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The 5-Step Formula to Shopify Success with Scott Cunningham | Perpetual Traffic EP 553
23 ideas de marketing sacadas de «The 5-Step Formula to Shopify Success with Scott Cunningham | Perpetual Traffic EP 553», de Perpetual Traffic. Sobre…
- 23 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 54 min
- Publicada en 2024
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Mensaje y copywritingEn lugar de educar a una audiencia fría desde cero sobre la importancia genérica de un tema, formula ganchos (hooks) que asuman que el usuario ya realiza la actividad o sufre una fricción específica (por ejemplo: '¿Tu tienda Shopify es un hobby o un negocio?' o '¿Te está mintiendo tu media buyer?'). Este enfoque agita el estado actual del prospecto y genera una calificación intrínseca: detiene de inmediato el scroll…
one of their ads it said say goodbye to that hook they're speaking to an existing paypoint of that avatar for to so they're calling out that pain have this problem in your life which serves as a qualifier anybody who takes daily pills is automatically going to be like this must be for me this must be of ads and we sell to Shopify store was is your Shopify store a hobby or a that it hits on like the primary pain avatar like you know exactly who your out Eugene Schwarz style like they already know that they have the problem they're already they're seeking a solution they just don't know that…
Escúchalo en el minuto 15:11
Estructura de respuesta a la mentalidad de detective del cliente
Mensaje y copywritingUna vez capturada la atención con un gancho, el usuario se vuelve escéptico y activa una mentalidad de investigación que debe responderse en tres niveles consecutivos: atributos de función (cómo funciona el producto, cómo se usa y qué beneficios concretos aporta), atributos de marca (quién lo vende, su misión, valores y empatía) y atributos de influencia (prueba social, certificaciones, prensa y opiniones de…
happens to the customer they turn into a they become a detective and now they're going to interrogate you with four lines of questioning and these are the other that line of questioning we address this with what we call function attributes so function attributes are your features and benefits they literally explain how your product works this okay so we address this line of question with what we call Brand attributes and with brand attributes it's about triggering instant likability legitimate is the next question so we social proof but what we call influence influence attributes so these are…
Escúchalo en el minuto 20:49
Uso del atributo de transacción para eliminar el riesgo y cerrar la oferta
Oferta y precioComo componente final de un apilamiento de oferta (offer stack), se debe incorporar un atributo de transacción diseñado para inclinar la decisión de compra: esto se logra reduciendo el riesgo percibido (garantías de devolución, cambios sin costo), añadiendo un incentivo directo (descuentos, regalos por compra, envíos gratis), usando urgencia/escasez, o justificando con firmeza el precio elevado por la calidad del…
product in the moment is the perceived value greater than the cost so this five-part formula that I've been walking you through we call it an offer stack where our job is to preempt the objections in advance stack so much perceived value that saying yes to no-brainer so this last ingredient we call this one transaction attribute and to really tip the scale in our favor and leave nothing a chance we're going to include an incentive or take away a risk with what we call like the transaction attribute okay so it could be something like 10% off your first purchase buy two get one free free…
Escúchalo en el minuto 25:06
Armonización de la oferta a lo largo de todo el viaje del cliente
Oferta y precioLa fórmula de cinco partes de una oferta (atención, atributos funcionales, atributos de marca, atributos de influencia y atributos de transacción) debe aplicarse en cada punto de contacto y solicitud a lo largo del viaje del cliente (anuncios, landings, emails y upsells) para maximizar la acumulación de respuestas positivas.
summarize we've got the five-part formula again attention then function attributes then number three is who are you brand attributes right one we've been talking about for the last 10 minutes yeah that one influence attributes is number four and then five is transaction attributes what you're actually thinking about is not just the offer stack on acquisition you're thinking about where the customer is in the relationship and making sure that anytime you present an app ask you're using the formula for a greater likelihood of them saying yes and when you can figure out not just the five-part…
Escúchalo en el minuto 46:38
Comparar el día promedio antes y después de comprar para diseñar ganchos efectivos
Mensaje y copywritingPara construir ganchos (hooks) publicitarios que capturen la atención inmediata, se debe contrastar detalladamente cómo es el día a día promedio del cliente ideal en su estado de frustración previo a la compra frente a cómo se transforma su rutina una vez que utiliza el producto.
in the marketing space but it's the hook it's the hook and to come up with a good hook uh we really need to understand our Avatar so the first ingredient in the formula is not about your business it's all about the Avatar and we go through we want to know like their undesirable State their frustrations how your products going to change their life but one of the simplest exercises that you could do as a listener to implement today I like to compare the average day before and after a customer buys from
Escúchalo en el minuto 14:12
Marca y posicionamientoIncluir un video del fundador en tiendas de comercio electrónico diferencia a la marca de tiendas genéricas o de dropshipping y genera afinidad inmediata al posicionar al creador como un apasionado/experto ('nerd') de su categoría que experimentó el mismo dolor, investigó a fondo y diseñó la solución primero para sí mismo.
