07-Issue 7 - The Funnel Catcher
December 28, 2022 | Author: Anonymous | Category: N/A
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By Russell Brunson, the Overnight Success Maker
I hope that you are enjoying your DotComSecrets Labs membership! This month I want to talk about a topic we've been focusing on inside of the Ignite Inner Circle program it’s a concept we call the “Funnel Catcher.” We focus a lot on what to do and where to take somebody when they rst come into your funnel. What are the upsells and the downsells, and how are you sending people through your value ladder? But today I want to talk about the front end, because we don't spend much time talking about that. Recently, we did a two-day event for our Ignite Inner Circle members called Funnelcatcher where we went really deep into this concept. I thought it would be valuable to share it with all of our DotComSecrets Labs members as well. But rst, I want to go over the foundational concepts so this all makes sense to you... First o, in my DotCom Secrets book, I shared a graph called “The Seven Phases of the Funnel” that shows the process we take prospects through. You can see the graph below.
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What Is Your Trac’s Temperature? Phase one is determining what type of trac you have. Are the people coming to your site hot trac, warm trac, or cold trac? Hot trac are the people who have an existing relationship with you, who are pretty much going to buy anything you want. When we drive hot trac, we take them through a
funnelCATCHER
very small pre-frame bridge. Typically the pre-frame bridge is a simple email. It's very short, and because they have a strong relationship with us, we don't need to do a lot to get them in a state where they're ready to purchase. The second type of trac is called warm trac. These are not people who know you, but they already have a hot relationship with somebody else (like an aliate). That person passes their relationship on to you so it’s coming to you as warm trac. Usually you need to take warm trac through a pre-frame bridge as well, but that bridge is just slightly longer than you’d use for hot trac. The pre-frame bridge for warm trac might be an email or blog post from the aliate warming them up to you. Again that pre-frame bridge is pretty short. Then there are the cold hard masses. This is cold trac, and it is the most dicult kind of trac to convert. Typically, these people don't know who you are and they might not even know what your product is. Because of that, the funnel catcher process really focuses on this type of trac. How do you get these people warmed up to build a relationship with you where they’re willing and able to buy? Remember that most of the funnel catcher doesn't relate so much to the hot or warm trac, but it’s a concept that gives us the ability to convert cold trac.
How Aware Is Your Trac? This next image shows a concept I learned from Gene Schwartz as we were talking about the life cycle of a customer. This graph again shows the three trac temperatures - cold, warm and hot. You can see in the graph that hot customers are the most aware. Again, they know who you are, they have a relationship with you, and they will give you money for almost anything. As you move down that cycle, next is "product-aware." These are people who are aware of dierent product choices but they may not quite know you yet. One level down is "solution-a "solution-aware." ware." These people know there's a problem and they know a couple dierent solutions, but they don't know what products are available. They just know that dierent solutions exist. And then as you move down a little further you've got "problem-aware" "problem-awa re" where a prospect doesn’t know anything about the products that are out there or the solutions. All they know is they've got a problem and want to x it somehow or some way. And then at the end is "unaware." Anywhere from solution aware to most aware, are typically your warm and your yo ur hot trac and they're very easy to convert. As we move move down to unaware people or problem DotComSecre ts Labs
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aware, we have to take them through a process to make them solution aware and then product aware, and then most aware - and that's what this funnel catcher process is all about.
pre-frame bridges that we use. I'll share with you a couple of examples that we showed at the live event.
Cold trac needs some type of pre-frame bridge to bring them along this path. There are lots of dierent types of
The rst type of pre-frame bridge we use for cold trac is what we call a micro-commitment quiz. If you've read the DotComSecrets Labs 108 Proven Split Test Winners book, you've seen a lot of the tests we've done include microcommitment quizzes.
Conversion rate
95%
increase
Pre-Frame Bridge 1: Micro-Commitment Quiz
These work very eectively for getting cold trac into your funnel quickly and then from there you can warm them up through a bridge page, or a video or something to help them move from being unaware all the way up to product aware, which is what you are selling.
