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Understanding VSLs: A Comprehensive Guide to Video Sales Letters

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Introduction: Why VSL's Matter In Digital Marketing
Welcome to this post, where we're diving into the critical topic of Video Sales Letters, also known as VSLs. If you're scratching your head wondering, "What is a VSL?", don't worry. This comprehensive guide will break it down for you, and you'll soon understand why VSLs are a game-changer in any sales funnel.
The Genesis of VSL: A Brief History
Years ago, John Benson made the term "VSL" famous, often called the godfather of video sales letters. He was the one who transformed long-form sales copy into a compelling video format. It worked so well because it forced visitors to listen to the whole pitch before arriving at the offer.
What is a VSL? A Definition
A Video Sales Letter (VSL) is a video that walks viewers through a sales pitch using specific sales psychology techniques. Unlike traditional long-form sales copy, it's presented in video format, capturing attention and ensuring higher conversion rates.
Anatomy of a VSL
A typical VSL page comprises several vital elements. Firstly, a strong headline is crucial as it's usually the first thing tested in sales funnels. The VSL itself is a structured sales copy turned into a PowerPoint presentation. You write a long-form sales script and convert that into a slide-by-slide presentation, often accompanied by a voiceover.
Tools for Creating a VSL
Software like ScreenFlow or Camtasia is commonly used to record these presentations. The recorded video is edited and exported to become your final Video Sales Letter. If you want to add flair, B-roll or full-motion graphics can also be included.
Monitoring & Tracking
Once your VSL is ready, it's typically embedded on a page using a private video service like Vimeo Pro or Wistia rather than platforms like YouTube. These services offer valuable statistics, helping you understand viewer engagement and identifying areas for improvement.
The Importance of "Add to Cart" Button Timing
Traditionally, the "add to cart" button would appear only after the pitch had been made. However, with changing browser capabilities affecting autoplay features, the "add to cart" button is sometimes visible throughout the video. This can be A/B tested to see what resonates with your audience.
Variations & Split Testing
VSLs are versatile and can be used in various settings, from selling digital products to gathering entirely qualified leads for sales calls. You can also test VSLs with or without accompanying sales copy to determine which performs better.
Conclusion: Are VSLs For You?
In essence, VSLs are an incredibly effective way to pitch your product or service, breaking away from the traditional long-form sales copy. Whether it's a pure text-based VSL or one that includes full-motion graphics, the opportunities for testing and optimization are endless.
Take The Next Step
If you're ready to integrate VSLs into your sales funnel, click here to learn about our Funnel Formula program. Schedule an Action Plan with us today for a personalized sales funnel strategy that includes VSLs, upsells, and more!
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[VIDEO TRANSCRIPT]
Hey, what's up? This is Jason Drohn. Welcome to today. Now, I realized not too long ago that I have; we talk about sales and sales funnels a lot, but have a video or any detailed explanation about what a video sales letter is or a VSL for short. We use VSLs all the time in almost everything on almost every funnel.
You have seen a million VSLs from me. A VSL is a video that works through a particular sales psychology and is presented as opposed to long-form sales copy. No years ago, John Benson was the godfather of video sales letters. He took long-form sales copy and turned it into this video format, and it worked so well back in the day because it forced a visitor to listen to the entire pitch before they got to the actual offer.
And then the offer dropped in minute 12 or minute 15; if John Benson was like 46, he had a super long video sales letter appealing, the request would fall, there would be a cute button, people would take action on that offer, and then ultimately, it had an incredible conversion rate as compared to written copy. So, in this snippet, you will learn about video sales letters, and I pulled it out of our Funnel Fo formula course. So, let's listen to this, and then we'll come back and summarize everything.
So, the first is a video sales letter or a VSL page video sales letter. It is a video presentation; every screen has one line of text, and the person reading declines. We will slide by slide by slide. We will best convert the video sales letter into a long-form sales format. That year, it used to be long-form sales letters that worked well, then video sales with these hybrid video sales letters with some option graphics tended to convert even better. So, I let a prospect focus on the content on the screen, but the c, action up o, oron with some B roll, action shots, or some full-motion video. S is a lot of that stuff.
So your VSL page is the sales letter page, and it is a sales pt with one VSL on it, one sales video, and some very characteristic elements. It has a powerful headline. So, the headline is usually one of the things that we test vigorously in our sales funnels. The video sales letter is a scripted sales copy turned into a PowerPoint presentation. We create them as we go through, and we write a long sales form, a prolonged sales script, and then turn that into a PowerPoint presentation where every new line in the sales script is a new PowerPoint slide.
Then, that video is recorded as a voiceover. It's very similar to what we're doing recording these. So, we use ScreenFlow or Camtasia. We've already talked about those. We use one of those two pieces of software and record the screen as we verbally recite this sales video. Then, we edit and export it, becoming our video sales letter. If we add B roll shots on top of it, we add it after the fact.
