Thank you for visiting this site. We trust you find its content helpful. New content is added regularly, so check back often. If you find any of it particularly thought-provoking, please feel free to leave a comment.
 
 

Latest Content

#17 Above-the-Fold Optimization: How to improve conversion with powerful bullet points

Topic:Leadership, Method, Webinars
Posted on:May 2, 2022
Length:00:10:06
Published by:Jane


In Session #17, the final session of the “YES, I will engage deeper” section, Flint McGlaughlin teaches how to leverage the power of succinct bullet points to engage prospects deeper in your message.

Here are some of the most important insights from this class:

• To look is a skill. To see is an art. We must help our prospective customer see.
• Overcome negatives.
• Emphasize positives.
• Prioritize reasons over claims.
• Start with a key word phrase and then expand on it.

You can watch the full video above, or jump ahead to these key takeaways:

0:00 Above-the-Fold Energy: How to engage the prospect’s mind with carefully crafted bullet points.
0:34 How can we use succinct bullet points to win deeper engagement from our prospect?
2:42 Example of bullet points that have been used to overcome anxiety.
3:38 Example of bullet points that emphasized the positives of a product.
4:39 Example of using bullet points for ecommerce music brand.
5:01 Go to https://www.tenbythree.org/ and read about this nonprofit. Then write three to five bullet points and put them in the YouTube comments.
5:54 Three principles of crafting essential bullet points.
6:24 Before and after bullet point examples for nutrition product.
7:22 Example of bullet points for email marketing product.
7:45 Example of bullet points for ecommerce fitness product company.
8:20 Before and after bullet point examples for tax product

To get immediate help with your marketing challenges, just contact Flint and his team: F.McGlaughlin@MECLABS.com.

This is session #17 from the online training "Become a Marketer-Philosopher: Create and optimize high-converting webpages" – https://meclabs.com/course/. The course is fully underwritten by MECLABS, with no monetary cost to participants

#16 Above-the-Fold Energy: How to engage the prospect’s mind with a carefully crafted opening

Topic:Lectures, Webinars, Method
Posted on:Apr 18, 2022
Length:00:07:23
Published by:Jane

In Session #16, Flint McGlaughlin teaches how to craft the opening paragraph to complement your sub-headline.

Here are some of the most important insights from this class:

• Foster conclusions with specific, quantifiable facts.
• The headline is the molecular unit of marketing.
• The problem you address with your marketing copy must be (1) Relevant, (2) Important, (3) and Urgent.
• Direct the eye-path with six elements: Position, Size, Color, Motion, Shape, and Sound.
• The Marketer needs meaningful work and meaningful relationships.

You can watch the full video above, or jump ahead to these key takeaways:

0:00 Above-the-Fold Energy: How to engage the prospect’s mind with a carefully opening.
2:11 Four powerful types of sub-headlines.
4:03 Five critical questions we may use to discipline the data.
4:10 You can learn, and you can help. The community voted for a headline – “Get a beautiful, handcrafted gift and rescue a family from poverty” and sub-headline “Over 8,000 artisans have been lifted out of poverty by people like you.” Now you can develop a three-sentence paragraph to complement the Ten by Three sub-headline written by your peers and put it in the YouTube comments for this video. This practice will help your copywriting while also helping a worthy nonprofit. Flint will respond to your ideas and take the best paragraph along with the best sub-headline and best headline and put it on the Ten by Three website.
4:50 Learn how to craft the opening paragraph that compliments your sub-headline.

To get immediate help with your marketing challenges, just contact Flint and his team: F.McGlaughlin@MECLABS.com.

This is session #16 from the online training "Become a Marketer-Philosopher: Create and optimize high-converting webpages" – https://meclabs.com/course/. The course is fully underwritten by MECLABS, with no monetary cost to participants.

#15 Above-the-Fold Strategy: 4 ways to write powerful sub-headlines

Topic:Leadership, Webinars, Method
Posted on:Apr 7, 2022
Length:00:09:55
Published by:Jane

You can see resources related to this Session #15 video at https://meclabs.com/course/lessons/ab...

