When I was 16, I remember being at my grandparents house.
It was a Sunday evening and we had just had our dinner.
My Nana was in the kitchen cleaning up and I was in the front room.
My Grandad walked in and sat down next to me.
As we were watching tele, he was asking me how school was going, and how football’s going … you know, typical Grandad chat.
He’s a phenomenal guy, unfortunately very ill at the moment (but that’s another story).
After chit-chatting, we got onto the subject of girls.
Now, of course, as a 16-year-old boy, the thought of talking to your Grandad about relationships was incredibly awkward.
But to be fair to him, he played it pretty cool.
He was talking about how he met my Nana, and that simply being a “gentlemen” was a thing of the past compared to this generation.
To cut a long story short, he started sharing some of his advice from back in the day (until my Nana walked in and told him to “shut up” – classic northern married couple).
But I remember taking what he told me and trying it with a girl that I’d fancied for years, who had always associated with the more popular guys.
She was out of my league.
But with my Grandad’s advice, I thought I’d try his “old-school” tactics.
And you know what? It worked.
So much so, that I married her in August 2018, and we have a two-year old child together.
Why am I telling you this?
Well, it’s because we all seem to believe that NEW WAYS to do stuff are the best ways to do stuff
Whether that’s using Tinder to find a relationship, or using the latest whiz-bang tactic to win new clients.
But as I learnt when I was 16, the best methods to achieve almost anything are the proven tried & tested methods that have been around for hundreds of years.
… and nowhere does this apply more than to ADVERTISING.
In this Case Study, we worked with an online coaching company to grow their business from $15,000 per month to $150,000 per month …
… and we did this by IGNORING all the shiny new things and simply focussing on proven old-school concepts.
From reverse-engineering newspaper adverts from the 1800’s (but applying the principles online) to sending traditional style direct mail campaigns that generated $700,000 of sales within a few months.
This is a long read.
Favourite it. Take it to bed with you. Whatever.
But I encourage you to look through it as the strategies that we used are unique compared to the kind of stuff that you see being promoted these days, but they worked incredibly well.
In this article, I share step-by-step how we did everything.
No teasing or holding stuff back.
A full breakdown of every single strategy.
Who is this for?
Well, in reality, it’s for any business.
Marketing is marketing.
You craft the right message, target the right person and then find the best vehicle/platform to deliver said message.
As long as you don’t have a “but my business is different” complex, then I’d like to think that you’ll get huge value from this.
But if you’re an expert, sell your expertise, your knowledge or wisdom as a coach, a consultant, an advisor, an info-entrepreneur – then you’ll find this especially interesting, as it applies directly to you.
Also, if you’ve struggled to get clients and customers in the past, yet you feel like you’ve tried everything out there and nothing seems to work for you, this is exactly for you because I used to fall into that boat.
I’ve literally tried every sales strategy, one click up-sell, tripwire, blogging and content marketing, tweeting and Facebooking trick there is, and nothing has worked for me as well as this, at least not as fast as this because it’s pretty instant and pretty immediate.
But most importantly, this case study is going to share stuff that you’ve likely not seen before.
This isn’t the same boring information you’ve read before – it doesn’t consist of Facebook traffic, squeeze pages or simple email automations – this is for ADVANCED marketing folk that are feeling disillusioned and want more.
All make sense? Then let’s get cracking.
But first things first.
What’s The Business/Who’s The Client?
As this is a case study, I should share some information about the business that this applies to.
The business is an information-marketing business that teaches how to successfully trade Forex.
The face of the business is a guy called Mark, who has a 38-year career working on Wall Street.
But most interestingly, this niche is a horrible place.
It’s full of backstabbing, slanderous reviews and complaints – making it very difficult to stand out, as you’re shot down instantly.
When we first started working with Mark, the business was small – it was running a simple Webinar and selling one subscription product.
The following article share exactly what we did (with plenty of teaching of the “why”) to grow this business to $150k/month (mostly without the evil competitors even knowing what we were doing).
Stage One – The David Ogilvy Lead-Gen Strategy
The truth is, it’s rare that I see anything in the marketing world that feels new and exciting.
I feel like I’ve seen it all.
It’s utterly boring.
The same hooks, the same “lead-magnets” or tactics to drive opt-ins.
But one thing that has always intrigued me is old-school advertising.
You see, it feels like the marketing folk of today have completely forgotten that marketing existed before the internet.
Everybody’s focus is now on the new shiny thing, the new way to automate Facebook messages or a high-converting style pop-up.
But everybody seems to have forgotten about the proven advertising that drove billions of dollars’ worth of sales through print media over the last century.
Now, if you’re not familiar with some of the old-school advertisers, then let me introduce you to my personal favourite.
His name is David Ogilvy
Ogilvy built one of the largest advertising agencies that the world has ever seen and he did it from scratch – in fact, it still exists today with thousands of staff across multiple countries.
In the time that he was alive (1911-1999), he took it from nothing to something absolutely huge back in the 50’s, 60’s and 70’s.
But here’s the thing – his entire approach to advertising was really strange.
In fact, if you showed some of his most successful advertising to most online marketers, they’d think it was shit.
Here’s one of his most successful ads that he wrote in 1968 – it ran in 1969.
Now, I’m used to seeing long form sales letters, twelve-step selling plans, crazy webinar systems and countdown timers – but what I see here is just a big block of unengaging boring copy, right?
