Growth Marketing Playbook

Growth Marketing

When it Comes to Growth Marketing Let the World Tell You Wants Gonna Work!

Growth marketing, what's gonna work? Truth is no one knows what going to work for your products or services, not even you, but if you’re open-minded and willing to try things and willing to work through this framework that I’m gonna gift you, we will find tactics that will work, and you’ll be able to grow your business!

Before we dive into this post, I want to start with the right mindset, please answer the following question for yourself, which is more important?

  • More users
  • More revenue

Growth Marketing – When you use traditional marketing, psychology, and technology to achieve the ultimate business growth in the shortest amount of time.

You need not use all of the strategies I'm gonna layout below, but if you can find a way to use some of them you will see growth in your business. Before we dive in let's just cover some basics.

When you merge these three disciplines together, you can tap into tried-and-true psychological triggers and marketing tactics that are proven to work, and multiply them using the power of modern technology to achieve exponential results.

Disciplines of Marketing

Marketing – 4 P’s

  • Product – Understanding the product so you can market it well.
  • Place – Where are you going to sell this? Who is your ideal customer and where do they hangout?
  • Price – There’s always a bell curve so you want to find that sweet spot.
  • Promotion – Is there a reason why they will buy it now? Make a list of reasons why your customers will take action now.

Now while you don’t necessarily need to have a background in marketing in order to use growth marketing, it’s important to understand the fundamentals of the 4 P’s, so that you can tweak them using the growth hacking strategies I’ll show you throughout this post.

Disciplines of Technology

The second discipline of growth marketing is Technology. This is an important piece that separates growth hacking from pretty much every other type of marketing out there, and will allow you to effectively turbo-boost your growth.

We talked about how you have to understand the product in your marketing. With technology, you have the power to actually change the product and make it market itself.

  • Technology is data-driven so setup good analytics.
  • With technology, you can shape the product.
  • We can leverage technology and actually change the product to grow itself!
  • Utilize programmers.
  • Use APIs and create automation.
  • Use sophisticated software to do things, stay away from fly by night solutions.

I’ll go through a whole series of “Product Tactics” later, but for now, it’s important to start thinking about how you can leverage data, utilize engineers, and tap into integrations and API’s in order to amplify your growth.

Disciplines of Phycology

Make use of phycological triggers and always present the truth in the best possible way, by using some or a combination of the following triggers. “People do have free will, but once you start growth hacking, they don’t use it as much as
they think they do.”

  • Self – People don’t care about your product or you, 🥺 they care about themselves. So, get into their show. Don’t show off with awards, e.g. speaking directly to your audience’s pain points at the top of your landing page.
  • Progress – People are obsessed with progress, so ask yourself what are they trying to achieve? Video games are a good example of how to use progress. e.g. “progress bar” of how complete your LinkedIn profile is; e.g. progress
    of how many friends you’ve referred to an app.
  • Time – The most valuable resource and everyone has an unknown finite amount of it. Time scarcity = discount or how much time you save them. e.g. Rhinolaces.com “countdown sale” bar dynamically refreshes each holiday.
  • Contrast – It’s not what something is it’s what it’s next to. e.g. The product is now $10 and its use to be $35. Contrast with competitors. In reserve, we can use popcorn at the movies. They sell a small, medium, and large for 8/8.5/9, and with no contrast they got you to buy the large.
  • Fear – People are driven by fear. Like FOMO = Fear of missing out. Also security companies may use the increase in crime stats to sell more installations. e.g. Kanye’s popup shop “only here for 2 weeks!”; e.g. fear-based headlines to get you to watch a whole news program.
  • Social Proof – People like social interaction and social acceptance, people want to hear that people agree with them. People follow the herd mentality. Show them how many other people are using your product, make them feel safe. Use testimonials. e.g. useproof.com plugin.
  • Logic – People buy with emotion, but they want to justify the decision with logic. You need to put enough logic around your product so that people can check that box off once they’re already sold emotionally. Lead with emotion and then show them the logic. e.g. slack.com/features

Common Myths and Truths About Growth Marketing

Before we get into the growth marketing funnel and specific tactics that you can apply to your business, I want to address a few common myths about growth marketing that you may have seen floating around the internet, as well as some truths.

