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Addressing the Recent Questions...
25 ideas de marketing sacadas de «Addressing the Recent Questions...», de Sabri Suby. Sobre todo de mensaje y copywriting, conversión y estrategia y…
- 25 ideas despiezadas
- Fuente Sabri Suby
- Dura 43 min
- Publicada en 2024
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Estructura de cuatro etapas para evaluar y construir narrativas persuasivas
Mensaje y copywritingPara dominar el storytelling en cualquier formato publicitario o de contenido, se debe analizar y construir el mensaje respondiendo a cuatro fases clave: cómo enganchar la atención inicial (hook), cómo retener el interés (retain), qué valor o satisfacción entrega al usuario (reward) y cómo se realiza el llamado a la acción final (close).
incredible storytelling and because that is what it all is fundamentally you are always whether it's a a text based sales letter it's a webinar ad it's a script it's organic content it is all story communication so you want to be a student of good stories look at pieces then ask yourself how how did they hook my attention how did they retain my attention how did they reward me right and how did they get me to actually close and I think that is the base level that you want to understand is you want
Escúchalo en el minuto 27:05
Descubrimiento de ángulos de venta combinando escucha social y entrevistas
Investigación de mercado y clientePara identificar los argumentos y ángulos persuasivos exactos de un nicho, se deben cruzar dos fuentes: investigar foros y comentarios donde la audiencia expresa dudas (Reddit, Quora, redes sociales) y realizar entrevistas a clientes actuales sobre sus objeciones previas y motivos de compra.
the way that you find out that Avenue is just by doing the research and actually reading on Reddit forums going to Kora looking at YouTube comments Tik Tok Instagram looking at any Forum online right and looking at what is my market really in need of what is it they value what are their questions and then that in itself gives you the angles that it actually just interviewing your clients and finding out directly from the horse's mouth what is it that's important to them why did they pull the trigger why did they buy it what did they enjoy what were their hesitations friend understanding all…
Escúchalo en el minuto 14:12
Uso de canales 'push' para generar demanda latente en mercados pequeños
Canales de adquisiciónEn mercados reducidos, depender exclusivamente de canales de búsqueda orgánica o intención directa (Google) limita el crecimiento a la pequeña fracción de usuarios con urgencia inmediata y conciencia de problema. Para escalar, es imprescindible utilizar canales 'push' (prospección directa o anuncios de interrupción) para despertar la conciencia del problema en clientes potenciales adecuados.
reach these people and if it's an incredibly small market then there's not going to be a huge amount of people that are going to be searching for it on Google and that are going to be problem aware so you'll be limited if Google is the only platform that you go to to get customers you're always going to be at the mercy of the people that are problem aware on Google in research what they're the customers that I call have a bleeding neck they've got a bleeding neck and they're looking for an immediate solution to solve that bleeding neck problem and that's always going to be a very small subset…
Escúchalo en el minuto 33:28
Colchón financiero previo a la transición al emprendimiento
Estrategia y decisiones de negocioAntes de dar el salto al negocio propio y dejar la seguridad de un empleo, se debe asegurar un fondo de reserva de varios meses para cubrir gastos básicos de vivienda y alimentación, evitando así operar bajo estrés y desesperación financiera inmediata.
time I think I reasonably you want to get to yourself to the position where you do have a little bit of a nest egg and you do have a little bit of money saved up so you're not just in absolute immediate crazy stress straight out of the gate and you have a little bit of buffer there you have a couple of months worth of rent money and food money put away but I can't answer when it's going
Escúchalo en el minuto 39:17
Estructuración de embudos con límite de rechazos y múltiples upsells para compradores activos
ConversiónEn un embudo de ventas poscompra, establece una ruta de salida cuando un usuario rechace dos ofertas consecutivas (downsells) para evitar saturarlo, pero ofrece entre 3 y 4 upsells a aquellos compradores activos que sigan respondiendo afirmativamente.
you want typically I like to go with two exit paths so I like to basically get to a place where someone has said no twice and then I remove them from the funnel some other thing to buy then if they say no to that you can have down sell number one and then if they say no to that it's down cell number two and then it's you're out of there you're not going to saying no to so however a buyer in motion that's the person that we're really going to be focusing on is the people that buy upsell one the real question is how many upsells do you offer those people right that are saying would say I like…
Escúchalo en el minuto 16:02
Cada etapa del embudo solo debe vender el paso inmediatamente siguiente
ConversiónEl error común en prospección y embudos es intentar cerrar la venta del servicio principal demasiado pronto. Cada punto de contacto solo debe vender la siguiente microacción: el anuncio vende el clic, la landing vende el opt-in, el mensaje directo (DM) vende agendar la llamada y la llamada es la única encargada de vender el servicio y discutir precios.
