Learn to write catchy headlines. I think in the future it will be useful 🙂
But this post is not at all (or, not at all) about copywriting. It is rather about the behavior of customers / visitors, their reactions to various types of Internet communications (search results, PPC, advertising text, e-mail, social resources) and the reasons causing such a reaction.
The post is based on the video of Frank Kern, already known to you. By the way, if anyone does not have the opportunity to watch the video, this bearded uncle is Frank Kern 🙂
I can’t stop wondering at the simplicity of the Internet millionaires there. “Keep it simple ...” - golden words. Well, I was distracted ...
The great advantage of the Internet over other means of communication is that it allows you to communicate with potential buyers as often as you You also want it at the lowest possible cost. Moreover, Internet communication is so diverse that it satisfies the needs of any user. Do you like to read? Hold a letter or book. Listen? Here you need a podcast or a TV seminar. Watch? Here's a half-hour video clip! 1> In this setting, Inta An entrepreneur can, if he wishes, create an atmosphere around himself and his product in which he does not have to sell anything - the buyers themselves will go to him and buy his goods.
After all, it used to be like? An entrepreneur with the help of advertising or the catchy headline lured the visitor to the selling page and then, using all the truths and crook, he tried to lend his goods to it, until he recovered from the first impression and left the site. A year and a half ago, this approach worked quite effectively. But with the development of the Internet, visitors are becoming more and more choosy, so a prominent headline about a million in a week or a beautiful figure without effort will no longer entice them.
Today, everything is o the authority of the seller and the personal relationship of the buyer with it plays the main role. The Internet provides an excellent opportunity to build such relationships. Today's online communication is more and more like one-on-one communication, which gives Internet entrepreneurs a huge advantage in the form of instant feedback. It doesn't matter if you write a note to a blog or send an e-mail, in a few hours (or even minutes) you will know how readers took your information.
Knowing the site statistics and having reader reviews in hand, you will be able to arrange and select future articles (and other materials) that they will most closely match the interests and requests of visitors.
Suppose you earn money on dating sites and want to introduce your new product Chloroform Secrets to your subscribers and readers of your blog. Immediately after the publication of your notes on this product, you begin to receive letters and reviews about what to buy chloroform, referred to in your product, expensive. Based on these data, you make a small addition to the product and after a couple of days, write back to your readers and say that you included in the product advice on getting free chloroform at home. (Honestly, I don’t understand how sideways chloroform is to acquaintances. Maybe they have a chip in America on this subject?)
In general, the point is clear: thanks to real-time feedback, you can adapt for the needs of buyers. All successful campaigns of Frank, including the launch of Mass Control, were based on the principle of “morning reviews, evening new message.” And nothing else.
Information found on the network is perceived completely different than information seen on TV, heard on the radio or read in a Sunday newspaper. Moreover, different types of Internet communications also serve different purposes.
Let's look at e-mail users in more detail, because this segment of Internet users brings the greatest profit. So, if we put aside work, why do people use e-mail? In most cases, to communicate, and not with just anyone, but with family and friends. This greatly affects the order in which a person opens letters.
First of all, a person will open a message from an older brother or a classmate with some gossip, Ksenia Sobchak's photo-toad or more than more fun and more interesting. After that, he will read letters from new friends with Odnoklassniki. ru, and maybe even answer them. Then, with great reluctance, he will open letters at work. At this stage, he will not have the slightest desire to read something else. But after all there is one more category of letters, and your subscriber will open these letters at the very least. This is your promotional offer . The only way out of such an unenviable situation is to increase the significance of distribution in the eyes of subscribers.
Remember where the subscription list comes from. The visitor is looking for a solution to the problem, finds your newsletter, signs and receives the necessary information. The first stage is completed. Now you need to somehow keep the subscriber so that he does not unsubscribe from the newsletter. Here you have to show yourself, your identity. You must make the subscriber happy for your letters as housewives rejoice at the new series of “Guardian Angel” (I exaggerate 🙂).
Moreover, over time your character (or image) will start to play significantly b about a bigger role than the content you give to subscribers. It sounds illogical, but it is. (As an example, take the example of John Chow and other Western guru bloggers. According to the information richness, their blogs are not even in the top twenty, but they are always on the ear, and this allows them to stay in the top.)
