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10:34 am
June 7, 2011
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QuoteHi Tom,
Testing will get you a more reliable answer than my opinion. But here are my unfiltered thoughts...
1. I think the headline font is blocky and a little intense on the eyes.
2. I still think the headline copy is pretty vague "AUDACIOUSLY COMPLEX AND EMINENTLY DIGESTIBLE" could be anything from Frank Zappa to Outkast.
3. The opt in form feels like it needs some text or an arrow (or similar) to draw my eyes to it and make it clear what I am supposed to do.
4. The fact that the opt in form is not at the bottom of the page on mobile will likely be problematic. You'd at least want a button with a jump tag in it at the bottom of the page that can bring people back up to the opt in form.
Sorry to be so blunt. Hope none of that comes off as overly critical. Just calling it like I see it. But again, just because I think something will performing poorly, doesn't mean it will. Things go against my expectations all the time. Only testing will tell you how good or bad your squeeze page is.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
6:28 am
August 21, 2021
OfflineThanks a lot John! No need at all to apologise about being blunt - this is the first time I've done anything like this, whereas you've had years of experience of it, so it's really good to have your honest perspective (though ultimately it will need to be tested, as you say). All your points sound really sensible to me, so I'll have a redraft! Hope the coaching call goes well today - I won't be there live, but look forward to listening on replay.
7:49 am
June 7, 2011
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Glad to hear it Tom. Keep us posted on your progress.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
9:40 pm
August 21, 2021
OfflineWill do. And thanks again for the response on the coaching call, which was very useful, especially in conjunction with the Dynamic Creative training from a few years back. I have a couple of followup questions:
1. You mention a maximum spend of $1 per 10,000 people. Do you have a similar figure for minimum spend? My current plan is to take your advice, and test three different audiences in the dynamic creative phase (i.e., run 3 different Dynamic Creative campaigns, then create a single static ad based on the results). However, I wouldn't be able to go much above the standard $5 a day for two of my audiences, and $2 a day for the other (one of my target audiences is Deerhoof fans, which is a smaller audience base of around 20,000 people). Do you think that would be enough to get meaningful data, or would I be better off spending a little bit more on a single audience? I would probably look to run the first round for 7 days.
2. If I go with the idea of having a Dynamic Creative round, and then setting up a static ad, I guess there's a chance that some people might get served both ads, i.e. if someone is in my winning target audience, they could get the Dynamic Creative ad plus the static ad. Is there any way to avoid this, or would you basically say it doesn't matter?
Thank you!
1:38 pm
June 7, 2011
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Hey Tom,
$1 per 10,000 is the minimum.
The only other factor is that you need to get a minimum of 5 results per day (in this case conversions), and with only $5 a day there is a very good chance you won't hit that with only $5 a day, at least at first. You definitely shouldn't test three ad sets with such a low budget. You may be forced to go with traffic at just $5 a day, but traffic is a much worse objective, if your actual goal is conversions. But if it's all you can do then it's all you can do and it's better than nothing. But if you see lots of clicks and few conversions then the objective may be the problem.
20,000 people is also a very small audience. Bigger would be better. I'd be looking for 500,000 or more unless it is a warm or local audience.
I wouldn't worry about the doubling up on your audience. It's not going to be a big factor and repetition is usually a good thing.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
Wow, OK, I'm glad I asked! That all makes sense - in this case I think I'll concentrate on a single target audience with a decent audience size, and bigger individual budget, so that I can set conversions as the goal, as you suggest (luckily, the main audience I had in mind is large enough). And yes, I think you're right that the doubling up of ads won't matter, in the unlikely event that it actually happens - people can always just pass if it's not their bag!
Thanks as ever, and have a good week.
9:09 am
June 7, 2011
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Sounds good. Happy to help. Keep us posted.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
Hiya John, hope you're well. I've been reviewing the lesson you did on the MMM model, as I put together my first funnel - super useful!
Quick question: I'm thinking of splitting my e-mail sequence in two, and sending the second half only to people who've engaged with the first half. So to use your original e-mail sequence as an example, only fans who clicked on the link in "Cheesburgers in Paradise" would receive the "I Killed Johnny Cash" e-mail and subsequent LTO.
My reasoning is that people who don't bother to click on the link wouldn't currently count as a "warm" audience, so it might be best not to try and sell to them at this point, but still keep them in the loop as I send out future free content in real time (I have some acoustic videos ready for this): if they engage with the free content, then they could be sent future LTOs.
Does this sound sensible to you? Or have you seen instances of people not engaging with earlier e-mails, only to re-engage further down the funnel? I'm genuinely torn as to which way to go, so would be very interested to hear your thoughts!
7:21 am
June 7, 2011
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Hey Tom,
I like this approach, yes. But you might break it up into three parts, as people who don't listen to your music are also not necessarily worth trying to push a blog post on.
However, I would not never ascend these people in your funnel, instead I would probably create about three emails, each one using a different tactic. If they click on any of them they would get removed from the campaign and would ascend to the next campaign. But if they don't ascend after three emails I'd probably move them forward anyway. That said, if they are not opening at this point there is some question as to whether they ever will.
I sort of see the funnel as having three parts: Awareness (the music), interest (the blog posts/videos), desire (the LTO). For maximum efficiency you could have a campaign for each one.
But of course, all of this is rather advanced and it's ok to keep things simple and limited to one campaign if that's easier.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
Interesting, I hadn't thought of that! So by "ascend" you mean get moved to the LTO?
