Use Your Value Prop to Pivot: LIVE optimization to help with marketing amid coronavirus (Pt 3)

good morning or good afternoon depending on where you're tuning in from we are moving into the third part of our live optimization and we're wanting to make sure that we're not have any technology issues please use the chat feature to check in normally we see a group of you waiting and we see interaction back and forth we're not seeing any right now and I want to make sure that you're able to get here and follow with this wait a sec if there's Richard and they're Sean and folks are beginning to log in while you're logging in I want to start with a message of hope in case you don't know it I'm being a sarcastic I'm gonna ask our team to share with you a website apparently Blake Shelton country singer we're in the south and he has vowed to grow back his mullet as a symbol of hope amid the corona virus outbreak now you might be offended with me starting with something of humor I I just feel like sometimes laughter in the face of a crises is an appropriate response as opposed to sort of nihilistic depression we certainly are taking it serious here but in case you wonder what that might look like for a Blake to grow back his mullet we're going to scroll down the article and give you something to look forward to there is the infamous mullet and I think that while that may be of some hope most of you will get a lot more hope by getting a higher conversion rate on your pages so let's switch from Blake to a page it was submitted by somebody in our audience Christy good to see you blue Mars media we're glad you joined us and Nancy also and so I'd like to go to the first page we have queued up if this is your first time with this let me draw your attention from the page over to the board and you'll see as you ristic that's been written C equals four M plus three v plus two I minus F minus two a M is motivation and what you're seeing is a pattern that has been acted from 20,000 plus treatments and experiments and in that pattern we've isolated psychological elements that impact see that is the probability of conversion motivation the force of the value proposition these are positive and you'll see underneath this a fulcrum these way the the offer down in favor of perceived value incentive can do the same motivation is almost what they have is they come so imagine V and I are on this side of the fulcrum and I've topped this in so many ways in so many places I'm just touching it lightly for now if it's new to you you can get resources we have 10,000 free resources across our three brands marketing Sherpa marketing experiments and the science and power behind it mech labs PV has a perceived value and this is using the force of your value proposition along with incentive to weight down in their mind the folk chram that is the cognitive calculus that powers their decision to say yes in this laboratory we spent almost 30 years trying to answer one single question why do people say yes why did you say yes to join us today why did your boss say yes when you applied for the job why did you say yes to the job and on and on the list goes now on the perceived cost side there are two critical psychological elements that can be very important especially right now in what's going on in our society that is incentive and anxiety these two if they're too heavy will weight the fulcrum in the other direction and the negatives will outweigh the positives there's another way to think about it if we assign the weight a numerical value and we say perceive value for an offer or any type of sort of action you're asking people to take in your side if we give it a five let's say but we say the negative psychological elements outweigh it let's call it a seven then what is five minus seven it is a negative two and I can tell you right now that a negative two is not what you want to have but it tells you is your conversion rate will be low and because it's low obviously you'll not prosper at this time you might say why would anybody then say yes if it's a negative - because the number four is in front of motivation and that is the highest number up here and why is that because if someone is motivated maybe they've heard about you through a friend maybe they have an urgent need but for some reason their motivation is high we've seen that recently can anybody think of an item right now that people would stand in line for this week that they would not have stood in line for two weeks ago I heard recently TP said Don you're absolutely right in fact we're talking about toilet paper I read recently that there's a drive-through I think it's a tie a Chinese restaurant that is giving away toilet paper with every takeout order and they've seen an increase what's happened motivation is increased and so will put up with friction that's standing in line will put up big anxiety that's being worried about catching the ride because we've got to have the toilet paper now I have to tell you that thirty years of work in a research lab has not helped me understand at this point why people are hoarding toilet paper but they are and the reality is when motivation is high it overcomes lots of problems in your process we're seeing that today and it's inverse there are businesses that are thriving right now because of the crisis motivation is high they may not have a good process but people are still putting up with it the danger is for those of us dealing with lesser levels of motivation we have to have a way through the storm if you're just joining us and this is all new to you please go to our site as I mentioned there are 10,000 articles get one on the conversion sequence if you if you search that we can also provide you with free resources just let us know you'd like to know and we'll give you a package of resources that help you understand this for now I'm going to dive into a web page and so let's look at a page submitted by a member of our audience if you submitted the page let us know and there you have it and and you'll notice that our team has notated for M + 3 B that same conversion heuristic on this page and we could take any one of those components and by the way if you are new in fact if you attended the last session that is yesterday we are sending out to you these notes we're gonna identify these problems this is a diagnosis there are ways we can help you with a prescription but today's today's time together is to teach you and help you understand how to diagnose a page or essentially a message so you can discover what might be causing it to underperform once you know that once you know that you can go back and prescribe a hypothesis to fix it which is all that your doctor does and it's all that your plumber does and it's all that our scientists do we diagnose we