Joey Ragona | Strategic Business Academy

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Author: Joey Ragona

Increase Your Sales

How to Optimize Your Sales Funnel

You’ve got a product or service and want to optimize your sales funnel because you're not getting the sales you expect.

Even though you're advertising on the Facebooks 🙂

So the first thing we do, is think our sales funnel doesn’t work.

Well, it’s kinda true…

…but it’s probably not the ENTIRE funnel that's broken.

I see this every week when I’m analyzing client’s sales funnels.

They want to rebuild EVERYTHING.

So let me help you with this –

Because you don’t want to rebuild your sales funnel every single time

There’s only 4 things that can go wrong with your sales funnel.

People aren’t clicking the ad
People aren’t opting in
People aren’t responding to your email
People aren’t buying

When you look at that list, you’re probably aware that we focus on the last one.

“Hey Joey, I need your help…people aren’t buying from me”

So rather than asking a client to rebuild everything, I start with the first piece of the puzzle.

Here’s how

If people aren’t clicking on our facebook ad…theres no way in hell they’re going to buy from us…right?

So, logic dictates to start with the ad.

Now. Within the ad, there’s only a few things that go wrong if people aren’t clicking.

Here they are:

Your audience selection is wrong
Your image is not compelling
Your copy (what you say) isn’t tempting

So that’s where you focus your attention FIRST.

What happens if you ARE getting ad clicks but nobody’s opting in?

The answer is: your landing/opt-in page needs-a-fixin’ (yup, that's the official English way of sayin' that)

And there are only 2 areas to focus on.

Your copy (does it specify the problem and solution quickly and clearly?)
The layout

Let me address the layout.

Simple is best.

And here’s why I believe this to be true.

MOST people are looking at our websites on mobile phones.

So if we have a website with all sorts of graphics, text, table formatting and so on…it doesn’t usually show up well on our phones.

That means, the simple page with a headline, perhaps a sub-headline and then the opt-in form works best.

Because it’s direct to the point

They know what they’ve gotta do.

Not only that, by limiting your page to just headline and short sub copy, it helps you dial in that tempting message to get them to opt-in in the first place!

Onward.

The next piece of the sales funnel that could be broken is if they opted in, but they aren’t opening your emails

I'm gonna assume you have a follow-up email campaign in place for people opting in, right?

Because that’s where you’re eventually going to sell them something.

Again, logic dictates that if they aren’t opening your emails, they aren’t gonna buy.

So we have, once again, only 2 areas of focus here to fix.

Subject Line
Email copy

It’s pretty simple when we break things down like this, isn’t it?

Know what I mean?

That would save us a TON of time re-writing email campaigns if all it was, was the subject line.

So make sure you’re testing these in order

If you ARE getting opens…but they aren’t engaging and clicking on the links to the sale page, then your email copy needs some tweaking.

Again, it’s easier to fix your sales funnel because you know what’s broken now!

Yah!

The last piece of the puzzle is if ALL of the above works…

They are clicking on your ad
They are opting in to your funnel
They are opening and clicking your emails

…But they still ain’t buying.

So let’s fix it.

Guess how many things can be broken on your sales page?

🙂

You got it.

2 things.

The copy
The layout

Since this is the last place people end up before they buy, it’s a good place to spend time split testing.

But change/test things ONE at a time.

Even when it comes to layout, I would personally try a simple sales letter style page against a ‘fancier’ sales page with graphics and formatted layout.

So there you have it.

It’s how you break things down when your sales funnel isn’t working.

Market Your Product

3 Must-Know Internet Marketing Questions

To help you know who your market is, I want to share these 3 must-have internet marketing questions…

I can't stress enough…how important this is.

I know we're all familiar with the ‘customer avatar' exercises…and you've more than likely done a bit of brainstorming about ‘who' this persona is…

But I challenge you.

Are you OBSESSED with knowing everything about your market?

If you're not, and you look at the audience exercises as just a ‘one-time' deal…I have to say, you're missing out.

Here's why I'm telling you this.

EVERY single week, I will have conversations with people (chats, emails, whatever) about “how to get more leads and sales”

So I ask people these 3 internet marketing questions:

The FIRST thing I ask is:

“WHO are you selling to?”

The SECOND thing I ask is:

“What problem do they have?”

The THIRD question I ask (if they've gotten past the first two without being abstract) is…

“How does your product/service SOLVE that problem, while impacting their lives in a positive way?”

Now, you may be looking at those internet marketing questions and thinking “ok Joey, show my something I don't already know…”

But again. I challenge you.

If I woke you up at 3am and asked you to answer those very same questions in your half-conscious state of mind, COULD you clearly tell me everything that would make me want to BUY from you?

If you struggle with answering any of those questions, and listing off at least 5 or more points to each…you haven't tapped into your market well enough.

WHY is this important?

Because the next thing people ask me is..

“Can you help me write a better opt-in/sales page?” or “Will you look at my email campaign and tell me what to say so I can sell more?”

Here's the deal.

