SFR 270: Optins Vs Leads
Just cause you have a BIG list, doesn't mean you have BIG leads. Here's how I turn optins into leads\u2026
\xa0
There\u2019s a HUGE difference between optins and leads!\xa0
\xa0
A lot of people are super impressed by list size\u2026
\xa0
However, #TruthNuke, just because you have a BIG list, it doesn\u2019t mean you have a ton of buyers.
\xa0
The whole reason why you want to build a list is to sell
\xa0
So I want to show you how to turn your optins into leads in the quickest MOST effective way possible.
\xa0
What I\u2019m about to share with you is some serious sales psychology because the bottom line is\u2026
\xa0
The more you understand human behavior, the better marketer you'll become.
\xa0
OPTINS VS LEADS
\xa0
On a basic level, the function of someone putting their email in, and you thinking, "Oh, I got leads..." might look the EXACT same as when someone opts-in\u2026\xa0
\xa0
BUT!
\xa0
... when you think about sales psychology itself, you might NOT be getting a lead at all.\xa0
\xa0
Let me explain...
\xa0
Q: Have you ever done door-to-door sales?\xa0
\xa0
I ask because door-to-door sales taught me something REALLY powerful!\xa0\xa0\xa0
\xa0
Here\u2019s how\u2026
\xa0
I did door-to-door selling pest control. I'd walk up, knock, and someone would answer, but when I was out knocking doors was I handed a list of people who were\u2026\xa0\xa0
\xa0
- Leads?\xa0
\xa0
- Asking for pest control information?\xa0
\xa0
Q: Did the act of someone answering the door and engaging in a conversation with me make them a lead?\xa0
\xa0
A: NO, it didn\u2019t!\xa0
\xa0
***I'm bringing this up because there are times when I've gone through somebody's funnel, and I'm like, "Oh, sweet funnel. This is actually a really cool funnel."
\xa0
They're like, "Look at how many leads I'm getting."\xa0
\xa0
I'm like, "Your leads aren't really coming until step two."\xa0
\xa0
They're like, "What do you mean? The optins are GREAT!
\xa0
But, NO! There\u2019s something key they\u2019re missing...
\xa0
I want you to pay attention to THE FACT that\u2026
\xa0
\xa0Someone who opts in for something is NOT necessarily a lead.\xa0
\xa0
THE DIFFERENCE BETWEEN OPTINS & LEADS?
\xa0
Here\u2019s a CLASSIC example:
\xa0
Let's say you have a standard lead magnet page with a FREE PDF to download \u2026
\xa0
\xa0A typical page layout would be:
\xa0
- \xa0A page with a headline:\xa0 \u201cDOWNLOAD THIS COOL FREE PDF\u201d\xa0
\xa0
- \xa0The FREE PDF
\xa0
- An email entry field which says: \u201cPut your email address down below so we know where to send your PDF, yada, yada, yada.\u201d\xa0
\xa0
- A button
\xa0
Now, let's say that AFTER some has downloaded your FREE lead magnet, you actually want them to buy a software trial.
\xa0
Once they\u2019ve given you their email to download the PDF, you have a list which you can send to an email sequence that pushes them to the software trial.\xa0
\xa0
So the steps are:
\xa0
- They optin
\xa0
- You put them on a list\xa0
\xa0
- All these emails push them to: "Go get the software"\xa0
\xa0
But think about this\u2026???
Q: If somebody opts in are they actually a lead yet?\xa0
\xa0
A: A lot of times, NO!\xa0
\xa0
Q: So when does someone become a lead? (And this is important to notice)
\xa0
A: \u2026 it depends on whether you started talking about the software on the first page.
\xa0
If you didn't... they're NOT really a lead yet!
\xa0
Put simply...
A lead is somebody who has an interest in what you\u2019re selling
\xa0
... that's it!\xa0
\xa0
- So when I was knocking door-to-door and someone opened the door -\xa0 we can say, they kind of opted-in.\xa0
\xa0
- When I made the list of those I needed to follow back up with at the end of each day - \xa0I was looking at my leads.
