Marketing the Value Proposition, The Journey, Episode 15, Season 2

MICHAEL: And my mandate stands. I won't let it happen. VOICEOVER: Join us on
an impossible mission to grow our business 50%. Welcome to 'The Journey'. JEN: We have been looking at the emails
that we've sent so far and the three that we found
that have performed the best this year have been all ones that
are talking about challenges that
people are facing. MICHAEL: So those are the ones
that got the most clicks which is the action that
any ad must do, right? The job of an advertisement is
to get people to take an action and it's usually to click and then it's the job of
the sales page to actually sell.

We can often misdiagnose the problem and assume the problem
is our message and a lot of times actually
the problem might be the destination that
they are going to. We're about to launch
the brand new website next week and we've changed up
some of the messaging. That's the brand new sales
page for social media world. See how beautiful it looks?
JEN: Thanks. MICHAEL: This getting over to
the new design alone is going to help us with our sales because it's gonna be
a better user experience. If we can drive
the traffic to the sales page, then the sales page should
be able to do it's job. If my eyes look a little bloodshot, it's 'cause I've been
staring at a screen for a long, long, long, long time. And why have I been
staring at a screen? Well, our brand new
website is finally up. A lot of money, a lot of
people, a lot of work.

You wanna see what it looks like? So, this is the smudge
on my monitor. (LAUGHS) We open up an article. You can see it's
a single-column design and as you scroll down it,
you're gonna see a monster ad for social media marketing
world pop in there… Boom. Un-like-missable, right? Man, redesigning
a website is not easy work especially when you have like
4,000 pages on your website. It's like 65 here in San Diego. OK, warmth. Thirty three-page report
here from Talia Wolf. She's helping us with humanistic analysis
and psychological analysis and we're gonna be meeting with
her at the top of the hour to talk about what this
means and immediately begin figuring out how to roll
these changes out. This is probably the single
most comprehensive study we've ever have done. There is gonna be some
stuff that's going to challenge some of your thinking. OK, there she is.
(COMPUTER BEEPING) TALIA: Hi. MICHAEL: So, approximately how many
customers did you survey? Exactly 197 people. And then about approximately
how many prospects of your survey who came
to our sales page? TALIA: 81 responses.

What people really,
really care about that it is hands-on practical and they get to go away
with a lot of tactics, and the other one was that it's on every single
aspect of social media. Like this is the only place
where you get everything. The last one is finding your tribe. So, it's not networking,
it's not mingling, it's finding people like you, who struggle like you, who know your challenges, who understand you. They can stop going in alone. We're talking generally
about these things, but we're not going deep enough. MICHAEL: Even if everything
in your blood – you and you, wants to go back to what
we've done in the past, like to talk about like sale ending and to talk about like quantities, the reality is that, that
stuff just doesn't work. Well, we have a lot of work…
JEN: It did. MICHAEL: Yes..
KIM: It did. JEN: I did.
KIM: It did on Facebook.

And I have to say, you're right about Facebook
being a highlight where those sale ending
messages really work. We're aren't giving them
the reason to click over now. My mandate stands. No written communication
will ever mention price. It's just not gonna –
I won't let it happen, OK? And you have to trust me on this. JEN: We're not talking about
sale ending all the time, we're not talking about
the features of the conference and how many sessions we have, and now we're veering even
more into new territories.

MICHAEL: Jen has said
many times, as has Kim, that some of our best messaging
has to do with sales in it. Like don't miss out, get
in before the sale ends. The reality is that…
TALIA: Yeah, urgency. MICHAEL: .. we play the scarcity
card pretty frequently. I will like you to speak to that… TALIA: Scarcity and urgency – they play a very important
role in selling tickets, but the way to convince
them to buy a ticket isn't going to be
through the 'what?' That means shifting our focus
from highlighting the pricing, and the last minute
like 'early bird sale' to the value propositions
that we have. And so, I don't think it needs
to be completely eliminated, I think it just needs to be
used in a different way. MICHAEL: Hey Talia, I would
like to begin testing today. So, I will have a new
homepage written today. TALIA: These quote messaging and the values that we've
discussed are super important, we just have to figure
out what's the best way to feature that and say that. MICHAEL: Thank you, Talia. Our goal is to get
only what's necessary to make this move forward
as fast as possible.

Do not get too caught up in
anything beyond tomorrow because I'm gonna start
writing right away for the next two hours, OK?
JEN: Yeah. MAN 1: Awesome
MICHAEL: Alright, thank you. JEN: Thanks. MICHAEL: I worked for endless hours
yesterday after our call with Talia to
redesign a new sales page for social media marketing world,
and we're split testing it. So, I'd like to show you. One of the first things we
changed was the headline, (READS FROM PAGE ON SCREEN) And then we came up with some
value propositions here that are not on the other one, some quotes from some
of our customers. This is the page that gets
the most traffic to the site. On the new website, it's all about the problems and struggles
faced by marketers and we talk about the struggle, we talk about 'this could be
you', 'imagine these outcomes'. So far, surprisingly,
early data shows that the original site is
out-performing the new site which is kind of a surprise.

The bottom line is
testing is essential. If I just, you know,
assumed it would work and it actually makes
things worse, then that – That's the whole reason
we run split tests. I'm really hopeful that
this new thing works. (TOM TOM MUSIC) What we did was we
lined sticky notes all along both sides of this wall. Anybody who wants real privacy, they can come in here
and be completely obstructed. I couldn't see a thing
I was doing, huh? The ultimate privacy back there.
(TOM TOM BACKGROUND MUSIC) VOICEOVER: Please join
me on 'The Journey'. Subscribe now and be
sure to hit the bell so you don't miss any of
our future episodes. (TOM TOM MUSIC CONTINUES).

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