Use Your Value Prop to Pivot: LIVE optimization to help with marketing amid coronavirus (Pt 2)

welcome everyone I see Steve bigger from our team Steve actually runs a lot of IT and development for us he's on board is going to test some new ideas in the coming events Dave good to see you back to from Denmark Michael Thomas berry I just wrote you a letter this morning watch your inbox for it shine welcome here already we've got people from Toronto from Denmark from California I see Lucas back Eric from Israel there's people logging in and I appreciate it one thing I want to do I want to get right to the work but I'm holding up a photograph we pulled this off my desk as I walked in and they can't see it well so I'm gonna show it to you on the slides this is the remote experience some years ago that the youngest looking dude with the ballcap is me that's my son who is now 26 sitting on my lap and my oldest daughter on my shoulders both of them are doing courses at Harvard Quinn's running his own business and my daughter's working in a medical organization with marketing and training look at those really powerful state-of-the-art computers these were the old days and we began to work remotely before it was popular as a matter of fact in deed I created in HTML a front door picture and when you clicked on it it opened and we called it the virtual conference room long before there was any technology when you took the virtual conference room door and clicked on it inside was all where all your documents waiting for you and we conducted a meeting but I had to sort of basically develop everything in HTML in advance to make it work world's changed we're all working remotely right now and are less many of us are and we're going to get right two pages that you submitted if you're new I'm skipping all the slides about mech labs because I want to help the people that have come with us today to get their pages looked at I'll just tell you this we ran twenty thousand-plus treatment experiments built the first behavioral research laboratory to study decision theory and basically understand the answer to one question why do people say yes we did this all the way back in the 80s began to work in 1990 we formalized the research in 93 we begin to have webpages because HTML and Netscape fast forward to the day we're looking at that vast library and drawing meta patterns and analyses that we're going to apply to your pages going forward these are resources we offered on the last broadcast feel free to use them my team is gonna switch to a web page I see off table is back from Sydney good to see you and Rosie from Ontario we have someone from Toronto on also Rosie good to have you as well and look at this Chris from Zambia Africa we are we've got an international cast of experts with us today and you can help me help the people who have submitted their pages Dave Fogle is back and I shall quickly shift over to the website that was submitted and I want to say this to you many of you were holding back hoping your web pages would be reviewed I am working with an idea that would get every single web page submitted reviewed maybe not all on this call but a plan so that no one gets left out and in the meantime along with that we gave away ten scholarships to our program in value proposition and value proposition development some of you should have received those coupons you send us letters we replied to you and you should have those scholarships and you can take the program I see Hosny from Egypt is joining us wonderful to have you and we're glad to get everyone going all right and so I shall Dave I'll see what I can do for you on that in the meantime take a look right here at a page submitted and let's see if we can help this group all right team we have the beginning of a good page following some of the things that we teach here but there are things we can do right away to make a difference I will say that they've begun with a point first headline that is a complete thought and I think it's a good headline it could be tested and there may be ways to improve it but it's in the zone so what would you do for now I'm going to draw all of your attention to the box on the right hand side we could talk about some obvious things if you've submitted this page shake your hand at us so we can help you Wow there's someone from Iceland I think that's Iceland Egypt Israel Canada Romania hello Elena from Romania and others here we will eat just I think I mentioned Egypt but let's keep going I only mention it because I love the fact that we're building a genuine community I don't care about how many people are on the call I just want the right people on the call I want to build a true community of people helping each other let's look at the page if you focus on the forum you're going to see there's a headline that says get started and then there is a get a quote button this is a call to action now I'm gonna use the whiteboard to teach and we're going to look for a way to help the person that submitted this page Dave is this your page San Antonio good to join us if Dave submitted this page then he's already applying some of the things he's learned and he's he's been through some of our training and I will just tell you this the page is moving in the right direction but I want to help Dave and help Dave help his client but at the same time I want to help you so we're looking for two things specific improvements to the page and transferable principles that you can apply so let's look at the top there's a headline get started so let's start with what we call h1 and this is in the headline box which I'm just going to illustrate right here and somebody tell me how can we improve h1 on this page very quickly what is what is a way to get more value out of that piece all right quickly quickly quickly tell me any ideas I'll give you I know it takes a moment for you know your chat features and you'll notice that we're highlighting that is we try to annotate today to help you in particular so someone says a button someone says get a court I'm just just focused on the get started' words at the top of that box we're going to talk about the entire box in a moment okay create more urgency Luke Flynn start the application Luke your point is really good that question mark that you have start what and how long is it so I'm gonna begin by talking about things some of you heard but get very prescriptive to this page and so I'll come over here I'll I'll erase what I've drawn so far and I'm going to remind you of what we have to do fix the page I'm doing this for those of you that are experienced for all the people that are new because I keep being reminded that many of them haven't heard some