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Bullet-Proof Copy From Kajabi Impact Event

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Micro-messaging, copywriting system from Roland Frasier that considers Google's Micro-moments messaging to quickly and easily create uniquely effective marketing campaigns for multi-touch messaging across ads, SEO, and the entire customer journey.

Veröffentlicht in: Marketing
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Bullet-Proof Copy From Kajabi Impact Event

  1. 1. © 2019 Roland Frasier “Bullet-Proof Copy: Instantly & Easily Create Uniquely Effective Marketing Campaigns Using These Proven ‘What-To-Say-When’ Magic Messaging Models” #KajabiImpact
  2. 2. “It takes 21 to 24 different ‘touches’ with a prospect to create a buying decision” Think With Google © 2019 Roland Frasier #KajabiImpact
  3. 3. Problem Is, If You Even Do Multi-Touch, It Usually Looks Like This... © 2019 Roland Frasier #KajabiImpact
  4. 4. Typical Email Campaign Message 1 “Buy my stuff” Message 2 “You forgot to buy my stuff” Message 3 “Last chance to buy my stuff” Message 4 “Yet another chance to buy my stuff” Message 5 “WTF!? Buy my %*!$ stuff!” © 2019 Roland Frasier #KajabiImpact
  5. 5. 1. Target Messages To Micro-Moments 2. Use Script Sheets To Identify Relational Triggers 3. Create Meta-Messages To Spawn Dozens Of Unique Messages 4. Design High-Converting Message Sequences With The Multi-Touch Matrix 5. Persuade Powerfully With The Modality Wheel © 2019 Roland Frasier 5 Step Messaging Mastery System #KajabiImpact
  6. 6. Your Messaging Should Be Informed By Where Your Customer Is In Their Buying Journey © 2019 Roland Frasier 5 Key Micro-Moments To Own Which-What-Is-Best #KajabiImpact
  7. 7. © 2019 Roland Frasier Case Study: Car Purchase Decision Search Video Images Retailer Manufacturer
  8. 8. High Quality? Better Than The Others? Satisfies My Needs? Strong Brand Promise? Is There Ample Social Proof? Other Reasons To Buy? © 2019 Roland Frasier Which-Is-Best Messaging #KajabiImpact
  9. 9. © 2019 Roland Frasier Case Study: Which-Is-Best Moments
  10. 10. © 2019 Roland Frasier Which-Is-Best Moments #KajabiImpact
  11. 11. © 2019 Roland Frasier Which-Is-Best Moments #KajabiImpact
  12. 12. © 2019 Roland Frasier Which-Is-Best Moments #KajabiImpact
  13. 13. © 2019 Roland Frasier Which-Is-Best Moments #KajabiImpact
  14. 14. © 2019 Roland Frasier Which-Is-Best Moments #KajabiImpact
  15. 15. Google All Best, Reviews + Avoids Searches For Your Product or Service © 2019 Roland Frasier Action Step… #KajabiImpact
  16. 16. Add “Best-Messaging” To All Messaging Media In Early Stages Of Your Customer Journey © 2019 Roland Frasier Action Step… #KajabiImpact
  17. 17. © 2019 Roland Frasier Case Study: Right-For-Me Moments
  18. 18. © 2019 Roland Frasier Right-For-Me Moments #KajabiImpact
  19. 19. © 2019 Roland Frasier Right-For-Me Moments #KajabiImpact
  20. 20. © 2019 Roland Frasier Right-For-Me Moments #KajabiImpact
  21. 21. © 2019 Roland Frasier Right-For-Me Moments #KajabiImpact
  22. 22. © 2019 Roland Frasier Right-For-Me Moments #KajabiImpact
  23. 23. © 2019 Roland Frasier Right-For-Me Moments #KajabiImpact
  24. 24. © 2019 Roland Frasier Right-For-Me Moments #KajabiImpact
  25. 25. © 2019 Roland Frasier Right-For-Me Moments #KajabiImpact
