ULTIMATE LIST BUILDING SYSTEM
Ryan Deiss
I. 1: The Basic Principles of Lead Generation 17
A. Lead Generation vs. List Building 17
1. Lead Generation is the art and science of qualifying prospects and putting them into a marketing funnel that pushes them toward a buying decision 18
2. List is a collection of like minded people. 18
3. Leads are people who have chosen you/your offering 18
a) Benefits 18
(1) Communicate with multiple media know data legitimate faster roi income stream, sellable asset 18
b) Qualification Hierarchy 19
(1) LIST: e-mail LIST: name with e-mail LIST: double opt-in LEAD: name and e-mail LEAD: full contact information LEAD: full contact information with billing data (credit card) 19
c) Make prospect buy something or cover your costs (self-liquidating) 19
B. The 6 Vital Elements 19
1. 1 Sources of Traffic 19
a) Pre-Existing Sources 19
(1) JV Lists and Endorsements 19
(2) Affiliates 19
(3) List Rentals 19
b) Building Your Own 19
(1) Buy Targeted CRM Media (Banner Ads) 19
(2) Article Syndication 19
(3) Search Marketing (PPC & SEO) 19
(4) Viral Methods 19
2. 2 Lead Magnets: Landing pages and offers that get contact information 19
a) Valuable offers 21
(1) Audio CD or DVDs 21
(2) Special Reports 21
(3) eClasses (NOT eCourses over time and e-mail which delays buying process) 21
(4) Samples or Free Trail 21
(5) Membership 21
b) Common Elements 21
(1) Free or low cost 21
(2) Impulse buy 21
(3) Does not delay buying process 22
(4) Get Credit Card information 22
(5) If possible roll into a subscription or continuity model 22
(6) Make people "members" 22
c) Where get content 22
(1) Create it yourself 22
(2) Interview subject expect or author 22
3. 3 Sales Material 22
a) Copy writing still key element 22
b) Free must also be sold 22
c) Test long and short sales letters (landing pages) 22
d) Remove risk 22
e) Use lots of bullets 22
f) Test graphics and no graphics 22
4. 4 Data Capture Mechanism 22
a) Opt-in form 22
b) Recorded Message Phone Line (must for off-line sales) 22
c) Mail-in/Fax-in forms and coupons (especially for B2B) 22
d) Order Form (BEST) 22
e) Give solid reason for giving data 22
f) Option: 2 step process, opt-in and then physical address step 22
g) Involvement Opt-in process 22
(1) Asks for non-personal information first 22
(2) 2 Step process, cognitive dissidence compels people to finish what they've started 23
(3) Examples: polls, surveys, custom reports, calculators (example weight loss and heart rate) 23
5. 5 Marketing Funnel 23
6. 6 Monitization 23
II. 2: Big List - Big Traffic = CPM/Banner Media Buying 23
A. Reasons people don't use Banner Ads 23
1. Impression every time page loads 23
2. Don't believe they work 23
3. Think it's too Expensive 23
4. Don't know where to place the ads 23
B. Why use CPM Buys/Banners 23
1. 10 to 20x more traffic than Adwords 23
2. Higher conversion rates (buyers not researchers0 23
3. You pick the sites (unlike content network) 23
4. Google will give you performance of each site 23
C. Good Banners 23
1. 300x250 Large rectangle 25
2. 125x125 Small square 25
3. 160x600 or 600/160 Skyscraper 25
4. 468x60 Wide - DO NOT USE, low CTR 25
5. Text still sells 25
6. Break Skyscraper into sections 25
7. Blend into page or stick out (ugly) 25
8. Sell the click, not the offer 25
9. Tell them where to click 25
10. Stay above the fold (IMPORTANT) 25
11. Measurements and Results 25
a) Money is the real measurement - ROI 25
b) CTR -Click thru rate 25
D. Finding Places to Advertise on 25
1. Manually 25
2. Google Site Targeted Advertising 26
3. Adbrite: another site based network 28
E. Pricing 28
