WEBVTT 1 00:00:00.000 --> 00:00:06.240 What's going on everyone welcome back to the game today I'm going to do a very 2 00:00:06.240 --> 00:00:10.960 good breakdown of Ryan Reynolds mid mobile now this will be different than the 3 00:00:10.960 --> 00:00:14.760 Rihanna collab by Fenty I don't know a bunch of people corrected me in the comments 4 00:00:14.760 --> 00:00:18.360 I don't know how to say it I'm obviously not a buyer for lunch right but I am a 5 00:00:18.360 --> 00:00:22.440 consumer of business models and so I am gonna talk very little about big 6 00:00:22.440 --> 00:00:26.500 picture stuff that they did distribution brand deals any of that I'm just 7 00:00:26.500 --> 00:00:29.420 gonna be talking about like what ads are converting what pages they're pushing 8 00:00:29.420 --> 00:00:32.940 to what's the offer they're running how are they packaging it and how they 9 00:00:32.940 --> 00:00:35.860 following up the email to max by conversion and I think there's a ton of 10 00:00:35.860 --> 00:00:39.820 stuff in here super tactical that any business owner can use I certainly am 11 00:00:39.820 --> 00:00:44.500 and at the end I'll give you some things that I think if I were the CMO of the 12 00:00:44.500 --> 00:00:48.180 company I would consider at least testing that might show some performance 13 00:00:48.180 --> 00:00:53.100 improvements over what they're currently doing. Ryan Reynolds acquired over two 14 00:00:53.100 --> 00:00:56.660 million customers from mid mobile with paid ads and I'm gonna break down the 15 00:00:56.660 --> 00:01:00.380 best paid as these run and how you can model the structure for whatever it is 16 00:01:00.380 --> 00:01:03.620 that you sell in your marketing I'm Alex Rosy I'm the founder of Acquisition.com 17 00:01:03.620 --> 00:01:06.900 we spend millions of dollars a month on ads we make tons of money and no one 18 00:01:06.900 --> 00:01:11.300 cares let's start with the first ad at mid mobile we like to do the opposite of 19 00:01:11.300 --> 00:01:16.700 what big wireless does they charge you a lot we charge you a little they put 20 00:01:16.700 --> 00:01:21.540 their names on arenas we put ours on my lower back so naturally when they 21 00:01:21.540 --> 00:01:25.660 announce they'd be raising their prices due to inflation we decided to deflate 22 00:01:25.660 --> 00:01:29.620 our prices due to not hating you and if this were one of their ads they'd 23 00:01:29.620 --> 00:01:39.300 ended here with a happy customer so we'll end out with an angry goat so let's 24 00:01:39.300 --> 00:01:42.620 break this down frame by frame now notice though that this is a 30-second ad 25 00:01:42.620 --> 00:01:46.020 and so 30-second ads as a side note there are some placements you would get all 26 00:01:46.020 --> 00:01:49.700 over the internet that are helpful and before I break down the actual 27 00:01:49.700 --> 00:01:53.340 structure I think what's important notice that Ryan Reynolds despite having a 28 00:01:53.340 --> 00:01:57.560 very large personal brand still used paid ads as the primary acquisition 29 00:01:57.560 --> 00:02:01.180 strategy and so think about it like this if all he did was just post every day 30 00:02:01.180 --> 00:02:05.180 just be like mobile mobile like people would just not really care right so 31 00:02:05.180 --> 00:02:08.220 instead it's like he provides value via movies and things like that that's 32 00:02:08.220 --> 00:02:10.620 where he gets his master's distribution that's where he builds his brand and 33 00:02:10.620 --> 00:02:15.020 is good will and then he monetizes through the paid ads is basically almost 34 00:02:15.020 --> 00:02:19.660 like a retargeting but his warm audience is everyone so the hook is basically 35 00:02:19.660 --> 00:02:22.500 a contrary in hook so there's a little bit of curiosity here because you're 36 00:02:22.500 --> 00:02:25.940 like okay well one you recognize Ryan Reynolds right off the bat and he's got 37 00:02:25.940 --> 00:02:28.780 brand placement behind him so he's making the association between him the thing 38 00:02:28.780 --> 00:02:32.100 you like and the thing you might not know which is mid mobile and so that's a 39 00:02:32.100 --> 00:02:35.740 one-on-one strategy and there's a reason that I wear this hat and why underneath 40 00:02:35.740 --> 00:02:39.300 of my shirt which normally is unbuttoned for those of you who are you wildfellas 41 00:02:39.300 --> 00:02:44.940 with my 90% male audience the reason I rep my brand is to make that same 42 00:02:44.940 --> 00:02:47.620 association if there's stuff that you use for my content and it makes you 43 00:02:47.620 --> 00:02:51.180 money then hopefully you associate that value with me and acquisition.com 44 00:02:51.180 --> 00:02:55.800 all right so here this is a contrary in hook and the curiosity is okay well what's 45 00:02:55.800 --> 00:03:00.740 opposite about this thing versus what my current carrier so this is a clear set 46 00:03:00.740 --> 00:03:05.540 up for an out us versus them strategy all right and so this strategy is best 47 00:03:05.540 --> 00:03:09.140 employed when you are not the market leader all right so obviously mid mobile is 48 00:03:09.140 --> 00:03:11.700 kind of the underdog they're going the small guy they're trying to face 49 00:03:11.700 --> 00:03:14.980 Goliath obviously they're not even close to as big as Verizon or I was 50 00:03:14.980 --> 00:03:19.740 supposed to say singular but to date myself well Verizon and AT&T right so this 51 00:03:19.740 --> 00:03:23.740 strategy makes sense if you're number one you don't want to do us versus them 52 00:03:23.740 --> 00:03:26.940 if anything if you want to use an us versus them structure you would use us 53 00:03:26.940 --> 00:03:31.580 versus the alternative so rather than another brand or other companies you'd be 54 00:03:31.580 --> 00:03:35.460 like us versus your couch right if you were like the top fitness brand or 55 00:03:35.460 --> 00:03:38.140 something like that obviously he's weaving in humor because that's part of his 56 00:03:38.140 --> 00:03:41.140 personal brand and so he's basically weaving in his kind of like his brand 57 00:03:41.140 --> 00:03:45.180 and some bullets as he's going through now every ad has as three parts to it 58 00:03:45.180 --> 00:03:47.700 right you're gonna have the hook which we cover right at the beginning there's 59 00:03:47.700 --> 00:03:52.420 the meat of the ad which is to be the value and then at the end of the ad there's 60 00:03:52.420 --> 00:03:54.620 usually going to be either some sort of call action or pay off when you're 61 00:03:54.620 --> 00:03:59.540 thinking about value creation in an ad there's at the most basic level more 62 00:03:59.540 --> 00:04:04.020 good stuff less bad stuff all right and so when you're writing your ads you're 63 00:04:04.020 --> 00:04:07.180 writing your copy you're scripting them out I think first from those two 64 00:04:07.180 --> 00:04:12.100 buckets and so if we pull out our handy dandy textbook for advertising and you 65 00:04:12.100 --> 00:04:15.620 go to one thirty four so this is the leads book all right so there's the 66 00:04:15.620 --> 00:04:19.540 steps for running paid ads so first you have to know where to advertise he's 67 00:04:19.540 --> 00:04:21.460 advertising everywhere because everyone already knows who he is and everyone 68 00:04:21.460 --> 00:04:25.460 already has a cell phone and so his market is everyone right now that parts 69 00:04:25.460 --> 00:04:28.900 straight forward the second part is like okay how to get the right people see 70 00:04:28.900 --> 00:04:31.620 it that's via targeting so I'm sure there's different audiences that look 71 00:04:31.620 --> 00:04:34.460 that do better and it might be for discount providers rather than people who are 72 00:04:34.460 --> 00:04:38.260 maybe at premium they might have found for example that you know switching 73 00:04:38.260 --> 00:04:40.900 someone from Verizon might be more difficult then switching for someone from 74 00:04:40.900 --> 00:04:44.700 like maybe pay on the pay as you go type phone especially given the price 75 00:04:44.700 --> 00:04:49.060 points now the third part which is right here step three what should my ad say 76 00:04:49.060 --> 00:04:51.660 and so this mirrors that three step process you get your call out which is the 77 00:04:51.660 --> 00:04:54.580 hook you got the value which is the meat and then you got the call to action which 78 00:04:54.580 --> 00:04:59.180 is the end all right so besides the kind of general points that I start that are 79 00:04:59.180 --> 00:05:02.580 more common hooks obviously there's not