Amy Porterfield http://www.amyporterfield.com Social Media Strategy Consultant Wed, 27 May 2015 00:19:06 +0000 en-US hourly 1 http://wordpress.org/?v=3.9.6 #59: How to Create a Killer Sales Page Headline http://www.amyporterfield.com/2015/05/59-how-to-create-a-killer-sales-page-headline/ http://www.amyporterfield.com/2015/05/59-how-to-create-a-killer-sales-page-headline/#comments Thu, 21 May 2015 19:14:00 +0000 http://www.amyporterfield.com/?p=9367 One of the business guides I return to again and again is the book Great Leads. This book tells you everything you need to understand about communicating with your audience in a way that cultivates the relationship and results in increasing sales. No matter how many times I’ve read this book, I’m always blown away by the statistic they ... Click to Read More

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One of the business guides I return to again and again is the book Great Leads. This book tells you everything you need to understand about communicating with your audience in a way that cultivates the relationship and results in increasing sales.

No matter how many times I’ve read this book, I’m always blown away by the statistic they open with:

“80% of emotional impact will be determined by the first 20% of the copy.”

Did you know that? Because I sure didn’t!

The first few hundred words of your copy are known as “the lead.” And if those first hundred words are the entry way to a sale, your headline is the front door that every client has to walk through, in order to get to your product.

Of course, what you really want is for them to be stampeding through!

To get this, you need a killer headline for your sales page.

Image for Episode 59

Four Essentials of a Killer Headline

#1:  The Rule of One

Readers don’t want to hear everything you know about a topic. Instead, they are looking for just a single, useful suggestion. Something they can take action on and see results.

In advertising firms, they refer to this as the Rule of One–focusing on one powerful emotion within your reader.

Too many ideas sends the reader’s mind in too many directions. You can use any number of different stories, predictions, statements or promises, but they all have to support that one Big Idea that your reader will grasp immediately.

Here are a few classic examples of headlines that use the Rule of One:

  • “Is the Life of a Child Worth $1 to You?”
  • “When Doctors Feel Rotten, This is What They Do”
  • “How I Improved My Memory in One Evening”

When you stick with this Rule of One, it makes the copy stronger AND it makes writing the rest of the sales letter easier.

Learn how to use the Rule of One in our free guide–click here to download it now!

#2: You need to provoke emotion.

Strange but true fact: people respond to emotion before they respond to reason.

So you need to grab your readers’ attention by appealing to their current emotions. Once you have their emotional attention, they’ll give you their intellectual attention so that you can convince him with all the great reasons to become your client.

Here are some examples:

  • “I’ve fallen and I can’t get up.” This one appeals to the emotion of fear–nobody wants to be helpless in this situation!
  • “Do you make these mistakes in English?” This headline appeals to the emotion of insecurity–that you might be making a mistake and everyone knows it but you.

#3: Determine Which Lead to Use

Any advertising or marketing offer can be categorized as one of these six major types. The trick is to determine which type of lead is the best setting for your Big Idea.

The Offer Lead

  • “I Guarantee That You Will Shoot Your Lowest Score Ever on Your Next Round of Golf!”
  • “Don’t Pay One Penny Until This Course Turns Your Mind Into A Mental Magnet” 

The Promise Lead

  • “A Hollywood Smile in 3 Days”
  • “Build Your Memory in 4 Short Weeks”
  • “Grow $500 into $4.8 Million”

The Problem-Solution Lead

  • “Do You Have a Secret Fear of Losing Your Job?”
  • “Don’t Put a Cold in Your Pocket”
  • “Feel Stronger Fast”

The Big Secret Lead

  • “The Strategy That Turns Every $1 Into $50”
  • “The Only Investment Legally Obligated to Pay You 181% Gains”
  • “An easier, more foolproof way to garden — anywhere”

The Proclamation Lead

  • “Warning: Your PDR is Obsolete” (I don’t even know what a PDR is, do you? But I definitely don’t want mine to be obsolete!)
  • “Why Most 20th Century Medicine Will Soon Become Extinct”

The Story Lead

  • “They Laughed When I Sat Down at the Piano…But When I Started to Play!”
  • “15 Rivers to Cross … and only 7 bridges Here’s how we were able to bring you … THE GRANADA”
  • “I’m writing to you from our shelter tonight…”

All these leads are super fun to play with. If you like getting creative, you’re going to love experimenting with all these.

