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How to Turn Your Email List Into a High-converting Cash Machine with Data-driven Storytelling

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(BONUS: this will continue to bring in sales even when Google changes their search algorithm and your SEO takes a hit).

Imagine that you have a pounding migraine. Your head is throbbing, and it feels like someone is beating a drum inside your brain. In fact, it is so bad that you stand up and stumble outside, grimacing with every step. What is the first thing you are thinking about?

How to get rid of the pain.

And if you see a sign that says “headache relief,” you can bet your bottom dollar you are sprinting in that direction.

Well, your customers are all walking around with pain, problems, and struggles. And like someone stricken with a migraine, when you tell a story about a problem they are facing and show them how to solve it, they will come running to buy your products - even if your product does not directly solve the problem.

In this webinar you will learn:

How to easily uncover the #1 pain point in your audience
How to structure a story that sells - for any product
How to use your email list as a testing ground for conversion, and then scale that messaging out and use it in sales pages, product descriptions, and social media posts

Publié dans : Marketing
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How to Turn Your Email List Into a High-converting Cash Machine with Data-driven Storytelling

  1. 1. How To Turn Your Email List Into A High-Converting Cash Machine With Data-Driven Storytelling MIKE RINARD
  2. 2. @Kissmetrics #KissWebinar @allisoncarpio
  3. 3. Allison is the Product Marketing & Content Manager at Kissmetrics. She’s a conversion copywriter, creating high converting websites and email campaigns. She’s obsessed with finding and testing messaging and copy that sells. ALLISON CARPIO Product Marketing Manager, Kissmetrics @allisoncarpio Mike is the Founder of Chimp Wolf, a Copywriting and Marketing Consulting firm for top e-commerce brands. When he is not furiously typing on his macbook, you will probably find him surfing in Jersey or riding a skateboard around Philadelphia. MIKE RINARD Copywriter and Marketing Consultant, Chimp Wolf @rinardmike
  4. 4. #KissWebinar @rinardmike
  5. 5. The Foundation WHAT DOES THIS MEAN, AND WHY IS IT IMPORTANT?
  6. 6. WATCH WEBINAR RECORDING NOW
  7. 7. “THE ULTIMATE GOAL” 1.  Send compelling email 2.  Drive traffic to website 3.  Sell your product
  8. 8. “THE ULTIMATE GOAL” The ultimate goal is to sell more of your product. Obvious, but it can be easy to lose sight of when there are so many “in-between goals” (like open rates for example).
  9. 9. THE 3 BIG “TRAPS” The 3 traps people fall into… 1.  Shiny tactics (Automation, FB Live) 2.  Vanity metrics (Open rates, Big social following) 3.  Starting at the end (Finding the “perfect picture”, Button color) WARNING:
  10. 10. THE FOCUS Compelling messaging that converts.
  11. 11. WHY IS THIS IMPORTANT? 1.  Why is it important to be able to convert on your email list? •  Highest ROI by a landslide •  You own it (future-proof you business against changes in google search algorithm •  Creates a strong relationship with your customers…
  12. 12. WHY IS THIS IMPORTANT? 1.  Why is it important to be able to convert on your email list? •  Highest ROI by a landslide •  You own it (future-proof you business against changes in google search algorithm •  Creates a strong relationship with your customers… …when you do it right.
  13. 13. WHY ELSE IS THIS IMPORTANT? 2. Why is it important to focus on Messaging? •  Personal •  Compelling •  Relationship building •  Creates an experience with impact
  14. 14. FOOD FOR THOUGHT… Think about this: People spend a LOT of time in their inbox, and the emails that are the most important to them are largely text-based (for business and personal).
  15. 15. THIS IS AN EMAIL FROM A FRIEND Important, personal email.
  16. 16. THIS IS AN AD Ad.
  17. 17. THIS IS YOUR ADBLOCKER SHIELD INITIATING Ad. AD-BLOCKER SHIELD
  18. 18. THIS IS ALSO HARD TO READ Ad. AD-BLOCKER SHIELD HARD TO READ
  19. 19. DON’T DO THIS: Don’t do this: •  Create emails that SCREAM advertisement •  Put any significant text over pictures where it is hard to read •  Have complicated and overwhelming layouts •  Have too many links and CTA’s to count
  20. 20. DO THIS: Do this: •  Create emails that look and feel personal •  Sign emails from an actual person (not a brand) •  Make it incredibly easy to read, and enjoyable
  21. 21. MORE GREAT EXAMPLES
  22. 22. NEXT STEPS So…what are we supposed to write in those text areas?
