November 18, 2023 • 34 mins
MINI-COURSE: How to pay more money for a customer while boosting profits exponentially. Discover the real math of marketing. Use this to know if your copy is paying its own way. This is direct response implemented.
You can increase conversion rates with three key numbers. These numbers form metrics that measure marketing performance. Without these measures you are taking shots in the dark. Stop wasting your time and the clients money guessing.
In this episode you’ll learn about ways to syndicate traffic, reach new prospects, and know which leads are worth getting. Use these insights to transform results for clients while justifying your existence. Stop working assignment to assignment, start building repeat clients.
If you are a freelance copywriter or marketer who wants more consistent assignments, you’re in the right place. Take the next step. Join us for more free resources at https://www.adbriefing.co.uk/n...
#ConversionRate #DirectResponse #MarketingMath #IncreaseSales #ConversionOptimization
Become a supporter of this podcast: https://www.spreaker.com/podcast/adbriefing-copywriting-tips--3257924/support.
You can increase conversion rates with three key numbers. These numbers form metrics that measure marketing performance. Without these measures you are taking shots in the dark. Stop wasting your time and the clients money guessing.
In this episode you’ll learn about ways to syndicate traffic, reach new prospects, and know which leads are worth getting. Use these insights to transform results for clients while justifying your existence. Stop working assignment to assignment, start building repeat clients.
If you are a freelance copywriter or marketer who wants more consistent assignments, you’re in the right place. Take the next step. Join us for more free resources at https://www.adbriefing.co.uk/n...
#ConversionRate #DirectResponse #MarketingMath #IncreaseSales #ConversionOptimization
Become a supporter of this podcast: https://www.spreaker.com/podcast/adbriefing-copywriting-tips--3257924/support.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
This is one of my most favoritetopics and it should be a favorite topic
of any copywriter or marketer who wantsto be known as a producer, as
someone who can create and keep profitablecustomers. And I'm going to teach it
to you today. But it playsinto what Dan Kennedy says. Now,
Dan Kennedy is a marketing genius,millionaire maker. But Dan Kennedy says he
(00:24):
who can pay the most for acustomer will win. That means whoever can
pay the most for a customer canbeat their competition, can outpace the marketplace,
can have extra funds available for additionalacquisition. There's so many things.
So what we're going to talk abouttoday is some of the math and metrics
(00:46):
necessary to get maximum pay, toget maximum value for your client, to
grow your copywriting business. I'm justa hit with ad briefings copyrighting tips,
and I know that a lot offolks are really excited about the copy self,
and the copy is important, butyou're judged upon the conversion rate and
(01:07):
the results of that copy more thanyou are on the esthetic of the copy
or how it reads. Now,you will find clients who will look at
a piece of copy and say,wow, this is great, let's use
this. I love it, Ilove the angle. You know, wow,
that's creative. You will get clientslike that, but they don't last
very long if they're not measuring conversionrates, cost per sale, cost per
(01:32):
lead, customer, lifetime value,all these metrics, all these things in
the back end. And when Italk about this topic, many copywriters and
marketers cringe, and they cringe becauseit is not creative. It is math.
It is actual math. Now itreinforces the fact that copyrighting and marketing
is behavioral science combined with math.It's behavioral modification and math to determine which
(01:57):
modifications are profitable for the client andfor yourself. But you can't cringe about
this because if you don't measure,or you're at least not aware of conversion
tracking and measuring, then there's noway to objectively measure the value of your
copy, and you're going to bestuck working for somebody else. You're going
to be stuck as a subcontractor asa piece person in the sense that you're
(02:20):
going to write a couple of salesletters and then that customers is not going
to come back. If you wantrepeat customers. You've got to help your
customer understand that we are measuring thecopy and that's how we know it works.
We measure a lead generation piece bythe number of quality leads that we
achieve. Now that discussion about thequality lead is a great way to collect
(02:42):
information about what is a quality leadwho tends to buy from your products and
services. On the technical side,because again we're an agency that does the
technical integration. It does the setup, it helps with the metrics, it
helps with the analytics, and thenmany of the copywriters layer copy on top
of that. We can tell whatworks and what doesn't. But ultimately we
can tell what is a good leadby which leads become customers. Now let's
(03:09):
put the money in on this.So we're going to have many, many
sources of traffic. So when aclient comes to you it says I want
more traffic, they could just postwhatever you create for them on more websites
that have people interested in that topic. That's the typical way people do it.
(03:31):
They have an opt in page.Maybe you wrote a lead generation piece,
it's living on an opt in pageand they are currently using Facebook,
but now they're going to use Pinterest, TikTok, bitshoot, Grumble, Instagram,
YouTube, Twitter, LinkedIn, andFacebook. Now they made the work
harder for themselves because they've got morestuff on the front end. But each
(03:52):
of those platforms will reach different people. People tend to use one or two
social media platforms and sometimes they'll movebetween platforms, But these platforms represent pools
of audience and potential lists for youroffer. In this case, the offer
is an opt in, and thatopted maybe has an ab split on the
(04:13):
opt in form itself, So youhave one landing page and the form ab
splits between two different kind of offers. And so now you have coding in
place on each of these platforms whichlinks to the opt in page. And
then once they opt in, youcan tell which of these mediums and whether
(04:38):
you set up a UTM code oryou're just using Google Analytics, you can
kind of tell which refers or whichsources and mediums generate it the opt in,
and so that's a great way ofmeasuring. Now, an opt in
does not have a monetary value toit, so all we know is that
you've got more leads. In orderto know if those leads have any value
(05:01):
at all, we now need tomeasure of the leads that convert, which
leads become customers, So that meansyou have to make an offer to these
leads. So if you're structuring alead generation landing page, you want to
make sure they have some immediate offerafter the opt in. So in either
the email series that follows, orthe text broadcast that follow or whatever means
(05:28):
of communications after the opt in,there must be an offer, otherwise you
won't be able to know which ofthese leads were of best value. Now,
a more sophisticated client could use anaudience match, and so what they're
doing is they're looking at the leadsthat you generate from your opt in versus
the leads they generate anywhere else.But it's not likely that your customers are
(05:50):
doing that because it's so much easierto determine which of these leads bought something.
It's kind of like two columns.It's like the the source and medium,
and then the next column is thenumber of conversions. In this case,
these conversions are opt ins, andthen their third column is revenue.
(06:11):
And so you're looking at two columnsat a time, which source and lead
produced the greatest amount of conversions,Which source and leads created the greatest amount
of buyers, and then the revenueside is what we use to retarget.
