Book notes: The Conversion Code

The Conversion Code Chris Smith book summary by Marlo Yonocruz

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The Conversion Code by Chris Smith


Synopsis: “The Conversion Code provides a step-by-step blueprint for increasing sales in the modern, Internet-driven era. Today’s consumers are savvy, and they have more options than ever before. Capturing their attention and turning it into revenue requires a whole new approach to marketing and sales. This book provides clear guidance toward conquering the new paradigm shift toward online lead generation and inside sales. You’ll learn how to capture those invaluable Internet leads, convert them into appointments, and close more deals. Regardless of product or industry, this proven process will increase both the quantity and quality of leads and put your sales figures on the rise.

The business world is moving away from “belly-to-belly” interactions and traditional advertising. Companies are forced to engage with prospective customers first online – the vast majority through social media, mobile apps, blogs, and live chat – before ever meeting in person. Yesterday’s marketing advice no longer applies to today’s tech savvy, mobile-first, social media-addicted consumer, and the new sales environment demands that you meet consumers where they are and close them – quickly. The Conversion Code gives you an actionable blueprint for capturing Internet leads and turning them into customers. ” -Audible

Opening Thoughts:

One of my focuses for this year is to learn as much as I can about marketing and online business. Because of that, I decided to put this book on the list after browsing through the Audible library of books. It seemed like a good book and had pretty decent ratings, so I figured it would be of some value.

Key Notes:

