Marketero · Entrevistas
If You Only Watch One Marketing Video, Make It This
31 ideas de marketing sacadas de «If You Only Watch One Marketing Video, Make It This», de Sabri Suby. Sobre todo de oferta y precio, conversión y mensaje…
- 31 ideas despiezadas
- Fuente Sabri Suby
- Dura 53 min
- Publicada en 2026
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Crear un banco sistemático de pruebas visuales para respaldar ofertas
ConversiónMantén una carpeta dedicada a acumular capturas de pantalla de reseñas de 5 estrellas, comentarios en comunidades, emails de clientes y métricas de resultados en cuanto ocurran. Al redactar ofertas o construir páginas de destino, este repositorio permite desplegar un desfile de pruebas irrefutables que demuestran visualmente los resultados en lugar de limitarse a afirmarlos con palabras.
what is the undeniable proof that what you're saying is actual a reality? Not what it is that you just think? No, you must bring the receipts. You must be able to prove without a shadow of a doubt, like you are trying to convince a jury, right? That there's just so much undeniable, unquestionable proof that what you're saying is true. Screenshots, reviews, average results that people get. And the more that it is undeniable, the more powerful that it is. So you can't just say it, you need to show it. Show, don't tell. The best way to do this is to create a folder on your computer called proof…
Escúchalo en el minuto 48:39
Mensaje y copywritingPara maximizar la conversión en anuncios, VSLs y landing pages, el mensaje debe responder en secuencia a las dudas del prospecto: 1) si es de interés personal (apelando directamente al público objetivo con un gran beneficio e intriga), 2) por qué prestar atención de inmediato (urgencia), 3) si es la solución exacta y personalizada a su problema, 4) qué tiene de nuevo y emocionante, 5) cuál es la prueba irrefutable…
absolutely everywhere we can, this brings us to step number 11. So here are the nine questions that every sales message must answer. Whether it's a Google ad, it's a Facebook ad, it's a video sales letter, it's a landing page, it's a product description page, or it's even your homepage. If you don't answer these nine questions, you'll never be converting as much traffic and bringing in as much customers as you possibly can. Question number one, is this of personal interest to me? your dream buyer, your headline, it needs to scream directly to that person and say that this information is…
Escúchalo en el minuto 45:38
El payback period como restricción crítica del flujo de caja al escalar publicidad
Medición y experimentosEl límite real para escalar inversión publicitaria no es el ratio LTV:CAC ni el ROAS nominal, sino el periodo de recuperación (payback period). Si el retorno del cliente tarda meses en materializarse, el flujo de caja se estrangula al aumentar el gasto. Para autofinanciar la adquisición sin capital externo ni pagar intereses de crédito, se debe diseñar la oferta para recuperar el 100% del CAC en menos de 30 días (o…
that, and you realize that there is this big cash trough that you are building. And it's like this So the real thing is, how long does it take us to get those money soldiers to come back to camp? If I put $1 into ads, when does that come back? And that is what your payback period is. but how quickly are we able to liquidate those advertising costs? Because that will be the bottleneck of how much that you can spend. Because unless you're going out there and borrowing money, in your favor, where you're recouping that money as quick as possible. I typically like to engineer a business and an…
Escúchalo en el minuto 10:51
Minería en foros (Forum Foraging) para captar el lenguaje exacto del cliente
Investigación de mercado y clienteIdentifica la palabra clave central de tu nicho y analiza foros como Reddit, comunidades especializadas y reseñas de competidores para extraer los dolores, miedos y deseos textuales de los usuarios. Emplear su propio vocabulario en anuncios y mensajes maximiza la resonancia y efectividad de las campañas.
is by using something that I call the halo strategy. And it all starts with something that I call forum foraging, where you're effectively understanding first, what is the bullseye keyword that your entire market sits around? If you're in a digital marketing agency, it might be the word search engine optimization or SEO, or it might be Facebook ads, or it could be weight loss if you're in the weight loss industry. Then what you want to do is you want to start a search on Google, and you want to start looking for the forums that are in your industry, right? It might be Reddit, there might be…
Escúchalo en el minuto 22:29
El ratio óptimo entre LTV y CAC es de 3 a 1 para maximizar el crecimiento
Medición y experimentosUna relación LTV:CAC de 3:1 es el equilibrio ideal entre rentabilidad y volumen de captación; un ratio 1:1 no es rentable y un ratio 5:1 suele indicar que el negocio invierte menos de lo debido y deja clientes potenciales sobre la mesa.