  26. 26. Create For Me, Should I, Do I Need, Ideas, Shopping List + First Demo Messaging © 2019 Roland Frasier Action Step… #KajabiImpact
  27. 27. Add “Right-For-Me” To All Messaging Media In Early Stages Of Your Customer Journey © 2019 Roland Frasier Action Step… #KajabiImpact
  28. 28. © 2019 Roland Frasier Case Study: Can-I-Afford-It Moments
  29. 29. © 2019 Roland Frasier Can-I-Afford-It Moments #KajabiImpact
  30. 30. Create Price Comparison, Calculators, Build Configurators Messaging © 2019 Roland Frasier Action Step… #KajabiImpact
  31. 31. Add “Can-I-Afford-It” To All Messaging Media In Middle Stages Of Your Customer Journey © 2019 Roland Frasier Action Step… #KajabiImpact
  32. 32. © 2019 Roland Frasier Case Study: Where-Should-I-Buy Moments
  33. 33. © 2019 Roland Frasier Where-Should-I-Buy Moments #KajabiImpact
  34. 34. © 2019 Roland Frasier Where-Should-I-Buy Moments #KajabiImpact
  35. 35. © 2019 Roland Frasier Where-Should-I-Buy Moments #KajabiImpact
  36. 36. © 2019 Roland Frasier Where-Should-I-Buy Moments #KajabiImpact
  37. 37. © 2019 Roland Frasier Where-Should-I-Buy Moments #KajabiImpact
  38. 38. © 2019 Roland Frasier Where-Should-I-Buy Moments #KajabiImpact
  39. 39. © 2019 Roland Frasier Where-Should-I-Buy Moments #KajabiImpact
  40. 40. © 2019 Roland Frasier Where-Should-I-Buy Moments #KajabiImpact
  41. 41. © 2019 Roland Frasier Where-Should-I-Buy Moments #KajabiImpact
  42. 42. © 2019 Roland Frasier Where-Should-I-Buy Moments #KajabiImpact
  43. 43. © 2019 Roland Frasier Where-Should-I-Buy Moments #KajabiImpact
  44. 44. Create Near Me, Can I, Shop With, Open Now, Wait Times, Messaging © 2019 Roland Frasier Action Step… #KajabiImpact
  45. 45. Add “Where-Should-I-Buy” To All Messaging Media In Late Stages Of Your Customer Journey © 2019 Roland Frasier Action Step… #KajabiImpact
  46. 46. © 2019 Roland Frasier Case Study: Am-I-Getting-A-Deal Moments
  47. 47. © 2019 Roland Frasier Am-I-Getting-A-Deal Moments #KajabiImpact
  48. 48. © 2019 Roland Frasier Am-I-Getting-A-Deal Moments #KajabiImpact
  49. 49. © 2019 Roland Frasier Am-I-Getting-A-Deal Moments #KajabiImpact
  50. 50. © 2019 Roland Frasier Am-I-Getting-A-Deal Moments #KajabiImpact
  51. 51. Create Worth It, Does It Work, Looks Like, Similar To, Messaging © 2019 Roland Frasier Action Step… #KajabiImpact
  52. 52. Add “Am-I-Getting-A-Deal” To All Messaging Media In Late Stages Of Your Customer Journey © 2019 Roland Frasier Action Step… #KajabiImpact
  53. 53. “Micro-Moments Messaging Is The New Customer Journey” DigtalMarketer © 2019 Roland Frasier #KajabiImpact
  54. 54. “Adding Multi-Touch Follow-Up Campaigns Increase Sales 50%-400%” Digital Marketer Tests © 2019 Roland Frasier
  55. 55. Multi-Touch, Micro- Moments Messaging eliminates guessing what your customers want. © 2019 Roland Frasier #KajabiImpact
  56. 56. So You Will Never Again Create Really Bad Messaging Like This... © 2019 Roland Frasier #KajabiImpact
  57. 57. © 2019 Roland Frasier Or… #KajabiImpact
  58. 58. © 2019 Roland Frasier Or Even… Or… #KajabiImpact
  59. 59. And Super Cringey Ads Like This... © 2019 Roland Frasier #KajabiImpact
  60. 60. © 2019 Roland Frasier Or… #KajabiImpact
