Maine Home Equity Loans

- welcome to episode threeof the vyral marketing show. today, you're going to learn how to maximize your return on investment withthe vyral marketing program. i'm also going to show you an incredible, simple landing page example

Maine Home Equity Loans, that you can use that'sfast and easy to set up to help you generate more leads. (upbeat music) so welcome back to episode threeof the vyral marketing show

where our mission is to helpbusiness owners, entrepreneurs, professionals, and mostimportantly our clients, those of you who are watching us, to get more businessand grow your business by publishing educationalvideos, podcasts, content, whatever it may be.- yes. - we're biased at vyral toward video because that helps peopleget to know you, right? really any type of educational content

so you attract more business as opposed to having to chaseit. which becomes very painful if you're trying to talk to people who don't know who you are. so we challenged all of ourviewers and all of our clients, obviously, to get oncamera and start publishing educational content, andthe easiest way to get started is with q and a videos. - yeah.

- which is essentiallywhat we do on this show. but scott, you just gotback from a long trip. - yeah, a long trip. i was on the road for like 10 days, and you all met mystand-in, andrew, last week. - yeah, your cousin. so if you see him around inevents and he looks like me, it's not really me, but it kind of is. (frank laughs)

- yeah, you have to go back to episode two and look at scott,they're totally cousins. so scott was up in maine,then you went down to orlando, and then you were in tempi, and i recently just got backfrom cancun for our mastermind. - [scott] yeah, so we were on the road making some things happen, yeah. - so one of the cool things for those of you who are watching

is when you become avyral marketing client, it's not just aboutgetting the results and the roi of the program,but when you're a client, you're really a part ofa group who wants to grow, you're someone who wants to get themselves on video. that's a very unique personthat actually starts with us, and we love to bring you together, two, three, four timesa year we're growing it to share ideas, and in this case,

we have a lot of real estate professionals that are clients in ourfirm, and i just came back from an incredible mastermindin cancun for two days and we showed some great stuff. - yeah, it sounded likeit was a really good time. i'm sorry i missed it. - so, let's go ahead andgo to our first question. who do we have> - so, frank, how do i maximize my roi

in working with the vyral marketing plan? - all right, susan, wonderful question. how do you maximize yourroi, which stands for return on investment.- on investment, yeah. - from vyral marketing. so i think we should justsay very quickly, what exactly is vyral marketing? for anyone watching thisshow, it's our firm. it's what we do for ourincome and for our living.

our show is our passion. we really enjoy doing this. - but essentially, we interview you on a webcam to keep it simple, and you answer a couple educational questions, you create a couple educationalvideos every single month by answering a customer question, and then we edit them,then we optimize them, and we promote them tothe number one asset

any business owner has, which is-- - their relationships,their database, right. the relationships theyhave with their database. - correct. so if you want to start creating content, what's the method that you go about it? and we recommend you first read the official video marketing plan that we have on our website.

it's right on our homepage. download that, read that. and that will go througheverything we cover here today, and on top of that, susan,you're in real estate, she's a real estate professional, a great real estate professional, and i actually did awebinar with hoss pratt, who's a real estate coach,a great real estate coach. if you go to our website

and you click the real estate industry, there's a whole one hour webinar that will go morein-depth, really in-depth, to the outline that we're going to give today to how to maximize roi. - [scott] it's a reallygreat one hour explanation. it's one of the best explanations i've seen you do about our-- - [frank] i'm very proud of that one.

- yeah, our marketing plan and how it works and how to get results, so it's a really good watch. it's worth the time. - so we have the six things here. so susan, here's what you gotta do. first, we have to havethe right mindset, okay? - are you in the rightmindset right now, frank? - i am in the right mindset.

- all right. - so the right mindset, first, is when you start publishing content, you don't want to create content that says, an example for real estate, "hey, do you want to buy or sell a home? "do you want to work with me? "who do you know ishould be working with?" you know, all that sales language.

- it's very salesy if you do that. - you don't want to tell people,it's actually even better, that people don't reallyeven know the fact that you're a real estate agent. people will figure it out.- yeah. - your job is to educate and to advise. the definition of a client is someone who's underthe protection of another. - right.

