CASE STUDY: The “Fusion” Web Audio Billboard
By Alex Mandossian on September 4, 2008
If you ever want to add more affiliate partnership sales within the “event marketing” micro-niche, the absolute best way I’ve found that attracts more referrals is “fusing” a 5-minute online AUDIO with a one-page webpage (BILLBOARD).
I call it the “Audio Billboard” marketing method and over the past decade generated a few hundred thousand dollars in sales and profits with simple no-nonsense audio messages.
Click here to see an example of the Audio Billboard I created in less than 5 minutes with Jeff Herring - he’s the “Article Marketing Guy” and co-instructor for our 1-day Repurposing Strategies Workshop we’re hosting on Thursday, October 16th at the LAX Westin Hotel.
(This $497 workshop is one day before Tom Antion’s 3-day Fusion Seminar - Oct. 17th through 19th).
Case Study Overview
The Offer: Free access to a $497 one-day Repurposing Strategies Workshop at the LAX Westin in Los Angeles on October 16th, 2008.
The Ethical Bribes: 1) Free access to the $497 workshop for Fusion event registrants, 2) Rebate check of $500 for Fusion event registrants, 3) Private MasterMind workshop for (12 people only) on Saturday evening after Fusion event day #2.
The Actionizer: Limited to 12 people for Alex and another 12 for Jeff, so 24 people total and the private Master Mind meeting is limited to 12 people. Time limit is 10 days or 12 people … whatever comes first. (Offer Deadline: September 8th at 5pm Pacific)
The Process: Phase 1 was an ”text” email invitation (click here to see it) sent out on Thursday, August 28th. Phase 2 was the Audio Billboard (click here to see it and hear it) promoted via a “text” email teaser sent out on Thursday, September 4th … which also is referenced on this blog ;-)
The Results: Within first 3 days of initial email invitation, 8 people signed up and are bringing guests. (I expect within 24 hours of referencing this blog post, all 24 slots will be filled up.
The Point: As my good friend and colleague, Glenn Dietzel, often says: “We’re no longer in the ‘Information’ Age … we’re now in the ‘Recommendation’ Age.” And I agree … a 5 minute Audio Billboard “recommendation” will often out pull a 50-minute (reading time) website experience.
If you’re reading this before my Repurposing Strategies Workshop, then I recommend you get registered for Tom Antion’s Fusion event (October 17th - 19th).
By doing so you’re eligible to attend our October 16th $497 workshop for free … if it’s in your budget and if you can clear your calendar to meet Jeff Herring and me at the LAX Westin.
If you’re reading this after the deadline or the workshop, then I invite and encourage you to model the Audio Billboard concept and “creatively imitate” what you’ve just experienced.
Many marketers will imitate this concept without my permission, so I’m formally giving you written permission right here, right now … as your reward for reading this entire blog post.
Actually, I got the idea two years ago from John Reese and Frank Kern, so this Case Study is a testament that great marketing ideas never die, they simply evolve.
Thank you for reading and please leave your comments and invite a friend or colleague to read this post. Your referral and courtesy will be most appreciated.
Alex,
I really like this concept because it makes the interraction with affiliates more “personal”.
I’ve also seen video effectively used for a similar purpose - especially if you are explaining a physical product or a multi-step marketing campaign to your affiliates.
It will dramatically decrease the number of questions you get and makes the promotion with your affiliates a lot smoother.
Great stuff.
Stu
This is excellently simple!!
Beats spending hours writing ad copy and, you get to pre sell to your customer with nothing better than your own voice.
Thanks for sharing this Alex,
Trish Jones
As usual, quality material Alex. This is a simple strategy that hits you on the aural and visual levels. It is hard to ignore as a medium.
Alex - I like the intimacy factor of the audio billboard, although the ‘pause, rewind/ffw buttons don’t work on this example. I think the billboard would be more effective if it was real video and not a static picture of the two of you. Or perhaps have the pictures change as the conversation goes back and forth between you two; that would help the engagement of the viewer.