of these things so here's the fulcrum on this site is perceived costs on this side is perceived value the P is bigger because the perception is everything for this page to have high high performance it needs to have a a tilt like this perceived value needs to outweigh perceived cost those of you that have been trained I'm gonna ask you one question answer it for us real quickly which what are the two ways we can tip that fulcrum to the left hand side somebody tell me in favor of perceive Ivy's only two ways we can do that what are they because we're gonna apply that right to this box in just a moment any ideas all right ah I'll answer for you add things and remove things Dave says with a question mark all you can do is think of this as two weights if I take weight off this side that can help tilt if I add weight to this side to fix that form we're going to do both but I need you to know this in case you haven't been trained with us this is something called a process level value proposition what does that mean it means that this isn't your primary it's not your product it isn't your prospect it's a process double value proposition you want me to take an action that gets me deeper into the funnel and helps you capture a lead so I have to think about that individual value proposition associated just with a box now B'nai you're doing a great job of supporting me with the work here I'd like you to write on the page 70/30 for us all and here's the point this page either needs to be 70 percent in favor of the products value proposition and 30% about the process level of that box or it needs to be 30% about the about the product and 70% all about to get a quilt process if you don't focus your objective you're going to see conversion leak now for everyone who just joined think about your page if you have a field if you have a box even a button there's only two things you're gonna do to get me to click on it take weight off or add weight let's start with a negatives I'm going to start to list them quickly what are the negatives with this box I'm talking about psychological elements that might keep me from saying yes here's the first one get started implies friction and it implies anxiety there are two different pieces friction is psychological resistance like something I don't want to do anxiety psychological concern something I'm afraid of in this case get started as both it sounds like a positive thing but it's not it's actually an implied negative think about this as you think about your own websites do you have implied negatives in the way you're instructing people to move up your funnel here's how it causes problems first of all I wonder when you say that how long this process is get started implies that it's a big deal but it's going to take time and I don't know how long and I don't know what I'm starting and I don't know if really this is much of a start because all you're asking for is my name my email and my phone number how can you get a quote from me with just that information you can't so I automatically know something else is coming and it's probably a spam call because that's what it might feel like to me you have asked me to give you information and you've told me to start a process and I don't know how long the process is and I don't know what you're going to do when I complete this information I don't know if you're going to email me a quote if you're going to call me for a quote or if you're gonna take me to a page with more things for me to fill out I don't know if I need to have some documents ready so that I can actually answer your questions accurately you see in most of these cases anxiety and friction is caused by unanswered questions now this is a piece that can help everyone trying to get their pages better at this tough time right now in our country and in our world does your call to action create more negative questions than it answers if you haven't said to yourself so what are people concerned about what are they asking in the back of their mind what could keep them from moving forward you haven't thought enough about it so one way to improve the get started piece is to call this a quick quote and explain to me that it's fast and it's easy and to add a sub header underneath that like it only takes or you know you'll have your quote within seven minutes or it only takes X Y or Z or most people are you know give me something that makes this feel less risky something that makes it feel easy fast simple is this making sense and I don't want to start something that I don't know how it finishes I don't want to start something that I don't know if I even want to be involved with and candidly Davies are ok if I continue to push this because I know you're our friend and you've been with us a long time and you do really good work but I want to hammer this and I don't want to be offensive when I do it I look at this I'm watching Dave he said yes I'm looking at this and I think to myself there's no value here yes I get a quote but what does that really mean because I it's not credible that I'm getting a quote for those three fields so name it give it a sub header tell me what to expect tell me if possible why you need my phone number or or why you need my L see that email address put a little put a little piece of text above it or under it or in the field that says tell us where to send your quote if you can justify the phone number tell us we can text the quote to you for a faster response or give me some reason in case we have critical questions and then in the get a quote button think about what I'm worried about right now and right beneath that Dave you did the right thing with that we've al your privacy your information will not be sold it's a good move but I'd strengthened even further with my other concerns and fears maybe a strong testimonial underneath that you could make me value your privacy much smaller put it up closer to the button and use the space beneath it to put a strong credibility indicator if you don't know what a credibility indicator is because you're new it's sort of what the word implies it's a testimonial it's a five star rating it's a third party saying something positive about you it's the information that will help people grow more trust in in their relationship with you so we're dealing with value propositions still today but we're only dealing right now with the value proposition the process level of that box so throw the weight off the negative side of the psychological fulcrum h1 is the header one and I was going to go into that in more depth I've mentioned it and I'm just gonna do this for greater clarity right now think about your own webpages where can you throw weight off how can