The One About Even More Email Marketing - I Love Marketing With Joe Polish And Dean Jackson - Episode #105

I'm dean jackson, he's joe polish, and this is the I love marketing podcast. Hey, everybody, It's Dean Jackson and me. Joe Polish and me. So how was 35k?

It was good. I am really tired right now and I just want everyone listening to know that I, with my dedication to doing this podcast and making sure that everybody continues to get all of this stuff, I crawled my. Myself out of bed. It's in the morning when this is being recorded. And I'm tired because we had a two day, 25k meeting prior to that. I had two days of meetings. And let's see, I can't remember what it. What it was.

Secret meetings.

What's that? A secret meeting?

Yes, secret meetings.

And, well, we.

Stefan from Inflection. That's the way you say it.

Well, you can inflect for me. I'm just gonna.

That's what I'm saying. That's why I added the inflection, because you said you were very forthcoming about what the last two days was about 20, 25K. And then you said before that, two days of meetings, which is very mysterious. So that's why.

Yeah, yeah. Well, one of them was meeting with Dan Sullivan for like half a day about our new podcast, you know, the 10x talk. And then Stefan, who has a company called magic future.com, which is really cool. Well, Magic Futures, it used to be Magic Number. Yeah, well, the main brand is Magic Future, although they still have Magic Number. And it's about finding that that is what you need to be financially free. So that work is optional. Although I can't imagine ever not working because, you know, all the money in the world, I would still work on things because part of, I think, you know, being fulfilled, at least for me, is producing more than I consume. I mean, I just couldn't imagine just sitting around like, you know, whatever. I mean, people's ideas of what would you do in retirement? Sit on the beach and read or whatever, you know, I mean, I'm getting ready to sit on the beach.

I'm shuffleboard champions. We'd be doing shuffleboard info products, maybe.

I've never played shuffleboard. Have you? Have you played shuffleboard?

I have. Well, you know, I live in Florida, which is probably the shuffleboard capital of the world. So I'm not gonna sit here and say that I have not ever played shuffleboard because I. Let me seek it out. I'm not in the league or anything.

Well, let me reveal something, that this shows you how human beings are kind of strange. Including the one Talking right now. I live in Arizona. I've lived in Arizona for many, many years. Probably at least. Geez. I mean, probably at least 30, 35 years of my life, and I've never been. Well, no, maybe 30 years. I've never been to the Grand Canyon.

And I've been to the Grand Canyon. Isn't that.

Yeah. I mean, I go to Sedona all the time. You know, another hour, hour and a half, there's the Grand Canyon. I don't go. But I'm going to go this year. I'm going to go to the Grand Canyon because I just realized how idiotic that is.

Go do an episode sitting on the ledge of the Grand Canyon.

Yeah, I've been the Galapagos. I've been to Vietnam. I've been to Australia, New Zealand. I've been to Paris. I've been to, you know, England. I've been to Bali. I mean, you know, I've never been to the Grand Canyon.

Okay.

I've been to Toronto even many times.

Many, many times.

Okay. So basically what I was saying was we're going to talk about email marketing. This is a follow up of the last episode that we did. And I think the last thing that we said on the last episode was start off with the email, do you want to be on Oprah? Now, I always think it's kind of funny where people that have never been on Oprah, neither Dean nor I have been on Oprah, although I've met Oprah twice, actually. Spe a little bit of time talking with her at the very first time she went to Maryville Spa, you know, a decade ago or whenever that was when I ran into her there because the lady that was the spa director at the time was giving us a tour, and she was my friend, but she couldn't mention who the VIPs were. And we just happened to run right into Oprah. And I suggested that Oprah do the equine experience that they do there, which was kind of cool at the time. Great spot. Loved that place for many years. And then the general manager I thought was kind of a goofball. I think he's the current one. But anyway, so I don't. I've been to Maryville since, although Steve Case now owns it. So it's a cool. It's a nice resort. But anyway, that being said, and then I ran into her in 2006 at the. @ the Oscars, the one and only time I went to the Oscars, but I've never been on Oprah. However, we're going to talk about. It's, you know, it's always good. The Oprah link. A lot of people use it. Start off with an email. Do you want to be on Oprah? So those are my notes. We're going to do that with email marketing. And like I mentioned, I'm tired. I went to dinner with Dan Sulliv and a few other people. Brian Kurtz was having dinner with Hugh Downs. Remember Hugh.

Downs? I do remember Hugh Downs.

Yeah. Yeah. Hugh and his wife have been married 69 years. He's 92 years old and I think she's 91. And I interviewed him on video for Genius Network when he was 87. It was a great interview. And I'm telling you, man, this guy, like I talked with him for a few minutes last night, just incredibly sharp, remembers everything. Had the world record for most amount of time on broadcast television. Just an amazing human being. And so anyway, I woke up early to do this podcast, so people are probably sick of.

Me. You woke up so early that you actually woke me up.

Yeah. And you're two hours ahead of.

