Behavioral Dynamic Response: Key To Big $$

9 years ago

Don't care for the BDRM label, but it is a 1940's concept written about by Elmer Wheeler.

One of his famous Wheelerpoints was:

Don't ask IF, ask which.

Give them an either or choice, an early computer "gate" concept, a 1 or 0. a black or white path to choose. That is the reason a BINARY matrix works best, it works because each choice made narrows down the exact wants or needs and affords the best chance for a positive result (in IM, that would be a sale or a lifetime value customer).

On the Net, it starts with the landing page, and a choice is made...and after about four clicks down, then it continues to yes or no.

It is used in telemarketing when the caller has a script in front of them, and includes upsells, downsells, objections, etc.

The binary matrix limits their choices and each behavior they choose reveals their "current" state of mind.

It isn't widely known and is too much power in the hands of most IMers.

In direct response a similar choice is known as an A/B split test.

I say the ultimate perfect product is the PROSPECT...when your prospect is your product, the Binary Matrix expedites getting him/her what she wants.

gjabiz

Originally Posted by TakenAction

Recently I have become enamored for:

Behavioral Dynamic Response Marketing

Basically if you don't know what this is, it's giving unique/specific
content to prospects/customers based on their actions

It's basically giving your audience a personalized experience based on
what they do.

In a world where most prospects/customers see the same marketing and sales messages
over and over, this makes far better in the sense each person will get a more uniquely tailored messages that apply to them based on their previous actions.

Here is an example of what one could look like:

And that is not NEARLY how complicated and tailored you can make it if you really want.

Thoughts on the subject?

I didn't have much time to write this or I could have explained it a bit better

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Steve B

9 years ago

It's not a marketing panacea. There are good reasons to be employing behavioral marketing and there are reasons not to - it depends upon the market and your product.

The more general market/mass audience products are not the place to use it as it complicates the user experience and tries to segment audiences that should not be defined by certain demographics.

Also, be careful as you could very easily run into breach of privacy issues.

Bottom line . . . it's not for everyone but if you understand what you're doing it can be a valuable targeting tool.

Steve

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TakenAction

9 years ago

Originally Posted by Steve B

It's not a marketing panacea. There are good reasons to be employing behavioral marketing and there are reasons not to - it depends upon the market and your product.

The more general market/mass audience products are not the place to use it as it complicates the user experience and tries to segment audiences that should not be defined by certain demographics.

Also, be careful as you could very easily run into breach of privacy issues.

Bottom line . . . it's not for everyone but if you understand what you're doing it can be a valuable targeting tool.

Steve

Yeah I agree it absolutely cannot fix a business or product.
But it can take a profitable campaign and accelerate it to new levels
depending (like you said) on the situation.

Thanks.

Thanks
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gjabiz

9 years ago

Originally Posted by TakenAction

Yeah I agree it absolutely cannot fix a business or product.
But it can take a profitable campaign and accelerate it to new levels
depending (like you said) on the situation.

Thanks.

Even branding is a way to tap into a preferred behavior mode, and some become the default choice. Note Budweiser is going after the manly man market with its subtle attack on micro brews and their "peach" flavored ale.

I can't think of an example where it would complicate the user experience.

Let me give an example of how to use it with your IM.

About 12 years ago we tested a website, we had a lot of stored value in business and money making information.

The traffic came from paid ads and joint ventures. The keywords were make money, home business, and others like that.

The landing page said something like this:

To help you get to the information you will find most useful, please select one of the buttons below. Select the button which best describes what you are currently looking for.

On the left was a button (link) which said. I want to start a profitable business.

On the right it said, I don't want a business, I just want to make some DANG money.

So they had to TAKE ACTION (or leave). The experience became more and more custom fitted to what they chose.

One of the final options was for a custom created report, based on where they lived, experiences, talents, skills and/or a selection of a product which most suited them at the time.

It was exactly what the OP was talking about, a personalized experience which appeared to be just for them.

In the Budweiser example, a lot of behavioral science went into the message, a mass market item that wants to segment buyers.

If there are some examples where it shouldn't be used, and could violate anyone's privacy, I'd like to know about them.

gjabiz

PS. As for Elmer Wheeler, that was a reference in a general sense of applied behavioral psychology, the book is TESTED SENTENCES THAT SELL.

