The MOST Valuable Business Strategy Change To Your Business (2nd Trust Offer)

Adding this ‘2nd Trust Offer’ is the single MOST VALUABLE business strategy change you can make to your business. Find out how to do it!

This is step #04 of our proven 8 step ‘Business Growth Series’ to grow your business through your website by 200% to 1000%+.

The Power Of The ‘2^nd Trust Offer’ In Business Strategy

Remember at the start I mentioned that in business school 101, there are 3 ways to grow your business?

• Get more customers.
• Get each customer to spend more.
• Get each customer to spend more often.

And that I said that it was the combination of these that leads to exponential growth?

I still haven’t finished with pt 1, getting more customers.

What we’ve got here are a lot of people who’ve ONLY been willing to give us their contact information with our lead magnet.

They’re still deciding if they can trust you.

Remember what I said?

We believe trust is earned and takes time.

So now to improve your business strategy, you slowly need to increase the level of trust and for this you’ll use the ‘2^ndTrust Offer’.

How Trust And Money Are Linked

Money is a strange thing. People spend it all the time, but they only spend it when they trust you.

So when you’re outlining your business strategy, remember that the more money you’re asking for, the more trust you need.

The Marketing Course That Costs $5000

If I put together a marketing course and asked you to buy it for $5000 right now, you probably would think I’m crazy. You don’t trust me yet.

Just until this point I’ve shared 5 to 8 proven ways to double your income from your website. Not only that, but it’s every single month, month after month. You’ll pay back the $5000 in absolutely no time and then it’s pure profit. I haven’t shared difficult techniques to implement, or ‘far out there’ solutions. I’ve kept it conservative and showed your industry averages just so you can see what an ‘Average’ implementation of these techniques can do for your business.

Is $5000 Too Much To Ask?

But what I’m trying to show you, although I’ve added immense value, we’re just not at that point yet where I can ask you for $5 000! Don’t worry, I don’t do this anywhere in the article, I’m just using it for my example here! :-).

It’s too much money and there’s too little trust so asking for it at this point would be a stupid business strategy. See what I mean?

So what you now need in your business strategy is to give your leads a super low offer that is totally irresistible and a no-brainer. You could offer anything from $1 to $20. You just want to break even with this offer.

You’re not trying to make a profit or a living from this offer. You might even run at a loss with this offer, but it’s worth it!

There Is Only ONE Business Strategy Goal For This Offer

To convert your leads into buyers.

Put another way…

To change the fundamental relationship from prospect to buyer.

There is a MASSIVE trust level that is reached when a prospect pays for something. Everything has changed.

The MOST Valuable Business Strategy Change To Your Business

Remember that with a free offer in your business strategy, people will often be suspicious and wonder “what is the catch?”, whereas with a low-cost offer it tends to convert better because it helps to alleviate that suspicion.

Adding this ‘2^nd Trust Offer’ is the single MOST VALUABLE change you can make to your business.

The Key To The Success Of The ‘2^nd Trust Offer’

In this part of your business strategy you’re not trying to make a quick sale here. You’re trying to make a good first impression with a new customer.

The key is to make the trust signal offer irresistible to the leads.

Let’s look at the hot dog vendor again. So he’s got great signage, the hot dogs look amazing and he’s brilliantly articulated the ‘After’ state of buying a hot dog from him. He’s offered people a taste of his amazing hot dogs (The Lead Magnet), he still hasn’t earned a penny from them.

He needs them to cross the ‘2^nd Trust Signal’ to actually make a purchase.

People who buy hot dogs generally want a drink with their meal. His core business is hot dogs, not selling drinks. So he might decide for new customers to sell the drink at cost or even below cost.

Now that’s an irresistible offer! They’ve tasted his amazing hot dogs and now he’s offering them a drink at below cost in the meal if they buy now!

Wow, I can see why people queue for his hot dogs, even if the hot dogs are slightly more expensive. He’s offering amazing value.

While he might not earn that much of the one customer today, he knows he’s onto a good thing. As you read on, you’ll see why his business strategy means that he’s the more profitable vendor.

Types Of ‘2^nd Trust Offers’ Used In a Business Strategy

The ‘2^nd Trust Offer’ can take many shapes and form in your business strategy. Remember that it’s ONLY goal is to fundamentally change prospects/leads into buyers. Even if you have made no profit until this point. Once they’ve paid you, even if you make no profit, they’ve crossed the ‘2^nd Trust Signal’ and you’re on your way to succeeding.

