download digi marketing jedi review by andy fletcher
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08 Fall
Andy Fletcher Neil Murton
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Table of Contents Introduction ........................................................................................................................ 4 Reciprocity: Today a Seat, Tomorrow a Marriage ................................................. 6 How to use it ................................................................................................................................. 7 Niche bloggers: ......................................................................................................................................... 9 Product owner: ...................................................................................................................................... 10 Offline: ....................................................................................................................................................... 11 Affiliate: ..................................................................................................................................................... 12
Authority: Trust Me, I’m a Dog Whisperer ............................................................ 13 How to use it .............................................................................................................................. 14 Niche bloggers: ...................................................................................................................................... 14 Product Owner: ..................................................................................................................................... 14 Offline ........................................................................................................................................................ 15 Affiliate ...................................................................................................................................................... 16
Social Proof: How to Outsource Thinking ............................................................. 17 How to use it: ............................................................................................................................ 17 Niche bloggers: ...................................................................................................................................... 18 Product owners: .................................................................................................................................... 18 Offline ........................................................................................................................................................ 19 Affiliate ...................................................................................................................................................... 19
Scarcity and Urgency: It’s MY D*mn Typewriter ................................................. 20 How to use it .............................................................................................................................. 21 Niche bloggers: ...................................................................................................................................... 22 Product owner: ...................................................................................................................................... 22 Offline: ....................................................................................................................................................... 23 Affiliate: ..................................................................................................................................................... 23
Commitment and Consistency: The Al Capone Gambit ..................................... 24 How to Use it: ............................................................................................................................ 25 Niche bloggers: ...................................................................................................................................... 25 Product owner: ...................................................................................................................................... 26 Offline: ....................................................................................................................................................... 26 Affiliate: ..................................................................................................................................................... 27
Liking: The Cheerleader Effect .................................................................................. 28 How to use it .............................................................................................................................. 30 Niche blogger: ........................................................................................................................................ 30 Product owner: ...................................................................................................................................... 30 Offline: ....................................................................................................................................................... 31 Affiliate: ..................................................................................................................................................... 32
Perceived Value: The Russian Billionaire Fallacy .............................................. 33 How to use it .............................................................................................................................. 33 Niche bloggers: ...................................................................................................................................... 34 Product owner: ...................................................................................................................................... 34 Offline: ....................................................................................................................................................... 35 Affiliate: ..................................................................................................................................................... 36
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Groups and Community: I’m an Individual Like Everyone Else ..................... 37 How to use it .............................................................................................................................. 37 Niche blogging: ...................................................................................................................................... 38 Product owner: ...................................................................................................................................... 38 Offline: ....................................................................................................................................................... 38 Affiliate: ..................................................................................................................................................... 38
Risk Reversal: It’s Not the Fall, It’s the Landing .................................................. 40 How to use it .............................................................................................................................. 40
The Marketing Jedi Sales Page Checklist ................................................................ 42 Example e-‐mail ................................................................................................................ 43 Conclusion ......................................................................................................................... 46
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Introduction Welcome. You’re about to become a Marketing Jedi. You’re going to learn how people are wired, and how you can use this to improve your marketing. But I want to make something very clear right from the start… We didn’t invent this stuff. The ‘buttons’ you’re about to learn how to push have been known to high-‐tier marketers and compliance professionals for some time, even if they weren’t quite sure why they worked. People are affected to different degrees, but they do affect everyone, and it doesn’t help much to know they’re being used. These days, I can pretty often spot what someone’s doing when they’re trying to sell me something… but they still manage to sell it to me. The seminal text on this subject – and one to which we owe quite a debt – is Robert Cialdini’s Influence. You’ll find a lot more information on the theory behind most of these buttons (and more detail on a lot of the case studies) in this book. It’s freakin’ amazing, and as soon as you’re done with Digi Marketing Jedi you should read it. So, what does Digi Marketing Jedi offer you that nothing else does? Really, it’s a matter of approach. What we’ve done is learned how to apply all of these techniques – how to push all these buttons – in the Internet Marketing arena. So Digi Marketing Jedi doesn’t just explain the buttons and leave you to it… you’ve got pages of examples about how to use them as a niche blogger, a product owner, an offline marketer and as an affiliate. It’s been hugely useful to us in growing our business – and the fact that we’ve gone from 0 to $1,000,000 in a year should show you just how useful it can be. So, what are you going to get here? I’ve written one section for each button that explains what it is and provides a case study from real life that illustrates how it works. Then, I’ve provided examples of how you can use it in your business. Use these techniques and I’m sure you’ll find your conversions going up. This isn’t about shoving your offer down your prospect’s throat… this is about all the subtle tactics you can use that make your prospects think, of their own ‘free will’, “Yes, this is the product/consultant/list I am looking for.” (Hey, you didn’t think we called it Jedi Marketing just because it sounded cool, did you?)
