Category Archives for "list building"

email marketing with social proof
Apr 27

Email Persuasion Series Part 3: Social Proof

By Jack | list building

The T.V. series Friends was a blockbuster hit. (Of course, Parks and Rec is better.)

Friends had 10 seasons between 1994 – 2004 and was nominated for 62 Primetime Emmy Awards. And each of the 6 actors were the highest paid actors in television – making 1 million dollars per episode.

But one thing about that show made me scratch my head and wonder… Why did they add that annoying ‘fake audience laughter’ to each joke?

Answer: Friends with no laugh track can be kinda creepy.

Truth is, the “canned laughter” made the show funnier. Bet I don’t know a single person who enjoys listening to pre-recorded laughs every 7 seconds during a show. Now, the director of this hit show must know what he’s doing. So then why add the fake audience laughs if people are so strongly opposed to them? Because it works.

Experiments have found that the use of canned laughter causes a (real) audience to laugh longer and more often. Especially during poor jokes.

The real question is why do we laugh more at comedy material when laugh tracks are added to the background – even when we know it’s fake laughter? The answer is social proof because “how we determine what is correct is to find out what other people think is correct.”

Why? Because when a lot of people are doing something, it’s usually the right thing to do.

Here’s Caildini’s explanation on why the social proof from canned laughter makes us laugh at lame jokes:

We have become so accustomed to taking the humorous reactions of others as evidence of what deserves laughter that we, too, can be made to respond to the sound and not to the substance of the real thing.

Other examples of social proof:

“Dressing a guitar case” when you’re busking on the street.

“Dressing a guitar case” when you’re busking on the street. Putting your own dollars gives people the impression that tipping the musician is right thing to do.

Evengelical preachers are know to “seed” their audience “ringers” who are rehearsed to come forward at a specified time to give witness and donations. Arizona State University research team infiltrated the Billy Graham organization and talked to 6 thousand people who had instructions on when to come forward at varying intervals to create the impression of a spontaneous mass outpouring.

Advertisers using this “as seen on TV” sticker use social proof too. It gives us a mental shortcut, “if it’s good enough to be sold on T.V. it must be a good product.”

How to “super charge” your social proof

Similarity can “super charge” your social proof. To get more persuasion each time you use social proof, make those in the social proof example similar to your audience/ideal customers. For example, tell a unique case study to different segments so  each group of target customers sees how you helped someone like them.

Why? People are more motivated by people who are similar to them. There was a “dropped wallet” study where someone attached a note to a lost wallet that made it clear that the wallet had been lost. The letter was addressed the man who lost his wallet and that the first finder was on the way to return the wallet to his address. (It even had the envelope attached to it.)

33% retuned the wallets when the person was dissimilar 70% returned it when they were similar!

How you can use social proof to improve your email marketing:

1) Add testimonials and case studies in your email campaigns

Make sure you segment each case study to different audience members for maximum effectiveness. If you have 2 major groups of target customers give each group a unique case study. For example, I help both e-commerce and B2B marketers make send more profitable emails. So I’d send my e-commerce leads a case study where I helped an e-commerce marketer and I’d send the B2B marketers a specific case study with a B2B company.

Hint: Write your email case-studies so that they provide value to each reader WHILE building your social proof/credibility. How? Talk about their struggles that your case study clients share with your readers and how they solved them. You should offer 1-2 key takeaways even in your case study emails.

2) Tell your audience how many subscribers you have to increase your opt-in rate:

Here’s how Scott Dinsmore at liveyourlegend.net uses social proof to increase subscriber opt-ins: “Join over 100,000 people from 182 countries”

Email Opt-in Social Proof

What if you don’t have hundreds (or thousands) of subscribers? Don’t use social proof to increase opt-ins.

Rand Fishkin covers how a lack of social proof can decrease conversions as people assume that your company either:

  • Isn’t trustworthy
  • Is too new to place their faith in
  • Isn’t being used by anyone because it sucks
  • If you’re lacking in social proof at the moment, go for the “clean and uncluttered” look. People won’t hold it against you

3) Mention big brands that you’ve worked with on your opt-in page and case studies

Here’s how Scott Dinsmore uses big brands he’s worked with:

social proof

 

Videofruit.com does the same thing here:

opt-in social proof

4) Tell stories

According to psychologists Christopher Chabris and Daniel Simons (authors of The Invisible Gorilla), stories are more persuasive and trustworthy than statistics because individual examples lodge in our minds, but statistics and averages do not.

And your email campaign is the perfect place to tell your brand’s story. You can have it delivered to your lead’s inbox. You can break it down into short, value-added emails. So don’t send more than 10 emails without telling your audience who you are (and why they should buy from you) in a story.

Here’s quicksprout’s guide to telling your brand’s story here.

Seth Godin teaches you how to tell a great story here. 

