3. 5 COMMON MISTAKES
Not tracking the
right things
Never spoken to
your market
Don’t have a free
gift
Not provenNot automated
4. Not tracking the right things
Not knowing what works…
Not knowing what’s broken
Even when something works… you
can’t improve or repeat it
5. Not tracking the right things
5 Metrics for all businesses:
1. ATTENTION
2. LEADS
3. SALES
4. PROFIT MARGIN
5. FREQUENCY
6. Never spoken to your market
Typical startup journey:
- Have a business idea
- Find investors
- Spend months building a product
- Investing money, time & effort
- Market and sell…
- Few people buy
7. Never spoken to your market
Profitable startup journey:
- Have a business idea
- Validate with target market
- Sell
- Use revenue to build product
- Customers already locked in
8. Don’t have a free gift
Nothing to lure your target market with
Marketing becomes difficult...
Pour time, money and effort into many
types of channels
Hunting for customers instead of having
a ‘fisherman’ attitude
9. Don’t have a free gift
A value ladder that your customers ascend
Free gift lures strangers in
Strangers get warmed up into prospects
Eventually hot leads buy your highest offers
11. Not automated
Online sequence of landing pages
Emails that move segmented buyers from
page to page
Everything is tracked and measured
12. Not proven
2 types of proof…
- Customer validation
- Value exchange (paying in $$)
Ever met someone who say they’ll buy
if you do it… but never actually do?
13. Not proven
Marketing is just testing and testing
The 200 test
Ensure each step is optimized
Everything is targeted and segmented
The ROI equation:
CPA < LTV
Cost of acquisition < lifetime value
14. 5 COMMON MISTAKES
Not tracking the
right things
Never spoken to
your market
Don’t have a free
gift
Not provenNot automated
17. GENE
A real understanding of your target market
Demographics AND Psychology
All marketing is 1 to 1
What affects their buying behavior... Then
reverse-engineer it
Creating a target avatar
Referring to this cheat sheet for all marketing
18. GENE
How to:
1. Questionnaire
2. Interview >5 people who fit the
criteria
3. Understand their fears,
frustrations, wants & aspirations
Age:
Education:
Income:
Job:
Experiences:
Background:
Values:
Hobbies:
My Target Avatar
MaleFemale
DEMOGRAPHICS IDENTITY
I would describe myself as:
(list in bullet points)
FRUSTRATIONS
FEARS
WANTS
ASPIRATION
1.
2.
3.
.
1.
2.
3.
UNMET NEEDS
TRANSFORMATIONS
NAME: ___________________________________
19. ENGINEER
Structuring the entire business from the
ground up with your target avatar in mind
Everyone is at a different willingness to buy
A high value giveaway that solves their
immediate frustrations…
Making a paid offer they can’t refuse…
Automatically upselling them again and again
20. ENGINEER
How to:
Each step is delivered through a landing
page that speaks directly to their situation
They are automatically ascended by email
sequences
Your offerings just solve the ONE problem
for the ONE target avatar… just in many
different forms (e.g. subscription, training,
done-for-you, delivered product)
21. ATTRACT
All marketing is one to one
Reverse engineer their psychology
Using their own words against them
Creating no-brainer offer after no-brainer
offer… and then simply packaging it as what
they want
22. ATTRACT
How to:
1. Find where your target avatar congregates
2. Placing your high value giveaway/bait piece
3. Wait for them to bite…
4. Get their email
5. Begin upsell sequence
(Every step is worded in language that speaks
directly to their buying psychology)
23. REPLICATE
Proving it with conversions and sales
Getting it on the right side of the equation
Testing in iterations and continually improving
24. REPLICATE
How to:
1. Drive 200 traffic through each funnel step
2. Test conversion
3. Split test elements 1 by 1… continual
improvements to maximize conversion
4. Spending on traffic in iterations to always
improve ROI
5. Repeat entire system steps 2-4…
27. Taking Action
-
Target Avatar Sheet
• 5 interviews conducted
• Responses analysed and
compiled
• Final PDF cheat sheet
Engineering Your Funnel
• Craft the ideal bait piece
• Conceptualising the most
profitable 3-4 offerings in
your value ladder
Building Your Funnel
• Bait piece delivery page
• 3-5 email upsell sequence
• Upsell offer landing page
• Roadmap to find
customers and partners
Proving The Process
• Driving 200 targeted ad
traffic to your funnel
• Testing conversions
• A proven ad prototype
• Running an a/b split test
of one landing page
28. Taking Action
-
Target Avatar Sheet
• 5 interviews conducted
• Responses analysed and
compiled
• Final PDF cheat sheet
Engineering Your Funnel
• Craft the ideal bait piece
• Conceptualising the most
profitable 3-4 offerings in
your value ladder
Building Your Funnel
• Bait piece delivery page
• 3-5 email upsell sequence
• Upsell offer landing page
• Roadmap to find
customers and partners
Proving The Process
• Driving 200 targeted ad
traffic to your funnel
• Testing conversions
• A proven ad prototype
• Running an a/b split test
of one landing page
Value = $3,000 Value = $1,500
Value = $6,000 Value = $2,000