  • Conversations create closings
  • The conversion code is the new formula for being a great marketer and sales person in the Internet era. It is a proven, step-by-step blueprint to increasing sales and leads immediately
  • Enthusiasm and timing matter a lot when you’re selling on the phone
  • Your job is to be so enthusiastic yourself about the product that you get the prospect over the buying line. Then and only then can you close them
    • The exact same concept applies nicely to marketing just that you have to get the more excited than the cost of giving you their contact information
  • Tone and body language. Body language is gone over the phone, but tone is very hard to teach
  • His success early on in his previous companies came from his enthusiastic tone plus the companies providing him with a proven script and solid leads
  • The best inside sales people have the following trait: they have a very positive mental attitude
    • They have a “black lab mindset” – they are happy to see every lead
  • What you say, how you say it, and when you say it matter a lot
  • Content is not king. Design, being purposeful, and landing pages are king
  • Great design builds trust, and trust is and always has been why people buy things, on line and off
  • As zig Ziglar said, if people like you they will listen to you. If people trust you they will do business with you
  • Design principles:
    • Have a one column layout for your website. Look out for this when choosing a theme
    • Social proof. They are great because we are great. Displaying positive feedback from happy clients
      • Use actual reviews from other websites like yelp and linked in. Most people trust on my recommendations as much as in person ones
    • More contrast. The few were colors you use, the more the colors you do use pop. White space is highly underrated. A well designed website should get people to the parts that make you money fast
    • Fewer form fields
      • Add a login to Facebook or Google button above the contact together contact information, which will greatly increase conversion
    • One page has one purpose. Only have one call to action for a specific thing, not multiple calls to action to do different things
      • Closer and larger targets mean faster action
    • Don’t underestimate the value of hiring a professional who does great design when building your website and landing pages
  • Proven ways to capture leads on your website without being too annoying
    • Full screen pop up based on user behavior
    • Sumo me integrates all these website contact things into your website
    • Live chat that you can leverage to gain a prospects contact information
    • Landing pages are so effective because they only have one purpose
  • If you want people to read your content, you must approach it with an image is everything mindset
  • Six key findings:
    1. Successful landing pages grab attention quickly by matching the promotional copy in the email’s call to action that yielded the click
    2. Catapulting a clicker to a website homepage generally fails to deliver on the promise inherent in the email’s call to action
    3. Recipients can be taken aback when I click on the link and end up on a landing page without the same look and feel as the email that captured their attention
    4. Asking too many questions can lead prospective customers to become wary and frustrated enough that they abandon the process
    5. The presence of a navigation bar on a landing page can be a distraction that pulls visitors away from the primary conversion goal
    6. Professional writers know it’s a lot harder to write short copy than long
  • Nine key elements that define a perfect landing page:
    1. Headline. Make it clear, concise, and coupled. Needs to be an extension of the ad email or link that brought them to it
    2. Sub-headline. Continue down the path of the headline
    3. Description. Triple check all grammar, punctuation, and spelling
    4. Testimonials. The goal here is to establish trust quickly using positive reviews and a nice visual icon near the written review from a well-known trusted website like yelp, Facebook, or LinkedIn
      • Always remember, trust is why we’ve always bought and why we will always buy things
    5. Call to action. Must be obvious, easy to find, the right color, and contain the right copy
      • Avoid words like register or subscribe, and instead try things like View now, download, unlock, or get instant access
    6. Clickable buttons. A conversion button should stand out and be near or below the call to action. Either accompanying the message or reiterating it word for word
      • Orange or yellow buttons are great call to action colors
    7. Remove links. Since a landing page has one purpose, there shouldn’t be many if any links to other things
    8. Image or video. One hero shot is better than a collage of photos. Hero shot is just one big awesome photo
      • If someone scrolling through the newsfeed saw your image, would it have stopping power?
      • Royalty-free images at stock up, Pexels, and free section of shutter stock
    9. Stay above the fold. Above the fold mine set to prioritize what visitors see based on their limited attention span’s
  • You can’t convert every lead, but you can tag most of them to observe overtime and convert later
    • If they don’t become a lead, they can start to see your ads over Facebook, searches, and other places online
    • Retargeting as an electronic follow up to show your ads in other places they go like Google or Facebook
    • Use native Facebook tracking pixel for newsfeed, web, and mobile retargeting ads,  and using add roll for retargeting across the web
  • When creating content online, formatting is critical
    • Blogging hands-down gives a positive ROI, and if you don’t want to do it, hire someone else to for your site
    • The anatomy of a great blog post:
      • Headline. Your ability to make them dive deeper and convert them Will be directly proportionate to your abilities right great headlines
        • Samples: surprise, questions, Curiosity gap, negatives, how to, Numbers, audience referencing, specificity
      • Storytelling hook. Once the headline is nailed, storytelling is a must
        • Fewer characters per line at first
      • Having a featured image
        • Having at least one awesome image on your blog post is a must
        • Free stock photos: stock up, pexels, Canva.com
      • Long form content does better in search engines and social media. 1500 word sweet spot
