How to Get in Touch

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We Covered

• How Norman became obsessed with his landing page copy (01:15)
• Why overly aggressive marketing is such a turnoff (04:45)
• There’s a parallel between the role relatability plays in the success of interpersonal relationships and the success of the landing page (06:39)
• The high-level steps to create highly relatable landing page copy (09:57)
• How to craft the story of your landing page (15:32)
• An example of how to use a spiky point of view (18:21)
• How to make the jump from your first landing page being essentially guesswork to the second iteration of your landing page which can be informed by customers? (19:48)
• The importance of using the exact words your customers use and combining your own voice with the expectations of your customers (22:47)
• How long you’ve been running your CBC will determine how much you learn from your customers (27:34)
• The questions you can ask your customers at the end of the cohort to elicit the information you need to make changes on your landing page (29:47)
• The process to update the landing page after you collect feedback from customers (32:09)
• It’s okay to challenge the norm and to be creative (36:44)
• How to know when you should stop making changes to the landing page (41:39)
• Final questions (44:28)

Step By Step

1. Expect that your landing page won’t be highly relatable on the first iteration. If you’re running your first cohort, your landing page will be a best guess of the information and personality that your customers are looking for. Stay humble, matey!
2. Look at comparitors, not just competitors. Get inspired by landing pages outside of the CBC world and outside your industry, model what you love the most, and put in the effort to make it your own.
3. Make your landing page a story. It shouldn’t be a desperate sales pitch. It should present the information in the order customers need and with a style that excites them.
4. While your cohort is happening and after your cohort is finished, collect information from your members that you can use to improve your landing page
5. Keep iterating on step 4!

How To Keep in Touch

• Norman & Stephanie
  • Relating Between The Lines
  • Twitter
  • Instagram
• Jonathan (host)
  • LinkedIn
  • Twitter
  • Website

Resources Mentioned

• The Thought Leaders Practice - by Ben Church
• Keystone Accelerator - by Billy Broas
• Thinking in Stories - by Lawrence Yeo
• Tiago Forte’s email list

We Covered

• The big picture and 7 red bags that illustrate the context around testimonials in buying decisions (01:24)
• Bag 1: The problem, why the problem is important to address, and why it’s not a negative thing (07:06)
• Bag 2: The solution, and how the solution is the mirror image of the problem (12:25)
• Bags 3 & 4: Target profile & objections (13:57)
• Bag 5: Reverse testimonials, and the critical role they play in buyer psychology (17:11)
• The six questions to ask your customers to elicit the information you need to construct a reverse testimonial (31:31)
• The high-level process to construct a reverse testimonial (42:19)
• Final questions (45:44)

In a Nutshell

1. Reverse testimonials provide the before & after picture necessary to squash objections
2. To construct them, record individual video conversations with your customers on video, transcribe the recording, and edit the transcription into testimonials of various sizes, following a before & after structure with a supporting narrative. See this article for step-by-step detail on how to follow this process and construct reverse testimonials.
   
   

How to Get in Touch

• Sean D’Souza
  • Podcast
  • PsychoTactics.com
• Jonathan (host)
  • LinkedIn
  • Twitter
  • Website

Resources Mentioned

• The Brain Audit