So what are the different types of trust signals that you can use?

I suggest that you use a whiteboard and think about what can you sell to your prospects at cost, that will:

1. Be irresistible
2. Prove to them that you’re adding massive value.

The value at this point in your business strategy must be immense and the price must be so low that it’s not a stumbling block.

Here’s a little tip: An easy way of developing a ‘2^nd Trust Signal’ is to take your main offer and break off a piece of it and package it as an individual product.

For example:

• a website designer could sell a logo.
• a stylist could offer a wardrobe review.
• a massage therapist could offer an organic stress release lotion.
• a pool cleaning company could offer a DIY chlorine check.
• an accountant could offer a tax time checklist.
• a business lawyer could offer a contract template pack.
• a dentist who offers a very cheap teeth whitening service.
• a plumber who offers a very low geyser pressure test inspection.
• a hair dresser who offers a very low hair cut price.
• The rocket bottom price of a Kindle.
• these are all items they would use with you anyway should you “upgrade” to their main product or service.

It can be a digital product, however physical items have been shown to convert better. The price point needs to be low, relative to your market/product/service, however generally speaking, it should be less than $20 with the best price points being around the $7 – $10 mark or ‘Free + Shipping’.

Here’s a great example of a well thought out business strategy from an optometrist.

While glasses can get pretty pricey and I’m sure they have some great markups, look at this offer for free glasses. You just need to cover the cost of shipping. Notice how they’re running an offer at cost or below cost. Most people will take them up on their free offer, as well as add an extra pair of glasses or some accessory since they’re paying for the shipping anyway.

Business strategy brilliance in action!

With ‘Free + Shipping’ you are not charging the customer for the product itself, just the cost to ship it out. In most cases you can cover the cost of the postage in the postage charge.

The ‘2^nd Trust Signal’ Strategy Is Simple

Convert the maximum number of Lead Magnet leads into paying customers, even at the expense of your profit margin. Read on to learn why this business strategy is so effective.

How Do We Tell People About The 2^nd Trust Offer?

So we have a bunch of new leads from our ‘Lead Magnet’.

How do we go about telling them about this amazing, irresistible, value-packed ‘2^nd Trust Offer’?

Build Trust With Returning Visitors (2nd Trust Offer)

Adding a 2nd Trust Offer is the Single Most Valuable Strategic Change That You Can Make to Your Business.

Strategy Boost #01: The Lead Nurturing Addon For Big Wins (4300% ROI)!

One of the goals of the ‘Lead Magnet’ is to capture people’s contact details. You may have wondered why this is so important but as we’ve previously explained it’s MUCH MORE important than getting straight up inquiries.

When visitors immediately inquire there is no trust yet, and for these visitors they are not qualified and it’s nothing more than an information gathering expedition, which is why your close rate on these first inquiries is very low (below 10%).

Since these visitors have signed up for the ‘Lead Magnet’ you have both their name and their email address. What this means is that over a period of time you can send them value adding content straight into their inboxes.This creates both trust and brand familiarity.

Here’s why this business strategy app is so powerful.

(Source: CopyBlogger)

(Source: Convince & Convert)

Now email is very different to social media in that a Twitter status disappears as new people post and with Facebook the post get’s pushed down the wall. What this means is that people only see it if they view it at that particular moment that it’s on top! Otherwise they don’t even see it! That’s why companies do 6 to 8 tweets per day hoping that their followers will see 1 of them.

With Facebook, Twitter and Pinterest, you’re in big competition for a person’s attention.

You’re competing with all the people and brands that a person has chosen to engage with. They have many messages flashing in front of the user making it really hard to catch people’s attention and distinguish yourself!

Give me the undivided attention of a client any day!

Email is different. It’s in your inbox. It’s waiting for you to take action. Every time you view your inbox you see the subject line (which is about as long as a tweet). You need to take action. You need to either delete it, open it, or read it. It forces an action.

The current average email open rate is 22.87%.

(Source: SmartInsights)

While this is great, it’s just an average and with optimized headlines you can achieve a much higher rate! Some of our emails and those of our clients are at 65%+! Even if they don’t open it, they’re still seeing your brand!