 

Mar 03

80/20 List-Building: How to Quickly Grow a Massive Email List in 2015 (And Beyond)

By Jack | list building

[themedy_button url=”https://my.leadpages.net/leadbox/147756c73f72a2%3A113896832b46dc/5704147139559424/” icon=”signal” label=”Bonus Video: See How I Use Facebook Ads To Grow My List On Just $4 A Day” colour=”red” colour_custom=”” size=”large” edge=”straight” target=”_self”]

“The size and quality of your email list will determine your online business success.”

But don’t take my word for it:

“I have literally built a multi-million dollar business on the strength of my email list. Ninety percent of my income comes from it. Even today, my email list is still my number one business priority—and asset.” (Michael Hyatt)

“Without a doubt, our email list is the best investment we’ve ever made.” (Douglas Karr)

“Email is the most important channel for you to cultivate.” (Social Media Examiner)

But I’m sure you’ve heard, “the money is in the list” about 5 thousand times by now… So let’s get into the problem with list building today and how you can fix it – for good.

Why you’re still looking for the ULTIMATE list building guide

Google the phrase, “how to build an email list” and BAM! You’ve got 577 million list-building articles at your fingertips – for free! Soooo, busy business owner… your list building problems are solved, right? Not a chance.

Screenshot 2015-03-02 15.28.58Too many weak list building “tricks.” You and I both know there’s not enough time to read even 1% of the building articles out there. Plus, each article gives you different “tips and tricks” to follow.

Run webinars? Start social media contests? A/B test opt-in offers? Sure those things might bring some opt-ins. But you’ve got a business to run. And “ain’t nobody got time for that.”

So which list building tactics actually work and which ones waist your time? To find the answer, let’s turn toward the 80/20 principal.

80/20 List Building


[themedy_pullleft colour=”blue” colour_custom=”” text=”The Pareto principle states that, for many events, roughly 80% of the effects come from 20% of the causes.”]

Question: What’s the 20% of list building activities that will get me 80% of the results?
Answer:

  • Website Opt-In Offers
  • Facebook Ads
  • Skyscraper Technique + Content Upgrades

 


Add These 5 Opt-In Areas To Your Website

An opt-in offer is an “ethical bribe” that turns your website visitors into leads. You know you’ve got a solid opt-in offer when your visitors gladly trade their contact info for your offer.

Warning: Don’t make this list-building mistake: You want an email list of potential customers right? So make sure your giveaway is irresistible to your ideal customer. (Not just any website visitor.)

Think about a pain point that your perfect customer has. Can you solve that problem with an ebook, white paper or video series?  If yes, that opt-in offer will help you get better opt-in rates while building a list of qualified leads.

2 Easy Lead Magnet Ideas

Multi-Part Email Series – If your lead magnet will be written, I suggest putting that info into 4-7 separate emails instead of a single ebook. Why?

First, it gets your readers into the habit of opening your emails if your lead magnet content is dripped out over several messages. Plus, when you break down the content into small, bite sized chunks, more of your leads will actually read and use your lead magnet content.

Video Download Are you “camera friendly?” Hate writing? Than this lead magnet is for you. Video is a high converting lead mag because it’s more personal and most of us would rather watch a video than read an ebook. You don’t even need to be in front of the camera. Just do a screen shot video.

Tip: Make sure you an external mic for any video you put out for best quality.

Lead Magnet Example

email marketing opt-inAt emailsthatsell.com my perfect client is struggling with knowing what emails to send that will bring customers. She might already have a large list, but she’s not sending anything because she’s afraid of sounding spammy.

So I offer this potential client a lead magnet that addresses that pain point with the  4 biggest mistakes businesses make with email marketing.

[themedy_alertbox icon=”envelope-alt” colour=”red” custom_colour=””]Notice how I designed my lead magnet for my perfect client, not average website visitor.[/themedy_alertbox]

Once you’ve got your perfect lead magnet, here’s where to put it:

  • Homepage

Homepage-opt-in

Use wordpress? Easily create your own welcome gate for free with Noah Kagan’s free plugin. Or use Leadpages.

  • Popup/Slide up

Slide-up-opt-in-box

Get a slide-up box like this (and other killer tools) for free with SumoMe.

  • Menu

menu

The menu bar is your most clicked area on your website. Take advantage of that by placing a link to your opt-in page.

  • Sidebar

side-bar-opt-in-box

Sidebar opt-in areas work best when they scroll with the page. That way, your readers always see your side bar opt-in offer. To easily make your sidebar scroll with your reader, download this wordpress plugin: Q2W3 Fixed Widget (Sticky Widget)

  • Footer of the content

footer-opt-in-box

Footer areas are a great place to add your opt-in offer. But there’s one more place to add content that will beat all of these, thus toping our 80/20 results. It’s call a “content upgrade” and I’ll tell you everything you need to get the most results.