you reduce anxiety how can you reduce friction then think about how can we add value Dave what does a quote look like is there a sample you could show me is there something I could click on in a blue underlined link that would give me some sense of comfort about what you're going to send is there a reason to believe that this quote might help me save money say more money than the average quote would be for a competing agency I noticed something in the headline but I if you'll move the orange box for just a moment you can bring it back but can you move it because I want to see the text on the side of it for just a second I think it'll move I know you're taking notes at there you go do you see where it says in the sub header all lines insurance has access to restaurant C most people's mind is going are going to put of between all lines of insurance and then has is awkward because it sounds like it should be have they don't even realize that's the name at this point I know it's up at the top but they're absorbing information in seconds so when you say all lines insurance has you already have me confused but it does say something important access the restaurant coverage providers other companies don't why is that viable what does that really mean how does that help me now we're dealing with another process level value proposition that is the desire we have to get you to read further down the page and so in the same way that we've been thinking about this form we have to think about how do we use that header and sub header to capture attention convert it to interest and justify your attention and energy going deeper into what we're doing does everyone understand this does this make sense to you give me some feedback because I want to shift to someone else but Dave we have all these notes and we'll send you the annotations if we can preserve them we're testing a new concept do you guys like being able to see the changes on the page that we're talking about please help us and and with your feedback so that we can constantly you know improve what we're doing I appreciate the way everybody's participating and and does anybody have a question now is your time before I shift to another one does a question come to mind sorry good to see you back Don I think you're an Oregon great to have you back and I see my friend from bridge pub cool Arlene good to have you back too good all right so let's go on to another piece but Dave hopefully you can use I'd love for you to measure this because I believe you'll see an immediate change in response to that box if you get this value proposition section right Dave you had a question above I don't see your question can you fire to us one more time before I shift I'm gonna answer Dave's question all right and while we're doing that and then we're gonna pull up another page and keep going and that'll give Benaiah time to save the annotations - Dave are you typing in that question it may take a moment before I get it that's the next page good preview it that's the next page we're gonna be looking at insurance geeks get affordable personal accident insurance it's not a it's a pure coincidence if this is insurance also but it's also an interesting page to really work on all right he says I confused because the stuff on the left should support the quote box Dave let's talk about that offline I'm not sure I understand the question fire it to us in an email and we'll try to help you now by the way if you see me looking off screen it's because I'm I've got multiple monitors here and I'm trying to sort of look at you in the camera and at the same time look off screen and I'm gonna drop this coat it's getting hot in here alright now this is good get affordable personal accident insurance it's not a bad headline but let's talk about where to focus on this there's a phone number if you submitted this page can you you know raise your hand use the chat feature too so we could ask you questions let's scroll down and show the page to everybody if you would burn I am there you go stay right there look look at plant highlights all right that's a good graphic sort of all right go down if you would please why group comprehensive coverage that fits your needs that's great but what if I don't qualify that's a good point get a quote all right scroll is at the bottom but I'll anymore yeah keep it going I'm watching to see wow it's a lot more so just keep scrolling just we can see Wow okay let's go back up we can't work on this whole page it's very long sometimes long works but it only works when there's a justification for it and in this case I'd like to work on the top of the page so team many of you have been with us before and you've studied with us so tell me what's the top three things you would do to improve this page let me see some of your comments come in and I'm interested in fresh thinking so if you've never told us what you do like I see a friend from Egypt and I see her friend back from Denmark what would you do anybody here though tell us what would you do to improve this page top thing you do I'm looking for the top three from you and I'm gonna start to work on the page but what are your thoughts a better headline what does that mean I've table elaborate with some more and someone else dave says he does look like a geek I can't argue with that all right put a clear call-to-action okay have a better sub-headline yes do I call or watch the video what is the main CTA this is absolutely right Elena separate the text visually I'm looking you know sorry guys I'm looking over here at the chat something other than price they do not see value you need more than affordable because everyone says that you're absolutely right now that brings me to the principle I want to teach with this one every time I I go to a new page I'm looking for a way to teach you more and what I'd like to do is talk about a principle with this page number one there are many things that work if you are the only page on the internet offering this item or if this was new but as other people start to use similar wording and approaches the overall approach you adopted weakens this is why optimization is not an event it's an ongoing process there was a time when get affordable personal accident insurance might have more power than it has now but it is what everyone says and so let's work on that headline for a moment if you were writing that headline let me ask you a question and if you were the person you know responsible for this page why is it affordable what is it about your group that makes it especially affordable because until you take that whole piece and get beneath the claim affordable is a claim it is not a conclusion and anybody that has