0 (2s):
Light that spark Fire Nation JLD here. And welcome to Entrepreneurs on Fire, brought to you by the HubSpot Podcast Network with great shows like CEO School. Today we'll be breaking down the five steps to a high converting page to drop these value bombs I brought to Alisha Conlin Herd and to EOFire Studios. Alisha is the co-founder of the Post-Click Agency Persuasion Experience. After launching over 450 landing pages and sales funnels, she uses her PX system to uncover why people buy and create Golden Hippo offers to convert more traffic and persuade more people at scale. And today's foundation, we'll talk about those five steps to building a high converting page.

0 (45s):
We'll talk about creating sniper messaging and standing out from the noise, how to read minds, building irrefutable third-party proof, crafting a Golden Hippo offer and so much more. And a big thank you for sponsoring Today's episode goes to Alisha and our sponsors Outbound Squad, hosted by Jason Bay is brought to you by the HubSpot Podcast Network, the audio destination for business professionals. Tune in for convos with leading sales experts and top performing reps to help you land more meetings with your ideal clients. One of my faves, The Monthly app with Jason Ethan where they share hacks, tips and tricks. Listen to Outbound Squad wherever you get your podcasts.

0 (1m 25s):
Alisha, say what's up to Fire Nation And share something that you believe about becoming successful that most people disagree with.

1 (1m 35s):
Hey team, it's Alisha here. And I don't know if it's something that people disagree with, but I think it's something that people get wrong and I think people find that or think that there's only one definition of success and then they sort of fail to define what is actually success for themselves. And I know that I falled into this trap. You're so worried about being perceived as successful and hitting those like traditional markers of success that you've failed to really identify and figure out what's gonna make you happy and what's actually success to you.

0 (2m 8s):
Fire Nation, you can see why I'm fired up about bringing Alisha on the mic here today. Cause we're talking about those five steps to a high converting page. And Alisha, we can do everything right in our business, but if we're not converting customers, we will lose. So let's talk about those five steps to building a high converting page. I mean, give us like a rapid overview of the five and then we'll dive into like three or four of them more in depth.

1 (2m 36s):
Awesome. And you are right because a lot of people in their marketing, they're like brainwashed and obsessed with their ads, right? And they're like, more ads spend the money. Like let's go crazy. And the point of the ad is just to get the click. Yeah. And then it's everything that happens post click that is really what makes you all of your money. And the landing page is part of that. So the five steps are one, learning, learning to read minds. Two, how to stand out from your noise and create that sniper messaging. Three is what we call that like shut up and take my my money proof, right? Irrefutable third party proof. Proof number four is the Golden Hippo offer. Yeah. So building that irresistible offer.

1 (3m 16s):
And the fifth is making sure you have a really solid above the fold.

0 (3m 20s):
Well I am pretty obsessed with reading people's minds, so I want to dive deeper into that. So let's learn how to read minds. I want to get customers obsessed and I wanna build foundations. Tell me more.

1 (3m 33s):
Yes, exactly. And so what a lot of people get wrong on their landing page is that they feature spew or they do that. That very me, me, me marketing. Look at how great we are. So when we are talking about the first step, learning how to read minds, it's crawling into the minds of your target market and uncovering in their words, what is the dream outcome they want? What are their big pain points, their hopes, their dreams, their fears? And I know it's super unsexy to people, which is why I call it learn it to read minds, to put a little bit of excitement into it. Because the, the way that you do this is literally you have to talk to your customers, right? You have to survey them customer interviews or third party research. But what we wanna do is remove the assumptions from our marketing.

1 (4m 15s):
Remove those I thinks. Yeah. And remember that all of our marketing is just inputs and outputs. Garbage in, garbage out. So if your marketing feels hard, it's because you don't have this step. It's the foundation to everything that you do. And you need to really have that clear avatar. It's not okay for it to be some bloke from some location who earns 75 K a year. You need to know what keeps this person up at night and in their words so that you can use that in your marketing

0 (4m 42s):
Fire Nation. I love those two words, feature spew. You do not wanna just have your customer arrive and then just have all these features spewed upon them. So I think all, all that's Alisha shared obviously was important, but to me that really stood out cause a lot of people do that. Now you did mention sniper messaging and standing out from the noise. How do we create that sniper messaging? How do we stand out from that noise?

