1. WHY DO MOST START UPS FAIL?

2. WHO AM I?

3. LIFESTYLE BUSINESS ENTREPRENEUR

4. THE SCIENCE OF CONVERSION

5. THE 80/20 OF COPYWRITING
AND CONVERSION OPTIMISATION

6. 3 STEPS
1. KnowYour Customer
2. FindYour Customer
3. Make an Effective Presentation

7. “SEEK FIRST TO UNDERSTAND,
THEN TO BE UNDERSTOOD.”
Stephen Covey

8. “WE HAVE TWO EARS AND ONE
MOUTH SO WE CAN LISTEN TWICE
AS MUCH AS WE SPEAK.”
Epictetus

9. 1. KNOWYOUR CUSTOMER
• The biggest challenge with selling via media is you don’t get to meet
your customer and simply ask them what they’re looking for
• So spend the time to deeply understand your customer
• You should be able to describe their problems better than they can
• Enter the conversation in their mind and seem almost psychic

10. HOW?
• Study similar products to yours that are selling well for inspiration
• Look in forums where your customers hang out and see what they’re talking
about
• Read their Facebook comments, blog comments
• Talk to someone who represents your customer avatar
• Do whatever it takes to LISTEN TO THEM

11. QUESTIONSYOU MUST ANSWER
• What problems do they believe they have?
• Why do they want them solved?
• What do they feel that they really need?
• What do they want to achieve?
• What emotions do they want to feel?

12. USETHEIR LANGUAGE
• What words do they use to describe their problems and desires?
• Ask them, engage them, and they will tell you.
• “My greatest desire is to step fully into my purpose.”

13. ENERGY HEALING
EXAMPLE

14. NEXT…

15. 2. FINDINGYOUR CUSTOMERS

16. CONTROVERSY ALERT.

17. “THE ONLY ADVANTAGE I WOULD EVER
ASK FOR IN COPYWRITING IS…

18. AN AUDIENCETHAT ALREADY WANTS
WHAT I’M SELLING. ”
GARY HALBERT

19. “NUMBER ONE WASTE OFTIME?
TRYINGTO CONVERT
YOUR CUSTOMER.”
GARY VAYNERCHUK

20. MORE GARY GOODNESS
“This is the mistake that most people are making: they're wasting good
time and energy trying to convert, when they should be taking that
same time and allocating it to reaching more people.”
https://www.garyvaynerchuk.com/effective-selling-how-to-sell-anything-1240448170.html

21. NO MATTER HOW GOODYOU ARE
COPYWRITING…

22. “STRATEGYTRUMPS COPY. ”
- JAY ABRAHAM

23. STRATEGY MEANS ENSURING:
MESSAGE TO MARKET MATCH

24. STRATEGY MEANS:
GETTING TONS OF
BUYER TRAFFIC

25. CONVERSION RATES ARE A
MISUNDERSTOOD CONCEPT…

26. TRAFFIC AND CONVERSION ARE
TWO SIDES OF THE SAME COIN.

27. DON’T GET STUCK IN
VANITY METRICS

28. THERE IS NO FIXED
CONVERSION RATE

29. OTHERWISEYOU COULD BUY ALL
TRAFFIC WITH JUST ONE OFFER!

30. WHO READS YOUR COPY IS THE
MAJOR FACTOR IN WHETHER IT
CONVERTS OR NOT.

31. COPYWRITING AND MARKETING
IS ABOUT FINDING YOUR TRIBE.

32. 40% -TRAFFIC - WHO?
40% - OFFER - WHAT?
20% - COPY - HOW?
SALES SUCCESS BREAKDOWN.
- Dan Kennedy

33. MINDVALLEY GETS IT TRAFFIC FROM:
GOOGLE, FACEBOOK, EMAIL, SEO

34. WE SHOW OUR MESSAGINGTO
PEOPLE THAT ARE LOOKING FOR IT,
OR ALREADY INTERESTED IN IT.

35. HOW DOYOU FINDYOUR CUSTOMER?
• What books would they read?
• What websites would they visit?
• What do they like on Facebook?
• What keywords are they typing into Google?
• Whose ecosystem are they already in? (JointVenture)

36. 3.THE PRESENTATION
• You know who your customer is…
• You understand and have deep empathy with their aspirations,
desires and fears…
• You know where they are and how to reach them, what they’re
searching for who they currently listening to…

37. 3.THE PRESENTATION
• Now you can begin crafting your sales presentation
• And here is the 12 Step Foolproof Sales Letter template that we use
to do so:
• http://nettrafficmachine.com/tools/12steps.pdf
• David Frey’s 12 Step Foolproof Sales LetterTemplate

38. THE SOUL OF CONVERSION

39. “PEOPLE DON’T BUY WHATYOU DO,
THEY BUY WHYYOU DO IT.”
Simon Sinek

40. HOW?
• Love yourself, love your product, love your customer.
• It comes through in your words and actions and ultimately separates
the winners from the losers
• Don’t be afraid to speak in your own voice, use your own language
• BE AUTHENTIC: It work surprisingly well

41. STYLISTIC ELEMENTS
• Conversion rate is a one dimensional metric
• How do you create longevity, loyalty, lifers?
• Mindvalley gets a HUGE portion of its revenues from customers that
have been in our ecosystems for months or even years
• We have become a part of their lives, they are raving fans

42. HOW?
• Think about the long term effect of your sales messaging
• “THE END OF MEDITATION?” May get the clicks once, but you’ve
lost them
• Optimize for loyalty and longevity
• Be a trusted advisor to your client, and continually seek to solve their
problems and enrich their lives

43. PRE-EMINENCE
• What do your prospects know about you before you offer them
something?
• Do they already trust you?
• Have you already demonstrated expertise and shown that you’re one
of the ‘good guys’?
• Harder to measure, but ultimately more important

44. ALMOST DONE…
• Understand your customer deeply
• Find them
• Craft a sales message using the framework
• Put it in front of as many interested people as you can
• Nurture the long term relationship and incentivise virality