Notes, Links, and Resources from Jennifer Henczel’s Presentation
Ideas are not enough! Be crystal clear about:
- How you are capturing your leads.
- What your funnel looks like.
- What products your audience wants.
- How you will launch your next program, product or business.
“Content is King, Capture is Queen”
Jennifer Henczel
Books from Seth Godin, Jeff Walker Launch and Michael Hyatt
Tribes: We Need You to Lead Us
Platform: Get Noticed in a Noisy World
Must Watch
Which ones are you using for enticing high value leads:
- Blogging
- Webinars
- Podcasts
- Opt-in Offers
- Landing Pages
- Meetups and Workshops
- Speaking
- Publish a Book
- Your Website
- Keyword Rich Domains
- SEO / PPC / Organic Search
- Social Media – community building aspects of each network
- Conferences, tradeshows, events
- Direct Mail
- Online Ads
- Public Relations
- Webinars
- Offline Media
- Print ads – magazines, newspapers
- TV radio
- Mobile Ads
- Content syndication
- App Store
- Other ______________________
Your collection of channels is your marketing mix. It’s your Client Attraction Plan. To attract your ideal customers you need the right strategies in place. Is your current mix working for you? • Yes • No
Opt-in Offers and Landing Pages
Check off the opt-in incentives you are currently offering to generate leads:
- Ebooks
- Guides
- Checklists
- Templates
- Videos/Audios
- Apps
- Online Course
Landing Pages Examples for opt-in offers
- Your enticing opt-in offer
- Your call to action
- EBooks, Reports, Training Courses, Apps and Free Software, Downloads, Templates, Checklists, Mindmaps, Webinars, podcasts, Free Trials
- Landing Pages: Instapage, http://instapg.es/c8H32 (similar to Lead Pages but less expensive)
- Landing Page Examples:
Expert Funnel Examples
Create Multiple Streams of Income
- Membership
- Webinars
- Live Training Programs
- Online Training Programs
- Coaching/Consulting
- Masterminds
- Conferences, tradeshows, events
- Tools & Resource Packages (templates, checklists, forms)
- Licensing/Franchising
- Apps
- Other: ______________________
Having a great idea is no longer enough. You must have the right channels, streams, tools, strategies, and systems in place to achieve your idea lifestyle.
“A man who stops advertising to save money is like a man who stops a clock to save time.” Henry Ford
Strategies & Systems
- Lead Capture System
- Relationship Management System
- JV Strategies
- Follow-up System
Launch Formula – Jeff Walker
- Sideways Sales Letter
- Emotional Triggers
- Creating Your Platform and Launching your Product, Program or Business
- Tools to create sideways sales letter: Youtube, Constant Contact, WordPress
- Jeff Walker Product Launch Formula Video
- Sideways Sales Letter
- Tools to create sideways sales letter: Youtube, Constant Contact, WordPress
The Funnel Formula Blueprint
- Why Sales Funnel?
- The Sales Funnel Formula
- Front-end
- Upsell 1
- Down Sell
- One Time Offer OTO
- Upsell 3
- Backend
- Overview
- How to Create an Irresistible Front-end Offer
- How to Create a High Converting Upsell
- How to Create a Down Sell and Save 10% More Sales
- How to Create a Second and Third Upsell
- How to Create a Big Ticket Backend
- How to Write Buyers Follow Up Emails
- How to Set Up a Sales Funnel on JVZoo
How to Create an Irresistible Front-end Offer
- What is Front-end?
- Frontline product
- Lower price
- Criteria of Front-end
- Mass appeal
- Evergreen topic
- Solve an immediate/urgent problem
- Format of Front-end
- E-book
- Videos + Transcripts
- Graphics
- Methods to Get Front-end
- Create it yourself
- Brainstorm on ideas
- Collect materials for content
- Draft your content
- Write the content
- Get feedbacks
- Buy PLR products
- Gather PLR products
- Rewrite
- Presentation Slides Formula
- Ratio of 16:9
- Fill 80% of the slides only
- Write important points only
- Irresistible Offer
- Offer bonuses
- Format: Checklist, Mind Map, etc.
How to Create a High Converting Upsell
- What is Upsell?
- Immediate offer after front-end
- Higher price than front-end
- Upgraded version of front-end
- Why Upsell?
- Instant increase of revenue
- Increase buyers’ satisfaction
- Why Upsell Works?
- Buying trance of buyers
- Impulse buying
- Strike while the iron is still hot
- Mistakes of an Upsell
- Convert at lower percentage
- Mistreated upsell as lower priced add-ons
- Criteria of Upsell
- At least twice the minimum price of front-end
- Must be congruent to front-end
- Offer with Value Enhancing Bonuses (VEB)
- Format of Upsell
- E-book
- Videos + Transcripts
- Software
- Methods to Get Upsell
- Create it yourself
- Brainstorm ideas
- More solid content
- In-depth version of front-end
- Buy PLR products
- Gather information
- Rewrite
How to Create a Down Sell and Save 10% More Sales
- What is Down Sell?
- Downgrade version of upsell
- Price slightly lower than upsell, but higher than the front-end
- Why Down Sell?
- Buyers’ Mindset:
- “Upsell not worth the price”
- “I do not need the bonuses offered in upsell”
- Why Down Sell Works?