funnels we say that the ad's job is not to sell them it is to sell the click to get people to click the freaking damn ad right and the next part of the funnel is typically where you're going to be getting them to opt in and then the job of the opin page is to sell the optin it's not to sell the service right and then the third step in that funnel is to sell the consultation and to sell the call it's not to sell the services either and then the job of the call that is the job to sell the services so just like you in the DMS your job in the DMS is not to close a person it's first one to get the…
Escúchalo en el minuto 8:47
Investigación de mercado y clienteHablar directamente por teléfono o en llamadas de ventas con prospectos acelera el aprendizaje de la psicología del comprador mucho más que consumir teoría o analizar páginas de venta. Mientras que las métricas de una landing o VSL solo revelan qué porcentaje no compra sin explicar el porqué, la conversación directa expone de forma inmediata las frases exactas que generan interés y las objeciones que detienen la…
the phone with customers nothing will teach you more about human psychology you're writing copy on a long form sales page or it's a video sales letter that feedback loop is very far removed like you get the metrics right you get like okay we've got a 2% conversion rate or it might be however you don't know why those other people aren't buying you just know that they're not buying so when you're on the telephones and you're long you can be like oh okay I just said but then this objection popped up and then I didn't know how to handle that
Escúchalo en el minuto 21:20
Mensaje y copywritingEl copywriting y el marketing a escala (anuncios, videos, cartas de venta) funcionan como una amplificación de la persuasión directa uno a uno. Desarrollar primero habilidades vendiendo por teléfono o en persona permite dominar la interacción humana y las objeciones para luego traducirlas con éxito a formatos masivos.
all this crap just do what you do on the telephone and just put it into text just put it into video cuz you know that that works one to one so it's bound to work if you just amplify that out to more whatnot these guys all started doing door to-do sales and to selling one toone and then they also transitioned into selling one to many and that was persuasion I think the best place to start is on the telephones and then backing it out and then taking those fundamentals that you're going to learn about people on the telephone and then learning how to communicate that in text and in video but all…
Escúchalo en el minuto 25:29
Mensaje y copywritingEn servicios de alto valor y alta consideración (como asesoría legal), los clientes investigan exhaustivamente antes de comprar; la estrategia más efectiva consiste en entregar información que aporte certeza sobre el proceso y el resultado antes de presentar una oferta atractiva.
fit for that is obviously a high ticket service it is something that there is high information around anything that's got a high price typically people do more research for especially something instance the best thing that you can give those people is information and give them more certainty around the thing that it is that they want and then make them a compelling offer as well so
Escúchalo en el minuto 10:24
Canales de adquisiciónAntes de adoptar una nueva plataforma emergente, se debe definir con precisión qué cuello de botella resuelve que los canales existentes no puedan solucionar. Sumar canales sin justificación dispersa el foco y resta recursos a los canales consolidados que siguen funcionando.
why and why not for me you know focus is really about not what I say no to but what I say yes to and looking at all of the different options that I possibly have to go through I like to think long and hard before going down one Avenue and then when I do I go all in with it apply myself to so I try to think about what are the things that aren't going to marketing why haven't I done it cuz I don't think it's the main thing right like what is the constraint that I'm trying to solve by moving over to Discord that I'm not able to solve with my existing Channel because everything that I say yes to…
Escúchalo en el minuto 30:36
Reducción de fricción para agendar llamadas en prospección por DM
ConversiónLos prospectos evitan agendar llamadas por miedo a la confrontación y a tácticas agresivas de venta, por lo que piden el precio por mensaje para descartar. Para reducir esta resistencia, se debe desarmar la presión explícitamente: aclarar que la llamada es para aportar valor/diagnóstico sin compromiso y posponer la discusión de precios hasta evaluar si realmente hay un encaje mutuo.
because there's so much information that it is that they require in order for you to be able to command that high price and for them to feel confident to move forward with you so of course they are going to want to know the price before jumping on a call because that is the least threatening thing for them the most threatening thing for people is to get on the phone with a salesperson people do not want to get on the phone with you so if they can ask you for pricing the DMS that is removing that to do is you need to lower the resistance of them not wanting to get on the call why would they…
Escúchalo en el minuto 5:50
Oferta y precioLa capacidad de escalar la adquisición de clientes depende directamente del valor total que cada cliente aporta al negocio; si no se disponen de múltiples productos o alternativas de mayor precio para vender, el margen para invertir en publicidad se agota rápidamente y el crecimiento se estanca.
