Sales Funnels Part 2 (Facebook Live Transcript)

Title: Sales Funnels Part 2
Time duration: 1 hour 10 mins 24 seconds

DARIAN: Hi everybody! Okay, we are live on the DNC Copywriting Facebook page. If this is your first time dropping by, or if you’re seeing this in your feed, we are using the Facebook page at DNC Copywriting to go over a master class. And the last two Saturdays, we’ve talked all about sales funnels with expert Christa Nichols. And so today we’ve come back to talk more about it. There were so much to cover and we only really touched the surface last time. And so, this time we’re going to go into some dos and don’ts on sales funnels and Christa Nichols has some incredible stuff to show you. And she even told me she has a surprise at the end of this live to show you. So, stick around and let’s talk a little bit more about sales funnels. Now, just a recap, last time we walked through the structure of sales funnels. And, everything from the content that you create and the freebie or the discount or the opt-in that you put into that content in order to get people on to your list. Now, once people are on your list, do you need to present them with either a thank you page or drop them right in to an e-mail series that indoctrinates them into your brand and then offers them their very first paid offer. And typically, this is a very cheap offer, very low-cost product or service for them to opt-in to so that they can get a taste of what you can provide for them. And now, after they opt-in to that, you can then drip feed them the information about your premium offer, your more expensive offer that can really help them in a bigger, bigger way. So, after we talked about the structure we went into some incredible copy tips. And if you’re interested in say more about that, if you want to see that last Saturday live, just let me know in the comments and I’ll drop the permalink after we finish recording this one so that you can see both of them at the same time and get the full impact of this incredible lesson we’re about to go over. Now this time, Christa Nichols has some incredible information for us. She’s put together a great presentation with some awesome examples of great copy, great landing pages, great sales funnel, tips and tricks that are going to help you boost your business income, help you get those subscribers, get those followers to really get align with your brand and understand what you have to offer. So, Christa, if you just want to jump in and let us know, introduce yourself again just in case they haven’t seen the first one and let us know what’s going on with these dos and don’ts of sales funnel strategy. Go ahead!

CHRISTA: Thanks Darian. Yep! My name is Christa Nichols and I’m a Digital Marketing Strategist from Iowa. I build all kinds of sales funnels and it’s honestly a favorite part of my job. So, I love to get on here and be really nerdy and talk about sales funnels. Last week we talked about foundations that you need before you even start to build. So, you know, you need to cover your target market, you need to cover your offer, things like that. So, we didn’t even like look at the sales funnel really, we didn’t hardly even touch on the actual execution or the building of one. So, today I’m really excited to kind of get into that a little bit more as far as your landing page is concerned. And just going to go over some of the pitfalls that I see. There’s four major pitfalls that I see a lot when it comes to sales funnels. We’ll go over what they are and how you can avoid them.

DARIAN: Awesome! Okay. So, if you’re ready I’ll go ahead and share the screen so that they can see what we’re going to go over.

CHRISTA: Sounds good!

DARIAN: Alright. So, I’m really excited to see this because it’s not something that I’ve actually been through before. So, I’m really excited for everyone to actually get a taste of what it’s like to work with you and get to know what a real sales funnel strategy is. Is the screen sharing? Can you see it?

CHRISTA: Yes! Yep. I can see it.

DARIAN: Okay. Awesome!

CHRISTA: So, we’re going to talk about avoiding some other pitfalls that can really affect conversion. Every little piece of a sales funnel is important but there are definitely some major points that can really make a difference in how well your sales funnel converts. Oops! Hi!

DARIAN: Oh no! Sorry. Alright, we’ll try this one more time.

CHRISTA: Alright. And, I tend to be somebody that people come to and ask to look at their sales funnel before they go live with them because they know that I have a really good view for what converts, what’s effective and so I looked at a lot of sales funnels before they go live and I’ve noticed over and over these four things that can really trip you up. And, so I’m always giving the spiel, okay? Don’t forget these four things. So, we’re going to go ahead and take a look and talk about four things that can really affect the conversion of your landing page. So, I don’t know if you want to go to like page three.

DARIAN: Okay. Was it showing up? No?

CHRISTA: No. It’s actually still the cover slide.

DARIAN: There you go. Okay. Technology is fun. Alright!

CHRISTA: Right! Exactly. The first mistake that I see most commonly is an unclear offer. And I think this one is so easy to fall in to because as the creator of your offer or the creator of the product, the seller of the product, we are so familiar with what we’re offering people that often times we forget that our audience maybe isn’t as clear on what they’re actually getting. So, you have to really break it down for them. You have to make sure that it’s clear exactly what they’re going to be getting if they opt-in. So, I have a couple of questions and I can put this resource later in here. But ask yourself, have I made it clear exactly what I’m offering? Can I tell on my landing page exactly what they’re going to be getting? And, is it an attractive, irresistible offer? You have to make sure it’s something that they’re really going to want, something that’s really going to appeal to them. And, that’s going to take us to the next slide. So, who is this demo we’re talking about? We talked about it last week. You know, who are you building your sales funnel for. It’s easy to think you might be building it for yourself or to promote yourself for your product but honestly, for a really effective sales funnel, you’re building it for your audience. So, the second common mistake I see is sales funnel that ignores the audience. You know, it might assume too much, it might assume they know more about the offers than they do, it might use language that they can’t relate to or imaging that doesn’t make sense to them. Anytime you’re putting something out there, you want to make sure that the audience is going to be able to tell why they need it. They’re going to feel like you can relate to them in how you speak and how you communicate with them through the copy. And just to double check, ask yourself, have I made this funnel for the product and service or have I made it to serve the target audience?

DARIAN: Right! And that really tights back into do you understand your target market? Did you do the research there and did you ask those questions? And we actually went through a huge that on target market research of the very beginning of this master class. And so, if anyone’s interested in saying more about that, let me know and I’ll drop the permalink there as well. But the big part of the copywriting that goes into it is understanding the language that they use, right?


DARIAN: So, we’ll talk a little bit about that whenever it comes to making sure you understand the audience within these landing pages or do you come to that later?

CHRISTA: I do. That’s actually if you go on to the next slide, we’re really going to get into that.

DARIAN: Good transition.

CHRISTA: That’s not the one.

DARIAN: Oh! Okay, sorry.

CHRISTA: You know what? I combined these two. I combined two.


CHRISTA: The target… ignoring the audience. Part of what you’re doing to reach the audience is you’re trying to solve the problem or fix the pain point that they have. So, if you’re just putting a message out there like, “Hey! Look at my new skateboard!” That’s not really speaking to why they might want one or what their need for it might be. For instance, say, use a landing page for a webinar like this one, like this master class. If I just said, “Come learn about sales funnels in this master class,” that you’re going to lose a bunch of people right there because, it’s yeah great! You know? Unless they’re really nerdy into sales funnels like me, it’s not going to really appeal to them. They’re going to be thinking… no that sounds like fun? Not really?