  61. 61. Or Run Split Tests Like This... Split Test 1 “Buy, my stuff” Split Test 2 “Buy my things” Split Test 3 “Purchase my stuff” Split Test 4 “Get my stuff” Split Test 5 “Acquire my stuff!” © 2019 Roland Frasier #KajabiImpact
  62. 62. We Analyzed… 4,137,277,519 Emails + Ad Impressions 144,804,717 Clicks $313,112,934 Sales, and 4,521 Split Tests To Learn What Works Best © 2019 Roland Frasier #KajabiImpact
  63. 63. Here’s What We Learned… Speak to a NEED Identify a TRIGGERING EVENT Describe +/- OUTCOMES Stir and Allay their FEARS Address RELATIONSHIPS Frame it in a Gain>Logic>Fear SEQUENCE © 2019 Roland Frasier #KajabiImpact
  64. 64. © 2019 Roland Frasier #KajabiImpact Visually It Looks Like This… And We Call It The Idea Wheel
  65. 65. We put all of that into a messaging framework using ScriptSheets... © 2019 Roland Frasier #KajabiImpact
  66. 66. © 2019 Roland Frasier #KajabiImpact S C R I P T S H E E T © 2019 Roland Frasier
  67. 67. Let’s say we are selling a Sleep-Aid. A ScriptSheet for that might look like this… © 2019 Roland Frasier #KajabiImpact
  68. 68. © 2019 Roland Frasier #KajabiImpact S C R I P T S H E E T © 2019 Roland Frasier
  69. 69. A ScriptSheet For Selling A How To Sleep Better Course Would Look The Same… © 2019 Roland Frasier #KajabiImpact
  70. 70. © 2019 Roland Frasier #KajabiImpact S C R I P T S H E E T © 2019 Roland Frasier
  71. 71. After You Brainstorm Inform Your ScriptSheet With Data © 2019 Roland Frasier #KajabiImpact
  72. 72. © 2019 Roland Frasier Buyer or Seller Avatar Research #KajabiImpact
  73. 73. Needs + Trigger Events © 2019 Roland Frasier
  74. 74. AnswerThePublic.com
  75. 75. Can’t Sleep
  76. 76. Needs + Trigger Events © 2019 Roland Frasier
  77. 77. Move Away Or Toward © 2019 Roland Frasier
  78. 78. © 2019 Roland Frasier Friends + Enemies #KajabiImpact
  79. 79. © 2019 Roland Frasier Friends + Enemies
  80. 80. Now Add This Data To Your Script Sheet © 2019 Roland Frasier #KajabiImpact
  81. 81. © 2019 Roland Frasier #KajabiImpact S C R I P T S H E E T © 2019 Roland Frasier
  82. 82. Now It’s Your Turn To Apply This To Your Business… © 2019 Roland Frasier #KajabiImpact
  83. 83. © 2019 Roland Frasier #KajabiImpact S C R I P T S H E E T © 2019 Roland Frasier
  84. 84. Once You Complete Your ScriptSheet, You Can Create Thousands Of Different Compelling Messages. © 2019 Roland Frasier #KajabiImpact
  85. 85. © 2019 Roland Frasier #KajabiImpact© 2019 Roland Frasier #KajabiImpact
  86. 86. For our Sleep-Aid course, a Meta-Message Sheet might look like this… © 2019 Roland Frasier #KajabiImpact
  87. 87. © 2019 Roland Frasier #KajabiImpact
  88. 88. Or this… © 2019 Roland Frasier #KajabiImpact
  89. 89. © 2019 Roland Frasier #KajabiImpact
  90. 90. You Can Use Meta- Messages That Each Generate Dozens Of Messaging Ideas © 2019 Roland Frasier #KajabiImpact
  91. 91. What Meta-Messages Could You Use In Your Business? © 2019 Roland Frasier #KajabiImpact
  92. 92. © 2019 Roland Frasier #KajabiImpact
  93. 93. Next, Sequence Your Messages To Maximize Conversions © 2019 Roland Frasier #KajabiImpact
  94. 94. GAIN > LOGIC > FEAR Sequences Work Best © 2019 Roland Frasier #KajabiImpact
  95. 95. The SPADES Multi-Touch Matrix Let’s You Touch Your Prospect With 1,728 Different G>L>F Sequences © 2019 Roland Frasier #KajabiImpact
  96. 96. © 2019 Roland Frasier #KajabiImpact#KajabiImpact© 2019 Roland Frasier