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(Though we do think it sounds cool.) (Really cool.) There’s one other thing you should know. These buttons have been used by con artists in the past, some extremely successfully. (Ever heard of George Parker? He used one of these buttons to make a very good – and very illegal – living, and has since added a phrase to the language because of it. More about him later.) But that doesn’t mean they’re magic. Use them well, and use them wisely – and don’t try to use them to sell crap, because it doesn’t work. Even Marketing Jedi tactics can’t completely bypass the bulls*it detectors that are another part of our evolutionary make up. So read on, and may the course be with you.
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Reciprocity: Today a Seat, Tomorrow a Marriage A friend of mine met his future wife on the subway train. It was a crowded train and, chivalrous guy that he is, he offered her his seat. She thanked him and, when she sat down, he chanced his luck and asked her if she’d like to go for a drink. She told me later that she’s never been sure why she said yes. She wasn’t looking for a relationship and my friend, James, wasn’t her usual type at all. But after he’d given up his seat, she didn’t feel able to say no. This is reciprocation in action. As human beings, it’s part of our makeup to feel bad when we owe people, so we feel the need to reciprocate. Even down to the simple act of offering someone a seat on the train. In fact, it goes to even smaller favours. The Hare Krishna society managed to vastly increase their donations just by pressing a tiny gift onto their targets before asking for money. With my friend and his wife it worked out pretty well… she married him about fifteen months later and she says she’s never regretted saying yes, even if she never has quite worked out why she did. Something you must understand: this isn’t a case of people being ‘broken’. This is a response that has evolved over hundreds of thousands of years, because it wasn’t just useful, it was essential. Imagine this: It’s 350,000 BC, and Fred and Barney are out hunting. Fred is lucky enough to snare a woolly mammoth. But even after Fred has fed his family, there’s a lot of mammoth left... so what’s Fred going to do with it? Well, not much. His family have had their fill, and refrigeration is quite a while away. Later the same day, Fred bumps into Barney who looks tired and hungry. He didn’t manage to catch anything. So Fred gives Barney some of his mammoth, and doesn’t ask anything in return. Next week when Barney catches something and Fred doesn’t, you can be sure that Fred’s not going to go hungry.
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Reciprocation spreads the risk. Both Fred and Barney need to come home empty handed before they go hungry, which means a far greater chance of survival. And that’s why it’s safe to assume that if you give someone something, they will do the same for you in return. In fact, they won’t just do the same… they’ll do more. Remember James and his wife, Emily? James’ favour was the work of a second, but Emily gave up her whole evening, and it turned into a rather larger commitment than that… You can use this automatic response to get a lot more out of your prospects. All you have to do is get ahead of the game. Case Study: Christmas Present Conundrum We’ve all been there...when a present arrives that we weren’t expecting, and we haven’t got anything for the person who gave it to us… How did it make you feel? Bad, I bet. And I’m pretty certain you made sure to send them a present next year, if you didn’t immediately go out hunting for a suitable gift to send in return. And then there is the other scenario.... The situation where YOU are left without a present from a close family member or friend after you bought them something AMAZING. Pretty soon after Christmas you get a present in the post with a card attached mentioning she “forgot to post it”. You never know, that might even be true.
How to use it There are 3 key ways in which reciprocity can help your business: 1. RECIPROCAL CONCESSIONS
This is used a LOT by telephone or face-‐to-‐face sales people… in fact, I’m willing to bet it’s been used on you in the past.
Cialdini himself gives an excellent example in Influence, when he was approached by a Boy Scout selling tickets for an event for $5 each. Cialdini refused. The Scout then suggested that instead, Cialdini could buy some of his chocolate bars for $1 each. Despite liking dollars far more than chocolate, Cialdini bought 2.
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This technique is known as “rejection-‐then-‐retreat” and relies on the human trait of reciprocating concessions.
By starting with an over-‐the-‐top-‐request that is sure to be rejected, the requester can then take advantage of a smaller request -‐ the one that they wanted all along.
Or, likewise, if you make some concessions in your sales page, giving the customer a good deal, either through discounts or even admitting some minor flaw in your product, they are more likely to meet you in the middle and make a concession themselves... which means reducing their cynicism and making a purchase.
2. FORCE PEOPLE TO TAKE ACTION
You can also use the rule with people you don’t personally know, eliminating their choice in deciding who they owe and who they don’t...
Remember the Hare Krishna Society? Their fundraising success shot up massively when, before asking for anything, they gave their unwitting prospects a flower. Just a flower, which for the most part the prospects didn’t want in the first place.
Of course flowers littered the streets but people still gave money as they were unable to accept a free gift without giving something in return.
Funny though, as the reality of it is that the money they were giving was worth far more than a little flower.
So, if your mailing list receive a deal from you in their inbox which they feel they don’t deserve or haven’t earned, they’re rather more likely to take a look at your site or offer out of their sense of obligation… and once they’re there, your sales page can work its magic.
3. UNEQUAL EXCHANGES
Some people feel the need to rid themselves of debt by agreeing to something far larger than what they originally received (just like Emily)...
Only one act of good will can result in a string of concessions from the initial receiver.
So, if you’re blogging and trying to attract links from other niche bloggers, go above and beyond what they’re expecting and they will do the same for you... reciprocity will reward you in the long run.
But remember, you need to give people something worthwhile!