  • Myth 1 – You have to be a programmer to be a growth marketer! No, not true… It can help, and you can also hire one if there is no other way.
  • Myth 2 – Traditional marketers can’t be growth marketers! Not true, understanding the 4 P’s makes you a better growth marketer.
  • Myth 3 – Growth marketing are unethical. Not so, simply remember to put the truth in the best possible light!
  • Myth 4 – Growth Marketers only want free traffic. If you can get it why not, but growth marketing is about growing the product. Growth Marketing will pay for traffic if it makes more ROI.
  • Truth 1 – Growth marketing is super analytical. Without good data, you can't make accurate decisions, you need to know what works.
  • Truth 2 – Growth marketers are T shaped – there are all these skills required to be good at to grow a business and a growth marketers need to know all these but also needs to go deeper into some than others.
Growth Marketing Growth
  • Truth 3 – Growth marketers are right-brained and use creativity. Be willing to see what happens, it may fail, but it might also work.
  • Truth 4 – Growth marketers are obsessive and don’t want to be side-tracked. Carve out time to be obsessive. Carve out one day a week where you focus on nothing but growth.

The Growth Marketing Funnel

Growth Marketing Funnel
  • Get visitors – Like going on a blind date, not sure what to expect.
  • Activate members – Like in a relationship. You get them to take some action that you desire. They belong to your world.
  • Retain members – Like getting married - long term client.

Now that you have a deeper understanding of the funnel, let’s dig into some tactics and start developing for growth marketing strategy. You’re going to learn in great detail about each of these tactics. In this post I’m going to give you a quick overview of where each type of tactic fits into the funnel.

Growth Marketing Funnel Tactics

Growth Marketing Pull Tactics - “Owned” Audience

  • Blogging
  • Free offer
  • eBooks
  • Podcasting
  • Social media
  • Webinars

Growth Marketing Pull Tactics - “Leveraged” Audience

  • Guest blogging
  • Guest podcasts
  • Conference presentations
  • Guest webinars

Growth Marketing Push Tactics

You push visitors into your world using more aggressive means, such as advertising and direct sales.

  • Paid ads
  • Direct sales
  • Promo swap
  • Affiliates

Growth Marketing Product Tactics

You use the product itself to get new visitors (so that it literally sells itself).

  • Network invitations
  • Referral programs
  • Social sharing
  • API integrations
  • Incentives

Growth Marketing Tactics

Growth Marketing - Pull Tactics For Getting Visitors

Blogging

Blogging might be one of the easiest ways to get pull traffic.

The first tactic we’re going to walk through is a PULL tactic for getting visitors into the top of your funnel, using your own audience: Blogging.

Why: It positions you as a thought leader.

  • If your audience thinks you’re a thought leader or someone at the center of your industry, then they are more likely to buy and retain because you are the thought leader.
  • Also gets free traffic from SEO. Use all keywords in your niche.
  • Increases organic traffic (without paying for ads)

Blogging Growth Tips:

Tip #1: Create valuable for the reader. Help, teach, gift, or inspire.

Tip #2: Spend a lot of time creating titles.

Tip #3: You must make a micro sale before you make the big sale. Your headline is the micro sale that will decide whether someone reads your blog post.

Tip #4: Train people to come to your content by posting consistently.

Tip #5: Repurpose content from other platforms as blog content.

Success Story: Mint launched in 2007 and sold in 2009 for $170M, and by the time of their launch they had more traffic than all other personal finance sites combined. This was because of their blogging efforts.

Now, before you read any further quickly brainstorm 10 blog post titles and then later you can create or match the content you already have.

Podcasting

Why: Audio creates a more memorable and more powerful experience for your audience. People feel like they get to know you and for the audience member it more intimate.

Also, it’s easy to promote something of the podcast. It’s a natural transition for them to go from podcast subscriber to customer.

Podcasting Growth Tips:

Tip #1:Use a new guest each episode so that you always have fresh content, ideas, and personality.

Tip #2: get a professional designer to create the cover art. Many people will give you a listen based on this alone.

Tip #3: Buy a good mic!

Tip #4: Build the relationship through your podcast and then sell them a book.

Podcast Interview Tips:

  • Ask open-ended questions
  • Follow up with new questions based on what they say. Be a good listener!
  • Dig into what interests you – if it’s exciting to you, it’s exciting for the listener!
  • Try to actually learn something yourself.
  • Don’t go into it worried about the production aspect - set this up in advance with a repeatable system, so that you can be “present” with your guest.
  • All you’re doing is having a conversation with a really smart person (the “record” button just happens to be on)
  • Have a couple of go-to Qs you always ask at the beginning or end


Success Story: The James Altucher Show podcast has (1305) 5 star reviews, and James’ recently self-published book “Choose Yourself!” sold 44,294 in the first month. Podcast are powerful tools for pulling people into your world.

eBooks

Why: They have the highest perceived value to the user. People think someone put some real-time & effort into something. A consolidation of ideas into an easy-to-understand eBook.