DARIAN: (laughs)

CHRISTA: But, if you talk to how that can improve their lives, what their life is like now without a highly converting sales funnel. So, if you said something like: Is your business struggling to get qualified deeds? Do you feel like you’re wasting money on Facebook ads every month? Are you having a hard time giving your web traffic to click through? Come, see the sales funnel webinar that tells you the common landing page mistakes that your sales funnel might be experiencing and how you can fix those to up your conversions.

DARIAN: Awesome! So that, that just goes right back into the benefit to the audience. So, you’re not telling them this is what we’re going over, these are the bullet points and everything I’m going to cover. You’re saying, this is how you’re going to benefit from learning what I’m about to teach you. If you’re struggling with this pain point right there, then this is what you can learn. This is how you can overcome it. Join me on this webinar in order to overcome whatever you’re struggling with, in order to get the result that you want. So, that goes back to understanding your target market right there.

CHRISTA: Yes. Exactly. And if they feel like you’re speaking directly to them, they know that you understand them, they’re going to be much more likely to take you up on your offer because they’ll be able to tell but it’s really going to be something that will be useful for them.

DARIAN: Awesome! Yes. Okay.

CHRISTA: Okay. Yes. So, okay. Mistake number three. This is when that when I first started building sales funnels, I was still guilty of. I wanted to make sure I had everything they would need to make a good decision. And so, I just lay it all out there, you know? For my video up there, my attractive headline, my offer, my support information, social proof. I just put it all out there in one long funnel and someone who I worked with actually in a circle number came to me in one day and said, you’ve got to condense it. You’ve got to put all the important information above the fold. And so, that means you have to get really, really specific about what they need in order to make a decision. Now, some people will continue to scroll down, a lot of people will. But, if you don’t have everything they would need to know in order to make a decision above the fold, you will lose some people because they’re not going to want to keep scrolling. So, if you have a call to action, make sure they can see it in that first screen when they click on the landing page. If you have a video, make sure they can see it in order to play it. So, the most important information that they would need needs to be right there when the screen pops up after they’ve clicked in. They need to able to see exactly what you’re asking from them and how they can get it.

DARIAN: Yes. And then, especially as a copy writer, this is something that… especially in the early days before I had feedback from anyone as I would learn in my craft and putting my own things together and working with clients, this is something that’s easy to forget because these copywriters were all about the words. We’re all about making sure it’s clear and it’s catchy and you’re getting everything across and structure and format is important but the layout of the page isn’t something you’re necessarily taught when you’re learning how to use all of these copywriting techniques. It’s not necessarily something that you become familiar with until you start to get that feedback. Until working together with a sales funnel expert or someone who is familiar with creating landing pages and has these easy tips and tricks that was just part of the process for learning your sales funnel technique or building a website, learning how to do web design and everything. It’s something that’s incredibly important.

CHRISTA: Right! And it’s, it’s something that I’ve always remembered because I knew that… I’m a… I like words, you know? Somebody who writes a lot of copy and also designs. I like a lot of, a lot of all the things. But, I have to really be conscious of making it very targeted and very specific so that it’s not overwhelming to somebody who maybe this is a new subject for them and the only information they really need is how this can solve their problem.

DARIAN: And that is a great point. I don’t know if you realized that you just hit on something that was so important right there and this only tell them what they need to know at that point which makes a lot easier to then condense that information above the fold because even though which you’re offering may have a multitude of benefits for them, it might address every need that they could possibly have for the struggle that they’re currently experiencing right now. All you need to address is exactly what they’re experiencing right now, the exact struggle, the biggest struggle that they have right now and that’s going to get their attention. And then once they’re into the page and they see, “Oh this might be something for me,” they’ll continue reading and they’ll see the other benefit and it’s just like the cherry on top of the cake right there.

CHRISTA: Right. Exactly. And I really like it when below the fold you have, you know, the three icons with the three most important benefits or you have the bulleted list. I go looking for those but I know not everybody does. So, it’s important to have it, you know, you need to be able to give them a little bit if they need more information, if they need more nurturing before making a decision. But, not everybody is going to need to go in that far.

DARIAN: Uh-hm. Alright. Are you ready for the next slide?


DARIAN: Alright.

CHRISTA: Yeah. Okay.

DARIAN: I love this one. This one might be my favorite point.

CHRISTA: I know. The nothing can kill a sales funnel faster than number four, an unclear call to action. Like this is kind of appeals with the unclear offer. It’s kind of connected where we as the designer or the owner or the creator of the offer and the service or the product because we understand it so well, we really have to make it conscious effort to put ourselves in the shoes of somebody who might not and make sure that the call to action is really clear. The call to action if you’re not familiar or CTA as what I like to call it, is the actual thing that you’re wanting them to do. So, a lot of times it’s put just on the physical button, you know? Enter your e-mail to download this guide now.

DARIAN: Buy now, add to cart. Yeah.

CHRISTA: Yeah, yeah! The call to action is the actual physical thing that you’re asking them to do and oftentimes it’s right on the button that you’re asking them to click. So, if you have an unclear call to action, they may never actually take action because they’re not really sure what they’re going to get when they click on the button. And I have some examples that will look at, that can help flush this idea out. But yeah! If your offer isn’t clear or if there’s more than one thing going on. If you’ve got more than one action that you’re asking them to do, that’s going to make your conversions go down because they won’t know which one to pick. They won’t know which one’s more important. So, if there’s more than one call to action throughout that landing page you’re going to lose people. Also paying attention to where you put the button is important. It should be above the fold just like, you know, your offer and any other important information. But if you have more information further down the page, you need to make sure that, that button is accessible in the middle of the page, at the bottom of the page. Every chunk of information you give them, they need to be able to come back to that call to action without having to look too hard for it. So, I don’t know if any of you ever seen, some people have an above the fold landing page. That is it. Other people have really long landing pages. Russel Brunson is one. His landing pages are miles long and it works for him. But, he takes every section, every chunk or so and he puts that call to action button there again and it goes back to that form or that place in the landing page where they can put their information then so that it just makes it easy.

DARIAN: Yeah. Yeah. And that I was going to say if anybody has seen a sales page or if they’ve opted into a program or anything they’ll see multiple buttons throughout the sales copy if it’s a longer copy. But then also, it’s not just on the button, it’s a lot of times whenever I’m coaching my clients we’ll talk about, you know, social media and every time they have a post they need to have a link to the product that they’re talking about. And, that needs to be just the one link to the exact page where that product is listed and that can be their call to action. Tell them to click here to check it out, click here to see the price. And then, within an e-mail. If you’re sending them an opt-in e-mail, wdo you want them to do after they read this e-mail? Just tell them at the bottom, there’s no need to be in a button, there’s no need to be a link. If it’s not require preferably include the link to help them get there but just include what you want them to do next. All the time! Everywhere that you’re writing your copy. Everywhere that you have your sales funnel, make sure that you’re telling them what to do next when they reach the end of the section.

CHRISTA: That’s right, exactly! If you don’t tell them, they can’t be held responsible for not responding in a way that you want because they might not know.