And then, the video is embedded on a page. Usually, that video is embedded with a private video service like wistia.com or Vimeo Pro so that the sales video doesn't end up; I mean, it's not on YouTube, but more importantly, Vimeo Pro and Wistia have some great stats. So, you can see how much of the video somebody watches and find out where it's trailing off, or if at minute 13 a lot of people are leaving, then there's probably something that needs to be fixed in the video.
Then, underneath that video isn't appearing, add to cart button. So, once the pitch is made, then the add to cart button shows up underneath. Now, on some pages, we always make the add to cart button show up. And other times, we make it appear. Years ago, it was like every add-to-cart button seemed. That's just kind of standard. That's just how it worked. But now, videos often aren't auto-playing like they used to because of the browser. Some browsers will autoplay the video but not start the audio, or some won't autoplay the video. So, we've had to make some adjustments there.
So, often, the add to cart button does show up underneath the video as soon as the video loads. But if we can force the button to appear, we do that, too. And how it usually works is a sales video might be eight minutes or six minutes or 12 minutes long, and the call to action, like, let's say, on a 12-minute video, might hit about minute eight. So, when somebody watches enough of the video to beat the call to action, click the button below to buy your copy. Then, the add to cart button shows up underneath the video, and a prospect clicks it, goes to the order form, and purchases. But there's no pitch until they see the call to action. They don't know that they're there to purchase anything. They're there to watch a video.
Sometimes, these video sales letters are supported with a copy. Sometimes, there's a copy down the page, or there's a copy somewhere else on the page, and sometimes they're not. So, we always test them both. We'll try a video sales letter without a copy and test a video sales letter with a copy on occasion to see which one wins. Typically, the video sales letter without copy wins, but something with copy will occasionally beat the one without.
All right. So, video sales letters, we use them for selling digital products, we use them for selling memberships, for selling free plus shipping offers, for selling anything, courses, some physical effects, fully qualified leads, fully qualified lead sales funnels where we're trying to get somebody to give us their name, email address, phone number, all that stuff for a sales call. We use them all the time. Now, as you heard in the video, there are purely text-based VSLs, and there are VSLs with full-motion graphics and videos. Often, as B roll, sometimes it is videos like this, like talking head videos.
So, you can split-test video sales letters in many ways. But the premise is the same. You start with a sales script, create the PowerPoint video, and then overlay shots on top of that. So, if you want to learn how to incorporate these video sales letters into your sales funnel and build a sales funnel from scratch, click here to learn about our Funnel Formula program.
If you would like us to sit down and architect a sales funnel for you, including VSLs, upsells, etc., click here to schedule an Action Plan with us!
The post Understanding VSLs: A Comprehensive Guide to Video Sales Letters appeared first on Done For You.

The Facebook Ads Launch Strategy We Use For Both Cold And Warm Traffic

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TRANSCRIPT: Hey, this is Jason. We're going to talk about a Facebook Ads Launch Strategy that we use for our clients.
So I tell all of our clients, when we get started with them, the more data you have, the better. It's really, really, really hard to start up, especially now. Two, three, four years ago, when Facebook was still in its infancy and a lot more people were trying to get into paid traffic, they were moving from affiliate marketing to paid traffic. It was a little bit easier to do this because you could start up with five or $10 a day. It's not really so much the case anymore. You can't necessarily just start up with five bucks a day, drop it into a campaign and then have it make money for you. Because $5 is eight clicks, or five clicks, or four clicks. It might be two leads. So Facebook is way more expensive than it used to be.
So now you really need to start with a bigger budget on a daily basis. Not to mention that, when you don't have any data to kind of train Facebook's pixel ... You can pair down the interest and you can get as narrow of an audience target as possible, but it still doesn't replicate if you just had buyer data. Do you know what I mean?
If you have a list of 500 buyers, you can upload it into Facebook, create a retargeting group, create a lookalike audience, based on those buyers. And then you have 1.1 or 1.4, or whatever, million more people, just like those buyers, that you can then segment down based on the interest.
Without that data, it doesn't matter. We narrow the campaigns as much as possible. We try to make sure that there's buyer interest by including things that the prospects have to pay money for. Whether it's magazine subscriptions or books or software or whatever. Depending on the audience, maybe associations, there are ways to get at buyer intent, rather than just a likeability from the interest groups. But it does not replace actual buyer data. So the more data you have, the better.
So when we launch campaigns, we always start with a two-staged launch strategy. So, we go after cold traffic and we go after warm traffic. As long as we have warm traffic. And if we don't have warm traffic then we try to get that warm traffic as quickly as possible.
So in this next clip, you will learn about a strategy that we use to launch all of our prospects in this two-staged approach. And then after that, we're going to come back and just kind of summarize it. All right?
When you're launching your sales funnel on Facebook, we implement a two-stage strategy. There's a cold traffic strategy and a retargeted strategy. So with your cold traffic, if you're brand, brand new, everybody is cold traffic. Everybody. So, once they see an ad, they click through an ad and go to your webpage, whatever, then they're warm. Warmer, at least. So, what we want to do is we want to start people in cold, we went on to attract them to the website or something, then that warms them up into being a buyer.
