December 11, 2023 • 38 mins
Do you want a seven-figure agency? Use this strategic system for selling high-ticket solutions. You are five steps away from bankable results.
Many will ask, "If this system is so powerful, why would you share it?" Most who start listening to this mega-podcast episode won't finish it.
The majority looks for "marketing secrets" that don't require effort, or somehow magically work in every economy. Those shiny objects are an illusion.
This high-ticket-selling system is strategic. In teaching it I demonstrate how the system works, but also how you can make it work.
There is no need to create gobs of content. Content marketing is a distraction. You don't have to design a high-ticket product either.
Start where you are today as a freelance copywriter, marketer, or subject matter expert. Don't be a part of the distracted masses.
This proven system is disguised as hard work. That's why I'm not concerned about revealing it to you. Most don't take action.
Do you want a seven-figure agency? Or at least to earn more income more consistently. If you are an action taker, you'll join us at https://www.adbriefing.co.uk/newsletter/
#StartAgency #MarketingSystem #FreelanceCopywriter #SellingSystem #ProspectSurvey
By the way, I have a PDF of my handwritten notes available for those who request it. You'll be the first to see the marketing funnel and ascension ladder I discuss here.
The only way to get it is to ask for it. Use the form here, https://www.adbriefing.co.uk/contact/
Become a supporter of this podcast: https://www.spreaker.com/podcast/adbriefing-copywriting-tips--3257924/support.
Many will ask, "If this system is so powerful, why would you share it?" Most who start listening to this mega-podcast episode won't finish it.
The majority looks for "marketing secrets" that don't require effort, or somehow magically work in every economy. Those shiny objects are an illusion.
This high-ticket-selling system is strategic. In teaching it I demonstrate how the system works, but also how you can make it work.
There is no need to create gobs of content. Content marketing is a distraction. You don't have to design a high-ticket product either.
Start where you are today as a freelance copywriter, marketer, or subject matter expert. Don't be a part of the distracted masses.
This proven system is disguised as hard work. That's why I'm not concerned about revealing it to you. Most don't take action.
Do you want a seven-figure agency? Or at least to earn more income more consistently. If you are an action taker, you'll join us at https://www.adbriefing.co.uk/newsletter/
#StartAgency #MarketingSystem #FreelanceCopywriter #SellingSystem #ProspectSurvey
By the way, I have a PDF of my handwritten notes available for those who request it. You'll be the first to see the marketing funnel and ascension ladder I discuss here.
The only way to get it is to ask for it. Use the form here, https://www.adbriefing.co.uk/contact/
Become a supporter of this podcast: https://www.spreaker.com/podcast/adbriefing-copywriting-tips--3257924/support.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:01):
Are you a consultant, contractor freelanceprofessional looking for high ticket solutions and a
consistent way to market and grow yourbusiness. Hey, I'm just a hit
with ad briefings, copyrighting tips.A lot of the freelance copyrights we work
with start building out their agency,building a foundation, start gaining regular revenue,
(00:23):
they expand their team, and thenthey're concerned that they want consistent and
regular new clients coming in. Andthose consistent and regular new clients are in
a system that converts without a lotof day to day interactions. Because one
of the hurdles you're going to haveto go overcome when you transition from freelance
copywriter is to get more clients whilemanaging a small team. Now, again
(00:50):
it's both an objection a lot offolks have when I talk about building the
agency, and also a natural challenge. Now it's an easier challengelenge to overcome
then the constant grind that you haveas a freelance copywriter and you know,
putting out proposals that nobody ever approvesor even gets back with you on,
or chasing that next big thing,or fighting these low rate, weight,
(01:14):
low wage writing assignments because when youhave an agency, you have the opportunity
to add contractors or employees or howeveryou want to structure, but to add
individuals who are going to help youwith copywriting, research, formatting, day
to day scheduling, and even screeningnew prospects for you. And so if
(01:36):
you have a system that funnels newleads and new prospects into your you know,
I use a customer relationship management system, but funnels it into your ecosystem,
you're more likely to get higher ticketassignments, or at least have the
credibility to get a paid consultation.So for the copywriter, this model is
(01:57):
a paid consultation that reviews a project, provides some advice, and then offers
a report of finding that sets upthe work that you're going to do for
them. Or it could be acopy critique where you review the copy,
they pay money up front, andthen you offer them a solution to prove
the copy or test variations, oror a pack of headlines and opening paragraphs
(02:19):
and you know, some structural advice. Whatever it is, that paid consultation,
that initial sale is usually a threefigure assignment, So you might have
a paid consultation that's one hundred andninety seven dollars to six hundred ninety seven
dollars. And by the way,a lot of freelance copywriters when they hear
that, they say, well,they don't even get one hundred ninety seven
dollars to write a sales letter.That's not the business we're in. The
(02:42):
reason we build the agency is sothat we can leverage other people's time in
order to do more of what wedesire, more than of what's profitable,
and then to serve a better setof clients. So, if you're serving
two million dollars ten million dollar clientsand they're paying you so let's say thirty
five hundred dollars a month for aretainer service, and you're writing a certain
(03:05):
amount of copy, that's far cheaperfor them than having a full time employee.
Plus you're giving them the flexibility ofhaving researchers, editors, headline specialists.
Maybe you pull on a pay perclick specialist. You're writing the sales
letter, you're writing collateral, you'rebringing it all together. You may even
hire a project manager to help organizethings. And so within that thirty five
(03:29):
hundred dollars, they're time sharing.The individuals that would be necessary to get
this project done rather than having thetwenty thirty forty thousand dollars in expenses if
they had to keep those people thereon time. So a two million dollars
two million or to ten million dollarcompany really doesn't have that marketing department build
out. And what you're offering themas you transition from a freelance copywriter or
(03:52):
a freelance marketer is that marketing departmentin a box. Now, the same
thing works for consultants who are subjectmatter experts. They can create that marketing
department in a box to promote themselves, or partner with an agency like yourself,
where you help promote them and thenthey deliver the subject matter expertise.
(04:12):
The system that we teach here reallyputs you in a toll booth position where
you're using the marketing skills, you'reusing the communication skills to build a list
of customers, and then you're makingoffers to them on a regular basis.
So that's the structure that we're goingto talk about here, and I'm going
to give you the context of doingthis with online marketing, but it works
(04:34):
just as well whether you're sending postcards, letters, pay per click advertising,
social media marketing, you've got awebsite. None of that is any different
because the underlying structure is to sellhigh ticket solutions. Now why might I
guess give you this information? Afterall, I get eighty five hundred dollars
(04:56):
a day to work in strategy,and this is an all inclusive team rate.
But I'm working on strategy, andI'm building out landing pages, and
I'm you know, setting up research, and I'm building out queries and props
for AI, and I'm developing acomplete marketing system in a box. Why
would I teach this to you?Well, two very important reasons. Number
(05:16):
one, I use a lot ofmy podcasts in audio that we share as
training for my team. If you'regoing to build a team, one of
the concerns folks have is training thatteam to understand the key concepts so that
they're doing their part, but they'renot interfering with the rest of the system.
So when I talk about having atarget product, in this case,
(05:38):
a paid consultation, and by theway, you can apply this to your
own site, but you don't wantthem suggesting new products because the paid consultation
is flexible enough that you can,you know, do a copy critique,
or you can you can talk aboutstrategy, or you can talk about anything
the client wants. You don't needto have fifty different products for that.
(05:58):
And so the understanding of the methodologyand technique helps you cookie cutter, but
the focus and the tighter parameters helpsyou not get end up with too much
work because what will happen is onthe front end of that product offer,
we're gonna have two lead generation elements. Each of those will have a root
keyword associated with them. Now whydo we do that? So those root
(06:20):
keywords help position us in the searchengine in order to get some organic traffic.
