The One About Ridiculously Easy Email Stratagies - I Love Marketing With Joe Polish And Dean Jackson - Episode #106

I'm dean jackson, he's joe polish, and this is the I love marketing podcast. Hey, everybody, it's Dean Jackson and Joe, Joe, Joe.

Joe Polish.

Joe the World Show.

I decided to change my first name to say Joe like, three, four, five, six times. And then my last name.

Why not? I mean, you know, Prince can change his name to a symbol, right?

I can change my name to the Rockstars Are Eclectic.

We Can Do Whatever We Want. Mm. Something like that.

That is correct. All right, so I'm back from this trip I did to Turks and Caicos.

Nobody cares. Let's get on with.

Was lovely, except I got mauled by bugs.

Why is that? You always get mauled by bugs because you get eaten by bugs on Necker Island. That's your biggest. Yeah, I don't get it.

I don't get it. And look, I've ordered Avon skin so soft, which everyone tells me to get, which supposedly works for bug bites. And, you know, I mean, I was kind of covered and off and having poisonous DEET seeping into my skin and wearing mosquito repellent clothing from Afixio. Or, you know, I can never pronounce that ex officio. Yeah, yeah, exactly. And the transcriber is probably going to not spell that right either. And, you know, just everything. And I was still getting eaten by bugs. My girlfriend, she was getting bit too, but they weren't turning into welts like me. And, of course, Brendan Bouchard felt horrible because it was his trip that he invited me. There were really cool people there. And, you know, and I actually took the house that Frank Kern was supposed to get, and I think I saved him and his wife and his child from getting mauled by bugs, because I was in this particular house and it was.

Well, they were in Hawaii, where there are no bugs.

Did they end up going to Hawaii?

They did.

Okay, well, he had a passport issue. He didn't realize.

That's exactly right.

We need a passport.

Hawaii is a paradise that's available to all Americans without passports.

I agree. I mean, I love Hawaii. I think it's awesome. Although I've only been to Kauai and Maui, so I've never been to the Big Island. But I always stay with Joe Sugarman whenever I go to Maui because he's got some really bitching pads up there and he's a real dear friend of mine, so why not?

That was very nice of him to give all of our attendees at the I Love Marketing Conference their very own Batman credit card. Yeah.

And blue blocker sunglasses to Most.

And blue blocker sunglasses.

Yeah, because anyway. All right, so we're going to talk about email marketing and I think in.

This one we've been talking about it.

I'll just sit back and let you, you know, pontificate and that would probably talk about things and I'll throw in a sarcastic comment here and there and.

Open it up a little bit. That would work for everybody.

Let's teach some people some good stuff. So this is a continuation. So let's review what we're just gonna say.

