A CT          X TR     PY         E      CO           VIEW       PRE                 Andy Fletch...
Table	  of	  Contents	  Introduction	  ......................................................................................
Groups	  and	  Community:	  	  I’m	  an	  Individual	  Like	  Everyone	  Else	  .....................	  37	               ...
Introduction	  	  Welcome.	  	  You’re	  about	  to	  become	  a	  Marketing	  Jedi.	  	  You’re	  going	  to	  learn	  ho...
 (Though	  we	  do	  think	  it	  sounds	  cool.)	  	  (Really	  cool.)	  	  There’s	  one	  other	  thing	  you	  should	...
Reciprocity:	  	  Today	  a	  Seat,	  Tomorrow	  a	  Marriage	  	  A	  friend	  of	  mine	  met	  his	  future	  wife	  on...
Reciprocation	  spreads	  the	  risk.	  	  Both	  Fred	  and	  Barney	  need	  to	  come	  home	  empty	  handed	  before	...
This	  technique	  is	  known	  as	  “rejection-­‐then-­‐retreat”	  and	  relies	  on	  the	  human	          trait	  of	 ...
These	  situations	  occur	  dozens	  of	  times	  every	  day.	  	  How	  often	  have	  you	  heard	  these:	  	        ...
 Well,	  we	  know	  a	  thing	  or	  two	  about	  SEO	  here,	  so	  let’s	  get	  this	  straight…	  	  Reciprocal	  li...
 Let’s	  say	  you	  have	  a	  very	  high-­‐end,	  expensive	  product.	  	  You’re	  going	  to	  get	  a	  lot	  of	  ...
 	  Networking	  -­‐	  be	  helpful	  	  When	  you	  see	  clients,	  don’t	  make	  them	  pay	  for	  every	  little	  ...
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Download Digi Marketing Jedi Review by Andy Fletcher

  1. 1.       A CT X TR PY E CO VIEW PRE Andy Fletcher Neil Murton
  2. 2. Table  of  Contents  Introduction  ........................................................................................................................  4  Reciprocity:    Today  a  Seat,  Tomorrow  a  Marriage  .................................................  6   .................................................................................................................................  7   How  to  use  it   Niche  bloggers:  .........................................................................................................................................  9   Product  owner:  ......................................................................................................................................  10   Offline:  .......................................................................................................................................................  11   Affiliate:  .....................................................................................................................................................  12  Authority:    Trust  Me,  I’m  a  Dog  Whisperer  ............................................................  13   ..............................................................................................................................  14   How  to  use  it   Niche  bloggers:  ......................................................................................................................................  14   Product  Owner:  .....................................................................................................................................  14   Offline  ........................................................................................................................................................  15   Affiliate  ......................................................................................................................................................  16  Social  Proof:    How  to  Outsource  Thinking  .............................................................  17   How  to  use  it:  ............................................................................................................................  17   Niche  bloggers:  ......................................................................................................................................  18   Product  owners:  ....................................................................................................................................  18   Offline  ........................................................................................................................................................  19   Affiliate  ......................................................................................................................................................  19  Scarcity  and  Urgency:    It’s  MY  D*mn  Typewriter  .................................................  20   ..............................................................................................................................  