The Business and Marketing Show
E-mail Strategy
E-mail Strategy. Don’t allow distractions while listening to today’s podcast. We are going to give you worth a thousand dollars of valuable information.
Time Stamps For “E-mail Strategy”
3:18—This NOT a single loop, this is a Spiral
6:11—What you do NEXT matters
9:03—You’re going to need a Funnel
12:38—Rack the Shotgun
15:26—I’m interested
18:45—They know that there are improvements to make
21:55—With graphics
22:50—Avatar
Email Strategies, The Application And How Content Matters :
A very Valuable information worth a Thousand Dollars (PARTIAL TRANSCRIPT…)
If you want to read the whole transcript from today’s podcast (paraphrased for readability), click the button below:
Will:Big picture. Email.[…]you’ll probably don’t want to check your laptops unless you’re taking notes, if you’re taking notes that’s fine. But otherwise, shut it down. You don’t want to be distracted.[…]my goal in is 10 minutes to give you a thousand dollars of information.
The big mistakes that people make with email marketing.
Will:[…]I want you to avoid a couple of the major ones.Number one[…]If we go back[…]traffic to value, to conversions[…]back to the same diagram we get our traffic to some sort of value proposition which is the lead magnet to begin with and then they come back around and they join our list. Now, the mistake that people make at this point is they go “Aha, I’ve got them.â€
[…]
Will:And then they[…]immediately go into “Buy my crap… Buy my crap… Buy my crap…†A thousand emails later, “Buy my crap… Buy my crap?†and you literally hear people say “I’ve build out an auto-responder sequenceâ€[…]this can’t work, it doesn’t work as well though and it’s been heavily tested.[…]
[…]
Will:Basically, start with email one which is a welcome email. Which is like “Hey, great! I’m glad you’re on my list. Here’s my crap, buy it.†And then email number two is “Hey, did you buy my crap? Here’s the link to buy it.†Email three is like “Hey, buy my crap!†and at some point, maybe around email seven you realize that they’re not buying your crap and so you’re like “Hey, here’s my friend’s crap, buy his crap.†And then it’s like buy buy buy buy and then say “Hey, I’ve got like 565 emails in my auto-responder all set up in a sequence and every emails basically buy buy buy buy buy.â€
[…]
Client:And they never bought.
[…]
Will:Right.[…]I make fun of this a little bit[…]as a consumer, is this appealing?[…]
[…]
Client:No. They just unsubscribe.
This is Not a single loop, this is a Spiral
Will:[…]they could immediately move you in a spam or never fished you out when they saw the email title.[…]we’ve got to remember that this is not a single loop, this is a spiral – like I’ve been drawing it over and over again.
[…]
Will:[…]once you’ve got them to this point where they’ve made the decision to convert your back in the traffic spot. This is your new traffic and now you’ve got to provide them value again. And this is really important.[…]
Girl Magnet
Will:[…]a funny story, I got a friend who is like just a girl magnet. He’s a single guy and I was like “How did you meet her Joe?†Women would like find him and end up like “We should go out.†I mean, I never seen anything like in my life like if he glittered in sunlight I would have thought maybe Edward
[…]
Will:[…]one you’re back there, you got to focus in, on value.[…]you have two goals at this point once there in your email sequence and it’s just like what you do once you got them up to your landing page; you’re filtering. You’re filtering immediately.[…]
“Buy My Crap Forever Auto-Responder Sequenceâ€
Will:The first mistake the people make is basically what I call the “Buy My Crap Forever Auto-Responder Sequenceâ€[…]
[…]
Will:Ryan Dice has done extensive testing with this even with well-written emails people say “Well, I‘ve gotten an auto-responder that has 3 years of follow-up.†You’ll sell. You might even, every once in a while, sell somebody out of a 2-year mark or 3-year mark but this is been tested now like super extensively and it’s a lower converting proposition[…]
[…]
Will:Mistake number one is just writing a “Buy My Crap†emails from here on out until the sunsets. It’s a bad strategy that doesn’t work.[…]
[…]
Will:The second big mistake that people make is they don’t actually provide any value in their sequences. The person has just come to you and said “I have a problem big enough to be willing to invite you into the sacred space of my email inbox.â€
[…]
Will:[…]you want to do something to build the relationship. Depending on the size of the item that you’re selling, you want to spend some time getting to know. Now, if you’re selling a really low dollar ticket item you don’t need to spend that much time. You might need one email or maybe at the end of the first email sending him to a video and the video sells him something. But if you’re selling a higher ticket item or if you’re hoping for a bigger commitment, your warm up sequence could be as long as two weeks.[…]
You’ve got to know your Avatar.
Will:[…]in the Social Hypnosis Triggers, we talked about reciprocity. Reciprocity says that you lead by giving value and typically for most of you, what is this going to be? This is going to be somewhere between 3 and 7 emails? And you’re literally going to lead by building value first based on what “How do you know to write about? What’s the big pain?â€
[…]
Client:You’ve got to know your avatar.
[…]
Will:[…]You’ve got to know the avatar. And that’s how we start in there. You got to know the big pain that the avatar comes into the funnel with.[…]In NLP, we have this idea, Pacing and Leading. Typically what we say is we say value, value, value, value – offer.
Building the initial relationship sequence
Will:[…]I am going to transition here[…]big picture strategy. You’re going to do this for somewhere between 7 and 14 days. You’re going to build this initial relationship sequence or what I have been referring to as an Indoctrination sequence. This should frame you as an expert, so it creates authority so this means it got to be good content. So it creates authority[…]
[…]
Will:Reciprocity being “Look, hey, I’m a nice guy. I’m here to just solve your problem.†And they’re like “Wow, this guy is helping me solve the problem.†And it’s like good information.
[…]
Will:High-quality information, write upfront and then there’s offer[…]
Rack the Shotgun
Will:The problem that people get to after they get to the base of the sequence is that they treat everybody the same. This is the last mistake I’m going to get in to. Everybody stays on the same master list and they get the same kind of treatment whether they’re hot and ready to buy something or whether they’re cold[…]
[…]
Will:[…]they go into the sequence where they sell them forever. It’s not effective. So, you basically – as fast as possible one of the other functions of this first 14 days is to like everybody use the term rack the shotgun[…]
[…]
Will:And this is the last bit of strategy. So, on the hot list, what are you going to do?
[…]
Client:You’ve got to follow-up sequence.
[…]
Will:You’ve got to follow-up sequence that if they haven’t bought yet encourages them to buy until they either cool down and they don’t buy and then you move them back over here or…
[…]
Client:They become a customer.
[…]
Will:They become a customer…
The Big Picture Strategy
Will:This is big picture strategy.[…]this is at least a thousand dollars worth of information in terms of strategy.[…]Then it’s turning around, executing this, getting good copy, what’s the right value and how to integrate video and webinars[…]
[…]
Will:Avatar and Offer. If your offer is like a $3 offer, you don’t need 15 emails. You’re doing yourself more harm than good. If you’re hoping to get somebody to spend $15,000 with you even if your first offer is $49 or whatever, you probably want to spend a week or two getting to know.[…]And more importantly, letting them get to know you – because when they show up to you, if this is their BS detector, it’s up like there’s going to be a red marker.[…]
[…]
Will:[…]it’s the sequence where you’re really building connection and rapport with the client.
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William Wood and Amir Mahmoud have helped thousands of people achieve massive breakthroughs in their lives. Both share the same mission and a similar vision, wisdom and expertise. You can connect with Will & Amir directly through their Facebook Fan Page.
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