And now we can amplify the optin page you wrote. So when a
client comes to you and says,hey, write me an opt in page,
if they're not doing all these otherthings, they will write. They
(06:33):
might have you write another opt inpage, but they're not going to be
able to objectively determine whether your originalopt in page was any good and if
they don't get the results that theywere looking for. And I'm using air
quotes because I don't know if you'veever heard it before, but a client
says, oh, we liked yourcopy, worked really good, but we
didn't get the results we were expecting. If you haven't determined those results up
(06:56):
front, and you haven't built afunnel to measure those reals, and then
of course in cap it with theconversion, then yeah, of course they're
never going to be happy. Andmaybe you don't want them as a client,
but it's so much better to getthat second job, that third job,
that fourth job, because the clientcan objectively measure and they have the
(07:16):
system in place. Now I understandyou don't want to be a technical person,
and that's why our agency is here. That's why we run this newsletter.
That's why we hire so many ofthe subscribers of the newsletter to write
copy. For very well structured environmentswhere we are doing conversion tracking, where
the client can pay as much moneyas possible to get a customer because they
(07:40):
know their conversion rates and ultimately theyhave a funnel that is measurable and accountable
and they have an idea of whois a buyer because the very best lead
is a buyer. So we're measuringthe conversion rate from the outside source to
the opt in. We're measuring theconversion rate from the opt in to the
(08:00):
clothes or to the sale at aminimum. You know you can you can
measure more. But again, ifthey're not measuring the basics, then how
would they know if your copy wasany good. But even that is not
an objective measure because we haven't putin the costs. So you need to
know the costs, and that's aratio to the revenue. You need to
(08:26):
know the cost per lead as wellas the cost per sale, and you
want to make sure that your costsare below the revenue numbers. Now on
the front end. It's better thata client know that if they have a
three hundred ninety seven dollars product,that they can spend up to three hundred
and ninety seven dollars for a newcustomer. They aren't going to like that
(08:48):
because they're going to say, well, we didn't make any money. And
that's true. If you've got alot of new customers and you didn't have
any repeat sales, then yeah,you're going to lose money, but more
and more accurately. We're going tolook at that margin on that original product,
and we're going to base our numbersand calculations on that margin. So
pay close attention. We're going tocover that here towards the end where you
(09:13):
can actually measure and determine how muchshould we be paying cost per click?
What is the value of the leadyou generated from organic traffic versus the value
of the lead you generate it fromsome other traffic. Even how to factor
in your costs in the campaign sothat they have a more accurate cost per
click, more accurate cost per lead, more accurate cost per sale. But
(09:37):
remember it's cost per click, costper lead, cost per sale against the
profit per sale. To determine whethera campaign worked. And so if you
start working with a client, theysay, oh, write me two lead
generation pages. We're gon we're gonnatest those out on our website. You
want to ask a little question.You want to say, hey, tell
me a little bit about how you'regoing to test the copy, because the
(10:01):
information, if they test it theright way, can give you behavioral information,
audience segments, customer avatars, differentthings like that. And if they
just say well, we're just goingto put it up on the website,
throwst traffic at it. See whathappens. That is not a customer.
That's very good. You want customerswho know, for example, they're earnings
(10:22):
per thousand impressions. So I've gota podcast. You're listening to it right
now. And this podcast goes outon Spreaker, which syndicates the iHeartRadio YouTube,
Apple podcasts, Google Podcasts, Spotify, all these different channels. The
description has a link that's coded andin the podcast itself, it offers somebody
to go to the website. WhenI say go and ask your questions at
(10:43):
such and such a website, Ihave to get a hard lead because I
don't know where you came from.Because it's a type in address. But
if you go down a description andyou click the link for the newsletter and
you join the free newsletter, I'llhave an idea of the source and the
lead, the source and the mediumof the conversion. And of course the
medium will be where I first postthe content, not necessarily where I've drilled
(11:07):
down content. But if I startseeing referral traffic from YouTube on my podcast,
I can go in and customize theI can keep the description the same
there, and I could use whatI learned there to customize the descriptions elsewhere,
and then I would tune that down. But your media ecosystem you don't
(11:28):
have to worry about all those littlesteps now. Of course, if you're
doing Facebook optimization or Twitter optimization orYouTube optimization, you might write specific content
per platform. But what we're talkingabout here to determine the revenue per impression
which will come out of the platformand how that equates to what you can
(11:48):
afford to spend to get a leadis very important because if you're making any
money in the channel. So I'mmaking money in spreaker, I make two
dollars in ninety nine cents per thousandimpressions, So every time someone listens to
a podcast. Some places a there'sa commercial in the front, and I
(12:09):
get two dollars and ninety nine centsearning per thousand there, But on Rumble
I get three dollars and thirteen centsearning per impression. Now, the reason
I share this with you is becausethat is a distraction from the underlying revenue
and conversion measurements. But it isalso informative because now I know of every
(12:35):
click through into description to the websitewhose medium is spreaker, that I can
actually bonus my cost. I canpay more because I have revenue per thousand
and so I have to draw thisout on paper. When we do a
workshop, by the way, andthis is a prelude to a workshop,
(12:56):
we'll actually draw this out on aboard and you'll know exactly how to calculate
this, and you'll know how todetermine based on the number of impressions in
a platform. Because our ecosystem's large, how much can you afford to pay
in that platform per a click.Now I am leading up to paid advertising.
(13:16):
If your clients are not doing paidadvertising, they are not accurately able
to measure the value of your copybecause they won't have the tools and they
won't have the incentive to boost thatconversion of highly qualified, easy to convert
leads. But here's the thing wewant to ask the clients, where are
(13:39):
you making money? What offers doyou have that make money? Where are
you getting your customers from today?Where are you finding that customers buy faster
in less time than in other ways? Because what this helps you do is
to put your copy in front ofa stream of buyers so that these answerary
(14:00):
revenue sources. Because I don't getany money from YouTube, I don't get
any money from some of these otherchannels. I don't get paid anything on
iHeartRadio. But iHeart Radio I canadvertise on and reach a larger audience because
there is a good traction there.But ultimately you have to find out what
works for them, because we wantto amplify what works. We don't want
(14:22):
to pioneer in some new audience.We don't want to be if they say,
hey, Facebook works, you don'twant to say, oh, well,
let's just start advertising a LinkedIn.You want to make sure that the
opt in page that you write inthis particular example is going to convert as
strongly as possible because we're amplifying thingsthat we know already work. So if
(14:43):
you don't get access to their analytics, if you don't get that conversation about
what works and what doesn't, andfrankly, if they don't know, then
we've got to go back in andmake sure their analytics is set up correctly.
Because this last section is very important. I talked about a three hundred
ninety seven dollars product. That threehundred ninet seven dollars product, let's say
it's their main product. In thiscase, it is a paid consultation.
(15:05):
Because they are a company who startswith a paid consultation. Maybe they credit
the paid consultation to the to thefirst purchase. Because they have a high
ticket product. We want to knowon the base conversion, and I'll tell
you what that is here. Shortly, we want to know how much we
can spend cost per click. Sohere's here's where the rubber meets the road,
and here's how you can help themstart calculating this. Now your cost,
(15:28):
so they're going to hire you.I always put that cost in their
conversion numbers because if they can convertand pay me money, then they can
pay me more money. When theyhave more conversion. Okay, that's a
writer down or that's very important.If the client is including your cost in
(15:50):
their conversion metrics and they can makemoney paying you to write them copy,
then when they make more money,they can pay you more money to write
copies. So you have a threehundred ninety seven dollars paid consultation with a
fifty percent margin. That leaves youa net of one hundred and ninety eight
dollars and fifty cents for every saleof a paid consultation. When we're doing
(16:14):
these metrics, we always start withthe with the end result in mind.