With cold traffic, we start with lead generation, like a lead magnet or the webinar. We start running traffic to one of those two pages or both. And we always use a video ad. Then, we collect a custom audience based on how much of the video that somebody watches. So when we first, first start, it's 25% and then, as the video has been running, it's 50%, and then as the video has been running, it's 75%. And we constantly move it up because the more somebody watches, the more engaged they are, and the better our lookalike audience is going to be.
Then what we do is we create the lookalike audience, based on that above custom audience. So if there are 2000 people who watch 50% of the video, we create a lookalike audience in the United States, finding 2 million people just like those people. And then we advertise to them and we start segmenting down. And then what we do is progressively step up that audience, based on more qualified actions.
So eventually, it's not enough to just watch 50% of the video, you have to watch 75% of the video. Or you have to click the ad, or you have to add a product to a shopping cart, or you have to buy a product. You have to actually be a buyer. And then you create the lookalike audience, based on buyers, and then that informs your cold traffic audience. So you're constantly stepping up your audiences there.
All right, so that clip is from our funnel formula course. Go to ProAccelerator.com/funnels, if you want to check it out. But that clip is from our traffic module, the last module in the launch module in the course.
But basically, what it is, it's a two-stage traffic process, cold traffic, warm traffic. And we move from cold traffic, we move those prospects into warm traffic. Once they know about the brand, once we've attracted some of their attention, once they have some interest, and then we move them through desire and action phases, where they ultimately purchase. Oftentimes, that comes in the email marketing because we've already got the lead.
So that is the Facebook launch strategy that we use. It's always our foundational strategy for launching new clients. To implement it in your business. If you have any questions at all, let us know. And if you would like us to put together a Facebook strategy for you or look at your sales funnel, click here and book an Action Plan Call with our team!
The post The Facebook Ads Launch Strategy We Use For Both Cold And Warm Traffic appeared first on Done For You.

Customer Avatars: Simple Trick For Writing Great Copy

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TRANSCRIPT: Hey, what's up? This is Jason Drohn. It always amazes me that more people don't talk about this, but one of the things that I learned when I first started writing copy was naming your audience. So, when you pick out your target market, you go through, they need to make this much money, and they do this and they have this many kids and they go to church, and they drive this car, and they live this place, and they work in this industry, these are the hours they work and all that stuff. Basically, you put together the person in your mind who you're marketing to.
But that person never actually is real to you when you're writing, unless you make them real. So one of the things that I do, and a lot of other great copywriters do, is they actually give this person a name. So this clip is taken out of our Funnel Formula course, and we're going to go through the target market in naming somebody. And then we're going to come back and summarize it after we're all done.
From a sales standpoint, it's what we do. We try to tell stories and we try to create, something for our target market, for our end-user, that gets them putting themselves in the story. Because ultimately, if they put themselves in the story, then they're going to buy your product. It's why if you get somebody to drive a vehicle and you are a car salesman, for the most part, you got a sale in the bag. You just got to figure out the price.
So the neuro coupling piece is what activates when we're talking to our target market. And, we have that target market in mind, and we're writing our sales messages or ad copy directly for them. So that my friend, is why your target market matters. It's what you need to do to find your target market. Go through, figure out who you're targeting, the demographics, and the psychographics of them. Give them a name, and then every time you write anything to this person, then just think, think in you're in your brain, "I am writing for Bob, or Ben, or Buddy, or Martha, or whatever." Just in your head, just say, "What do they need to know in order to make a decision?" And then, write that stuff down.
All right, so that naming piece, naming your target market is one of the most powerful strategies that I know as a copywriter. If you aren't writing to someone, then you're writing to no one. I have written thousands of webinars, and sales letters, and probably tens of thousands of emails over the years, and I know that whenever I'm sitting down, no matter what client I am writing for, whether it's myself, whether it is one of our many ad management clients, or whatever, I know that when I sit down to write something for someone or for myself, then I need to write to a person.
So, years ago when I was selling a lot of local marketing courses and stuff, I wrote to this guy named Mike. So, Mike was a local business owner who was completely clueless when it came to the internet. He was running around, doing his day job, barking orders at his people, at his team. The head and primary salesperson, the president of the company, just kind of an idiot, but he was always the person that I wrote to. And it worked out really, really well, because I was able to relate to tens of thousands, hundreds of thousands, millions of people just like Mike. So, we sold a lot of product to people like Mike. You know what I mean?
Now, when I'm writing for myself, I have a different avatar. When I'm writing for clients, I have a different avatar. And I'm always writing to that one person. Because if I can talk to that one person, then I'm okay. Then I know that I've hit the nail on the head. I know that my copy is going to resonate with them, and they are going to be sucked in. They're going to put themselves in that place.
