This is Part – 2 of Joe’s Next Level Strategy to Get Prospects Thinking About You 24/7. In the previous episode, Joe covered the importance of being Omnipresent and Omnichannel. In this second and final installment, Joe discusses the topics of Omni-rotation and Indoctrination Sequences.
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Step number three is Omni rotation. All right, so banner blindness is, is a really big problem. So the more frequent that you show your ad, right to your retargeting list, the more that people start to just tune out. Right You see that one ad You went and you, you know, wanted to buy something on some Shopify store ecommerce store. And they show you the same ad for the next two months right after the first like couple days like you don't even see the ad anymore. Have you guys all experienced that in some way? Yeah. So you just start to tune that out. So what you want to pay attention to is something called frequency. So frequency tells you on average, how many times a user a senior adds and that frequency number is how you define that banner blindness. So if you are going to ask me later, Joe, how do you know if banner blindness is affecting you frequency? Okay, so the higher the frequency, okay, the lower your click through rate will be. Which means the higher your cost per click will be. Let me repeat that. The higher the frequency, the lower your click through rate, and the higher your cost per click will be meaning the more that you pay. So how do we pay less Who's paying attention? How do we pay less? How do we keep a good click through rate? Change the ads? Right? attention goes down costs go up, guys. So the way to fight banner blindness is to drop the frequency number one. So on all these platforms, you can control your frequency, you can say I want to show people my ads this many times per day, or I only want to show this ad this many times per day. So first and foremost, drop the frequency. Okay, have the goal at least I do when I start a campaign to show an ad to a user one to two times per day per platform. Okay, don't show it to them 100 times you're gonna annoy the shit out of them. Right keep that frequency low. Okay, next up is change up your ads often. Okay, change up your ads often. Okay, instead of pounding somebody with one ad repeatedly Write them having banner blindness, we instead take 20 or 10 2030 ads and we only let each person see it one or two times. Now we're saying on the present, we're staying on the relevant and we have them paying attention to each and every single time that they see our ad and the aha moments there. Okay, so doing this as well. Not only do we get them to pay attention more, but we also cut our ad spend drastically. Okay, we keep our cost per clicks low. We keep our our click through rates high by doing this exact strategy. So I want to show you share with you guys again, Joe Troyer real results is my nickname. real example here. So, last month for me to stay in front of 5000 people for a month. Following this strategy showing dozens of ads across the entire month cost me less than 150 bucks. And I can tell you guys that I made a lot of money from that hundred and $50 investment.
your goal should be to change out ads every 90 days. So you got, you know, for a week you show some ads, then you go on and you keep going. But what I want you guys to think about is not just using one network or one channel, okay? Be omnipresent by showing these ads all the time and not getting banner blindness. Okay, but be omni channel use all of these different channels, right? use all of the 10 sites that I had up here earlier, be everywhere. Okay, so just a little sidebar, the easiest way to upset your prospects on YouTube. Again, we talked about YouTube being different. It's the Leave your frequency settings to default. Why? Because people watch YouTube on mobile. What was that stat? How often? An hour a day, if every single video that they watch it's your face popping up like mine was like this, right? You're gonna start to annoy some people. Okay, so out of the box, definitely, definitely adjust YouTube frequency settings and again do like one to two views per day. There's no faster way to upset somebody with retargeting than then on YouTube. Alright, so the way that you do that is called frequency capping inside of YouTube ads. And again, when you're running the YouTube ads, if you run them the way that I run them, we run them as in stream ads, so the video plays before the video that they clicked on. So they've already said yeah, I want to watch that cat video and then it's like, Hey, it's Joe Troyer, and today I'm going to talk to you about and I go into my video. Okay, so I like capping both impressions and also views So the reason I do both is if somebody is starting to get annoyed, they're going to leave and they're going to go click on another video that they're going to try to get out of the ad. Okay, so I like to have this set as cap in the impression impression frequency to five. So if they keep choosing not to view my ad, I'm not going to make them. Right, but if they're watching it, I want to cap it at one to two views a day. Okay, so these are the settings that I use right five and then typically one to two. So again, step one omnipresent, drop the pixels and show up repeatedly in their life. Step number two omni channel show up everywhere, not just one network. Step number three is Omni rotation. All right, so rotate your ads often to avoid banner blindness, and control the frequency. Step number four is indoctrination. So this is one thing that I do that's a little unique with our retargeting. So essentially guys, we're