1. Insights
1.1. Jim / Call from a coach for women
1.1.1. 30 min call is not an offer , it is a threat
1.1.2. Authenticity comes from
1.1.3. People do no buy calls
1.1.4. Call is the container
1.1.5. What is the solution
1.1.6. Lets get to help people
1.1.7. Win, concellation prize of 30 min
1.1.8. Invert the offer
1.2. MECLABS AI Guild offer
1.2.1. CFO (Customer First Objective)
1.2.1.1. To help our community to discover the best way to build a MECLABS SuperFunnel
1.2.1.2. By training them to combine MECLABS psychology with AI Technology
1.2.1.3. IN EXCHANGE FOR their energy and investment
1.2.2. Value Prop
1.2.2.1. (Because) This is the only place you can participate in a new kind of research-and-learn community that is discovering how to achieve the highest conversion rate through a transformative, customer-first paradigm that combines MECHLABS psychology with AI Technology
1.2.3. Requirements
1.2.3.1. A viable product/service
1.2.3.2. The authority to make changes to your website
1.2.3.3. 4 hours per week
1.2.3.4. A commitment to the values of the community
1.2.3.5. Completion of MEC100
1.2.3.6. A successful application. (You need to qualify and preference is given to those who are certified)
1.2.4. Key Elements
1.3. Wedding Video / 28_06
1.3.1. What is the objective of the bullet points
1.3.2. Level of effort
1.3.3. Mental picture
1.3.4. Real people
1.3.5. Tell the why
1.3.6. What is it that i do
1.3.6.1. Thin font
1.3.6.2. No eye path
1.3.6.3. Difficult to read
1.3.6.4. Get the extra energy out thir minds
1.3.7. Not make the reader work
1.3.8. Infographic
1.3.9. Video explains it and shows the work
1.4. Brand Acer
1.4.1. Increase your brand better copy and design
1.4.2. Free landing page analysis
1.4.3. The value of the offer is always diluted by the number of competitive offers in the market
1.4.4. Good ideas do not win, the best option wins
1.4.5. What is my contribution for the work?
1.4.6. What do I want to contribute to the world?
1.4.7. How do I want to server the world
1.4.8. If I can't serve them better why am I getting in the way???
2. I have to, first of all, to get my reader to engage with a conversation.
3. Become a marketer philosopher: Create and optimize high-converting webpages
3.1. Prepare
3.1.1. 1A - Marketer
3.1.1.1. #1 High Converting Landing Page: If you don’t ask this question you will never maximize conversion
3.1.1.1.1. Meaningful work
3.1.1.1.2. Three essential insights
3.1.1.1.3. Beware of focusing exclusively on low converting landing pages.
3.1.1.1.4. Essential Course Resources
3.1.1.2. Session 2: Landing Page Creation and Optimization: 6 key questions to prepare the marketer
3.1.1.2.1. Blank Canvas
3.1.1.3. Session 3: The Marketer's Self Image: 3 distorted concepts that are robbing your conversion results.
3.1.1.3.1. If the way I picture marketing is distorted, the way I practice marketing is disadvantaged
3.1.1.3.2. How can I correct the distorted concepts that are keeping me from mastering my craft as a marketer.
3.1.2. 1B - Prospect (The Who)
3.1.2.1. Session 4: Your Customer Profile: 5 Powerful questions to ask about your prospect (before I design a webpage)
3.1.2.1.1. The topic is, how to use customer data.
3.1.2.1.2. Most marketers and entrepreneurs feel like they are not using their customer data as well as they should.
3.1.2.1.3. What is the fastest, simplest, most effective way to convert prospect data into customer wisdom?
3.1.2.1.4. Why do people say yes?
3.1.2.1.5. 5 Best Marketing Questions to Determine Your Customer’s Needs
3.1.3. 1C - Objective
3.1.3.1. Session 5: Customer-First Objectives: Discover a 3-part formula for focussing your webpage message
3.1.3.1.1. Three questions
3.1.3.1.2. The number one reason our pages fail is because we do not focus EVERY element on the right objective.
3.1.3.2. Session 6: Customer-First Objectives Application Session: See real webpages optimised for marketing conversion.
3.1.3.2.1. Image 1
3.1.3.2.2. Image 2
3.1.3.2.3. Image 3
3.1.3.2.4. If the marketer does not know where to focus, the prospect will not know where to focus.
3.1.3.2.5. Danger - product focused. It is not enough to deliver a remarkable product, one must deliver a remarkable message.
