Advanced marketing techniques using the amazing NameSqueeze™ process

In this transcript, you’ll be a “fly on the wall” at one of our legendary Coaching Club sessions and discover advanced NameSqueeze techniques to make your sales soar!


JM: Hello, I want to welcome everybody to this month’s Cyberwave Coaching Club Call. Let’s review the tests we’ve completed and talk to people on the call who may have done the same type of test.

We discussed an extension so to speak of the NameSqueeze process. The NameSqueeze process is our process we literally force people to opt-in to prior to even seeing our sales letter. It’s important to have them make a small commitment and it gets them in a form filling mood. When we started this, we were simply collecting information and sending the follow-up. And when customers bought, we would take them off of the prospect list and put them on a buyer’s list. Because we’re collecting this information on the front end, we have a unique opportunity to take that information and use it in our sales letter and follow-ups.

Specifically, we’re asking, in almost every case, for names so we can personalize the follow-up email. Yet collecting information in a form also gives us the ability to personalize the salutation, the headlines, and various aspects of our sales process. This alone increases response rates, in some cases, 10, 20, even 30 percent. Just the simple act of using the prospect’s name in the sales letter increases conversion. Using the prospect’s personal information and feeding it back to them increases response and creates a stronger process that makes you more money. The personalization, creates a stronger bond between marketer and prospect.

John Reese and I talked about this. John brought up the idea of a dynamic sales letter. And yeah, John agreed, personalization and first name and maybe a city are probably the most important part of a personalization process. He’s really expanded it even further and has created kind of a dynamic sales letter. In addition to asking for the prospect’s name, the prospect’s email, maybe their city, he asks them a few questions about themselves. If we’re talking about marketing or advertising, ask them the obvious questions, how long have you been doing it, how much experience do you have, do they currently test and track their ads. Over the last 30 days, we had our programmer completely redevelop our entire network. So it’s now virtually impossible to get into any of our sites without giving your name and email address. And we are now starting the personalization process throughout the entire network where we’re not just asking for a name and email. We’re asking specific questions about you so we can feed it back to them. And what we do is add dynamic personalization. John’s product was something to do with baby showers or wedding showers. He was asking questions about how long before you have the wedding shower, who’s the wedding shower for, what’s the bride’s name. Then he feeds it all back to them thru a dynamic process. With this method, he turned the sales letter from a complete dog, to a winner. From a fifth or a tenth of a percent conversion rate into over one percent conversion rate just using the personalization process. Which, to me, is a very unique and wonderful way to save a project.

From our tests we learned our response rates are up about 30 percent. Our visitor values are up about 30 percent. We found our Online Marketing Letter site achieved about a 60 percent increase in response using the personalization. So I’m wondering, anyone else out there testing personalization on any of your sites.

JU: This is Jim Utzinger, I can give you a case study. After the discussion last time about the NameSqueeze process we created one for our nutritional product. I was redoing the sales content to create a more expanded letter and a backend upsell. If you went through NameSqueeze, you could put your first name, the second page of the sales letter would have Dear Jonathan on it. But the particular product had about five core areas of interest based on the Ask Campaign type of strategy. Because the original NameSqueeze page where you put in your name and your email address and then what was your number one question about, we gave them the ability to put a lot of information in, and about 60 percent of the time people would fill in an answer.

Based on those answers, then we went back and created more content. So by creating a broader dynamic content, we were able to ask them now the name, the email address, then in radio buttons, five of those salient points, based on the feedback plus the questionnaire or the ask button to put in their question. We noticed probably 60, 65 percent of the people were still filling out the box for the question. We noticed almost 99 percent of the people clicked one of the five buttons and there was no pre-selected button. So they could easily have gone to the NameSqueeze and never click a button. But almost 99 percent clicked one of those five buttons.

Then we created a dynamic sales letter with a new headline based on one of those five points that you clicked on. So if they came in and they were interested in high blood pressure, which would be one of the five points, the headline would refer to that, it would be geared towards the content of high blood pressure. What really struck me is by adding the extra radio buttons at the NameSqueeze page, it gave us more of a voting booth process so now over time we can monitor it. And focus in the content a little bit more strategically to build both our Google AdWord campaigns and our keyword phrase campaigns to more optimize the situation. So these are all generic topics, but the one product. By driving them into one NameSqueeze page based on all the different AdWords, continues to allow them to focus in and then create the page dynamically.

So instead of having multiple pages from multiple keywords, we’re dealing more of a generic multifunction NameSqueeze page. Then the sales letter is being dynamically created for that specific keyword. So we’re forcing down a particular path that we want them to go to so that they realize that they have the solution based on their primary keyword selection.

JM: Go ahead and just give us the short version of how this is working.

JU: We’re generating traffic with Google AdWords and we come right to this main page and we track everybody that comes into this. So let’s say you were interested in angina and you came off a keyword angina. We tell you we understand your problem and all you do is sign up and we’ll give you the free reports and the preview for the newsletter. But if you notice where it says, what’s your main symptom concern, which radio button that applies, it forces you into the most important.

JM: You’re driving most of this traffic in through pay-per-clicks, predominantly Google?

JU: It allows us to really match up everything.

JM: Let me give everyone a good solid example. If you’re looking for information on angina, heart disease or a problem you might have and you enter it into a search engine, there’s hundreds and hundreds and hundreds of people willing to help you with this problem. All of them are buying clicks, all of them are trying to optimize their site. And so typically what we found is, if you send someone an email, there’s a whole lot less distraction. If they’re interested in solving this problem or achieving this goal, bang, they go ahead and they click through and there’s nothing else around them to keep them from opting in.

However, in Google, we’ve seen in almost every case, it’s hard to beat the 30 percent opt-in rate. What is your click-through rate on this page?

JU: As high as 10 percent on a good day. It probably has averaged about 7%. So for us, we have a little bit more control and we get a better buyer. We’re dealing a higher qualified customer so we need a customer who has the financial wherewithal to buy our products.

So we can get by at the lower click-through rate, but using the Name Squeeze process, we get a better quality customer. And by going through the process, we gather a lot of very useful marketing research. When we test, the personalization makes a big difference, too. Next, we’re going to do some additional tweaking and some high end stuff on traffic equalizer pages that I think you’ll find interesting.

JM: Well, you and me, too [laughs]. And a whole bunch of others. In fact, I’d like to save that topic for the next call. Thank you. Boy, Jim, that was outstanding and backed up exactly what I said and you’re a great student and a great marketer.