DARIAN: Right. Yeah! That’s the point I want to hit on is that, there’s so much for people to ingest when they’re online and especially if they’re looking for something to solve the problem, they’re probably not looking to click on the very first solution that they find. They’re browsing, you know? Everyone’s an educated consumer and so they want to get the best deal. And so, if you tell them all the benefits about this thing that’s going to help them with their problem, and then don’t tell them what to do next, it’s just an unconscious thought. Okay, got it! Now, I’m going to move on to the next thing. The next thing may have a call to action and now they’ve seen two things to compare and it’s a no-brainer because this person is selling them what to do next.

CHRISTA: Right. Exactly. So, we’re going to give them to some physical examples and kind of break it down. And Darian, if you have a few examples of kind of broken sales funnels that you want to pop up, we can totally do that. I actually had a harder time finding broken sales funnels than I did good sales funnels because I’m so highly targeted by Facebook with high level, you know?


CHRISTA: Expert courses and of course they have experts that build their sales funnels so they were all really good. Unless there’s a little feedback, “oh here’s the picture of a really…”

DARIAN: Blur out the brand name there.

CHRISTA: Blur, blur… yeah, right. Exactly!

DARIAN: I do have some examples of poor copy but we can get to that a little bit later. I couldn’t find any poor examples of sales funnels either but as we go through, it’ll become very obvious. Why there’s a need for it be the certain way and the wrong way to do it will become very obvious.

CHRISTA: Right! Exactly. So, here’s an example of a sales funnel. It’s not terrible but I feel like they’re really losing out on convergence because of the way that they have it set up. So, if you want to go ahead and click to the next slide. Okay. So, here’s their offer. I’m assuming this is their offer because that’s the only text that there is. And they say, “Engage your audience on Facebook live with an amazing live broadcast.” But they never cover why you would want to do that. You never… they never cover what might make you want to try that or what results you might get if you do. So, it makes a blanket statement but it doesn’t really make it specific to any certain target audience or somebody who might be feeling like, my marketing is not going great, what could I try?

DARIAN: Exactly!

CHRISTA: Just so general that there’s no real…

DARIAN: There’s no real help there.

CHRISTA: Yeah. Yeah.

DARIAN: So, the first thing that I noticed was that they have start for free way appearing tiny letters. And then the first that I would do is pointing out the pain point with the text that they have there and ask them that question. Do you need to go live for free? Or go live for free now to your audience. And that’s exactly what someone will search for in a search bar. It’s because the first time they’re going live, they might not want to invest their money in a product that, you know, cost them month-to-month payment in order for them to go live. They’re not sure how much the time they would invest in that. So, by telling them that it’s for free, they can try it out, try it on. And now, they’ve tested your product for free, they’re probably going to stick with your product and pay the monthly fee if they’re ready to go that far because they’re familiar with them.

CHRISTA: Exactly. That’s exactly right! And a great way to engage in something like this would be to simply make it a question. Are you looking for an easily used platform that can help you go live on Facebook for free?


CHRISTA: And that answers your question? You’re like, yup!

DARIAN: Get started in that call to action right there.

CHRISTA: Yes. And also it’s hard to read. I’m a former designer and the color is, yeah, it’s not bold enough, it’s kind of hard to read. Gets lost in the picture behind it.

DARIAN: Yeah. And that’s something to definitely pay attention to. I can see that they’re trying to stay with their brand colors here, be live right there in the corner but it is more difficult to see. If it were just a simple white, you know, letters that are bold or a little bit larger would help.

CHRISTA: Yup! Okay. So, here’s our call to action. Start broadcasting. Again, it’s so general. There’s no emotional or result-based call to action behind it. It’s just start broadcasting. They have no idea where they’re going to end up. If I click this button they have no idea what they’re going to end up gaining from it. And if I click this button am I suddenly going to be looking at my face on my webcam, you know. Do I need to go brush my hair? Do I need to go brush my teeth? Yeah! So, it’s a call to action with no information about what actually is going to happen after they click the button. And honestly, it was so general that I didn’t click it because I was like I don’t even know or I want to know (laughs). Because a lot of times you click in and see, okay what does happen, you know, after you clicked it. I was like, I’m not even really that interested in finding out, to be honest.

DARIAN: It might… might maybe something as simple as just learn more with help.


DARIAN: Because that’s exactly what they’re thinking. Okay, I want to know a little bit more. Okay, learn more. Right there.

CHRISTA: Find out how. Yeah. Okay.

DARIAN: Yes. Find out how.

CHRISTA: Okay. Now, here’s an example of a landing page that I really like. This was a… I did a Google search for top landing pages and this was one that showed up on there. And it had all the components that I knew I wanted to cover today. So, go ahead and click in. Alright! There you go. They’ve done their research on who they want to target. They have put that PROVEN ENTREPRENEURS. They know exactly who, they’re going for people who want to be proven entrepreneurs. They’re using the words that appeal to them already, Learn From Proven Entrepreneurs in a first four words they’re already telling what this landing page is about. It’s about providing learning from proven entrepreneurs.

DARIAN: Right. And that’s the first thing. Anyone who is gotten the taste of being an entrepreneur or who has been in the field for long enough, that is the first thing that I think about this. Okay I want to learn it from you. Who are you to teach this to me? Okay, you’re a proven entrepreneur, great! Now, I want to know more. Now, I’m ready to, you know, be pulled into whatever it is you’re trying to tell me.

CHRISTA: Yup. Alright. I love it when the offer starts with a question because it makes the viewer think of the answer. What did the top start-up founders know that you don’t. Well, first of all, the plans and idea that, okay, there might be things…there are things that they know that I don’t. I don’t know what they know that I don’t. I want to know that, I want to know what they know that I don’t. I want to be a top start-up founder… already you’ve got their minds working in a way that you know is going to keep them breathing to that second or that third group of text there. Yeah.

DARIAN: And then I just saw, I saw two things also that with this letter really incredibly helpful as far, from a copywriting perspective. It’s the first thing, it aligns you with the elitist side. So, it makes you want to be part of the haves instead of the have-nots and you almost read more out of defense. What do the top start-up founders know that you don’t? Well, I know things. How come? Why is it that they know more than me, I know things. I’m going to read on and see exactly what it is they know that I don’t know.

CHRISTA: Right. Exactly!

DARIAN: But then also… yeah. Oh sorry. Go ahead.

CHRISTA: Oh! I was going to say you… yeah, it gives an emotional response. It provokes an emotional response. Either extreme curiosity because you want that or almost I’m a little offended that you even say that. (Laugh)

DARIAN: Exactly! And so, you’re hitting both targets than the start-up entrepreneurs who they know they don’t know anything and they’re ready to just, you know, rub in just to consume information. And then the entrepreneurs who’ve been in the field for a while who have that defensive. Okay, let’s see. Let’s see what you’ve got.

CHRISTA: Right. I bet I know all the things that they know. I’m just going to pull it up.

DARIAN: And then the second thing that I know is that it’s an open-ended question. And there is a time to use a close ended question, a yes or no answer question. But, especially for something like this for you do want them to click, you do want them to stay on the web page and to keep reading and to learn more, you want to make sure it’s an open-ended question so that they can immediately answer in their head, yes, no and then move on.