been on these calls with me or in our classes understands that the job of the marketer is to foster a conclusion not to make a claim so get affordable I'm just gonna abbreviate well I'm gonna use a dip in get I don't know how well this pins working either guys I know you tested the pins before hands I might go to the purple it may be that I just have something on the board let's try it again get affordable insurance I'm just abbreviating I'm gonna ask underneath this question the why why is it affordable and when you give me an answer I'm probably to say what do you mean by that why and then when I'm asked again I'd say why until you get to the bottom line you don't have a a fact you can present to me that drives a conclusion in my mind that perceives the decision I need to make to click on your call-to-action moreover I am confused about what happens if I'm drawn into this if your headline does its job it's going to capture my pitch and convert it to interest and get me into the conversation below now here's what it says --nt beneath that a simple accident like a broken bone or torn muscle can cost thousands of dollars even if you have health insurance true and maybe there's a percentage of the world that doesn't know that and maybe you're trying to reach that percentage but at present you're trying to build the problem by telling me what I already know I need something that impacts me more tell me the average person with medical insurance spends an additional fourteen hundred and ninety seven dollars on a broken bone you get the difference this is a fact I then draw a conclusion Wow I might need to consider something to protect me against that which leads to a decision I think I'll read a little bit further into this page remember if you're new again we're not trying to sell the whole product today we never are at this point we're only selling the next micro yes we're justifying you to read a little bit further the first micro yes is will you read the headline the second one is will you go further into the content below ie headline from attention to interest so then I get to that paragraph and you tell me something sort of obvious and you start not with anything that actually appeals to me a simple accident like a broken bone or torn muscle too many words that don't say anything that gets my attention right away I'd reverse the order of that tell me 1597 I changed it by a hundred fifteen hundred ninety seven dollars - that's the average cost of a broken arm - someone with medical insurance something of that nature start point first with the main payload at the beginning of the symptoms so that you can so that you can get me to invest more of my energy into the words that come next everybody online is this making sense all right now no medical exams or sorry no medical questions no exams coverage by tomorrow ten-minute phone call and then I see a video so scroll down let's get down to the call to action all right and when I have great work on the annotations so let me ask you a question team is that Big Green get the coverage you need with cam is that a button because it looks just like the watch video button if the watch video button shaped that way and the color green with white text on blue in in sentence case if our title case is that the same is this a button also I can't tell this is a case of something you want to watch for which I'm going to call conflicting I want to go to abbreviate visual code is your site doing things like this that sends a mixed message to me button or not button that's just one example of conflicting visual code and it's a common problem in our web sites everywhere and by the way what happens when I watch the video how long is the video what will I learn on the video what's wrong with that button let's do the value proposition of just that button watch video this is marketing that's based on our blind spot our blind spot comes from our self-interest and our self-interest is keeping us from seeing the Pats companies in tricked you want me to watch the video so what do you do you order me like I'm an idiot to watch the video I'm not here to to hear what you want me to do I'm here to see what I can I can get from you in exchange for my own value in my own attention so don't tell me to watch a video tell me what I'm gonna get from watching the video and by the way make it look like a video because that doesn't in fact I don't know if when I click on that button I'm gonna go off the screen now remember the fulcrum remember the fulcrum let's work with that fulcrum for a second here's the negatives I don't know what happens when I click on this I don't know if I go off-screen I don't know if it's a long video I don't know what's in the video I don't know if it's gonna play audio instantly and scare me at my desk top causing my boss to see that I'm looking at the wrong thing I don't know what's gonna happen and all the I don't knows add up to friction and anxiety worse that's just taking negative elements off the button let's go in the positive side what's the video do for me why would i watch it who's talking what are they sharing with me what am I gonna learn what questions am I going to get answered none of that is here so instead you interrupt the conversation with what looks like a random call for me to submit to your wishes and watch some video that I don't even know anything about now if you submitted the page I am not upset with you forgive me I am just trying to think through the lens of the prospective customer and what I see here is confusing and annoying and difficult alright now I say get coverage you need with cam I don't know what cam is comprehensive active accident medical you know that you it could even say as a marketer wait a second I have that it's on the page if they read it but do you really think anybody is reading that tiny little font underneath that giant blue C a.m. you haven't said anything to me that matters and now here we go again you want me to call your telling you what you want me to do but I don't know what I'm gonna get when I do what you want me to do what are you doing for me not what do you want me to do for you marketers stop for a moment stop for a moment because if you don't get anything else today you've got to get this piece we're living in a difficult time and and you need to communicate and it needs to be on point and it always begins with the other person it's basic it's fundamental it's it's in the works of Confucius it's in the New Testament you got to think about the other person first you got to work to the other person's needs first let's come back a second so what should that do let's go down to that call number just right of that call button that call