Most folks spend tons of time on marketing… it’s the lifeblood of your business…But what’s ironic is that most folks are leaving out the most vital ingredient…

Why would you want to do all that ‘work’… and then leave out something so important? 

strategy-600x351Here’s the thing.  Your marketing campaigns aren’t isolated. 

What I mean by that is… If you’re selling something online… or you’re trying to get people signed up for a webinar, a teleclass or a workshop… or if you’re trying to fill a live event… your ‘marketing’ doesn’t all sit in ONE PLACE, does it?  I sure as heck hope not.  

If you know anything about anything, then you know that creating marketing messages is only the beginning.  How will the masses hear and read your marketing messages? 

Well, what most people do is, they go out and find the people, and lead them back to one main target (a webinar, a sales page, a phone consult with you, etc.)… ‘driving traffic’. 

There are many, many, many ways to drive traffic…

But what I’m about to share with you is much more important than the traffic itself.

Without learning (and nailing) this one thing

It doesn’t matter how great you are at bringing in traffic…

It doesn’t matter how much you plaster your marketing messages all over social media…

It doesn’t matter how much money you spend on ads…

This is the one thing that will make or break your marketing campaigns…

And if you get this wrong… you get the whole thing wrong…

And all that ‘busy work’ of plastering your message all over the place is for nothing…

Because when it’s all said and done, the people won’t convert, they won’t do the thing you wanted them to do (buy, opt-in, etc.)  

So What Is This Little-Known But Super Powerful Marketing ‘Thing’?

Hands down, it’s *THE* most vital part of *ANY* marketing campaign…

Scent. 

What the heck is scent, right? 

Scent is a word used frequently in ‘internet marketing’ circles and in the world of ‘paid traffic’… and so most normal people don’t really understand it. And that’s totally cool. 

But we want every solorpreneur to be empowered with the same knowledge and skills as the next guy… So we’ll use the rest of this blog to break it down in simple terms for you…  

Let’s just think of it as congruencyand continuing a conversation from one place of contact to the next.

There should be a seamless flow. Nothing should be different and shock me from point A to point B. You need to give me confidence that I’m in the right place and that you’re not lying or tricking me.

People are very skeptical when it comes to online marketing, social media blurbs, online ads and landing pages.

And there’s also proven psychology behind ‘scent’… Interpretations, fears, and decisions are made at a subconscious level when folks read your messages… and most of the time they don’t even know ‘why’… something just feels ‘off’.

Has This Ever Happened To You?

Have you ever clicked on a link that promised you about “joining a community” …

But when you click it, the page is all about a “free video series”.

It kind of took you by surprise, or at worst maybe it pissed you off.

Or the ad tells you it’s all about “filling workshops”…

But when you click it, the page is all about “sales”.

What the heck, right?

The scent, (the path, the trail, the conversation) from my first point of what was promised to what I get on the next point of contact is so incongruent that almost every single visitor (bit of traffic) you managed to get is going to feel like something is ‘stinky’. 

Think of how many people are already afraid that they’re going to be taken advantage of, tricked, or some malware is going to be installed on their computer when they click…

The best way to instill trust online is making sure that you have a good scent.

Almost every single private client we’ve worked with (and most examples we see online) really could improve their scent.

The key to getting the scent right is to understand the importance of maintaining the scent, or solid congruency, from the very first touch, all the way through to the point of conversion and beyond.

Let’s Dig a Little Deeper Into Where You Need A Good Scent

There are three main places you need to be certain you’re maintaining that scent and congruency…

The Design.

The Main Benefits/Result/Solution.

The Offer.

In just a few minutes, we’ll show you some examples that we found in our Facebook newsfeed…

And break down the good, the bad, and the ugly for you so it will all come together…

But first… let’s break down these three places you need congruency in a little more detail…

Design Congruency.

Design congruency is the trickiest one of them all.  This is the one that kills your marketing campaign the most subtly, the one that happens to folks subconsciously.

If you put out a social media blurb about your upcoming webinar… and you chose an image you liked… it happens to be red and orange… 

But then you created your landing page to be purple and blue… because those are your brand colors…

Something’s ‘off’. 

Your visitor will get a ‘jarring’ effect when they move from your first point of contact to the next.  They won’t even know what it is that’s making them feel unsafe, it just won’t ‘feel right’ and they’ll be very leery… and in most cases leave. 

So you want to pay real close attention to the color scheme, the images you choose, font type and everything. 

Benefit/Result Congruency.

This one is pretty simple.  If you’re claiming that I will ‘double my list’ at the first point of contact…

Don’t talk about how I will ‘get more sales’ at the second point of contact.

The benefit at my first point of contact was the one that drew me in…

It was the one that qualified me…

It was what I showed interest in… 

When you change it up from one point to the next, you take a GIGANTIC RISK of losing folks.

People who were once ‘sold’ on what your ‘thing’ could do for them… get confused at the next point because your claim is different. 

Confused people don’t trust.  Non-trusting people don’t convert. 

Plain and simple. 

Now, now, I know some of you might be getting in a tizzy and might be defending yourselves…

“What about testing?” 

