How Do 3-Layer Conversion Systems Work for ClickBank Marketing.
Let’s get one thing clear, people looking to buy the ClickBank products you are promoting don’t
care about you, okay? Let’s get that idea out of your head.
They don’t care about your brand.
They don’t care about your intentions or motivations. All they care about are their problems.
They have problems that they are trying to solve. These are problems that the products you
promote must solve. Always keep this in mind.
Don’t think that just because you’re promoting content and you are spreading awareness
regarding certain niche products to certain audiences that they are somehow obligated to you.
They’re not. Get that idea out of your head. Instead, these people are always asking, “What’s in it
If you operate from this level, then you would give them solutions that solve their problems.
Most importantly, you would position whatever ClickBank product you are selling in these
terms. This enables you to connect with them more efficiently and sell more products. That’s
how the game works.
You have to understand that they are not trying to do you any favors. They’re definitely not
looking to hand you cash. That’s not their top priority. Their top priority is to solve their
problems. Give them that solution. And this is exactly how the 3-layer content conversion system
Layer #1: Produce content that discusses your target audience’s problem
The product that you are selling solves a problem that your target audience members have.
Create content that discusses their problem.
When people see such content, they not only see that you are talking about their problems, but
you are also offering solutions. When they see this, you establish authority and credibility. You
are talking their language. You are speaking to issues that are important to them.
Just as importantly, you are offering them many different options. And by doing so, you establish
your expertise. You’re not just some random person telling them to buy one product and one
At this level, you’re communicating to your target audience members that you understand their
problem and that you have a clear big picture view of what they’re dealing with. So you explain
many different issues regarding their problem. You lay it out. And the more information they get
from your content, the more credible and authoritative you become in their eyes.
Layer #2: Produce content that lays out their options
Now that you have established to your prospects that you understand their problems and you’ve
laid out the wide range of causes, possibilities and complications regarding their problems, the
next step is to zero in on options. These are possible solutions they can select. But you mention
this in categorical terms.
For example, if somebody is trying to get a job, you can first spell out that the reason that they’re
struggling to get a job is because their resume does not clearly communicate their skills. You can
also lay out other possibilities, such as they may be applying to the wrong jobs. There might be a
mismatch between the availability of jobs in their city and their qualifications.
In the second layer of content that you produce, you are going to lay out their options in
categorical terms. You basically say, “If you are struggling with resume issues, these are your
options. If you are struggling with a skills mismatch, here are your options. If you are looking for
a job in the wrong place, here are your options.”
Put yourself in the shoes of the person reading this. If they are trying to get a job, they would
love your content. You have demonstrated to them that you have a good understanding of their
problem and you demonstrate that this problem is not unsolvable. You have shown, by laying out
different options, that this problem is not impossible.
At this stage, your prospect is beginning to trust you more and more. In this level, you are
obviously going to start working on getting them to like the option that you are promoting.
Now, please understand that at this level you’re not promoting a direct link to ClickBank.
If you do that, it’s going to blow up in your face. This is going to look like spam. People are going to
feel that you manipulated them. Instead, you are going to play up a category of options that
contain the product that you will ultimately promote to your prospect.
Going back to our job seeker scenario, of all the different solutions available to them, you can
highlight resume services. You can spell out the advantages and disadvantages as well as show
case studies why this is the easier and more realistic option compared to others.
Of course, you’re not going to completely drop the ball when it comes to other options, but you’re
not going to work as hard to make them look appealing. Do you see how this works?
At this level, you are practicing your salesmanship, but you are going to have to do it in a subtle
way. You cannot be obvious. While you’re not blatantly promoting a specific product, you are
directing the mind and the attention of your prospect to a specific set of options.
Layer #3: Produce content that sells the specific product you are pushing through
This is the most important part of the 3-layer content conversion system. Drop the ball here and
you’re not going to make a sale. Seriously.
It doesn’t matter how awesome Layers 1 and 2 are, if you screw this part up, you’re not going to
make money. Why? This is where the rubber meets the road. Seriously. This is where you drop
your ClickBank product affiliate link.
At this stage, you are directly selling a ClickBank product. Now, what makes this very effective
is that you’re not blatant about it.
In Layer 2, you got the prospect to sign on to a particular type of solution. They’re not going to
click through to Layer 3 if they do not agree with you that a certain category of options is the
best for them. They would stay on Layer 2 and move on. Do you understand me?
The fact that they clicked through means you have convinced them, at some level or another, that
this category of options makes the best sense in their situation. So they click through, and then
what do they see?
You cannot just drop them on a review of one product. If you do that, you are dropping the ball.