have it you can't sell what you don't you cannot sell what you do not have and it's like if you're kind of predicating your business growth based on one what you can spend to acquire customer and two how much those customers are worth to your business if you have limited things to sell them then they're going to be worth limited amount of money and money to you that means that you can only spend a limited amount of money to acquire those people and that your traffic channels are just going to cap out very very quickly because you can only afford to spend so much to acquire a customer and then…
Escúchalo en el minuto 17:21
Mensaje y copywritingEn lugar de acumular libros y cursos teóricos sobre redacción publicitaria, es más efectivo leer solo uno o dos textos de referencia y pasar de inmediato a la práctica redactando piezas para negocios reales o interactuando con prospectos, ya que la maestría en persuasión surge de acumular repeticiones y no de adquirir más información conceptual.
do not recommend reading 17 copywriting books I recommend reading one or two just go to the best sellers go to the ones with you know more than 500 reviews on Amazon and buy two of them and then from there as quickly as you can you want to move away from Theory and you want to get to practicality you want to take those philosophies immediately find a friend's business find somebody on the internet and write them some piece of copy or some kind of sales pitch for free that takes what you've just learned and you apply it and the more experience that you get in applying it the better that and…
Escúchalo en el minuto 29:03
Oferta y precioEl precio de una oferta debe fijarse en aproximadamente el 10% del valor económico total que genera para el cliente, garantizándole un retorno de inversión de 10x y desvinculando la tarifa de las horas de trabajo empleadas.
solve in general as this a general rule you want to solve a big problem that has a lot of value assigned to it and you want to charge proportionately to the value that it is that you preside and a provide and A good rule of thumb is I like to say that you want to be charging 10% of what that value is actually Worth to somebody cuz then they are without a doubt getting the best end of that bargain they're getting a 10x on their investment and as a result of that as well you're also getting a good percentage of value and you're not looking at like how many hours it's taking you to provide that…
Escúchalo en el minuto 4:14
Justificación de valor en productos o servicios sin retorno financiero directo
Mensaje y copywritingCuando un producto o servicio no genera un retorno de inversión (ROI) monetario tangible, la venta debe justificarse mediante factores intrínsecos como el estatus, la preservación de recuerdos, el legado familiar o la narrativa personal.
selling Roi you're selling something that is infinitely more important than even Roi you're selling memory you're selling life you're selling Legacy right justifying decisions based on Roi like that's not the only way to justify a decision there are so many other ways to they attach status and all the stuff thing is just recognizing that no you don't only need to look at Roi that is in Your Arsenal but you want to think about like the memories that these the status of someone having these grandkids to create a legacy for themselves to really capture these to capture that and to document that…
Escúchalo en el minuto 11:32
Profundidad del mensaje frente a simplificación según el tamaño del mercado
Mensaje y copywritingMientras que las audiencias masivas obligan a diluir y simplificar el mensaje para apelar al público general, los mercados pequeños o de nicho exigen mensajes de mayor profundidad técnica que aborden problemas hiperespecíficos para compradores más sofisticados.
sell however when you go out to larger audiences your message also Al has to get more diluted more diluted to be dumbed down to the common man because you're just going out to so many people however if you operate in a small Market typically the way that you you penetrate that market is it's going to be a smaller more educated group of buyers not always but a lot of the time and that means that you just want to have a lot of depth to what it is that you're doing in your marketing and answer a lot of really really defined Niche specific problems and then you want to look at
Escúchalo en el minuto 32:52
Definición de rumbo profesional basada en la rutina diaria a 5 años
Estrategia y decisiones de negocioPara clarificar la dirección profesional o de emprendimiento, es más efectivo y realista preguntarse qué tareas e intereses específicos se desean realizar en el día a día dentro de 5 años, en lugar de intentar definir qué hacer con el resto de la vida.
the question that I wish somebody would ask me is like what do you want to be doing every day right or what do you want to be doing every day in 5 years time what does that look like where where what are the things that interest you and that is just a way more real way to work out the problem than figuring out what do you want to do for the rest
Escúchalo en el minuto 41:37
Estrategia y decisiones de negocioUna alternativa subvalorada frente al riesgo de emprender desde cero es trabajar dentro de una empresa existente negociando una participación proporcional de los ingresos o beneficios generados, lo que permite capturar rentabilidad con menor incertidumbre y mayor balance.
say that the thing that is very underrated is working within organization and being attached to the revenue of that business it sounds like you are and then you get a proportion of The Upside that you then go produce for that company and making sure that you are in a vehicle that has a lot of opportunity for you and a lot of the time going down that road is one more of a shire way that you're going to be successful and depending on what the outcome is that you're optimizing for as well is a quicker easier and more balanced way to get there so let's just
Escúchalo en el minuto 38:13
ConversiónEl rango estándar de conversión para una página de captura con tráfico frío escalado se sitúa entre el 20% y el 40%. Tasas del 50% al 60% solo suelen sostenerse con audiencias pequeñas y tibias o presupuestos publicitarios mínimos.