Sure, some people may find it interesting – but most wouldn’t look twice at it. People don’t have the attention span to read something like this. This is not a long form sales letter, this is just literally him simply stating thirty-eight things that he has learned from the money he spent on advertising.
But here’s the thing …
This advert generated billions of dollars. It was one of his most successful ads and was still run ten years after it was written.
Why is this so successful?
I remember the evening that I went down the rabbit hole.
You know what it’s like. When it hits 11pm, everybody else is in bed, you’re still sat behind your laptop and you’ve sunk a few whiskeys (with some good music on) – you get a little carried away …
… and I went on a Google goose chase researching old ads to get as much information as I could.
And I came out with this little swipe file of 20 ads.
I was going to collect more, but I started noticing a pattern.
As you can see (below) – highlighted in red was the ad that we just looked at, which was run in 1969.
This was followed by 8 other famous ads that were written by Ogilvy (all highlighted with a red ‘X’).
But here’s where it gets interesting, because 20 years earlier in 1947, a man called Louis Engle wrote this ad (top row).
Louis had a massive argument with his management shortly after this – but it turns out that it generated 10,000 leads on its first run, and in the end, it was responsible for 3 million leads.
And the little investment firm that was being promoted turned into a big Wall Street player. You may have heard of it – Merrill Lynch.
While everyone else forgot about this amazing achievement, David Ogilvy paid attention.
He reverse-engineered Engle’s ad, which was obviously a massive success.
And this is where the pattern starts to emerge.
The two ads on the bottom row were both written in 1927 by John Caples.
But these two ads from 1927 drew inspiration from these two (written in 1918 and 1919).
But it doesn’t stop there … Almost every single one of the best ads in history were simply ideas borrowed from elsewhere.
See The Wall Street Journal ad? Top left hand corner.
This ran from 1975 to 2003. It pulled in more than $2 billion in sales for them.
Well, it simply copied the ad diagonal to it that was written in 1919. And that ad copied the ad that was written the year before in 1918.
Essentially, it all links up like this:
And it all just made sense.
Whereas everybody is focussing on Facebook, Google, VSL’s and shiny tactics – the real intelligence is these amazingly successful ads that were making money pre-internet.
I can either copy some online guru who boasts about his Lambo or I can simply reverse-engineer the most successful ads in human history.
We decided to simply reverse-engineer one of these mightily successful ads, but trial it online rather than through print.
The only question was, “Which ad do we use?”
Now, my personal favourite was John Caples’ ad, which is the one on the right-hand side that ran in 1927.
Now this was a complete masterpiece that tapped into your core desires as if you really had a connection with the writer. He really pulled me in and he made me feel like I was part of it and I was really involved in what he said.
Well worth reading (it’s on Swiped.co – great website – if you’re interested).
But on the other hand, I loved the Ogilvy one. This was the ad that caught my interest first and led me down this goose chase.
“I’ll tell you what,” I thought to myself, “I will just combine the elements of all three of them.”
What I came out with was something ridiculous and something incredible that I couldn’t possibly have predicted.
I came up with the headline:
‘This Former Merrill Lynch Forex Trader Reveals How to Get 4 Additional Winning Trades per Month.’
And following the template, we created a detailed, highly informative article/blog post.
I simply wrote the article copying the template step-by-step (replicating the 99-year-old ad).
The big difference was whilst Ogilvy’s famous call-to-action was to sell the sizzle even more and say it’s only available to clients, with no contact details …
… we wanted to make it a little obvious.
So, we had a call-to-action to download a PDF that related to the content that had just been taught.
Once this was all set up, we ran a total of five hundred dollars’ worth of advertising before the first sales started kicking in.
If you’ve run traffic before, you’ll know how nerve-racking it can be spending money waiting for that first sale.
But once the first sales came in, they were followed by more, and more and more.
We started driving traffic on September 17th with five hundred dollars and out popped $15,438 of sales, which we then reinvested in more traffic and boom!
In October, we made sales of $22,318 and in November, it hit the $63,174 mark.
If I told you that I am going to spend five hundred bucks of your money and you are going to get back $63,000 in November, you would think that this was impossible. Right?
And then in December, sales dropped to $35,988 simply because I took twenty days off.
Best of all, we didn’t do any marketing for twenty days.
So we didn’t spend anything on advertising pretty much for the Christmas break and then in January, we came back with a vengeance.
Starting on the 6th of January, we started taking sales again and it pulled in $76,842 and in February, we pulled in $110,585.
It was our first six-figure month and we reached it on month number five.
And then in March, Boom!
$150,457 in sales, and from then it just continued to do six figures a month, every month.
Now the business is making over a hundred grand a month and we know that it’s all on track to hit $200k/month (as we buy more traffic).
So, there is a huge opportunity out there right now to make big sales with small budgets.
I believe this is the only method left to make big money online … by applying old advertising principles to today’s crowded marketplace.
But before you fold the page over and put this down to go and reverse-engineer old ads, I want to share one of the pitfalls that we discovered.
You see, although we made over $500k in a little over six months with this business using these ads, there are a couple of things that I learned.
The key one being the importance of AUTHORITY.
I believe lack of authority is one of the biggest reasons why many people struggle.
Why does it matter?
Well, think about the David Ogilvy ad.
When he was running that ad, he’d already done 1.4 billion dollars’ worth of advertising on behalf of the big giants.