We start with the product itself,and then we are trying to figure out
the net of that product, becauseit is possible that they're selling a three
hundred ninety seven dollars product and theyhave a negative net on the first conversion,
and then that's when you know,we got to figure out how to
get that up. They don't needanother lead page, they need better conversion
on the back end. And sohere, if we have one hundred and
(16:37):
ninety eight dollars and fifty cents persale, and we have an estimated base
conversion rate of for every two hundredimpressions, we get one conversion. Now
that's a horrible conversion rate, butit's very conservative. If the client is
not doing for every two hundred impressionsyou get one sale, then that's where
you need to work. You don'tneed another lead page, you need to
(17:00):
version. But it's possible for everyevery twenty impressions on that offer, they're
going to get one monetary conversion,and that's even better. But what we're
basically doing is taking the profit anddividing it by whatever that mini is.
So if it's two hundred to one, you're going to take one hundred and
ninety eight dollars and fifty cents anddivide it by two hundred. And the
(17:22):
maximum cost per click that they canpay for the offer that drives to that
particular conversion is ninety nine cents.Now why is this important? Because if
they're spending three dollars to get aclick, then there's no way they're going
to make any money on that initialsale, or even break even on the
(17:45):
initial sale. But if they're payingfifty cents per click, then they can
do that all day long and they'regoing to have a net. Now why
is this important? Well, becausethat tells us the difference between driving a
pay per click to an offer monetaryoffer, or building a newsletter or building
some kind of opt in then drivingto the offer. See, it determines
(18:10):
how we structure the marketing campaign.So now you're talking with the client and
the client says, oh, yeah, we want you to drive traffic to
this offer. Great, tell meabout the offer. How much is the
offer, what's your net margin,what's your current conversion rate? You start
running some back of a napkin math, and now it gives you an idea
of how much it's going to cost. You factor in any contributed overhead,
(18:33):
which would be the cost they willput into hiring you. And then you
realize that for every sale, they'regoing to lose a shitload of money.
And so now you can start talkingabout the funnel. Now you can start
talking about the function of the marketingcampaign. They may not know any of
this stuff, and they may bestruggling, and they're they're hiring you as
the last great hope that your leadpage is going to change their world,
(18:57):
and you know, maybe this salesletter that you write it's going to save
their life because they heard Gary Halbertsay that you know any problem can be
solved with a sales letter. Thereare some problems that mathematically will not be
feasible to solve with what they've beendoing in the past. But if you
(19:18):
know they're bringing in clicks at eightycents apiece after we've contribute the full overhead
associated with their email newsletter, thefull overhead associated with a particular marketing channel,
the full overhead tied to a particularpay per click campaign, then you
can do this all day long andtake credit for the positive successes that they
(19:41):
achieve with your copy over anything they'vedone in the past. This is now
going into retention of the customer.But what if they have a three hundred
three, nine hundred and ninety sevendollars coaching program with a twenty five percent
margin, which leaves you nine hundredand ninety nine dollars and twenty five cents
as your profit per sale, andthey're convert for every two hundred people who
(20:03):
see the offer, they get oneconversion. Now they can spend four dollars
and ninety nine cents at a maximumcost per click, and you probably see
how your options increase dramatically. Soit's it's fine just to write copy for
people. But if you're not mindingthe math side, then they won't be
(20:25):
able to generate enough revenue to recoveryour costs. Now in a more advanced
program, and if we were talkingabout coaching and showing you how to do
the conversion side, because it's very, very profitable on the conversion side,
if the customer is willing to workwith you, and you do need a
certain amount of impressions to know ifyou just get two hundred impressions, you're
not magically going to get one sale. You need to have like fifteen hundred
(20:47):
impressions twenty five hundred impressions before thenumbers are going to work out two hundred
to one. And that's why weneed to run campaigns for a little bit
of time. But just this conversationshows the client that you have an idea
of how to make money. Becauseyou have an idea of how to make
money, and you're even willing toput your pay as part of their costs
(21:11):
and that might lower their margin.They might say I got a fifty percent
margin and you say, okay,well you know what's your volume, and
based on that you determined they havean overall profit for this particular, this
particular campaign in the past, andwe want to beat the profit, of
course, and their original profit isthirty thousand dollars, and now you're going
to charge them ten thousand dollars.So now the net profit is twenty thousand
(21:34):
dollars. You need to beat thethirty and so you're already negative. But
if you do that, you've madea significant improvement over their work, their
previous activities, and you can showthis on a whiteboard. You've essentially guaranteed
to be re upped. Now,it doesn't mean you're going to keep able
(21:56):
to beat your own stuff. Itdoesn't work that way. But like I
said before, with the ecosystem,let's say you sit down and you notice
the opt in is converting very strongfrom Facebook, and you've got your pixels
in place. Okay, we cantalk about that some other time. But
if you use your retargeting pixels andyou've got a strong run from Facebook,
and now you say, well,you know what could we do this in
(22:18):
Twitter as well? You add theTwitter pixels, you drop an email list
down of the opt ins, youupload them to the right channels, you
rerun your campaigns that work very wellin Facebook. You rerun your campaigns that
start working well in Twitter, andyou start cross pollinating, and now you've
got two feeders sending to the website. And now you can keep that customer
(22:41):
so busy optimizing each of those channelsthat you'll just get a consistent, ongoing
revenue source from that client because they'regoing to keep hiring you back because you've
actually done something. They can nowknow that if they can afford to pay
four dollars in ninety nine cents perclick. Now it's how many more places
can we find to get clicks?And of the leads? How many more
(23:03):
places can we find where those peopleexist? And of the conversion? How
many more places can we find ofthose people who buy or pay, stay
and refer. Then you come backand you say, okay, well you're
offering a three hundred and ninety sevendollars product, and we want to be
able to spend more money per click, And they say, why would we
want to spend more? Well,if we can spend more, we can
have a larger product on the backend and still break even. So now
(23:27):
for everybody who bought the paid consultation, we're now going to offer the coaching.
So now the paid consultation goes inthe column where the email used to
be. And for every two hundredpeople who previously bought a paid consultation who
see the offer about coaching, oneof those is going to buy as the
company grows. As the business grows, now you're going to be able to
(23:47):
in house track these cost per clicksand conversion, and as that number increases.
Now we can afford to pay moreon the front end because we're now
in our business convert from house lists. There are no competitions that competitors are
going to see that. We canstart doing micro segmenting, we can start
doing different types of cash surge events, and ultimately you're now working with a
(24:14):
client in an agency capacity rather thana one off freelance copywriter. Now we
already do these things as an agency, and we can come in at your
request working for you as a copywriter. You know you own the customer,
and we can do these things,build up these charts and establish the models
necessary in order for you to keepwriting copy over and over more copy.