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TakenAction

9 years ago

Originally Posted by gjabiz

Even branding is a way to tap into a preferred behavior mode, and some become the default choice. Note Budweiser is going after the manly man market with its subtle attack on micro brews and their "peach" flavored ale.

I can't think of an example where it would complicate the user experience.

Let me give an example of how to use it with your IM.

About 12 years ago we tested a website, we had a lot of stored value in business and money making information.

The traffic came from paid ads and joint ventures. The keywords were make money, home business, and others like that.

The landing page said something like this:

To help you get to the information you will find most useful, please select one of the buttons below. Select the button which best describes what you are currently looking for.

On the left was a button (link) which said. I want to start a profitable business.

On the right it said, I don't want a business, I just want to make some DANG money.

So they had to TAKE ACTION (or leave). The experience became more and more custom fitted to what they chose.

One of the final options was for a custom created report, based on where they lived, experiences, talents, skills and/or a selection of a product which most suited them at the time.

It was exactly what the OP was talking about, a personalized experience which appeared to be just for them.

In the Budweiser example, a lot of behavioral science went into the message, a mass market item that wants to segment buyers.

If there are some examples where it shouldn't be used, and could violate anyone's privacy, I'd like to know about them.

gjabiz

PS. As for Elmer Wheeler, that was a reference in a general sense of applied behavioral psychology, the book is TESTED SENTENCES THAT SELL.

absolutely love it. It's amazing how much difference it can make, tailoring a custom experience to prospects/audience/customers vs a one size fits all marketing plan.

Thanks
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Daniel Daines Hutt

9 years ago

It definitely has its place, like previous poster said -for simple markets don't go too deep.

We are using it at the moment for a content funnel to help retarget and move the reader along, but also for a retargeted sales funnel. We use various ads depending on the action taken and saw crazy results.

For $89 traffic generation and $14 retargeting spend
$18,750 in sales over 48 hour flash sale

Needs some more testing but its always fun to test!

Thanks
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TakenAction

9 years ago

Originally Posted by Daniel Daines Hutt

It definitely has its place, like previous poster said -for simple markets don't go too deep.

We are using it at the moment for a content funnel to help retarget and move the reader along, but also for a retargeted sales funnel. We use various ads depending on the action taken and saw crazy results.

For $89 traffic generation and $14 retargeting spend
$18,750 in sales over 48 hour flash sale

Needs some more testing but its always fun to test!

-Where did the traffic come from?

-Did you have multiple products?

-If they bought product A but not product B then you would have a automated response sent to them? etc.

Can I hear more on the campaign?

Thanks
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Daniel Daines Hutt 9 years ago

Hey Taken Action

Thanks for the questions

-Where did the traffic come from?

All via facebook to the site, no 3rd party software just retargeting pixel and audiences from FB

-Did you have multiple products?

We had 3 products on offer, a different product each day

-If they bought product A but not product B then you would have a automated response sent to them? etc.

If they bought certain products or showed interest, then upsell suggestions were automated to send out
Adverts were shown based on initial interest, interaction and steps taken on site

Can I hear more on the campaign?

We have a full case study release soon of this particular campaign but I have included the basic steps below.

(We did a simple test for a small product on our site and saw a 7245% ROI, using just simple retargeting with basic ideas from "influence". It wasn't huge but for traffic of 13 people to a sales page, we saw 2 sales at $600 for $0.44 spend. (First purchase was at $0.04 ad spend))

We wanted to test this in more detail so I reached out to a colleague in an e-commerce company about to run a flash sale of products over 3 days.

We had a brainstorm of different possibilities of actions that people might take.

Then we created different audiences and ads based on those actions
Visited landing page only? Generic ad to check it out or share with friends

Visited page and then a specific product page-Specific sequence of ads to show

Visited page and then an article/and or a product-Sequence of ads to guide them further into the funnel

And then generic-if they made a purchase, upsell/cross-sell of a product

As we could run this as an event, we had the benefit of scarcity to use (Run out of products/sale price wont be on after this date)

We then drove traffic to a landing page in advance to build interest and hype. Traffic that visited this page was shown as sequence of "not long now" etc ads before the date.