21   How  to  use  it   Niche  bloggers:  ......................................................................................................................................  22   Product  owner:  ......................................................................................................................................  22   Offline:  .......................................................................................................................................................  23   Affiliate:  .....................................................................................................................................................  23  Commitment  and  Consistency:    The  Al  Capone  Gambit  .....................................  24   How  to  Use  it:  ............................................................................................................................  25   Niche  bloggers:  ......................................................................................................................................  25   Product  owner:  ......................................................................................................................................  26   Offline:  .......................................................................................................................................................  26   Affiliate:  .....................................................................................................................................................  27  Liking:    The  Cheerleader  Effect  ..................................................................................  28   ..............................................................................................................................  30   How  to  use  it   Niche  blogger:  ........................................................................................................................................  30   Product  owner:  ......................................................................................................................................  30   Offline:  .......................................................................................................................................................  31   Affiliate:  .....................................................................................................................................................  32  Perceived  Value:    The  Russian  Billionaire  Fallacy  ..............................................  33   ..............................................................................................................................  33   How  to  use  it   Niche  bloggers:  ......................................................................................................................................  34   Product  owner:  ......................................................................................................................................  34   Offline:  .......................................................................................................................................................  35   Affiliate:  .....................................................................................................................................................  36      Digi  Marketing  Jedi     2      
  3. 3. Groups  and  Community:    I’m  an  Individual  Like  Everyone  Else  .....................  37   ..............................................................................................................................  37   How  to  use  it   Niche  blogging:  ......................................................................................................................................  38   Product  owner:  ......................................................................................................................................  38   Offline:  .......................................................................................................................................................  38   Affiliate:  .....................................................................................................................................................  38  Risk  Reversal:    It’s  Not  the  Fall,  It’s  the  Landing  ..................................................  40   ..............................................................................................................................  40   How  to  use  it  The  Marketing  Jedi  Sales  Page  Checklist  ................................................................  42  Example  e-­‐mail  ................................................................................................................  43  Conclusion  .........................................................................................................................  46          Digi  Marketing  Jedi     3      
