This page will be about the foundation of marketing.
Marketing, when broken down, boils down to channeling existing desires. This means that we are not creating a desire to achieve a desired outcome.
We aren’t trying to instill a desire or need in prospects. We aren’t trying to make prospects want something they don’t want.
We are channeling. We are channeling a desire already present in the prospect.
It is like a river. The river is already moving in one direction. It is not our responsibility to steer the river in a different direction or to direct it. This would be trying to instill a desire in your prospect that does not exist. We always begin with the prospect and their psychology, as well as the desires they already have.
It’s then our job to show prospects how your product or service can help them achieve the same desire that you have.
This is extremely important.
This may seem subtle and obvious. However, I’ve seen many entrepreneurs and marketers make the same mistake: they create a product and then market it to prospects.
A Look at Common Front-End Marketing Campaign Pieces
This chapter will give you an overview on the most common front-end marketing pieces.
This is a typical front-end marketing campaign.
Let me walk you through each piece to help you understand their roles in a marketing campaign.
We’ll be discussing specific types of marketing campaigns, and each page and their order later. Now, I want to explain what these pages do and their role in the campaign.
We have the first page, the lead capture page. This is where most traffic goes. You send prospects to capture pages when you run an ad on Facebook, Google, or YouTube.
The purpose of the lead capture page is to generate leads. It is designed to encourage prospects to fill out their contact information, then click submit.
After the lead capture page, the next page is the marketing or sales page.
Here is where all of the marketing and sales messages are presented. Here you will find everything, including the headline, lead, and the marketing argument. You’ll also learn all the details in the next sections.
It presents the complete marketing message and a call-to-action. There is usually a link, a button, or combination thereof, that can be found on this page. This allows prospects to buy whatever is being offered.
After clicking that button, they will be taken to the next page. The next page is the order forms. We have already discussed what an order form is, and how a typical order page looks like.
This is where the prospect or customer enters their contact details and their billing details. Then they click the submit button or buy now button.
They will reach the fourth page after this page. This is the upsell. This is usually where they will be presented with additional offers and an opportunity to purchase.
The order form already contains their credit card information, so the sale is secure and processed for the entrepreneur.
Here, the prospect (or now the customer) can add another product to their order.
This is usually done in one click. Click this button to add the product to your order. Credit card charges will be applied for any additional amounts.
The upsell page (which could include one, two or three upsell pages) is the last page. This page is usually the confirmation page or thank you page.
These pages are five of the most common in a typical front-end marketing campaign.
Let me now point out some other elements. Here are two types of email follow-ups. The unconverted lead sequence is the first email follow up sequence.
The prospect arrives at the lead capture page and enters their first name, email address, and presses submit. They are immediately taken to the marketing or sales page.
If they do not buy, they will be immediately plugged into what you now call an autoresponder. Over the next few days, a series of emails will be sent to follow up messages. These will direct the prospect back to the sales page.
As I said, the future is in the follow up. This is why you should use a two-step campaign instead of a one-step campaign to start.
Everyone who does not purchase initially can send a series or automated emails.
It could take three, five, seven, seven, or ten days. Every business is different and all that depends on your product catalogue. We’ll be looking at the contents of these emails later.
This is my first explanation.
When someone buys, the second email series or sequence is triggered.
We will trigger a customer follow up sequence when a customer buys the main product.
For a moment, let’s be a little more advanced. Once someone buys, they are removed automatically from the unconverted follow-up sequence. They will no longer receive any emails.
Instead, customers who have purchased will receive an email following-up sequence.
You might send three emails a day to your customer to thank them, inform them when the product will be delivered and, if the product can be downloaded digitally, where they can download it.
Perhaps you are eligible for an advertised bonus. Perhaps you ask for referrals. We’ll be discussing all of this in future chapters. For now, let me just say that this is the second email sequence which triggers. These are the steps that you will see in a typical front-end marketing campaign.
This knowledge and understanding of these elements will enable you to appreciate the many different marketing campaigns that you will be learning in the next chapters.
These pages are made up of many different combinations of these emails and these email sequences.
Some campaigns may have multiple email sequences. One sales page might be more than one. One person might have multiple upsell pages.
One might have a different page than the lead capture page. You can see the common elements of a front-end campaign by understanding these elements.