Video Transcript:
Jason:
All right, I think we're living.
Aaron:
Well, my screen says we're living.
Jason:
Yeah, so my screen says we're live too. So we must be live.
Aaron:
We must be live.
Jason:
We must be live.
Aaron:
Again.
Jason:
Yeah. So how are you doing besides being super-productive?
Aaron:
I'm doing amazing. I've always known that when crazy things happen in the economy, there are people that struggle and there are people that benefit. It's been the same in every economic crash since the dawn of time. And in this particular economic situation, those who have been digital or go digital are seeing-
Jason:
Massive growth.
Aaron:
Oh, it's like 2014 all over again.
Jason:
All right.
Aaron:
It's crazy. And being the owner of an agency, every day that I think I'm going to get to take just a little breather-
Jason:
Yeah, it doesn't happen.
Aaron:
It doesn't happen. This week, I had a staff call and there were three new team members I've never met on that-
Jason:
Nice.
Aaron:
On that team call. And I was like, "Man, this is awesome."
Jason:
All right.
Aaron:
I have this great team that's building constantly. And every time we build, I'm like, "Yeah, we got built more," because I got six more amazing opportunities that are ready to go right now. So I will officially, I believe reach our first wait-list this week.
Jason:
Wow!
Aaron:
Have you ever had a wait-list? Have you ever had a wait-list before?
Jason:
No.
Aaron:
No. I can't hire and train people the way I want to fast enough to keep up with what's happening, which is a good thing and a bad thing.
Jason:
Totally.
Aaron:
So yeah, traffic's cheap. People are-
Jason:
Traffic is cheap, sales conversion tips are plentiful.
Aaron:
Sales conversion tips are plentiful, people want to learn, people want to buy, people want to pivot a career. And the inter-webs are where it's at.
Jason:
Yep, I agree with you.
Aaron:
I have a doctor that I've been seeing because I've had some back issues I've been working on. And he was saying, and I was saying, I feel a little bit guilty about it because we're doing so well. And I know that a lot of people are struggling with that. That bothers me. But he said, "No, man, we need people like you. How is the economy going to rebound if everybody's doing well?" He's like, "So many people have this lack of mentality where they're like, "Well if I'm not doing well, nobody should do well." Trust me, I want you to be crushing it." So there's a group of people out there spending money into the economy to build it back up. If there's nobody making money, we're all screwed. It's really bad. So, the Amazons of the world hiring their 100,000 temporary workers and the Zooms of the world and the Gilead, the medical side producing vaccines and ventilators.
Aaron:
And I mean, I talked to this guy the other day was selling hand sanitizer and you want to talk about sales conversion tips we brought you the topic of today's call. Do you want to talk about conversions? I mean-
Jason:
Sell hand sanitizer right now.
Aaron:
Yeah. And one of the guys that's in my mastermind, he's like, "Yeah, we got hand sanitizer up. We were out in a week and a half. We're a million behind in a week. So there are always opportunities. It's figuring them out and capitalize on them?
Jason:
Yep. Totally.
Aaron:
I'd like to make sure that you see The Hulk.
Jason:
Yeah, totally. Very nice. I don't have a coffee cup right now. I have an empty coffee cup because I drank it on the last call.
Aaron:
Do you want to stop?
Jason:
Right, pause.
Aaron:
Can this proceed without coffee? I had to stop and go get it, which is why I was one minute late. I was like, it's not going to happen. If you need to, I can pause and wait.
Jason:
I'm good. Thank you.
Aaron:
How are you doing good sir?
Jason:
I'm fantastic. Busy. It's Friday, which means nothing in our line of work. I mean, I see your shit's green on Slack on Saturdays and Sundays, and mine is too. So it is what it is, but-
Aaron:
Is that our industry or is that just our nature?
Jason:
It might be just our nature. It might be. Well, I was even telling a client. I was like, "Yeah, today is..." and she said something. She was like, "Yeah, today's Friday." And I was like, the weekend is like this fascinating mental construct. It means nothing in terms of what we do. But yet you still look forward to it to some degree. Oh, it is Saturday, which means I'm choosing to sit here and do or whatever.
Aaron:
And you know what the thing is, I get super-excited for the weekend.