CHRISTA: Right! Right. They need more information.

DARIAN: Uh-hm.

CHRISTA: Okay! I love this. This is part of their call to action, part of offer part call to action. Discover to think and take action like they do, straight from the founders themselves. Click the button below, to instantly get 9 of our popular interviews in your inbox. They are telling you exactly what you’re going to get when you click that button. They’re telling you specifically who it’s from. And they’re telling you the specific amount of information that you’re going to get. You’re going to get 9 interviews. I mean that’s a pretty good number. You’re not just going to get a one-liner. You’re going to get, I just… I really like how they come up with the statement that’s specific but short enough to not be overwhelming. You know exactly what you’re going to get when you click that button.

DARIAN: I love that. Absolutely! One of the key things that you have to remember whenever you’re creating a landing page, whenever you are writing the copy for anything is clarity. Everybody wants to be clever, everybody wants to be catchy and that’s where you’re tend to lose the clarity of your message and then you lose your consumers, you lose your buyers and your customers.

CHRISTA: Right. Exactly! There are some audiences you can get away with that but not if you’re new.

DARIAN: Exactly!

CHRISTA: Not if your audience doesn’t know you yet.

DARIAN: That’s right. I was going to say, there are some very top entrepreneurs that they do get very, very clever and it does a lot of fun to watch them, but you already know what their message is just because you are familiar with them. If you’re trying to break into the space, you have to be so crystal clear and even so niched down with your message that you’re targeting the exact people looking for the exact phrases that you’re using. You’re speaking their language entirely.

CHRISTA: Yup! Exactly. Okay now, this one’s super fun. This one offers a ton of social proof. And they don’t get too detailed about it. They don’t offer a bunch of statistics. But, they’re putting photos of people whose interviews they have on their platform. People that we know and listen to and follow. And then they’re putting some media mentions. A Wikipedia, Groupon, LinkedIn. Those are some of the people whose interviews they have featured. So, right there you’ve got instant social proof of what they’re doing and what they offer.

DARIAN: I love that. And then especially if whenever you’re breaking into the space as a start-up entrepreneur, maybe you can’t put a picture of yourself not because it’s not enough social proof, I mean you do need to show your face. But as a social proof it may not be enough and you don’t have access to, you know, the collaboration with big names and big brands and things. So, what you do instead is to use these links right here. Blog post that you’ve been featured in. Broadcast that you’ve interviewed on. If you’ve sent out press releases or if you’ve collaborated on anything in publication, all of that will count as social proof. All of that is going to get attention of your, whoever’s reading: your customers, potential customers. And it’s going to make them interested and feel like you are a credible source to learn from.

CHRISTA: Right. Exactly! And even if you just have testimonials from people who have benefited from your services, have taken your courses, have blogged your products. Those personal touches, you know, it’s like they gave you a little blurb of text and a photo or even not a photo, and name and age, you know, or city that they lived in, those things are, you know, organic social proof right there. I mean not someone’s opinion on what you’re doing what you offer. That’s a good stuff.

DARIAN: Yeah. And that also will help them feel like, okay this person who’s probably just like me, you know, just a regular guy, regular gal they benefited, okay so maybe now I can benefit too.

CHRISTA: Right. Exactly. I mean I know. When I go to Amazon, I read the reviews. Who doesn’t read the reviews? Right? Like, I can get lost in the reviews forever and they’re very entertaining. But yeah, I go looking to that. I know not everybody does. Probably guys don’t quite as much as women do. I know my husband’s like just get what you need and let’s go!

DARIAN: Right. Yeah. Exactly.

CHRISTA: But no! I need to know what everyone else thinks about it too, honey.

DARIAN: This is the best investment right here, okay. They said it’s good.

CHRISTA: Exactly! And who they is, I don’t know but I believe it.

DARIAN: (laughs)

CHRISTA: Okay, I love how pretty this one is. The background image is so beautiful. This is a friend of mine, Jamie Cross. She has gone absolutely wildly viral with funnels in the last two months. She’s selling out of stock like crazy and becoming super popular. Now, her funnel is not the most like the part in the white, there’s a lot going on there. But it’s all very purposeful. It’s all very targeted for a reason. So, as we get into it, it’s maybe one of the more complicated looking heading areas on the funnel but there’s a reason for that.

DARIAN: Okay. Let’s jump into it.

CHRISTA: Okay. So, she tells you right away in that big text exactly what you’re going to get. You get two bars of body lotion, you get two trainings and one cuticle booster for free. I like free. I do. And there are two bars that I’m buying but three things that I’m getting for free. I like that. That’s a good thing.

DARIAN: And you get some training on it?


DARIAN: And I love that free. Free has been one of the best copywriting words since the… you know, when since copywriting begin. Free has always work. Free and guarantee have always work, will always work. If you can slip that into your copy, you’re going to get people’s attention.

CHRISTA: Right. Exactly. Okay. Now, disappear. Disappear at first before I really read it. I was like, Oh! That’s just looks small and I don’t know if I think that’s effective. But the reason why it’s there is because she is using this funnel. It’s a retargeted funnel. So, these are people who’ve been active on her Facebook page, in her Facebook group, maybe got to the landing page of one of her previous funnels but never purchased. So, she’s specifically targeting very certain people. And this statement tells me that because it’s saying that they have a limited supply. So, it’s telling me they’re targeting people who want this but maybe have not been able to get it yet. And they’re saying, okay it’s in stock right now, you need to add to cart right now. So, this little statement right here is probably going to do more to get them to opt-in. Since they’re retargeted, it’s a very specific audience that she’s choosing here than anything else on this page. Like, “Ugh! I’ve been waiting for that! And now it’s in stock, I going to do it now.” They’re probably going to skip by everything else on the page and just fill out the form.

DARIAN: Right. And that’s a great point to make two as the difference between, you know, retargeting in customers who are saying it for the first time. Because this is going to customers who are retargeted, they are warmer to her. They already know the message. They’ve already seen the video more likely. And so, yeah. They’re probably not going to read much of that because they’ve already seen it. But this is the new section. They see it right at the top. This is different from before and they’re going to read that immediately.

CHRISTA: Yup! Okay, and I just… I really always enjoy the call to action button. I like it when it’s specific. It’s saying, “Yes! Ship my organic body lotion bar now.” So, they know when I put my information in and I click this, they’re going to send me. The result is going to be that I get my organic body lotion bar now. (laughs) So, I just like that.

DARIAN: I do. I do love this too because we’ve all seen the buy now button. And so, most people it does, it’s like. In advertisement, we just keep going, we skip right over. Now, if you’re not sure how to write a clear but clever, a clever and clear, both of them call to action button. It is that just to stick with buy now because consumers are used to seeing it. And so, when they ready to buy, then they know exactly where to click. But, if you can do something a little more creative, it is more attention grabbing. Yes! Ship my organic body lotion bar now. That’s more attention grabbing because it doesn’t just say buy now you’re going to actually sit there and read the whole thing.