but you tell me how important the call is how long it's gonna come how short it's gonna be what questions I'm gonna get answered why it's a valuable investment of my energy and time you need to really dwell on that and frankly the picture of a forgive me I know it's a model probably clipart it's not him he's obviously you can see the pins in his pocket in the suspenders that's how I look normally by the way but he is acting like a geek but the truth is he's a waste of space some clown on the screen isn't helping me want your offering it doesn't make me feel light-hearted it doesn't make me laugh it annoys the hell out of me cuz I need to know something I came here to solve a problem and I'm not a particularly good problem not the kind of problem I want to think about nothing exciting like where I'm going to go on my next adventure nothing exciting like what kind of tribal I'm gonna do when this whole virus is over you stick a geek in front of me and you tell me to call it's useless instead take that space to explain to me the value of the call and what I'm gonna learn and why I should do it right now I gotta stop there's more pages is this making sense and by the way again marketer I'm not trying to offend you when I talk like that I'm becoming that customer and I got to think like that customer he's annoyed she's annoyed and that's why you see me in that mindset is this is this helping you Kiril needs a broken arm and a sad face dawn said by the way interesting point all right I'd like to go to another page so that I can get to as many of these as possible and can you guys give me feedback are we going at the right pace I'm seeing I want to see more of your comments in chat to make sure you really follow what we're going on and this is useful for you because I'm adapting to what I see in that chat right here the cameras there my chats here and my pages are over there alright and if you didn't hear this from yesterday we're broadcasting now from my house my entire home office is full of cameras and equipment as we try to try to bring this to you during the crisis all right urban campus first problem could anybody tell me with the first problem with the work with the headline in green tell me what that problem is right now quickly quickly quickly what is it you should know instantly thanks Sean good to see you man what's the problem with that headline that that we just highlighted somebody tell me Don says hammer-on Flint thank you friend what's the problem with that headline it's illegible Jordan you nailed it where you from Jordan tell us tell us where you're calling in from but you nailed it okay it's an unreadable font too much work remember I'm here only for a split second you have just a little bit of time to capture my attention and converted to interest in fact you have to answer three questions you have four inches or seven seconds and right now I can barely read it book a what six-packs I don't know what that means it's I don't know if it's because of the other language but the rest is in English so I don't get it I mean one of six packs is an office at Geronimo Madrid co-working now it's not even sensible in English and so even if I could read it I wouldn't understand it fast enough remember something don't ever make work for your prospect when it comes to understanding what you're saying of what clever cliches a quote avoid incomplete thoughts avoid you know slogans and double meaning we're in a hurry we're not here to be entertained we're not coming to your site because we want to enjoy the luxury of reading web pages we're trying to solve a problem and make it as easy as possible for us to solve that problem so and by the way I don't want to book anything I want to get something don't start with what I have to do so this headline is in itself a process of a very proposition why would I engage the headline and let's let's change it to a full value proposition question if I'm the ideal prospect why would I engage with this headline rather than clicking off this site and going somewhere else because that's what your option is and the answer is there is no answer because I didn't come here to book I came here to get I don't want to work I don't want to register I don't want to submit I don't want to book I don't want to sign up I don't want to do any of that I'll do it if I have to and we all have to I don't to go to the dentist but every night one can I do probably not enough but the point is start with what I'm going to get amazing space savings a cool place to work give me something I see pictures down there that are interesting but I don't see that translated into the words at the top of the page so even if I could read them and by the way they shouldn't be all caps there's study after study that shows that fonts that are all caps are harder to read all caps in this sort of script handwriting makes it even harder and so we need to get it much easier to read and benefit from a 50% discount stop right there I can tell you what I'd start with my first word would be save 50% and work in the cool or work in this you know and then tell me how amazing the space is but start with what I get point-first that 50% discount that's kind of cool if I really believe it it'll get me to at least read a few more words I don't necessarily believe it enough to come and register right away but I do like believe it enough to say well I got to read the rest of this headline to see what they're talking about does that make sense to you did you some after did you submit this or who submitted this page anybody online right now people submit it some of them are quiet or some of them have to log off for a few moments if you submitted it let me know and and that way I can ask you questions because I really want to help you if not I'm sure some people are in different time zones and they'll they'll watch this later begin with the savings focus on the secondary benefit give me a strong sub header and then give me a call to action that doesn't say contact us it's not contacting you that I want I want to get something I wouldn't you know it might be to reserve a space it might be to see if there's a veil check availability that might be valuable to me that might be something I want right now and it implies urgency that maybe if you don't move fast there won't be any space does this help you I hope so off top I see it as n't it was but time bound Michael Thomas berry says would help this ie is there some urgency that we can integrate into that 50% savings is there a time when that ends can we use that to drive more value can we see the rest of the page but I'll just scroll down what's included go ahead you know what I wouldn't take half the page