FREE Multi-Media Training Series 
Only: October 29th - November 4th
LESSON #2 of 5:
"Understanding Channel Awareness"
From: Todd Brown
West Palm Beach, Florida

(Did you miss Lesson #1 of 5? If so, go here now.)

We pick-up with Katie revealing the following slide...
"It's essential to have diversified sources of customer acquisition. It's how we give ourselves a hedge against any possible platform issues or rule changes or slaps," says Katie.

"So we focus on three main traffic channels."

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Now, let me interrupt for a second with a quick, but critical point...

Having one of anything in business is a bad thing. It makes you, your business, and your income... vulnerable.

One person who knows your passwords. Yikes!
One copy of your most essential files. Yikes!
One source of traffic and new customers. HOLY YIKES!

Think about what could happen to those entrepreneurs and marketers who are relying exclusively on one source of traffic. Say, Facebook advertising, for example. 

If Facebook changes their advertising terms, disallows certain ad types or ad topics, no longer permits certain types of landing pages, or who knows what else... those entrepreneurs relying on just Facebook could see their business, or a hefty chunk of it, evaporate overnight.

Their whole source of traffic, new customers, and cash flow... GONE!.. just like that. 

So, yes... as Katie said, diversification of your traffic channels is KEY. 

Got it?

Good.

Back to our story...

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Katie points at the slide on the screen. 

"Notice the Awareness Level of each of these three channels. This is extremely important," she says.  
"One of the big mistakes advertisers make, is using the same marketing message, or a slight variation of the same message or copy, across different traffic channels. They don't take into account the different prospect Awareness Levels common within different channels." 

She pauses. You can tell she wants to let that point sink-in.

After a few seconds of silence, Katie continues...

"With email marketing, solo ads, inserts, etc., we're dealing more with an Aware audience. So our copy and message can be more Direct.  Whereas, with display and native, we're dealing more with an Unaware audience. So our copy and message is much more Indirect."

"What do you mean? What's the difference," someone calls-out.

Katie shifts her stance.

"Well, think of Awareness Level as how top of mind our company, our products, our solutions and the problems they solve, are for prospects. The more top of mind, the higher their Level of Awareness. The less top of mind, the lower their Level of Awareness," Katie says.

"The higher their Level of Awareness, the more direct our ad copy is about the emotional benefits the prospect can enjoy. The lower their Level of Awareness, the more our ad copy needs to present an alternative idea, first, to grab attention."  

Katie looks around the table. Everyone seems to be getting it. Lots of nods.

"We'll be diving-in to this a lot more over the course of the next month. Lots of examples, lots of exercises. So, you'll have this nailed by the time we're done," she says. 

More nods. 

"One thing to note before we continue. Remember Allowable CPA, how much we're willing to spend to get a customer" she says, "well, not just every channel, but every product and every campaign can have a different allowable cost per acquisition."

Two of Agora Financial's top Marketing Directors, Matt and Tom, are standing behind Katie. They both nod in agreement. 

Tom chimes in...

"In some cases, the Allowable CPA is very different product to product and campaign to campaign. Remember, we calculate Allowable CPA based on what a customer is worth at different time intervals for us."

All eyes are now on Tom. He realizes it. He folds his arms and continues...
"Different products and different campaigns attract different types of customers. Those different customers can have very different values. So we use those values to determine what we should pay to acquire them. We'll show you how to do this later. For now, just know... you'll miss-out on a lot of money if you're only using one allowable cost for all your campaigns."

More nods from everyone.

And the training rolls on.

For the next hour or so, Katie and Matt and Tom, give a nice overview of the four main types of marketing campaigns and funnels Agora Financial uses with media-bought traffic.

This part of the day kicked-off with the following slide...
They show examples, detail the different pages and steps of their campaigns, and cover some of the metrics and data they collect and use.

Killer stuff. 

Then, with the first half of day one in the books, they break for a nice catered lunch.

The room seems to be abuzz with excitement. Lots of conversations about the gems which have already been shared.

(About an hour later...)

Rested and fed, the training resumes. 

Katie is back up in front of the room.

"Now, let's talk about how we create our different ads, choose our ideas and ad hooks, the type of images we use and why, and when we go emotional versus logical in our copy. What we do is very different from what most advertisers do."

Katie taps the keyboard on her laptop. 

The following slide appears on the screen....
Let's learn from each other...
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