- so you want to protect your clients by advising them on theright course of action with whatever it is you're doing. in your case, that wouldbe real estate, susan. so you do that by answering questions that are commonly asked from your currentcustomers and your market. so if you take that mindsetthat you're helping, and the more you help, themore you're going to receive,

the more that you give, themore that you're going to receive, the more that you protectsomeone and advise someone, the better off that you're going to be. - yeah, absolutely. so that's really the first thing, because i would say a lot of times you see these videos comingacross very sales-oriented. and that's okay to sendout from time to time-- - yeah, but that's more of a--

- very rarely. - yeah, a video that you want sitting maybe on a site or a website or a blog where they could learn aboutyou once they go there, but as far as what you'resending out, really the q and as. - so here's the standardi would use, susan, is never send out a piece of content unless someone would bewilling to pay for it. so if you look at your video,you would ask yourself,

"would someone pay moneyto receive this video "and to watch it?"- yeah. - and if it hits that standard,you have the right content. - and here's the deal. the webcams are fantastic. it's the content that you're doing in front of the webcam that's key. so you gotta really makesure that you're answering a question that's going to fulfillthat need for your clients.

- and we'll talk about that. so number two, susan, is youhave to pick a target market. so what i find a lot withour clients on the vyral plan is that they're all over the place, grabbing every single email address and everyone they could possiblytalk to all over the place to add them to the database. now, that's not a bad strategy, at least you're adding peopleto your database, but--

- it can work, you never know. - it can, but what's reallykey is picking a target market, and for someone who's in real estate, that generally means, atleast what i would do, is i would find which areas of town had the highest turnover,meaning of every hundred homes, how many are likely to sell every year? - because that would giveme the most likelihood of actually being able to get a listing.

and i would also crossreference that or match that with the highest price pointto get the highest commission. - absolutely. - so where does turnoverand commission meet? that's the area that we'd focus on, and hopefully that's anarea you'd like to focus on. otherwise you're down to just, maybe, who you want to work with. - so if you stay focused on homeowners,

so the idea here is youwant to give and educate homeowners in a specific area that hopefully will have a high propensity to sell their home. - yeah, and i think on topof that, too, to add to that, would be, of course,the people that you have the best relationships with already may turn into those homeowners that are in those areas anyway, right?

- that goes to my second point. so after you figure outwho your target market is, now the question is, whocould possibly refer you into that target market? - and that's going to be reconnecting with your existing database. so this is really what's cool, and this is somethingthat's so inexpensive for anyone watching this to do,

especially if you're in an industry, in your case, susan, in real estate where there's lots of people that are interested in real estate. it's a very wide interest topic. - well, people want to own homes. they want to--- or know what's going on. - right, exactly. - so you could take all the connections,

you could export all yourlinkedin contacts directly, you can export all the contactsfrom your gmail contacts, you could export everyone from your contact management system, whatever you're using, eventhe people in your cell phone. you can take all those emails, load them up in the email program, and we don't want to spam them by just throwing them onto your videos,

but we recommend a verysimple reconnect message to basically say, "hey, this is susan. "i want to reconnect with you. "i apologize for not staying in touch "about what's going on with real estate. "i want to educate you. "feel free to unsubscribe. "if you have any questions, let me know. "look forward to my videos."

something like that. and i get more in-depth with that language andthat reconnect message in that webinar with hoss on the real estate page on our website. so we're going to keep moving here. so we have to reconnectwith the whole database, because those peoplemight be able to refer you into your target market.

- absolutely, and theyjust want to hear from you. - or they may actually want to use you, too. - right?- yeah. - almost done, maximizing roi. when you're speaking to somebody, ideally in you're target market,because that's where you focus your time. i keep going back to target market. this is a key marketing concept. - when you speak with somebody,

you ask at the end ofthe conversation, scott. (laughing) scott. - frank. - it was great to visit with you today. i want to keep you updated onwhat's going on in real estate. what's your best email address? i want to send you some helpful videos i publish from time to time.