Pre-Frame Bridge 2: Full Survey
18%
35%
Control
Micro-Commitment
The second type of pre-frame bridge we're starting to use even more is an actual full quiz or survey. The way that a full survey works is that somebody comes through, you ask them a set of questions, and based on those questions, identify how aware they already are. Are they unaware, are they
Example Pre-Frame Bridge 1: Micro-Commitment Quiz Control Micro-Commitment Style
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funnelCATCHER Example Pre-Frame Bridge 2: Full Survey
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problem aware, are they solution aware? Where are they? What are their interests and what are their needs?
Pre-Frame Bridge 3: Conversio Conversion n Articles
After you've identied those things, you take them to a
The third bridge-type uses conversion articles. These are articles you post on your blog, or other people's blogs that
landing page that has a specic video speaking to them directly.
pre-sell your product or your service. Then you drive trac directly to these blog posts.
In the past it's been dicult to create full quizzes, but in the very near future all DCS Labs members will have access to our new software that allows you to create full quizzes and surveys and we're really excited about that. So that's the second type of bridge.
Pre-Frame Bridge 4: YouTube Videos
Example Pre-Frame Bridge 5: Contest
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The fourth bridge type uses YouTube videos. YouTube videos work very similar to conversion articles where we make a video that talks about a topic that the prospect
funnelCATCHER Example Pre-Frame Bridge 5: Free Gift
Pre-Frame Bridge 5: Contests Bridge number ve is what we call "contests." This is a great way to grab people based on what they're excited by, or if you gure out what type of product or service your dream customer would like, you give it away for free. You do a contest and you can promote these on Facebook or through email ads. There are a lot of dierent ways you can promote a contest, giving away something you know your dream client would like. They come and they give you their email address and then they're added to this contest and now you've got that person's information, now you can start warming them up through your email sequences and your bridge pages. might be interested in, that kind of meets them where they're at. We post that video on YouTube and then we drive trac directly to the YouTube video which then in return drives them into our squeeze page and into the front of our funnel.
Pre-Frame Bridge 6: Free Gifts Bridge Funnel number number six uses free gifts. This is one that DotComSecre ts Labs
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When you start creating these types of pre-frame bridges, it’ll give you the ability to capture cold trac where they’re at. You create dierent bait like free gifts, surveys, videos, or articles, that you know your dream customers will listen to, read, and opt in for - and then you can bring those people into your sales funnels and email sequences.” is used a lot in the internet marketing world. You can give away free swipe les, free reports, free videos or things like that. Free gifts are a great way as well to get your dream client to give you their email address.
and why it's so important. When you start creating these types of pre-frame bridges, it'll give you the ability to capture cold trac where they're at.
Those are the six core types of pre-frame bridges that we really focus on. In next month's newsletter I'm going to go deeper into the funnel catcher concept.
You create dierent bait like free gifts, surveys, videos, or articles, that you know your dream customers will listen to, read, and opt in for - and then you can bring those people into your sales funnels and email sequences.
The next steps we’ll focus on are the platforms and the content we create. We’ll also talk about the promotional strategy we use to get people to read the content, then get from the content to the bridge page and to our funnels.
Everything else you're doing is going to help take that person from unaware to problem aware, to solution aware, and eventually to product aware, where they're going to start making investments and giving you money!
I wanted to really focus this month's newsletter to help you understand the beginning of the funnel catcher process
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DCS SUCCESS DARREN STEPHENS, STEPHENS, INNER CIRCLE
Q: Can you tell us a little about your business, why you started and how long you’ve been an entrepreneur?
