Cold Traffic Funnel Conversions For Supplement Brands

A successful dietary supplement funnel converts cold traffic into buyers.

A cold traffic funnel is different than any other type of funnel.

What’s different is the audience.

Most health supplement copywriters overlook the two biggest factors in converting cold traffic.

Without them, a cold traffic funnel doesn’t stand a chance.

The two factors are, motivation and awareness.

Let me explain…

When a cold visitor lands on your sales page, they are coming from a different place.

Their motivation and awareness level is different than any other type of traffic.

Cold traffic is always unaware of your product and quite often most of the time unaware of even the problem.

Awareness of the product and the problem, goes back to the 5 stages of market place awareness.

We covered this concept in a previous article but, here’s a quick recap of the different stages of awareness…

Unaware > Problem Aware > Solution Aware > Product Aware > Most Aware

STAGE 1: Completely Unaware – Your prospect is not not aware of their problem or the need for a solution.

STAGE 2: Problem Aware – Your prospect is only aware of the problem and nothing else.

STAGE 3: Solution Aware – Your prospect is aware of the problem and the different solutions available to them.

STAGE 4: Product Aware – Your prospect is aware of the problem and the solution, but aren’t sure which solution is right for them.

STAGE 5: Most Aware – Your prospects is aware of what you offer and how it meets their needs.

Knowing what level you’re writing to is half of the key to converting cold traffic.

The other half is in the audience motivation level.

The motivation of cold traffic is always very low on the motivation scale. And, because the motivation is low they are not ready to buy.

Let’s break down the three levels on the motivation scale:

High – The prospect is READY to buy
Medium – The prospect COULD take action, but may need more convincing
Low – The prospect is NOT ready to buy

Both, the motivation scale and the stage of awareness are key parts of cracking the cold traffic code.

A person needs to go from cold visitor to warm prospect to hot buyer all in one session.

This is the difference between a direct response landing page and a normal landing page.

Which is very different than someone buying from Amazon. On Amazon they are already in the hot stage. They are actively looking to buy.

It’s also very different from a website e-commerce page sale. With an e-commerce sale, a visitor takes several clicks to buy, and warms up along the way.

Or they may be coming into your e-commerce page from an email that warmed them up or from a search result. In which case the buying intent is high and that is what warms them up there. They have a more active posture toward the buying frame because they were seeking you out.

Cold traffic conversion is quite different.

Writing for both the marketplace stage and the motivation level are vital for cold traffic.

This is why a hook, that is a few steps removed from the solution and often even the problem works so well.

Because it pulls in a prospect with a BIG IDEA first before presenting the solution.

The key is that the big idea aims at the exact stage that the traffic is going after.

With cold traffic your best bet is to aim for stage one or two – Unaware or problem aware.

Aim higher than stage two and you won’t be able to interest cold traffic. Due to their motivation level and you won’t be able to scale.

Let’s take a look at some examples of this…

Here’s a headline that targets the problem aware stage.

One Simple Trick To REVERSE Your Diabetes Naturally

Not compliant by any means by the way.

The big idea here is that there’s a trick and the hook is that you can reverse it naturally.

The only reason it could work is because of the claim it’s making. That is to “reverse” diabetes.

I’m sure you’ve seen this claim and hook before, just replace diabetes with any condition.

It’s a formulaic big idea and hook.

The one simple trick to (reverse, cure, eliminate, remove, end, etc.) (fill in the problem here).

And chances are that your audience has also seen this hook before as well.

Anytime there is a formula hook like this, the effectiveness of the promise erodes more and more.

This is how the marketplace sophistication evolves and matures to the next stage. The hook gets worn out, because so may people have seen it before.

Here’s another example that also targets the problem aware stage.

Can “Daniel’s Diabetic Miracle” Naturally Heal Diabetes in as Little as 3 Days?

Also not compliant copy by the way since it implies it can heal a disease state, and even mentions diabetes.

This is a variation of the one above in the form of a question.

The formula looks like this:

Can (big idea), remove (problem) in as little as (a specific time bound period.)

The important thing here is not the formula but that it speaks to the right stage.

You may have heard that you have to speak to your target audience. To do that, knowing exactly what stage the market you’re targeting is in is key.

But to convert cold traffic into sales, you can’t just meet them where they are.

A cold visitor is not going to buy unless you take them through the remaining stages all in the same sales letter.

The very beginning of sales letter address the stage of the marketplace awareness head on. If you don’t nail the stage you’re targeting to the message then your cold traffic funnel is going to be dead in the water.

If the prospect is at the bottom stage, level 1… compleatly unaware, they don’t even know they have a problem. In that case, you can’t begin with the headlines above, that won’t work.

If you’re going to target stage two, the problem aware stage, those might work.

But you need to remember if the audience is in stage two, they are only aware of the problem and nothing else. So your lead copy needs to continue that thread meeting them at stage two as well.

In either case the audience doesn’t even know your product, much less how it solves their problem.

Therefore the sales copy needs to help the visitor realize that they have a problem. The copy warms them up. It speaks to the users problem and instills hope of a solution.

In stage three, solution aware, the old way is introduced. This acknowledges the awareness of the old solution to the problem. The sales letter formula highlights the flaws of these old solutions.

And provides hope of the new way.

In stage four, Product aware, your dietary supplement gets introduced. They are now aware of your solution to their problem.

The motivation level raises from low to medium. The “new way” is introduced, along with how it’s different and how it works.

But they still need convincing. You’re still building value, while raising the motivation to crescendo in the final section.

Now the reader is in the most aware stage. If you’ve done everything right, their motivation level is high and they are ready to try your solution. You can now begin to guide them to make a purchase.