\xa0
BUT\u2026
\xa0
\xa0The leads weren't every single door on the street.\xa0
\xa0
I was like, "You know what, there were two people who were really interested."\xa0
\xa0
A lead is somebody who expresses actual interest in what you\u2019re offering while an optin may just want the free PDF.
\xa0
- An optin is an act to get the FREE\u2026 it's the act of getting on the list.
\xa0
- A lead is an act in the actual sales process.
\xa0
Does that make sense?\xa0
\xa0
BUSINESS LEAD GENERATION
\xa0
OPT- IN: \u201cI'm opting in for whatever gets me on the list.\u201d\xa0
\xa0
LEAD: \u201cI'm actually showing interest in the sales process.\u201d\xa0
\xa0
I'm telling you this because it's a powerful difference.
\xa0
\xa0And it might sound like, "So what, Stephen?"\xa0
\xa0
But you need to understand that\u2026
\xa0
\xa0The whole reason why you want to build a list is to sell
\xa0
So the sooner I can get them into the zone of creating a pre-frame (#LeadMagnet), the better...\xa0
\xa0
I want to pre-framed potential leads on the first page.\xa0
\xa0
For example:
\xa0
Sticking to the software trial scenario; let's say my FREE PDF was about cooking\u2026 that's definitely NOT a lead list for a software funnel.\xa0
\xa0
Instead, I need a PDF that tells people, "Hey, download this free PDF on the top 25 agencies to hire to build your next software or app..."
\xa0
I would say that's much closer to an *actual lead* because they're showing a genuine interest in what you\u2019re selling.\xa0
\xa0
\u201cI HAVE A MASSIVE LIST!\u201d
\xa0
I'm saying this because sometimes people will come to me and say:
\xa0
"Stephen, someone gave me a list of three million people. I have three million leads."
\xa0
I'm like, "No, you don't [chuckle]... You have a random list of 3 million people."\xa0
\xa0
Those aren't leads\xa0
\xa0
You need to do things to turn them into leads before you send them to the actual thing you want them to buy.\xa0
\xa0
It's a HUGE difference - BIG, BIG, BIG difference!
\xa0
Here\u2019s how it works\u2026
\xa0
Let's say I've got a funnel and I've created this cool offer that I wanna sell\u2026
\xa0
On the first page, I have a hundred people who optin, but it's NOT something that's related to the actual thing I'm looking to sell\u2026
\xa0
\u2026 those leads are waaay less qualified!
\xa0
The whole idea is to create a PRE-FRAME on the first page - whatever they're downloading needs to be a pre-frame.\xa0
\xa0
WHAT MAKES A LEAD?
\xa0
There are two things I really look for:
\xa0
- I ONLY wanna sell to those who have a pre-existing desire for the thing I'm selling - that's super key and it\u2019ll shortcut half of your headaches in this game.\xa0
\xa0
The target person NEEDS to have a pre-existing desire and a pre-existing disposition for whatever it is that I'm gonna go sell.\xa0
\xa0
- On the FIRST page, the very first interaction I have with them, NEEDS to set them up for whatever they're gonna see next.\xa0
\xa0
One of the things I've noticed is that people will start creating a list, and think the list size is the thing that makes all the difference, but...\xa0
*IT REALLY DOESN\u2019T*
\xa0
If your list is NOT pre-framed for whatever you're gonna send them to next, you just have optins, NOT leads.
\xa0
Here's why this is important:\xa0
\xa0
Let's say that I have...\xa0
\xa0
- A 10% optin on my first order page.
\xa0
- 8% optin on OTO #1.\xa0
\xa0
- \xa02% optin on OTO #2.\xa0
\xa0
Let's say this is a frontend funnel, which means the prices are a little bit cheaper - it's the low-end of the value ladder things in this funnel...
\xa0
It's NOT\u2026\xa0
\xa0
- Your high-end stuff
\xa0
- The biggest done-for-you services\xa0
\xa0
- The expensive stuff
\xa0
Q: Are the conversion rates of 10%, 8% and 2% acceptable?\xa0
\xa0
A: Yeah.\xa0
\xa0
I've had people say, "Man, I want more! How can I increase the conversion?"