Here’s what that means, because it’s got a higher preserved value people are willing to give more to get it. Now we can start building your list!

eBooks are extremely actionable for the user so they can learn something, take action and get some sort of result.

eBook Growth Tips:

Tip #1: Design good cover art.

Tip #2: Provide value but don’t a “War and Peace”! No more than 15pages pages. If the value is really good you can put a price on it!

Tip #3: Don’t create one in Photoshop simply use Canva.

Take the 24-hour challenge and come up with an eBook! (great idea for a conversation starter in groups and get attention) Then set it up on your website with an opt-in form!

If you’re known for something, then use that to write about. You are not an artist you are not barring your soul, it’s just an eBook to fit into your funnel.

Cover Design Tools & Marketplaces
♦ Canva
♦ Fiverr
♦ Upwork
♦ 99Designs

Social Media

Why: It’s ubiquitous – it’s where humans are. If you pull the physiological triggers correctly then you can get people to share it thousands of times. Social media is a shareable by nature. Anything you post on social media has a chance to reach beyond your current audience.

The content that gets shared on social media usually falls into one of the following categories:

  • Fear - e.g. the prepper community
  • Love - e.g. Subaru (“if you love your family…”)
  • Surprise - e.g. Beyonce and Jay Z “Apeshit” surprise release
  • Humor - e.g. Old Spice, Dollar Shave Club, etc.
  • Jealousy - e.g. fashion brands / influencer content on Instagram
  • Inspiration - e.g. nonprofits, pro athletes, interior design, powerful human stories


Social Growth Tips:

Tip #1: Tap into emotions and psychological triggers!

Tip #2: Outsource your SMM – Social media management is time consuming but very inexpensive to hire out. Don’t do this yourself, just find a qualified social media manager to do it. This is the best ROI.

Tip #3: Cross-post on all channels and repurpose as much as you can – don’t waste your content or your time.

Tip #4: Use scheduling tools like Buffer, HootSuite, etc. to save time.

Tip #5: Use UTM links for each post so you can track posts and channels and content.

Tip #6: Then work out how many times you need to post to get more people in at the top level.

Success story: Red Bull runs TV ads, but most of their budget is spent creating high quality original content for their social media accounts. They have leveraged the “inspiration” and “surprise” categories to generate massive viewership. Felix
Baumgartner's supersonic freefall from 128k' video alone, currently has over 43M+ views on YouTube.

Webinars

Why: This is where you get your most qualified leads. If you say where gonna do it on this day at that time, people must plan, schedule to show up. They are interested and in the market for a solution.

They are extremely capable to become activated and retained.

It also creates a natural sales environment. Provide massive value and at the end, you end with a close. You do a webinar where you give a lot of free information, but as you give away free information you are also setting up for your pitch later. Cause they could do everything you talked about on their own, but they can also just buy your product/service to help them save time and outcome. Cart is only open for the next few hours.

Webinar Growth Tips:

Tip #1: The default software for webinars is GoToWebinar. Use it.
Tip #2: Give more than you sell. Provide value for your viewers 80-90% of the webinar.
Tip #3: Tell stories, don’t just give facts.
Tip #4: Do it live and engage with audience questions at the end to overcome objections.
Tip #5: Most sales come in after the webinar during the email follow up. Don’t just assume sales will occur during the live webinar.

Success story: Unbounce initially grew their company using webinars. They would do one webinar a month and they averaged 3,000 attendees on each one.

Guest Blogging

Now that you’ve studied the Pull Tactics that you can use to growth marketing your business using your own audience, it’s time to dig into Pull Tactics that leverage someone else’s audience. The first one that I want to talk about is Guest Blogging.

Why: It’s a win-win. They already have an audience they want to provide value to that audience and your blog post can provide that. You get a link back to your website/funnel/Facebook Group. Boost your SEO, drive more traffic to your website.

Guest Blogging Growth Tips:

Tip #1: To get someone to let you guest blog for them, send them a short email that tells them why you love their blog, that you want to guest post for them, and list 3 articles titles that you had in mind. These articles titles are the most important part of the email. If you’re feeling stuck, think back to the Blogging exercise you already did!
Tip #2: If you don’t hear back, follow up every week for at least 3 weeks. People are busy and they miss emails. You’re not being as annoying as you think.
Tip #3: Once a blogger says that you can guest blog for them, write something truly valuable for their audience. Nobody will read an extended pitch for your business. Simply put a link back to your site in the intro or the end of the article.

