Marketero · Entrevistas
STEAL Ryan Reynolds' $1.3B Marketing Strategy [NO FAME REQUIRED]
41 ideas de marketing sacadas de «STEAL Ryan Reynolds' $1.3B Marketing Strategy [NO FAME REQUIRED]», de Alex Hormozi. Sobre todo de mensaje y copywriting…
- 41 ideas despiezadas
- Fuente Alex Hormozi
- Dura 1 h 02 min
- Publicada en 2025
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Leer los comentarios de los anuncios para sacar las objeciones de la siguiente tanda
Investigación de mercado y clientePara saber qué objeciones incluir en los anuncios hay que leer los comentarios, porque ahí los prospectos (no los clientes) dicen por qué no se apuntaron y qué no les gusta. Esos puntos se meten en la siguiente tanda de anuncios para rebatirlos de entrada.
that you probably read the comments. And the number one concern, by the way, big pro tip here, if you want to know the things that you need to include in your ads in terms of what concerns prospects have, not customers, but prospects have, is actually just read the comments. Because people will tell you their objections for why they didn't sign up or what they don't like about your thing. And then in your next batch of ads, you can include those key points and overcome them.
Escúchalo en el minuto 38:58
En la biblioteca de anuncios de Facebook gana el anuncio más antiguo
Medición y experimentosBusca en Google la biblioteca de anuncios de Facebook, escribe la cuenta que quieras espiar y mira cuál lleva más tiempo corriendo: ese es el que mejor funciona. Todo lo nuevo rinde mejor que lo viejo, así que si un anuncio sigue activo después de mucho tiempo es porque convierte muy bien.
They show you every ad that is running for an account and sometimes also ads that are running in the past. Now the rule of thumb here in terms of looking for ads, because you're like, well, how do I know which one's working? Well, the easy way to do it is just say which one of these ads has been running for a long time. And so the longer the ad's been running, the more likely that that ad has worked well. And so let's say you put out a hundred pieces of creative. Anything that's new will always do better than something that's old. But if something is old for a while, then it means even though…
Escúchalo en el minuto 18:11
Oferta y precioCuando una oferta ya gana no se cambia la oferta, se cambia el envoltorio: la misma promoción se llama promo del Super Bowl, promo de navidad, promo de primavera, promo de verano y promo de vuelta al cole. Así la oferta se siente nueva sin dejar de ser la que más convierte.
So the last chapter in $100 million offers is the magic headline formula. And so once you figure out what your offer is going to be, you then basically bundle it over and over and over again. And so same bundle, different wrapper. And so during the Super Bowl, I'm sure they'll call this their Super Bowl promotion. During the holidays, they'll call it the holiday promotion. During the spring, they'll call it their springtime promotion. During the summer, they'll call it their summertime. And when it's fall, they'll call it the back-to-school promotion.
Escúchalo en el minuto 27:57
Oferta y precioCuando una oferta ya gana no se cambia la oferta, se cambia el envoltorio: la misma promoción se llama promo del Super Bowl, promo de navidad, promo de primavera, promo de verano y promo de vuelta al cole. Así la oferta se siente nueva sin dejar de ser la que más convierte.
So the last chapter in $100 million offers is the magic headline formula. And so once you figure out what your offer is going to be, you then basically bundle it over and over and over again. And so same bundle, different wrapper. And so during the Super Bowl, I'm sure they'll call this their Super Bowl promotion. During the holidays, they'll call it the holiday promotion. During the spring, they'll call it their springtime promotion. During the summer, they'll call it their summertime. And when it's fall, they'll call it the back-to-school promotion.
Escúchalo en el minuto 27:57
Cuatro ángulos de email cruzados por riesgo, velocidad y facilidad
Mensaje y copywritingLos cuatro mensajes son: más cosas buenas, menos cosas malas, si no compras seguirás teniendo lo malo y si no compras seguirás sin lo bueno. Cada uno se puede atacar desde tres vectores: riesgo, velocidad y facilidad. Por ejemplo, enseñar el proceso paso a paso del alta ataca la facilidad, y contar en cuántos minutos quedas activado ataca la velocidad.