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These situations occur dozens of times every day. How often have you heard these:
• “Well, let me see what I can do to shave a little off this monthly payment.”
• “Try it free for 30 days! If you’re not satisfied, you’re under no obligation.”
• “I usually sell this spa day for £60, but I’m going to sell it to you for the trade price of £40.” (This may hypothetically have been used on someone in the DigiResults offices while Digi Marketing Jedi was being written…)
Here’s how you can use the power of reciprocity to boost your business: Niche bloggers: Provide exposure to other people in your niche (and be nice about them when you do!) To take advantage of Reciprocity, the method is simple… Make the first move! Offer to interview other people in your niche. This will give you good and different content and will provide them with exposure. Giving other people in your niche publicity can only be a good thing… because then they’ll do the same for you. And make sure you refer to them as an expert. They will want to return the favour and you will gain some publicity from being associated with them. By making the first move, you’ll be far more likely to get a similar response than if you wait for them to have the idea. Share free advice Sharing your knowledge is the best thing you can do for your prospects. If you provide them with free, high quality content, it won’t take long for a feeling of obligation to kick in… and that means they’ll be more receptive when you promote either a product of your own or an affiliate deal. Link to another blog Not only will the other blogger be happy, but their sense of obligation means they’ll most likely link you back! All the SEO hawks out there are probably screaming ‘but that’s a reciprocal link! They’re worth nothing!!’
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Well, we know a thing or two about SEO here, so let’s get this straight… Reciprocal links are not worth as much as one-‐way links. But they ARE worth something, and that something is worth having. Not only that, you’ll also get a direct line to all their traffic which will come streaming through to your blog. And if the blogger is influential in your niche, the link on his blog makes YOU an authority. Give a freebie document every so often And expect nothing in return! It will do you many favours in the long run. Not only will it generate a lot of good will amongst your traffic, but it’ll keep them coming back for more! Product owner: Put on free, informative webinars It’s all about giving advice for free. By creating these webinars, you create some obligation. You’ll have far more success than just asking for the sale right away, as the consumer will feel like they’ve got a little something extra. Be active on forums and other social platforms Contribute actively to a specific area of interest or topic through answers or reasonable questions. Even if you’re already doing this, give honest and unbiased advice... This will create credibility and establish you in the community. And with your link in the signature resource box, people will click to your site increasing your ranking and online presence. Review other peoples’ products – and recommend a competitor! When you recommend someone else’s product it forces the consumer to think that you have their best interests at heart, rather than just peddling your own wares. If you’re lucky the product owner may even write you a recommendation! You can also offer related solutions that cater to different ends of the same market. You’re not going to find many marketing books that recommend you promote products that solve the same problem as yours. They’re your competition, right? Well, yes… but framed the right way, you can get all the goodwill from promoting these other solutions AND make more sales of your own product.
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Let’s say you have a very high-‐end, expensive product. You’re going to get a lot of people who don’t want to invest that much. So find another product that does a similar job but in a rather more cut-‐down fashion, and tell your prospect: “My product is, hands-‐down, the best on the market. But if you’re looking for something a bit more focused, I can recommend this fantastic little tool…” And then give them your affiliate link. Not only will you make a lot more money from customers you’d otherwise lose, you’re also creating an obligation. Let the other product owner know you’ve done it… and then watch them do the same for you. This works just as well if you’ve got a highly focused product and provide an affiliate link to something expensive with more bells and whistles. Use a downsell in your sales funnel This is the rejection-‐then-‐retreat system again… Your prospect has looked at your offer, and decided they don’t want it. OK, fair enough. But how about this cheaper version that maybe doesn’t do as much, but requires far less investment? Just like everyone who’s ever refused to give a charity $50 only to find themselves handing over $10 a few minutes later, your prospects will find this offer hard to ignore. IMPORTANT: For this to work properly, it must be framed as if you are making a concession. Ideally you’ll be offering a similar product (or a cut-‐down version of your main product) rather than an entirely different but cheaper offer. Offline: Reject then retreat Any good offline consultant should have a range of services, from the really high-‐end package to the smaller jobs you can do in an hour or so. When making your pitch to a client, try to get them on to your high-‐end package – this should always be your main focus. But if they’re just not biting, then admit it. Tell them that you understand your full package may not be right for them, but how about this smaller option? You’ll close deals with a lot more clients you would otherwise have lost… because they won’t be able to resist reciprocating your concession.
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Networking -‐ be helpful When you see clients, don’t make them pay for every little tidbit. If they’ve got a couple of small problems they happen to bring up in your conversation, don’t say ‘I can sort that for you’ – just tell them how to sort it. Providing free information not only creates some obligation on their part, it’ll also help them like you (and that’s another important Marketing Jedi tool – more on that later). Affiliate: Remember, if you want to be able to take anything… give something first. This can be information – sending e-‐mails that actually provide useful content rather than just pointing people towards a promotion… It could be a freebie – a free report or bit of software that your subscribers don’t have to do anything for, not even sign up to a new list… But give them something, and the sense of obligation they’ll feel will result in a lot more clicks for you.