This LITERALLY Doubled Sales

Key Takeaways

what's happening everybody in this video i'm going to show you a strategy that literally doubled sales in one campaign my name is frank kern so what i want to do today is i want to use the oldest trick in the book which is to demonstrate we can help you by actually helping you if you want me and my team to build you the stuff you're about to see me talk about go to roaz.org forward slash talk it should be somewhere in the description of this video that is how you spell roast roast.org our mission is to make your business more money and we can do it okay let me show you uh how to double the campaign let me give you the back story you ready let's go to the computer this is cool so let me tell you what went wrong and how horrible everything was and then how we fixed it yeah more importantly how we fixed it so i ran this campaign right here all right and so this was a while ago and the mission was to sell expensive stuff you know like this was a webinar and it was driving to a high ticket funnel uh you know application funnel and uh i had very very high hopes for it and it worked okay all right so here's the spend on this thing this is the date range we are running it spent about 20 gs so it didn't go crazy or whatever because i thought it didn't work here's why all right so i'm going to come over here we're going to use this little uh this little tool that i'm crazy about it's called segmetrics and what i'm looking at is notably different than what you're seeing in facebook facebook's gonna tell you that we got more leads than we did probably assuming i can find where well it doesn't even give me the total but it's saying like we had a ton right what i'm looking at here in segmetrics is the new one so these are people who had never been on our list before the reason this is important is because when i show people stuff like this i'm like yeah but everybody knows you blah blah blah blah i'm like okay that's right that is an unfair advantage that is created by doing the very thing that i'm telling you to do so um you're correct so what you're going to notice in this particular case study is this all right which is these guys these contacts here were created in this date range meaning they had never been on my list before and that's important all right so essentially when someone opted in for my little webinar from these ads all right so remember spent 20 g's they got this tag applied all right and so i know i'm getting techie i'm just doing it so i can show you like we take numbers very very seriously kind of hard to show that you can demonstrate someone's return on ad spend if you don't track properly so that's why i'm getting all techy with you all right so anyway we're going to get to the cool part in a minute i promise so like this is how i know who they were you know they opted in from facebook they got this tag in this date range and the thing that that matters here is what they bought right so i'm looking to see in this little tool um all right the purchase was created during this date range and so i thought this campaign sucked because look i spent 1990 and i got back 1907 and i'm i'm not really i don't really like to lose money you know like i don't know call me crazy i don't think it's that fun don't care for it you know so here's what we done did to fix it okay let me take you back to the old screen and just let me show you how we literally doubled sales from this thing um what i'm going to do right now is i'm going to show you the revenue that was created after the campaign was over all right so look what you're seeing now is everyone who you know opted in during the state range they were brand new they'd never been on my list before and this is what they bought now check it out here's what they done bought after the date range now let's hope this works properly because this is uh on camera cool all right so they brought another they bought another 20 000 worth of stuff which more than doubled the sales of the campaign how did i do it big shocker i did it with email follow-up but not just any type of email follow-up and the reason i'm making this for you is because today this morning i've been working on two campaigns for two different clients one of them had like very little email follow-up of any kind so that was really easy another one is a new client and this client is doing email follow-up like pretty much everybody does and um i don't know if you check the calendar but we're now in the year 2021 and it is time to stop using email as if it was like 2002 or something all right so let me show you like how to actually make email work there's this little thing that i probably didn't invent but i say i invented it because it sounds cool and it's called behavioral dynamic response and basically what it means all right is it means a bunch of crap on the whiteboard i forgot to get rid of this stuff it means you send people marketing message based on their behaviors all right so like you've heard the story right actions speak louder than words well because like email is so cool then all email systems are pretty much awesome we can like tailor make entire email experiences for people based on what they're doing okay so here's what most people do right so this is what not to do by the way is you uh you get an opt-in all right so you got your ad okay and then people opt-in so that's what the op stands for this is easy and then they see your you know offer right so it could be a vsl webinar or whatever and then you send them like i don't know let's just say this is like a series of uh emails for a week yes this is beautiful handwriting i'm doing this with my mouse so the thus the absolutely terrible artwork here that you're seeing but anyway normal thing is people send you know follow-up emails for a week or whatever and then they are going to put people into the dreaded nurture sequence i literally like my new client documented like they sent their standard operating procedures over and they're like yeah on day 17 we put them in a nurture sequence and i was like you're about to make a lot of money with us and here's why okay ain't nobody reading this stuff right so they're either doing that okay or they're not even doing this they like do barely any follow-up of any kind and you know they're like why the heck aren't i why aren't i making the money that i want to get so this is what most people do all right which is great it's wonderful for me because i can fix it and we fix it for people and they they make more money and they stay our clients forever if you want me to build this stuff for you again go to row ass.org forward slash talk should be in the title of this video or something maybe hopefully we'll see okay let's go so here's like the right way to do it okay i'll give you a couple of examples what we want to do is understand a couple of things number one human psychology which is basically most people ain't gonna buy your stuff right away it doesn't matter you know you can have the greatest sales letter ever david ogilvy right back there he could and quad uh you know quan hopkins who's the other guy in the picture they could both like come back from the grave simultaneously which would be un alarming and unnerving and they could write your copy for you and it could be the greatest copy ever and they could deliver it to you on golden tablets which you would find buried in the woods and um you know you would put it up on a web page and it would be like unbelievably good copy and still most