(We forgot to click go on the sale and had 15 emails at midnight of people waiting to purchase)

During the campaign we continued with the traffic generation and share of the landing page

We also ran the campaign to try and move them to the product page and inspect

Product 1-only shown to those who had visited the page

Day before we ran a pre-launch coming soon sequence with ads, due to start showing 24 hours before, 12 hours and 6 hours

Day of campaign

Video of product in use
Advert talking through the benefits of the purchase
2nd advert talking through the reasoning why
3rd advert was with regards to the scarcity of the product-but we ran a 3 sequence here also
12 hours to go, 6 hours to go, get it before sold out, updates to stock levels remaining etc

Each ad was due to start at a set point and then stop

We then did the same for each product or a slight variation

We also have a few more methods we are trying out on a new case study, also using email connected to send specific campaigns down to page visits/interactions but its till very much in test mode!

Results since:
The upsell product had only 2 or 3 sales previously, and has now seen a 400% increase in product sales afterwards.

The initial product is between $300-600 normally and is seasonal (so normally low volume of sales) I think we ended on around 148 units sold, but I would need to check. With the late launch of the sale some people had sales on hold to hold their sizes etc, skewing the results slightly.

They sold out of 2 of the 3 products and now have no product to sell until september!

Hope that helps!

Daniel
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TakenAction

9 years ago

Originally Posted by gjabiz

Don't care for the BDRM label, but it is a 1940's concept written about by Elmer Wheeler.

One of his famous Wheelerpoints was:

Don't ask IF, ask which.

Give them an either or choice, an early computer "gate" concept, a 1 or 0. a black or white path to choose. That is the reason a BINARY matrix works best, it works because each choice made narrows down the exact wants or needs and affords the best chance for a positive result (in IM, that would be a sale or a lifetime value customer).

On the Net, it starts with the landing page, and a choice is made...and after about four clicks down, then it continues to yes or no.

It is used in telemarketing when the caller has a script in front of them, and includes upsells, downsells, objections, etc.

The binary matrix limits their choices and each behavior they choose reveals their "current" state of mind.

It isn't widely known and is too much power in the hands of most IMers.

In direct response a similar choice is known as an A/B split test.

I say the ultimate perfect product is the PROSPECT...when your prospect is your product, the Binary Matrix expedites getting him/her what she wants.

gjabiz

Very interesting post, much appreciated. Do you have any sources on this Wheeler guy explaining this concept I tried to look it up but failed.

nonetheless very interesting take and example.

Thanks

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maxweb

9 years ago

Very interesting post.

Max

Thanks

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Big Squid

9 years ago

I just watch the Kern video. Didn't know there was a label for this stuff, but I've been employing it in my funnels for about 5 years now.

They are all based upon indicators of interest; what I've heard Dan Kennedy refer to as "progressive agreements." These indicators are actionable items. So clicks from an email to watch a video, or clicks from a report to "get more info." That sort of thing.

Then once they click, they are moved from one series of messages to another. That way, I can speak more specifically to their particular "progressive agreement." And not worry about sending out generic content they are not interested in.

Since everything is automated, I continue to send them messages are with the singular purpose of moving them further up this "progressive agreement" chain. If they don't move, they will continue to get messages (for years!) until they unsubscribe.

It's a fantastic way to generate leads of great interest who are already pre-qualified and ready to do business. And it's definitely going to be the norm in the future.

Unfortunately, I build this whole elaborate software system that DIDN'T work with Aweber. So I had to cancel my account with them (because every time you wanted to move a subscriber from a list you HAD to reconfirm!). I like Aweber, but this was a deal breaker.

I now set up these elaborate systems for offline clients. I build software that automates most of it. I cancelled most of my own funnels, though I still have a few that I tweak and test for results I can use to help my clients.

By the way, if anybody wants help understanding how to set this up, just let me know. Happy to help.

Thanks

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cash365

9 years ago

[QUOTE=TakenAction;9906268]Recently I have become enamored for:

Behavioral Dynamic Response Marketing

...

"And that is not NEARLY how complicated and tailored you can make it if you really want.

[B]Thoughts on the subject?"

It may be a bit complicated to set up, but you just do it once and automate the whole thing. Frank Kern is using PlusThis (works together with Infusionsoft) for the video tracking and the personalized dates (their Smart Links feature). You can also use Evergreen Business Systems. One thing: it is costly!

I have heard of conversions going up from 1% to 30% or more, crazy stuff!

Does anyone have nice recommendations how to do it "el cheapo" way?