\xa0
You could increase the conversion rate, (and spend most of your time doing it)...\xa0
\xa0
I'm NOT saying that's a bad thing to go do\u2026\xa0
\xa0
OR\u2026
\xa0
\xa0You can just focus on getting a better quality lead in the door, and it'll probably increase your conversions anyway.\xa0
\xa0
Do you know what I'm saying?\xa0
\xa0
Changing the offer is NOT always the answer.\xa0
\xa0
Changing the sales message is waaay easier than changing the offer, however...\xa0
\xa0
Q: What's waaay easier than changing the sales message or the offer?\xa0
\xa0
A: Changing WHO you're talking to.\xa0
\xa0
BUT\u2026
\xa0
What's even easier than changing the WHO is changing the FIRST thing that they optin to... (and let's say it's free)...
\xa0
Just change the optin and it literally attracts a different person to you - so that better people are seeing a more targeted optin!
\xa0
Better leads are actually getting a chance to buy from you in the back end.\xa0
\xa0
LEAD FUNNELS & PINK VOLKSWAGENS
\xa0
I look at A LOT of funnels!\xa0
\xa0
And when I'm looking at all these funnels, people are like, "What should I change?"\xa0
\xa0
And they'd be like, "Oh, man it looks like OTO number two is sucking it up! Look at that 2% conversion. Oh, that's super bad."\xa0
\xa0
However\u2026
\xa0
It may just be that I\u2019ve NEVER been in the market to buy a pink Volkswagen... and you offered me a pink Volkswagen.
\xa0
*IT WASN\u2019T THE OFFER*!
\xa0
(Don\u2019t write in\u2026 I know it\u2019s NOT a Volkswagen \U0001f609)
\xa0
You're just talking to *the wrong person* and you gave me the wrong pre-frame.\xa0
\xa0
For example:
\xa0
Your optin was about cooking and now we're talking about cars... like, what?!
\xa0
So your sales message needs to\u2026\xa0
\xa0
- Be congruent and one pointed throughout the funnel
- Attract a target customer who's rich and who has a pre-existing desire to buy the thing you're gonna talk about\xa0
\xa0
\u2026 if you do these two things, it's waaay easier sale\u2026
\xa0
Because when your lead starts moving through the funnel, it's like, "Oh, of course, I'll buy a pink Volkswagen, I've always wanted a pink Volkswagen.\u201d\xa0
\xa0
Your funnel gave:
\xa0
- A FREE PDF/ mini-course on how to take care of my pink Volkswagen\xa0
\xa0
- Recordings from cool coaches on the best way to drive a pink Volkswagen
\xa0
- A subscription to the best kinds of gas that you're gonna ship out to me for my pink Volkswagen\xa0
\xa0
Then when you ask:
\xa0
\u201cWhy don't you just buy a pink Volkswagen?\u201d\xa0\xa0
\xa0
The answer is: Like, \u201cYEAH!\u201d
\xa0
CHANGING THE \u2018WHO\u2019\u2026
\xa0
However, too many times there are HUGE message differences, and because of that, it's NOT a natural flow in the upsells.\xa0
\xa0
So you can either:\xa0
\xa0
- Go through all the worry of trying to change the offer (that's more challenging)\xa0
- Change the message (not as challenging, but still challenging)
- Change the frontend optin (which can be challenging as well)\xa0
- Just change who you're talking to (easiest thing to switch)\xa0
\xa0
Changing the customer is waaay easier than changing the offer.\xa0
\xa0
Hopefully, you can see that there\u2019s a HUGE MEGA difference between leads and optins.\xa0
\xa0
Go look at your funnel and your funnel stats - draw it out (there's something to that)...\xa0
\xa0
And when you're looking at ALL of your stats and ALL of the pieces that are in your funnel, ask yourself the following questions\u2026\xa0
\xa0
- Are these actually leads or are they optins?