Mark K
http://www.jvhound.com
Alex and Jeff,
This is excellent…what a great strategy…only wish I lived closer to the US and not here on the Gold Coast Australia…for travel reasons only…to attend the Fusion Seminar.
Thanks again, guys.
Terry
Work,Study and Grow SMARTER, not harder.
http://www.SecretsToRaisingSmartRichKids.com
Alex you get it right the first time because the attention spans are limited these days, fusion is the intelligent use of various integration solutions, (i.e, text, image and sound,) it’s all the rage.
Alex,
More of a pitch then a post..I can hear your voice while reading. It’s a “Post Sales Letter” or a “Sales Letter Post”….. I think you are trying to SELL me. That’s what I got out of it. Hope that helps.
This is a great idea for self-publishing authors and I will be sure to post a link here so our members can learn about this tool. thank you for sharing.
Great information Alex. Would love to attend, but have a prior engagement.
Jay NaPier
Alex, thanks for the permission. I would have to agree with you on this topic as I have a few niche sites that I have done this same type of thing. It seems that the long sales letter looses people sometimes and a brief audio messages gives a little more of a personal touch. Then again in my case it could just mean that my copy is not up to par…
Either way I have found what you have wrote here is right on base. Additionally, I have also tested a brief video (2-3 min) with a small sample of copy and this has also done well compared to the long form sales letter. I’m still in process of testing measurable results comparing audio against small video, we’ll see what happens. Thank you for sharing your knowledge and experience with all of us. It’s very much appreciated on my part.
Audio billboard is a perfect name for using audio promo on one sales page with static images.
Clever to show how long-distance phone conferencing can be applied. Nice touch that your photos lighted up when you and Jeff spoke on the call, so people could identify who’s speaking.
I’ve used this audio sales page with an image of my novel cover.
Audio billboard implies that more traffic will see it. So it’s important for you to include traffic-generating strategies along with repurposing strategies in your seminar.
Thanks for the elegant way you pioneer and improve our online marketing strategies!
Hey Guys- sneaky, woops! Excellent Marketing Method to both demonstrate the Audio Billboard and get your message across. It works, for sure, hitting all 3 learning styles of viewers: visual, auditory and kinesthetic. You said it’s easy to set up via Audio Generator? Shall we just go to that site to link up?(Is this included in VBT, by the way?) Thanks to both Alex and Jeff for your leadership and goodwill.
I like the idea of an audio billboard and plan to do some of those. Also, like that you did a twofer with this post. How clever to promote your event through the illustration. You’re the man, Alex!
Great post Alex! I am in the “newbie” stage of on-line audio…so ‘thanks’ for this helpful case study. I love how you have the case study broken down and explained.
Alex this is fantastic, thank you for sharing your wisdom with us. You are a gifted professional, thank you again for sharing your gifts with the world. When I finally launch my website and web campaign this is something I can put immediately into action.
Alex, I appreciate your generosity in telling exactly what you do. The information you provide free has so much value that I am eager to attend one of your workshops.
Ann Bell
I totally agree. Having an Audio Billboard adds a personal touch to your website. Doing business online is largely based on trust and you will never meet your customers (unlikely), so any way to personalise the approach is advisable as more trust = more sales!
Alex,
You have created an “eye-catching” marketing process (yes, not just a technique) that can be used to help readers/listeners understand the message in less time. The impact is greater because we get to see the person and hear his/her voice and read the message. Since these first impressions always color decisions, might as well give more bursts in a shorter time span without flooding the senses with animated “noise”. I will use this appealing means of communicating with people about whom I care but have yet to establish a relationship.
A Teleseminar Secrets friend,
Brian
I love it…less is more and this is a home run…i own the domain BillboardBounty.com and now I have something to think abut for this domain name
We like this new Audio Billboard with the flashing audio speakers. Little eye candy to grab people’s attention.
