Bring Heart, Story & Scale to CINC
Driving qualified leads through clarity
As more services differentiate through software-based tools, CINC has an incredible opportunity to stand out through elevating human connections.
Anyone – even those with no direct real estate experience – can build software tools. (In fact, we’ve worked with clients like this.)
But it takes heart, humanity, and experience to truly transform how real estate professionals succeed.
This is where CINC excels at empowering its customers.
More than a tool or service, your brand represents how modern tech unlocks new levels of productivity, performance, and connection.
So how do you tell this story in a memorable way… especially considering how crowded the real estate professional services space is?
That’s where we come in.
Teaming with the Webstacks design and dev team, the Common People copywriting team will take a data-driven approach to crafting your story.
In this proposal, we’ll detail how Common People will:
- Gather insights and data to create a strong storytelling foundation
- Craft compelling, conversion-focused messaging
- Collaborate with the Webstacks team to elevate your site beyond the sum of its parts
Our purpose: to drive new business for CINC’s platform, events, and other initiatives.
Goals & Objectives
Goals
- Increase qualified lead attendance to the DDSO
- Increase consistency and quality of funnel leads
- Increase enrollment in mastermind by 30% per year
Objectives
- Create a voice guide and updated messaging map to guide specific messaging for each segment. Then set up a system to plug-and-play team members as needed, maintaining a consistent voice, strategy, and message regardless of which team member is contributing specific assets
- Audit all funnels for the following criteria: relevance, timeliness, performance, voice, message, tone, clarity, functionality, design, and gaps. Then create a full, linked resource to all strategy/funnel assets with a visual representation of user journeys
- Revise asset copy and design as needed to match brand identity.
- Develop and execute a strategy to drive event attendance.
About
Common People
We’re a lean web studio specializing in building focused, conversion-designed websites.
Every project begins by asking, “What are your goals?”
Then we design an experience that leads visitor segments through the messaging they need to see in order to understand how your brand benefits them.
Your message is more than words – it’s also the visual design and technical experience contributing to how you tell your brand story.
Each design decision – from color palettes to website style down to microcopy and layout – is made with your business’s bottom line in mind.
But that doesn’t mean we sacrifice form for function. Instead, we believe the highest performing websites combine data-driven decision-making with art. This leaves visitors delighted… and creates an experience they’re more likely to share, thus amplifying your brand’s reach through the network effect.
Rather than following traditional agency models, Common People assembles teams on a project basis. This means you get the best-fit copywriters, researchers, and other creative professionals for your unique needs.
Project Team
Matt Hall, MBA
Copywriter/Strategist
Co-founder of Common People Web Design and jack of all trades, Matt has been building websites since the days of dial-up.
In addition to being a seasoned WordPress expert, he’s also a senior conversion copywriter and pretty decent web designer, giving him a unique eye for what works on the web (and why).
Matt knows your website project is an investment into your business, so he works hard to ensure you’ll get a positive ROI.
With broad experience working with clients like Kajabi, Auction.com, Intel, Panasonic, Feedly, Spotio, and many other tech, SaaS, and startup brands, Matt’s able to craft messaging that resonates with your ideal customers.
Melissa Harstine
Researcher/Analyst
Killer copy – words that connect with hearts and convert into sales – comes straight from your clients’ mouths.
Melissa has worked with over 80 clients to help them achive measurable sales growth.
She specializes in conducting customer research interviews that identify *exactly* what audiences need to hear to take the next step in working with you.
Then she draws actionable, smart insights from these research sessions that helps guide copy toward success.
Eman Zabi
Launch Copywriting Expert
Killer copy – words that connect with hearts and convert into sales – comes straight from your clients’ mouths.
Melissa has worked with over 80 clients to help them achive measurable sales growth.
She specializes in conducting customer research interviews that identify *exactly* what audiences need to hear to take the next step in working with you.
Then she draws actionable, smart insights from these research sessions that helps guide copy toward success.
Justin Blackman
Voice Guide Expert
There’s no one better at voice guides than Justin Blackman, the Brand Ventriloquist®. He’s created voice guides for online marketing experts like Amy Porterfield, Stu McLaren, Ry Schwartz, and so many other personality-driven brands. There’s no one I’d trust more to do a deep analysis of Dr. Frank’s voice, then create a guide the marketing team can use to develop new assets that sound and feel “right”.
(All without needing to pull Brady away from the most profitable, high-value exercises he’s doing for the business!)
Mikli Feria Jorge
Tech Automation Expert
Mikli is a world-class funnel automation and implementation expert. Her superpower is leveraging tech to save time, streamline processes, and build audience trust.