But first, let’s dive into list-building activity #2: Facebook Ads

Facebook Ads: Build Your List For $1.90 Per Email

Facebook Ads for List Building

This Facebook ad brings me new email subscribers for $1.90

The opt-in areas on your website will convert your traffic into subscribers. But if you’re just starting out, you’ll need another way to grow your list before you have tons of traffic. That’s why I recommend building your list with Facebook ads WHILE your blog traffic/subscribers increases organically.

But before you start buying emails, ask yourself this question first:

[themedy_alertbox icon=”user” colour=”green” custom_colour=””]How much is a new email worth to you?[/themedy_alertbox]

In other words, what would you pay for a new email address?

Here’s how to find this out. (And this is an important 1st step if you’re thinking about list building with ads.)

How much profit do you make when you get a sale?(For this example, let’s say you make $100 per sale.)

Next, figure your conversion rate for your email list. How many emails do you need to collect and run through your email marketing camaign before you get a sale? If you have a 5% conversion rate, you need to add 20 emails to your list to make a sale.

Use this formula to find out what a new email is worth to you:

[themedy_alertbox icon=”envelope-alt” colour=”green” custom_colour=””] Conversion Rate X Conversion Value = Value Per Email[/themedy_alertbox]

In our example, the formula will look like this: 5% X $100 = $5

If this is the case, you can spend $5 to get one email. That’s your breakeven point. If you can collect emails for less, (and your conversion rate and value holds true) you’re paid list building activities will be profitable.

Anytime you have a value per email address over $5, then you owe to yourself to test paid list building. And if you didn’t, rethink your offer and try adding premium products/services to increase your customer value. Also, if you’re not converting at least 5% of your list into paying customers, you need to optimize your email marketing campaign, fast. Because you’re leaving big money on the table.

Why Facebook Ads?

I’m a huge fan of Adwords because you can get people exactly when they’re searching for something you offer. But Adwords is jam-packed competitive and relatively expensive.

Plus there’s a bigger learning curve to getting your Adwords campaign profitable. And that’s why I’m teaching you how to do it with Facebook ads.

Here’s Noah Kagan’s rockstar guide to spending your first $100 on facebook. 

Combine his tips with a simple landing page like this and you’re done.

Keep this in mind: 

Facebook only lets you target by demographics and interests. To make sure you attract your perfect customers, laser target your ad with a highly specific lead magnet. Offer up something that only your perfect customer would be interested in.

Watch this video to learn exactly how I grow my list for just $4 a day

Facebook Ad List Building Trick

Get Traffic + Convert It With “Content Upgrades”

There’s 2 parts to this last one, but it’s super important. We’re gonna use the best traffic building strategy on the planet, the Skyscraper Technique plus my own twist that will get you even more traffic/backlinks and shares per article.

To get loads of traffic to your site:

Skyscraper Technique

Brian Dean’s Genius Skyscraper Technique + Content Upgrades is The Fastest Way To Grow Your Email List

To find link-worthy content, I use Open Site Explorer, Click on the “Top Pages” button:

And search for content with 25 linking root domains or more:

[themedy_alertbox icon=”signal” colour=”green” custom_colour=””]How to get even more traffic for each article your write: Find everyone who shared the original article link… Plus RELATED LINKS![/themedy_alertbox]

For example, if you find a popular article on email marketing tips, instead of just reaching out to people who linked to the #1 most popular article on email marketing tips:

Email Marketing Tips – 10 Tips to Get You Started

I can also reach out to the authors of these super-popular articles:

  1. 20 Tips for Dramatically Better Emails
  2. 5 Innovative Email Marketing Tips That Drive Readers to Action
  3. 11 Sure-fire Tips on How to Make Sure Your Email Marketing Works

This gives me 4 times the number of TARGETED people I can reach out to for links/traffic. Thus, giving me 4X the amount of results.

You’ll have 500-1000 potential authors to reach out to for each article so hire a 4$/hour virtual assistant to help you do this.

The bottom-line: Use the skyscraper technique and you wont’ be blogging in the dark. So if you spend 3 hours a day for 5 days on your epic content, it won’t go to waste.

Convert your traffic with content upgrades

The next thing you need to do is create a content upgrade for that post. This will get you most of your email subscribers.

Think about it as a bonus chapter that people will have to trade their email for. You could add a bonus video for the post (like this facebook ad video) provide 2 real world examples or case studies, a checklist or anything else that someone who enjoyed the post would be interested in.

A few more content upgrade ideas:

  • Ebook (specific to the post)
  • Cheat sheet
  • Email series
  • Video
  • Private blog content
  • Early access to new features

This bonus facebook ad video (where I show you exactly how I build my list) is my content upgrade for this post:

Facebook Ad List Building Trick

Click here to watch how I grow my email list on $4 a day with Facebook ads

Your turn: Start using the 80/20 principal for building your email list today.

Just make sure you’re following up your list with awesome email marketing!

[themedy_alertbox icon=”heart” colour=”blue” custom_colour=””]Leave a comment below and share your favorite content upgrade idea.[/themedy_alertbox]

 

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