Get more info on these lead types, including what type of audience responds best to each one–listen to the full episode on iTunes.  

#4 Determine Your Reader’s Awareness Level

Finally, to determine the most effective lead for your sales page, you need to know what your target market already knows about:.

  • Who you are
  • Your product
  • The research behind your product 
  • Their own problem
  • The possible solutions

The awareness of your target market can be divided up into 5 different levels of awareness, from completely unaware to well-informed and already raving about your brand.

Now here’s where it gets fun: each awareness level fits best with a certain kind of lead. Once again, knowing your audience really well is the key to communicating your offer in a way they can’t resist!

Want to learn how to practically put this all together? Click here to download our free guide.

Creating a Gateway for Your Ideal Customer

As you might remember from earlier episodes, there are a few different ways to determine your target market’s awareness level. Go back and listen to Episodes 55 and 56 if you need a refresher.

Or, if you’re ready to take a deep dive into the strategies for finding your ideal audience, you can sign up now for the Profit Lab–but hurry! Registration is closing soon, and today is the last day to get a massive “early bird” discount on this course.

Finally, click here to download this week’s free guide–it will walk you through each of these four essentials to create a killer sales page headline of your very own.

Links mentioned in this episode include:

Great Leads by Michael Masterson and John Forde

Podcast Details:

Click here to download the transcript.

Click Here to Subscribe via RSS (non-iTunes feed)

Online Marketing Made Easy with Amy Porterfield

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#58: Facebook Q & A with Amy http://www.amyporterfield.com/2015/05/58-facebook-q-a-with-amy/ http://www.amyporterfield.com/2015/05/58-facebook-q-a-with-amy/#comments Thu, 14 May 2015 16:26:28 +0000 http://www.amyporterfield.com/?p=9341 Last week, I put out an invitation on my Facebook page. I invited you to throw all your questions about online marketing at me! What do you want to know? Where are you stuck? What are you confused about? Well, the overwhelming majority of the questions people posted on my Facebook page were about–surprise!–Facebook. And the questions ... Click to Read More

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Last week, I put out an invitation on my Facebook page. I invited you to throw all your questions about online marketing at me! What do you want to know? Where are you stuck? What are you confused about?

Well, the overwhelming majority of the questions people posted on my Facebook page were about–surprise!–Facebook. And the questions showed me that it’s time for a major reframing of how we think about Facebook. Most people are just not looking at Facebook in a way that’s going to serve them.

And since my mission is to help you get results with your online marketing, including your Facebook marketing, we’ve got to address that…stat!

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The Facebook System that Changes Everything!

  • Larissa asks:

“How do I increase my FB followers? It seems I have hit a plateau. Also, I don’t want to spend copious amounts of money with FB ads…I feel they keep changing the algorithm to line their pockets by making you pay for advertising through them, and no one will see your post.”

If you feel this way about Facebook ads, then I’m guessing they haven’t been working for you. And believe me, I don’t want you using Facebook ads if you’re not generating revenue.

This is where we need a reframe. I want to help you see FB as a place where putting in a little bit of money will result in bringing back a lot of money.

The first thing to realize is that Facebook ads cannot work on their own. You have to incorporate them into a social media sales funnel–a system that turns your fans and followers into subscribers to your email list, and turn those names into paying clients. 

I know lots of people who make money every week from Facebook ads, but they aren’t just using that ad to send people to their sales page. They’re using those ads as part of their sales funnel system. That’s the key to getting the Facebook marketing results you’re looking for.

(I’m actually doing a free master class on this very topic right now. There might still be room for you to join one before they are over, so if you feel like this is just what you need and want to jump in, click here to join.)

Showing Your Value to Your Fans

  • Toni asks:

“We have a children’s clothing website. We have 4000 likes. But only 700 people have signed up for our newsletter. What is the best way to get Facebook “likes” to sign up”

A lot of people are focused on how many “Likes” they have, and are scratching their heads at low organic reach. This is happening to everyone. Free organic reach is way, way down. No matter how many Likes you have on your page, it’s entirely possible that very few of your fans are seeing your posts!

This causes a lot of people frustration—why should I have to pay to get my fans to see my posts? I won’t sugarcoat it–these changes to Facebook’s algorithm do kind of suck for people who have worked hard to build their Facebook following.