With Mikli, you can stop being the bottleneck! Everything just flows: emails sent and folders created at the touch of a button. Info you need in one place.
You’ll also have the time and bandwidth for the stuff you’re good at! Stop putting out tech fires. No more fiddling around in the backend, panicking every time something breaks, or scrambling to put together new offers. Stuff just works.
Selected Experience
Here’s what your project team members have worked on recently.
Spotio
SaaS, Online Business Platform
A leading outside sales solution, Spotio had grown as a company and wanted a refreshed brand identity to go with it. It needed to update how it told its story to both new potential users and existing customers who might not be aware of all its cool new features.
(It costs 7 times less to retain an existing customer, after all.)
We worked closely with the Spotio team to help bring their conversion-focused reimagining of the marketing site to life. This included:
- Advising on copy and content decisions, especially with creating a focused user journey
- Creative directing the visual storytelling on the site, including the creation & implementation of motion graphics
- Testing and refining the experience based on user feedback, helping ensure users remain consistently engaged and focused on desired conversion goals
This resulted in a gorgeous, conversion-focused new site that internal and external stakeholders love.
Kajabi
SaaS, Online Business Platform
An all-in-one business platform for online businesses, Kajabi had grown significantly in both user base and feature set. It needed to establish itself as the clear leader in an increasingly crowded space, retaining existing users while attracting new customers.
Matt led messaging and collaborated with designers and developers to craft a conversion-focused reimagining of Kajabi’s marketing site. This included:
- Streamlining and minimizing navigation options to create a deliberate conversion journey
- Highlighting the highest impact products and features
- Telling a story based around the real humans using the platform to maximize social proof
- Implementing subtle motion effects to emphasize platform functions and continuously re-engage users throughout the messaging experience
The result? A conversion rate lift of more than 30% over baseline.
This fueled incredible growth through 2020, helping Kajabi secure a $550 Million funding round and $2 Billion valuation – less than 2 years after receiving its first funding round.
Because Learning!
SaaS, Hardware, Online Education Platform
A startup serving educators and parents, Because Learning engaged us to help improve their messaging during a rebrand.
After an initial audit, it was clear the website’s framework – Ruby on Rails – was optimal for their team’s needs.
(We can’t all be developers, after all.)
During this project, we designed and built a new WordPress-based website to reflect their updated branding. We also applied the same design language and updated messaging throughout their network of sites – including a Shopify store and a custom lesson portal.
Now, instead of the site being attractive but low-converting, it led users on a clear journey through the Because Learning site, communicating the vibrant fun and value of the brand along the way.
The result? Because Learning was able to secure key partnerships with educational institutions across the world. The company now serves educators in 400 schools across 30 countries. It also ran a successful crowdfunding campaign that exceeded funding goals by 400%.
Santa Clara University School of Law
Legal education, tech law
A tech-focused law program, Santa Clara Law is based in Silicon Valley and home to nationally-recognized legal clinics including the Entrepreneur’s Law Clinic and the High Tech Law Institute. Anticipating a drop in applications due to national trends, Matt was engaged to develop a conversion-focused journey through a refreshed website design. This included:
- Migrating the WordPress installation from on-premise to WP Engine
- Developing a new site design based on updated brand standards
- Taking a B2B marketing-style approach to create messaging that led audience segments through specially-tailored journeys through the site (such as prospective students or donors)
With Matt’s work, the school was able to not only meet but exceed admissions expectations by nearly 9%. Additional projects later included developing a conversion-focused microsite that helped secure over $25MM in funds raised.
Process
Objective 1:
Create a voice guide and updated messaging map to guide specific messaging for each segment. Then set up a system to plug-and-play team members as needed, maintaining a consistent voice, strategy, and message regardless of which team member is contributing specific assets.
To achieve its true potential, every personality-based business needs to scale beyond its founder. Yet maintaining a consistent voice, message, and tone becomes more challenging as the business grows. Frankly, it’s not a high dollar-productive use of the founder’s time to continue reviewing each marketing asset as strategies scale.
That’s why leading personality-driven brand marketers like Dan Kennedy, Frank Kern, Stu McLaren, and others use tools like voice guides and messaging maps to coordinate team efforts.