3.1.3.2.6. How to structure the objective. Discover three critical dangers.
3.1.4. 1D - Plan
3.1.4.1. Session 7: Website Wireframes: 8 psychological elements that impact marketing conversion rates.
3.1.4.1.1. Treatment outperformed the control by 32% - why?
3.1.4.1.2. What does Tom Brady and the winning page have in common?
3.1.4.2. Do not think of EXTERNALS
3.1.4.2.1. Hero shots
3.1.4.2.2. Headlines
3.1.4.2.3. Features
3.1.4.2.4. Benefits
3.1.4.2.5. Testimonials
3.1.4.3. Think of INTERNALS
3.1.4.3.1. Signals
3.1.4.3.2. Conclusions
3.1.4.3.3. Yes'es
3.1.4.4. We do not design a web page, we design a cognitive progression.
3.1.4.4.1. Towards an inevitable conclusion.
3.1.4.5. Beware, we don't look deep enough; so we don't think deep enough.
3.1.4.5.1. How can we cut through this abstract thinking and plan the cognitive progression of our webpage psychology?
3.1.4.5.2. How can we architect the psychology of our web page for maximum conversion?
3.1.4.6. Learn the 4 parts of the essential Micro-Yes series - 4 parts and 8 micro-yes(es).
3.1.4.6.1. Our first job in subterranean cognitive architecture of the signal set we call a landing page...
3.1.4.6.2. 02 Connect
3.1.4.6.3. 03 Explain
3.1.4.6.4. 04 Persuade
3.1.4.6.5. 05 Exchange
3.1.4.7. The winner is the Treatment page, the long one
3.1.4.7.1. Don't be afraid of long copy, be afraid of insufficient clarity.
3.1.4.8. Reflection
3.1.4.8.1. The Marketer as Philosopher "..to map each micro-yes of the thought sequence, to understand each degree of incremental commitment..... We use the geography of the page (or campaign) to guide the chronology of the mind"
4. Live Classes
4.1. Value prop concludes 4 things
4.1.1. 1 - I want this now
4.1.1.1. Relevant
4.1.1.1.1. To me
4.1.1.2. Important
4.1.1.3. Urgent
4.1.1.3.1. I have to do something now
4.1.2. 2 - Now from you [me]
4.1.3. 3 - I understand it
4.1.4. 4 - I believe it
4.2. Pick the most important elements and divide between
4.2.1. Headline
4.2.2. Subheadline
4.2.3. 3 or 5 bullet points
4.3. 8 micro yesses
4.4. What does my perspective customer need to know most to accept my offer?
4.4.1. Some need proof
4.4.2. Some need clarity
4.5. Analysis two
4.5.1. Value prop oftens sells a category, but not why should get from me....
4.5.2. Convince that need the category, dont convince need from me
4.5.3. This is reasonably clear
4.5.4. Nothing in it that makes me believe it
4.5.5. Focus on the segment that I serve best based on my level of expertise
4.6. Analysis three
4.6.1. Need to understand it to believe it
4.6.2. If I don't believe it, does not matter if I understand it
4.6.3. Not enough information to understand it in order to believe it
4.7. Value Prop Test tool
4.8. Outsized margins and market leadership
4.8.1. All reasons for appeal
4.8.2. All reasons for Exclusivity
4.8.3. Where are strongly in both
4.9. Micro - yes Architecture (MYA)
4.9.1. 1. Yes I will pay Attention (typically the headline)
4.9.2. 2. Yes I will engage (Typically sub-headline)
4.9.3. 3. Yes, I understand
4.9.3.1. This is the clarity factor of my model and my value prop. It is an explanation organized by parts and steps.
4.9.4. 4. Yes I believe
4.9.4.1. This is the 'Credibility Factor' of my **Value Prop**. It is typically a set of evidentials
4.9.5. 5. Yes, I want this now
4.9.5.1. This is the 'Appeal Factor' of my **Value Prop**.
4.9.6. 6. Yes, I want this from you
4.9.6.1. This is the 'Exclusivity Factor' of my **Value Prop**
4.9.7. 7. Yes I will trade
4.9.7.1. This is the CTA
4.9.8. 8. Yes I will finish
4.9.8.1. This is the way I keep my prospect engaged until they complete the process.
4.10. Chat Prompt
4.10.1. Colour code
4.10.1.1. Primary nouns - yellow
4.10.1.2. Key modifiers - blue
4.10.1.3. The main verb - red
5. YouTube Classes
5.1. Unlocking the Power of Incentive: Three keys to mastering perceived value differential
5.1.1. 1. Email Marketing Incentive, which is the most effective
5.1.1.1. 1. Printed email marketing report.
5.1.1.1.1. PVD = Pv - C$n
5.1.1.1.2. $420 = $450 - $30
5.1.1.1.3. This seems the best, do not know for sure until I test.
5.1.1.1.4. **PVD is ultimately determined by a behavioral test** . For instance, after testing both incentives, you might discover the actual preceived value of a digital book is greater tha estimated and will generate a higer return.
5.1.1.2. 2. Digital marketing report - online - digital book
5.1.1.2.1. PVD = Pv - C$n
5.1.1.2.2. $399 = $400 = $1
5.1.1.3. 3. Pre-event email marketing training - on sight training
5.1.1.3.1. PVD = Pv - C$n
5.1.1.3.2. $225 = $500 - $275
5.1.2. 2. Amazon gift card incentive. Cost of offer the same, which one performed best?
