I guess you cant really say one is better than the other, but HTWAGA and TAM are definitely on my list of best copywriting books. It starts with 100 Good Headlines where there is a paragraph or two about why the headline is so good which I found fascinating to read and soak in. Then the very next chapter hand-holds you on what to do next in your copy, which is “Show people an advantage” otherwise known as “What’s in it for me?” These two steps are all you need for a sale. Pick it up, it’s totally worth it.
Archives for April 2011
Note: This article was originally written by Maki of DoshDosh.com. I’m republishing it here because he disappeared off the face of the earth and since his blog is no longer online (it was hacked)
Experts have talked about this before. How many times have you read about the importance of ‘adding value’ for your audience? How many times have you read about ‘building trust’ with your readers/prospects?
Many, many times. You know it well. Every marketing guru has spoken about this topic. I’m sick of hearing it. But it STILL bears repeating.
Because some people still don’t get it. What’s the underlying principle for successful online marketing, selling or networking? The art of giving before you try to get. Before you get something from someone, you need to first give them a reason for them to give it to you.
It makes sense, doesn’t it? Don’t you know that everyone has walls around them? Don’t you see them at all? They don’t like to be scammed out of their money. That’s why they’re cautious and won’t just click to buy immediately. They don’t like to waste their hard earned salary on crappy products or services. That’s why they do a thorough research online.
They don’t want to be lied to. That’s why they are hesitant to believe what you say or claim. They don’t want their feelings to be exploited. That’s why they are wary about trusting you with their true thoughts. They have been fooled before and no one wants to feel stupid again.
It’s a defense mechanism designed for self-preservation in a life that is nasty, brutish and short. Living ain’t easy. People are fed-up with hard-sells and sledge-hammer pitches. They’re sick of hustlers always running game on them. Their walls grow stronger, reinforced by the plaster of bad experiences. Once they pigeon-hole you as a ‘spammer/scammer’, it’s all over. Don’t bother with getting them to take out their wallets. Won’t happen.
There is a fool-proof way to get people to lower their defenses and commit. You just need to manage their impressions of you. You need to change what they think about what you’re doing. You’re not spamming, you’re offering a product that is designed to fulfill needs. You’re not a money-hungry marketer, you’re a passionate individual who loves to help people achieve their goals. Reframing and re-adjusting the prospect’s image of your brand.
So here it comes. Here’s the part when I tell you to ‘always add value’ and ‘build trust’. But let’s refashion this proverbial tip on selling. Let’s put a spin on value or trust and combine them into a single actionable guideline: Always focus on giving before trying to get.
Give them helpful free content. Give them answers to their questions. Give them a freebie. Point them to tools they need and things they should know. Give them tips they can instantly use in their lives/business. Give them pleasant surprises. Give them interaction. Give them promises you can keep. Develop a history of giving. Be known as a giver.
“This person has given me many valuable things. I have benefited from these gifts. I like her. I will pay attention to what she says. I think I will trust her words. I will lower my guard a little and run with it. What else could go wrong? I’ve only had good experiences with her so far. She has proven herself to be beneficial to me. I think I may…. no, I will commit and take a chance this time. It’ll be fine, I’m sure. Don’t worry too much.”
These are exactly the thoughts you want them to think. This is the inner dialog you want in their heads as they look at your proposition, as they wander and explore your website. This is how you get them to buy, subscribe, agree and take action on your suggestions.
Don’t mass spam your links all over the web and think that you’ll get someone’s trust or money easily. That’s a silly strategy. You’re not selling to robots or animals. You’re selling to people who care about the seller. Get what you want by first giving unconditionally. Manage what people think or feel about you and you’ll get what want easily.
Some Examples of Implementing This
Let’s just use Acai Berries as an example. How can you give before you get on an offer like this? Here’s an idea. Distribute “smoothie” recipes and recommend they add acai into their smoothies after explaining the benefits. If you give them the recipe, haha well…. they are going to need the ingredients. You also aren’t limited to recommending just “acai”.
Poker affiliate programs. Give them a book with poker strategies and recommend they sign up to site x and site y to test out the strategies you just gave them.
Dating. Give them an ebook on how to make a dating profile that actually gets women’s attention. Mention in passing that all the dating sites have different women on them, so they should sign up to all of them. Include your affiliate links for both free and paid ones so you sound legit.
You don’t have to “give before you try to get” with just ebooks. Do it in your presell landers. Do it through email. Do it through blog posts and use it as a conversion strategy.
A lot of people like to run email submit offers, but I bet you didn’t know many of them are already setup to be pre-poppable, did you? Even if nothing is mentioned in the description at the CPA network, simply try appending
&email@example.com to your affiliate link and see if it works.
&email= doesn’t work, also try
&firstname.lastname@example.org and see if that does it. If that doesn’t work either, then chances are that email submit is not pre-poppable – but try asking your AM to be sure.
Why Is This Useful?
Pretty much every tracking script out there uses variables on the end of links to pass information along. Here’s a quick example of a Prosper202 tracking link:
t202kw= at the end? Watch this short 13 minute video which explains in detail how these work. Judging by my stats, maybe 1 or 2 people are going through the videos listed on my html/css/php videos page, and since learning this little piece of PHP has helped me tremendously I thought I should devote a whole post to it.
Prosper202 relies on these variables and this short video will teach you how to make them your bitch! 😀
How NOT to run a Facebook Ads campaign
This is not how you run a keyword targeted campaign on Facebook Ads if you are looking to get any ROI from your ad. If you target people who like web design, you should have an offer that is somehow related to web design or web designers. Those branders think they are being clever, but they are literally pissing that money into the wind (like a firehose). LOL!
