20 – Problems and Strategies

Written by Alex Harris

conversion rate optimization mastermind podcast

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Bobby

Hey this is Bobby Hewitt from creativethirst.com

Alex

And this is Alex Harris of alexdesigns.com

Bobby-HewittBobby

We’re here talking about conversion rate optimization and you are probably interested in conversion optimization because you are listening to this. And we are part of the mastermind group. It is Alex’s mastermind group and it’s one hell of a mastermind group. Today we’re gonna be talking about the problem that’s starting with a problem as supposed to starting with the benefit. So in experience marketer, we always start with the features. The features of your product. The more experienced you start with the benefits of the products. What does your product sell and what does it do. The super ninja marketing guys is we’ll start with the problem itself. I know that kind of sounds—whatever odd but paying sells – and starting with the problem really sets something to the buyer to connect with the offer you’re selling to it really sets them up to know that what you’re selling are related to segment into they are at the right place. So we start with the problem and bring out the pain in your sales copy, in your headline in your intro and copy rather than pictures of benefits you’re targeting the right people. An example of this is not exactly a problem but you’ve seen this in headline and starts with attention on search. The headline is really designed to repel anyone who’s not a –So starting with the problem is kind of the same to the strategies. You’re repelling anyone who does not have that problem and anyone who does kind of have that problem — agitating the problem before providing the solution and Alex what are your thoughts to some of that?

Alex

Well people are surely always trying to run towards that desire and how can they alleviate the problems that they have. That’s what people are actually typing into Google. They’re typing their problems. Lose weight by certainty. Find that perfect golf club. Buy a mountain bike for upcoming summer. They’re looking for something and they have something to solve their need. So I find it really interesting to understand what those problems people have and we usually do that through watching people go to our clients’ sites and to customer queries and they’ll actually tell us what those products are and we use that same language in our headlines.

Bobby

Yeah that’s truly effective marketing.

Alex

You said something in your podcast that I’ll always use in all those to my presentations and that websites do not sell, they help people solve problems. And that’s really what it has coming down to. It’s that there’s some trigger to someone’s life. They now are forced to go to Google and look for research to do something to solve that problem that they’re looking for.

Bobby

Right. So if you can align your sales copy, your layout align, your optimization around that problem and help them buy, you’re really gonna convert more.

Alex HarrisAlex

This is just the tip of the iceberg to understand your unique optimization and how that kind of relates to people because they’re always looking for that magic button with that magic pill that solve all their problems. And your landing page could be that. Your ecommerce site could be that. I know that in the ecommerce aspect is that we figure out ways to get people to switch to their current that they are using and that’s what maybe they have pain in their current software and it’s that meeting their need so how do you find that pain to get them to switch to use your product.

Bobby

Right. It’s starting with the problem when you do that. Eventually, you’re agitating that itch. You’re building up that itch where they need to scratch it and to that point in the context of their mind where you offer some of those solution.

Alex

Yeah, just curious. Do you know any resources that kind of understand this a little better or maybe books or I mean I would initially say maybe— influence but they’re any other examples that you can think of, Bobby?

Bobby

Yeah influence and get anything. It comes aligned. I’d say not many out there, the only place that I would look at is some of the old—Like Eugene Shorts is great advertising. It’s really – and you can find it lower $500 and pick it up — So other great copyrighters are Robert coley letters and these are kind of when you’re reading them, they’re kind of cheesy these are like the old like nineteen 40’s and 60s sales letters when they have long sales letters and goes on and on the layout but in that is the thing that hasn’t change since then the people — the same. We’re selling – or not door to door but we’re selling to the same psychological influence since the beginning of time. Same influence now.

Alex

Yeah. There’s actually a Roger Dully who runs a marketing psychology about conversion. Yes actually a couple of podcast that could be kind of focus on this and if you wanna check on that, you can check that out at brainfluence and do a Google search for brainfluence and it’s all about neuro maketing conversion. It’s probably a good research to understand this a little better as well.

Bobby

Cool. I love neuro marketing and some of the breakthrough of neuro marketing or —reading of the mind to getting back to conversion and say hello to—that excites me to truly be a geek.

Alex

Well, we can totally be a geek. You try to make a best conversion rate optimization coz’ it can be some of the paintless job but we love it. We do it everyday and if you wanna learn more about us, you can check us out at cromastermind.com

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