It's not guaranteed you're gonna get anyorganic traffic, but when a visitor
comes to your site, that rootkeyword concept and using content maps and using
the thematic materials helps that visitor knowthey're in the right place. So if
(06:42):
you have your root keyword plus theaudience you're targeting, when that person visits
the website, they're going to say, oh, I'm in the right place
and it looks like they're offering memore information and they can request the information
through the lead generation piece. Andthen on the thank you page you say,
oh, by the way, ifyou have an immediate need, we
have a paid consultation. So doyou see that structure there. Now I
(07:09):
talk about two root keywords. Shouldwe do two root keywords or should we
do twenty five root keywords or shouldwe do two hundred and fifty? Well,
my approach is if we can't optimizethis model for two keywords and an
AB split, then we're not goingto be able to optimize it for twenty
five. So you have your targetproduct, which, again, if you
(07:29):
already have a high ticket service thatyou offer, it can be a consultant,
a consulting session, it could bea consulting day, it could be
a discovery call, it could bea course that you've sold before, it
could be something else. You know, we're not talking about product development here.
The key is that it's three figuresare better Now. I like to
(07:51):
start people with this structure at apaid consultation because it's generic enough that we
can you know, we can justget you started. There's nothing to build.
There isn't years to wait till yourbook is perfect type thing. But
again, we're gonna have the leadgeneration pieces and we're gonna have an AB
split. So we're gonna have subjectbased test between topic one and topic two.
(08:16):
So in the case of and I'mgonna give you a generic example here,
let's say we're comparing survival skills withhomesteading skills. So we have a
lead generation page that says, hey, if you want to learn more about
survival skills, opt in, andwe'll send you a newsletter about survival skills,
or we'll send you additional content aboutsurvival skills. If you want to
learn more about homesteading skills, optin, we'll send you additional content about
(08:39):
homesteading skills. Now the audience isexactly the same. And so we might
take survival skills plus adults, andnow we have content survival skills training for
adults. We might take survival stillskills plus teenagers, and now we have
survival skills training for teenagers. Thatis a blog post or content that goes
in front of the opt in pageand it stays thematic to the opt in
(09:03):
page itself, which then has theoffer of a paid consultation on the thank
you. So what we're building hereis a funnel. We're building a chain.
Now you might have homesteady skills foradults who want to start a new
homestead, homesteady skills for adults inurban spaces, you know, or how
to start a homestead with no money. That's different blog content. But again
(09:26):
the blog content about homesteading skills onlylinks to the landing page related to homesteading
skills, but within the entire siteitself, the user is free to go
check out the survival skills. Sofor the example that I'm building out here
is somebody who offers training and survivalskills and training and homesteading skills. They
(09:48):
have a Mastermind program that talks aboutboth both. That's about one hundred and
ninety seven dollars, and they haveon site training that ranges from one thousand
dollars to I think fifteen thousand dollar. And so that's their funnel. Now
they're not out doing a lot ofdifferent things. And in fact, you
can cultivate this funnel from existing content, so don't worry if you've already written
(10:11):
other content. But they're focusing ontwo or three audience segments and two topical
segments, and then all these leadsgo into a back end system where they
can tell who opted in for survivalskill information and who opted in for homesteading
skills. Now, I'm going togive you a five step approach to do
this, but I want you tofirst understand is you don't have to write
(10:33):
a new Prospect newsletter. So youmay have a generic Prospect newsletter that covers
both survival skills and homesteading skills,kind of like a ven diagram of these
two topics. You're going to havesome content about the both topics together,
and we're going to point to thecontent we create. It doesn't matter where
the content's created. We're going topoint to that content in the newsletter to
(10:56):
build engagement, see what people areclicking on. We're also going to have
specific content in the survival skills nicheand in the Homesteading Skills niche, both
in the newsletter pointing to the respectivecourses if they're available. And then ultimately
you're just excerpting and referencing existing materialsfor the newsletter. But here's the key.
(11:18):
That newsletter builds the engagement and interactionaway from the distractions. So if
they're in a browser and they're searchand Facebook, you might still post things
on Facebook, but again it drivesall back to the opt in, and
then from the opt in you cansend them right back to not the facebooks,
(11:39):
but to your own content on yourown website. Now, what this
does from a technical optimization perspective isthis gives us information about who's clicking what
and then allows us to implement andthis is step number one. It allows
us to implement surveys based on theroot keyword, which then gives us ideas
to develop content. Because if you'realready providing services and you've got a good
(12:03):
book of business, when it comesto the consultations, you're not gonna have
time to write a lot of content. So this is really about recycling your
marketing. And this is the strategystuff that I get paid eighty five hundred
dollars a day to do. Isthat you're recycling the content that you have
and you're structurally organizing it so thatit's easy for users to navigate, but
it's also easy for search engines tofigure out what the hell you've got.
(12:24):
And then you're building it into afunnel ecosystem. We want to generate a
lead first, and then from theleads, we're going to send them information
and additional details, and we're goingto ask them questions and we're going to
get them involved, and we're goingto have a search intent appropriate to where
they are in your funnel, andthey will purchase. They will say,
(12:45):
oh, well, you know thisis very interesting, but I want more
information. I want a one onone session. How do I get a
one on one session paid consultation?So number one is focusing on the root
keyword. We're going to do prospectsurveys to gather information about what people want
to read. You don't have tohave a lot of content. Meanwhile,
we're going to organize content around whatpeople are asking for, write commentary about
(13:05):
it, send it to the peopleon our email list that can be an
auto responder, and then we're goingto next. Number two is on the
confirmation or thank you page for everything. If they opt in for homesteading skills,
if they opt in for survival skills, they'll be an offer for the
paid consultation. Now you can abe split the offer on your thank you
(13:26):
page. You can also put theoffer at the bottom of your about page.
You can put the offer at thebottom of your homepage. But you're
going to test that ad because youwant to find out which ones generate conversion,
which ones don't. Once you knowwhich ones generate conversion, which ones
don't. You know, you canfocus your effort. But again that's why
we start with two root keywords thatare similar to each other, that have
(13:48):
overlap and e vent diagram and thatultimately help you narrow your focus. The
narrow of the focus is how weget this done. Number three is we're
going to write or organize front endcontent into content hubs within the keyword sets.
So it is possible that you mighthave a conversation or a blog post
(14:11):
that talks about how survival skills helppeople have the confidence to move to a
rural area if they currently live ina city. And that's a very specific
article, by the way, ittargets a very specific niche who's going to
make a very specific decision. Butyou can't have that overlap. That's the
overlap. But you can't have contentthat has no overlap because again, everything
(14:33):
drives to the same opt in.You're the subject matter expert, you're the
copywriter, you're the marketer, you'rethe person who's focusing on this particular work.
So we're going to write and organize. That means if you have podcasts
right now, you're going to startposting show notes on your own website related
to the podcast. Now, asa copywriter, can you see the opportunities
(14:54):
here? If you're working with asubject matter expert, perhaps it's a lawyer,
perhaps it's a it's an accountant,and they are talking about tax strategies
for high income professionals in a podcastor on a video, or they were
just interviewed, you want to goahead and start summarizing that down into a
set of show notes, publish iton the website. At the end of
the show notes, that says,by the way, if you're interested in
(15:16):
tax strategy, that's the root keyword there. If you're interested in tax
strategy, click here and get freeinformation, or you can get tips and
tricks, or you can get findout how to eliminate tax problems. And
then that email session will drip,but the opted thank you page will say,
if you have an immediate need,here's how you do a paid consultation,
(15:37):
here's how you do a discovery call. See I learned this from lawyers.
I learned this from people who runmillions of dollars in transactions because they
again have all this front end contentbeing used the right way. This isn't
content marketing. Like you've been taughtbefore, this actually works because it's direct
response marketing. There's always a decisionto give up an email address, to
(16:02):
give up a phone number to makea schedule, appointment or a call.