Mercedes Benz was one of his clients for goodness sake. And he also ran it in a newspaper.
There is an inherent trust factor in a newspaper.
The other one was the John Caples ad I showed you from 1927. That also ran in a newspaper.
The Louis Engle ad from 1947 ran in the newspaper too.
Why is this important?
Well, when something runs in a newspaper, and it’s presented as an article, people take it as journalistic fact. There is a built in trust.
To recreate their success, you have to recreate the authority. Otherwise, the ad won’t be as successful.
A lot of people don’t think about this, but I believe it is THE key reason to why people struggle.
There is a direct correlation between the authority you have and the likelihood of you making the sales.
A potential customer has to believe that you are the one that can help them. That trust is only given once they perceive you to be an authority.
Look at this graph (below) – this explains it clearly.
The left-hand circle is where most entrepreneurs are right now.
The likelihood of making a sale is in the toilet. You need dirt-cheap traffic and lots of eyeballs to make a sale.
The circle on the right is where most entrepreneurs need to be for consistent growth, and that’s where a miracle/transformation happens.
I call this the authority gap.
This is the gap that is between where you are now and where you need to be. Closing the authority gap is critical when it comes to advertising.
Knowing this, we realised that we had to quickly close this gap for the client, and we came up with an entire system for doing so (after a lot of trial and error).
I found out that there are only two ways to build authority so that you can have this high conversion rate where a small budget can turn into a big sale for you.
The first one is Affinity.
So, basically, it’s just how well people know you.
The better people know you, the more likely they are to believe what you have to say. The more they believe what you have to say, the more likely they are to buy from you.
You’d rather buy from someone you know and trust than someone you don’t know whatsoever.
The second thing is Value.
If you demonstrate that you can help people by actually helping them, you are providing VALUE.
It’s quite simple.
Or so it seems.
A lot of people get this completely wrong, and you may be guilty of it too. Some of the smartest people are.
Most people believe more value = more stuff.
Give people more information and you’ve given them more value.
Wrong. True value is delivered when people make progress.
So when we say, “give them value” … we mean, “help them to progress”. More on how to do this in a minute.
So, by combining both affinity and ‘progress’ value together, you have yourself the perfect storm.
That is exactly what the combination of those three ads gave us.
We got something that built value and affinity. And the sales came in rapidly.
By rapidly, I am talking about watching sales come in only a few hours, maybe eight or nine hours, after we started running the ad.
So how do you create an ad that builds value and affinity to increase sales?
You’re about to find out.
I am going to show you the exact structure that you can use right now, the exact framework that you can use right now so that you can walk away from this book knowing exactly how to create an ad that builds value and affinity to increase your sales.
So, the first thing is to be useful.
Now there is only one way to add value by being useful and that is to take someone from where they are right now to where they want to be (Remember the progress bit we talked about?).
As we all know, a lot of people put a lot of value out there.
Go through your newsfeed or your inbox and it’s full of opinions about how you should live your life and what you should do.
But here’s the thing that most clowns don’t realise – there is a big difference between actually putting value out there and being useful to people.
Being useful to people means that you actually push them in the direction where they want to go.
Let me walk you through a diagram.
You can draw this out or just fill in the above (go crazy).
So, on the left is where they are right now and on the right is where they want to be.
For example, if you help somebody to lose weight. Then on the left is where they are now (fat) and on the right is where they want to be (fit/thin/whatever the politically correct term is).
And then you are going to give the steps that go in-between.
So step 1, 2, 3, 4, 5, 6, however many steps you have, stick them in there.
Step 1: Start exercising, step 2: Start dieting, step 3: Don’t eat this, step 4: What body type are you.
Whatever you do and however you help people – just write down the steps.
This will take them from where they are right now to where they want to be. And here is the real secret …
… Humans are most happy when they make progress.
It gives them an aha! I know what to do now, I know what the next step is. Your advertising has to give them actionable value and actionable steps that they can literally go around and use. That is true value. It breaks down any scepticism and puts you in the position as an authority.
The second part of this is to break down each step into even smaller steps (into mini steps).
For example, if the first step is to have ‘good ad copy’ – then the mini steps would be:
- Match the keyword with the ad (or the interest of the audience).
- Focus on the benefits.
- Add a pre-frame.
Or if the big step is ‘Start Dieting’ – then the mini steps will be about calorie intake, foods to eat, etc.
You’re essentially breaking down the big step and going into further detail.
Then, when you’re all finished, you’ll have something that looks like this:
You have your journey; that’s the journey of where they are right now to where they want to be.
Then you take each of the steps during that journey and you break them down into mini steps.
Then you take those mini steps and expand on what is involved in those steps.
So step one: you have to do these three things.
Step two: you have to do these three things.
Step three: you have to do these three things.
What you then do is you start writing out the entire framework for the article based on these steps and mini steps.
Doing it this way makes sure that every single word that you write in your article is very focused.
It always helps them to make progress.
You don’t want the reader to lose focus. You need to be thorough and do not provide links that take them off to another page and have them do other research.
The article has to be more than ‘just interesting’.
For each new step they read, you want them to be thinking, “This is taking me exactly where I want to go.”
People love it!
Here is an example of that.
So, the one we wrote is: ‘This Former Wall Street Forex Trader Reveals How to Get 4 Big Winning Trades Per Month’ … and here are the steps.
There are five steps, and underneath each one of those steps are the mini steps, but written out in an article format.