5.1.2.1. 1. 1 of 20 $25 gift cards
5.1.2.1.1. 1 in 20 chance but half the amount
5.1.2.2. 2. 1 of 10 $50 gift cards
5.1.2.2.1. 1 in 10 chance, but double the amount.
5.1.2.3. Which is best, and what is unique?
5.1.2.3.1. Unique - both cost the same amount.
5.1.3. 3. Abandoned cart email
5.1.3.1. Control
5.1.3.1.1. 1. We are not sure if you received our previous email,
5.1.3.1.2. 2. but this is our last attempt to contact you.
5.1.3.1.3. 3. Several days ago, you started to order [product] from [website].
5.1.3.1.4. 4. Somehow, you were unable to complete the form.
5.1.3.1.5. 5. Was the problem on our end or yours? Is there any way we can help?
5.1.3.1.6. 6. There are two ways to complete your order in two minutes or less.
5.1.3.1.7. 7. P.S. If you do not respond to this email, we will remove your information from our servers. There is no need to unsubscribe.
5.1.3.2. Treatment
5.1.3.2.1. 5. Is there any way we can help?
5.1.3.2.2. 6. We apologise for any difficulty you may have had with our ordering system. Our customer service manager has approved a special price of $19.95, if you would like to give us one more chance.
5.1.3.2.3. 7. There are two ways to complete your order at the discounted price.
5.1.3.2.4. Treatment increased orders by 263.2 %
5.1.3.2.5. Power of incentive
5.1.4. 4. Exam prep incentive
5.1.4.1. Control
5.1.4.1.1. 30% discount off the upgrade
5.1.4.2. Treatment A
5.1.4.2.1. Discount the upgrade by the original
5.1.4.3. Treatment B
5.1.4.3.1. Upgrade and get 3 access with no obligation to renew
5.1.5. If using incentive and not having a major impact, possibly using the wrong incentive.
5.1.6. If not using incentive, may be a key to unlocking value.
5.1.6.1. Few understand incentive, how it connects to the value proposition - and to the fulcrum.
5.1.7. Introduce **Perceived Value**
5.1.7.1. Scientific way to look at Perceived Value.
5.1.7.1.1. **Perceived Value Differential**
5.1.7.1.2. Learning how to calculate, can transform business, unlock a whole new level of conversion performance.
5.1.7.1.3. Get PVD right, it can transform the metrics of the business. Remarkable performance achieved.
5.1.8. Unlock value using PVD.
5.1.8.1. C = 4m +3v + 2(i - f) - 2a ©
5.1.8.1.1. C = Probability of conversion
5.1.8.1.2. m = Motivation of user
5.1.8.1.3. v = Clarity of the value proposition
5.1.8.1.4. i = Incentive to take action
5.1.8.1.5. f = Friction elements present
5.1.8.2. Incentive is the most effective way to reduce friction and anxiety.
5.1.8.2.1. Once I have done everything on the page that I can to reduce friction and anxiety.
5.1.8.2.2. I can not eliminate friction. The only way is to eliminate the ask. Can not eliminate the ask.
5.1.8.3. Key principles
5.1.8.3.1. 1. The objective of incentive is to **"tip the balance** of emotional forces** from negative (exerted by friction elements) to positive.
5.1.8.3.2. 2. Often, businesses will try one incentive offer and then quit. **Incentives must be tested.** Until I find one that gives a major boost. I must assume I have not yet found an ideal incentive.
5.1.8.3.3. 3. Determine the ideal incentive consists of three primary components.
5.1.8.3.4. Psycolcogical Calculus taking place.
5.1.8.4. Discount is a cost, impacts the profit.
5.1.8.4.1. How to achieve a **discount** without achieving the equivalence in cost.
5.1.9. PVD Unpacked
5.1.9.1. PVD = Vp - C$n
5.1.9.1.1. PVD = Perceived Value Differential
5.1.9.1.2. Vp = Perceived value of incentive
5.1.9.1.3. C$n = Net delivered cost of incentive
5.1.9.2. Examples
5.1.9.2.1. 1. Incentive costs $5 but Pv of $49
5.1.9.2.2. 2. Incentive costs $19 but Pv of $30
5.1.9.2.3. NOTE: Of the feasible incentives, I want to identify those with higher estimated PVD because they are more likely to drive the biggest differential between net revenue and net delivered cost.
5.1.9.3. Can misjudge the Pv.
5.1.9.4. Key principles
5.1.9.4.1. 1. High PVD is predicated (based on) on both market-driven elements and marketer-driven elements
5.1.9.4.2. 2. For **market-driven** elements, I am seeking an item that combines high market value with low delivery costs (e.g., bundled, electronic, outsourced).
5.1.9.4.3. 3. For **marketer-driven** elements, I am seeking to imporve the presentation (Pv) of the encentive.