  97. 97. Selling A $10,000 Shot Of Whiskey © 2019 Roland Frasier #KajabiImpact
  98. 98. © 2019 Roland Frasier #KajabiImpact Exclusive, rare, old whiskey from 1961 Insanely Expensive £6,500 Per Shot Only 65 bottles produced Never offered to the general public Balvenie Brand Lanesborough Hotel Master Sommelier David Charles Stuart, Living Legend His “Legacy” Creation Year of the Single Malt “Build-A-Flight” Master Somm Experience Large Cash Influx From Sale of Company End of Major Month- Long Trip Stranded alone in London #KajabiImpact© 2019 Roland Frasier
  99. 99. Selling A How-To-Sleep- Better Course © 2019 Roland Frasier #KajabiImpact
  100. 100. © 2019 Roland Frasier #KajabiImpact Are your sleep habits making you dumber? Are you Buffet, Branson, Blakely? Self-Scoring with results emailed instantly Results show proof of accuracy of assessment Tips given to take immediate action Results specific hero story based on Buffet, Branson or Blakely Relate story to prospect and their situation Tie offer to story and quizz results to bring all G>L>F elements together #KajabiImpact© 2019 Roland Frasier
  101. 101. Create 3 GAIN > LOGIC > FEAR Sequences For Your Business © 2019 Roland Frasier #KajabiImpact
  102. 102. © 2019 Roland Frasier #KajabiImpact#KajabiImpact© 2019 Roland Frasier
  103. 103. Use The Message Wheel To Craft Scientifically Proven, Irresistible, High-Converting Messages © 2019 Roland Frasier #KajabiImpact
  104. 104. Maslow’s Needs Hierarchy © 2019 Roland Frasier Breathing Food Water Shelter Sleep Clothing Sex Safety Health Financial Friendship Intimacy Family Recognition Status Importance Respect Fame Attention Strength Competence Mastery Confidence Independence Freedom Self- Actualization #KajabiImpact
  105. 105. Impact Factors © 2019 Roland Frasier Time Age Affliction New Discovery Prospect Friends Family Enemies Relationship Environment Economy Government + Value - Value + Belief - Belief + Action - Action Hope Fear Avoid Pain Get Pleasure #KajabiImpact
  106. 106. Story Plots © 2019 Roland Frasier The Quest Voyage and Return Comedy Tragedy Rebirth Overcoming The Monster Rags To Riches #KajabiImpact
  107. 107. Persuasion Techniques © 2019 Roland Frasier Reciprocity Scarcity Authority Liking Consensus Consistency Unity #KajabiImpact
  108. 108. NLP Modalities © 2019 Roland Frasier Visual Auditory Kinesthetic #KajabiImpact
  109. 109. © 2019 Roland Frasier #KajabiImpact Graphically It Looks Like This… The Message Wheel
  110. 110. © 2019 Roland Frasier #KajabiImpact Graphically It Looks Like This… The Message Wheel
  111. 111. As You Write Your Message Remember the NEED Tie to an IMPACTING FORCE Refer to the WANTED or HATED OUTCOME Choose a PLOT TYPE (When Telling Stories) Select a PERSUASIVE TECHNIQUE Frame it in one or more MODALITIES © 2019 Roland Frasier #KajabiImpact
  112. 112. © 2019 Roland Frasier #KajabiImpact M O D A L I T Y S H E E T
  113. 113. Using These Tools You Have 533,433,600 Different Messaging Options © 2019 Roland Frasier #KajabiImpact
  114. 114. Now Go Increase Your Sales By 50%-400% © 2019 Roland Frasier #KajabiImpact
  115. 115. © 2019 Roland Frasier THANK YOU! Slides Available @ Slideshare.net/RolandFrasier #KajabiImpact

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