– Pat & Lorna
http://www.PatAndLorna.com
I love the elegance of the idea behind the audio billboard Alex. If we invest a little bit in some voice talent and the copy the result should be very good. The testing process looks easy enough to try and then the tweaking after that. Thanks John Reese!… oh and thanks to you too Alex.
Hi Alex,
Nice information, and new concept for promotion and information provision.
Knowing that many do “copy” concepts without permission, I appreciate your permission up front to utilize this as well.
We’ll see how it works out!
Best regards,
Paul
Great post. I love the term ‘Recommendation’ Age.
J.R.
Fabulous concept Alex - can always count on you for latest and greatest clean, crisp and effective marketing. Thanks for keeping me in the loop of your genius!
My Best
Sherri
Hi Alex,
Thanks for this referral. Regarding the audio billboard,uh, no I don’t think so. Essentially a talking picture- I think with YouTube so prevalent you’re better off just embedding actual live footage.
Thanks,
Steve
Hi Alex,
Thanks for the entire concept of the audio billboard — I have been tossing around using the same concept on about us pages of several of my websites — should allow people to get to know us better and be more intimate.
Any thoughts?
This is too short of a blog. You aren’t really giving any information. You aren’t sharing how to create an audio file (tech suggestions, for instance, free recording on a free teleconference call phone line or downloading software to record professionally). You aren’t specifically giving examples of ways in which an audio file has served you. It really just seems like a way to get people to your October 16 event in LA, so that feels deceptive in advertising and promotion. If you want people to go to your event on the 16th, then I recommend you share the merits of that event vs. this “please comment on my blog” request.
That’s how it hit me…of course, maybe I’m just having a bad day.
~Erica
Nice Job Alex,
Addresses the point that people want information, they want it when they want it, and if they come to a site and you do not get their attention in the first few seconds you get “X” out and the next guy gets to take his shot. One thing that should be stressed is that there must be a great balance between written content on the billboard and the audio. Readers must keep in mind that they are hitting both sight and sound senses.
Thank you, Alex, for this great idea.
We met in Dallas in 2006 at Stu’s event. And again in San Francisco. You remember we spoke about my favorite charity in Africa, KENWA.
Your generous advice has allowed me to provide behavior-improving parenting resources faster and better.
You’re a real prince for sharing it.
Sincerely yours in parenting success,
Debra Sale Wendler
Hi Alex,
Cool technique. Studies have always shown that we retain more knowledge when we see and hear something, and I agree with you that the personal touch of adding your voice, image or both, can make a difference in response.
Us marketers and infopreneurs are blessed to have so many affordable, easy-to-use technologies at our disposal.
Thanks, as always for sharing your expertise.
Alex,
Love the test you have created and think it will be very useful for anyone marketing online. The best thing is that it is so simple to do and from what I have seen and your experience it looks like it will convert as well.
Of course as marketers we need to test everything and see what converts best so thanks Alex for this great free idea.
The audio controls from Audio Generator did not work, only play and stop. I couldn’t pause the recording.
Repurposing is great. I’m about to purchase some article templates from Jeff in the near future. And Alex, I was blown away by your TSS preview call!!
Shea
Alex, Thanks for the great tips and information.
Tom Antion rocks, and i highly recommend everyone to check him out!
Matt
http://www.PositivelyMary.com
Hey Alex, I think this “Audio Billboard” is very engaging. I did not listen to the entire audio, but it served it’s purpose as I was very intrigued and clicked forward to find out more…I also think that the fact it continues to open new windows is a great idea…thanks for sharing. Erik
Hi Alex
Love this audio billboard idea. It is immediate, straight to the point, no long and boring ’sales page copy’ that noone reads anymore. Just a great opportunity for people to listen to if they are interested.
Thanks for the opportunity to creatively imitate this brilliant idea.
PS. I also love your postcards.