      • What are the one or two soundbites that would be the most socially shareable? Make the stand out in the post itself
        • coschedule.com makes adding the soundbites and social cost to action simple
    • The websites that get the most traffic are the ones that emphasize blogging
    • Curated list of handy ideas for blog posts that can be applied to any industry. Full list of 50 at optinmonster.com
    • You don’t always have time to create content, but if you simply document what you already do, you are creating content
  • Optimizing your content for lead generation, social media, and search engines
    • Optimize your content for lead generation by adding lead magnets. It is something so valuable that someone would give their contact information for
      • Free e-books, guides, PDFs, or a cheat sheet
      • Video/webinar training as a lead magnet
      • Use discounts as a lead magnet
      • Tryinteract.com or playbuzz.com to build your own custom quizzes for prospects to trade information for
      • Require contact information to see price or availability of your product
    • Sharing is caring, and it works
      • Addthis and sharethis are both great services that allow you to add social sharing to your site in seconds
    • SEO is a passive play because it requires the user to actively search. Demand generation, direct response marketing, and social media advertising are the future of lead generation
    • The secret sauce is simply to crank out great content, call it what it is, optimize it, promote it through email and social media, maybe make some final tweaks, then move on
      • SEO checklist based on the effectiveness
        • Research: use Google trends, Google keyword planner, and SEO rush to quickly identify which keywords to use
        • Cross-linking between articles you have written in the same genre or category
        • Your first 55 characters of the headline weighs heavily in SEO
        • First 100 words. Be sure to use keywords in your story when you can, and this first 100 words is my google will display
        • Sub headline. Take advantage of H2 and H3 tags
        • Don’t worry about sending other people away from your site. If it links to great resources, they will come back. Also Google likes it if you don’t just link to your own site
    • Facebook is the new homepage of the Internet
      • Finding news through trust of your network to have filtered through it
      • Facebook matters the most over Google and SEO. It is also very underutilized
      • Facebook profile pro tips:
        • Your day-to-day life is the inspiration for contents you can create and post on Facebook
        • The best Facebook marketers are the ones willing to share genuine moments of their lives, the good and the bad. When it comes to Facebook profiles, lurkers lose. Consistency matters
        • You need to be either semi interesting daily, or really interesting weekly at a minimum
      • Top for reasons why we see what we see in our newsfeed:
        1. How popular are the post you made in the past?
        2. How popular is the post with the people who’ve seen it?
        3. How popular are your posts with that particular person
        4. What type of post does each particular person like the most
      • Advice: post highly interesting shit and vary your post type
        • Be interesting, be consistent, and be diverse with your Facebook posts
        • You are already consuming content every day, just turn the corner and share it too
        • Buzzsumo, unworthy, and viral nova as good places to share content from. You don’t have to create content to be great on Facebook
          • Curation works as well. The key is to be consistent. The shared posts that generate discussion will assist in your original content when it is shared
        • Posting once a week is not enough, but posting multiple per day gets annoying. 1 to 4 PM is the best time to post for getting click through’s. Wednesday at 3 PM is the peak time, worst times or on the weekend before 8 AM and after 8 PM
        • One tactic is to take note of the days and times most of your friends are active on chat
      • There is a lot of power in using someone’s name when interacting on Facebook and social media in general. It may be a small thing, but all the small things add up to the big thing
        • Another small tip is to like and reply to peoples activity on your posts so that they know you read it and appreciate their effort
        • Bond.co, a company that sends out birthday cards mailed out
      • A status that has a lot of comments plays a lot into how Facebook determines what to show next
        • “What states have you lived in?” questions are “built for social”, something anyone can answer in 1 second with 2 buttons
        • When you ask simple, easy to answer questions, you’re going to learn interesting things about your network
      •  3-3 Facebook time-blocking technique: need to block off time M-F to make authentic, scalable connections on Facebook
        1. Write on three different friends’ wall each day. Use Facebook as a 1 to 1 tool (particularly people who are currently logged in)
        2. Start three private Facebook chats each day. Usually use for business, “hey, I’m working on a project for work and would love to pick your brain”
        3. Over the course of one year of implementing this technique, you will have sent 1560 One to one messages. This is so important to growing your network, generating inbound leads, getting referrals, and crushing it on Facebook
      • Be thoughtful such as sending gifts to people or recommendations while they are on vacation. Lesson: do things that don’t scale!
      • Another tip is to go back to old, popular posts and bump them for more activity
        • One clever tactic is to create a blog post related to those super popular posts after the fact
      • Comments are king
      • One simple best practice to get your edge rate up and  to increase your Facebook presence is to live in the comments. Comment on 25 people’s posts per day
      • Facebook list titled MVC, a.k.a. most valuable connections
        • Ask yourself: of your Facebook connections, who are the 25% who matter the most to your business. Put them on their own list and check it like crazy
      • Facebook groups are some of the most underutilized sources of consistent traffic, leads, and sales
      • You need to build a Facebook group around an idea, not your brand
      • Become the go to source for help on Facebook in your particular topic or niche
      • The more contributors you have to your group, the more it will spread in a grassroots way