Now, again, you can havea webinar offer on the back end here,
you could have you know, banof rotation on the site that has
other types of offers. But ifyou're just getting started, the paid consultation
is the easiest offer to set up. There are tools available to help you
(16:22):
set that up so that they caneven just give you money before they before
you meet. See, you're alreadybusy. If you're not busy, You
know, nobody really wants to dowork with somebody who's not busy because obviously
they don't know what they're doing andthey don't have any clients. But if
you're not busy this system, youfocus your energy on the organization and on
the structure because again the structure groupscontent up so that it's more meaningful to
(16:48):
the search engines. And also whena visitor comes, they feel like they've
they're the right place. They finallyhave all the information that they need it
and now they just need to workwith somebody. So it's it's informational content,
it's transactional content. It's content withthe intent of bridging them to the
action which is hidden. And sothere's an action which is the opt in,
(17:11):
but there's the actual action we're focusingwhich is a monetary transaction, which
is a commercial transaction. It's actuallyhidden from them, so they have no
pressure up front. But now theyrelieve some of that pressure, and those
people who are ready to buy rightnow will go ahead and get the consultation
on the calendar. Now, whatwe've got here step number four is we're
(17:33):
going to use surveys to create newslettercontent. Why do we want newsletter content?
Sure, you can put some moreblog posts out there, but these
people have opted into your list.We want to give them content that prepares
them to purchase and offers them anopportunity to do business with you. And
so this isn't a pitch necessarily,but it's you know, how to choose
(17:55):
an accountant, how to choose asurvival class, how to choose a homesteading
mastermind, and then from there youcan then make the specific offers. And
I'm going to give you a fewtenants here tips at the end of here,
that's going to really help you seehow this works so well. So
number four, as you're creating surveys, you're asking questions, you have bounce
backs. This can also be usedfor segmentation, but again you're you're building
(18:19):
up that interaction so that you canactually have information to develop product. Number
five is now we're going to makeoffers via webinars. So if you've got
an extension ladder, for example,that's a paid consultation for one hundred and
ninety seven dollars to maybe six hundredand ninety seven dollars, that sends to
a course or training that's nineteen hundredand seventy seven dollars to nine hundred and
(18:42):
ninety seven dollars, and then afterthey purchased that, they might extend to
a nineteen thousand dollars or fifty thousanddollars program. You're going to use a
webinar or some kind of larger engagementthat is members only or invite only in
order to make conversion, because that'snot something they're going to buy off a
(19:03):
landing page. I don't get anineteen thousand dollars or twenty five thousand dollars
client off of a landing page.It just doesn't happen. Usually we have
to get on a webinar, thenthey do a discovery call, and then
they we build out a proposal.You know. All that takes a lot
of work. Now I can haveten or fifteen paid consultations before then and
make the same nineteen thousand dollars,but it's not as consistent in the long
(19:27):
term because your calendar is going tofill up and you're going to get busy.
So a number step number five isthat you are making offers via the
newsletter under the radar for webinars andevents to get folks on a call.
So now you go from just havingan email address to having an email plus
a phone number because they're calling intothese. You may have a form they
(19:51):
fill out that gets their postal addressbecause you're going to send them a free
gift, or on the webinar youoffer them a free gift because you need
to get that postal address. Butat the end of a webinar, then
you can offer your mastermind program,you can offer your a higher ticket course.
You can offer to sit down withsomebody and talk about a project that
they're going to work on. Andyou're doing it in your own captive ecosystem.
(20:15):
So they come to get free content, they end up getting on your
email newsletter, they end up doinga paid consultation, they end up ascending
to a course or some kind oftraining program. And in the case of
the survival skills guy and the homesteadingskills guy, his course on site is
seventeen seventy six, one seven andseventy six dollars and you come spend a
(20:37):
couple of days learning survival skills,primitive skills, and it's a physical,
actual, real thing. Now,as a copywriter, could it be a
three day course in a room somewherewhere you teach them how their team can
improve the operations associated with doing marketingor how he can deep dive in analytics.
And see, that's why I wantedto teach this as a consulting system,
(21:00):
because you're going from freelance copywriter toactually monetizing the skills that you already
have as a consultant. And thenonce you master what we've shared with you
here, you can do this asa service for other subject matter experts.
And then we've just built a networkof individuals who are all they're really just
(21:22):
helping each other, building networks,extending reach and subject matter experts are now
getting services. Now does what Ijust shared with you sell high ticket products
like excavators and equipment and other things. It certainly does. It certainly does.
But in the context of this newsletter, I want to show you how
this works specifically for you. Solet's talk about those tips I promised you
(21:45):
they're going to really help you givecontext, because the context is how we
implement. And at the end,if it's okay with you, I'm going
to make a little offer where youcan either get involved in a paid consultation
with me or you can discuss abit more about what I might be able
to do for you as far asimplementing this. But the tips we have
here is that we want to focuson an offers based editorial calendar. I
(22:07):
know there's a lot of popularity aroundkeyword research and having AI spit out a
bunch of content, but we wantcontent in our editorial calendar, and we
want to be writing content that leadsto an opt in. Okay, So
either you're going to give content toyour folks who already opted in and move
them towards the sale. And thisagain is the strategy that gets me eighty
(22:32):
five hundred dollars a day. We'relooking at the intent of the person who's
receiving the message. Once we've gota bunch of informational intent, there's only
so many articles we need to haveon our website. Now we want to
start looking at transactional intent or othertypes of intent associated with making a buying
decision. And so we get themto opt in, and then we help
(22:53):
them with the buying decision. Andthen again they jump in on our paid
consultation. As this matures, maythey jump in and join a course as
this matures, maybe they are goingfrom a mastermind to some kind of coaching
program or some kind of project basedwork. But again our editorial calendar,
we don't write anything unless it setsup an offer, and the offer could
(23:15):
be as simple as a lead generation. Because everything I share here today,
you can start adding additional root keywords. Now you also want to make offers
an email with your list or withretargeting, because we don't want our competitors
peeping in on what we're doing.So a lot of freelance copywriters don't want
the attention of because they're working parttime they got a full time job and
(23:37):
they're doing the freelance copyrighting on theside, and they don't want the attention
of people of that they're running thisbig agency. And so you can ultimately
have this agency running away with,you know, with a virtual assistant over
there managing this system, maybe somecontent writers managing this system. And then
when folks come in, it's ait's a calendar entrum. That's it.
(23:59):
There's no specthing. It's your moneyshows up in your bank account. And
then you're doing the paid consultation becauselike an appointment on your calendar, no
different than driving down the road todo a By the way, you don't
have to drive to the clients todo paid consultations. You can do them
over the telephone. But as faras your daily interruption, it's no different
than a doctor's appointment. You're gonnahave a little bit of prep before the
(24:19):
call, then you're gonna have thecall, and then you're gonna have a
little bit of write up after thecall, and then you're done. It's
tremendous value to your clients, butit doesn't require a lot of effort on
your part. So, but wedon't want people to know that we're doing
these things because we want to attractthem to the site under the benefit and
(24:40):
by the way, Google doesn't likeheavily commercial sites. Google doesn't like you
making any money. But we're attractingthem to the site, getting them on
our email list, getting them onour webinars, getting them on our events,
and by the way, those webinarscan create content to go back into
this ecosystem. But essentially we wantthe high ticket trains without the competition,
(25:02):
and so the use of retargeting,the use of your in house email,
mailing lists, segments in that mailinglist, and then inviting people to events
is a magical way to sell highticket solutions. Next, we want to
use mailing lists and other people's collectionsof individuals. So that's joint venture opportunities.
That's renting mailing lists and sending likepostcards or letters. That's buying same
(25:30):
audiences or doing some pay per click. And so now we know who loops
in and we know who got apaid consultation. We could take those two
lists and start targeting the same audience. And now, whilst organic search is
important, now we have something inaddition to organic search. And so when
the next Google's slap happens, itdoesn't happen to you because we've built this
(25:53):
structure that generates leads, gives usinformation about what people are looking for,
identifies these put folks as buyers,and ultimately moves them through a funnel.
Lastly, and there are a bunchof other tips that we can talk about
if you have questions. But lastly, you want to optimize and organize existing
content regularly. This structural approach isbecause machine learning, and you guys know
(26:19):
why background I have some background andrisk management, program management and business development.
