How To Frame Your Promotions To Appeal to Your Audience and Boost Conversion

Welcome back to the list building lifestyle. I’m your host, Igor Kheifets and today we’re diving into the nitty gritty of how I run my promotions. In this episode, I’ll share with you the strategy I use to frame my promotions in a non-pushy and compelling way. Because if you know me, you know and do not want to show my promotions down the throats of anyone, many people do it. Well, it’s a mistake. And I don’t really think that it works for anyone in the long run. Some people just seem to think that they need to try as hard as they can to make people buy. But the truth is that you can’t make anyone buy something they don’t want. No one likes being sold to if they really need or want something, they will buy it. And your job as a marketer is merely to show them why they need it. I mean, it’s such a basic thing yet so many people don’t get it. Now, as a little fun fact, before we start, this intro was recorded using an AI that’s supposed to sound like me, if you’re listening and you’re thinking, wow, that sounds nothing like Igor then head on over to Igor dot top slash voice and let me know but do it after you listen to the episode. Enjoy.

01:01

I’m Igor Kheifets and this is the list building lifestyle. The podcast for anyone who wants to build a wildly profitable email list working from home. If you’d like to make six figures travel the world and help people improve their lives in the process. This podcast is for you. I also invite you to claim a free copy of my bestselling book, the list building lifestyle Confessions of an email millionaire at www.igorsbook.com. Get the free book plus $3,000 bonus package that includes my best capture page templates, email swipe files, and traffic blueprints, visit www.igorsbook.com for details. And now it’s time to claim your list building lifestyle.

01:46

So how do you go from not mentioning it at all to your list of subscribers and them not knowing about it at all, from you kind of like getting the link and what’s the preparation and the emails and basically the everything that you kind of go through to create that promotion runner that lands you on the leaderboard every single time.

02:06

Okay, so we need to break this down into a couple of steps in the process. And the first thing we need to understand is that a lot of times people make the critical mistake of trying to sell right away, meaning what they do is this, like, they email their list and they say go buy this with no context whatsoever. This is no good. This actually works if you have a really aggressive list. And if you know, didn’t sell to them for a little while. So they’ll be responsive to that. But fundamentally, let’s face it, nobody loves nobody likes being sold to you, right? Nobody likes it when we push stuff down their throat. But people love making buying decisions because that feels empowering. In fact, I’ll even share this with you. I noticed that people feel more control in their life, when they buy something they get an adrenaline rush like a spike of dopamine. And that’s because when they hit that Buy Now button, when they swipe that card, it gives them a sense of control over the future that tells us that people love to buy. Now that means that what we need to do with our emails and our promotions, we need to quite simply present that offer in such a frame. And I’m going to speak with frame means in a sec that it would make total sense for them to buy because it serves them. So they end up wanting to buy it because it just makes perfect sense. So for example, now first, let me say what frame is a frame is the way you position the product. Okay? Now as an example, David’s selling a course. Okay, let’s just say David is selling a $10 course on search engine optimization. Now of course, what is it? It’s an eBook or a bunch of videos, right? But those are the deliverables. But there are many different ways to position that offer. For example, one way to position of course, in search engine optimization is what? Traffic, right? So here’s a way to get traffic. That’s a very basic positioning. How about, we can position it as here’s the way to get traffic for free, because search engine optimization is free, then we can do here’s a way to get trapped to siphon traffic off of the biggest traffic source on the planet, which is what Google right so we can do that. Another way to position that here’s a way to get traffic without Facebook. Right? So see what I’m doing here. I’m basically focusing on what you are getting in terms of benefits rather than deliverables. So the first thing I would do is after I chose the product, I would literally sit down and list like 20 different ways that I can position the offer. And when I found the right positioning based on what I know about my list, what I would do, I would just either write an email talking about that particular problem, for example, it just again, just for the sake of the example. Let’s say we’re positioning the course as a way to get traffic for free. So what I would do, I would write an email that talks about a big problem. And that is getting traffic, and how getting traffic that’s paid traffic is really difficult because it requires lots of money. And a lot of times, if you try to do that you will want out of money quicker, then you will start making money, therefore, you’re stuck back at square one, and only this time you lost the money. And if the paid traffic campaign fails, nobody will reimburse you. Like there’s no insurance, you can buy, you know, like that traffic insurance, like, oh, you can be at work. So we’ll give you your money back. No, it doesn’t work like that. So you are taking a huge risk. Okay, so that’s what I’ve done with email. And literally, I kind of stirred up the problem and made the problem very vivid, very visible. And now, what do I do? I get them dressed up, and I have to tell them where to go, right? So what I do is I say, look, there’s a way to get free traffic, it may not be as fast as pay traffic, but it’s definitely not as risky. And you can get traffic for free and automatically, you don’t have to sit there to get the traffic. So to learn more, go here. And I’m sending them off to the link, right, and the link that would basically tell them more about the price. So what I’ve done is I framed the product, that would be the most basic way for me to promote it, find out what is the sexiest, most exciting, most hard hitting frame for my particular crowd, and use that frame, and the framing will change based on your crowd. For example, if I was promoting a course, on the same course, great example, same course and search engine optimization by David for $10. But let’s just say my list was a list of real estate brokers. Okay, so maybe I’m marketing to real estate brokers, and I’m teaching them how to get more clients, what I need to do is I need to frame it, so it makes sense to them. And what I would have done probably focused on the local aspect, right, and I would tell them, here’s a way to become the greatest agent in your city by following this course from my friend David, who teaches you the secrets to local SEO, if you’d like to be the first one to pop on the search engines whenever anyone in your area searching for a realtor by so if anyone like enters keyword terms, like new realtor in Toronto, like you can actually be the first one that pops in the search engine, imagine how quickly your business will go. If you want to find out how to do that. Click this link and go find out more about my friend’s course. Right? So that would be the perfect finding for the real realtors. And you can change the frame for anyone or anything. But that’s what I think is one of the biggest secrets to affiliate success. Smart framing, you know, what I see a lot of affiliates do, they’re just like, here’s the link, go buy this, you know, Hey, I found this new thing, go buy this. And that that doesn’t work people don’t like being sold to. But when you discuss the problem with people first, you make the problem really vivid and explain how this is actually a solution to the problem they already have. That allows you to bypass all the selling barriers and allow the person to say, yeah, let me go check it out. And then it’s like their decision to go and check it out. It’s not Do you shoving it down their throat? It’s their decision to go and review the offer.

