11 Marketing Strategies that Almost NEVER Fail (in any niche)

章节 1：四种提升转化率的营销策略

📝 本节摘要：

本章介绍四种营销方法：在主按钮下加入带幽默感的否定式行动号召；在销售漏斗各阶段叠加视频销售信；针对潜在客户因拖延而承受的损失撰写具体文案；并指出低价线索往往质量较差。讲者还分享了亲身实践经验，并建议观众立即将策略应用到营销漏斗中。

[原文] [Sabri Suby]: I've generated over 10.2 billion dollars in sales for my clients across 1,184 different industries. And these are the 11 strategies that I've used that almost never fail. Starting with strategy number one. And it's this single reason alone that I have seen businesses double their sales overnight. Everyone obsesses over their CTA. It's typically the first thing that most brands will split test. They're like, "What do I do on my button color? What does the text actually say?" But there is something else that you can add below the CTA, and that's what I call a negative CTA. You've all seen the thing where it says like, "Yes, rush me my order." Or, "Yes, send me the freebies." What I like to do is put a negative CTA text that sits just below the main CTA that says something outlandish, which is basically saying no to the thing that they want most. "No, I

[译文] [Sabri Suby]: 我已经在 1,184 个不同的行业里，为客户创造了超过 102 亿美元的销售额。下面这 11 种策略，都是我亲自用过、几乎从不失手的方法。先说第一种策略。仅凭这一招，我就见过企业一夜之间销售额翻倍。大家都把注意力放在行动号召（CTA）上，通常品牌最先做的 A/B 测试就是它。比如：“按钮该用什么颜色？上面的文案到底写什么？”但你还可以在 CTA 下方加点别的东西，我把它叫作“否定式 CTA”。你们肯定见过这种按钮文案：“是的，赶紧把订单发给我。”或者“是的，把免费赠品寄给我。”我喜欢在主 CTA 正下方放一条否定式 CTA，写一句夸张离谱的话，基本上就是在拒绝他们最想要的东西。比如：“不，我

[原文] [Sabri Suby]: don't like free money." And it's this contrast that increases the take rate on your main CTA. I know it sounds stupid, but I have literally seen this one change double the take rates in funnels. So, the way that you can apply this specifically in your business and in your funnels is to explicitly describe the thing that they don't want. And it must sound stupid. A little wink that I like to do is have it linking out to like a funny meme of some animal dressed up as a human or something that is stupid. But I don't want you just to watch this video and nod along and laugh. I actually want you to apply this. So, do this right now. Go into your funnel, look at all of your CTAs on your upsells, next to your VSLs, and in your emails. And just below the main

[译文] [Sabri Suby]: 不喜欢白捡的钱。”正是这种反差，能提高主 CTA 的点击转化率。我知道这听起来很傻，但我确实见过，仅仅这一处改动，就让销售漏斗的转化率翻倍。具体应用到你的业务和漏斗里，就是明确写出他们不想要的东西，而且要听起来很离谱。我还喜欢加一点俏皮感，比如链接到一张有趣的梗图，画的是某种动物打扮成人，或者类似的傻趣内容。但我不希望你只是看着视频点头、跟着笑；我希望你真的去试。现在就去做：打开你的销售漏斗，检查所有追加销售页面、视频销售信旁边和邮件里的 CTA。在主 CTA 下方

[原文] [Sabri Suby]: CTA, try it. Just put one of these negative CTAs on a bunch of emails or on a bunch of your funnel pages and watch what the conversion rate does. And that is strategy number one, the negative CTA. But look, I'm not telling you these strategies out of theory. I literally use these to go from having nothing more than 50 dollars and an old computer that my girlfriend bought me, hustling and cold calling people in my bedroom to generating over 10.2 billion dollars in sales and becoming one of the youngest sharks on Shark Tank. Which brings us to strategy number two. Rookies use a VSL for one thing, and that is typically to book a call or to get somebody to convert on the front end. What I like to do is I like to abuse VSLs, and I like to use them at every single step of the

[译文] [Sabri Suby]: 试试看。把这种否定式 CTA 放到几封邮件或几个漏斗页面上，看看转化率会有什么变化。这就是第一种策略：否定式 CTA。不过，我分享的这些方法可不是纸上谈兵。我亲自用它们，从只有 50 美元和一台女朋友买给我的旧电脑、在卧室里拼命打电话开发客户，做到创造超过 102 亿美元销售额，并成为《创智赢家》（Shark Tank）最年轻的投资人之一。接下来是第二种策略。新手用视频销售信（VSL）通常只做一件事：让人预约通话，或促成前端转化。我喜欢把 VSL 用到极致，在销售漏斗的每一个环节都用上。

[原文] [Sabri Suby]: funnel in something that I call VSL stacking. What you don't see is that at every single stage of the funnel, that once somebody books in a call, then it's we have to get them to actually show up to the call. What you want to do is you want to look at all of those leakage points. From the top of the funnel all the way down, and you want to add a VSL at every single stage. When you do this, what happens is at every point that there's leakage, you basically increase the throughput by 15 to 20%. So, when you stack four to five VSLs on there, we're talking about a 100% improvement with the overall throughput of the funnel. So, when people book in a call, guess what? We hit them with a VSL. We cover all the most common objections of why people wouldn't show up to that

