to his website (they wouldn’t) and if 1% signed up, then that would be 1 person. This math doesn’t work. The client sold seminar tickets and coaching programs and needed waaayyyyyyy more than 1 person to make $300,000.

Quick recap – no list, very small number of people searching, no presence on social media, small geographical location and with a seminar being a week away, not enough time to do a grass-roots program, and needing to get a lot of people to the seminar.

So What Happened?

The client employed our Engineered Marketing approach (plus he allowed us to help him). We focused on his TCP – his Three Circles of Wealth – Traffic, Conversion and Profitability. TCP - The Three Circles of Wealth

Traffic – we came up with some creative ways to drive traffic and visitors to his website to the tune of getting 1000-2000 visitors per day to his site (compare to conventional approaches that would typically yield 20 visitors per day).

Result: the client added $150,000 in revenues

Conversion – this is where one of the big gains happened. He already had a good website that was working. He asked our opinion and we noticed some incongruencies. The message and offer on his webpage was off relative to the content and value people received at the seminar and what was mentioned on his website. It was a subtle yet significant change.

We had also developed and tested numerous different hot buttons on the ads we were running and found some to be “hotter” than others.

I engineered a strategy and sent the client 5 texts and 2 emails outlining the changes that should be made to the headline, to the images on the site and to the copy.

The client took the suggestions and implemented them. It took him 30 minutes.

Result: client doubled his revenue from $150,000 to $300,000

Profitability – the numbers shown above were remarkably profitable. Client acquisition cost was peanuts and ROI was a large multiple of this. (Sorry, for confidentiality reasons I can’t disclose actual numbers :)

Time for the dramatic close to this post… drum roll please….

If you would like to have changes like this in your business, then focus on your TCP (Three Circles of Wealth). There are opportunities that exist in your business right now.

Oh, if you’re a numbers guy (gal) figure out how much the client make when he repeated this monthly (which he did). Now figure out what could happen in your business…

It was NOT a stroke of luck. He had a well engineered client acquisition system.

Blessings eh!

Please Note: This is an actual case study and numbers were provided by the client. Results will vary from person to person based on their unique situation.

Are Your Emails Leaving Money On The Table?

In This Article I’ll Share One of the Most Overlooked and Mis-Used Ways to Increase Sales. It’s also something your competition will most likely NOT do.

One of the most underutilized marketing tools in businesses these days is the use of emails.

If you have 5000 people on an email list and you increase the effectiveness of your results by 5%, then you will have 250 MORE people that want to buy from you. Multiply 250 x how much a customer is worth to you. If you sell a higher end product or are a professional service business, and a customer is worth $10k to you, then you are leaving up to $2,500,000 on the table.

What about if you sell supplements or info products and have a bigger list?

Let’s say you have a list of 50,000 people, you sell a $50 product and 15% of the people open emails. Now suppose you increase results by 5%, then that means you have an EXTRA 2500 people reading your emails. (Please note, I typically like to see 30% open rate on emails so I downplayed the example here)

If an extra 2500 people that are already on your list but are ignoring your emails (or worse, you’re not emailing them), if these people buy your $50 product, then you have added up to $125,000 in sales.

To get these results, it does not require adspend and it multiplies the effectiveness of everything else you do. You just have to become a little better at something you are already doing.

Do I have your attention? Do you want to take some of that money off the table?

Everyone is always looking for the “next thing”. Since we have expertise in helping clients find, bring, nurture and sell people, clients always ask me “what is the next thing we should do?”

Here are some numbers that will boggle your mind and cause your pulse to quicken…

In my friend Ian Brodie’s book titled “Email Persuasion”, he cited these stats: “When the Direct Marketing Association studied the effectiveness of various types of marketing, email came out way on top with a return on investment of around 41 to 1. Nearly twice that of any other approach.

When data analytics firm Custora published the results of their 4-year study into the online buying patterns of over 72 million customers across 14 different industries, they showed that over 40 times as many purchases came from links in emails than from Facebook or Twitter.

Ok. so how do you do it?

…. with effective email marketing.

Let me tell you a story…

I suffer from a constant conundrum. In my professional life working with clients, my tendency is to be bottom line pure information. In my personal life, I like to laugh, play, have fun and tell stories, especially with my wife and 4 kids.

So what’s the conundrum?

Someone told me a long time ago that “people buy from people”. If the whole relationship I have with my clients and my email list is purely professional and purely informational, then how much of a relationship do I have?

If I’m so focused on facts, figures and “how-to’s” (all important) that I forget to be personable with clients and my email list, then a relationship is NOT created.

I recently had someone say to me, “I wanted to work with you because of the pictures of your family on your website. You look like a nice guy that knows his stuff.” People will come to you for your knowledge and stick with you for the substance of who you are. (That’s how it is with dating and marriage too isn’t it?)

Shameless confession, I used to write a weekly email newsletter diligently for years until I got burnt out. It was great at the beginning because I started by telling stories and entertaining while educating. Then I switched to “How to’s”…

  • How to double the number of leads from your website with one strategy you can implement in the next hour
  • How to get a continuous and never-ending flow of high quality leads to your professional practice for $20 each
  • How to 10x traffic and conversions while cutting costs and minimizing risk
  • How to – ugh, if this is all you do you will get burned out too!!!

I got tired of the how to’s. I got burned out. I wasn’t having fun. I was beginning to feel like a mechanical robot.

And when I was doing purely “how-to’s”, the feedback and comments I got dwindled significantly – you could say it fell faster than a fat boy falling off a cliff! :)

… meaning – the people I was emailing got burned out too.

To make your email marketing effective, yes, have pitch content, have “how-to’s”, and please, please, please, please, please have the personal touch.

When you do this, you will be pleasantly surprised at how your sales (and enjoyment) will increase.

To your success,

Blessings eh!

P.S. Opt-outs are ok. They will happen. If people opt-out because you are being who you are, then what are the chances they would stick around and purchase from you and be a good client or customer?