  4. 4. Introduction    Welcome.    You’re  about  to  become  a  Marketing  Jedi.    You’re  going  to  learn  how  people  are  wired,  and  how  you  can  use  this  to  improve  your  marketing.    But  I  want  to  make  something  very  clear  right  from  the  start…    We  didn’t  invent  this  stuff.    The  ‘buttons’  you’re  about  to  learn  how  to  push  have  been  known  to  high-­‐tier  marketers  and  compliance  professionals  for  some  time,  even  if  they  weren’t  quite  sure  why  they  worked.    People  are  affected  to  different  degrees,  but  they  do  affect  everyone,  and  it  doesn’t  help  much  to  know  they’re  being  used.    These  days,  I  can  pretty  often  spot  what  someone’s  doing  when  they’re  trying  to  sell  me  something…  but  they  still  manage  to  sell  it  to  me.    The  seminal  text  on  this  subject  –  and  one  to  which  we  owe  quite  a  debt  –  is  Robert  Cialdini’s  Influence.    You’ll  find  a  lot  more  information  on  the  theory  behind  most  of  these  buttons  (and  more  detail  on  a  lot  of  the  case  studies)  in  this  book.    It’s  freakin’  amazing,  and  as  soon  as  you’re  done  with  Digi  Marketing  Jedi  you  should  read  it.    So,  what  does  Digi  Marketing  Jedi  offer  you  that  nothing  else  does?    Really,  it’s  a  matter  of  approach.        What  we’ve  done  is  learned  how  to  apply  all  of  these  techniques  –  how  to  push  all  these  buttons  –  in  the  Internet  Marketing  arena.    So  Digi  Marketing  Jedi  doesn’t  just  explain  the  buttons  and  leave  you  to  it…  you’ve  got  pages  of  examples  about  how  to  use  them  as  a  niche  blogger,  a  product  owner,  an  offline  marketer  and  as  an  affiliate.    It’s  been  hugely  useful  to  us  in  growing  our  business  –  and  the  fact  that  we’ve  gone  from  0  to  $1,000,000  in  a  year  should  show  you  just  how  useful  it  can  be.    So,  what  are  you  going  to  get  here?    I’ve  written  one  section  for  each  button  that  explains  what  it  is  and  provides  a  case  study  from  real  life  that  illustrates  how  it  works.    Then,  I’ve  provided  examples  of  how  you  can  use  it  in  your  business.    Use  these  techniques  and  I’m  sure  you’ll  find  your  conversions  going  up.    This  isn’t  about  shoving  your  offer  down  your  prospect’s  throat…  this  is  about  all  the  subtle  tactics  you  can  use  that  make  your  prospects  think,  of  their  own  ‘free  will’,  “Yes,  this  is  the  product/consultant/list  I  am  looking  for.”    (Hey,  you  didn’t  think  we  called  it  Jedi  Marketing  just  because  it  sounded  cool,  did  you?)  Digi  Marketing  Jedi     4      
  5. 5.  (Though  we  do  think  it  sounds  cool.)    (Really  cool.)    There’s  one  other  thing  you  should  know.    These  buttons  have  been  used  by  con  artists  in  the  past,  some  extremely  successfully.    (Ever  heard  of  George  Parker?    He  used  one  of  these  buttons  to  make  a  very  good  –  and  very  illegal  –  living,  and  has  since  added  a  phrase  to  the  language  because  of  it.    More  about  him  later.)    But  that  doesn’t  mean  they’re  magic.    Use  them  well,  and  use  them  wisely  –  and  don’t  try  to  use  them  to  sell  crap,  because  it  doesn’t  work.    Even  Marketing  Jedi  tactics  can’t  completely  bypass  the  bulls*it  detectors  that  are  another  part  of  our  evolutionary  make  up.    So  read  on,  and  may  the  course  be  with  you.      Digi  Marketing  Jedi     5      
  6. 6. Reciprocity:    Today  a  Seat,  Tomorrow  a  Marriage    A  friend  of  mine  met  his  future  wife  on  the  subway  train.    It  was  a  crowded  train  and,  chivalrous  guy  that  he  is,  he  offered  her  his  seat.    She  thanked  him  and,  when  she  sat  down,  he  chanced  his  luck  and  asked  her  if  she’d  like  to  go  for  a  drink.    She  told  me  later  that  she’s  never  been  sure  why  she  said  yes.    She  wasn’t  looking  for  a  relationship  and  my  friend,  James,  wasn’t  her  usual  type  at  all.    But  after  he’d  given  up  his  seat,  she  didn’t  feel  able  to  say  no.    This  is  reciprocation  in  action.    As  human  beings,  it’s  part  of  our  makeup  to  feel  bad  when  we  owe  people,  so  we  feel  the  need  to  reciprocate.    Even  down  to  the  simple  act  of  offering  someone  a  seat  on  the  train.    In  fact,  it  goes  to  even  smaller  favours.    