So, it's been one of the primary guiding copywriting strategies that I have put in place. I'm hoping it is for you too. If you want to learn about writing copy and building sales funnels for your business, click here.  On that page, you'll learn about one of our courses called Funnel Formula.  And there is an entire section on writing copy in there. There's also an entire section on what we call Content-Based Assets, which are the types of sales mediums and sales material that you need in order to successfully sell someone.
If you would like to talk about us putting together a sales funnel, or us designing a sales funnel of you, click here to book a call!
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The Myth Of Free Traffic

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TRANSCRIPT: Hey, what's up? This is Jason Drohn. Today what we're going to talk about is paying for traffic. Now, I know this is kind of a touch and go subject because paying for traffic is awesome when you know how to do it and sucks when you don't, or sucks when you don't have somebody to do it for you. Now, I want to kind of get into this clip that I pulled out of one of our courses called Funnel Formula. So we're going to go through this and then we're going to come back and kind of talk, expand on it a little bit. You got to rank for keyword phrases. I would get eight listings on the first page of Google for the same site, for one keyword phrase. There were keyword phrases that they were literally worth like $60,000 a year to me because we would get ranked for them and then we sell a bunch of affiliate products and then get paid commission.
So I loved free traffic. Now I love free traffic about this much. I think of free traffic as a bonus in all cases, but I do not build businesses. I don't consider it a foundation for a business, because what happened was is I had sites that were doing 20 and $30,000 in revenue, multiple sites, and then within a month, all of that revenue vanished. Google went through an update of their algorithms and all of a sudden everything that was working from an SEO standpoint didn't work anymore. All the link building, all the article marketing, social sharing, all of that stuff just didn't work. So overnight, the link network that I spent 10 or $15,000 building, all the content, all the sites, everything just disappeared. And what I was left with was some sites that got no traffic and they were pretty hideous, I mean, just because there were written for the search engines.
After you go through and you have the websites and you have the sales copy and have the sales funnel and your architecture is dialed in and everything is solid and you're ready to go, you're ready to launch, then you get to this point right now, this very second, this point, and you're like, "How do I get traffic?" Well, there are lots of ways to get traffic, so the thing you have to ask yourself is, do you want traffic fast? Do you want to traffic slow? If you want traffic fast, as in like right now, then you have to pay for it. Well, regardless, you're going to be paying for traffic. But if you want it right now, you're going to be paying for it. You're going to be paying per click, Facebook ads, Google ads, native ads, whatever. If you want traffic slow and you want it to be cheaper, then you go the organic content marketing route.
All right, so the reality of traffic is you're paying for it some way. You're paying for it in time or you're paying for it in dollars. So even SEO and content marketing, you're still paying for it in dollars. I mean, you're paying outsourcers, you're paying writers to write content for you. And this a lot of times isn't a cheap date. So you're paying bloggers, like Filipino bloggers, they'll charge you 25, 30, $50 per blog post, sometimes more, sometimes less. A really great writer is going to charge you 200 to $300 a blog post for a super awesome blog post, like 2000, 2500, 3000 words. They're books basically. They're well-researched. They got a bunch of images, they rank well, but they're also crazy expensive.
So no matter what you do, and if you write the blog posts yourselves, you're investing your own time. So how much is six hours worth to you when you're writing a great blog post? So there's always this time, cost, money trade-off when it comes to traffic. So you need to do something that you like, that you enjoy, that you're comfortable with, like these videos. This is kind of one of our traffic generation strategies. So doing these videos, getting them transcribed, getting ranked in the search engines, using the content on other social media platforms, it is a way that we can kind of expand our reach and go after a lot of new people who don't necessarily know about done for you and don't know what we do, which is awesome.
At the same time, could I spend 15 minutes kind of recording this and editing it? Could I spend the time a little bit differently and do something else? Absolutely. We also have paid traffic strategies where we are running traffic to our own advertorials, our own blog posts, our own lead gen, lead magnets and everything else, which also works really well. So we use both approaches. Now, the reason we do both is that we know that paid traffic is going to give us a quick hit and it's going to give us traffic whenever we need it. We can scale up, scale down, whereas organic traffic is always going to be there. Now we have thousands of people coming to the website that I can't even shut it off if I wanted to, which is awesome, because it's all good, solid traffic rooted in great search rankings and we're not doing anything weird like link building and keyword stuffing and all the stuff that we used to do way back in the day.
So traffic, it's an investment that you have to make one way or the other. You literally can't do anything. If you do nothing, you're going to get nothing, which is what a lot of people assume, that, "Well, I'm just going to put a website up." Well, the reality is there are a couple of billion other sites out there. It's not even like people are driving by your site every day. They don't know. They don't see it. You're completely transparent, unless you're letting people know that you're out there and letting people know is posting content, showing up in social media, running traffic. Those are all of the ways that you're paying for traffic, you're making the investment in traffic, not to mention, I mean, no matter what you do as a write-off, so these are all business expenses, so advertising when you're advertising, you're planning that you're growing your business. It's an investment. That's what advertising is.