Now the ideal relationship between lifetime value and customer acquisition is three to one, Now a bad relationship between LTV to CAC would be one to one customers worth $100 to me, and I have to spend $100 to acquire them. That's not a good equation, you're not going to be making any money. Then you can have a look at another one, which might be five to one. And you may be like, this is amazing, I'm making so much money. I've typically found in most businesses when they've got such a high relationship of LTV to CAC, they're simply not spending enough, and they're not acquiring as many…
Escúchalo en el minuto 8:57
Publicitar garantías en el front-end para reducir el coste de adquisición
Oferta y precioNo publicitar una garantía traslada la percepción de riesgo íntegramente al prospecto y encarece el coste de adquisición (CAC). Exponer proactivamente en la oferta inicial las condiciones de satisfacción que el negocio ya asumiría por ley o buena práctica puede multiplicar por 2 o 3 la tasa de conversión y reducir el CAC notablemente.
but you're just not using it on the front end as a marketing tool to bring more people into your world. And the thing is, if you're not doing that, then you are already paying the cost for having a guarantee. What do I mean by that? By not having a guarantee, you are paying the cost of an increased customer acquisition cost. Because if there is perceived risk in the transaction, then less people are going to respond or buy once they generate into a lead than you want them to. And so your customer acquisition cost gets inflated and there is nothing that is more costly than a higher customer…
Escúchalo en el minuto 42:06
Rango óptimo para la tasa de devolución de una garantía (1% a 3%)
Oferta y precioLa tasa saludable de reclamación de una garantía se sitúa entre el 1% y el 3%. Un ratio inferior al 1% indica que el marketing es demasiado tímido y desaprovecha volumen de ventas, mientras que superar el 3% suele reflejar promesas desmedidas o fallos en la entrega del producto o servicio.
basically people are coming in and milking it. However, if you just look at what the redemption rates are on most guarantees, it's typically less than 3%. If you have like more than 3%, it means that you're making uncompliant claims and the offer is probably too strong and you need to tone it down a little bit or you need to soften up the guarantee so that you don't have such a high guarantee or the way that you're selling right now is wrong. If you have less than a 1%, then I would say that your marketing isn't aggressive enough and you need to push it even more because you could be getting…
Escúchalo en el minuto 43:14
Justificar la razón de ser de una oferta para mantener la credibilidad
Oferta y precioToda oferta altamente atractiva o económica debe acompañarse de una justificación creíble (como la eliminación de intermediarios o eficiencia operativa); de lo contrario, el prospecto sospechará que es demasiado buena para ser verdad y desconfiará del producto.
the actual seven parts that make up a godfather offer. So the first thing is the rationale. How does this offer even exist in the first place? Why are you able to make this? Are you an industry all this wastage in the supply chain. You need to set up why this offer even exists in the first place and how you are able to deliver on it. Because without a credible why, the offer just seems too good to be true and it won't seem believable. It will just seem like you're making some outlandish claims. So you do need to support that claim with the rationale of the offer behind it. Then the next part…
Escúchalo en el minuto 35:27
ConversiónIntentar vender directamente a tráfico frío eleva drásticamente el costo de adquisición porque solo apela al 3% que está listo para comprar. El proceso efectivo consiste en ofrecer contenido de alto valor para que el público levante la mano, capturar de inmediato al porcentaje de compradores hiperactivos y nutrir progresivamente al 97% restante.
So most people go out to their marketplace as I've already established, and they try to sell them stuff straight out of the gate. We already know the customer acquisition cost is going to be very, very high because we're marketing to 100 people, but only speaking to 3% of people. And we're basically neglecting the entire dating process that takes place in order to take a customer from who the hell are you to shut up and take my money. Or the other analogy that I like to use, it's effectively the same as walking into a bar and speaking to someone and asking them to marry you on the first date…
Escúchalo en el minuto 32:05
Aumentar el LTV permite asumir un CAC más alto y superar a la competencia
Oferta y precioEn lugar de centrarse solo en reducir el costo por clic o por lead, la ventaja competitiva se logra aumentando el valor de vida del cliente (LTV); quien puede pagar más por adquirir un cliente puede absorber un CAC más elevado y dominar el mercado.
