Steve Pacinelli discusses the subconscious minds of leads and buyers.

1. Psychology of Lead
Conversion
Stephen Pacinelli
CMO - BombBomb

2. RyanB1968@gmail.com
Mickey Mouse

3. AGENDA
• Understanding Today’s Leads
• Tools
• Scripts/Psychological Triggers
• Video

4. Speed
to
Lead

5. SYSTEM 1
SYSTEM 2

6. BEHAVIORAL PSYCHOLOGY
Online Relationships
Predict, Understand, Influence

7. UNCONSCIOUS MENTAL
PROCESSING
Wikipedia
The unconscious mind (or the unconscious)
consists of the processes in the mind which
occur automatically and are not available to
introspection, and include
thought processes, memory, affect, and
motivation.

8. OUR PRIMITIVE BRAIN
3 SECONDS 5 TIMES LASTING
Gut reactions occur within 3
seconds or less.
System 1 processes
information 5 times faster
than our conscious brain.
Emotions make a
lasting imprint
compared to rational
thought.
“Strangers to Ourselves. You have now been
introduced to that stranger in you, which may be in
control of much of what you do, although you rarely
have a glimpse of it.”

9. DISCOVERY +
RESEARCH

10. USE IT – APPROPRIATELY

11. Subject Line Tips
1. Use the preheader to extend the subject line
2. Use the preheader for a separate, but related message

12. Subject Line Best Practices
• Keep it under 50 characters
• More caps ≠ More opens
Strategies
• Direct
• Timely
• Single Word Subject Lines
• Numbers and Lists
• Personalization
• Mysterious Subject Lines
• Missing Out

13. Subject Line Tips
Based on 15,000,000 email sends from BombBomb in January 2016

14. S
“Video” in the Subject Line
8.3% higher open rate
32.8% higher play rate
Based on 15,000,000 email sends from BombBomb in January 2016
Subject Line Tips

15. 3 PART FRAMEWORK

16. EMPATHY, VALUE, CALL TO ACTION
Empathy
Your ability to understand & relate to their feelings.
Meeting people where they are.
Letting them know it’s about them (not about you).

17. http://www.marketingexperiments.com/
Marketing Experiments http://www.marketingexperiments.com/

18. EMPATHY, VALUE, CALL TO ACTION
Value
Your ability to serve with knowledge & expertise.
Trying to give them something they can’t Google.
Making tangible your USP.

19. EMPATHY, VALUE, CALL TO ACTION
Call To Action
Your ability to make clear the path forward.
Walking people through the conversion.
Offering the next step strongly and clearly.

20. “I HAVE SOME IMPORTANT
DETAILS YOU CAN’T FIND
ONLINE”

21. EXAMPLE:
Empathy, Value, CTA
• Thank you so much for signing up on our website. I hope it’s been a value
and benefit as you’re searching for your new home.
• I also wanted to let you know that I completely understand you not
putting in your real contact information. I’d do the same thing myself if I
just wanted to find a home and not be bothered.
• But when the time is right for you and you’re feel you need someone to
help you through this difficult process, find that dream home, and get the
best possible price, please put in your correct information and reach out to
us. We’re here to help you.

22. The Conversion Code
Acknowledge, Respond, Pivot

23. Four Tips for Responding to
Internet Leads
1. Respond Quickly
2. Personalize
3. Empathize, Value, CTA
4. Nurture/ Be insightful

24. THE POWER OF BECAUSE
Ellen Langer

25. THE TYPICAL LEAD IS TOUCHED BY A
SALESPERSON ON AVERAGE ONLY
1.3 TIMES. INCREASING THE NUMBER
OF TOUCHES TO SIX INCREASES THE
LIKELIHOOD OF MAKING A CONTACT
BY 70%.
CRM

27. We automatically build (and keep updated)
the address book for all your contacts
We help you prioritize your top contacts
into groups (or buckets)
We prompt you to follow up with the top
people in your network that you haven’t
connected with in several weeks or months
By regularly following up, you’ll stay top of
mind, and get more referrals & repeat business
1 2
43

28. HUMOUR

29. SHORT AND
SIMPLE Juxtaposition

31. 90% OF ALL THE
DATA THE BRAIN
PROCESSES IS
VISUAL

32. Dad

33. Similarity Builds Trust

34. IF THEY CAN’T SEE YOU….

35. Seller Lead Inquiry

37. Hey Ken,
I’m just cleaning out my mail box and wanted to
share a few thoughts with you.
Your videos were a major reason I chose to have
you as our realtor. After watching your first video,
then reading the reviews from your customers, I had
this comfortable feeling that I was doing business
with a friend.
I loved seeing your kid’s art posted on your walls. I
remember when our kids were young and there
masterpieces covered our walls. I’ve spent my
career in sales, and you do all the little things right.
I look forward to talking with you soon.
Thanks,
Michael

38. Rapport Building

39. A PERFECT VIDEO
WON’T CONVERT
MORE LEADS…..

40. VISUAL REALISM: THE WAY
TO BUILD TRUST WITH YOUR
AUDIENCE

42. "Analytics inform, but emotions compel"

43. EMAIL MARKETING
BOMBBOMB

44. QUICKSEND

45. Step 1 Step 2 Step 3
GMAIL OR OUTLOOK

46. ANALYTICS

47. RELATIONSHIP MARKETING
CONTACTUALLY

48. DASHBOARD

49. BOMBBOMB.COM/CONTACTUALLY
CONTACTUALLY.COM/INVITE/BOMBBOMB
Free Trial + Content – Credit Card = More Lead Conversions