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Why Traditional Marketing is Dead and What's Taking Its Place with Dmitri Smirnov | EP 533
30 ideas de marketing sacadas de «Why Traditional Marketing is Dead and What's Taking Its Place with Dmitri Smirnov | EP 533», de Perpetual Traffic. Sobre…
- 30 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 1 h 04 min
- Publicada en 2023
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Usar clones de IA para testear variaciones de anuncios antes de producirlos
Canales de adquisiciónPara superar el cuello de botella que implica pedir a clientes o fundadores ocupados que graben múltiples piezas de video, se pueden generar creativos clonando su voz e imagen con IA (como HeyGen) para experimentar rápidamente con ganchos, estructuras y cierres; solo cuando una variación demuestra rendimiento se graba la versión definitiva en alta producción.
one of the problems we face as agencies or as an agency that especially works with clients who are busy they don't have a lot of time it's typically hard to request a lot of creative from them because they actually have to take time out of their busy schedule sit down make a recording do all the hooks how change do that all for them with AI and the seen is hey Jen so you up and and maybe but they're creating video content with their real face their real voice but they never recorded it what they did was upload a bunch of content into this platform hey Jen their voice their video and the more…
Escúchalo en el minuto 6:35
Los lead magnets sin valor real provocan cancelaciones inmediatas
ConversiónCrear un lead magnet superficial con el único fin de capturar un correo o teléfono destruye la relación antes de empezar; si el material no aporta valor real e inmediato, el usuario no abrirá los correos siguientes y se dará de baja al instante.
step because a lot I see this all the time in high ticket is some some is the course creators or offer providers will create this lead magnet which has zero value it's just forgetting the email and phone number or whatever else they but it has zero value what do you think is going to happen to that customer who's they're never going to open your email instantly unsubscribe because whatever not interesting but if it is is and it's natural it's presenting it resonates with them they'll keep taking your next
Escúchalo en el minuto 51:27
Optimización algorítmica mediante valores asignados a micro-conversiones en ciclos largos
Medición y experimentosEn ventas de ciclo largo donde la compra final tarda meses, se debe optimizar la publicidad asignando valores monetarios estimados a micro-conversiones intermedias (asistencia a llamadas, respuestas específicas de formularios o navegación calificada) para entrenar a los algoritmos con señales tempranas de valor.
out right I mean the the buying Journey can take six months or even a year for some of these high ticket offers but percentage likelihood of actually making the purchase and optimize to that until qualified but still are three to six months out from buying well you can optimize to people who showed up to the phone call and and keep taking that next and and you can hack the system however you want it if you have actions that you know are worth around $10 for you then label them as $10 and you have another action that's worth $50 okay you can label it as $50 so now you're giving Google all the…
Escúchalo en el minuto 35:35
Alimentar los algoritmos publicitarios con datos de leads rentables desde el CRM
Medición y experimentosPara evitar la captación de prospectos de baja calidad, se debe conectar el CRM a plataformas publicitarias (Google, Meta, TikTok) para optimizar las campañas basadas en leads que efectivamente generan ingresos, en lugar de optimizar simplemente por volumen de leads brutos.
the next thing is leveraging the technology and the a and whatever you want to call it automation that we do have as marketers and the way to do that is really through tracking and targeting and letting the platforms know who it is that actually is a good customer for you because they'll go and get you more of those that's what they do if you tell them to get leads they'll get you more leads but maybe your leads are low working for you but if you say but if you actually identify through a CRM which of your leads are profitable for you and you tell Google these hey please more of these…
Escúchalo en el minuto 23:24
Segmentar por señales visibles de dolor supera al alcance masivo indiferenciado
Investigación de mercado y clienteIdentificar y abordar exclusivamente a prospectos que muestran señales evidentes de necesitar tu solución genera tasas de conversión y volumen de negocio drásticamente superiores que lanzar ofertas masivas e indiscriminadas a todo el público.
getting to the bottom of it she only ever approached people with orthopedic shoes it was the smartest targeting I've ever heard in my like just just B you know shotgun blasting everybody walking past she would sit there and watch and anybody with orthopedic shoes which are super easy to spot she'd go up and like you I bet she was like one out of two or one out of three were like yes and she knew exactly how to talk to him and you know this lady did and and first taking five minutes to think about who am I going to actually approach gave her 10x the
Escúchalo en el minuto 53:13
El creativo y la segmentación amplia superan a la hipersegmentación manual
Canales de adquisiciónEn la compra de medios moderna, la hipersegmentación demográfica y los ajustes manuales minuciosos pierden efectividad frente a creativos de alto impacto combinados con segmentación amplia (broad targeting), permitiendo que el algoritmo de la plataforma optimice la entrega y las conversiones.