1 (5m 10s):
Yes. So what we're trying to do is enter a conversation that somebody's having in their minds, right? So the first thing you need to understand is where are they in the bias journey? Everybody goes through these stages of the the buyer's journey from not even knowing they have a problem to the most aware, right? They're looking for offers, they're looking to lock it in and nobody wakes up one day and wants what you sell. Like that's just, it doesn't just automatically happen. They go through this buyer's journey no matter what, right? So if you are trying to give them messaging or an offer that's for a different stage of the buyer's journey, it's not gonna resonate with them. Lay it on top of that. If you are saying the same boring nonsense that your competitors are saying because a lot of companies copy their competitors, then you're not gonna stand out from the noise.

1 (5m 53s):
So the first place to start is to nail your key, your key messaging, right? Because if you go and ask five people in your company, what do we do and who do we do it for? I can guarantee that you will get five different answers. So what does that mean? Your sales team is saying one thing, customer support, another, your CEO saying another. So how the hell are your, your customers meant to know? What do you sell and is it for them? So a really simple framework, once you've done the foundation of understanding who your target market is, is this what we do, who we do it for? The problem it solves and the results it gets, that will make a very clunky sentence. But the idea is every time you do communication, no matter what it is, your whole company is on the same page.

1 (6m 38s):
And your emails, your Facebook ads, your landing pages, your sales props, they're all congruent and all crystal clear about the value you provide to the market

0 (6m 48s):
Fire Nation. Can you honestly say that your entire team is exactly on the same page? And if you're being honest with yourself, the answer answer's probably no. So Alisha, one more time, just say those four words or those four phrases that everybody on the team needs to have a ready answer for.

1 (7m 6s):
Awesome. So the first one is what we do, who we do it for, the problem it solves and the results that it brings.

0 (7m 14s):
Now can you gimme an example of maybe your team or your company or one of your client's companies that has the answer to those four things? Like what would that look like in a real world scenario?

1 (7m 25s):
Yeah, I should do persuasion experience, right? Cuz imagine if I couldn't answer my own and I'm, I couldn't, I couldn't eat my own dog food, right? That would be so terrible. So let me, let me practice my own homework. So at Persuasion Experience, we help B2B and tech assess companies to get higher quality leads by understanding who their customer is. And translating that into Golden Hippo offers sniper messaging and landing pages and funnels so that they can attract and nurture their dream customers on autopilot. And you can see that one, it's a little bit moved around. It's not in that exact order. And so when I go to a networking event, when I'm on a podcast, when I'm writing our About Us page, I can often shuffle or reorder it, but I always know the key points to Hit

0 (8m 10s):
Fire Nation. Now that you've heard a real-world example of this, I hope that you're already planning out what yours looks like so that your team can all be on the same page. And we have so much more incredibly important things to talk about when we get back from thanking our sponsors. Tech is great, it can help us grow and scale our businesses in so many ways, but it can also be clunky, time consuming to manage and expensive. That's why I'm excited to introduce you to HubSpot, CRM, the best platform to speed up your sales and scale your business without blowing your budget. HubSpot's all in one CRM helps you automate tedious tasks, keep track of all your deals in one place and make sure your whole team has access to the same data.

0 (8m 52s):
No need to worry about the management and cost of a massive tech stack. HubSpot gives you everything you need all in one place. Plus, with fast activation, HubSpot makes it easy for the entire team to get up to speed, saving you precious time. And best of all you can try before you buy, no commitment, no hidden fees, not even a credit card is needed to sign up. Get started for free at hubspot.com. That's hubspot.com. Alisha, we're back. And we talked about how to read minds. We talked about the dangers of feature spewing. We talked about creating that sniper messaging, standing out from the noise that four questions that need to be answered by everybody near your team.

0 (9m 31s):
Let's talk about building irrefutable third party proof. Break that down for us. What does that look like?

