CONVERSION

COLLECTION

Kino Alyse
Copyright © 2021 Kino Alyse

All Rights Reserved. No part of this book may be reproduced or used in any
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use of brief quotations and in reference to any workflow or educational purpose
therein.

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First Ebook edition Jan 2022

Edited by Kino Alyse

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Respected Owner, Listed by Page in the Contributors
Chapter, All Used With Written Permission.

Distributed by Kino Alyse Limited in the USA

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 The Conversion Funnel
Lead Your Audience
The conversion funnel has several stages in Begin to pay attention to which stage your
which someone from the audience is in at audience is in. Knowing causes an
any point in time. Effectively, it's the enormous difference in content objectives.
relationship and level of affinity someone Instead of posting photo after photo
has for a brand at particular points. without aim, a creator will start to consider
how to compose the caption, what
The challenge is to lead the audience to emotions to appeal to, and move the
the final stage: conversion. "Conversion" audience to the next stage.
often implies sales but it could also be
email signups, subscriptions, etc.. There are four stages in the conversion
funnel.

Awareness
Awareness

Consideration
Consideration

Preference/Desire
Preference/Desire

Purchase/Conversion
 Conversion Funnel Stages
Awareness Take my relationship with OREO cookies: I
The audience becomes aware of a brand am aware of OREO cookies. I might
and products. This stage is usually created consider buying them for a shake.
through interesting content and
intelligent use of metadata and keywords Do I prefer them?
(organic reach) or algorithmic sorting. Nope.
Do I buy them with any regularity?
Consideration Double nope.
This is the stage in which the audience
interacts with the brand. They are curious I am in the consideration stage with OREO
about the brand or their product. Because cookies as a result of their marketing and
of this, the brand needs to provide further my perspective or history with their brand.
information about what they offer.
Essentially, they want to establish value. Think of a YouTuber or music artist you've
discovered recently. Where are you in their
Preference or Desire conversion funnel? What about your
In this stage, the audience becomes aware favorite artist? Can you remember the
of the value of a brand of product. After conversion journey you took to get to the
Consideration, they have demonstrated advocacy stage?
direct value of the product. Now, the
brand needs to show different market Now, consider your brand. Do you tend to
segmentations and how their product will appeal to a specific stage? Most creatives
enhance their lives. tend to appeal to either the Awareness
Stage or go directly to Conversion. They do
Sale or Conversion this by posting a picture, then asking for a
Conversion is the final stage. The audience sale in another/the same post. See how
has been convinced that the brand or that's probably not the best strategy?
product is worth their time or monetary
exchange and performs an action. I challenge you to plan your conversion
stages for one potential customer.
Bonus: Advocacy & Re-Purchase Consider their market segmentations
The audience is delighted by their (demographic, psychographic, behavioral,
interaction with a brand or product to the and geographics) and what stage they
point that they publicly advocate for it. may be in.
They also return for repeat purchases.
Often, Advocacy is manufactured through See how quickly your tweets will
Surprising and Delighting their customers. metamorphose into thoughtful content?
Let's explore some examples.
 Awareness
The perfect Awareness tweet introduces
the audience to a brand. Daniel Stagner's
done an incredible job introducing voice
and tone, established expectations for his
page, and linked his primary product.
He's got two strong conversions. The first:
by offering his work on an established
marketplace without forcing a sale, he's
allowed the viewer to roll straight into the
Consideration stage. Second, by using
strong voice and tone, he's incentivized
the viewer to convert to a follower.
Another Awareness approach is through
top-down introductions to your audience.
Above, Christoph leverages his personal
brand and photography background in a
pinned tweets, which invites the audience
and potential Collectors to connect with
his background.
Instead of using any conversions, he's
opted into a long thread that showcases
several appeals. He's positioned himself
perfectly for Collectors who value a strong
background and personal connection.
 Consideration

