digi marketing jedi review
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Andy Fletcher
Neil Murton
EXTR
ACT
PREVIEW
COPY
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TableofContentsIntroduction........................................................................................................................4
Reciprocity:TodayaSeat,TomorrowaMarriage.................................................6Howtouseit................. .................. .................. ................. .................. .................. .................. .....7
Nichebloggers:.........................................................................................................................................9 Productowner:......................................................................................................................................10 Offline:.......................................................................................................................................................11 Affiliate:................................................... ............................................................ ......................................12
Authority:TrustMe,ImaDogWhisperer............................................................13Howtouseit................. .................. .................. ................. .................. .................. .................. ..14
Nichebloggers:......................................................................................................................................14 ProductOwner:.....................................................................................................................................14 Offline........................................................................................................................................................15
Affiliate......................................................................................................................................................16 SocialProof:HowtoOutsourceThinking.............................................................17Howtouseit:............................................................................................................................17
Nichebloggers:......................................................................................................................................18 Productowners:....................................................................................................................................18 Offline........................................................................................................................................................19 Affiliate......................................................................................................................................................19
ScarcityandUrgency:ItsMYD*mnTypewriter.................................................20Howtouseit................. .................. .................. ................. .................. .................. .................. ..21
Nichebloggers:......................................................................................................................................22 Productowner:......................................................................................................................................22 Offline:.......................................................................................................................................................23 Affiliate:................................................... ............................................................ ......................................23
CommitmentandConsistency:TheAlCaponeGambit.....................................24HowtoUseit:............................................................................................................................25
Nichebloggers:......................................................................................................................................25 Productowner:......................................................................................................................................26 Offline:.......................................................................................................................................................26 Affiliate:................................................... ............................................................ ......................................27
Liking:TheCheerleaderEffect..................................................................................28Howtouseit................. .................. .................. ................. .................. .................. .................. ..30
Nicheblogger:........................................................................................................................................30 Productowner:......................................................................................................................................30 Offline:.......................................................................................................................................................31 Affiliate:................................................... ............................................................ ......................................32
PerceivedValue:TheRussianBillionaireFallacy..............................................33Howtouseit................. .................. .................. ................. .................. .................. .................. ..33
Nichebloggers:......................................................................................................................................34 Productowner:......................................................................................................................................34 Offline:.......................................................................................................................................................35 Affiliate:................................................... ............................................................ ......................................36
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GroupsandCommunity:ImanIndividualLikeEveryoneElse.....................37Howtouseit................. .................. .................. ................. .................. .................. .................. ..37
Nicheblogging:......................................................................................................................................38 Productowner:......................................................................................................................................38 Offline:.......................................................................................................................................................38
Affiliate:................................................... ............................................................ ......................................38RiskReversal:ItsNottheFall,ItstheLanding..................................................40Howtouseit................. .................. .................. ................. .................. .................. .................. ..40
TheMarketingJediSalesPageChecklist................................................................42
Examplee-mail................................................................................................................43
Conclusion.........................................................................................................................46
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Introduction
Welcome.YoureabouttobecomeaMarketingJedi.Youregoingtolearnhowpeoplearewired,andhowyoucanusethistoimproveyourmarketing.ButIwanttomakesomethingveryclearrightfromthestartWedidntinventthisstuff.Thebuttonsyoureabouttolearnhowtopushhavebeenknowntohigh-tiermarketersandcomplianceprofessionalsforsometime,eveniftheywerentquitesurewhytheyworked.Peopleareaffectedtodifferentdegrees,buttheydoaffecteveryone,anditdoesnthelpmuchtoknowtheyrebeingused.Thesedays,Icanprettyoften
spotwhatsomeonesdoingwhentheyretryingtosellmesomethingbuttheystillmanagetosellittome.TheseminaltextonthissubjectandonetowhichweowequiteadebtisRobertCialdinisInfluence.Youllfindalotmoreinformationonthetheorybehindmostofthesebuttons(andmoredetailonalotofthecasestudies)inthisbook.Itsfreakinamazing,andassoonasyouredonewithDigiMarketingJediyoushouldreadit.So,whatdoesDigiMarketingJediofferyouthatnothingelsedoes?