develop a hypothesis as a prospective or potential solution and then we test it okay now that same process and I mean this respectfully is what has to happen as we try to find a vaccine or something to stop this this some sort of that's sweeping our globe I'm not saying that I know the medical science I don't I'm just saying that this scientific process is pervasive everywhere and diagnosis today can help you see where the problems are so let's be very prescriptive I want to point out that we're trying to do it better every time so now we've got the analysis on the page and we're gonna start to identify problems let's focus on the top four inches of the page and I want to test you I see dawn and he has a suggestion first done we'll get that I see Michael Thomas berry who's been who wrote me a letter and who's on here again today and I see Chris from I think Zimbabwe and it's good to have you take a look by the way you come in tell people where you're from but take a look at the page please and let's just focus on one aspect of this page where is there friction or anxiety on the top of the page we're not even talking about anything underneath it we're just gonna deal with the first four inches now I'm gonna say something while you're thinking about it imagine that you are meeting someone for the first time if you have a bad impression and there's first for those first few moments you may terminate any further opportunity this happens all the time in a bar it happens all the time when when when people are meeting each other we draw tentative conclusions based on a scarce set of observations and then we make decisions based on those conclusions that's going to go on with this page right now and there are some negatives here I'm looking at your feedback dan dan what's the first name or is that the right name tell me what to call you so I could do it properly but she is in New Mexico or he is in New Mexico I think it's a she cuz I see a picture but I'm not sure tell me so I don't get it wrong Arlene it's good to see you back all right yes you're right in your in your critique there yeah all right take a look here is the here is the custom software development and IT staff augmentation services tell me something where is friction on this page right here just the top part with the image beneath it can anybody tell me I'm going to give my audience 10 seconds we're going to do this like a like a drive-by shooting that's probably a parallel way to say it my guys are laughing at me we're going to speed through it all right ten give me your thoughts Michael Thomas berry that's your right orange text over an image is difficult to read that is friction that causes resistance 10 9 keep coming 8 7 6 5 4 3 2 1 all right now let me help you as your notes are coming in it's all about the company that's right like shoving your business card okay someone says the home button interferes with a call to action Oh that's true it does that is a source of friction Jordan says the title is self descriptive yeah it's not a headline it's a title that's really bad ah and no clear offer so let's just take this look on the page you'll see I already team member has notated an F in an a we're going to start to identify friction okay the first friction you see is too heavily weighted options home button and let's talk about it that's friction let me give you another problem what has happened when you click on let's talk about it that's anxiety C there let's talk about it in the top margin I don't know what that means are you gonna ask for my phone number when I click here are you going to give me a detailed or a long form I don't understand what happens when I click on that button let's talk about it sounds conversational but it's way too vague and I don't know what to expect nor do I have any reason yet to talk about it I should be able to discover something about it on this page but I can't so let's talk about it is a source of friction the home button the way it is is a source of friction now let's talk about it down here and let's talk about it up there have the same problem let's talk about another problem you asked me to read this big giant right over a picture that's way too strong in the background not only is it strong but it's annoying Photoshop art now I don't mean this to be hard yesterday I was pretty hard I went away and thought wow man I was hammering people was I was that too harsh I even wrote a letter to a couple people and asked if I if I was if you didn't catch it yesterday you may not want to watch it because we were really hammering pages but we're trying to find an answer to help people I have great empathy for the person who submitted this page and this is a tough environment so I want to help you but take a look and see that the biggest problem right now that's easy to see is you've got a meaningless stock art image that's actually making it hard to read the text that's called friction now in addition to that and notate that friction in addition to that you have a a set of words that are supposed to convey meaning in the form of a sentence they have two jobs does anybody remember from teaching on this what are the two things I have all levels of experience joining us today if you know what the first two jobs of a headline are tell me they are it is first it must what anybody remember I know it I know there's a slight delay between when you enter it and when I see it yes all right the first job of a headline is to capture attention the second goal is to convert it to interest custom software development and IT staff augmentation services is a title it is not a headline but you have it on the page where the headline goes and it's not saying enough underneath it you have text it's very difficult to read because of the image and it says develop and maintain your software applications with the help of highly educated and experienced software engineers develop and maintain our vague words with no payoff your software applications are in the middle so you start with what you want me to do not with what I need and not with what I get and you start with the work not the outcome of the work and it says with the help no now we have a prepositional phrase of highly educated I don't know why that's important in this particular case that's sort of table stakes and experience software engineers it's a very vague claim it's what everybody else would say so it's not giving me any new meaning and then we ask a question and I mean this respectfully but it's really a dumb question interested in how we can contribute to your project that's what we came here of course we're interested but we're not interested in you yet we're interested in getting a project solved but not in you because you've not told me anything yet to convey your value