WEBVTT 1 00:00:00.000 --> 00:00:01.800 Hey guys, welcome back to the game. 2 00:00:01.800 --> 00:00:04.480 We talk about making that sweet cheddar 3 00:00:04.480 --> 00:00:07.840 and taking it home with the bacon and making that bread, 4 00:00:07.840 --> 00:00:09.360 taking home the lettuce, which by the way, 5 00:00:09.360 --> 00:00:11.080 now sounds like a delicious sandwich. 6 00:00:11.080 --> 00:00:12.760 But today I want to talk about something 7 00:00:12.760 --> 00:00:14.920 that is very serious online sandwiches 8 00:00:14.920 --> 00:00:17.080 that will make you money, which is a through line. 9 00:00:17.080 --> 00:00:22.080 So when we buy businesses, one of the easiest up lifts 10 00:00:22.840 --> 00:00:25.440 that we can create is following the click journey, 11 00:00:25.440 --> 00:00:28.520 which is following the path from prospect to customer. 12 00:00:28.600 --> 00:00:30.200 And as crazy as this sounds, 13 00:00:30.200 --> 00:00:34.200 you probably haven't done yours in six months or more. 14 00:00:34.200 --> 00:00:35.800 And the crazy thing is, is that you've changed 15 00:00:35.800 --> 00:00:37.360 like three or four things in that process 16 00:00:37.360 --> 00:00:39.040 during that time period, but you haven't looked 17 00:00:39.040 --> 00:00:40.800 at how different it is for the prospect. 18 00:00:40.800 --> 00:00:42.720 And although you may have improved some things, 19 00:00:42.720 --> 00:00:45.080 you're still leaving money on the table. 20 00:00:45.080 --> 00:00:47.160 The big word for this is congruence. 21 00:00:47.160 --> 00:00:51.440 And so you can almost always, I don't even say almost always, 22 00:00:51.440 --> 00:00:52.840 I'm gonna say always, I'm gonna say, I'm gonna, 23 00:00:52.840 --> 00:00:54.120 I'm gonna be bold, I'm gonna be bold. 24 00:00:54.120 --> 00:00:57.480 You can always increase how much when you make 25 00:00:57.480 --> 00:01:00.280 by making everything from the beginning to the end, 26 00:01:00.280 --> 00:01:01.120 congruent. 27 00:01:01.120 --> 00:01:03.920 One of the issues with businesses is that you have handoffs 28 00:01:03.920 --> 00:01:06.480 between departments, handoffs between employees, 29 00:01:06.480 --> 00:01:08.560 handoffs between platforms and technology. 30 00:01:08.560 --> 00:01:11.680 And so there's many transition points for a prospect 31 00:01:11.680 --> 00:01:12.920 to become a customer and even a customer 32 00:01:12.920 --> 00:01:14.480 to become a repeat purchaser. 33 00:01:14.480 --> 00:01:17.360 With these handoff points, the worst version of this 34 00:01:17.360 --> 00:01:18.800 is that there is no handoff and the person 35 00:01:18.800 --> 00:01:19.960 just falls to the cracks. 36 00:01:19.960 --> 00:01:22.480 This is, you know, level zero or below zero. 37 00:01:22.480 --> 00:01:23.560 And this is where honestly, I would say 38 00:01:23.560 --> 00:01:24.720 the vast majority of people are. 39 00:01:24.720 --> 00:01:26.440 How many times you call a business or email them 40 00:01:26.440 --> 00:01:27.560 and they just never email you back. 41 00:01:27.560 --> 00:01:28.760 You're like, well, that sucked. 42 00:01:28.760 --> 00:01:30.760 And that business owner's like, man, I think, 43 00:01:30.760 --> 00:01:31.920 I think my market's too small. 44 00:01:31.920 --> 00:01:33.800 It's like, do you do even for you to respond to leads? 45 00:01:33.800 --> 00:01:35.440 All right, anyways. 46 00:01:35.440 --> 00:01:37.600 So I'm gonna walk you through what this kind of journey 47 00:01:37.600 --> 00:01:39.240 might look like, hypothetically. 