exhaustive you can have unlimited types 80 00:05:02.580 --> 00:05:06.260 of hooks that could fit in the book but in terms of concepts he's using contrast 81 00:05:06.260 --> 00:05:09.660 here contrast in two ways one is that there's contrast visually like this is a 82 00:05:09.660 --> 00:05:12.620 bright color this is something that's going to pop out but then also he's using 83 00:05:12.620 --> 00:05:16.220 contrast us versus that that's kind of the theme here all right now from a value 84 00:05:16.220 --> 00:05:20.420 perspective we get into the interest step all right and so the interest step 85 00:05:20.420 --> 00:05:25.140 is the best ads make benefits look as big as possible and the cost look as small 86 00:05:25.140 --> 00:05:30.140 as possible right and so from the benefits and cost perspective what we're 87 00:05:30.140 --> 00:05:34.700 basically doing is a reverse value equation and so the good stuff is what's 88 00:05:34.700 --> 00:05:38.660 the outcome they want which would be phone coverage right you people would 89 00:05:38.660 --> 00:05:42.780 want it fast they would want easy and they would want it to be likely okay now 90 00:05:42.780 --> 00:05:46.060 the negative side is going to be what is a nightmare scenario the worst case 91 00:05:46.060 --> 00:05:54.140 scenario slow hard and risky and so as he's describing the benefit here which 92 00:05:54.140 --> 00:05:58.540 is less bad stuff the nightmare scenarios that you pay a lot right and you get 93 00:05:58.540 --> 00:06:02.340 basically the same thing and so before this he said and we do this due to not 94 00:06:02.340 --> 00:06:05.980 hating you right and so again he's he's talking about the nightmare scenario they 95 00:06:05.980 --> 00:06:10.060 charge you more and they don't like you and so he's saying we charge you less and 96 00:06:10.060 --> 00:06:14.900 we do like you by implication and then he adds in more humor and to be clear he 97 00:06:14.900 --> 00:06:19.300 doesn't actually show an angry customer he shows it a sheep right and so it 98 00:06:19.300 --> 00:06:23.100 wasn't actually like showing a negative view which other companies like liquid 99 00:06:23.100 --> 00:06:26.260 death which is a water company which took the you know took the to take the 100 00:06:26.260 --> 00:06:30.460 market by storm with cans of water that looked like beer they actually had 101 00:06:30.460 --> 00:06:33.780 ads that were once our reviews of their product because they kind of went again 102 00:06:33.780 --> 00:06:38.300 contrast that contrary and angle now here we finish with what the CTA right so 103 00:06:38.300 --> 00:06:42.100 they make the offer and they tell people minimal dot com and what do I get 104 00:06:42.100 --> 00:06:48.500 unlimited now speed just relative to the cost low done fundamentally sound 105 00:06:48.500 --> 00:06:52.820 ad and obviously brought lots and lots and lots of customers in so if we're 106 00:06:52.820 --> 00:06:57.780 thinking about this ad in three slices right we've got our hook we've got our 107 00:06:57.780 --> 00:07:02.380 meat or value and we've got our CTA all right and so we covered the hook we 108 00:07:02.380 --> 00:07:05.780 covered the CTA let's talk about the meat and so here we've got more good stuff 109 00:07:05.780 --> 00:07:11.780 or less bad stuff now on the good stuff what we're thinking through here is how 110 00:07:11.780 --> 00:07:15.380 can we make it faster so we want to describe speed if we can how can we make it 111 00:07:15.380 --> 00:07:22.860 easier and how can we get risk free now if we wanted to improve this offer it 112 00:07:22.860 --> 00:07:27.460 would be month to month not just monthly right now there's some disclosures at 113 00:07:27.460 --> 00:07:30.940 the bottom what does it say they're limited time only offer now new activation 114 00:07:30.940 --> 00:07:35.020 and up front payment for three months there we go promotion right for first 115 00:07:35.020 --> 00:07:38.340 three months only again so now we get to understand oh it's only $15 a month 116 00:07:38.340 --> 00:07:42.620 for three months and then it will go to who knows maybe goes to 30 we'll find 117 00:07:42.620 --> 00:07:45.900 out taxes and fees are extra so there is more on top that and what are these 118 00:07:45.900 --> 00:07:50.140 fees that they haven't disclosed and unlimited customers using 35 gigabytes per 119 00:07:50.140 --> 00:07:54.300 month will experience lower speeds okay so they do slow you down and video 120 00:07:54.300 --> 00:07:59.180 streams at 4ADP see full terms at mmo.com all right and so that is the fine print 121 00:07:59.180 --> 00:08:01.220 on this now that's because he's being a compliant advertiser and that's 122 00:08:01.220 --> 00:08:04.940 wonderful but big picture though if we wanted to make this more compelling we 123 00:08:04.940 --> 00:08:09.020 would actually flip those things we would say okay we your dream outcome is to 124 00:08:09.020 --> 00:08:15.740 have unlimited fast right internet and you're not going to worry about getting 125 00:08:15.740 --> 00:08:18.940 overcharge or getting your rates turned down in terms of the speed that you're 126 00:08:18.940 --> 00:08:21.740 getting downloaded that would make this offer significantly more compelling 127 00:08:21.740 --> 00:08:25.140 right now the thing that a lot of people don't do in their advertising is they 128 00:08:25.140 --> 00:08:28.180 don't cover what I call the don't right which is like what's the negative side 129 00:08:28.180 --> 00:08:33.180 all right so here less negative is the what are all the things that suck so 130 00:08:33.180 --> 00:08:40.780 paying money sucks which would be in the opposite this is slow hard and risky right 131 00:08:40.780 --> 00:08:45.300 now in this ad obviously they don't really have that offer because a lot of 132 00:08:45.300 --> 00:08:48.620 the things they have are they will they will slow you down they probably made 133 00:08:48.620 --> 00:08:52.300 signing up easy they might not mean canceling easy and then the risk is that 134 00:08:52.300 --> 00:08:56.500 obviously you don't get what you want now on top of this this is the real 135 00:08:56.500 --> 00:09:01.700 don't this is the 201 version of ads is that we say okay well plus minus so 136 00:09:01.700 --> 00:09:06.220 more bad stuff and less good stuff right that happens in your life these are 137 00:09:06.220 --> 00:09:10.340 still the same categories but when we when we sell against the dome we say well 138 00:09:10.340 --> 00:09:16.900 you could also not do this and instead you say you will have more delays by 139 00:09:16.900 --> 00:09:22.380 not buying mobile it'll be harder for you to use your phone stuff and it will 140 00:09:22.380 --> 00:09:27.660 be riskier for you to do it that's a more bad stuff and also you'll 141 00:09:27.660 --> 00:09:31.100 experience less good stuff so you can think about these as mirror images of 142 00:09:31.100 --> 00:09:35.580 both sides if you do it with us then you're gonna have a less slowness less 143 00:09:35.580 --> 00:09:39.340 hardness less risk which means that it's risk-free it's easy and it's fast 144 00:09:39.340 --> 00:09:43.700 these just give you different ways of more or less saying the same thing and on 145 00:09:43.700 --> 00:09:46.980 the alternative side when we're marketing against someone or something or 146 00:09:46.980 --> 00:09:50.460 some idea or some competitor then we're saying basically the converse of 147 00:09:50.460 --> 00:09:54.540 that all right so next add up is actually now that brand is a super bowl ad but 148 00:09:54.540 --> 00:09:59.260 the results were what you expect all right play it wireless for 20 bucks a 149 00:09:59.260 --> 00:10:04.020 month that's not right it's right all right not chunky style milk that's not 150 00:10:04.020 --> 00:10:07.580 right I choose chunky style milk because it has to hold some chunks brewing kids 151 00:10:07.580 --> 00:10:19.300 need unlike smooth style milk hey guys say some chunks for me kind of like your 152 00:10:19.300 --> 00:10:23.940 wireless bill mint mobile is easy online and just 20 bucks a month right now by 153 00:10:23.940 --> 00:10:28.860 one month and get two months free at Mint mobile dot com so what's interesting 154 00:10:28.860 --> 00:10:33.020 about this is they began not really with a hook but they began with the offer and 155 00:10:33.020 --> 00:10:36.380 so me right off the bat I'm not like oh now I'm paying attention I would be like 156 00:10:36.380 --> 00:10:40.500 all right there's an offer here so the good part that they have here I do think 157 00:10:40.500 --> 00:10:44.820 