proposition now I'm going to stop for a second because we're going to move to another page but I want to talk about the value prompt so we just talked about F and a but the number three is in front of the V and that's the most important thing here and here's the reality of that I don't know what your value proposition is because there is nothing on this page that communicates it I hear some I mean let's say at the top of this page and by the way it's got to be in here somewhere it's gotta start at least to answer the question why I should work with you in fact for those of you knew who haven't had the course and we gave away ten of these courses or in the last day in scholarships and more than that by the way I'm going to start to teach one of these courses online live with an audience working back and forth and I don't mean here on YouTube I mean for for students rather than the one way sort of on-demand version we're going to teach it with interactive assignments and work help you build the skill that you need to develop it that's coming we're doing it because the crisis you'll hear more in a little bit but take a look here in V what is the answer to this question see if you can find the page on the page at the beginning of the answer if I am the ideal customer why should I purchase my services from you rather than XYZ whatever the competitive options are let's put a because in front of anything we see in this page because we are a custom software development and IT staff augmentation service no because that means you are just one of many and I could hire any of them because we develop and maintain your software application so do they because we do it with the help of highly educated and experienced software engineers big deal that's what they say and that's probably true about many of them because what you're interested in how we can contribute your project no because that does that drive in me the need now to talk to you about something absolutely not so my my thesis to everyone who's trying to learn from this is that the top of the page isn't doing really anything it's supposed to do now lest that be disappointing to you let me point out that we can take that page and we can fix those things and man you can see a big difference I have to stop there but we're gonna submit these annotations and send it to you and talk about you know get it in your hands so that you can think about what we've discussed now and if you need more help we can figure out something by the way this brings it up in my mind we haven't announced it yet this is audience I talked to you and I've been talking to you every day this week so I'll say it before it's fully formed and really completely developed but one of things we're going to do is we're going to make it possible for anybody that needs to get in our training or that needs help remember we're Research Institute we're not a typical but we can help you create hypotheses and and funnels and and new products using our methodology and we're going to take all of those things and help you regardless of your financial situation if you need to stretch out payments or with no interest we'll do anything we can those of you that may have talked to us in the past and asked for help we're going to do the same thing with our courses you can't afford them all at once we'll break them up into payments we're gonna make it possible affordable for anybody so that you can you can learn you can grow and you can you can find a way to to prosper in this tough time all right let's keep going here's another page I want to move from this page I'm sorry but I don't believe this page can really be helped yet it's so far off the mark that we would need to just completely start from scratch there is introducing paragraph punch it looks like I'm deep into your site already it doesn't actually function in the role of a homepage and I may come back to it if I have time but I'm trying to help a larger portion of my audience so please don't be disappointed but you really need to go - and I'm gonna suggest this to my staff everybody hear this I've written a piece called the 21 psychological elements of a page it has a template and a design it's on YouTube and it's all free we'll give it to you and I'd say start with that use that to get this page into some sort of zone and then we could come back and try to help you some more okay now I'm looking at the next page so take me I know they're saving that one you could take a moment save that and take me to a page it's come in saps moving really hard trying to do this in real time is a is quite a challenge we've had to do a lot of work with the technology most of you probably know this but we're actually broadcasting from my home we've turned a room into a studio we we showed you pictures of it in the last took a couple of days take a look down here we go now C equals four M plus three v plus 2i minus F minus 2a let's take the same heuristic and let's start with friction and anxiety now listen class you can I think of you as a class I think you as a sort of a marketing family and friends but let's work together let's learn together when you see me an have to say this for people that are new overhears my chat over here's the big pages right here's a camera and unfortunately right above that one is a picture of me looking right at myself it's quite discouraging and I thought I had more hair but apparently I don't I thought I was taller but apparently I'm not and so you know I try to avoid looking at myself but when I look over here I can't look at the camera it looks like I'm looking off but that's what I'm doing Harvey Deanne Kris Don all of you that are joining me today listen we want to we want you to learn with us we want you to grow with us so rather than me just tell you right now engage your mind quickly where is friction and anxiety at the top of this page someone tell me and again I'm gonna give us a 10-second count that'll give you a chance and Don the CT copy is right you're right about that keep coming he's fast by the way all right here we go ten nine eight seven six five four Kris is coming in with Linda's coming in with an idea three two one yes I'm gonna start with Jordan's last comment the company logos are so confusing that you may not even know if you're on the right site and I taught this yesterday and I mentioned it in other sessions you have to answer three questions as soon as they get to the side you have about seven seconds four inches somebody who's been learning type in right now what is the first question we have to answer am I in and I'm watching to see you answer over here on the on the chat feature where am i chris says that's correct am I in the right place where am I so let's get that over here because the tip woman company piece is difficult