now things are really shifting into Chad what this this meme says so the virgin complicated media media buyer he uses his complicated naming scheme he tries to Target better than Facebook he segments by demographic and adsets and still uh keeps testing the same crappy creative with different targeting and sitting back he just targets USA Canada auctions um does no targeting lets Facebook do it for himself only tracks this is so true yeah it's the creative that's driving perspective well creative is number one on there it it's just that's where it's going all creative Endeavors will the best…
Escúchalo en el minuto 20:20
Estudiar la literatura clásica de respuesta directa entrena el subconsciente creativo
Mensaje y copywritingDado que la psicología humana no ha cambiado en el último siglo a pesar de los avances tecnológicos, la mejor manera de sistematizar e internalizar el criterio creativo no son los checklists rígidos, sino sumergirse en los libros clásicos de maestros de la publicidad como David Ogilvy, Eugene Schwartz y Claude Hopkins (ej. 'Scientific Advertising', 'Ogilvy on Advertising', 'Positioning') para programar la intuición…
good creative I'm glad you brought up we need to be studying to be great at creative human psychology hasn't really changed over the last 100 years technology has but human psychology has generating amazing creative takes the what have I done is read the books from the greatest the actual Masters that came from that era that Don Draper is based on people like ogl V Schwarz Hopkins and if you're wondering about the specific books that is like OG on Advertising um scientific advertising positioning these books that everything get everything and what you're going to do after by reading all these…
Escúchalo en el minuto 13:11
Cada informe o reunión de revisión con el cliente debe abordarse como un pitch de venta
Retención y relación con el clienteLa comunicación y las revisiones semanales o mensuales con los clientes no son meros trámites operativos, sino presentaciones de venta continuas. Mantener clientes con presupuestos elevados exige invertir en la relación y en el encuadre de autoridad con el mismo rigor que se aplica a las campañas publicitarias.
in every single one of our conversations our relationships but in particular the conversations with our clients that's marketing ourselves when we're talking to our clients presenting to our clients every single monthly or weekly review that you have with your client is a sales pitch and that's how it needs to be treated with clients who are spending hundreds of thousands of dollars per month they're serious they're not joking around and it just that relationship needs to be uh invested into with the same rigor that you might invest into the actual
Escúchalo en el minuto 40:59
Canales de adquisiciónEn campañas de tráfico de pago (como Google o YouTube Ads), optimizar únicamente por leads o conversiones superficiales corre el riesgo de entrenar al algoritmo para captar tráfico basura (como clics accidentales o bots). Se deben registrar y subir las conversiones offline de ventas reales para que el algoritmo optimice la entrega hacia clientes con intención de compra real.
then we started using offline that uploading purchase conversions and upload the purchases back into Google so you can optimize two purchases two good customers not just leads and I'll tell game and what I learned was that babies the landing page was so easy to convert and what what I was teaching Google is that I wanted them I want I told Google did I changed the conversion action to actually purchasers our conversions scale that campaign and profitably because now we were optimizing to the Nothing Stops spam better than a optimizing to purchases that's great
Escúchalo en el minuto 30:20
Investigación de mercado y clientePara optimizar la adquisición y definir con precisión el cliente ideal (ICP), es necesario auditar el CRM en profundidad analizando métricas de comportamiento y valor: velocidad de conversión, tasa y frecuencia de recompra, LTV a un año, AOV y niveles de interacción (apertura de correos, respuestas y asistencia a eventos), permitiendo filtrar y clonar únicamente a los clientes más rentables y saludables.
differently and the first step really is to determine which of your clients are actually which of your customers are actually good customers that you would like more of them some customers you don't want to ever see them again even if they paid you money that's why we went so granularly into the CRM to determine how long did it take them to buy when did they buy again how often are they purchasing how much are they how often are they opening emails and responding to text showing up to masterminds all these different touch points that build the ICP essentially is who exactly do we want so F…
Escúchalo en el minuto 29:15
Crear ofertas de ascensión de $25,000 para compradores de ofertas de $5,000
Oferta y precioLos negocios que venden con éxito y rentabilidad ofertas de $5,000 deben diseñar una oferta posterior de $25,000, ya que los clientes que experimentan una transformación satisfactoria en un producto de alto valor están dispuestos a pagar significativamente más por un nivel superior de servicio o acompañamiento.
