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Dot Com Secrets - Coggle Diagram

- - - - Get them to your funnel hub.
    - - Sending them to a squeeze page, to squeeze out their emails.
  - - - High Drama.
        
        Epiphany.
        
        Hidden Benefits
        
        Urgency CTA
        
        Create real urgency, not fake, scarcity. With a strong CTA.
        
        If this was the only offer, then move them to the Seinfeld List, if not move them to the next value ladder Soap Opera Sequence.
        
        If they haven't purchased the product, then they didn't see the value, explain the hidden benefits.
        
        "I had to ..., and then I found ..."
        
        It ties into the solution you're selling, THE ONE THING.
        
        Start the story in the middle - At a high point and then work back.
        
        Backstory - Tell them how you got into that situation, usually lead back to where the customer is now.
        
        Wall - Tell them how you hit a wall, but then overcame it, but explain how in the next mail ;).
  - - - Help the audience have an epiphany that ties back to your core offer.
    - - Direct them back into core offers and funnels.
    - - Goal to get people to go back into the funnel.
- - - - Brainstorm what else you could give your customers, what elements can you take to create an irresistible offer?
  - - - Value Ladder Mission Statement
        
        Your Value Ladder works to fulfill this statement.
        
        We help (Who) to (Result they want to achieve) through (Your new opportunity)
      - Lead Funnel, Unboxing Funnel(1-100$), Presentation Funnel(1-2000$), Phone Funnel(2000$+)
      - Start with an offer, after you've successfully used that funnel, open the back end one, after your ads run dry, open a front end one for a new audience.
      - Sales Funnel
        
        Provide value to each customer at the unique level of service that they can afford, make money and be profitable while identifying our dream clients who can afford our highest offer.
- - - - Page 1: The Survey Page
        
        "Take this short quiz and I will tell you..."
        
        Only one question is the actual "bucket" question.
        
        Page 2: The Squeeze Page
        
        A loading screen pops up, which then proceeds to a screen which asks for their email - A specific page for each "bucket" answer.
        
        They are also added to their specific soap opera sequence.
        
        Page 3: The results Page
        
        On this page you give them their promised magnet lead and make them an offer - "Based on your answer your reason for not succeeding is offer which costs you this much and other costs.
        
        The more you customize the Results Page and the Follow Up Funnels, the better your conversion rates will be.
    - - Invitations - People in your niche that have their own lists of people, a good size is around 30 speakers.
      - Interviews - The host prerecords interviews with these guest speakers which will be broadcast online for a limited period of time later during the summit event.
      - Promotions - When other participants promote your summit to their lists, your own list will grow.
      - Page 1: Registration Page
        
        Asking for an email which will allow them to watch the summit. The Headline is super important.
        
        Headline(Hook), Video(Story), Register for summit(Offer)
        
        Long form page, feating headshots of speakers, their websites, topics etc.
        
        Page 2: The Special Offer Page
        
        All-Access Pass Offer
        
        Offer to purchase a lifetime membership access to all summit interviews, not having to watch them in a short time.
        
        Otherwise you could get them up the value ladder and include this membership as a bonus to it.
        
        The price point should be a no brainer 100$ or less.
        
        Order form
        
        Registration Confirmation
        
        They should be informed that they have successfully registered and that more info will be emailed to them.
        
        Page 3: The Broadcast Page(s)
        
        24H Viewing window for each of the speakers' videos. The CTA should be to get access to all the recording so that they can watch at their own pace.
        
        After 24h Day 1 videos are removed and Day 2 Page Links are sent via email.
        
        Should last 3-4 Days and the offer to access the whole summit can be promoted even after the "live" event is over.
        
        Great way to build an audience, create a relationship with them and network with others in your niche.
    - - Page 1: The Squeeze or Landing Page
        
        Give the avatar what is truly valuable to him
        
        Hook - Good offer and Headline
        
        Story - Keep it short, if the offer needs more explaining use a Reverse Squeeze page, which a video not an image.
        
        Reverse Squeeze Pages have lower conversion, but are more qualified.
        
        Page 2: The Thank you Page
        
        Link the next funnel if it exists, give them their promised lead magnet, and build a relationship with them through your Soap Opera Sequence.
  - - - Are used for any Information Product. FREE INFO just cover the shipping.
      - Page 1: The Sales Page
        
        Page 2: The Upsell Page(s)
        
        Page 3: The Thank-You Page
        
        Give them access to their Info, Get them into your value ladder backend funnels.
        
        The OTO rule for Info Products is Don't sell more of the same thing. - What is the next logical product or service they need to reach their goal?
        
        You can even downsell. Physical to Digital product, payment plans etc.
        
        Another Upsell Page - Basically the same as the previous. OTO has to make logicals sense again.
        
        Has a two step order form, Shipping Info > Card Info
        
        For other offers where you need to build up value first, put the order form at the bottom of the page.
        
        The order form bump needs to be something that doesn't have be explained.
        
        You want it only at the end of the checkout, earlier it hurts the sale.
      - Envision your funnel built with three blocks EMOTIONAL, LOGICAL and URGENT.
    - - Page 1: The Sales Page
        
        The offer at the front could be your best selling item.
        
        For physical products the sales page should involve a demo, and the headline should explain exactly what the offer is.
        
        The order form bump could again be anything logical.
        
        Page 2: The Upsell Page(s)
        
        Unlike the book ones, we now offer more of the same, but at a discount.
        
        Page 3: The Thank You Page/ Offer Wall
        
        You thank them, tell them where they can get custoemr support, when their order will come etc. Also include an offer wall which includes your other offers and their funnels.
      - Cart funnels have the ability to increase their ACV by offering multiple quantity amounts.
    - - Page 1: Sales Page
        
        The message is to get X results in Y days.
        