Me. I.

Know. So let's hit it. Let's talk about some valuable email marketing stuff and maybe I'll touch on some things that, you know, we Talked about at 25k if I can get my brain to remember those.

Too well. So last time we talked about this idea of using the nine word email, of using just short personal, expecting a reply emails, knowing that the only purpose of the email is to get a response. You got to know what it is that you want somebody to do when they read your email. What's the purpose of it? Is it just to deliver information? That's fine. It doesn't really matter how you do that, send that out. But when you want a response, you got to realize and understand what the response is. And we mentioned that the two, you know, most likely responses are to either reply to this email or click on this link. That's really the bottom line. That's what we're trying to get somebody to do, to take an action. And both of those are great. The thing about getting a reply is that you can now engage in a dialogue with people. And there's so many, many ways to, to use this. So we'll talk about some of those. Because it really is about being and thinking like a chess master, where you've got the ability to do. You've got the ability to kind of guide a conversation with people. You know, you can go through the process of having a conversation just like if you were Standing in line at Starbucks with them. You know, you could have the, the conversation be a very valuable interaction, one person to another person, rather than just using the email as a broadcasting tool. And the difference is, there's a difference between walking into Starbucks and, you know, getting up on top of a chair and saying, excuse me everybody, can I have your attention for a second please? And then sharing your information with everybody, that's like a broadcast. And the difference would be, you know, quietly going into line and just striking up a conversation with one person while you're looking them right in the eyes. That's the most effective thing that you can do. That's the most responsive thing because.

You'Re. Well, wait, let me ask you a question though. Would that. And again, I mean, I agree with you. I'm just going to play devil's advocate here because I'm imagining. So let's say that someone had a message that did need to be broadcast and they like, attention everybody, the place is on fire. Get out.

Now. Right, exactly. There you go. That's exactly it is knowing what your purpose is. Right? Knowing what the purpose is. Sometimes the purpose is to broadcast information and there's nothing wrong with that. But when you're trying to get a response, when you're trying to maximize the engagement that you can with the people on your list, people who have, you have their email address, or the people who have opted in when you're trying to, you know, get the maximum engagement with them, speaking to them one person at a time is the most effective thing you can.

Do. And what sort of stories or examples do you have to validate this other than the hundreds that we've talked about in the past on past.

Episodes? I know, yeah, this is a perfect example. I mean, there's so many different ways. I'm going to talk about some of the during unit things today too, a little bit later. But on as far as the, the nine word emails go or the engaging emails or thinking through the process, it's been, you know, it's so, it's so powerful to really realize that your purpose in the before unit is to generate and convert leads into appointments or sales or first time purchases or, you know, engagements, whatever, you're moving people all the way through the a profit activator. So when we talk about, you know, your target market, select a single target audience. You've got the people that you already have an email with. You're going to compel them to raise their hand. Joe, are you still looking for a house in Winter Haven? Now, when he's engaged now. We're going to engage in that conversation and we're going to educate and motivate him to join us for a daily tour of homes, or to come to our home buyer workshop, or to get a free home loan report. Whatever it is that you're most interested in. What would be the most effective thing for you right now? What would be the most valuable thing for you? We're moving people in that direction and that's really what I'm talking about here. So when we look at the types of email addresses that you're likely to have, you are likely to have an email address from somebody who has just opted in moments ago, or you are likely to have an email address that you've had in your list for 60, 90, 120 days, two years. You're likely to have people who have, you've got their email address, they've never bought anything for you. They've opted in in the past. That's the kind of the spectrum of emails that you are likely to have. Somewhere on that scale, they've either just opted in or they've been in for more than 90 days. And why that's important is because we need to understand first the dynamics of what happens when people come into your email with their buying cycle. How long is it between the time that they, that they opt in and the time that they actually buy? So if you're doing things that are sort of early lead generation things, things where you are offering something like to our lakefront homeowners, the report on lakefront house prices, you're going to, you know, generate people who are going to be interested in that information now, but they may not actually sell their lakefront house for 90 days or six months or a year from now. And there may be situations where somebody's going to opt in and then they may buy right away. But you need to understand that and you need to have a sense of what the cycle is in your business. What is the cycle in, how long it's going to be before somebody actually buys. Now, I often talk, when we talk about converting leads, about the first kind of when I really started going deep into understanding lead management and lead conversion, this was one of the things that was really went in depth on, was the timeline of things. And I don't know whether I've talked about it, but there's a company called the Inquiry Handling Service. And they are a company that if you've ever seen at trade show or in trade publications or magazines where you circle the reader service card, you know, the business reply request. And you send it in and they'll send you information about something. So if you're looking through a home decorating magazine and you were interested in these faucets, you can circle that on the reader card and send it in and they'll send you information about the, they'll pass that on to the company to send you information about the faucets or same thing at a trade show. And so these guys handle millions of leads across all kinds of different industries. And what they found was by doing an analysis of when people buy, they were able to identify sort of across the board patterns. And the way they would get this data is they would do what they called, did you buy surveys? And they would, if you inquired about faucets, Joe, they would call you up at 90 days and they'd say, hey Joe, you inquired about faucets a few months ago. Have you bought faucets yet? And you would say yes or no. And then they would follow up again in six months or nine months, 12 months. You know, they follow up with a sampling of people all the way, all the way across for 18 months. And what they found was that just over half the people who inquired about something will buy what it is they've inquired about within 18 months. So there's a good chance, you know, 50% chance that somebody inquiring about anything is actually going to buy it in the next 18 months. Now what they also found was that only 15% of them were going to buy in the first 90 days. So that means 85% of the value of a bundle of 100 leads, let's say, is 90 days or longer out. They're more than 90 days away from buying. Now, most of the time people are largely impatient with the leads. They want to kind of, you know, squeeze the most they can out of the leads right away. And if they don't buy right away, then they often get discouraged and think, well, those leads are no good, they were unqualified. Or they're just, look, you lose or you know, they're not going to buy. And you see this happening all the time with people who do opt in marketing. You know, they'll send people to a squeeze page, they'll get their name and email and then they'll blast them for seven or 10 or 14 days in a row trying to get as many of them to buy as they can right now. And then that's their follow up cycle. And then they just drop them off a cliff. They don't have any sort of concerted effort. And they think that they only count their conversions on those little, that little window. They only take it on how good people converted right on the front end, not realizing that the majority of the value is longer than that. And so when we look at it, you look at the value in realizing that there's a lot of those people who are going to buy later and setting up your system so that you can continuously add value to those people where you can continuously be in communication with them. And that's where we'll talk about using a broadcast type of email. But let's focus on and where this nine word email comes from, where this whole idea of engaging with people is. Let's focus immediately on this first 90 days. This is the group that we want to focus on. Because when somebody first opts in, the only person who is going to be monetarily valuable to you right this minute is one of those 15%. You know, if you look at it that if we were to, you know, say where should you place your bet? Kind of thing, you know, knowing that 85% of people are not going to buy right now and that 15% of them are going to buy in the first 90 days, which even 90 days is longer than most people have the patience to follow up with anybody anyway. You know, it's like, I mean you've seen this all the time, right? That people show you their. Let me show you my conversion sequence and it's like a seven day sequence and then it ends. You know, I don't, I don't. He never really, you never really see anybody who's got that kind of, you know, concerted follow up effort beyond those 90 days. And even when, you know what.