- well, i will give you my email address. and thank you. it was wonderful speakingwith you, as well. i appreciate you wantingto stay in touch with me. my email is blah, blah, blah, right. - it goes just like that. but if you're on the phone oryou're having a conversation, you will become, basically,a human opt-in form collecting permission to stay in touch.

we don't have to buy it on facebook. we don't have to buy it online. people that registeronline aren't the best. it's a real conversation with somebody, again, ideally in your target market that you ask for an emailto stay in touch with. - and it's amazing how itworks so much better, as well, once you start sendingthe valuable content, the videos and adding value and educating,

how much easier it is to get the email address when you ask to stay in touch with people, because they may have been seeing you. you're putting yourself out there. - so, so far, i know we havea long answer to this one, but this is what we do. - you have the right mindset. - this is the foundation. - you get the right mindset.

you pick a target market. that's usually what'susually missed so much. - pick a target market. reconnect with your entiredatabase that you have already. make sure you're committedto asking for emails, ideally from the right people. we say everyone, but focuson that target market. then lastly, just publish two helpful q and a videos a month

answering customer questions, and then finally, like wespoke on the last episode, we talked aboutprioritizing your follow up and calling and reaching out to the people that watch the videos,which you can track. - yes. - you can check out episode two for that to spark conversations, because those people know who you are.

and what's always interestingto me in any sales industry is why not call the peoplewho know who you are as opposed to people whodon't know who you are? - right.- right? and we find so may timesyou're calling people susan, i challenge you to call the people who know who you are, the people watching your videos. let's grow that database.

let's reconnect with people. let's create engaging videos. i want you to prioritize your follow up with the people watching the videos, and more on that is on episode two. - yeah, and that goes back to mindset. and we could dive deep intowhy people call the cold leads instead of the ones in the database, but-- - again, go back and watchthe webinar with hoss pratt

on how to get more commissionsfrom your database. so with that, i do want to say, susan, thank you for your question. a $25 gift card is coming your way. - what, where is it going to be? - well, i don't know whichgift card it's going to be yet. we're going to have to pick one. so normally, i was going tograb a whole bunch of them at like target, and thenwe would just do a drawing

and whatever one you get-- - yeah, yeah. - so it could be itunes,cheesecake factory, some crazy brand, chili's. - yeah, something. cool, well. - thank you so much. - you'll get something, susan. - if you, too, have a question,

feel free to hashtag vyral marketing show, mention us, vyral marketingshow, ask it, submit a video, and if we answer on the show, you, too, will get a $25 gift card. that'll help get some interaction,get this show rocking, because it will help a lot of people and get a lot of people to see it. - all right, so now i want togive you a great marketing tip on how to create a verysimple landing page

for lead generation. now, i have been doing internetmarketing for 10 years, and i can't even imaginethe time i've wasted and time i've spent startingwith these templates or designing a webpage from scratch or all the different design elements that you could go into on an actual page. it's absolutely exhausting. - i can't even imagine whatit was like 10 years ago.

- and it could be completely overwhelming when you look at all the different layouts for a landing page. and everyone has their opinionon where it's supposed to go, or it goes above the foldor below the fold, whatever. the point is, for us andfor clients, for you, i had to come up witha methodology to create a great page that converts,meaning people opt in, that was simple and fast,that got the results,

that didn't cost us or theclient or anyone else a fortune. and i think i have nailed that. i want to share it with you today. so, one of my influences, and i highly recommend youcheck him out, is gary halbert. he is a fantastic copywriter. if you actually go to his website, he used to publish, i believe, a monthly letter to hissubscribers, and he passed,

and his son put all the lettersup on the website for free. and the letters are incredible. i've read every single one of them, and it's given me a lot of insight on how to become a great marketer. but i remember i was reading one letter, and it really stuck with me. - yeah, i remember that letter. - and basically he said,

there's all these differentoptions for marketing. it can get really overwhelming. but if someone held a gunto your head and said, "you have to get results withthis marketing piece or boom!" (scott laughs) what would you do? now! - i don't know, i don't know! new leads.

- so i thought about that, and honestly, the answeris a personal letter. - the answer is a personal letter. and in his time, it was just a letter. there'd be a handwrittenletter with a stamp with just a personal message in there that had good rules of copywriting, good rules of persuasion, withsome type of call to action and a reason to take action now.

that's always the principlethat i like to use in a lot of the marketing that we do. so i want to show you a landing page that we've used here at vyral that we set up very quicklyunder that principle that's getting abouta 35% conversion rate, meaning what, one in three, a little over one in three people opt in? - a little over one in three opt in.