        Must include a clear HOOK. Must be simple and believable.
        
        The clarity of the promise, belief that they see themselves accomplishing it, and the credibility of the expert.
        
        The story - Short and compelling. Bond with AC - and believe the AC has walked the path and can deliver, The Path - Clearly show the journey. The Prizes - Things higher on your value ladder
        
        The Stack - Summarize Everything they'll get.
        
        After running the first challenge, get testimonials.
        
        The order bump has to be something that enchances the challenge experience.
        
        Page 2: The Upsell Page(s)
        
        One or two. - Something that the customer believes will help them complete the challenge.
        
        The key is to not add a lot of extra info, but instead simple tools that will help them complete the challenge.
        
        Page 3: The Thank you Page.
        
        Thanks and how things will be delivered/how to access them etc.
  - - - Page 1: Sales Page
        
        The Order Form is below the video, as we want to increase their perceived value of the offer.
        
        The video should follow Star, Story, Solution or Perfect Webinar script
        
        Underneath the video include a spoiler box, which points out what will be talked about and has the CTA.
        
        Page 2: Upsell Page(s)
        
        Same as Cart and Book funnels.
        
        Page 3: Thank you page
        
        For physical prods - Offer Wall, for Info - Next Funnel
    - - Page 1: Registration Page
        
        Curiosity Based Headline - Hook them hard
        
        Page 2: Thank you Page
        
        Who, what, why, how
        
        Offer a low ticket offer that complements your webinar
        
        Page 3: The Webinar Room
        
        Master the perfect seminar
        
        Page 4: The Order Form Page
        
        Recap the offer and let them purchase with a CTA.
        
        Page 5: The Replay Page
        
        Make it a limited 48-72 H Thing
    - - You're building anticipation by releasing a presentation over multiple days, using the "Perfect Webinar" script.
      - Page 1: "Free Workshop" Page
        
        A squeeze page, the workshop is the reward.
        
        Pages 2 - 4: The Video Pages
        
        1st - wow and how, 2nd - Walk through the process, 3rd - Break any false beliefs.
        
        Page 5: The Offer Page and order form
        
        Video of you making the offer and an order form.
  - - - Have them watch the success story or case study showing what is possible if they work with you, let them apply if they want your help to achieve the same results, get an email if they don't finish the application.
      - Page 2: The Application Page
        
        Revenue Qualifier, What does success look like for you, Why would you be a good fit for the group, how can you contribute to the group?
        
        Page 3: The Homework Page
        
        Goals = Build Connection With Attractive Character, Tell them what to expect and give them homework, get them to initiate a phone call.
- - - - Hot
        
        Already are aware of your product, you want to use personality-driven communication through Attractive Character.
      - Warm
        
        They don't know you yet, but are aware of other solutions - Usually subscribers, fans, followers of other people in your market.
      - Cold
        
        People who have a problem, but are not aware of any solutions.
      - Set up the Pre-Frame Bridge.
        
        Warm traffic bridge
        
        Usually a little more than a hot one, can be done with a video, using a pre-frame to speak to where they are now and gives them the context they need so they understand why they need your product/service.
        
        Cold traffic bridge
        
        Creating a customer out of thin air.
        
        Hot traffic bridge
        
        Is typically very short, an email, blog, podcast, people will usually listen as they already know and like you.
        
        Qualify Subscribers.
        
        Usually first step to the Value Ladder, qualifies those who are willing to possibly buy.
        
        Qualify Buyers.
        
        Immediately do this after the previous step, get them to buy something fairly inexpensive 7-10$, thus creating two lists, subscribers and buyers.
        
        Identify Hyperactive Buyers.
        
        Store them in a separate list, these are the buyers that spend a lot. - Will market to them differently.
        
        Age and ascend the relationship.
        
        You are moving them up the value ladder.
        
        Change the selling environment.
        
        1 more item...
- - - - The headline doesn't sell it stops the customer in their tracks, arouses curiosity and moves them on to the next step.
      - Question Headlines
      - Warm Traffic Headlines
        
        You mention the benefit/payoff
      - Cold Traffic Headlines
        
        Use their problem
      - Hot traffic headlines
        
        You can mention your name and product in the headline.
      - A clear desire they want to satisfy, 2. A pressing problem they want to solve, 3. A nagging or intense pain they want to avoid or eliminate.
        
        Make the headline about them and use already proven ones.
    - - Why
        
        Use PAS - Problem, Agitate, Solve
      - Tell them what the catch is.
      - Include urgency and scarcity.
      - Guarantee.
      - Recap - Summarize everything they get again.
    - - Star
        
        Start with the pattern interrupt - Usually the headline for the presentation.
        
        Core-Desire Questions
        
        Agitate Past Failures
        
        Big Promise/The One Thing
        
        You introduce the star - The Attractive character
        
        Story
        
        Start at a point of high drama
        
        Backstory
        
        Fill in how did you, or your attractive character get there.
        
        Explain up to the point of high drama and then hit a wall.
        
        Identify the problem.
        
        Now reveal what the problem actually was, make it as close as possible to your target audience' problem.
        
        Epiphany or Declaration of Independence.
        
        2 more items...
        
        Solution
        
        Formal Introduction.
        
        Pain and cost.
        
        Ease.
        
        Speed.
        
        2 more items...
        
        Show the contrast between what you had to go through and how easy it will be for them.
        
        Tell them what you had to go through to create the product.
        
        Introduce the offer.
    - - Introduction, Content, Stack and Close.