As much as I LOVE COPYWRITING and analyzing my client's stuff…the truth is…it's STILL our best guess.

I'm no magic bullet.

And if you have anyone telling you they are – even the best copywriters in the world – run.

Wanna know who IS an expert in your market to answer those internet marketing questions?

You got it.

Your prospects and customers.

And in my opinion, we should be listening to every word they say.

We need to model they way they describe their situations.

So if you're not out there actively listening to them EVERY WEEK…you're missing out.

That's just my opinion.

If you agree with me, getting the answers to those standard, but important internet marketing questions doesn't have to be hard.

It's just part of your TO-DO list.

The bonus to all of this is you'll be ‘speaking' your market's language.

You'll connect with them on a deeper level.

People are constantly telling me how I've “gotten inside their head” when they get my emails for example.

The reason is, I've listened to them…and repeated back what they've said in my copy.

And that's why I'm obsessed with knowing my customers!

It will work just as well for you!

Write Copy That Sells

How to Write Headlines So You Can Position Your Product Better

Headlines are so important when it comes to marketing…so when I'm working with clients and tweaking their copy, it's one of the first places we start.

Why?

Because if people aren't reading your headlines, they won’t read the rest of your copy.

Headlines are the bridge between your product and your customer.

You’ve gotta get them over that bridge so they can buy what you have to offer.

Let’s take a look at 3 distinct ways to position your product inside your headlines.

Which one you choose depends on where your customer enters your world…

1st, if they are aware of your product and what it will do for them, start with your product in the headline.

“XYZ product will do XYZ for you.”

If your prospect already knows about your product, then your job is relatively easy.

In this case, you’re more than likely using price as the hook to get them buying.

2nd…if they don't know about your product, but have a desire to fix whatever your product solves…

…then begin WITH the desire of the customer.

“Looking to Lose those Last 10 Pounds? Then Our XYZ Super Duper Product Makes It Easy…”

This is the category in which I find most of my clients.

They are tapping into a market with a desire – sell/buy a home, become rich online selling products, lose weight, etc.

When you’re in this category, you have a few things to deal with in your copy and headlines.

But this is where I find most clients making mistakes.

Because they focus on the FEATURES of the product.

And they totally MISS the BENEFITS.

Even further…they miss the EMOTIONAL benefits.

Yes…this emotional stuff works. Even for stuff like buying and selling real estate when we think ‘price’ is the most important thing.

The ‘emotional buy’ is the ONLY buy you should be looking for.

So if your market has a desire to fix something, WHAT is the emotion they’ll feel when your product solves that problem?

In other words, how will the FEEL when they have bought and used your product/service?

3rd…if your prospect has no real desire to solve something, but is kinda aware of a general problem…

…then you have to build that desire by starting with the problem in the headline.

And when I say starting with the problem, you need to REALLY spotlight that problem!!

Because the prospect is not yet emotionally attached.

Here’s an example.

“What Would Happen If You Didn't Come Home From Work Tonight? Would Your Loved Ones Know What To Do? Would they know where your important papers & passwords are located?”

This one is for an insurance sale.

Everyone knows they ‘should’ have insurance…but it’s the last thing on the list.

Am I right?

Same goes for a will.

But if you’re older – perhaps 40 or above, that headline might hit home and get you to read the rest of the copy.

Anyhoo…just wanted to let you in on some copy-101.

Hope it helps!

Increase Your Sales

How to Sell: The Most Important Thing to Know About Sales

When it comes to marketing and copy – and knowing how to sell…

The most important thing you need to know is…

Your customers don’t have a clue about what they want.

So it’s critically important that YOU know what they really want, so you can explain it BETTER…

And they BUY from you.

That's how to sell.

Let’s say you’re selling Ferraris.

The dude you’re talking to doesn’t want the Ferrari.

He wants 0-60 in 2.4 seconds.

So he can brag to his buddies.

He ALSO wants people to turn their heads when he drives by.

He wants his neighbours to envy him.

THAT’S what he wants.

Related: How to Write Sales Copy

Which means if you're wondering how to sell to him, look for the deeper emotional reasons. Even if they are superficial reasons.

Of course, you can’t necessarily call out his superficial ‘reasons’ for buying the Ferarri or you’ll offend him.

Or will you?

Learning how to sell is even easier if you know how to ‘read’ people when you’re in front of them…

Because that’s a whole other side of this marketing gig you’re in.

However, let me just say that I’ve been pretty successful in learning how to ‘read’ people.

That means I don’t need to know how to sell in the ‘textbook' way.

Same goes for you.

But let’s get back to this and your customer.

Remember:

Your Customer Doesn’t Know What They Really Want

So you have to tell them in your marketing, in your copy, and when you talk to them.

It’s kinda like when you go to the doctor and you say “man, my side hurts…”

And the doctor says “…does the pain also shoot down your right leg sometimes?”

“YEAH!” You proclaim – and all of a sudden you trust the doctor can help you.

Get it?