Visually, it looks It goes something like this:
That's the way it is, and nothing else. First you give the information, and then you begin to tell who you are and what you do. Only in this way can you build strong relationship with subscribers.
Here are basic personality types that you can use when communicating with a subscription list:
Here everything is clear from the name. You present yourself as a leader in a niche and behave accordingly. No timidity and fearfulness - immediately take the bull by the horns and sell your product, because "it is the best product in the world, and if you want to look young and beautiful, you just have to buy this product ..."
Such an approach It really works because many of us need to be told, advised, pushed and even managed in some way, but there is one important thing. If you are going to position yourself as a leader, forget about yourself and fully focus on Problem , which is facing your subscribers.
When communicating with subscribers, you start by knowing how to save cabbage beds from powdery mildew, giving a bunch of specific tips on what and how a subscriber should do to secure his garden bed, and at the end say that if he wants to get rid of from powdery mildew once and for all, it just needs to buy your product.
Well, of course, you have to position yourself as a leader and professional in your field. You came across a load, you know where you go. As a result, your advice will help subscribers, because you (a professional in their understanding) say that they will help. Pure psychology and mental attitude.
The pioneer, as a rule, makes some shocking discovery. Positioning himself, he declares that “they are hiding the truth about you from ...”; he opposes himself to other professionals and entrepreneurs who work in a niche.
The pioneer says to his subscribers: “It’s not your fault that you have a tasteless soup or a mirror disease, no. This is their wine. They hide all information from you. “This type of personality also works very effectively. (However, only as long as you speak the truth.)
This role is very well suited to those who like to tell instructive stories. Such stories have a particularly powerful effect when they show the hard way and of overcoming the narrator. Recall militants like Kickboxer and Rocky, where the main characters lost everything that was dear to them, and then took revenge on the enemies and won the victory. Such stories are always popular.
However, remember that the real hero of such stories should not be you, but what brought you out of the mud to riches, be it some kind of discovery, or a new system of earnings, or something else.
This is how any successful story is written.
As mentioned above, reviews play an important role because they allow you to adjust the material of future posts and newsletters literally on the fly. As for the product, reviews allow you to:
Solving the actual questions of readers, you make the relationship more durable.
What else can bring you and your subscribers together? Common enemy . The common enemy is able to unite even those who, in normal life, do not reach out to each other’s hands. You need to find such an enemy (poverty, insect pests, obesity, etc.) and show it to readers in all its glory. So you increase them to you loyalty and convince them of their incompetence.
The last phrase sounds rude, but the way it is. If all Frank's clients had enough knowledge to make money on the Internet, would they pay several thousand dollars for his courses? Moreover, it is absolutely not their fault, and you should not put pressure on the readers and put yourself above them. Just tell the truth and do not cross borders.
If you manage to convince a person of his incompetence, he will follow you. Fact. After all, the reality is that if all lovers of easy money just took and read everything that they bought, started working and did not stop after the first failure, they already would earn some on the Internet (and maybe some other money. But if you want to sell your goods to these people, you should not kill them with a cold shower: tell them that you know their problems, that it is not their fault, and that you will tell them all and show them.
Be honest with your readers. Say that at least your method / approach / system works, and you guarantee the result and give a money back, it works differently in different niches, and that the reception may fail in some new market. We adore people with disabilities, so this statement will bring you closer to potential customers. Especially since this is true. Magic pills for all occasions simply does not exist, and your product is no exception.
To increase the effect, you can turn such a disclaimer into an advantage: tell an instructive story about one of the clients or compare yourself with competitors and say that they not only hide the truth, but also keep silent that their methods may not work out
If you are talking about product flaws, use comparison. If, for example, you sell a copywriting course, say that even writing a text takes a lot of time, it’s still better than building a whole month of countless MFA sites and eventually finding out that Google has banned your account.
And finally, you can add a couple of sentences about who you do not want to see among your clients. You probably met the following lines: "If you are not going to work, do not buy my product", "If you do not need additional income ... if you are going to use this knowledge to the detriment ... if you are lazy ... if you are ... if ..." . Of course, this is not the whitest method of sales, but you can still use it from time to time.
Successful sales 😉
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