I am just about to launch my internet marketing for newbies website in Australia and these ideas are great tools to help my newbies to not only drive traffic to their website and convert them, but to also understand the many strategies available to them to get people into their funnel.
Have a fabulous day Alex, love your work.
Cheers
Pam
Sydney Australia
One more thing Alex, the widow which opens when I click on “Alex’s 3 reasons “ is a great “soft sales latter” I think it can give an amazing “silent push” to the entire marketing loop! Erik
Alex:
As usual, impeccably done. You are the master. (And Jeff’s pretty cool, too!)
thank,s man do your self a favour get your self some real free stuff cool ryan and his gang are very generouse check it out i know your busy but do you a gift check out http://www.mindmovies.com/vid2/?10275 you deserve a free gift to thanks again mate love garry n gail
Love the audio billboard. What software must you have to do this? I want to use this format for a retooling project my VA is working on for me based on the Speed Money Course I took with you.
Thanks much,
Amelia Brazell
Alex,
I love that you are always working on a different marketing angle to help drive the online marketing revolution.
I would love to attend but have too many other commitments right now to do so.
I look forward to seeing this information repurposed as well.
Steve McMurray
Great stuff. I am not at that level yet. Maybe, about another 6 months. I am still on that learning curve and am being swamped with over 100 e-mails per day. That is a lot of reading.
I’ll put something like this up on my site within the next week and we’ll really test the ****out of various versions to see if it outpulls the written stuff as you said. In fact, refering to your last post, the sign ups were far more targeted, but let’s see about conversion rates. Thanks for the heads up!
mastery - shear mastery!
Very eyecatching with the colours changing for the individual speaker. Thanks for the freedom to utilize your idea. I love the term Audio Billboard. Very elegant, simple and understated marketing concept that should convert quickly…please let us know how fast the campaign completes.
:) kerri-raluna
Queensland, Australia
Hi Alex,
I think your new method has a lot of “twinkle” - the idea of a dialogue is so creative. And, of course, you are generous as always with your time for your students. Linking up with Jeff is a great idea, and I wish I could be there. (Happens to be my birthday!)
Thanks for your brightness!
Elyn
Alex - Great idea! Think i’ll test the audio Billboard approach.
I currently use a video approach as I think people are becoming a little jaded about reading long sales copy especially in the IM niche.
Roy
http://www.CaseStudyCashClub.com
This is a very good sales tool. Your point is obviously to get people to go to your classes. (Your point is obviously to make money as well - nothing wrong with that). It’s easy to listen to and easy to understand. Thanks for planting the seed.
Alex,
This concept is further proof of the power of the human voice in marketing. I also like the flashing speakers. Does Audiogenerator currently provide a mechanism for the flashing speakers, and is there an easy way to do this?
Those in the marketing for attorneys/marketing for law firms space can benefit from this idea.
Thanks for sharing.
Bentley Tolk
Great idea! We’re just launching a big online summit and we will add this to our event marketing strategy.
Alex,
I love the Audio Billboard that is a double for your sales letter. I love the interaction that occurs with you and Jeff in the billboard. It is amazing!
Thanks for giving us great content in your blogs!
Layla
Hi Alex,
This seems to be an easier, quicker, and more effective way to communicate your message because it combines the senses: hearing, seeing, touching (clicking the action button). It’s a great way to grab attention AND build a more personal relationship because people have the chance to hear the authenticity in your voice. Thanks, Alex!
Lynell LaMountain
Alex,
Great information starters in the internet marketing world with audio / video. As someone else mentioned in the comments above, I guess the audio will get replaced with video sooner than later. Including audio now will help transition smoothly to the video centric YouTube world.
I am great fan of Glenn Dietzel and his concepts such as “Recommendation Age”. More social proof!
Paddu
http://www.LeadPro247.Com
Hi Alex
have you split tested this approach against a short video? how does it compare?
Peter
I love the idea. This is really effective if the person viewing is auditory and easy for someone who does not want to write Ad copy. Thanks