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The $30 MILLION

BLUEPRINT
Your Hosts...
Ryan Deiss
Founder/Managing Director,
DigitalMarketer
Frank Kern
Highest Paid Direct Response
Internet Marketing Consultant
and Copywriter On Planet Earth
WHATS THE #1 JOB OF
EVERY MARKETER?
SHOCKING STATEMENT
THERES NO SUCH THING AS A
TRAFFIC PROBLEM
THERE ARE ONLY
OFFER PROBLEMS
$30 MILLION BREAKTHROUGH

This realization changed EVERYTHING

It allowed us to get unstuck and grow to the


next level

It allowed us to focus on what matters (instead of


shiny objects)

It allowed us to declare independence from


afliates and joint ventures

And nally, it allowed us win in multiple markets


(because this blueprint is UNIVERSAL!!)
CUSTOMER VALUE
OPTIMIZATION
(A.K.A. FULL FUNNEL OPTIMIZATION)
THE
FIVE
THINGS
1
2
3
4
5
Our Methodology...
Lead Magnet
Tripwire
Core Offer
Prot Maximizer
Return Path
1.
LEAD
MAGNET
WHAT IS A
LEAD
MAGNET?
A small chunk of value that
solves a SPECIFIC problem
for a SPECIFIC market that is
offered in exchange for an
opt-in.
WHY LEAD
MAGNETS?
Prospects want immediate
gratication and something
they can sink their teeth into
NOW. Lead magnets give
them that...
BE SPECIFIC!!!
MARKET
Investors
Forex Traders
Bloggers
Single Guys
Horse Owners
Preppers
Golfers
LEAD MAGNET
Top Dividend Stocks
MetaTrader Tutorials
Appify Your Blog
The Kiss Test
Stop Cribbing
Get a 2
nd
Passport
10 Yards Longer
TITLES MATTER
CASE STUDY: 50,000% MORE SALES!!
Published: 1982

Copies Sold: < 5000
Re-Published: 1998

Copies Sold:

OVER
2.5
MILLION!!!
BIG LESSON
!"#$ &# '() *+(,)-. /)- 0)12,)3, 4,#56,7
!'/8, 95 4+#-23:;,7
!<,=)> &?()>. @#),7
Speak To the
desired end result
CAN YOU MAKE THIS BETTER?
CASE STUDY #1: RAPID FILTER
BEFORE:

# of New Prospects:
6 Per Month
CASE STUDY #1: RAPID FILTER
BEFORE:

# of New Prospects:
AFTER:

# of New Prospects:
6 Per Month 6 PER DAY!!
20X INCREASE IN
QUALIFIED LEADS!!
FINAL TIP:
SOMETIMES LESS (COPY) IS MORE...
FOOL-STYLE LANDING PAGE
- Our Version -
43% OPT-IN RATE
(COLD TRAFFIC)
FOOL-STYLE LANDING PAGE
FEEL FREE TO GET CREATIVE
55.35% Conversion Rate 54.95% Conversion Rate
60.34% Conversion Rate 53.68% Conversion Rate
RECOMMENDED TESTS

Lead magnet title

Timing of lead magnet delivery

Landing page length and type

Landing page headline

Landing page frequency (more opt-ins on


more pages)
2.
THE
TRIPWIRE
WHAT IS A
TRIPWIRE?
An irresistible, super-low-
ticket offer that converts
prospects into BUYERS!
32
15% OF ALL MUSIC SALES
YOU GOTTA FIND
THEIR CHEESE...
33
CANDLEMAKER CHEESE
GUITAR PLAYER CHEESE
WATER FILTER CHEESE
PREPPER CHEESE
CASE STUDY #2: SURVIVAL LIFE

List Size: 113,636 - ONE PRODUCT ($47)


TURNED A BONUS INTO A TRIPWIRE
CASE STUDY #2: SURVIVAL LIFE

List Size: 113,636 - ONE PRODUCT ($47)

$7 Sales: 9,926 in 30 Days (8% Conversion Rate!!)

2,536 bought the $47 course!!!



TRIPWIRE SALES: $69,482
CORE OFFER SALES: $119,192
TOTAL SALES: $188,674 (from a dead list)

BEFORE: 1.5% average conversion rate (at $47)

$705 / 1000 visitors

AFTER:

TRIPWIRE: 8% at $7 = $640 / 1000 visitors

CORE OFFER: 30% at $47 = $1,128 / 1000 visitors

TOTAL REVENUE: $1,768 / 1000 visitors


(160% INCREASE!!!)
SURVIVAL LIFE CASE STUDY
- 1000 CLICK SNAPSHOT -
SOFTWARE AS A TRIPWIRE
WEBINAR AS A TRIPWIRE
PHYSICAL PRODUCT AS A TRIPWIRE
PHYSICAL PRODUCT AS A TRIPWIRE
10% - 15% CONVERSION RATE!!
48
CASE STUDY #3: MARKETING AGENCY

2000 attendees

603 people approached booth

87 people bought the tripwire - $20

19 converted to $500/mo. core immediate

23 more converted via phone after results


BEFORE: Average 3 new clients per show at $500/mo...
$21,300 mo. Recurring
7 Month Stick
$149,100

