Starting a project without doing some deep research
is like parachuting in the middle of the jungle in the
middle of the night without a map or compass after drinking a 40 oz of whiskey.
The odds of “finding your way out” are slim to none.
Yet, people do this in online all the time.
Want To Fight Mike Tyson?
Imagine you’re a boxer, would you want to fight
Mike Tyson in your first fight (Or Anderson Silva if you’re into MMA)?
What kind of odds would you have of winning or even surviving?
Let me tell you, I wouldn’t want to do that…
Entering a hyper-competitive market like
weight loss might be enticing because of the size of it,
but excitement soon leads to depression when you can’t make a penny of profit.
After you read this article, you’ll understand why big markets like
“weight loss” need very special marketing strategies in order to succeed.
So, going in there with a level 2 or level 3 marketing plan isn’t going to work.
Nailing The Marketing Bullseye
You must enter the appropriate “market level”
when you start a business if you want to succeed.
There are 5 levels of maturity that every
market eventually evolves to.
Even most good marketers don’t know this. By understanding
where your market stands and marketing at that level,
you’ll have 10X more chances of hitting a home run.
Here’s a real powerful analogy to imagine the 5
levels of a market. With each new level there’s
a new lock on the door. So, you need to upgrade
your “locksmith tools” to be able to get inside your prospect’s mind.
With each level, your prospect’s wall of
defenses gets higher and what worked before STOPS working.
I’ll quickly explain the first 4 levels and how to win at each stage…
Level 1 Marketing: Make a claim – any claim…
At this point, there’s almost NO ONE providing any
services or selling any information and if they are –
there’s very few making any “claims”. Imagine selling a dog-training
course… And no one has ever seen a powerful direct response ad in that market…
And your ad claims, “Teach your dog to behave perfectly.”
That’s all you would need to say in a “Level 1” market.
Unfortunately, very few of those exist on the internet.
Back in the day when I ran a painting company — it was what
I call a “level 1 service”. I would knock on the doors in
the middle of February (-30 outside) and ask “Would you like a free painting estimate?”
The key to that business was sales skills. My closing ratio my 2nd year was over 50%.
As more and more competition creeps in – the market changes. This leads to…
Level 2 Marketing: Expanding the claim…
At this stage all you need to do is “expand” the claim from level 1 to level 2…
For example, “Teach your dog to behave perfectly overnight.” The word “overnight”
has brought that claim to a new level of power because
you “expanded the claim”. It’s added more power to the claim.
So if I’m a smart marketer and I want to get into that self-defense
market I might come up with “beat bigger, tougher men without years of training”.
So, that’s an expansion of the claim.
The level 1 claim was “win street fights”, but now I’m saying “you can beat
bigger, tougher guys without years of training”.
As Vicent Vega says “That’s a bold statement.”
So, as more competition comes in and your prospects get
bombarded with lots of marketing messages — the claims get less and less believable.
The fact is about 90 percent of Internet marketers market at about Level 2.
They’re just trying to say something that sounds a little more “hypey”
than the next guy. And that’s a death sentence in most markets. They’re D.O.A.
Almost every copywriter in the world will tell you that
“hype isn’t as effective as it used to be”.
Unfortunately, your competition will follow suit and start
copying your new “expanded” promise sooner or later.
This forces the market to “mature” once again, which leads us to…
Level 3 Marketing: Mechanisms
So, let’s move on to Level 3 because really if you
here’s where you’re really going to start separating yourself from the crowd.
Every smart, successful marketer uses this concept in their marketing.
As a market matures, the prospects believe less and less
of what you have to say. So, you need to give them more PROOF.
A mechanism can add a lot of believability and power to your claims.
This my friends… is one of the most POWERFUL MARKETING TECHNIQUES YOU CAN EVER LEARN.
For example, “Teach your dog to behave perfectly
overnight thanks to the new European clicker method.”
“European clicker method” is the mechanism. It implies
there’s something powerful that’s making your claim possible.
So, let’s continue with the self-defense example.
I could say “New Russian fighting technology gives you the
power to be black belt almost overnight.” By introducing the
mechanism (Russian fighting technology), there’s a new level
of believability – because people think “there’s reason why”.
The mechanisms satisfies the left-brain (the logical part) of the mind.