cause and one of our favorite things to do in the Shopify space which we have everybody do is come up with a Founder video okay and we we love founder videos on Shopify stores because one it doesn't seem like you're buying from uh A Drop Shipping Store in a million countries away from you it gives a a face to the brand but usually with Shopify stores that we work with these owners are product category nerds they are nerds in their product category and people like buying from product category nerds so we I solved it for myself I solved it for a bunch of people and now I'm solving it from…
Escúchalo en el minuto 23:01
Proceso de prueba e iteración para escalar anuncios pagados a un 10% diario
Canales de adquisiciónPara escalar campañas publicitarias de manera sostenible, prueba múltiples variaciones del gancho y la oferta hasta identificar la opción favorita del público, elimina las versiones no rentables, crea nuevas iteraciones sobre el ganador y aumenta el presupuesto de forma controlada a un ritmo de aproximadamente 10% al día.
remember it doesn't always start off like super successful you got to like learn which one is the fan favorite of the omelet and the offer stack and then you then you do find your fan favorite you eliminate the other ones you come up with iterations of that winner you see if you can scale it 10% a day and you keep on going and it's so funny because
Escúchalo en el minuto 38:34
Marca y posicionamientoConstruir una marca sólida y duradera no requiere campañas masivas ni agencias costosas; basta con comunicar la historia del fundador, exhibir valores transparentes y despertar una conexión inmediata de agrado y cercanía (likability y relatability) con el público.
have to start doing branding and people think that branding is oh I need to hire a branding agency and I need to spend hundreds of thousands of dollars and I need to buy a Super Bowl ad and that's branding that is not branding what are because it's the founder story it's how you actually differentiate yourself from done without the assistance of million dooll budgets which makes it so Ralph it's not about a big Super Bowl ad it's just like the easiest way for me to think about it is how quickly can I trigger likeability relatability so it doesn't need a $100,000 produced video it just needs…
Escúchalo en el minuto 41:57
Campañas y lanzamientos trimestrales para acelerar la recompra y el LTV a 60-90 días
Retención y relación con el clientePara maximizar el valor de vida del cliente (LTV) a 60 y 90 días y evitar que el rendimiento publicitario decaiga fuera de temporada, las marcas de comercio electrónico deben superar el modelo tradicional de solo dos promociones anuales (como Black Friday y una festividad) y estructurar picos de demanda trimestrales apoyados en narrativa y lanzamientos de productos tratados como grandes eventos.
60-day and 90-day lifetime value and so the goal is to get customers to buy from you a second time within 60 to 90 days next time but it's about doing like quarterly product like most businesses in e-commerce they follow like a two promo model so they'll momentum and get 60-day 90day lifetime value we want quarterly promo spikes to generate demand you need a reason to reach out like there has to be an event ad account dries up and your row as suffers so that's it we need to generate demand in the offseason through story through our own narrative and we want to treat a product launch as the…
Escúchalo en el minuto 50:17
Mostrar la maestría y obsesión por el producto ('category nerd') genera confianza y deseo de compra
Estrategia de contenidosMostrar en video o copy el cuidado minucioso, la maestría artesanal y la pasión profunda por el producto despierta fascinación en el cliente, inclinándolo a comprarle al especialista apasionado antes que a una tienda departamental o distribuidor genérico.
of fall in love with them you know you're like you're seeing this family business and the care that she's taking with the product and you know the obvious there's there's something about anytime you see a mastercrafts person engage with whatever it is that they do something about seeing what did you call it earlier Scott a category nerd category nerd dude we love them you know what I mean and it doesn't matter what it is you could talk to me about vinegar I don't care about vinegar but if you care about vinegar I want to know all about the vinegar you know and I want to buy my vinegar from…
Escúchalo en el minuto 44:02
Mensaje y copywritingIncorporar la historia del fundador y el origen artesanal en los anuncios de una marca de vinagre elevó el ROAS de menos de 0.5 a 4.0 en la primera semana (con 400 dólares de inversión publicitaria), permitiendo escalar las ventas a 30.000 dólares mensuales hasta agotar existencias.
than 0.5 return on ad spend not so good that and and we relaunched Those ads and we spent like $400 in the first week and hit a four return on ad spend and we're able to like grow them up to 30k a month he sold out of vinegar his people wanted
Escúchalo en el minuto 30:06
Retención y relación con el clienteCon costes de adquisición de clientes en aumento, la primera venta suele servir únicamente para alcanzar el punto de equilibrio o un margen mínimo; la rentabilidad sustancial del negocio se obtiene a partir de la segunda compra y las siguientes, donde ya no se imputa un coste directo de adquisición.
