What if there was a quick and easy way to score the persuasion power of your websites, emails, videos, webinars, and even short personal conversations?
Over the years I’ve helped clients improve the selling power of their websites in hundreds of live events, webinars, hot seat sessions, and private coaching.
When you’ve done this many reviews, you start noticing the same issues come up time and time again.
Dr. Glenn Livingston and I went through my previous reviews and put together a simple 5 step conversion blueprint.
We call it the Golden Glove. And it is the quickest and easiest method available to score the persuasion power of any marketing material.
There are five fingers on the Golden Glove.
They are Desperate Problem, Unique Promise, Overwhelming Proof, Irresistible Offer, and a Reason to Act Now.
For the desperate problem, do you call out your audience and describe a desperate problem in passionate emotional detail?
If you try to sell to everyone, you end up speaking to no one in particular. Can a visitor figure out within seconds that your website was written for them personally? You’re calling out to them or you’re talking about a problem
they’re desperately trying to solve.
Sharing a unique promise means providing a solution to the desperate problem.
Your promise needs to cut through all the noise and stand out even in the most competitive marketplace. The most powerful promises point to a true point of difference benefit about your product or service.
Maybe you deliver the results in a different way from the competition or perhaps you have a stronger guarantee.
Overwhelming proof is about sharing proof that backs up the promises you make.
Your promise & proof are directly connected, because you want to make the strongest promise you can back up with proof. Proof often includes case studies, testimonials, scientific studies, demonstrations, specifics, and more.
An irresistible offer is an offer worth considerably more than the asking price.
Why is what you’re offering an amazing bargain for the value delivered? How do you make the offer risk-free to them?
Maybe you offer a completely risk-free trial…or easy monthly payments…or even include bonuses worth considerably more than the price itself.
Are you giving them a reason to act now?
It’s easy to procrastinate making a decision. If your offer truly does solve a desperate problem your audience is experiencing, then you have an ethical obligation to motivate your audience.
Is there any portion of your offer that is limited in availability by time or number? For example maybe the discount is only good till the end of the holiday period or you truly can only handle 3 new clients this week.
When I’ve taught the five fingers of the golden glove at conferences, I’ll often review one or two sites.
But at that point I can step back and let the audience go to town. They’re able to review any other site shown to them.
The golden glove is that easy to use.
Here are the five fingers again in question form:
Who is this for and which problem are you addressing for them?
Why should they choose your solution as compared to every other option in the market?
Why should they believe the solution is for real, that you’re a credible person to do business with, and that it will work for them in particular?
How will you make it more painful for them to walk away than to purchase?
Why must they take action TODAY?
You can use the golden glove immediately to review your website, any of your landing pages, or even individual emails.
My clients and I will also often outline upcoming products and offers in golden glove format to make sure we’re matching our offer to what customers already want to buy.
One piece of advice that has been helpful to many of my students is to practice the golden glove on other people’s websites first.
You’ve looked at your own offer and website so many times that you can no longer see the forest for the trees.
Ask an entrepreneurial friend or mastermind group to watch this video and then use the five fingers of the golden glove on your website or other marketing material.
Having that outside view will almost always add insights and improve your conversion…especially when your partners know what they’re looking for.
If you’d like to be a part of a community who understands the value of increasing your conversion and skillful in the use of the golden glove to do it, I invite you to check out my Monthly Mentor Club.
It includes a monthly print newsletter, monthly group webinar, and a private discussion forum where members help each other.
You can find out more about it at Monthly Mentor Club.