Driving Traffic and Awareness To Your Perfect Offer
Do you guys remember the old, I'm a Mac, I'm a PC? Right, those, that was a classic case of, that was a good use of metaphor. It's Apple was the cool guy, the PC was the kind of nerdy, dopey guy. Right, so that was one example. Also, going back to my friends at 1-800-GOT-JUNK, the commercials that they run, they say when you call us, your phone becomes a magic wand. So when you call us, you can just point and it's gone. Point, and it's gone. Poof, like when we're there, no, I'm sorry, your finger becomes a magic wand. And they have all these ads and they're very funny, they're like, whew, be careful where you point that thing, because the guy accidentally points and his dog disappears. Right, like whew, gotta be careful with that, right? So bringing in the idea of just point and it's gone. Now, and this is how we think about metaphor, right, once the action is taking place, now what's something that's kind of unique or magical, or slightly disconnected that also results in that same ac...
tion? The same folks that own and run, and I know I'm using 1-800-GOT-JUNK as an example, it's just I wanna make sure that I'm not violating or infringing upon anybody else's marks. But they also own a painting contractor business. And they'll come in and paint your entire house in one day. But to illustrate this, the metaphor that they use is they talk about how here's how painting used to be, and they show an old school black-and-white Indy car, you know, like the racing cars, like Indy pulling into the thing and it's like one guy running around, how long it used to take to do it. And now they show what it's like today where a guy pulls in and there's somebody with the jack and then four other guys just (mechanical noise) and poof, gone. And they show like it's just this army of humanity swarming around this car, and that's how they get it off the line so fast. It's like that when we come and paint your house. We just send all the people in. So when you're thinking about a metaphor, think about what is occurring? It's something being done quickly. Is it going away, disappearing? Now let's come up with some magical examples of that or some examples that are disconnected but related. And the thing that triggered this whole explanation was Chatbooks, and it's like a magazine for your life. And they show it coming, so that was really, that big initial example. Now, before we actually get into, so we talked about how to craft your perfect offer. Now we're going to get into attract and convert, driving traffic, but actually before we get to that, I want to use this place where we are right now as another example for offer creation. CreativeLive. Let's get a little meta. Hopefully they don't mind that I'm doing this. Let's get a little bit meta and figure out what was the journey, what was the value journey that brought all of you here? And everybody who's out watching from home, what brought you there? So let's go ahead and start at the subscribe stage. So let's, you guys that are actually here, although it's a factor, but the people at home, what did they do? What did CreativeLive offer them to get their name and email address? What did they get to do? What do they got?
They got to watch this great talk.
They got to register for the class, right? Now if all anybody did was register, but not show up, then they're a subscriber. CreativeLive has their contact information, they can follow up. Maybe somebody registered, something came up, they couldn't make it. Right, maybe someone registered, they were like, nevermind, that Ryan Deiss is a chucklehead, I'm not gonna show up for that class. But whatever the thing was, it doesn't matter. They have their email address, they have the ability to follow up about other classes, or even when this class replays. They had that subscribe before the people that did show up, or those of you who are out there watching right now, for those of you who are here, you've given up your time. You've given up some of your time, so that's convert stage. Now, what are they looking to do to ascend you? What's been happening? We're gonna kinda break the wall here, but like what have you been doing before every break? What's been going on, what have they been encouraging everybody to do?
Yeah, purchase the class! The act of purchasing a single class. So registering for and showing up for a class, subscribe, convert. Hopefully they've gotten excited about what happened today, and they said I wanna own it. Right, even if they weren't excited about what happened today, they were excited about the framework. The fact that they're using this amazing company, CreativeLive, that brings together thought leaders in all these different areas to share freely of their knowledge, that they go this is so great, I wanna support it, I wanna own it, I wanna be able to take it home with me, so I'm gonna buy the class. Now, most of you who are in this room, and I bet most people who are there watching, buy more than one class. Right, and so now you get into this ladder of ascension. Many of the people who are here own businesses, and so they're gonna begin purchasing and investing in classes for people on their team. So the ladder of ascension grows and grows and grows, and eventually you're out there actively telling other people that they should attend CreativeLive classes, they become ambassadors, and some of them, people like me who were students, long before I was out here I was a student purchasing classes and learning from what was going on here, now I'm here as a promoter both providing content and telling my audience about it so they can sign up. So that is, that's the flow. Now, I know when I when I was here, and we were doing the pre-production I was also filming interviews. Interviews that they're gonna use as top of funnel content that's gonna check the engage box. I know that they regularly do advertising, they run sales, all these things to re-engage and to bring people in. So you could map your entire journey through here. And I want you, now that you have this framework, to a certain extent I've ruined you. It's like when you've ever seen how movies roll. You know how every movie is the same? Like when you learn about hero's journey and how the supports, you realize that every movie is the same and it sort of ruins you? It's like a magician, right? You can no longer be impressed when you go to a magic show. I hope that to an extent I've ruined you as well in terms of how marketing works, because one, you're not gonna be susceptible to the shady type, right. And two, just like when you're a kid and you're forced to diagram sentences, you can now diagram how these different conversion processes work, and that's how you learn. That's how you get better. That's when you get to pull from all these crazy, I'm giving you ideas, I recognize that there are probably not a lot of roofers out there watching today. We probably don't have a lot of dentists. We might have some, we probably don't have a ton. I'm giving you examples from alternate industries because that's actually when the breakthroughs occur. When you see something that's happening over here in this industry and you apply it to what you're doing, that's when the breakthroughs occur. That's when you break out of the sameness that's happening in your industry. Okay, so I just wanted to give you that example. Your experience, the fact that you're here, the fact that you're here watching right now is testament to the fact that this works. This stuff works. And I'm not claiming to have invented it, I'm just trying to create a structure and a framework around it, so that we can call it by name. 'Cause until you name something, you can't have any dominion over it. Like parents name their kids, and you name your pets, and stuff like that, right? So that's what we're doing. All right, so that was a bit of a rant, but I wanted to crystallize it. I wanted to bring these ideas home, and something that I know we can all relate to. Every single one of us can relate to that 'cause we've all experienced it.