And so like one email would just be more good stuff. Next email would be less bad stuff. Next email would be, uh, if you don't do this, you'll keep having bad stuff. If you don't do this, you'll keep not having good stuff. And then each of the good stuff and bad stuff, you have three vectors that you can look at across all four of those, which is risk, speed, and ease.
Escúchalo en el minuto 1:01:36
ConversiónSi hay 13 razones por las que la gente no compra, no las metas todas en un correo: manda un email por razón y ordénalas por prevalencia, de modo que la objeción más frecuente vaya al principio de la secuencia. Mint Mobile hace justo eso al dedicar un correo a quien no compró porque quería pasar a toda la familia.
And so what they're really doing is they're chunking down a lot and just focusing on one obstacle at a time, which is what I would encourage you to do in email follow-up is there's going to be, let's say 13 reasons people aren't going to buy. And instead of saying, here's 13 reasons, let's handle them all. You just hit one email at a time that hits each reason in order of prevalence, meaning the more common the concern is the earlier on in the email sequence it should be.
Escúchalo en el minuto 56:47
Inventar cualquier excusa para la promo: al cliente le importa la oferta
Oferta y precioEl motivo de la promoción puede ser ridículo porque al cliente no le importa el motivo, le importa la oferta; el motivo solo aporta novedad. Es uno de los ángulos más desaprovechados por el negocio pequeño: es el cumpleaños de mi perro y por eso doy dos meses gratis a quien se apunte al gimnasio.
And at the end of the day, customers don't care what the reason is. They care about the offer. But the reason itself creates novelty. And I think if you are a small business, I think this is one of the most underutilized advertising angles. Is think about ridiculous things. It's my dog's birthday. And because of that, I'm giving two months free to anybody who joins my gym.
Escúchalo en el minuto 28:55
En una oferta de tres niveles nunca los repartas de forma pareja
Oferta y precioDónde colocas el nivel intermedio determina hacia dónde empujas al cliente. Si quieres que más gente tome el plan de 12 meses, pon el precio del de 6 meses muy cerca del de 12: el cliente piensa está tan cerca que me quedo con el grande.
And so when you have three tiers, by the way, you almost never want the three tiers to be evenly split. So we're going a little bit into pricing. But YOLO, we can do what we want. It's our video. So where you move the middle on a three-tier offer determines where you want to nudge the customer. Okay? So if I want more people to take my 12-month offer, I will make my six-month offer really close to the 12-month offer. And so I'm like, oh, well, shoot, this is so close.
Escúchalo en el minuto 45:26
Mensaje y copywritingEl precio se vuelve real cuando lo conviertes en un gasto que la persona ya tiene: 15 dólares al mes son dos cafés al mes o menos de 50 centavos al día, igual que los seguros venden por menos de un dólar al día puedes asegurar a los tuyos. Conviene alternar el objeto de comparación según la audiencia, porque el café está muy visto y a un adolescente no le dice nada.
And I do think it's really clever advertising because I think it makes the price real for people. And if you've noticed, like sometimes insurance plans would be like for less than a dollar a day. You can insure your loved one. And so you can say it as the price. So it'd be like for her it's $15. So $15 a month. They could say for less than 50 cents a day. Obviously, she just has two coffees a month.
Escúchalo en el minuto 31:31
Las cuatro preguntas de Van Westendorp para fijar precio
Oferta y precioPara decidir un precio se hacen cuatro preguntas: a qué precio es tan caro que ni lo considerarías, a qué precio es tan barato que dudarías de que funcione, a qué precio lo comprarías pero te dolería y tendrías que pensarlo, y a qué precio te parece una ganga.
