James Hepburn Marketing

18/07/2022

Mullholland Drive

17/07/2022

Fair bit goin on

27/06/2022

Peter Parker

07/12/2020

Hello

23/04/2019

Is 'The CopySlide™ Principle' the secret ingredient your marketing is missing?

If you sell a high ticket product - listen up:

After analysing every successful Marketing Campaign I've created... I realised there was a pattern.

A way that virtually any one can cut through the noise, stand out, get attention and reach their ideal client.

Whether you are a coach, consultant, speaker or expert - you need 3 things.

Just 3.

And in this video, I reveal what those 3 things are, as part of what I call:

"The CopySlide™ Principle"

19/09/2018

Free GUIDE: “The 18 Step Process To Build a $100,000 Marketing Funnel in 14 Days or Less”

This guide is over 6,000 words, and outlines the 18 steps you must follow to build a 6 figure marketing funnel.

It’s the most valuable piece of content I’ve ever created.

I developed and refined this process after building multiple marketing funnels that generated over $100k.

Inside, you’ll discover...

- The 3 Marketing Funnels Literally Anyone Can Use to Generate $100,000 in Sales Regardless of Skill Level

- 5 Advanced Headline Writing Hacks + The Secret Tool I Use to Enhance the Emotional Value of My Headlines

- The Most Important Part of Every Successful Funnel & How to Make Sure It's Not Missing From Yours

- The 6 Key Metrics to Optimise in Your Funnel to Maximise Your Return

- The 3 'Bibles' of Marketing Every Business Owner MUST Study to Create Killer Marketing

- My 2 Part Ad Writing Formula PLUS Examples of Facebook Ads That Have Made My Clients Millions

- A Complete List of Software to Build Your 6 Figure Funnel

- Plus Tons More

If you want a copy, comment “18 STEPS” below and I’ll PM you one.

Cheers,

JH

Download this guide now and discover the proven 18 step process to build a

28/07/2018

"One Ad from James Generated Over $100,000 in Lifetime Customer Value" [6:07] - Ricky Baldasso, Metric Driven Marketer

Another epic testimonial from a client. Check this out.

28/07/2018

[5,170 Leads, 302 Strategy Calls & $132,500 in Sales: The 1,2,3 Knockout Funnel For Coaches]

When I met Leanne, she had an 8 week 1 on 1 coaching program. It was $3,000.

At our initial meeting, I told her she needed to move her $3,000 program to $5,000 and create a leveraged group program for $3,000.

She would provide one webinar training per week and a Membership Site to deliver all of her content.

Initially, she was a little bit freaked out by this massive step up in what she needed to do.

But to give her massive credit – as she is a large part of why this campaign was so successful – she took it on board and did the one thing that most people never do… she took massive action.

When I arrived back in Melbourne in December 2016 – we started working together. 12 months later – the SAME campaign was still running and producing incredible results, which were:

– 5,165 Leads
– 302 Strategy Calls
– $21,352.82 Ad spend
– $132,500 Sales

All of this, from a program she hadn’t even created when we met. She also kept her 1 on 1 clients at a higher price and has since started running exotic retreats in Bali.

Pretty cool stuff. In this post, I’ll explain exactly how we did it.

Step 1. Strategy
When I start to develop a strategy – I get crystal clear on the end goal. “What do we want to achieve with this marketing campaign?”.

In this case, Leanne wanted to make sales into her $3,000 group program.

Leanne is an emotional eating coach and helps women under 40 in Australia achieve a body transformation through her program.

I’ve done this previously in the same market with a live webinar funnel, but this time - I wanted to test out a really simple funnel and see the results.

Instead of using a webinar, I decided to make a simple opt-in funnel, where the prospect could book a call with Leanne directly on the second page.

Landing Page -> Consultation Offer Page -> Thank You Page

I call this the 1,2,3 Knockout Funnel for Coaches because its just 3 simple steps.

Now, given that my goal with any high ticket funnel is to generate a 10x return, lets look at the numbers:

- $3,000 program
- 10% = $300

So… with a:

- Customer acquisition cost of $300
- Industry standard close rate = 25%
- Cost per Strategy Call = $75

So… if we convert 10% of people on the Consultation Offer page into a strategy call, we can pay $7.50 per lead.