48 00:01:39.240 --> 00:01:41.680 All right, so let's say that someone sees an ad 49 00:01:41.680 --> 00:01:45.880 and you say, hey, I'm going to decrease your page load times. 50 00:01:45.880 --> 00:01:47.960 Okay, and that's gonna increase how many leads you get. 51 00:01:47.960 --> 00:01:51.840 Now they click the ad and then on the landing page, 52 00:01:51.840 --> 00:01:54.040 you say, I'm gonna have to get more leads. 53 00:01:54.040 --> 00:01:56.280 But if the ad said, I'm gonna help you decrease 54 00:01:56.280 --> 00:01:58.680 your page load times and then you have the benefit 55 00:01:58.680 --> 00:02:00.600 of that thing as the next page, 56 00:02:00.600 --> 00:02:03.520 a certain percentage people are not gonna make the tie. 57 00:02:03.520 --> 00:02:05.880 They're not gonna see how those things are the same. 58 00:02:05.880 --> 00:02:07.720 And so you will lose a certain percentage people 59 00:02:07.720 --> 00:02:10.240 who hit the first thing that don't convert on the second. 60 00:02:10.240 --> 00:02:13.680 Now, the surefire way to improve the conversion 61 00:02:13.680 --> 00:02:16.880 of that landing page is to simply match it to what the ad says. 62 00:02:16.880 --> 00:02:18.480 Now I'll give you a little hack on this. 63 00:02:18.480 --> 00:02:22.760 So it's easier, in my opinion, to test headline split tests 64 00:02:22.760 --> 00:02:25.400 with larger amounts of data for your audience, 65 00:02:25.400 --> 00:02:28.000 then sometimes it is for ads because ads become more varied. 66 00:02:28.000 --> 00:02:30.200 What I have found to be an effective way of doing this 67 00:02:30.200 --> 00:02:33.120 is that I split test my headlines for the main benefits. 68 00:02:33.120 --> 00:02:36.160 And then the hooks in my ads will change plenty, 69 00:02:36.160 --> 00:02:38.560 but the meat of my ad will more or less remain the same 70 00:02:38.560 --> 00:02:40.960 because that's the benefit the people see 71 00:02:40.960 --> 00:02:42.840 from whatever it is that I sell. 72 00:02:42.840 --> 00:02:45.440 And so hook is changing, meat is the same, 73 00:02:45.440 --> 00:02:47.520 and that meat now matches the headline 74 00:02:47.520 --> 00:02:49.680 because I tested that that specific word 75 00:02:49.680 --> 00:02:51.840 or phrase or combination of words 76 00:02:51.880 --> 00:02:54.360 is the thing that the most people like. 77 00:02:54.360 --> 00:02:56.040 Once I have the person who's opted in, 78 00:02:56.040 --> 00:02:57.840 what is the thank you page gonna be? 79 00:02:57.840 --> 00:02:58.680 Guess what? 80 00:02:58.680 --> 00:03:01.520 It's gonna be the same benefit that we just said in the headline. 81 00:03:01.520 --> 00:03:03.480 To get that headline, here's the next step. 82 00:03:03.480 --> 00:03:05.480 To get that benefit, here's what you have to do. 83 00:03:05.480 --> 00:03:08.040 And then, and here's where people get lost again, 84 00:03:08.040 --> 00:03:10.280 they schedule or they book or they take the next step, 85 00:03:10.280 --> 00:03:13.240 and then guess what happens on the setting call 86 00:03:13.240 --> 00:03:16.360 or the closing call, the first person they talk to after that. 87 00:03:16.360 --> 00:03:19.800 In the beginning of the call, relate back 88 00:03:19.800 --> 00:03:21.800 what they have done to that point 89 00:03:21.800 --> 00:03:23.520 to say that they are in the right place. 90 00:03:23.520 --> 00:03:24.600 This is congruence. 91 00:03:24.600 --> 00:03:26.840 So what they sell, it's all the benefit of the ad, 92 00:03:26.840 --> 00:03:29.800 why they opted in, and now on the beginning of the call, 93 00:03:29.800 --> 00:03:33.200 we're gonna re-mention, we're gonna recap their journey 94 00:03:33.200 --> 00:03:35.200 so that they're like, oh, that is why I did it. 95 00:03:35.200 --> 00:03:38.400 And so think about this as a hypothetical 100%. 