storytelling and with retargeting ads, you can start to control the narrative about you or your brand, or whoever you're dropping pixels for. And before we go on, I need you guys to agree that you're not going to do this in a bad way, controlling the narrative of what people think about you and your company can be a little manipulative. Can you guys all give me a yes, that you all agree with this? Because this can be used for evil. All right. So the definition of indoctrination is the process of teaching a person or a group to accept a set of beliefs uncritically. So if you want somebody to buy your product or service, what do you want them to believe about you? I want to hear, honest, trustworthy, what else? You're an expert. What else You got integrity, right? best deal? Maybe? No regrets. Okay. So the other thing that I would talk about is mission values what you believe in, right? If you support a cause, talk about that cause, right? But think about how you could construct a story. And over the period of seven days to 14 days, you can tell that story. For those of you guys that like writing copy and thinking up wicked schemes like I do, this is pretty crazy. This is a crazy thought process to have. Ah, so my goal and indoctrination is two parts, right? So first and foremost, what we talked about to control the beliefs and narrative about your brand. So take those things that you want people to believe and get deep with them. Okay, and then secondarily, I want to push people throughout my indoctrination sequence to these platforms to all these platforms. Okay, well So that I can drop that pixel. I want them hitting YouTube and watching my YouTube videos Why? So that I have that retargeting pixel. I want them to subscribe Why? So that they keep coming back so that I can keep using that pixel.
Okay, I need to send them to Twitter so I can drop that pixel. Does that make sense? Everybody? Okay, so indoctrination has two goals, okay? To get somebody to again, understand and to really control the beliefs and narrative about my brand, but then to also push to the other platforms to drop the pixels. Okay, so we're going to push them to Instagram, we're going to push them to Facebook, we're going to push them to YouTube to LinkedIn to Twitter, etc. So I'm gonna give you guys an example of this. I call it the tale of two companies. That was in this situation, and I wish this would have came out like this. But let's say you're looking at a home improvement company to do a remodel. model or addition slash remodel to your house, you've estimated that it's going to cost you 200 grand to do it, right. You do your research, you find people with a bunch of good reviews, right? You You look them up, you do your research, you dig into them. These are all good companies, you have them all come out to your house, you meet them, they do bids, right. They all give you their proposals, their timelines, and everything seemingly seems the same. There's nobody with a leg up, right? They all have similar prices, they all have similar quotes. There is no upper hand Make sense? Everything's on the same playing field. Then one of those companies starts to stand out. Right, so day one, you see a video you see images, you start to see ads talking about that company, talking about their integrity, their mission, their values, how they're big supporters of a charity like the Boys and Girls Club of America. Right then day two, and guys, this can start to get a little manipulative again. You promised to Jesus for good. Day two, right? You get an expert tip from one of the owners, right? saying I want to show you guys something, I want to show you how you know how contractors hide up to a 20% margin in their bids. So I want you to go through your quotes that you've gotten and I'm going to show you guys how to spot this. Right so then day three, you get a heart tugging testimonial from Sally, who got screwed over right on a on a job, and her house is in shambles because of it. And this contractor was able to come in, save the day and rescue her. Right then day four, you see a video that was on Facebook and it's being rebroadcast did right then it was originally aired on a local TV station showing how authoritative and how humanitarian this company is. Right? You guys starting to catch my drift here? Do you see how we can manufacture a story? And yeah, that's really supposed to not say de for twice, right then you see an incredible before and after picture. Right then again, you get an expert tip from one of the project managers on how they hit their budget and timelines on the head 99% of the time, which never happens, you know, in construction. And then day six, you see a video highlighting how every year they donate a remodel to a better. And now you have to make your buying decision. Which of these five companies are you going to do business with? Yeah. So please promise me to use this for good and not for evil because this is an Uber powerful strategy. Okay, so step number one again, to recap omnipresent, drop the pixels and show up repeatedly. Step number two omni channel show up everywhere, not just on one network. Step number three is Omni rotation. So you want to be rotating your ads often to avoid banner blindness, and control frequency. guy you know that you have some problems with with again, you frequency and banner blindness when your cost per click start going through the roof. And then step number four is your indoctrination sequence. And again, the goal of the indoctrination sequence is to control the beliefs and narrative about your brand, and to push people to other platforms so that you can drop that pixel. That's it.