(24:41):
Repeat. Customers referrals because they knowthat you're making a money, They know
that your stuff works because it's objectivelymeasured. Now how what is the caveat
Because I know a lot of youfolks are saying, well, we'll shoot.
I'm not I like math. I'mnot gonna write copy. I'm gonna
go ahead and be in the conversionagency business, and I'm going to go
ahead and start just helping people withconversion. Or here's the problem with that.
(25:07):
Okay, So the ecosystem is ratherlarge. The media ecosystem lets you
post something on one website and itgoes out to five websites, and it
sends it from five different audiences,and you can do ads and scale ads
and stuff. Once it's set up, it's not something you got to do
every day. So it's something that'suseful. Once analytics works and you know
(25:29):
the number of impressions and you knowthe earning per thousand impressions for even your
website, Now you've got to writemore copy. So actually, once we
set up the conversion rate tracking,once we know the metrics are in place,
you don't have to come back exceptfor every three months to tune it.
And that means that you're not goingto be getting any revenue between point
(25:52):
A and point B. Now,of course, in my case, we've
got a handful of clients. We'rebusy, so we're not I'm not asking
you to send me people. I'mjust trying to say to you that you
need to be aware of the conversionoptimization. But the actual implementation of conversion
optimization is writing better copy. It'swriting more copy. It's ab testing landing
(26:15):
pages. It's having a landing pagefor every significant offer. So if they
have a high ticket offer, youmight have a custom landing page just for
that high ticket offer. All ofthe structure, all the pixels, all
the tracking codes, all of theconversion math, which very often can be
done on the back of a calculator, on the back of a napkin.
(26:36):
All of that stuff is baked in. You don't have to reinstall it.
However, if you're going to testproduct, a ab split landing pages and
then AB split a sales letter orelements of a sales letter, that's copy.
That's more copy. So you're inthe right place writing the copy and
(26:59):
helping with the marketing funnels and stackingoffers on top of each other and measuring
the conversion rates. But the technicalside of it only needs to be set
up once. Now can break.So we offer an auditing service that helps
monitor this stuff that you can offerto your client as a value add.
But ultimately, the copywriting business isthe multiplier where the conversion business is the
(27:27):
measurements. They are both necessary,but once the conversion side is set up,
it's not an everyday activity where newcontent based on what you know about
buyers could be every day more offersbased on what we know is converting every
day product development. And that's whyI do technical writing, and that's why
(27:48):
I do white papers and course design, is because there is a lot of
that that can happen, especially ifthey've got big mailing lists, can literally
prospects, survey and audience and developnew products. But again, once you
understand this math and you apply itto what we're doing here, now you
(28:10):
can help the customer see that they'reactually making money. But the technical setup
is, you know, if it'sdone right the first time, it only
needs maintenance as the platforms change,not as it breaks. A lot of
stuff on the Internet tends to break, but we can monitor for that,
we can do a break fix andthen we're done. So I want you
to be familiar with the conversion optimization. I will teach you how to do
(28:34):
the conversion optimization, especially the measurementsto know what works and what doesn't.
And I will show you how todo all this technical syndication, but it
is definitely not creative. It canbe boring at times, it can be
repetitive, and so I don't recommendchanging your whole agency. As a publisher,
(28:56):
I have people on staff that doesthis kind of stuff all the time
because we have multiple publications. Andthen again, it really is the leverage
from the copy that makes things work. So I hope this has been useful.
I know I'm doing a lot ofmini courses lately, thirty minute forty
minute presentations if you want to gointo depth about conversion rate optimization and then
(29:17):
exactly how we apply copy to increasethe conversions, because that two hundred to
one is really a worst case scenario. But if they're not even making the
worst case scenario, you've got tobe able to show them that because every
other their fundamental beliefs about what shouldbe the copy are wrong if they're not
actually getting a conversion for every twohundred impressions. Now that conversion, of
(29:37):
course, can be an opt in, it can be an actual sale,
It can be a low ticket sale, it can be a high ticket sale
if you want to drill down intothose things in depth. I do have
a course on performance metrics where wego into details about what to measure,
how to measure it, how todo these back and napkin things that you
can actually do in your client meeting, and then how to use it in
(30:00):
your pricing model to know how muchthe customer can pay in order to get
a custom to get sales. Andso literally what we're doing is and I've
titled this program paid ad Money,because literally what we're doing in the organic
world is testing to determine what works, getting some general numbers, and then
(30:21):
we're amplifying that in the paid advertisingworld by writing more ad campaigns, more
landing pages, more sales letters,with the measurements in place, so that
we can multiply our successes, sothat we can syndicate, so that we
can you know, if you've gota campaign you're spending five bucks a day
on and it's converting consistently and yourmeasures, your measures are accurate, you
(30:45):
can put that at ten dollars aday. And these platforms, if you
do this right, these platforms won'tbe able to send you enough traffic that
you're willing to pay for, soyour clients will be like, I've got
more money where else can and Ispend it, And they can of course
spend it with you as you helpthem refine the copy, to help them
(31:06):
understand metrics and conversion, to helpthem place ads in the right mediums.
They might go from pay to payper click to actual magazine placements, to
post guard campaigns to direct mail campaignsand actually build a good business. This
is so much easier with high ticketproducts, but if they're a catalog site
or they're selling widgets, then it'sstill just as important. So if you
(31:33):
want more information about that course,or you want one on one coaching about
how to implement this in your copywritingbusiness as we move from freelance copywriter a
commodity business to a value added marketingagency, then visit me at www dot
Adbriefings dot co dot uk. Youcan ask your questions on the contact page.
(31:53):
Of course you could join our freenewsletter, but let me know if
you'd like to sit down one onone. You'd like more information about the
course about performance measurements so that youcan actually know that the customers get results.
Not only they get results, butthe more results they get, the
more money they can pay you andstill be profitable because you'll know their numbers,
(32:15):
and knowing their numbers helps them getmore results. It's exponentially compounding,
and the value is beyond what they'regoing to get just go into a freelance
marketplace. But it's not that hardto understand. As Dan Kennedy says,
marketing is behavioral science and math.You can get the math down in an
(32:37):
afternoon. But once you've got it, how you implement it, how you
test it. The nuances of thecopy start revealing themselves, and you become
indispensable to your clients. And ratherthan them shopping around, they're going to
know they make money with you,and they're going to want you on your
team. On their team, they'regoing to try to hire you as an
(32:57):
employee. I guess this really doescreate other problems, but if you have
the marketing agency structure again, anagency in this model could be you and
an assistant. But the long storyshort, you can justify your existence in
their world and increase your rates,increase your margins. You can even apply
this stuff to yourself as you acquirenew clients. That's why you use the
(33:21):
paid consultation model example. But thisis powerful stuff, so I don't want
to hold you on here any longer. I'm gonna start. I'm gonna stop
the recording and to start taking somequestions. And for those of you that
want to go into more depth thatare listening to this recording on the podcast
this, if you like this minicourse format, let me know in the
comments. Let me know by likingand subscribing, which doesn't really matter to
(33:45):
me at all. What matters themost is that you visit www dot Adbriefings
dot co dot uk and ask yourquestions or share your comments so that we
can deliver more of this value inthe future. I'm justin hit with Adbury
copyrighting tips. I've got more thantwenty or thirty years of copyrighting experience,
but really i haven't been doing thisreally the right way until I ran across
(34:08):
some of the mentors that I've sharedwith you in this program and in my
other programs. You'll find a lotof free resources at the website, and
I'm here to help you get sixfigures or better from your copyrighting activity.