Remember, we’re not talking about a once-off email here. We’re talking about carefully crafted, automated emails that have been refined over time. You tweak the images, you tweak the text, you tweak the headlines until you’ve got a very high open rate and engagement rate.

(Source: Unbounce)

Just to give you an idea how powerful this addon is let’s look at a few stats:

Companies who invest in lead nurturing generate 50% more sales-ready leads at a 33% lower cost.

– all things that can lead to upping that conversion number. (Source: Forrester Research)

(Source: Gleanster)

They need to be educated further and moved along the buyer’s journey with appropriate content delivered to them at the right time. This is achieved by putting a strategic lead nurturing program in place. By effectively nurturing leads, you are able to deliver more warm leads from your ‘Lead Magnet’ to ‘2^nd Trust Offer’ sales, ready to engage in sales conversations.

(Source: Aberdeen Group)

and the best possible way to explain the power of this addon is:

(Source: Sellingly)

So what we’re doing is taking the leads from our ‘Lead Magnet’ and carefully over time building trust and then we introduce our irresistible and value-adding 2^nd Trust Offer.

So Let’s Look At The Stats Again

The stats above just show you WHY this business strategy is so powerful but I want to return to our specific example.

Classic marketing email averages 21% open rate.

So if you send en email to 382 people, 80 will open it if you’re average. (Which the stats above also show)

These are once-off type emails to a large email list.

But, you’re doing lead nurturing which is what we’re talking about and you’ve optimized your emails…

(Source: SalesCycle)

Since you have people’s emails you can email them the same offer repeatedly until they read it!

In fact you can push this well up to 95% with proper optimization and an amazing offer.

(Source: Unbounce)

An Average Website

• Has 21% of emails read. (Source: SmartInsights).
• Don’t capture emails.

A Good Website:

• Has 50% of emails read/opened.
• So if you send 382 people an email about the offer 191 will open it/read it.
• Of these 191 people, 50% will take you up on your amazing low-cost offer.*
• Giving you 90 new clients.

* This is a low-cost, non-profit generating, amazing, irresistible, highly optimized offer that’s designed to convert leads into clients.

A Great Website:

• Has 80% of emails read/opened.
• So if you send 650 people an email about the offer 520 will open it/read it.
• Of these 520 people, 50% will take you up on your amazing low-cost offer.*
• Giving you 260 new clients.

* This is a low-cost, non-profit generating, amazing, irresistible, highly optimized offer that’s designed to convert leads into clients.

	Average Website	Good Website	Great Website
Leads From Lead Magnet	Don’t Use a Lead Magnet	382	650
Open Rate	–	Around 50%.	Around 80%.
Open Results	–	* Leads x Open Rate * 382 x 50% * 191 See Offer	* Leads x Open Rate * 650 x 80% * 520 See Offer
Offer Conversion Rate	Don’t Use This Addon	Around 50%.*	Around 50%.*
Conversion Results	Don’t Use This Addon	* Leads x Offer Conversion Rate * 191 x 50% * 91 New Clients	* Leads x Offer Conversion Rate * 520 x 50% * 260 New Clients

* This is a low-cost, non-profit generating, amazing, irresistible, highly optimized offer that’s designed to convert leads into clients.

NOW THAT’S POWERFUL!

Remember how we said…

You haven’t made any money yet, since your ‘‘2^ndTrust Offer‘ is a low priced offer, but money has changed hands and you now have a lot of new clients.

But, you’re happy because…

New customers are 5X more expensive than existing customers.

You just got 141 of them from 1000 site visitors of traffic!

That’s powerful. Even if you just stopped here, you’d be amazing!

Are You Getting as Many Leads From Your Website as You Should?

• Quickly see where you can improve your website with some quick fixes!
• We use it to grow your website by 200%. Its easy to use and simple to understand.
• Download our free actionable 25 Quick Wins For Your Website Checklist.

Strategy Boost #02: The Re-Marketing Addon Again

This Time Even More Powerful!

I’ve introduced the concept of re-marketing in step 3, and as you recall the core focus of this addon is bringing people back to your offer. In step 3, we brought people back to our ‘Lead Magnet’ but here we are bringing them back to our ‘2^nd Trust Offer‘.

