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Kindle Notes & Highlights
by
Sabri Suby
Started reading
June 2, 2019
BuzzSumo is a powerful online research tool that shows us the kind of content that gets shared the most. On Facebook in 2017, BuzzSumo shows us that breaking news articles and exclusives made up the largest and most popular category in terms of shares and engagement.
There’s nothing crazy and I’m not trying to sell anything. It looks like a feature you might find in Forbes or Inc Magazine. There’s just a picture of me standing in front of a desk and that’s about it. So,
Another great way to find popular content types is to go to BuzzSumo and type in the topic you’re interested in. You might be a consultant helping financial planners generate leads using social media. Look at what’s been the most shared content in that category, or that keyword you’re focusing on. For example, looking at the keyword ‘financial planner’ I see that ‘The Best Piece of Money Advice in Your 30s from a Financial Planner’ had 3,700 shares, and it’s the second most shared content for financial planners.
Here’s one of my ads that appears as news: ‘Digital Marketing Expert Breaks His Silence. You’ll Never Understand Just How Wrong Advertising Agencies Have It, Until You Read This Shocking Expose By Australia’s Top Digital Marketing Mogul and Agency Owner of Australia’s Fastest Growing Digital Marketing Agency’.
The Intro Text This is the very first thing the scroller will see. This is why you go straight in with the news angle or call out your audience at the very top, whether it’s ‘Attention business owners’, or ‘Attention mothers over the age of 25’, or whatever it might be. Test different lengths of copy in here. We do very long form copy, and then we do short-form copy. In most instances longer-form copy will do the best job but it’s good to test everything.
We’ve found that ‘Learn more’ is the least threatening and converts best at the moment.
Facebook Ads Checklist Does my copy look like news and demand attention? Are my Facebook ads selling the click? Is my tracking in place so I can determine which audiences and ads are generating sales? Is my focus on earnings per click (EPC) and sales volume? Is more money coming back to me than I’m putting into Facebook ads? Is my copy the perfect bait for my dream buyer? Are my conversions increasing? Is my cost per conversion decreasing?
Ok, that’s enough theory. Let’s show you how to put this all into action. You start with a traffic source. It could be Facebook, Google Ads, Instagram, or even YouTube. You buy traffic from these channels at around $2 a click or less, and send them to an opt-in page. This is a webpage where a customer gives you their details – email, phone number, whatever – in exchange for something valuable. Your High Value Content Offer might be a piece of information, an ebook, or something else. Once they’ve opted-in, they become a prospect, and you can market to them, virtually for free, using email. We
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Gold
Gold
‘If you liked this content and you’re committed to getting X outcome, I’ve got a really great offer for you. I’ve put some time aside in my calendar to help you solve this problem or get your desired outcome. And you can go ahead and book in some time with me here’.
Draw out a timeline. On one end of the timeline, draw your prospect. One the other end, draw a symbol that represents their desired outcome. Map out 4 or 5 milestones necessary for your prospect to reach their desired outcome. Think about your prospect as if they were someone you want to do incredibly right by (that’s how you should be thinking about your customers in any case!). Create a piece of content that gives them a result. Create another piece of content that gives them another result. Create another piece of content that gives them another result. As we give them their advanced
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‘If you’re enjoying this content and this whole process, then you’ll want to know that I’ve put some time aside on my calendar for you to schedule a call’, and simply insert your Godfather Offer here.
You can use a service like Calendly or ScheduleOnce where you can prefill your availability and block out times that you’re unavailable.
Let them sit for a day or two at each step,
‘You thought this was great, wait till you see what I’ve got to show you in the next two to three days’.
Action Points Look at the King Kong funnel example that uses video and email sequences and create your own. We’ve supplied you with the roadmap, now go build it out.
If you’re selling a service, the best way to close the sale is to have a free 30, 45, or 60 minute zero-pressure, very helpful sales conversation. This conversation can close 80% or better, depending on your own individual results.