Success story: Gregory Ciotti grew the Help Scout email list to over 36,000 subscribers by guest blogging.

Find some who oversees the blog, get their email address.

Pitch Email:

  • Short and sweet
  • Quick social proof
  • Why you matter
  • Read your blog
  • Mention specifics
  • Include 3 ideas – I’ve never used them before and will never use them again after you choose them.
  • Follow up – Follow up every week for 3 weeks. Not hearing a response means nothing. Always be optimistic and resilient.


You must provide value to your audience; it can’t be an extended sales pitch to sell your product. At the end tell them what you do and ask them to check it out. You can send them to your blog/website/funnel/Facebook group. Use the template for the email to use, make a list of 30 blogs to guest blog for. Look for blogs that have trafficked and in the same niche, this way you can use the same 3 ideas for all 30.

Guest Blogging Outreach Template:

Hey [Blogger first name] ,

I’m a big fan of your blog, especially your recent article [“insert title of something they wrote”] – I found the part about [mention a specific nugget from the article] to be incredibly valuable.

My name is [your name] and I’m the founder of [your company name] . We were recently featured in XYZ [quick piece of social proof that adds credibility – why you matter!] .

I wanted to run a quick story by you that I think will be really valuable for your readers.

Here are 3 potential blog ideas I’d love to contribute:
● [Blog article idea #1]
● [Blog article idea #2]
● [Blog article idea #3]

These would be original articles for your blog and catered specifically to your audience of [insert what their audience is called, e.g. marketers, gamers, dog lovers] , and I won’t use the content afterward if you decide to move forward with me.

Please tell me which idea you like the best, and I’ll have it written in the next week – then you can run it whenever it makes sense on your content schedule.

Hope to hear from you soon.

Thanks,
[your first name]

Guest Podcasting

You are going onto someone else’s podcast.

Why: Some cool things happen, they hype you up. Guest podcasting creates a win-win just like guest blogging. You gain an audience. They gain fresh content for their show. Credibility & authority – the host tends to hype you up when they introduce you. Podcasts tend to be more evergreen. When someone finds a podcast they love they will often times listen to the back catalog. The isn’t necessarily true for blogs. It’s easier than blogging. Podcasts take less work than writing. You just have to talk
without too much preparation necessarily.

Guest Podcasting Growth Tips:

Tip #1: Search through the iTunes top 50 podcasts in your industry in order to find potential shows to reach out to.
Tip #2: When pitching for a guest podcast spot, don’t write a PR email. Keep it short and to the point.
Tip #3: Tell them why THEIR audience will be entertained, informed, and inspired by you. They are stewards of their audience and that is all they are thinking about.
Tip #4: If you’re worried about how to track results/data from audio, create a unique promo code for your product/service to offer to their audience at the end of the episode.

Success story: Ryan Holiday is a New York Times bestseller, and he is the undisputed king of guest podcasting. Just go to Google and type in “Ryan Holiday podcast”. He doesn’t have a podcast of his own, but he is on hundreds of other people’s podcasts.

This is a great example of picking ONE tactic and doing it over and over, consistently and obsessively to achieve massive growth.

Conference Presentations

Why: A conference presentation makes you an instant "Rockstar" to everyone in the room. You may not reach as many people compared to other tactics, but you will make a bigger impact on the ones you do reach. You have a captive audience that is physically in the room with you, and often tweeting / talking about the content of the presentations to their social networks.

People that present at conferences can use that conference’s logo forever on their website. It’s a great way to show social proof. Look at me – groups of important people think I know what I’m talking about.

Conference Growth Tips:

Tip #1: Start small to prove your worth, then use that as a launching board for bigger conferences.
Tip #2: Start planning, targeting and reaching out early. Conferences are usually planned far in advance (12 months).
Tip #3: Use some of the psychological triggers we already talked about during your conference. I once gave a talk, then told them about my new product which was related to my talk, then told them if they tweeted something out about the new product that they would get a free trial. My phone instantly blew up with hundreds of tweets about my company.
Tip #4: Repurpose material at multiple conferences. No one will know or care.
Tip #5: Give something exclusive away to the audience (e.g. free trial). Ask if you can send a followup email or be included in one, to all attendees, with the special offer.
Tip #6: Put your URL on screen the whole time (every slide!) so that when people take photos and share them on social, your website is front-and-center.
Tip #7: Better yet, make it a custom shortlink with a dedicated landing page geared toward
that specific audience.