CHRISTA: Right! And you’re going to know that this landing page is specifically for this product that I’ve been waiting for and hoping would come back into stock. I’ve got just the couple of one-page landing pages. This one is from a popular consultant and I like his because he’s very, very specific with his offer. How I get 30 to 50 high ticket coaching in consulting clients every single month with predictability down to the dollar in a day. So, he’s very, very specific about the results that he gets and it really gives his audience the knowledge that he knows what his doing. It’s specific enough that it’s not just how I generated tons of blah blah blah blah blah! It’s specific numbers. It also gives some social proof in there that, hey, he is able to use these strategies that he’s offering me to get this specific result and so I really like that. For people who are looking to get leads and get clients, this kind of a statement is really going to speak to what their need is, and what their pain point is.

DARIAN: Yes. And then a lot of clients will… what is the purpose of being so specific? Why can’t I just get through this quickly right tons or lots of or I, you know, I’ve sold a whole bunch of, whatever it is and then move on with my life and continue to make money. The purpose of it is kind of ingrained into our psyche is it if it’s more specific, we’re more willing to trust it. We feel like it says more honest number. And so, especially when you see numbers like, I’ve sold 1100 and 98 of whatever. Or even with pricing, it’s only $849.00. It feels like a more accurate number, it feels like something more worthy of trust than just giving a round number 3,000 or just saying tons or lots of.

CHRISTA: Right! Like they care enough about what they’re doing to specifically find out the answers to that. It just kind of tells you their work ethic, you know, they’re going to go after those specific numbers just so they can tell me exactly.

DARIAN: Right.

CHRISTA: Just definitely builds trust. And I also really like the countdown, that’s fun. It builds a little urgency, a little scarcity. Never use them unless you are going to stick to it, don’t just stick it in there and then keep it open and open and open because that erodes trust almost immediately. But, if you have few like, yes, we are going in live, this is happening. Yeah, put the timer in there so that people know: I’ve only got 3 hours and 25 minutes to take advantage of this and then it might be gone.

DARIAN: And, this is definitely another strategy that you’ll see on Russell Brunson’s page. He’s like sales funnel, sales funnels, sales fun… landing page of another landing of another landing page and all of them will have some kind of timer. You’ve opted into this product that all you’ve to pay for is shipping. Okay, now you’ve got 5 minutes to opted in to these inclusions with extra, you know, 10 dollars or whatever. That timer is a huge urgency like you said, urgency hitter is a… yes! It’s a huge thing for people when they see the timer, they want to take immediate action. They don’t… it doesn’t give them enough time to sit there and think well. Do I really need this? Am I really going to want to invest in this? Do I really want to do? And then go through everything for their day and their life and their year. To find it out, they have to make an immediate decision.

CHRISTA: Right! Exactly. Also, something like the steps on the funnel, it doesn’t have to do with time so much as, but if you’re having to have putting their name and then the next step they have to put their address. If you show them, okay this is step one, just three more steps to go. Or, this is step two, you’re almost done. Little things like that, that giving indicator of time and what step in the process you are can also really give people a feeling of comfort and just like they know what’s going on. They know what next step is. It’s they’re almost done and no big deal. One more step? Great! I’m going to stick around and do it.

DARIAN: And, progress bars are also great for that especially if you’re using like a quiz as your opt-in to get some these e-mail address. You know, the progress bar is going to let them know how much time they’re going to need to invest in this and if they want to sit down and do it.

CHRISTA: Right, right. The last little thing on here is his little… his little Facebook likes. You and 399 thousand others like’s this. There’s as little social proof.

DARIAN: That’s great! And then… so that’s very easy to insert which is to plug in your website or any kind of, you know, website creation. That’s just an extra plugin that you can put in there and connect to see or Facebook page so that you can let people see how many others or opting in and they can, you know, that popularity thing, they can decide if they want to be with the haves or the have nots.

CHRISTA: Exactly! Or you see people space as that you know, makes the difference like, oh, so and so like some? Yeah! You must be good! Okay. So, as we handled the physical items on the landing page, there are few things…I’m not going to get to deep into it just because that could be another days on training but there are few things that you can do that kind of surround your landing page, that are directly related that can help maximize your conversions. So, go ahead and click on the next one. Alright! Split test. There is no reason why you should not split test. Color, photo, send 50% of your traffic to one version of your landing page, send 50% of your traffic to the other version and, you know, give it several days, see which one’s performing the best. Even… I mean depending on how much traffic you’re sending, even if your percentage points better can be additional leads and conversions for you that can really add up overtime. So, if you’re not sure which call to action button is going to resonate of your audience. Or, what color of headline is going to convert better, those things do make a difference sometimes. So, don’t be afraid to split test, you know. Split test for one variation at a time but it’s definitely worth it.

DARIAN: Yeah. And now, it’s just going to talk about the color a little bit. When I first built my website, I had, you know I’ve got this pretty blue in our brand. And, I didn’t realize that on the internet explorer browser it looks great but in the chrome browser it was really bright and so the white letters in there just washed out and you couldn’t really read anything and that impacted our bounce rate and our dual time for to a huge extent. And so, if we had split tested just that, it didn’t even matter what the copy looked like because the people couldn’t read the headlines because it was too… it was too bright, too washed out. So, even just split testing the colors and especially split testing copy, it is incredibly important to see not just… if your customers are happy with it, if they’re converting with to it or responding to it but also on which platforms. Does it work on the cellphones as well as Chrome and, you know, Mozilla Firefox and Internet Explorer and each and everything.

CHRISTA: Right. Exactly! Okay. A clear thank you page. Once I’ve opted in, they’ve given you their information, they’ve taken your offer, you want to make sure that you have clear thank you page that restates what they’re going to be getting from you. It just… is consistent with what you’re trying to do. They can walk away knowing exactly what the outcome is going to be. And, just gives that extra step of security and safety for people who, maybe it’s a little bit more ever rich for them to have committed, you know, the… a clear thank you page that’s specific to what just happened there is really going to be something that’s important to them. It doesn’t look like a form, it doesn’t look like just an automatic whatever, it’s… okay yes. My PDF guide is going to be arriving in my inbox within the next few hours. Great! I can go look for that. I know where to go now to get what I just opted in for that type of thing.

DARIAN: Yeah. And that time period is incredibly important. So, especially if you’re selling someone with a premium offer, something that they’ve had to invest a lot of money into that they…they really took the time to think about and decided to invest for themselves and in their business. You want to make sure that the thank you page is kind of like, that piece of paper that inventory sheet that you get whenever you buy something that you’re having to put together. It’s going to have 20 nuts and 20 bolts and all of these things are included in this box that you can look and see exactly what’s included in everything that you just paid for. You’re not confused in anyway and it all comes back to clearly making sure you understand and then the when. Like you said, it’ll be in your inbox in a few hours. Because a lot of times we get things to our inbox right away and so, whenever some are goes to their inbox and they sit there and they refresh, refresh, refresh for a whole minute and it doesn’t show up, we get a little bit panicky especially if they just invested a lot of money and they might immediately go and ask for a refund or immediately contact customer service and feel like, oh, this is… this is poor customer service, I did not receive my thing immediately. Whereas, if you let them know, it could take a couple of hours because there are lots of customers and it won’t send out as quickly as you may be used to then a little bit comer and they’ll come back in a couple of hours and recheck it. And when they received it exactly when you told them they would, that’s good customer service. They feel better and they’re ready to get started using your product or using your program or whatever it is.