Given this niche is much less competitive than a business or consulting niche, I knew this would be easily achievable.

Step 2. Build
We built the funnel in Clickfunnels and used Active Campaign for Email Marketing / CRM.

Leanne already had an eBook written, which made the front end offer simple. The only tweak I made was to the headline calling it: “3 Secrets to Crush Emotional Eating when Stressed, Bored or Overwhelmed”.

I then built a clean and well designed landing page to suit.

Next, I created the consult page and the most important part of this is writing the copy.

I wanted to acknowledge the prospect for opting in, and then ask how we could help them get results faster, with a tonne of proof of client results.

When we actioned this, we got amazing results.

The landing page converted at around 67% and the consultation page at just over 6%.

I tested video too which managed to bump the conversions slightly, and increase the leads familiarity with Leanne.

If you head to my website, you can see a full breakdown of this, with images of each page :)

Step 3. Facebook Campaign
Firstly, with the creative side, as the free ebook on the front end was:

“3 Secrets to Crush Emotional Eating when Stressed, Bored or Overwhelmed”

so the ad was always going to follow a very similar format.

As the health & weightloss space can be difficult on facebook, I had to make sure the ad was short and very simple.

Once I got an ad approved and it was under KPI, I was very hesitant to change it - so I left it for most of the campaign, only changing things once or twice, and then optimising the audience.

When it comes to targeting, I started out with 3 ad sets.

I had one interest in each audience I was targeting, which included:

– I Quit Sugar
– Michelle Bridges: 12 Week Body Transformation
– Weight Watchers

After launching, I will always extensively test interests.

I will look at demographics from within each audience of an interest.

Does a certain age bracket, or area, or device convert better for each interest?

If it is relevant, I will look at gender data too.

Once the campaign got going, I set up a retargeting ad set, and an audience that included anyone who had visited Leanne’s website.

Naturally, the website visitors were far cheaper than the cold, interest based audiences.

We then launched the campaign.

Step 4. Results
This is truly one of my favourite campaigns.

We literally ran it for nearly one year and the core part of the funnel stayed the same – which shows how truly powerful it is when you have a solid strategy.

Here are the results:

We spent $21,352.82 and generated 5,165 leads at an overall cost of $4.13 - well below our goal of $7.50 per lead.

From this, we generated 302 strategy calls, which worked out to be $70.70 each.

Made $128,500 in total sales.

Which is an incredible result, I’m sure you can appreciate.

The landing page converted at 67.45% and the call page at 6.13%.

Leanne’s list grew from 281 people when we started working together to over 7,300 - which is an incredible result.

I want to explain something here that is very relevant in this case. Leanne put a lot of work into sales and closing people into her program. This is one of the influential reasons why this funnel was successful.

Leanne made $96,000 from selling the course she created, and the remaining $32,500 from upgrading some of these clients into retreats she ran.

Leanne is truly amazing and deserves a tonne of credit for booking the sales calls and closing them.

She’s a superstar!

If you’ve read this far, I know you are serious about growing your business and having a profound impact on the lives of others.

And here’s what I know:

If you’re an established coach, with a proven offer and a clear market… you can drastically increase revenue - if you get just a handful of things right with your marketing.

Which is why I’ve decided to help a few lucky coaches create a custom marketing strategy to generate an additional $100,000 in revenue in the next 90 days for FREE.

Established businesses only.

Only apply if you are prepared to do the work:

Click here for more information: http://go.jameshepburn.com.au/consulting

Thanks for reading,

JH

27/07/2018

[Million Dollar Funnel: The Simple Marketing Funnel A Business Coach Used To Scale to...

This post might take a moment.

It’s probably going to rattle some skulls.

But it will also be one of the most valuable things you ever read.

Inside, I’m going to share every detail of a marketing funnel I built that generated $100,000 for a Business Coach & Author...

In just 30 days.

Let’s get into it.

Step 1. Strategy

I was on a mission to create a marketing funnel that would generate qualified strategy sessions for my good friend and client, Niyc Pidgeon.

