– The reason why we’re not selling
as many tickets to our conference is…me. (MUSIC PLAYS) – One of the challenges that we face
is how to make the home page of Social Media Marketing World
the most compelling. We have this video
on the current sales page which… as you guys notice, kind of a
high impact walk-through… of the entire experience
of Social Media Marketing World.
– Right. – So, we have this option…
which is to actually run this video right here.
It’s non-stop endorsements.
– Yes. – My feeling is, this is gonna do a
better job of selling people that want to click around. Even if they stop at 18 seconds,
they’ve gotten at least four or five testimonials
from very high profile people.
– Right. – Saying this is the conference
to be at. – Look at the purpose
of the Sizzle Reel. That’s put together at the end of
the conference, on the fly…
– Right. – ..to show to all the attendees.
And, they’re all excited
and they’re psyched. But, it was never intended to be
a selling video. – Yeah. Let’s look at the actual
analytics on it. They’re getting all the way to
two minutes on this video. And, that’s a lot of testimonials. -Yeah. Maybe that’s all they need
to be convinced. – Yeah. Let’s give it a try.
– Yep. I agree. – Here it is. I think that’s gonna convert a lot
better. I can’t believe it’s taken me this
many years to figure this out. Now, I could be wrong. And if I am, it’s your fault. (LAUGHS) But…yeah. It’s gonna work. – Thank you everyone first of all,
for being here. We are literally, 3 months from
Social Media Marketing World. Can you believe that? (MUSIC PLAYS) – Here’s the deal. I did analysis
on 482 people that chose
not to attend Social Media Marketing World.
– Right. – They’re not complaining about our
content. Even though, content is the number
one reason why people come to conferences. They’re really talking about the
price. “I just haven’t had the money or
convinced my boss to have my company pay for it.” “The travel, plus ticket,
was too pricey.” “Waiting on approval from my boss.”
“My company will not pay for it.” So…any thoughts on this from your
perspective? – We need to find a way to empower
these people to convince their boss. – That’s a good first thing. And a matter of fact, listen to
this. Somebody came up with this
idea. They said, “I think having an
article entitled, ‘Five Tips for Asking Your Boss to
Send You to a Conference’ could be a really useful resource.”
– Yeah. So…we’re gonna need to write that
article. – Okay.
– We know that this is just hundreds
of people representing tens of thousands of
people who have chosen not to make decisions based on the
exact same factors. So, that’s it for now. I’ve been working on some copy to
shift from a future focus to a benefits focus
on our sales page. So, I’m gonna go over some of that
copy with Jen, and see what she thinks. Over here is the current copy.
– Right. – And, over here
is the revised copy. Okay? “Network…unlike anything you’ve
ever experienced. I changed to, “Meet future partners,
customers, and influences.” – That’s better. (SIRENS BLARING)
– There’s so many of those in D.C. – So what do you think about this? “Meet future partners, customers,
and influencers.” – Very direct. So, it’s good. It’s telling them what they want to
hear. – And, this one just says,
“Network…unlike any you’ve
experienced.” – Right.
– See the difference? “Discover world class content from
top industry pros.” That was the old one…okay?
The new one is, “Discover marketing ideas to
accelerate your growth.”
– Yeah. – Number 3 was, “Used to be fun,
San Diego style.”
– Yeah. – Here’s how I changed it. “Develop lasting relationships with
your peers.” – This is speaking more to the
– It’s a sales pitch. – They want what they want to
achieve. – Cool.
– Yeah. I like it. Good job. – It’s taken me months to
get…here. And where I am right now, is the
realization that…the reason why… we’re not selling as many tickets to
our conference as we could, is…me. I am the copywriter…
and I believe I’m a good copywriter. There are things that you take for
granted when you are crafting copy that… have been overlooked by me. I just didn’t bother to really study
the copy and over the last few days I’ve been working on
benefits-related copy and then… a guy named Kenneth, who watches
“The Journey”, sent me a message
with some really good feedback. And I was like, “Wow!” “Why did I not see that?” And, I think part of the struggle
that we face, whenever we’re creating content, is
if all these different, you know, messages that we want to convey,
and in the end, we end up trying to do too
much, rather than focusing on the things that matter most. – “Hey Mark…Kenneth here. I just thought I’d put together
this quick video for you… by the way, this is me. This is my funny-face that you’re
looking at here. I was just on your website today… I mean, I’m on your website a lot
and I’ve always wanted to come to one of your events.
So anyway, I was like, reading one of your articles today and I was
thinking, ‘Hey…let me just go see
The Journey…actually.’ And so, I clicked on that and
I started watching some of your Journey videos and then I saw you
speaking about, you know… you struggling to fill some seats. So, I thought I’d just give you
some input. Your speakers, and that, are phenomenal.
I didn’t even know who was speaking this year,
and so I had to dig down. “These are the experts…right?” I want to hang out with a lot of
these people that… I read their books or you know, I
follow them online. And, I didn’t even know that they
were speaking.” – I got up at 4:30 this morning. I was the first one in the office.
I’m the last one to leave. This is not normal. But…there are times when you must
work late… and push forward. Despite my voice being shot,
this has been an incredibly fruitful
day. I’ve had amazing conversations
and… I’m gonna sleep well this weekend,
for sure. – So, I got texts from Mike
over the weekend. I went into a little bit of a
“panic mode.” (MUSIC PLAYS) – What do you think this is?
(KNOCKS) – Do you still think it’s a journal? Special thank you to J-Bear for
sending this thing. I guess if the lights go off and I
can’t see, I can always like… put one of these things in my house. As the sun sets on this video, I
just want to say, “Thank you so much for watching it.” If you like this video,
would you share it? Comment down below.
Let us know what you think about it. And, we will catch you next week. Please join me on The Journey. Subscribe now on YouTube
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