- How can I take my optins and turn them into leads who are interested in what I'm gonna sell?\xa0
\xa0
And one of the easiest ways to do it is to fix your pre-frame.\xa0
\xa0
- Fix your pre-frame
- Fix the person that you're targeting
\xa0
\xa0It\u2019s waaay easier to do it that way than to change your message or your offer!
\xa0
Let me tell you a story\u2026
\xa0
KNOCK-KNOCK
\xa0
I did two summers of door-to-door sales, and it's NOT like I was handed a list\u2026\xa0
\xa0
I was handed a neighborhood to walk around and knock on doors.
\xa0
\xa0People optin in by starting a conversation, but leads did NOT happen unless there was actual interest.\xa0\xa0
\xa0
I was also a telemarketer...\xa0
\xa0
I remember my first day, I showed up excited to do it.\xa0 I liked doing phone sales and I wasn't bad at it\u2026\xa0
\xa0
I was one of the top guys for a while; I became a team leader and I trained a bunch of teams.\xa0
\xa0
This other guy and I would go back and forth between #1.
\xa0
Anyway, I was doing these phone sales, and they\u2019d go buy these lead lists.\xa0
\xa0
What was hard was to realize, was that the people they were buying lists from weren't actually qualified\u2026\xa0
\xa0
Meaning they weren't leads.\xa0
\xa0
They just farmed out people who were most likely to buy something, but they didn't show any genuine interest.\xa0
\xa0
Basically, they were buying optin lists.\xa0
\xa0
They were buying HUGE lists of contact information so it was straight cold calling.\xa0
\xa0
What would have made it a lead was if the contact had an interest in the product.\xa0
\xa0
CREATING HOT LEADS
\xa0
One of the ways that we do this in application funnels, (i.e., high-ticket stuff), in order to turn someone from an optin to a lead really quickly on the second page of the funnel is this...
\xa0
- On the very first page, we'll say, "Hey, start your application process here - optin so we can send you a little mini-course, so you know what it is that we're talking about."\xa0
\xa0
So they optin on the FIRST page.\xa0
\xa0
- On the next page is the actual application.
\xa0
Q: What happens to somebody when they go through an application process that says, "Tell me why we should allow you to pay us."\xa0
\xa0
A: they become a pretty HOT lead.\xa0
\xa0
The selling psychology difference between the FIRST page and the SECOND page is MONUMENTAL.\xa0
\xa0
I\u2019ll tell you right now, in one of my application funnels; for every 100 people who optin, about 20 of them actually complete the application.\xa0
\xa0
\u2026*THAT* is the difference between optins and leads.\xa0
\xa0
- PAGE #1: I get 100 optins
\xa0
- PAGE #2: I get 20 leads\xa0
\xa0
I'm telling you to do this because it will help relieve so much of the pressure in your business if you know:
\xa0
- \xa0"I'm actually turning these people into a lead.\xa0
- They have a genuine interest in the thing that I'm selling and they\u2019ve told me that - they're like, 'Give me more information\u2026 Please, can we talk?'"\xa0
\xa0
\u2026 versus someone who's just like, "I got people on a list."
\xa0
Our list, right now, is about 40,000 people, but they're not ALL leads for every product I have.\xa0
What I need to do is tell those people on my list, "Hey, do you want this cool thing about X, Y, and Z that you don't know is really a pre-frame for the thing I'm hoping you go buy later on?"\xa0
\xa0
THEN they become a lead for just that product.\xa0
\xa0
A lead for one product is NOT a lead for another product.\xa0
\xa0
You wanna figure out how you can pre-frame people the hardest and the fastest, early on in the funnel\u2026\xa0
\xa0
Because as they progress down the funnel, you don\u2019t want it to be the first time they see a pink Volkswagen.
\xa0
BUYING LEADS?
There was one time in real estate where I did buy a list\u2026 and it was actually leads, kinda\u2026\xa0 \U0001f609
\xa0
It was a service where they grabbed the list of all the people who had somebody pass away recently in their life and they\u2019d inherited a house or a property.
