It can be really helpful to unpick Internet Marketers’ sales funnels. You often find a mixture of good practice and gray areas, or occasionally downright deception.
In this video, I walk you through the tactics Ryan Deiss uses to draw in prospects with the promise of a valuable “free” resource, and then interrupting the “giveaway” with a sales message.
I think this comes under the well-known “bait and switch” tactic, which is common in Internet Marketing (because it works), but is not considered best practice, and is not ethical marketing in my view – because it promises one thing and then does not immediately deliver what it promises.
1. Short Walk Through Video
2. Analyzing Ryan’s Sales Video Script
I do also recommend you go through Ryan’s sales video, because it packs in a lot of general best practice, from which you can pretty much build a sales video checklist.
- It’s essential you listen to this message: The text above the video says: “IMPORTANT:Watch The Video Below BEFORE You Use The 60 Second Blog Plan (Please allow 10 – 15 Minutes For Delivery)” As though there’s some connection… But the only connection is that the type of person who would say yes to Ryan’s free offer is clearly interested in blogging shortcuts.
- Introduce yourself (no one wants to do business with a stranger).
- There’s something for nothing here (“I want to give you…”)
- Benefits (“Launch your blog AND attract your first 1000 subscribers”)
- Specific evidence (“The same plan we used to get over 500,000 unique visitors a month”… But note, he isn’t saying directly that this tactic is responsible for that amazing growth!)
- More evidence (“This plan has been tested in the trenches and it does work!”)
- [Only at this point does the “Add to Cart” button appear, because they don’t want you to see it’s actually a sales page when you first arrive]
- Something you don’t know that could benefit you (“Why 1000 subscribers? Something magical happens…” which is designed to generate self-doubt and curiosity.)
- What I’m promising is really important (“1000 subscribers isn’t easy, and it’s your first big hurdle…”)
- Inflated half-promise (“That’s why my goal is to take you from zero to 1000 in 14 days or less!!!” Note, this is not a promise, only a “goal” which has no real value.)
- Inflate even more (“Once you know how to get 1000, you know how to get 10,000… 100,000… and beyond…” But, remember, Ryan hasn’t told you how to do this.. He’s only promising to give you one tactic that he happened to use on a blog site that got half a million visitors.)
- Make it sound easy (“The 21-step process that I’m about to give you works, no matter how big your blog is.”)
- You deserve this (“Here’s how we’ll get you the traffic and subscribers that you deserve…” Note the assumptive language in, “we’ll get you…”)
- [Now Ryan has baited us, he “switches” and starts talking about something new… A 21-step plan.]
- Give an apparently thorough overview of the steps, but without giving the steps away. Keep using, “We’ll…” to make it seem like this is definitely going to happen. Keep saying how effective, easy, and cheap this is.
- Don’t miss, “The exact number of opt-in forms you should place on your blog” (which may work in the Internet Marketing sector, but do not believe for one minute that the same will go in your sector).
- And… “What to say on your Thank You Page that will turn subscribers into profit IMMEDIATELY” (Really? That will happen? If I put what you tell me on that page it will immediately turn into profit?)
- More evidence. “This is the exact process we use every time… and it’s not like we’re a one-hit wonder. I know it works because I’ve tried it a lot of times and it’s worked every time.”
- Warning about saying “No” (“And personally, I wouldn’t even attempt to launch a blog without having a proven, step-by-step guide to follow.)
- Heavier warning: (“DO NOT Promote a Single Blog Post Until You Read This Guide!!!”)
- Put down land mines for your competition. (“It truly is the blind leading the blind”, i.e. Don’t follow those guys, follow me.)
- Why you can trust us instead: (“We actually do this stuff!!!”)
- We have learned what we’ve learned at great cost: (“Stepped in plenty of you-know-what…”)
- Don’t go through the same costly and painful process: (“That’s why we’re so careful to document WHAT WORKS into simple, easy-to-follow Execution Plans.”) Note: “That’s why…” is a magical construct in copywriting… Similar to “Because…” in that it suggests that something obviously makes sense, but without having to explain why.
- Exclusivity: (“In the past, these plans were mine alone.”)
- Scarcity: (“But now, I’m making a select few available to the public.”) Of course, this is an untruth. He’s going to sell as many as he can! But he wants you to feel special. Fake scarcity is one of the oldest tricks in the book.
- Offer hope: (“Now, you don’t have to go it alone.”)
- Discount: (“Normally, these Execution Plans sell for $50 – $100 each…”) Yeah? Where and when? And is it THIS plan you’re selling me now, or plans like this one?? And Ryan, didn’t you just say that in the past they were yours alone? Which is it?
- Urgency: (“… but for a very limited time I’ll let you have access to this plan for just $7”) Of course, the “very limited time” is unspecified.
- Compare to prove value: (“You could have one of those fancy coffees at Starbucks…”)
- Visualize yourself as a hero: (“Or you could become a life-saver at your company by being the guy or gal who FINALLY kick-starts the company blog into a profit-pulling machine.”) Note the word “Finally”, which implies there’s an emotive tension or problem that you could solve.
- Reiterate the benefits: (“You could save time and money by setting up your blogs the RIGHT WAY first time…”) Suggesting that other ways are wrong, which is another untruth.
- It’s so easy: (“You can practically just set it and forget it.”)
- I’ll help you avoid hidden dangers: (“Avoid potentially embarrassing rookie mistakes, including two big ones that the fake blogging gurus tout as being a best practice.”)
- Reiterate the inflated promise: (“And you create a huge subscriber list and income stream from each and every one of your blogs.”) Which is, of course, a filthy lie.
- “The choice is yours”
- Tell them exactly what to do next, several times.
- Reiterate urgency: (“Do it now, because this FLASH SALE will end… It’s not going to be available for much longer.”) Yeah, right.
- Reverse the risk: 60-day no-questions-asked money-back guarantee. Of course it isn’t worth anyone’s time to ask questions for $7… But likewise it isn’t worth anyone’s time to jump through whatever hoops you need to jump through for the sake of $7 either.
- More urgency: (“Time is quite literally running out.”)
- Repeat the Call to Action again a few more times. (“Go ahead, do it!”)
- Assume they’ll do it: (“And I’ll see you on the other side.”) Whatever the fuck that means.