The $30 MILLIONBLUEPRINT

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Ryan Deiss Founder/Managing Director,

DigitalMarketer

Frank Kern Highest Paid Direct Response

Internet Marketing Consultant and Copywriter On Planet Earth

WHAT’S THE #1 JOB OF EVERY MARKETER?

SHOCKING STATEMENT…

THERE’S NO SUCH THING AS A “TRAFFIC PROBLEM”…

THERE ARE ONLY “OFFER PROBLEMS”

$30 MILLION BREAKTHROUGH• This realization changed EVERYTHING

• It allowed us to get “unstuck” and grow to the next level…

• It allowed us to focus on what matters (instead of shiny objects)…

• It allowed us to declare independence from affiliates and joint ventures…

• And finally, it allowed us win in multiple markets (because this “blueprint” is UNIVERSAL!!)

CUSTOMER VALUE OPTIMIZATION !

(A.K.A. FULL FUNNEL OPTIMIZATION)

THE FIVE THINGS

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Our Methodology... Lead Magnet

Tripwire

Core Offer

Profit Maximizer

Return Path

1. LEAD MAGNET

WHAT IS A LEAD MAGNET?

A small “chunk” of value that solves a SPECIFIC problem for a SPECIFIC market that is offered in exchange for an opt-in.

WHY LEAD MAGNETS?

Prospects want immediate gratification and something they can sink their teeth into NOW. Lead magnets give them that...

BE SPECIFIC!!!MARKET• Investors • Forex Traders • Bloggers • Single Guys • Horse Owners • Preppers • Golfers

LEAD MAGNET• “Top Dividend Stocks” • “MetaTrader Tutorials” • “Appify Your Blog” • “The Kiss Test” • “Stop Cribbing” • “Get a 2nd Passport” • “10 Yards Longer”

TITLES MATTER CASE STUDY: 50,000% MORE SALES!!

Published: 1982 !Copies Sold: < 5000

Re-Published: 1998 !Copies Sold: !

OVER 2.5 MILLION!!!

BIG LESSON…

“How  To  Win  Friends  and  Influence  People”  “Wake  Up  Produc:ve”  “Ge=ng  Things  Done”

Speak To the desired end result

CAN YOU MAKE THIS BETTER?

CASE STUDY #1: RAPID FILTERBEFORE:

!# of New Prospects:

6 Per Month

CASE STUDY #1: RAPID FILTERBEFORE:

!# of New Prospects:

AFTER: !

# of New Prospects:

6 Per Month 6 PER DAY!!

20X INCREASE IN QUALIFIED LEADS!!

FINAL TIP:SOMETIMES LESS (COPY) IS MORE...

“FOOL-STYLE” LANDING PAGE

- Our Version -

43% OPT-IN RATE (COLD TRAFFIC)

“FOOL-STYLE” LANDING PAGE

FEEL FREE TO GET “CREATIVE”

55.35% Conversion Rate 54.95% Conversion Rate

60.34% Conversion Rate53.68% Conversion Rate

RECOMMENDED TESTS• Lead magnet title

• Timing of lead magnet delivery

• Landing page length and type

• Landing page headline

• Landing page frequency (more opt-ins on more pages)

2. THE TRIPWIRE

WHAT IS A TRIPWIRE?

An irresistible, super-low-ticket offer that converts prospects into BUYERS!

�32

15% OF ALL MUSIC SALES

YOU GOTTA FIND THEIR ”CHEESE”...

�35

CANDLEMAKER “CHEESE”

GUITAR PLAYER “CHEESE”

WATER FILTER “CHEESE”

PREPPER “CHEESE”

CASE STUDY #2: SURVIVAL LIFE• List Size: 113,636 - ONE PRODUCT ($47)

TURNED A BONUS INTO A TRIPWIRE

CASE STUDY #2: SURVIVAL LIFE• List Size: 113,636 - ONE PRODUCT ($47) • $7 Sales: 9,926 in 30 Days (8% Conversion Rate!!) • 2,536 bought the $47 course!!! !

TRIPWIRE SALES: $69,482 CORE OFFER SALES: $119,192 TOTAL SALES: $188,674 (from a “dead” list)

•BEFORE: 1.5% average conversion rate (at $47)

•$705 / 1000 visitors

•AFTER:

•TRIPWIRE: 8% at $7 = $640 / 1000 visitors

•CORE OFFER: 30% at $47 = $1,128 / 1000 visitors

•TOTAL REVENUE: $1,768 / 1000 visitors (160% INCREASE!!!)

SURVIVAL LIFE CASE STUDY - 1000 CLICK SNAPSHOT -

SOFTWARE AS A TRIPWIRE

WEBINAR AS A TRIPWIRE

PHYSICAL PRODUCT AS A TRIPWIRE

PHYSICAL PRODUCT AS A TRIPWIRE

10% - 15% CONVERSION RATE!!

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CASE STUDY #3: MARKETING AGENCY• 2000 attendees

• 603 people approached booth

• 87 people bought the “tripwire” - $20

• 19 converted to $500/mo. core immediate

• 23 more converted via phone after results

BEFORE: Average 3 new clients per show at $500/mo...

$21,300 mo. Recurring 7 Month Stick

!

$149,100 !

