Hey guys, what’s up it’s Alex. I am super glad you’re here. As I’m writing this, I am literally minutes away from walking downstairs and kicking off our Flight Club Mastermind weekend.
Now, for those of you who don’t know, I run a High Level Mastermind for experienced internet marketers and entrepreneurs along with my business partner and co-host Glen Ledwell. And this week I thought I would share some of the key takeaways that I learned because taking the stage are some of the most brilliant internet marketers, entrepreneurs, traffic experts, SEO experts, copywriters, literally in the entire industry. Now before we get into it be sure to subscribe to my YouTube Channel because every single week I release a new tutorial on copywriting, marketing, and more.
Now I can’t say too much about the goings on of this weekend because the number one rule of Flight Club is… “You do not talk about Flight Club.” But I wanted to share just a couple of tips that I think will really help you in your copywriting.
Tip #1: Personalize Your Sales Funnels
So our first tip comes from Dan Rose, now Dan is a YouTube advertising expert who has profitably spend over $30 million dollars on YouTube ads. So this guy knows a thing or two about using YouTube to drive traffic! And the number one thing that he said that really stuck with me is the need for personalized sales funnels based on your traffic source.
So as I mentioned in my marketing trends post, personalization is becoming more and more important in your marketing, So think about it, when you’re writing a sales funnel and you’re using the same sales funnel for Facebook ads, and YouTube ads, internal traffic, and affiliate traffic… Every single person is getting the exact same message. Whereas if I’m coming to your website from a YouTube video I just watched, you might want to think really carefully about that user experience.
How might you personalize that funnel to a YouTube click? Maybe you would use video on the page, maybe you would include the topic of the video that they just watched on your landing page, maybe you would include video testimonials. If someone is used to the YouTube platform think about how you’ll want to use that in your sales funnel. So, create personalized sales funnels based on traffic source. So simple, and SO powerful.
Tip #2: Consider Customer Experience
Roland Frasier delivers us our second and extremely valuable tip. Roland is an investor and advisor to large companies like Digital Marketer.
What I took away from what Roland talked about is customer experience. I think as copywriters and marketers we don’t spend nearly enough time thinking about customer experience. One thing he said that really stuck with me, is when a prospect interacts with your brand, they are looking for inconsistency, They are looking for a reason to not buy from you. The market is becoming so, so savvy and they are not tolerant of anything that smells fishy or hypey, or over markety, or inauthentic.
This starts long before your sales page and continues on way into your customer experience after they’ve purchased from you. He talks about something called The Fab 50, which is essentially identifying the feelings, actions, and beliefs of your prospect at every single touchpoint in your entire marketing journey.
So from the very second they see your first ad, to all the way to well after they’ve bought from you. Think of every single touch point; your ad, your landing page, your thank you email, your sales messages, your follow up messages, your purchase page, your shopping cart, your upsells, your post purchase emails. These are all touchpoints that need to be completely consistent from start to finish.
So what are people feeling the second they see your ad? Are they feeling comfortable? Do they feel like they can trust you? What actions would someone take as soon as they saw your ad? Would they click the ad or would they open another tab and google your business to see how legit you are? Do they believe you? Do they believe they should pay for shipping?
So by actually talking to your customers, (yes, actually talking to them! Roland suggests interviewing your top 50 customers.) And asking them what their feelings, actions, and beliefs are at every single point of the purchase process… You can gather invaluable information on how to improve your sales funnel.
Now Roland also recommended that you read the book Be Our Guest, which is Disney’s customer experience method. You can find it here.
Tip #3: Be Authentic And Diversified In Your Positioning
Okay, so now I want to talk about the next speaker who took the stage yesterday… And it’s my homegirl Amber Spears. Amber is the co founder of East 5th Avenue Affiliate Marketing which is a boutique marketing agency that represents some of the biggest personal development and health offers online. In the last 3 years alone, Amber and her team have generated over $43 million dollars in front end launch sales for their clients. So, she knows a thing or two about affiliate marketing!
Amber talked about how the industry is changing and how people are no longer tolerant of inauthenticity and lack of transparency. And that doesn’t just apply to your sales pages. As I mentioned before, your offer starts long before anyone even sees your sales page.