Here’s what the voice guide delivers:
- Consistency between all your messaging—to create a balanced experience for readers every at every step
- Less editing time (often none at all)—to save you from all those unprofitable hours when you’re pulling your hair out
- Measurable and specific feedback—so if changes need to be made, they’ll be done right and ready to go
- Faster on-boarding for new writers—stock them with everything they need from day one (without constantly repeating yourself)
- Accuracy of file naming—all your docs will be easy to find, easy to tag, and easy to upload
- Streamlined submission process—outline how you want every piece delivered so it’s easiest for you
- Quick reference for relevant content—no more diving into the messy black hole of your C:\ Drive to look for examples
- A glossary of brand terminology & idiosyncrasies—which keeps your content looking, sounding, and reading right across all platforms
Recommendation: create a standard Voice Guide that includes the following elements:
- Your brand overview: Biographies, values, visions, and history
- Your voice: A report of your words, tone, and frequency
- Your audience: An overview of who you’re writing to
- Biography: Historical facts to keep your story straight
- Content examples: Samples of work to emulate
- Products & courses: A guide to your work
- Lexicon: The unique language of your brand
- Style choices: The subtle nuances that make you you
- In-depth voice analysis: A deep proprietary breakdown of your exact writing style
- Templates: Custom frames for your email, landing pages, social posts, etc.
- Brand Comparisons: Sample content from competitors rewritten in your voice
- Custom video walk-through: Personalized demonstration of how to measure and analyze copy using your new tools
- Copy submission & review process: Step-by-step instructions of how you want your assets delivered
- Style tips & resources: Tools to make your writers’ submissions perfect
Once this is done, we’ll design a system to create, review, and publish new marketing assets that capture Brady’s voice without him needing to be actively involved.
Cost: $6000
Turnaround: 3 weeks
Objective 2:
Audit all funnels for the following criteria: relevance, timeliness, performance, voice, message, tone, clarity, functionality, design, and gaps. Then create a full, linked resource to all strategy/funnel assets with a visual representation of user journeys.
Without a clear view of the conversion journey, finding optimization opportunities is little more than a guessing game. But the value-added step of auditing and mapping existing marketing funnels helps provide crystal-clear insights into what’s working – and what we might be able to improve.
And yes – with over 300(!) funnels, thousands of emails, and many other marketing assets created by a variety of teams, an audit would answer:
- Which assets are still relevant, timely, and accurate?
- Which assets need to be revised for voice, tone, brand, and clarity?
- Are there redundant assets or services we can eliminate or streamline?
- How can we map all of the different funnels to see top performers and spot optimization opportunities?
- Where are there gaps in our messaging that might yield higher results from our marketing?
- Are there other hypotheses we should be testing?
By answering these questions, we’ll have clarity into how to prioritize revisions, asset creation, and other next steps.
Cost: $2500
Turnaround: 2 weeks
Objective 3:
Revise asset copy and design as needed to match brand identity.
With objectives 1 and 2 complete, we’ll have a strong foundation to improve existing marketing assets. This lets us be resource effective while eliminating issues (like copy that’s too sales-y). This process includes:
- Using the audit to identify the top-priority asset to revise
- Making needed changes
- Re-implementing the copy or design in the funnel, allowing us to continue using existing funnels while we systematically streamline the customer journey
Cost: Dependent on the amount of revision needed, est. $7500
Turnaround: Estimated 5-6 weeks
Objective 4:
Develop and execute a strategy to drive event attendance.
While we’re working on improving our scalable foundation with objectives 1-3, we can work with Alicia to lock in marketing strategies to drive DDOS event attendance.
[to complete with Alicia.]
Cost: Dependent on amount of work needed, est. $2500
Turnaround: Ongoing between now and the event
Timeline & Budget
Item
Voice Guide
Timeline
Approx. 3 Weeks*
Budget
$6000 USD
Funnel Audit
2 Weeks
$2500 USD
Revise Copy & Design
~5-6 Weeks
~$7500 USD
Event Strategy
TBD
Est. $2500 USD
*Timeframe assumes feedback and required information is delivered in a timely manner. All prices in USD.
25% payment due upon project commencement. Additional 25% payments due every two weeks until project fee is paid in full.
Next Steps
Ready to Get Started?
If everything sounds good, just hit the “Let’s get started!” button.
You’ll be taken to a statement of work you can sign. Once the Common People team has that, we’ll send an invoice for the 25% deposit.
We’ll also send over a calendar scheduling link so your team can book an onboarding call to map out our TBD items.
Thanks for taking the time to review this proposal. We’re excited to build the high-performing, elevated brand site that will help accelerate CINC’s growth.
Sincerely,
Matt Hall, MBA
Co-Founder, Common People Web Design
PS: Don’t forget to hit the big red button above when you’re ready to begin!
Democratizing opportunity through technology.