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The Art of Conversation

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The Art of Conversation was presented by Byron Ingraham at the Rocks Digital Marketing Confernece 2015.

These slides have been published with permission of the speaker. Visit http://www.byroningraham.com/ to learn more about Byron.

Visit http://www.RocksDigital.com to learn more about Rocks Digital. You can read the LIVE blog highlights of his presentation at http://rocksdigital.com/converting-prospects-into-customers/

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The Art of Conversation

  1. 1. The Art Of Convers(at)ion Increasing Your Conversions Through Conversation 話
  2. 2. Disclaimer • Humor will be utilized during this presentation. However adult language will be censored (Mostly). Entertainment is provided as part of this presentation, smiles and laughter will be left to your own discretion. • Conversion will be the result of your attendance! • Stretch your hands and be ready to take lots of notes! • Audience Participation is encouraged!
  3. 3. Overview • Why Conversion Matters! • Why Conversation? • Defining Your Avatar • Becoming A Client Magnet • The Art Of Persuasion
  4. 4. Why Conversion Matters?
  5. 5. Increased Sales
  6. 6. More Customers
  7. 7. More Resources
  8. 8. More Freedom
  9. 9. Expand Your Business
  10. 10. What Is Conversion?
  11. 11. Conversion
  12. 12. The act or process of converting; state of being converted.
  13. 13. Football. a score made on a try for a point after touchdown by place-kicking or drop-kicking the ball over the bar between the goalposts or by completing a pass in or running the ball into the end zone.
  14. 14. The deliberate process of actions taken to convert a cold prospect into a raving fan generating consistent referrals increasing your business!
  15. 15. HOW?
  16. 16. Conversation
  17. 17. Why Conversation?
  18. 18. DATA
  19. 19. In 2007 an estimated 5,000 ads per day were seen by individuals
  20. 20. This was before Social Media was what it is today!
  21. 21. To Succeed You Must Build Relationships With Your Prospects
  22. 22. Defining Your Avatar
  23. 23. Your Client Avatar Is The Ideal Person You Want To Work With
  24. 24. Demographics • How Old Are They? • Male or Female? • Married or Single? • Level of Education? • Occupation? • Language?
  25. 25. Psychographics • Favorite Movie • Websites Followed • Favorite Music • Favorite Cheat Food • Hobbies • Books Read
  26. 26. Exercise: Create Your Avatar Describe Your Ideal Client Avatar
  27. 27. What Messages Resonate With Them?
  28. 28. What Images Resonate With Them?
  29. 29. What Keeps Them Up At Night?
  30. 30. Exercise What Specific Problem Do You Help Your Ideal Client Avatar With?
  31. 31. Becoming A Client Magnet
  32. 32. Creating Your Unique Selling Proposition
  33. 33. Definition: Factors that differentiate a product or service from its competitors such features, costs, etc.
  34. 34. Reality Check!
  35. 35. No One Cares
  36. 36. The Reality Is People Want To Know How You Will Make Them Feel
  37. 37. Do You Buy A Car Based On Its Features Or How It Feels When You Are Driving It?
  38. 38. The REAL USP The Experience Provided To Prospects And Customers Making Our Business The Logical Choice In The Marketplace!
  39. 39. First What Emotions Do You Want Your Clients and Prospects To Feel?
  40. 40. Second What Benefit Do You Provide To Your Clients And Prospects?
  41. 41. Third What Experience Will You Provide?
  42. 42. Write Your NEW USP!
  43. 43. Customizing Your Message
  44. 44. General Marketing Is Not As Effective Anymore
  45. 45. Customized Messaging Is Key
  46. 46. Sequential Messaging Is Key
  47. 47. Traditionally (Email Marketing) • Message 1 • Wait 24 Hours • Message 2 • Wait 24 Hours • Message 3 • Wait 24 Hours
  48. 48. Sequential Marketing • Message 1 • If opened within 24 hours send message 2a • If not opened within 24 hours send message 2b • Message 2a • If opened within 24 hours send message 3a • If not opened within 24 hours send message 3b • Message 2b • If opened within 24 hours send message 3a • If not opened within 24 hours send message 3c • Message 3a • If opened within 24 hours send message 4a • If not opened within 24 hours send message 4b
  49. 49. 1 2a 2b 3a 3b 3a 3c
  50. 50. Example Subject Lines 2a. Are You Ready To Attract More Of Your Ideal Clients Today? 2b. Did My Last Email Get Lost Amongst The Pizza Coupons?
  51. 51. Attracting With Facebook
  52. 52. Sequential Marketing With Facebook Leverage Custom Audiences To Target Your Ideal Clients
  53. 53. Custom Audience = Ideal Client Avatar
  54. 54. Custom Audience Facebook Ad Landing Page Pixel Custom Audience Ads Based On Actions Ad Series
  55. 55. Examples • Ads displayed to visitors of a particular page on your website • Ads displayed to people who haven’t visited your site in over X number of days • Ads displayed to people who looked at a product on your site, but didn’t click the buy button
  56. 56. Tracking Pixels With Facebook + Email Marketing = WIN!
  57. 57. Email Subscriber clicks on link in email Email based on clicking link Pixel Targeted Facebook Ad
  58. 58. The Art Of Persuasion
  59. 59. Building Trust
  60. 60. Building Rapport • Utilize questions to engage your prospects. • Convey who you are! • Convey why they should keep talking with you!
  61. 61. Uncovering The Problem • What is keeping them up at night? • What is holding them back from achieving their goals? • Agitate the problem! • Listen!
  62. 62. Agitate The Problem • Remind prospects of the problem they are having. • Make them aware how it is holding them back. • Position them to want to know what solutions are available. • Listen!
  63. 63. Close The Deal • Provide responses based on what prospect says! • Value provided must be greater than potential investment! • Ask for commitment!
  64. 64. Join The Movement http://www.byroningraham.com/the movement
  65. 65. Questions?
  66. 66. Contact • http://www.byroningraham.com • http://www.facebook.com/thebyroningraham • @byroningraham • 469.831.1003 • byron@byroningraham.com

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