to say that I would say that in cool points in a conversation we keep throwing things at people that's like six people talking at one time I do it in a vertical layout I took three to five the most important things and what is it crave environment everybody says that what is a business support everybody says that what is variety services everybody says that what does vibrant community everybody says that when everybody says it then nobody saying it when everybody says it then nobody saying it you need to say something they're not saying if it is a creative environment why remember that chain with why why is it creative environment tell me what makes this special if it has business support big deal that's table stakes but if there's something special about your business support tell me why if it has a variety of services tea and coffee meeting rooms community events look everybody has that you're not helping me make a decision that your place is the best place you're actually convincing me that I just might want to consider a co-working space you're not helping me consider that I want to focus on your co-working space all right I'm gonna stop go to another page how are we doing for time in the back let me know give me a signal they generally hold up a big board but we don't have a lot of room in here keep going let's suck all right let's go to the next one are we going at the right pace is this helping all right here we go MCR overcoming your challenges with medical billing okay Vinay spooling it up and we're gonna look at it and annotate it all right there's some things I like I like for 14 years Emma Sara's help businesses just like yours in the medical billing management that's good I like the eight seven seven four three four three nine eight five I do not like the picture you say why have you tested the faces do you know those faces work because when you change the faces you'll change your conversion rate and I don't really like the way that face that guy pointing I don't like what his face is communicating do you can you read the subtext of his face be careful with that don't assume just be smile and they're pointing where you want people to look that that's gonna work because he sort of looks like he uh sketchy-looking to me all right I have a lot of funny things that come to mind that I'm not gonna say it's clipart I assume you know it's some sort of stock photo but I would just tell you be careful with the images overcome your challenges of medical billing I like your sub-header I don't think your headline is what we want what challenges how is it going to overcome those challenges tell me something solid and don't make me think about a big word like overcome what does that mean overcome I mean I could put that word in front of everything from coronavirus like give me something tangible what is it you do look at the next thing in the bullet point take care of your patients not their claims we handle your claims from submission to payment I'm gonna say this gently please don't be mad at me but my response to that is duh so what of course you do I just read that bullet point I didn't learn anything of course you do that anybody in medical billing does that sort of I assume that you need that to be an evidential that helps me support your value proposition you need to use that bullet point to get me to realize wow this place is different there's nothing different about that statement get practice management software for free big deal everybody says that we can also work with your software big deal navigate payers unique processing big deal if you see me getting madder I'm not really mad again I'm pretending and I have to do my job all those bullet points and I didn't learn anything into the last point understand your business better with more than 150 available reports I think that's good I'm eight actually frankly I'm not so sure because 150 is overwhelming you're implying friction as well as implying value and since you didn't get the other four bullets to get any value in me you just wasted all that space saying the wrong things by the way you want me to call call us today to learn more why do you have us in there is it are you gonna call anybody else but you why do you need the word us what's the value of their word us it's waste and every wasted word every single wasted word is costing you and and to learn more is very scary what I really here so I can sell you something and I need to learn more because I didn't learn anything reading those five bullet points please throw something at me and write hate now I'm I'm trying to help you you want me to call but there's no process level value proposition and wait a second there's a get started there and it does have a sub-headline see how much we can save you that's the right idea but all the things we talked about almost everything we talked about on the other page can help you with this page February special no charge for 60 days 1,300 monthly minimum cancel anytime I like that that stuff that might work up in the front that's stuff I might get up into the bullet points I don't know that I'd have 1,300 monthly minimum wait a second let me read it again yeah I don't like the star asterisk the 13 or monthly minimum is that something you want to put in a bold font but the cancel anytime nine days notice is interesting except 90 days notice is scary so I take it back I like the idea but I don't like the institution go back up to the top overcome your medical yeah this whole thing needs to be reworked with what is it about this organization that answers this question if I am the ideal customer why would I turn to you for my solution rather than why would I purchase from you whether or what I hire are you rather than X Y Z now let's just play let's just practice for a second because we have 14 years that's legit because we overcome your challenges that's not so does everybody else because we take care of your patients not their claims that's just bogus cliched BS talk of course so we handle your claims from submission to payment so everybody else get practice managed because we everybody does it navigate pip you should know low low light you see what's going on here that nothing nothing's going on here and you got to see that so you can get real words in there that answer the real question that's in their mind ah don't be I I don't ever know how to do this job until I become so one with what might be the prospect customer that I start to feel their frustration let's go to another page but this one needs to be burned down start over alright here we go alright now I'm not gonna try to slaughter everybody I'm sorry I I just I I want to teach you and I I'm passionate about it