So Level 3 is introducing the mechanism. Now, at some point
there’s going to be enough people that are smart and
are using mechanisms. So you need to go to the next Level, which is:
Level 4 Marketing: Expansion of the Mechanism
So sticking with the self-defense example we could say
“Radical Russian Nervous System Technology, Downloads
Ten Years Of Black Belt Training Into Your Body Almost Overnight.”
See the expansion here; it went from a new fighting system
technology to a “Radical Russian nervous system technology”.
See, that was an expansion of the mechanism.
So, automatically if somebody has been exposed to Level 3 stuff
or Level 2 and they see 4, they’ll be attracted. So, what happens next?
Everybody starts hyping the mechanisms. People start becoming “immune” to them.
So after that it goes to:
Level 5 Marketing: The 6 Keys To The Kingdom
Very few marketers on the planet know how to
market at this level. At this point there’s
6 locks on the front door and there’s no way you’re getting in that way.
Inside “The Ultimate Business Building Course” —
I reveal 6 different ways to hit the bullseye with “Level 5 Marketing”.
This is content that you CANNOT find anywhere else. Why?
Because I discovered and decoded them. I discovered it
through doing thousands of split tests and finding out
the hard way what works and what doesn’t work.
The ultimate marketing process uses a combination of all six.
It’s GAME OVER for your competition if you do this…
If you want to NAIL THE BUSINESS BULLSEYE every single time
— then I highly suggest that you check out (and purchase)
“The Ultimate Business Building Course”.
The GREATEST marketing secret ever
I’m going to share what I consider the greatest marketing secret ever.
First here’s the definition of “Golden Rules”: It’s a concept or tactic that you can apply to almost any website and get a pay raise (bump in conversions).
What I want to reveal is what I call “The Golden Rule of Golden Rules”.
It’s the “Golden Rule” that never dies (and always changes)…
Here it is: The most effective form of advertising is marketing material that does NOT look like marketing and APPEARS to be valuable.
And the next level of that idea is:
The most effective form of advertising is marketing material that does NOT look like marketing and IS VERY valuable whether they buy or not. In other words, your marketing IS valuable. They’re learning something from it just by watching it or reading it.
Why is this so? It’s because NOBODY wants to feel like they’re being sold to. There’s a natural resistance to it.
Now here’s a critical integration: — once that “new style of advertising” is seen repeatedly it loses it’s effectiveness because now everybody knows that IT IS marketing.
Here’s some examples of this in action:
Over 100 years ago, Claude Hopkins created a beer advertising campaign that was very successful. What was his secret?
He described in detail the process of making beer. There was NOTHING secret or different about the process itself. What was different was the amount of detail he went into. It made the advertising valuable to the consumer and it did NOT look like marketing.
This process has been repeated dozens of times over the years and decades.
Advertorials were very successful for a long time. People would run magazine ads and newspaper ads that looked and felt like reports. The strategy was to make the the “ad” look like another article. This strategy STILL works today when properly executed.
Then came the evolution of informercials. Kevin Trudeau made his informercials look and feel like talk shows. People tuned in and watched it because they thought it was an informative show. And a lot of was valuable information peppered with good salesmenship.
Now let’s talk about internet marketing…
8 years ago — the world was NOT used to seeing long form sales letters on the web. Those pages did NOT look like the slick “branding sites” that most companies used. So they did NOT look and feel like advertising. Of course, those became less and less effective over time because people now know that those pages are sales letters.
Now — DESIGN has evolved the long form sales letters to new heights. Successful publishing companies like Mindvalley have reported that they are finding bigger conversion boosts from better designs than better copy.
Here’s an even more recent example: video sales letters. When video sales letters came out, they doubled conversions. The consumers were NOT used to seeing these. Once everybody copied those, they became less effective.
Of course, the video sales letters have already evolved: the doodle (live drawings) and more highly produced videos are creating higher conversion rates.
The video sales letters are here to stay. However, you will need to keep creating more and more interesting, valuable, beautiful presentations to keep their effectiveness alive.
A final point is that eventually “what’s old is new”. In other words, once people FORGET an “overused style of advertising”… you can bring it back and it will feel new and fresh.
So maybe in a few years the “ugly sales letters” will work again?
The main takeaway is: keep trying new things, new ideas and keep evolving your marketing. You may be the one who discovers the next big “golden rule” that changes the advertising landscape.