96 00:03:38.400 --> 00:03:39.640 So let's say at the beginning, 97 00:03:39.640 --> 00:03:41.520 100% of people click for this reason. 98 00:03:41.520 --> 00:03:43.720 Every time you move them along this process 99 00:03:43.720 --> 00:03:45.960 and you don't remind them of that reason, 100 00:03:45.960 --> 00:03:49.080 some of that 100% you will leak or you will lose. 101 00:03:49.120 --> 00:03:51.200 And so I think of this visually as a pipeline. 102 00:03:51.200 --> 00:03:52.720 This is just like an analogy for this. 103 00:03:52.720 --> 00:03:54.400 And so you've got water flowing in, 104 00:03:54.400 --> 00:03:56.080 which is the traffic, which is the demand, 105 00:03:56.080 --> 00:03:57.440 which is the prospects, right? 106 00:03:57.440 --> 00:04:00.920 And that each connection point of the piping 107 00:04:00.920 --> 00:04:02.560 is where you have a handoff or transition 108 00:04:02.560 --> 00:04:04.040 between systems, between people, 109 00:04:04.040 --> 00:04:06.760 and you have to remind them what they just did 110 00:04:06.760 --> 00:04:08.000 or what just they just came through. 111 00:04:08.000 --> 00:04:10.000 Now it doesn't just stop at the sale. 112 00:04:10.000 --> 00:04:11.640 Once you have the sale completed, 113 00:04:11.640 --> 00:04:14.120 guess what happens next, they're gonna get onboarded. 114 00:04:14.120 --> 00:04:15.640 And so when your customer's success person 115 00:04:15.640 --> 00:04:17.840 gets on the phone with them, what are they gonna say? 116 00:04:17.880 --> 00:04:20.160 They're gonna say, hey, I know that you clicked on this thing 117 00:04:20.160 --> 00:04:21.720 and you got this stuff and you talked to John 118 00:04:21.720 --> 00:04:23.480 and he said, this is the main thing. 119 00:04:23.480 --> 00:04:26.040 And you recap that journey and you recap the benefit 120 00:04:26.040 --> 00:04:28.600 which is the original benefit that they opted in for. 121 00:04:28.600 --> 00:04:30.600 The thing is that each of these opportunities 122 00:04:30.600 --> 00:04:32.280 or each of these touch points 123 00:04:32.280 --> 00:04:35.960 is an opportunity to either dilute the customer's interest 124 00:04:35.960 --> 00:04:40.520 or reaffirm or reinforce the reason they did this to begin with. 125 00:04:40.520 --> 00:04:43.840 It's almost like you wanna recap their entire pain journey 126 00:04:43.840 --> 00:04:46.400 every time because it reminds them why they're here. 127 00:04:46.400 --> 00:04:49.040 Because most businesses have this crazy assumption 128 00:04:49.040 --> 00:04:51.280 myself included that everyone is thinking 129 00:04:51.280 --> 00:04:53.040 about their business all the time, 130 00:04:53.040 --> 00:04:54.760 that their prospects are like, man, 131 00:04:54.760 --> 00:04:57.280 I can't wait for that appointment I have on Monday 132 00:04:57.280 --> 00:05:00.520 with that sales guy from so and so, no, they're busy, 133 00:05:00.520 --> 00:05:03.920 they forget, they have a 10,000 marketing messages 134 00:05:03.920 --> 00:05:06.240 going to them a day, their boyfriend breaks up with them, 135 00:05:06.240 --> 00:05:08.200 their employees are yelling at them, 136 00:05:08.200 --> 00:05:09.760 their customers hate them, whatever it is, right? 