Presto! And that is how you create an article that builds value.
Once this is written, it’s then a case of playing with a few headlines.
If you don’t have a headline, the rest of the body copy doesn’t matter.
There are many ways of doing this, but I am just going to give you two headline formulas that you can use.
Not only are these headlines incredibly eye catching, they also achieve a number of things:
- They address scepticism up front.
- They are believable. In other words, the reader doesn’t look at it and go, “Bullshit!”
- They trigger a ton of curiosity.
The first headline formula is this:
‘How to (promise) (target) in (time).’
This works really well and the reason why it works well is because of the TARGET. I’ll give you an example in a minute.
I have found after spending over a hundred thousand dollars on advertising in just the last two months that this headline CRUSHES it.
Now I know what I said, “Small budgets,” and here I am blurting out about a hundred grand.
But a hundred grand in two months isn’t a lot of money when you’ve pulled in three to four hundred grand over that same period.
Don’t forget, it started off with just $50 a day for four or five days.
So, let me give you an example of how this headline formula works:
How To Get Five New Clients To Your Law Practice In Seven Days.
The promise is five new clients, the target is law practice, and the time is seven days.
How To Get Five New Clients To Your Law Practice In Seven Days.
It seems almost too simple, but that’s what makes it powerful.
The promise: it needs to promise them something specific. In this example, it is five new clients.
The target: call out the target market. This is crucial. Using the words “law practice” immediately sets you apart from other marketing gibberish. It is specific to them.
If you go back to David Ogilvy, he created an ad called ‘how to create advertising that sells’ – no target in sight. But then take a look at the ads he created later on – “how to create industrial advertising that sells,” “how to create financial advertising that sells.”
He started honing in on this little target market and it improved his results ten-fold.
Here is another example:
How To Lose Ten Pounds As A New Mum In Three Weeks.
It’s really easy to target specific people – just make the ad about them.
If you left the target out and just said, “how to lose ten pounds in three weeks,” people would think well okay, I don’t believe you but make it “how to lose ten pounds as a new mum,” then new mums will immediately sit up and pay attention.
I told you it was simple, didn’t I?
This isn’t just theoretical. This headline is responsible for bringing in forty thousand dollars a month’s worth of new business for a local marketing agency based out in Phoenix, Arizona that Peter works with.
Time: Telling people how long it will take to achieve the ‘promise’ will add ‘realness’ to the headline. It is so specific they simply have to believe it.
Basically, it boils down to this.
You make a promise, that’ll only work for a specific group of people, in a specific amount of time.
This is the kind of thing that cuts through the noise like a sharp knife.
Here is another formula:
This Former (target) Reveals (promise) In (time).
Okay… now notice it’s pretty much the same elements. The only difference is that there is more focus on the ‘authority figure’.
This Former Wall Street Forex Trader Reveals How He Gets 4 Big Winning Trades Per Month
Who is the target? Well in this case the target is forex traders, but we’re being smart about it.
Instead of calling them out explicitly, we’re doing it by mentioning the authority figure.
“This Former Wall Street Trader” just adds credibility to it.
The promise? “Get 4 Big Winning Trades”.
The time? “Per Month”.
By using the words ‘this former,’ a ton of curiosity is created.
People are always interested in people. Saying “this former” implies they are going to get a payoff immediately by reading the article.
They want to know who “this” is. And simply clicking on the article, and reading it, will satisfy their curiosity.
I have never heard a single marketing guru talk about this incredibly powerful method of inducing curiosity.
‘This Formerly Fat New Mum Reveals Her Secret To Losing Twenty Pounds In Twenty Days.’
‘This Formerly Fat’ creates the curiosity – wow, I wonder what she looked like before and how fat she was.
This DRIVES the click. They feel like they have fulfilled a desire by simply satisfying their curiosity.
So, ‘formerly fat new mum’ is the target.
‘Reveals her secret to losing twenty pounds in twenty days,’ this part right here is the promise and the time.
Notice how this headline has a lot of promise, yet doesn’t make a claim.
This will help you with compliance.
The formerly fat new mum simply reveals HER method. She doesn’t actually promise that YOU are going to lose weight.
You are not saying ‘how to lose twenty pounds in twenty days,’ you are saying “hey, this woman lost twenty pounds in twenty days and this is what she did.”
You are not making a claim, you are not claiming that the prospect is going to lose weight, you are not claiming that they are going to make money in the Forex Market, you are not claiming that you are going to help them reach spiritual actualization, you are not (technically) promising anything.
You are just saying “this is what this person did and here are the results of what they did”… and that’s exactly what David Ogilvy did.
So, now that you know the exact framework you should be using to create an ad that builds value, you need to know how to drive traffic.
Without traffic, you just have this amazing ad that doesn’t work.
Many people will tell you that you can “do SEO, blog posts with specific keywords, build up relationships, start building a community and reach out to influencers” and whatnot.
But why on earth would you do any of that when you can just spend a dollar on advertising and get two dollars back?
Because the ad itself is building authority for you, there is no need to wait around.
We want sales, and we want them now. So that’s what we are going to do with our traffic.
Step Two – Buying Traffic Intelligently
The stand out word in this title is “intelligently.”
Well, it’s because most people that buy traffic are lazy.
They go to Facebook, or Google, or YouTube and ask them to create an audience based on some interests or demographics.