let's go to this next page agency we help brands reach their audience anywhere in the world leveraging the most relevant influencers all right can I can I help you I actually think I got a letter from you guys and I I know you do a lot of good work because I saw it in your portfolio and I want to be careful how I handle this but I'd like to start out by saying what the hell is agency work are you the CIA everybody's an agency that's 51 different mean what does agency mean why is that the word up there where is the headline why are we saying that and what does agency so are you NASA cuz I see astronauts over there and floating things in gravity frita now I know you're being creative but you got to be creative within the discipline of the science so I wouldn't start with agency please start with something meaning that means something to me that buys my attention enough you did you got to buy three lines of reading from me with your headline if you can't get me to read the next three lines just game over I've been married 33 years and in the beginning I showed you a picture of my son and my daughter I have another daughter she's 16 if I don't walked up to my wife and said that's worth I'm talking about the first time I met her it was at somebody's home I just came back from India if I walked up door look during the iron said bachelor you know I help women get married I don't think I got a lot of points there because they didn't communicate enough meaning and that that that thing we call a pick-up line is a connector and that connector is how I buy the opportunity to talk to her about what's coming next and we're not buying it with the word agency and then from agency you go to we the exact opposite of the spectrum don't start with yourself start them it's not we that matters it's you that matters what can you get here now I know that's implied in the rest of your sentence but by the time you've gone from agency to we you've already lost me now let's read the paragraph it's too long it's gray on white it has no eye path so if you bolded a few key words you'd get me through it but from there you go to fill in the brief how would I fill in a brief I don't even know what you do enough yet I don't know why I would choose you instead of someone else had I walked up to my wife and I said bachelor marry me or I help women get married have children and build a life I probably would not have made any points but had I asked her right then go on a date it's like fill in the brief you know go with me to Fiji it's too much too soon before enough other micro yeses have occurred in this sequence of thought if you're new just remember we don't optimize we don't optimize web pages we optimize the sequence of thought this is not a page this is an illusion and that produces a response in the mind its stimuli change the stimuli you change the the observation and thus the conclusion and that's the decision and that's the behavior so if you think about it the word agency fill in the brief and the purple pictures all are working against you they're all working against you and you need to think about another way you think need to think about another way to communicate this now I feel like I've been really hard on you and I know you probably do excellent work for clients and I'm not at all trying to imply otherwise so please forgive me I'm not afraid to be strong but I'm just in pathetic and this is brutal but I want to help you and there's a real opportunity to change this this top of this page and get a different kind of response can you scroll down a little bit more than just an agency wait it was agency but now it's more than just an agency scroll down I see you're putting points in all right three boxes talking at the same time is the same as if three of you on the phone Robert I see three names right now I see Rafi odd I don't know it says Deanne that may be the last name and Don if all three of you started talking to me at the same time it would be sort of like this experience right here I got three boxes I don't know if it's for three different products I got three voices you're talking to me simultaneously they're not sorting me into the right direction they're just brushing me so that needs to turn into a vertical flow and a verse Asian a webpage is the opportunity to enter into a relationship with someone and if we turn it into a two-way communication device will produce far more conversions for everybody I've been talking to you right now I feel like we're making notes we're trying to help you if there's if if you need more help reach out to us III don't know what to do but I want to help you more because I feel like in some ways I'm I'm diagnosing the problem but I don't I can't prescribe the solution not in this format yet can we just scroll down and we're gonna move to another page that's good the people your trusted by the cases could be good are those games I don't know what those mean they might be games uh again there's not enough explanation on the page it's all declaration boxes and pictures to be what you're looking at here I see war thunder that looks like a game I don't know what army is um and maybe other people don't maybe everybody that comes to your page do but if they're like me all recruiting here is more confusion let's shift to another page and and and let's see if we can help someone else as well I'm almost out of time is this working for your team give me some more feedback if I warn you out yet or scared you to death let me know and I'm gonna go to another one and I want to say something to you I'm working with my team to get every single page that's been submitted you can see I'm sweating in here it's hot and I'm fairly intense and I've been warned about that before but I'd like to get to every page I'd like to help every person and if I can I will all right reduce your stress from moving that's a pretty decent claim why why do you help me reduce my stress because your sub header starts to get there I like the since 1947 you know I like the idea of that it builds trust but what do you do that truly helps reduce my stress and if it's just the fact that you do the moving for me here's your problem so does everybody else is in the moving business reducing my stress is a nice ID you're moving past the move to the resulting customer experience in the language of friend Michael landing who invented the word by the way value proposition but everybody who hires a mover is trying to reduce their stress what you're missing here is what is it about you that set you apart from those big name brand movers who are right now pounding the phones calling and who have built nationwide practices and maybe your nationwide I can't tell from