time and energy on reducing what it costs me to acquire a customer, or I can figure out a way to basically make each customer worth way more to me than any of my competitors so that I can spend the most to acquire them. Because if that is the case, right, you don't need to be constantly worried about having the cheapest cost per click or the cheapest cost per lead or the cheapest customer acquisition cost, because you can burden a much higher customer acquisition cost, because there's Because understand this, this is a lesson that took me too long to learn. If you can spend more than any of…
Escúchalo en el minuto 5:11
ConversiónIntentar vender directamente a tráfico frío eleva drásticamente el costo de adquisición porque solo apela al 3% que está listo para comprar. El proceso efectivo consiste en ofrecer contenido de alto valor para que el público levante la mano, capturar de inmediato al porcentaje de compradores hiperactivos y nutrir progresivamente al 97% restante.
So most people go out to their marketplace as I've already established, and they try to sell them stuff straight out of the gate. We already know the customer acquisition cost is going to be very, very high because we're marketing to 100 people, but only speaking to 3% of people. And we're basically neglecting the entire dating process that takes place in order to take a customer from who the hell are you to shut up and take my money. Or the other analogy that I like to use, it's effectively the same as walking into a bar and speaking to someone and asking them to marry you on the first date…
Escúchalo en el minuto 32:05
La fórmula del mercado ampliado (Larger Market Formula)
Investigación de mercado y clienteEn cualquier mercado, solo el 3% de los prospectos está listo para comprar de inmediato; un 17% recopila información, un 20% es consciente del problema pero no busca soluciones activamente y un 60% ni siquiera sabe que tiene un problema. Para escalar, la estrategia debe educar y nutrir a toda la pirámide en lugar de limitarse a competir por el 3% transaccional.
identify your dream buyer. Let's run them through a framework that I call the larger market formula, which shows that in any given market, there is always 3% that is looking to buy right now. It doesn't require much skill to convert these people. They already know that they have a need, they're just looking at which is the supply that they're going to go with to solve that problem. Then there's a further 17% that are in information gathering mode. So they're out there, they're collecting information, they're walking car lots, they might be researching personal trainers or weight loss…
Escúchalo en el minuto 20:43
Oferta y precioOfrecer planes de financiación a 30, 60, 90 días o 12 meses aumenta las conversiones debido a que los clientes valoran más el dinero disponible hoy que el futuro, percibiendo un desembolso inmediato menor respecto al valor total recibido.
sale the only logical solution. People will always value today money more than they value tomorrow money and for that reason we are going to always offer payment plans where we're going to split the overall price that we charge in our offer up into payment terms that they can pay 30, 60, 90, maybe even over 12 months. And the reason that we do that is by doing it we're going to get way more people saying yes to our offer because they're only saying yes to a smaller price today which is the money that they basically means the value in their mind for what they get right now is a lot higher than…
Escúchalo en el minuto 38:42
ConversiónEl primer intercambio comercial ocurre cuando un prospecto entrega sus datos de contacto; para maximizar esta conversión, ofrece un recurso gratuito (como un PDF o guía práctica) que resuelva un problema urgente e inmediato con una calidad superior a cursos de pago, neutralizando el escepticismo del mercado antes de pedir una llamada o venta.
it must get somebody closer to where it is that they want to go. Because the first transaction that takes place in business is when somebody gives you their name and email and contact details in exchange for something that it is that you want. And it is that contact details. It might be them to book in a phone call with you. It might be them to download an opt-in. And the best type of high value content offer that I have physically ever seen is a down and dirty PDF. The reason that they work so well, you can think about them as an ebook, is that it gives your prospect an immediate hit of…
Escúchalo en el minuto 26:25
Explicitar paso a paso el proceso posterior al llamado a la acción
ConversiónNo basta con pedir una acción genérica como hacer clic o agendar una llamada; se debe detallar exactamente qué ocurrirá a continuación y qué valor o personalización obtendrá el usuario tras ese paso, eliminando la incertidumbre y aumentando la tasa de conversión.