As the front end gets smarter,which is the search side, which
is the discovery of information, ifyou don't have the structure, it just
looks haphazard. So there's this thingcalled NLP not no linguistic programming, but
(26:44):
it's natural language processing where search enginescan actually read your site and tell whether
or not your content makes sense forthe type of people who are going to
your site. And so we don'twant them to make that judgment. That's
why we make a lot of offersunder the radar and directly to our prospects.
But we also don't want our oldcontent to hold us back. So
(27:07):
what we do is we go backand we start cleaning up that content.
And if you're publishing a blog post, by the way, you're gonna have
post. There's a pattern in therewhere old blog posts only linked to aged
content and new blog posts only linkto stuff that's passed. Because unless you're
editing the articles and refining the articlesand cleaning up the content, you're not
(27:30):
gonna be able to you know,you're not going back to the content to
link to stuff in the future.We don't have a link time machine going
here. So we practice an alliterativeapproach where we organize existing content. So
if you've already got like in mycase, I've got five hundred podcasts,
I don't need to write more podcasts. You know, sometimes even recording these
(27:52):
podcasts, I wonder, You know, every podcast has a purpose, but
I wonder why why should I gothrough the trouble. It's spent twenty seven
minutes talking to myself in a roombecause well, again, my prospect surveys
tell me that this is a topic. People are interested in in organizing and
optimizing how they create content so thatwhen they're spending time with clients they don't
have gaps in their lead flow folksare asking about how do we stay ahead
(28:15):
of these search engines because they keepchanging the algorithms. Again, that's what
we're covering here, a funnel basedsystem that has both topical and audience targeting.
This designed to generate leads and ultimately, if you've got nothing to offer,
you can at least offer a paidconsultation and start the funnel or the
(28:36):
pipeline on the sales side to offerhigher ticket solutions. There's no sense offering
a nineteen thousand dollars product from yourwebsite. You're not going to sell a
gold studded jockstrap from your website.You don't have customers coming to your website
already. If you had those people, you wouldn't be listening to this podcast.
So the key here is that westart where the client is at,
(29:00):
the prospect is at, and apaid consultation addresses concerns about authority while you're
building authority based content. It addresseschallenges about can you help or can I
get a little bit of help sothat I can get to a position where
I could pay the bigger dollars.And then it also starts that ascension ladder.
Now I know I've covered a lotin this podcast. I've gone on
(29:22):
for twenty nine minutes. I couldtalk about this for days now. I'm
not going to offer you a threeday program where you come out and we
discuss this. That's not the businessI'm in right now. But I am
building up an internal team because,as you probably know, I've got the
ad Briefings, copywriting tips newsletter andyou can probably see how I can apply
(29:44):
that here and improve the Mastermind programand improve the membership site. And so
I'm building a team of webmasters,researchers, copywriters, marketers, social media
specialists and other individuals, and soI can have room for five more clients.
So we already have ten in housepublications where we use this, and
(30:08):
what I'm looking to do is addfive more clients who can also benefit from
this system, because again there's afractional ownership of this staff. I'm really
good at managing people. I'm reallygood of systems and processes. I'm really
good at bringing together the strategy andthat's why people pay me eighty five hundred
dollars a day. And so whatI'm doing here, and the offer to
(30:32):
you is if you'd like to discussa project for implementing this, whether it's
in your agency or whether it's implementingthis as a cooperative or joint venture.
I both need to build a team. So I'm looking for people who understand
what I'm talking about, okay,because then I don't have to train you
as much because you already understand whatwe're doing is building a lead funnel,
and then we're making our major offersin a different sales funnel, and that
(30:56):
we're developing our content around prospect surveys. If those key words are oftentious to
you, you want to visit wwwdot adbriefings dot co dot uk, go
to the contact page and say,hey, I'm interested in a joint venture
because again I'm going to add ateam here, and it doesn't matter to
me if the team is employees orif the team is contractors or what.
(31:18):
It doesn't matter As an agency again, I'm about serving clients. Now,
if you like to be a clientbecause you're a subject matter expert or because
you have a good book of business, you're already doing about two million to
ten million dollars a year in grossrevenue, and you like greater productivity,
greater profitability, and you'd like tohave that revenue to be more passive.
(31:38):
And again this kind of funnel helpsyou sift, sort and organize so that
you get clients at pay, stayand refer well. Then you want to
visit www dot adbriefings, dot codot UK, go to the contact page
and ask about becoming a client.Tell me about your high ticket service or
(31:59):
your high ticket solution because this doeswork with hardware as well, and we'll
see if you qualify. We'll seteither way whether you want to work for
my organization or you want to bea client of my organization. Either way,
we'll have a quick little discussion onthe telephone or over email, see
whether or not you qualify, andwe'll move forward from there real quick.
(32:22):
Before I let you go, let'sjust go over the five steps, because
as a high level process, thereare only five steps. And we're going
to apply these five steps to oneor two root keywords, because you can
just frame it out with one ifyou like. And I think we talked
about the framing exercise in another podcast. But the first step again is to
(32:43):
focus on a root keyword plus aprospect survey. We want people to opt
in and tell us more about theirchallenges, tell us more about their problems
so that we can create content thathelps sift and sort, yet also gives
them the informational resources they need tobetter define their problems and decide they want
to hire you for a paid consultation. We're not going to distract them with
(33:06):
the paid consultation, but once theyopt in on the thank you page,
so number two, on the confirmationor thank you page, you're going to
have an offer for your paid consultationthat's an ab split offer, and then
that same offer will be ab splitin other locations such as your bout page
or at the bottom of your homepage or the bottom of a services page.
(33:29):
But again, you don't have tohave a high ticket product to get
started. You can start with apaid consultation. It's about one hundred and
seventy seventy dollars to six hundred andninety seven dollars. It just depends on
what you're doing. If you alreadyhave a paid consultation, test your copy
fritique there, or test some kindof diagnostic there. Number three, we're
going to write and organize all ofour content on the front end around content
(33:52):
hubs that drive traffic to these theroot keyword based opt in form or root
keyword based prospects. Number four,we're going to use the results of surveys
to create newsletter content, and that'sgoing to be content that we're sending to
the people who opt in, andsecretly, we're building up those interactions and
analytics so that we know what contentwe should be testing in the public to
(34:15):
generate more leads. And finally,we're going to make offers via webinars or
an events, and we're going torecord that webinar in such a way that
it actually can be excerpted into content. So if you do a ninety minute
sales presentation and at the end youmake an offer, there's probably going to
be five or ten minute chunks inthat presentation that can be cut out and
(34:36):
used as front end content to buildyour mailing list, to ultimately offer the
paid consultation, and then to plugpeople in the full length seminar which offers
them the paid product. Can yousee how this works? Can you see
how this is going to help yousell more high ticket solutions, How it's
going to help you build a milliondollar plus agency, because you're going to
(34:58):
be selling ten thousand dollar dollar productsinstead of ten dollars products, because you're
going to be offering fifty thousand dollarsprograms. It might be over twelve months,
they might not pay you fifty thousandupfront, but you know, over
twelve months the customer lifetime value insteadof being fifty dollars, is going to
be fifty thousand dollars. Can yousee how this can help you grow business?
(35:19):
So again, if you have questionsabout what I've covered and you want
me to go into more detail aboutsomething specific, visit me at www.
Dot adbriefings dot co dot UK.Go to the contact page and if you
want to be a part of ourteam or you want a joint venture on
this because we can back in someof your services as well. It doesn't
matter to me who the customers beinghelped by. We just want to help
(35:43):
the customers, want to build theclients, or if you want to become
a client and have me apply thisin your business, then you visit www.
Dot adbriefings dot co dot uk slashcontacts and fill out the little form
there let me know what your questionsare. And by the way, we
have clients around the world more thantwenty seven different countries. I do have
(36:07):
some testimonials we're going to put up, but they're in Chinese, they're in
Arabic, but we're getting those formatted. I do understand how easy it is
to get behind. So this iswhy this was designed for optimization and automation,
and it's five simple steps to getyou started. It'll feed an ascension
(36:29):
ladder you have, or it'll startbuilding that essential, essential ladder that you
need, and then ultimately it helpsyou sift sort valuable, high ticket clients
who pay stand refer thanks for beinga part of what we do here today.
