What does the book cover?: 0:29
What is a great lead?: 0:55
What is the rule of one?: 1:30
Direct vs. indirect leads: 3:30
The 6 types of leads: 8:29
In conclusion: 14:25
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Are you losing sales by offering too many options? https://blog.kissmetrics.com/too-many-choices/
The book covers the following topics:
– Why the lead is so important
– What is the Rule of One – why you must bring only ONE big idea to the table
– Difference between a direct and indirect lead
– The concept of reader familiarity
– The 6 lead types and the rules surrounding them
What is a ‘great lead’?
A lead is that initial ‘hook’ with which you engage your audience with when promoting something.
Can you sell anything to an audience that hasn’t heard about you without a great ‘lead’?
No. Without the audience noticing your ad and taking the time to click on it and read what it’s about, you will not make any sales. Thus the lead is the most important part of any sales message – no matter how great the offer and everything else after that, you just won’t get any interest without people wanting to know more first.
What is the Rule of One?
Focus on only one aspect, one emotion, one thing in your sales pitch.
Don’t overburden your audience by saying this item will help you ‘sleep better, lose weight, make more friends, be stress-free, and feel better’… Focus on one of those and drive the point across.
Basically you don’t want to overburden your audience. In one marketing experiment, participants were tested on whether they were more likely to buy when they had only one choice in front of them or several. What do you think were the results?
When the prospect had too many choices available, they ended up not buying at all. Requiring too much cognitive stress, they decided to ‘think about it’ before buying, thus delaying, or not even making the purchase at all.
The most effective sales were with one or several options.
Direct vs. indirect lead and reader familiarity
We get customers that come to us from a wide spectrum – those that already heard about us, those that have heard about similar businesses to ours, those that have never heard of anything like us, etc…
Gene Schwartz, one of the more popular copywriters called this the ‘5 levels of awareness’.
Found this to be incredibly useful for me especially when creating ads and then making landing pages based on the specific audience I want to reach. Before reading this book, I thought that I could make 1 ad copy and get everyone to buy my products. Now I know people are at different stages and need to have different ads for different groups – especially super useful if you are using Google ads. Not so much Facebook.
Always ask myself at what stage my audience is at.
If you are in the Affiliate Bootcamp, Russell calls this the ‘hot’, ‘warm’, and ‘cold’ traffic.
Based on where my audience is, I will make my ad copy fit for them and make sure my landing page matches the ad for that specific audience.
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Thanks for watching, and I’ll see you in the next video!