to read it doesn't actually look like I like a like a logo and it's not as dominant as the ones beneath it which we're already familiar with Phillips bard Boston Scientific at this point you're wondering wait a sec I'm on the right am I in one of those sites or am I in some sort of association side or and and I see Tibble man with no idea what that is no idea how it connects to those names and no idea about your really your value proposition get custom Springs for your medical device well let's see let's put that to the test how vague are those words by the way good to start with good nice job we've done a lot of research on this start with what they get you don't have to use the word yet it helps you did good there but get custom Springs customs pretty vague it can mean a lot of things Springs my goodness what Springs are we talking about there Springs in my car there Springs in this remote there Springs in that camera my daughter wants to go diving in the Florida Springs but I told her she can't because of this virus and she's not happy about that she's 16 there's Springs everywhere and then what for medical for your medical let's look at the modifier medical medical could be I mean think about that term is it's almost as broad as chemical and then look at the word after a device device is completely again vague also now there is a picture of something there and I'm sure that means something to someone but it's just way too much work it's too much unsupervised thinking you're making it hard for me you put this big thing in front of me and it's all out of order there's a confusing sort of AI sequence I pass through this I don't understand the logo don't know what the headline really means but I love what you have underneath the word get put 81 years of manufacturing experiments to work for you you're on the right track but we've got to provide more context we've got to get where those logos are and say more to me now I have mentioned this last time and I'll bring it up again because marketing is about establishing a relationship it's not like that and I've been married 33 years and had I walked up to to this girl the first time I met her and said to her get ah an exceptional bachelor to spend the rest of your life with put to work 21 years of stellar growth I don't think I'd have got very far especially if I just stopped on that and waited for her to anticipate what I'm going to say next and when nothing came next I just waited on her to figure out who I was and what I stood for this page should be the opening of a conversation that headline should be connecting me into a dialogue below and there's way too much white space with nothing happening now go back down here I like this I'll bet you you're a good company a lot of good engineering companies have trouble with their marketing I bet you that despite these weaknesses you probably do good business with people who have experience and know your value proposition is is powerful the problem is the other people can't tell from this and so let's stop here let's go back up the top I'd like to work gun more but I'm gonna move to a new page if you need help we're gonna send this to you if you need help reach out to us and we'll give you options for what you can do okay let's go on to another page where were you back when I started just read lids coffin I don't know LeAnn I was in India the day before I met my wife so it was a sketchy let's keep going all right healing disaster traumas and fears this is to our web event joined free we're gonna get our words on the top of this page too and we're gonna look at just friction and anxiety for a moment I love to talk about value we've been doing that a lot for the last couple of days and so I'm going to move here and I want to point out then I think what I'm gonna be doing in the future is is doing these analyses and giving you a chance to get into a class where we can work on them together or get you into an intensive where we can make a huge difference for you in the future and make it possible regardless right now sort of what's going on in the economy I'm trying to figure out more ways to help and and I would invite everybody that's joining us if you have ideas about what we can do together to make a difference let me know okay and I want to I want to focus right here for a second all right I have been asked to register for free now okay let me ask you to tell me where is friction and anxiety in this top portion of the page I'm gonna give you those ten seconds and give me new eyes and I'd love to hear that and Luke if that was your page thank you for being brave and submitting it and I want to help you any way I can I've noticed that you you said thank you there that maybe your page that we looked at I don't see these before I start it's on purpose all right so now let's go here we go I mean I might glanced at them but I we don't go through them alright so here we go dealing disaster traumas and fears where is friction it white font over clouds that's tremendous amount of friction hard to read hard to understand good white text missing in the cloud it's hard to read the white text of the cloud somebody else said it's an online event or do I have to go to Europe to attend excellent question it's hard to read the times but too early now too early is very important so let's go back to my wife again and you've heard me say this but again here we have it and I just met this girl and walked up to her and said healing disaster traumas and fear so let's let's take the equivalent at into a conversation was at a friend's home if I'd have said a single guy studying decision theory will you marry me or marry me now I'd have got in trouble and if I'd have said that and said single guy studying decisions theory available Friday night at 8:00 ah text me or or give me your phone number so we can go out together I would have had the same bad response I married a southern belle she would not have been impressed with that approach register for free now I know it's free to you but it's not free to me nothing is free that free engages risk what happens when I click the red button anxiety am I going to be taken to a long process anxiety is it online anxiety is this just an upsell to something else anxiety register ah friction friction friction nobody woke up this morning and said oh gosh I can't wait to register for something register is uh work painful sterile an ugly word and you begin with that on your button and you asked me to do that before I know anything who's speaking how could it possibly be you know it's a two-hour web event it says web event so there we have that somebody said is it but it also has Rome and Athens and that may be the times and and so I get the sense now that maybe I if I paid more attention I would realize