basically what we're shooting for on a opt-in page first is between 20 and 40% conversion rate naturally the reason why the variant is so large like 20 to 40% it's easy to get like not easy but it's possible to get opt-in rates of like 50% 60% to smaller more warmer traffic than you if you're going to like gale force cold winds traffic right IE you're spending multiple thousands of dollars per month the the more that you spend the colder that the audience is we're see those conversion rates dip a lot of that range so then we're we're shooting from you know 20 to 40% of the people to actually…
Escúchalo en el minuto 1:49
ConversiónEl rango estándar de conversión para una página de captura con tráfico frío escalado se sitúa entre el 20% y el 40%. Tasas del 50% al 60% solo suelen sostenerse con audiencias pequeñas y tibias o presupuestos publicitarios mínimos.
basically what we're shooting for on a opt-in page first is between 20 and 40% conversion rate naturally the reason why the variant is so large like 20 to 40% it's easy to get like not easy but it's possible to get opt-in rates of like 50% 60% to smaller more warmer traffic than you if you're going to like gale force cold winds traffic right IE you're spending multiple thousands of dollars per month the the more that you spend the colder that the audience is we're see those conversion rates dip a lot of that range so then we're we're shooting from you know 20 to 40% of the people to actually…
Escúchalo en el minuto 1:49
Tasa de conversión de lead a llamada reservada mediante oferta y seguimiento por email
ConversiónLa tasa de conversión esperada desde que un usuario se registra hasta que reserva una llamada oscila entre el 5% y el 15%, lograda mediante la combinación de compradores inmediatos en la página de oferta, flujos de nutrición automatizados y transmisiones semanales de email.
into the funnel is anywhere between about 5 to 15% conversion rate from optin to actual book calls as a combination of the hyper actic buyers that are going to just book immediately once they arrive on your offer page and then you catch the rest of email flows then the longer that you you extend that time Horizon depending on how many flows you have in that funnel and then if you're emailing and doing a a standalone broadcast to those people once a week that is where you start to push things even higher and higher and higher in
Escúchalo en el minuto 3:03
Canales de adquisiciónTanto la llamada en frío como el correo electrónico en frío continúan siendo métodos de prospección directa de alto impacto para conseguir clientes, a pesar del incremento del spam y la saturación de los canales digitales.
yep I definitely did get my start in cold calling and I still do believe that it is incredibly powerful and I do believe that is even in this day and age is an incredibly powerful way to go out there and get clients and when it comes to cold emailing yep cold emailing has been called the the cold calling 2.0 definitely also you know very powerful advancements in cold emailing it is clear as more and more people move online more and more people people have email addresses and more people are getting spammed than ever before people know that it's a really good path to get
Escúchalo en el minuto 42:21
Umbral mínimo de precio de 2.500 USD para justificar embudos de captación de leads
Oferta y precioPara que los costos unitarios (unit economics) y el costo de adquisición (CAC) sean rentables al utilizar embudos con contenido cerrado (opt-in), la oferta posterior debe venderse por un valor mínimo de 2.500 USD.
funnel like this to stack up I typically say that you want to be selling something that's $2500 plus if it's anything below that the unit economics by you know gating content through an opin it starts to not make sense and it starts to get to a place where the customer acquisition cost becomes too prohibitive given all the little hurdles that you have to make people jump into for a low aov or a low LTV lifetime value of a customer that it just doesn't make sense so that's kind
Escúchalo en el minuto 3:35
Estrategia y decisiones de negocioEmprender exige tolerar incertidumbre constante, estrés elevado y periodos prolongados sin equilibrio de vida; por tanto, la decisión de fundar un negocio debe basarse en el nivel de ingresos y estilo de vida que realmente se busca optimizar, considerando que generar millones requiere un sacrificio vital desproporcionadamente mayor.
because not everybody is built to run a business there is a lot of uncertainty and it's constant uncertainty there is a lot more additional stress typically than working within an organization and there is long and sustained periods of zero balance I don't mean low balance I it takes requires zero balance and I'm know you need to live a few years of your life like others aren't willing to so that you can live the rest and it's because you're willing to pay that price and it does come at a price beginning is what is it that you're trying to optimize for do you want to earn 50 Grand a year do…
Escúchalo en el minuto 36:19
Estrategia y decisiones de negocioLa decisión de lanzar un negocio suele desencadenarse cuando el dolor y la insatisfacción de permanecer en la situación actual superan el miedo y el dolor percibido ante la posibilidad de fracasar o perder recursos.
it I would argue that pain is a lot more of a powerful driver for for a lot of people and the pleasure component of it so you're either trying to move away from this pain that you got right now Journey but there will come a time where it is you just can't stay in the position that you are any longer and even the thought of doing that is less painful than staying where you are right now that's the moment that you'll pull the trigger and you'll actually go out
Escúchalo en el minuto 40:16
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