So no matter how you choose to pay for traffic, just do it some way. Invest in traffic. Invest in the future of the growth of your business. It will pay in spades. If you have any questions at all, click here to book an Action Plan Call with my team...
And if you would like to learn how to build a sales funnel and run traffic, click here to learn more about the Funnel Formula Masterclass!
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How To Pitch A Consultative Sales Call From A Webinar

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TRANSCRIPT:  Hey, this is Jason. Today we're going to talk about how to pitch a consultative sales call from a webinar - or a strategy session as they're commonly referred to.
Oftentimes we get asked like so from a webinar, from a video sales letter, like how do you make the pitch to a strategist session? Like mechanically? When do you use it, what you should you say? How do you get them to take action? So this little clip is from our course funnel formula and it's going to walk you through making that pitch, making the strategy session pitch and then we're going to come back and kind of recap it.
Typically I like to use link shortening software. So it'd be like doneforyou.com/start, or timeslots.org/start, or offer or get access or access or whatever. And then that way you don't have to rerecord the webinar if you're going to change links or change shopping carts or do something different. So that way you just have access to the link.
Now if possible, you want to make the call to action button pop up on the screen as the call to action is being delivered. Now, for coaching and consulting, you want to talk about the free strategy session call. So here's what we'll do during our call. Here's how you'll get registered for your free call. Here's how you pick a time on our calendar. This is what we're going to talk about. On the call, you don't need to do anything. It's not going to be a high-pressure sales pitch or whatever. Whatever you want to say about your call. You want to show the call to action URL on the screen of the scheduling page. And again, I use a shortened link for this. So it might be like doneforyou.com/strategysession, or proaccelerator.com/signup, or book call or whatever.
So show the URL on the screen and again, if possible, make that call to action button pop up on the screen underneath the video when it's time. So CTA, it's close to it.
All right. So the strategy session pitches are literally one of the easiest pitches that you can do. There's not a huge buildup, in the webinar or in the VSL because you're not selling anything. You're not expecting them to pull out their credit card and pay you money right now.
So the buildup in the sales material isn't all that extreme. But what you do need to do is you need to pre-qualify that strategy session and then you also need to get them excited about it so they actually show up. Because, I mean, think about it, this person is, they're on your webinar, they showed up on your webinar, they're excited in the moment.
They're excited right now. Then they click a button and they go and schedule a call with you while there's oftentimes a lag of a day or two days or three days or even a week or more where they go from the webinar to they get on the phone with you and sometimes they know that there's a pitch coming. Do you know what I mean? Like they know that you're not going to get on the phone with them without reward in any case. So what happened, you got to keep them fired up through the whole thing. Like the call to action on the webinar typically is click the button below to go fill out a strategy session form, or go book a call with my team.
On that call, we are going to discuss A, B and C. The call is going to be about 45 minutes and we guarantee that you're going to walk away with a better understanding of your business than when you dialed the phone, something like that.
So you want to make sure that they know that there are some just results that they're going to get based on the call itself. And then you also want to say something like, and if we're a fit then we may make an offer to work with you long-term or something like that. So you do want to let them know that there may be a pitch at the end, there may be an opportunity where you will offer to work with them and they work with you and so on and so forth. So, but the key here is getting them to show up.
So oftentimes when we're running client traffic and they're doing strategy sessions, we will see like a 50% to 60% no show rate. So if I have five or six out of 10 people will not attend the call. They won't pick up the phone when it's time for their strategy session, which is kind of typical. So what we have our clients do is within 24 hours of them booking that call, we have them send an email and say, hey, so excited about, did you book a call? Blah blah blah, thanks so much. I was on your website and checked out this. The key is you want to ask them one question, you want to ask them a question in that email that you send them. And the people who reply they're very likely to do business with you in some way or another.
So, but the reply is what gets them thinking about you. It kind of opens a hook in their brain that then the payoff is going to be on the call. So, and it also shows them that you're interested in them. Do you know what I mean? So when you are doing strategy session calls to action, and when you're making that pitch in a VSL or a webinar, you always want to make sure that you reply, you reach out within 24 hours, even if the call is out a week. You still want to reach out within 24 hours and get them and show them you're interested and ask them a question and hope they reply.
Now, if you would like to talk more about this, if you'd like to outline a sales funnel for booking strategy sessions with you, maybe you have a consulting offer or a coaching offer or high ticket program or mastermind or whatever, click here to book an Action Plan call with my team and I!
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Why You Should Be Using Custom Conversions For FB Ad Tracking

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TRANSCRIPT: Hey, this is Jason. One of the things we rely on the most when it comes to paid traffic is custom conversions. So inside Facebook, there are a couple of different ways that you can track conversions using the Facebook Pixel. And one of the things that we do is we'll set up custom conversions for important pages in our website. So what that does is when you set up a custom conversion and somebody hits that page, then it will go through and track where that person came from, what ad they clicked, and it will give you some reporting based on the numbers you're looking for. So for instance, if we have an advertorial that is linking to a sales page, then we'll run Facebook traffic, maybe a video to the advertorial. They click the advertorial... Well, the advertorial is a key content page.