[译文] [Sabri Suby]: 这就是我所说的“VSL 叠加”。很多人没注意到，销售漏斗的每个阶段都有流失点：有人预约了通话，接下来还得确保他们真的出席。你要找出所有这些流失环节，从漏斗顶部一直往下看，并在每个阶段都加入一段 VSL。这样一来，每个流失点的转化效率都能提升 15% 到 20%。如果叠加四到五段 VSL，整个漏斗的总体转化效率就有望提升 100%。所以，只要有人预约通话，我们就给他们看一段 VSL，讲清楚他们可能不愿意出席的常见原因

[原文] [Sabri Suby]: call. We tell them what to expect on that call. Then, when the rep gets on the call with them and invariably doesn't close a large percentage of those people, a tag is automatically applied and an email goes out with another VSL. And that is strategy number two, VSL stacking. So, if you're enjoying this video and you appreciate the deep source, make sure that you are subscribed cuz we're dropping a couple of videos a week, which brings us to strategy number three. Most businesses think that they're selling against their competition, but their biggest competitor of all is the act of doing nothing. And therefore, that's what you must sell against. Because the easiest thing for your prospect to do after they've clicked on your ad, read your copy, or watched your VSL is to simply do nothing. And the way that you do that is by simply having some basic copy of

[译文] [Sabri Suby]: 的理由，并告诉他们通话时会发生什么。之后，销售代表和他们通话时，如果最终没能成交其中相当一部分人，系统就会自动打上标签，并发出一封带有另一段 VSL 的邮件。这就是第二种策略：VSL 叠加。如果你喜欢这期视频，也觉得内容有价值，记得订阅，因为我们每周会更新好几期。接下来是第三种策略。很多企业以为自己是在和竞争对手争客户，但它们最大的竞争对手其实是“什么都不做”这件事。所以，你必须说服客户别再按兵不动。因为潜在客户点击广告、读完文案或看完 VSL 后，最容易做的就是无动于衷。要解决这个问题，你只需要写一些基础文案，

[原文] [Sabri Suby]: being like, "Don't click the button and don't book in a call and still try to go through everything all by yourself through trial and error, basically burning thousands of dollars every single week on ads that aren't effective. So, what we need to do is kick their bruised knee and we must move them into action. The copy that converts the most is the one that we call a kind of punch to the gut copy that really finds that emotional point that is painting the customer. And when you talk about it, it creates discomfort for them because people move away from discomfort and that's where all the conversions happen. So, here's how you can apply this right now in your own business. I want you to fast forward 12 months and think about what would happen to your prospect if they didn't say yes to this."

[译文] [Sabri Suby]: 比如这样写：“别点这个按钮，也别预约通话，继续自己摸索、反复试错，每周在无效广告上白白烧掉几千美元。”所以，我们要戳中他们的痛处，推动他们采取行动。转化效果最好的文案，是我们所说的那种“直击内心”的文案：精准抓住让客户痛苦的情绪点。把它说出来，会让他们感到不舒服；人们会想摆脱这种不适，而转化就发生在这里。现在就可以把这招用到你的业务里：把时间快进 12 个月，想想如果潜在客户没有接受你的方案，会变成什么样。

[原文] [Sabri Suby]: It might be for instance, if you're selling some kind of acne treatment and the person is suffering from acne, would they have cystic acne that would develop scars? Would they feel very, very embarrassed socially in social settings? Like I can't just be like they would still have acne. You need to use what I call under the fingernail copy that is micro specific to the pain points that they're experiencing and I want you to write all of that down. And then what I want you to do is at the bottom of your sales pitches where it's a product page, it's a landing page, or to VSL, just after you make your ask and you tell them what to do, I want you to tell them or don't do it. And this is basically how your life could look. And so it's like you're offering them two ways and

[译文] [Sabri Suby]: 举个例子，如果你卖的是祛痘产品，而客户正受痘痘困扰：他们会不会发展成会留下疤痕的囊肿型痤疮？会不会在社交场合感到非常难堪？你不能只说“他们还会长痘”。你要写我所说的“直戳痛点”文案，把他们正在经历的痛苦描述得极其具体，并把这些都记下来。然后，在销售文案的结尾处——无论是产品页、落地页还是 VSL——你提出要求、告诉他们该怎么做之后，还要告诉他们如果不这么做，生活可能会变成什么样。相当于给他们摆出两种选择，

[原文] [Sabri Suby]: then we end once more with a positive CTA. So, go through your funnel, look at your closing copy right now and add it. And that is strategy number three, sell against doing nothing. All right, so that gets more people actually coming through. Now, this next strategy is about how to make sure that they're actually the right people, which brings us to strategy number four. Everybody is hunting for the cheapest leads possible. But what you must understand is that the cheapest leads are the worst leads possible. Look, in any buying setting, friction, it lowers conversion rate.

[译文] [Sabri Suby]: 最后再用一个积极的 CTA 收尾。现在就检查你的销售漏斗和收尾文案，把这部分加进去。这就是第三种策略：针对“什么都不做”来进行销售。这样能让更多人真正继续往下走。接下来这项策略要讲的是，如何确保吸引来的确实是合适的客户。第四种策略是：大家都在寻找尽可能便宜的潜在客户，但你必须明白，最便宜的线索往往质量最差。任何购买场景中，阻力都会降低转化率。