Chris Smith - The Conversion Code

1 Cover

2 Title Page NATIONAL BESTSELLER THE CONVERSION CODE 2ND EDITION COMPLE TELY REVISED AND UPDATED STOP CHASING LEADS AND START ATTRACTING CLIENTS CHRIS SMITH

3 Copyright

4 Dedication

5 Preface: The Global Impact of The Conversion Code and What's New in the Second Editionpreface STOP CHASING LEADS; START ATTRACTING CLIENTS NOTES

6 Introduction: How I Created The Conversion Code

7 Disclaimer: How to Read The Conversion Code HOW YOU SHOULD CRACK THE CONVERSION CODE THE CONVERSION CODE CREEDS

8 Section I: How to Do Marketing That Attracts High-Quality Leads Chapter 1: The Biggest Challenges Facing Marketing and Sales (Plus What Happens When You Crack The Conversion Code ) NOTES Chapter 2: How to Use Your Website to Attract High-Quality Leads HOW TO KNOW IF YOUR WEBSITE IS WORKING HOW TO BUILD A WEBSITE THAT BUILDS TRUST AND CAPTURES LEADS HOW TO QUICKLY TURN YOUR WEBSITE INTO A LEAD-GENERATING MACHINE PROVEN WAYS TO CAPTURE LEADS ON YOUR WEBSITE WITHOUT BEING (TOO) ANNOYING THE IMPACT OF PERSONALIZATION ON LEAD CONVERSION THE IMPACT OF LIVE CHAT ON LEAD CONVERSION NOTES Chapter 3: How to Build Landing Pages That Capture High-Quality Leads THE MICROWAVE MINDSET NINE KEY ELEMENTS EVERY LANDING PAGE SHOULD INCLUDE LANDING PAGE-LESS LEADS NOTES Chapter 4: Blogging for Business (How to Write Blog Posts That Generate High-Quality Leads) THE IMPACT OF TAKING BLOGGING SERIOUSLY THE ROBOTS CAN WRITE WHAT TOP-PERFORMING BLOG POSTS INCLUDE HOW I TURN EVERY BLOG POST INTO A DOZEN ADDITIONAL PIECES OF CONTENT WHAT SHOULD YOU BLOG ABOUT? GUEST BLOGGING YOUR CONTENT IS READY TO BE OPTIMIZED FOR LEAD GENERATION, SOCIAL MEDIA, AND SEARCH ENGINES NOTES Chapter 5: How to Optimize Your Content for Lead Generation, Social Media, and Search Engines OPTIMIZING YOUR CONTENT FOR LEAD GENERATION NINE EXAMPLES OF LEAD MAGNETS FOR YOUR LANDING PAGES DO NOT OVERTHINK WHAT YOUR LEAD MAGNETS SHOULD OR COULD BE OPTIMIZING YOUR CONTENT FOR SOCIAL MEDIA OPTIMIZING YOUR CONTENT FOR GOOGLE AKA SEO SHOULD YOU FOCUS ON ADS, MARKETING, OR BRAND? NOTES Chapter 6: Advanced Facebook Marketing and Advertising Techniques That Generate High-Quality Leads FACEBOOK PROFILE PRO TIPS FACEBOOK'S ALGORITHM THE TOP FOUR REASONS WHY WE SEE WHAT WE SEE IN OUR FACEBOOK (AND OTHER SOCIAL MEDIA) NEWSFEEDS WHERE TO FIND GREAT CONTENT TO SHARE FROM YOUR FACEBOOK PROFILE TIMING AND FREQUENCY THAT GET THE MAXIMUM IMPACT FOR YOUR FACEBOOK POSTS THANKS, CHRIS, I APPRECIATE THAT HBD = WTF GET MORE COMMENTS, RIGHT NOW FACEBOOK FISHING: HOW TO BOOK THREE APPOINTMENTS RIGHT NOW (AND EVERY DAY) USING MESSENGER PEOPLE ARE SHARING—HERE'S A CLEVER WAY TO SHOW YOU CARE REBUMPING OLD POSTS USING “ON THIS DAY” COMMENTS ARE KING FINDING LEADS USING FACEBOOK GROUPS HOW DO YOU FIND PEOPLE TO JOIN YOUR GROUP OR GROUPS TO JOIN? DO YOU NEED A FACEBOOK PAGE? FACEBOOK ADS THAT WORK DEMAND GENERATION VERSUS DEMAND FULFILLMENT THE ESSENTIALS OF RUNNING A GREAT FACEBOOK AD THE PERFECT FACEBOOK FUNNEL C 3FACEBOOK ADS THREE FACEBOOK AD AUDIENCES YOU MUST USE DETERMINING YOUR AD BUDGET FACEBOOK AD CONVERSION RATES HOW TO TELL IF A FACEBOOK AD IS WORKING (OR KNOW WHEN TO STOP IT) WHAT IS THE PERFECT NUMBER OF TIMES SOMEONE SHOULD SEE YOUR FACEBOOK AD? FIVE FACEBOOK AD TYPES EVERYONE SHOULD USE SIMPLE STRATEGIES (BEYOND FACEBOOK) THAT DRIVE MASSIVE TRAFFIC AND LEADS TO YOUR WEBSITE AND LANDING PAGES HOW TO CHOOSE WHAT YOU SHOULD FOCUS ON NOTES Chapter 7: Using Google PPC (Adwords) to Capture High-Quality Leads Chapter 8: How to Use Videos (and YouTube) to Attract and Convert Leads THE IMPACT OF THE TYPE OF CTA IN A VIDEO ON CONVERSION RATE THE IMPACT OF WHEN THE CTA IN A VIDEO OCCURS ON CONVERSION RATE HOW LONG SHOULD YOUR VIDEOS BE? THE YouTube TRIFECTA YouTube ADS FOR TRAFFIC, LEADS, AND BRAND BUILDING HOW TO KNOW IF YOUR YouTube VIDEOS ARE ANY GOOD LIVE STREAMING STREAMING SERVICE ADS (AKA MODERN TV COMMERCIALS) WEBINARS AND SCREEN RECORDINGS VIDEO EDITING TOOLS START WITH DESSERT NOTES Chapter 9: How to Get the Most out of Twitter HOW TO KNOW IF PEOPLE LIKE WHAT YOU TWEET THE POWER OF TWITTER THREADS TWITTER ADS NOTES Chapter 10: How to Use Instagram to Attract High-Quality Leads (and Raving Fans) INSTAGRAM STORIES INSTAGRAM REELS HOW TO GET MORE INSTAGRAM FOLLOWERS IT REALLY DOES GO DOWN IN THE DM INSTAGRAM CAROUSELS AND TWEETAGRAMS INSTAGRAM ADS NOTES Chapter 11: It's TikTok Time WHAT WORKS THE BEST ON TikTok? NOTES Chapter 12: How to Use LinkedIn for Maximum Impact (in Minimal Time) LinkedIn R AND R Chapter 13: Audio Is Everywhere (How to Take Advantage of It) NOTE Chapter 14: Influencer Marketing Matters NOTE Chapter 15: Get the Most out of Your Marketing and Convert More Leads Using Retargeting NOTES