137 00:05:09.760 --> 00:05:11.400 They've got 100 things going on. 138 00:05:11.400 --> 00:05:15.480 And so simply reminding them of why they're here 139 00:05:15.480 --> 00:05:18.200 creates a through line from beginning to end. 140 00:05:18.200 --> 00:05:20.280 And I can't tell you the amount of times 141 00:05:20.280 --> 00:05:24.240 that I've done this and it's one of those no-duh things. 142 00:05:24.240 --> 00:05:26.480 But the thing is, at least that I found, 143 00:05:26.480 --> 00:05:28.680 and I've said this before, but being advanced 144 00:05:28.680 --> 00:05:30.600 is never not doing the basics. 145 00:05:30.600 --> 00:05:33.320 And so at scale, it's just being able to say 146 00:05:33.320 --> 00:05:36.360 that you do the basics every time, everywhere. 147 00:05:36.360 --> 00:05:37.720 And so it's like, of course, 148 00:05:37.720 --> 00:05:38.920 we need to follow up with our leads, 149 00:05:38.920 --> 00:05:40.280 but guess what the follow-ups about? 150 00:05:40.280 --> 00:05:41.800 The thing they opted in for, 151 00:05:41.800 --> 00:05:44.280 and we restate that benefit over and over again 152 00:05:44.280 --> 00:05:45.960 because they told us that's what they wanted. 153 00:05:45.960 --> 00:05:47.560 And so it's like, we have this answer, 154 00:05:47.560 --> 00:05:49.840 we have this cheat code, they've already said, 155 00:05:49.840 --> 00:05:51.560 hey, by the way, this is what I want. 156 00:05:51.560 --> 00:05:53.400 But most businesses are like, hey, 157 00:05:53.400 --> 00:05:55.400 here's this thing that you didn't say you wanted. 158 00:05:55.400 --> 00:05:57.200 And they think it's surprising to lighter, 159 00:05:57.200 --> 00:05:58.320 they think it's translating it, 160 00:05:58.320 --> 00:05:59.680 but all they're doing is saying, yeah, 161 00:05:59.680 --> 00:06:02.440 and all of a sudden you find yourself 162 00:06:02.440 --> 00:06:04.080 on these sales costs, and the person's like, 163 00:06:04.080 --> 00:06:05.760 nah, I think I'm good. 164 00:06:05.760 --> 00:06:07.800 And you're like, no, no, no, but this thing's amazing. 165 00:06:07.800 --> 00:06:09.360 And they're like, yeah, I'm sure it is, 166 00:06:09.360 --> 00:06:11.160 but I think I'm good. 167 00:06:11.160 --> 00:06:13.440 But it's because that's not what they signed up for. 168 00:06:13.440 --> 00:06:16.520 The cool thing is, is that we have this inherent advantage. 169 00:06:16.520 --> 00:06:18.120 And this is like, I feel like every business owner, 170 00:06:18.120 --> 00:06:19.880 especially salespeople forget this. 171 00:06:19.880 --> 00:06:22.920 You have a forever one-sided advantage 172 00:06:22.920 --> 00:06:24.640 when it comes to talking to a prospect, 173 00:06:24.640 --> 00:06:28.240 which is that they moved first. 174 00:06:28.240 --> 00:06:31.560 Because fundamentally, them picking up the call 175 00:06:31.560 --> 00:06:34.040 and then say, like the first thing they do, 176 00:06:34.040 --> 00:06:35.880 and they said they have time, or they said they have the problem, 177 00:06:35.880 --> 00:06:37.600 they have now indicated interest. 178 00:06:37.600 --> 00:06:40.880 At that point, you have a forever advantage. 179 00:06:40.880 --> 00:06:43.240 Now, that is in the coldest of situations, 180 00:06:43.240 --> 00:06:46.480 but if someone opens up your email from your cold outreach, 181 00:06:46.480 --> 00:06:48.120 they have taken a step to engage. 182 00:06:48.120 --> 00:06:51.080 If someone likes or comments on your post, 183 00:06:51.080 --> 00:06:52.560 they have taken a step to engage. 184 00:06:52.560 --> 00:06:55.440 If they click on your link, if they opt into your site, 185 00:06:55.440 --> 00:06:57.680 if they schedule a call, all of those 186 00:06:57.680 --> 00:06:59.400 are indications of interest. 