which is what do you want me to do next? Most people gloss over this and they think that people are just going to know what you want them to do. No, You must explicitly tell them exactly what it is that you want them to do. You don't just say, click on this link and book in a phone call. No, you must say, click on this link. You will be taken to a short survey. Fill this out so we can really customize your entire solution for you. We can identify what the bottlenecks and constraints are into your business. And then we can create a roadmap of exactly what the step-by-step process is to take…
Escúchalo en el minuto 51:51
Reversión total del riesgo mediante garantías irresistibles
Oferta y precioIncluso ante testimonios y pruebas sociales, los prospectos tienden a pensar que su caso o problema es único y riesgoso; la forma de maximizar la conversión es asumir todo el riesgo mediante una garantía explícita que los coloque en un escenario donde no tengan nada que perder.
guarantee do you have that this is actually going to work for me? It's all well and true. You've made these claims. You've showed me all of these people that have gotten the same benefit that you're promising me. But I still don't believe you. I'm still highly skeptical. I am a unique snowflake. I am very different to all of these customers that you've showed me. My problems are unique. My business is unique. My customers are unique. I want a written guarantee. And that's what people expect. So you want to basically put an absolute irresistible guarantee in front of them that you're removing…
Escúchalo en el minuto 50:57
Maximizar el LTV permite ganar la subasta publicitaria superando a los competidores
Medición y experimentosDado que los costes de adquisición publicitaria tienden a aumentar indefinidamente, la empresa capaz de pagar más para adquirir un cliente gana el mercado; por ello, aumentar ligeramente el Lifetime Value (LTV) aporta mucho más apalancamiento competitivo que recortar marginalmente el coste por lead.
you possibly can? There's one thing that is always fundamentally going to be true in business. The cost to advertise is only going to go one way and it's only going to go up. Whoever can afford to spend the most to acquire a customer is the one that wins. So if that is the truth, it only makes sense to spend the vast majority of your time thinking about how you can increase that number, right? Because a couple of percentage points increase on your lifetime value is worth infinitely more than shaving down your cost per lead by 10 to 20%. Because coming back to our equation, 33% of a bigger…
Escúchalo en el minuto 16:51
Implementar one-click upsells post-compra para acortar el payback publicitario
ConversiónEn comercio electrónico, ofrecer un 'one-click upsell' inmediatamente tras la compra (más unidades con fuerte descuento, productos complementarios, envío exprés o garantías extendidas) eleva el ROAS inicial del día 1 y acorta el periodo de recuperación de los costes publicitarios.
things that are really going to help you shorten that payback period. Now, if you're in an e-commerce business, the number one thing that you can implement immediately that's going to shorten your payback period is to have a one-click upsell. What is it? The moment that somebody buys a product from you, they put in their order, you land them on a page that has a one-time offer for them to either add more of what they just bought or other complimentary products with a click of a button. That offer should be heavily discounted. You should offer them expedited shipping. You should offer them…
Escúchalo en el minuto 15:34
Regla del 33% del LTV como presupuesto máximo para el CAC
Oferta y precioComo estándar de rentabilidad para adquisición de clientes, una empresa debe estar dispuesta y capacitada para invertir hasta el 33% del valor total de vida del cliente (LTV) en costear su adquisición (CAC), manteniendo una relación de 3 a 1.
simple, the answer to that. So typically speaking, you should be in a place where you are willing and able to spend 33% of what a customer is worth to you in order to acquire that customer. But there is a payback period. Think about it this way, if you spend $100 to acquire a customer that is worth $300 to you, you put $1 in, you get $3 back out. Kumbaya, we're all really happy. Then you're like,
Escúchalo en el minuto 10:04
Priorizar la prueba social sobre los argumentos del propio vendedor
Mensaje y copywritingPor muy convincente o racional que sea el argumento del vendedor sobre su oferta, los clientes potenciales siempre mantendrán escepticismo; mostrar opiniones y experiencias de otros clientes resulta infinitamente más creíble para derribar esa barrera.
receive, text messages. You need to have some mechanism in your business for collecting reviews so that you can show people all of these different elements. Because you can sit here as long as you want and tell everybody how it's irresistible. Talk about the price. Talk about all this rationale. But ultimately, people are going to be skeptical as shit. And the more that you can point to other people of them saying, hey, these are all the great benefits that I've got. They're going to believe that infinitely more than whatever it is that you're saying. Question number eight is what
Escúchalo en el minuto 50:27
Oferta y precioUtilizar un precio frontal extremadamente competitivo para maximizar la tasa de conversión y captar clientes nuevos (estrategia de producto gancho o loss leader), transfiriendo el margen y la ganancia a las compras recurrentes y ventas posteriores.
