DOTCOM SECRETS - Value Ladder读书笔记

adapted from https://telegra.ph/Value-Ladder读书笔记-04-14

自己长年累月积累下来的东西最贵

比如通讯录，比如专有知识库，比如稀缺资源…

这些都可以成为你的high-ticket offers.

the Two Comma Club - $1,000,000 - 即100万美金俱乐部

商业原本也是一个筛选的过程，客户筛选供应商，商家筛选客户，只有相互满足，才会有成交。

Value & Trust are two most expensive things.

we build a funnel that will help us to do two things:

• Provide value to each customer at the unique level of service that he or she can afford.
• Make money and be profitable while identifying our dream clients who can afford our highest offer. Show off values and identify customers

”offering more value, while also costing more money.”

“Ultimately, the business that can spend the most to acquire a customer wins.”

最终，能够投入最多资金来获取客户的企业会获胜 // 或者说能以最有效方式/花费获取客户的企业胜

Sales Channels

• Social Media(X, 公众号)
• Ads
• Email
• Video
• Webinar
• Livestreams

People won’t care about any of the success you’ve had, and they won’t follow you or your advice until they know that you’ve been where they are now. to build a following, they have to know that you’ve already walked the path that you are taking them on.

No pay, no see.
If the thing is FREE, you will not watch it or listen to it. Cost will let you engage with what you pay for.

when you stop teaching only facts and start teaching through parables, your messages will stay with an audience longer. // 事实包裹一层寓言/故事的糖衣。

character flaws

characters need to have flaws for people to relate to them, No one wants to hear about the perfect person—because you can’t relate.

Loss and redemption 故事线，屡试不爽的故事线。

You start by telling about some level of success that you had accomplished, but then because of some trial, you lost it all.

System Create Profit.

funnel hacking is a kind of reverse enginering

If you want to achieve success, all you need to do is find a way to model those who have already succeeded.

抄袭与模仿。

Phases of a funnel

每个步骤上只做一件事情（否则就是给每个步骤树立了门槛和南墙）， 每个步骤上通过Hook-Story-Offer的“套路”完成步骤转化。

pre-frame principle

”pre-frame”通常指的是在公开发表之前，对一些特定内容、观点或意见进行预设或预先确定。在某些情况下，这可能涉及到提前构建好的框架或设定，用于支持或强调特定的想法或主张。因此，“pre-frame”可以理解为在事前设定或策划以影响之后的行动或表现。

利用人的“先入为主”。（perception）

One big mistake many marketers make is focusing 100 percent on short-term conversions or monetization. They sell so aggressively, focused on the sale at hand, that they lose the respect of their customers.

If someone is willing to buy from you once, they’ll continue to buy from you as long as you keep offering value

At this point, I have two lists: subscribers and buyers. Each list is unique and gets treated differently. // 两个bucket和level， 不同等级不同对待： subscribers -> buyers -> hyperactive buyers，层层递进，不同的权益。 {{ 免费 ➡️ 付费 ➡️ 付费总额 }}

having upsells and cross sells inside your funnel is so important

put hyberactive buyers on a separate sublist and market to them differently.

sales environment

商品要卖高价，不能放批发市场去卖。 环境与定价紧密结合。

hook story offer三部曲

Every story needs to relate back to something you’re selling.

感觉各种funnels，其实就是各种筛选流程的设计。

看到书里提到几百万人的邮件列表这种， 如果天天发，其实，他们需要的是不安量而按时间段收费的邮件发送服务吧。 所以，一个服务定价，其实按照企业的生命周期来规划，应该从免费，到按量付费（pay as you go），然后再到按月订阅（也会有用量上的天花板限制），最后就是一对一量身定做（个别量很大的客户）。

survey funnel

这其实相当于先让用户付出成本（沉没成本），然后再抛出要求（比如输入email才能下载）。

其实，降低用户使用门槛的一些做法也应该这样设计， 而不是一上来就要求（这样会抬高用户加入的门槛），福强私学购买的第一套流程就是这种反模式，所以，需要优化，不用非要注册+登陆，然后才能购买，这个链路长、门槛多，很不利于成交。让用户冲动下先把钱付了，再提交email其实都是可以的做法，毕竟，用户付出成本后，后面的步骤再繁琐都是可以忍受的。

Tell me which issue you suffer from the most.