In Session #15, Flint McGlaughlin teaches three penetrating questions that can help you craft high-impact sub-headlines.

Here are some of the most important insights from this class:

– Even a weak headline, if powered by a strong sub-headline, can win.
– Best is better than better, but better is still better than bad.
– Encapsulate the essence of the offer in the top four inches of the page.
– Give them just enough content at the top of the page to help win their engagement with the rest of the page.

You can watch the full video above, or jump ahead to these key takeaways:

0:00 Above-the-Fold Strategy: 4 ways to write powerful sub-headlines.
1:52 How do we develop a sub-headline that amplifies the power of our opening?
3:13 Which one of these four aims will best help achieve Micro-Yes 2?
3:53 Three questions to help craft your sub-headline.
4:55 Live example so you can see the principles put into action.
8:08 Vote for the sub-headline that you think will work best and put your thoughts in the YouTube comments.
A (clarity): With your help we empower artisan-entrepreneurs to sell their product all over the world
B (credibility):Winner of the United Nations Award for Intercultural Innovation
C (appeal): Over 8,000 Artisans have been lifted out of poverty by people like you
D (exclusivity): Your purchase helps our artisans earn at least 250% more than the market wage

TEXT BANK

Here is the text bank for the live example. Feel free to review it and see if it inspires you to improve any of these sub-headlines or create your own sub-headline for the live example. If you create a sub-headline, leave it in the comments section of this YouTube video.

Testimonial

“My girls are safe Thank you to Ten by Three for restoring my family. When you found me, poverty had already forced me to send my oldest girls to the street. I prayed every night that they would find a way to survive. After you started buying my baskets, I was able to rescue my girls and bring them home. Now everyone is safe, finishing school, and our stomachs are full. Thank you for making us a family once again." – Afaama Asariga

Awards

– Intercultural innovation Award - United Nations – Olin Cup Washington University in St. Louis (December 2004)
– Developing Innovative Solutions Award from Focus St. Louis (May 2005)
– Social Entrepreneur of the Year Award by SSDN in St. Louis, MO (January 2006)
– The Global Growth Award by St. Louis, MO World Trade Center (September 2007)
– Women Influencing Now Award (April 2008)
– St. Louis Award (December 2008)
– Woman on the Rise Award 2009 by the Illinois State Treasurer’s Office (May 2009)
– Madison County Illinois Recognition (2010)
– Social Enterprise Day Declaration (September 2011)
– Humanitarian of the Year SIUE (March 2013)
– 25 Most Influential St. Louis Business Journal (August 2013)
– Emmy Award St Louis Mid America Chapter (October 2013)
– YWCA Non-Profit Leader (December 2013)
– PR Daily Best Re Branding (June 2015)
– GS1 Supplier Excellence Nominee (July 2015)
– 100 Most Influential Global Leader (Nov. 2015)
– GS1 Small Business Standards Success Award (June 2016)
– Emmy Award St Louis Mid America Chapter (October 2016)
– Queen Mother of Development Zaare, Ghana Enskinning (October 2016)

Snippets

– Graduate from Poverty® Model
– They have received a lifesaving Prosperity Wages® payment for their work.
– Prosperity Wages are delivered in the form of mobile money paid right to the artisan’s cell phone.
– They sustainably exit poverty through our Graduate from Poverty® Model
– The idea behind this exclusive model is to empower entrepreneurial minded artisans by providing them access to the global market.
– As a 501(c)(3) nonprofit, the proceeds from your purchase are reinvested into the lives of our artisans.
– Beautiful and unique, each item we offer has been meticulously crafted by hand.
– By purchasing hand woven Ten by Three® products, you empower families around the world not just to exist, but to thrive.
– Our exclusive Prosperity Wage® model ensures artisans receive at least 2.5 times fair trade for their handicraft.
– This beyond fair trade model creates the working capital our artisans need to start businesses independent of our work and sustainably exit poverty.
– Every child raising their hand has a voice thanks to supporters of Ten by Three... (You can see the rest of the text bank at https://meclabs.com/course/lessons/ab...)