it was on the web but who's speaking what are they talking about why would I register yet when you ask too soon you create friction and the answer is typically no many of us have learned that I'm trying to help you let's scroll down deeper on the page your mental health matters it's a headline that anybody could say and let's test that headline how many types of websites could you put that headline on you could put it on up you could put it on a yeah oh I guess CRC's a rehab sites you could put it on a site for a psychiatrist you could put on a site for psychology you could put on a site for a drug you could put it on a site for a gym yes you know talking about you know fitness and health and how it helped like that headline is meaningless it does start with me instead of the company that's great but mental health and how does that connect to the piece above and how does that connect to what's going on today free healing webinar Thursday healing for what if I am bipolar do I get healed it says natural disasters illness fear these things are not new don't ever start by telling me the obvious I know they're not new moreover there's a long paragraph with no I and by the way I'm trying to help you please don't again I'm trying to help you think how a customer sees this that headline is how read you shouldn't have any text that long and if you did it shouldn't be centered it should be left justified it should be broken into bullet points it should that bold in it to give you an iPad and it should connect to what you said above into what you say below if that is of some help I'm gonna stop there and go to another place but audience is this making sense for you are you following with me let me get some feedback is this better for you than yesterday using the way we're doing the annotations and connecting it to the heuristic pieces I'm asking you because I want to get your feedback and I want to make sure that we keep making this a better and better experience for you somebody said what program are using to markup comments what is it called it's called awesome something right awesome screenshot it's a chrome plug-in the funny thing is we built our own and integrator our heuristic in it and I spent a lot of money on it and then I saw this and said forget ours this is better just another one of the stupid things I've done in the last two years I can make a long list of them if you'd like to know in fact one of my most popular articles is called the 5 biggest mistakes I've made as a leader if you want to get a link to that we'll be happy to send it to you just don't make fun of me when I see you in person all right good let's keep going Iram thanks for that and and let's uh let's keep going all right take me to another webpage he's gonna save that and with all the annotations and then they're gonna shift gears for me and we're gonna pull up another web page to try and help you why we're waiting for them is anybody else finding out things we can do to help people that are in trouble I've been wanting to help businesses we're bringing together the businesses in our city that are struggling we're gonna try to give them some things that will help them get through this we're also looking for a way to you know help everybody that needs to get a better path you know in terms of funnel in place and you'll hear more about that as we go forward but let's go now to this site and let's see if this'll we can help these guys so there we are all right I think that was really funny what I just saw go back to that page look at where the let's start by suggesting that you don't put the play button on the poor girl's nose it looks like a clown nose I'm sorry is it am I just am I just weary from three days of doing this and no sleep but is that a lousy place to put the play button I think so yeah I think that's a mistake and that's all let's move on to the next site no I'm I'm kidding all right but I I don't think that we framed the video properly friction and anxiety all right and so let's think about this how do we help this group cue international school or in English in beautiful San Diego California and if you submitted the page tell us more it may be that you're trying to teach remotely right now because of circumstances and we want to help you we want you to succeed you know we are gonna get through this and and frankly we can learn so much together this community that's coming together we can learn so much all along the way that when we come out of this and we come out of the economic hardship of it all Wow can we ever make a difference then can we prosper and and feel like we're doing meaningful work and developing meaningful relationships but onto this page cue international school the first problem is the brand I know it's cute but it doesn't tell me enough what does it mean I don't understand it way over on the right hand side is learn English start giving me your thoughts wait a second I see something from Lou South advisers are offering free consultation yeah Luke offer free marketing consultation to small businesses in your area that are hurting bring them onto here and we'll try to help them in fact any one of you that knows a friend who really needs help because they're in a vertical that's suffering right now if you will reach out to us in advance we'll prioritize their webpages in the queue people that are hurting the most right now I'd love to help and if I have to I'll do a marathon like hours of it but go ahead and let us know if you have somebody like in your community or another business friend somebody went to college with or someone that you work with perhaps you're just a client and you appreciate them if there's any way we can help them through conversion optimization and getting their message right get them on this program with us and let us know in advance and we'll do our very best to help you help them okay ah now now let's go back over here so I see a brand I don't know what it means over on the right it says learn English that's good to know and then it says call today and talk to our admission counselors and then it goes straight to video team where is the biggest source of friction right here tell me the biggest source of friction that's on this section of the page Danya right too much video and not enough text there's no headline there's no introduction it's like if I don't walk tup to that girl 33 years ago who said yes to me after one year one week and one day of careful marketing she I proposed to her on the lawn of castillo san marco in st. augustine and and and but it took a lot of work a lot of micro yeses to get there and I walked up to the first day never said a word and started playing a video of my summer vacation I don't think she would have responded well to that either what's going on here