      • Another tip is to buy a domain for your group name and then forward to your Facebook group page
      • Pro tip: you can use FB.com and your custom URL as a shortcut for marketing and print purposes
      • You can also be helpful consistently and being an active groups that are already focused on what you want to focus on. You could generate a lot of referrals and business that way
      • When do you start your own group or join and contribute to others, you should be a part of groups around your passion/purpose. This will keep you engaged overtime
      • Both pages and profiles can work, as long as you work them. Conversations great sales, and Facebook creates conversations
      • Your Facebook page is necessary to run sponsored ads and finals. You should consider this your back up website and put a lot of effort into the details
        • Picture should be awesome and bio and about tab should be filled out thoroughly
      • Likealyzer gives tons of insights on the performance of your page
      • Facebook ads are very powerful making good businesses great, or great businesses excellent
      • Google is in the business of demand fulfillment when a user actively searches or something and Google supplies it
        • Using Facebook can create demand if used effectively
    • Image is everything. Canon camera and Andre Agassi got it right
      • Start every Facebook ad with a killer image and work backwards
    • Bright, colorful images and a good use of negative space work the best for click through’s
      • Next step is to add text and extras like borders, arrows, etc. to the image
      • Facebook has a rule where no more than 20% of the add can be text
    • Killer clever copy. Most people might click through without reading it, but you’re serious buyers will most likely read every word you write
    • At higher price points, don’t give your price before you give your value
    • Specific call to action. Believe it or not people like to be told what to do
    • Make sure your ads are optimized for mobile
    • Advice: for mobile users it is better to create a landing page to get contact information
      • Desktop users are more likely to use landing pages for sign-ups for the product
    • It is much easier to develop and launch a new Facebook ad campaign then it is to build and launch a new landing page
  • The conversion code is built on the C^3 formula of capturing leads, creating appointments, and closing sales
    • In Facebook ads, C^3 stands for content marketing, conversion marketing, and closing marketing
    • The Facebook ads that will get the most clicks and engagement will be your content marketing ads. These should link to quality blog posts, videos or podcasts. Anything that entices a ton of clicks that does not require registering
      • Our goal with these ads not necessarily to capture leads, but instead to get anyone with a pulse who might buy from us eventually to visit our site so we can start to build trust and gain brand recognition with them by providing value
      • This also allows you to pixel track them so you can show the more conversion and closing focused Facebook ads through retargeting
    • All Facebook conversion marketing ads should link to a offer or capture or landing page
    • Closing marketing should be focused on getting your leads to read customer reviews, sign up for a group webinar, schedule a time to speak with sales, call now to learn more, or get a discount by acting now
  • The goal and progression of the C3 Facebook ad funnel are simple:
    • Step 1: use content marketing to create traffic, awareness, and tracking pixels that trigger more ads
    • Step 2: use conversion marketing to better identify who will put their toe in the water by registering and becoming a lead
    • Step 3: use closing marketing as an attempt to make a sale
  • The 3 core Facebook ad audiences:
    1. The magic million. Who has a pulse and might buy from you or refer someone Who might buy
      • Large target areas like entire ZIP Codes, states, large companies, age ranges, or profession
      • The idea is that you want to build awareness and trust with your magic million before you ask them for their information or start showing them you’re more conversion and closing focused campaigns
    2. The chunky middle. Anyone who clicks through hey content marketing ad automatically gets added to this group
      • This happens dynamically through our Facebook tracking pixels on our website
      • This group also includes anyone who likes your page, your entire email list, and your dream audience. You want to target this audience with your content and conversion focused ads
      • This dream segment of your chunky middle should be your best possible customers only
    3. The sweet spot. This is your audience that has already become a lead in your database and is most likely to buy now. This audience should see all of your C3 ads
  • Combining the three types of marketing with the three audience types and day-parting to target during specific times, you can really set yourself up for better lead generation and better conversion
  • When determining a budget, ask yourself: “what is a monthly budget that I can afford to lose that I can commit to for a year to see how this goes?”
  • 4 Facebook business ad types:
    1. Boosted post
    2. Click to website
    3. Multi-product/carousel ads
    4. Lead ads
      • Makes mobile easier as it auto fills the information
  • Facebook power editor allows you to do more advanced agency centric tasks
  • The key is critical thinking and laser focusing on the few things that matter most. More importantly, it is also choosing the tools you like the most
    • You want to produce content that’s best suited for you. It may be writing a blog post, recording a podcast, photo blogging on Instagram or Pinterest, or video
  • Email marketing is a very important component of the conversion code
  • Retargeting is the act of presenting additional ads to someone who visited your website or landing pages
    • With the proper tracking pixels installed, you can follow up with these prospective leads without ever capturing their email address or phone number
    • Re-targeter, an online resource about retargeting and a company that provides the tools, provides seven best practices for retargeting campaign’s
      1. Don’t over bear or under bear. Setting a frequency cap of 15 to 20 impressions to each of your users every month is the most elegant way to keep your brand at top of mind
      2. Make sure your ads are well branded
      3. Understand your view through window