demarcation I think 5,000 is the minimum dollar offer and I would recommend that for everyone even if you right now are selling something for 5,000 you're happy with it's profitable why not sell something for 25,000 because the people who do take your $5,000 offer they're craving more we're all craving more we wanting everything so if you deliver a really good product for $5,000 well what's the next thing that you can deliver for
Escúchalo en el minuto 4:13
Oferta y precioOfrecer garantías sólidas o devoluciones sin fricción reduce la barrera psicológica de compra y genera confianza suficiente para disparar las ventas. Aunque sobre el papel parezca un riesgo financiero elevado, el incremento masivo en conversiones compensa con creces los reembolsos efectivos, ya que la mayoría de los compradores no llega a devolver el producto.
the discussion the fact that Target will take anything back no questions asked or Costco or L end like that's a horrible business model from the outside looking in right on paper in the boardroom on the Whiteboard it's just like this is stupid you guys we're just going to lose money hand over fist but what ended up happening is people just needed to know they could trust you and now half the [ __ ] I should return I don't because guarantees is guarantees right I mean we're going to guarantee this offer and this is goes for high ticket we're going to guarantee this offer sometimes it's double…
Escúchalo en el minuto 26:56
Mantenimiento del marco de autoridad experta con clientes de alto perfil
Estrategia y decisiones de negocioAl gestionar clientes de alto estatus o celebridades, la agencia o consultor debe fijar desde el inicio un marco de autoridad experta —similar al de un médico tratando a un presidente— para liderar la relación técnica y evitar dinámicas de subordinación o adulación innecesaria.
um a lot of times you come in as an agency you have to set your frame and let's let me give you an example even the president of the United States has his frame broken sometimes by a certain EXP expert if the president of the United States is sick and needs to go see the off the doctor the doctor is the boss in that scenario and same thing to come into that conversation with the frame that I am the boss in this respect and that way there's not really as much ego stroking necessary I don't have to fall into the same trap that employees of that
Escúchalo en el minuto 39:11
Monetización del back-end mediante ofertas de ultra-alto valor para compradores recurrentes
Oferta y precioLos clientes que reciben un sobrecumplimiento sistemático de valor en los productos de entrada y programas intermedios rápidamente agotan el catálogo existente y están dispuestos a pagar ofertas de seis o siete cifras; las empresas deben segmentar a sus mayores compradores y diseñar ofertas de ticket ultra-alto (masterminds exclusivos, asesoría directa) para no dejar demanda desatendida.
I would just buy anything he sold CU I knew I could trust him I knew like he was going to deliver and it was always going to be epic value and he was going to overd deliver on the back end and it got to a point to where I outran him you know I'm like hey dude what else you got certification and the courses and The Mastermind and you know I've I've I'm well into the six figures just me at some point had a million-dollar offer offer so um with our high ticket off um clients will often times segment by who are the top Spenders with this business and we'll see like you said six figure Spenders…
Escúchalo en el minuto 5:01
El ejercicio mental de máxima urgencia para identificar ganchos psicológicos
Mensaje y copywritingPara redactar anuncios de alto impacto, imagina que estás obligado a convencer a la siguiente persona para salvar tu vida: este enfoque fuerza a descartar superficialidades y apuntar directo a los dolores psicológicos profundos, los deseos reales y la elevación de estatus del prospecto.
advertising this way if you had to sell the next person you just had to sell them or else you get blasted off in a space shuttle to the moon for the rest of your life what would you do to sell that person and that's how you should approach marketing and that's you hit those psychological pain points desires status it'll get you paid big reprogram that subconscious of your prospects
Escúchalo en el minuto 1:03:21
El creativo publicitario sustituye a la segmentación técnica en la compra de medios
Canales de adquisiciónAnte la pérdida progresiva de herramientas de segmentación detallada en plataformas como Meta y Google Ads, el rendimiento de las campañas de captación depende del impacto del creativo (copy y arte) con audiencias amplias, más que de configuraciones complejas de compra de medios.
especially nowadays in 2023 and now going into 2024 with limited targeting and Facebook ads and Google is kind of doing the same thing um we we don't really have the targeting tools that we used to but what we do have is creative Virgin complicated media buyer versus the Chad broad targeting media buyer
Escúchalo en el minuto 18:43
Declarar la intención de venta reduce las defensas en la prospección directa
Mensaje y copywritingEn la prospección en frío (cold outreach), avisar honestamente y por adelantado que se va a presentar una propuesta suave ('soft pitch') centrada en el beneficio del receptor reduce su reactancia, superando la desconfianza que generan las técnicas de venta encubierta o falsos cumplidos.