As we learn how to write wordsthat sell
This is one of my most favoritetopics and it should be a favorite topic
of any copywriter or marketer who wantsto be known as a producer, as
someone who can create and keep profitablecustomers. And I'm going to teach it
to you today. But it playsinto what Dan Kennedy says. Now,
Dan Kennedy is a marketing genius,millionaire maker. But Dan Kennedy says he
(00:24):
who can pay the most for acustomer will win. That means whoever can
pay the most for a customer canbeat their competition, can outpace the marketplace,
can have extra funds available for additionalacquisition. There's so many things.
So what we're going to talk abouttoday is some of the math and metrics
(00:46):
necessary to get maximum pay, toget maximum value for your client, to
grow your copywriting business. I'm justa hit with ad briefings copyrighting tips,
and I know that a lot offolks are really excited about the copy self,
and the copy is important, butyou're judged upon the conversion rate and
(01:07):
the results of that copy more thanyou are on the esthetic of the copy
or how it reads. Now,you will find clients who will look at
a piece of copy and say,wow, this is great, let's use
this. I love it, Ilove the angle. You know, wow,
that's creative. You will get clientslike that, but they don't last
very long if they're not measuring conversionrates, cost per sale, cost per
(01:32):
lead, customer, lifetime value,all these metrics, all these things in
the back end. And when Italk about this topic, many copywriters and
marketers cringe, and they cringe becauseit is not creative. It is math.
It is actual math. Now itreinforces the fact that copyrighting and marketing
is behavioral science combined with math.It's behavioral modification and math to determine which
(01:57):
modifications are profitable for the client andfor yourself. But you can't cringe about
this because if you don't measure,or you're at least not aware of conversion
tracking and measuring, then there's noway to objectively measure the value of your
copy, and you're going to bestuck working for somebody else. You're going
to be stuck as a subcontractor asa piece person in the sense that you're
(02:20):
going to write a couple of salesletters and then that customers is not going
to come back. If you wantrepeat customers. You've got to help your
customer understand that we are measuring thecopy and that's how we know it works.
We measure a lead generation piece bythe number of quality leads that we
achieve. Now that discussion about thequality lead is a great way to collect
(02:42):
information about what is a quality leadwho tends to buy from your products and
services. On the technical side,because again we're an agency that does the
technical integration. It does the setup, it helps with the metrics, it
helps with the analytics, and thenmany of the copywriters layer copy on top
of that. We can tell whatworks and what doesn't. But ultimately we
can tell what is a good leadby which leads become customers. Now let's
(03:09):
put the money in on this.So we're going to have many, many
sources of traffic. So when aclient comes to you it says I want
more traffic, they could just postwhatever you create for them on more websites
that have people interested in that topic. That's the typical way people do it.
(03:31):
They have an opt in page.Maybe you wrote a lead generation piece,
it's living on an opt in pageand they are currently using Facebook,
but now they're going to use Pinterest, TikTok, bitshoot, Grumble, Instagram,
YouTube, Twitter, LinkedIn, andFacebook. Now they made the work
harder for themselves because they've got morestuff on the front end. But each
(03:52):
of those platforms will reach different people. People tend to use one or two
social media platforms and sometimes they'll movebetween platforms, But these platforms represent pools
of audience and potential lists for youroffer. In this case, the offer
is an opt in, and thatopted maybe has an ab split on the
(04:13):
opt in form itself, So youhave one landing page and the form ab
splits between two different kind of offers. And so now you have coding in
place on each of these platforms whichlinks to the opt in page. And
then once they opt in, youcan tell which of these mediums and whether
(04:38):
you set up a UTM code oryou're just using Google Analytics, you can
kind of tell which refers or whichsources and mediums generate it the opt in,
and so that's a great way ofmeasuring. Now, an opt in
does not have a monetary value toit, so all we know is that
you've got more leads. In orderto know if those leads have any value
(05:01):
at all, we now need tomeasure of the leads that convert, which
leads become customers, So that meansyou have to make an offer to these
leads. So if you're structuring alead generation landing page, you want to
make sure they have some immediate offerafter the opt in. So in either
the email series that follows, orthe text broadcast that follow or whatever means
(05:28):
of communications after the opt in,there must be an offer, otherwise you
won't be able to know which ofthese leads were of best value. Now,
a more sophisticated client could use anaudience match, and so what they're
doing is they're looking at the leadsthat you generate from your opt in versus
the leads they generate anywhere else.But it's not likely that your customers are
(05:50):
doing that because it's so much easierto determine which of these leads bought something.
It's kind of like two columns.It's like the the source and medium,
and then the next column is thenumber of conversions. In this case,
these conversions are opt ins, andthen their third column is revenue.
(06:11):
And so you're looking at two columnsat a time, which source and lead
produced the greatest amount of conversions,Which source and leads created the greatest amount
of buyers, and then the revenueside is what we use to retarget.
And now we can amplify the optin page you wrote. So when a
client comes to you and says,hey, write me an opt in page,
if they're not doing all these otherthings, they will write. They
(06:33):
might have you write another opt inpage, but they're not going to be
able to objectively determine whether your originalopt in page was any good and if
they don't get the results that theywere looking for. And I'm using air
quotes because I don't know if you'veever heard it before, but a client
says, oh, we liked yourcopy, worked really good, but we
didn't get the results we were expecting. If you haven't determined those results up
(06:56):
front, and you haven't built afunnel to measure those reals, and then
of course in cap it with theconversion, then yeah, of course they're
never going to be happy. Andmaybe you don't want them as a client,
but it's so much better to getthat second job, that third job,
that fourth job, because the clientcan objectively measure and they have the
(07:16):
system in place. Now I understandyou don't want to be a technical person,
and that's why our agency is here. That's why we run this newsletter.