that they have a reaction which I think is overall like a good thing I wonder if 158 00:10:44.820 --> 00:10:48.140 I would split test this I would probably lock off the offer and start at the 159 00:10:48.140 --> 00:10:52.700 reaction and then and then flip the order so that then you see the the offer 160 00:10:52.700 --> 00:10:56.380 just so that there's something interesting there now here they have a mascot 161 00:10:56.380 --> 00:10:59.820 which shows up in the next frame I think what the intention here was to take 162 00:10:59.820 --> 00:11:04.980 Ryan Reynolds face away from stuff and transition it more to a mascot but my 163 00:11:04.980 --> 00:11:09.220 guess here is that his goodwill and his positive brand is probably which 164 00:11:09.220 --> 00:11:15.020 drives a great deal of the advertising return above par because many people 165 00:11:15.020 --> 00:11:18.340 might not know mint mobile if it weren't for Ryan Reynolds they might not even 166 00:11:18.340 --> 00:11:22.860 know that this is the same company as his right here they're actually doing is a 167 00:11:22.860 --> 00:11:27.100 pretty clever advertising tactic whether or not it was effective is you know 168 00:11:27.100 --> 00:11:29.420 predetermined by the fact that they didn't have as many sales as they wanted 169 00:11:29.420 --> 00:11:32.060 so I'm giving you a little bit of a foreshadowing here but what they did is they 170 00:11:32.060 --> 00:11:36.060 actually just drew an analogy between other people's service and chunky milk so 171 00:11:36.060 --> 00:11:41.820 this is another contrast style ad they're saying we are a Ferrari they are a 172 00:11:41.820 --> 00:11:45.820 clunker right there a Vespa or whatever some small scooter something that's a 173 00:11:45.820 --> 00:11:50.140 huge contrast that basically paints an analogy and someone said to say we are 174 00:11:50.140 --> 00:11:54.740 good they are bad and we keep going and the way that branding works is that you 175 00:11:54.740 --> 00:11:58.780 don't actually brand the negative I can't say hey don't think about pink 176 00:11:58.780 --> 00:12:01.460 elephants and me well of course you're gonna think about pink elephants and 177 00:12:01.460 --> 00:12:04.700 now I forever associated for those of you who see this with a pink elephant and 178 00:12:04.700 --> 00:12:07.860 I will just cry myself to sleep every night because of it but the point here 179 00:12:07.860 --> 00:12:11.780 is that they said we don't want to think we want chunky milk and we started 180 00:12:11.780 --> 00:12:17.380 the video starts with the actual brand itself and then subsequently follows 181 00:12:17.380 --> 00:12:21.180 with chunky milk and almost the entire ad is talking about chunky milk and 182 00:12:21.180 --> 00:12:25.180 that it's disgusting right and so people now just simply associate mime mobile 183 00:12:25.180 --> 00:12:29.820 disgusting thing so now they complete the loop and say that's not right kind of 184 00:12:29.820 --> 00:12:34.060 like your wireless bill which is a similarly if you want to use kind of like 185 00:12:34.060 --> 00:12:36.780 sort of it's basically drawing an equivalent between two things which by the 186 00:12:36.780 --> 00:12:40.660 way is one of the key ways of educating and advertising so they hit the three 187 00:12:40.660 --> 00:12:45.620 here right it's easy it's online which to me would be it's fast like it's not 188 00:12:45.620 --> 00:12:48.420 something that you have to talk to anybody says taking away some of the the 189 00:12:48.420 --> 00:12:52.860 pain associated now they don't really hit risk-free but I guess they kind of 190 00:12:52.860 --> 00:12:56.180 lower the risk again with the small price here and you have clear call to 191 00:12:56.180 --> 00:12:58.620 action which is the end of the ad and then obviously the call to action is just 192 00:12:58.620 --> 00:13:02.060 simply go to the website all right so I think that the mistakes in the ad or 193 00:13:02.060 --> 00:13:05.300 that they beat they that branding works whether you like it or not associations 194 00:13:05.300 --> 00:13:09.140 occur and so they branded themselves with chunky milk and they took out their 195 00:13:09.140 --> 00:13:15.660 biggest star which was Ryan Reynolds and so unsurprisingly the ad didn't 196 00:13:15.660 --> 00:13:19.740 perform as well all right let's go to a good one hey it's Ryan Reynolds owner of 197 00:13:19.740 --> 00:13:23.660 mint mobile it's the holidays and the big wireless companies are busy spending 198 00:13:23.660 --> 00:13:28.820 billions on advertising admit we're not into wasting money so we bought this 199 00:13:28.820 --> 00:13:33.380 spiffy stock footage for five hundred dollars our footage also came with an 200 00:13:33.380 --> 00:13:37.020 other hand so we can let you know if you switch to mint you'll get three months 201 00:13:37.020 --> 00:13:40.780 free on all of our plans even unlimited feels like that deserves an 202 00:13:40.780 --> 00:13:50.260 exclamation point whoa easy easy all right so because we have to think about when 203 00:13:50.260 --> 00:13:52.860 you're advertising it because I don't actually think this is an effective hook 204 00:13:52.860 --> 00:13:56.900 from a hook perspective but because this is fundamentally not going to 205 00:13:56.900 --> 00:14:01.220 strangers this is going to people who already know who Ryan Reynolds is and so 206 00:14:01.220 --> 00:14:05.660 the equivalent to that would be if I'm in a local area and I run an ad and I say 207 00:14:05.660 --> 00:14:10.700 hey cows and locals which is some you know suburb and in Baltimore which 208 00:14:10.700 --> 00:14:16.060 we're in from then people are gonna be like oh this is for me I recognize 209 00:14:16.060 --> 00:14:19.580 something one of the four elements of of getting influenced with someone is 210 00:14:19.580 --> 00:14:23.300 likeness or related to you're like oh I know this guy yet again he continues to 211 00:14:23.300 --> 00:14:28.340 hit on this us versus them concept and obviously it's working so when you do 212 00:14:28.340 --> 00:14:31.740 have something that works keep doing it and so he's drawing this parallel 213 00:14:31.740 --> 00:14:35.500 between us and them yet again he delivers one core brand message here which is 214 00:14:35.500 --> 00:14:39.300 that we're not into wasting money now they're a budget option and so it makes 215 00:14:39.300 --> 00:14:42.580 sense for this that this ad did significantly better one they have their their 216 00:14:42.580 --> 00:14:46.820 main person to he's the focal point three the scripting itself it's like oh you 217 00:14:46.820 --> 00:14:51.980 know who I am and I'm not like these guys my value is cheapness and so we made 218 00:14:51.980 --> 00:14:55.380 this ad cheaply because we value money that's kind of like I would say the 219 00:14:55.380 --> 00:14:59.220 implication of the ad he obviously we've seen humor to then transition to the 220 00:14:59.220 --> 00:15:03.820 offer and so these ads are super short ads but when you have an ad that's this 221 00:15:03.820 --> 00:15:08.460 short and it's going to audiences who know who you are you pretty much just 222 00:15:08.460 --> 00:15:12.860 make an offer and so from an advertising perspective Eugene Schwartz has 223 00:15:12.860 --> 00:15:16.660 something called the levels of awareness and so the levels awareness kind of 224 00:15:16.660 --> 00:15:21.060 are like this reverse pyramid all right and so you have unaware at the top and 225 00:15:21.060 --> 00:15:29.340 this is about the problem so unaware you have a problem aware so they know that 226 00:15:29.340 --> 00:15:38.780 they have the a problem you have solution aware you have product aware and then 227 00:15:38.780 --> 00:15:44.740 you have most aware now when you make your hooks for ads you actually make your 228 00:15:44.740 --> 00:15:49.660 hooks depending on what part of this funnel you're actually finding people and 229 00:15:49.660 --> 00:15:54.300 so the colder the traffic the more different the ad will be now when you have 230 00:15:54.300 --> 00:15:57.580 an unaware ad if you've ever seen something that's like Texas homeowners are 231 00:15:57.580 --> 00:16:02.900 getting reimbursements checks for up to xxyz in this area or something that's 232 00:16:02.900 --> 00:16:07.340 going to drive curiosity and so curiosity is usually the very top of funnel for 233 00:16:07.340 --> 00:16:10.180 people who have no idea what this thing could be about and so it has nothing to 234 00:16:10.180 --> 00:16:13.060 do with what the with the solution if you're seeing like five weird foods that 235 