The Consideration stage informs the In this tweet, KRL establishes that he's
audience about a product or expectation looking for Collectors, which I admire
the account provides. because it's flipped the script on how we
usually view transactional relationships. It
Here, I've begun with a pinned tweet that passively tells me that KRL had given a lot
establishes authority via my algorithmic of thought to why his product exists, and
knowledge. The purpose of this tweet is to exactly who he wants to collect it.
teach the audience something useful,
thereby shooting them straight to the It forces Collectors to not only consider the
Preference stage, while passively product, but lead them into Preference.
introducing my product to them: consults. This is done through placing importance
on a specific type of Collector and urgency
via the criteria.
 Preference
Emotional appeals are incredible for the
Preference stage. Strong content often
include multiple examples.
First, Rachel Wood chose to use FOMO to
encourage her audience to pay close
attention to her drops. She's empathized
with those who missed out and provided
an alternative product.
Next, there's a strong appeal to charitable
nature, relying on the imagery of penguins
to connect to the audience.
Similarly, PhenixRisen has opted for the
FOMO emotional appeal, twice over. Not
only had she passively laid the foundation
for subscription availability, but a direct
call to action to also sign up for her
mailing list.
Combined, the audience is driven into the
Preference stage: if they subscribe and
sign up, they are mailed a unique,
personal gift for their labors.
 Conversion

Strong conversion content uses a call to Wolf Mercury used several emotional
action. This is the purposeful use of a narrative appeals whist complimenting
button, short phrase, or sentence that the visual before leading the audience to
suggests or demands an action. Above, I've his call to action, "Walk with me."
used an emoji to lead the eye to the call to Normally, I would advise ending the call to
action: "Hit the Reminder." action there. However, the emotional
narrative enforces a personal connection.
I've used copy to lead my audience to the
CTA. I used the PPP method: Preview, Note that he's taken time to tag
Proof, and Preview. SuperRare and his hashtag use. This post
aims to introduce Wolf to the NFT
For more on calls to action, please see the community at large and let them get to
Copywriting chapter. know him.
 Conversion Funnel
For this exercise, consider a single Think about how do you lead your current
something that you offer, usually a audience through the funnel for that
product, service, or entertainment. Prints, product. Have you published something
commissions, subscriptions to your stream, effective already? Think of someone who
following you on Twitter, etc - all of these interacts with you - what stage are they in?
are applicable to the funnel. Remember: Use this space to identify your current
conversion isn't always a sale. conversion behaviors.

Awareness

Consideration

Preference

Purchase
 Conversion Funnel
Next, I want you to think about potential. Also, consider the content of each
How can you improve and consciously publication. What creative can you make
lead your audience through the funnel? that leads to the next stage? Is it a TikTok
Think of this as your action plan for each video, review, demos, samples?
stage.

My Product or Service:

Awareness

Consideration

Preference

Purchase
 Writing Copy
Are you guilty of any of these common caption practices?
Philosophical quote, nothing to do with the photo
Emoji spam
The latest meme

If you have, I've got the cure for you. It's called "copywriting."

"Copyrighting" is not the same as "Copywriting." The first regards

intellectual property whereas the latter refers to writing text for
advertising and marketing. Throughout this chapter, I'll also refer
to copywriting as "writing copy" and "captions." All of these are
the same concept used interchangeably.

Strong copy has the ability to tailor specific responses. What you
want the audience to do is completely in your power.

Most times, the format of copy needs to be carefully considered.

You might find yourself writing several drafts until it becomes
second nature. I strongly encourage you to take this last chapter
to heart. Knowing everything that we know now, the ability to
write powerful copy is the last tool to control your social media
and audience experience.

Not only that, but you can take it with you across all social media
and writing platforms. Writing copy is an enormous skill for
conducting yourself as a business entity. As always, let's start with
the foundation: structure.
 Call to Action (CTA)
When you post on social media, your ideas Imperative sentences are written as
and products live in cyberspace. To the commands. For our use, consider the
reader, what you offer isn’t tangible until following words for your calls to action:
it’s in their hands or they're interacting Follow (me for more)
with it directly. BUY NOW isn’t plastered Win (a free print)
on every single item inside of a physical Help (by donating now)
shop because the customer can touch Be (the best version of yourself)
everything on display. However, you’ll
notice signs about their loyalty program There are also friction words which identify
and gift card offerings. that the audience needs to give
something in order to get something. Be
To provoke action, it’s crucial to use a call cautious with these. Usually, unless the
to action (CTA). reader is in the far stages of the conversion
funnel, this may come off as pushy.
A call to action is a button or short phrase Friction words include:
or sentence used to suggest or demand an Buy
action. Subscribe
Order
Calls to action need to be simple and Donate
specific. When you ask someone to do
something, make it one, specific thing at a What’s more, emotional appeals help to
time. Don’t overcomplicate the process. satisfy urgency. Combine these commands
The point is to lead them to an initial with emotion that invokes a fear of
action and continuously convert missing out:
thereafter. Order now and get a free print
Follow for updates
Be direct and clear. Start with a single Be the first to know
command that cuts straight to the point.
English teachers may have taught you this Give your content the best possible
already: this is an imperative sentence. chance at success through ways for the
audience to act.
 Short Captions
Kino Alyse's Template Practice Captions
Hook, Content/Story Choose a couple of assets and practice
writing strong Main Feed captions here.
Emoji | CTA - kinoalyse.net
-
Hashtag | Hashtag | Tag
[Shutter] [Aperture] [ISO]
-
Hashtag Research
 Write a Caption
Writing a strong caption is an investment
in several drafts (sometimes whisky), even
for the pros. Using the format outlined in
this chapter, I want you to choose
Hook
Call to Action
a visual, whether published or in your
drafts, and write a caption. Then, we'll
combine everything we've learned on the
next page.
Descriptive Text
Caption
 Incoming Updates