Let me, let me tell you something from way back when I have, in my course for professional cleaners and restorers, which I've sold Since end of 1994, 1995 is when I started selling it to cleaners. And We've had over 7,000 professional cleaners all over the world that have become members and gotten that course and that sort of thing. And one of the letters in there is a three step letter for new prospects that the cleaners would either, you know, when I first started doing this there was no Internet. So they were literally printing and mailing them or putting them in envelopes or rubber bands or whatever and literally placing them, having them hand delivered to neighborhoods. And it was a three step letter offering a free room of carpet cleaning and a carpet audit, which is a process that I came up with, which was an educational method to go into a home and evaluate the condition of the carpet. Give a free room, you know, just really good offer. And as it relates to what you're talking about here, you know, and the way that I described it is you would, you know, letter number one, two weeks later, everyone that didn't respond would get letter number two. Two weeks after that, letter number three, you know, very much, you know, three step letter methodology that Dan Kennedy was preaching and teaching and still does. And that's when I was doing a lot of work with Dan and he was writing a lot of my sales copy and we were doing a lot of stuff together and all that. So we did that for many years. And what we would always tell people is the time to quit going back to the well is when you dip the bucket down and no water comes back, then you quit doing it. And so talking about the length 90 days where you're talking, you're saying people would show a seven day conversion thing. I just want to point out that the highest number I'd ever seen, one of my clients, a guy named Kevin, I can't remember his last name right now, this is years ago because I've had so many, literally hundreds of people that even to this day still use that same letter, same promotion. And it's the basis of many of these companies new lead generation business. He had literally taken that same letter to a particular neighborhood and delivered it every two weeks for 23 different times, meaning he had literally put that letter out 23 times with just slight changes to the intro of it before the arithmetic quit working, meaning it was profitable. So, you know, I mean, I've had many people that have sent the letter five times, six times, seven times, and then it kind of grows tired. But he really did his math and calculated it and built up a pretty successful business with it. And then he sold the company. That's why I don't remember him. Because he built up a company and then he sold it and went and did other things. And that was a long time ago. But we would always say, you know, people just don't realize that lifetime value of a client and all of the things that we teach. I mean, it's not a. If you want to be in the relationship business, you need to prepare yourself to educate and nurture and do all the stuff that you're talking about here in the context of.