What we do here is add a tag on them and for the next 60 days, get them familiar with your brand and promoting your ‘2^nd Trust Offer‘.

(Source: CMO)

When you use it with the ‘2^nd Trust Offer‘ you’ve already built the first trust bond by delivering incredible value with your ‘Lead Magnet’ and showing them that you’re an expert. So now, when you present another offer, which is an irresistible offer at a low price to them they are no longer cold, and in fact have already taken the first step to trusting you.

So the only challenge now is to get as many of those site visitors who didn’t sign up to your ‘2^nd Trust Offer’ to return to your ‘2^nd Trust Offer‘ since we know they will convert at this higher rate.

(Source: InvesCRO)

So with a bit of work we should be able to get 26% if we’re average, and up to 65% if we’re really good to return to the ‘2^nd Trust Offer‘ and convert at the higher rate.

Remember we said that there are 2 things to improve the return rate:

How To Boost The Return Rate

1. The quality of the offer.
2. The quality of the communication/advert.

So, even if we’re just average…

You still should ensure this offer is irresistible and delivers MASSIVE value your conversion rate should be much higher already. Instead of the 30% conversion rate of your ‘Lead Magnet’, you should be getting north of 50%. You’ve built trust, you’ve nurtured your leads and you’re offering an amazing deal, people will want to take you up on it! Let’s assume you get a 50% conversion here.

So now, when you add the ‘Re-Marketing Addon’ onto this offer it’s a 150% improvement on your 50% conversion rate so on these leads you should be converting 75%. While this is high, remember that I said you’re offering this at cost or even below cost so you can expect people to take it and these leads have been properly warmed up!

So for the next 60 days, you’re delivering adverts to your lead magnets who HAVE NOT taken you up on your ‘2^ndTrust Offer‘.

Let’s Look At The Stats Again

So far we have a number of leads from our initial ‘Lead Magnet’ + ‘Lead Magnet Re-Marketing Addon’.

I said that because your ‘2^nd Trust Offer’ is so good 50% will take you up on your $1 or so offer.

So we used the ‘Lead Nurturing Addon’ to communicate this ‘2^nd Trust Offer’ and said that you’d get many new clients.

But what about the leads from ‘Lead Magnet’ who didn’t take you up on this amazing ‘2^nd Trust Offer’???

You guessed it! We’re going to bring in the ‘Re-Marketing Addon’ for these!

An Average Website:

• Doesn’t Have a ‘2^nd Trust Offer’.

A Good Website:

• Converts ‘Lead Magnet’ leads into clients with a ‘2^nd Trust Offer’ at around 50%.*
• Targetted 382 leads, but only got 91 new clients. So 291 people didn’t take up the offer.
• These 291 leads get re-targetted.
• As per previously 26% return to offer.
• 76 people return (291 x 26%).
• Offer converts at 75% now since they’re repeat visitors.**
• 57 New Clients (76 x 75%).

* This is a low-cost, non-profit generating, amazing, irresistible, highly optimized offer that’s designed to convert leads into clients.

** Since these are repeat visitors to the low-cost, non-profit generating, amazing, irresistible, highly optimized offer that’s designed to convert leads into clients. It normally converts at 50% but repeat visitors convert at 150% higher rate. 50% x 150% = 75% conversion rate.

A Great Website:

• Converts ‘Lead Magnet’ leads into clients with a ‘2^nd Trust Offer’ at around 50%.*
• Targetted 650 leads, but only got 260 new clients. So 390 people didn’t take up the offer.
• These 390 leads get re-targetted.
• As per previously 40% return to offer.
• 156 people return (390 x 40%).
• Offer converts at 75% now since they’re repeat visitors.**
• 117 New Clients (156 x 75%).

* This is a low-cost, non-profit generating, amazing, irresistible, highly optimized offer that’s designed to convert leads into clients.

** Since these are repeat visitors to the low-cost, non-profit generating, amazing, irresistible, highly optimized offer that’s designed to convert leads into clients. It normally converts at 50% but repeat visitors convert at 150% higher rate. 50% x 150% = 75% conversion rate.