You really are. It becomes abundantly obvious that you went through all this time and bother
trying to convince them to buy one product and one product alone.
The better approach is to sell through comparisons. You have to understand that people make
decisions based on comparisons. They don’t just look at one product and think to themselves,
“That product is right for me.” People don’t think that way.
Instead, they look at different options, and then they make their decision. Because when they
look at an option, they ask themselves, “This option is better compared to what?” That’s how
they determine value.
If you put a $1,000 computer in front of somebody’s face and you tell them that this is a great
value, they probably would not be able to make a decision. Now, if you put five computers in
front of them at different price points, with different features, they would feel that they’re in a
position to make a better decision.
They are able to compare the different features. They’re not just focused on the price. They’re not
just focused on one specific feature. They feel that they can see the overall picture regarding the
total range of value each product brings to the table.
That’s how the human mind works.
Decisions are comparative by nature. We’re always asking ourselves, “Compared to what?” So
give them that comparison. This is how you sell.
So when people click through to Layer 3, there should be at least three products there from
ClickBank. You break them down based on features, and then you make notations regarding how
likely this specific option is going to help them solve their problem. Then you do the same for
the other products. At that point, your recommended product may stand apart from the rest.
Honestly, it doesn’t matter because all of the products that you put in front of them are affiliate
products. If they pick your suggestion, great. If they don’t pick your suggestion and go with
another product that you featured, you still make money. Do you see how this works?
Sell through comparison. Don’t just feature one product because when you do that, you only have
one bite at the apple. You also run the risk of looking like you have an agenda.
Now, let’s get real here. You always have an agenda. You’re not putting up this website because
you have nothing else better to do. However, you have to do this in a way that overcomes their
suspicion and skepticism. Appear to give more value by showing a product comparison page.
Why Use This 3-Layer Approach
Make no mistake, if you are just going to promote a naked ClickBank product affiliate link by
buying traffic, it’s going to be expensive. If you’re going to promote using free traffic methods,
it’s going to take too much time. The reason for both outcomes is the same: you haven’t qualified
Take the case of Facebook ads. I’ve seen people promote ClickBank products directly on
Facebook ads. You can tell from the low engagement and other indicators that they’re not doing
well. This should come as no surprise. You haven’t fully qualified your traffic.
That’s why I suggest that you do not use direct link promotions, especially with paid traffic. If
you use organic traffic, which is free, you end up wasting time. Sure, you’re not blowing cash,
but you’re actually wasting something far more precious: your time. Use the 3-layer approach
Another reason why the 3-layer approach works is because it fits with how people make
decisions. Let me ask you, when was the last time you bought something from a complete and
total stranger? I would venture to guess that it has been a long time, if at all.
You’re not unique in this. Most people do not buy from total strangers. We buy from people we
How is trust created? Well, first of all, we must like the options the sales person presents us with.
For us to like these options, we must feel like we know enough about what’s out there. This is
precisely how the 3-layer content marketing approach I’ve described works.
You start with content that gives the reader knowledge. Now, they’re not looking to become
experts in the product category you are promoting. Instead, they just want to know if you
understand where they’re coming from. They just want to know if you are credible and
authoritative enough to have a grasp of the problem they are struggling with. This content
establishes your authority.
If they click through to Layer 2, you then are in a position to get them to like one category of
options compared to the many other categories out there. By the time they click on to Layer 3
and they see the comparison, you pretty much have established a decent level of trust. Do you
see how this works?
Finally, the 3-layer approach gives you a more versatile promotions strategy. There are many
different places on the internet that you can get free traffic from. Since you have essentially 3
different kinds of content, you can mix and match traffic platforms with the content you have so
you can drive more traffic from those platforms.
For example, if you’re going to be promoting primarily on forums and message boards, it’s
probably a good idea to promote using Level 1 content. You look for existing discussions
regarding the issues that you deal with your Level 1 content. You then answer whatever
questions people posted and then you quote certain blocks of text from your content page, and
then you link to your page as a source.
Similarly, people might be talking about the category of solutions you talk about with your Level
2 or Layer 2 content. If you find such discussions on message boards, Facebook groups or
Facebook pages, you can copy and paste bits and pieces from your content, comment on it, and
then drop a link.
Finally, if you have a Twitter account and you are targeting certain hashtags, you can rotate in
your Level 3 content because you can assume that a significant number of people following you
already know what options are out there and they’re looking for a specific comparison of
products regarding the category of solutions they are already sold on.
Do you see how this works? Using a 3-layer content marketing approach enables you to work
with existing demand and traffic. You’re not reinventing your content each and every time you
come across a potential traffic source.
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