Dean Jackson is old school. He’s the creator of a bunch of cool marketing tactics that make up the foundations of internet marketing.
I’ve heard him speak 100’s of times and his simple, conversational approach to marketing still blows my mind every time.
I was a guest on Dean Jackson’s podcast, “More Cheese Less Whiskers” which was the main reason I wanted to write a book. Here’s an excerpt from Dean’s email he sent to his list yesterday, summarizing our conversation. (Link to my interview with Dean)
(For context, I had just tried to run a webinar in April and got $15 registrations).
But the evidence shows that it’s [webinars] a very expensive lead generation proposition. It’s not uncommon to end up with costs of $15 per registration.
On top of that, you get a very low show-up rate. Because people sign up but then they get busy… or they forget… or life gets in the way.
Even when they DO want the information, showing up at a webinar is a hassle for most people. (You and me included.)
Instead, if you’re looking to get a response in greater numbers, and turn invisible prospects to visible… then, a book is a much better way to do it.
For starters, you immediately get three to five times more leads when you switch…
Which also means, you get opportunity to engage in dialogue with more people. Because the reality is…
The pool of people who are interested in the information you offer is way bigger than the pool of people who are willing to sit through a webinar… AND have time on Tuesday night.
And that’s the whole point of your Before Unit: You’re looking for ways to maximize the return on what you’re doing on the front end… rather than just focus on what’s going to optimize the first 30 days for you.
In other words, you’ve got to be willing to build a foundation as a launchpad for the next 30 months. Because the biggest ROI is in the long-term…
Funny thing is, he was dead right. Since I’ve been running paid ads for the free book, The One Hour Funnel, I’ve been getting people to download it for about 3 bucks.
Just like he predicted…
The other thing I’ve implemented since learning from Dean is “The Super Signature”.
Here’s how it works.
Let’s say you go into a crowded furniture store. The sales person says “if you need anything, just let me know.”
Polite. Cordial. Non-specific.
Instead, what if they said, “whenever you’re ready, here’s how I can help you. We can look at different room configurations for the furniture, take a look at fabric options, and I can tell you about our specials.”
Specific. Non-threatening. Simple. People are begging to be led. So show them exactly, specifically, what you can do to help them.
It puts them in control. It’s not pushy. “Whenever you’re ready…”
For more context, I’ve added mine below my signature.
Try it for yourself – make your own super signature and then reply to this email so I can see it!
-Cody
P.S. Whenever you’re ready there are 3 ways I can help you…
1 – Grab a free copy of my book, The One Hour Funnel here
2 – Check out my podcast, “Cody Builds a Business” by clicking here
3 – Collaborate with me in my next Case Study Group by clicking here
