Optimising the temperature of your traffic
By Ariyo Dolapo
Most businesses are walking around trying to have relationships with complete strangers…If you own a business you should know exactly what I’m talking about…
Here’s what most people do: They go out into their marketplace screaming offers to prospects and asking complete strangers to marry them!
It’s ridiculous.
The embarrassing truth is, four short years ago I was no different…I started my business from my bedroom, desperately cold-calling and searching for clients…It was tough. I had no money, venture capital or business loans.
Everything that I learned in books, blogs and courses didn’t work. And simply left me dead-broke and frustrated. I could barely make rent and was extremely stressed.
Instead of giving up, I went back to the drawing board and started from scratch….
I stayed up nights on end, worked through weekends, eagerly trying to figure out a way where I could completely flip the model and have clients come to me, instead of me chasing them.
I studied human-psychology, the art of persuasion, old research journals and the most successful advertisers for the past 200 years.
And I tested everything!
Most of what I tried didn’t work….
Until I went against the grain and found something outrageously powerful to sell like crazy!
What had changed?
I figured out how to create a ‘selling machine’ that inverted the dynamics of the relationship…And instead of desperately hunting for clients and being laughed at, I had prospects waiting in line excited to speak with me!
I was winning more clients than I could possibly handle and actually had to STOP marketing just so I could catch up on the work.
And over the last four years, I’ve spent a lot battle-testing and meticulously refining this powerful selling system.
Successfully deploying it in over different industries and niches for my clients.
And the results were incredible!
Word got out and I started to get attention…
Everyone wanted to know what my ‘secret selling system’ was, and how they could apply it to their own business.
So what is this amazing ‘secret selling system’ that is so incredibly powerful?
Well, it all comes down to a distinct process…
You see, just like in a relationship there are a series of steps that you must take a prospect through in order to get them to buy.
Just like how you might go out on a date, grab a coffee, have dinner, start dating, fall in love….and ultimately get married.
It’s a process, with varying levels of commitment along the way to reach the end goal.
But most business owners are blindly obsessed with trying to make a sale and the whole “closing the deal” part, that they completely ignore the series of steps it takes in order to actually be able to convert a stranger into a paying client.
They think everybody wants what they’re selling…
“We’ve got the biggest range and the best service… Come and buy our stuff!”
“Get a quote”, “Speak with our team”, “BUY, BUY, BUY!”
And they wonder why their business is stagnant and stuck.
This is equivalent to walking up to a complete stranger and asking them to marry you at first sight! They would laugh at you!
Let’s look at it this way.
There are three types of traffic you can attract into your business…
You see, if you want to have as many clients, customers and sales as you can possibly handle, you need to look at the temperature of your traffic and adjust your offer to match it.
Cold, Warm & Hot Traffic Dial For Conversion
Cold: Tinder Traffic
Warm: Second Date Traffic
Hot: Netflix and Chill Traffic
Cold: Tinder Traffic
This consists of people who have no idea who you are (this is the majority of your market). Just like a Tinder profile, you’re a complete stranger, and what they see on your ad or landing page will determine if they want to ‘swipe right’ and know more.
Warm: Second Date Traffic
They’ve met you, they know you, but they’re certainly not sold on you yet. They’re sussing you out to see if it’s a good fit, but one wrong move and you’re history.
Hot: Netflix and Chill Traffic
This is the audience equivalent of a long-term romantic relationship. They’ve worked with you in the past, they know all about you, and they’d be happy to spend all their time (and money) with you if they could.
Cold, Warm & Hot Temperature Guage For Lead Conversion
Now, most businesses are treating completely Cold Tinder traffic, like a Netflix and Chill audience.
They’re asking people who have no idea who they are to buy straight away!
No wining or dining…Nothing!
It makes no sense.
Everything about your ad, offer and landing page must be targeted to maximise the relationship you have with your traffic. The plan is to successfully take them from Tinder all the way past the Second Date to Netflix and Chill.
Having the ability to do that is how you really scale a business and win. If you’re making this mistake in your marketing efforts and don’t make a change, I’m sorry but you don’t have long left.
Your business will soon be extinct. Crushed into a fine powder that scatters in the wind…Because if you’re someone who tends to stagnate, contemplate and rarely takes action on business growth activities and expansion plans.
This new digital economy will chew you up and spit you out. However, if you want to make the shift from “business owner”, to “business builder”…and watch your business grow at a rapid rate…Then there will be some exciting news for you!
Ariyo Dolapo is the Founder Analytiq Insight
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