Email. Yeah. And that's the thing, is that even when people set up their sequence after the opt in sequence, they're writing it with a tone that is a broadcast tone that they're still sending it to and communicating it to a group of people. They're not doing it in a way that is a personal interaction. And, you know, one of the things that really helps is if you can imagine just to visualize. And I often do this where it's so crazy because, you know, you've seen my evil scheme hatchery and the way I have a room up in the front that's got these, you know, two comfy club chairs with an ottoman. And sometimes I'll just sit there and I will close my eyes and I'll imagine having a conversation with people. You know, imagine when somebody opts in. I imagine that they're walking into a room and I'm sitting there, right there in the room, and I'm visualizing them and I'm imagining what would that conversation be like? What would I say to them if I were, you know, there with them in person? And that's literally where if somebody walks in and they're a realtor, they opt into our real estate site. That is, that was the exercise that got the conversational email of, hey, Joe, are you an investor or are you looking for a house to live in? And that's, you know, so much of that is imagining, almost like a personal, real interaction. And that's going to help you identify what are the things that are on that person's mind? What do you think they're expecting when they come through? And imagine what if magically, when they did opt in, they could be transported into this room? You know, what would they be looking for? What were they expecting to see on the other side of this opt in? You know, what are they expecting is going to be there? What's the, you know, the treasure on the other side of that doorway that they're looking.

For? And what is that.

Treasure? It's their selfish desires. That's the treasure. It's their selfish desires. It's not about you. It's never about you. It's always about what are they looking for? For. And so hopefully you can be congruent all the way through. You know, when we look at narrowing your focus to a single target market, you've already gone a lot of the way down that path. Because in profit activator number two, when you offer them a cookie, you offer them something compelling that is going to get them to identify themselves, you know what it is. So, you know, I've chosen lakefront homeowners. I've offered them the free report on lakefront house prices when they Opt in. What is it that they're looking for? Or we do the same thing with the buyers. They want to get them offer the guide to Winter Haven real estate prices and they opt.

In. I think we should kind of take a retreat back for a couple of episodes back where we talked about branding equals bullshit question mark, you know, and I mean, why not just send out an HTML like logo, you know, like something going back to carpet cleaners where it's just instead of, you know, your secret desires are here, you know, with a flower maybe or you know, something that would obviously speak to your brand. And I'm being sarcastic here as I say that or you know, we don't cut corners, we clean.

Them. Right, exactly. That's probably, that's funny because that, that's one of probably the, the go to the go to taglines for carpet cleaners.

Right? Yeah, one of.

Them. Same thing like realtors with the, you know, call Dean and start.

Packing. Yeah, yeah, Yeah. 25 hour service. You.

Know, we're just a little bit better. We can do Jackson, a house sold.

Name. Oh, that's.

Funny. You love.

That. I like that one. I wonder how many realtors have actually snagged that.

One. Oh yeah, they're all, they're, they're on it all the time now, you.

Know, and the whole thing here is like, it's not like people want to do ineffective marketing or advertising. They just don't know any better. And you know, and unless they're aware of ilove marketing.com which teaches them how to fix all this bullshit, you know, they're just trying to make a living. They're trying to go out there and sell stuff. So, you know, part of this is taking the obvious in making it, you know, happen. The obvious is nobody, you know, going back to the brand thing because it stirred up so many conversations. Even at 25k. I read the article and we talked about it and I mean everyone at 25k is obviously of the belief that, yeah, you know, this is really. And there are people that have very successful brands that are in 25k. The point is you made this comment. It's about them. I mean, it's really about their secret desires. And so much of people that do brand marketing and advertising, they think they're talking about that, but they're really not using Cobby. That's saying that they're not using calls to action. I mean, they're just kind of, you know, for small business owners. I mean, if you spend years and really develop a reputation, I mean, I Always like pointing back to Victoria's Secret because I did that Interview episode number 94 with Jeff Madoff where he talks about Victoria's Secrets being an aspirational brand. Well, yeah, but that didn't happen overnight and certainly didn't happen from a business card or a postcard or a website. I mean, there's billions of dollars put into what it is now. You know what I mean? So anyway, and that's not who most of small business owners are going to be. That's not their company, that's not their business, that's not what they're going to be doing. So that's all I got to say about. Yes. Did you leave the building for a minute or something here? What's going on? Really? Well, good. You didn't miss anything. I was just babbling about Brandon. I'm sitting there thinking, I'm talking to you and you're hearing what I'm saying. And all of a sudden. So for people listening to this episode. All right, so continue on with your fancy little. Yeah, go for it. Yes. So when it comes to putting together a plan, because I want to frame this, you talked about 90 days. Let's just apply this to every form of how do you think about implementing or engaging a marketing campaign instead of it just being an email? Because we're talking about just one part of it. You know, a full, encompassing, you know, plan of communication, lead generation, follow up, nurturing, etc. So you know, when you hear people say things like a marketing plan, do you think, you know, year out, 90 days, seven days? I mean, I don't think.