people who saw the offer wouldn't buy immediately because that's how people are it doesn't matter so while you're obsessing over like changing the headline making bigger promises standing on a pyramid of gold plated lamborghinis or whatever it may be that you might think is going to make your offer work better instead it's going to pay you a lot more dividends aka make you a lot more sales if you just understand human psychology which is most something they don't buy they put stuff off and they think they're going to buy it and then they'll like go i'm going to buy that one and buy it later and then you know they they never do which is why i'm out of coffee right now because as much as i like black rifle coffee and as easy it is to go to amazon and press the buy the coffee and ship it to me button i put it off until i was out of freaking coffee so we gotta understand that like people have to be reminded to buy your stuff and we also have to understand that they ain't paying attention right so we got to deal with both of those situations in like today's attention world they're on multiple devices they got a gazillion things going on they're highly distracted and we got to get their attention so how do you do it right well you do it with behavioral dynamic response okay and when i say i kind of invented this basically i came up with the name but surely i'm not the first person to ever think of this concept so now what we do is somebody opts in all right so same thing they opt in and let's say they are opting in and you're sending them to uh you know an on-demand class right or a webinar vsl whatever you want to call it and they don't buy and we're just very sad well the obvious thing to do here of course is to put them in some sort of a deadline sequence right so and it has to be real you know like don't don't put them in a fake one so we want to put them in a real deadline sequence we're like something happens if they don't take action price increase a bonus goes away or whatever right so you're doing that right you got that if you're not doing that do that now you're welcome please send me everything to the right of the decimal point that you get an increased revenue as a result of doing that but that's going to get you like some sales okay so i want to show you a couple of campaign structures that you can plug in that are going to work really really well this is called the dog whistle method okay and i literally just just saw this with a client so let's say you're selling fitness stuff all right and like your perfect person someone who needs to lose 30 pounds so let's say that's your person and that's mainly who's on your list all right and let's say you wanted to use this behavioral dynamic kind of stuff okay so let's that's that's like what we've established so you would send an email out to the list and you can automate this and should you know so they've opted in right and they saw your pitch so there's your pitch and you know they got your you know whatever normal follow-up right and now we're into behavioral dynamic stuff right which is like custom super cool stuff so very first thing we could do is we could create a sequence here which i would strongly do this is called a painfully obvious method and we would send a series of emails all right and the objective of these emails so so let's say this would be a three-day sequence the objective of this email sequence is to get people to behaviorally identify their interest now remember actions speak louder than words right so if someone does something that indicates they're interested in a result then they're interested in the result you know it doesn't matter what they're telling you so in this particular case we could create something super basic and all of these emails would basically say open or read this so i'll just say open this if you want if you want to lose 30 pounds all right so that that was our thing so that's just like the headline of it open this email if you want to lose 30 pounds by you know i don't know the year 2054. okay so that's what we're gonna do now the goal of this whole campaign and this all can be done by automation is just to track whether or not they actually open it all right what it says and what it says in the email copy isn't irrelevant i mean you want your email copy to be good but if you're expecting them to open it and immediately give you money it's just delusional some people will but most of them won't we want to know who on the list is interested in losing that 30 pounds of fat by the year 2057 and we will know they're interested because of the fact we're using dog whistle copy which is do this if you want result right so now everyone who has opened it so what we're going to do is we're going to look to see did they open right and then did they buy which most of them won't because that's normal so if the answer to if they opened is yes then we put them into another sequence that is specifically a lot more email and a lot more aggressive in trying to get them to do the thing that will help them achieve the desired result so let's say you have a high ticket program like me for example and i wrote an email to you and said open this if you're spending money on ads and they're not working and then the email could basically say whatever as long as it wasn't insulting it could say hey you know call me i can help you or whatever and that might in and of itself work pretty well but what really works is i could measure every single person who opened you know you use this it doesn't matter what the email tool is right your email tool thingy will track whoever opens and then i put them in a sequence hey you know what here's how to make your ads work better call me and here's how to make you know here's how to write better copy call me here's how to diagnose what's going wrong call me and of course because we have an appointment getting funnel that's our entire funnel so that type of email follow-up is what caused us to go from you know being like ew this campaign i spent 19 grand on and during the actual promotion i made less than what i spent remember this here it causes us from going like that that totally sucks to i did that type of follow-up and uh what do you know from this we're only talking about 945 leads here you know so i did that type of follow-up and and what do you know by gum it brought in another 20 grand right so that's uh that's one strategy that you can use to do it and uh and you should and if you want there's a gazillion ways to do this by the way this is like just the lowest hanging fruit possible it's like super super obvious you know open this if your dog won't stop barking so if you're selling dog training stuff then you would drive them to a sales letter about you know how to make your dog stop barking and you know their dog is barking because they opened it and so you put them into a follow-up sequences so sending them a little bit more email specifically on that topic driving them to an offer i think you get it that's one of a billion ways to slice this avocado what's i don't even know the metaphor there but whatever if you want us to build this stuff for you we're good at it we will increase your return on ad spend we will generate revenue for you assuming you've got stuff that we can use to do it assuming you've got raw material to find out how and if we can help you is totally free go to roast.org forward slash talk the link is somewhere near this video thank you so much for watching um hope you all have a great day take it easy