And so, there are kind of four questions that you can ask when you're trying to figure out what to price something. So, the four questions are, number one, what is a price that's so high that you wouldn't even consider buying it? The second question is the other extreme, which is, what is a price that's so cheap you wouldn't believe that it would work? That it wouldn't actually function? And then the two questions in between are, what price is just high enough that you'd consider doing it, you'd ultimately buy it, but it would hurt or it would sting or it would be something you'd have to…
Escúchalo en el minuto 23:14
Estrategia de contenidosAntes de producir creatividades, mira qué formatos orgánicos están funcionando entre los creadores (el aviso público, la conversación fingida con un vendedor) y haz que tus anuncios imiten ese formato para que se vean nativos. Los mejores anuncios son los que no parecen anuncios: cuanto menos parezca publicidad, mejor convierte.
Something to consider if you are running ads is look at what organic formats are trending for creators. And there are formats, believe me. There are formats. And try and see if you can get your ads to mimic that format, because then it will look more native. And when you have, like, fundamentally, the best advertisements are things that don't look like advertisements. And, like, if this were, think about it like this. If this were just a creator who were making this recommendation, you'd be like, wow, it would be incredibly compelling. And so, the more it can look not like an ad, then the…
Escúchalo en el minuto 37:35
Mensaje y copywritingSi la gente no te conoce, el anuncio no puede abrir presentándote: abre con el call out al público. Que alguien se fije en tu anuncio es, con diferencia, la parte más importante, y el pensamiento que buscas en el primer segundo es esto es para mí, porque ahí ya te dieron su atención.
And so we start with the call out. Right? Which is people noticing your ad is the most important part of the ad. By a lot. If we're thinking about this, we need them to think, oh, this is for me. That is the thought that you want someone to think or feel the moment they begin the ad. Because then that means that you have paid. You've gotten them to pay attention.
Escúchalo en el minuto 30:35
ConversiónCada pregunta del FAQ es un par de puntos porcentuales de clientes que no han resuelto todas sus dudas: quieren una explicación más profunda de algo de arriba o tienen objeciones que no tenía sentido tejer en la página porque habrían perdido a otros. Esas se apilan al final.
And this last section is super common on a sales page, which is FAQs. All right. So almost always having an FAQ on a sales page will increase conversion. Because just think about every one of these questions as a couple percentage points of customers that haven't gotten all their questions resolved yet and either want a deeper explanation for some of the sentences or headlines from above, or they have some unresolved concerns that didn't really make sense to weave into the page because it would overall lose some people. And so you basically stack those at the bottom.
Escúchalo en el minuto 53:09
Los tres ejes del valor: rápido, fácil y probable
Mensaje y copywritingAl escribir la parte de valor de un anuncio, describe el resultado que el cliente quiere en tres ejes: que sea rápido, fácil y probable de conseguir. El escenario pesadilla es el espejo exacto: lento, difícil y arriesgado. Recorrer esos tres ejes en positivo y en negativo da el guion del anuncio.
People would want it fast. They would want it easy. And they would want it to be likely. Okay? Now, the negative side is going to be what is a nightmare scenario, the worst case scenario. Slow, hard, and risky.
Escúchalo en el minuto 4:32
Lo que se ve sin hacer scroll: atención al avatar, titular, subtítulo y tres bullets
Mensaje y copywritingArriba del todo va una línea que llama al avatar (atención, nuevos clientes) junto al reloj corriendo; después titular, subtítulo y tres bullets con los beneficios. Es una de las tres estructuras de landing que funcionan bien y son principios publicitarios atemporales: así se convierte tráfico.
Okay, they're restating the offer multiple times, and then they restate the benefits underneath high speed. So if you're looking at this, you've got headline, subhead, and then three bullets, which is a really common structure that I talk about. And it's interesting because above the fold, which is when someone loads on their phone, you'll see a very common structure. In the paid ad section, 147, I talk about three different landing page structures that work really well. And so what they have here is they're using layout three above the top.
