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  • 1. MAKE YOUR! BUSINESS IMPOSSIBLE TO IGNORE ONLINE© Copyright www.linchpinacademy.org • kwai@linchpinacademy.org • +44 1619285364 • +44 7837169224
  • 2. Table of Contents !INTRODUCTION • 3A SUBSCRIBER IS NOT A LEAD • 5GIVING PEOPLE WHAT THEY REALLY, REALLY WANT • 6 CHAPTER 1: 6 SIMPLE REASONS WHY PEOPLE DON’T BUY FROM YOU • 8 CHAPTER 2: 6 READINESS-TO-BUY SIGNALS • 15 CHAPTER 3: 3 FUNDAMENTAL LAWS OF ONLINE MARKETING • 21 © Copyright www.linchpinacademy.org • kwai@linchpinacademy.org • +44 1619285364 • +44 7837169224
  • 3. Table of Contents ! CHAPTER 4: YOUR ACTION PLAN• 27 REALITY CHECK • 30 COMPELLING OFFER • 31 FREE-TO-FEE MAGNET • 32 NARRATIVES • 33 ONLINE DESIGN • 34 BUILD WEBSITE • 35 IDEAL SUBSCRIBER VALIDATION • 36 VISITOR ACQUISITION • 37 © Copyright www.linchpinacademy.org • kwai@linchpinacademy.org • +44 1619285364 • +44 7837169224
  • 4. “Leads are the metric that, as marketers, werely on. Because leads mean money.” - KIPP BODNARYou are RIGHT to believe the four elements below are the crucial mechanics of lead generation. Youare WRONG if you think you have a lead after the form is filled. You have a SUBSCRIBER,not a lead! To get a subscriber, you must give them an offer that they really, really want! OFFER CALL-TO-ACTION LANDING PAGE FORM © Copyright www.linchpinacademy.org • kwai@linchpinacademy.org • +44 1619285364 • +44 7837169224
  • 5. “ It’s virtually impossible to get “ first time visitors to part with cash and email address! Because people are not “ I’ll tell you what I want,ready-to-buy on their first visit to a website, having a “ ‘selling’ call-to-action is pointless.! what I really, really want The next best thing to parting with their cash and email address, is to get people to just part with their email address. Whilst people do guard their email address, they nevertheless will exchange it for something they really, really want. So, tell them what they want, what they really, really want! © Copyright www.linchpinacademy.org • kwai@linchpinacademy.org • +44 1619285364 • +44 7837169224
  • 6. “Every day we face the challenge of persuadingothers to do what we want. But what makespeople say YES to our requests?” - ROBERT CALDINIBefore I go into detail, you must first understand why I’m so pedantic on the semantic differencebetween a subscriber and a lead. There’s no rocket science. However, understanding the followingwill help you to use the insights and give your subscribers what they really, reallywant.! –  6 reasons why people don’t buy from you –  6 readiness-to-buy signals and why converting subscribers to leads means you must have a subscriber funneling process that qualifies a subscriber’s readiness-to-buy status –  3 fundamental psychological barriers (the laws as I call them) around online marketing © Copyright www.linchpinacademy.org • kwai@linchpinacademy.org • +44 1619285364 • +44 7837169224
  • 7. The following are sample pages of this extensive report© Copyright www.linchpinacademy.org • kwai@linchpinacademy.org • +44 1619285364 • +44 7837169224
  • 8. CHAPTER 1!6 Simple reasons why people donot buy from you © Copyright www.linchpinacademy.org • kwai@linchpinacademy.org • +44 1619285364 • +44 7837169224
  • 9. 6! SIMPLE REASONS WHYPEOPLE DON’T BUY FROM YOUIt’s about overcoming visitors’DO NOTHING inertia© Copyright www.linchpinacademy.org • kwai@linchpinacademy.org • +44 1619285364 • +44 7837169224
  • 10. 6! SIMPLE REASONS WHYPEOPLE DON’T BUY FROM YOU1. "I don’t understand your offer! If your visitors don’t understand what you offer within 5 seconds then it’s GAME OVER! Subject your offer to Einstein’s CLARITY test. If it’s good enough for Einstein, it’s good enough for you. © Copyright www.linchpinacademy.org • kwai@linchpinacademy.org • +44 1619285364 • +44 7837169224
  • 11. 6! SIMPLE REASONS WHYPEOPLE DON’T BUY FROM YOUTo view simple reasons 2 – 6,please go to www.linchpinacademy.orgto download the full report "!© Copyright www.linchpinacademy.org • kwai@linchpinacademy.org • +44 1619285364 • +44 7837169224
  • 12. CHAPTER 2!6 readiness-to-buy signals “ A good salesman will look for the following 6 readiness-to-buy signals from their leads.” © Copyright www.linchpinacademy.org • kwai@linchpinacademy.org • +44 1619285364 • +44 7837169224
  • 13. 6! readiness-to-buy signals1. "Do they have the budget to buy?! Have you told them how much your product or service costs! If not, how do you go about qualifying this and get the right signal from your prospect? If your prospect remains a subscriber, you know cost is not an issue and they have the budget to buy. Credit. http://min.frexy.com/article/milky_part_6/ © Copyright www.linchpinacademy.org • kwai@linchpinacademy.org • +44 1619285364 • +44 7837169224
  • 14. 6! readiness-to-buy signals To view readiness-to-buy signals 2 – 6, please go to www.linchpinacademy.orgto download the full report "!© Copyright www.linchpinacademy.org • kwai@linchpinacademy.org • +44 1619285364 • +44 7837169224
  • 15. CHAPTER 3!3 Fundamental laws of onlinemarketing © Copyright www.linchpinacademy.org • kwai@linchpinacademy.org • +44 1619285364 • +44 7837169224
  • 16. “ Don’t mistake simple “ for easy to do. Anyone can technically build an online identity for a business Creativity vs Doing (the difference) BUT not everyone can create anonline identity for a business that is POPULAR andIMPOSSIBLE TO IGNORE © Copyright www.linchpinacademy.org • kwai@linchpinacademy.org • +44 1619285364 • +44 7837169224
