So picking up for where we left off on our last lecture, we're going to work with  step three, which of building your conversion funnel. And in this particular step,  we're going to take a look at some of the information that you need to be aware  of to optimize what we call an entry point offer. In other words, you got  somebody in your marketing funnel, they have never ordered from you before,  they're a little hesitant to just immediately pull the trigger and give you a big  order. So what you typically will do is you'll make it risk free, pain free, for them  to place a smaller order with you. So if we go back to that example that we saw  in a previous lecture about LASIK surgery, we could, for example, make a an  offer to them to download all of those resources, those videos and that LASIK  surgery information kit for, say, $7.95 for example, that would be a example of  an entry point offer. So the other thing that we want to talk about, if you  remember, we're talking about how we make use the conversion funnel to  transform people from a before to an after state of emotions. A great sales  message really articulates that transformational shift from a before state  problem. I'm frustrated, I'm stressed, I'm searching for to an after state of I found what I'm looking for, and life has forever changed for me, kind of a state. And  this is the the statement that we typically start with, and this is something that  maybe you might even want to copy down and use this in your own set of  circumstances. So now that you know exactly what your market wants, you  know what kind of problem that you're solving, and you know how wonderful life  will be after everybody buys your stuff. All the hard work is done here, right,  wrong. So if you take this, you got the before state and the After After state.  What the question mark is representing is the fact that you need to develop  processes. You need to articulate content here, or words that help people make  that transformation. They need to make that journey from where they were  before to afterwards. And so what I want you to do is I want you to write this  particular statement down just because you know what your market wants, that  or just because you know your market wants what you offer. That doesn't mean  that they want it, nor does it mean that they want it from you, at least not yet. So  there's work that needs to get done here, there's stuff that you need to do,  there's buttons that you need to push, as I would term it, in order to get them  from where they were before to where you want them to go. It's not that your  visitors and your prospects don't want to buy from you. It's just that they simply  want to date first. And that's why we go through things like the lead magnets.  We go through these trip wire, what we call these trip wire offers the low risk  minor, you know, $7.95 we'll send you the LASIK surgery information kit so on.  That's what we refer to by dating first, by doing low offers, and kind of get them  to a point where you can legitimately call them a client. So that's what we talked  about with a trip wire offer or an entry point offer, and that's what it allows you to  do. What's an entry point offer, AKA a trip wire? It's a compelling, low barrier to  entry offer that's designed to create micro or very small commitments that just 

continue that process of converting prospects into buyers. So the trip wire is not  your final offer. It's not the whole enchilada, so to speak. It's really just kind of  like a minor commitment on that journey from being a stranger to being a  legitimate client. So there's two types of commitments that you're looking for in  this particular process, in the process of building an automated conversion  funnel, so to speak. And those two commitments are, number one, it's their  wallet, and number two, it's their calendar, to be able to allocate time to watching a webinar or. Participating in a webinar or a demo or an appointment or  whatever. And the commitment that you see here is for a wallet, is $1 to get 13  records or tapes, two types of commitments, again, dollar for 13 tapes. Best trip  wires are what we call Splinter offers. A splinter offer, my is, is a type of product,  a splinter product. And a splinter offer is something that is directly, directly  related to your end the end game, the end result that you're trying to achieve at  the bottom of this marketing funnel. So a tripwire offer that you're going to sell  immediately after delivering a lead magnet, you're going to offer a trip wire, and  you're going to sell it, typically, for a price of, let's say, $10.95, or $7.95, or some  low call cost figure. And what you're going to want to do is make sure that these  are what we'd call a splinter offer. In other words, it's a piece of that final  product, that final order that you're trying to get. So you're going to want to sell  them a product, an educational product, or an evaluation package of some sort,  perhaps for a product that they might purchase for $5,000 or whatever. So I'm  trying to find a good way to articulate that, but what you're not going to do is do  a tripwire that's completely unrelated to what the final offer is at the bottom of  your conversion funnel. Case study here how we get paid members into the  digital marketing labs, a core offer digital marketer is called DM lab, and one of  the member benefits there is access to their something that they call the  execution plan library, and they Splinter that execution plan on increasing  engagements with Facebook promoted posts, and how they get the members in  there is by offering One of these items, one of these items for $7 and the hope is that you'll find that to be valuable, and you'll kind of like, well, what other kind of  plans do they have? And they will give you enough knowledge that you can see  what all the other titles are in that library, with the idea that you'll end up  subscribing and paying them $386 to be able to get access to all everything else in that library. Want does not show need. It shows buyer intent, and you can see that from these examples that you see here. So that brings us to the end of our  of this particular segment on conversion funnel building. We'll pick this up as we  go forward with the final capstone on this whole particular module on conversion funnels. 



Last modified: Tuesday, April 1, 2025, 12:37 PM