That's why we hire so many ofthe subscribers of the newsletter to write
copy. For very well structured environmentswhere we are doing conversion tracking, where
the client can pay as much moneyas possible to get a customer because they
(07:40):
know their conversion rates and ultimately theyhave a funnel that is measurable and accountable
and they have an idea of whois a buyer because the very best lead
is a buyer. So we're measuringthe conversion rate from the outside source to
the opt in. We're measuring theconversion rate from the opt in to the
(08:00):
clothes or to the sale at aminimum. You know you can you can
measure more. But again, ifthey're not measuring the basics, then how
would they know if your copy wasany good. But even that is not
an objective measure because we haven't putin the costs. So you need to
know the costs, and that's aratio to the revenue. You need to
(08:26):
know the cost per lead as wellas the cost per sale, and you
want to make sure that your costsare below the revenue numbers. Now on
the front end. It's better thata client know that if they have a
three hundred ninety seven dollars product,that they can spend up to three hundred
and ninety seven dollars for a newcustomer. They aren't going to like that
(08:48):
because they're going to say, well, we didn't make any money. And
that's true. If you've got alot of new customers and you didn't have
any repeat sales, then yeah,you're going to lose money, but more
and more accurately. We're going tolook at that margin on that original product,
and we're going to base our numbersand calculations on that margin. So
pay close attention. We're going tocover that here towards the end where you
(09:13):
can actually measure and determine how muchshould we be paying cost per click?
What is the value of the leadyou generated from organic traffic versus the value
of the lead you generate it fromsome other traffic. Even how to factor
in your costs in the campaign sothat they have a more accurate cost per
click, more accurate cost per lead, more accurate cost per sale. But
(09:37):
remember it's cost per click, costper lead, cost per sale against the
profit per sale. To determine whethera campaign worked. And so if you
start working with a client, theysay, oh, write me two lead
generation pages. We're gon we're gonnatest those out on our website. You
want to ask a little question.You want to say, hey, tell
me a little bit about how you'regoing to test the copy, because the
(10:01):
information, if they test it theright way, can give you behavioral information,
audience segments, customer avatars, differentthings like that. And if they
just say well, we're just goingto put it up on the website,
throwst traffic at it. See whathappens. That is not a customer.
That's very good. You want customerswho know, for example, they're earnings
(10:22):
per thousand impressions. So I've gota podcast. You're listening to it right
now. And this podcast goes outon Spreaker, which syndicates the iHeartRadio YouTube,
Apple podcasts, Google Podcasts, Spotify, all these different channels. The
description has a link that's coded andin the podcast itself, it offers somebody
to go to the website. WhenI say go and ask your questions at
(10:43):
such and such a website, Ihave to get a hard lead because I
don't know where you came from.Because it's a type in address. But
if you go down a description andyou click the link for the newsletter and
you join the free newsletter, I'llhave an idea of the source and the
lead, the source and the mediumof the conversion. And of course the
medium will be where I first postthe content, not necessarily where I've drilled
(11:07):
down content. But if I startseeing referral traffic from YouTube on my podcast,
I can go in and customize theI can keep the description the same
there, and I could use whatI learned there to customize the descriptions elsewhere,
and then I would tune that down. But your media ecosystem you don't
(11:28):
have to worry about all those littlesteps now. Of course, if you're
doing Facebook optimization or Twitter optimization orYouTube optimization, you might write specific content
per platform. But what we're talkingabout here to determine the revenue per impression
which will come out of the platformand how that equates to what you can
(11:48):
afford to spend to get a leadis very important because if you're making any
money in the channel. So I'mmaking money in spreaker, I make two
dollars in ninety nine cents per thousandimpressions, So every time someone listens to
a podcast. Some places a there'sa commercial in the front, and I
(12:09):
get two dollars and ninety nine centsearning per thousand there, But on Rumble
I get three dollars and thirteen centsearning per impression. Now, the reason
I share this with you is becausethat is a distraction from the underlying revenue
and conversion measurements. But it isalso informative because now I know of every
(12:35):
click through into description to the websitewhose medium is spreaker, that I can
actually bonus my cost. I canpay more because I have revenue per thousand
and so I have to draw thisout on paper. When we do a
workshop, by the way, andthis is a prelude to a workshop,
(12:56):
we'll actually draw this out on aboard and you'll know exactly how to calculate
this, and you'll know how todetermine based on the number of impressions in
a platform. Because our ecosystem's large, how much can you afford to pay
in that platform per a click.Now I am leading up to paid advertising.
(13:16):
If your clients are not doing paidadvertising, they are not accurately able
to measure the value of your copybecause they won't have the tools and they
won't have the incentive to boost thatconversion of highly qualified, easy to convert
leads. But here's the thing wewant to ask the clients, where are
(13:39):
you making money? What offers doyou have that make money? Where are
you getting your customers from today?Where are you finding that customers buy faster
in less time than in other ways? Because what this helps you do is
to put your copy in front ofa stream of buyers so that these answerary
(14:00):
revenue sources. Because I don't getany money from YouTube, I don't get
any money from some of these otherchannels. I don't get paid anything on
iHeartRadio. But iHeart Radio I canadvertise on and reach a larger audience because
there is a good traction there.But ultimately you have to find out what
works for them, because we wantto amplify what works. We don't want
(14:22):
to pioneer in some new audience.We don't want to be if they say,
hey, Facebook works, you don'twant to say, oh, well,
let's just start advertising a LinkedIn.You want to make sure that the
opt in page that you write inthis particular example is going to convert as
strongly as possible because we're amplifying thingsthat we know already work. So if
(14:43):
you don't get access to their analytics, if you don't get that conversation about
what works and what doesn't, andfrankly, if they don't know, then
we've got to go back in andmake sure their analytics is set up correctly.
Because this last section is very important. I talked about a three hundred
ninety seven dollars product. That threehundred ninet seven dollars product, let's say
it's their main product. In thiscase, it is a paid consultation.
(15:05):
Because they are a company who startswith a paid consultation. Maybe they credit
the paid consultation to the to thefirst purchase. Because they have a high
ticket product. We want to knowon the base conversion, and I'll tell
you what that is here. Shortly, we want to know how much we
can spend cost per click. Sohere's here's where the rubber meets the road,
and here's how you can help themstart calculating this. Now your cost,
(15:28):
so they're going to hire you.I always put that cost in their
conversion numbers because if they can convertand pay me money, then they can
pay me more money. When theyhave more conversion. Okay, that's a
writer down or that's very important.If the client is including your cost in
(15:50):
their conversion metrics and they can makemoney paying you to write them copy,
then when they make more money,they can pay you more money to write
copies. So you have a threehundred ninety seven dollars paid consultation with a
fifty percent margin. That leaves youa net of one hundred and ninety eight
dollars and fifty cents for every saleof a paid consultation. When we're doing
(16:14):
these metrics, we always start withthe with the end result in mind.
We start with the product itself,and then we are trying to figure out
the net of that product, becauseit is possible that they're selling a three
hundred ninety seven dollars product and theyhave a negative net on the first conversion,
and then that's when you know,we got to figure out how to
get that up. They don't needanother lead page, they need better conversion
on the back end. And sohere, if we have one hundred and
(16:37):
ninety eight dollars and fifty cents persale, and we have an estimated base
conversion rate of for every two hundredimpressions, we get one conversion. Now
that's a horrible conversion rate, butit's very conservative. If the client is
not doing for every two hundred impressionsyou get one sale, then that's where
you need to work. You don'tneed another lead page, you need to
(17:00):
version. But it's possible for everyevery twenty impressions on that offer, they're
going to get one monetary conversion,and that's even better. But what we're
basically doing is taking the profit anddividing it by whatever that mini is.