So. Here's where it starts. Let's go with this. Yes. I think that at the very beginning, the only thing that you should focus on, the only thing that you really want to imagine is that the person who has just opted in is a five star prospect and is going to buy imminently, that's the best course of action that you can take. Not try and convince them to buy, not try and convince the people who are not that to buy, but to focus only on being there and speaking in a way that would let the people who are those five star prospects who do want to buy know that you're here and you're ready to help them. And here's what I suggest we do. If you are ready to buy. So when we look at it that when somebody opts in, you've got to know that they have never liked you more than the moment they press submit on that opt in page. They've never that's the peak of your relationship. Now what happens from there is either going to continue that and amplify it or it's going to filter it. It's going to, you know, you're going to either fall out of favor or you're going to endear yourself to them immediately. And so when we look at it, we know that and often draw a quadrant with this. So if you can imagine four quadrants and the axis, the X and Y axis divided at the top two quadrants and the bottom two quadrants by yes, they're going to buy or no, they're not going to buy. And then the left and right divided into now or later. And we'll call later, 90 days or more from now. So if we go clockwise from the upper left, we'll call that quadrant one is yes, they're going to buy and they're going to buy now. And we'll call that 90 days. That means according to our all those studies, 15% of the people fall into quadrant one. If we look at all that research and we know that 90 days or more is one of the options, 85% of people fall into that quadrant too. And then if we go down on the bottom, it doesn't matter whether they fall into either of those quadrants because they're part of the 50% that are not going to buy. So there's nobody that matters below the line. All we're worried about are the 50% of the people at the top who are going to buy and whether they're going to buy now or whether they're going to buy later. So our first strategy has to be focused on that 15% because in reality, it doesn't matter what you do to the 85% until 90 days from now, because they're not going to buy for 90 days anyway. Right? So the only people, the only people that we can speak to that are going to have value or desire to actually do something today are the 15% who are in quadrant one. Now, what we look for there is we're looking for five star prospects. We're looking for people who meet some basic criteria. So I'll share what we look for on the real estate side. And this applies basically everywhere that we look for people who are willing to engage in a dialogue. That means that when you send them an email, they'll respond, they reply to you, they're friendly and cooperative when they talk with you. They know what they want, meaning they know they've, you know, the top 15%, the ones who are going to buy now they know what they want and they're willing to share with you what it is. They've got a plan. Number four is that they're going to buy in the next 90 days that they're, they're now prospects that would be a five star prospect. And then number five is that they'd like you to help them. So anybody who meets those five requirements is a five star prospect. And the only thing we're trying to do initially is identify who those five star prospects are. And there's no way to do that unless you start at the top and see who is willing to engage in the dialogue. Right, because that's the first step. So that's why when we send out simple emails, we'll, you know, give them a chance to first tell us more information, you know, identify themselves. Somebody coming to the real estate site, they leave their name and their email. But if you get a hundred of those, and I was, whenever I talk about lead conversion, I talk about lead statistics, all these kind of things, it always makes more sense of these numbers. If you think in terms of a bundle of a hundred people, that's so much you get, you can wrap your mind around that, you figure out what the value is of those and how these numbers make sense. So if we take a hundred opt ins and we were just to personify them and line them up, there's no, you got a hundred people, 100 individuals standing there in a line. There's no way just by looking at them to tell who's who. We know that half of them are not going to buy. So we can eliminate half of them, but we don't know which half. We know that 15 of them are going to buy in the next 90 days. But again, just eyeballing them, you have no idea who is among those 15. So your job, first job is to separate out the 15 who are going to buy now. And how do we do that? Because we're looking for five star prospects. And the first element of a five star prospect is that they're willing to engage in a dialogue. So what do we do? We try and engage them in a dialogue. Now when you look at that, it helps so much to imagine exactly what I'm describing to you. Imagine that these are real people, that you're looking at them, you're looking eye to eye with them in your imagination and what would you really say to them? And that's often a barometer of whether the email that you're about to send is going to make sense. You know, if you imagine Reading it one person to one person, often it will identify itself as a broadcast email or something that you wouldn't actually say to somebody, you.

Know.

Right. What do you think about this so far? Give me your summary. So, you know, I want to hear what you're.

