The Ancient Secret That Turns Campaign Failures Into Winners!

Why Past Winners Are Now Failing

If you've got a campaign that was a big winner and is now failing. Chances are that your appeal is no longer relevant to your prospect. Or they don't believe the promise. Or they don't think they can achieve your promise right now.

In other words, you've still got a great product. A product that can help people improve their lives.

And...

If you are going to sell it. You need to shine a different spotlight on it.

Let's imagine that you are selling a Make Money Product. This could be make money in property, or selling products on Amazon or Forex trading. What you are selling is irrelevant. The benefit that you are selling might need to change.

You see, if your biggest appeal is "sack your boss and work from home." That's a strong appeal when people are commuting to work every day. It's not something that is going to make people sit up and take notice now.

Work from home might have lost its shine as a product benefit for many months or even years.

Let's face it, if you've got an office in your house. Then working from home is great. If you don't and you are at the kitchen table. It becomes a challenge fast. Even in today's paperless world. (Yeah right!)

And right now, millions of people have tasted the reality of working from home. Some of them will love it. Others will wonder why they ever wanted this so badly.

There's another word that you may want to remove from your emails, Facebook posts and all your ads...

Opportunities

I'm a big believer that when everyone else is losing their heads, if you can be the adult in the room, then you can seize some huge opportunities.

I also know that more millionaires are made in a recession than at any other time.

But...

Talking about "opportunities" in the middle of the Coronavirus Lockdown when over 10,000 people have died. I think that is distasteful. And I'm sure I'm not alone in this belief.

I also believe...

The only difference between successful people and everyone else is what they do when they hit a bump in the road.

We've all hit a bump in the road. We've all got a choice of how we react to it.

So...

Don't talk about opportunities in your promotions. Talk about choices!

That way you can help people when they need you most. That way you can pull people into your message instead of repulsing them with a lazy word choice.

Those are some of the reasons why past winners are now failing. How can you turn them into winners again?

By entering the conversation in the readers' mind!

Let me show you...

How To Enter The Conversation In Your Prospects Mind

There are 6 ways to enter the conversation in your prospects mind...

1. What frustrations are you feeling right now
2. Speak to your customers
3. Social media groups
4. Questions on webinars
5. Email open rates
6. Video views 

Let's look at each of these in turn...

What Frustrations Are You Feeling Right Now

Coronavirus lockdown has put us all in the same boat.

We are all struggling to home school our kids and get some work done.

I'm not ashamed to say that my daughter has a very unhealthy diet of iPad and TV right now.

Yes, we do reading, writing, maths, piano, and art every day.

And...

She still has many HOURS every day with the goggle box so that my wife and I can get some work done.

Is this good parenting? 

No!

At least, not by my standards. And it's the best that we can do right now.

And...

I know that my wife and I are in a very privileged position. We've both got home offices. Our daughter knows that we work from home and that when we are in the office, we are working. So, she knows not to bother us when we are in the office. 

If we didn't have an office and we were both trying to work at the kitchen table... that would be a lot harder.

If we had more than one child... that would be a lot harder. 

If we had less technology... that would be a lot harder.

So...

I can see how good I've got it right now. And I can feel the challenges that many people are suffering through right now.

So...

Think about your daily frustrations.

Think about your daily challenges.

Think about what makes you angry.

Write these down and you've got a deep emotional well of ideas for your next email or Facebook campaign.

Speak To Your Customers 

If you think that your frustrations or ambitions are totally different to your customers. Then get a list of 10 or 20 customers and start calling.

What they tell you holds the key to your winning campaign.

You want to know...

1. Why they bought your product - in their own words
2. Why they trusted you - in their words
3. Their biggest fear right now
4. How you can best help them right now

Call 10 customers and ask those 4 questions. Don't ask them like a survey. Have a conversation.

At the end of your chat, you'll know how they are feeling right now. You'll know the triggers that made them buy. And with a little reading between the lines, you'll know if that appeal would work today.

If nothing else, your customers will be grateful that you took the time to reach out to them.

Social Media Groups 

Where do your customers hang out online?

And what are they complaining about? What questions are they asking?

This is a rich source of customer insight.

And...

This should be something you do on a weekly basis. Not something you do now that you are in a bind.

Your campaigns might have worked before.

And...

Imagine how much better they would work if you did this regularly!

Questions On Webinars

If you're running webinars then you'll know 3 important things...

1. The number of people registering
2. The number of people that attend and stay to the end
3. The questions people ask

Generally speaking, I'm not interested in what people say. I'm only interested in what they do!

When people register for a webinar. Then you know you've got a title that is strong enough to make them want to register.

When they attend. Then you know you've got an appeal that makes people give up their time. 

If you've been running webinars for a while. You can look at historical data to see if the registrants and attendees are higher than normal. If it is then you know you're doing something right.

I ran a webinar for a client last week that got 48% attendance rate!

That's unheard of. I'm not going to take all the credit. I'm sure the fact that people cannot go out has something to do with the increased attendance.

And...

There's something else you should know. The webinar was about how to make money in property. So the "standard" appeal is something like... how to make £1000 in the next 90 days.

In other words, make money fast with no work.

The webinar that I ran had no mention of make money. It had no mention of doing it fast. It had no mention of zero work.

And...

It got 5 times the normal amount of registrants.

So that's proof that the messaging is right.

And the questions that people ask on your webinars let you know what people are worried about, what they confused about, and how you can help them right now.

Pay particular attention to the words that they use.

You want your appeal to be as close to their words as possible. How they describe the problem or what they want is critical.

Why is that so important?

Let's look again at what Cicero said...

"If you wish to persuade me you must speak my words, think my thoughts and feel my feelings."

If you want to speak your prospects words... then you need to listen to the exact words that they use.

Email Open Rates

Email open rates are proof of what people do.

This shows you if you are entering the conversation in the prospect's mind... or if you missed the mark.

Remember the webinar I ran last week for a client. Before the webinar, we ran a PreLaunch video series. To promote each of the 4 videos we used email.

The difference in email open rates was 100%.

Some emails got 30% open rates. Others were down to 15%.

What did that tell me?

It showed what people wanted to know. What they were hungry to learn more about.

So...

I used the information that I had to change the appeal of the webinar.

The moral of the story is that the answers that we want are there. We just have to know where to look.

Video Views

Video views and Podcast listens are the same as email open rates. This shows you what people do!

This shows you what people are willing to give up their time for.

Time is the most precious commodity we have. None of us are going to give it up easily.

So...

Does your video title and bullets have a strong enough appeal for people to watch?

And...

Is this more or less than your normal rates?

Look for the videos that get twice as many views as the others.

What does that tell you?

It gives you a glimpse into the conversation in your prospects mind.

It shows you how you should change your messaging to create your next winning campaign. It shows you how to turn campaign failures into winners.

Now It's Your Turn 

You now know 6 ways to enter the conversation in your prospects mind.

You know how to see exactly what appeals are working right now.

The answers are there. You just have to look for them. And then act on what you find.

If you do that, then you can turn campaign failures into winners.

If you do that, you can better serve your community when they need you most.

If you've found this useful, then please leave a comment below.

If this can help someone you know, then please share it with them.

Until next time...

Carpe diem

Roland Eva

P.S. If you'd like to learn more my simple system to turn email databases into 6-figure campaigns. Then you need to read my book How To Turn Expertise Into Cash.

To download your free copy. Click the link below. 

http://rebrand.ly/How-To-Turn-Expertise-Into-Cash-Book