187 00:06:59.400 --> 00:07:01.000 And so because they have done that, 188 00:07:01.000 --> 00:07:02.240 we can always relate back. 189 00:07:02.240 --> 00:07:03.440 So it's those one-sided thing, you're like, 190 00:07:03.440 --> 00:07:04.400 oh, no, no, I'm not. 191 00:07:04.400 --> 00:07:05.840 I'm not saying you need anything. 192 00:07:05.840 --> 00:07:07.800 I'm just telling you what you already did. 193 00:07:07.800 --> 00:07:10.080 And so what happens is you have commitment and consistency bias, 194 00:07:10.080 --> 00:07:12.760 which means that the person people like to be perceived 195 00:07:12.760 --> 00:07:14.280 as consistent. 196 00:07:14.280 --> 00:07:16.720 It's how we slam politicians, which by the way, 197 00:07:16.720 --> 00:07:17.560 I think it's silly. 198 00:07:17.560 --> 00:07:19.400 It's like, oh yeah, I learned this thing when I was seven, 199 00:07:19.400 --> 00:07:20.920 which means I can never change my mind again. 200 00:07:20.920 --> 00:07:22.320 I'm not even going to get into the bias. 201 00:07:22.320 --> 00:07:23.760 But the point is, is it exists? 202 00:07:23.760 --> 00:07:26.600 And people do prefer to be seen as consistent people 203 00:07:26.600 --> 00:07:27.720 who stick with their commitments. 204 00:07:27.720 --> 00:07:29.360 And so when you remind them, 205 00:07:29.360 --> 00:07:31.320 and this is why congruence is so effective, 206 00:07:31.320 --> 00:07:34.400 is that when you remind them of what they already did, 207 00:07:34.400 --> 00:07:37.000 it's you not saying, hey, I think you'll like this. 208 00:07:37.000 --> 00:07:39.240 It's saying, you already said you'd like this. 209 00:07:39.240 --> 00:07:42.120 This is me just trying to deliver on what you asked for. 210 00:07:42.160 --> 00:07:43.440 You called me. 211 00:07:43.440 --> 00:07:45.080 You responded to my message. 212 00:07:45.080 --> 00:07:46.720 You took action on my post. 213 00:07:46.720 --> 00:07:47.880 You made a comment. 214 00:07:47.880 --> 00:07:50.000 You DMed me back. 215 00:07:50.000 --> 00:07:52.360 So I'm not the one pursuing you here. 216 00:07:52.360 --> 00:07:57.200 And so forever, keeping that one thing front and center 217 00:07:57.200 --> 00:07:59.040 keeps you in the driver's seat, 218 00:07:59.040 --> 00:08:01.280 in the conversation with the prospect 219 00:08:01.280 --> 00:08:06.280 and keeps the message clean from click to close to ascension. 220 00:08:06.960 --> 00:08:10.520 My ask for you is to number one, 221 00:08:10.520 --> 00:08:13.120 actually walk through the click journey for your customers, 222 00:08:13.120 --> 00:08:15.120 actually look at the emails that you've been sending, 223 00:08:15.120 --> 00:08:17.440 actually click on the link on your profile, 224 00:08:17.440 --> 00:08:20.600 actually opt in in your site, actually click an ad, 225 00:08:20.600 --> 00:08:22.960 and then look at the follow-up emails that you get, 226 00:08:22.960 --> 00:08:24.560 look at the text that you get, 227 00:08:24.560 --> 00:08:26.440 think about them within the context of the thing 228 00:08:26.440 --> 00:08:29.440 that you just saw, and what you will find so many times 229 00:08:29.440 --> 00:08:31.960 is the crazy areas of opportunity for improvement, 230 00:08:31.960 --> 00:08:35.880 because all you have to do is just keep it consistent. 231 00:08:35.880 --> 00:08:38.640 And so I promised you, if you do this little audit, 232 00:08:38.640 --> 00:08:42.160 you can in a very rare way, like imagine you have six steps 233 00:08:42.160 --> 00:08:45.400 in your process from, they clicked, they opted in, 234 00:08:45.400 --> 00:08:49.240 they schedule, they show, they close, there's five steps. 