Workshop: Funnel Optimization: Ryan Deiss
Goal: craft a conversation funnel that lowers the cost of acquisition, while simultaneously increasing immediate and lifetime customer value.
Follow the 12 steps to intimacy in a business context
- You wouldn’t approach someone at a bar and ask them to marry you, yet you do this with your customers.
- Sometimes, it DOES hurt to ask
Understand your customer journey:
- Aware
- Engage
- Subscribe
- Convert
- Excite
- Ascend
- Advocate
- Promote
Speak directly to the desired result. Get to the end goal your customers want with your messaging. Use the same language they use.
Writing better copy
Think about the before and after state that you shift people through: good marketing is articulating the shift from that before state to the after state.
4 categories:
Have: What do (or don’t) they have before? What do they have after?
Feel: What is their emotional state before? What is it after?
Average day: What’s the average day like before? After?
Status: What is their status before? After? How does your product/service make them more valuable?
Questions to answer:
- How will you get their attention?
- How will you turn a glance into a stare? (value first — education or entertainment)
- How will you “get their number”? (specificity is essential)
- How will you get them to show commitment? (wallet or calendar?)
- What “little victory” will you offer that will encourage them to ascend? (Tesla sales reps encouraging test-drivers to try a P85D Insane Mode launch)
- How will you teach them?