Escúchalo en el minuto 49:14
Cumpleaños y aniversario: cada mes una sexta parte de tu base recibe una oferta personalizada
Retención y relación con el clienteLas ofertas de cumpleaños y de aniversario dan una razón legítima para lanzar algo personalizado que crea urgencia específica. Cada mes cumple años una doceava parte de tus clientes y otra doceava cumple aniversario contigo: sumadas, cada mes una sexta parte de tu audiencia recibe una oferta hecha para ella, y eso genera un empujón recurrente.
But in this offer, having birthday and anniversary offers is just, it's wonderful reason why to extend personalized offers to people that will increase their specific urgency. But the thing is, is that, you know, that every month you've got one 12th of people who are turning a certain age. And so you've got basically one sixth because you've hit anniversaries and birthdays every single month that are getting a special offer. And so if you do that on a regular basis, it's like every month you get this kind of lift to one sixth of your audience that's getting a special offer specific to them.
Escúchalo en el minuto 59:00
El precio del nivel medio revela qué opción quiere venderte el negocio
Oferta y precioCon refrescos de 10, 15 y 20 onzas: si los precios son 5, 6 y 10 dólares, el mensaje es que el medio es la mejor relación calidad-precio; si son 5, 9 y 10, por un dólar más te llevas otras cinco onzas y te empujan al grande. Cuando la escala de precio es proporcional al tamaño, el cliente no gana nada comprando más y se queda con el pequeño.
So let's say we keep our $5, and then we have $6 here, and then we've got $10 here. What does this tell you? That tells you here that this is the best value option. The first is here. Now, let's look at a different pricing scheme. So if we have $5 on the low option, but let's say that now we've got $9 on this option and $10, what is the pricing tier that we're pushing towards? We're like, well, dude, for an extra dollar, I'm getting another five ounces. This is not a bad gig.
Escúchalo en el minuto 46:50
ConversiónComo regla general, si una página solo tiene un CTA y le añades un segundo, la conversión sube; con un tercero probablemente también. A partir de cierto punto hay demasiados árbitros en la cancha y nadie ve la oferta, pero al principio dos o tres botones de acción casi siempre mejoran el resultado.
And so you can have the same CTA with multiple buttons on the page. And in general, rule of thumb, not forever, but if you only have one CTA on a site, if you add another, you will increase conversions. If you add a third, you'll also probably increase conversions. At a certain point, you have too many referees on the field and no one can see the actual offer. But in the beginning, two, three sometimes CTAs in terms of button for someone to take action will usually increase the conversion of the page.
Escúchalo en el minuto 42:06
Cobrar tres meses por adelantado para financiar la adquisición
Oferta y precioMint Mobile anuncia 15 dólares al mes pero cobra 45 dólares por adelantado por los tres meses. Ese cobro adelantado trae el flujo de caja al presente y es lo que les permite pagar la adquisición del cliente y encima regalarle otros tres meses.
So, from an offer structure here, he begins with $15 and then he says he paid $45 because he bought three months. So, from an advertising perspective, what they're doing is pulling cash flow forward so they can afford to acquire the customer. And so, if you pull the three months forward, then they're going to give six months because it's a buy three, get free.
Escúchalo en el minuto 22:29
Reseña honesta como hook porque es lo que la gente ya busca
Estrategia de contenidosAbrir un anuncio con esta es mi reseña honesta es un hook fuerte porque, en el volumen de búsqueda de casi cualquier negocio, la palabra reseñas aparece siempre como segundo o tercer término. La credibilidad sube además cuando no hay descargos de responsabilidad que delaten a un actor pagado.
So honest reviews. If you look at search volume for any business, reviews is almost always the second or third thing that comes up. And so this is obviously something that people are going to want to know. And so it makes a really strong hook. And then the believability factor here is I don't see any disclaimers on this ad. And so it appears that this is not a paid actor. This is actually just somebody who's a user who's giving a review.