00:16:13.060 --> 00:16:16.140 that help you lose stomach fat it doesn't say whether they're gonna sell you a 236 00:16:16.140 --> 00:16:19.020 detox tea they're gonna sell you a zimpick they're gonna sell you a gym 237 00:16:19.020 --> 00:16:23.620 membership it starts all the way the top with curiosity now here's the massive 238 00:16:23.620 --> 00:16:28.300 advantage that branded ads people who are already recognized this with the 239 00:16:28.300 --> 00:16:32.180 rock this is what Ryan Reynolds has etc now every business can do this every 240 00:16:32.180 --> 00:16:34.940 influencer business you see who has fifty thousand followers and then 241 00:16:34.940 --> 00:16:39.260 begins to run ads for example you still use the same exact strategy that Ryan 242 00:16:39.260 --> 00:16:43.380 Reynolds is doing the thing is just that his warm audience is like everyone 243 00:16:43.380 --> 00:16:46.940 whereas your audience might be like a million people and so what he's 244 00:16:46.940 --> 00:16:51.060 running actually is an ad that's targeted at most aware and so when you're 245 00:16:51.060 --> 00:16:56.740 targeting most aware consumers you actually just make an offer that's it and so 246 00:16:56.740 --> 00:17:00.220 that's fundamentally what this ad does he just draws a contrast and says by the 247 00:17:00.220 --> 00:17:03.700 way we're cheap and you can buy three months free and get three months free 248 00:17:03.700 --> 00:17:08.100 that's it that's the whole that so in my next book that is coming out I talk 249 00:17:08.100 --> 00:17:12.380 about this particular offer structure which is a bi X get Y right and so he's 250 00:17:12.380 --> 00:17:17.820 got a parallel structure by three get three I would say that I found that by 251 00:17:17.820 --> 00:17:22.580 one get to or by three get six if you can contrast that you get more free than 252 00:17:22.580 --> 00:17:26.420 you pay for it will typically convert better than a mere structure so I would 253 00:17:26.420 --> 00:17:33.220 test by one get to versus three and three because you would probably end up 254 00:17:33.220 --> 00:17:36.900 getting you would save money as a business and you might end up still converting 255 00:17:36.900 --> 00:17:39.700 more because the discrepancy between what people pay and what they get is higher 256 00:17:39.700 --> 00:17:44.140 I mean if I wrote this ad I'd probably have the CTA this is yet another joke 257 00:17:44.140 --> 00:17:47.780 that he weaves in you can say that this is on brand for him so what's one of 258 00:17:47.780 --> 00:17:50.620 the nice things I think Ryan Reynolds does for his own personal brand is that he 259 00:17:50.620 --> 00:17:54.140 does weave in direct response advertising which is what this is with what some 260 00:17:54.140 --> 00:17:57.300 people might consider branding and so he does very much kind of brand himself 261 00:17:57.300 --> 00:18:01.540 in these ads because the ads are funny and he kind of like if you literally look 262 00:18:01.540 --> 00:18:05.540 at this ad it pretty much alternates humor moves the ad forward humor moves the 263 00:18:05.540 --> 00:18:08.900 ad forward humor moves the ad forward and it's a pretty simple structure in terms 264 00:18:08.900 --> 00:18:11.660 of how he's making this and so what we're doing here as we're looking through 265 00:18:11.660 --> 00:18:15.220 this in terms of tools is that one obviously he's a he's a celebrity so we just 266 00:18:15.220 --> 00:18:17.860 looked at his YouTube video in the in ranked the the videos that had the highest 267 00:18:17.860 --> 00:18:22.900 views but I can guarantee you virtually that the ads that are doing the best 268 00:18:22.900 --> 00:18:27.220 are the ones that are being pushed out every single day on meta on YouTube 269 00:18:27.220 --> 00:18:30.860 etc from ads not organic like sure he might get some signups from the six and a 270 00:18:30.860 --> 00:18:33.700 million views but believe it or not six and a half million views for an ad not 271 00:18:33.700 --> 00:18:37.100 that much so right now we're pulling up the Facebook ads campaign so if you 272 00:18:37.100 --> 00:18:39.620 don't know how to do this by the way just go face just Google Facebook ads 273 00:18:39.620 --> 00:18:42.940 library and then you sort and then you type in the the account that you're 274 00:18:42.940 --> 00:18:46.300 looking at and it's because Facebook is trying to be transparent they show you 275 00:18:46.300 --> 00:18:49.900 every ad that is running for an account and sometimes also ads that are 276 00:18:49.900 --> 00:18:52.780 running in the past now the rule of thumb here in terms of looking for ads because 277 00:18:52.780 --> 00:18:56.140 you're like well how do I know if one's working well the easy way to do it is 278 00:18:56.140 --> 00:18:59.220 just say which one of these ads has been running for a long time and so the 279 00:18:59.220 --> 00:19:02.460 longer the ads been running the more likely that that has worked well and so 280 00:19:02.460 --> 00:19:05.300 let's say you put out a hundred pieces of creative anything that's new will 281 00:19:05.300 --> 00:19:08.700 always do better than something that's old but if something is old for a while 282 00:19:08.700 --> 00:19:12.580 that it means even though it's old it's still performing really really well so 283 00:19:12.580 --> 00:19:15.660 here's some of the oldest ads that they're running so let's let's pull it 284 00:19:15.660 --> 00:19:20.060 up despite the fact that I think this ad fundamentally from creative 285 00:19:20.060 --> 00:19:24.420 perspective kind of sucks it's been running for five years or six years so it's 286 00:19:24.420 --> 00:19:29.660 probably doing okay now I will bet that this is a retargeting campaign and so 287 00:19:29.660 --> 00:19:33.060 this is probably converting very well for people who have already seen some of 288 00:19:33.060 --> 00:19:37.300 the top of funnel ads and so if you think about this levels of awareness that 289 00:19:37.300 --> 00:19:40.180 I was just talking about retargeting ads are always going to be targeting 290 00:19:40.180 --> 00:19:42.700 people who are bottom of the funnel here which is why it makes sense to 291 00:19:42.700 --> 00:19:46.260 retarget simply with the offer so it's like hey you saw one or two ads or three 292 00:19:46.260 --> 00:19:50.220 ads because we don't know what the audience selection for this ad is but I would 293 00:19:50.220 --> 00:19:55.100 make a guess that retargeting ads because the audience that enters into the 294 00:19:55.100 --> 00:19:59.700 retargeting bucket basically the new people that see the new ads and watch 295 00:19:59.700 --> 00:20:03.700 pass a certain point or click to the site are a much smaller subset and change 296 00:20:03.700 --> 00:20:07.380 frequently you actually keep the creative the same because the bucket of eyeballs 297 00:20:07.380 --> 00:20:11.620 changes whereas when you're hitting a mass market on a regular basis everyone 298 00:20:11.620 --> 00:20:14.900 seeing the ads you actually have to have far more creative top of funnel than you 299 00:20:14.900 --> 00:20:17.860 do bottom of funnel so if we just look at this this isn't offer recap 300 00:20:17.860 --> 00:20:21.460 essentially so it starts with the price tells you what the with the dream 301 00:20:21.460 --> 00:20:24.940 outcome is if we're looking at our original framework we're reversing risk 302 00:20:24.940 --> 00:20:28.700 right so we're just hitting through these through the buckets of value it's 303 00:20:28.700 --> 00:20:34.580 cheap it's fast and it's guaranteed and this is a humor thing at the end 304 00:20:34.580 --> 00:20:38.420 there and then again they'll restate the price 305 00:20:38.420 --> 00:20:43.940 hey guys this podcast only grows because you guys are amazing and so you guys 306 00:20:43.940 --> 00:20:47.380 have been bros and shared the show and you guys have been pals and told your 307 00:20:47.380 --> 00:20:51.180 gals and so I want to say thank you for doing that because it's the only way 308 00:20:51.180 --> 00:20:55.300 that more business owners create wealth and ultimately provide value in the 309 00:20:55.300 --> 00:20:59.620 economy which is in my opinion the point because any government saving us no 310 00:20:59.620 --> 00:21:04.260 matter who's in charge all right so please share this with your friends and 311 00:21:04.260 --> 00:21:07.780 let's get back to the show what's that you guys want to see where all of this 312 00:21:07.780 --> 00:21:12.220 traffic is pushing fine we'll also look at the link okay let's do it okay so 313 00:21:12.220 --> 00:21:17.260 