This minibook is accidentally going to become

a workbook. Here are a couple of the working
chapters:

Conversion Metrics
Target Audience
Lead Generation
Sales
Closing
Analytics

The Full Conversion Minibook will be available on Patreon on January

17th, 2022 in the $5 tier - you get a bunch of full minibooks, actually. :D

Thank you for downloading, friends.

 Contributors
Masters & Artisans
To my Masters and Artisans, the life-blood of this project: you keep me fed and allow me to
invest in research for workbooks like this. The privilege of trust you give me was a beacon
of happiness throughout this process.

Ali Thompson RevolWave Mystical Muses

CHAOTIC CHESS WEB3 MUSIC GENERATIVE NFT
GOD PLATFORM PROJECT

Dan Aki Evan Currie Brandon Esposito

BLACKSMITH & AUTHOR GAME DESIGNER
WOODWORKER

JChaoLive Philippe Sheraf Mintang

POLYSCI STREAMER NFT AERIAL WINE ENTHUSIAST &
PHOTOGRAPHER NFT PHOTOGRAPHER

Very Stupid Gamer Keith Lytle Serrik Vorrik

GAMING STREAMER TECH EXTRAORDINAIRE STREAMER
 Contributors
Donations & Supporters
A list of off-Patreon support, donors, and people I want to recognize for their contributions
to this project. Thank you, endlessly, for your part.

Lagerdahl Steve VanSickle PhenixRisen

BOTANICAL & NATURE CITY & NATURE WHOLESOME RAGE
PHOTOGRAPHER PHOTOGRAPHER STREAMER

Stanislav Stu Kwan Girls Riding Things

TECHNICAL ANALYIST ENTREPRENUER GENERATIVE NFT
PROJECT

ForkHunger RevolWave
CHARITABLE NFT WEB3 MUSIC
PROJECT PLATFORM
 Journeymen Patrons

PhenixRisen Steve VanSickle Christopher Parks

RAGE STREAMER PHOTOGRAPHER PHOTOGRAPHER

TIKTOK

Owen Henson Hello, Adventure!

Kiwi Kaboom MUSIC COVERS D&D STREAM
PATREON
HELLENIC HEALING
sarahbeeplaysgames Neil Griffith
GAMING STREAMER TWITTER
Eric Norton
POGOPRO PODCAST
Anonymous Colts Art
EDUCATOR ILLUSTRATOR
ForkHungerNFT
TWITTER
CHARITABLE NFT PROJECT ChrisCosm0 Michael Jeanielle
ART STREAMER DIGITAL ARTIST

Girls Riding Things

GENERATIVE NFT PROJECT SerenKitty Ipsi Lorem
POLITICAL STREAMER DIGITAL ART STREAMER

ViFrost
STREAMER
Loralie Cosplay Blazin_Tre
MODEL & COSPLAYER GAMING STREAMER
Gabe Thorn
MINIATURES ARTIST
Lagerdahl Vetiver
ZeSquishy PHOTOGRAPHY NFT ARTIST

GOBLIN MAMA STREAMER

Susan See ElkSomi

Jessica Moore PHOTOGRAPHER ARTIST & COLLECTOR
STORM PHOTOGRAPHER

MadameBerry
xxcynnfullxx ORIGINAL ART STREAM
HORROR STREAMING
TWITTER