CHRISTA: Right. Exactly. And this is still important even if you have an upsell offer. After they’ve gone through the first and accepted the first item still on the next page, the thank you page, be clear that, yes! They have or will be receiving the opt-in offer and then talk about the upsell. If you just go straight to the upsell, you ran the rest of having a wonder if, okay what just happen to… am I going to be giving my free PDF or is this replacing the free PDF or what just happened?

DARIAN: So, a confirmation?

CHRISTA: Right. Yeah. Acknowledge that they opted-in. Thank them. Make sure they know the…that’s coming and, you know, then, of course offer the next thing.

DARIAN: Right. And even if it’s an into offer. So, they’ve input their credit card information. Let them know, your information has been received so that they don’t go back and think that, oh maybe it didn’t work, let me get my credit card information again. And then, now you running to more issues there.

CHRISTA: Right. Okay. Now, everybody knows that e-mail follow up is super important and I’m not going to launch into a whole e-mail marketing sequence campaign talk or whatever but this is just going to be kind of a partner to what we just talked about with a thank you page being specific about what just happened. If they just purchased from you, make sure that it not just an auto response. Make sure that it’s saying, “Thanks Judy! We received your order for X item. We’re preparing up for shipping now and we will send you a message when we have a tracking number for you,” or something like that. That way they know that they’re reminded again, yes, I was on that landing page, this corresponds with that and it opens the door too for future e-mail from you because now they’re familiar with what your e-mails look like and so, next week when you send them your newsletter, they’re going to be like, oh, that came from that nice landing page that I got that really helpful guide up of. And so, it’s going to just make sense like they’re… it’s not just going to be random e-mail showing up in their inbox, they don’t know where it came from and who or belong to. It’s going to look like your thank you and your follow up.

DARIAN: Absolutely. And then, just that simple trick of inserting their name and most if not all, I’ve used several of them, the e-mail service provider softwares have that little piece of code that you can insert in so that it takes the name of your subscriber and puts it right there: Hello Judy! Or, Welcome James! And you can either with the dropdown menu click the button and then search it or you can find a code somewhere on the website help information and inserted in there so that it’s more personal and it feels more like, you know, it’s an individual who’s e-mailing them and not a corporation and something that’s little colder and less personal.

CHRISTA: Sorry. I just had some company. Just arrived. The puppies are very excited.

DARIAN: Welcome!

CHRISTA: Yes. Hello. Okay so, this is my surprise! I’m friends with Akbar Sheikh and I contacted him this morning and asked to him if he’d be willing to share some links to his funnels. He’s… I don’t know. If you’re not familiar with him, he is a seven-figure funnel builder and has just really had a lot of success creating highly converting funnels. Copy for him is huge. So, I just wanted to throw a couple of these if you’re not familiar with him, you may have not seen any of his funnels before. So, this is his personal funnel for his program. I know. My dogs have so much to say right now, they’re excited about live.

DARIAN: (laughs) That’s okay. Thanks for a little bit more personal. See? Wherever they people.

CHRISTA: And so, he sent me links to his funnels and I was so excited. So, and this is funny because this is where you’re going to be able to tell when, when you really well-known that suddenly the rules don’t necessarily apply anymore.

DARIAN: Hahaha. Yes!

CHRISTA: So, this is, this is his landing page and he’s very specific about what he does and what the offer is and that’s it. This is, this is the whole thing, there’s nothing below the fold, it’s this. This is what in it converts because his face is on it. And, there’s a lot of psychology behind what he does and why he does. He split tests everything. I promise you he’s got versions of this funnel with the button to watch the free master class button and every color of the rainbow. And it’s red because red converted the best. I promise you he has versions of this funnel with 5 different photographs of him and it’s this picture because it converts best when he’s looking at the text. Because I’ve seen him break down this funnel before and say exactly why he does what he does. So, when you’re really well-known, you don’t necessarily need all of the little things that people like I would because I’m not as well-known. Because the face just, you know, it speaks for itself. But, his copy is very compelling and very clear about who he is and what he’s offering.

DARIAN: Yeah. I see, you can see it, how specific it is. Seven-figures… and then a big issue, first time users of copywriting techniques have is that they’re afraid of, their first thought is, oh, copywriting! Writing persuasively in marketing. That seems unethical. That seems like re-tricking someone and it’s very clear right here that we’re ethically injecting principles of persuasion. So, copywriting is supposed to be an ethical thing. You’re just helping people to make a decision. You’re not tricking them in anyway and that he’s making that very clear. One of the very first objections that make him up is right there being addressed for everyone.

CHRISTA: Right. And he absolutely lives this. This is not just words to him. His whole platform is, I help people make the world the better place.

DARIAN: That’s beautiful.

CHRISTA: He will only work with people that are improving the world around them.

DARIAN: That is awesome.

CHRISTA: You want some toys? I need it… I wish I can show you guys this little guy. He’s a cute, his here with his Trish hat on and it’s amazing. So, but… there’s just one more slide here. This is the page that shows up after you opt-in. So, it’s almost like a double landing page. The first page gets to you to click, the second page collects your information and I just thought it was entertaining to see like he’s got all of these disclaimers and privacy statements and everything on there. But it’s telling you exactly if you take this master class, this is exactly what you’re going to receive, you’re going to get the 7 secrets on how they took three to funnels to 7 figures and beyond. And then, his GIVE IT TO ME. He’s very big on a targeted call to action, yeah, like, come on! Give it to me.

DARIAN: I like that. And even the orange, it’s so close to red that it probably was the second, that’s performing color and it’s very unusual. You don’t see an orange call to action. Not that often.

CHRISTA: Right. And you if use Click Funnels, Click Funnels actually has like default colors that have been tested that you can use for conversion. So, it’s like a row of 9 different colors or something that are tested colors that convert.

DARIAN: That’s awesome. It does in that way.

CHRISTA: Yes, it does.

DARIAN: So, if, if those all your slides, I actually had a few things I wanted to show as well. Some great, some really horrible copywriting that happened that I found that I wanted to show to everyone. And then, some really great copywriting and then to show you people a few bits of my sales funnel and just how I’ve done it to the e-mail. I mean, you are, you’re the expert Christa. So, I am soliciting some free advice here.

CHRISTA: Oh sure!

DARIAN: But, I also wanted to show them what’s worked for me and so as you, as you build the skills, it’s just important to continue testing, continue refining, to continue getting better of it and learning how to target your people the best way possible. So, first I will start, where we at? With some great copy examples. And let me just make the view super big so we can all see it. Okay. So, the first one is just clarity. We stamped clarity a lot today but it’s, it’s that important. It is the first thing you should think about. Before you want to get creative, before you want to get catchy and corky with your brand, you need to make sure it’s clear. So, basecamp helps you wrangle people with different roles, responsibilities and objectives toward a common goal. That’s pretty creative, but then they followed it up with finish a project together, it’s very clear. They’ve wrapped it all up. They get a little bit of creativity and then they pull it all together with just 4 very clear words. The second thing…

CHRISTA: I like it.