They’re essentially handing control of who they’re spending money on to target to a big organization, and trusting that their data is accurate.
Don’t get me wrong, in some cases it is – but when you’re advertising with a small budget – every penny needs to count.
Ad costs are rising every single month. The need to be smart about how you buy traffic is more necessary than ever.
That’s why we have done things a little differently.
It all boils down to two steps.
1: Find out where your competition is advertising, and
2: Outbid them with your new ad.
Doesn’t seem very ‘clever’ does it? Bear with me, you’ll see.
You now have advertising that is going to blow the competition out of the water. So, you just need to find out where they are advertising and then outbid them with your new ad.
So, firstly, you need to find out where your competition is advertising. There are a couple of really cool, clever tricks you can use.
I haven’t seen anybody else do this.
This is literally the simplest, yet most powerful, way to do this.
I use this tool ‘What Runs Where’ and so can you to spy on your competition. You can use AdBeat as well. Both are good.
This tool can be expensive, running several hundred dollars per month.
However, these websites usually have short trial periods (3 days or so). Get the trial, and then use it following my instructions, then you can cancel it once you have all the info.
We were selling a Financial Newsletter.
One of the biggest competitors is thecheapinvestor.com, a really great site that does fantastic marketing.
By entering their details into ‘what runs where’ – we’re able to see some amazing information including all the traffic sources, the categories, banner ads, hosts and all the complicated stuff that I’ve got no idea what it even is!
On the left hand side, you have a bunch of options. You have the demographic reports, the traffic sources, the text ads and the banner ads they run.
You can literally just spy on your competition – it’s pretty awesome.
The temptation here is to just copy them, but you are NOT going to copy them.
We’re going to do something way cooler. Something Ogilvy would be proud of.
So, first you look at the traffics sources.
Right here, this site is actually advertising on six thousand seven hundred and seventeen websites.
That is a lot of websites.
So, you have a lot of options to choose from.
But rather than just copying where they’re advertising, we’ve taken it a step further.
We focused on the top ten websites on the list (where they’re driving most traffic from).
Now, we could advertise directly on these websites or we could be smart and get a higher quality click for the same price somewhere else. Best thing is, it’ll be from their most active fans.
So, imagine all the visitors that go to blackberrystocks.com. We only want the 1% of visitors on blackberrystocks.com who take action, who engage, who are ready to communicate and who love stocks and trading so much that they are really hot in the community.
Imagine you could do that, just for a second, and only advertise to that top 1%?
How cool would that be?
That’s exactly what we want.
So instead of just sticking the banner on that website, we are actually going to go after the people that visit blackberrystocks.com who are active in the community.
How do we do that? Well, it is actually surprisingly simple.
Let’s have a look at their website:
Here you can see it’s an awful looking website but that doesn’t matter.
We are not here to comment on their aesthetics, we are here to see if they have a following on Twitter, specifically Twitter.
They have 14,400 followers on Twitter.
Why on earth is this important?
Are you going to reach out to them and ask them to tweet and stuff?
Nope. We are not doing that!
On Twitter, you can actually target the followers of any influencer, no matter how small the audience is.
Those people love that website so much, they go ahead and follow them on Twitter. They tweet with them, they engage, and now you have access to that high quality user.
You can now target these super engaged people!
You can’t do that on Facebook or Google or anywhere else.
Twitter is the only place that allows you to target people who are followers of someone with only ten thousand followers, one thousand followers or even five followers.
The number doesn’t matter and the quality is outrageous.
I’ve yet to find anyone else who is doing this. People advertise on Twitter willy-nilly and they don’t really know the true power of it.
Another reason to be advertising on Twitter is that compliance on Twitter actually makes sense.
Facebook and Google will just ban accounts left right and centre without reason. They won’t tell you. They will just say no, it’s not approved and that’s that.
Twitter will actually point you to the article, which shows you exactly where you’ve gone wrong in your ad so that you can fix it and get it going.
Twitter also allows you to interact with people quickly and easily so you can build even more affinity on tweets.
If you put an ad out there and people have questions about the article that you’ve written, and they will, you or your support staff can go on to Twitter and answer those questions directly, and guess what?
They start to get to know you a little better and you start building that affinity and what does affinity plus value equal?
It equals authority.
Twitter really lends itself to that.
So, write down the top ten websites and next to them write their Twitter handle.
For example, I have @stocktobuy corresponding to blackberrystock.com – 14,000 followers there.
13,000 followers at stockpickr.
1,008 followers at hotstockmarket.com.
And @TSTRealmoney – 2,962 followers.
This is all you need.
Of the six thousand websites, I only came up with ten. You can find the handle for all six thousand if you want, but I would suggest not doing that. It just takes up too much time.
You only need between four and ten Twitter handles for this to work.
Why? Because Twitter has this cool little thing …
I type in a few handles and I click ‘Expand your reach’. Twitter recognises that you are going after these followers and offers to add other handles with the same kind of followers. You’ll end up with around fifty to one hundred handles.
As the ad runs, you can see which handles are not performing and remove them.
So, here is the list of all the handles I used and it tells you what the conversion rate is for each one of these handles.
With this dashboard, you can then see that Josh Raymond U.K, which is a guy in the financial niche, has given you three signups at $35 each over the last 7 days.
If those numbers work, you can keep it. If not, you can just remove Josh Raymond’s followers.
Secondly, Twitter also allows you to advertise to practically every demographic.
