Justin Goff & Stefan Georgi’s Mastermind

What’s Working in 2019 - Stefan Georgi

- A LOT more than what was working in 2018

- You’re competing with offers with high conversion rates – landscape has changed
- Adapted by working on Google, FB, and Native Compliance (for long form direct
response)
- How are we able to run direct to a long form. Blood sugar offer on facebook?
o Building a brand website
o Transparency throughout the buyer experience
o Finding no no words for your vertical
- Building a Brand Website
o Very basic, short copy. Almost like a hub website - about us, product, original
testimonials, guarantee, FAQs, standard footer stuff (policies, disclaimers,
refund policy, business contact information)
o Having all of this allows you to get approved on Facebook fast, as long as the
copy is compliant
o Google/Facebook/Native don’t want to deal with offer owners anymore, they
want to deal with real brands
- Increasing Transparency Throughout Buyer Experience
o Clearly visible all over the hub. Site
o Then take long form copy. And put it on a subdomain of the hub site
o Put the logo right at the top plus navigation
o Does it hurt conversions? Probably, but you can run it on Facebook
profitably. At scale
- Find the no no words for your vertical
o How do you sell diabetes supps without mentioning diabetes? Get. Creative
§ E.g. you cant say high blood sugar or blood sugar spike
§ Instead of high blood sugar > erratic blood sugar
§ Instead of managing your blood sugar > sustaining your blood sugar
§ (no disease claims, anything that promises. To treat cure or prevent is
out the window)
§ Read FDA warning letters, hire a compliance expert.
§ In FDA warning letters, you can see the exact language the FDA
doesn’t like
- Price points on GS-85: New lower price points gave 4x conversions, EPCs were. $0.27
higher, declines dropped from 15% to 4%
- For a weight loss supplement, same test: LPP converting at 1.5% vs 0.6%, EPCs $0.3
higher, declines stayed the same here (5%)
- Package display on mobile: desktop is 1-6-3, but on mobile people see ‘1’ first. So
re-arrange on mobile to have the 6 bottle option first. By doing this, AOV increase
on GS-85 from $143. To $188
- VSL vs TSL: tablet & mobile, TSL performs better.
o Increased overall conversions by avg 0.5%
- The RMBC Method (research mechanism brief copy) – Stefan’s Copy Process
- Research:
o Who is your customer
o How old are they typically
o What attitudes. Do they have
o What are their hopes and dreams
o What are their victories and failures
o What outside forces do they believe have prevented their best life
o What. Are their prejudices
o Sum up their core beliefs about life, love, and family in 1-3 sentences
§ Bonus tip reddit.com/r/fatpeoplestories/ for health ideas
- Other existing solutions:
o What is the market using already (list it out)
o What. Has their experience been like
o What does. The market like about existing solutions
o What does the. Market dislike about existing solutiosn
o Are their horror stories about existing solutiosn
o Does. The market believe. The existing solution works
o If not, why
§ Amazon great for research)
- Curiosity:
o Has someone tried. To solve the. Markets pain points before in a very unique
way?
o What was the result
o Is there a conspirational sory behind why old solutions. Didn’t work
o Are there. Any older. Attmepts to solve. The probme (pre 1960s) that a re
unique
o What. Happened? Were they. successful but forgotten? Or were they a
failure? Why?

- Mechanism
o Two parts:
§ Unique mechanism behind the Problem our prospect faces
§ Unique mechanism behind the solution to that problem
§ Should be a logical connection between them
- Brief
o Take research and mechanism, put it together and answer the questions
o Get in their skin and answer:
§ Whos the audience
§ Their biggest short and long term pain points/fears
§ Big promise about making t heir pain points disappear
§ Whats Solutions already exist
§ Whats Unique mechanism behind their problem/solution
§ Whats a paradoxical question you can ask them (e.g. why’s it so easy
for a kid to. Learn a language and not an adult? Or ‘why don’t people
in this random place never get fat’ etc)
§ What is the product (write it out)
 § Whats the background/discovery story
o Once you have this, you can start moving it into your sales copy like modules,
copy and paste it in
- Copy
o Lead (get them to sit down and stay, but don’t give the solution)
o Background story
o Unique mechanism of problem
o Unique mechanism of solution
o Product build up + reveal
o Close
- Stefan’s Subject line matrix categories:
o Promise, problem/dimensionalized, new cause discovered, new mechanism,
well known remedy wrong/bad, well known problem/taboo is really
solution?, dominant emotion, story, conflict controversary conspiracy
challenge shock, problems of normal solution, people, topical, believability,
urgency/scarcity, targeted
- Want to connect? [email protected]