So if it's two hundred to one, you're going to take one hundred and
ninety eight dollars and fifty cents anddivide it by two hundred. And the
(17:22):
maximum cost per click that they canpay for the offer that drives to that
particular conversion is ninety nine cents.Now why is this important? Because if
they're spending three dollars to get aclick, then there's no way they're going
to make any money on that initialsale, or even break even on the
(17:45):
initial sale. But if they're payingfifty cents per click, then they can
do that all day long and they'regoing to have a net. Now why
is this important? Well, becausethat tells us the difference between driving a
pay per click to an offer monetaryoffer, or building a newsletter or building
some kind of opt in then drivingto the offer. See, it determines
(18:10):
how we structure the marketing campaign.So now you're talking with the client and
the client says, oh, yeah, we want you to drive traffic to
this offer. Great, tell meabout the offer. How much is the
offer, what's your net margin,what's your current conversion rate? You start
running some back of a napkin math, and now it gives you an idea
of how much it's going to cost. You factor in any contributed overhead,
(18:33):
which would be the cost they willput into hiring you. And then you
realize that for every sale, they'regoing to lose a shitload of money.
And so now you can start talkingabout the funnel. Now you can start
talking about the function of the marketingcampaign. They may not know any of
this stuff, and they may bestruggling, and they're they're hiring you as
the last great hope that your leadpage is going to change their world,
(18:57):
and you know, maybe this salesletter that you write it's going to save
their life because they heard Gary Halbertsay that you know any problem can be
solved with a sales letter. Thereare some problems that mathematically will not be
feasible to solve with what they've beendoing in the past. But if you
(19:18):
know they're bringing in clicks at eightycents apiece after we've contribute the full overhead
associated with their email newsletter, thefull overhead associated with a particular marketing channel,
the full overhead tied to a particularpay per click campaign, then you
can do this all day long andtake credit for the positive successes that they
(19:41):
achieve with your copy over anything they'vedone in the past. This is now
going into retention of the customer.But what if they have a three hundred
three, nine hundred and ninety sevendollars coaching program with a twenty five percent
margin, which leaves you nine hundredand ninety nine dollars and twenty five cents
as your profit per sale, andthey're convert for every two hundred people who
(20:03):
see the offer, they get oneconversion. Now they can spend four dollars
and ninety nine cents at a maximumcost per click, and you probably see
how your options increase dramatically. Soit's it's fine just to write copy for
people. But if you're not mindingthe math side, then they won't be
(20:25):
able to generate enough revenue to recoveryour costs. Now in a more advanced
program, and if we were talkingabout coaching and showing you how to do
the conversion side, because it's very, very profitable on the conversion side,
if the customer is willing to workwith you, and you do need a
certain amount of impressions to know ifyou just get two hundred impressions, you're
not magically going to get one sale. You need to have like fifteen hundred
(20:47):
impressions twenty five hundred impressions before thenumbers are going to work out two hundred
to one. And that's why weneed to run campaigns for a little bit
of time. But just this conversationshows the client that you have an idea
of how to make money. Becauseyou have an idea of how to make
money, and you're even willing toput your pay as part of their costs
(21:11):
and that might lower their margin.They might say I got a fifty percent
margin and you say, okay,well you know what's your volume, and
based on that you determined they havean overall profit for this particular, this
particular campaign in the past, andwe want to beat the profit, of
course, and their original profit isthirty thousand dollars, and now you're going
to charge them ten thousand dollars.So now the net profit is twenty thousand
(21:34):
dollars. You need to beat thethirty and so you're already negative. But
if you do that, you've madea significant improvement over their work, their
previous activities, and you can showthis on a whiteboard. You've essentially guaranteed
to be re upped. Now,it doesn't mean you're going to keep able
(21:56):
to beat your own stuff. Itdoesn't work that way. But like I
said before, with the ecosystem,let's say you sit down and you notice
the opt in is converting very strongfrom Facebook, and you've got your pixels
in place. Okay, we cantalk about that some other time. But
if you use your retargeting pixels andyou've got a strong run from Facebook,
and now you say, well,you know what could we do this in
(22:18):
Twitter as well? You add theTwitter pixels, you drop an email list
down of the opt ins, youupload them to the right channels, you
rerun your campaigns that work very wellin Facebook. You rerun your campaigns that
start working well in Twitter, andyou start cross pollinating, and now you've
got two feeders sending to the website. And now you can keep that customer
(22:41):
so busy optimizing each of those channelsthat you'll just get a consistent, ongoing
revenue source from that client because they'regoing to keep hiring you back because you've
actually done something. They can nowknow that if they can afford to pay
four dollars in ninety nine cents perclick. Now it's how many more places
can we find to get clicks?And of the leads? How many more
(23:03):
places can we find where those peopleexist? And of the conversion? How
many more places can we find ofthose people who buy or pay, stay
and refer. Then you come backand you say, okay, well you're
offering a three hundred and ninety sevendollars product, and we want to be
able to spend more money per click, And they say, why would we
want to spend more? Well,if we can spend more, we can
have a larger product on the backend and still break even. So now
(23:27):
for everybody who bought the paid consultation, we're now going to offer the coaching.
So now the paid consultation goes inthe column where the email used to
be. And for every two hundredpeople who previously bought a paid consultation who
see the offer about coaching, oneof those is going to buy as the
company grows. As the business grows, now you're going to be able to
(23:47):
in house track these cost per clicksand conversion, and as that number increases.
Now we can afford to pay moreon the front end because we're now
in our business convert from house lists. There are no competitions that competitors are
going to see that. We canstart doing micro segmenting, we can start
doing different types of cash surge events, and ultimately you're now working with a
(24:14):
client in an agency capacity rather thana one off freelance copywriter. Now we
already do these things as an agency, and we can come in at your
request working for you as a copywriter. You know you own the customer,
and we can do these things,build up these charts and establish the models
necessary in order for you to keepwriting copy over and over more copy.
(24:41):
Repeat. Customers referrals because they knowthat you're making a money, They know
that your stuff works because it's objectivelymeasured. Now how what is the caveat
Because I know a lot of youfolks are saying, well, we'll shoot.
I'm not I like math. I'mnot gonna write copy. I'm gonna
go ahead and be in the conversionagency business, and I'm going to go
ahead and start just helping people withconversion. Or here's the problem with that.