Many marketers make the mistake of looking at things in isolation. They only see the parts, and not the whole sales process.
As marketers, we see: ads, optin pages, sales letters, order pages and upsell pages. However, as a consumer, we only see 1 business experience.
Things simply don’t happen in isolation, including a sale. So, let’s take a look at the entire marketing pathway that prospects experience with an online business…
Here’s a typical process that could happen in the golf market:
1. Joe surfs on his favorite site.
2. He sees a banner and clicks on it.
3. He then clicks on a link that brings him to the main sales letter.
4. He then goes to the order page.
5. He orders or he abandons the process.
Now, that’s a SIMPLIFIED pathway. Most of the time, the pathway might have 20, 30 or even 50 steps. Especially, if you’re using email autoresponders.
And a good marketer understands the basic chain of events above.
(Here’s some advice if you’re just getting started: create a flow chart of your marketing process. Use paper, use a mindmap, use flowchart software, use a whiteboard – the point is JUST DO IT.)
One of the most powerful elements to look at to really understand marketing pathways is “promises and expectations”.
A “promise expectation” happens ANY TIME YOU SAY ANYTHING.
Re-read that because it’s an axiom of marketing and sales.
Let me put it to you another way. Each time you say something, people EXPECT what you said to happen or be delivered. It’s an unconscious process that is hardwired into every human mind.
Most marketers make big bold promises. However, they either make the wrong kind of promise or their sales process isn’t really aligned with the original promise. And here’ an important lesson:
As soon as someone breaks a promise, all trust evaporates faster than water dropped on a dusty desert.
Consciously or unconsciously, the promise-breaker is now branded as a ‘liar’ by the potential customer. And people don’t tend to buy from liars.
The “wrong promise” occurs when the promise isn’t a match with that specific prospect. For example: I’m promising that you’re going to improve your golf putting game on my ad, while the sales letter talks about improving your drive…
Trust also fades into the wind when your promise isn’t believable.
Making the right promise is NOT about hyperbole and exaggerations, it’s about matching the promise correctly with the core desires of your target prospects. This is the heart of what I call “harmonization”.
And more importantly — you must CONTINUE the pathway of trust throughout your marketing process too.
We’ll compare 2 different sales processes in just a moment, so you can clearly see what you shouldn’t do… and what you should do as well.
The reality is, that almost every marketing process FAILS because of either:
1. Ineffective promises and claims that don’t resonate with that prospect
2. Incongruencies in the marketing process
And we’re going to look at how to solve BOTH of these problems.
First, let me illustrate an example of a BAD marketing process that fails, using the golfing example we mentioned earlier.
1. Uncle Joe surfs on his favorite golf site and is reading an article about golf vacations in Scotland.
2. He sees a banner about a new golf club and clicks on it.
3. He goes to the new golf club site and asks for a report that talks about “How to Improve Your Golf Game”.
4. He reads the report and gets a few tips.
5. He then clicks on a link that brings him to the main sales letter to sell him golf clubs.
6. He then goes to the order page to check out the price.
7. He abandons the process because he wasn’t looking for golf clubs in the first place.. or… the incongruency “threw him off”.
Let’s compare that to what I would consider is a “winning marketing process” using the same golf club example.
1. Mr. Gronkbee surfs on his favorite golf site and he’s reading an article on “hitting longer drives”.
2. He sees a banner about a new golf club that guarantees to add “50 yards to his drive” and clicks on it.
3. He goes to the new golf club site and asks for a report that explains “The science of 300 yard drives”.
4. He reads the report and he gets excited about the science behind the new cutting-edge material that delivers longer drives.
5. He then clicks on a link that brings him to the main sales letter. He reads a ton of great testimonials from golfers who say it’s added a 50 yards or more to their drives.
6. He then goes to the order page and he places his order. He gets the product and uses it. And he’s smashing balls further than ever before. He become an evangelist for those clubs and the company that sell them.
Expectations begin as soon as someone reads your first ad that’s designed to get them to click. And you need to DELIVER on those expectations throughout every marketing pathway you create.
So take the time to “harmonize” your sales process – from the ad right through to the sales page, order page, and the product or service you offer.
It’s simple really. By giving potential customers what they want, you’ll develop a marketing funnel that works.