When building your funnel, envision it built out with three blocks (from top to bottom: emotion, logic, and fear) to help lead your prospects to buy.

Challenge Funnel

the offer is to participate in a challenge to get X result in Y days

跟健身房买健身卡一样，大多数人其实是买了去几次就不去了，完不成challenge，但这里是筛选完成challenge的潜在客户。

Order bump

这个技巧其实就跟超市结账台上的口香糖这些陈设，或者肯德基或者瑞幸在结账的时候问你要不要加个什么东西。

在页面上用checkbox更容易操作，点击率也会更高。（添加到购物车当然也算类似运营技巧）

Code/Warm/Hot Traffics

Webinar Funnel

这跟直播预告类似，但不要忘了重点，最后一定是要引导用户做什么事情，否则，做这个事情图什么？！

做任何运营活动一定要为了一个明确的目的，而不能纯粹为了聊天甚至发泄。

Funnel scripts: I usually have a video here using the “Who, What, Why, How” script from Secret #19. This is where I explain who I am, what my viewers are going to learn on the webinar, why it’s so important, and how to get it on their calendar so they don’t miss it.

sales environment

creating a lead online and then selling it offline was powerful

线下workshop一直没做，其实这个才是高客单价的业务！！！

application funnel

有意愿的用户先申请、然后筛选审批、最后提供服务。

200定金，现场付尾款，最终不到场参加，定金不退。（用极小的沉没成本加大用户最终参与的概率）

Usually with a case study video, I am showing them exactly what I did (the strategy), step by step, but I don’t go into how I did it (the tactics). That way they see the process, but the desire to really understand the how is what compels them to apply to work with you.

所以，KnowHow很重要，也更有价值！

话术

话术很关键，但也只是辅助，不是核心关键。

Your personality is what will keep people coming back for more and ascending your value ladder.

Headlines

Headlines matter a lot which will hook and stop more audience

1. Question headlines

   • A fast way to create curiosity is to ask a question about something your target audience really desires to have or really wants to avoid.

   • Desire or Pain, 标题里要体现这两个用户最关心的东西。
   • 痛点 ➡️ 解决方案 ➡️ 产品服务， 不同流量，标题要有不同突出。熟悉自己的客户可以提产品，不熟悉的就得提痛点和解决方案，顺便内容里提到产品和服务。

     • In a cold headline, you would typically use their problem to hook them

       • how (Target Audience) Can STOP (Pain)
2. Curiosity headlines

   • make the headline about them and use proven templates or “scripts” to shortcut the process when creating headlines (or any other pieces of sales copy).

   • 面向读者和用户感兴趣的，而不是自己！

Who - What - Why - How 脚本套路

an old copywriting formula called PAS: Problem, Agitate(煽动；搅动；焦虑), Solve

Star - Story - Solution 脚本套路

高潮（节选精彩前置） - 倒叙（backstory） - 转折（灵光一闪） - 方案和CTA

Presentation Intro Framework

1. High Promise
2. Hook to End

   • Free giveaways are popular. You could also promise to do something funny or show them something cool.

   • 比如，拆字并分散到slide中，只有集齐了四个字密钥才能解锁最后的免费权益
     • 芝麻开门：K
     • 芝麻开门：V
     • 芝麻开门：O
     • 芝麻开门：L
3. Command Attention(关闭电脑、放下手机，please)
4. Qualify Yourself (bg of yourself)
5. Future Pace

Break false beliefs before introducing your own products and services:

• The vehicle: False beliefs about the vehicle you are presenting them
• Internal beliefs: False beliefs about themselves
• External beliefs: False beliefs about things outside of their control

The Stack and Close

• 价格明细（虚价）
• If all（假如。。。你会愿意吗？）
• 揭晓真正价格（更低的价格）

Product Launch

the best offers aren’t “improvement offers” (doing something better than what’s currently available) but instead “new opportunities” (offering something completely different).

CTA 紧跟urgency and scarcity

Four-Quesion Close

Desire - Block/Wall/Obstacle - Support/Resources - Help/Offer/Solutions

Setters + closer组合， 其实就是前面Setters做铺垫（主要就是试探），后面closer做成交。