Success story: Know Your Company’s CEO Claire Lew said that 38% of new sales last
year came from public speaking.

Guest Hosting Webinars

The sweet spot for this tactic is somebody who already has a product selling that retails for $500 or more.

Why: They do all the heavy lifting with the technology with landing pages and registration setup. They build you up and introduce you as the Rockstar while supplying you with the best leads.

Guest Hosting Webinars Growth Tips:

Tip #1: Don’t expect millions of viewers. 100-150 attendees is a good starting point. Everyone says that they can get hundreds of people on a webinar. Some will get much less. This is normal for this tactic.
Tip #2: Don’t neglect post-webinar emails. Also, provide the host with email copy and a schedule of when to send. You know your offer better than they do.
Tip #3: Be willing to give a kickback from sales you make on the webinar. Make it a win-win situation for everyone involved.
Tip #4: In your pitch email, make the hook about the product, not about you.
Tip #5: Inject scarcity and urgency with an exclusive, expiring offer at the end.
Tip #6: Use a link shortener like Bit.ly to track success.

Success story: Thinkific grew revenue by 2,000% using guest webinars.

Push Tactics for getting visitors

This is more aggressive as you’re not enticing them you are pushing them in.

Purchase Ads

Why: You can target demographically and be very precise with the targeting. Ask yourself, where can you get such a large audience to pick from.

Purchase Ads Growth Tips:

Tip #1: The first $1000 you spend is just to test the idea. Simply said, $100 is not enough to learn what works.

Tip #2: You’re not trying to sell the product; you are trying to sell the click! If you try to sell the product you try and say too much, all you need them to do is click the link, your website can sell the product! What do you need to say or do to get them to click? That’s the question you need to answer.

Tip #3: use the Self trigger, people care about themselves, they don’t care about you! Don’t write ads about how great you are or how great your company is, rather write them to say how great the customer is, what you can do for them. How you’re product can save them time, make them money add value to their lives.

Tip #4: Don’t necessarily give the ad to create to manage as ads are a math equation, so give it to the quant in your company if you have one. If you’re overpaying for clicks, it doesn’t matter how amazing the creative is if you are upside-down on ROI.

Tip #5: Google is for Intent / Facebook is for Discovery.

  • With Google people type their intentions into the search bar. If your product can be sold well by knowing the intention of someone is, then gravitate towards Google ads.
  • Facebook ads are more serendipities, meaning it’s not something people were looking for but when they find they are excited.

Tip #6: Even if an ad works, it’s gonna form a bell curve, all ads have a half-life. What that means is it will work till it doesn’t and banner fatigue is going to set in.

Tip #7: Always keep refreshing your ads, with new angles, hooks, images, video, copy, demographics.

CPC = Cost per click vs. CPM = Cost per Mille (thousand impressions) test to see what works! Use lookalike audiences.

Affiliates

Why: They don’t require money upfront, they get paid when you get paid. They require no base salary. No risk to you! They might already be good at digital marketing. It’s like an agency within one person.

Affiliate Growth Tips:

Tip #1: be careful, some might hurt your brand by doing things that you do not ok with or offer stuff you did not approve or promise.

Tip #2: Don’t track it yourself. Use existing affiliate software link Tap-Affiliate for tracking, don’t build it yourself.

Tip #3: The best way to find affiliates is within your network. It’s just about, do you trust them on the front-end? Because you want to work with good people.

Direct Sales

Why: Works well with B2B and is legitimate even in the world of growth hacking. It’s top of the funnel. You also get to control the experience. You can also manage longer sales cycles.

Direct Sales Growth Tips:

Tip #1: Don’t respond to prospective salespeople when an email about the open position. Only respond after the 3rd email from them, this is so you can ensure they are legit salespeople. Optimize for the skills you want.

Tip #2: Decide upfront if you are going to use SDR. An SDR will do the warm-up and qualification and then hand them off to the direct sales team to close. If your salespeople can’t generate their leads you must have an SDR. You must know where the leads are coming from beforehand.

Tip #3: Use CRM. Must be a trusted system, and this is not a Google sheet.

When should I start doing direct sales?

If you can handle all the leads that are coming in then you are the salesperson, but when the leads are more than you can handle then it’s time to hire a salesperson, just make sure you have enough leads to sustain their time.

After-sales transfer the client’s communication to customer support. Write 3 sentences on each push tactic on how you can implement it in your own business.

Product Tactics for Getting Visitors

Now we can use the product itself to bring in more top-of-the-funnel users.