The  Hare  Krishna  society  managed  to  vastly  increase  their  donations  just  by  pressing  a  tiny  gift  onto  their  targets  before  asking  for  money.    With  my  friend  and  his  wife  it  worked  out  pretty  well…  she  married  him  about  fifteen  months  later  and  she  says  she’s  never  regretted  saying  yes,  even  if  she  never  has  quite  worked  out  why  she  did.    Something  you  must  understand:  this  isn’t  a  case  of  people  being  ‘broken’.    This  is  a  response  that  has  evolved  over  hundreds  of  thousands  of  years,  because  it  wasn’t  just  useful,  it  was  essential.    Imagine  this:    It’s  350,000  BC,  and  Fred  and  Barney  are  out  hunting.    Fred  is  lucky  enough  to  snare  a  woolly  mammoth.    But  even  after  Fred  has  fed  his  family,  there’s  a  lot  of  mammoth  left...  so  what’s  Fred  going  to  do  with  it?    Well,  not  much.    His  family  have  had  their  fill,  and  refrigeration  is  quite  a  while  away.    Later  the  same  day,  Fred  bumps  into  Barney  who  looks  tired  and  hungry.    He  didn’t  manage  to  catch  anything.    So  Fred  gives  Barney  some  of  his  mammoth,  and  doesn’t  ask  anything  in  return.    Next  week  when  Barney  catches  something  and  Fred  doesn’t,  you  can  be  sure  that  Fred’s  not  going  to  go  hungry.    Digi  Marketing  Jedi     6      
  7. 7. Reciprocation  spreads  the  risk.    Both  Fred  and  Barney  need  to  come  home  empty  handed  before  they  go  hungry,  which  means  a  far  greater  chance  of  survival.    And  that’s  why  it’s  safe  to  assume  that  if  you  give  someone  something,  they  will  do  the  same  for  you  in  return.    In  fact,  they  won’t  just  do  the  same…  they’ll  do  more.        Remember  James  and  his  wife,  Emily?    James’  favour  was  the  work  of  a  second,  but  Emily  gave  up  her  whole  evening,  and  it  turned  into  a  rather  larger  commitment  than  that…    You  can  use  this  automatic  response  to  get  a  lot  more  out  of  your  prospects.    All  you  have  to  do  is  get  ahead  of  the  game.    Case  Study:    Christmas  Present  Conundrum    We’ve  all  been  there...when  a  present  arrives  that  we  weren’t  expecting,  and  we  haven’t  got  anything  for  the  person  who  gave  it  to  us…    How  did  it  make  you  feel?    Bad,  I  bet.    And  I’m  pretty  certain  you  made  sure  to  send  them  a  present  next  year,  if  you  didn’t  immediately  go  out  hunting  for  a  suitable  gift  to  send  in  return.    And  then  there  is  the  other  scenario....    The  situation  where  YOU  are  left  without  a  present  from  a  close  family  member  or  friend  after  you  bought  them  something  AMAZING.      Pretty  soon  after  Christmas  you  get  a  present  in  the  post  with  a  card  attached  mentioning  she  “forgot  to  post  it”.        You  never  know,  that  might  even  be  true.    How  to  use  it    There  are  3  key  ways  in  which  reciprocity  can  help  your  business:    1. RECIPROCAL  CONCESSIONS     This  is  used  a  LOT  by  telephone  or  face-­‐to-­‐face  sales  people…  in  fact,  I’m   willing  to  bet  it’s  been  used  on  you  in  the  past.     Cialdini  himself  gives  an  excellent  example  in  Influence,  when  he  was   approached  by  a  Boy  Scout  selling  tickets  for  an  event  for  $5  each.    Cialdini   refused.    The  Scout  then  suggested  that  instead,  Cialdini  could  buy  some  of   his  chocolate  bars  for  $1  each.    Despite  liking  dollars  far  more  than   chocolate,  Cialdini  bought  2.        Digi  Marketing  Jedi     7      
  8. 8. This  technique  is  known  as  “rejection-­‐then-­‐retreat”  and  relies  on  the  human   trait  of  reciprocating  concessions.     By  starting  with  an  over-­‐the-­‐top-­‐request  that  is  sure  to  be  rejected,  the   requester  can  then  take  advantage  of  a  smaller  request  -­‐  the  one  that  they   wanted  all  along.     Or,  likewise,  if  you  make  some  concessions  in  your  sales  page,  giving  the   customer  a  good  deal,  either  through  discounts  or  even  admitting  some   minor  flaw  in  your  product,  they  are  more  likely  to  meet  you  in  the  middle   and  make  a  concession  themselves...  which  means  reducing  their  cynicism   and  making  a  purchase.    2. FORCE  PEOPLE  TO  TAKE  ACTION     You  can  also  use  the  rule  with  people  you  don’t  personally  know,   eliminating  their  choice  in  deciding  who  they  owe  and  who  they  don’t...     Remember  the  Hare  Krishna  Society?    Their  fundraising  success  shot  up   massively  when,  before  asking  for  anything,  they  gave  their  unwitting   prospects  a  flower.    Just  a  flower,  which  for  the  most  part  the  prospects   didn’t  want  in  the  first  place.       