To get immediate help with your marketing challenges, just contact Flint and his team: F.McGlaughlin@MECLABS.com.

This is session #15 from the online training "Become a Marketer-Philosopher: Create and optimize high-converting webpages" – https://meclabs.com/course/. The course is fully underwritten by MECLABS, with no monetary cost to participants.

#14 Above-the-Fold Psychology: How to optimize the top 4 inches of your webpage

Topic:Leadership, Webinars, Philosophy
Posted on:Mar 30, 2022
Length:00:08:25
Published by:Jane

You can see resources related to this Session #14 video at https://meclabs.com/course/lessons/ab...

After teaching how to improve the headline in previous FastClasses, in Session #14 Flint McGlaughlin teaches you how to get the next three elements right.

Here are some of the most important insights from this class:

• A relationship is built with a commitment continuum.
• Structure an engagement continuum that attracts people with varying degrees of motivation.
• Remember the prospect is a person. Do not talk AT them; talk TO them.
• Engage them in conversation and then guide them towards an inevitable conclusion.
• Long paragraphs have the same negative impact as a person who talks too much.

You can watch the full video above, or jump ahead to these key takeaways:

0:00 Above-the-Fold Psychology: How to optimize the top 4 inches of your webpage.
0:23 How would you improve the top of this webpage?
1:38 Leverage the power of the sub-headline (an element that will help you engage your prospect).
3:10 Leverage the power of the opening paragraph (an element that will help you engage your prospect).
4:45 Go to the About page for nonprofit Ten by Three (https://www.tenbythree.org/about-us/), write a headline and sub-headline for this page, and submit your best ideas in the YouTube comments for this video. Flint will try to read and respond to every comment over the next seven days and share the best ones with Theresa, the founder of the nonprofit.
5:35 – Leverage the power of three to five essential bullet points (an element that will help you engage your prospect).

To get immediate help with your marketing challenges, just contact Flint and his team: F.McGlaughlin@MECLABS.com.

This is session #14 from the online training "Become a Marketer-Philosopher: Create and optimize high-converting webpages" – https://meclabs.com/course/. The course is fully underwritten by MECLABS, with no monetary cost to participants.

#13 Headline Formulas: A step-by-step process for radically transforming your copywriting

Topic:Lectures, Webinars, Philosophy
Posted on:Mar 24, 2022
Length:00:11:21
Published by:Jane

In Session #13, Flint McGlaughlin teaches you key headline-writing principles by improving working headlines submitted by students. This session ties together the last three sessions and integrates them into a step-by-step process for creating and optimizing headlines.

Here are some of the most important insights from this class:

•Use a spreadsheet to compare your headline’s grammar with your competitors.
•Every headline has a process-level value proposition (we will teach this in future classes).
•Value-proposition-based headlines are powerful for use on a homepage.
•Load the front of the headline with appeal; pack the back of the headline with value-proposition-related distinctive.

You can watch the full video above, or jump ahead to these key takeaways:

0:00 Headline Formulas: A step-by-step process for radically transforming your copywriting.
1:10 Running test headlines through an online headline analyzer and comparing them to experimentation results.
3:00 How can we learn to see our headlines through customer eyes?
3:21 Three steps to improving working headlines.
3:25 Providing feedback to a course student’s headline.
4:28 Comparing the headline to competitors.
5:57 Optimize your headline with the six principles of headline development.
9:10 Which one of these predicates will produce the most attention and engagement?
10:04 Help a member of this community by writing your best headline for this website – https://www.illyakitchens.com/ – and adding in the comments section of this video. Flint will try to respond to every comment received during the next seven days.

If you would like a chance to get optimization advice from Flint on your landing page or other marketing in an upcoming session, just contact Flint and his team at F.McGlaughlin@MECLABS.com. You can see an example in this week’s session.