Hearing. What I'm hearing is that. But placing a real emphasis on communicating in ways that people understand simply, that really speaks to them, doesn't overcomplicate anything, and talks to people with the right message at the right time, and delivers no more than what they need, but exactly as much as they do need in order to step them through the process of doing business with you. So when I listen to this, I really listen for the psychology behind it, not the technology. Because, you know, you're not really talking about, here's the email system you should use. I mean, it's none of that. Yeah, it's really. Now, to a certain degree, if someone really is hung up on that and they really don't know where to go, then they may like, well, wow, how do you do this? I'll mention one thing. Dean Graziosi, who's in 25K, stopped by 25K yesterday, and he was talking about how his current social community@deengraziosi.com has thousands of people, you know, will watch every time he puts up a video. Weekly he'll get, you know, thousands of views and anywhere from 300 to 1,000 comments, you know, weekly from these videos he'll put up there. And, you know how engaged the community is. He said, before they did that, you know, they were looking at all kinds of different systems and that Phoenix College. And he was talking, I think it was Phoenix College he was talking about. They were talking to the people that had built their system and how it had cost millions of dollars to build this customized system. And he said, you know, I could engage with people more with a yellow pad writing down than, you know, the amount of money they spent on this system. And, you know, because it's really about communicating with the people and getting them to feel and understand. So as it relates to everything that. That you're talking about, there are people that really think, well, you know, we need. What's the technology, though? How am I going to deliver this? And this sounds all good and everything, but I really, you know, I don't have that sort of system. And the thing first is, you know, make sure you're selling what people want, not what you think they need, not the technology that you think is the system. But what do people really want? Because you can, your whole thing about striking up a conversation with someone in Starbucks one on one. I mean, once you have developed the ability to know how to establish rapport, maintain rapport, develop and nurture and continue a relationship with 1, you can do it to 2, you can do it to 10, you can do it to 100, you can do it to a thousand, you know, and that's, that's the whole, I mean that's kind of what I'm hearing. And I just always go back to the thing that Steve Jobs said at the Worldwide developers conference in 1997 where he said, start first with the psychology and then figure out the.

Technology. That's brilliant. That's absolutely true. That's exactly what we're talking about here. Start with that. Know where you're headed. You know, I said in the first, last episode we talked about that idea of thinking like a chess master and knowing what they're, knowing where it's going, knowing where you're ultimately going to lead them once you know what the appropriate place is. And that's why our number five in our five star prospects, you know, willing to engage in a dialogue, friendly and cooperative, know what they want, moving in the next 90 days or whatever, doing something, whatever it is you say in the next 90 days and they would like us to help them. So until and unless you know all those first four, you can't make a prescription for what to do in number five. Like if you have that kind of engagement with somebody and they identify themselves through a sorting question as an investor or as a somebody looking for a house to live in now you can move kind of down that path, you know, same thing. We've done this in so many different, so many different ways. Asking somebody whether they're looking to lose fat or to gain muscle and go down a different path with those people, those kind of things are very valuable as you kind of move so you can intelligently have a conversation but use technology to do it. Use technology to kind of help you automate the process whenever.

Possible. Yeah, totally touch on email subject lines again. I mean we've done this many times, but let's go back to that. And I really going to try to take this to just a whole basic level. I think a lot of people, you know, even quickly when they're responding to, you know, bcc. We talked about on the last episode how I sent an email to, you know, Richard Branson about Jay Leno and I think I put in the subject line, I should pull up that email, you know, want to Be on Jay Leno or something like that, you know, because this is. It's obvious. I mean, you just. But the. Even the simple thing of someone's name or. Hey, so let's break that down again because I think it's good if someone hasn't listened to the.

Past. Well, sure. I mean, the whole. The main job of the subject line, the only job of the subject line is to get them to open the email. That's the only thing. So, you know, I say to be with that in mind, you know, knowing, imagining that they were a.

Wizard. I think Dean has left the building again here. So he was right in the middle of mid speech. So in case you're listening to this episode and we decide to keep this part in, which we probably will, then you'll at least know what the hell's going on. And we'll see when Dean comes back on if he can jump right back into this. What he was saying before, or if I have to cue him. So let's just give it a moment here and see what happens, because this should be fun. And while we're waiting, I'm staring at the wall looking at some artwork that I got from Hugh McLeod, who has a really freaking cool blog, a website called gapingvoid.com and I bought a whole bunch of artwork. Hugh's written a couple of cool books. One's called Ignore everybody is his first one. The second one is called Evil Plans, and his third is, I think, blogging in your.

Underwear. All right, quit hanging up on.

Him. I just been talking. By the way, I'm in the middle of something, so let me finish my thought because I know you went away. And so I just started to talk about Hugh McLeod, how I'm staring at the wall looking at paintings because you disappeared. And I said, let's see if Dean could just pop back into what he was talking about since he disappeared again. So everybody, everything you can leave in, because I'm prepared for these things. Dean, you really are so talking about humacloud artwork. And I've got some on the wall. So Hugh started drawing art on business cards. And so I like this stuff. And so one of them says, find something you love to do and then excel at it. Another is lots of ideas clustering around to form a single working business model, which, you know, really speaks to what we talk about at. I love marketing. We're always talking about different ideas clustering around. Another one is, where can the smallest change make the biggest difference? And, you know, I think one of the things that Speaks to. I love marketing is that we're always talking about little things, but if they're implemented and applied, they make the biggest difference. Another one that I got here is the best way to get approval is to not need it. And then another is we do what we do because souls need to be touched. And then the last one I'll mention is welcome to nobody cares. Population 6 billion. And, you know, these all have artwork on them. So, you know, without seeing it, it's probably not as compelling if actually looking and seeing the pieces. But, you know, they did take.

A picture with an iPhone and send it.