‘sell like a doctor’
In order for them to take you up on your offer, you want to make it compulsory that they fill out a short survey before doing so. Nothing too intrusive, but it should give you more insights into the problem they’re trying to solve, where they are in their journey to solve it, and where they want to go (their goals).
Google, or where their competitors are getting traffic from, and for how much, using sites like SEMrush or SimilarWeb.
All packages should have a set-up fee. This is for two reasons: 1) to offset your customer acquisition costs, and 2) to create urgency using a Fast Action Bonus (FAB).
Fast Action Bonus – Going back and forth costs you time, energy, and money. Let them know you can drop the set-up fee if they make a decision now.
It turns out that having an email list has a forty-fold impact on your bottom line. Yes, you read that right. According to a 2014 study by McKinsey
And according to the Direct Marketing Association (DMA), for every $1 marketers spend on email, the average ROI is $44.
Because if your emails aren’t being delivered, then they aren’t being seen, read, or clicked. And if you can increase your email deliverability by even just two or three per cent, it can significantly increase your revenue.
A great place to start if you have a smaller sized list (sub 10,000) is MailChimp,
ActiveCampaign, GetResponse, AWeber, and Drip.
www.senderscore.org and find out for yourself.
Anything above 90 is good, anything above 95 is great, and you shouldn’t be having any deliverability issues.
If you score anything below 90, you have some issues that need to be corrected.
An easy way to manage this is to make sure two thirds of your emails are content and value, and one third is offers and promos.
Switch Up the Sender Sending out emails from multiple people within your company or organisation improves open rates, and therefore has a cascade effect on sender scores and reputation overall improving your deliverability. Such as: james@hotwaffles.com, susie@hotwaffles.com, david@hotwaffles.com.
That wasn’t the only unusual email that played an integral role in Obama winning re-election. Other subject lines included, ‘Join me for dinner?’ ‘It’s officially over’, ‘It doesn’t have to be this way’, or just ‘Wow’.
crazy check this out can I chat to you about this in morning? let’s buy this for Melia Friday’s playgroup Bali accommodation options approval needed
Use lower-case or sentence case – not Title Case or, even worse, ALL CAPS. Lack almost all punctuation. Keep it to four or five words, max. Ask questions. Tell you enough to want to open them, but not the whole story.
If you sit down to write your email and find yourself struggling to come up with something, a great place to look for a bit of inspiration is at Native Advertising. You can see examples of Native ads at www.aol.com. Once you get there, scroll down the page a little until you see this: Notice the ‘AdChoices’ link on the top right and bottom left. These are native ads served up by an ad network called Taboola. These headlines can be a good source of inspiration.
So, as a last resort you can swipe and deploy this list of email subject line formulas or use them to get your creative juices flowing: how to make {subject} that will {benefit} 21+ ways to grow your {subject} do you think you can {benefit}? The only way to achieve {desirable thing} without doing {undesirable thing} 5 reasons why you should {subject} {benefit} while you sleep [template] 10 best {subject} how {name/company} does {subject} {name/company} can afford any {subject}, he uses {solution} how {name/company} got {number/desirable outcome} in {number of days} real {audience} use
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For subject lines, from 1 to 20 characters is where the magic happens.
The key with preheader text is not to tell the whole story and to have it burning with intrigue. Think of this section as the headlines and blurbs you see on the cover of the trashy magazines we’ve talked about – the ones that use intrigue to entice readers to pick them up and find out more.
Examples: ‘Man showers in lemon juice, you won’t believe what happens next. Find out here >>’ ‘Leading cardiologist says carbs are not the problem (this is)’ ‘I walked into my manager’s office and said these 3 simple words…’ ‘Cat comes face-to-face with a rhino and both creatures’ instincts just take over’.
And while the most effective cliff-hangers are unique and personal to you and your audience, you can also think of cliff-hangers as common phrases like these: For example Let me explain Here’s what I mean Here’s why Sound silly? It’s not Case in point This is how