1 (9m 39s):
So nobody trusts you on the internet, right? Like the internet's a dangerous place and nobody just trusts what you say and it's not really enough to just slap a testimonial slider on your landing page and then expect people to go and read it and to engage with it, right? Like I've seen some horror stories on landing pages where people put like an essay of a testimonial and then expect people to read it. It's like no people, people aren't gonna read that, they don't care or their proof is tucked at the very bottom. So there's lots of different ways with proof. But what I want to, what I wanna go for today is using proof with intent, right? So you can use your proof to overcome objections and to prove big statements that you're making.

1 (10m 21s):
As an example on, on our landing pages for a lot of the time that will work is we literally just have a section that says, wait, is this for me? And then from our research we know the common archetypes or the ways that people resonate with. So we'll have like the top three to five buckets that people resonate with themselves or archetypes. And then we'll literally say, it is it for me if blah, blah blah. Then we'll have a little bit of a description and then we'll have a testimonial underneath it so that somebody can see themselves in that testimonial. And we can start to build either consciously or subconsciously more proof onto the page

0 (10m 56s):
Fire Nation, how are you building irrefutable third party proof? And I love that phrase that you use Alisha, nobody trusts you on the internet. You need to go in understanding that, that nobody's gonna trust you on the internet until you've earned that trust. What are maybe some examples that you've seen of ways that people are building third party proof that you're like that is cool?

1 (11m 18s):
Yeah, so for example, if you are promising like that, people are gonna get money. You know, if you're a biz up or something, show the receipts show like show screenshots of people's bank accounts with the money going in. Basically think about what's the big claims that you're making and how can you show it often as native as possible. It doesn't have to be beautifully designed. We will use, when we work with clients, we'll be like, has anybody ever text messaged you feedback or your emails or just like a random message? Get all of those screenshots and give it, give it to us because the more organic it looks, the better as well. And it can also serve as a bit of a pattern interrupt onto your landing page

0 (11m 56s):
Fire Nation. Think about that pattern interrupt. I mean is that part of your strategy? Is that part of what you have going on in your world right now? And I think one thing that's kind of perked people's ears off, cause I talked about it a little bit in the intro and of course we mentioned it again a little earlier in the interview, but what the heck is a Golden Hippo offer? And how do we craft one?

1 (12m 20s):
Yes. So this is the offer that's gonna help you to stand out from the sea of gray as we say. And I'm sure a lot of people on this listening to this have probably read Alex Homos a hundred million offers, right? So it's not too sim dissimilar to that, but I've been, I've done about 450 offers in about 120 niches. So this is the formula that I use and have crafted over this time. And before I get into that, what a lot of people forget is that a weak offer will never dominate an industry, right? You need the strongest offer in the market. So it's not enough to go out to market and have, get a quote chat with sales, something else that's boring and vanilla because that's not gonna persuade and motivate somebody to take action.

1 (13m 3s):
You know? So if it stinks like a sales call, then like why would somebody take it up? What we need to figure out is what is the target market's dream outcome? So going back to that step one, because most people don't have those foundations, they don't know in the target markets word, what is that dream outcome? That's where they start shipping out these boring, lame offers that nobody wants. So the first part of your Golden Hippo offer is literally figuring out what's that dream outcome and how can I show people that I get them there, right? Like, no, no business sells a product or a service. We are all just selling entry into a desired after state. Nobody cares about what you sell, they care about the after effects of of that thing.

1 (13m 43s):
Yeah. So you need to understand that transformation. And then you need to understand that if you are in lead generation, you make two different offers. One offer is to get them on the call, or even if you do a demo, right? Like and you're in SaaS or whatever it is, one offer is to get them on the call and one offer is to close them on that call. So when you're making an offer, if it's in lead generation trying to get somebody on a call, you have to make that call exciting. And you have to think about, so what? Who cares what's in it for me, right? With them? We might have seen that around, if we can't answer that, people aren't going to get on there. So I really, it's gonna be hard cuz I'm trying to use my mouth words, but I do have a A diagram to help people. You have the dream offer, then you usually have a tangible outcome.