Really,itsamatterofapproach.WhatwevedoneislearnedhowtoapplyallofthesetechniqueshowtopushallthesebuttonsintheInternetMarketingarena.SoDigiMarketingJedidoesntjustexplainthebuttonsandleaveyoutoityouvegotpagesofexamplesabouthowtousethemasanicheblogger,aproductowner,anofflinemarketerandasanaffiliate.Itsbeenhugelyusefultousingrowingourbusinessandthefactthatwevegonefrom0to$1,000,000inayearshouldshowyoujusthowusefulitcanbe.
So,whatareyougoingtogethere?Ivewrittenonesectionforeachbuttonthatexplainswhatitisandprovidesacasestudyfromreallifethatillustrateshowitworks.Then,Iveprovidedexamplesofhowyoucanuseitinyourbusiness.UsethesetechniquesandImsureyoullfindyourconversionsgoingup.Thisisntaboutshovingyourofferdownyourprospectsthroatthisisaboutallthesubtletacticsyoucanusethatmakeyourprospectsthink,oftheirownfreewill,
Yes,thisistheproduct/consultant/listIamlookingfor.(Hey,youdidntthinkwecalleditJediMarketingjustbecauseitsoundedcool,didyou?)
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(Thoughwedothinkitsoundscool.)(Reallycool.)
Theresoneotherthingyoushouldknow.Thesebuttonshavebeenusedbyconartistsinthepast,someextremelysuccessfully.(EverheardofGeorgeParker?Heusedoneofthesebuttonstomakeaverygoodandveryillegalliving,andhassinceaddedaphrasetothelanguagebecauseofit.Moreabouthimlater.)Butthatdoesntmeantheyremagic.Usethemwell,andusethemwiselyanddonttrytousethemtosellcrap,becauseitdoesntwork.EvenMarketingJeditacticscantcompletelybypassthebulls*itdetectorsthatareanotherpartofourevolutionarymakeup.
Soreadon,andmaythecoursebewithyou.
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Reciprocity:TodayaSeat,
TomorrowaMarriage
Afriendofminemethisfuturewifeonthesubwaytrain.Itwasacrowdedtrainand,chivalrousguythatheis,heofferedherhisseat.Shethankedhimand,whenshesatdown,hechancedhisluckandaskedherifshedliketogoforadrink.Shetoldmelaterthatshesneverbeensurewhyshesaidyes.Shewasntlookingforarelationshipandmyfriend,James,wasntherusualtypeatall.
Butafterhedgivenuphisseat,shedidntfeelabletosayno.Thisisreciprocationinaction.Ashumanbeings,itspartofourmakeuptofeelbadwhenweowepeople,sowefeeltheneedtoreciprocate.Evendowntothesimpleactofofferingsomeoneaseatonthetrain.Infact,itgoestoevensmallerfavours.TheHareKrishnasocietymanagedtovastlyincreasetheirdonationsjustbypressingatinygiftontotheirtargetsbeforeaskingformoney.Withmyfriendandhiswifeitworkedoutprettywellshemarriedhimabout
fifteenmonthslaterandshesaysshesneverregrettedsayingyes,evenifsheneverhasquiteworkedoutwhyshedid.Somethingyoumustunderstand:thisisntacaseofpeoplebeingbroken.Thisisaresponsethathasevolvedoverhundredsofthousandsofyears,becauseitwasntjustuseful,itwasessential.Imaginethis:Its350,000BC,andFredandBarneyareouthunting.Fredisluckyenoughtosnareawoollymammoth.ButevenafterFredhasfedhisfamily,theresalotofmammothleft...sowhatsFredgoingtodowithit?Well,notmuch.Hisfamilyhavehadtheirfill,andrefrigerationisquiteawhileaway.Laterthesameday,FredbumpsintoBarneywholookstiredandhungry.Hedidntmanagetocatchanything.SoFredgivesBarneysomeofhismammoth,anddoesntaskanythinginreturn.NextweekwhenBarneycatchessomethingandFreddoesnt,youcanbesure
thatFredsnotgoingtogohungry.