So they will read the advertorial, click the link in the advertorial, and then go to the sales page. Once they are on the sales page, then they click the add to cart button, or the call scheduling button, or whatever and they go to the next page. So if each of those pages are tracking with a custom conversion or tracking with the Facebook Pixel and a custom conversion is set up, you can create a lookalike audience based on that person and you can also re-target them based on that custom conversion. So there's a lot of really, really great things that you can do when you're using custom conversions outside of just your audiences. So this little clip is from the paid traffic module, a funnel formula, and it walks through how we use custom conversions. And then you want to create custom conversions for main pages.
So all of your add to cart pages, you want to create a custom conversion. All of your landing pages, you want to create a custom conversion for those. Your lead magnet confirmation pages, your sales confirmation pages, and your key content pages like your blog posts, your advertorials, any of these content-based assets, which we already learned about, you want to make sure to set up a custom conversion on all of those pages. So Facebook knows when somebody hits this page, this is what they are. When somebody hits this page, this is what they are. They are buyers, they are prospects. This was a key content page. This was an add to cart, a shopping cart abandonment. You want Facebook to know all this stuff because then they can automate your marketing for you. They can actually automate the ads and do all kinds of crazy stuff and getting that person back into your funnel.
Now whenever we launch a client's page traffic, we always roll out the campaigns, we install the Pixel, we create the audiences, all the audiences that we have at first. And then we create the custom conversions we go through in all the key pages. It's a shopping cart page, it's a blog post, it's an advertorial, it's an order form, whatever. We make custom conversions for all these pages so that we can track, and that ends up being a crucial kind of metric KPI strategy for the campaign. It's something that we can look at quickly just by logging in to the Facebook Ad Manager, glancing through, seeing all of the conversions, seeing what's happening and how our ad campaigns are influencing the conversions, and then going from there.
So if you would like to go through and learn how to run traffic for your funnels, check out the Funnel Formula Masterclass here.
And if you would like to get on the phone with us and talk about paid traffic or talk about putting together a sales funnel for you, click here to schedule an Action Plan call!
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Copy Is The Key To Conversions In Your Sales Funnel

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TRANSCRIPT:  Hey, what's up is Jason, in today's video, we're going to talk about well, we're going to talk about sales funnels, but we're going to talk about copy. Here's the thing about sales funnels is everybody thinks that you need a sales funnel. Well, everybody knows you need a sales funnel at this point. Four or five years ago, sales funnels where this new thing, this new concept, that people were trying to understand to break into this digital marketing space. Now, sales funnels are relatively easily understood. There are pieces of software out there that makes building a sales funnel as easy as possible. You just line up your pages and boom, boom, boom, boom, and you have a sales funnel. The thing about that is, the sales funnel itself, the page structure, the page layout, the pages, they don't actually do the selling at all.
Yes, there are psychological things, sales psychological things that you do, like headlines and body copy and sales videos and VSLs and order forms and orange buttons or green buttons or split testing buttons. There are all these little psychological things that happen, but none of it actually matters until you get copy on the page, copy that is uniquely written to position your product to your prospect, to your end-user, and getting them to buy into it. Getting them to the point where you have their attention, where you have their interest, where you've piqued their desire and they are willing to take action with you. That is what sales copy does. You can have the worst sales funnel in the entire world, but if you have the copy right, you're going to make money. But if you don't have a copy right, you might have the best-architected sales funnel in the world, but if you don't have the copyright, it's not going to work because you're not selling the right person, you're not selling your service, selling your product.
That is the issue. This why sales funnels don't exist without copy and why every sales funnel has sales videos, has webinars, has email copy, has email automation, all of those things. This is a small little clip that we pulled out of funnel formula to give you a little bit of a peek behind the scenes of the sales copy piece and the importance in sales funnels. Everything in the sales funnel comes down to the copy.
There are so many sales funnel building programs and page building programs and stuff that make building sales funnels easy. But at the end of the day, if you cannot write copy, if you can't write sales copy or video sales letters or long-form sales letters or webinars or email copy, if you cannot write copy, then you cannot sell because everything requires a sales script, to some degree. Now you can do a video, a full-motion video of you selling, but at the end of the day, you still need the email copy. You still need the features and benefits written out. You still need all of that stuff in order to actually sell your thing. So all of that is copy.
All right, so after that clip, we go through and we talk all about sales funnels. We talk about content-based assets. We talk about writing, copy, writing excruciating... We go through each of the components of a sales video. We go through all of the webinars, the slide by slide, by slide, what needs to go on the slides. That's all in Funnel Formula.
If you'd like us to put together your sales funnel for you, click here to schedule a call and we'll put together an Action Plan for you!