Escúchalo en el minuto 21:18
Marca y posicionamientoContraponerse a la competencia (nosotros contra ellos) funciona cuando eres el pequeño que enfrenta a Goliat, como Mint Mobile frente a Verizon y AT&T. Si ya eres el número uno del mercado no debes usarlo: en su lugar ponte contra la alternativa genérica, como una marca líder de fitness diciendo nosotros contra tu sofá.
They're going the small guy. They're trying to face Goliath. Obviously, they're not even close to as big as Verizon and AT&T. So this strategy makes sense. If you're number one, you don't want to do us versus them. If anything, if you want to use an us versus them structure, you would use us versus the alternative. So rather than another brand or other companies, you would be like us versus your couch, right, if you were like the top fitness brand or something like that.
Escúchalo en el minuto 1:52
Enseña cómo se cancela antes de la compra y venderás más
ConversiónCuando hay permanencia, el cliente quiere saber cuál es la política de cancelación y cómo se cancela. Aunque parezca contraintuitivo, mostrar de antemano cómo darse de baja hace que a veces compren más, porque entienden cómo pueden salir y eso revierte el riesgo de la compra.
From a risk perspective, they do, they are, um, they do have commitments associated. And so I'd want to know what are my cancellation policies and what does canceling look like? So believe it or not, if you actually just show someone how to cancel before they buy, sometimes they're just more likely to buy because they're like, oh, I understand how I can get out of this. It reverses the risk of the purchase.
Escúchalo en el minuto 1:02:14
Vender contra el no comprar, no solo a favor de comprar
Mensaje y copywritingLa versión avanzada del anuncio es vender contra la inacción: decirle al cliente que si no compra tendrá más cosas malas (más demoras, más dificultad, más riesgo) y menos cosas buenas. Casi nadie cubre ese lado negativo y por eso queda desaprovechado.
Now, on top of this, this is the real don't. This is the 201 version of ads, is that we say, okay, well, plus minus. So more bad stuff and less good stuff, right? That happens in your life. These are still the same categories. But when we sell against the don't, we say, well, you could also not do this. And instead, you say you will have more delays by not buying Mint Mobile. It'll be harder for you to use your phone stuff.
Escúchalo en el minuto 8:00
Montar la máquina de anuncios dentro del negocio: tú el 10 por ciento, la comunidad el 90
Estrategia de contenidosMint Mobile corre muchísimos más anuncios UGC que propios porque el contenido de los clientes es apalancado. La meta es construir la máquina publicitaria dentro del propio negocio: generar solo el 10 o 20 por ciento de los anuncios y dejar que la comunidad de clientes produzca el otro 90.
So, you'll notice, though, they have far more UGC ads that are running. And that's because UGC, you just get so much more creative because it's leveraged, right? You can use the entire community of people, all of your customers, which I think a meta concept here that any business owner can take, I mean, I am a massive advocate of this, is try and build the advertising machine within the business itself. That way, you don't always have to generate 100% of your ads. You only have to generate 20% or 10% of your ads on a regular basis, and you let your community of customers generate the other 90.
Escúchalo en el minuto 24:55
Atacar de frente el mayor miedo del cliente dentro del anuncio
Mensaje y copywritingEl anuncio tiene que nombrar el miedo más grande del comprador. En un operador barato ese miedo es la cobertura: pago 15 dólares al mes, pero tendré señal, me van a oír, voy a andar con una sola barra siempre. El anuncio contesta eso explícitamente en vez de esquivarlo.
And so, what they're hitting on here is one of the big fears that a budget consumer is going to have, which is, okay, it's $15 a month, but am I going to get service? Is anyone even going to hear me? Like, am I always going to have one bar at all times? Like, that would suck. Right? And so, he's hitting on the biggest fear that a customer is going to have.
Escúchalo en el minuto 23:46
Al público más consciente solo se le hace la oferta
Mensaje y copywritingCuando el anuncio va a gente que ya te conoce (público más consciente) no hace falta hook educativo: se hace la oferta y punto. Los anuncios de Ryan Reynolds funcionan así porque su audiencia templada es prácticamente todo el mundo, y cualquier negocio con 50.000 seguidores puede aplicar la misma estrategia sobre su propia audiencia templada.