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Reciprocationspreadstherisk.BothFredandBarneyneedtocomehomeemptyhandedbeforetheygohungry,whichmeansafargreaterchanceofsurvival.Andthatswhyitssafetoassumethatifyougivesomeonesomething,theywilldothesameforyouinreturn.Infact,theywontjustdothesametheylldo
more.RememberJamesandhiswife,Emily?Jamesfavourwastheworkofasecond,butEmilygaveupherwholeevening,anditturnedintoaratherlargercommitmentthanthatYoucanusethisautomaticresponsetogetalotmoreoutofyourprospects.Allyouhavetodoisgetaheadofthegame.
CaseStudy:ChristmasPresentConundrum
Weveallbeenthere...whenapresentarrivesthatwewerentexpecting,andwehaventgotanythingforthepersonwhogaveittousHowdiditmakeyoufeel?Bad,Ibet.AndImprettycertainyoumadesuretosendthemapresentnextyear,ifyoudidntimmediatelygoouthuntingforasuitablegifttosendinreturn.Andthenthereistheotherscenario....ThesituationwhereYOUareleftwithoutapresentfromaclosefamilymemberorfriendafteryouboughtthemsomethingAMAZING.
PrettysoonafterChristmasyougetapresentinthepostwithacardattachedmentioningsheforgottopostit.Youneverknow,thatmightevenbetrue.
Howtouseit
Thereare3keywaysinwhichreciprocitycanhelpyourbusiness:
1.RECIPROCALCONCESSIONS
ThisisusedaLOTbytelephoneorface-to-facesalespeopleinfact,Imwillingtobetitsbeenusedonyouinthepast.
CialdinihimselfgivesanexcellentexampleinInfluence,whenhewasapproachedbyaBoyScoutsellingticketsforaneventfor$5each.Cialdinirefused.TheScoutthensuggestedthatinstead,Cialdinicouldbuysomeofhischocolatebarsfor$1each.Despitelikingdollarsfarmorethanchocolate,Cialdinibought2.
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Thistechniqueisknownasrejection-then-retreatandreliesonthehumantraitofreciprocatingconcessions.
Bystartingwithanover-the-top-requestthatissuretoberejected,therequestercanthentakeadvantageofasmallerrequest-theonethatthey
wantedallalong.
Or,likewise,ifyoumakesomeconcessionsinyoursalespage,givingthecustomeragooddeal,eitherthroughdiscountsorevenadmittingsomeminorflawinyourproduct,theyaremorelikelytomeetyouinthemiddleandmakeaconcessionthemselves...whichmeansreducingtheircynicismandmakingapurchase.
2.FORCEPEOPLETOTAKEACTION
Youcanalsousetherulewithpeopleyoudontpersonallyknow,eliminatingtheirchoiceindecidingwhotheyoweandwhotheydont...
RemembertheHareKrishnaSociety?Theirfundraisingsuccessshotupmassivelywhen,beforeaskingforanything,theygavetheirunwittingprospectsaflower.Justaflower,whichforthemostparttheprospectsdidntwantinthefirstplace.
Ofcourseflowerslitteredthestreetsbutpeoplestillgavemoneyastheywereunabletoacceptafreegiftwithoutgivingsomethinginreturn.
Funnythough,astherealityofitisthatthemoneytheyweregivingwasworthfarmorethanalittleflower.