4 Proven Ways to Boost the AOV on Your Upsells – Justin Goff

- most of this is focussed on your first upsell, 80% of the money is there

The 4 most important parts of your upsell

1. Product (most important)
2. Offer
3. Price
4. Format

Product
- Most people put up an upsell and then never test a different product
- Getting the right product matters more than anything else
- the right product will have a 20-45% take rate (price affects this) – anything less is a
good sign it’s not the right product
- e.g. customer bought an anti-aging:
o tested:
§ fish oil (9%)
§ probiotic (10%)
§ double size bottle of what they just purchased (43%)
§ ‘look younger’ info product (15%)
o By switching to double size, AOV went up $17.
- Big takeaway: if you don’t have the right product you’re just split testing putting
lipstick on a pig
o You could train Justin in basketball (optimise copy etc) or just bring Lebron
James in (the right product)

Offer
- Client selling free trial supplement subscription offer
 - First upsell was another bottle, at the full price (4.95 trial, $49 full price)
- 100+ days to break even
- Changed upsell to ‘another bottle for free, if you buy 4 bottles at the regular price,
and cancel your subscription for you. So you get 6 bottles for the price of 4
- Break even went from 100+ to 16 days

- Another case study: monthly print newsletter for $7

- First upsell was a sales program, plus back issues, $197
- Changed offer to lifetime subscription, plus all back issues for $197
- Works much better as it’s so much more congruent

- Case study 3
- Client selling. Weight loss supplement for $40
- Upsell was 3 bottles for $99
- Changed from 3 @ $99, to 5 at $149
- Conversions nearly identical – huge AOV increase just selling more bottles

- Big takeaway, getting the offer right in terms of quantity

Price
- Ex 1: F+S DVD in the gun niche (how to build your own guns, rabid buyer market)
- First upsell, $47 monthly newsletter
- Changed to $77/m
- Conversions dropped about 21%, but overall added $4 to his AOV on a F+S offer
(which is a lot), made him breakeven a lot quicker on media spend
- Has not seen a drop in stick rate (4 months into test)

- Ex 2: supplement offer ($49), first upsell 3 bottles at $33/bottle

- Changed to 3 @ $49 so no discount, but gave 2 free bottles
- Conversion dropped minimally, 21% > 20.2%
- $5-6 AOV boost

- Takeaway – more room to raise prices than you think

Format:
- Most people assume you don’t have to sell as much on the upsells because they
already bought something, so they use short copy. Huge mistake

- Ex 1: cookbook F+S offer. First upsell was bundle of 3 more cookbooks. Format was a
short 3 minute video with copy underneath
- Changed to 14 minute video with no copy.
- Added $2.40 to AOV on the F+S offer
- AOV went from $16 to 18.40, which made them profitable on day 1.

- Takeaway – longer video & copy on upsells works better

 - Once dialled in, 2 upsells does better than 4. Then have the same upsells (one click)
and some offers on the thank you page

To sum it up:
Put all your focus on the first upsell until it’s converting at 20-45%.
- Get product right first
- Get the offer right (qty, length, subscription etc)
- Get the price right (test higher prices than. You think)
- Get the format right (longer videos and longer copy)

Emily Lark – Running offers on Facebook post 2018

- Launched a back pain offer 2 years ago – back to life

- Top offer on clickbank in 2 months
- Original VSL blocked on Facebook
- Instead of battling with Facebook, aligned marketing with Facebook

- 3 Facebook love languages:

o Following
o Engagement
o Compliance
- Following:
o Facebook loves influence, people with large following able to run offers
without being shut down, and gets lower ad cost (so you can run more
compliant pages more profitably)
o Drove traffic from email list to Facebook, to build audience as fast as possible
o Livestream the content for each week, screenshot the video and put that link
in the email to force the user to go to Facebook
o These followers crazy engaged, because they were already customers
- Engagement:
o At around 10k followers, with high engagement, had lower ad cost than the
big 1M+ pages – FB values the % of engagement not the # followers
o You have to do FB live videos to get good engagement
o Make everything in the video about them not you (offer value to the viewer)
o First thing, need them to watch. So make sure the headline shows the
content of the video, so it gives value to them. Instead of hey look at me im
in SD living my laptop life, make it. ‘hey would you like to know how to
escape your desk and have more freedom? Here are my 3 tips how I run. My
business traveling in SD’
o Ask for comments in a way that offers value ‘if you have a question for me
post in the comments’ ‘how are you feeling today 1-10 in the comments’
o For likes: ‘hey guys I see likes coming through thank you for letting me know
you’re enjoying it I’ll be sure to do more in the future’
o Share: by far the most important. Holy grail of FB engagement. Best way to
get it to grow organically. So set yourself up for success, make the content
something they’d like to save/follow along with. ‘hey guys its best to follow
along with me to do this stretch, otherwise you might not do it right. If you
 cant do it with me right now that’s cool just hit the share button and it’ll save
it on your page for later’
- Compliance
o Facebook hates: Clickbait, claims, and fear tactics
o Needed to replace with something more effective on facebook
o Clickbait replaced with content
§ Take the clickbaity VSL, and make it the subject of the FB live video;
turn it into a mini VSL. Host it on Facebook itself, not the lander
o Claims replace with connection
§ Tell personal story in a genuine way, rather than making big claims.
Casual video in your home on the couch does better than professional
video
o Fear tactics replaced with trust
§ No exit pops, timed elements, countdown timers
§ Begin by offering great content, then connection
§ Page is a combination of a VSL, Sales page and an ecomm page
• Simple video
• Short Benefits table/bullets, softer copy
• Easily digestible snippets of copy
• Soft/friendly images
• Continue to establish trust by talking about yourself, picture
with kids etc
• Tonnes of testimonials (video starts with live video
testimonials, other people talking about it)
• 2 sections of testimonials
• Long in depth money back guarantee
• Buy buttons, not timed, always on the page
• FAQs, make them feel safer about the buying process
o Value of these customers from Facebook are so much higher than the
clickbaity VSL – much better buying experience and has connection with you
o Upsell take rate higher
- No more launching-scaling-shutdown!