“But I’m testing different wording to see which one people respond to the best”

Well, that’s all fine and dandy… test all you want.

But don’t be lazy with your testing.

If you’re going to test using different headlines, different bullet points, different benefits…

Then you ALSO need to create an additional landing page to send people to…

With wording that MATCHES. 

For every alternatively worded social media post or ad you create… you need to have a congruent landing page to send them to.

Point A matching Point B in the benefits you’re claiming.  Got it?

Offer Congruency.

It’s surprising how often folks get this wrong.

If you make an offer in an ad, or on a social media post, or in your blog… maintain the scent and congruency of that offer from there to the next point (usually the landing page).

The easiest way to do this is to use the exact same language and phrasing…

Even the tiny little nuances in a mismatch can cost you.

If you say on your social media post “Free Webinar”… say it the exact same way on your landing page.

Don’t say “Live Webcast” on your landing page.  It’s a very subtle difference, but it matters… A LOT.

If your offer is 20% OFF… don’t say $50 OFF on the next point (even if $50 really equals 20%)…

If you say “Download the Free Report” on your first point of contact…

Do not say “Get The Free eBook” at the next point of contact. 

This is so simple and will get you such better results. 

Just the other day I clicked on a Facebook post that said “Free Kickoff Preview Call”… but when I clicked through to the page… it was a “Sales Page” for a program! 

Sure, there was a teeny little place on the side that said I could ALSO sign up for the preview call…

But when you are offering something on point A… you better make that SAME OFFERCRYSTAL CLEAR at point B. 

Think of point A as where you ‘hooked’ the person…

Why the heck would you want to show them something completely different at point B? 

You’re losing traffic… you’re losing sales… you’re losing your mind!  haha 🙂

A Look At Some Real-Life Examples To Drive The Point Home

great targeting

landing-page-congruency

Point A was a Facebook Ad in my newsfeed…

Point B was a landing page…

The Good: The design congruency was good.  You see the same guy, the same color scheme and design in the background of his pic. The benefit congruency was also good, he mentioned ‘getting the budget 94% of the time‘ as the main benefit and it carried through from ad to landing page. 

The Bad: Mismatch in the description of the video/offer.  The ad said it was a ‘short 1 minute video’… the landing page said it was a ‘short 2 minute video’… perhaps not a major big deal… but it can definitely lead to mistrust and visitors wondering if you’re lying. 

Here’s another one…

awesome for health industry

 

landing page

Point A was a Facebook Ad in my newsfeed…

Point B was a landing page…

The Good: The design congruency rocked.  It was the same exact image from ad to landing page.  The benefit congruency was also good, you knew what you were going to get out of this free eBook, and it kept the same lingo on the landing page.  No trickery here. 

The Bad: Not much.  The only potentially bad thing, as far as congruency goes… would be the image in the ad used gray as a color behind the headline… then when you got to the landing page, it used blue.  Perhaps not a deal-breaker… but you should really get in the habit of being super OCD with your congruency.  

Here’s one more to wrap things up…

angle

free-report-bad-congruency

Point A was a Facebook Ad in my newsfeed…

Point B was a landing page…

The Good: Well, there’s not much.  The only good thing, congruency-wise that I can see, is that the design carries the same book image from point A to point B.  That’s about it.

The Bad: Design congruency isn’t that great because the ad uses black as the main background color with reds and blues mixed in… but when I get to the landing page its main background color is blue… jarring in a major obvious way… and then the landing page mixes in orange and dark blue. 

The offer congruency sucks.  The ad talks about a ‘Report‘ and also tells me I’m going to get a ‘Free Cheat Sheet‘ … but when I get to the landing page there’s a giant headline calling it a ‘Free Report‘.  The CTA button also calls it a Free Report and the book cover calls it a Cheat Sheet. It’s called something different at every angle.  If you don’t even know what the heck you’re giving away… how will we trust you?

The benefit congruency REALLY sucks.  The ad talks non-stop about the teeshirt biz, the teeshirt selling hype, and how I’m going to get the ‘real story’ when I click here… But after I click… there is NOT ONE OUNCE of lingo about teeshirt anything!

Sure, I get it that you’re trying to convey that the real money isn’t in selling teeshirts, it’s in building a list from social media… but you ‘hooked‘ me by telling me you were somehow going to expose some lies or mistruths about the teeshirt hype…

You ‘qualified me‘ by knowing I was someone into that teeshirt hype… and I’d be curious to know something better… and then you turn around and give me a completely different message… not touching AGAIN (on the landing page) on how what you’re going to give me is ‘better’ than selling teeshirts. 

Sure, there’s something along the lines of ‘sell them what they want’… but ‘give them what they need’… but you haven’t converted me yet to the point of ‘giving me’ anything… so you better keep your message and your promise the same.

Nothing carried on that same conversation that you started with me at point A. 

Were they good bullet points?  Sure.  But the path was broken.

Hope this blog gave you some new understanding on how to massively improve your marketing campaigns, whether you’re doing paid ads, or just posting on social media…

Tell us your big takeaway in the comments section below (just keep scrolling down until you see it ;)… 

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