  23. 23. STORIES THAT SELL Compelling: •  Lifestyle stories •  Design stories •  Testimonials More compelling: •  A story about your customer’s biggest problem as relates to your product, in the language they use to describe it
  24. 24. Research WHERE DO PROBLEMS AND STORIES COME FROM?
  25. 25. The Goal: Find the biggest problems in your market, in the language your customers use to describe those problems. PROBLEMS AND LANGUAGE
  26. 26. The Goal: Find the biggest problems in your market, in the language your customers use to describe those problems. PROBLEMS AND LANGUAGE
  27. 27. 3 ways to DISCOVER the problems and stories: 1.  Surveys 2.  Conversations with customers 3.  Online data-mining You don’t have to create these, you are just going out and finding things that already exist. Like Pac Man. BUT HOW?
  28. 28. Simple surveys: 1.  Use google forms or another free survey tool 2.  Try to keep it at 5-10 questions 3.  Keep your goal in mind: find the biggest problems, in the language used to describe them. 4.  Key question: “What is your biggest challenge when it comes to X?” 5.  Great followup: “Can you expand on that a bit? How does it make you feel?” Don’t overthink this, and you don’t have to word it exactly like this. Put it together, get it out there. 1. SURVEYS
  29. 29. How to discover the best responses in seconds: 1.  Copy/paste your responses into a new google spreadsheet in column A 2.  Use the “=len()” function to get a character count for all of your responses in column B 3.  Sort your data by ‘column B, z-a’, putting the responses with the highest character count at the top 4.  Read carefully through the top responses, copy/ paste pain points and language into column C 5.  Skim through everything else SORT AND ANALYZE THE DATA
  30. 30. How to discover the best responses in seconds: 1.  Copy/paste your responses into a new google spreadsheet in column A 2.  Use the “=len()” function to get a character count for all of your responses in column B 3.  Sort your data by ‘column B, z-a’, putting the responses with the highest character count at the top 4.  Read carefully through the top responses, copy/ paste pain points and language into column C 5.  Skim through everything else SORT AND ANALYZE THE DATA
  31. 31. How to discover the best responses in seconds: 1.  Copy/paste your responses into a new google spreadsheet in column A 2.  Use the “=len()” function to get a character count for all of your responses in column B 3.  Sort your data by ‘column B, z-a’, putting the responses with the highest character count at the top 4.  Read carefully through the top responses, copy/ paste pain points and language into column C and D 5.  Skim through everything else, pull any “gold” into column C and D SORT AND ANALYZE THE DATA
  32. 32. Remember, the goal is to discover problems and stories, not get feedback on your product Quick tips: 1.  Ask questions like “what is your biggest problem with X”, “Can you tell me more about that?”, and “How did that make you feel?” 2.  Repeat what people say back to them - it will prompt them to clarify and go deeper 3.  Record your conversation if possible 4.  If you can’t record, make sure you take notes during and after the call. Try to write down pain points, frustrations, and any language that stands out to you 2. CUSTOMER CONVERSATIONS
  33. 33. Quick tips: 1.  Look through online reviews on Amazon, and forums in your market 2.  You will end up skimming a lot, so look for key phrases and words that indicate a pain point, like frustrate, hate, I wish, I want, why does/doesn’t, etc… 3.  Look for things that people like - the opposite is what they don’t like 4.  Pay attention to the questions people ask - this also indicates a pain point 5.  Copy and paste everything into your spreadsheet 6.  Set a timer to help you focus and not feel overwhelmed by the endless amounts of data 7.  Don’t spend all your time on one site - try to brand out 8.  Don’t get sucked down the rabbit hole 3. ONLINE DATA MINING Just like a survey, but you are going out and finding responses to your survey questions instead of asking people.
  34. 34. “Tired of breaking hammers” and “Not too heavy for my arthritic fingers” EXAMPLE OF ONLINE DATA-MINING
  35. 35. “Not too heavy for my arthritic fingers” PULL OUT THE STORIES FROM THE DATA “This hammer is very solid without being to heavy for my arthritic fingers, and has the surface that is good in the grip.” Problem: I have arthritis and can’t grip hammers the way I used to. Solution: This hammer is the perfect size and weight, with a grip that doesn’t bother my arthritis so I can work on a project for hours and never have to stop and massage my hands, or worry about taking pain medication (I am expanding this, and it is already turning into a powerful story that is perfect for a specific market).
  36. 36. How to structure a story that sells THESE THINGS REALLY SELL WHEN YOU SET IT UP RIGHT