irresistible in the first place? Well what you want to do is you want to lead with the most aggressive offer is. And we want to design it that we're going to make all of our money on the second and the third sale and that we don't need to make much money on the first sale. And that in itself is what money doing it. Then you know okay I'm off to a good place and then you basically convert way more people than anyone else in your marketplace and then you have the relationship with the customer and you make all your money on the second and third and fourth and for sale and so on and so forth…
Escúchalo en el minuto 36:59
Mensaje y copywritingEl copy publicitario debe ser polarizante y provocar debate para sobresalir en la saturación de los feeds móviles. Mensajes neutros o diseñados para no ofender resultan desapercibidos por los algoritmos y elevan desproporcionadamente el costo de adquisición.
through this process, what you're going to realize in order for your copy to be new leaf, it's got to be polarizing and do not worry about that. You are competing with endless entertainment that exists in somebody's smartphone. That is the literal hunger games of attention. And unless your message cut through the market like a hot knife to butter, you're going to be dead on arrival. Do not worry about offending a few trolls and leaving negative comments on your ads. I often say, right, unless 50% of the comments on any content or ads that you put out are negative, then the party ain't popping…
Escúchalo en el minuto 31:07
La tríada métrica fundamental del crecimiento: CAC, LTV y periodo de recuperación
Medición y experimentosLa viabilidad y capacidad de escala de cualquier negocio se rige por tres números esenciales: el costo de adquisición (CAC), el valor de vida del cliente (LTV) y el periodo de recuperación de la inversión (payback period).
business fundamentally only comes down to three numbers. First is your customer acquisition cost, aka how much does it cost you to acquire a customer? The second thing is your LTV, your lifetime value of a customer. How much money are you going to make off a customer over their entire lifetime with your business? And the third one is your payback period, which is how long does it take you to get your money back? If you can engineer these three numbers to work in your favor, then
Escúchalo en el minuto 0:20
Creación de oferta subordinada a la demanda urgente del mercado
Oferta y precioEl producto u oferta debe diseñarse estrictamente en función de la solución que el mercado está pidiendo a gritos según la investigación previa, evitando vender aquello que al negocio le resulta cómodo o conveniente comercializar, incluso si implica rehacer el catálogo desde cero.
I've got to sell. Based on all this research that I've got, how am I going to sell this thing? Do what I'm about to tell you to do. And that is you sit down, and after you've got all of this research, you basically create a product that matches the desire of your market. Not what it is that you've got to sell, what you want to sell, what is convenient to sell, but what is your market absolutely starving for? What would that solution look like? And that's what it is that you want to sell. Yes, oftentimes that takes you rejigging your offers, maybe literally burning your offers and your…
Escúchalo en el minuto 24:00
Toda adquisición de clientes es de pago, sea con dinero o con tiempo
Canales de adquisiciónLa captación orgánica no es gratuita porque exige invertir capital humano y tiempo en crear contenido, mientras que la publicidad paga a las plataformas para distribuir el mensaje; ambas vías consumen capital y deben evaluarse como inversión.
age where a lot of people are talking about organic and they're talking about, hey, putting out organic content and getting customers in. The thing that you must realize is that both of those ways are both paid because you're either paying with your time and you're creating the content yourself or you're creating a message and then you're paying the platforms to put that content out. But fundamentally, they are both the same. They both require either human capital or financial capital in order to go out there. And therefore, all customer acquisition is paid customer acquisition, which brings…
Escúchalo en el minuto 7:03
Uso de escasez genuina para acelerar el cierre sin dañar la reputación
Oferta y precioLas ofertas requieren escasez u urgencia para evitar que la decisión de compra se postergue indefinidamente, pero esta debe fundamentarse en límites operativos reales (como capacidad o stock de almacén), dado que la escasez artificial es detectada por los clientes y destruye la confianza de marca.
