This document discusses science-based strategies for improving email marketing and sales pages. It provides tips like personalizing content, leveraging reciprocity and social proof, appealing to emotions, using images and videos, and measuring engagement to improve targeting without direct interaction from prospects. The goal is to anticipate prospects' needs and make them feel understood to increase conversions.

1. #INBOUND17
How to Close More Leads
Using Science-Based
Emails and Sales Pages.
J E F F C O O N

2. #INBOUND17
MIND-READING
& PERSUASION
Source: https://s-media-cache-ak0.pinimg.com/

3. #INBOUND17
Mentalist Lior Suchard

4. #INBOUND17

5. #INBOUND17
SPIDEY-SENSE
IT’S ACTUALLY MORE OF A

6. #INBOUND17
Our science-based
formula for success

7. #INBOUND17
$ = (P+N/C) x S
Sales = (Personalization + Novelty / Credibility) x Scarcity

8. #INBOUND17
WHY DOES IT WORK?
BECAUSE OF SCIENCE, OF COURSE.

9. #INBOUND17
THE BUYING BRAIN
ALWAYS START WITH THE INSTINCTIVE BRAIN.

10. #INBOUND17
Credit: https://braintrust101.com

11. #INBOUND17
74% OF B2B BUYERS
choose the company that was
first to earn their trust.
Source: https://www.salesforce.com/blog/2016/04/b2b-buyers-change-social-sell-on-linkedin.htm

12. #INBOUND17
EMOTIONS
are SO important in making a decision.

13. #INBOUND17

14. #INBOUND17
MENTAL SHORTCUTS
also help us make a decision.

15. #INBOUND17

16. #INBOUND17
RECIPROCITY
We have this built in obligation to make
things fair. Be the first to do something nice.

17. #INBOUND17
WAITER case study:
1 mint = 3% increase in tip
2 mints = 14%+ increase in tip
3 mints + delivery style = 23%+

18. #INBOUND17
CONSENSUS
People will look to the actions of others
to determine their own.

19. #INBOUND17
HOTEL case study:
“75% of people who stayed in THIS room,
reuse their towel.”
33% increase in compliance

20. #INBOUND17


21. #INBOUND17


22. #INBOUND17
https://unbounce.com/conversion-centered-design/credibility.html
Now it contains a relatable photo of Cathy (she’s holding a camera!),
specificity by referencing the lesson material and the transformative
effect of what she learned.

23. #INBOUND17
AUTHORITY
People are more inclined to follow
the lead of experts.

24. #INBOUND17
REALTOR case study:
“Let me connect you with Jim who has
over 15 years experience in your area.”
15% rise in signed contracts

25. #INBOUND17
60,000X FASTER
We process visuals 60,000x faster than text.

26. #INBOUND17
VS.

27. #INBOUND17
Source: https://techcrunch.com/2016/12/19/facebook-status-background-color/

28. #INBOUND17
Good example of animated gifs: https://www.chipotle.com/whats-happening

29. #INBOUND17
Good example of animated gifs: https://www.chipotle.com/whats-happening

30. #INBOUND17
Good example of animated gifs: https://www.chipotle.com/whats-happening

31. #INBOUND17

32. #INBOUND17

33. #INBOUND17
Source: https://blog.hubspot.com/marketing/plain-text-vs-html-emails-data

34. #INBOUND17
Source: https://blog.hubspot.com/sales/email-subject-lines-sales-reps-swear-by

35. #INBOUND17
Tool: LinkedIn.com

36. #INBOUND17

37. #INBOUND17
Good example of animated gifs: https://www.chipotle.com/whats-happening

Tool: GrowthBot.org

38. #INBOUND17
Tool: Facebook Ads

39. #INBOUND17

40. #INBOUND17


41. #INBOUND17
Source: https://www.campaignmonitor.com/resources/guides/video-in-email/

42. #INBOUND17
Source: https://www.campaignmonitor.com/resources/guides/video-in-email/
Boost click-thru rates by 65%

43. #INBOUND17
Source: https://blog.hubspot.com/sales/using-video-in-sales-emails

44. #INBOUND17
GET EMOTIONAL

45. #INBOUND17
Source: https://www.crazyegg.com/blog/landing-page-essentials/

46. #INBOUND17
Good example of animated gifs: https://www.chipotle.com/whats-happening

47. #INBOUND17

48. #INBOUND17

49. #INBOUND17

50. #INBOUND17
Good example of animated gifs: https://www.chipotle.com/whats-happening


51. #INBOUND17
NOT A FAN OF THESE

52. #INBOUND17
SUBJECT LINES

53. #INBOUND17
LENGTH
“...For most users, there is no statistical
link between subject line length and open
rate. But for subscribers reading your
campaigns on mobile devices, shorter
may be better…”
http://kb.mailchimp.com/campaigns/previews-and-tests/best-practices-for-email-subject-lines

54. #INBOUND17
LENGTH
According to data from Return Path,
65 characters seems to be a sweet spot
for email subject lines, which is about
15 characters more than the average
subject line.
https://www.campaignmonitor.com/blog/email-marketing/2015/12/best-email-subject-line-length/

55. #INBOUND17
LENGTH
An analysis of 6.4 million emails showed
that messages with a blank subject line
were opened 8% more often than those
with subject lines.
https://blog.hubspot.com/sales/email-subject-lines-sales-reps-swear-by

56. #INBOUND17
https://blog.hubspot.com/sales/the-ultimate-guide-to-prospecting-how-many-touchpoints-when-and-what-type

57. #INBOUND17
https://www.crazyegg.com/blog/high-performing-landing-pages/

58. #INBOUND17

59. #INBOUND17
WHAT TO WRITE?
• Thoroughly explain your offer
• Answer ALL questions
• Don’t be afraid of long pages
Learn more: http://www.copyblogger.com/sales-page-tips/

60. #INBOUND17

61. #INBOUND17

62. #INBOUND17

63. #INBOUND17

64. #INBOUND17


65. #INBOUND17

66. #INBOUND17

67. #INBOUND17

68. #INBOUND17

69. #INBOUND17

70. #INBOUND17
 Source: https://unbounce.com/conversion-centered-design/attention.html

71. #INBOUND17

72. #INBOUND17
LET’S SEE IT IN ACTION
https://www.streamcreative.com/sample-sales-page

73. #INBOUND17

74. #INBOUND17

75. #INBOUND17

76. #INBOUND17

77. #INBOUND17

78. #INBOUND17

79. #INBOUND17
Speed up the sales process
by being fully transparent.

80. #INBOUND17
“This was outstanding! Thanks for
your exceptional help and outstanding
demonstration of your services.
We are so excited to work with you!”

81. #INBOUND17
WE CAN MEASURE:
• Email opens
• Landing page views
• Video views (+ time watched)
• Proposal views (+ time on page)
• Website page views

82. #INBOUND17
We know all of this WITHOUT
them even replying to my email.

83. #INBOUND17
IT MAKES YOU
FEEL LIKE A
MIND-READER

84. #INBOUND17#INBOUND17
T H A N K Y O U