And so what he's running actually is an ad that's targeted at most aware. And so when you're targeting most aware consumers, you actually just make an offer. That's it. And so that's fundamentally what this ad does. He just draws a contrast and says, by the way, we're cheap and you can buy three months free and get three months free. That's it. That's the whole ad.
Escúchalo en el minuto 15:59
Si todo el tráfico va a una sola página, esa página debe ser congruente con cada anuncio
ConversiónUn error muy común es tener muchos hooks creativos distintos y mandarlos todos a la misma página sin cuidar la congruencia. La forma más fácil de hundir la conversión es que alguien haga clic y no encuentre lo que creía que iba a encontrar.
And I do think big picture, if you have all your traffic pushing to one page, then you want to make sure that it's all congruent. And actually, it's a huge mistake I think a lot of marketers make is that you have all these different creative hooks and stuff, but then like you don't actually go for congruence. And one of the easiest ways to drop conversion is have someone click somewhere and then not get what they think they're getting.
Escúchalo en el minuto 41:23
Compra uno lleva dos convierte mejor que compra tres lleva tres
Oferta y precioEn las ofertas tipo compra X lleva Y, la estructura espejo (compra tres, lleva tres) convierte peor que una asimétrica donde lo gratis supera a lo pagado (compra uno lleva dos, o compra tres lleva seis). Además la asimétrica puede salir más barata al negocio porque el cliente paga menos por adelantado y aun así percibe más regalo.
So in my next book that is coming out, I talk about this particular offer structure, which is a buy X, get Y. Right. And so he's got a parallel structure, buy three, get three. I would say that I found that buy one, get two, or buy three, get six. If you can contrast that you get more free than you pay for, it will typically convert better than a mirror structure. So I would test buy one, get two versus three and three, because you would probably end up getting, you would save money as a business and you might end up still converting more because the discrepancy between what people pay and…
Escúchalo en el minuto 16:19
La comparativa lado a lado es del retador, no del líder
Marca y posicionamientoProgressive lo popularizó en seguros mostrando qué cubren los demás y a qué precio. Si eres el aspirante, está bien hacerlo; si eres el líder, no enseñas a nadie más. Y si tu argumento principal de venta es el precio, la tabla comparativa tiene sentido porque el cliente ve la diferencia.
other people are doing comparatively. And so this is one where like progressive kind of pioneered this in the insurance industry where they were showing what other, uh, plans cover and prices associated. And I think if you are the underdog, then it's okay to do that. If you're the top dog, you don't show anybody else's. But if you're, if you're, if you're making a budget as your primary sales point, then using side-by-side makes sense because they can see the Delta.
Escúchalo en el minuto 1:00:33
Los cinco niveles de conciencia de Eugene Schwartz definen el hook
Mensaje y copywritingLos cinco niveles son: inconsciente del problema, consciente del problema, consciente de la solución, consciente del producto y el más consciente. El hook se elige según el nivel en el que encuentras a la persona: cuanto más frío es el tráfico, más distinto tiene que ser el anuncio.
So unaware. You have problem aware. So they know that they have a problem. You have solution aware. You have product aware. And then you have most aware. When you make your hooks for ads, you actually make your hooks depending on what part of this funnel you're actually finding people. And so the colder the traffic, the more different the ad will be.
Escúchalo en el minuto 14:36
Haz onboarding del cliente antes de que sea cliente, con micro-pasos
ConversiónLa pregunta útil es qué micro-paso puedo conseguir que alguien dé hacia mí. La consulta de cobertura por código postal es uno: avanza al prospecto por el camino de la consideración antes de que compre. Vale la pena buscar qué otros micro-pasos existen en tu negocio.