Jason:
Yeah, you get something done.
Aaron:
Yeah. It's the time I get to focus on the creative stuff where nobody's bothering me. So, I'm like, "Yeah I get to go to work now," after I've worked for 50 hours in the regular week. I'm like, "Ooh, what do I get to work on today?" This is what I want to do. And obviously, that comes with the whole balance conversation. Fortunately, because we work from home when I want to go play football in the backyard with my kid, I just go in the backyard and I just stopped. I went for three hours plus walks with my wife in the middle of the day, this week because I could, but then I came back and started working again because we can work whenever we want that's the benefit of what we do.
Aaron:
And it's hard when the gold rush is on, you're sitting on the couch and you're watching some Netflix or something, watching some Breaking Bad and 40 minutes in you're like, "This is not a good use of my time right now." When the sun is shining, "You need to make hay," as my grandfather would have said. That's what I'm going to do, make a lot of hay right now.
Jason:
Yeah. I hear ya. So today we're talking about sales conversion tips.
Aaron:
Awesome.
Jason:
So we're doing what? So what was it, what number are we trying to get to five, five conversion mistakes or sales conversion tips or what?
Aaron:
I think we could start with three and then maybe expand, into as many as our genius will allow today. Maybe we'll say, let's say five because as soon as we say three, we're going to say multiple, more.
Jason:
Cool. So I'm going to write these because in the chatbox here, so converging tip number one, what is it?
Aaron:
Sales conversion tips tip number one for me is to create an irresistible offer. And I think a lot of people oversimplify what that means, but you've built. How many sales funnels have you built in your life?
Jason:
Over 400, last time I counted.
Aaron:
That's a lot of funnels.
Jason:
That's a lot of funnels, yeah.
Aaron:
And so many people think when they come to our agency that it's all about the traffic. They're like, "I'm not converting you fix it." And my response is, "I can't fix a shitty offer." That's rule number one. So that's why we say on our website, we help successful businesses, scale to new heights with digital marketing. Because I don't want to... I mean, you could hire me to fix your offer, but don't expect that the traffic is going to fix your offer. So, let's talk about key elements to an irresistible offer. You can go first or I can go first, it doesn't matter to me, but you've built a million of these and so have I. So what are the things that influence people's buying decisions, i.e. sales conversion tips? You go first, I'll add-in.
Jason:
Yeah. I think a big one right now is meeting somebody where they are and not somewhere you want them to be. So, as of right now, when the pandemic hit all of the marketing material, including sales conversion tips copy and everything swayed very hard towards this is... So, this is where you are right now and this is where you want to go, but meet you where you are. So right now, restaurants are shutting down, stores are shutting down blah, blah, blah. People are staying home, you're sharing your office with your wife or whatever, and this is how what we sell or what we provide or offer, this is how it can make your life better, it can transform your world somehow. To meet somebody where they are as opposed to painting this ideal picture and then hoping that they go there. Do you know what I mean?
Aaron:
I think that's a great vantage point on it. And I saw something I think from I don't know if it was Digital Marketer, something a couple of weeks ago that said, be cognizant around your messaging, showing ads that are in a party with a bunch of landlords lined up outside the front door looks moronic right now because nobody's doing that. So you're not connecting with the audience at all where they're at right now. Address where we're at, don't give too much energy to it, paint the picture where you want to go. Like you're saying, meet somebody where they're at. And, there are only two reasons why people buy, what are those two reasons? Number one, to avoid pain and number two to increase pleasure.
Aaron:
And there are multi-variants off of each one, but you can dumb it down to those two to eliminate pain, to increase pleasure. So then, you have to ask yourself, okay, in this current economy, if we talk about decreased pain, where are the pain points for people? The pain points for people are, they're not making enough money, they're not getting enough exercise, they're bored, they don't know if their job is going to be around long-term, they don't know if their career is going to be relevant moving forward. So if you can speak to the current scenario, the current economy, the current state of the union and then address those particular fears and then give them a solution that makes sense on the way out, then you're going to be speaking directly to the people that you want to be speaking to, and you're going to have clarity in the messaging because you sound current, you sound relevant and you're solving the problem or you're increasing pleasure. And it's the same with e-commerce right.