You could get frustrated and abandon ship…or you could start to look at Facebook differently.

Paying will get your posts seen by more people…so you want to make sure that they’re seeing something that makes them want more.

To get your fans to engage—sign up, respond, make a purchase, take any kind of action—you have to make sure you’re offering them something they see as valuable. 

In Toni’s case, it might be a discount, free shipping, an add-on product. If you sell information or education, you want to give away some of your valuable information for free.

I did one recently called the Product Maximizer—it was a report that I gave away offering four strategies to make more sales online. I knew my audience needed more sales, so I knew it would valuable to them. And it just happens to be a little piece of exactly what I offer for sale!

Remember, the number one area where Facebook is most valuable is in turning fans into email subscribers. The email list is where you can really cultivate the relationship with your customers.

Take a minute right now to brainstorm a valuable, irresistible giveaway that you could offer and try a Facebook ad built around this freebie—say you spend $10 a day for three or four days—and see how many people sign up for your newsletter (or email list) when there’s a free giveaway at the end of it!

Get even more of Amy’s answers to your Facebook questions! Click here to listen to the whole episode on iTunes.

Boosting vs. Paid Ads

  • Kate asks:

“I’m gradually realizing that organic reach has been pitiful in my recent posts. I ‘boosted’ a post for the first time yesterday. I got more likes and engagement, and it was seen by 2500 people. Is this the way forward? Is there any point in not boosting a post anymore, and relying on people seeing it organically?”

I’m so glad you asked this question! “Boosting” a post means you’re spending a little money to get more of your fans to see that post. I don’t think that’s the best use of your money. If you’re going to spend money, it’s much better to spend it on an ad that gets people to sign up for your lead magnet.

Remember, people “liking” your post does not translate to a real customer relationship! Email marketing does that. 

How to Make Your Business Bloom

  • Tara asks:

“I would love to see a visual of how your business blossomed. I mean, there are so many things we’d like to do in our business, but how did you prioritize the tasks over the years, and most of all, what makes sense to do what when?”

Back in 2010, I’d just quit my corporate job. I didn’t have a product ready to sell yet, so I took some social media consulting clients. By the end of 2011, I looked at my business and thought “Freedom is a joke!” I was a yes machine to 8 bosses, practically chained to my desk but never working on what I really wanted to do. I’d tried to sell a couple of my programs, but they never went anywhere…much like what some of you are feeling!

We all talk a lot about freedom when building our businesses, but there’s not really freedom when you’re not generating revenue!

2012 is when I hit upon the importance of this sales funnel system. With a product to sell and a lead magnet to capture interest, I fell in love with Facebook ads, because I realized how to make them work!

The secret to my business blossoming is all in using this system.

I don’t want you going to bed each night worrying about where the next dollar is going to come from! All that does is squash your creativity and confidence.

Instead, I want you to wake up excited to build your business each day, enjoying the freedom to work on all the projects that help your business grow, and taking time for the rest of your life.

What Would $5000 Mean for You?

Before closing, I want to ask you this question:

If you had a social media sales funnel running on autopilot in your business, making you $5000/month for you, what does that mean for you? What does that free you up to create, to dive into, step out of? 

Join Amy’s free master class to learn how to set up this 7-step social media sales funnel! Space is limited–click here to join.

Links mentioned in this episode include:

Amy’s Live FREE Master Class Registration

The Product Maximizer

LeadPages

Podcast Details:

Click here to download the transcript.

Click Here to Subscribe via RSS (non-iTunes feed)

Online Marketing Made Easy with Amy Porterfield

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#57: 3 Core Beliefs of Truly Successful Entrepreneurs http://www.amyporterfield.com/2015/04/57-3-core-beliefs-of-truly-successful-entrepreneurs/ http://www.amyporterfield.com/2015/04/57-3-core-beliefs-of-truly-successful-entrepreneurs/#comments Thu, 30 Apr 2015 15:35:14 +0000 http://www.amyporterfield.com/?p=9287 In case you haven’t noticed by now, I want you to succeed. It is genuinely important to me to help you reach that place in your business where you can say, “Yes, I made it; I love my work and I love my life!” But there is something else that is equally as compelling that ... Click to Read More

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In case you haven’t noticed by now, I want you to succeed.