- which is really good. so we're going to take a look at this here. this is unbounce. it's a great landing page builder. let me actually show youan example of unbounce. so if you're ever going tobuild landing pages, unbounce is my preferred way of going. i really enjoy it. it's great.

but, as you can see here, over time, we've gotten 7900 visitors to this and 2700 people haveentered their information, and roughly a 34, 35percent conversion rate. - [scott] yeah, it's amazing. - which is fantastic. so you're probablywondering, "my goodness! "that must be the most complicated, "crazy landing page ever,"

and, "how much money wasspent on the design of that?" and i can tell you, i didit in about 30 minutes. so let's actually show thelanding page, and here it is. boom. okay? so, dead simple. and i want to go over today with you some of the key parts of this page so you, too, can swipe anddeploy this in your business.

- or, if ever a landingpage needs to be designed here at vyral marketing,our guys know how to actually do this very quickly. so let's go over this really quick. so the first thing is at the very top we just take the blue, orin our case, our brand blue, just the brand color of yourcompany, with your logo. any questions on that, scott? - no, fairly simple, frank.

- could you do that?(scott laughs) - i could do that. i think i could figure that one out. - good, all right. at the very top, we havewhat's called the pre-headline. i always call this the offer. and this is, clearly as possible, what are they going to get when they give up theircontact information?

what's the ethical bribe? - so what are you going to get--- the offer. - in return for your contact information? right at the very top. all right? and now we have the most important part of the whole landing page,which is the headline. and the key with thisheadline, and any headline, is it has to show pain avoidance

- of avoiding a pain,as well as the benefits, what's going to happen whenthat pain is avoided? so in direct response marketing when you're asking for contact information in exchange for an item of value, you have to bring the pain. someone is in pain to solve. - gotta bring the pain. - so i want you to think about that.

so in this case, for those of you watching this show or clients of our firm, there's pain of neglecting your database. you haven't been staying in touch with it. you haven't been communicating. you haven't been protecting. you haven't been staying in touch with all these people thatwill do business with you, and you probably feelpretty bad about that.

- [scott] yeah, andyou're losing business. - so i really chose the word neglected. - [scott] yeah, it's a good word. - that was the word that i went with. it was a pretty strong word. but basically it says, "how to reconnect with yourneglected contact database," there's the pain, "to increase sales withvideo and social media."

- yeah.- so we have the benefit. - [scott] right. - i underlined the benefit. - i brought the pain,using an emotional word, and i used the headline formula of how to. and when in doubt, a how toheadline is the way to go. you can use how to forall of your headlines. you can also go to google and just type in, "headline formulas."

there's a whole bunch of different headlineformulas you can use, but make sure you bring the pain and deliver the benefit in the headline. and a good test is, if you didn't haveanything else on this page, it was just the headline and the offer, would people still opt in? - and the reality is that theyjust saw these two things,

i think you would still get some opt ins. - okay, so let's keep going down. so now you have what'scalled the body copy. this is also, by the way,pretty much the email that you could send your whole database to get them to click back andgo opt in on the landing page. it's also something you could even use as a boosted post on facebook. it's all about the message,

and a lot of times we find with marketing that we get so caught up in the design that the messaging isn't right, and this forces you tofocus on the message. because you can reallocate themessage in different places and it can bring them to the landing page. that's the point. so obviously, you have a share image. the image can be, thisis myself, obviously,

actually sitting hereat this desk in my suit. - [scott] yeah. - but the image can be anything, a product, a customer, it could be you. not too concerned with that. what i'm really concernedwith is the body copy, explaining how this happens. let me go over a few keypoints of the body copy here. and you can go to, by theway, thedatabasereset.com

if you want to take a lookat the landing page. so the body copy, let's covera few things that are key here that i think of when i write it. first is, it's written in first person. so it's a personal letter. remember? - yep. - it's a personal letter from me to you. - okay?

i say the word you asmany times as i can. - i'll literally writeit and then i'll see how i can rewrite somethingand use the word you. the more you can use the word you in the writing, the better. - why is that, though frank?- and when you first do it-- - i think it's important to explain that. - and when you do it, it'sgoing to feel like it's ridiculous, but you really want to overdothe word you" or "you'll learn"

because it speaks to thatperson on the other side, whereas if you say, "i," or, "we," it becomes very selfish copywriting. - right.- that's all. - okay.- all right. as you noticed, it's writtenas a personal letter, just a personal message. "dear business owner, professional." i'm calling out my targetmarket to get their attention.

and you'll notice, iimmediately get to the point. you don't want your time wasted, do you? - no, i don't . - no. "dear business owner, professional, "i want to invite you to download my ebook "called the database reset." (scott snaps fingers) - right there, first line.- right there.

so i'd recommend, that's where you usually getcaught up in copywriting, it's like, "what do i say to start?", i would just say, invite themto actually get the offer and then you can go from there. and the whole copy iswritten as a solution to a problem, where you have this problem, here's the challenge of the problem, this is what the problem is doing to you.

i understand your pain. i've been there. so i created this solution. here's why i have this solution. if you want to get that solution, go ahead, put your information in. pain, problem solved. every single direct response ad pretty much goes in that format.