9 Section II: How to Find and Follow Up with the Highest-Quality Leads That Are the Most Likely to Convert Chapter 16: Amazing Sales Tools That Will Increase Your Lead Conversion Rate INCREASE YOUR LEAD CONVERSION RATE BY IMPROVING YOUR CONVERSATIONS HAVE BETTER SALES MEETINGS AND ONE-ON-ONES TAKE BETTER NOTES DURING SALES COACHING RUN SALES CONTESTS THAT INCREASE EFFORT AND RESULTS LEARN WHAT MATTERS THE MOST TO SOMEONE WHO IS CONSIDERING HIRING YOU GIVE CREDIT WHERE CREDIT IS DUE NOTES Chapter 17: Should You Use an ISA or an AI Chatbot to Follow Up with Leads? NOTE Chapter 18: How to Achieve the Highest Lead Conversion Rate Possible HOW LEAD RESPONSE TIME IMPACTS CONVERSION BEST DAYS AND TIMES TO FOLLOW UP WITH LEADS HOW MANY TIMES SHOULD YOU FOLLOW UP WITH A LEAD? NOTES Chapter 19: How to Convert Leads Using Text Messages NOTE Chapter 20: How to Use Automated Email Campaigns to Convert Leads NOTE Chapter 21: Expert Email Marketing Tips That Build Your Brand and Convert Leads WHEN AND HOW OFTEN SHOULD YOU SEND EMAILS? HOW TO GET THE HIGHEST OPEN AND CLICK-THROUGH RATE ADVANCED EMAIL TACTICS AND TEMPLATES HOW TO TRACK WHICH EMAILS WORK BEST PICK UP THE DAMN PHONE NOTES Chapter 22: How to Find and Convert the Hottest Leads Using User Tracking and Triggered Messages

10 Section III: The Billion-Dollar Sales Script Chapter 23: Welcome to the Boiler Room NOTE Chapter 24: The Pre-Call Stalk THE TWO-STEP “STALK” PROFESSIONAL LEAD-STALKING TOOLS NOTE Chapter 25: How to Have a Perfect First Minute on a Sales Call with a LeadHOW TO GAIN CONTROL OVER THE CALL(ER) WITH ONE SIMPLE SENTENCE HOW TO GET AROUND BRICK WALL STATEMENTS Chapter 26: The Digging Deep TechniqueQUESTIONS THAT MAKE IT IMPOSSIBLE FOR A LEAD TO SAY NO THE DIGGING DEEP TECHNIQUE CURIOSITY IS KING NOTES Chapter 27: How to Quickly Get a Lead to Trust You Chapter 28: Proactively Uncovering Objections NOTE Chapter 29: How to Start Closing Using the Five Yeses THE FIVE YES TECHNIQUE Chapter 30: The Perfect Sales Pitch ALWAYS BE CLOSING NOTE Chapter 31: Exactly What to Say When You Transition from Pitching to Closing NOTE Chapter 32: How to Close STEP ONE: THE TRIAL CLOSE STEP TWO: THE SLOT CLOSE Chapter 33: How to Overcome Objections BUYING QUESTIONS VERSUS OBJECTIONS ARCING USING ARC TO OVERCOME OBJECTIONS NOTE Chapter 34: Preferred Additional Outcomes (What to Do When You Can't Close Someone) NOTES Chapter 35: What to Say after They Say Yes NOTES Chapter 36: How to Get the People You Close to Send You High-Quality Referral Leads BONUS CHAPTER: Analytics: How to Track the Metrics That Matter (and What to Do Based on the Data) WEBSITE METRICS THAT MATTER LANDING PAGE METRICS THAT MATTER SOCIAL MEDIA METRICS THAT MATTER EMAIL MARKETING METRICS THAT MATTER SALES METRICS THAT MATTER IN CLOSING NOTES

11 About the Author

12 Index

13 End User License Agreement

1 Chapter 1 Figure 1.1 Most and Least Trusted Professions Figure 1.2 Overall Satisfaction with Lead-to-Sales Conversion Rate Figure 1.3 The Biggest Challenges to Successful Lead Conversion Figure 1.4 Conversion Happens at the Intersection of Marketing, Sales, and T... Figure 1.5 Elite Companies' Lead Conversion Capabilities Figure 1.6 The Opportunity Circle