Of  course  flowers  littered  the  streets  but  people  still  gave  money  as  they   were  unable  to  accept  a  free  gift  without  giving  something  in  return.     Funny  though,  as  the  reality  of  it  is  that  the  money  they  were  giving  was   worth  far  more  than  a  little  flower.     So,  if  your  mailing  list  receive  a  deal  from  you  in  their  inbox  which  they  feel   they  don’t  deserve  or  haven’t  earned,  they’re  rather  more  likely  to  take  a   look  at  your  site  or  offer  out  of  their  sense  of  obligation…  and  once  they’re   there,  your  sales  page  can  work  its  magic.    3. UNEQUAL  EXCHANGES     Some  people  feel  the  need  to  rid  themselves  of  debt  by  agreeing  to   something  far  larger  than  what  they  originally  received  (just  like  Emily)...     Only  one  act  of  good  will  can  result  in  a  string  of  concessions  from  the  initial   receiver.     So,  if  you’re  blogging  and  trying  to  attract  links  from  other  niche  bloggers,   go  above  and  beyond  what  they’re  expecting  and  they  will  do  the  same  for   you...  reciprocity  will  reward  you  in  the  long  run.     But  remember,  you  need  to  give  people  something  worthwhile!        Digi  Marketing  Jedi     8      
  9. 9. These  situations  occur  dozens  of  times  every  day.    How  often  have  you  heard  these:     • “Well,  let  me  see  what  I  can  do  to  shave  a  little  off  this  monthly  payment.”     • “Try  it  free  for  30  days!  If  you’re  not  satisfied,  you’re  under  no  obligation.”     • “I  usually  sell  this  spa  day  for  £60,  but  I’m  going  to  sell  it  to  you  for  the   trade  price  of  £40.”    (This  may  hypothetically  have  been  used  on  someone   in  the  DigiResults  offices  while  Digi  Marketing  Jedi  was  being  written…)      Here’s  how  you  can  use  the  power  of  reciprocity  to  boost  your  business:      Niche  bloggers:    Provide  exposure  to  other  people  in  your  niche  (and  be  nice  about  them  when  you  do!)    To  take  advantage  of  Reciprocity,  the  method  is  simple…    Make  the  first  move!    Offer  to  interview  other  people  in  your  niche.    This  will  give  you  good  and  different  content  and  will  provide  them  with  exposure.    Giving  other  people  in  your  niche  publicity  can  only  be  a  good  thing…  because  then  they’ll  do  the  same  for  you.    And  make  sure  you  refer  to  them  as  an  expert.    They  will  want  to  return  the  favour  and  you  will  gain  some  publicity  from  being  associated  with  them.    By  making  the  first  move,  you’ll  be  far  more  likely  to  get  a  similar  response  than  if  you  wait  for  them  to  have  the  idea.    Share  free  advice    Sharing  your  knowledge  is  the  best  thing  you  can  do  for  your  prospects.    If  you  provide  them  with  free,  high  quality  content,  it  won’t  take  long  for  a  feeling  of  obligation  to  kick  in…  and  that  means  they’ll  be  more  receptive  when  you  promote  either  a  product  of  your  own  or  an  affiliate  deal.      Link  to  another  blog    Not  only  will  the  other  blogger  be  happy,  but  their  sense  of  obligation  means  they’ll  most  likely  link  you  back!    All  the  SEO  hawks  out  there  are  probably  screaming  ‘but  that’s  a  reciprocal  link!    They’re  worth  nothing!!’  Digi  Marketing  Jedi     9      
  10. 10.  Well,  we  know  a  thing  or  two  about  SEO  here,  so  let’s  get  this  straight…    Reciprocal  links  are  not  worth  as  much  as  one-­‐way  links.    But  they  ARE  worth  something,  and  that  something  is  worth  having.    Not  only  that,  you’ll  also  get  a  direct  line  to  all  their  traffic  which  will  come  streaming  through  to  your  blog.    And  if  the  blogger  is  influential  in  your  niche,  the  link  on  his  blog  makes  YOU  an  authority.    Give  a  freebie  document  every  so  often    And  expect  nothing  in  return!    It  will  do  you  many  favours  in  the  long  run.    Not  only  will  it  generate  a  lot  of  good  will  amongst  your  traffic,  but  it’ll  keep  them  coming  back  for  more!      Product  owner:    Put  on  free,  informative  webinars    It’s  all  about  giving  advice  for  free.    By  creating  these  webinars,  you  create  some  obligation.    You’ll  have  far  more  success  than  just  asking  for  the  sale  right  away,  as  the  consumer  will  feel  like  they’ve  got  a  little  something  extra.    Be  active  on  forums  and  other  social  platforms    Contribute  actively  to  a  specific  area  of  interest  or  topic  through  answers  or  reasonable  questions.        