The 9-Word Email: The Easy, Compelling, and Quick Way to Make Instant Sales While Connecting With Right Fit Clients Featuring Dean Jackson, Joe Polish, Jennifer Hudye, and Alex Moscow - I Love Marketing Episode #395

Part of the building the rapport and building the awareness of stuff is having a ongoing conversation going with your group so that they're used to hearing from you and they're delighted when they do, you know. So I send out three emails a week to, to everybody. One of them announcing the a new podcast and then two are articles like really just powerful 3 to 500 wor content pieces.

If you are looking to create even bigger results through email by connecting and creating new experiences for your clients, this episode is for you. This week we are revisiting the episode on the nine word email featuring Joe Polish, Dean Jackson, Jennifer Hoodie and Alex Moscow. If you'd like to join world renowned entrepreneurs at the next Genius Network event or or want to learn more about Genius network, go to geniusnetwork.com we're going.

To talk about some pretty powerful stuff that could help anyone that has the desire and need to connect with people and get them to give you money or join a cause, attend an event. I mean, there's a million applications of this and I've seen you do this before where you, I know you're nervous, I know you're kind of reluctant, but you put yourself in situations. It's almost like the thing that I heard early on as an entrepreneur is do one thing every day that scares you. And you know, and that doesn't mean like walk in front of traffic. I mean, there's stupid things that you can do to scare you and there's other risks that you can take that.

Can actually comfort zone things.

Right, right. Like ask the person out, you know, do a public speech, you know, put yourself out there and do that for the order. Exactly, exactly. Anyone that ever has to facilitate, be it meetings at their work or any sort of situation where you're trying to help people come up with a breakthrough, you're going to run into the time where or there's tension or there's animosity. If you jump right into the middle of that, that's where the magic is. A lot of people want to run away from those tense moments because in order to have a breakthrough, you got to break, suck, break something and usually have to break your comfort zone. Usually have to like be able to get through it. And now that's different than if you're not getting anywhere and led to a.

Whole discussion where a lot of the theme of everything that we talked about was about nine word emails. I'm interested to hear about Alex here too, because, yeah, when we first met Alex, the first thing he said to me was hey, I've made hundreds of thousands of dollars with the nine word email, so I'm anxious to hear about that.

I get really passionate when I talk sometime. And so with the 900 email, I had a list of maybe a thousand people or so, and I barely did any marketing to them. And I just. I was watching a Dan Kennedy seminar and I learned the nine word email. I was like, I'm try it. You know, I was at an event. So I just sent out to my list and I got like 10 responses. And I closed a $36,000 mastermind and a $10,000 my effortless enrollment course. It's eight weeks, and I closed those two just from sending that out.

So many people look at their email list like the ATM machine, where they're just trying to cash out rather than really trying to build value. And so much of what you taught us over the two days was really, how do you actually have a conversation with that person and how do you actually build value and not just like blasting things to them, but really starting that conversation? And that's what was such a game changer for me in this process.

When it comes to making money, what we're going to talk about is very strategic, but that needs to be in the form of an offer that they're going to respond to that they're going to call me up and invite me to come into their home, provide a service, and then they're going to cut me a check they're going to pay me for. That kind of goes back to your amazing line, which is a compelling offer, is 10 times more powerful than a convincing argument.

Absolutely. Zig Ziglar very famously said, you can get anything you want in life if you help enough other people get what they want. But people always misinterpret that. I think they misinterpret it in a way of hustle, you know, do more like work harder, get, you know, that kind of thing, or that they're just taking that approach of going out and selling harder, you know, because they just say, yeah, I get people what they want, but I'm just going to sell harder. But what they don't really see is the condition precedent of it. All right? Not condition, subsequent. It's like you get them what they want and then you get what you want. Right. That has to be the precedent that has to come first. So here's the thing, is that some of the people who know you are already on your list, but they don't know enough about you yet to be at the point where they would want to come and spend time with you. Like I look at it that the my breakthrough blueprint events, I know that the people that come to that event already know before they ever come there that spending three days with me in a small group is going to be a good idea for them. I'm not convincing anybody that that's the, that that's the thing. Right? There's no sales letter. It's all email. It's all, hey, I'm doing one in Orlando and would you like to join us? And then they reply and we send them the information about the event and they say, I'm in. Like you're just communicating to them as one, as one person. Everything's so conversational, one on one, rather than sending the full court press, you know, formal sort of convincing argument, convincing people to come. Right. As soon as you start using things like all the marketing language and the adjectives and all the things that are, you know, sexing it up to make it seem like it's going to be the most powerful, energizing, engaging weekend, you know, all these things that are just like trying to like in, you know, convey enthusiasm and all these things. It's really about the verbs and the nouns that make it work, you know, that you have to, have to buy into the actual practical things that are going to come out of it in order to be persuaded.

Can you give some examples on that? Like the verbs and the nouns.

Well, so when you look at what, when you take away. This is one exercise that I always do with people. If you take away the adjectives from your, from your message, the emails that you're sending is does it stand alone? You know, and that's the meat, is the things that are going to be there. It's all charge neutral and just exactly like factual of what it is.

Right.