this is mit mobile dot com which is their CTA in every ad all right and I do 314 00:21:17.260 --> 00:21:21.220 think big picture if you have all your traffic pushing to one page then you 315 00:21:21.220 --> 00:21:23.860 want to make sure that it's all congruent and actually it's a huge mistake I 316 00:21:23.860 --> 00:21:26.780 think a lot of marketers make is that you have all these different creative hooks 317 00:21:26.780 --> 00:21:30.780 and stuff but then like you don't actually go for congruence and one of the 318 00:21:30.780 --> 00:21:33.700 easiest ways to drop conversion is have someone click somewhere and then not 319 00:21:33.700 --> 00:21:38.060 get what they think they're getting and so a lot of the elements here are look 320 00:21:38.060 --> 00:21:41.860 okay let's just look at this page here all right so right on the top time is 321 00:21:41.860 --> 00:21:46.100 literally ticking so they're showing true urgency right at the top big banner 322 00:21:46.100 --> 00:21:51.020 saying like you need to act now now on top of that they have a banner across the 323 00:21:51.020 --> 00:21:55.140 top that is probably also something that moves forward in the funnel and if you 324 00:21:55.140 --> 00:21:57.900 look at acquisitions not for example we have a banner across the top because it's 325 00:21:57.900 --> 00:22:03.060 actually one of the most clicked buttons and so you can have the same CTA with 326 00:22:03.060 --> 00:22:08.980 multiple buttons on the page and in general will a thumb not forever but if you 327 00:22:08.980 --> 00:22:12.580 only have one CTA on a site if you add another you will increase conversions if 328 00:22:12.580 --> 00:22:15.420 you add a third you'll also probably increase conversion at a certain point 329 00:22:15.420 --> 00:22:19.300 you have too many referees in the field and no one can see the actual offer but 330 00:22:19.300 --> 00:22:23.300 in the beginning two three sometimes CTAs in terms of button for someone to take 331 00:22:23.300 --> 00:22:27.380 action will usually increase the conversion of the page all right now we're 332 00:22:27.380 --> 00:22:29.860 hitting or they're basically just slamming over the head with urgency now they 333 00:22:29.860 --> 00:22:32.460 don't have scarcity because it's unlimited customers so that's not where 334 00:22:32.460 --> 00:22:35.540 they're hitting they're just going on time here so big picture of those you 335 00:22:35.540 --> 00:22:40.300 don't know scarcity is limiting quantity urgency is limiting time and so people 336 00:22:40.300 --> 00:22:43.020 talk about scarcity and urgency interchangeably and that's not how it actually 337 00:22:43.020 --> 00:22:46.380 works all right there's separate things that can be combined but they exist 338 00:22:46.380 --> 00:22:50.900 separately all right now they do have a caveat it's new customers all right so it's 339 00:22:50.900 --> 00:22:53.980 not all customers but new customers get three months of unlimited premium 340 00:22:53.980 --> 00:22:56.620 wireless four fifteen dollars a month all right so let's I mean it's pretty 341 00:22:56.620 --> 00:23:00.740 clear what they want us to do here okay so two plans for the price of one so if 342 00:23:00.740 --> 00:23:04.820 you switch from one of their primary competitors they have a separate offer 343 00:23:04.820 --> 00:23:08.100 for you there all right now let's look at the secret sauce I'll bet you this 344 00:23:08.100 --> 00:23:12.420 is optimized for mobile to all right so five G for free we're online flexible 345 00:23:12.420 --> 00:23:15.940 payment plans okay bring your own everything fine so it's really interesting 346 00:23:15.940 --> 00:23:19.820 about that BYU E another budget provider which you may have heard of which is 347 00:23:19.820 --> 00:23:23.300 spirit airlines has the same thing they call it your ass and gas so they say 348 00:23:23.300 --> 00:23:26.900 like we give you nothing and they kind of lean into how cheap they are and they 349 00:23:26.900 --> 00:23:29.900 are the cheapest product but they do nickel and dime people so let's scroll back 350 00:23:29.900 --> 00:23:33.420 up and let's actually let's go like we're gonna convert so because this is this 351 00:23:33.420 --> 00:23:36.580 is this is actually like dev work that they'd have to put in so there's 352 00:23:36.580 --> 00:23:40.500 probably a reason they added this bar in I would imagine the number one concern 353 00:23:40.500 --> 00:23:44.260 which they also talk about in their ads is what's the service quality right and 354 00:23:44.260 --> 00:23:47.140 so someone's like I'll switch to it if there's really good coverage in my area 355 00:23:47.140 --> 00:23:50.020 and so they're probably resolving one of the biggest concerns so let's just do 356 00:23:50.020 --> 00:23:55.700 acquisition.com zip so yep there we go man they make this a problem all right so 357 00:23:55.700 --> 00:23:59.740 there we go so they tell us that our device is compatible and they have excellent 358 00:23:59.740 --> 00:24:05.740 coverage now I'm gonna be real with you my question would be is like what's 359 00:24:05.740 --> 00:24:11.820 excellent now they do have a map so they can visualize it okay so they've got 360 00:24:11.820 --> 00:24:15.380 some towers that looks like it's right there at the corner but all right if I'm 361 00:24:15.380 --> 00:24:18.740 trying to make a decision I might say well they said it's excellent so I guess 362 00:24:18.740 --> 00:24:22.620 I'm gonna consider so now we go view plans so let's do that okay so this was 363 00:24:22.620 --> 00:24:25.740 actually leads us to the same place as the original button so if someone takes a 364 00:24:25.740 --> 00:24:29.260 detour and then goes there pretty basically you handle the objection and then 365 00:24:29.260 --> 00:24:33.500 they go back to the sale all right so choose your plan all right so let's see 366 00:24:33.500 --> 00:24:36.260 what we got here we got three months six months 12 months they obviously want 367 00:24:36.260 --> 00:24:40.140 you know they're drawing attention to the three month offer but I would be 368 00:24:40.140 --> 00:24:45.580 super curious to see what their conversion rates buy offer are here and so 369 00:24:45.580 --> 00:24:49.020 what's interesting is that they have the same starting fee but just different 370 00:24:49.020 --> 00:24:54.900 ongoing fees after the fact now to me the six month offer is a dummy offer I'll 371 00:24:54.900 --> 00:25:00.020 bet you they have their their split between the three and the 12 and so look at 372 00:25:00.020 --> 00:25:04.180 why they would do so it's like okay well I can only commit to three months and 373 00:25:04.580 --> 00:25:11.700 then it's $30 a month or I can be $35 a month with 210 up front I'm like I don't 374 00:25:11.700 --> 00:25:15.140 know like for me if I look at this I'm either three or 12 and I'll bet you that 375 00:25:15.140 --> 00:25:19.060 that's how most people are looking at this and so when you have three tiers by 376 00:25:19.060 --> 00:25:22.940 the way you almost never want the three tiers to be evenly split so we're 377 00:25:22.940 --> 00:25:25.780 going a little bit in the pricing but YOLO we can do what we want it's our 378 00:25:25.780 --> 00:25:31.980 video so where you move the middle on a three-tier offer determines where you 379 00:25:31.980 --> 00:25:39.180 want to nudge the customer okay so if I want more people to take my 12 month 380 00:25:39.180 --> 00:25:44.100 offer I'll make my sick month offer really close to the 12 month offer and so 381 00:25:44.100 --> 00:25:48.420 I'm like oh well shoot this is so close I'll just I'll just do that one right so 382 00:25:48.420 --> 00:25:52.420 this is the typical small medium-large so to play that movie theater is down 383 00:25:52.420 --> 00:25:56.340 for ages right so if you have a I'll explain it to you real quick so let's say 384 00:25:56.340 --> 00:26:04.820 that you've got equal ounce differences between between sodas okay so let's 385 00:26:04.820 --> 00:26:09.420 say that this is 10 ounces this is 15 ounces and this is 20 ounces okay so 386 00:26:09.420 --> 00:26:12.260 that's what that's what these sodas are obviously at a movie theater it'd be 387 00:26:12.260 --> 00:26:15.180 like a gazillion ounces and they just give you a gallon of whatever so do you 388 00:26:15.180 --> 00:26:19.060 want all right here you're asking someone to make a logical decision and it's 389 00:26:19.060 --> 00:26:22.540 proportional to how much they buy and they're not really saving anything by 390 00:26:22.540 --> 00:26:27.500 buying more so functionally