  37. 37. Food for thought: Your customers are buying the story of your product, not the product itself. They can buy products anywhere. The reason they buy from you is because of the meaning you have built around your products. That meaning is your stories, your marketing. PEOPLE BUY THE STORY
  38. 38. BACK TO STORY TYPES Compelling: •  Lifestyle stories •  Design stories •  Testimonials More compelling: •  A story about your customer’s biggest problem as relates to your product, in the language they use to describe it USE THEM ALL
  39. 39. 4 ESSENTIAL STORY ELEMENTS
  40. 40. THE STORY TEMPLATE The 4 Elements 1. ACTION 2. STRUGGLE 3. RESOLUTION 4. LESSON LEARNED Here is your template: Today I <insert action or activity and sensory info>. At first I <insert struggle or problem you had with activity, and show the action>. But eventually <insert what you did to overcome, and show the action>. Here’s what I found surprising: <insert your lesson learned, connect it to a big idea, and lead into the call-to-action for your product>.
  41. 41. THE STORY TEMPLATE HOW-TO How to use the template: 1.  Keep it in a document on your desktop for quick access 2.  Copy and paste it into a blank document when you go to write your next story 3.  Fill-in the blanks (use information from your research) 4.  Use the story as-is, or… 5.  Take that information and rewrite the story below and just use the template as a starting place Using the template means you ALWAYS have all of the story elements, and you NEVER end up staring at a blank screen wondering what to write
  42. 42. FROM STORY TEMPLATE TO ACTUAL EMAIL The Template: Today I woke up at 6am to go running. At first I just went back to bed because I was so tired and it has been a busy couple of weeks - I need the rest. But eventually I got up, and went about my day. I didn’t end up running until later in the evening…but I finally got it in. Here’s what I found surprising: I’m the guy who owns Territory - a brand that inspires people to get out and run. And yet, I struggle with the exact same things every single day that my customers struggle with: making time to do the things I love when life is almost constantly crazy.
  43. 43. BREAKDOWN The Elements in Action: 1.  Action 2.  Struggle (and development of struggle) 3.  Resolution (later in the email) 4.  Setting up the Lesson Learned and Big Idea Stats on this email: •  58% open rate •  38% click-through (unique) •  Ton’s of responses •  Sales: Part of a launch series that did $19,000 in 12 hours to a list of 2,800 people
  44. 44. ONE MORE EMAIL EXAMPLE
  45. 45. STORIES IN ACTION Stories are constantly selling, whether they intend to or not.
  46. 46. QUICK WINS FOR STORY SELLING Quick win story tips: 1.  Write the way you talk 2.  Don’t start with a blank screen (use the template, or pieces of your research) 3.  Write, then edit 4.  Edit: take out unnecessary words and phrases 5.  Edit: exchange “limp verbs” for power words (engage vs hijack)
  47. 47. THE TRANSITION The #1 pain point: How do I transition from the story to my product? Answer: 1.  Turn phrases 2.  Anchoring
  48. 48. TURN PHRASES Turn phrases: 1.  “So why am I telling you this?” 2.  “This is a great example of…” 3.  “This reminds me a lot of…”
  49. 49. ANCHORING Anchoring: Anchor words you drop before and after a story to knit everything together and hold it in place. Before: single word forecasts that connect to your lesson learned, big idea, or product. After: recap or recall
  50. 50. EXAMPLE OF ANCHORING Anchor word: Instinct Big idea: Instincts are important Product name: The Instinct Sock
  51. 51. How to test and scale a story across your marketing GOT A GOOD STORY? AWESOME. USE IT EVERYWHERE.
  52. 52. Press send! Email gives you immediate feedback. HOW TO TEST
  53. 53. Feedback you are looking for: 1. Sales! 2. Customer responses 3. Open rates 4. Click-through rates If you get sales AND customer responses, you are really onto something SIMPLE FEEDBACK CHECKLIST
  54. 54. Take that story and repurpose it across ALL of your marketing: 1.  Product descriptions 2.  Sales pages 3.  Social media 4.  Blog posts and other content (even video) 5.  Sky is the limit! RECYCLE YOUR STORIES
  55. 55. The email RECYCLING EXAMPLE IG post Sales page
  56. 56. LAST THOUGHTS Final tips: 1.  Keep it interesting and entertaining and nothing can go wrong 2.  Subject lines 3.  Frequency 4.  The few things that people will definitely read: subject lines, first lines, captions, the P.S.
  57. 57. LEARN MORE NOW Discover how Kissmetrics can help you optimize your marketing
  58. 58. Questions? ALLISON CARPIO Product Marketing Manager, Kissmetrics @allisoncarpio MIKE RINARD Copywriter and Marketing Consultant, Chimp Wolf @rinardmike

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