  • 17. “ 3 laws that make building “ popular websites hard LAW 1: Your landing page has 3 - 5 seconds to make a compelling impact on your visitor so they want to spend So more time on your website what? With 3 - 5 seconds to make an impact, your content must have CLARITY and RESONANCE C! C! R! © Copyright www.linchpinacademy.org • kwai@linchpinacademy.org • +44 1619285364 • +44 7837169224
  • 18. “ 3 laws that make building “ popular websites hard To view laws 2 – 3, please go to www.linchpinacademy.org Soto download the full report what? "! © Copyright www.linchpinacademy.org • kwai@linchpinacademy.org • +44 1619285364 • +44 7837169224
  • 19. CHAPTER 4!Your Action Plan Taken from our IMPOSSIBLE TO IGNORE ONLINE programme “I believe without exception that theory follows practice. Whenever there is a conflict between theory and practice, theory is wrong. As far as I’m concerned, we make theories for what people have done. David Baker © Copyright www.linchpinacademy.org • kwai@linchpinacademy.org • +44 1619285364 • +44 7837169224
  • 20. CHAPTER 4!Your Action Plan Taken from our IMPOSSIBLE TO IGNORE ONLINE programme “I believe without exception that theory follows practice. Whenever there is a conflict between theory and practice, theory is wrong. As far as I’m concerned, we make theories for what people have done. David Baker © Copyright www.linchpinacademy.org • kwai@linchpinacademy.org • +44 1619285364 • +44 7837169224
  • 21. “ In theory, theory and practice are the same. In practice, they’re not. " "Albert Einstein Validation, Validation, Validation! Testing what you think ‘might’ work is at the heart of the action plan. If you are not prepared to validate your thinking, then the action plan won’t work. This is where leadership comes in! © Copyright www.linchpinacademy.org • kwai@linchpinacademy.org • +44 1619285364 • +44 7837169224
  • 22. “ Real leaders know how to ask. “ - Peter DruckerThe next eight pages give you a shortcut to make your business IMPOSSIBLE TO IGNOREONLINE. The actions come from our IMPOSSIBLE TO IGNORE ONLINE programme.They allow you to bypass years of study and trial and error. This is theBUT I’ve not given you a silver bullet! “My greatest strength as a Many of the actions are designed to make you think consultant is to be ignorant differently, take an ignorant stance and ASK QUESTIONS and ask a few questions” about the meaning of “making your business impossible to ignore”. In thinking differently, you will bring CLARITY to what you say, develop RESONANCE in your messages, add URGENCY to your call-to-action, avoid DOUBT and eliminate DISTRACTION. © Copyright www.linchpinacademy.org • kwai@linchpinacademy.org • +44 1619285364 • +44 7837169224
  • 23. Reality CheckActions to take!1.  Find a competitor with an online presence that is IMPOSSIBLE TO IGNORE and identify the difference between you and them2.  Analyse the difference between what you say online and what has won you new business recently3.  Ask for customer feedback on your existing online marketing4.  Use C.R.U.D.D framework to de-construct your online marketing model We can’t solve problems by5.  Use C.R.U.D.D. to determine areas for using the same kind of thinking we improvement used when we created them. ~ Albert Einstein © Copyright www.linchpinacademy.org • kwai@linchpinacademy.org • +44 1619285364 • +44 7837169224
  • 24. More Actions To Take To view the rest of theactions to take, please go to www.linchpinacademy.orgto download the full report "! © Copyright www.linchpinacademy.org • kwai@linchpinacademy.org • +44 1619285364 • +44 7837169224
  • 25. GENERATE MORE LEADS WITH LINCHPIN ACADEMY’S“IMPOSSIBLE TO IGNORE ONLINE” PROGRAMME  Get found: Help prospects find you online  Get noticed: Build attention grabbing landing page  Get action: Create irresistible offers  Qualify: Nurture subscribers into leads  Convert: Drive conversion …. want to know more? Contact: kwai@linchpinacademy.org © Copyright www.linchpinacademy.org • kwai@linchpinacademy.org • +44 1619285364 • +44 7837169224
  • 26. MAKE YOUR BUSINESS IMPOSSIBLE TO IGNORE !About Kwai YuKwai set up the Linchpin Academy membership service becausehe believes passionately that making your online business strategywork is far more complicated than it needs to be.The experts make buying an ‘online presence’ a leap of faithbecause they use technical jargon, have lots of hidden costs andno guarantee is given with respect to return on investment. Here’swhat Kwai has to say. “Online presence strategies are more often an expensive liabilityrather than a valuable asset because: •  They fail to find and reach the target audience •  They don’t grab people’s attention quickly enough •  They don’t generate enough quality leads “Linchpin Academy breaks this leap of faith acceptance by 89% of business websites “providing a high value, hassle-free, low cost membership service todevelop online presence strategy that works. If we fail to generate don’t generate sales. Theymore leads, our members get their membership fee back. may look good but that’s not enough. © Copyright www.linchpinacademy.org • kwai@linchpinacademy.org • +44 1619285364 • +44 7837169224