You may notice even examples and whatwe do, what the presentation I
just did, that will help youimplement what we're talking about. But there's
(36:51):
no reason why in this economy orany economy, that you can't be a
seven figure marketing agency. More importantly, whether you have some other subject matter
expertise, there's nothing that's keeping youfrom partnering with a five figure age,
with an agency that has these fivesteps to be a seven figure firm.
(37:13):
The model we use here is highlyvaluable. It's not easy to implement.
It does take time and effort,but it's effective. You'll learn more implementing
it than you will listening to thenext podcast about the next secret strategy.
This strategy has been working for morethan three decades, okay. I learned
it from people who were doing hundredsof millions of dollars. I've implement it
(37:37):
to help clients make more than abillion dollars. That's a lot of different
clients making it all together in twentyyears make to make a billion dollars.
But I can show you how withyour high ticket service, we can help
you at least have a seven figureagency or a seven figure firm and we
(37:59):
can start today. Thanks again forlistening. I'm just and hit with ad
briefings, copyrighting tips and if withyour questions, visit www dot adbriefings dot
co dot uk go to the contactpage. You also have a free newsletter
there and they're helping you increase yoursales with words itself.
Are you a consultant, contractor freelanceprofessional looking for high ticket solutions and a
consistent way to market and grow yourbusiness. Hey, I'm just a hit
with ad briefings, copyrighting tips.A lot of the freelance copyrights we work
with start building out their agency,building a foundation, start gaining regular revenue,
(00:23):
they expand their team, and thenthey're concerned that they want consistent and
regular new clients coming in. Andthose consistent and regular new clients are in
a system that converts without a lotof day to day interactions. Because one
of the hurdles you're going to haveto go overcome when you transition from freelance
copywriter is to get more clients whilemanaging a small team. Now, again
(00:50):
it's both an objection a lot offolks have when I talk about building the
agency, and also a natural challenge. Now it's an easier challengelenge to overcome
then the constant grind that you haveas a freelance copywriter and you know,
putting out proposals that nobody ever approvesor even gets back with you on,
or chasing that next big thing,or fighting these low rate, weight,
(01:14):
low wage writing assignments because when youhave an agency, you have the opportunity
to add contractors or employees or howeveryou want to structure, but to add
individuals who are going to help youwith copywriting, research, formatting, day
to day scheduling, and even screeningnew prospects for you. And so if
(01:36):
you have a system that funnels newleads and new prospects into your you know,
I use a customer relationship management system, but funnels it into your ecosystem,
you're more likely to get higher ticketassignments, or at least have the
credibility to get a paid consultation.So for the copywriter, this model is
(01:57):
a paid consultation that reviews a project, provides some advice, and then offers
a report of finding that sets upthe work that you're going to do for
them. Or it could be acopy critique where you review the copy,
they pay money up front, andthen you offer them a solution to prove
the copy or test variations, oror a pack of headlines and opening paragraphs
(02:19):
and you know, some structural advice. Whatever it is, that paid consultation,
that initial sale is usually a threefigure assignment, So you might have
a paid consultation that's one hundred andninety seven dollars to six hundred ninety seven
dollars. And by the way,a lot of freelance copywriters when they hear
that, they say, well,they don't even get one hundred ninety seven
dollars to write a sales letter.That's not the business we're in. The
(02:42):
reason we build the agency is sothat we can leverage other people's time in
order to do more of what wedesire, more than of what's profitable,
and then to serve a better setof clients. So, if you're serving
two million dollars ten million dollar clientsand they're paying you so let's say thirty
five hundred dollars a month for aretainer service, and you're writing a certain
(03:05):
amount of copy, that's far cheaperfor them than having a full time employee.
Plus you're giving them the flexibility ofhaving researchers, editors, headline specialists.
Maybe you pull on a pay perclick specialist. You're writing the sales
letter, you're writing collateral, you'rebringing it all together. You may even
hire a project manager to help organizethings. And so within that thirty five
(03:29):
hundred dollars, they're time sharing.The individuals that would be necessary to get
this project done rather than having thetwenty thirty forty thousand dollars in expenses if
they had to keep those people thereon time. So a two million dollars
two million or to ten million dollarcompany really doesn't have that marketing department build
out. And what you're offering themas you transition from a freelance copywriter or
(03:52):
a freelance marketer is that marketing departmentin a box. Now, the same
thing works for consultants who are subjectmatter experts. They can create that marketing
department in a box to promote themselves, or partner with an agency like yourself,
where you help promote them and thenthey deliver the subject matter expertise.
(04:12):
The system that we teach here reallyputs you in a toll booth position where
you're using the marketing skills, you'reusing the communication skills to build a list
of customers, and then you're makingoffers to them on a regular basis.
So that's the structure that we're goingto talk about here, and I'm going
to give you the context of doingthis with online marketing, but it works
(04:34):
just as well whether you're sending postcards, letters, pay per click advertising,
social media marketing, you've got awebsite. None of that is any different
because the underlying structure is to sellhigh ticket solutions. Now why might I
guess give you this information? Afterall, I get eighty five hundred dollars
(04:56):
a day to work in strategy,and this is an all inclusive team rate.
But I'm working on strategy, andI'm building out landing pages, and
I'm you know, setting up research, and I'm building out queries and props
for AI, and I'm developing acomplete marketing system in a box. Why
would I teach this to you?Well, two very important reasons. Number
(05:16):
one, I use a lot ofmy podcasts in audio that we share as
training for my team. If you'regoing to build a team, one of
the concerns folks have is training thatteam to understand the key concepts so that
they're doing their part, but they'renot interfering with the rest of the system.
So when I talk about having atarget product, in this case,
(05:38):
a paid consultation, and by theway, you can apply this to your
own site, but you don't wantthem suggesting new products because the paid consultation
is flexible enough that you can,you know, do a copy critique,
or you can you can talk aboutstrategy, or you can talk about anything
the client wants. You don't needto have fifty different products for that.
(05:58):
And so the understanding of the methodologyand technique helps you cookie cutter, but
the focus and the tighter parameters helpsyou not get end up with too much
work because what will happen is onthe front end of that product offer,
we're gonna have two lead generation elements. Each of those will have a root
keyword associated with them. Now whydo we do that? So those root
(06:20):
keywords help position us in the searchengine in order to get some organic traffic.
It's not guaranteed you're gonna get anyorganic traffic, but when a visitor
comes to your site, that rootkeyword concept and using content maps and using
the thematic materials helps that visitor knowthey're in the right place. So if
(06:42):
you have your root keyword plus theaudience you're targeting, when that person visits
the website, they're going to say, oh, I'm in the right place
and it looks like they're offering memore information and they can request the information
through the lead generation piece. Andthen on the thank you page you say,
oh, by the way, ifyou have an immediate need, we
have a paid consultation. So doyou see that structure there. Now I
(07:09):
talk about two root keywords. Shouldwe do two root keywords or should we
do twenty five root keywords or shouldwe do two hundred and fifty? Well,
my approach is if we can't optimizethis model for two keywords and an
AB split, then we're not goingto be able to optimize it for twenty
five. So you have your targetproduct, which, again, if you
(07:29):
already have a high ticket service thatyou offer, it can be a consultant,
a consulting session, it could bea consulting day, it could be
a discovery call, it could bea course that you've sold before, it
could be something else. You know, we're not talking about product development here.
The key is that it's three figuresare better Now. I like to
(07:51):
start people with this structure at apaid consultation because it's generic enough that we
can you know, we can justget you started. There's nothing to build.
There isn't years to wait till yourbook is perfect type thing. But
again, we're gonna have the leadgeneration pieces and we're gonna have an AB
split. So we're gonna have subjectbased test between topic one and topic two.