uh I've got a soft pitch for you and just him saying that actually dropped my wall CU otherwise people always try to there's a trojan horse right it's like pitch smuggling it's like compliment you he goes hey super soft pitch and the super soft pitch ended up being to my benefit it was in my favor and I integrous it was full frontal you know it was like I'm not trying to hide anything I'm G to pitch you on something but but it could be to your benefit and
Escúchalo en el minuto 48:50
Google y YouTube Ads como canal primario tras validar ofertas en Facebook Ads
Canales de adquisiciónEn negocios high-ticket con ofertas previamente validadas y funcionando en Facebook Ads, la expansión a Google y YouTube Ads logra convertirse en la principal fuente de tráfico para más del 80% de las cuentas.
if you are already selling High ticket you are already successful with Facebook ads you've proven your offer meaning an offer is tough so you've already created an offer that works and you're ready to add Google ads or YouTube ads as potentially your number one traffic source and we do it for 80 plus percent of our clients we we make Google and YouTube as their number one traffic
Escúchalo en el minuto 1:01:50
La venta de alto valor exige compensar el déficit natural de confianza de la publicidad pagada
ConversiónLa publicidad pagada es un canal de comunicación con baja confianza inicial donde el público tiende a huir del mensaje. Por ello, vender ofertas de alto valor (de $5,000 o más) requiere ciclos de venta diseñados para nutrir y acumular confianza a lo largo del tiempo antes de pedir la compra.
that I agree and one of the most important things with high ticket is establishing trust and marketing and advertising is a very low trust Avenue of communication to begin with so we're starting a few steps behind than maybe a from them and that's kind of what we do with adver vering we try to run away trust with the audience and it's a long sale cycle typically with with uh High ticket so it's a over a long period of time of trust development and and ascending ultimately to buy something for 5,000 10,000 even $25,000 all on the
Escúchalo en el minuto 3:02
La IA no elimina la necesidad de copywriters de calidad sino que multiplica su rendimiento
Mensaje y copywritingLejos de destruir la profesión del copywriting, las herramientas de inteligencia artificial como ChatGPT aumentan la demanda de redactores talentosos, ya que les permiten apalancar sus habilidades y multiplicar (hasta por 10x) su capacidad de producción y efectividad.
with what we think is the end of copyrighting again it's like the opposite it's everyone is looking for a good copywriter and the good copywriters all they're going to do is keep getting better with chat gbt you're just leveraging a good copywriter talents to double or 10x I like to you know like but actually it's so much more that one person can do with these tools and so that's why the good copywriters are so much in demand so and you can learn
Escúchalo en el minuto 57:35
Participar en masterminds de alto nivel como canal de captación de clientes de gran volumen
Canales de adquisiciónLos masterminds y grupos selectos de alto nivel funcionan como un canal directo de prospección para conectar con cuentas de alto presupuesto o celebridades sin necesidad de contar con una marca masiva previa, a la vez que recalibran la confianza mental para negociar con ese perfil de cliente.
where can you meet clients like this so like my name is very well known in the marketing industry my agency is not where a boutique company but what I will tell your audience right now is masterminds high level masterminds including for example will actually put yourself in a room that will a connect you to these so-called not so-called these celebrities um and or big clients Big there there's a lot of big business that's available and looking for experts and they don't want to waste their time masterminds are a perfect place to find really is this is the type of place that rewires your…
Escúchalo en el minuto 43:47
ConversiónMientras que productos de bajo precio pueden venderse apelando al razonamiento consciente, cerrar ofertas de alto valor ('high ticket') requiere generar una convicción profunda y un compromiso emocional en el prospecto para que asuma que la solución es indispensable.
marketers we're influencing our Prospect subconscious because the Prospect is the one that needs to in their heart of hearts start to believe that whatever it is that you're offering is what they need and that doesn't really happen just on a conscious level sure you can sell something for $7 on a conscious level but if you're selling High ticket like we do they have to believe it they have to emotionally be committed to it and once they are emotionally committed that's
Escúchalo en el minuto 16:52
ConversiónMientras que productos de bajo precio pueden venderse apelando al razonamiento consciente, cerrar ofertas de alto valor ('high ticket') requiere generar una convicción profunda y un compromiso emocional en el prospecto para que asuma que la solución es indispensable.