And, um, thinking about onboarding a customer before they're a customer, um, is a great way to take people, get, get people to do those first steps. Like that coverage question that they have, it's like, can I get someone to take a micro step towards me? Right. And so I'd be thinking what other things are kind of micro steps that get someone who, who, who's going to get further along the road of consideration before they make a purchase.
Escúchalo en el minuto 57:58
Canales de adquisiciónEl tipo de email que convierte se divide según el producto. Las imágenes funcionan muy bien con producto físico y ticket bajo, donde la gente hace clic y compra. Para servicios o productos complejos y de ticket alto conviene casi lo contrario: mucho texto plano, sin maquetar, con un solo enlace, que parezca un correo real de una persona; eso da mejor entregabilidad y acaba convirtiendo más.
It's, I would say it's very split in the types of products that are being sold. What types of emails convert. And so I've seen, this is just me, Alex's point of view. Pictures do really well with physical products and low ticket items. Uh, so people just like click and buy, right? If you sell services or complex services or complex products or high ticket products, oftentimes basically almost the exact opposite perspective of this, which is lots of text, um, that's plain text, maybe one hyperlink.
Escúchalo en el minuto 54:45
ConversiónMint Mobile mete un verificador de cobertura por código postal en la barra superior: es trabajo de desarrollo, así que hay una razón para que esté ahí. Resuelve la mayor duda del cliente, qué tal es el servicio en mi zona, y después el botón de ver planes devuelve a la persona al mismo destino que el CTA original: se maneja la objeción y se vuelve a la venta.
So why would they have this? Because this is actually like dev work that they'd have to put in. So there's probably a reason they added this bar in. I would imagine the number one concern, which they also talk about in their ads, is what's the service quality? Right? And so someone's like, I'll switch to it if there's really good coverage in my area. And so they're probably resolving one of the biggest concerns.
Escúchalo en el minuto 43:49
Testimonios de gente de tu zona y de tu misma cohorte de compra
Mensaje y copywritingUna vez tienes el código postal, entregar como lead magnet lo que dice la gente de esa zona sería muy convincente. Más potente aún: mostrar a alguien que estuvo considerando la compra la misma semana que tú y ya está disfrutando del beneficio. Al pensar en cohortes refuerzas la semejanza: esa persona es igual que yo.
Another one would be like, okay, can we give, can we deliver them some sort of lead magnet? So once we have their zip, it's like, here's other people in your area who have said that this is really good. That would probably be really compelling. Another type of testimony might, what might read, um, someone who's like you. Another one might be someone who considered buying at the same time as you and is now already enjoying the benefits.
Escúchalo en el minuto 58:20
ConversiónUna landing corta que solo pide dar el siguiente paso antes de la página de venta filtra y cualifica el tráfico; mandar la gente directo a la página de venta suele convertir menos. No se sabe bien por qué funciona: añades fricción, añades un paso, y eso ordena el tráfico correcto.
And so sales pages are different than landing pages. So the first page was relatively short, just wanted to get people to take the next step. And they have probably tested pushing people straight to the sales page, and it probably doesn't convert as high. So they have that intermediary step to get more qualified people to the page. Why does that work? No idea. I can just tell you that it often does work when you have too much traffic going and not enough conversion. You add a step, you add friction, and then it sorts the right traffic.
Escúchalo en el minuto 48:38
El retargeting necesita mucha menos creatividad que el tope del embudo
Canales de adquisiciónEn retargeting puedes dejar la misma creatividad mucho tiempo porque el grupo de gente que entra a ese público es pequeño y rota constantemente. En cambio, cuando le pegas a un mercado masivo todo el mundo ve el mismo anuncio, así que necesitas muchísima más creatividad arriba del embudo que abajo.
