The Art of Conversation was presented by Byron Ingraham at the Rocks Digital Marketing Confernece 2015. These slides have been published with permission of the speaker. Visit http://www.byroningraham.com/ to learn more about Byron. Visit http://www.RocksDigital.com to learn more about Rocks Digital. You can read the LIVE blog highlights of his presentation at http://rocksdigital.com/converting-prospects-into-customers/

1. The Art Of
Convers(at)ion
Increasing Your Conversions Through
Conversation
話

2. Disclaimer
• Humor will be utilized during this presentation. However
adult language will be censored (Mostly). Entertainment
is provided as part of this presentation, smiles and
laughter will be left to your own discretion.
• Conversion will be the result of your attendance!
• Stretch your hands and be ready to take lots of notes!
• Audience Participation is encouraged!

4. Overview
• Why Conversion Matters!
• Why Conversation?
• Defining Your Avatar
• Becoming A Client Magnet
• The Art Of Persuasion

5. Why Conversion Matters?

6. Increased Sales

7. More Customers

8. More Resources

9. More Freedom

10. Expand Your Business

11. What Is Conversion?

12. Conversion

16. The act or process of converting;
state of being converted.

17. Football. a score made on a try for a point after
touchdown by place-kicking or drop-kicking
the ball over the bar between the goalposts or
by completing a pass in or running the ball
into the end zone.

18. The deliberate process of actions taken to
convert a cold prospect into a raving fan
generating consistent referrals increasing
your business!

19. HOW?

20. Conversation

21. Why Conversation?

23. DATA

24. In 2007 an estimated 5,000 ads per day were seen
by individuals

25. This was before Social Media was what it is today!

26. To Succeed You Must Build
Relationships With Your Prospects

27. Defining Your Avatar

28. Your Client Avatar Is The Ideal Person
You Want To Work With

29. Demographics
• How Old Are They?
• Male or Female?
• Married or Single?
• Level of Education?
• Occupation?
• Language?

30. Psychographics
• Favorite Movie
• Websites Followed
• Favorite Music
• Favorite Cheat Food
• Hobbies
• Books Read

31. Exercise: Create Your
Avatar
Describe Your Ideal Client Avatar

32. What Messages Resonate With Them?

33. What Images Resonate With Them?

34. What Keeps Them Up At Night?

35. Exercise
What Specific Problem Do You Help
Your Ideal Client Avatar With?

36. Becoming A Client
Magnet

37. Creating Your Unique
Selling Proposition

38. Definition: Factors that differentiate a
product or service from its competitors
such features, costs, etc.

39. Reality Check!

40. No One Cares

41. The Reality Is People Want To
Know How You Will Make
Them Feel

42. Do You Buy A Car Based On Its
Features
Or
How It Feels When You
Are Driving It?

43. The REAL USP
The Experience Provided To Prospects
And Customers Making Our Business
The Logical Choice In The
Marketplace!

45. First
What Emotions Do You Want
Your Clients and Prospects To
Feel?

46. Second
What Benefit Do You Provide To
Your Clients And Prospects?

47. Third
What Experience Will You
Provide?

48. Write Your NEW USP!

49. Customizing Your
Message

50. General Marketing Is Not As
Effective Anymore

51. Customized Messaging Is Key

52. Sequential Messaging Is Key

53. Traditionally
(Email Marketing)
• Message 1
• Wait 24 Hours
• Message 2
• Wait 24 Hours
• Message 3
• Wait 24 Hours

54. Sequential Marketing
• Message 1
• If opened within 24 hours send message 2a
• If not opened within 24 hours send message 2b
• Message 2a
• If opened within 24 hours send message 3a
• If not opened within 24 hours send message 3b
• Message 2b
• If opened within 24 hours send message 3a
• If not opened within 24 hours send message 3c
• Message 3a
• If opened within 24 hours send message 4a
• If not opened within 24 hours send message 4b

55. 1
2a 2b
3a 3b 3a 3c

56. Example Subject Lines
2a. Are You Ready To Attract More Of
Your Ideal Clients Today?
2b. Did My Last Email Get Lost
Amongst The Pizza Coupons?

57. Attracting With Facebook

58. Sequential Marketing With
Facebook
Leverage Custom Audiences To Target Your
Ideal Clients

59. Custom Audience = Ideal Client Avatar

60. Custom
Audience
Facebook
Ad
Landing
Page
Pixel
Custom
Audience
Ads Based
On Actions
Ad Series

61. Examples
• Ads displayed to visitors of a particular
page on your website
• Ads displayed to people who haven’t visited
your site in over X number of days
• Ads displayed to people who looked at a
product on your site, but didn’t click the buy
button

62. Tracking Pixels With Facebook + Email
Marketing = WIN!

63. Email
Subscriber
clicks on
link in email
Email based
on clicking
link
Pixel
Targeted Facebook
Ad

64. The Art Of Persuasion

65. Building Trust

67. Building Rapport
• Utilize questions to engage your prospects.
• Convey who you are!
• Convey why they should keep talking with you!

68. Uncovering The Problem
• What is keeping them up at night?
• What is holding them back from achieving their goals?
• Agitate the problem!
• Listen!

69. Agitate The Problem
• Remind prospects of the problem they are having.
• Make them aware how it is holding them back.
• Position them to want to know what solutions are
available.
• Listen!

70. Close The Deal
• Provide responses based on what prospect says!
• Value provided must be greater than potential investment!
• Ask for commitment!

71. Join The Movement
http://www.byroningraham.com/the
movement

72. Questions?

73. Contact
• http://www.byroningraham.com
• http://www.facebook.com/thebyroningraham
• @byroningraham
• 469.831.1003
• byron@byroningraham.com