Which brings us to the seventh point of a godfather offer, which is scarcity. So offers without scarcity, they simply don't convert because if there's no reason for me to buy right now, then I won't. And bookshelf and have it, then I'm never going to act. There's no urgency. And so here's the thing. In a world of fake scarcity and countdown timers and people not being genuine, you cannot just go out to the marketplace and say things that aren't genuine. People do the sniff test, right? They do the Google sniff test. They go check out if you're legit. And if you're not legit, the word's going…
Escúchalo en el minuto 44:02
Mensaje y copywritingPara que un mensaje comercial de formato largo capture atención en audiencias frías, debe articular seis cualidades fundamentales: ser nuevo (New), único (Unique), emocionante (Exciting), fácil (Easy), predecible (Predictable) y representar una oportunidad enorme (Huge).
these messages, you want to use my $7.8 billion copywriting formula, something called new leaf. And that is your message. It needs to be new. It needs to be unique. It needs to be exciting, easy, predictable, and huge. All of the messaging that you put out, it must signal all of these points because it signals to the user that this is new. It is novel. It is something that is worthy of my attention. And I must pay attention to things that are new because that kind of scratches the shiny object syndrome. And then you're going to get more people consuming your stuff. Now it needs to be unique…
Escúchalo en el minuto 29:24
Ventaja competitiva mediante la capacidad máxima de gasto en adquisición
Canales de adquisiciónEl negocio capaz de gastar más para adquirir un cliente gana el mercado, entendiendo que captar atención siempre exige capital, ya sea en pauta publicitaria directa o en costos de equipo y producción para tráfico orgánico.
business, they've just got a very expensive job. Which brings us to point number two. He who can spend the most to acquire a customer is the one that wins. And in order to get attention, it's going to cost money. Regardless of whether you're going down the organic route, and you're doing organic content, you're going to need a team, you're going to need editors, you're going to need production people to actually do that, which is going to be a big cost to your business. Or you're going to go paid acquisition, you're going to be running ads, you're going to need media buyers, people that are…
Escúchalo en el minuto 3:55
Oferta y precioPara conceptualizar una oferta que resulte imposible de rechazar, el responsable comercial debe abstraerse inicialmente de frenos internos (legales, contables o de socios) y redactar la propuesta más audaz y ridículamente beneficiosa posible: aquella ante la cual 9 de cada 10 prospectos sacarían su tarjeta de crédito al escucharla.
ready to buy. Which brings us to step number 10, my infamous godfather strategy. What is it my prospects want? And what is it they need to do in order to get that offer? They're the two parts that make up an offer. The way that you get into the mindset of writing a godfather offer is to sit down, have a couple of double shots of espresso. Forget about your lawyer, your accountant, your business partner. If you are the rainmaker, you are the one that is responsible for bringing customers into your business. Forget all these people. And write down on paper what is the most ridiculous offer that…
Escúchalo en el minuto 34:26
Incluir bonos cuyo valor justifique por sí solo la compra
Oferta y precioAgregar regalos o incentivos adicionales (premiums) con un valor percibido tan alto que el cliente justificaría el costo de la oferta completa solo por obtener dicho bono, regalando la información y cobrando por la ejecución.
to pay today in order to get access to it. Which brings us to part number five, premiums. So a premium is something that you are going to give in addition to the product that it is that they're buying for free. And the way that you should think about it is the premium that comes across with whatever it is that you're selling, it should be something that is so valuable that people could justify the price of what you're selling or what you're asking them to do just based off the premium alone. You want to give away all of your secrets and sell the implementation. Information is abundant. You…
Escúchalo en el minuto 39:23
Mensaje y copywritingEn lugar de hacer una venta directa a tráfico frío, utiliza una carta de ventas en video (VSL) que eduque a la audiencia sobre su dolor, analice por qué fallan las soluciones existentes y aporte valor independiente antes de hacer la transición hacia el producto o servicio.
incredibly well is to create something called a video sales letter. And this is the same thing. You want to call out your audience that are experiencing a problem, but instead of saying, buy my shit, you are then educating them about all the things about the problem that it is that they've got, all the ailments, all the existing solutions in the marketplace and how they fall short. And then you pivot in to your offer. But you need to make sure that everything leading up to that is informational in nature. And that regardless of if someone watches the entire video sales letter and they don't…
Escúchalo en el minuto 28:47
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