	Average Website	Good Website	Great Website
Lead Magnet Leads	–	382	650
2nd Trust Offer Clients	–	91	260
Re-Targetted Leads	–	* Lead Magnet Leads – 2ndTrust Offer Clients * 382 – 91 = 291 * 291 Re-targetted Leads	* Lead Magnet Leads – 2ndTrust Offer Clients * 650 – 260 = 390 * 390 Re-targetted Leads
Return Rate	–	Around 26%.	Around 40%.
Returning Leads	–	* Re-targetted Leads x Return Rate * 291 Re-targetted x 26% * 76 Return To 2nd Trust Offer	* Re-targetted Leads x Return Rate * 390 Re-targetted x 40% * 156 Return To 2nd Trust Offer
Normal 2nd Trust Offer Conversion Rate	–	Around 50%.*	Around 50%.*
Repeat 2nd Trust Offer Conversion Rate	–	Around 75%.**	Around 75%.**
2nd Trust Offer Results	–	* Repeat Leads x Conversion Rate * 76 x 75% * 57 EXTRA CLIENTS	* Repeat Leads x Conversion Rate * 156 x 75% * 117 EXTRA CLIENTS

* This is a low-cost, non-profit generating, amazing, irresistible, highly optimized offer that’s designed to convert leads into clients.

** Since these are repeat visitors to the low-cost, non-profit generating, amazing, irresistible, highly optimized offer that’s designed to convert leads into clients. It normally converts at 50% but repeat visitors convert at 150% higher rate. 50% x 150% = 75% conversion rate.

Can you see how powerful the ‘2^nd Trust Offer’ Re-Marketing Addon‘ for 60 days is?

So in total, you’ve now got:

	Average Website	Good Website	Great Website
Initial Traffic	1000	1000	1000
Lead Magnet	–	300	500
Lead Magnet Re-Marketing Addon	–	82 Leads.	150 Leads.
Total Lead Magnet Leads	2 Deals	382 Leads.	650 Leads.
2nd Trust Offer	–	91 New Clients	260 New Clients
2nd Trust Offer Re-Marketing Addon	–	57 New Clients	117 New Clients
Total 2nd Trust Offer Clients	–	148 New Clients.	377 New Clients.

Strategy Boost #03: The Urgency Addon – The Conversion Catalyst

Earlier I added a little stat to the ‘Squeeze’ page examples we use and I hope you took note! It’s so important that I need to cover it in more detail.

Let me start by saying that if your offer

• is poor or
• irrelevent or
• your value proposition is low or
• your trust level with your visitors is low

This addon will not work.

Why?

This addon is a catalyst. It doesn’t work by itself.

It takes what you have and enhances it. So for it to work, you need to start off on a good base.

Creating a sense of urgency puts a subconscious pressure on the customer to take action now.

Remember that we said:

(Source: Kissmetrics)

Well, that’s a lot of people who are not ready to take action! There are many reasons that they’re not yet ready to buy, so what we need to do is create a sense of urgency, so that they do take action.

What Is Urgency?

Urgency is when a buyer feels like they need to act quickly.

• It Begins With Importance ( If your product/service is important people will respond to urgency. )
• It’s All About Timing ( The real value of urgency is in timing. a delayed conversion is a lost conversion, and urgency tells them to act now, not tomorrow, not never…but today. )
• It’s a Feeling That You Can Control ( Since you are communicating you can control this feeling of urgency, which is critical. )

Sometimes, it’s difficult to create urgency, but you can often get around this by creating ‘Scarcity’.

Creating ‘Scarcity’ has the same effect, but it’s slightly different in that ‘Urgency’ generally relates to time while ‘Scarcity’ relates to quantity.

An Example Of ‘Urgency’ & ‘Scarcity’

Urgency = this offer expires in 24 hours. Act Now.

Scarcity = only 5 widgets left. This offer will be sold out quickly. Act now and avoid being disappointed.

The interesting thing about scarcity is that when something begins to run out, desire rises!

Plenty of stuff — no one wants it.

Not much stuff — everyone wants it.

The great thing about ‘Scarcity’ is:

1. You can regulate it.
2. You can create a perception around it..

You control how many widgets you release in your offer, and you can control the text and communication which impacts how people perceive it!

Powerful stuff!

Who Is The World Master Of Urgency & Scarcity?

Groupon. I bet you’ve bought something from them. They have mastered this technique and have combined BOTH ‘Urgency’ and ‘Scarcity’.

They offer deals for a ‘limited time’ and ALSO a ‘limited number’ and they’re masters of communicating this to you so that you take action!

