Two-Step Email Marketing To Turbo-Charge Your Sales Revenue
How To Use Strategic Content Marketing To Boost Your High-Ticket Sales
Ever wonder about the difference between good marketing and great marketing?
Better, have you considered how great marketing is more about being different, not just the same?
Coaches and consultants constantly search out the best copywriters to produce the best sales copy to drive sales revenue but eventually a tipping point is reached. Conversion declines followed by sales. At some point, progress comes to a grinding halt. Painfully, the stark realization of having to restart the sales engine makes its way into the light.
At times, building a firewall of steady content marketing to funnel traffic to the sales copy yields some fruit in the short-term. In the long-term, it speeds up the problem — more traffic but diminishing returns on the sales copy.
Both steps — content marketing and sales copy — are critical but problematic. Why? Because that’s what everyone else is doing which takes us back to the 2nd question stated earlier: “…have you considered how great marketing is about being different, not just the same?”
This begs the question — is there a better approach?
The answer to this tired approach lies in using the same tools — content and sales copy — but in a different sequence.
If content is the audience building tactic used to drive traffic to your sales funnel, then using them in more creative ways can drive higher sales. It’s less about the tactics of the tools but using them strategically to create greater levels of engagement, scarcity, and using pattern interupts to drive those triggers.
Like building blocks, you can create the form and function of your sales engine using old tactics in new ways but with buyer psychology in mind. While content and copy are the drivers of your sales engine it can, and should be, used with a broader strategy of appealing to persuasive triggers hardwired in human DNA.
Chris has dedicated Facebook Group where he invites beginning freelances and copywriters to join by offering quality content through video and posts to up-and-coming copywriters. He generously touches upon topics that his audience values which also creates a greater sense of engagement and “warms” them up.
This warming up phase is the middle part of his funnel which draws in his base to gain a greater sense of familiarity.
It’s worth pointing out that the information that Chris passes on to his group isn’t the same tired recycled information they can find on YouTube or on a blog. Topics such as “3 Pillars To Raise Your Prices” and “What To Do When Your Client Complains Your Copy Isn’t Working” are unique and actionable.
It’s after establishing trust and authority (both of which are strong persuasion principles) that he makes a request or offer to deepen engagement. This is usually through directing him to his blog or other piece of content hosted on another platform.
The act of getting someone to take action on a small step is a “micro-committment”. An surface-level easy committment being asked of someone which is the beginning of a series of steps leading to a sale.
NOTE: This is important because instead of using a very hard aggressive approach this is a more sophisticated approach that creates an evergreen audience that can be cultivated for the long-term.
It also creates a warmer relationship which moves the client further down the funnel.
It’s here where the magic begins.
Now, the stage has been set for a masterstroke of content-driving action with a pattern interupt and eventually the sale.
Now that a customer has been warmed up through quality content and moved further down the sales funnel along with a small request (micro-committment) then a pattern interupt is introduced.
After a series of build-ups, the client is taken to stripped down version of the sales page. Chris uses Google Docs which can create a state of “friction”. This friction is psychological because they are taken to a place of unfamiliarity.
Depending on the sophistication of your market, taking a client to an unfamiliar place can unsettle them psychology. This is like going on a date and instead of the standard dinner-and-a-movie expectation you take them river rafting or mountain climbing.
The excitement and “being on the edge” create of the same feeling as jumping into a cold lake. It exhilirates you and makes you feel more alert. More alive.
This emotional feeling carries over into the final part of the sales process. A process that is designed to take advantage of proven principles of persuasion without having to relaunch your whole sales process. A process that makes your copy more effective and your content marketing more valuable. Better, a process that makes you different in the eyes of your customer and positions you at a higher level of value.
It separates you by making your marketing great, not just “good”.
In closing, content and copy are not just words on a paper but in a larger sense part of larger ecosystem. Each element within that system can be designed and redesigned for larger effect but you have to understand the forces your working with.
Forces based on proven persuasion principles and used ethically to bring value to your market.
If you do, then you’ll experience more sales and not only gain customers but raving fans for long-term success.