This is session #13 from the online training "Become a Marketer-Philosopher: Create and optimize high-converting webpages" – https://meclabs.com/course/. The course is fully underwritten by MECLABS, with no monetary cost to participants.

#12 Headline Examples: 3 ways to load your predicate with value

Topic:Leadership, Webinars, Method, Lectures
Posted on:Mar 16, 2022
Length:00:09:59
Published by:Jane

You can see resources related to this Session #12 video at https://meclabs.com/course/lessons/he...

In Session #12, Flint McGlaughlin teaches you how to structure the second half of your headline.

Here are some of the most important insights from this class:

• You must learn to predicate customer value
• Make the object of your headline the psychological driver of the offer
• Nouns form the substance of appeal
• Synchronize the gain with the thought sequence
• Choose words which clarify or intensify

You can watch the full video above, or jump ahead to these key takeaways:

0:00 Headline Examples: 3 ways to load your predicate with value
0:19 Check out the comments section of the YouTube video for Effective Headlines: How to write the first 4 words for maximum conversion (https://www.youtube.com/watch?v=FIQ5I...) to see headline optimization suggestions for a newspaper marketing experiment from members of the community
0:45 The winning headline of the newspaper marketing experiment (which helped produce a 181% increase in conversion)
1:26 Position the customer’s “gain” as the direct object of the sentence
4:25 Structure a “receive” or “become” predicate
6:15 Take a headline you are currently working on and put it in the YouTube comments for this video. If you can do so in the next 30 days, Flint and other members of the community will provide conversion optimization ideas.
6:30 Select modifiers to amplify the impact of your message
9:04 Six principles of headline development

To get immediate help with your marketing challenges, just contact Flint and his team: F.McGlaughlin@MECLABS.com

This is session #12 from the online training "Become a Marketer-Philosopher: Create and optimize high-converting webpages" – https://meclabs.com/course/. The course is fully underwritten by MECLABS, with no monetary cost to participants.

#11 Effective Headlines: How to write the first 4 words for maximum conversion

Topic:Communication, Webinars, Method
Posted on:Mar 9, 2022
Length:00:10:32
Published by:Jane

You can see resources related to this Session #11 video at https://meclabs.com/course/lessons/ef...

In Session #11, Flint McGlaughlin teaches you how to capture attention and build cognitive momentum.

Here are some of the most important insights from this class:

• Pull the customer forward with a subject-predicate structure
• Leverage the power of the understood subject
• Enforce the four-words-to-value rule
• Remember that the customer is the subject and your offer is the object
• Use the grammatical subject to prioritize the customer’s interest

You can watch the full video above, or jump ahead to these key takeaways:

00:00 Effective Headlines: How to write the first 4 words for maximum conversion
00:34 You have less then two seconds to capture attention and build cognitive momentum
00:47 How do I structure the first four words of my headline for maximum cognitive momentum?
1:09 Pull the customer forward with a subject-predicate structure
2:36 Use the grammatical subject to prioritize the customer’s interest
4:34 Leverage the power of the understood subject
5:58 The customer is the subject and your offer is the object.
6:45 Enforce the “four-words-to-value rule.”
8:25 The four headline principles combined in one headline example
8:54 Improve this headline – put your best ideas in the YouTube comments for this video

To get immediate help with your marketing challenges, just contact Flint and his team: F.McGlaughlin@MECLABS.com

This is session #11 from the online training "Become a Marketer-Philosopher: Create and optimize high-converting webpages" – https://meclabs.com/course/. The course is fully underwritten by MECLABS, with no monetary cost to participants.

#10 Headline Writing: 4 principles that could drive down your website bounce rate

Topic:Lectures, Webinars, Method
Posted on:Feb 17, 2022
Length:00:09:21
Published by:Jane

You can see resources related to this Session #10 video at https://meclabs.com/course/lessons/he...

In Session #10, Flint McGlaughlin teaches four principles for new ways to think about the essential power of headlines.