this would incentivize people to go here because 391 00:26:27.500 --> 00:26:31.100 there's no savings for buying more and if you wanted to just get some more later 392 00:26:31.100 --> 00:26:35.020 you take on less risk by buying a smaller purchase and you can always just double 393 00:26:35.020 --> 00:26:40.660 up again later if you so desired now what is this next pricing tier tell you so 394 00:26:40.660 --> 00:26:44.380 let's say we keep our five dollars and then we have six dollars here and then we've 395 00:26:44.380 --> 00:26:48.460 got ten dollars here what is this tell you that tells you here that this is the 396 00:26:48.460 --> 00:26:53.420 best value option the first is here now let's look at a different pricing scheme 397 00:26:53.420 --> 00:26:58.380 so if we have five dollars on the low option but let's say that now we've got 398 00:26:58.380 --> 00:27:02.500 nine dollars on this option and ten dollars what is the pricing tier that we're 399 00:27:02.500 --> 00:27:06.420 pushing towards we're like well dude for an extra dollar I'm getting another 400 00:27:06.420 --> 00:27:11.820 five ounces this is not a bad gig now because of this basically talk how to 401 00:27:11.820 --> 00:27:16.620 be between the 10 and the 20 we would probably realistically what this would 402 00:27:16.620 --> 00:27:20.140 probably be priced at like if we were in the movie theaters this would probably 403 00:27:20.140 --> 00:27:24.140 be eight bucks this would probably be seven and so this would then push more 404 00:27:24.140 --> 00:27:30.540 people to hear right and so how you priced with three options you can tell what 405 00:27:30.540 --> 00:27:35.220 offer a smart business owner is trying to incentivize you to take we're getting 406 00:27:35.220 --> 00:27:38.460 into a little bit of advanced pricing but you're an advanced person so let's 407 00:27:38.460 --> 00:27:42.980 talk about it all right so if I have this six dollar option what is it really 408 00:27:42.980 --> 00:27:47.540 communicate we think like for a dollar more I'm gonna get 50% more soda that's 409 00:27:47.540 --> 00:27:52.100 a pretty good deal for here for a dollar more I get another five ounces of soda 410 00:27:52.100 --> 00:27:58.260 and so these prices are always taken in in aggregate right now if I have a lot 411 00:27:58.260 --> 00:28:02.380 of people coming in the door and everyone's buying smalls and I want them to 412 00:28:02.380 --> 00:28:06.660 upgrade then I'm gonna put my price here if everyone's coming in and they're 413 00:28:06.660 --> 00:28:10.460 getting mediums and I want to push them the largest then I'm gonna move my 414 00:28:10.460 --> 00:28:13.740 price of mediums up to make the large more appealing so what you're 415 00:28:13.740 --> 00:28:18.060 ultimately trying to do is maximize revenue per soda buyer right and so it'll 416 00:28:18.060 --> 00:28:21.820 depend where your average customers actually entering the business to determine 417 00:28:21.820 --> 00:28:26.980 which of these you would actually push so this is a sales page all right and so 418 00:28:26.980 --> 00:28:30.420 sales pages are different than landing pages so the first page was 419 00:28:30.420 --> 00:28:34.500 relatively short just wanted to get people to take the next step and they have 420 00:28:34.500 --> 00:28:37.340 probably tested pushing people straight to the sales page and it probably doesn't 421 00:28:37.340 --> 00:28:41.940 convert as high so they have the intermediary step to get more qualified people to 422 00:28:41.940 --> 00:28:45.980 the page why does that work no idea I can just tell you that it often does work 423 00:28:45.980 --> 00:28:48.660 when you have too much traffic going and not enough conversion you add a step 424 00:28:48.660 --> 00:28:51.820 you add friction and then it sorts the right traffic all right so let's look at 425 00:28:51.820 --> 00:28:55.300 the actual page structure here boom big thing we have our urgency yet again and 426 00:28:55.300 --> 00:28:58.300 then we have our offer right there in bold so that everyone doesn't miss the 427 00:28:58.300 --> 00:29:02.180 thing last chance yet again 50% off cool okay they're restating the offer 428 00:29:02.180 --> 00:29:05.460 multiple times and then they restate the benefits underneath high speed so if 429 00:29:05.460 --> 00:29:09.140 really get this you've got headline subhead and then three bullets which is a 430 00:29:09.140 --> 00:29:12.620 really common structure it's interesting because above the fold which is when 431 00:29:12.620 --> 00:29:19.220 someone loads on their phone you'll see a very common structure so if in the 432 00:29:19.220 --> 00:29:22.300 paid ad section 147 I talk about three different landing page structures that 433 00:29:22.300 --> 00:29:25.940 work really well and so what they have here is they're using layout three above 434 00:29:25.940 --> 00:29:30.500 the top all right so they've got headline subhead right so unlimited premium is 435 00:29:30.500 --> 00:29:33.980 headline subhead is last chance and then the three bullets right here now they have 436 00:29:34.060 --> 00:29:38.140 I have mine below below the button they have there's above minor difference but 437 00:29:38.140 --> 00:29:41.740 fundamentally they're using this structure now notice I have attention avatar at 438 00:29:41.740 --> 00:29:45.500 the top what do you think that is that's time is literally ticking and it says 439 00:29:45.500 --> 00:29:49.820 new customer offer so avatar is right there attention new customers all right like 440 00:29:50.860 --> 00:29:54.940 these are timeless advertising principles because they work this is how to 441 00:29:54.940 --> 00:29:59.900 say you convert traffic all right so we've got the button I one tiny tweak I would 442 00:29:59.900 --> 00:30:03.900 consider on this page is I think the button is not visible enough and so I would 443 00:30:03.900 --> 00:30:08.340 consider making that more I'd make it jump out more because I think you could 444 00:30:08.340 --> 00:30:10.860 easily miss that it says choose your plans and now it's telling you what to do 445 00:30:10.860 --> 00:30:15.340 okay great this is just all plans include this are you new great and then just 446 00:30:15.340 --> 00:30:19.140 restates the offer yet again and then we see our our three six and 12 month 447 00:30:19.140 --> 00:30:22.860 plan now they made it user-friendly for mobile so that you can you know toggle 448 00:30:22.860 --> 00:30:27.300 between them which I think really interestingly so imagine the user experience 449 00:30:27.300 --> 00:30:30.300 here so if I'm looking at this I'm gonna see $15 a month and I go to six six 450 00:30:30.300 --> 00:30:36.140 months up it goes up and then I go to 12 months $15 a month huh what is that 451 00:30:36.140 --> 00:30:42.020 telling me to do well I came for the three but man this one for 12 isn't bad and 452 00:30:42.020 --> 00:30:46.300 so what's interesting about this is that the intro offer is is 15 a month and 453 00:30:46.300 --> 00:30:50.060 then it bumps up right but the 12 month offer is 15 a month and then it stays 454 00:30:50.060 --> 00:30:54.420 15 a month and so if someone has a sensitivity to that price point then they 455 00:30:54.420 --> 00:30:58.100 basically make it available to them it's like hey if you want to stay at 15 a 456 00:30:58.100 --> 00:31:00.780 month you can you just got to make the commitment so this is a if you can't 457 00:31:00.780 --> 00:31:03.780 decide right now don't worry you can change it later which is a great 458 00:31:03.780 --> 00:31:07.660 risk reversal all right so facts so now they're getting into features here and 459 00:31:07.660 --> 00:31:10.740 they're probably going to show speed because what's the biggest concern everyone 460 00:31:10.740 --> 00:31:14.820 has coverage and speed all right so they're going through these things and for us 461 00:31:14.820 --> 00:31:18.220 we already checked our zip code beforehand which they helped observe now I don't 462 00:31:18.220 --> 00:31:22.460 think anyone's gonna know anything about this like like I honestly and maybe 463 00:31:22.460 --> 00:31:26.060 this is a compliance thing they have to show which is very possible so that one 464 00:31:26.060 --> 00:31:28.420 I don't know it might be a legal thing all right let's scroll down because 465 00:31:28.420 --> 00:31:31.820 obviously this is not going to convert anyone okay bring your family so this is 466 00:31:31.820 --> 00:31:35.740 an upsell potential so it's like okay not while I've got you because what's 467 00:31:35.740 --> 00:31:38.340 another concern someone has well I