\xa0
It's called the inheritees list.\xa0
\xa0
I wanted to go in and get a HUGE MEGA list of all the inheritees in my local area.\xa0
\xa0
So that's a list\u2026\xa0
\xa0
Q: How do I turn them into a lead?\xa0
\xa0
We had a HUGE list with a thousand names of people who had inherited a property in the last 90 days.\xa0
\xa0
A lot of people were on the list because of a major life event were someone had passed away and they inherited a property through the Will\u2026\xa0
\xa0
...and a lot of them just wanted to sell the property for cash.\xa0
\xa0
So I was like, "Well, let me go be the guy on that and take the cut in between."\xa0
\xa0
In order to take the thousand-person list and turn them into leads, it's a mechanism.\xa0
\xa0
I ended up getting about 100 of them to call me, and this was how...\xa0
\xa0
- I grabbed a legal pad
- I grabbed a red pen
- I wrote, "I'm so sorry for your loss. I just wanted you to know that I'm in the area and I'm actually looking to buy a property like yours for cash. We'll make it quick. Let me know if you're interested. Here's my name, my address, my phone number."\xa0
\xa0
\xa0But it wasn\u2019t your usual type of letter!
\xa0
- It was triple spaced down the page
\xa0
- We folded it up kind of rough, put it in an envelope, and DIDN\u2019T seal it.\xa0
\xa0
- We put the stamps on crooked.\xa0
\xa0
- Wrote the address with BIG red letters.
\xa0
This thing stood out so hard, it was a HUGE eyesore.
\xa0
My wife and I would spend tons of time in the evenings, (this was when we first got married), writing out all these legal letters.\xa0
\xa0
(They're called Yellow Letters)\xa0
\xa0
We wrote out hundreds of Yellow Letters and we'd ship them out to people.\xa0
\xa0
We had 100 people call back...\xa0
\xa0
About half of them were freaked out thinking I was taking their house.\xa0
\xa0
I was like, "No, no, no, read the letter. We're trying to see if we can buy it from you."\xa0
\xa0
And since they just wanted to get rid of the property, we could talk them down on price based on the market value.\xa0
\xa0
Then I would go find buyers and match them, and take the spread in between.\xa0
\xa0
That was the plan\u2026 and it didn't really work.\xa0
\xa0
However, we ended up having 300 phone calls in a month.\xa0
\xa0
*300 PHONE CALLS*\xa0
\xa0
\u2026 those were LEADS!\xa0
\xa0
The inheritees, they where just a list.\xa0
\xa0
40,000 SUBSCRIBERS
\xa0
When you have people coming into your list you're gonna be like, "I have all these people.\u201d
\xa0
When I send out a broadcast of 18,000 emails to one of my general Seinfeld lists, I usually get\u2026
\xa0
- \xa0A 30% open rate.
\xa0
- A 10%-20% clickthrough rate.
\xa0
Just because they're on the LIST doesn't mean they're a LEAD. I have to turn them into a lead.\xa0
\xa0
That's ONE of the most amazing powers of funnels EVER!\xa0
\xa0
It's funny because some people will be like, "Well, I'm not selling anything on the Internet so I don't know if I can use ClickFunnels."\xa0
\xa0
I\u2019ll be like, "What? You're taking lists and you're washing them, qualifying them and sifting them on down to your actual leads\u2026
\xa0
...\xa0 it\u2019ll save you a ton of time!\xa0
\xa0
I'm only gonna talk to those who have a genuine interest in what I'm gonna sell to them.
\xa0
If you guys like this stuff, come to OfferMind...\xa0
\xa0
That's my *UNAPOLOGETIC PLUG*\xa0
\xa0
BOOM!\xa0
\xa0
If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on all the strategies, right? That's also good.
\xa0
But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right?\xa0
\xa0
That's what I struggled with for a while until I learned the formula.\xa0
\xa0
So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it.\xa0
\xa0
Wanna come?
There are small groups on purpose, so I can answer your direct questions in person for two straight days.\xa0
\xa0
You can hold your spot by going to OfferMind.com.
\xa0
Again, that's OfferMind.com.