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05/22/2024

Why opt-ins models are costing you money & what to do instead (plus the secret to scaling VSLs on paid media)

Morning,

So earlier Thomas Vee asked the question of if I still disagree with the idea of gating a VSL behind an opt-in.

I thought it was a very valuable question and didn't want to let it get buried in the shuffle.
I gave him a response, and then I had a few people in FF / NHB+ ask me follow questions in the NHB platform as to how to you optmize "for leads" if you can't have an optin.
So sharing this here in the group because I think it'll be of higest value to all.

And I know, I know... A LOT of "gurus" are using opt-in models, but that doesn't mean they know what they're doing, because if you look at their economics, you'll find flaws, as outlined below.

First off, my response to opt-in or not:

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Personally, not a fan of opt-in, because as I said before, if your opt-in rate is 30%, your cost per view / click is now 3.3x higher. So if you're paying $2 per click, now you're paying $6.60 per click.
At $6.60 per click and 1% conversion rate, you'd need $660 AOV to make it work.
Equation: $6.60 / .01 = $660
At 2% conversion you're at $330 AOV and at 3% you're at $220 AOV to break even.
The math doesn't support it.
The math however in some cases DOES support a webinar or something that sells a $497-$997, but for that you need attention and ENGAGEMENT.
Engagement is defined as them being able to interact with YOU. Not passive watching as most VSLs are.
Even the whole book-a-call model. The optin f***s it up due to the numbers above, there is absolutely no reason to hide the sales message after the optin if your sales message is good.
If your sales message is good, put it out right up front and let it do it's job.
Typically follow up will only yield about 10-20% ADDITIONAL conversion rate in a 2 week window at best, so the math still doesn't work.

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Andrew Purdum asked me this question in the NHB platform a few minutes ago:

Hey I see your perspective on that ads to VSL issue, I just have one question I’m struggling to resolve when it comes to account and pixel optimization with that method.
When someone opts in for a VSL on a front end option page, we can tell FB to optimize for “leads” - and as a result get better data and stronger customers over time. But with this method, you can’t quite do that.
How do you optimize the ads and season the pixel? What do you optimize for?

And here's my response to that that I made in the NHB platform (that's where all the goodies are) :

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Right, so the key is to use Google Tag manager or custom code it (we custom code it), and I believe you can do a delayed pixel in time using timer triggers.

So if someone comes to your VSL, you want to delay the pixel to fire say for 2-5 mins, the longer you wait, the better / higher the intent is.

Because, before you can have an intent to buy, you must have an intent to watch, and optimizing for intent to watch, will lead to the intent to buy.

So VSL -> pixel fires say within 2-3 minutes, and now you're optimizing for people who are actually interested in watching instead of opting in "to watch" but have no real interest of watching.

Remember...the highest truth is BEHAVIOR, and the question is, how can we test for behavior? This is the way.

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So if you're running VSLs on FB, YouTube or what not...optimize for BEHAVIOR of intent.

Focus on people who are willing to watch, and your offers will do so much better.

- Alen

02/24/2024

Digestibility of Ads — How to write ads, emails, and posts that get read, consumed, and clicked on

Morning,

When it comes to writing ads, you can have long ads, short ads, boring ads, exciting ads, curiosity ads, intentional ads, and all sorts of ads in between...
..Some work and some don't.

But one factor that contributes to the ad working, regardless of what kind of ad it is, is how "digestible" the ad is...
..Because, you see, if they don't consume/read / watch the ad, then no matter how good you think the ad is, it'll underperform.

And to fix that, all we have to do is start looking at the structure of digestibility of the ad itself, adjust it, and your ads will work that much better.

This is something that's part of the "Anatomy of Ads" series in NHB+ and FF, where I go deep into how ads work, the structure and psychology of ads. We're about to do Anatomy of Ads 4.0 in the next week or two.

Now, when it comes to ads, emails, posts and everything else — there's the ad, and then there's something that "sells the ad" before the ad is even read, and it's not the words that you use, but rather how the eye will SCAN the ad quickly to assess the density of information and those words.

The more dense the information, the more energy we have to expand the consume it.

If the information is too dense, we put it off for later, or skip it.
I do this all the time and once you become aware of it, you'll see just how often you do too.

So you'll have someone scrolling down Facebook, and they'll go "post, post post", hmmm "interesting", "boring", "I'll read that", etc...

What goes into "i'll skip that" vs "I'll read that" is the pre-scan of the ad itself before a word of it is read and what the eye/brain is scanning for is the density, meaning, how much information is packed in and how it's packed in.

The way it does this is by looking at the structure of lines and words in each line.