So,ifyourmailinglistreceiveadealfromyouintheirinboxwhichtheyfeeltheydontdeserveorhaventearned,theyrerathermorelikelytotakealookatyoursiteorofferoutoftheirsenseofobligationandoncetheyrethere,yoursalespagecanworkitsmagic.
3.UNEQUALEXCHANGES
Somepeoplefeeltheneedtoridthemselvesofdebtbyagreeingtosomethingfarlargerthanwhattheyoriginallyreceived(justlikeEmily)...
Onlyoneactofgoodwillcanresultinastringofconcessionsfromtheinitialreceiver.
So,ifyourebloggingandtryingtoattractlinksfromothernichebloggers,goaboveandbeyondwhattheyreexpectingandtheywilldothesameforyou...reciprocitywillrewardyouinthelongrun.
Butremember,youneedtogivepeoplesomethingworthwhile!
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Thesesituationsoccurdozensoftimeseveryday.Howoftenhaveyouheardthese:
Well,letmeseewhatIcandotoshavealittleoffthismonthlypayment.
Tryitfreefor30days!Ifyourenotsatisfied,youreundernoobligation.
Iusuallysellthisspadayfor60,butImgoingtosellittoyouforthetradepriceof40.(ThismayhypotheticallyhavebeenusedonsomeoneintheDigiResultsofficeswhileDigiMarketingJediwasbeingwritten)
Hereshowyoucanusethepowerofreciprocitytoboostyourbusiness:
Nichebloggers:Provideexposuretootherpeopleinyourniche(andbeniceaboutthem
whenyoudo!)
TotakeadvantageofReciprocity,themethodissimpleMakethefirstmove!Offertointerviewotherpeopleinyourniche.Thiswillgiveyougoodanddifferentcontentandwillprovidethemwithexposure.Givingotherpeoplein
yournichepublicitycanonlybeagoodthingbecausethentheylldothesameforyou.Andmakesureyourefertothemasanexpert.Theywillwanttoreturnthefavourandyouwillgainsomepublicityfrombeingassociatedwiththem.Bymakingthefirstmove,youllbefarmorelikelytogetasimilarresponsethanifyouwaitforthemtohavetheidea.Sharefreeadvice
Sharingyourknowledgeisthebestthingyoucandoforyourprospects.Ifyouprovidethemwithfree,highqualitycontent,itwonttakelongforafeelingofobligationtokickinandthatmeanstheyllbemorereceptivewhenyoupromoteeitheraproductofyourownoranaffiliatedeal.Linktoanotherblog
Notonlywilltheotherbloggerbehappy,buttheirsenseofobligationmeanstheyllmostlikelylinkyouback!
AlltheSEOhawksoutthereareprobablyscreamingbutthatsareciprocallink!Theyreworthnothing!!
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Well,weknowathingortwoaboutSEOhere,soletsgetthisstraightReciprocallinksarenotworthasmuchasone-waylinks.ButtheyAREworthsomething,andthatsomethingisworthhaving.Notonlythat,youllalsogeta
directlinetoalltheirtrafficwhichwillcomestreamingthroughtoyourblog.Andifthebloggerisinfluentialinyourniche,thelinkonhisblogmakesYOUanauthority.Giveafreebiedocumenteverysooften
Andexpectnothinginreturn!Itwilldoyoumanyfavoursinthelongrun.Notonlywillitgeneratealotofgoodwillamongstyourtraffic,butitllkeepthemcomingbackformore!
Productowner:
Putonfree,informativewebinars
Itsallaboutgivingadviceforfree.Bycreatingthesewebinars,youcreatesomeobligation.Youllhavefarmoresuccessthanjustaskingforthesalerightaway,astheconsumerwillfeelliketheyvegotalittlesomethingextra.Beactiveonforumsandothersocialplatforms
Contributeactivelytoaspecificareaofinterestortopicthroughanswersorreasonablequestions.Evenifyourealreadydoingthis,givehonestandunbiasedadvice...Thiswillcreatecredibilityandestablishyouinthecommunity.Andwithyourlinkinthesignatureresourcebox,peoplewillclicktoyoursiteincreasingyourrankingandonlinepresence.Reviewotherpeoplesproductsandrecommendacompetitor!