1. Deiss average CPM across Site-Targeted campaigns = $.53 (or effective CPC of $.11) 29
2. Banner ad CPMs = $3 or $4 29
3. Key is to test small 29
III. 3: Building a List on a Shoestring Budget 29
A. Lay the foundation 29
1. Look for hungry buyers 31
2. Know their top 10 problems 31
3. Position your solution 31
B. Pick the right target market 31
1. Searching for solutions online 31
2. Always hungry for more 31
3. You must have an advantage (passion, expertise, leverage) 31
C. Go where they are 31
1. Leverage other people's traffic 31
2. Position yourself to get attention 31
3. Offer them a taste for what they are hungry for 31
D. Top Priority 31
1. Convert free traffic into captive traffic that repeat buys 31
2. Exchange high perceived value of opt in 31
3. Require confirmation of their opt-in data 31
4. Measure!! 32
a) Traffic 32
b) Opt-in rate 32
c) Confirmation rate 32
d) Profit per member/subscriber 32
E. Landing Opt-In Page 32
1. Headline 32
2. Build the hunger 32
3. Build curiosity and hope 32
4. Clear instructions and what to do next 32
5. Privacy statement 32
6. At bottom includes testimonials 32
7. Set their expectations 32
a) Reason why Free...giving a taste 32
b) Build credibility and selling into "snack" 32
c) Establish rules of the relationship 32
8. Content vs. Selling 32
a) People searching for solutions 33
b) Willing to pay for convenience 33
c) Give them a small decision 33
d) Over deliver on promise 33
e) Mix sharing with selling up front 33
9. Targeted Free Methods 33
a) Blogs 34
(1) Characteristics 34
(2) Strategy 34
(3) Resources 34
b) Articles 34
(1) Essential Article Strategy 34
Pick a problem from top 10 34
Pick TARGETED Title 34
Place Keywords EARLY in Title 34
Write 3-5 tips about your solution (500 words or less) 34
Resource box: offer more in exchange for opt in 34
(2) Article Formula 34
Open with problem prospect has 34
Expand problem and make feel real 34
Show the reader 1 to 5 ways to solve problem 35
Finish article with conclusion or review of major points 35
Follow up with your resource box or call to action 35
(3) Where to post 35
submityourarticles.com 35
ezinarticles.com 35
articleannouncer.com 35
goarticles.com 35
Google: article directories + your niche 35
eBay has an article posting directory 35
c) Forums 35
(1) Search in Google 35
(2) Lurk and learn 35
(3) Post strategically with signature 35
d) PR 35
(1) Targeted traffic 35
(2) Low cost or free 35
(3) Search engine friendly 35
(4) PRWEB.com 35
e) Youtube.com 35
f) Amazon.com 35
g) Joint Ventures 35
(1) Leveraged list building IF win-win-win 35
(2) Transfer of credibility 35
(3) Know your numbers 35
(4) Advanced strategies: JV teleseminars 36
Attract subscribers with star guest experts 36
Targeted 36
Creates product from content 36
h) eBay 36
i) eBooks 36
(1) can 'cookie' for tracking purposes 36
(2) collect your articles 36
(3) include links back to your site 36
j) Subtopic 36
IV. 4: Offline Lead Strategies 36
A. Relationship with your list is your business 38
1. Type of communication (multi-media) 38
2. Frequency of communication 38
B. Every month don't contact list (e-mail doesn't count) value of list declines 10% 38
C. Offline targets experienced buyers with knowledge and propensity of buying 38
D. How to get started in offline marketing at little or low cost 38
1. Send existing e-mail list an invite for a physical product, make self-liquidating 38
2. Customers put into a continuity program that comes in the mail, like a newsletter, include a sales piece (bounce back) where you are marketing to them 38
3. Fractional page magazine ad 38
a) Use recorded messages 38
b) Most will not go to the web 38
4. Direct Mail Post Cards ...
bkd