- Change the buyers’ mindset
- Getting the same thing with lower price
- Criteria of Down Sell
- Remove bonuses to drop the price
- $67 upsell offer can drop $20 => $47
- $97 upsell offer can drop $30 => $67
How to Create a Second and Third Upsell
- What is Second and Third Upsell?
- Congruent product with higher value
- Solving forecasted problems
- Enhancement
- Why Second and Third Upsell?
- To maximize profit from sales funnel
- Buyers in the buying frenzy
- Additional tolls to be used by the buyers
- Price Range for Second and Third Upsell
- Should not be higher than $200
- Prices should go higher at every level
- Enhancing the Value
- Value must be really high
- Include mega bonuses to boost the value
- Creating Upsell Sales Script
- Establish reason why customers need it
- Implement scarcity factor
- Call-To-Action
- Second and Third Upsell Ideas
- Membership site
How To Create a Big Ticket Backend
- What is a Backend?
- Big ticket offer
- Offered 3-7 days after purchase of product
- It’s NOT an upsell
- Backend Concept
- Very high-priced, can’t be sold immediately like upsell
- The 3-7 days wait is for the customer to build trust to your product
- Big Ticket Ideas
- Coaching
- Group coaching
- Licensing program
- How Much is a Backend?
- Recommended price: $500-$5000
- For group coaching: $200-$500
- Promo Email for Backend Offer
- Send at the right time (3-7 days after purchase)
- Sell it as a “hidden bonus”
- Promo Email
- Less than 50 characters for subject line
- Include links in between paragraphs
- Explain features and benefits of the product
How to Write Buyer Follow-Up Emails
- What are Follow-up Emails?
- The emails sent to the buyer after the purchase of product
- To strengthen relationship with customers, and also for future sales
- How Many Emails Should We Send?
- 4 emails:
- 1st – Thank you
- 2nd – Tips on product
- 3rd – More tips (or hidden tips) on product
- 4th – Unannounced bonus
- First Email: Thank you
- Thank you message as appreciation
- Let them know any contact information
- Second Email: Tips
- Tips on how to use your product
- Share tips on how they can get the best out of your product
- Third Email: More Tips
- Share more tips on the product
- Sell the tips as ‘hidden tips’
- Fourth Email: Unannounced Bonus
- Sell them a backend product
- Special offer for your customers
- Fifth Email Onwards: Promotional Emails
- Don’t end the communication at the 4th email
- Keep them for future products
Tools
The above quote is true today, more than ever before. There has been a huge paradigm shift in running a business in the last few years. The landscape has changed in a way that running a business involves paying monthly or yearly subscription fees for the needed tools. You will not be able to thrive or grow without them. You are probably being bombarded with various options every day. Here are the key things you need to have in place to collaborate and achieve success in today’s market:
- Capture, Compliance and Email Marketing: Constant Contact (about $20 a month), Mail Chimp is free, but not phone support.
- Landing Pages / Sign up forms: Instapage / Lead Pages / Click Funnels
- Social Media: Facebook Groups, Twitter Lists, Linkedin Groups, Youtube Channel, Instagram, Periscope, Snap Chat, Pinterest Boards.
- Title Ideas: Hubspot Blog Topic Generator
- Your Website: WordPress, Blue Host
- Membership Tools: Optimize Press, Wishlist and other WordPress plugins.
- Webinars: GotoWeb, Stealth, Evergreen, other wordpress plugins.
- nline Training: Thinkific (ex. ConnectNowAcademy.com)
- Market places Lynda.com, Udemy
- Affiliate Prgrams: Thinkific, JV Zoo, Clickbank, Warrior Forum
- All in one tools: Infusionsoft (expensive), Constant Contact (affordable, user-friendly)
- Join other’s affiliate programs: Amazon Affiliate Program or Commission Junction www.cj.com
Join Jennifer Henczel’s Affiliate Programs
Resources
- Free video course: Doing Business the CASL Way on Connect Now Academy
- Feedly – content aggregator
- Content Gems – content aggregator
- Hubspot Blog Topic Generator
- Tribe Building Blueprint
- Get a copy of my book, “592 Tweets, Posts, and Quotes: Ideas for Your Social Media Content”
A tribe is any group of people, large or small, who are connected to one another, a leader, and an idea. For millions of years, humans have joined tribes, be they religious, ethnic, political, or even musical (think of the Deadheads). It’s our nature. Now the Internet has eliminated the barriers of geography, cost, and time. All those blogs and social networking sites are helping existing tribes get bigger and enabling new tribes to be born…. Who is going to lead all these tribes? The Web can do amazing things, but it can’t provide leadership. That still has to come from individuals―people just like you who have passion about something. Anyone who wants to make a difference, now has the tools at their fingertips.” Seth Godin, Tribes
Contact me if you would like to set up a group program or one-on-one coaching session:
- Ask Jennifer Henczel to speak at your next event
- Working with Jennifer Henczel
- Join Connect Now Business Network
- Find self-paced online learning in the Connect Now Academy
Jennifer Henczel
Founder, CNBN.ca
@jhenczel
https://twitter.com/jhenczel
#ConnectNow #BeBrilliant
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