don't want to switch on my own I want to bring 468 00:31:38.340 --> 00:31:41.460 my whole family over is I don't want to be a separate plan now cool so they give 469 00:31:41.460 --> 00:31:45.020 a family plan all right now yet again we scroll down to the bottom if you 470 00:31:45.020 --> 00:31:48.540 missed it because let's say you think about click journey right so someone clicks 471 00:31:48.540 --> 00:31:52.060 over and they didn't they just went straight to the offer now that they're 472 00:31:52.060 --> 00:31:55.300 actually in consideration so they're thinking am I gonna am I gonna take this 473 00:31:55.300 --> 00:31:58.500 offer I'm gonna take my credit card out they might now this the coverage device 474 00:31:58.500 --> 00:32:02.380 checker is what I consider a buying question and so sometimes on a sales call 475 00:32:02.380 --> 00:32:05.460 this is obviously doing this in a virtual setting there are questions that are 476 00:32:05.460 --> 00:32:08.140 kind of more open-ended like discovery questions that are that are 477 00:32:08.140 --> 00:32:13.060 customer asked and if someone says like talk to me about payment plans right that's 478 00:32:13.060 --> 00:32:17.020 a buying question they're strongly in consideration and so this is something to 479 00:32:17.020 --> 00:32:20.260 help overcome any obstacles around purchasing so they were like okay the price 480 00:32:20.260 --> 00:32:26.460 makes sense if you have it in my area I'll attend you or your gym how far 481 00:32:26.460 --> 00:32:29.460 away are you from me right that's gonna be a real consider like and if you're 482 00:32:29.460 --> 00:32:33.100 close enough they have some line in their mind that if it's over it it's 483 00:32:33.100 --> 00:32:36.700 acceptable and they'll make that they'll make the purchase all right so scroll 484 00:32:36.700 --> 00:32:42.100 down and this last section is super common on a sales page which is FAQ's 485 00:32:42.100 --> 00:32:48.220 all right so almost always having an FAQ on a sales page will increase conversion 486 00:32:48.220 --> 00:32:51.580 because just think about every one of these questions as a couple percentage 487 00:32:51.580 --> 00:32:54.700 points of customers that haven't gotten all the questions resolved yet and 488 00:32:54.700 --> 00:32:58.580 either want a deeper explanation for some of the sentences or headlines from 489 00:32:58.580 --> 00:33:01.900 above or they have some unresolved concerns that didn't really make sense to 490 00:33:01.900 --> 00:33:05.780 weave into the page because overall lose some people and so you basically 491 00:33:05.780 --> 00:33:09.300 stack those at the bottom and you've probably seen this on a lot of pages even 492 00:33:09.300 --> 00:33:13.260 if you look at like an Amazon purchase page they're gonna have their FAQ's at 493 00:33:13.260 --> 00:33:16.180 the bottom where the seller will answer some of the questions that people are 494 00:33:16.180 --> 00:33:19.860 asking all right and so if you by the way if you want a really great way to study 495 00:33:19.860 --> 00:33:25.180 like how to make sales pages study Amazon think about how they structure their 496 00:33:25.180 --> 00:33:29.660 pages and how many elements of persuasion are woven in that are real and 497 00:33:29.660 --> 00:33:32.900 actual now they obviously at you know they're a trillion dollar company and so 498 00:33:32.900 --> 00:33:35.700 they have a lot of resources at their disposal but you can still use the 499 00:33:35.700 --> 00:33:38.580 elements persuasion that they have all right and fundamentally that's what 500 00:33:38.580 --> 00:33:43.820 they're harnessing here and at the very bottom I see this is a if you haven't 501 00:33:43.820 --> 00:33:48.700 decided to buy yet why don't you enter our long-term nurture sequence where we'll 502 00:33:48.700 --> 00:33:52.460 send you emails to hopefully get you to buy later right and so that's basically 503 00:33:52.460 --> 00:33:55.780 what we're doing here what's that you you want to see the emails that they send 504 00:33:55.780 --> 00:34:00.420 to convert more customers fine we'll look into them okay big picture this is 505 00:34:00.420 --> 00:34:03.700 their actual email sequence so we looked it up you'll notice that these are 506 00:34:03.700 --> 00:34:08.380 very visual so these are very picture driven so I want to make a clear point 507 00:34:08.380 --> 00:34:13.500 here it's I would say it's very split in the types of products that are being 508 00:34:13.500 --> 00:34:19.300 sold what types of emails convert and so I've seen this is just me Alex's point of 509 00:34:19.300 --> 00:34:26.340 view pictures do really well with physical products and low ticket items so 510 00:34:26.340 --> 00:34:30.620 people just like click and buy right if you sell services or complex 511 00:34:30.620 --> 00:34:35.460 services or complex products or high ticket products oftentimes basically almost 512 00:34:35.460 --> 00:34:40.380 the exact opposite of prospect of this which is lots of text that's plain 513 00:34:40.380 --> 00:34:44.940 text maybe one hyperlinked that's all not formatted to basically make it look 514 00:34:44.940 --> 00:34:48.980 like a real email that someone might send to you that tends to be the best 515 00:34:48.980 --> 00:34:52.540 deliverability which will ultimately convert more people for those more complex 516 00:34:52.540 --> 00:34:56.060 things so if you sell services that are complex I would lean towards that here if 517 00:34:56.060 --> 00:34:59.460 you're e-commerce which fundamentally this is e-commerce it's just a phone 518 00:34:59.460 --> 00:35:03.140 service that you're getting it makes sense now a one last point here is that 519 00:35:03.140 --> 00:35:08.460 notice that they don't offer phones remember the BYOE so they're able to sell 520 00:35:08.460 --> 00:35:12.180 at a much lower price point because most of the other carriers include the 521 00:35:12.180 --> 00:35:16.020 phone and some sort of payment plan with your service and so a big portion of 522 00:35:16.020 --> 00:35:19.060 what you're paying for is the thousand dollar smartphone that you're you know 523 00:35:19.060 --> 00:35:23.300 sub that they're subsidizing for you over X period of months with a decent mark 524 00:35:23.300 --> 00:35:27.700 out all right so let's look at the offers they have so email one is they just 525 00:35:27.700 --> 00:35:33.300 say they just restate the offer cool let's go to the next one all right now they 526 00:35:33.300 --> 00:35:37.340 say it's easy so let's think about the elements of value here right so first they 527 00:35:37.340 --> 00:35:41.660 restate the offer then they say by the way it's easy now the makings admit 528 00:35:41.660 --> 00:35:45.260 mobile so now they're saying okay someone didn't take the first two so now let's 529 00:35:45.260 --> 00:35:48.780 just give them a little bit more information right let's talk more about the 530 00:35:48.780 --> 00:35:51.980 value that they're getting that's the next email yeah and so here they're also 531 00:35:51.980 --> 00:35:55.500 telling a little bit of the of the of the story of the founder or not or at least 532 00:35:55.500 --> 00:35:58.700 the spokesperson and so this would be more common if someone hasn't made the 533 00:35:58.700 --> 00:36:01.940 purchase for you purchase with you yet you're explaining more about yourself 534 00:36:01.940 --> 00:36:05.020 basically trying to build some trust build report the prospect all right so 535 00:36:05.020 --> 00:36:07.180 now they're hitting the family people they're like maybe you didn't buy 536 00:36:07.180 --> 00:36:09.980 because of this reason you might have missed it on the site and so what they're 537 00:36:09.980 --> 00:36:14.180 really doing is they're chunking down a lot and just focusing on one obstacle at 538 00:36:14.180 --> 00:36:17.420 a time which is what I would encourage you to do in email follow-up is there's 539 00:36:17.420 --> 00:36:20.340 going to be let's say 13 reasons people are going to buy and instead of saying 540 00:36:20.340 --> 00:36:23.940 here's 13 reasons let's handle them all you just hit one email at a time that 541 00:36:23.940 --> 00:36:30.860 hits each reason in order of prevalence meaning the more common the concern is 542 00:36:30.860 --> 00:36:36.220 the earlier on in the email sequence it should be now here's the 4-1-1 on 543 00:36:36.220 --> 00:36:39.420 SIM so this is like this is going to be a concerned question this is a 544 00:36:39.420 --> 00:36:43.540 detailed question for someone's like what about SIM cards what what about my 545 00:36:43.540 --> 00:36:46.340 