Learn how to identify your audience and how to nurture them on their buying journey.

1. The Sales Funnel
Write emails that engage and convert

2. Not Again…
• https://iq.intel.com/mica-intelligent-luxury-
fashion-bracelet-stays-alert-with-style/

3. The Content Marketing Funnel
Top
Middle
Bottom

4. The Content Marketing Funnel
Top
Top of the funnel content is
meant to :
• create brand awareness
• drive web traffic
To do this create:
• blog
• guest blog
• create infographics

5. The Content Marketing Funnel
Middle
Middle of the funnel content is
meant to :
• strengthen the relationship
between the vendor and the
prospect
To do this create high-value, in-
depth content such as:
• white papers
• webinars

6. The Content Marketing Funnel
Bottom
Bottom of the funnel content is
meant to :
• showcase the features and
benefits to the buyer
To do this offer:
• case studies
• testimonials
• user guides
• product features

7. ToFu Vocabulary
For example, if someone is beginning the hunt for a new pair of
running shoes, the top of funnel keywords they might search
include:
• heel pain when running
• shoes to get rid of foot pain
• cushion running shoes

9. Client Conversion: How to
1. Be positive
2. Be personal
3. Be Direct
4. Be Assertive (CTA)
5. Be Exciting
6. Be Positive
7. Insist on Action

10. BoFu Vocabulary
• Discount
• Coupon
• Promo code
• Best price
• Where to buy

11. Be Personal

12. Be Direct
• "Our product enables you to access data in dozens of
languages, providing total access to every available mention
of your brand or name, including online content and
information shared on social networks. This takes place
constantly, ensuring that you get real-time data delivered to
you when you need it.”

13. Be Assertive (CTA)

14. Be Exciting!
Make your writing more exciting:
• Unleash powerful verbs. Specifically, verbs that erupt with
passion and explode with vigor.
• Avoid the use passive sentences -- they are excitement-killers.
• Write short sentences. Short sentences are like a cheer. They
come with staccato-like emphasis that gives a feeling of
momentum.
• Use an exclamation point (if you must). An exclamation point
can be an artificial form of excitement generation. It works in
some cases, but it can make your content seem forced.

15. Be Positive
Give your customer a pat on the back and make them feel good:
• Don’t be controversial. It can be an instant turn-off. Know who
you’re targeting, and speak like you’re on their side about the
topics that they want to hear.
• Lead with information that they already know. Establishing
some commonality regarding their knowledge is a great way
to establish subtle camaraderie, and encourage them to think
positively about themselves.
• Draw attention to what they want to achieve. People enjoy
feeling validated. If you can simply state how they feel, it will
put them in a self-encouraged frame of mind.

16. Be Positive

17. Insist on Action
• Emphasize the now. The user needs to know that now is the
time. Make them live in the present and experience the
urgency of the situation.
• For every informational sentence, add a “so that.” If you need
to give information, then explain the “so that” behind it. For
example, you write “The fastest processor on the market, so
you can get tons of stuff done.” That two-part fragment
contains information (fast processor), and why it matters
(action). The action helps the sentence live, breathe, and
move.

18. Insist on Action
• "Use action verbs. Verbs like “be”, “is”, “was”,
“am”, “are”, “will” and “have” are unavoidable
• “Get”, “work”, “launch”, “lead”, “blast”,
“produce”, “create”, “push”, “drive”, “pull” and
“sustain” are far more descriptive.

19. Tip: Use Active Verbs

20. Landing Pages
Think of a landing page as the arrivals area of
your website.
• Where does your prospect need to go?
• What does your prospect need to do to get
there?

21. Landing Page: The Purpose
• Target a particular audience
• Direct traffic from an email campaign promoting a particular
ebook, or visitors who click on a pay-per-click ad promoting a
specific campaign.
Tip: Allow visitors to download your content offers (ebooks,
white papers, webinars, and so on), or sign up for offers like
free trials or demos of your product.
Tip: Build a unique landing page for each of the offers you
create.

22. Landing Page: The Purpose
• Lead generation
• SEO (web content)
• Maintain lead flow
• Evergreen content
• Where are they in the funnel?
• Company intel

23. Landing Pages

24. Landing Pages: The Form

25. Landing Pages: Unboring

26. Landing Page: Clear and Concise
Here are a few examples of clear, concise headlines:
• “Sign up for your free account”
• “Work Smarter with Evernote: Online Workshop”
• “Get our tips straight to your inbox and become a better
manager.”

27. Landing Page: Subheadlines
Here are a few examples of headlines with subheaders:
• “The Conversion Collection: Generate Even More Leads From
Your Blog”
• “Money Matters: Your Guide for Financial Security”
• “Get a Free Strategic Analysis of Your SEO & Content
Marketing”
• “Watch a demo of our Marketing software: See how you can
increase your company’s revenue with our all-in-one
platform.”
• “Learn the science behind the art of winemaking: Fill out this
form and we'll enroll you in a free sample lesson on sparkling
wine”

28. Landing Page: Value Proposition

29. Landing Page: Be Specific