What’s working on Facebook – Rudy Mawer

contact (know) 5x 1-5 minute video to cold taffic

consume (like), 3x 3-10 minute videos core pillars
Convert (trust), 2x videos of solution

e.g.
$5 per day – vid 1-5 phase 1 (biggest problems 1-5)
$5 per day - vid 1-3 phase 2 (core pillars 1-3, testimonials)
$5 per day – vid 1-2 phase 3 (solution with CTA)

Instagram stories. Using the Instagram platform to boost the stories – Ad manager vs
Instagram platform – much cheaper on Instagram, but need for tracking
IG story ads to lead magnet funnel – static image ads on stories drastically cheaper on IG
than static images on FB (0.89 vs $3)

Structure of an IG story ad:

Currently getting clients to do 2-3 video story ads week
First 2-3 seconds attention grabbing
2-3 seconds to establish social proof
5 seconds benefits/pains
5 seconds CTA
Add comedy
Make it organic so it doenst ‘feel’ like and ad. Some organic just on the iphone, some with b-
roll and editing. High product isn’t as succsseful as someone doing a selfie video

Lead ad on FB vs 15 second swipe up ad, lead cost went from $1.6 to $0.8, sales throughout
the funnel stayed consistent. Same audiences, same sales page etc.

Messenger Bots
- Get their email, get them to engage
- Be super creative and test a lot
- If you can’t do them yourself, hire someone to set up a bunch and test

- Lead cost 30-50% lower, even if CPC is higher

- 50-70% enter their email (these are their ‘best’ FB emails)
- Around 30% go on to visit sales page after pre-qualifying themselves
- 2-4% conv rate, around 1% higher than cold traffic going straight to sales page

Other stuff:
- Lots of creative retargeting. Ads, segmenting. 3, 7, 14 days etc
- Re-targeting sales page views with. Testimonials and social proof
- Running warm & buyers into a FB group
- Webinar funnels
- Key PR piece to warm traffic (social proof, forever)
- Blog traffic to sales page
- Dynamic ads & lots of testing

Ryan Saplan – email successes from 2018 you should consider for 2019

1. Get maximum value now 1+1=3

a. Step 1: find the top two creatives for an offer
b. Combine them together
- Good for once a creative starts to fatigue
- 60-70% of revenue comes from a small number of offers/creatives

- Email lists = media selling

- Your best customer is a repeat buyer, long term, etc, but is only 10% of your list
- What to do with the other 90%?
- Media selling, optimise for the outcome the person wants to pay you for
 - Data based decision making
- #1 lets remember they’re real people. Important when making. Creative copy
decisions
- #2 it has its own personality and behaviour
- #3 know your lists range/ stats
- Look for edges and outliers – high clicks low clicks etc
- Compare the list to the list itself as much as possible
- The bread and butter of email list management:
o 1. The list itself. What they bought before is what they will buy again. How
they bought is how they will buy again
o 2. Offer selection
o 3. Email creative

10 rules for better opens clicks and revenue

Rule #1 what did they buy before, that’’s what they will buy again at a high rate. Sell them
that again. Sell your competitors product.

Rule #2 when testing new copy, pick something. That makes you uncomfortable, be non PC
and offensive, then scale it back to what your personal code can tolerate

Rule #3 you need someone to analyse your list every single day, clicks opens and revenue
day to day. You need someone to do this to get the best performance so they can become
one with the list

Rule #4 rank your top 5 emails from the past 60 days. Run them so much they don’t become
your top emails. Burn them out so you can accelerate your earnings. Then do another top 5
in the next 60 days. The more often you do this kind of analysis the better your earnings

Rule #5 your in marketing make big calims*. You can take it to the extreme, people don’t
sell hard enough. Then work really hard to have your product meet the promise. Sell like
your business depends on it. Especially applies to aggressive growth business goals.

