\r\n\tHi {first_name},<\/p>\r\n
\r\n\tOver the past several weeks, we've been discussing the fundamentals of marketing.<\/p>\r\n
\r\n\tClick\u00a0here<\/a>\u00a0to review the video explaining the important factors that led to the creation of these fundamentals.<\/p>\r\n \r\n\tLast week we continued our discussion about the second fundamental. Say it well.<\/p>\r\n \r\n\tWe discussed the \"magic formula\" enabling you to write powerhouse marketing.<\/p>\r\n \r\n\tThe magic formula is called the Conversion Equation and it looks like this.<\/p>\r\n \r\n\tInterrupt, Engage, Educate and Offer<\/p>\r\n \r\n\tAs a brief review, the Interrupt refers to a problem-based, attention-grabbing headline.<\/p>\r\n \r\n\tThe Engage is a sub-headline promising a solution to the problem referenced in the headline.<\/p>\r\n \r\n\tThe Educate provides the solution and backs it up with evidence and proof.<\/p>\r\n \r\n\tAnd the Offer compels the prospect to take action by providing value.<\/p>\r\n \r\n\tIt's absolutely critical you know and understand how to use the Conversion Equation. I recommended the chapter on Leads from my book to learn and see an example of the Conversion Equation in use.<\/p>\r\n \r\n\tYou can download your copy\u00a0here<\/a>\u00a0if you haven't had a chance to yet.<\/p>\r\n \r\n\tNotice how the squeeze page example from my book follows the Conversion Equation to the letter and will result in this child psychologist gaining the ability to out-market and out-sell every other child psychologist hands down.<\/p>\r\n \r\n\tThis child psychologist specializes in helping adolescents with a range of problems from emotional and behavioral issues to teen pregnancy and bullying.<\/p>\r\n \r\n\tIn the psychologist's \"before\" website, notice how he attempts to target ALL of the prospects who may have a need for one of more of his services.<\/p>\r\n \r\n\tThis makes it impossible to speak directly to any of them with a targeted, problem-based headline or sub-headline promising a specific solution.<\/p>\r\n \r\n\tObviously, there is a big difference in the messaging for a parent needing help with bullying issues versus a pregnant teen.<\/p>\r\n \r\n\tBut on the squeeze page, the psychologist is addressing only the parents with kids suffering with emotional and behavioral problems, and therefore gains the ability to speak to them directly and target their hot button issue.<\/p>\r\n \r\n\tNow listen, that does not mean this psychologist can't continue to treat the other conditions as well.<\/p>\r\n \r\n\tBut to do so effectively, he must develop a separate squeeze page for each of the conditions he treats.<\/p>\r\n \r\n\tThen, he must create targeted marketing directing the right prospects to each individual page.<\/p>\r\n \r\n\tAs an example, he could run a pay-per-click campaign on Facebook with an ad saying, \"Sick and Tired of Your Child's Belligerent Attitude?\"<\/p>\r\n \r\n\tAnyone clicking on that ad would be instantly transported to the squeeze where most would request the doctor's informational offer due to the value it promises, coupled with the fact it is no risk to the prospect since they don't have to speak directly with anyone.<\/p>\r\n \r\n\tThen, the psychologist could run a second Facebook ad saying, \"Child Being Bullied - Here's What All Parents Should Know!\" Those parents will be directed to the psychologist's bullying squeeze page.<\/p>\r\n \r\n\tNow answer this question. How many child psychologists are currently doing anything like this?<\/p>\r\n \r\n\tI bet you can guess the answer. NONE!<\/p>\r\n \r\n\tThis is the great opportunity being handed to you right now.<\/p>\r\n \r\n\t99.9% of business owners have no clue this is the key to effective marketing and now you have the knowledge to implement this in your business. If you do, you will begin to dominate your market.<\/p>\r\n \r\n\tUntil next time, be successful<\/p>\r\n \r\n\t{{user_first_name}} {{user_last_name}}<\/p>\r\n \r\n\tP.S. To determine how likely your marketing is to convert, simply fill out my\u00a0Conversion Equation Evaluator<\/a>.<\/p>\r\n \r\n\tAfter calculating your marketing conversion level, I can show you exactly what to do with your website and marketing collateral that could drastically improve the number of prospects who respond to your marketing.<\/p>\r\n \r\n\tJust schedule a\u00a0complimentary meeting with me.<\/a><\/p>\r\n
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