Page 55 - Business Mastery for Exponetial Profit make more work BW 15102021

The bottleneck may not allow the flow of prospects smoothly and
consistently through to your business. The illustration above
shows cork at the neck of the bottle, if you remove it then there is
an effortless flow. The way to do this is to break down the several
components of the acquisition process and rearrange and refine
them to remove the bottleneck.

Acquisition via digital marketing may involve the followings but
there isn’t enough time and space to explain each of them.
Each business is unique; it would be misleading to give a general
solution that works for everyone. However, I am going to look at
some of the elements that may constitute the acquisition element:

Determine your broad audience to target
Narrow down your audience taking demography, income, location,
etc into consideration
Determine the media through which to reach your audience

• Traffic
• Cold Traffic
• Warm Traffic
• Hot Traffic

In copywriting, you must craft your message based on the
temperature of your traffic. So, each of the above has its peculiarity
in the approach of communicating your offer. I would just take a
quick look at each of them

Cold Traffic: someone not familiar with you, your solution, your
brand or product/service. Communicate with the audience about
the problem you are trying to solve. If they have never heard about
you, don’t communicate about how wonderful you are because it
is unlikely that you are going to get their attention. Dwell a bit on
the pain caused by the problem and then offer a unique solution.
Warm Traffic – is the traffic where your prospects are actively
searching for a solution. Google search is the best example of
warm traffic. When someone goes on Google, they take one step
further and type in exactly what they are looking for. This audience
is more receptive than cold traffic.

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