Thanks
1 reply

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Failing forward fast

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Jason Kanigan

9 years ago

[quote=cash365;10207775]

Originally Posted by TakenAction

Recently I have become enamored for:

Behavioral Dynamic Response Marketing

...

"And that is not NEARLY how complicated and tailored you can make it if you really want.

[B]Thoughts on the subject?"

It may be a bit complicated to set up, but you just do it once and automate the whole thing. Frank Kern is using PlusThis (works together with Infusionsoft) for the video tracking and the personalized dates (their Smart Links feature). You can also use Evergreen Business Systems. One thing: it is costly!

I have heard of conversions going up from 1% to 30% or more, crazy stuff!

Does anyone have nice recommendations how to do it "el cheapo" way?

Check out ActiveCampaign. It's an autoresponder and has this kind of automation built in.

I used Aweber for a couple years and moved to AC last spring. Been very happy with it.

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cash365

9 years ago

[quote=Jason Kanigan;10272516]

Originally Posted by cash365

Check out ActiveCampaign. It's an autoresponder and has this kind of automation built in.

I used Aweber for a couple years and moved to AC last spring. Been very happy with it.

Thank you very much, Jason!

I went over to ActiveCampaign, the basic version looks very reasonable, but will it be enough to make this kind of automation? The plan includes: Email Marketing,
Send Newsletters, Marketing Automation (this could be it?), Chat & Email Support, all
for up To 3 Users.

Thanks

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KBrown

9 years ago

I think this is an awesome way to speak to your prospect. Am using a plug in that ask the questions and directs them to the product that they are looking for.

KBrown
Rock On~

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MalBluebelldata

9 years ago

Hi All

Newbie...lol

I have been using DBRM for a while myself with amazing results.

A couple of words of advice.

Use a flow chart or mind map from the moment you start because your funnel is going to get big!

Think about your sales process and make sure you add surveys. Start them as open questions and then when you have enough answers turn them into multiple choice.

The idea is to learn about your customer so you can continually improve your funnel and so giving you the best chance to get an order.

Start segmenting as early as you can either before or straight after the optin is a good place to start.

Also remember you can use this idea with customers after they buy and get them to upgrade or to put them in other funnels/

I use aweber with AW pro tools
https://awprotools.com/i/Bj0wjv/em
(not sure if links are ok but if not just search for aw pro tools and Jack Born)

I am going to be changing to infusionsoft soon because it is a lot easier with this system.

Thanks
Malcolm

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Randall Magwood

9 years ago

TakenAction your info-graphic makes mastering SEO easy.

I prefer no graphs or images... it staggers the clueless newbie. Makes them think they HAVE to learn that too.

Thanks
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MalBluebelldata 9 years ago

Hi

I have also checked out ActiveCampaign and it is a great product at a very reasonable price.

I think you really do need graphs and images if you are going to attempt to do this.

You can soon lose track of your funnel without them and ActiveCampaign and infusionsoft allow you to build your funnel by describing it with graphics.

Thanks
Malcolm
- Thanks
- 1 reply
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- JohnMcCabe 9 years ago
  
  Originally Posted by MalBluebelldata
  
  I use aweber with AW pro tools
  link removed
  (not sure if links are ok but if not just search for aw pro tools and Jack Born)
  
  Thanks
  Malcolm
  
  Malcolm, you can post links, but not affiliate links. If that's an affiliate link, you might want to edit it before the mods find it.
  
  Thanks
  
  1 reply
  
  {{ DiscussionBoard.errors[10294573].message }}
  
  MalBluebelldata 8 years ago
  
  At last Aweber have started to add the ability to send emails based on tags. It is still basic but at least they are going in the right direction.
  
  Mal
  
  Thanks
  
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andrewkar

8 years ago

You can do this easily using freshmail.com

Is it good for ANY product out there? Yes.

You can sell even cheap dietary supplements (if you have range of products) while employing this simple concept. However, the point is to differentiate your offer and marketing tactics from competition. If that's done right conversions are much higher.

Thanks
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robw 8 years ago

If you use AWeber, then there is also an add-on service called AWtomator which gives you Behavioral Dynamic Response features.

https://www.awtomator.com

There's a ton of tutorials and a 30 day free trial, so you can play around with some ideas (and clean up your lists while you are at it too!)

Cheers
Rob
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Behavioral Dynamic Response: Key To Big $$

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