the next sale the next sale when we pay to acquire customer these days acquisition costs are going up right there's not going it's hard to be profitable on acquisition isn't it sure like maybe you could break even a little bit little bit better be a little bit profitable but the second time a customer buys there's more margin left over because there's no longer that acquisition cost associated with the sale and if they buy a third time and a fourth time we just get more and more margin and profit out of that investment
Escúchalo en el minuto 49:46
Evitar la trampa de perseguir canales ('channel chasing') ante problemas de ventas
Marca y posicionamientoSaltar de una plataforma publicitaria a otra (como pasar de Facebook a TikTok, Google o Pinterest) cuando caen las ventas es un error común: ningún canal es una solución mágica si la raíz del problema está en un mal posicionamiento, un mensaje desalineado o una oferta débil.
longer works for my business so then they go and try Tik Tok and guess what that also doesn't work and then they go and try Snapchat they try Google they try Pinterest and they become Channel Chasers and they spread themselves thin chasing channels thinking that some channel is going to have a silver bullet to fix their sales problem and I'm here to tell you that that is not how it works okay if you want to crack any channel it's more important that you understand your avatar and you fix your positioning so it's not the channel that's going to fix your sales problem it's you're messaging and…
Escúchalo en el minuto 7:49
El storytelling del fundador es un ingrediente crítico para vender productos sensoriales online
Marca y posicionamientoAl vender por internet productos que el cliente no puede probar físicamente de antemano, los anuncios deben apalancarse en la historia del fundador y los atributos únicos del proceso de creación; el cerebro humano está biológicamente condicionado para responder a narrativas.
but you're missing one key ingredient brand brand attributes where are the brand attributes and we're like you're selling something that people need to taste online so you know we want to story that he didn't even see that's that's like a lot of these Founders don't even know how amazing their own amazing thing is is that humans are hardwired for stories right it's how are how history has been passed down so we're hardwired for this you can just ingredients there is a Formula but if you're missing that one ingredient stuff will fall flat and I think the story
Escúchalo en el minuto 30:20
Adaptación de los componentes de la oferta según el rol del canal
Mensaje y copywritingNo es necesario saturar todos los canales con todos los ingredientes de la oferta al mismo tiempo: en canales de transición como el email basta con despertar curiosidad para llevar tráfico a la web, mientras que en la página de destino y fichas de producto deben desplegarse todos los elementos del valor exhaustivamente; en anuncios pagados conviene que los anunciantes novatos incluyan los cinco ingredientes antes de…
right so there is no set order in which the ingredients need to go you don't always need to include all five okay if you're sending like email campaigns you're not always going to see all five ingredients in an email campaign because the job of an email is to get people to the website so on the website you're going to see all the you're gon to see the five ingredients six times over you're gonna see all the ingredients on a product page all the ingredients on a homepage uh with ads I typically the way that we train a lot of the merchants that we've worked with in merchant Mastery is we do…
Escúchalo en el minuto 28:19
Romper techos de venta mediante la evolución continua del posicionamiento y feedback del mercado
Marca y posicionamientoSin importar el nivel de facturación, todo negocio alcanza techos de venta; para superarlos, en lugar de forzar los canales de tráfico, se debe ajustar y evolucionar el posicionamiento, el mensaje y la oferta manteniendo un ciclo constante de retroalimentación con el mercado.
positioning and the truth is no matter what stage you're at if you're doing 10 grand a month if you're doing 100 Grand a month if you're doing a million dollar a month if you're doing $10 million a month everybody hits a sales ceiling okay so everybody's going to hit a sales ceiling and they're still going to try and force a channel to fix that sales problem and I'm here to tell you it still isn't going to work so no matter what stage you're at you need to kind of take a step back and really fix your messaging and your positioning and your offer and what how do you do that you listen to your…
Escúchalo en el minuto 8:30
Cambiar de canal publicitario no soluciona un problema de ventas de fondo
Canales de adquisiciónSaltar compulsivamente de una plataforma a otra (de Facebook a TikTok, Snapchat, Google o Pinterest) creyendo que un nuevo canal será la «bala de plata» que arregle las ventas suele ser un error que solo dispersa recursos; el canal no arregla problemas intrínsecos de oferta o conversión.
year and say Scott Facebook no longer works for my business so then they go and try Tik Tok and guess what that also doesn't work and then they go and try Snapchat they try Google they try Pinterest and they become Channel Chasers and they spread themselves thin chasing channels thinking that some channel is going to have a silver bullet to fix their sales problem and I'm here to tell you that that is not how it
Escúchalo en el minuto 0:10
Escalado de 5.000$ a 286.000$ mensuales apalancando la historia del fundador y embudos de email y ads
Marca y posicionamientoLa marca de accesorios de seda Elizabetta pasó de facturar 5.000 $/mes a 55.000 $/mes en su primer Black Friday, 100.000 $/mes al año y medio y 286.000 $/mes en noviembre de 2023 tras estructurar un video con la historia de la fundadora (consultora de color en Roma), automatizaciones de email marketing y experimentación sistemática en anuncios de pago.
