LEGO Blocks
Russell Brunson refers to "LEGO blocks" as the different sections of a sales funnel. These blocks are modular elements that you can tweak and test to find the most effective combination. For example, you could change the copywriting, add a video or modify a call to action. The key is to constantly experiment, as it is through testing, tweaking and repetition that direct response marketers have been creating successful results for over a hundred years.
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Pre-Frame Bridges
Questionnaires
Questionnaires are an excellent pre-framework tool because they actively involve users in the process. The questions don't have to be complex; the important thing is to get participants to think about the problems your business solves. Questions can range from reminders about daily tasks, such as mowing the lawn, to more personal situations, such as being turned down on a date.
If you need users to sign up (by providing their email address) to get the results of the questionnaire, you will have achieved two objectives: moving the prospect through the pre-marketing phase and qualifying them as subscribers. Subsequently, you can qualify them as buyers by making an offer immediately after they sign up.
The ideal number of questions is usually one to four, with progress indicators to make the process seem shorter. However, there are companies that opt for questionnaires with up to twenty questions, depending on the test results.
With the answers you get, you can start profiling prospects and personalizing your offers.
Articles
Articles can be case studies that demonstrate how you helped solve problems through your products or services, or articles that explain how your product works. They can also address general problems and present solutions that you offer, without directly mentioning your business.
Add a call to action (CTA) somewhere in the article. It can be a link within the text, a large button at the end of the article, an image with a link, or a combination of these. The CTA should invite the reader to take a specific action, such as subscribe, learn more, or try a free sample.
News
Leveraging current news is a powerful strategy to capture attention. If you can tie your message to an upcoming political event, natural disaster or popular trend, people will pay more attention to your content. The downside is that this attention may be temporary. However, the upside is a significant increase in traffic while the news is booming. An example is the young man who leveraged Taylor Swift's popularity.
Blogs
Blogging, either on your own blog or as a guest post on other high-traffic blogs, is an effective way to differentiate yourself from the competition. By posting on blogs with many visitors in your target market, you can reach a wider audience. If the blogger publishes the article on your behalf, the post will appear more objective and less promotional.
Videos
Videos, especially on YouTube, are great for pre-engaging prospects. Video testimonials, tutorials, and product demonstrations can educate and motivate viewers to seek out your solution. Post these videos on popular channels and use calls to action in the description, comments, or through annotations in the video to drive traffic to your offer.
E-mail address
Email is a powerful tool for pre-targeting, especially when you buy solo ads or collaborate with JV partners who endorse your offer to their lists. By sending emails to borrowed lists, you benefit from the credibility and trust those partners have already established with their subscribers.
Presales Pages
Pre-sales pages are crucial when you need to educate prospects before selling to them. These pages tell detailed stories that provide information and education necessary for prospects to understand and value your offer. For example, if you sell email marketing software, you could have a page that explains how email marketing helps businesses grow by preparing prospects for your product.
Qualifying Subscribers
The goal here is to get people to sign up for your list, subscribe to your newsletter or request a free offer.
Pop-Ups
Pop-ups are effective tools for capturing visitors' attention and converting them into subscribers. They appear suddenly on the user's screen while browsing your website, making them difficult to ignore. Although some people find them annoying, when used correctly, they can significantly increase your conversion rate.
Compression Page
Squeeze pages are simple and effective for qualifying subscribers. They require visitors to provide their email address to access a free resource on the next page, such as a report or video. The options on the page are subscribe or exit.
Squeeze Pop
A squeeze pop is a button on your blog or other web pages that, when clicked, opens a squeeze page style popup window. Visitors who provide their email address are directed to the next page. These pop-up buttons are useful for getting opt-ins in places you wouldn't normally get them, such as articles and blog posts.
Free Shipping with Two-Step Form
This type of form takes advantage of buyer psychology, combining the qualification of subscribers and buyers in a sequence. The first step asks for contact information, and the second for payment information, usually to cover shipping costs. Those who complete the first step are added to an email list, even if they do not complete the second.
Webinar Registration
Free webinars are excellent for generating leads. When registering, users provide their email address, which qualifies them as a subscriber. In automated webinars, users choose a date, enter their email address and are added to your list.
Free Account
Registering users for a free account is effective for software and membership programs. By creating an account, users are added to your subscriber list. This method is similar to squeeze pages, but you get more information while maintaining high conversion rates.
Exit Pop
An exit pop is a pop-up window that appears when visitors try to leave your site, offering them one last chance to subscribe. You can make a special offer for those who choose to subscribe before closing the pop-up, maximizing the chances of keeping them engaged with you.
Qualifying Buyers
The first purchase is the hardest to get, so it's best to offer something valuable at a low price, guiding buyers through the value ladder.
Free Shipping
Offering a free product with covered shipping is a great way to qualify buyers. It gets your product into the hands of new customers and is the perfect bait.
Test
Low-cost trial offers, such as a trial for a dollar, are effective in converting leads into buyers. After a few days, if the customer wants to keep the product, they are charged the full amount.
Tripwire
A tripwire is a low-cost product or service offer used to attract new customers. The goal is to convert leads into customers by making a small initial purchase, creating a relationship of trust that facilitates future sales. This strategy is based on the psychology of engagement and consistency, where once someone has made a small purchase, they are more likely to buy again.
Self-Liquidating Offer (SLO)
These offers, which typically cost between $37 and $97, are designed to cover the costs of your ads, allowing your additional sales to be pure profit.
Direct Sales
Direct sales of high-priced products ($97 to $5,000 or more) require more sales effort and usually target warm leads or those who have gone through initial funnels.
Identifying Hyperactive Buyers
Offer an additional sale immediately after qualifying them with a low-cost or free offer.
Bumps
Bumps are small offers added to order forms, similar to products at a store checkout line. With two lines of text and a checkbox, you can get up to 40% of your shoppers to pay an additional $37 or more at the point of sale.
One Time Offers (OTO - One Time Offer)
Sales
If a buyer rejects the OTO, they offer a payment plan option or a different product. Often, up to 20% of those who reject the original offer accept a payment plan version.
Affiliate Recommendations
These recommendations occur after buyers complete your sales sequence and arrive at the thank you page. Here you can link to other offers that might be useful to them.
Conclusion
Always remember to test different strategies and combinations of LEGO blocks to find the most effective for your business. Every audience is unique, and what works for one may not work for another. The key is constant experimentation and results-based optimization.