Niyc is a coach from the UK and wanted strategy sessions with female entrepreneurs that were interested in working alongside her to grow their business in her ‘Ultimate Success Accelerator’ 12 Month Mastermind.

The funnel I created is very simple. Getting it to convert however is difficult… but we’ll get to that.

The reason I say this is, if you’re a coach, consultant or someone that sells high ticket and you’re helping people with:

- Fitness
- Health
- Business
- Mindset
- Spirituality

Or more… this will work really well. I even had a client with a property investment business that generated $480,000 in sales using this funnel.

In one. single. month.

Yep!

They generated hundreds of applications every month and still use it, nearly 12 months later.

Anyway, back on track:

Niyc is a positive psychologist and international success coach for women. She’s worked with incredible brands like Virgin, Red Bull, Marie Claire, Lorna Jane, Men’s Health, BBC and more. Helping them to understand what really drives happiness and fulfilment.

So… she’s absolutely an expert at what she does. Which is vital to getting results with your marketing.

For this campaign, I used what we call a 2 step application funnel.

It looks like this:

Landing Page -> Training Video -> Application Page -> Thank You Page

The most important part of this funnel is the 27 minute training video. It follows a specific sales letter format to help people understand who Niyc is, why they should work with her and the benefits they’ll get as a result.

Now – whenever I launch a new funnel, my initial goal is to generate a 10X ROI from any paid marketing funnel.

Niyc’s program is $10,000 – which means she can afford to pay $1,000 to acquire a customer.

Which means:

– Customer Acquisition Cost = $1,000
– Industry Average Sales Conversion Rate = 25%
– Cost per Strategy Call = $250

Therefore, as long as Niyc pays no more than $250 per strategy call and sells 1 in 4, she will pay $1000 to acquire a $10,000 customer.

These are the initial KPIs we start with. Once we get results from running it, we can see if it’s the best strategy and modify if necessary.

Step 2. Build

For the build, we used Clickfunnels and Infusionsoft. To create the script for the video, which is around 4,000 words - I go through a very specific process.

When I write this script, I initially need to develop a big idea that the video will be based around. As a Coach, we need to make sure this is very tangible.

Now what do I meant by that?

Well, far too many coaches are all selling things that are impossible to measure: “How to be more confident”, “Increase your energy”, “5 steps to be happier”.

The problem is, these things are impossible to measure. We all know when we are feeling good or bad, but if you can’t quantify and measure the improvement, you won’t pay for it.

So what is tangible that people will pay for?

“How to make more money”, “lose 5kg”, “find your dream partner”…

All these things are measurable. We know if we did them or not, and we know how much we improved by.

So… I said to Niyc “What results have you achieved that other people would want to achieve?”

Niyc told me when she first started for coaching business, how she generated her first $35k.

The cool part was, it only took her 35 days to do so.

This became the basis for the headline of the training on the landing page:

“International Hay House Author Reveals The Secret System She Discovered to Generate Her First $35,000 & Build a 7 Figure Coaching Business”

When we launched the simple, and clean looking landing page - it converted incredibly well at over 80%. Even after we’d run the first 5,000 leads through it, we’re still converting over 70%, which is insane.

Now, let me cover the video. Its 27 minutes long, so I couldn’t break it down in one post. But it’s also based on years of experience writing sales letters and learning what works and what doesn’t.

It essentially looks like this:

– Who is Niyc
– Why is she worth listening to?
– The 2 types of people she encounters (action takers vs dreamers)
– Who the presentation is for and who its not for
– How she made good money in just 35 days (the strategy)
– 5 client case studies and the results they got
– The close and the offer to book a call

All of these things contribute to helping with her book qualified strategy calls and enrol more members into her Mastermind.

These were the key design and copy aspects that helped the funnel convert.

P.S. if you want help with this in your business - go here: http://go.jameshepburn.com.au/consulting

Step 3. Facebook Campaign

When it comes to running Facebook traffic – there’s 2 main elements: Creatives and Targeting.

For the creatives, I tested an image of Niyc speaking on stage vs a picture of her that looked like the landing page image with the promise made clear.