Let’s get back to…

The Easiest Way To Skyrocket Your Sales

There are 2 types of urgency.

1. Real urgency
2. Implied urgency

An example of a ‘real urgent’ offer is one that will expire and never be seen again, or not for a while.

‘Implied Urgency’ is where in your marketing communication you ‘Imply’ that it’s urgent. You use words like ‘Now’, ‘Hurry’, ‘Immediately’, ‘Instantly, ‘Today’ or ‘Act Quickly’ to create a sense of urgency.

A calm green vs urgent red button can increase conversions by 21%!

You can even use ‘Urgent’ colours! In this example they changed the button colour from a ‘calm green’ to an ‘urgent red’ and saw a 21% conversion increase!

Let’s Look At The HOW It’s Done

How To Create Urgency

1. Pick a Deadline
2. Use Urgent Words (Like ‘Now’, ‘Hurry’, ‘Quickly’, etc)
3. Show Big Numbers
4. Use Urgent Colours

How To Create Scarcity

1. Put a Limit On What You Accept
2. Display Any Limitations Clearly

It’s not difficult to do but it can have the most incredible impact.

Just How Big Is The Impact?

There’s a reason I’ve been going on and on about this. It’s because it has the most MASSIVE impact when done correctly.

I’m not talking about create ‘fake urgency’ or doing it in a sleasy manner, but a well done carefully constructed sense of urgency is vital.

(Source: ConversionXL)

Now that’s something to take seriously!

How Is It Applied To Our System?

Now that you understand the power of this addon, let’s look at how this piece fits into the larger puzzle.

We apply this ‘Urgency’ addon in 3 places:

1. Website communication of your ‘2^nd Trust Offer’
2. Remarketing Addon communication of your ‘2^nd Trust Offer’
3. Lead Nurturing Addon communication of your ‘2^nd Trust Offer’

Firstly, in your website communication of your ‘2nd Trust Offer’ you need to create this sense of urgency. So when they view the offer, they will feel a sense of urgency to act now. See the countdown timer here

Then those people who have not taken you up on your offer will experience the ‘Remarketing Addon’ and in these adverts the text and communication will CLEARLY communicate this urgency.

Finally, in your email correspondence about this ‘2nd Trust Offer’ you will create a sense of urgency.

Combined this ‘Urgency’ catalyst will generate amazing results.

Just how amazing is this addon?

If done correctly, you should see up to a 300% improvement on your existing results with it.

If you’d like to read more about ‘urgency’ & ‘scarcity’ please read this article as well as this article, the contents of which I’ve summarized above for your convenience.

What Do The Numbers Look Like?

It’s very difficult to provide an accurate average impact of the ‘Urgency Addon’ as it really depends on how well you use it, but as you’ve seen throughout the article a little conversion optimization has a MASSIVE impact. It’s the same with this addon.

He who acquires the most customers, wins…

That is the goal of the ‘2^nd Trust Offer’. Get more out of your list and more out of your traffic. By changing the relationship with your customer upfront early on (and converting them to a customer vs a lead or prospect) you’ve got more people who are more likely to make a repeat purchase; you don’t have a bunch of fake email addresses hurting your list rating; your margins are improved because you can cover the cost of acquisition.

Ultimately, you are better of with 1000 customers, than 10,000 prospects. That is why this ‘2^nd Trust Step’ is fast becoming the most important step in your sales funnel.

With the understanding that acquiring a paying customer will deliver profit through the next three steps:

• Core Offer
• Profit Maximizer
• Return Path

Remember at the start I mentioned that in business school 101, there are 3 ways to grow your business?

• Get more customers.
• Get each customer to spend more.
• Get each customer to spend more often.

And that I said that it was the combination of these that leads to exponential growth?

Ok, now that you understand how to increase the number of customers, let’s talk about increasing the average transaction value per customer or step 2 above.

So at this point you have the customer who has crossed the ‘2^nd Trust Signal’. They’ve turned from a prospect into a customer and the relationship has changed. It’s no longer a “cold” lead, but it’s actually a customer who’s already given you some money. Their credit card is already whipped out and they’ve got a dopamine release from the purchase.

There’s no better time ever to present your core offer to that fresh customer. It’s important to present the core offer while the customer is still in the dopamine-rush of the sale.