Mind Movies is a personal development company created by Natalie and Glen Ledwell. They’ve got loads of products around the law of attraction, weight loss, success, etc.
A lot of their products seem to be around helping people control their thoughts and visualize what they want. I’m a big fan of taking control of your mind and there’s a ton of research on the power of visualization (most of it is in the sports psych field.) So I like what they’re doing.
I also like the fantastic Ask Method quiz funnel they created. The copy is strong and they do a great job connecting with the pain and desires of their audience while using their customer’s language.
Here’s what the funnel looks like:
Quiz -> Webinar registration -> One time offer for $17 product –> Not sure because I didn’t buy, but my guess is there’s an upsell.
Now as I went through the funnel, I noticed a very simple thing they could add to boost sales: proof.
They do a great job providing “reason why” proof and showing why the things they teach work.
But I don’t see much social proof.
I don’t just mean testimonials. I mean in-depth stories of how skeptical people who had “tried everything” (which is the same state the prospect is in) turned to Mind Movies and went from struggling to successful.
Sharing this kind of proof throughout the funnel can:
- Increase show up rates on the webinar
- Increase sales from the webinar
- Increase sales from people who saw the webinar but didn’t buy initially
Here are 3 simple ways they can use that proof to get even more out of their funnel.
1. Add proof emails to the sequence leading up to the webinar
After people sign up for the webinar, they get emails designed to get them excited about what they will learn.
It would be great if they shared results other customers achieved using the information taught in the webinar.
This can be tricky though. You don’t want to use testimonials. They can tip your hand and show that a sales pitch is coming.
Instead, you can share a story of a customer having success using the lessons and techniques that will be taught in the webinar itself. That would get people super pumped for what is about to come.
Where do you get those quotes and stories? If you follow my formula for creating case studies, you’ll have all the quotes and stories you need ready to go. Because my formula gets people to share the techniques, lessons, and mindset shifts that were valuable for them. So you’ll have all the quotes and stories you need ready to copy-and-paste into your emails. (You can learn all about it in my book which you can get free here).
2. Post-webinar case study emails
This would be the strongest place to use proof. Because you’re no longer hiding the fact that you’re asking for a sale. You can be upfront and show how people went from struggling to successful using your product.
Here’s how you can do it: Once the webinar is over, send an email a day showing stories of how different people had success with this product. You want to make sure you have different case studies that connect with different people. So you want to share stories of people with different backgrounds, demographics, challenges, desires, fears, etc.
Sharing those stories helps people see “this is perfect for me!” When you continue to share stories day after day, it creates serious FOMO. People see everyone else having success and they want to get in on the action.
(BTW: You don’t want your case study emails to feel like fluffy marketing. So make sure they are valuable and educational for the reader. Again, if you follow my case study formula outlined in my book you’ll have no problem doing that. You can get the book free on my homepage: Marketingwithbrian.com)
3. The homepage
As much as we love to think that people read our copy and buy immediately, that’s not how it works for most people.
In general, people snoop around online to find out about you. While they have your sales page up, they open another tab to read reviews of what people say about you and your products.
So why not make it easy for them? Why not include a bunch of success stories on your homepage so people can see right away the kinds of results you get for people?
Mind Movies does not have that at the moment. But adding a “Success Stories” page that includes dozens of stories of people having success with different products would be very powerful.
3. Re-engagement and future launches
Just because someone doesn’t buy from your funnels doesn’t mean all hope is lost.
Most people who buy from a company don’t do it within the first few days of finding them. They do it weeks, months, even years later.
They key then isn’t to make them buy the instant they find you. It’s to stay at the top of mind so when something happens in life that makes them realize they need help, they turn to you.
How do you stay top of mind? Well, remember how we talked about sharing case studies that teach people valuable lessons and also instill a bit of FOMO? Keep sharing those stories. Share new ones for weeks and months on end.
Then, when the day comes that they are ready to buy, they’ll turn to the person who provided inspiring stories, helpful information, and undeniable proof for the past several months.
Now there is a lot more that can be done here.
The fact is, the stories and quotes you get from a single case study can generate weeks of content. You can copy-and-paste that material into your emails, sales pages, and marketing campaigns. For example, the lead of your sales page can be a story of someone who went from struggling to successful with your product. Or you can take your customer’s language on what makes your product unique and use that in your sales page when you introduce your product.
If you want more help creating case studies that increase sales on your cold traffic funnel, check out my book Case Studies that Close Sales. It’s free on my homepage: marketingwithbrian.com.