Aaron:
We talk about e-commerce products all the time in our agency, which is that there are only two types of products, there are the brand products, and a skin cream would be a great example of that. Where there's a million skin creams. We have moisturizing droplets and anti-wrinkle and who cares? So you got to craft a story around it, a story around the face, maybe charities you're involved with maybe social impact you're doing, leveraged influencers and bonds, other people's audiences. That's a brand play. And there's, what I call the holy shit products where you see a video in Facebook or Instagram or whatever and the moment you see it, you're like, "I must have that," because it's either speaks, it's either solving a pain immediately, or it's increasing pleasure exponentially. And it's just like, "I got to have it."
Aaron:
And if you can take the stance of I'm going to try and be in the holy shit category and build the story and the brand around it, then it's far easier to convert people because you've got their attention immediately by speaking to that, avoid pain or pleasure right off the bat. One of our friends that we're working with right now, they're putting on seminars for financial education products. Speaking to the economy, people are trying to protect their money. People are trying to figure out how they're going to make more money in the future may be retirements have been hit, whatever.
Aaron:
And they've got a system that's going to allow people to rectify that immediately with a 30-year track record expert. That's a very current needed Lucian speaking to the state of the union. Very, very easy to convert. Now, if we came out and said, "I've got some nice high-end speedboats with kitchens and bathrooms and champagne on tap," what the hell are you talking about right now? It's not relevant whatsoever at all. So it all starts with the messaging and understanding where the pain is, or how much value and happiness you can bring and then tying it in with the current state of the union and paving in their mind that direct path from where they are to where they want to go. And some people call that copywriting, some people call that messaging, there are a million different ways. But if you can put the right message in front of the right person, you're going to convert all day long.
Jason:
Totally. So I think number three, in moving in that same vein is something around free content. Establishing value through free content right now is working extremely well. Always has, lead magnets of course, but now it's like the modalities are different. Before it used to be like free reports, PDF downloads, a little one-time video, or a multi-video sequence. That stuff still works. But I think the dynamics around it have changed a little bit. So especially videos. Videos and Facebook groups we talked about last week, hugely popular. As opposed to a kind of a paged layout, we've talked about some models in the past where there is VA's calling on the phone, one-on-one kind of conversations that it's not necessarily the expert, but it's somebody calling on the expert's behalf to say, "Hey, you're important to us."
Jason:
And I know even in our sales conversion tips and a lot of our clients and sales funnels, automation gets you 90% of the way there. But that last 10%, which is a personal touch, like a personal email, it's a personal phone call. It's like that stuff is the stuff that drives people over the edge in terms of sales conversion tips. Would you agree?
Aaron:
Yeah. And that's the system, we talked about is the system. You have to ask yourself, what is the why? Why does it do that? And it's because value equals credibility. After all, everybody's being pounded with all this information all the time. When you deliver that extra piece of free content when you get more eyeballs on you when you have somebody reach out on your behalf, like a VA, and thank somebody for downloading X or buying X. If you put them into a private Facebook group and deliver the content and answer their questions for a couple of days, it's all that context of, or that concept I should say, of the more value you give, the more credibility you establish as being different from everybody else who's just out there hawking what they're hawking.
Jason:
Right. Right, right.
Aaron:
And I think we talked a little bit about this last week, about how we believe that for every hour of value, you give somebody, you can sell around 500 to a $1,000 product. Because people buy, a great video if nobody's watched this before, is to go watch Simon Sinek's Start With Why TED talk. And I worked with Simon about 10 years ago when he was relatively new on the scene. And that video, when you break it down into one phrase in that TED talk that I've remembered forever, is that people don't buy from everybody, they buy from people they like, and they trust. So your job is not to try to sell to everybody. Your job is to try to sell to people who believe what you believe.
Aaron:
So in your messaging, if you're talking about what you believe. I believe the world is like this right now. I believe people are looking for this outcome. I believe that people are scared. I believe that people want to get back to the new norm. I believe that people realize now that their jobs may become redundant or how we work has changed forever. How we shop has changed forever. And this is how we are going to capitalize on it. Then you're speaking to people with your beliefs and those people that believe the same thing as you, they're going to convert like hotcakes versus having a big generic message and trying to convert everybody because you'll repel. If you talk about what you believe, you repel the people you don't want to buy and you attract the people that you do. Some people call that polarizing some people call that belief-based marketing. It's been something impactful when it comes to sales conversion tips forever.