(08:16):
So in the case of and I'mgonna give you a generic example here,
let's say we're comparing survival skills withhomesteading skills. So we have a
lead generation page that says, hey, if you want to learn more about
survival skills, opt in, andwe'll send you a newsletter about survival skills,
or we'll send you additional content aboutsurvival skills. If you want to
learn more about homesteading skills, optin, we'll send you additional content about
(08:39):
homesteading skills. Now the audience isexactly the same. And so we might
take survival skills plus adults, andnow we have content survival skills training for
adults. We might take survival stillskills plus teenagers, and now we have
survival skills training for teenagers. Thatis a blog post or content that goes
in front of the opt in pageand it stays thematic to the opt in
(09:03):
page itself, which then has theoffer of a paid consultation on the thank
you. So what we're building hereis a funnel. We're building a chain.
Now you might have homesteady skills foradults who want to start a new
homestead, homesteady skills for adults inurban spaces, you know, or how
to start a homestead with no money. That's different blog content. But again
(09:26):
the blog content about homesteading skills onlylinks to the landing page related to homesteading
skills, but within the entire siteitself, the user is free to go
check out the survival skills. Sofor the example that I'm building out here
is somebody who offers training and survivalskills and training and homesteading skills. They
(09:48):
have a Mastermind program that talks aboutboth both. That's about one hundred and
ninety seven dollars, and they haveon site training that ranges from one thousand
dollars to I think fifteen thousand dollar. And so that's their funnel. Now
they're not out doing a lot ofdifferent things. And in fact, you
can cultivate this funnel from existing content, so don't worry if you've already written
(10:11):
other content. But they're focusing ontwo or three audience segments and two topical
segments, and then all these leadsgo into a back end system where they
can tell who opted in for survivalskill information and who opted in for homesteading
skills. Now, I'm going togive you a five step approach to do
this, but I want you tofirst understand is you don't have to write
(10:33):
a new Prospect newsletter. So youmay have a generic Prospect newsletter that covers
both survival skills and homesteading skills,kind of like a ven diagram of these
two topics. You're going to havesome content about the both topics together,
and we're going to point to thecontent we create. It doesn't matter where
the content's created. We're going topoint to that content in the newsletter to
(10:56):
build engagement, see what people areclicking on. We're also going to have
specific content in the survival skills nicheand in the Homesteading Skills niche, both
in the newsletter pointing to the respectivecourses if they're available. And then ultimately
you're just excerpting and referencing existing materialsfor the newsletter. But here's the key.
(11:18):
That newsletter builds the engagement and interactionaway from the distractions. So if
they're in a browser and they're searchand Facebook, you might still post things
on Facebook, but again it drivesall back to the opt in, and
then from the opt in you cansend them right back to not the facebooks,
(11:39):
but to your own content on yourown website. Now, what this
does from a technical optimization perspective isthis gives us information about who's clicking what
and then allows us to implement andthis is step number one. It allows
us to implement surveys based on theroot keyword, which then gives us ideas
to develop content. Because if you'realready providing services and you've got a good
(12:03):
book of business, when it comesto the consultations, you're not gonna have
time to write a lot of content. So this is really about recycling your
marketing. And this is the strategystuff that I get paid eighty five hundred
dollars a day to do. Isthat you're recycling the content that you have
and you're structurally organizing it so thatit's easy for users to navigate, but
it's also easy for search engines tofigure out what the hell you've got.
(12:24):
And then you're building it into afunnel ecosystem. We want to generate a
lead first, and then from theleads, we're going to send them information
and additional details, and we're goingto ask them questions and we're going to
get them involved, and we're goingto have a search intent appropriate to where
they are in your funnel, andthey will purchase. They will say,
(12:45):
oh, well, you know thisis very interesting, but I want more
information. I want a one onone session. How do I get a
one on one session paid consultation?So number one is focusing on the root
keyword. We're going to do prospectsurveys to gather information about what people want
to read. You don't have tohave a lot of content. Meanwhile,
we're going to organize content around whatpeople are asking for, write commentary about
(13:05):
it, send it to the peopleon our email list that can be an
auto responder, and then we're goingto next. Number two is on the
confirmation or thank you page for everything. If they opt in for homesteading skills,
if they opt in for survival skills, they'll be an offer for the
paid consultation. Now you can abe split the offer on your thank you
(13:26):
page. You can also put theoffer at the bottom of your about page.
You can put the offer at thebottom of your homepage. But you're
going to test that ad because youwant to find out which ones generate conversion,
which ones don't. Once you knowwhich ones generate conversion, which ones
don't. You know, you canfocus your effort. But again that's why
we start with two root keywords thatare similar to each other, that have
(13:48):
overlap and e vent diagram and thatultimately help you narrow your focus. The
narrow of the focus is how weget this done. Number three is we're
going to write or organize front endcontent into content hubs within the keyword sets.
So it is possible that you mighthave a conversation or a blog post
(14:11):
that talks about how survival skills helppeople have the confidence to move to a
rural area if they currently live ina city. And that's a very specific
article, by the way, ittargets a very specific niche who's going to
make a very specific decision. Butyou can't have that overlap. That's the
overlap. But you can't have contentthat has no overlap because again, everything
(14:33):
drives to the same opt in.You're the subject matter expert, you're the
copywriter, you're the marketer, you'rethe person who's focusing on this particular work.
So we're going to write and organize. That means if you have podcasts
right now, you're going to startposting show notes on your own website related
to the podcast. Now, asa copywriter, can you see the opportunities
(14:54):
here? If you're working with asubject matter expert, perhaps it's a lawyer,
perhaps it's a it's an accountant,and they are talking about tax strategies
for high income professionals in a podcastor on a video, or they were
just interviewed, you want to goahead and start summarizing that down into a
set of show notes, publish iton the website. At the end of
the show notes, that says,by the way, if you're interested in
(15:16):
tax strategy, that's the root keyword there. If you're interested in tax
strategy, click here and get freeinformation, or you can get tips and
tricks, or you can get findout how to eliminate tax problems. And
then that email session will drip,but the opted thank you page will say,
if you have an immediate need,here's how you do a paid consultation,
(15:37):
here's how you do a discovery call. See I learned this from lawyers.
I learned this from people who runmillions of dollars in transactions because they
again have all this front end contentbeing used the right way. This isn't
content marketing. Like you've been taughtbefore, this actually works because it's direct
response marketing. There's always a decisionto give up an email address, to
(16:02):
give up a phone number to makea schedule, appointment or a call.
Now, again, you can havea webinar offer on the back end here,
you could have you know, banof rotation on the site that has
other types of offers. But ifyou're just getting started, the paid consultation
is the easiest offer to set up. There are tools available to help you
(16:22):
set that up so that they caneven just give you money before they before
you meet. See, you're alreadybusy. If you're not busy, You
know, nobody really wants to dowork with somebody who's not busy because obviously
they don't know what they're doing andthey don't have any clients. But if
you're not busy this system, youfocus your energy on the organization and on
the structure because again the structure groupscontent up so that it's more meaningful to
(16:48):
the search engines. And also whena visitor comes, they feel like they've
they're the right place. They finallyhave all the information that they need it
and now they just need to workwith somebody. So it's it's informational content,
it's transactional content. It's content withthe intent of bridging them to the
action which is hidden. And sothere's an action which is the opt in,
(17:11):
but there's the actual action we're focusingwhich is a monetary transaction, which
is a commercial transaction. It's actuallyhidden from them, so they have no
pressure up front. But now theyrelieve some of that pressure, and those
people who are ready to buy rightnow will go ahead and get the consultation
on the calendar. Now, whatwe've got here step number four is we're
(17:33):
going to use surveys to create newslettercontent. Why do we want newsletter content?