Elizabeth the store their Shopify store was doing about $5,000 a month and shy to do the founder story they built a remarkable this is one of the best about how Elizabeth is a color color consultant and wouldn't you already rather buy somebody's pocket square who was a color consultant who grew up in Rome than from a big box up their automated flows we help them come up with a campaign schedule and then we launch the ad experiment and I they when I met them they were doing about five grand a month that was like a last year they hit $55,000 in the month of November 2022 with everybody we hit…
Escúchalo en el minuto 35:59
El storytelling y la pertenencia reducen la sensibilidad al precio en productos genéricos
Marca y posicionamientoIntegrar una historia de marca auténtica y otorgar un sentido de pertenencia a una comunidad exclusiva aleja la decisión de compra de la competencia por precio o prestaciones básicas, aumentando el valor percibido del producto.
I'm looking at their products the price on these doesn't matter to me now as as long as I can afford it if it's not exorbitant because I'm not buying the product alone I'm buying the story and so building that in it's such a value brand apart because if I'm G to buy a tie I'm going to buy the cheapest or you guarantee or whatever there's no story put this in front of me now I'm buying a story and I'm buying into a kind of a narrative and then I feel like I belong in a way you know like I'm I'm sort of in this little special Club
Escúchalo en el minuto 45:12
Armónicos de la oferta: coordinar múltiples atributos en lugar de depender de uno solo
Oferta y precioUna oferta publicitaria funciona como una sinfonía («offer harmonics»): requiere orquestar todos los ingredientes y atributos de marca (como causas sociales, características técnicas o historia) de forma conjunta y complementaria para maximizar el sí del cliente, en vez de aislar un único argumento.
have to have all five ingredients to get to that next stage it's it's this is the part where you know we call this ready for it offer harmonics ah instrument in the symphony do you leave out or when you know what I mean like you need it all and they're going to play on top of each other and sometimes some will be louder than the other or maybe one kind of opens the song But ultimately you need everything for the melody yeah yeah and you think because of the whole package right we we don't really know right so that's that's why we want to like mix and match these ingredients and find that…
Escúchalo en el minuto 33:56
Retención y relación con el clienteEn lugar de enfocarse únicamente en captar más volumen de tráfico y nuevos compradores, los negocios deben optimizar la experiencia postcompra y maximizar el valor de vida (LTV) de los clientes actuales que ya confiaron en la marca.
and sales but most importantly kasum is enhance lifetime value enhance the client experience make more of the customers that you already have which is not something a lot of people really think about right now they're all about like just get me more customers I just want more and more I want more traffic that's not what today is all about here sort of tee this up a bit is if if you're selling something online particularly a physical product and you have you have people that have already bought your stuff and you just don't really know what to do with the next
Escúchalo en el minuto 0:54
Curva de dificultad en los hitos de facturación para tiendas online
Estrategia y decisiones de negocioEl reto más complejo para una tienda online es alcanzar sus primeros 1.000 $/mes (validación inicial) y el segundo más difícil es llegar a 10.000 $/mes; pasar de 10.000 $ a 100.000 $/mes resulta comparativamente más sencillo porque el producto ya está validado y el foco pasa a ser el control de métricas, márgenes y escalado.
truth is for a shop if I store the hardest part is getting to $1,000 a month the second hardest is getting to $10,000 a month getting from 10 to 100 is actually quite a bit easier you just need to control the numbers and and the
Escúchalo en el minuto 39:30
Desempeño inicial de anuncios pagados en marca de producto artesanal
Medición y experimentosEn la primera campaña de experimentación con anuncios pagados de una marca de nicho (vinagre artesanal), una inversión de 1.200 USD generó menos de 600 USD en ingresos, arrojando un retorno publicitario inicial inferior a 0,5x antes de optimizar los creativos y la oferta.
this it's this guy in merchant Mastery uh who sells craft vinegar his name's but when he launched ads in his first experiment he spent about $1,200 and generated less than 600 so that's less
Escúchalo en el minuto 29:06
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