is you're forcing something on me before I am going to get enough information to decide to barter my attention that is to give you some of my attention you've got to earn my attention and you don't earn it by sticking a picture of a girl with a square on her nose right in my face really big and hope that I'm going to watch it it's not enough I don't know what the video is about I don't know that's friction I don't know if it's gonna be too long that's anxiety I don't know how loud it's gonna plane if I'm in my office or work or somewhere where somebody might hear it that's even more frightening I don't know what's going on on this video I don't know who's talking on this video I don't know if this is like instruction in English or a testimonial video a sales video there's no value for the process of a value proposition that is watch the video there's no value for the primary value proposition that's the company so you know the brand you might mention that as you're making notes on the page there's no value for the program until I've already decided to click away because there's lots of places offering lots of similar services and in the precious attention that I did give you you did give me back enough value to warrant getting more from me you're buying my attention with the first four inches of this page and you gotta pay for it very carefully or you won't get any more does that make sense to everyone so get a headline on the page get a subheading on the page tell me what's unique about your organization and why you're uniquely positioned to help me learn English then use the video to support your messaging but don't count on the video now let's go back down and I see the same I'm just gonna drop slightly to help them there's school I don't I want to give them a little more attention all right so learn English scroll down a little bit in San Diego California it says that up above the phone number I got the same thing I saw before what kind of headline is that I mean I know what you do I can learn English but why would I want to learn it from you if you're the only English teaching organization in San Diego California that headline might be awesome problem is I bet you're not and if you're not what is there in that nine to make me feel like I should pay more attention to you and then it gets really hard to read under that because you got white on orange we're all getting so fancy and clever with our text people need to read it clarity Trump's persuasion clarity Trump's persuasion clarity comes persuasion don't impress me with your art give me clarity English is the international language thank you for sharing that I'm glad to know that it's important for building a career really how surprising I didn't know that but learning takes time to have gone it that's the one thing I was missing and you need to build confidence now if I'm sounding sarcastic I'm not trying to be mean please know that I want to help you it's just that you're wasting your breath you're wasting my attention you're telling me nothing and you're actually treating me like I'm a child you need to use that precious space to tell me something about your program and why it's unique and what I can learn and how powerful it is want to learn quickly and get confidence in your English speaking listening reading and writing now you've asked me a question if I went this far and this damn Paige you can bet I want to learn something because I'm motivated sorry to put it so clearly but it's a bad question in the wrong place and still you haven't said anything if I got through the video and scrolled past it I get to a headline that says nothing I get to a paragraph underneath it that says nothing I get to another paragraph that says nothing and then I hear another truism your success in studying and building confidence is important to us folks it's just way off here give me something concrete that demonstrates first of all exactly how you approach this what did you do and then why you do it so let's let's take my little diagram on the board and that's help everybody who's heard this much think about your page with me okay so I'm gonna erase the conversion heuristic and the cognitive calculus and the fulcrum and all of this so that I can start to think about what a page needs okay so think about it like this that's design over here let's get some branding this is branding and it should the brand should imply your value proposition brand is an impression the value proposition is a conclusion the impression and the conclusion should agree very important done right they create an expectation and that expectation is we're all the power lies so from there I need a connector just like I would if I were to meet you at a conference or on a street somewhere in front of my home anywhere this is my h1 and it captures my attention which I'm going to abbreviate it captures my attention and number two it converts it to interest so now I want to get into what's below and probably what I need is about three and two and a half lines you could go a little longer not more than three and a half of a short paragraph and some key bullets that get me into a conversation and I wouldn't have more than five bullets I probably have three and more importantly all of this would be important enough and meaningful that it would by a bit of momentum and think of it like this think of that momentum as it's just like velocity I'm starting to move through your message and you're with me holding my hand anticipating what's going to come from my mind that's called the thought sequence on the shortest possible page you're gonna do three things you have identified up here that I'm in the right place am I in the right place you've hinted at what I can do here all in here so let's just do one two three all right where I'm gonna just do where so you can see I'm gonna do what what it is you do and I'm gonna do why these three things are hinting at all in this section right in here but now you really break what down this is a great place for an image that does something almost no images do anymore a diagram a picture that really says a thousand words a picture that breaks down the key things that you do it and makes it easy for me to understand it may literally have lines on it like that it may connect the pieces and parts and they show how it all comes together but the point is you can't really hit me too hard with why until I know what if I were to say to you right now everybody on the air I want you to be on the air tomorrow morning at 6:00 a.m. your time and leave it at that some of you might do it you know why because you have an expectation from what you might get from me you might have a little equity trust equity I might have put some in your bank and so a few of you might do that but most do