235 00:08:49.240 --> 00:08:52.640 So the result of that is a 28% improvement. 236 00:08:52.640 --> 00:08:54.400 And you're like, oh, a 28% improvement. 237 00:08:54.400 --> 00:08:58.040 Well, that improvement is gonna increase revenue 238 00:08:58.040 --> 00:08:59.800 with no added cost. 239 00:08:59.800 --> 00:09:03.400 And if you run a, call it 25% margin of business, 240 00:09:03.400 --> 00:09:04.280 or let's keep it simple. 241 00:09:04.280 --> 00:09:06.480 Let's say you run a 28% margin of business, 242 00:09:06.480 --> 00:09:10.040 then you could veritably double your profit, 243 00:09:10.040 --> 00:09:14.240 even with that 28% increase in revenue. 244 00:09:14.240 --> 00:09:16.760 And so even though it is just 28, just 28%, 245 00:09:16.760 --> 00:09:19.120 by the way, I had a mentor tell me this, 246 00:09:19.120 --> 00:09:21.040 he said never put just in front of money. 247 00:09:21.040 --> 00:09:22.720 Since never say it's just $10, 248 00:09:22.720 --> 00:09:24.600 it's just whatever, he's like, money's money. 249 00:09:24.600 --> 00:09:26.240 Most of you will find oftentimes, 250 00:09:26.240 --> 00:09:28.000 significantly more than a 5% improvement. 251 00:09:28.000 --> 00:09:29.680 You'll find 15, 25s. 252 00:09:29.680 --> 00:09:32.280 And when you pick up those quarters in four or five places, 253 00:09:32.280 --> 00:09:34.440 you don't have a 25% improvement. 254 00:09:34.440 --> 00:09:36.400 Sometimes you get a double or a triple. 255 00:09:36.400 --> 00:09:37.840 And these are some of the things 256 00:09:37.840 --> 00:09:39.640 that we do to organically grow a business 257 00:09:39.640 --> 00:09:42.000 that just take the attention span 258 00:09:42.000 --> 00:09:43.560 to walk through the process 259 00:09:43.560 --> 00:09:45.320 and make sure that everyone is aligned. 260 00:09:45.320 --> 00:09:48.280 And specifically, the first part of every script, 261 00:09:48.280 --> 00:09:50.320 whether it's email, whether it's a phone call, 262 00:09:50.320 --> 00:09:54.280 whether it's onboarding, all mirror what just happened. 263 00:09:54.280 --> 00:09:55.440 So with that being said, 264 00:09:55.440 --> 00:09:56.800 I appreciate you guys taking the time. 265 00:09:56.800 --> 00:09:58.400 And hopefully this podcast 266 00:09:58.400 --> 00:09:59.760 gives you a higher return on your time 267 00:09:59.760 --> 00:10:00.600 than what you could have done. 268 00:10:00.600 --> 00:10:02.280 Otherwise, I promise you if you do that audit, 269 00:10:02.280 --> 00:10:03.360 you will make more money. 270 00:10:03.360 --> 00:10:05.200 And if this audio-first style podcast 271 00:10:05.200 --> 00:10:08.240 is something that you enjoy over the more structured, 272 00:10:08.240 --> 00:10:11.040 notated versions that we have kind of YouTube, 273 00:10:11.040 --> 00:10:12.160 YouTube-y versions, 274 00:10:12.160 --> 00:10:13.960 let me know in the comments if you're on Spotify. 275 00:10:13.960 --> 00:10:15.960 And if you're on an iPhone, just screenshot it, 276 00:10:15.960 --> 00:10:17.640 tag me on Zig-Ram. 277 00:10:17.640 --> 00:10:19.120 And I will know that you don't hate this. 278 00:10:19.120 --> 00:10:20.960 And if you do hate this, you know, 279 00:10:20.960 --> 00:10:24.960 just stay silent, like a lurker in the darkness. 280 00:10:24.960 --> 00:10:26.440 Smoking your cigarettes. 281 00:10:26.440 --> 00:10:28.280 That's right, you cigarette smokers. 282 00:10:28.280 --> 00:10:29.120 Have a good one. 283 00:10:29.120 --> 00:10:30.280 See you in the next one.