      4. Have an incredible network
      5. Optimize your conversion funnel
      6. Target an actionable audience
        • By being micro with your retargeting, you can make a macro impact on your conversions
      7. Segment your active audience
    • You can place a burn pixel in your thank you or confirmation page, The ads will turn off automatically. You can also launch additional campaigns for this burned audience who have already bought from you in the future. This can create solid upsell and retention opportunities when used properly
    • Curation can help keep your audience engaged by finding and sharing great content from elsewhere
      • It can also help supplement the original content you create
    • Snip.ly makes it very easy to attach a call to action to every link you share, Even though you’re sharing content from someone else’s site, you can drive traffic back to yours using cleverly designed buttons and banners
      • Not only can you drive traffic like this, but you can also strategically place your brand on the most respected websites in the world for free
    • YouTube. A great video can increase conversion rates on a landing page, better convey your message and a Facebook ad or press release, and even drive up your email open rates
      • Use the analytics on YouTube to find out what works and what doesn’t
      • Recommend downloading The YouTube creator Studio mobile app
    • Using lists and Twitter to filter out all the best content
      • For Twitter analytics, third-party apps do better than twitters native analytics
      • You can set it up so that it click through to your blog or website will trigger retargeting ads in their feed and browser
    • Instagram. A purposeful way to get more followers is to take and share amazing photos
      • Another is to use popular and relevant hashtags. Tagsforlikes.com makes finding, copying, and pasting The most popular Instagram hashtags by keyword or topic simple
      • Another way to get more followers is to like several pictures in a row of the same account and follow that account
      • Images with quotes work really well. Try using a free simple tool like Pablo from buffer or a mobile app like Over or Retype to build professional looking versions of these in seconds
      • With Instagram ads, you can link to your landing page or your website
    • Guest blogging. Posting on medium and leveraging their community with links back to your own site
      • When you do guest post, make sure you have a strong author byline attached with links back to your best stuff
      • Be sure to include a couple of links in the article two other things you have written that are relevant to what they are reading that are housed back on your site
    • Podcasting. Podcasts are the new blog
      • He uses libsyn and Amazon Web Services for the hosting and analytics. You can always start with sound cloud and your cell phone to dip your toes in the water
      • You can embed the results on your site and share it, or share it natively from  sound cloud
      • Tip: add bumpers to the beginning and end of your podcast with clear calls to action like going to the website to download show notes and other resources
    • Webinars as lead generation and conversion tools
      • Market education versus marketing a sales pitch by focusing on teaching for the first 90%, then quickly pitching and closing solid one time offer during the last 10%
      • Once the webinar ends, but the recording on YouTube and then embed it into a new post on your blog. Don’t forget that webinar recording’s also make for great email marketing, Facebook ad, and landing page content
      • Pro tip: you want to get a minimum of 50% who register to also attend. Make sure you send out supplemental reminder emails
    • Growth hacking. Using someone else’s audience to grow yours
      • Who do you know who has a huge email list or social media presence that does not overlap with yours all that much but consists of people who might buy from you. If you provide enough value with the right relationships, this can have a big impact
      • You can work on creative campaigns together that can be promoted to both
    • Influencer marketing
      • For influencer out reach, start by building those relationships by mentioning and sharing others’ content. Eventually they will reciprocate. This will drive traffic to your channel
  • Create quality appointments
    • When you allow the scheduler to focus on scheduling and the sales person to focus on selling, you create a better quality of life for everyone
    • Book: Predictable Revenue by Aaron Ross
    • Leads are meaningless if somebody does not work them and follow up with them in a systemized, strategic, and repeatable way
    • The best advice about lead conversion is speed to response, and being tenacious on the number of follow up attempts you make
      • Bottom line: speed and tenacity, plus using the script in section 3, STS selling, is the only way to crack the conversion code
    • “Time destroys all things.” Your ability to convert an internet lead will be directly impacted by your ability to contact them fast
      • The ideal time to call a lead to convert them is between 8 and 10 AM, and 4 to 6 PM. Calling on Wednesday and Thursday gives you the best chance of reaching someone
      • When getting a new lead through landing pages, Use an auto SMS with merge codes to send them a message schedule an appointment
      • SMS  > email
    • Craft initial drip emails that are much more human
      • Use these as conversation starters; “conversations create conversions”
      • “Just checking in” and “Quick question” emails to revive dead email lists
    • For mass emails, make sure they fall into one or more of the 3 buckets:
      1. educational
      2. entertaining
      3. conversational
    • How often is too often for mails? The answer depends on quality of the emails
    • Before calling, use searches and then jot down 2 – 4 talking points based on your research of them
      • By inserting hyper personalized data points into your script at the very beginning before you let them speak, the person on the other hand is much more inclined to hear you out
    • Ask people to grab a pen and paper to take your information in order to establish yourself as the Alpha, and also to prequalify people who are more willing to buy because they do what you ask
    • Most people’s first initial response is some variation of “I do not want to be sold, I just wanted to learn more before I might buy”
    • ARP = acknowledge, respond, pivot