you're gonna ask a natural question why why would I get up at 6 a.m. and login and if I don't answer the why many of you wouldn't show up now here's your thing if I tell you the why but I don't tell you what you didn't know what - how to make sense of what I'm saying so don't start selling so fast tell before you sell do you hear me tell before you sell give me the the key what then explain and I'm I'm literally gonna have to cliff I don't know if you can see the rest of I'll tell you what I'll do I'll do this let's assume that the page is going on over here okay and so then after I get the what now I'm really it would be flowing down you'll get the Y this is the deep explanation of your value proposition what comes after the Y a how here's how to take the next step boom this is your CTA thati'm that is a vertical flow it's dead simple it's been around for about 3,000 years you should read Aristotle's Poetics it is how a page should work and yes you can vary it in many ways but here's the point you really can't vary up in here I need to the water what and why and maybe there's a problem that I'm addressing then I understand how you dress it that's the what then I get the Y and then I get the how and that all of a sudden makes a difference one caveat if you don't even know you have a problem I have to take a lot of time building it if you feel the problem in kid Slee I just make it a little more acute but somewhere in this what stage I connect to what to the problem so I'm gonna put a P right here just to make sure that you know that and then flowing down through the why and how you are getting people to move one micro yes at a time the message is essentially pulling me up the funnel against gravity that is distraction competing offers technology errors against gravity towards the macro yes that makes me a customer does that make sense for all of you and thanks Dan for that kind of comment and while you're thinking about what I've just said let's go right over to again a video can support and you can learn with video but right now in most cases there's always exceptions don't rely on the video only it should support messaging that is in your text I'm answering a question that have been submitted I'm looking over here at Universal companies Universal companies all right Wow the first problem is that name what does that mean alright and without any branding explanation esand don't rely on words and a cute little mark say something right next year brand that helps imply your value proposition you know what they're saying with that brand three to nine shipping who cares about shipping when I don't know that I want to order from you and by the way nobody's gonna read it anyway because it's it's in the friction zone way above the banner in what's called full banner blindness it's the wrong thing to say it's in the wrong order why do I care about your shipping before I care about what you have to ship think about it that's what we're talking about right here and then shop category shop brands that's good but where is there any text there are three ways like where is the value why shop anywhere here what is Universal companies it sort of reminds me of when I was a little boy there was a road runner do you remember the roadrunner cartoon and he had that you know he was always representing act me this and act me that Acme was sort of the name of this company they could do anything Universal companies and Acme they seemed about the same here they are meaningless and there is no value drop in fact I see underneath it more spa wait a second are you a company or are you a spa I don't even understand that does that mean that you know you can buy products at this ball this ball is the product the spa giveaway by the way if you want to have a spa experience apparently there's three $99 for free shipping I guess they ship you to the spa I'm being sort of sort of jaded because so is the customer what there's more spot had to do with three million dollars in shipping and like how does Universal companies very generic term what does it have to do with the girls face that's painted so skin bath and body care that offers more what does that mean is more a brand and if it is a brand are you doing a play on words beware of plays on words I don't want double meeting I want clear meaning here it again I don't care about double meaning agencies love to do that don't give me double meaning give me clear meaning clear clear clear clarity comes persuasion dramatically violence came with nutrient rich Austrian deep more essence an ancient synthesis of herbs Flint okay now how does that connect to universal companies is this a category page for just one thing you you have none of this makes any sense is the brand more spa is the brand Universal companies and skin bath and body care that offers more is not a headline so we have a picture and lots of confusion Fusion translates in his resistance confusion is the enemy and it's the inexcusable enemy confusion is the inexcusable enemy because any one of us can fix that maybe you don't have a perfect value proposition maybe it's hard for you maybe you have difficulties getting a big enough marketing budget but we can all all buy clarity with just the hard work that it takes to get our language simple and clear I'm almost out of time wait a second over here is have a quick question chat with us or give us a call we're happy to help our advisors can help now I've got advisors sounds like consulting I've got more spa it sounds like a resort I've got Universal companies it sounds like a GE engine Factory and I've got shop category shop brands pro resources what is a Pro and then I've got business services how does that all connect it probably doesn't in a way that makes any sense to a customer so my my honest and I hope not too harsh but genuine advice is start just page over get really clear about who you are what you do why you do it how I can respond okay guys how are we doing we're almost done you've put up with me for yet another day I don't know how you do it alright but here we go let's take one more and see if we can help them I'll give them just a senseless chance to save the annotations and and help us there and sorry thanks for the kind word I do appreciate it I am really tired and I'm really glad for this part of the day to be with people that are trying to grow that's more important to me than most of just to grow and help other people grow as sort of my life's work let's go here oh wait I saw true brow take me back to true brow now I know these people and that's L right there and she's she's brilliant and she is charismatic and she's written an excellent book and I think I wrote a foreword for it she is in Australia and she has a passion to help people build a business but I'd like to think