marketers we're influencing our Prospect subconscious because the Prospect is the one that needs to in their heart of hearts start to believe that whatever it is that you're offering is what they need and that doesn't really happen just on a conscious level sure you can sell something for $7 on a conscious level but if you're selling High ticket like we do they have to believe it they have to emotionally be committed to it and once they are emotionally committed that's
Escúchalo en el minuto 16:52
El 95% de las decisiones de compra se originan en la mente subconsciente
Mensaje y copywritingDe acuerdo con investigaciones en psicología del consumidor, el 95% de las decisiones de compra se toman a nivel subconsciente, lo que hace indispensable orientar el mensaje y copy hacia motivaciones emocionales profundas en lugar de depender únicamente de argumentos lógicos conscientes.
but she references a study that showed that 95% of all purchasing decisions are made in the subconscious statistic is marketers give almost no lip service or Credence to the really interesting that needs to be the emphasis that's 95 % of the work there is the
Escúchalo en el minuto 17:54
Canales de adquisiciónDuplicar la tasa de clics (CTR de 0,5% a 1,0%) mediante una mejor creatividad publicitaria no solo duplica el tráfico, sino que puede multiplicarlo hasta por 10x debido a cómo los algoritmos de subasta premian y distribuyen los anuncios de alto engagement.
you can take your CTR from .5 to 1% you're not doubling your traffic you're 10 Xing your traffic that's how important creative
Escúchalo en el minuto 10:03
Canales de adquisiciónDuplicar la tasa de clics (CTR de 0,5% a 1,0%) mediante una mejor creatividad publicitaria no solo duplica el tráfico, sino que puede multiplicarlo hasta por 10x debido a cómo los algoritmos de subasta premian y distribuyen los anuncios de alto engagement.
you can take your CTR from .5 to 1% you're not doubling your traffic you're 10 Xing your traffic that's how important creative
Escúchalo en el minuto 10:03
La automatización y la IA desplazan el análisis de datos y concentran el valor en la excelencia creativa
Marca y posicionamientoA medida que la IA asimila las tareas analíticas y de optimización de datos, la verdadera diferenciación competitiva recae en los matices creativos y la persuasión. Al igual que la imprenta democratizó la producción y elevó el valor exclusivo de las mejores obras, la IA eliminará a los creadores mediocres y concentrará el mercado en quienes aporten creatividad superior.
evolving and the more that Ai and automation is coming into play the less the statistic side is important but the more important creative is and sad but true isn't it AI is going to commod it's going to gobble up the data analysis much sooner than it's there's nuances that exist within the creative Endeavor that just don't exist printing press came out it was only the good books that would get printed and so same thing now only the good agencies are going to survive Only the Good creators are going to survive not just survive but Thrive they'll take all that market share that mediocre…
Escúchalo en el minuto 11:02
Unirse a grupos de mastermind para acceder a herramientas e insights tácticos actualizados
Estrategia y decisiones de negocioParticipar en grupos de mastermind e interactuar directamente con otros profesionales del marketing permite descubrir rápidamente herramientas de vanguardia e insights prácticos aplicables a ventas y redacción que no suelen estar documentados públicamente.
uh and lastly if you can join a mastermind group I know many of them qualifications but there's there's ones that don't actually have that strict of requirements that you can join so start start going to them uh talking to other marketers really helps a lot they have the latest and greatest tools they have some insights that will you know quickly help you with sales or with copywriting by the way
Escúchalo en el minuto 56:57
Atracción por congruencia y valor frente al networking invasivo
Marca y posicionamientoTanto en entornos presenciales (como masterminds) como en la captación de clientes de ticket alto, la captación más efectiva ocurre al comunicar con claridad qué problemas resuelves y aportar valor concreto, permitiendo que la audiencia interesada inicie la conversación por alineación natural en lugar de forzar la venta.
of working with other people I certainly working with us but what I want to do is put out out the messaging to indicate here's what I can do here's what I like doing and if somebody hears that and Associates themselves to that messaging they'll respond to it and we'll strike up a conversation but it's not a manipulation this is the same exact process that you that we do with our high ticket clients is we put out the messaging to a specific audience with specific value and see who responds and that way it's a congruent relationship where it's a win
Escúchalo en el minuto 46:48
La asimetría de escala entre un anuncio bueno y un anuncio extraordinario
Canales de adquisiciónUn anuncio bueno es suficiente para generar ventas y pagar los costos operativos, pero una creatividad publicitaria verdaderamente extraordinaria multiplica la capacidad de escalado por diez o más veces en comparación con una pieza estándar.
good creative and great creative good creative can get you sales and it can get you paid it can put it can pay your bills that's what good creative can do great creative will make you rich and great creative versus good creative creative or mediocre creative but great creative can get 10 times or more the scale of a good creative that's the if
Escúchalo en el minuto 9:33
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