So one of the things Amber hears a lot from her clients is; “This offer is dead, it’s no longer converting, I need to create a new product or write an entire new sales page in order to keep my business off the ground.” And that’s just simply not true. In fact you can create multiple entry points for one particular offer. Because often it’s the ad, or the landing page, or the way you’re positioning the offer front end that’s fatiguing, and the offer itself is actually totally fine and still something that’s incredibly valuable and highly sought after.
So create multiple assets, ads, landing pages, emails. Go to town on thinking about all the different ways you can position your offer to different audiences and you can quadruple your business. Use YouTube, Facebook, podcasting, email marketing, affiliate marketing, there are so many ways that you can position an offer to new audiences, without having to redo everything. You just have to be smart and intuitive and know what your prospect wants.
Tip #4: Use More Verbs
Tip 4 comes to us from Alex Mandossian. If you do not know Alex Mandossian he is legit an internet marketing OG. Back when I started at MindValley in 2008 his stuff was some of the first that I studied. He’s absolutely brilliant, and since 1993 he has helped his clients, his students, and his JV partners earn $417 million dollars in sales. And he talked about something that was so, so powerful, and something that I think all you copywriters and entrepreneurs out there might wanna check out.
He told the story of advertising executive Leo Burnett. And you might not have heard of Leo Burnett, but you’ve definitely heard of some of his advertising campaigns: the Marlboro man, Tony the Tiger… He was the genius behind many of the most successful advertising campaigns. And he had in one year, 62 marketing campaigns fail.
And by the way 62 failures means he had a lot more marketing campaigns. Which means if you’re failing, or if your marketing is not working, your copy’s not converting, keep trying!
What Leo found is that these advertising campaigns actually failed because the copy included too many adjectives and not enough verbs. So according to Alex Mandossian, nouns bore people, adjectives push people away, and verbs actually move people. And it makes so much sense, right? A noun describes a person, place, or thing, boring. An adjective is a descriptor word which often pushes people away because think about it, when we’re describing ourselves we don’t want to say; “I’m amazing, I’m brilliant, I’m smart, I’m funny.” you know, we’d want to talk about what we do. And verbs are action words.
I thought this was absolutely brilliant. I actually found an adjective counter online, find it here. It’s a cool exercise to run your copy through this calculator and see how many adjectives you’re using in your copy and how can you replace those adjectives with verbs. Or words that actually get people to move. Awesome, right?
Tip #5: Build Quality, Authority, and Trust
Loren Baker took the stage this weekend to talk about SEO trends. Loren is an SEO expert and runs a publication called Search Engine Journal which is one of the most read SEO blogs online. And he talked about how content marketing is changing.
SEO is no longer about quantity or writing a bunch of articles on related topics. What Google is looking for now is quality, authority pieces that are useful and usable. And the three things that Google looks for in your content are; Expertise, authority, and trust. Or E.A.T. for short. So if you do any sort of content marketing and you have a lot of old posts on your blog or any content that’s no longer relevant… Definitely go back and clean them up, and merge posts on related topics into one authority piece that’s longer and includes more of those elements.
Tip #6: Consider Changing Communication
Okay last but not least, the one and only Mat Boggs took the stage at Flight Club. Now Mat is a dating and relationship coach who has over 590 thousand subscribers on YouTube. Although he wasn’t talking about YouTube at Flight Club. He was talking about the key communication differences between men and women which was absolutely fascinating.
There was one quote that he shared that was a really big takeaway for me, and I think this applies not only in your relationships but also in your marketing. And it’s a quote by Gregory Bateson and he says that “The meaning of your communication is the response you get.” So it doesn’t matter what you’re saying, if you’re not getting the response that you want, or if you’re not getting a response that’s favourable, then you need to change your communication. And isn’t that true in all communication, not just with our loved ones, family members, romantic partners, but in our marketing. So if you’re trying something and it’s not working, and you’re not getting the response you want, try changing your communication.
Watch This Instead
Alright, well I have a boat to catch so that is all for today! I hope you enjoyed this post. Leave me a comment below if you found it helpful. And stay tuned because next week I’ll have a brand new post coming your way. I’ll see you next week! Till then, I’m Alex, Ciao for now!