To. Yeah, I can actually. I will. And there's. There's one that says after the big boys fuck it up completely, feel free to give us a call. Piranha.

Marketing. Love.

It. Yeah. So anyway. All right, so can you remember.

What. That I was. I was talking about how I tell people to imagine that they're a powerful wizard and that they can just command people to do something and they'll do it. And if that were the case, then all they would have to put is open this email. And.

That'S. Oh, and by the way, I think my voice, if it disappeared, I kind of. When I was reading the artwork, I think I was not pointing my mouth at the microphone. So I apologize about that if I got a little quiet. All.

Right. And so, you know, beginning with that in mind, that's really. That's what we really want the email subject line to say is open this email. That's the command that we have for it. So what are the things that are going to get me to open that? And certainly something that, if it seems like a personal email for me, that's why you've seen even President Obama, even those ones you saw, all those that said, hey, or my personal favorite is their first name, or, you know, just those kind of things. Something that is relevant or something that is, you know, an re to something that you've already sent them or that they've sent you. Those kind of things are. Those kind of things are getting you in the right direction. And let's be honest, you can't. The subject line on its own is not going to, you know, if somebody doesn't want to read it or isn't at least familiar with who or what, why you're getting this. It's. It's only going to be. You can trick people into reading your email, but it's not. That's not what we're looking for. You want. You want it to be relevant and you Want them to feel like it's relevant, and we want them to feel like there's this sense of. Sense of welcoming for the email rather than, you know, jaded sense.

Of.

Oh, I'm opening this, but I know it's a scam, you know, like that kind of thing. Because sometimes you can trick people into reading something, but that's not at all what we're talking about. We want it to be a welcome.

Thing. Yeah. And, you know, I mean, do you think this is really hard for most people to get and do this, or do you think people just don't focus on things that are.

Really. Yeah. Well, here's what I think is hard for people. What I think is hard for people is that they have a very hard time being patient and knowing that they'll have more luck taking three moves to get somebody to a buying position then they will getting them to buy in one. And often that's the thing, is that people are too impatient. They try and get people to buy right away. That's their focus. They're trying to just get them to buy now.

Right. Well, let's address the thing that would cause that, though, because the underlying issue is maybe they're just fricking. They're just desperate. They need money. They need to make a sale. And in the process of being, you know, it's kind of like if you want a date, if you're so desperate and you so badly want someone that you. You literally approach them and creep them out because you just. Or the positioning or the status or whatever is just completely wrong. You just seem weak. You seem uninterested. And it's the dilemma that I think many guys who are genuinely true nice human beings, or at least they think the nice thing is sometimes they disguise not being nice at all with being nice. And they can't get a date because they appear extraordinarily desperate or needy, and that becomes unattractive to someone. Well, you know, I mean, I think your prospects respond the same way. If your whole approach is you so badly want to make a sale, they see right through that. And, you know, part of it, you're talking about patience. I mean, I think it's a really important issue. However, you know, until we eliminate the danger of, well, I really badly need money. I don't remember that black velvet poster. People in other parts of the world won't probably know this store, but there's that store, Spencer's, which sells gifts. They've been around for years. Okay, I remember that. You can find this online if you search buzzard or vulture or whatever. Patience. Where there's two buzzards sitting on a branch and there's like a skeleton of a cow. I've seen different versions of this drawing. And one buzzard got a little thing above his head. I think we've talked about, about this before. I mean, I'm so damn tired from finishing 25k last night, I can't even remember if we've talked about this before. But, you know, there's a little thing that says, you know, patience my ass, I'm gonna kill something. Right. You know, they're waiting for something to die for them to eat, and they're, you know. Yeah. And they're starving. So one of the vultures is like, patience my ass, I'm gonna kill something. You know, as he's saying to the other one. And you know, but a lot of people, they're in that situation where they just so badly want it that they're making decisions that they think are needed, but it undermining their ability to have success. And this happens with marketing. And I always use the analogy selling is like seduction. I mean, you just don't immediately go and approach someone and say, I want to sleep with you. I mean, it's going to creep them out and you have to develop rapport. You need to do those things. So if someone's that catch 22 situation where they need a sale today to pay their rent, what do they do? What advice do you. What I always say is, if you're really in that situation and you don't have any money to do any marketing, you don't have any time. You're going to have to have time, because if you don't have money, the only thing you got is time and resources. And if you don't have resources, you have to be resourceful. I mean, literally go out and talk to people one on one if you need to. Although if you do the stuff we're telling you, you can eliminate that. Because when I was a dead bro carpet cleaner, I mean, I. I was literally, I was literally doing manual labor, but I had to do that until I could establish even a little bit of foundation to create a marketing system. But you got to put in the wood in order to get the fire sort of thing. And so I just want to really kind of speak to that person in that situation because I think they can hear what we're saying. But they're the desperate need to get their business working or they might be on the brink of, you know, financial.