      • Repeat what their objection is and acknowledge with “No problem.”
      • You need to know your average talk time and have meaningful conversations to close the sale
      • Dig deep, be genuinely interested in them, ask questions like a 4 year old
    • 2 steps that most quickly build trust with an internet lead are:
      1. Co-branding: who can you align your brand with that consumers already trust?
      2. Statistics: how can you coney numerically that you are the clear choice to work with?
    • Remove objections as soon as you’ve built rapport
      • “If we are able to accomplish your goals and you agree everything makes sense, is there any reason that you wouldn’t be able to move forward today?”
  • How to start closing an internet lead using the 5-Yes Technique
    • The 20-20-20 sales call
      • 20 minute first call to listen and take notes, 20 minutes to prepare a customize pitch for them, and then 20 minutes to close them on the second call
    • The 5-Yes technique:
      1. Earlier when I said X, you said Y. Is that still true?
      2. Earlier when I said X, you said Y. Is that still true?
      3. Earlier when I said X, you said Y. Is that still true?
      4. Earlier when I said X, you said Y. Is that still true?
      5. Earlier when I said X, you said Y. Is that still true?
    • Oversimplified, but basically you’re just reading off what they said earlier in your script
  • How to pitch using the feature-benefit-tiedown technique and identify exactly went to close
    • FBT = feature-benefit-tiedown
    • Pro tip: you can also use fear blended into your feature benefit tiedown modules when appropriate
      • This is where you would purposely point out a negative thing they are experiencing right now in addition to the positive features of them buying what you sell
      • Identifying and pouncing on their fears and pain points more often quicker paths to a sale then bells and whistles. Adding fear makes the sale about healing not helping, which is for many is the buying button that needs to be pressed the hardest
    • Template for FBT in any business: “here is what we do, here is how we do benefits you, do you agree there is a benefit in what we do?”
    • Ask: what makes my business great? What makes my business unique?
      • The answers to these questions is where the material for your FBT should stem from
    • Sidenote: you always need enthusiasm. Find 4 to 6 features is a good range to get the other person more excited about buying than the cost
    • The best sales people speak in tiedowns
    • “The lion does not ask the lamb for food.”
      • You don’t ask them for their feedback after your pitch. There’s no reason to ask someone who doesn’t do this for a living how you did
  • When you identify the perfect moment to close, say: “Great, so here’s what happens next…”
    • Quickly foreshadow the next steps of what working together looks like by recapping what you are going to do to solve the problem, and then clearly stating the cost and terms of making the purchase. Don’t be afraid to reiterate the offer, price, and terms
    • You want to use a “trial close” to uncover any objections, which is asking the client to visualize next steps to test if they are ready to proceed
    • Make sure you sound clear and confident when asking for their credit card, and that there is no trepidation and your voice
    • Buying questions happen when the prospect flips a switch from discovery to mastery questions
      • When they ask buying questions, be sure to use ARC = Acknowledge, Respond, Close
      • Pro tip: make a list of the most common buying questions you’ll get and develop an ARC that works every time for each
      • ARC can also be used for objections
    • When you’re told no, it is important to schedule the next appointment, follow up, and have a great positive mental attitude and so you can bounce back quickly
  • “They say yes, so now what do you say?”
    • Come up with your script, which will sound like: “Great, so here’s what happens next… here’s what you’re getting, here are the next steps, etc.”
    • Use an email template, he uses Yesware for Gmail, after the call once the sale is made
    • Uses bond.co to send handwritten cards to people he’s had conversations with
  • How to turn a closed internet lead into more sales
    • A simple system for asking past and current clients for referrals
    • Net promoter score: NPS. He sends out a survey about twice a year asking how likely they are to refer us to a friend or colleague, and why?
      • For the nines and tens, he has the original sales person schedule a call to check in, then send another hand written note thanking them and asking in the PS if they have anyone they would like to refer
    • Treat referrals just like internet leads with the same steps and scripts
      • The only difference is you have additional hyper personalized information from the referee to use
  • Innovation is rewarded, but execution is worshiped. Nothing in this book works if you don’t
    • Two things that matter more significantly than any other additional metric: your gut and your growth
    • Gut: do you feel like what you’re doing online is working? Growth: is your profit increasing?
  • Website metrics that matter:
    • Total number of, and cost per unit visitor, conversion rate, returning versus new website traffic, average page visit per user, traffic sources
      • Draw them in with content, wow them with your brand and design
  • Sales metrics that matter:
    • Total number of sales
    • Feeding the fat: your highest paid sales person should always make more than the CEO

Closing Thoughts:

Honestly, this was a GREAT book on marketing, generating internet leads, and closing. I was having second thoughts about this book once he got into his background of inside sales. However, by the end of the first chapter, I was “sold” that this was the book I was looking for. I loved how even though this guy’s bread an butter has been sales scripts and tactics, he has a strong foundation in generating online leads and converting those leads into sales. This is something every business owner should learn as we move through the digital age.

I also really appreciated the great blend of hardcore strategies and tools you can use to improve your business immediately, with a good dose of sales and influence principles on the back half of the book. Definitely recommend for anyone in sales, marketing, or online business in general.

Nutshell: Ultimate guide to generating and converting internet leads into sales.

Rating: 4/5

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