Network Invitations

You can have it and if it works for your product, you can have people import their entire contact list. You can also ask them to import their social contacts. Start thinking about how you can ask people to share your product with the networks they’re in.

Social Sharing

How can you make it so that in one click they can share this on their social profile? For eCommerce sites use Pinterest to share their products.

API Integrations

This one is geeky and more difficult, but very powerful to use. An API is an Application Programming Interface, what that means is that every application generates a lot of data, and if they let you, you can use their API to talk to another API to transfer some of the data. Depending on the limits of their API, you can add data to their system and pull data from their system.

A good example of this is the Nike app, when you go for a run you can choose to active “Cheers” and then on certain distances the app post to Facebook and asks you audience to send your “Cheers” so when someone like the post on Facebook you get the sound of people cheering in your headphones. Nike is using Facebook to forget new customers through its API.

To get an idea of what APIs are out there, then go to ProgrammableWeb, which list all the API in the world. Here you can see what open API’s are available and ask yourself how can I use them to bring more users into my funnel.

Incentives

Share this and get that! Incentivize people to pull new users in, this gives you access to your audience and you get to leverage audiences from other people. You get to push people in through things like direct sales and affiliates. You also get to use your product to pull people in. As long as you’ve got something of value to give away and that something doesn’t cost you that much, you can use it as an incentive.

If you want to product tactics you will need an engineer how understands these tactics.

Growth Marketing Activation Tactics

We want them to some kind of action on your website. Whether it be giving an email address, take a trial, or buy a product, we need them to take that action to enter into our world.

Landing Pages

This is a great way to let someone take an action. It forces the user to focus and you’re taking away all the other stuff like about page, contact page, or blog. It’s like putting blinders on a horse when you leave all the clutter.

Use tons of social proof on your landing page. Testimonials or logos “As Seen On”! People want to know they, not the sucker.

Also, use time expirations on your landing page, like if you take this action in the next 24-hours then you get a discount or a bonus.

Include a FAQ, this is not a customer support type FAQ, this is to answer those questions you know they gonna have before taking the step you need them to. Answer the once that might keep them from buying or subscribing.

They also allow you to send paid traffic to it, and now you can focus on the action you want them to take. Beautiful is not always better with landing pages, so don’t be afraid of the ugly. Beauty can be a distraction.

Use Clickfunnels of Thrive for WordPress. Don’t try to code the solution yourself, cause it’s gonna take too much time.

What can I use landing for?

Use to validate a business concept. Get signup before your even start developing the product. Smoke Screen or Smoke test. When you put an experimental CTA button to buy – even though the product doesn’t exist yet –to validate your product idea.

So when they take the action, the action is not what they thought it would be. Like when they click on the buy button and instead of taking them to a checkout page after they’ve filled in their details and click on the finalize button, they get a pop up that says we’re not gonna charge your card as the product is not quite ready yet. We’re going to keep your details on file and when we do release this you’ll be the first to know!

If you can’t get them to with a smokescreen you won’t get them to sell them the real product.

Copywriting

This is the closest thing to magic when it comes to growth hacking. Copywriting is a salesperson on your website doing the sale bidding for you. It can say whatever you want it to say.

Tip 1 – Know when to use a short copy vs. a long copy.

  • Short Copy: if you’re selling something of a low price point. This is not a high friction decision as they’re not spending a lot of money. Introduce objections instead of overcoming frictions. Make it seem like just go ahead and buy it.
  • Long Copy: If they’re gonna spend $100 or more then they have more to think about and thus produce more friction. They want to see the FAQ more robust.

Tip 2 – If you suck at copywriting do not try and do it yourself. Writing and copywriting is not something! You can be a published author and be terrible at copywriting. Copywriting is talking the language and making it sell. As an author, you are writing to entertain or making them feel some emotion and story.

Tip 3 – Don’t ignore the microcopy. Every little touchpoint counts. This is the copy that sits right below the button. They remind you of something, for example. If you go to a buy button that says BUY NOW for $99. Right below it in the smaller text, it says “100% Money-back Guarantee”. This does a lot of psychologically.

Tip 4 – Dedicate time to testing different CTA’s. This may be the most important copy.  Try different phrasing. Try 10 different things.

Tip 5 – Reverse CTA for the opt-out. Next to the options button, you have another button that says something like “I like Losing Money” or “No thanks I don’t want more traffic to my website”.

Word matter – words have weight – is it going to have the desired effect on your audience.