It is genuinely important to me to help you reach that place in your business where you can say, “Yes, I made it; I love my work and I love my life!”

But there is something else that is equally as compelling that I want for you:

I want you to enjoy the journey—the process of making it all happen.

If you’ve been with me for a while you know that I often talk about the kinds of strategies that have worked for me, that I know can work for you too. Things like building your email list early in the game, effective ways of using Facebook to engage with your audience, and the importance of having a marketing plan—knowing what you’re going to do before you set out to do it.

I stand behind all of these things 100%, but there is something else you need to know. Something so critical it can actually make or break your online business dreams.

I’m talking about what you believe regarding your ability to achieve success in your business.

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Now before I dive into these 3 things that you have to believe in order to see the results you are yearning for, we need to dip a toe into psychology first.

The thing about belief is that it’s one of the few things that you can’t be taught to do. You and I both know that you don’t just flip a switch to believe something. That’s because belief is not an outward action that you take; instead, it’s a state of your inner being.

I can teach you how to do a lot of things, but I can’t teach you to believe.

Because belief is such an individual experience, it’s important from the outset to identify how you most often come to believe something for yourself.

Do you believe…

  • Based on your own experience
  • Based on the experience of others
  • Just by acting “as if”
  • Because it seems to make sense—logically or intuitively
  • By trusting a mentor
  • Having an “aha moment”
  • The opposite hasn’t worked for you

It’s okay if you need to think about this and can’t answer right away. Maybe there are even several answers to how you believe, not just one on the list. It’s just something to keep in mind as we continue talking about the three critical beliefs you need to have for success in your business.

The 3 Beliefs You Must Have to Achieve Success in Your Business

Belief #1 – I believe that one of the biggest strengths in my business is knowing my target market intimately. Knowing how they think, what they need, and what words and emotions they use to express themselves is crucial to my success.

Belief #2 – I believe that I am not alone, shipwrecked on a desert island needing to have all the answers myself. I thrive and my business thrives with a few core mentors that I trust and can turn to again and again.

Belief #3 – I believe I have a great idea (product/service) that will impact people’s lives, and that my idea needs a clear and easy-to-navigate system to generate sales.

Whew…how did that feel? Chances are that at least one of these beliefs…and maybe all three…felt like a big effort for you to even read, let alone internalize.

Maybe it felt too audacious, too daring, to really own those beliefs for yourself. “I’d like to believe those things, but I don’t know if I’m really the kind of entrepreneur she’s talking about here.”

Maybe you felt skeptical. “Yeah, down the road maybe I’ll believe those things, if things work out well…”

Maybe you’ve just lost so much confidence in the past few months that reading those beliefs made you even more hopeless. “I wish I believed those things—I used to believe them. It would be nice to think that something that simple could turn things around.”

Listen to Episode 57  for Amy’s insights on how to restore your confidence and increase your sales.  

Understanding the Three Beliefs

Let’s examine each belief more closely and see what’s important about it.

#1 Knowing Your Audience

Would it benefit you if you could step into the minds of your readers and listeners and customers-to-be? You bet it would! This essential ingredient is so powerful because it allows you to create core messages that you know will instantly attract your perfect audience.

Knowing your target market takes time and strategy, but it will boost your confidence more than anything else. When you can speak to your audience like you’ve known them for years, and they feel that you “get them,” everything else you do to build your business is a cakewalk.

There’s another big advantage to understanding your audience intimately: you become congruent with your business. What this means is that your vision for your business and what is actually happening in it come into alignment. You get up close and personal with your mission—the reason you started your business in the first place.

#2 Finding Your Mentor

It is tempting to think that running an online business is a solo venture. After all, we sit for hours oftentimes by ourselves, building and communicating through a computer screen. It feels isolating, but at the same time, a lot of people think that it’s the only way…that being “self-employed” means spending most of your time by yourself.

I promise you, nothing could be further from the truth! “Self-employed” simply means being your own boss…and guess what? The best corporate bosses in the world actually seek out contact with others—their peers, colleagues and employees. That’s how they learn what’s working and what’s not in the way they run their company.

The same goes for entrepreneurs like you and me. I know a lot of very successful entrepreneurs out there, and I don’t think I can name a single one that doesn’t have some assembly of mentors, advisors, and team members helping them sort through all the information and advice that’s out there, to find the best way to run their business.