I’m starting a new series called LOL Ads. When I see a particularly funny ad, I’ll post it and tag it with LOL Ads. Here’s Edition #1: Pee Like a Firehose!
LOL, great headline!
Here’s how to systematically get your bids down on Facebook Ads very quickly.
Facebook Ads Bidding Strategy
When you launch a campaign, you should probably start out with at least 10 images initially. Out of those 10 images, 1-3 are likely going to have a healthy CTR if you have any experience whatsoever. I can never guess which ads will work best and I am surprised every single time, so I’ve learned to submit ads even if I think they suck and let the stats do the talking.
Note: I always use keywords for my Facebook campaigns because it’s the best way to get a healthy CTR on your ads (Higher CTR = Lower CPC’s). After you set up a lot of keyword targeted campaigns, you will start to learn what kind of adtext and images get the best CTR’s and most importantly which get the best conversion rates.
OK, so you are testing 10 images and 1 adcopy. When you launch the campaign, you should probably bid pretty high just to get the ball rolling. I usually bid whatever Facebook pre-populates when setting up my campaign. After your 10 ads launch, you want to watch them and pause the clear losers immediately (after 10k-20k impressions). Now…
- Once an ad gets 50 clicks, the Facebook bid suggester seems to update itself, so drop your bid to the lower suggested bid. If you have a 0.3% CTR, your suggested bid will likely be something like $0.36-$0.79 as soon as you rack up 50 clicks, so that means you would drop your bid to $0.36.
- Then drop your bids by 2¢ every 20 minutes until impressions/traffic stop and you reach the lower bid ceiling.
That’s it. You can launch new campaigns and have your bids down to $0.10 before you eat your Wheaties in the morning. Here are some typical results I’ve been getting – these are 1 day stats on 1 brand new campaign – USA traffic.
The amount you are able to drop your bid is solely based on CTR. The higher CTR ad the lower you can lower it. Also, it seems like the higher CTR ad you have, the faster you can lower your bids…but I usually do 2¢ at a time. I am usually aiming for at least a 0.2% on my ads. If you haven’t had much success on Facebook Ads, I got some good insight from this.
I just read this post titled “Breaking News: Facebook is working on placing Facebook ads on websites” and immediately sat down to write this post because this could be absolutely HUGE news.
Yesterday night I called a person who claims to have significant contacts inside Facebook headquarters. I called him to get tips on upcoming projects. What he revealed was mind blowing…[snipped]…the idea is to allow Advertisers to display their Ads outside of Facebook. Regular blogs and websites will be able to display Facebook Ads and get a cut of what advertisers pay for the ads. The model is similar to AdSense where advertisers display ads on various websites using AdSense platform.
I’ve always thought Google was super smart for building their content network because it extends their reach ten-fold! If Facebook does the same, what would that mean for us marketers?
A Facebook Content Network = MOAR Traffic Volume!
And considering Facebook’s system is much more powerful in certain ways, (allowing you to target by demographic AND interest) this could very well be a Google killer! We all know Facebook is serious about web domination, so I’m game when it comes to making Google squirm in their tighty whities!
Are You Team Google or Team Facebook?
If you are struggling getting profitable on your PPC traffic source, try a smaller network like 7Search. For me it has been the easiest place to turn a profit.
Take a look at this direct linking campaign I started around Jan 1, 2011:
I literally spent 30 minutes setting it up and the great thing about this campaign is that there is literally zero maintenance – you know, the kind of campaign we all dream about? It certainly isn’t huge, but 5-10 campaigns like this and you are making some pretty good money.
Since 7Search is so cheap (starts at $0.05/click for good placement) its easy to test lots of offers. Just make sure you track your keywords by using
t202kw=###KEYWORD###. Another cool part is that your ads go live instantly with no approvals, but don’t do anything shady or you are just shooting yourself in the foot.
One weird part about 7Search is that you can’t really rotate ads. You can add your keyword into the adtext to differentiate it from all the others in that campaign, but it doesn’t rotate different ad copies.
Have you heard “7Search sucks, it doesn’t convert” from some dumbass on a forum somewhere? This is exactly why you should never listen to what anybody says when it comes to marketing. Try things out for yourself. Experiment. What have you really got to lose besides a few bucks? And on the flip-side what have you got to gain?
Go sign up with an advertiser account (aff link) now and throw up campaigns until something works. Build 50 campaigns if you have to. There is seriously no other self-serve PPC network that is so easy to get running on. Good luck!
For some reason people are led to believe that CPA networks are the end-all be-all for affiliate offers. That you somehow become “pro” for being a CPA affiliate.
Yes, CPA networks are nice since there are many high converting offers, but there are also a pretty limited choice in stuff to promote. Not to mention most every CPA network has the same exact offers as others. For the most part you are stuck with like 5 or 6 verticals. And not to mention how often offers go up/down.
This post is just to remind you that there are MANY sources for awesome offers (that are easy to profit with!) at places like CJ.com, Linkshare.com, Shareasale.com, Tradedoubler.com (good for Euro offers), Clickbank.com, RevenueWire.com (software) and all the in house affiliate programs out there. Shit, even the Google Affiliate Network 😀
If you’re struggling to make it, consider using some of these networks to find unique offers in smaller more forgiving niches. You can still make huge bank in a niche that isn’t weight loss.