DARIAN: Yeah. The second thing I like to talk about a story. This is, this is what we do at DNC and I love story and everything, you know, we publish offers over here. We like to inject it anywhere we possible can because it’s been proven that people retain information better if it’s in a story form or in a song, the lyrics, something that they can identify with that they can picture in their heads. And so, they did a really great job here keeping warm is no mean feat when the merciless chills of winter starts creeping in. You can clutch onto a smelly hot water bottle that’ll be cold in less than an hour; shuffle round in a pair of slippers, layer on a multitude of hats and scarves or just give up and crawl back into bed. Now a distinctly more toasty solution has popped up – the Toast Heated Pillow. Snuggle and squeeze this super-sized (and very smiley) slice and he’ll keep you nice and cosy for up to 4 hours. So, I found this.

CHRISTA: They should also sell toast with that because I feel like now I am hungry.

DARIAN: They should! It’s so toast, toast.

CHRISTA: And I want, and a toasty pillow.

DARIAN: And a toasty pillow. And it’s really cute if you’re going to look it up it is really cute. But, they, they’ve painted a picture of a struggle that works to anything right. Those cold winters it’s hard to stay warm in your house with that jacket and heat up and then you’re sweating and then they’re letting you know the solution that they’ve created, it’s the toasty heated pillow.

CHRISTA: Yes. Super cute.

DARIAN: Alright. And then, format is a big one. Something that you can do in order to make your message more clear and in able… in order to help people read it more easily and there for stick with it is to make sure your formatting is on point and you can do this as simply as inserting bullets, bolding part of it, adding some italicized. Anything to make your message stand out in bits of pieces so that someone does not just reading a wall of text or looking at something that’s all the same and looks like a lot of work to read. So, you don’t pay duty tax or tax on goods to bring in from the Europe Union as long as you… And then the three points that you need to meet in order to qualify for that. So, that’s very clear and that’s hitting something that people really want to know more about this, how do I avoid having to pay this duty tax? And then emotion. We touched on emotion with one of your funnel examples but, emotion is incredibly important. And it does take a little bit of practice because a lot of times when people try to achieve high emotional value in their copy, what they might be doing is sending an off-putting message either by using curse words when their target market doesn’t response to that. No, some do. But if you’re using it, you’re not sure. You need to make sure your target market response to that before inserting those words in there. If you’re…

CHRISTA: And honestly, Facebook, if you’re planning on running Facebook ads, regardless of whether or not your audience responds to it, Facebook is pretty pick. They don’t like words with negative connotations. They don’t like profanity, they don’t like… yeah, there’s, you really have to try to keep things really positive. They don’t like a lot of no, no, no, they like yes! So, give the positive spin but yeah, especially if you’re going to be using Facebook ads to run traffic, you do have to be careful.


CHRISTA: Because your ads will get less views. Delve, delve. Send it out less. I’m having a brain forecast now I do think about these toast… but you get less traffic from Facebook if they feel like your message is negative or off-putting.

DARIAN: Right. And I call it copy negging, because a lot of it is, it used to be incredibly popular and if you look at older from advertising and especially advertising in print that has less, you know, Facebook does a lot of that censoring but something that is all internal in that company, you know, they might not censor that because it’s their advertising department. Although use copy negging which is just calling you out and telling you that you’re not good enough, you don’t have what it takes, you haven’t achieved what you need to in order to make you respond to their advertisement and to pull you in and think that you need to take pardon whatever their offer is in order to be better at it. And so that’s also emotional right there. And it’s a negative emotion, but it’s the emotional respond that they’re trying to achieve with that. Nowadays, keep a respond much better to that positive emotional conjecture which what we’ve done here. Imagine if, somewhere outside your front door, there is a powerful explosive weapon waiting patiently for you, or a member of your family to disturb it. Because it’s buried, perhaps hidden from view, avoiding it is a constant game of chance. There could be one of them, there could be 100. You don’t know… oh! Sorry, let’s go back up. You don’t know how many there are and neither does anyone else. Everyday millions of people live with the threat of landmines or rather unexploded weapons in their doorstep. And, each day, nine people are killed or suffer horrific injuries because of landmines or abandoned weapons left behind after war. And their whole purpose with this copy is they’re trying to get people to respond to their charity and donate to their charity so that they can get rid of these landmines and to help a community. But they’ve used this emotion here and they’ve painted the picture of what other people are going through in order to help you understand the reason for donating to their charity, the reason for trying to help. It’s a great one.

CHRISTA: Yeah. Definitely. And, words can be so powerful.

DARIAN: Uh-hmm. And that’s why it’s incredibly important to make sure you’re careful what you say because even you’re not using, you know, Facebook ads that which make sure that you stay positive. What you promise people is very, very important. If you have set the bar very high and then you’re not able to deliver, you will have very poor customer service ratings. You will have a very negative experience for your customers and then they’re not going to come back. So, you want to make sure that if you’re setting the bar high, you can deliver high. If you’re promising something or telling them they will achieve these results, if you using that guarantee word. You want to make sure you’re delivering on it. You want to make sure that these words actually mean something.

CHRISTA: Right. Exactly.

DARIAN: Alright. And this is one that used the right amount of creativity. They didn’t go crazy and mess up they’re clarity with their message. And it was at the end of whatever their offer was. Not convinced yet? Oh dear, you are a tough nut to crack. Why not come and see us at our showroom in Chelsea or Bath bath and try one on for size. So, that’s just very clever and corky. And it gets your attention.

CHRISTA: Yeah. And it makes me wonder, it makes me wonder what they’re selling not knowing the offer.

DARIAN: Yeah. I think it was jewelry.

CHRISTA: Oh! I’m sold already.

DARIAN: Yeah. There you go. And then a pain point and a call to action. And I love these especially when you put them together and you remind your consumer the pain or the struggle or the problem that they’re experiencing right now. And then give them that call to action so that they can click through and find the solution for that very fresh thought. So, you just spent Thanksgiving at your vegan in-laws’ house. You did things you told yourself you never would, things you’ll probably never forget. Maybe for a moment, you were almost fooled by the yeast gravy and tofu turkey. But you survived. Come back to us. Dial in the Slaughter House Crate for an immediate and full recovery of your carnivorous manhood. (Both laughed) And how this laugh us?

CHRISTA: I do too, that’s fine.

DARIAN: Alright. And so, why don’t I… Here we go! I want to take you through one of my funnels. Just really quickly. We’re going really long here but it’s been so jam packed with quality information. I just, I can’t stop now. Alright.

CHRISTA: Don’t stop!