08:02

Right, right. Man, that’s so simple, yet so effective. I mean, and I see a lot of people make that mistake of just, Hey, my friend just released this just click here. But as an example, talking about framing, here’s another example that I’ve recently used. So essentially, what I did is the headline of the email said something that the extent of this guy helped me go from minus 40,000 in debt to over 200,000 a month. Guess what angle would that be curiosity? Or what angle?

08:35

That would be? That would be transformation. Yeah, that’s where I was here.

08:41

I was stuck. Now. I’m over here. And this is how I got

08:44

Right. Yeah, that’s actually the perfect way of saying that. Because what I’ve done in the email is exactly that. I said, there’s some people you meet in life, and they change how everything happens next. And here’s what happened to me. And then when they click on it, they go to a video that talks about, you know, our relationship and how we kind of got started and stuff. And basically, at the bottom of it, it says, hey, you know, Igor is offering this offer and click here, go there and check it out.

09:11

Actually, I want to circle back. So to make another point, the byproduct of communicating with your list in the way that we described, where you either show them transformation, or you talk to them about their own problems, and show them that you understand those results in a deeper relationship. And every single time there’s more money exchanged with you for value or with every email you send them. If you continue with that sort of communication. What it does, it instills the feeling of, Oh, David understands me, or Igor knows what I’m going through. And, you know, what’s the most underappreciated, I guess, or underplayed or undervalued occurrence in our lives as we mostly go through life feeling very, very misunderstood? Like if you really think about it, you know, a lot of people live their lives. In a very lonely and desperate way, and the moment they come across somebody who truly gets them, they stick to that person. That is why you see people of similar backgrounds and similar professions kind of flock together, right? So think about it this way, if you can show your list that you understand what they’re going through, that byproduct of that is deeper trust. And the byproduct of deeper trust is big transactions and big earnings per transaction. And I’ve actually tested this out, David, I kind of tracked what’s going on in my list, like running all these different promotions, I was tracking who is buying. And a lot of times what I find out is that more than half of their purchases are being made by the same event. Yeah, which is interesting, kind of lets you know that you know, buyer is a buyer is a buyer going back to your sample of saying, who’s the person who’s best qualified and most likely to buy a Ferrari? Somebody who’s been buying Ferraris?

10:50

Somebody who has five of them in the garage and wants a six one? All right, so typically, how long do promotions run for you? Like, is it a couple of day’s long? Was it a week long? Is it a month long? Like what’s a typical promotion.

11:06

A typical promo usually runs about a week a week, I used to run promotions without a deadline and without limiting it. Because I thought that by limiting, I will lose out on the sales. But what I found out is that by actually putting a deadline onto the promo, I end up always making more sales. And a lot of times most of those sales come on the last day of the promotion. Something about deadlines that just move people into action, probably, you know, the fear of missing out. And the fact that you’re not afraid of taking it away, meaning that you’re not as needy or not as desperate to sell which in and of itself is a very, you know, is a very good thing to present to your customers that you’re not really you know, in need for them to buy from you like they can choose to buy from you and they bite great it’s way for them and good for me, everybody wins. But if they’re not going to buy, I’m not gonna lose sleep at night. So by putting a deadline on your promos, you sort of project that to your target market and you as a result, end up making more sales. Thank you for listening to the list building lifestyle, get access to the previous episodes transcript of today’s show, as well as other exclusive content at listbuildinglifestyleshow.com. Also remember to claim your free copy of my bestselling book at www.igorsbookbook.com. It explains how I made millions with list building starting from scratch. Plus, I’ll give you $3,000 worth of free bonuses, including my best landing page templates, email, swipe files and traffic blueprints. Go to www.igorsbook.com now to claim your free package.