en
Rob Cuesta

Funnel Hacks for Authors (Vol. 1)

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  • Nurbol Shynybaymembuat kutipan4 tahun yang lalu
    The soap opera sequence is a five-day email sequence.

    1) In the first email you’re going to be setting the stage: “This is what my life was like. And tomorrow let me tell you about the biggest challenge I had.”

    2) In the second you describe an obstacle that you faced at some point in your life (which is really about how you got into this business): “This is the biggest challenge I ever had. And tomorrow let me tell you how I got through it.”

    3) On day three you tell them about the epiphany you had that allowed you to get through that brick wall: “This is the realization I had, and tomorrow I’ll tell you about some benefits that I hadn’t expected.”

    4) On day four you tell them about the hidden benefits of solving the problem.

    5) Day five is the call to action with a deadline: “Here’s what you need to do, but it’s going away soon, so act now.”
  • Nurbol Shynybaymembuat kutipan4 tahun yang lalu
    Another really interesting chapter upgrade is a video summary of the chapter, which I mentioned earlier in the book. This appeals to people’s innate desire for instant consumption. If, at the start of each chapter, you offer readers the option of simply watching a short video that summarizes what they’re about to read, most people will jump at it.

    Because they are seen as high-value and relevant, the conversion rate for chapter upgrades is very high. In a world where newsletters and free reports typically get 1-2% optin, chapter upgrades can get anything from 20-50% optin.

    And because of the variety of resources offered, even if a reader isn’t interested in the offer for one chapter, there’s a good chance one or more of the other offers will grab their attention.

    When you do this—when you create chapter-specific resources as bonuses—you’re building your bonus stack without having to think about it. By the time you’ve written ten chapters and created a bonus for each, you have ten bonuses you can list at the start and end of your book. And you can mention them as you go without annoying your readers or coming across as salesy.

    And by the way, you don’t have to create separate funnels for each chapter: send them to a single optin page and put all the bonuses on the delivery page.
  • Nurbol Shynybaymembuat kutipan4 tahun yang lalu
    The idea of chapter upgrades is simple. In exchange for their contact details, you offer your reader a piece of bonus content that will enhance and supplement what they’ve just read. Unlike newsletters and free reports, it’s specifically designed to help them apply the information in the chapter.
  • Nurbol Shynybaymembuat kutipan4 tahun yang lalu
    The reason is simple: It lets you know that someone who read your book is interested in something more.

    When you give your book to a potential client, if they act on one of the CTAs, you know that something in your book hit home, and your offer was interesting. That information is gold dust: they are telling you that they’re a warm—potentially even a hot—lead.

    Those are the people you need to be prioritizing for follow up.
  • Nurbol Shynybaymembuat kutipan4 tahun yang lalu
    If you’ve followed along this far, you have a reader bonus funnel ready to run.

    Of course, a funnel is nothing without traffic. You can have the best funnel in the world, but unless someone goes to the page and enters their email address, it is useless.

    Normally, I’d be saying something at this point along the lines of “Start running some Facebook ads” (or wherever your prospects are likely to be).

    But a Reader Bonus funnel is different.

    A reader bonus funnel isn’t for cold traffic. It’s for people who’ve read your book.

    So, how do you get people to go from the book to the funnel?

    You need a call to action.

    At the start of this book, I showed you the call to action from my book Premium!

    Here’s the call to action at the end of my book Authority! It comes after several reminders throughout the book to register so you can download a resource that has just been mentioned.
  • Nurbol Shynybaymembuat kutipan4 tahun yang lalu
    The final email, #12, is a very interesting one because it basically says “Tell me what you want from me.” Some people may well be on the verge of buying but they’ve just got one or two remaining questions. So, ask them what’s on their mind. Their replies will give you their objections and also tell you what products they want you to create.

    Email Subject: Can I ask for your help?

    Hi %FIRSTNAME%

    My main goal is to help you get the result you are looking for.

    And I try and do that with all the valuable content I send you. You may have noticed all the tips and resources I deliver.

    But I always want to help more, so I have a small favor to ask of you.

    Over the next few weeks, I am going to put together the right information to help you succeed, and I want to deliver exactly what you want.

    If you could, hit reply to this and let me know in a sentence or two the information that will help you succeed.

    If enough people respond, I’ll put that information in a free report to send out to you.

    Thanks

    {your name}

    P.S. {insert deadline/urgency for buying your product}

    {your link here}

    It’s always worth asking that question to your list on a regular basis, and all I’ve done is fit that into this sequence.
  • Nurbol Shynybaymembuat kutipan4 tahun yang lalu
    And tomorrow be on the lookout for a special email called {name of your email tomorrow}

    I want to make sure you see that email, because the information I’ll share is so good, it’s critical you open it up.
  • Nurbol Shynybaymembuat kutipan4 tahun yang lalu
    I’ve also seen authors use content from the book as a test question, for example “Enter the first word of Chapter 5.” That’s a question you can actually check the answer to, so if you’re determined to only give the bonus to real readers, it’s a better way to go. If you do decide to go this way, make the question one that can be answered in any format, including ebooks: ebooks don’t have page numbers, so don’t ask “the fifth word on page 87.”
  • Nurbol Shynybaymembuat kutipan4 tahun yang lalu
    First, remember that there’s a simple trade off here: the more you offer, the more likely it is that someone will sign up for the bonuses.

    Now, that’s not just about value. Yes, if you offer three bonuses, they have more perceived value than if you just offered one.

    More importantly, however, it gives you the opportunity to deliver your content in multiple formats. Different people learn—and like to consume information—in different ways. Some people want to watch videos, others want to read. Some people want to listen to audio, and some just want to read a few bullet points. Some people want a picture they can take in with a single glance on their screen, others want something they can hold in their hands.

    If all you’ve got is a video, then a large proportion of your audience isn’t getting what they want, and they may decide they don’t want your bonus at all.

    If you have a set of video chapter summaries, you can turn those into MP3s as well, and get a designer to create an infographic of your main diagnostic process (if you have one). Finally, create a checklist that the reader can print out and complete. Now you’ve addressed the needs and preferences of your entire audience, and everyone will find something valuable in that bonus stack that they want to get.

    It’s not about creating new content. It’s about taking content that’s already in the book and presenting it in different formats for people to consume.
  • Nurbol Shynybaymembuat kutipan4 tahun yang lalu
    Many people like to listen to books as they exercise or drive, so an audiobook version of your book can be a great bonus. Hiring experienced voice talent can be expensive. However, you can record yourself reading your own book using a high-quality microphone plugged into your smartphone or computer. And you can always sell the audiobook separately as a product in its own right.
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