So we're saying in the subject line, I'll say Orlando Mastermind. Just that. Right? No, like not trying to convince anybody that this is the greatest thing and then say just the short message, you know, hi, Jennifer, I'm getting together with the small group in Orlando. We're going to spend three days focused on applying the eight profit activators to your business. It's going to be a workshop. We're doing it in Orlando. We're going to focus on the eight profit activators. Would you like to join us? That's it. No other details. I just want people who. That sounds like a good idea. I want them to reply and say, tell me more. If you're hitting their Interest points, and they respond to that. Now it's. Now they're saying that they're interested in this. Yeah, tell me more about this. Because they're going to reply and say, what are the dates? What are the. How much is it? Where is it? And that's kind of a cool way of bypassing that whole real formalized kind of approach to trying to write copy that's going to convince somebody. But there's a lot of equity that you have to build with your group.

Before that, I mean, all of us had to start somewhere, but you've developed some relationship capital with a certain group of people and everyone that's listening to this, there's some level of equity we would hope you would have with people. But assuming you do, how do you best communicate to them in order to best have the highest possibility of success for inviting them to an event or whatever it is you're selling?

I have a copywriting agency, and it's called Conscious Copy. And we help the top coaches, experts, thought leaders in the online space with their messaging, their copy, and specifically with their email in really building that relationship. What I realize is, like, my favorite aspect of the business and what my unique ability is around is really helping people get crystal clear of their message. So how do you communicate your message in a way that really resonates with people? And also you feel totally congruent when you share it, because so often, like, I know I went through a period of time where I was trying to be like everyone else, and it felt so incongruent. So what is that match of like, really building that relationship with your ideal clients while being yourself through your message? And then how to write copy around it so that you actually can make money?

How would you. How would you define copy? What is copy?

I define copy as written words that sell. I define conscious copy as written words that sell with integrity and authenticity.

I love that.

I crafted an email and that afternoon sent it out to my list with a very general, neutral subject line. And within about an hour, I had 17 responses from people. Thirteen of them, I would say, were like, yes, we're interested. Like, 12 grand on. On, like Thursday.

Yeah.

From. From one email.

Right. Part. Part of the, you know, going into a situation like this, like, for anybody, part of the building the rapport and building the awareness of stuff, is having a ongoing conversation going with your. With your group so that you're. They're used to hearing from you and they're delighted when they do, you know. So I send out three emails a week to to everybody. One of them announcing the new podcast and then two are articles like really just powerful three to 500 word content pieces. I came up with this term that I've been using called the email barista. And saying like, it's not something that you can automate per se. You can hire people, someone on your team who can be your designated email responder. And you know, I say, I joke about it, that the person with, you know, that is at the level where they can operate the espresso machine at Starbucks and make all those complicated beverages, custom beverages, that person could handle. Cut and pasting your pre written replies to the different variations of how somebody might reply to the email. We sent out an email to their list. They had a big list, over 100,000. We sent it out and they got 4,400 replies to the nine word email. But they instantly deployed a team of eight email baristas to just power through and respond to all of them within 24 hours.

It's really hard to automate a genuine relationship at some point. People don't refund a relationship. You know, they, they want a relationship. And this, this is the best sort of personalized relationship marketing that exists.

People don't refund a relationship if you.

Just sit and think about words and emotions and how they evoke things and who's communicating what. I mean, the vast majority of, let's say nonfiction books that are bestsellers by famous people, they don't write any of those books. I mean, they have ghost writers. Right.

Even our agency, I mean, we're writing all of this copy for our clients.

Yeah. I was going to say, bless my mom's heart. When she had Alzheimer's and we would watch the Golden Girls, she one time said, how do they come up with all. They're so funny. They're coming up with all these jokes. Every talk show thinking about, there's our team of 20 writers that are writing every word of this show. She just thinks that Rose and Blanche are just so funny, you know.

Well, no, that's the president. Do you think the president writes? You know, the past 10 to 10, last 10 or 20 years, there have been some presidents that have written a lot of their own stuff, but the vast majority, they have speechwriters, right?

Yeah.

So the whole point is like, you know, if you put your name on the book and you funded it or you, you're the author right now, granted, that being said, like, you know, people get so caught up in this. Oh, the, the integrity aspect of it, for one, you know, there's authenticity in just delivering value. And the key is not in the words, the key is in the ability to get them out. The, you know, I mean everyone has a book inside of them, but most people don't write books.

Right?

Right. Anyone could do a speech when most people don't speak. And so the, the actual rewards in life go to the people that take action. The rewards in life go to the ones that actually do something with it.

I feel like that's such a easy to execute thing for people to be able to just get a quick result. To be able to send out and get a result by sending just nine words to somebody. And we talk about the easiest one to send is just to send an email that says are you still looking for or are you still interested in whatever it was that you sent them to that they were interested in in the first place? You know, if you just send that email there's almost no way that you don't get response to it. I think that the, you know, the big things, if you're going to focus on sending the nine word emails, the two biggest opportunities, the best ones are the when somebody has been on your list for more than 90 days and you haven't been communicating with them to revive them as a lead to re engage with people, that's one great place to use it. The second great place to use it is the moment, the morning after somebody opts in to your list for the first time to send an engaging non word email that can either ask a sorting question. You know, for our real estate sites we might ask somebody, you know, are you just say welcome aboard. Are you an investor or are you looking for a house to live in that's such a good like easy to do place. We've had fitness guys who said, you know, the same basic thing, hey Joe, welcome aboard. Are you looking to gain muscle or lose fat? And the people you know, you're sorting and now you've got the means for going down a conversation with people. You might ask people what business are you in or whatever it is, you know, just to try and engage with people. That's all that's what we're really looking for. Because everybody that you do business with is somebody who is a five star prospect. Meaning that they're willing to engage in a dialogue, they're friendly and cooperative, they know what they want, they know when they want it and they'd like you to help them. But it starts with they're willing to engage in the dialogue.

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