Whenyourecommendsomeoneelsesproductitforcestheconsumertothinkthatyouhavetheirbestinterestsatheart,ratherthanjustpeddlingyourownwares.Ifyoureluckytheproductownermayevenwriteyouarecommendation!Youcanalsoofferrelatedsolutionsthatcatertodifferentendsofthesamemarket.Yourenotgoingtofindmanymarketingbooksthatrecommendyoupromoteproductsthatsolvethesameproblemasyours.Theyreyourcompetition,right?
Well,yesbutframedtherightway,youcangetallthegoodwillfrompromotingtheseothersolutionsANDmakemoresalesofyourownproduct.
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Letssayyouhaveaveryhigh-end,expensiveproduct.Youregoingtogetalotofpeoplewhodontwanttoinvestthatmuch.Sofindanotherproductthatdoesasimilarjobbutinarathermorecut-down
fashion,andtellyourprospect:Myproductis,hands-down,thebestonthemarket.Butifyourelookingforsomethingabitmorefocused,IcanrecommendthisfantasticlittletoolAndthengivethemyouraffiliatelink.Notonlywillyoumakealotmoremoneyfromcustomersyoudotherwiselose,yourealsocreatinganobligation.Lettheotherproductownerknowyouvedoneitandthenwatchthemdothesameforyou.
Thisworksjustaswellifyouvegotahighlyfocusedproductandprovideanaffiliatelinktosomethingexpensivewithmorebellsandwhistles.Useadownsellinyoursalesfunnel
Thisistherejection-then-retreatsystemagainYourprospecthaslookedatyouroffer,anddecidedtheydontwantit.OK,fairenough.Buthowaboutthischeaperversionthatmaybedoesntdoasmuch,butrequiresfarlessinvestment?
Justlikeeveryonewhoseverrefusedtogiveacharity$50onlytofindthemselveshandingover$10afewminuteslater,yourprospectswillfindthisofferhardtoignore.IMPORTANT:Forthistoworkproperly,itmustbeframedasifyouaremakingaconcession.Ideallyyoullbeofferingasimilarproduct(oracut-downversionofyourmainproduct)ratherthananentirelydifferentbutcheaperoffer.Offline:
RejectthenretreatAnygoodofflineconsultantshouldhavearangeofservices,fromthereallyhigh-endpackagetothesmallerjobsyoucandoinanhourorso.Whenmakingyourpitchtoaclient,trytogetthemontoyourhigh-endpackagethisshouldalwaysbeyourmainfocus.Butiftheyrejustnotbiting,thenadmitit.Tellthemthatyouunderstandyourfullpackagemaynotberightforthem,buthowaboutthissmalleroption?
Youllclosedealswithalotmoreclientsyouwouldotherwisehavelostbecausetheywontbeabletoresistreciprocatingyourconcession.
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Networking-behelpful
Whenyouseeclients,dontmakethempayforeverylittletidbit.Iftheyvegota
coupleofsmallproblemstheyhappentobringupinyourconversation,dontsayIcansortthatforyoujusttellthemhowtosortit.Providingfreeinformationnotonlycreatessomeobligationontheirpart,itllalsohelpthemlikeyou(andthatsanotherimportantMarketingJeditoolmoreonthatlater).Affiliate:
Remember,ifyouwanttobeabletotakeanythinggivesomethingfirst.
Thiscanbeinformationsendinge-mailsthatactuallyprovideusefulcontentratherthanjustpointingpeopletowardsapromotionItcouldbeafreebieafreereportorbitofsoftwarethatyoursubscribersdonthavetodoanythingfor,notevensignuptoanewlistButgivethemsomething,andthesenseofobligationtheyllfeelwillresultinalotmoreclicksforyou.
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