I guess my concern would be that someone who clicks on the download link might still not be warm enough for a LTO, but the blog posts etc might get them to that stage. But in your experience is it actually the other way round, i.e. the earlier they engage with what you put out, the sooner they're ready to be moved to the LTO?
Apologies if I'm completely misunderstanding! I definitely get your point that if I was trying to contain it in a single campaign, it would be worth sending the blog post only to people who had clicked the download link.
As a quick addendum to the above, how long would you usually give someone to click on a link before deciding whether to move them to the next campaign?
Thanks as ever for your help, much appreciated!
7:36 am
June 7, 2011
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Tom Wilson said
Interesting, I hadn't thought of that! So by "ascend" you mean get moved to the LTO?
By ascend I meant move forward in the funnel through each step (Awareness, Interest, Desire, and Action), but I suppose technically ascend is the wrong word since from a funnel perspective they are moving down funnel.
I guess my concern would be that someone who clicks on the download link might still not be warm enough for a LTO, but the blog posts etc might get them to that stage. But in your experience is it actually the other way round, i.e. the earlier they engage with what you put out, the sooner they're ready to be moved to the LTO?
I wasn't trying to say that once they click your download link they should go to the LTO. I was trying to say that I liked the approach of not sending someone the blog posts until they had clicked on the download link, and not sending someone to the LTO until they had engaged with the blog posts, which I thought was what you were wanting to do. I would not skip right from the download link to the LTO.
Apologies if I'm completely misunderstanding! I definitely get your point that if I was trying to contain it in a single campaign, it would be worth sending the blog post only to people who had clicked the download link.
Sounds like I am not following what you originally asked. I thought you were saying you wanted to create multiple campaigns and create rules so that a person did not move forward until they had opened one of the emails in the previous campaign. This is an advanced approach I have talked about in various lessons and I thought you were referring to. It is not necessary, but it is an option. If just getting started and you're not already planning to do that, you might stick with the simpler, more straight forward approach.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
Hey John, OK, yes, I got mixed up, and actually your understanding was correct! My plan was to not move them forward in the funnel till they had clicked on a link - this seems like really good psychology to me, for the reasons you've alluded to. But your added suggestion of splitting it into three parts is even better! I think that's definitely what I will do - it will take a tiny bit more work, but not much (my day job is as an office administrator, so I don't mind this kind of thing!), and should definitely ensure that the e-mails are getting to the right people.
Thank you 🙂
8:01 am
June 7, 2011
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Well, the only way to stop someone from moving forward is to split things into multiple campaigns. So to do what you were suggesting you have to create the different campaigns. But yeah, I think I'm perhaps adding a little more specificity to how we break it up?
At the core of what I teach is the AIDA funnel: https://en.wikipedia.org/wiki/.....marketing)
It's a well established marketing philosophy that breaks down the process of selling into specific steps. I am just suggesting that you view it from that perspective with each campaign designed to make sure that a person goes through the step before moving on. Kind of like not putting the walls of a house up until the foundation is in place, and not putting the roof up until the walls are secure 🙂
I think we're on the same page now though.
My only hesitancy for you is that this is a bit more advanced and it's better to do something like this once you've taken the more basic approach so that you get moving faster and have one less level of complexity. But if you think you can handle it right out of the gate then go for it.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
Hi John,
That makes perfect sense, and yup, that's what I was getting at in my original question, just with a bit more consistency in how the philosophy is applied. I actually think it will be fine setting up the different campaigns first time round - the nice thing about these sorts of processes is that we can take as long as we want to get the infrastructure right, and then test/troubleshoot before sending them out into the world. So I'll do that!
Thanks again,
Tom
Hi John,
Quick followup. I'm planning on proceeding as you advised, like so:
- When someone subscribes, they are sent some free music.
- If they click on the music link, they are sent a blog post one day later.
- If they click on the first blog post, they are sent a second blog post two days later.
My question is who to send the LTO to - would you say it should really only go to people who've clicked on the second blog post? Or do you think if they've got as far as the second blog post, and happen not to engage with it, for whatever reason, it would still be worth sending them the LTO?
10:16 am
June 7, 2011
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Going back to what I mentioned previously, I would break it up into the three AIDA steps (excluding action) and build a campaign for each.
Awareness = download
Interest = blog posts
Desire = LTO
... and I would probably not break the different blog posts up into two different campaigns. You could, but I probably wouldn't. But in every instance, if a person did not open an email within 3 emails, I'd probably advance them anyway. Just because, why not. You have nothing to lose.
You can also afford to pitch a little heavier in the earlier funnel than I do in MMM 4.0. By that I mean adding more pronounced calls to action to buy the album in the download email and at the end of the blog posts. You could even add a sales page to the thank you page after the free download and essentially use it as an opportunity to sell the entire album, effectively like an upsell on the free download.
Let me know if you need any further clarification.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
Thanks a lot John, yes, that all sounds great. I've been running some tests of my e-mail automation (I'm using Convertkit), and I've found that the introductory message is going into the spam folder. Do you have any tips for avoiding this? The subject line of the message is "Here it is!: Tom O.C Wilson - The Ones". Is there anything in that that is raising a red flag to you?
8:24 am
June 7, 2011
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No, there is nothing in that subject line that raises a red flag. ConvertKit does not rank very high in my estimation of email marketing tools. I would personally only go with Aweber, or Mailchimp. You can try aweber with all the features for free at https://mmmanifesto.com/aweber (that's an affiliate link FYI). I'm sure you can make ConvertKit work. I don't have any personally experience with them. My opinion is based on reputation more than anything else. But you're not off to a good start 🙂
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
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