AIDA Framework

(Attention/Interest/desire/Action) Your copy needs to be in your copy for every landing page.

  • Attention: If you don’t get someone's attention, they leave your site and go to the next tab. That’s why your headline is so important.  Use that self-trigger.
  • Interest: Are you saying something that will draw them in now? You wanna go a little deeper now.
  • Desire: Copy has now gone from “this could help you” to “you need this”. I don’t know how you gonna live without this, I don’t want to be you if you don’t have what I’m selling!
  • Action: What do you want them to do? They don’t know what you want them to do, so you have to tell them what to do.

Call to Action – CTA

Tell them what do to, you must tell them what the next desired action is. There can only really be one CTA, you can’t ask them to do this and this and this. They’ll do anything!

Make the call-to-action sticky on your website. Then the buy button is always just a click away. Then use contrast in your button compared to the background on your website.

The same thing with the font, use a bold font. Then test, test, test… don’t predict the future, but be a scientist to get that exponential growth.

Use Micro-Commits: This getting people to say yes to a couple of things to build a momentum of yes’s!

Brainstorm 10 CTA to use in your business.

Onboarding

This is when you take them by the hand, and you show them what the next steps are. What can you do to take them by the hand, it also helps if you have a complicated product? This shows people what to do when they in your world.

Some products don’t provide value until the information is entered. Don’t just dump them into a dashboard.

If you make money because of how much they use your product, then you want to help them use your product. Show them how to do things they didn’t know about.

A psychological trigger you can use processes as you are progressing them through the steps.

Implement the 3 things you want them to do, and you can just make 3 pages if the IA is too much.

Gamification

Gamification in web design seeks to include elements of games such as scoring points, completing quests or missions, clearing levels, accomplishing objectives, and even competition. Generally, most games have players and a game world, and the players either interact with or act upon the world.

Progression Dynamic

Do you have a progress bar on your website, or could you put one? What can you help them progress through when they at 70% they want to be at 100%, think of your LinkedIn profile and what steps you need to take to have an “Allstar” profile? Even if they don’t get anything for it, just the fact they are at 70% is going to cause them to want to do something.

Leader boards

People love to be on a leader board, this creates a sense of community and shows where they fit into this community, if they’re #17 and want to be #1, they have to use your website more to get moving up the ranks.

Collect Items

In games, you always have to collect things, like stars, rings, currency, etc., what can you do to let your audience collect things on your website or funnel. Badge awards for doing something is another great way to gamify your system.

Virtual Currency

Think of Reddit, they use Karma, and you can do nothing with it, yet people love getting more karma. This makes people make their site more to collect more karma.

This can also transfer into real money, if they have x number of points/likes/tasks done, they might qualify for something free or use it to buy something from your site or use it as part of a discount when they purchase the next product, service, or level up in membership. Loyalty cards are great for this!

How can you take an old-school idea and just modernize it? Put it into your website and gamify it!

How can you use the brilliance of video games in your product?

Use the cheat sheet to identify 3 gamification tactics that will fit your product and try to implement one of them!

Pricing Strategy

Price Anchoring

People focus on the first number they hear, even if that number has nothing to do with all the other subsequent numbers.  Ex. Let’s say you do to your boss at the end of the first year of work, earning $50k per year, now in the meeting your boss asked you how much increase you would like, and you say you’ve been earning $50k and would like to earn $100K in the next year, you wait a few moments keeping a straight face and then tell him, you’re joking you only want $65K. Now he thinks that’s $35K saving, but you got a $15k increase.

Before you say my thing cost $1997, you first need to say you are going to save $40k in the next year with my solution. Or you can say my competitors, charge X and I only charge Y! They fixate on something that has nothing to do with you.

Dummy Price Points

This is again the same as when you go to the movies and the popcorn is $8/small, $8.5/medium & $9 for the large, yet no one is buying the small or medium, so don’t be afraid to have price points on your website that you don’t plan to sell. You’re just moving them towards the large.

Value-Based Pricing

Don’t sell using the Cost + way. This is how rookies do it! They are not buying it based on how much it cost you to make it, they don’t care. Price your product based on the value that you will be delivering. If the value is their people won’t care is, you charge $10 or $1000’s.

100% Refund Guarantee

Always have a 100% money-back guarantee and always keep it just below the buy button. People don’t ask for refunds; they never follow through. Put the language on your site.

Social Proof Near Pricing

Because that’s where all the friction is, put out all the big guns, put quotes on how many customers, and logos of happy customers near your button. Display how recently bought, like John Doe from Dallas and Jane Doe from New York, this way they are not the sucker that’s buying, these people are doing it so there is a community.