You can target new mums; you can target people who are about to travel, people who recently went through a divorce, people who are business owners who earn over a certain amount.
Any targeting option that they have in Facebook and Google they also have in Twitter. The only drawback to Twitter is its scalability and remarketing.
You can’t scale as much or as fast as Facebook or Google.
However, Twitter is a great place to start if you have a small budget. It’ll give you laser targeted leads. You can then use those leads to scale on Google and Facebook.
So, let me just give you a quick recap:
- You use ‘What Runs Where’ or Adbeat in order to find out where people are advertising.
- You find out where they are advertising, and then you pick the top 1% of the people who interact – people that follow them on Twitter, people that interact with their tweets.
- You go after their Twitter handles, and then you expand your reach by using Twitter’s internal algorithm.
- Run the ads for a few days to gather some statistics.
- Simply eliminate the handles that don’t work.
Now that we’ve covered the targeting, would you like to see the ad that we’re using on Twitter?
This is pretty much a breakdown of a perfect Twitter ad (and Facebook for that matter).
It has been bringing in a truck ton of money.
It’s responsible for seven customers a day coming into the business.
The product is a thousand dollars, that’s the minimum, or you can buy it on a payment plan for four payments of $388, which makes it $1,552, so this is an expensive product.
Seven sales a day is about $4k per day.
This ad is literally responsible for six figures every month.
So why is this working
First of all, it says, ‘This Former Wall Street Forex Trader Reveals How he Gets 4 big winning Trades per Month’.
The headline is great. We have the headline formula.
When you create a Twitter ad, or when you create any ad for that matter, just state the headline in the tweet, nothing else.
Don’t make any claims, don’t make any massive promises, don’t over hype, just state the headline – that is it.
Now here comes the real magic; choosing the image is one of the most important things when it comes to the ad, because that will determine the quality of the visitor you will get.
I always use a real, or understated image. I always use it in black and white or sepia, they both work well.
If you have a colour image and don’t know how to change it to black and white or sepia, just head over to Fiver.com and pay someone five bucks. They will just fix that image up for you in no time.
There is a real reason for this.
The first reason is because I used this headline formula, which says This Former Wall Street Forex Trader. When you say this former Wall Street forex trader, people are going to look at that image and wonder if this is the guy the headline is talking about.
And if you use some kind of fake crappy stock photo where someone is looking at the camera and smiling with their thumbs up, that doesn’t look real.
This kind of looks real, right?
This guy is just looking in the distance minding his own business with a coffee and an iPad – that is it.
It’s really, really simple, there is nothing fancy to it and that is the true trick here. People look at that and go that must be the guy. Curiosity wins again.
This has nothing to do with the product we are selling; it has nothing to do with the article. Really, it is just a guy staring out of the window.
Here’s another example. If we had a mum doing her daily thing … a picture of a mum driving with a kid in the backseat, it’s a black and white image, she is driving sipping on a drink, she is just looking to the distance and it’s nothing crazy, then people can relate to that.
You are not showing her abs, you are not showing her boobs popping out and all that kind of stuff – it’s just a normal picture of someone going about their daily life.
There is an instant connection with that and it builds instant affinity because the viewer thinks, “I can be that dude, I can be that guy sitting there drinking coffee, I can be that mum driving there with her kid in the back seat.”
What’s the reason for the colour washout? It’s the opposite of what everyone else does with their ads.
Think about it – you are on Twitter or on Facebook and people are trying to grab your attention with all these crazy colours. Well, if you just make it black and white, guess what?
People will notice it. “What’s this black and white thing doing on my Twitter page?”
Everything on social media is so colourful and crazy so when they see a picture with no colour, it instantly adds another layer of curiosity to the whole thing.
Hey, who is this guy sitting there in the sepia colour drinking his coffee?
We’ve spent a lot of time going over the ‘image’ part of the ad. However, it is important.
I have other image strategies, but none as simple as this.
Now, the next part of your ad on Twitter is to state what you want them to do, which is to “Click here to read the article.”
We don’t say “click here to lose weight” or “click here to make money in forex now” or “click here to solve your divorce problems now” – we don’t do that.
We don’t want hype, we don’t want crazy, we just want to say, “Hey, click here to read the article.”
Real low-key stuff, right?
This style of advertising invites people to lower their guard.
“You don’t have to be all worried that we’re going to sell you something. All we want is for you to read this article you are already interested in reading.”
And guess what? When they click on that link, what do they get?
They get a genuine article that takes them from where they are right now to where they want to be.
It helps them to progress in their lives, and guess what’s going to happen; they are going to love you for it.
Inside of the article, you can have a call to action to download a PDF, or tool, or whatever other lead magnets you have.
If you want to take this one step further, you send that lead to a specific content page.
This COULD be a video sales letter. It COULD be a sales webinar. It COULD be something that sells something.
However, whatever you do, make sure that it demonstrates a case study or some kind of proof. And remember, it has to add value and reinforce what’s in your ad.
Make sure it adds some value to them and it’s a demonstration of what you just talked about in your ad.
Let me explain.
You have a piece of content. This piece of content needs to demonstrate what you told them in the ad itself, because we are going to do something that you don’t tend to see many people do …
And that is, providing one hundred percent congruency across the board.
Everything will relate to the thing that attracted them to you in the first place.
You need to ask yourself if everything you are doing now is consistent with the original advert and the article that it linked to.