VIISION BOARD V Main Website
A: I started out as a young entrepreneur running my rst
www.DarrenJStephens.com
business at age 13 by making chess sets out of rubber molds and plaster. I was then selling them through a local barber shop, making over $125 a week, which was huge money
Personal Motto
There’ss always There’ always a “Game behin behind d the Game”
back then and I thought I was rich!! Especially as my Dad was working 40 hours a week as a plumber earning $200 per week. Anyway, this was my rst taste of success, so I left school at 16
HoMetoWn HoMetoWn
age
Melbournee Australia Melbourn
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and went on to start my own business. This was a signage and display company; I have quite a creative air. After growing this business to over 40 sta and a yearly turnover of $12 million I moved on and started a business consulting consulting and marketing company. This led me to work with some of the well-known entrepreneurs entrepreneu rs and thought leaders such as Jay Abraham, Tony Robbins, Dr Richard Bandler, Tom Hopkins and Dr John Gray to name a few. I guess one of my claims to fame is I helped build the brand “Men are from Mars Women are from Venus” with Dr. John Gray. Since then, for the past 20 years I have been helping other business owners and entrepreneurs build their brands or overcome mindset challenges using my hypnosis techniques so they can achieve more success. One of the ways I have helped people is by showing them how to leverage their brands and business by becoming a Bestselling author. I’ve done this successfully now for over eight years. I own one of the world’s leading Entrepreneurial Entrepreneurial publishing companies “Global Publishing Group.”
Q: For those who missed your Periscope with Russell, can you share your secret to making $80,000+ before a book is nished? A: Sure, as a marketer I see books very dierently to all other publishers, so one of the strategies I teach my students is that in the back of your book you have the potential to sell advertising to your suppliers or other businesses that are chasing the same marketing demographic that your book is targeted to. Let’s use one of my books as an example; this book is all about franchising, “The Top Franchise CEO’s Secrets Revealed.” In the back of this book I have a chapter called “Success Resources” which is lled with businesses that are all trying to sell their services to someone who is looking at going into franchising. For example, we have franchise attorneys, franchise consultants, accountants, accountants, business insurance, franchising associations, etc.
Now - this is an important point - we make it look like it’s a resource directory of services that is adding value to the reader. We don’t want it to look like it’s all just paid advertisements in the back of a book, especially as the publishing/book industry frowns on this type of marketing. So we need to be entrepreneurial in our approach. I guess it’s just like if you were doing a paid advertorial in a newspaper or magazine. Even though it is advertising, it shouldn’t look like it is!
Q: What tips would you give authors trying to get advertisers for their own resource section?
are already targeting your same demographic. Let’s say you’re doing a business book, then look at magazines like “The Entrepreneur Magazine” or “Forbes Magazine.” Now look through the magazine and see who all the advertisers are. They are all your new potential resources for your book. You see... they’re all paying normally large amounts for an advert that lasts only one month in the magazine edition. You can oer them a better option by oering them a place in the resource section of your book which won’t just last one month, as on average a book lasts out in the market place four to ve years.
A: The best way to nd the right people for the resource section in your book is to nd a magazine of the people who
The other cool thing thing is that you can nd out exactly how
I got my investment back in the program in the rst day of the Inner Circle. It’s also [about] the contacts and friendships I’ve made, the people I’ve met, plus the dierent ways to grow your list, and thinking dierently about online marketing... Q: What is the coolest thing you’ve learned in the Inner Circle? A: Wow! So many things, however to start with, simply the importance of being a part of the Inner Circle group! It’s awesome to be with like minded, big thinking, enthusiastic entrepreneurs. Secondly the importance of using your “Video Assets” to really grow your business, but created in a professional way like Russell showed us.
Q: How have Russell and the Inner Circle helped your business grow? A: Without a doubt being in the Inner Circle has already done just that and I got my investment back in the program in the rst day of the Inner Circle. It’s also the contacts and friendships I’ve made, the people I’ve met, plus the dierent ways to grow your list, and thinking dierently about online marketing are just a few.
Q: Can you share a favorite accomplishment you’ve made as a business owner? A: That’s a hard one as I have had lots of favorite moments, much each person paid for their advert in the magazine because all you need to do is go onto the magazine’s website and download their advertising and media pack and it will tell you everything you need to know.
but I guess the one that has had the most impact was when I sold $2.5 million dollars from stage. This gave me a really strong belief in what’s possible to achieve in just a weekend. From that day onwards, for the past six years, I have been able to consistently convert about 50 percent of the room at my events.
Join Inner Circle members like Darren by applying online at http://ignite.dotcom http://ignite.dotcomsecrets.com secrets.com
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