(25:07):
Okay, So the ecosystem is ratherlarge. The media ecosystem lets you
post something on one website and itgoes out to five websites, and it
sends it from five different audiences,and you can do ads and scale ads
and stuff. Once it's set up, it's not something you got to do
every day. So it's something that'suseful. Once analytics works and you know
(25:29):
the number of impressions and you knowthe earning per thousand impressions for even your
website, Now you've got to writemore copy. So actually, once we
set up the conversion rate tracking,once we know the metrics are in place,
you don't have to come back exceptfor every three months to tune it.
And that means that you're not goingto be getting any revenue between point
(25:52):
A and point B. Now,of course, in my case, we've
got a handful of clients. We'rebusy, so we're not I'm not asking
you to send me people. I'mjust trying to say to you that you
need to be aware of the conversionoptimization. But the actual implementation of conversion
optimization is writing better copy. It'swriting more copy. It's ab testing landing
(26:15):
pages. It's having a landing pagefor every significant offer. So if they
have a high ticket offer, youmight have a custom landing page just for
that high ticket offer. All ofthe structure, all the pixels, all
the tracking codes, all of theconversion math, which very often can be
done on the back of a calculator, on the back of a napkin.
(26:36):
All of that stuff is baked in. You don't have to reinstall it.
However, if you're going to testproduct, a ab split landing pages and
then AB split a sales letter orelements of a sales letter, that's copy.
That's more copy. So you're inthe right place writing the copy and
(26:59):
helping with the marketing funnels and stackingoffers on top of each other and measuring
the conversion rates. But the technicalside of it only needs to be set
up once. Now can break.So we offer an auditing service that helps
monitor this stuff that you can offerto your client as a value add.
But ultimately, the copywriting business isthe multiplier where the conversion business is the
(27:27):
measurements. They are both necessary,but once the conversion side is set up,
it's not an everyday activity where newcontent based on what you know about
buyers could be every day more offersbased on what we know is converting every
day product development. And that's whyI do technical writing, and that's why
(27:48):
I do white papers and course design, is because there is a lot of
that that can happen, especially ifthey've got big mailing lists, can literally
prospects, survey and audience and developnew products. But again, once you
understand this math and you apply itto what we're doing here, now you
(28:10):
can help the customer see that they'reactually making money. But the technical setup
is, you know, if it'sdone right the first time, it only
needs maintenance as the platforms change,not as it breaks. A lot of
stuff on the Internet tends to break, but we can monitor for that,
we can do a break fix andthen we're done. So I want you
to be familiar with the conversion optimization. I will teach you how to do
(28:34):
the conversion optimization, especially the measurementsto know what works and what doesn't.
And I will show you how todo all this technical syndication, but it
is definitely not creative. It canbe boring at times, it can be
repetitive, and so I don't recommendchanging your whole agency. As a publisher,
(28:56):
I have people on staff that doesthis kind of stuff all the time
because we have multiple publications. Andthen again, it really is the leverage
from the copy that makes things work. So I hope this has been useful.
I know I'm doing a lot ofmini courses lately, thirty minute forty
minute presentations if you want to gointo depth about conversion rate optimization and then
(29:17):
exactly how we apply copy to increasethe conversions, because that two hundred to
one is really a worst case scenario. But if they're not even making the
worst case scenario, you've got tobe able to show them that because every
other their fundamental beliefs about what shouldbe the copy are wrong if they're not
actually getting a conversion for every twohundred impressions. Now that conversion, of
(29:37):
course, can be an opt in, it can be an actual sale,
It can be a low ticket sale, it can be a high ticket sale
if you want to drill down intothose things in depth. I do have
a course on performance metrics where wego into details about what to measure,
how to measure it, how todo these back and napkin things that you
can actually do in your client meeting, and then how to use it in
(30:00):
your pricing model to know how muchthe customer can pay in order to get
a custom to get sales. Andso literally what we're doing is and I've
titled this program paid ad Money,because literally what we're doing in the organic
world is testing to determine what works, getting some general numbers, and then
(30:21):
we're amplifying that in the paid advertisingworld by writing more ad campaigns, more
landing pages, more sales letters,with the measurements in place, so that
we can multiply our successes, sothat we can syndicate, so that we
can you know, if you've gota campaign you're spending five bucks a day
on and it's converting consistently and yourmeasures, your measures are accurate, you
(30:45):
can put that at ten dollars aday. And these platforms, if you
do this right, these platforms won'tbe able to send you enough traffic that
you're willing to pay for, soyour clients will be like, I've got
more money where else can and Ispend it, And they can of course
spend it with you as you helpthem refine the copy, to help them
(31:06):
understand metrics and conversion, to helpthem place ads in the right mediums.
They might go from pay to payper click to actual magazine placements, to
post guard campaigns to direct mail campaignsand actually build a good business. This
is so much easier with high ticketproducts, but if they're a catalog site
or they're selling widgets, then it'sstill just as important. So if you
(31:33):
want more information about that course,or you want one on one coaching about
how to implement this in your copywritingbusiness as we move from freelance copywriter a
commodity business to a value added marketingagency, then visit me at www dot
Adbriefings dot co dot uk. Youcan ask your questions on the contact page.
(31:53):
Of course you could join our freenewsletter, but let me know if
you'd like to sit down one onone. You'd like more information about the
course about performance measurements so that youcan actually know that the customers get results.
Not only they get results, butthe more results they get, the
more money they can pay you andstill be profitable because you'll know their numbers,
(32:15):
and knowing their numbers helps them getmore results. It's exponentially compounding,
and the value is beyond what they'regoing to get just go into a freelance
marketplace. But it's not that hardto understand. As Dan Kennedy says,
marketing is behavioral science and math.You can get the math down in an
(32:37):
afternoon. But once you've got it, how you implement it, how you
test it. The nuances of thecopy start revealing themselves, and you become
indispensable to your clients. And ratherthan them shopping around, they're going to
know they make money with you,and they're going to want you on your
team. On their team, they'regoing to try to hire you as an
(32:57):
employee. I guess this really doescreate other problems, but if you have
the marketing agency structure again, anagency in this model could be you and
an assistant. But the long storyshort, you can justify your existence in
their world and increase your rates,increase your margins. You can even apply
this stuff to yourself as you acquirenew clients. That's why you use the
(33:21):
paid consultation model example. But thisis powerful stuff, so I don't want
to hold you on here any longer. I'm gonna start. I'm gonna stop
the recording and to start taking somequestions. And for those of you that
want to go into more depth thatare listening to this recording on the podcast
this, if you like this minicourse format, let me know in the
comments. Let me know by likingand subscribing, which doesn't really matter to
(33:45):
me at all. What matters themost is that you visit www dot Adbriefings
dot co dot uk and ask yourquestions or share your comments so that we
can deliver more of this value inthe future. I'm justin hit with Adbury
copyrighting tips. I've got more thantwenty or thirty years of copyrighting experience,
but really i haven't been doing thisreally the right way until I ran across
(34:08):
some of the mentors that I've sharedwith you in this program and in my
other programs. You'll find a lotof free resources at the website, and
I'm here to help you get sixfigures or better from your copyrighting activity.
As we learn how to write wordsthat sell
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