200 Trade Shows a Year

TRADE SHOW CASE STUDY•BEFORE: 3 clients at $500/mo ($10,500 LCV)

•AFTER: 42 clients at $500/mo ($149,100 LCV)

•PLUS: 87 “tripwire” clients that they can followup with via the Return Path

•PLUS: Tripwire sales covered booth costs ($20 x 87 = $1740)

• Survival Life Case Study:

• 5X increase in total customers

•160% IMMEDIATE Revenue Increase

• Trade Show Case Study:

• 1437% Revenue Growth ($10,500 to $150,840)

• $68,240 in IMMEDIATE Revenue

• $82,600 in RETURN PATH Revenue (60 days later)

CASE STUDY RECAP

DOUBLE!!NOW YOU SEE WHY (THANKS TO THE TRIPWIRE OFFER)

OUR CLIENTS REGULARLY SEE THEIR SALES...

RECOMMENDED TESTS• Name/Title

• Headline on landing page

• Price-point

• Bundled vs. standalone

• Digital vs. physical

3. CORE OFFER

FLAWED MODEL

THE GOAL IS NOT TO OPTIMIZE CONVERSION RATES...

THE GOAL IS TO OPTIMIZE TOTAL REVENUE!!!

SEQUENCE  IS  EVERYTHING!!

BIG TIP #1

SEQUENCE IS

CRITICAL

HTTP://PERRYBELCHER.COM/21-STEP-SALESLETTER/

NOTHING  CONVERTS  LIKE  PROOF!!!

BIG TIP #2

PROOF TRUMPS ALL!! 20% - 80% CONVERSION RATE INCREASE!

BIG TIP #3Op<mize  Your  Order  Forms  

By  Making  Them  “Clickable”...

RESULTS: CART ABANDONMENT CUT

HALF!! (IN OTHER WORDS...SALES DOUBLED!!!)

RECOMMENDED TESTS• Price-point

• Single-pay vs. multi-pay

• Trial vs. no trial

• Headline

• One-step vs. multi-step order form

• Guarantee/Trial length

• Text vs. video vs. hybrid

4. PROFIT MAXIMIZER

�70 David Sulzer, an associate professor at Columbia University Medical Center

TYPES OF PROFT MAXIMIZERS

1. Immediate Upsells 2. Cross-Sells 3. Slack Adjusters 4. Bundles and Kits 5. Value Buckets 6. Line Extensions 7. Premium Subscription

1. IMMEDIATE UPSELLS

SPEND $1.91 to get a person in the drive-thru EARN $0.18 profit on a $2.09 burger sale PROFIT $1.14 EXTRA on fries and Coke upsell

$1.32 Profit (7.3 times that of the core sale)

CASE STUDY #4: CLEVELAND EQUIPMENT

CASE STUDY #4: CLEVELAND EQUIPMENT• Core Offer (Heat Sealer) - $250

• 40% Profit Margin - $100 per sale

• Cost To Acquire (after AdWords costs) - $70

• NET PROFIT = $30

• Immediate Upsell (Extra Elements) - $60

•100% Profit Margin (Free from the factory)

• 50% Take Rate = EXTRA $30 PER SALE!!!

100%INCREASE IN PROFIT

ON JUST THAT ONE ITEM!!!

2. CROSS-SELLS

3. SLACK ADJUSTERS

EVENTS & CONSULTING

THE MAGIC QUESTION3  Words  That  DOUBLED  Our  Business...

“WANT SOME HELP?”

OFFERING DONE-FOR-YOU CONSULTING ADDED AN EXTRA !

$453,000 ...FROM A BASE OF JUST 1500 BUYERS!!

4. BUNDLES AND KITS

5. VALUE BUCKETS

6. LINE EXTENSIONS

7. RECURRING BILLING

$168,557.55 (a month)

$168,557.55 (a month)

...JUST BY ADDING A PREMIUM SUBSCRIPTION OFFER TO THE

BACK OF PRODUCTS THEY WERE ALREADY SELLING!!!

AND THE ULTIMATE FORMULA FOR A CRAFTING A WINNING

PROFIT MAXIMIZER IS...

SPEED AND...

...AUTOMATION

5. RETURN PATH

4 WAYS TO INCREASE BUYER FREQUENCY...

RETURN PATH

1. CONSTANT STRATEGIC COMMUNICATION

2. AUTOMATED FOLLOWUP

3. BANNER RETARGETING

4. CUSTOM AUDIENCE MARKETING

1. CONSTANT COMMUNICATION

2. AUTOMATED FOLLOWUP

3. BANNER RETARGETING

4. CUSTOM AUDIENCE

CASE STUDY #5: SKIN CARE PRODUCT• List Size: 36,000 • Launching a new skin care product • Ran FB Custom Audience to half the list (18,000) !

COLD LEADS: $2,563 “PRE-SEASONED” LEADS: $8,839

SALES INCREASE OF...

$6,276 FACEBOOK AD COST $238.13

Whole List Result? $12,000+

SOUND HARD? SOUND COMPLICATED?

IT IS!!!

WANT TO WORK WITH US?APPLY FOR A STRATEGY SESSION

NOW AND LET’S TALK...HTTP://WWW.DIGITALMARKETER.COM/APPLY

BREAK TIME!! (UP NEXT…FRANK KERN!)