this I love this since 1947 piece but I think you're pulling the wrong mental lever right now you should be asking what is what is the mental lever you want to pull what lever when I pull it in my in the first for Chester page is going to produce the greatest impact on the thought sequence is it but you've perfected the new methodology for a movie because you've been doing it since 1947 is it that you're three generations you know working in this business and you've developed a powerful relationship with your customers that allows you to do X Y & Z is there something special about your approach that makes you the best choice is it that you have more five-star ratings on Google than anyone else what is it about you that's going to make me think this very important this is something for everybody right now they don't apply to almost every page here you may not be able in the first four inches to convince me I should buy your product but you should be able to convince me that I shouldn't go further until I check out your solution because it might be the best one in other words instead of moving me towards the solution move me away from say the fear of missing out because I don't give you the amount of energy you deserve because you have just justified in my consideration set your existence I realize wow these guys might be worth considering that's all you're trying to buy but those first four inches of your page if you buy that you can get me in all right I'm gonna pause right now you folks give me your feedback what would you do to make this page better go ahead and use the chat feature and give me some some important things we could do Sean says to quit before I pass out [Laughter] Oh Shawn I'll keep that in mind all right and James says I need a no bestest shirt and the bestest asbestos shirt yeah you'd think I'm on a lot of caffeine but I'm not or if I am I'm not gonna admit it I'm really not let's see the page again can you all see the page reduce your stress from moving what is the fastest tell me the first and most important thing you do to improve this page and Frank I don't know your question where to baseline your insights being shared it expand on that and we can you know work you through this in the last all of this come from these twenty thousand-plus experiments we have a series of heuristics we teach all of that and we'll hook you up with resources if you need it where you can see where all this is coming from but somebody else any ideas about how to make this page I like capital Moving and Storage has been helping people move to and from Connecticut since 1947 but I don't think it's your headline I think it's in your first sentence or in your second sentence I think your sub-header should focus on something unique about your business that helps to answer your value proposition let's go down I bet it's down here in the lower part wait a second there you go wait a second there you go can anybody okay bear with me now look at this look at the bullet points and tell me what is the key phrase tell me the key phrase that we could put up into the headline you should be able to see it right now there it is there it is we've done more than a hundred thousand moves in 72 years get help from a family who's been working in this business for three generations we've done more than a hundred thousand moves in 72 years and we can help you reduce your stress and you see what I'm saying change that your most powerful content is too low on the page that's right sorry that's right Luke we can turn that that's specific that answers all of our needs if you integrate that into your headline you can produce a powerful result now I'm going to surprise my team and ask you to put back on the deck before I leave and I'm share with people pages that were going to be optimizing coming up I want you to see this so your page if it's been submitted and you may want to submit your page and I promise to try hard not to I don't want to beat you up I just want to help you but I'm back on the deck and I want you to see we've covered these right here but there's more we're gonna we're gonna try to look at this page if you submitted this page if you submitted this page healing disaster trauma and fears this page if you submitted this page everyone that submitted a page in the last 48 hours and everyone that submits one before the end of the day I'm gonna find a way to get to so I can help you I won't keep going through the deck but there's another one coming up there you go if you submitted this page if you submitted this page paragraph punch will try to help you I'm gonna find a way I may have to do a marathon but one way or the other I want to help you this is this is a tough time if you get these pages right you can help yourself get through this difficult time and if you're prospering you can reach out and touch somebody else who's struggling we need to help these these marketers who've lost their jobs we need to help small businesses that are that are struggling you have power here if you get a hold these principles and you can apply them for yourself or for someone else you can produce a boost that might really help a business get through the tough times I'm open to other ideas we have somebody who's optimizing resumes for people we are uh we're putting our heads together to say how as a community can we make a difference during this very very difficult time all around the world and I'm open to your ideas but the one thing I know to do is to get on here and help you with your pages and I'm gonna do my best to do that I appreciate you putting up with me I know sometimes I'm intense and sometimes I feel bad about it but on the other hand I don't know how to be anybody else it's just who I am and I want to help you and I'll do all that I can if today has been valuable or not would you write us before you leave and tell us if today was better than yesterday or if you learn something important or if there's something you would recommend that we can do better but help us help you and I'll do everything I can I'm watching them come in James has come back tomorrow James if I can I will I'm trying to figure it out I'm trying to find out how to do this I've been broadcasting everyday it's killing us because there's a lot of preparation but we really want to get to everyone and help everyone sorry thanks for joining us Chris thanks for Zimbabwe generous from all the way over there and and the rest of you I appreciate what you're doing tell me how to do it better and I'll do my best to help you and reach out to me if we reviewed your page and there's anything we can clarify for you we'll try to do that also somehow thank you everyone I appreciate you take care