Collapse. Yeah. And you know, and again, I mean, this is, here's what can ease their mind though. What can ease their mind is that, you know, if you imagine those 100 people lined up again as your bundle of 100 opt ins and knowing that 15 of them are five star prospects who are going to buy right now, meaning in the next 90 days that there's nothing you can do to create those people, you know, you're not going to convince somebody. What you're looking for is identifying who those 15 are. That's what's most valuable to you. Once you know who they are now you can communicate with them in a way that's going to get them to the end result faster, you know, so even though it seems initially like it's, like it's delaying, it's not delaying at all because you want to engage. We're just, we're trying to move somebody through this five star prospect filter as fast as we can. Right. So the first, we first have to decide. It's almost like the staged lighting system at the drag races. You know how when they've got that tree of lights and the first light comes on and then the next one and the next one and then they're off kind of thing, it's the same thing that we're looking for here. We want this to happen as fast as that and it can happen right away that are they willing to engage? Are they friendly and cooperative? Yes. Do they know what they want? Yes. Are they ready now? Yes. What would you like them to do? Buy now? I mean that can happen, that can happen very quickly, you know, I mean we've had it happen as fast as coming into the email, coming, opting in today, coming out, looking at a house tomorrow and buying it. I mean that, that it can happen that fast. So it's not about, but somebody who's not going to be ready for six months from now, no matter what you say, you're not going to, you know, convince them to buy on your timetable. It's, what you're trying to do is skillfully identify the people who are ready right now and make the right offer to them. That's going to get them to take that action.

Now. Yeah.

Totally. All right, well, so.

We'Ve got, we've got just a few minutes left, maybe three minutes left or whatever. So I would like you to kind of wrap up and kind of summarize what we've talked about, mostly what you've talked about. I'm glad you did this because although I get totally energized from doing 25k meetings. I just woke up too damn early today in order to do a podcast episode with you because I'm getting ready to go on a week to Turks and Caicos. So gotta knock this bad boy out, knock this bad boy out and knock it out. You know what I.

Mean? I hear.

You. I mean, I know this is thoroughly pleasurable for you, Dean, just to be on the phone here and recording with.

Me. But you know, beyond that, it really has been.

Delightful. So summarize the stuff that we've talked.

About. Here's where we are and then we're still. Well, we're not done.

Yet. No, no, of course we have to do this for the rest of our.

Lives. I think people have to be patient. So here's what I think. Where we basically are is knowing that the fundamental thing is realizing who we're actually talking to. Right now. We're focused on these people who are in that 90 day window, the ones who are going to buy now. We want to identify those people, we want to engage them in a dialogue, we want to have prescriptive solution for them that's leading them to taking action where they're going to do something. So that alone, just having that mindset is really the great foundation for this. And also realizing that we're going to come back, we're going to circle around and we're still going to serve these people who are 90 days or more away because we haven't even talked about them yet. And there's some really powerful ways to communicate with them in a way that will, you'll be there when it's actually time for them to do something. So just be aware of that and know that this is really about patiently engaging one person at a time. Even though you're doing it with technology to hundreds or thousands of people, you still want the tone to be that you're doing it to one person and not being surprised when they respond. The biggest thing that I often see is we'll suggest to somebody that they send a nine word email that's going to re engage people and then they get overwhelmed by the amount of response. You know, we just had that with Kathleen, who came to our breakthrough blueprint event you and I did in Phoenix and she sent out, you know, a nine word email to 3000 people and she's gotten 1200 replies and she's just like, you know, rushing through, trying to figure out what to say and she's getting it all under control now. But it's, it's invigorating certainly. Because, you know, most people, when they send somebody, they're not used to having that type of response to something, you know? Yeah.

Yeah. You know what's also interesting, too, is that the people that seem to really get this, it's not about hearing it, it's about continually investing in learning how to do it. You know, I don't think most people that will not go out, you know, so the thing is go and spend a little bit of money and do some marketing, you know, and if you're already doing it already, of course you are, but you wouldn't be listening to the market if you're not doing some marketing. But I want to, like, have you do a little bit more, meaning do a little bit of marketing, do a little bit more marketing and pretend like everything that you're doing right now, forget about all that, you're just going to do a little bit more and you're going to add a little bit more on top of it. And speed of implementation, as our friend Eben Pagan does a really great job of talking about, is the key to taking an idea and really benefiting from it. So wherever you're at right now, with everything you've heard on this episode, listen to the previous episode, to this, if you haven't, because it really is kind of the beginning part of this one. Whatever ideas you have, pick one of them and what is the first action you're going to need to do? And just do it. People like Kathleen and many of our clients, students, friends that use this, they are making thousands of dollars as a result of just making these little tweaks. And so, like the, the Huma Cloud thing I got here on the wall is, you know, where can the smallest change make the biggest difference? Think about that as a result of hearing this episode and go do it. And we will. We'll talk to you next week. Anything else.

Dean? Amen. Just do.

It. All right. There you go. Just do.

It. All.

Right. Talk to you.