Because they are the reason why you are on their radar.
This is why they are customers right now, because of this ad.
So, we have the traffic, you have the article/opt-in to get them into your world. The third part of the jigsaw is your ability to sell to them.
That’s where Direct Mail comes in …
Step Three – Using Direct Mail to Sell
So you’ve seen the numbers.
You can see how quickly sales grew and how quickly we caught momentum by reinvesting sales back into traffic.
But what you didn’t see is the funnels/marketing that happened behind the initial lead-generation.
Because, 80% of your sales will always happen away from this.
The magic is what you do with your leads after they first opt-in, or after they first buy from you.
And that’s what I’m going to share with you.
Because initially, when we first started focusing on this business – we sold one thing.
It was a subscription product.
But like any business with one product, we needed MORE.
Now, we could have quite easily made some similar low-cost products – but let me teach you one of the biggest lessons we’ve learnt.
Focus all your attention on premium services.
You can always down-sell from there.
The quickest way to make a transformational difference to your business is to find a small number of ideal clients that want to pay a premium fee.
That’s exactly what we did.
We developed two new products.
- Firstly, we created ‘The Gold Program’ – this is where you get access to weekly trades by the expert – this is $1,000/year.
- Secondly, we created ‘The Elite Package’ – this is where you get daily trades from an expert trader – this is $5,000/year.
This was the easy bit. Now we had to sell the bloody things.
But here’s where it got interesting.
Because, I’ve never worked in a marketplace that has as much sceptics as the Forex Trading industry. Understandably.
Although the marketing industry isn’t far behind it.
So, in order to win affinity & trust, we had to do the opposite to what everybody else in the industry was doing.
Everybody else was driving to an opt-in, blasting emails and then selling big promises (most commonly boasting about their amazing lifestyle as a way to attract people to them).
To make matters worse, we found that this industry doesn’t like competition.
Within weeks of running traffic and softly marketing. We had an arrow in our back.
We had slanderous articles written about us, we were being called a scammer – it was mental. All we’d done is put out good content and drove some traffic.
In order to thrive and be different, we had to be different from everybody else (and if you want to stand out in your marketplace, then this should be interesting).
We decided to do two things.
- Give more value away for free than what competitors were charging for.
- Make the bulk of our sales offline.
Firstly, in terms of giving values – as we covered in the Ogilvy part, we wrote incredibly detailed high-value articles as our hook to bring people into our world.
This was followed by big free books, guides and webinars that shared hours of training (not just 15 min. of padded content with a sales pitch).
Secondly, we used online marketing to qualify leads, and then offline marketing (phone/direct mail) in order to make the sale.
This worked exceptionally well for a few reasons (as I’ll share) – but the best part was, our highly jealous competitors didn’t have a clue what we were doing.
There were three key direct mail campaigns that we used throughout this business that drove us the quick growth.
I’ll walk you through them.
1. The Sandwich Page
I can’t stress the importance of putting this into your business.
It’s without doubt, the smartest thing that we did.
Let me explain …
When people read the blog post and opt-in, rather than just taking them to the “thank you” page (where they watch a video) – we slotted an additional page in the middle (that we call the ‘Sandwich’ page).
This page offers the lead the opportunity to also receive a physical copy of the ‘PDF’ that they’ve just downloaded for free (and includes a printed bonus if they’re interested).
The page asks if they want a copy, and has a form for them to fill in their shipping details. It also has a button that says “No Thanks” so they can skip to the next page.
Now, this page converted at a whopping 43%.
That’s 43% of people that opt-in for a PDF lead magnet, giving their full postal information to receive a printed copy.
Why is this amazing?
Well, there are three reasons.
- This allows us to gather incredible data on these leads – rather than just receiving their email address and having to rely completely on email as the channel to communicate with them, we now have multiple routes – which will increase the value of the lead (and stops us being at the mercy of any future email slap).
- It builds huge credibility – after you opt-in, our competitors are trying to get money from you straight away, whereas we’re offering to put our hand in our pocket and send them helpful information for free. It makes us very different.
- It gives us the opportunity to send them sales materials through the post and follow-up. Along with their PDF guide, we included a short sales letter, which sold the next step in the sales process.
The mailing was responsible for an 8% uplift in sales to people that requested the printed version. This 8% covered the mailing costs, and allowed us to gather all this extra data and build affinity with these people for free.
2.The Free+Shipping Offer
You must have seen these before.
It seems every marketer/expert is offering a free+shipping funnel:
We wanted to do the same, but actually be smart about it.
Because we know that the cash that is made from sending free books to people and offering follow-ups just isn’t worth the time of day.
The real value in this funnel is acquiring postal details and using them to drive higher ticket sales.
Here’s what we did.
We took a long 2hr Webinar that we run, and we had it transcribed before handing it to a ghostwriter to write it into a well-structured, easy-to-consume book.
We slapped a nice-looking cover on it and built a long-form sales page that over-sold the book.
When I say over-sold, we wrote the copy with the notion that we’re selling this book for $1,000.00 – when you do that, you build its value up and justify value unbelievably well.
But, of course, we then reveal that the book is free, and the prospect just has to cover the postage costs ($4.95).
It was no surprise that the page converted well – 16% of all visitors purchased the book (or purchased the shipping costs, to be exact).
We then had an up-sell for a $47/month subscription, followed by an up-sell for a $97.00 printed guide, and a $47.00 down-sell for the digital version.