So if you have an add that looks like this paragraph here, by using the ipsum lorem dummy text generator, you can see by just looking at it how dense it is and you go "man s**t, that's a lot to digest, I'll skip it".

An example of a non-digestible ad:

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Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum."

---

Now, take the same text and break it into making it more digestible, same text, just one small change and watch this:
An example of a digestible ad:

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Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum."

---

The rule of thumb is:

No more than 4 lines of text per text block.

Now, something interesting for you — shorter ads, 4 x 4 (4 lines of text by 4 blocks) = curiosity mostly, meaning, your sales page has to carry the sale and build intent, so you'll have higher optin / add to cart rates, but lower checkout rates.

4 x 8 (8 blocks of text/thought) = curiosity + intent, which means that you'll have a good balance of optins, add-to carts and checkouts.

4 x 12 (12 blocks of text/thought) = intent mostly, lower optin / add to cart, super high checkout rates.

So when you're writing ads and emails, focus on digestibility and removing the one thing that's going to prevent them from consuming the ad itself, and that one thing is the presentation of the density of information.

Breaking it down into 4 lines of text allows for perfect digestibility. You can open the ad with 1 or 2 lines, no issue, but no more than 4.

Sometimes you can stretch it to 6 lines if you have to, but only once, don't go over it.

Then take the same ad, and create variations of it, so that you have 4 blocks, 6 blocks, 8 blocks, 12 blocks, etc...

And what you'll notice is not only greater consumption, performance and digestion of ads, but also the length of the add will vary how your offer works and the ideal curiosity / intent ratio for your audience.

This also works very well for emails, fb posts, Twitter, etc...anywhere they have to scan, and determine what to consume.

As always, hit the love, like the button to support the post and kick it up for the algo, and if you have any questions, drop them in the comment box, I got you 🙂

Have an awesome weekend,

Alen

p.s. What you'll notice is that all of my posts and emails follow this principle.

06/11/2021

Grow

06/09/2021

Think about this for a moment.⁣
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We make decisions all the time, but some decisions are bigger, require more time and data.⁣
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Those bigger decisions can often stump people, and often just lead to indecision.⁣
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Here's the thing.⁣
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Let's look at the 3 options⁣
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- Making the right decision⁣
- Making the wrong decision⁣
- Making no decision⁣
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If you make the right decision you typically get the result you want, but very often there's not as big of a lesson or takeaway as there is from a wrong decision.⁣
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It's like the old "give a man a fish and feed him for a day, teach a man to fish and feed him for a lifetime" saying. ⁣
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When you make the right decision, obviously that's great, but it's a little bit like "getting the fish".⁣
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Making the wrong decision usually sucks, especially in the moment, but over a long enough timeline that wrong decision has increasing value to your life.⁣
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You learned a lesson from that decision which you utilize in the future when making other decisions.⁣
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Your future decisions are BETTER because of the wrong decision in the past.⁣
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Those decisions then help you get the fish, BUT you also know how to fish. You have both.⁣
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The third option is to not make a decision at all, and just continue without addressing the issue.⁣
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This is very common, because it's the easiest to just continue doing what you are already doing.⁣
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So the right decision helps you get the fish now.⁣
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The wrong decision teaches you how to fish, which gets you the fish later AND the skill set.⁣
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No decision has no value at all.⁣
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Make a decision, and go.

06/08/2021

Life passes most people by while they're making grand plans for it. ⁣⁣
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- George Jung

06/08/2021

Focus on things you can have an impact on versus things you can’t

06/07/2021

I have this animation I want to make about Leverage..⁣
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The only problem is I don't like how it comes out every time I make it..⁣
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Which makes for another point.⁣
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Sometimes you gotta scrap it, and start over.⁣
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The big problem with that is knowing when you should start over, and when you're just in a funk and need to double down.

06/06/2021

The pendulum is always going to keep swinging.⁣
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This relates to 0020 ("Go right").⁣
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In any market you will see that the majority of companies start to follow each other in certain trends to the point where whatever it is they're doing gets ineffective.⁣
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In the business opportunity market everyone's now doing High-ticket programs for example, which makes it a good time to look into doing the complete opposite.⁣
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Pay attention to your market.. what is everyone doing? What if you took the opposite approach?⁣
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Then.. when everyone starts doing that, can you go back to doing what everyone's doing today?⁣
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The pendulum is always going to keep swinging.

06/05/2021

Reinvest profits for a bigger payday in the future.⁣
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I always recommend new business owners to cover their costs using money NOT from their business.⁣
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Any money made from the business is going to have a far better ROI if reinvested into the business, as opposed to withdrawn to pay for rent and food.⁣
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Instead, use the money for advertising, hiring, or investment into upgrading your own skills.

06/04/2021

Your belief dictates your level of action which dictates your results

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