Rule #6 building a relationship with your list matters 5-10% of your list. Segment this
differently. The rest don’t care about you and your business as much as you think. Most
people’s attention is fleeing, don’t do them a disservice. Sell them something AND churn
your money out and reinvest to get better customers.

Rule #7 customers buy because they want a problem solved. Often the problem is they’re
bored, overweight, feel lazy.

Rule #8 choose offers, write email creative and sell that push the boundaries. Get
uncomfortable. The best sales people, the #1 sales person in most businesses is shameless.
They close hard and close often.
Rule #9 look at your email stats everyday. Unique clicks/click%, unique opens/open%,
revenue per email/revenue per user, EPC / conversion

Rule #10 know when people pay you. Know the people that turn you into a collection
agency. If you know how an offer performs, you can tailor your calendar to faster cash in the
bank.

Rafi Magen - Direct Marketing Traffic 2019

- General Trends
o Growing Google and FB dominance
o Mobile traffic dominance, with CPC increase
o Video ads dominance
o Paid media share increase (vs. organic)
§ Paid search results look like organic results)
o CPC growth on FB, and decrease on Google
§ -29% compared to Q4/2017
o Stricter compliance on all major platforms
§ A positive for compliant players
o Improvement in systems automation and optimization capabilities
o Potential in GDN and Youtube usually not fulfilled
o Different funnels are suitable according to level of intent/warmth
o Targeting ability is improving on GDN and YouTube, but still far less than FB
o Combining channels back and forth

- GDN
o Huge inventory, very cold traffic
o Latest developments and trends
§ Search history based targeting (intent)
§ Higher video inventory
§ Smart testing mechanism
§ Creative automation
o Suitable for:
§ Large niches
§ VSL funnels
§ Retargeting
o Our take:
§ Complex to succeed – very cold traffic., many types of bidding, limited
targeting (compared to FB), lots of placements to block
§ Worth the efforts – when working, brings substantial and lasting
results at a low cost
§ Requires a very close relationship with the vendor
§ Effective tool for low-cost retargeting
- Search:
o High intent, expensive clicks
o Latest developments and trends:
§ Search results on top, blended with organic results
 § Page score – high impact on cost
o Suitable for:
§ In theory – everything, in practice, only if you are on top with
conversions and CPA
§ ‘direct to the point’ landers, in-line with the ads and search terms
o Our take:
§ Scale requires combine two approaches
• Strong competition on the leading key-words (like website
builder)
• A long list of ‘long tail’ key-words
§ Find a winning ad then adjust it to different keywords, creative is also
important here
§ Use beta versions to get an edge
§ Test everything
§ Duplicate google campagins to Bing: be careful with Bing partners
- YouTube
o Very large inventory
o Low CPM: short views are free
o Requires careful targeting: could easily lose money
o Suitable for:
§ Large niches
§ Offers with good video assets that perform well on FB
o Our take:
§ Youtube has significantly improved its campaign management system
from 3-5 years ago
§ Use FB video ads with adjustments
§ Cap the spend until good targeting is achieved
§ The CTA should be clear; the ending of the video needs enough time
to react
- Facebook & IG
o Higher intent than GDN and Native due to positive attitude and social proof
o Latest developments:
§ Policy – post purchase surveys, manual inspection, tightening of the
policy
• Low user trust can block account
§ CPM ‘fines’ for bad user experience – landing page and ads
§ More system automation features
§ They don’t want ‘one man show’ – they want legit/bigger companies,
and it’s going to get worse in 2019
o Suitable for:
§ Everything, including smaller niches
o Our take:
§ Highest chances to succeed, the question is at what scale
§ Creative is the main KSF
§ Video usually works better
§ Several funnels for various product qualities and pain points help the
scaling and stabilize the results
 o Some people react better to positive angle, some people react better to
negative – make various ads and angles and run at the same time, better
results
- Native:
o Low intent; content orientation
o Latest developments
§ Strict compliance
§ Some system improvements but still a lot of manual optimisation
§ Un-equivalent game terms
o Suitable for:
§ Wide niches
§ Fewer young demographics
o Our take:
§ Policy has become much like FB and google, sometimes stricter
§ Good creative being copied quickly
§ Recommend to work through agency with close ties to the platforms
§ Lowers dependency on FB & Google.

- Getting the Edge:

o Good creative, especially video
o Matching the landing pages, ads and targeting
o Vendor cooperation – compliance adjustments, video assets, enabling to
build and test campaigns for various angle sand creatives
o Constant refreshing and testing (also by the vendor)
o Deep understanding of the systems and limitations
o Combining the platforms:
§ Using materials that were tested in another platform
§ Retargeting – converting leads on less expensive platforms
§ Strengthens brand awareness, improves conversions