How To Overcome Conversion Failure : Mobe Training & Review

Conversion Failure - Mobe Training & Review

“I’m Getting Subscribers but They Don’t Buy. Why?”

If your ads are producing a response—clicks and opt-ins—give yourself a pat on the back. You’re doing something right. But if it’s not translating into sales, there’s something you need to do better.

Ask Matt Lloyd Episode 112: “I’m driving traffic, but I have no sales. What am I doing wrong?”

Easy Diagnosis

I don’t have to review the campaign of every affiliate who suffers from conversion failure to know why they aren’t making sales. It’s the same few reasons in every case:

  • No promotion or not enough
  • Content that’s not valuable
  • Weak or no call-to-action

Review your follow-up email sequence. You will find that it’s weak in one or more of these areas.

Not Enough Promotion

I email my list once a day or, when I’m especially busy, once every two days. This seems to work out well for MOBE.

There is a lot of competition in the home business/online marketing niche. The people who subscribe to your list are subscribing to the lists of other marketers too. They are looking for the best opportunity. If you’re not promoting your offer to them regularly, keeping your name, face, and company in front of them, they will sign up with another marketer and you will be forgotten.

Now, there’s another side to this. According to a survey by MailChimp, the more frequently you email your list, the less engaged that list becomes. But it’s all relative. For MOBE’s list, once a day is optimum.

You’ve got to test and see how often you can send follow-ups without affecting engagement (i.e., opt-outs or opt-downs) and then promote, promote, promote, maintaining that optimum frequency.

Valuable Content

You’ve got to promote continuously, but your promotions need to engage your subscribers, not just try to sell to them.

This is where you have to concentrate on the quality of your promotions, whereas the previous section was about the quantity.

So, what is valuable content? One of the best descriptions I’ve seen of valuable content comes from Braveen Kumar of the content marketing automation platform, Uberflip. He isolated the six qualities of valuable content as being:

Relevant

Does it correspond to what your customers are interested in? Does it address their problems? Speak to their dreams?

Consistent

Someone opts in to your list because your brand appeals to them. They will expect future messages to be of the same attitude, tone, and topic as your past ones.

Engaging

The subject matter is interesting or entertaining or applicable to their situation.

Trustworthy

You have to be credible to people, an authority of one degree or another.

Useful

Your audience will appreciate information they can use now, something that makes them better informed or which they can share, knowing it will help others.

Authentic

People don’t want you to be perfect; they want you to be real. Present yourself as you, with all your personality and even your quirks.

When you provide valuable content, people will want to read it. They won’t feel like, “Oh, this is a sales pitch” and delete it.

Ideas for valuable content are everywhere—even in the dentist’s chair. I’ll explain: Not too long ago, I had a root canal. I was in the chair for an hour, while they drilled away in the back of my mouth. The pain was extreme, but it gave me an idea for a promotion.

In my message, I explained that I had to have this root canal due to my bad habit, developed over several years—eating chocolate before bedtime, after I’d brushed my teeth. This finally caught up with me and I had to face the drill.

I equated this to people’s financial situations—how they get into debt or work at a job that doesn’t provide them enough to save for retirement and these habits eventually catch up with them, too. At some point, they realize they’ve got to make a change. Then I suggested they check out My Top Tier Business as a way to secure their financial future.

You can get ideas for valuable content from the news, history, TV, experiences with your friends or family, etc. Once you start thinking in terms of creating valuable content, you will see all kinds of source material in your own life and the world around you.

Call-To-Action

Every promotion you send—email, webinar, social media post, etc.—should have a

call-to-action. You should never miss an opportunity to direct the reader to your offer.

People won’t take it upon themselves to go review your offer; you’ve got to direct them to it.

You do it with an effective call-to-action. You may need to include more than one, depending on the length of your email.

A call-to-action can have several variables, including the copy, colors, graphics, buttons, etc. Testing will show which one works best for you.

So if you’re having conversion failure, review your follow-up email sequence. You will find that one or possibly all of these factors—frequency of promotion, valuable content, and call to action—are the reasons why. Adjust or improve them and your leads will convert.

Matt Lloyd

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