Hi Everyone,
You may have heard me discuss the member acquisition formula before.
This is a simple formula which states that member acquisition is the sum of traffic and conversion.
Traffic x Conversion = Member Acquisition
If you are getting a lot of leads but not converting as many as you would like into members, you have a conversion problem.
Conversion typically comes down to your marketing message.
In terms of your digital marketing efforts, your messaging on your website is what does the heavy lifting in terms of your conversion results.
Improving your marketing message comes down to understanding what psychological triggers make people act.
A good marketing message is also simple - A person who is confused or unclear will not act.
Below is a simple formula for developing a strong marketing message that will optimise the conversion of your digital leads.
I learnt this formula from Kevin Rogers who is a well-known copywriter and marketing expert.
Let me summarise the formula below.
10-point copywriting framework:
1. Product - What are you selling and what will it do for me?
First, you need to tell the prospect what you offer and what it will do for them.
Example:
Our health club will help you get the best possible fitness results in the shortest time in a fun, and friendly environment.
2. Presenter - Who is behind the product and what makes them credible?
Example:
ABC health club has been serving the community of X for over 20 years and has helped over 10,000 people improve their fitness and lead more energetic lives.
3. Problem - What product does the product solve for me?
Example:
Reaching your fitness goals is difficult when going it alone, X health club provides all the tools and guidance you need to make sure you hit your fitness goals quickly (whilst having fun at the same time).
4. Proposition - What results can I expect and when (timeline)?
Example:
Join today and follow the advice of our expert trainers and you can expect to see a new you within 3 short months. You can expect greater energy levels, a leaner and more toned body, greater mental clarity and concentration and an overall greater feeling of health and wellbeing.
5. Value - How is the product in question better than the alternative options? Is it better than what I am currently doing to solve my problem?
Example:
Joining X health club is the best way to reach your fitness goals-Without the right plan and guidance it is easy to spin your wheels and not make any progress towards your fitness goals.
6. Proof - Show that it works - Provide testimonials and case studies
Example:
We have had hundreds of members have outstanding success within short periods.
Here are just a few stories from some of our members:
Success story 1
Success story 2
Success story 3
7. Safety - Give the prospect assurance that you won't rip them off- Show you're legit
Example:
If you're want to see if X health club is the right fit for you why not take up our 14 day FREE trial where you can test out all our equipment, classes and services and feel the great friendly atmosphere.
8. Bonuses - Excite your prospect with relevant value boosters - That ad real value.
Example:
For every new member that joins we are currently providing a FREE dietary plan which is designed to further accelerate fitness gains. This plan can be configured to your specific fitness goals.
9. Action - A clear call to action - What will happen next - make them feel safe.
Example:
Click here to join today - Once signed up you will receive an email with your membership details and an action plan for getting started. One of our team members will also call you within two hours to walk you through the start-up process and help connect you with our staff that can help ensure you maximise your success.
10. Close - Get them to decide - They are at a crossroad
Example:
Now you can either continue with what you're doing and reap the result of that or you can join today or take up our FREE 14-day trial and get yourself on the fast track to the fitness results you've always wanted.
This framework is great because it is simple and more importantly hits several triggers that helps compel the prospect to act.
You can use this framework for tuning the copy of your website, marketing materials, broadcast emails and any other marketing
I hope it helps you with your efforts to maximise the conversion of your hard-earned leads.
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