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How To Deliver Personalized Marketing Messages At Scale

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TRANSCRIPT: Hey, what's up? This is Jason. So one of the big things about running surveys in your sales funnel is that you can do marketing automation, based on how people, what answers they choose. So if you have three questions, and your first question is how old are you, are you 35 to 44, or 45 to 54, or 55 to 64, then you can segment those people and send them emails and send them marketing material, based on their age or their gender, or, you know, age and gender is probably the big ones. But also, what they're looking for. Are they looking to lose weight? Are they looking to have more energy? Are they looking to live a more active lifestyle? Who knows. But each of those answers are going to be, should, they should be, married with some different email copy and some different promotional material. Because what this prospect did is tell you why they're interested in you. So the better you can fulfill on that, and the better you can use that information to help them understand that your offer is the best offer for them, the more revenue you're going to generate.
So this is a little video snippet that I pulled out of our survey sales funnel workshop inside Funnel Formula. So we're going to send you here and just check it out, and then we're going to come back and recap it.
But the email copy itself can get pretty crazy when you start thinking of all of the possibilities and all of the different ways that somebody answers the survey, and then you match all of those possibilities up with email copy. So even in our example, if our survey is what is your gender? Male or female. And what is your age group? And maybe four age groups there. And then what are you interested in? Life insurance, property insurance, car insurance, whatever. Then each of those combinations could have its own email sequence. So you're looking at three or four or five emails for each of those combinations. I mean, you quickly get up into 60, 70, 80 different emails, and depending on their answers, you are only at like four or five days' worth of email copy. It can get pretty intense, pretty quickly. Of course, reusing email copy is beneficial. If you can just clone or copy and paste, and then maybe change a couple of words, that's awesome. But the email copy still is going to be where you're spending a lot of time.
All right, so isn't that cool? I mean, it's super cool to be able to survey somebody and then send them outbound marketing communication, text messages, email marketing, whatever, based on their answers and based on helping them overcome their objections and helping them move closer to the thing they want to move to. Do you know what I mean? The bad part is there's so much email copy that goes along with it. I mean, if you have eight different possible outcomes from the way you're serving these folks, and every campaign has 10 or 15 emails in it, you're at a hundred emails. And yes, some of them can be the same, but still you're probably going to want different blog posts, different bonding material, different stories based on that stuff. So it's just something to keep in mind.
Now, if you would like to learn about putting together these survey sales funnels to help your marketing automation and to further customize your marketing efforts, then check out the Funnel Formula course...
If you would like us to go through and put your sales funnel together for you, giving an action plan, click here to schedule a call with our team!
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Automating Prospects From One Sales Funnel To The Next

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TRANSCRIPT: All right. When it comes to surveys, one of my favorite things to do is, in marketing automation ... one of my favorite things to do is basically segment people based on how they answered a question. So, are they interested in losing weight, more energy or a more active lifestyle, let's say.
You know, so each of those ... each of those scenarios is going to be met with different email copy. Maybe different sales videos. Maybe different ... might be the same product, but it's going to be met with just subtle little changes inside the marketing to help the prospect bond, know, like, and trust you, your offer, and then ultimately buy.
But one of my favorite things to do is what we call funnel jumping. So, it's where you start sending somebody down one path, but then they do something which has them jump to another funnel. So, this is a, a little snippet of a video that I pulled out of Funnel Formula. I'm going to have you watch it and then we're going to come back and recap it. So, check this out.
So for us, we have a landing page and then a survey. Survey leads to a book order, a book sale and then from the book sale, we go into a course, and then from a course, we go into software and that's our, that's our front end stuff we put in offer based on a survey. So not only are we profitable on the front side, but we're also getting data and details about our prospects.
Now, if somebody wants a sales funnel based on the survey, if somebody wants a sales funnel then we send them ... we have emails that go out and send them to VSL1. If they want Facebook ads, emails that go out with some blog posts and some other information, we send them to VSL2, the Facebook VSL. If they want Google ads, they go through some Google emails, some Google blog posts, and then go to VSL3. If they want content marketing, then they go through the fourth funnel, the fourth sequence which is content marketing blog posts and material and VSL4.
Now, pretty crazy, right? Here's where it gets like wicked. Now, the person who wants the sales funnel, yes, they want the sales funnel. But if they don't buy the sales funnel, there's a pretty good chance that they need traffic. So what we do is, we send them from the last ... so if they ... if they don't purchase going up into a buyer, they're not a buyer yet, then we go from email three on sales funnels to email one of Facebook traffic. If they don't purchase, they go from email three of Facebook and go into email one of Google. If they don't purchase Google ads, they go from email three into content marketing one.
So, they start with, like, Google traffic then they'll go into Facebook and then they'll go into sales funnels and then they'll kick over. So, so basically we're using all of these assets as promotional material but we're giving them what their most urgent need is first. So, again, pretty crazy stuff.
Now, if they still don't purchase ... so, if they still don't purchase, they go through all four of these little promos, then we send them into ... we send them two emails that promote a piece of blog, a blog content which is an advertorial. And if they still don't, we send two emails about educational content which might be videos or something like that. Then we send them some more emails about video content and then internal or affiliate offers.