I did the same thing, early on in my business—I chose a few people I could connect with and relate to, and made them my virtual mentors. I signed up for their courses, followed their blogs, listened to their podcasts, and basically became a mini-stalker online. I was their student and I trusted the road they set out for me when it came to building my business.

I can’t tell you what an amazing confidence boost it is when you know who to turn to, when things get rough. You immediately stop feeling overwhelmed and inadequate; over time, you actually start thinking like the expert you’ve been following. This is the turning point, where you know YOUR BUSINESS WILL WORK and you will succeed.

#3 Having a System

In order for you to stand out amid all the noise of the internet, to be noticed and taken seriously, you need a system to keep you from getting off course. You can think of this as a roadmap that makes it absolutely clear and easy to navigate your message into the minds and hands of your customers.

Maybe you feel like your business is too small to really get a sales system in gear—your product is still new, your website isn’t very fancy, you want to “clean house” (so to speak) before you put together a powerful marketing system. Think again! EVERY BUSINESS, no matter what stage you are in, needs a sales system.

Here’s the thing: powerful doesn’t mean complicated. A sales system can be incredibly simple, run on its own steam, and produce revenue daily. You set it up and boom—your business is moving forward. From there, you can add the bells and whistles of advanced sales strategies to gain momentum in your already thriving revenue stream.

In fact, simplicity is the key when it comes to your roadmap for taking effective action. Once you have the system and understand how it works, you can take your business as fast and as far as you want!

Get more of Amy’s secrets for how to keep your sales strategy simple and stress-free.  Listen to the full episode.

The Consequences of Not Having the 3 Beliefs

Okay, now you understand what these beliefs are for.

Let’s talk about what happens when you don’t have them.

  1. If you don’t believe it’s that important to identify your ideal customer on a deeper level, your attempts to engage leads will miss the mark. It may be subtle at first, but you will be wondering why that spark just isn’t there. You don’t want to go down that road because this lack of deeper connection will keep you desperately striving while keeping your pockets empty.
  2. If you believe that you must figure everything out yourself, or that your business is better off without the input of mentors, you will lack the connection you need for your business to thrive. You’ll keep trying every new thing that comes along in hopes that it will bring you success, and never gain momentum.
  3. This one hits close to home for me, because I’m remembering what my own business was like, before I had a sales system in place. Let me tell you from experience that this foundation is not only critical to your success—it is mandatory. If you don’t believe that a sales system is important for you, or if you believe that it’s too early for you to implement, there’s a good chance that your wonderful idea, product, or service has a good chance of never seeing the light of day.

I want you to have a System in place for your business, because I know you need one. Which is exactly why I created this FREE Master Class to walk you through the steps you need to take to get a simple system up and running in your business, quickly. Just click below to join!
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Why You Need These 3 Beliefs

I said at the beginning that belief is a tricky concept, because it’s not something I can teach you. I can only tell you, and back it up with my story and many others. But at the end of the day, the best proof of a belief is to look at your own situation. If you don’t have these beliefs, how are things going for you? Is your business on track with your vision? Are your sales what you want them to be?

And if they’re not, isn’t it time to change your beliefs?

I know it isn’t easy at first. It’s scary to change, to risk spending money or time on learning to do things in a new way. Don’t let fear hold you back.

The purpose of belief is to shape the actions we take. And as soon as you begin taking action on these beliefs, you already have them. You will feel the difference inside you—you’ll feel your confidence growing, and your sense of purpose will feel more grounded than ever.

Before long, you’ll also be seeing the difference on the outside—more email subscribers, greater audience engagement, and an increase in sales.

I want all of that for you, from the bottom of my heart.

I would love to hear your experiences in the comments below. Have you tried a system that has worked well for you? How are you getting to know your audience? Do you have the kind of mentorship you need to succeed? Keep moving forward and know you are not alone!

Don’t forget to join me on my FREE, live Master Class where I’m revealing the EXACT marketing system I use (and where Facebook fits into it to!) generate multiple sales every single day.

Links mentioned in this episode include:

Amy’s Live FREE Master Class Registration

Podcast Episode 55

The Product Maximizer

Podcast Details:

Click here to download the transcript.

Click Here to Subscribe via RSS (non-iTunes feed)

Online Marketing Made Easy with Amy Porterfield

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