Sure, you can put some moreblog posts out there, but these
people have opted into your list.We want to give them content that prepares
them to purchase and offers them anopportunity to do business with you. And
so this isn't a pitch necessarily,but it's you know, how to choose
(17:55):
an accountant, how to choose asurvival class, how to choose a homesteading
mastermind, and then from there youcan then make the specific offers. And
I'm going to give you a fewtenants here tips at the end of here,
that's going to really help you seehow this works so well. So
number four, as you're creating surveys, you're asking questions, you have bounce
backs. This can also be usedfor segmentation, but again you're you're building
(18:19):
up that interaction so that you canactually have information to develop product. Number
five is now we're going to makeoffers via webinars. So if you've got
an extension ladder, for example,that's a paid consultation for one hundred and
ninety seven dollars to maybe six hundredand ninety seven dollars, that sends to
a course or training that's nineteen hundredand seventy seven dollars to nine hundred and
(18:42):
ninety seven dollars, and then afterthey purchased that, they might extend to
a nineteen thousand dollars or fifty thousanddollars program. You're going to use a
webinar or some kind of larger engagementthat is members only or invite only in
order to make conversion, because that'snot something they're going to buy off a
(19:03):
landing page. I don't get anineteen thousand dollars or twenty five thousand dollars
client off of a landing page.It just doesn't happen. Usually we have
to get on a webinar, thenthey do a discovery call, and then
they we build out a proposal.You know. All that takes a lot
of work. Now I can haveten or fifteen paid consultations before then and
make the same nineteen thousand dollars,but it's not as consistent in the long
(19:27):
term because your calendar is going tofill up and you're going to get busy.
So a number step number five isthat you are making offers via the
newsletter under the radar for webinars andevents to get folks on a call.
So now you go from just havingan email address to having an email plus
a phone number because they're calling intothese. You may have a form they
(19:51):
fill out that gets their postal addressbecause you're going to send them a free
gift, or on the webinar youoffer them a free gift because you need
to get that postal address. Butat the end of a webinar, then
you can offer your mastermind program,you can offer your a higher ticket course.
You can offer to sit down withsomebody and talk about a project that
they're going to work on. Andyou're doing it in your own captive ecosystem.
(20:15):
So they come to get free content, they end up getting on your
email newsletter, they end up doinga paid consultation, they end up ascending
to a course or some kind oftraining program. And in the case of
the survival skills guy and the homesteadingskills guy, his course on site is
seventeen seventy six, one seven andseventy six dollars and you come spend a
(20:37):
couple of days learning survival skills,primitive skills, and it's a physical,
actual, real thing. Now,as a copywriter, could it be a
three day course in a room somewherewhere you teach them how their team can
improve the operations associated with doing marketingor how he can deep dive in analytics.
And see, that's why I wantedto teach this as a consulting system,
(21:00):
because you're going from freelance copywriter toactually monetizing the skills that you already
have as a consultant. And thenonce you master what we've shared with you
here, you can do this asa service for other subject matter experts.
And then we've just built a networkof individuals who are all they're really just
(21:22):
helping each other, building networks,extending reach and subject matter experts are now
getting services. Now does what Ijust shared with you sell high ticket products
like excavators and equipment and other things. It certainly does. It certainly does.
But in the context of this newsletter, I want to show you how
this works specifically for you. Solet's talk about those tips I promised you
(21:45):
they're going to really help you givecontext, because the context is how we
implement. And at the end,if it's okay with you, I'm going
to make a little offer where youcan either get involved in a paid consultation
with me or you can discuss abit more about what I might be able
to do for you as far asimplementing this. But the tips we have
here is that we want to focuson an offers based editorial calendar. I
(22:07):
know there's a lot of popularity aroundkeyword research and having AI spit out a
bunch of content, but we wantcontent in our editorial calendar, and we
want to be writing content that leadsto an opt in. Okay, So
either you're going to give content toyour folks who already opted in and move
them towards the sale. And thisagain is the strategy that gets me eighty
(22:32):
five hundred dollars a day. We'relooking at the intent of the person who's
receiving the message. Once we've gota bunch of informational intent, there's only
so many articles we need to haveon our website. Now we want to
start looking at transactional intent or othertypes of intent associated with making a buying
decision. And so we get themto opt in, and then we help
(22:53):
them with the buying decision. Andthen again they jump in on our paid
consultation. As this matures, maythey jump in and join a course as
this matures, maybe they are goingfrom a mastermind to some kind of coaching
program or some kind of project basedwork. But again our editorial calendar,
we don't write anything unless it setsup an offer, and the offer could
(23:15):
be as simple as a lead generation. Because everything I share here today,
you can start adding additional root keywords. Now you also want to make offers
an email with your list or withretargeting, because we don't want our competitors
peeping in on what we're doing.So a lot of freelance copywriters don't want
the attention of because they're working parttime they got a full time job and
(23:37):
they're doing the freelance copyrighting on theside, and they don't want the attention
of people of that they're running thisbig agency. And so you can ultimately
have this agency running away with,you know, with a virtual assistant over
there managing this system, maybe somecontent writers managing this system. And then
when folks come in, it's ait's a calendar entrum. That's it.
(23:59):
There's no specthing. It's your moneyshows up in your bank account. And
then you're doing the paid consultation becauselike an appointment on your calendar, no
different than driving down the road todo a By the way, you don't
have to drive to the clients todo paid consultations. You can do them
over the telephone. But as faras your daily interruption, it's no different
than a doctor's appointment. You're gonnahave a little bit of prep before the
(24:19):
call, then you're gonna have thecall, and then you're gonna have a
little bit of write up after thecall, and then you're done. It's
tremendous value to your clients, butit doesn't require a lot of effort on
your part. So, but wedon't want people to know that we're doing
these things because we want to attractthem to the site under the benefit and
(24:40):
by the way, Google doesn't likeheavily commercial sites. Google doesn't like you
making any money. But we're attractingthem to the site, getting them on
our email list, getting them onour webinars, getting them on our events,
and by the way, those webinarscan create content to go back into
this ecosystem. But essentially we wantthe high ticket trains without the competition,
(25:02):
and so the use of retargeting,the use of your in house email,
mailing lists, segments in that mailinglist, and then inviting people to events
is a magical way to sell highticket solutions. Next, we want to
use mailing lists and other people's collectionsof individuals. So that's joint venture opportunities.
That's renting mailing lists and sending likepostcards or letters. That's buying same
(25:30):
audiences or doing some pay per click. And so now we know who loops
in and we know who got apaid consultation. We could take those two
lists and start targeting the same audience. And now, whilst organic search is
important, now we have something inaddition to organic search. And so when
the next Google's slap happens, itdoesn't happen to you because we've built this
(25:53):
structure that generates leads, gives usinformation about what people are looking for,
identifies these put folks as buyers,and ultimately moves them through a funnel.
Lastly, and there are a bunchof other tips that we can talk about
if you have questions. But lastly, you want to optimize and organize existing
content regularly. This structural approach isbecause machine learning, and you guys know
(26:19):
why background I have some background andrisk management, program management and business development.
As the front end gets smarter,which is the search side, which
is the discovery of information, ifyou don't have the structure, it just
looks haphazard. So there's this thingcalled NLP not no linguistic programming, but
(26:44):
it's natural language processing where search enginescan actually read your site and tell whether
or not your content makes sense forthe type of people who are going to
your site. And so we don'twant them to make that judgment. That's
why we make a lot of offersunder the radar and directly to our prospects.
But we also don't want our oldcontent to hold us back. So
(27:07):
what we do is we go backand we start cleaning up that content.
And if you're publishing a blog post, by the way, you're gonna have
post. There's a pattern in therewhere old blog posts only linked to aged
content and new blog posts only linkto stuff that's passed. Because unless you're
editing the articles and refining the articlesand cleaning up the content, you're not
(27:30):
gonna be able to you know,you're not going back to the content to
link to stuff in the future.We don't have a link time machine going
here. So we practice an alliterativeapproach where we organize existing content. So
if you've already got like in mycase, I've got five hundred podcasts,
I don't need to write more podcasts. You know, sometimes even recording these
(27:52):
podcasts, I wonder, You know, every podcast has a purpose, but
I wonder why why should I gothrough the trouble. It's spent twenty seven
minutes talking to myself in a roombecause well, again, my prospect surveys
tell me that this is a topic. People are interested in in organizing and
optimizing how they create content so thatwhen they're spending time with clients they don't
have gaps in their lead flow folksare asking about how do we stay ahead
(28:15):
of these search engines because they keepchanging the algorithms. Again, that's what
we're covering here, a funnel basedsystem that has both topical and audience targeting.
