Conversion Multipliers - What are They?
They're amplifiers, not replacements.
This is not a conversation on how to make Conversion Multipliers.
That part is easy.
You can find directions on that here:
What's less easy, is understanding what a CM really is, and why we use it.
If you're starting from the beginning, going through your first 7 days and setting up Phase 1, the Conversion Multiplier purpose will appear simple.
That it's there to test out your language on a direct offer to a value bomb,
And to get you conversations (because ideally, people comment to get your value bomb, and then you talk to them in Messenger).
Your Power Content sets up the interest and the awareness, while your Conversion Multiplier tips the domino into action.
It does do that,
But there's also another layer.
Black Holes
People often mistake my ad strategy for a replacement for their funnel.
It's not.
If you've been following along, you'll see that on the Phase 1 layer, the "Enough"1 layer, the ad strategy is a mechanism to get you conversations in Messenger.
It gets you the initial momentum toward you.
Marketing, in a simplistic view, looks like this:
Awareness - people have to see you
Attention - what they see has to grab their attention
Interest - what grabs their attention has to interest them
Action - what interests them has to drive them to an action
It's all just ... getting people's attention and then hopefully they move from where they are to where you are.
On a very high, simplistic level.
That action might be having a conversation, signing up to an email list, a webinar, visiting a web page ... it might even be just straight up buying something.
But everything at every step ultimately hinges on action.
So,
Your ad strategy needs to not only catch their attention and interest but also do something to tip them into action.
And that's really what my ad strategy is about,
It's about being A Leverageable Action Tipper in your direction.
This can also be a tool to fill gaps.
Or as I call them - Black Holes.
Here's an example.
Let's say you've got some pretty good lead gen going on already. You have ads or other passive content online driving people to an email list. That email list leads people onto a Webinar. Some of those people on the Webinar buy.
But if we look at the flow there
content -> email -> webinar -> buy
Simplified of course. But look at each step.
Each time someone moves from one space to another, someone also doesn't.
Let's say you get 100 people to go from awareness online to seeing your webinar and 2 people buy.
Working backward from there, what about the other 98 people?
And how many people got on your email list for 100 of them to get on the webinar? 1000? What about the other 900?
And how many people saw your content for you to get 1,000 people onto your email list? 10,000? What about the other 9,000?
Working backward again, let's address that.
For those 98% of people who don't buy, they are clearly interested on a certain level. But most people will ignore them.
This is one of the perfect uses for a Conversion Multiplier.
Because the CM is a domino tipper, taking people from interest to action efficiently.
You have a perfectly engaged audience, they just didn't want to buy. They had interest, it's just that the option given to them wasn't right to tip them into action. So you run CM ads to them, and you'll most likely tip a relatively *large* amount of them into a conversation.
You can work your way down from there.
Most people didn't sign up for your Webinar. Maybe there's a different offer they'd be interested in. Obviously, you can keep emailing them, but certainly for those people who *clicked* on the Webinar and didn't sign up ... you've got interest there to work with.
Remember, Interest just needs the right nudge to take Action.
And how about going from broad content to email?
Well, this is one of the reasons I like my ad strategy so much. Because a lot of my presence online is video, and people watch my videos but then don't take action.
But guess what?
I can keep advertising videos and, importantly, Conversion Multipliers to those people - the ones who showed interest by watching - until they are ready to take action.
Until I figure out the right message FOR them to take action.
Do you see how that all works?
This isn't a funnel or a marketing system all unto itself ...
But rather an augmentation to other systems.
To strengthen your ability to find the right language and put it in front of people so that you can more reliably and consistently tip those dominoes to get people into conversation and become customers.
If you're ready to make your own Conversion Multipliers, and you haven't yet ...
I recommend starting with my 7-Day Series, to get your 7-Day Flywheel up and running.
Until you have the flow of content creation, publishing, and modifying ads based on data DOWN, taking any further steps most likely will not serve you well.
Just throwing up a Conversion Multiplier without the proper supporting Pipeline Equity in place will not serve you well.
If you already have effective working funnels and other marketing systems, and you want to see how my ad strategies can be added to what you are doing, consider reaching out and joining Lean on Laurel OR The Success Circle.
There I walk my clients step by step through custom solutions for *their* unique situation.
Otherwise, you can join the waitlist for Ad Coaching for $72, where I give you the step-by-step guides for setting this all up. You can also start at the beginning and get the steps for free in the Laurel corner here.
Live to learn. Give to Earn.
Guardian Marketing
The TGA “Out Of Print” Business Development Books and Letters are available by clicking here for paid subs. A lot of marketers try and resell this stuff, just get it here.
The pre-req or “Starter/Self Stay Guide” to understand marketing and sales through the lens of TGA principles can be found right here.
Social Media: Check the Guardian Academy Instagram for aesthetically pleasing stuff and exclusive video clips. Twitter (Or X) for more frequent updates and insights.
Forthcoming Event and Experience Dates can be found by clicking here. Nothing compares to being in the right room with the right people. It doesn’t have to be our room with us - just get yourself in proximity to the right people, places, and things for you.