Now, this funnel did okay.
We actually made a profit on it – which is rare for a Free+Shipping funnel.
Here are the numbers:
As you can see, during the time this funnel has been live – we’ve had 1,741 sales, with the page converting at a solid 16.75%.
The up-sells have then sold over $17k of additional products (that are included in their delivery, giving us maximum margin).
But here’s where the direct mail angle comes in.
Because this funnel doesn’t just allow us to make a little profit and give people huge value (for what is perceived as FREE) – although that has huge value.
This funnel gets us postal details of people that are willing to invest in order to learn information that are hungry to invest their time to learn.
Therefore, when we send their physical book – we also include a printed invitation that invites the buyer to an exclusive upcoming live training.
This training is just for buyers and goes hand-in hand with the book content – it pitches the $1k/year Gold program.
The invitation drives people back online to register for a Webinar – and here are the results.
Out of the 1,741 people that bought the book, 557 people registered for the training (31% of people).
Out of these 557 people, we had 112 sales.
The sales were a mix of $1k up-front to split-payments paying $1,100 – but it’s brought in around $115k in sales.
All of this was by simply being smart with direct mail, and hitting buyers at their most exciting moment (when opening their book).
High-Ticket Direct Mail Campaign (The Big One)
This direct mail strategy has been responsible for $700k of billings (and it grows each month).
In fact, it’s an asset to the business that they can re-run over and over again – and it will drive them millions of dollars.
It won’t go out of date, competitors don’t even know it exists and it feels majorly exclusive to prospects.
I feel like it’s pretty smart, if I say so myself.
So, let me give you the back-story.
Our key product is a $5,000/year group coaching program.
Now, for the Forex Trading info-niche, this may be the most expensive product the market has seen. Nobody has seen this price-point before. So we had to do something unique in order to build as much intrigue & value as we require to sell this at scale.
So, we decided to flip the sales proposition.
Rather than putting an offer in front of lots of people and seeing who bit.
We decided to see who bit first, then putting the sales proposition in front of them.
This has some big benefits; the main ones being that your offer appears as highly exclusive or always feels new (it doesn’t age like most offers do).
Here’s how it works:
- We send an email series to our list that teases them about a huge opportunity that has opened up, saying that we’re looking for a small number of people to work hands-on with Mark (the face of the business).If they’re interested, then they need to apply in order to receive a private package through the mail.
- From there, we get a host of applications from people stating their current position and the reasons why they believe that we should work with them.
- To the people that have the budget to invest and have the experience in order to be successful, we send them a small box in the mail.Inside this box are two things.The first is a big booklet, which is rammed full of testimonials/social proof – that is called “The Little Black Book of Delighted Traders” – it’s over 80 pages of review after review.The second is an anti-sales letter that – what I mean by this is that rather than trying to sell this coaching, instead, it shares all the reasons why they’re not a good fit for the coaching.“You probably can’t afford it” – “You’re probably not committed enough,” etc.It basically persuades them that they’re not the right fit – which means that it motivates the people that are interested to take action.At the end of the letter, we then drive people to schedule a call if they’re still interested.
- The sales call takes place (which is more of a ‘confirm CC details’ than make a sale) as the marketing/sales proposition ensures that the only people that reach this stage are ready to invest.
There you have it.
The email series that introduces the “big opportunity” is now automated – it kicks in after 10 days of somebody joining the email list – when they apply – a review happens before a package is automatically fulfilled through a printer.
We just have to then turn up to make the sale.
It’s a very clever sales proposition and it wouldn’t work unless it happened via direct mail.
Direct mail allows it to feel exclusive, secret and builds the desire unlike any online marketing can achieve.
This simple process has been responsible for over $700k of billing (with around $450k collected) – the rest is on split-payments.
If this sales process happened online, it just wouldn’t convert.
Since running these three offline strategies – we’ve pushed against what everybody else in the marketplace is doing.
They’re leading with hyped-up headlines and big promises, with big sales pages.
We’re being discreet, only leading with value online and then making our sales to the small % of subscribers that are interested, offline.
There You Have It
The three steps to scaling one business from $15k to $150k.
- The Ogilvy Lead-Gen Strategy
- Buying Intelligent Traffic
- Using Direct Mail to Sell Offline
But do you want to know the best part of this business?
The sales processes are now in place.
When a new lead comes in, they automatically get the series driving them to the book, they automatically get invited to an evergreen Webinar and they automatically are given the opportunity to apply to receive the ‘Elite’ letter.
The big marketing challenge is now buying traffic. The rest is all automated.
But this business grows as quickly as we can get new people to that initial article (which is our key focus).
Your Next Steps
I’m going to make an assumption that if you’re still reading this, that you’re intrigued at the idea of applying some old-school principles to your marketing ..
… and in my eyes, there is no better place to start than a direct mail campaign that’s currently working wonders for us called ‘The Hamster Box’ Campaign.
This unique offline campaign is allowing us to win premium clients at scale for the lowest CPA’s (Cost Per Acquisition) costs that I’ve seen since 2014 … and it’s incredibly memorable. It builds brand like you wouldn’t believe.
I’ve put this page together to share how it works, and you can get your hands on a guide to help you create and launch your own campaign.
Here’s the link: https://go.oliluke.com/hamster
Thanks for reading.
I’m sure I’ll speak to you soon (especially if my retargeting is “on point”)