Here are some of the most important insights from this class:

• Until you win attention nothing else you say matters.
• The aim of a headline is to achieve an essential micro-yes – “yes I will pay attention?”
• The best headline is the best answer to this question: What is the most effective way to win micro-yes 1?
• The impact of a message is squared by the force factor of relationship.
• Attention precedes interest. Interest precedes engagement; engagement proceeds relationship.

You can watch the full video above, or jump ahead to these key takeaways:

00:00 Headline Writing: 4 principles that could drive down your bounce rate
1:15 259% performance improvement from headline test
2:15 Attention precedes interest. Interest precedes engagement. Engagement precedes relationship.
3:28 You capture attention with your headline. You stimulate interested with your sub-headline. You attract engagement with your primary copy. You achieve relationship with your call to action.
3:57 The aim of a headline is to win an essential micro-yes – “Yes, I will pay attention.”
5:10 A challenge for the viewer – look at this headline, think about it, and try to formulate a better version to capture attention. Put your new version in the comments section of YouTube. If you do so in the next 30 days, Flint will read it and possibly respond to it (based on what you write).
5:53 The best headline is the best answer to this question – what is the most effective way to win Micro-Yes 1?
8:58 “Interact with us on YouTube. I would love to hear from you.”

#9 Website Strategies: 4 ways to prepare your marketing team to increase conversion rates

Topic:Method, Webinars, Lectures
Posted on:Feb 16, 2022
Length:00:10:28
Published by:Jane

You can see resources related to this Session #9 video at https://meclabs.com/course/lessons/we...

In Session #9, Flint McGlaughlin helps you prepare your marketing team to create webpages that produce the highest-quality conversion. Watch now to see all the essential insights and principles of the first eight sessions combined into one cohesive picture.

Here are some of the most important insights from this class:

• Challenge each marketer’s understanding of their role and work
• Help your marketers focus their data into an actionable picture of the prospect
• Draw a clear connection between the prospect and the webpage’s objective
• Plan the best way to achieve the objective by architecting the webpage’s essential psychology

You can watch the full video above, or jump ahead to these key takeaways:

00:00 Website Strategies: 4 ways to prepare your marketing team to increase conversion rates
1:00 Highest-quality conversion
2:18 The key to transformative marketing is a transformed marketer
3:50 Marketer’s Gut Check
4:16 Marketers’ Paradigm Shift
4:48 The Prospect’s Mental Model
5:08 Health insurance case study with a 638% conversion rate increase
6:40 Three-part formula for crafting customer-first objectives
7:40 Eight micro-yes transitions
8:26 Case study showing examples of the use of micro-yes transitions.

#8 Website Wireframes: See real webpages optimized for marketing conversion

Topic:Lectures, Webinars, Method
Posted on:Jan 28, 2022
Length:00:08:58
Published by:Jane

You can see resources related to this Session #8 video at https://meclabs.com/course/lessons/we...

In Session #8, Flint McGlaughlin helps you structure and sequence the flow of your pages to win the highest conversion rates.

By applying the teaching from Session #7 (https://meclabs.com/course/lessons/we...) to a practical example submitted by an entrepreneur/student, McGlaughlin provides a step-by-step guide that shows you how to architect the psychology of your messages for maximum conversion.

Here are some of the most important insights from this class:

• Beware of missing micro-yes transitions
• Beware of micro-yeses in the wrong order
• Beware of micro-yes transitions with insufficient force
• Replace the claim with the reason
• Be clear on exactly what conclusion you are trying to win

You can watch the full video above, or jump ahead to these key takeaways:

00:00 Website Wireframes: See real webpages optimized for marketing conversion
01:21 Learn to identify the three most dangerous errors marketers make on their websites
01:45 Beware of missing micro-yes transitions
03:04 Beware of micro-yes transitions in the wrong order
04:14 Beware of micro-yes transitions with insufficient force
05:56 Learn to architect the psychology of your website with the eight micro-yeses