use case I'm a special snowflake so they're covering the special snowflake 546 00:36:46.340 --> 00:36:50.660 scenarios in this and I would imagine that it continued on this process now if I 547 00:36:50.660 --> 00:36:57.060 derade this email follow-up I would probably rate it like I'm being real probably 548 00:36:57.060 --> 00:37:01.540 five out of 10 main reason here is you know they're just hitting base they're 549 00:37:01.540 --> 00:37:05.820 just restating the offer and over and over again I think that what could make 550 00:37:05.820 --> 00:37:11.100 this better is if they made it feel a little bit more tailored right and so if 551 00:37:11.100 --> 00:37:13.580 they could expand in personalization now I don't know what segmentation they 552 00:37:13.580 --> 00:37:17.540 have in the background but personalization they're marketing and thinking about 553 00:37:17.540 --> 00:37:21.780 onboarding a customer before they're a customer is a great way to take people get 554 00:37:21.780 --> 00:37:25.500 people to do those first steps like that coverage question that they have it's 555 00:37:25.500 --> 00:37:28.620 like can I get someone to take a micro step towards me right and so I'd be 556 00:37:28.620 --> 00:37:32.020 thinking what other things are kind of micro steps that gets someone who who 557 00:37:32.020 --> 00:37:35.340 is going to get further along the road of consideration before they make a 558 00:37:35.340 --> 00:37:39.300 purchase another one would be like okay can we give can we deliver them some 559 00:37:39.300 --> 00:37:43.620 sort of lead magnet so once we have their zip it's like here's other people in 560 00:37:43.620 --> 00:37:46.580 your area who have said that this is really good that would probably be really 561 00:37:46.580 --> 00:37:51.300 compelling another type of testimony what might read someone who's like you 562 00:37:51.300 --> 00:37:55.220 another one might be someone who considered buying at the same time as you and 563 00:37:55.220 --> 00:37:59.500 is now already enjoying the benefits right and so people thinking cohorts so 564 00:37:59.500 --> 00:38:02.500 it's like if I considered buying this last week and that shows someone else who 565 00:38:02.500 --> 00:38:06.140 did buy it last week and is enjoying the benefits it becomes more compelling 566 00:38:06.140 --> 00:38:09.860 because you you double down on likeness that person's just like me additionally 567 00:38:09.860 --> 00:38:14.140 you can reference my my Rihanna video on some of the things they did for their 568 00:38:14.140 --> 00:38:18.500 offer but in this offer having birthday and anniversary offers is just it's 569 00:38:18.500 --> 00:38:22.940 wonderful reason why to extend personalized offers to people that will increase 570 00:38:22.940 --> 00:38:26.060 their specific urgency but the thing is is that you know that every month you've 571 00:38:26.060 --> 00:38:29.860 got one 12th of people returning a certain age and so you've got basically one 572 00:38:29.860 --> 00:38:33.620 six because you've hit anniversaries and birthdays every single month that are 573 00:38:33.620 --> 00:38:36.780 getting a special offer and so if you do that on a regular basis is like every 574 00:38:36.780 --> 00:38:39.860 month you get this kind of lift to one sixth of your audience that's getting a 575 00:38:39.860 --> 00:38:42.980 special offer specific to them all right let me hit some of the big takeaways 576 00:38:42.980 --> 00:38:45.900 that anybody can use on their site that we can take from how they're converting a 577 00:38:45.900 --> 00:38:49.700 lot of traffic obviously so number one is website optimization so if you 578 00:38:49.700 --> 00:38:54.540 haven't tested your page load speed just do it and then most tools will tell you 579 00:38:54.540 --> 00:38:58.380 some of the things that images they need to be compressed so that you can decrease 580 00:38:58.380 --> 00:39:02.340 file size and ultimately load faster now this may not sound interesting but for 581 00:39:02.340 --> 00:39:06.780 every one second saved you get I think I think Neil Patel had this he he's 582 00:39:06.780 --> 00:39:08.780 already studied this one but I think it's something in the neighborhood of like 583 00:39:08.780 --> 00:39:12.780 a two and a half or something like that percent increase in conversion per 584 00:39:12.860 --> 00:39:17.420 second and so sometimes I've seen some of your pages you have nine seconds 13 585 00:39:17.420 --> 00:39:21.220 seconds of load time it's like if you can get that down to like three seconds you've 586 00:39:21.220 --> 00:39:27.820 got two plus percent times 10 in terms of improvement on conversion right if you 587 00:39:27.820 --> 00:39:31.700 click and it's like changing a channel on a television you're going to 588 00:39:31.700 --> 00:39:36.100 convert more people the next one is using side-by-side comparisons I'm surprised 589 00:39:36.100 --> 00:39:40.860 that they aren't really hitting on this heavily so they talk about it really 590 00:39:40.860 --> 00:39:45.060 heavily and they're advertising but they're not showing what other people are 591 00:39:45.060 --> 00:39:49.460 doing comparatively and so this is one where like progressive kind of pioneered 592 00:39:49.460 --> 00:39:55.380 this in the insurance industry where they were showing what other plans cover 593 00:39:55.380 --> 00:40:01.020 and prices associated and I think if you are the underdog then it's okay to do 594 00:40:01.020 --> 00:40:03.860 that if you're the top dog you don't show anybody else's but if you're if 595 00:40:03.860 --> 00:40:08.220 you're if you're making a budget as your primary sales point then using 596 00:40:08.220 --> 00:40:11.420 side-by-side makes sense because they can see the delta one of the other things 597 00:40:11.420 --> 00:40:14.740 here that I think is probably worth mentioning is hidden fees I think one of 598 00:40:14.740 --> 00:40:18.380 the big concerns with budget providers like budget airlines is that they will 599 00:40:18.380 --> 00:40:20.780 charge you for each piece of luggage they'll charge you for drinks they'll charge 600 00:40:20.780 --> 00:40:24.140 you for everything and so are they going to charge me for anything else and I 601 00:40:24.140 --> 00:40:28.980 think being explicit about that somewhere would probably increase conversion so 602 00:40:28.980 --> 00:40:36.340 if I'm them I would be looking at the same plus good stuff away from bad stuff 603 00:40:36.340 --> 00:40:40.380 and if you don't work with us so selling the dome you're going to keep 604 00:40:40.380 --> 00:40:43.660 having bad stuff and keep not having good stuff and that's where having the 605 00:40:43.660 --> 00:40:47.580 juxtaposition of the other providers could prove for very good fodder for 606 00:40:47.580 --> 00:40:51.660 ongoing emails and so like one email would just be more good stuff next email 607 00:40:51.660 --> 00:40:55.980 would be less bad stuff next email would be if you don't do this you'll keep 608 00:40:55.980 --> 00:41:00.300 having bad stuff if you don't do this you'll keep not having good stuff and then 609 00:41:00.300 --> 00:41:03.340 each of the good stuff and bad stuff you have three vectors that you can look 610 00:41:03.340 --> 00:41:08.140 at across all four of those which is risk speed and ease and so showing the 611 00:41:08.140 --> 00:41:11.260 visual of the step-by-step process of what it takes to sign up you could do 612 00:41:11.260 --> 00:41:15.460 risk someone's concerned about how easy it is from a speed perspective I would 613 00:41:15.460 --> 00:41:18.620 probably hit on more points of like well how quickly can I get apt to activate 614 00:41:18.620 --> 00:41:22.220 right like could I be using my phone within a few minutes if I could I would 615 00:41:22.220 --> 00:41:27.020 want to know that so I would talk about speed from a risk perspective they do 616 00:41:27.020 --> 00:41:29.900 have commitments associated and so I'd want to know what are my cancellation 617 00:41:29.900 --> 00:41:33.180 policies and what is canceling look like so believe it or not if you actually 618 00:41:33.180 --> 00:41:35.700 just show someone how to cancel before they buy sometimes they're just more 619 00:41:35.700 --> 00:41:38.100 likely to buy because they're like oh I understand how you get out of this it 620 00:41:38.100 --> 00:41:42.620 reverses the risk of purchase now the big obvious one is that price is another 621 00:41:42.620 --> 00:41:45.260 thing that you but I wouldn't say that's an area of opportunity I think they 622 00:41:45.260 --> 00:41:48.260 already hit the price pretty hard