DARIAN: (laughs) So, as far as content, this is… this is one of our most responsive blog post. This is one of our most popular ones. And it might have to do with that visual candy right there. But, this is for irresistible product descriptions and a majority that we keep to serve need product descriptions for like canned meat product somethings. So, what I’ve done with this blog post, and again you can repurpose this content into a podcast or a video or all kind of things and include the same call to action, the same freebie, download or, you know, discount or whatever that’s you get them to opt-in to your list. And so, I walked them through a basic description of how they can create a great product description. The things that they need to do and you can see I’ve got a call to action right here the link. Another call to action right there with the link. You can see the formatting as broken up. So, there’s the picture and the headline and then I’ve got bolded sections, I’ve got sub headlines, more bolded sections, I’ve got the bullet points.


DARIAN: Here we go. And then, again at the bottom more calls to action. And once they click on that, they’re taken to a very easy to understand, very clear, very short landing page. And of course, I could break this out more and split test the buttons and everything and I think I might after we gone through this presentation because I’m so convinced. But it’s very easy to see exactly what they get here. The checklist, step by step process of writing, and then they can just enter their name, email, and subscribe. And after this…

CHRISTA: Yes. And especially because, the only way that they can get to this is through that blog post. So, they will have the information that they need, the more specific information. Doesn’t necessarily need to be on the landing page because they’ve already gone through it.

DARIAN: Uh-hm. Right. And that was how you I, that was how I pulled in the traffic to this landing page because I gave them tons of free value in the blog post. And then again, they get to download another freebie, free value whenever they subscribe. Another also on my list, and so I can take them through. And this is just one my funnels and I just… I’m not going to go through everything because it’s very long. But, after they received the thank you page and the welcome confirmation email with another link to download that freebie and everything, then they go through this, this long email indoctrination series that ends in a great offer and it’s the product description course at a 30% discount. And then, so you can see this is the intro offer that I have right here after they’ve gone through to the content and the freebie another on the email list, they go through an email series, warming them up even more and then they get the intro offer which is very low-cost offer. Then after that, let me take you through. This one. This is where they, are then, you know, upsell to our premium offer is our marketing course. And they can see exactly what it’s like if they just click on courses. They can go, they can actually see what we offer within the membership site for free and so they can see what’s in it for them and they can just take it through. And that’s what it looks like whenever they get there. So, all of that just to show you a very quick example because I know that we’re getting very short on time. I think we’re over of how we use the sales funnel in order to warm people up to our premium offer which is our membership course that open on January and it started with a lot of free value that people are asking for. They were asking how did your product descriptions for free, DIY and then we gave them that freebies so that they could see a very comprehensive list of all the steps that they needed to take. And then we offer them something that could teach them step by step how to do that with the mini course and then upsell them to the membership course which goes to another part of this description but all parts of written marketing for your business. And so, that was how we pull them through our funnels. I did say I was going to take you through some bad copywriting.


DARIAN: So, maybe I ‘ll just show a few examples of it. Let me see if I can share that right here. I know, is that very clear?


DARIAN: Okay. So, if I just op… I won’t open this up because they don’t have the screen to share more.

CHRISTA: Oh, my word.

DARIAN: But if that is, if that is clear you kind of see some of these very poor copy examples. Yeah! And some of them are bit cheeky and maybe they were intentionally cheeky but it wasn’t clear. So, you can see where a lot of things got messed up. For example 10% satisfaction guarantee. We’ll, as you hope so, as you hope at least 10%. And then, somebody’s, you know, funnier things right here. One-armed man applauds the kindness of strangers. So, it’s just very important to make sure that whatever your messages, you’re very clear. And all of your writing, you’re going right back to explaining exactly what your customer is going to get whether it’s reading this article, exactly what this article is going to be about. That’s a big point whenever you’re creating headlines or blog post or any of your content, tell them exactly what is going to be in there, what they going to read because even if it’s not, you know, something as silly as A-Rod goes deep, Wang hurts and they’re not clear on what comes next. Even if they’re not sure that what they’re about to read is going to help them, they’re not going to click in so you’re not going to achieve the result that you wanted.

CHRISTA: I feel like we need a post where everyone just puts the really unfortunate copy that they, you know, it’s like didn’t they posted this or something where he would post like the bad headlines or whatever, we need to post like that. So entertaining.

DARIAN: Absolutely we should do that and then we can have a winner at the end of the week, get something from it.

CHRISTA: Honestly no… there’s nothing wrong with having someone else take a look at what you’re doing before you go live. I think it’s always good to put another pair of eyes on something. Especially if it’s somebody in your target market that can just give you a little extra feedback. Let you know, yeah, you’re on the right track or well, I might have felt more favorable towards it if it was more like this type of thing. So. Yeah.

DARIAN: Yeah. Always… you should always beta test or even just have a family member proofread for you. A big part of our community is people who maybe English is not their first language and so they have trouble explaining their message in a more colloquial way. In a way that’s going to come across very clear and so, just having someone in your group, a beta tester. A friend you throw it until you, yeah, this make sense or actually this sentence sounds kind of funny, that is going to help tremendously and just a first step and making sure your copy is clear and on point.

CHRISTA: Definitely.

DARIAN: So, let’s go back to, can we get back to our faces? What I wanted to do was take you through all of that and then, here we go! Take you through all of that and then provide all that value. So, thank you so much Christa for coming on here. Before I wrap it up, is there anything that you want to leave us with?

CHRISTA: Just don’t be afraid to try. Don’t be afraid to do it. You know, you have a community of people here around you, we’re willing to take a look, doesn’t have to be perfect. But, don’t be afraid to try and try sales funnels, don’t let them intimidate you.

DARIAN: Yeah. And it doesn’t have to be, I know… again we foot stomps the clarity aspects of it but it should be fun. This is a fun part of your business. You’re learning more about yourself, you’re learning more about your target market and you’re testing things out. And, it is important to try and not get discouraged whenever you don’t get the results you want the first time. That’s the whole point of being an entrepreneur is that you have to continue working toward it, you have to trying and experimenting and figuring it out. Figuring with something out that maybe nobody else is figured out before. And so…

CHRISTA: Definitely!

DARIAN: Yeah. And so, if you’re ready to take on that side of your business, we have the DNC Written Marketing Course debuting in January and we take you through all aspects of your written marketing. Now, this has been an incredibly helpful webinar. At least two parts, the first part for sales funnels and now, today, our live today. This is going to be an incredible value and we’re going to keep this on our Facebook page as part of the free master class that you can enjoy to get a taste of what you can get within the DNC Written Marketing Course. And so, if you’re interested in that, there is a link attached, there is a link attached to the content or the text within the video right here. You can click on it to download the PDF or the DNC Written Marketing Course and see everything that we offer including the free community where you can actually submit the copy that you’re working on to get free proofreading and free feedback.


DARIAN: Not just for the community members but me and my team as well. And so, if you’re interested in that, go ahead and download that and check it out. And, thank you so much Christa. I really, really appreciate it.


DARIAN: This has been gold, this has been amazing content. So amazing I really appreciate.

CHRISTA: Yeah. Thanks for having me on. I had a blast!

DARIAN: Alright. And this is where we’re going to leave you all. Thank you so much and see you next time.


Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.