Related: Writing Copy That Converts

So the guy with the Ferarri doesn’t want ‘the best car wax’…

He wants a wax that makes his new car look all nice ’n’ shiny.

He wants a wax that is applied once and basically stays on for the whole summer so he doesn’t waste his Saturdays waxing, he enjoys his Saturdays DRIVING.

Can you see how that ‘best wax’ now translates into a BENEFIT?

The fictitious ‘Best Wax Company' might say something like:

“Spend your time driving – not waxing. Our wax becomes a part of your car – it’s the armour between your car and the harsh elements keeping your factory shine protected. You’ll repel dirt and grime from the road with only 1 application per year!!!”

I dunno, something like that.

But I'm sure you can see it’s NOT about the wax.

It’s about what the Ferarri dude really wants and how it makes his life easier!

So when you’re writing copy, make sure you understand the REAL emotional drivers of your customer – and write about THOSE!

Entrepreneurial Mindset

The Truth About Making Excuses

This quote might help if you're into making excuses about moving your business forward:

“People are always very confident to give you a reason why they can’t do something, and not at all confident to give you a reason why they can.”

It's from Steve Sims…the author of Bluefishing: The Art of Making Things Happen

Even though this is not about the book, it’s about the simple concept that’s IN the book.

So I highly recommend you get Bluefishing now…and read it immediately.

Here’s why.

EVERY person I’ve met tells me how much they want to do something.

I’m told how they want to better their lives, get more money, time, freedom…

They want to stop trading time for dollars…and make sure they’re around for their children as they grow up.

Problem is, they’re working ‘round the clock.

Or they’ve got a “good job” that they’re “OK” with…(read: they don’t HATE the job)…

…so rather than pushing forward on the dream…they push the dream BACK.

The simple reason is, their making excuses that their job is EASY – and of course, they’re making da moola.

However – WHAT are they TRADING away for that “comfort?”

You know already that in order to do anything impactful in our life, we MUST get into uncomfortable situations and stop making excuses.

I’ve known this all my life.

And I continue to do it.

Am I successful all the time?

Hell no.

In fact, I fail 80% of the time.

But it’s the 20% that matters.

It’s 20% of wins that make up 80% of my success.

Is it easy?

Let me assure you; taking on the demons, negative thoughts, fears, and so on to chase your dream is the HARDEST DAMN THING YOU’LL EVER DO.

And that my friend, is why only 5% of the population are truly successful.

NOT just with money dude, with EVERYTHING!!!

Listen, I’m no smarter than you.

And, the point of my examples is not to disrespect anyone with what I’m saying about how “they” make up excuses not to do something more in their lives.

I’m just stating the facts.

THAT’S who I am.

I make people get shit done because I won’t accept their excuses.

And if you've been in any one of my coaching arenas, you know what I’m talking about.

Perhaps you know someone who lives by making excuses all the time.

Believe it or not, people are MOST comfortable when they’re in a rut – not knowing what they don’t know.

People are COMFORTABLE in mediocrity and complain about it all the time…

…because they’re ‘confident’ in giving excuses for why they CAN’T do something.

That’s the truth.

The End of the Week is Well-Known for Making Excuses

What have you accomplished this week?

Where did you step out into something you had no clue was going to work?

What did you learn from it?

These are the questions I ask myself every week.

Guess what – sometimes I don’t get ‘em all because I too, fall into the same category of excuses.

What kind of a friend would I be to you if I stood on my soapbox and preached down to you like I’m a freakin’ god?

Truth is…we ALL get in the ruts…it just matters how FAST you shake out of it and get moving again.

Here’s the secret to success and recipe to stop making excuses: (stolen from my man Steve Sims)

Move, act, do go.

Action is everything.

I call it Speed of Implementation.

That’s why I TOTALLY COMMEND people who go to a workshop or something and then implement a piece of it right away.

My coaching clients are like that.

Or they wouldn’t be allowed in my personal tribe.

I can’t STAND people waiting around and giving excuses.

If I find that you specialize in giving me reasons you’ll fail, you won’t be in my tribe very long.

That’s just how I roll.

I work with action takers.

And YOU should work with action takers…beginning with YOU!

Do you know what will happen when you take action – EVERY DAY?

You’ll move forward.

You’ll also fail, but know what NOT to do again…and you’ll KEEP moving forward.

While I’m at it – let me share this last bit of gold with you:

When we say we’ve ‘failed’, that’s the END. Entrepreneurs don’t FAIL, we discover…and keep moving to get that dream fulfilled.

I wish ALL of your dreams are fulfilled – and fulfilled SOONER rather than when it’s too late.

Whenever you’re ready to tear down the obstacles and jump into your dreams without the excuses you may have held onto up to now, hit me up.

We'll sit down for a serious no-BS, anti-sales pitch blueprinting session for your business…and you can join my inner circle tribe when you like what you see.

Here’s where you do that.

By the way, here's a cool post on How to get life balance you might enjoy also.

If you want to learn a bit about Business High-Performance Behaviours, click here for some tips.

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