for a moment how we can help her and I'd rather this not be all Flint I got a bunch of smart people on here who are learning and participating some of you been through our training so let's stroll down and look at the page for just a moment in a little more depth there you go I've talked I've talked to Elle and her husband and I know that they are there all in they really want to help people there we go keep going scroll down a little faster is there content in that pink okay so so mate maybe there's something wrong with a screen shot but it looks like a lot of space where there's nothing we are here to train you to be the best set brows and the best at brow business we recognize for them all right so let's I see that scroll down a little bit more it's a long page go a little faster now that I see that's I think that's Eleanor husband all right and keep going there you go all right let's scroll back up okay so team what would you do to the top of this page to help it they have their own sort of franchise like a system I don't think it's a franchise to be technical but it's like it's like that and so somebody says passionate is unclear and overused let's get other thoughts I see dong let's help them with our headline perhaps we should start with the first word what's wrong with the first word of the headline somebody tell me that we can do a lot just with this headline what's wrong with that first word I'm watching over here for you to bring me a genius answer in the chat feature I know you know it I know it's coming and I know we've taught it before so wait for it wait for it and I don't see the answer but I believe you have it so I'm gonna go on in faith and tell you what I think the problem is it begins with us not with the customer but with the with the company we help passionate women build high-performance Brou businesses is a cool thing but it's not the way to capture and buy my attention and so the first thing I would do is I would focus not on who I am but who you are and or what I can help you do now it does say help but what is the real outcome here um what do you really get from this business I'd focus with that get and then I would use the essence of that that's current headline to form your sub-header ie you know when you have a high-performance brow business what's the payoff for that I'd start with a payoff and I'd make that the first emphasis of my headline I'd make the headline point first and I'd make it customer centric then I would use a sub header right now we're not using a sub header at all I would use a sub header that talks about how you can achieve that through the abroad business sort of I don't think it's I think if I called it a franchise I might get in trouble but I don't know what else to call it but the brow business model but they roll out with you and through you underneath that I need to know a little bit more before I get to this big picture so let's scroll down a second I'm sure the video is super compelling because L is compelling but I probably would support that with enough text to make me either be interested enough in the business to continue down the page that's the primary value proposition if you don't understand that getting one get on the value prop course I'm going to teach it live as I said before or I would talk about the video on what's in it and why it can why it's worth the next 48 seconds of your time essentially you've got to either sell the primary offering or you've got to sell the video and you should do it in a split that we call 70/30 I mentioned it yesterday 70% of this page should be focused on objective you can split the other stuff up with the other 30% but if if you get away from that that sort of golden ratio what you're going to see is conversion drops so I would say just the right things either about the business or the video if it was about the business and I might move the video to the side use some of that area than there to do this but I got to get to it now I have a feeling that the video is a compelling part of their offering in it and it probably really works and so I would suggest that I'm not telling you to de-emphasize it but I'm telling you to give me more before you ask me to invest my time and click on that link and I'll bet you some of that more is hiding further down the page does this make sense to two other people right now so get free training see success stories now I have two evenly weighted options and they may make sense after the video but they don't make a lot of sense right now and not everybody's gonna read the video and you're asking me right now to make a choice why would I click on either one of those when I've already clicked to get your page can I see that down below can I see success stories below and if clicking and that drives me to that why don't you just present me with that um and if you do think of it like this if you would suppose there's two doorways and let's suppose that URL and you're over here on the sidelines watching when people walk up to the two doorways you don't just let them guess which door to go through but you explained to them you'd say look you have two doorways here you could pick either one door a will take you here door B will take you there do what's best for you do you see how suddenly the voice of explanation is accompanying the voice of proclamation' and the explanation makes it easier so you might have a headline and a subheading says there's two ways you can you can work through our story or two ways to discover X you can do a or you can do B but talk to me set it up so that I understand underneath that you have some interesting credibility indicators but what are they credibility indicators for I still don't know the offer I still don't understand enough about the value proposition in an articulated form to understand why the credibility indicators matter I have to stop there hopefully this is the beginning of an answer that will help you and obviously there's more work that needs to be done team in the last five seconds you got quiet last 30 seconds you got quiet I'm out of time for today but can you give me some feedback do you like the annotations is the way we approach this beginning to help you would you like us to be doing some of these every week in a in a sort of a combination of teaching in one section working through pages and perhaps another session and and maybe providing access to real training with certification in other sessions tell me how to help you the most in this tough time and I've got a business that you know is struggling bring them on here and we'll do our best to help them too so thank you thank you for trusting us and I look forward to reading your feedback and I want you to know that I am grateful so grateful to be a part of this community with you