Even  if  you’re  already  doing  this,  give  honest  and  unbiased  advice...  This  will  create  credibility  and  establish  you  in  the  community.    And  with  your  link  in  the  signature  resource  box,  people  will  click  to  your  site  increasing  your  ranking  and  online  presence.    Review  other  peoples’  products  –  and  recommend  a  competitor!    When  you  recommend  someone  else’s  product  it  forces  the  consumer  to  think  that  you  have  their  best  interests  at  heart,  rather  than  just  peddling  your  own  wares.    If  you’re  lucky  the  product  owner  may  even  write  you  a  recommendation!    You  can  also  offer  related  solutions  that  cater  to  different  ends  of  the  same  market.          You’re  not  going  to  find  many  marketing  books  that  recommend  you  promote  products  that  solve  the  same  problem  as  yours.    They’re  your  competition,  right?    Well,  yes…  but  framed  the  right  way,  you  can  get  all  the  goodwill  from  promoting  these  other  solutions  AND  make  more  sales  of  your  own  product.  Digi  Marketing  Jedi     10      
  11. 11.  Let’s  say  you  have  a  very  high-­‐end,  expensive  product.    You’re  going  to  get  a  lot  of  people  who  don’t  want  to  invest  that  much.    So  find  another  product  that  does  a  similar  job  but  in  a  rather  more  cut-­‐down  fashion,  and  tell  your  prospect:    “My  product  is,  hands-­‐down,  the  best  on  the  market.    But  if  you’re  looking  for  something  a  bit  more  focused,  I  can  recommend  this  fantastic  little  tool…”    And  then  give  them  your  affiliate  link.    Not  only  will  you  make  a  lot  more  money  from  customers  you’d  otherwise  lose,  you’re  also  creating  an  obligation.    Let  the  other  product  owner  know  you’ve  done  it…  and  then  watch  them  do  the  same  for  you.    This  works  just  as  well  if  you’ve  got  a  highly  focused  product  and  provide  an  affiliate  link  to  something  expensive  with  more  bells  and  whistles.    Use  a  downsell  in  your  sales  funnel    This  is  the  rejection-­‐then-­‐retreat  system  again…    Your  prospect  has  looked  at  your  offer,  and  decided  they  don’t  want  it.    OK,  fair  enough.    But  how  about  this  cheaper  version  that  maybe  doesn’t  do  as  much,  but  requires  far  less  investment?    Just  like  everyone  who’s  ever  refused  to  give  a  charity  $50  only  to  find  themselves  handing  over  $10  a  few  minutes  later,  your  prospects  will  find  this  offer  hard  to  ignore.    IMPORTANT:    For  this  to  work  properly,  it  must  be  framed  as  if  you  are  making  a  concession.    Ideally  you’ll  be  offering  a  similar  product  (or  a  cut-­‐down  version  of  your  main  product)  rather  than  an  entirely  different  but  cheaper  offer.      Offline:    Reject  then  retreat    Any  good  offline  consultant  should  have  a  range  of  services,  from  the  really  high-­‐end  package  to  the  smaller  jobs  you  can  do  in  an  hour  or  so.    When  making  your  pitch  to  a  client,  try  to  get  them  on  to  your  high-­‐end  package  –  this  should  always  be  your  main  focus.    But  if  they’re  just  not  biting,  then  admit  it.    Tell  them  that  you  understand  your  full  package  may  not  be  right  for  them,  but  how  about  this  smaller  option?    You’ll  close  deals  with  a  lot  more  clients  you  would  otherwise  have  lost…  because  they  won’t  be  able  to  resist  reciprocating  your  concession.  Digi  Marketing  Jedi     11      
  12. 12.    Networking  -­‐  be  helpful    When  you  see  clients,  don’t  make  them  pay  for  every  little  tidbit.    If  they’ve  got  a  couple  of  small  problems  they  happen  to  bring  up  in  your  conversation,  don’t  say  ‘I  can  sort  that  for  you’  –  just  tell  them  how  to  sort  it.    Providing  free  information  not  only  creates  some  obligation  on  their  part,  it’ll  also  help  them  like  you  (and  that’s  another  important  Marketing  Jedi  tool  –  more  on  that  later).      Affiliate:    Remember,  if  you  want  to  be  able  to  take  anything…  give  something  first.    This  can  be  information  –  sending  e-­‐mails  that  actually  provide  useful  content  rather  than  just  pointing  people  towards  a  promotion…    It  could  be  a  freebie  –  a  free  report  or  bit  of  software  that  your  subscribers  don’t  have  to  do  anything  for,  not  even  sign  up  to  a  new  list…    But  give  them  something,  and  the  sense  of  obligation  they’ll  feel  will  result  in  a  lot  more  clicks  for  you.        Digi  Marketing  Jedi     12      

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