200 Trade Shows a Year
TRADE SHOW CASE STUDY

BEFORE: 3 clients at $500/mo ($10,500 LCV)

AFTER: 42 clients at $500/mo ($149,100 LCV)

PLUS: 87 tripwire clients that they can followup


with via the Return Path

PLUS: Tripwire sales covered booth costs ($20 x


87 = $1740)

Survival Life Case Study:

5X increase in total customers

160% IMMEDIATE Revenue Increase

Trade Show Case Study:

1437% Revenue Growth ($10,500 to $150,840)

$68,240 in IMMEDIATE Revenue

$82,600 in RETURN PATH Revenue (60 days later)


CASE STUDY RECAP
DOUBLE!!
NOW YOU SEE WHY (THANKS TO THE TRIPWIRE OFFER)
OUR CLIENTS REGULARLY SEE THEIR SALES...
RECOMMENDED TESTS

Name/Title

Headline on landing page

Price-point

Bundled vs. standalone

Digital vs. physical


3.
CORE
OFFER
FLAWED MODEL
THE GOAL IS NOT TO OPTIMIZE
CONVERSION RATES...
THE GOAL IS TO OPTIMIZE
TOTAL REVENUE!!!
SLCuLnCL lS LvL8?1PlnC!!
BIG TIP #1
SEQUENCE
IS
CRITICAL
HTTP://PERRYBELCHER.COM/21-STEP-SALESLETTER/
nC1PlnC CCnvL81S LlkL 8CCl!!!
BIG TIP #2
PROOF TRUMPS ALL!!
20% - 80% CONVERSION RATE INCREASE!
BIG TIP #3
Cpumlze ?our Crder lorms
8y Maklng 1hem Cllckable"...
RESULTS:
CART ABANDONMENT CUT
HALF!!
(IN OTHER WORDS...SALES DOUBLED!!!)
RECOMMENDED TESTS

Price-point

Single-pay vs. multi-pay

Trial vs. no trial

Headline

One-step vs. multi-step order form

Guarantee/Trial length

Text vs. video vs. hybrid


4.
PROFIT
MAXIMIZER
70
David Sulzer, an associate professor at Columbia University Medical Center

TYPES OF
PROFT
MAXIMIZERS
1. Immediate Upsells
2. Cross-Sells
3. Slack Adjusters
4. Bundles and Kits
5. Value Buckets
6. Line Extensions
7. Premium Subscription
1. IMMEDIATE UPSELLS
SPEND $1.91 to get a person in the drive-thru
EARN $0.18 prot on a $2.09 burger sale
PROFIT $1.14 EXTRA on fries and Coke upsell

$1.32 Profit
(7.3 times that of the core sale)
CASE STUDY #4: CLEVELAND EQUIPMENT
CASE STUDY #4: CLEVELAND EQUIPMENT

Core Offer (Heat Sealer) - $250

40% Prot Margin - $100 per sale

Cost To Acquire (after AdWords costs) - $70

NET PROFIT = $30

Immediate Upsell (Extra Elements) - $60

100% Prot Margin (Free from the factory)

50% Take Rate = EXTRA $30 PER SALE!!!


100%
INCREASE IN PROFIT
ON JUST THAT ONE ITEM!!!
2. CROSS-SELLS
3. SLACK ADJUSTERS
EVENTS & CONSULTING
THE MAGIC QUESTION
3 Words 1haL uCu8LLu Cur 8uslness...
WANT SOME HELP?
OFFERING DONE-FOR-YOU CONSULTING ADDED AN EXTRA
$453,000
...FROM A BASE OF JUST 1500 BUYERS!!
4. BUNDLES AND KITS
5. VALUE BUCKETS
6. LINE EXTENSIONS
7. RECURRING
BILLING
$168,557.55
(a month)
$168,557.55
(a month)
...JUST BY ADDING A PREMIUM
SUBSCRIPTION OFFER TO THE
BACK OF PRODUCTS THEY WERE
ALREADY SELLING!!!
AND THE ULTIMATE FORMULA
FOR A CRAFTING A WINNING
PROFIT MAXIMIZER IS...
SPEED AND...
...AUTOMATION
5.
RETURN
PATH
4 WAYS TO INCREASE
BUYER FREQUENCY...

RETURN
PATH
1. CONSTANT STRATEGIC
COMMUNICATION
2. AUTOMATED FOLLOWUP
3. BANNER RETARGETING
4. CUSTOM AUDIENCE
MARKETING
1. CONSTANT
COMMUNICATION
2. AUTOMATED FOLLOWUP
3. BANNER RETARGETING
4. CUSTOM AUDIENCE
CASE STUDY #5: SKIN CARE PRODUCT

List Size: 36,000

Launching a new skin care product

Ran FB Custom Audience to half the list (18,000)



COLD LEADS: $2,563
PRE-SEASONED LEADS: $8,839
SALES INCREASE OF...
$6,276
FACEBOOK AD COST $238.13
Whole List Result?
$12,000+
SOUND HARD?
SOUND COMPLICATED?
IT IS!!!
WANT TO WORK WITH US?
APPLY FOR A STRATEGY SESSION
NOW AND LETS TALK...
HTTP://WWW.DIGITALMARKETER.COM/APPLY
BREAK TIME!!
(UP NEXTFRANK KERN!)

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