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www.getwsodo.com
www.getwsodo.com
the mercy of a man with a hypothesis. So you are going to learn
and apply things that will have a huge impact in your business.

Dean Jackson: 00:06:49 Here we go. Let's start out with conversion multiplier number
one and this is a mindset that drives all of it and it's to
understand that there's five times more money in the long
game than the short game and act accordingly. Now, I'm gonna
clear up a couple of things about what I mean by that because
as an industry, I don't know if you've noticed, but we sort of
fetishize this conversion process in the first 14 days, right? We
kind of fetishize this traffic and conversion instant thing. That
we bring traffic, we send them through this experience and they
get to, at the end of it, that there's more money than we spent
to get the ads. We consider that a win and anything other than
that we kind of consider a loss, right? We're very focused on the
things like earnings per click, as you think about all of the things
that we talk about when we talk to people or we experience
things in this conversion world.

Dean Jackson: 00:08:02 What I'm here to tell you is that there is five times more value in
the long term follow up than there is in the immediate short
term. I'm gonna show you some examples of what that means
but here's the overriding, kind of, graphic that explains it all.
When I first started going really deep into lead conversion and
lead management back in, I think, 1996 or 97 is when I really
started going deep into this. 'Cause we were generating a ton of
leads for our real estate coaching business, generating leads for
thousands of realtors all over North America and looking at
what happens, you know, their goal was that they would run an
ad and somebody would call up today and they would get in the
car this weekend and buy a house. That's what people were
looking for but we realize that that's not the way that most
people make decisions on things. Anything.

Dean Jackson: 00:09:08 I found a company that does this on a enterprise level. They
were, at the time, and may still be, the biggest lead
management company and they did something really
interesting. They would handle on a big corporate level, millions
of leads a year and so if you went to a home show or you went
to, do you remember in magazines we would circle the reader
service card and request information. So you go to the home
show, you inquire about faucets, for instance, and they would
manage, on behalf of Kohler, sending you the literature, sending
you the information. Same thing if you request things on a
corporate website today. So millions of leads across all kinds of
industries and what they would do is something brilliant. They
would call people up at 90 day increments, didn't matter what

Dean Jackson (Completed 10/25/18) Page 3 of 29
Transcript by Rev.com