The 2 skills you need to sell ANYTHING online

free traffic training next week ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ The two skills you need to sell anything online are… Traffic and Conversions “Traffic” gets eyeballs to your offer. And “conversions” ensure they buy when they arrive. "Wow, Rob such a great insight... Did you just get your free certification in digital marketing today?" But hang on... Because here’s where it gets interesting. Some people think of these as two separate domains. "Copywriters you go over here… Media buyers you go over there… Alright, now class can begin.” But the best marketers I’ve ever worked with put equal weight on both skills. In fact, one of my old bosses held this belief so strongly that he put a SCREECHING halt to several big projects just to make sure the copywriter (me) and the media buyers were on the same page. This was back when I worked with a well-known health and supplement brand. And for some strange reason, our entire traffic team was based in Austin, Texas (the rest of the company was in Nashville). My boss despised this with a passion. So he bought me a ticket to fly down for a week, hang out with the team, and look at their workflow. When I arrived, a few things immediately became obvious: 1. Buying ads at the scale of a company like that (spending $1m+ per month) is like trying to control an octopus with a billion tentacles. They showed me these gigantic spreadsheets with all these random codes... and how they uploaded it into Facebook/Google... and all these rules they created so the ads would run with controlled costs. To me, it felt like I’d entered some alien spacecraft and was looking at a command center from 2,000 years in the future. Before I arrived, if you asked me what it would take to launch an ad, I would have guessed a few clicks of a button. So seeing all this, I was stunned. 2. Neither of us really understood what the other wanted or needed… But we could be unstoppable if we worked together! For example, the Traffic Team told me how they'd found one product that was selling like free water in the desert. But they had a big problem… They were in desperate need of UGC and copy around a specific pain point to support it. But because of all the hoops of submitting briefs, getting ideas approved, making sure it was on brand, and then launching it, they were sitting there empty handed for months. I said, “Wait - you just need a photo like that one from a customer? And some copy around that pain point? I can get you that in 20 minutes!” I did. And that creative went on to be some of the top performing of all time. Same went for me, The Conversion Guy. I needed traffic to a brand new webinar funnel I was working on. And I’d come up with a really cool positioning for the product. But I knew we needed a metric crap ton of people to sign up for the webinar to hit the goals we’d set. And to be honest, I felt a lot of pressure to write some amazing, persuasive script to make it happen. The head media buyer said, "Screw that!" And then proceeded to show me an ad strategy that was working incredibly well on Facebook (at the time). It basically involved boosting a motivational or inspirational video to as big of an audience as you could humanly reach (views were super cheap on FB back then). And then retargeting all those people who viewed the video with our webinar ad... The plan was to do this even though the original video had nothing to do with the product we were selling. In theory, ad cost would drop dramatically by retargeting these people instead of finding cold traffic… the audience would already be somewhat familiar with the guru… and we might get a much bigger bang for our budget. So I wrote the script for a motivational video that had nothing to do with the product… we shot the video… And the strategy did NOT work exactly as he said it would. It worked better than either of us could have imagined. That webinar funnel eventually went on to make over $6.9m in under 6 months. The point is: Traffic and Conversions shouldn’t be treated as separate domains. They’re two sides of the same coin. And when they feed one another, big leaps happen. Lots of money gets made. And both parties get a better understanding of how to win at their job. And that's why I couldn’t be more thrilled for what we’re covering next week at The Creative Strategy Summit (on Sept. 14). We’ve gathered 22 of the top minds in traffic-based skills (TikTok/FB/Google ads, UGC, video advertising, and more) to shed light into how marketers can get more eyeballs on their offers right now. If you play any part in the traffic or conversion process, this needs to be on your calendar ASAP. You’ll be able to hear from people driving millions of clicks per month from epic brands like: - Mirella Crespi - Nick Shackelford - Adam Rose-Levy - Audrey Madden (of Huel) - Kyle White (of Keeps) - Savannah Sanchez - And more. It's all free to stream live. But you must be registered to get a link to watch. Go here to check out the talks and sign up: [( Rob “T&C” Allen Want to invest in your copywriting education? [Check out resources on email marketing, copywriting services, client tips and more.]( Looking for something to watch? [Watch hours of impactful copywriting training on my YouTube channel.]( Are we connected on Twitter? [Follow me here!]( No longer want to receive these emails? 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