Jason:
Well, and especially in these last couple of months, because there is such a polar difference between people who believe this is an opportunity and people who believe this is a curse. And it seems that people who are grasping this as an opportunity are the ones who are doing well right now, primarily because they're leading everybody online, which is everybody right now. Do you know what I mean? And then you have the other side who believe that it is, who are scared or fearful or whatever. And then it's just there's such a polar opposite now at play in the public.
Aaron:
Yeah. And I subscribed to this one podcast, they're a publishing company. And I've been watching the emails come into my inbox for the last week and they know exactly who their audience is, because every single email I get right now is doom and gloom and fear and the world is ending, every single one. And what they're selling, they're giving this amazing content to support their beliefs. And I do legitimately believe that they believe what they're saying. I don't think they're doing it just to sell stuff. Because they're bringing some amazing experts on government experts and military experts and all these kinds of things. But they know that their audience responds best to fear. And they will then sell them the solution-
Jason:
To the fear.
Aaron:
To fear. If they were in there going like, "Yeah, we don't think this is that bad, jump on this webinar and hear why their audience won't respond. They know their audience, they know the current mindset of that audience. And they believe that same thing. So that's the bane they're... And I actually like put it in a different folder today. Because that's not me. I don't believe what they believe. So, they did the right thing, they've polarized the...
Jason:
Totally.
Aaron:
I've moved them into my, not my spam folder, but this is one that I don't want to see.
Jason:
All right.
Aaron:
I won't look at it anymore because it's not what I believe. But they are selling a ton of products to people that believe that this is the end of the world and they need to get a life preserver and preserve [crosstalk 00:21:49] and safety, all that kind of stuff. And, and I'm not saying they're wrong. They could be right. It's just not-
Jason:
What you believe in.
Aaron:
But yeah, they're crashing and I've seen their numbers and I'm just printing money. Here's a crazy thing. I don't know if you've ever seen. Maybe, I don't know if we can post this up here. Part of the mastermind I'm part of it has a URL that shows the top 100 Shopify stores at any given time by sales conversion tips volume.
Jason:
What is it? I haven't heard of this.
Aaron:
Okay. I will. I wonder if I can pull it up.
Jason:
If you can see the screen, you can pull it up in Google. Pull it up on your browser. And then, I think you can share your screen on the lower, in the lower bar it should say, share screen.
Aaron:
I'm trying to think of where I saved it. I put myself on the spot here to pull it up. If you do a quick Google search it'll take you to just put top-grossing, Shopify stores, right now. There's an IP tracker that they do. Anyways it wasn't the point of where I'm... The point of where I'm going is that I was scrolling through the top 20 the other day, just to sort of seeing what was trendy, right now. And one that I came across was Jawzrsize. Have you heard of this?
Jason:
No.
Aaron:
So I almost fell off my chair, because I saw a couple of ads for it on Facebook. And I was like, "Were people buying that?" And then I pull up the top 100 Shopify stores in the world right now. And it's in the top 100. This is pure insanity. Do you know how much money is that firm is making? That's crazy. And I'm going to try and pull up the actual site itself and see if we can show it. Here we go right here. All right, so how do I share my screen on this?
Jason:
So if you're looking at our window, our street mirror window, and the lower part of underneath our pictures it says share screen. So you would share, just pick your screen.
Aaron:
I'm on it. Just like that.
Jason:
Oh, look at that. And then I have to add it to, there we go.
Aaron:
All right. Check this out. You ever saw this before? No. Get a chiseled jaw.
Jason:
Wow!
Aaron:
How it works. They got this little video. It comes with multiple strengths of these things that you put in your mouth and you bite down on them. It's got a gazillion reviews of, hey, this was my no jaw before, this is my new jaw, girl, got this guy recouped from surgery. This is the guy that created it, he broke his jaw or whatever, and he had to rebuild it, and blah, blah, blah. And it's a box with these spongy things in it that you just chew on and you increase the strength of your jaw. I've seen the ads for it. I was like, "Oh, that could be kind of cool." Some people think this is a holy shit product that they have to have immediately because it's in the top 50, I think right now of Shopify stores worldwide, which is crazy to me.