- as you notice, in thecopy, in the body copy, i really highlight benefits. do you see here on this sentence? "you're more likely to generate leads, "get appointments, and make sales faster." whenever you mention abenefit of the outcomes, always bold it. that creates a secondary reading path so people can scan and see the benefits

without reading the whole thing. and finally, as far as writing, in writing in english, you'rean english major, right? - i was an english major,yeah, surprisingly enough. - they would teach you towrite in big paragraphs, right? - well, i mean, they were essays mostly. - yeah, what, four, six sentencesa paragraph with an intro, four to six sentences a paragraph? - intro, outro, body of the paragraph.

- don't do that for internet marketing. - it needs to be scanable. when it's run on mobile,it's already going to bunch up. could you imagine bunchingup like four or six sentences? you'd be like, "oh, i'm not reading this." so i recommend one, maybe twosentences per line of copy. so you'll see how the copy is broken up into one or two sentencesper line so it's easy to read. - [scott] it's easy to read, yep.

- and the bolding and the underlining, if someone were to just see that, they should get the gist of it because the bolding and the underlining is where the eye is going to go, so it creates a secondary reading path that's going to suck people intoreading the full body copy. and basically what you'retrying to say here, the overall message is, "i feel your pain,

"and i want to help you solve it." - that's what you're lookingfor in the body copy. the form is at the bottom. i always worried that withthe format of the page that oh my gosh, theform is below the fold. not a big deal. it sucked them in, broughtthem down to the bottom. you have an email opt in. you could have a phone number,

consultation, talk with my team. generally, the less informationyou ask, the better, because the more information you ask probably the longerthat page has to be. so for example, if you wereselling some $2,000 product, this would be a very long page, probably more than this here. so depending upon what you're asking for, whether it's money or contact information,

is a good gauge of how much information needs to be on that page. and then finally, one lastthing i do want to show you, because everyone accesses these pages on mobile devices these days is on here you can seewhen i bring this in, do you see how it bumps to mobile? and you can see here how that will format very nicely on your mobile device

where you put the informationin right there at the bottom? - [scott] it looks great. - all right? so that is something anyone can set up. this is the landing pageformation i officially recommend. this is based upon my own observations of spending so much timetrying to figure out with all these design templates, that didn't work and that didn't work,

and what i found was,the real key behind this is instead of playingaround with all the design, it forces you to get to the heart of the copywriting and the message. - and once you do that, it makes everything else so much easier. so that's my tip. that's how you create aneffective landing page. go ahead, do likewise,

and hopefully generate somegood leads for yourself whether it's for opting infor a webinar or an ebook. it could be for a freeconsultation, whatever it is. and that's actually one of the things that we include at vyral marketing, is the landing page doesn't necessarily have to be by itself. it could just be anotherpage on a website. - right, absolutely.

so on the websites that webuild for you, our clients, we actually have lead capture pages, and we'll work with you to write the copy to really convince someoneto give up their information so you can move that person further down the customer life cycle. - and then this relates back to what we were talking about earlier about the target market, as well,

and making sure that you'remarketing to the right people so you get that type of opt in response. - by calling them out, yep. so that's it for our show this week. i want to thank you for watchingthe vyral marketing show. if you have a questionyou'd like us to answer, we want to answer it. #vyralmarketingshow mention vyral marketing on social media

so we get the notification of it. submit a video question,those take priority, and if we answer yourquestion on the show, a $25 gift card is headed your way. i'm excited to actually,eventually have them here so we can do a drawing. - we're also on itunes now. we're officially launched onitunes, so you can google, not google, you can searchitunes for vyral marketing.

go to itunes vyral marketing. - get the podcast app on your phone. it makes it real easy. - it'll show up. you can watch us there. we also post them up on our facebook page, and it's right on thehomepage of our website. thank you for watching, andwe'll see you next time.

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