Trust signals

Put security emblems, lock icons, credit card logos on your site.

Pricing “Pause” Strategy

Allow them to pause their membership for a month.

The Wine Hack

You are probably not a wine expert, and neither am I, but if you see a bottle of wine for $200 you will assume it’s a good wine and from a good year or vineyard. It probably isn’t it’s probably a crappy wine, but you don’t know that.

Raise your prices and let people think that you are supplying more value, the reality is giving them a more exclusive, more expensive experience is really what they are after, so you can be servicing your customers by raising the price.

Raise Your Prices

The truth is at some point the market will tell you it’s too high and then you know, so in the meantime raise your prices. Until you find that inflection point, the apex of the bell curve, you should raise your prices.

The truth is I don’t know what the best price for your product is, and the reality is neither do you, so don’t be afraid to do some experiments and see what the data says. At some point, you would have maximized your profits, but without testing and being a scientist, you’ll never know what the price should be.

Growth Marketing Retain Users Tactics

You wanna keep your happy customers happy.

Here are 5 reasons retention matters more than what you think it does.

Reason 1 – Without retention, it’s all meaningless. If you have a leaky funnel and most of your customers leak out the bottom, you don’t have a business. If you don’t retain people, your business model will break no matter what your business model is.

Reason 2 – The best prospects are at the bottom of your funnel. They already know you, they already like, they’ve gone through the steps you want them to take. They are the people who will be paying you next month, so you have to cater to them.

Reason 3 – Sometimes retention can affect the bottom line more than getting new traffic. Depending on what you are paying for a new customer, it might be more cost-effective to retain old customers. Just look at the math.

Reason 4 – An increase in retention increases your “Life-Time-Value” (LTV). This is important because the higher your LTV the more you can do down the line with growth hacking. If your LTV is low, you might not have enough to spend on paid ads.

Reason 5 – Retained users are the only ones that evangelize your product. New people don’t talk about you yet, but people who have enjoyed the value you bring and has experienced the benefits in their life will be your best ambassadors.

Tip 1 - Staged Traffic

Don’t think you’re gonna do just traffic, and then just activation, and then just retention. Instead, use your marketing budget to test each part so you can see if there are any holes, so when you have fixed them all you can drop the balance of your budget on top-level traffic. This you can increase the net retainment of your audience.

Tip 2 – Speed to “Aha!”

Every good product has an aha moment. The users say aha, I get it. Get to the aha moment as quickly as possible. If you want to retain people show them the imminent value of your product as quickly as possible so you can retain them.

Tip 3 – Don’t Fear Email

Most people with the engineering mindset, really don’t like email. You need to send emails cause that’s how you retain people. They need to be reminded that you exist.

  • Send drip campaign, where one email follows up on the next one.
  • Event-based email: when they click a button on your website, and they’ve activated something or earned another badge.
  • General Updates: this can be company updates, events coming up, new features or courses, new offices that you moved into.


Tip 4 – Alerts and Notifications
Now we know this is big with apps. You can also use Chrome to push notifications to people.

Tip 5 - Exit Interviews

So, when people go to cancel on your site, send them to a survey, ask them what it was that you did the worst at, use it as an opportunity to get feedback. Then say thanks for taking the survey, I’d like to give you “X” and here’s how to get it. This allows you to get them back into your world.

Tip 5 – The Red Carpet

These are power users; they talk about your product more than average and use your product more than average. Then do something special for them to show your appreciation. Mention on Twitter, or in an email, or send them swag.

Tip 6 – Increase Value

Simply increase value, add features current users are asking for, and take away features that are getting in the way. Simplicity can add value. Support will be able to tell you what works, what doesn’t, and what needs to be added, use your data. To take something away you might also start just by hiding the button and if no one complains then delete the feature.

Tip 7 – Community Building

People tend to stay with products when there is a community attached to the experience. So, try to build a community model around your business and product. You can use a Facebook group or host educational webinars. This creates a sense of belonging.

Tip 8 – Good Documentation

If your product is tentacle, then give people documentation so they don’t feel alone. If you give them documentation at least they feel as if someone sat through what they might be experiencing and has come up with documentation to help them.

Conclusion

As I mentioned, you need not use all of these tactics in the framework in this post, but if you use some or a combination of these you will achieve growth. If you really get stuck and want to chat, use any of the recourses on this website and if I can help you out, then I'll gladly lend a hand! Please leave a comment and share with your friends if you found any value.

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