And so basically, if you think about this levels of awareness that I was just talking about, retargeting ads are always going to be targeting people who are bottom of the funnel here, which is why it makes sense to retarget simply with the offer. So it's like, hey, you saw one or two ads or three ads because we don't know what the audience selection for this ad is. But I would make a guess that retargeting ads, because the audience that enters into the retargeting bucket, basically the new people that see the new ads and watch past a certain point or click to the site are a much smaller…
Escúchalo en el minuto 19:14
Cada segundo de carga que quitas vale alrededor de un 2,5% más de conversión
ConversiónCitando un estudio de Neil Patel, la conversión sube en torno a un 2,5% por cada segundo de carga que se elimina. Hay páginas con 9 o 13 segundos de carga: bajarlas a tres significa más de un 20% de mejora. Testea la velocidad de tu página y comprime las imágenes que la herramienta te señale.
Now this may not sound interesting, but for every one second saved, you get, I think, I think Neil Patel had this, uh, he's already studied this one, but I think it's something in the neighborhood of like a two and a half or something like that percent increase in conversion per second. And so sometimes I've seen some of your pages, you have nine seconds, 13 seconds of load time. And it's like, if you can get that down to like three seconds, you've got two plus percent times 10, uh, in terms of improvement on a conversion, right?
Escúchalo en el minuto 59:46
Escasez es limitar cantidad, urgencia es limitar tiempo
Mensaje y copywritingLa gente usa escasez y urgencia como sinónimos y no lo son: escasez es limitar la cantidad disponible, urgencia es limitar el tiempo. Se pueden combinar, pero existen por separado. Mint Mobile, al tener clientes ilimitados, solo puede apretar el eje del tiempo.
Now, they don't have scarcity because it's unlimited customers. So that's not where they're hitting. They're just going on time here. So big picture for those who don't know, scarcity is limiting quantity. Urgency is limiting time. And so people talk about scarcity and urgency interchangeably, and that's not how it actually works. All right. They're separate things that can be combined, but they exist separately.
Escúchalo en el minuto 42:36
El plan largo congela el precio de entrada para quien es sensible al precio
Oferta y precioEn Mint Mobile la oferta de 3 meses cuesta 15 dólares al mes y luego sube; la de 12 meses cuesta 15 dólares al mes y se queda en 15. Quien es sensible a ese punto de precio ve que puede mantenerlo, solo tiene que comprometerse. El selector móvil deja alternar entre los tres plazos y hace evidente ese salto.
And so what's interesting about this is that the intro offer is 15 a month and then it bumps up. Right? But the 12-month offer is 15 a month and then it stays 15 a month. And so if someone has a sensitivity to that price point, then they basically make it available to them. It's like, hey, if you want to stay at 15 a month, you can. You just got to make the commitment.
Escúchalo en el minuto 51:01
El anuncio de la leche con grumos que Mint Mobile falló
Marca y posicionamientoMint Mobile hizo un anuncio comparando el servicio rival con leche con grumos, pero casi todo el spot hablaba de la leche asquerosa y además sacaron a Ryan Reynolds. El público acabó asociando Mint Mobile con algo repugnante y el anuncio rindió peor: las asociaciones ocurren aunque la intención fuera señalar al rival.
So I think the mistakes in the ad are that branding works, whether you like it or not. Associations occur. And so they branded themselves with Chunky Milk, and they took out their biggest star, which was Ryan Reynolds. And so, unsurprisingly, the ad didn't perform as well.
Escúchalo en el minuto 12:16
Encuentra el número que convierte y remezcla la oferta alrededor de ese número
Oferta y precioAl testear ofertas, prueba variantes tipo compra uno lleva dos o compra dos lleva cuatro y mide cómo convierten. Muchas veces se puede deducir hacia atrás cuál es la cifra que convierte (por ejemplo 45 dólares) y a partir de ahí el juego es en cuántas combinaciones distintas puedes presentar esos mismos 45 dólares.
If I were testing offers, I would look at buy one, get two or buy two, get four and see how that converted. Alternatively, buy three and three is fine. There's nothing wrong with it. But I would. Those are things that I would test the hell out of. I'm assuming that sometimes you can break it back from what number converts. So $45 may be the number. And then it's just like how many ways can we mix and match $45, right?
Escúchalo en el minuto 40:49
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