Aaron:
But they're speaking to something that people consider to be a real pain, like a real pain point for them. "I have no jaw. I've got a double chin, I look fat and it's driving me crazy. So I'm going to buy these things I'm going to chew them all day long until I have an iron-looking jaw." And I think, I'm not judging the company. I think it's amazing-
Jason:
Yeah lovely.
Aaron:
... stories I love. But their ads have targeted the pain point of a group of people to be making that kind of revenue. I love that. I love that kind of story.
Jason:
That's crazy. I've never heard of them. That's because I'm not-
Aaron:
You don't care.
Jason:
Right. So, that's awesome.
Aaron:
Yeah. And they're converting like crazy. And maybe we should show people like one of our Ninja Tools today. Sometimes I think people, they automatically know all the stuff that we know and they don't. And I take it for granted, even with my team. You know about Facebook Ad Library, of course, because you're a smart guy. So I'm pulling up Facebook Ad Library. So for those people who don't know what Facebook Ad Library is, Facebook Ad Library is a place where you can see all ads from any company at any time as part of their transparency, push with Facebook. And you can see exactly what those companies are running for ads. And if you're looking for inspiration or you're looking for ideas, or you want to funnel hack something-
Jason:
This how you do it. It used to be back in the day, there were tools like Adbeat and some of the other ones like for Google keyword tool, for mostly Google ads, you could pull up all like a Google keyword phrase in the ads they were running and how long those ads were running and all that other kind of intel-based stuff. So, but Facebook has this Ad Library now.
Aaron:
Yeah, because they have to do the government's privacy for that. So can you see my screen right now?
Jason:
Yep.
Aaron:
So this, I just went in and punched in the page, right? Jawzrsize boom! 23,000 likes, 56,000 posts, this thing's brand new too. And they've got all of these videos just showing people chewing on these things, which cracks me up. We're just looking at this?
Speaker 3:
When I first saw this product I thought it was kind of crazy. I didn't understand what the benefits would be, but I'd seen some before and after pictures on the website, I thought to myself, what, I'm 48 years old. My face is starting to look a little bit aged. Wouldn't hurt to try. So after 30 days, I could not believe my before and after pictures, I rolled back the hands of time, 10 years.
Aaron:
All right.
Jason:
It's brilliant.
Aaron:
It's killing it, absolutely killing it right now. And of course, you can't show before and afters on Facebook. It's against their terms of service. So now everybody's who's got smart is I'm just going to blur that-
Jason:
Yeah totally.
Aaron:
And put shown on site. A great workaround, and probably works better because then there's the curiosity aspect that now, well, I want to click to the site and see, what it looks like. Before you just saw the before and after, that's cool. Now it says shown on-site and you're like, "Well, now I want to go to the site." It's probably backfired on Facebook. It's probably increased sales conversion tips the way that it's happening now.
Jason:
Yeah. That's funny. All right, we are, we're running up on 30 minutes. I think we wanted to keep it at 30 minutes, right?
Aaron:
I think 30 minutes is good-
Jason:
We got through three, I think. I mean, there were all kinds of weird little sales conversion tips.
Aaron:
Oh man, we can keep going and going and going. But number one is to be current. Understand your audience, understand their state of the union mentally. Speak from that perspective, focus on pain or pleasure, and a clear outcome. Number two is in your messaging, speak to people in the context of what you believe because people will buy from you if they believe what you believe. And those are the best types of customers. And content is king.
Jason:
Content is king.
Aaron:
The more times people see you, the more they like and trust you, the higher your sales conversion tips are going to be. And we could probably list off another 10 and maybe we'll do that in the next episode. But if you start with just that, then you're way ahead of the average Joe.
Jason:
Love it. All right, thanks, Aaron. I appreciate it. We'll talk to you soon and we're on next Friday at 11:00 AM.
Aaron:
Yeah. Same bat time, same bat channel.
Jason:
All right. See ya.
Aaron:
Later.