The copy followed my standard format:

– Big curiosity based headline that matched the landing page
– Calls out the Audience
– Offers Value
– Demonstrates Social Proof
– Call to Action

As for targeting, Niyc’s in a very competitive space in the coaching and personal development industry, so I always target a wide range of people to see what works best.

On top of that, Niyc had a bunch of warm audiences and lookalikes we could use. Starting with a campaign wide budget of 100 british pounds per day, we tested:

– Remarketing for anyone who had viewed or engaged with her previous content
– Anyone who engaged with her FB page
– Lookalikes Audiences of her list in the UK, US, Canada, NZ and Australia
– Lookalike Audiences combined with interests such as Tony Robbins, Marie Forleo, Ali Brown, Gabby Bernstein and Brendon Burchard.

This way, with a great range of audiences, we would know what works the best.

Step 4. Results

After this was setup, we launched the campaign. In August 2017, we tested numerous different audiences and spent just over 1500 pounds on ads, which is about $3,000. In total, we generated over 1,500 leads.

Here’s a breakdown of the metric’s for August, 2017:

2,622.97 Pounds Adspend

Facebook Data:
Leads = 1,485
Application = 119
Conversion Rate = 8.01%

Clickfunnels Data:
Leads = 1,514
Application = 125
Conversion Rate = 8.25%

I don’t have the data on how many of the calls from these applications were held, but overall, 10 sales were made for $100,000 of revenue. It must be noted however that some of these sales were on payment plans, so $100k wasn’t banked in August.

But hey… a stunning result right?

You can see here this is a rinse and repeat process. Spend more money on ads, and you will be able to increase your output, and keeping all other things constant, your revenue.

Now – will this convert the same the whole year round?

No, over time any marketing is going to fatigue, you’re going to need to find new audiences and ways to scale your traffic.

Your sales team obviously needs to keep performing and you’ll probably need to refresh the funnel over time because that’s what it’s going to take to continually get epic results.

So there you have it! The Million Dollar Funnel.

If you’ve read this far, I know you are serious about growing your business and having a profound impact on the lives of others.

And here’s what I know:

If you’re an established coach, with a proven offer and a clear market… you can drastically increase revenue - if you get just a handful of things right with your marketing.

Which is why I’ve decided to help a few lucky coaches create a custom marketing strategy to generate an additional 6 figures in revenue for FREE.

Established businesses only.

Only apply if you are prepared to do the work:

Click here for more information:http://go.jameshepburn.com.au/consulting

Thanks for reading,

JH

26/07/2018

[CLIENT TESTIMONIAL]

I was super stoked and grateful to receive this from my amazing client Leanne.

I wrote a full blog post about her campaign which you can read here:

http://jameshepburn.com.au/123-knockout-funnel-for-coaches/

When you get marketing right, it is so incredibly simple.

Running literally the same campaign and creatives for 12 months, we were able to generate the following results:

– 5,165 Leads
– 302 Strategy Calls
– $21,352.82 Ad spend
– $132,500 Sales

Leanne went from running purely 1 on 1 client work, to a leveraged group model and eventually reached a point where she didn't need me.

Her email list grew from 200 to over 7,000 and now she just monetises her list and runs health retreats in Bali, which is an epic result.

26/07/2018

$155,000 from one sales letter?

Here's another client case study, this time from Charlie Wallace of Guitar Mastery Method with an epic result.

Charlie generated over $155k from a video sales letter I wrote for him in the guitar instruction space.

25/07/2018

[The Million Dollar Funnel: The Simple Funnel a Business Coach Used To Make $100,000 / Month]

In this article, I break down a simple 2 step application funnel I built for a client last year that generated $100k per month in sales.

It's what I call 'The Million Dollar Funnel'.

In this article I reveal:

- How to breakdown your marketing metrics to determine you ROI before you launch a campaign

- The secret structure of the 27 minute sales video that generated 100s of qualified strategy calls

- The Ads, Targeting, Copy & Design I used to convert cold traffic at scale

Plus heaps more. Check it out here: http://jameshepburn.com.au/million-dollar-funnel/