All right, so wasn't that cool? I mean, we use this all the time in our stuff, as you saw. I mean, basically somebody comes in. They fill out a survey. They want sales funnelS, content marketing, Facebook ads, Google ads, whatever and we send them down the path that they want to go down. But sometimes, a week later, three days later, two weeks later ... then they jump to the next, you know, a parallel funnel because they think that something else is important or they heard something different or, you know, whatever. But they take an action that moves them to, into a different channel.
So then we just send them down that channel until they want to either A, purchase or B, move to another channel. So, it's super, super important when you're building your sales funnels and when you're building experience your surveys and your buckets and your outbound emails, your marketing automation, that you want to take all of that stuff into consideration.
You know, it's not just that prospect. They come in ones, they come in the front side of your funnel and then they go to the end. They might come in the front side and then they move around and they bounce around all over the place inside your sales funnel and then, you know, eventually, a month later, they buy the thing that you didn't plan on them buying. It's just ... sometimes it happens that way so you, you know, in architecting your sales funnels, you need to address that. You need to think about all of the different ways your prospect is going to be engaging with you and what each of those engagements means.
You know, if they want a video, what should they be doing next? If they read a blog post, what should they be doing next? If they sign up for a webinar, what should happen next? So, just take that stuff into consideration. Now, if you would to learn how to put together sales funnels from scratch, there are eight different sales funnels that we, that we profile including 40 or 50 case studies inside Funnel Formula. Go to ProAccelorator.com/funnel to check out the course and if you would like us to map out and build an action plan for your sales funnel, go to DoneForYou.com/start and I'll talk to you soon. All right! Thanks. Bye.
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How To Get Better Leads With Short Surveys

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TRANSCRIPT: Today, you're going to discover a way to get better leads and lead quality through surveys and conditional logic.
Hey, what's up? This is Jason Drohn. What I want to talk about today is something that we covered in great, great detail inside our Funnel Formula course, and it was this idea of surveying funnels and generating leads using surveys.
Now, it's super ninja, and I learned it probably four or five years ago. But basically, what you do when you're trying to generate leads in hyper-competitive markets or markets that are a little bit black hat. Like, a lot of ad networks don't like running traffic in them or sometimes people don't like to give away information. So think of working capital lending, private lending, mortgage brokers. Anything that involves sensitive material. Then this kind of short survey, lead generation method is going to work wonders for you.
So we're going to kick over to the video that I actually ripped out of our course, Funnel Formula, and then we're going to come back and put it all together for you. So, here is how to generate leads using surveys.
Facebook and Google, they're really cracking down on the types of ads that you can run. Google has been for years, a decade. They went through Google bans and everything else, a long time ago. They've since relaxed a little bit, but Facebook is kind of going the other way, where Facebook is getting more and more stringent and they have a special category now, that really limits how you can cut up your demographics and how you can serve ads.
Oftentimes, to get around that, what we do is we use a survey. And the survey might be two or three questions. The first question is something so generic. Aside from the targeting on the ad, the first question being generic hides the intent of the survey, and your Facebook approval rep isn't going to click past into step two or step three. So, they're just going to look at the page and say, "Oh, okay. It's good. Pass it. Done".
But truly, the thing you're going after is step two or step three, and sometimes surveys used in lead generation actually increase the lead generation by 10 to 15%, and that's just because you asked two questions before you ask the important one, which was for your email address.
I know in mortgage brokers, mortgage lending, anything financial, this multi-step landing page works even better than just coming out and asking for the information upfront. So, if you ask a question like, step one, how old are you? Or step one, male or female? And then step two is how old are you? And then question three might be, what kind of insurance are you looking for?
Then, based on the person's answer and their email address, which might be step four, it might also be step three, then it kicks off email automation, which is specifically designed for that gender, that age group and then that insurance type. So that is what we mean by these surveys and how they can work from coaching, consulting and service lead generation standpoints. You just have to think creatively about it.
All right. Now, as you heard or saw when you bury that super important detail ... Like, if you're generating fully qualified leads, you might bury the email address and the address and the phone number on question three. Or you bury the credit score that somebody has or what their annual income is, or whatever. You can bury those questions a little bit further back in the survey so that people have a chance to bond with you in question one, question two. Answer some nice simple questions, take some small micro-actions.
This is all psychology of influence kind of stuff. So you ask them some easy questions and get them answering, "Yes". The yes ladder. Get them answering yes and then you pull out the big guns when you want to qualify them for a loan or you want to dig deeper into their personal information.
So this survey sales funnel is wicked in what you can do with it. It can generate leads really quickly. You can segment those leads, based on how they answer questions into different marketing automation. And that is entirely what the survey sales funnel inside Funnel Formula is all about.
So if you're interested in learning how to put these survey sales funnels together, plus the other seven sales funnels, then click here to learn more about Funnel Formula.
If you would like us to map out this funnel and possibly implement it for you, click here to watch the video on sales funnels and schedule an appointment!
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