1 (14m 26s):
So you can like show tangibly what they would get, something like a bonus. And then all you do is you bullet point all of their problems or the gain points that they want to get and then flip it and reverse it into how you're going to help them overcome that with a really clear call to action, not a creative call to action, just a really clear, clear call to action

0 (14m 47s):
Fire Nation. There's a lot to take away from what Alisha just shared. One thing that's just just so obvious to me, and I hope that you've recognized this as well that she mentioned, is you've gotta realize that everybody's favorite radio station is W I I F F. What's in it for me? I mean, listen, it's not a bad thing. I mean that's why humans have become successful throughout the decades and generations and centuries is because they are self obsessed. They wanna make sure that what they're doing is best for them, for their loved ones, for their families. So realize W W I F M, what's in it for me? That's what the individuals are asking themselves when they're consuming your content.

0 (15m 26s):
Now, we talked about reading mind sniper messaging, irrefutable, third party proof, the Golden Hippo offer. If you want the fifth step to a high converting page, you're gonna take the next step and consume more of Alisha's content because it's right there for you. Fire Nation. Cause Alisha, I want you to take us home. What is the one thing that you really want to make sure Fire Nation gets from our entire conversation today?

1 (15m 53s):
If you can't convert traffic, you cannot scale. The answer to scaling is not pouring more ads. It's about your post-click experience, right? So a funnel is not optional for your business. You have a funnel by default, right? If you have a business, you have a funnel. It's just every touchpoint that somebody has with your business. And if you can go in and fix all of those little touch points, which can be leaks, then you're going to win. You're gonna build that competitive moat around your company and beat out your competitors.

0 (16m 21s):
What is your post click experience? You need to be asking yourself that question, Fire Nation. And I know a lot of you are gonna recognize it's lacking right now, but with this content, it doesn't have to be. So, Alisha, give us the best way for Fire Nation to connect with you, connect with your business. What is your call to action for us today?

1 (16m 42s):
Yes. So, for anybody who would like to, you know, take their landing pages to the next level or maybe see in practice what I've spoken about today, we've created case studies on three different pages that we've created, including a couple of billion dollar companies like Link Tree and Way Flyer, whose results that we did really, really well for. And I've shown you and walked you through how I did those landing pages so that you can swipe and deploy them in your own business. And that's at persuasionexperience.com/fire. And there's also a special offer on there that if you would like me to do a personalized CEO audit and give you some brash unsolicited advice about everything wrong with your landing page, you can send it through to me and I'll send you a quick personalized Loom video.

1 (17m 26s):
Alternatively, I am also talking about sales funnels and landing pages on my YouTube and LinkedIn, which are both under my name, Alisha Conlan Heard,

0 (17m 35s):
Wow, Fire Nation. Those are some amazing calls to action, some amazing opportunities and offers. And you need to remember that you're the average of the five people you spend the most time with. You've been hanging out with ACH and JLD today. So, keep up the heat if you have any direct questions for Alisha, find this episode on the podcast listening app, post the comments, get the conversations rolling. And of course, eofire.com type Alisha, A L I S H A in the search bar, the show notes page will pop right up with links to everything. And Alisha, thank you for sharing your truth, your knowledge, your value with Fire Nation. For that we salute you and we'll catch you on the flip side.

0 (18m 18s):
Thank you. Hey, Fire Nation, a huge thank you to our sponsors and Alisha for sponsoring today's episode. And Fire Nation, successful entrepreneurs are great at three things, productivity, discipline, and focus. That is why I created the Mastery Journal so that you can master productivity, discipline and focus in a hundred days. And we're talking step by step. Visit themasteryjournal.com and I'll catch you there and it'll catch you on the flip side. Outbound Squad hosted by Jason Bay is brought to you by the HubSpot Podcast Network, the audio destination for business professionals. Tune in for convos with leading sales experts and top performing reps to help you land more meetings with your ideal clients. One of my faves, The Monthly app with Jason Ethan, where they share hacks, tips and tricks.

0 (19m 2s):
Listen to Outbound Squad wherever you get your podcasts.