This designed to generate leads and ultimately, if you've got nothing to offer,
you can at least offer a paidconsultation and start the funnel or the
(28:36):
pipeline on the sales side to offerhigher ticket solutions. There's no sense offering
a nineteen thousand dollars product from yourwebsite. You're not going to sell a
gold studded jockstrap from your website.You don't have customers coming to your website
already. If you had those people, you wouldn't be listening to this podcast.
So the key here is that westart where the client is at,
(29:00):
the prospect is at, and apaid consultation addresses concerns about authority while you're
building authority based content. It addresseschallenges about can you help or can I
get a little bit of help sothat I can get to a position where
I could pay the bigger dollars.And then it also starts that ascension ladder.
Now I know I've covered a lotin this podcast. I've gone on
(29:22):
for twenty nine minutes. I couldtalk about this for days now. I'm
not going to offer you a threeday program where you come out and we
discuss this. That's not the businessI'm in right now. But I am
building up an internal team because,as you probably know, I've got the
ad Briefings, copywriting tips newsletter andyou can probably see how I can apply
(29:44):
that here and improve the Mastermind programand improve the membership site. And so
I'm building a team of webmasters,researchers, copywriters, marketers, social media
specialists and other individuals, and soI can have room for five more clients.
So we already have ten in housepublications where we use this, and
(30:08):
what I'm looking to do is addfive more clients who can also benefit from
this system, because again there's afractional ownership of this staff. I'm really
good at managing people. I'm reallygood of systems and processes. I'm really
good at bringing together the strategy andthat's why people pay me eighty five hundred
dollars a day. And so whatI'm doing here, and the offer to
(30:32):
you is if you'd like to discussa project for implementing this, whether it's
in your agency or whether it's implementingthis as a cooperative or joint venture.
I both need to build a team. So I'm looking for people who understand
what I'm talking about, okay,because then I don't have to train you
as much because you already understand whatwe're doing is building a lead funnel,
and then we're making our major offersin a different sales funnel, and that
(30:56):
we're developing our content around prospect surveys. If those key words are oftentious to
you, you want to visit wwwdot adbriefings dot co dot uk, go
to the contact page and say,hey, I'm interested in a joint venture
because again I'm going to add ateam here, and it doesn't matter to
me if the team is employees orif the team is contractors or what.
(31:18):
It doesn't matter As an agency again, I'm about serving clients. Now,
if you like to be a clientbecause you're a subject matter expert or because
you have a good book of business, you're already doing about two million to
ten million dollars a year in grossrevenue, and you like greater productivity,
greater profitability, and you'd like tohave that revenue to be more passive.
(31:38):
And again this kind of funnel helpsyou sift, sort and organize so that
you get clients at pay, stayand refer well. Then you want to
visit www dot adbriefings, dot codot UK, go to the contact page
and ask about becoming a client.Tell me about your high ticket service or
(31:59):
your high ticket solution because this doeswork with hardware as well, and we'll
see if you qualify. We'll seteither way whether you want to work for
my organization or you want to bea client of my organization. Either way,
we'll have a quick little discussion onthe telephone or over email, see
whether or not you qualify, andwe'll move forward from there real quick.
(32:22):
Before I let you go, let'sjust go over the five steps, because
as a high level process, thereare only five steps. And we're going
to apply these five steps to oneor two root keywords, because you can
just frame it out with one ifyou like. And I think we talked
about the framing exercise in another podcast. But the first step again is to
(32:43):
focus on a root keyword plus aprospect survey. We want people to opt
in and tell us more about theirchallenges, tell us more about their problems
so that we can create content thathelps sift and sort, yet also gives
them the informational resources they need tobetter define their problems and decide they want
to hire you for a paid consultation. We're not going to distract them with
(33:06):
the paid consultation, but once theyopt in on the thank you page,
so number two, on the confirmationor thank you page, you're going to
have an offer for your paid consultationthat's an ab split offer, and then
that same offer will be ab splitin other locations such as your bout page
or at the bottom of your homepage or the bottom of a services page.
(33:29):
But again, you don't have tohave a high ticket product to get
started. You can start with apaid consultation. It's about one hundred and
seventy seventy dollars to six hundred andninety seven dollars. It just depends on
what you're doing. If you alreadyhave a paid consultation, test your copy
fritique there, or test some kindof diagnostic there. Number three, we're
going to write and organize all ofour content on the front end around content
(33:52):
hubs that drive traffic to these theroot keyword based opt in form or root
keyword based prospects. Number four,we're going to use the results of surveys
to create newsletter content, and that'sgoing to be content that we're sending to
the people who opt in, andsecretly, we're building up those interactions and
analytics so that we know what contentwe should be testing in the public to
(34:15):
generate more leads. And finally,we're going to make offers via webinars or
an events, and we're going torecord that webinar in such a way that
it actually can be excerpted into content. So if you do a ninety minute
sales presentation and at the end youmake an offer, there's probably going to
be five or ten minute chunks inthat presentation that can be cut out and
(34:36):
used as front end content to buildyour mailing list, to ultimately offer the
paid consultation, and then to plugpeople in the full length seminar which offers
them the paid product. Can yousee how this works? Can you see
how this is going to help yousell more high ticket solutions, How it's
going to help you build a milliondollar plus agency, because you're going to
(34:58):
be selling ten thousand dollar dollar productsinstead of ten dollars products, because you're
going to be offering fifty thousand dollarsprograms. It might be over twelve months,
they might not pay you fifty thousandupfront, but you know, over
twelve months the customer lifetime value insteadof being fifty dollars, is going to
be fifty thousand dollars. Can yousee how this can help you grow business?
(35:19):
So again, if you have questionsabout what I've covered and you want
me to go into more detail aboutsomething specific, visit me at www.
Dot adbriefings dot co dot UK.Go to the contact page and if you
want to be a part of ourteam or you want a joint venture on
this because we can back in someof your services as well. It doesn't
matter to me who the customers beinghelped by. We just want to help
(35:43):
the customers, want to build theclients, or if you want to become
a client and have me apply thisin your business, then you visit www.
Dot adbriefings dot co dot uk slashcontacts and fill out the little form
there let me know what your questionsare. And by the way, we
have clients around the world more thantwenty seven different countries. I do have
(36:07):
some testimonials we're going to put up, but they're in Chinese, they're in
Arabic, but we're getting those formatted. I do understand how easy it is
to get behind. So this iswhy this was designed for optimization and automation,
and it's five simple steps to getyou started. It'll feed an ascension
(36:29):
ladder you have, or it'll startbuilding that essential, essential ladder that you
need, and then ultimately it helpsyou sift sort valuable, high ticket clients
who pay stand refer thanks for beinga part of what we do here today.
You may notice even examples and whatwe do, what the presentation I
just did, that will help youimplement what we're talking about. But there's
(36:51):
no reason why in this economy orany economy, that you can't be a
seven figure marketing agency. More importantly, whether you have some other subject matter
expertise, there's nothing that's keeping youfrom partnering with a five figure age,
with an agency that has these fivesteps to be a seven figure firm.
(37:13):
The model we use here is highlyvaluable. It's not easy to implement.
It does take time and effort,but it's effective. You'll learn more implementing
it than you will listening to thenext podcast about the next secret strategy.
This strategy has been working for morethan three decades, okay. I learned
it from people who were doing hundredsof millions of dollars. I've implement it
(37:37):
to help clients make more than abillion dollars. That's a lot of different
clients making it all together in twentyyears make to make a billion dollars.
But I can show you how withyour high ticket service, we can help
you at least have a seven figureagency or a seven figure firm and we
(37:59):
can start today. Thanks again forlistening. I'm just and hit with ad
briefings, copyrighting tips and if withyour questions, visit www dot adbriefings dot
co dot uk go to the contactpage. You also have a free newsletter
there and they're helping you increase yoursales with words itself.
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