Let's review so far and catch up where we are. So we started off this whole, whole series, the last three episodes here. This is the third of the three part series. Now we started out and you knew that email was going to be a big subject. We could honestly probably do 30 episodes about email. But here's the big thing, just to kind of catch everybody up where email is. We're talking about it as a before unit strategy here. And the things that we've been sharing are things that anybody could do right now. And it's one of the, I call it magic tricks that we can create for people without any cost for them and generate some revenue for people, generate some money very quickly just by crafting the right nine word email. And we gave lots of examples about that. And the original that I started with was just sending a message to real estate prospects who hadn't bought in or had been on the list for 90 days or more. Just sending a quick message that said, hey Joe, are you still looking for a house in Georgetown? Nine words, simple, easy to do, and all kinds of people respond because it feels like you're talking just to them. So we talked a lot about this idea of using short personal, expecting a reply emails as a way to engage people in a dialogue. And this is a one to one approach. This is definitely not something that you're going to automate. We can automate the initiation of the dialogue, but once somebody raises their hand, once somebody responds to the email, now you've got the best opportunity ever because you have the attention of somebody who's a real person. And if you can imagine them as a real person, just like I shared how I do in my evil scheme hatchery to sit here and visualize a prospect. I visualize the front door of my evil scheme hatchery as the opt in box and I visualize them as they opt in popping through the door and standing there as a real person. Not just a name and an email address, but I picture the real person standing there and I Imagine what would I say to that person? What would I say if that real person popped through that door? And that kind of thinking is really the way to get inside your real prospect's mind, kind of the way that you would do it if they really were standing there in front of you. And it changes the way that you communicate. Because if you truly are talking to one person, you're going to communicate differently than if you're broadcasting to a group and people know the difference. And it's okay that sometimes you are broadcasting to a group and sometimes you're communicating one on one. And you want to make sure that the times that you are communicating one on one, that people really know that it's is meant to be a personal communication. And that's why when we look at it, the pattern that seems to unfold, we'll ask people, are you still looking for a house in Georgetown? And they may, even if they think it's an autoresponder, they will reply with a very short answer because they're kind of. They maybe feel like they might be going to get punked or something, or that they don't want to look silly, like responding to a message that is not manned by a real person kind of thing. It's almost like the short responses that you get initially are the email equivalent of, you know, somebody turning and saying, are you talking to me? Like, you know, if you were to say something to them at Starbucks, they might, you know, look at you and say that. And then once they realize that you are talking to them, then you're engaged in the dialogue. Now. So we find that if you know where it's going, if you can ask somebody. We talked about sorting questions. If you can ask somebody a question, are you looking to lose fat or gain muscle? That's a, you know, an either or option. And you're prepared for whatever the answer is. Somebody might respond to that initial question with a one word reply or a very short reply. And that's okay, because in this way, by asking a sorting question like that, you know what the three possible responses are going to be. The three possible responses are I'm looking to lose fat, or I'm looking to lose or to gain muscle or no response at all. Those are the three basic options that you're going to get. And you can be prepared for what to say when they respond with either one of those. And now when you go back to them, when you're really engaged in that dialogue, you'll find that after a couple of exchanges, they'll know that they're in dialogue with a real person and they'll send you what I call the love letter. And the love letter is when they open up. And now, because they have the attention of somebody who can help them and seems to be sincerely interested in helping them, and they'll share everything about their situation, they'll tell you, they'll be so much more forthcoming and they may, you know, ask a question and they may, you know, be more talkative. Just like when you're in a real conversation, if you have a couple of, you know, short interchanges and then somebody's going to go off on a little bit of a tear. And that's exactly what happens with your email dialogues like that. And all of that is designed with one purpose in mind. This sort of dialogue method is designed to focus all of your attention initially on the five star prospects who want to buy right now. We talked about the quadrants, we talked about the four quadrants of possibilities for when somebody is going to buy or if somebody is going to buy. And I shared some stats from the inquiry handling service about how just over half of the people who inquire about something will buy what it is they inquired about within 18 months of when they inquire about it. And so what they also found was that only 15% of them would do it in the first 90 days. So that means that 85% of the value of a bundle of leads. When we talked about separating your leads into bundles of 100 and thinking about them as that sort of class or the statistical grouping so that you've got enough people to see what can happen, because after 100 people, typically what happens with the first hundred will happen with the second hundred and so on. So knowing that if you've got 100 people, we divided them into, into quadrants and there's only, you know, four possible options. So on the up and down the top and the bottom axis, we put going to buy or not going to buy. Those are the only, you know, those are the two options for this group as a whole. So we're going to separate the people who aren't going to buy into, let's just call it half because they say just over half are going to buy, but let's just call it half. Half of them are not going to buy. We've got 50 people below the line that aren't going to matter to us right now because they're not going to buy now and they're not going to buy later. So that's okay. Then above the line, we've got the 50 people who are going to buy and now we can divide those into two groups on the left and the right axis and that would be now, later. So the only people that we're focused on, we want to focus all of our attention on the people who are going to buy. And that means that they're going to buy now or they're going to buy later. And we know that 15% of them are going to buy in the first 90 days and 85% of them are going to buy in the longer than 90 day time frame. So all we're trying to do is get an awareness of what we're talking about and in the first moments of somebody opting in and the first few days and that literally that first period of interactions there, the only thing that we should be focusing on is speaking to the people who are going to buy and are going to buy now, give them the opportunity. So we're going to treat everybody like they're a five star prospect. And we talked about five star prospects as people who are willing to engage in a dialogue, friendly and cooperative, know what they want, doing something in the next, whatever amount of time frame is right for you, 90 days, six months, whatever it is. And number five, that they'd like us to help them. That's what a five star prospect is. So we're looking for the five star prospects and who are going to buy now and we're going to focus all of our attention on them. There's nothing wrong with treating everybody like they are a five star prospect until they show you that they're not. Versus treating everybody like they're not a five star prospect until they prove that they are. And that's the approach that most people take. They have this sense that leads are somehow dirty almost. You know, we get this sense that leads are going to be the questions people ask, are they scrubbed leads or are they qualified leads, all those kind of things that kind of, you know, foreshadow that the treatment that people are going to give them because they're so concerned that they're, they don't want to waste time. And I'm telling you right now that the very best thing that you can do is to treat everybody like they are a five star prospect and waste some time on them, spend some time, invest some time in them. Because what I'm describing to you, these types of email dialogs, this is not, it's time consuming, it's the most effective thing. It's the most, the thing that's going to get you in dialogue with the most people and find the most five star prospects, you're going to convert more of them. But I'm not saying it's easy, I'm saying that it's effective. It's the thing that's going to get you more than anything else. And it's worth doing, it's worth trying to figure out. It's like we always talk about the idea of not letting logistics dictate what you do. Don't let logistics get in the way of really stellar logic. So we want to focus on those people and we want to engage them in a dialogue. And if you have the ability to staff that role, even with, you know, if you're doing it in a high volume, it could be somebody's whole responsibility like an email concierge, you know, an email dialogue generator. Somebody who is, that's their role, is to engage in a dialogue. That's what we have with Lillian here running the websites for living in Winter Haven. That's her whole role, is to engage with people and she's able to connect with more people than anybody else would be able to because they're trying to fit it in when they've got some time. But it's her whole responsibility. So that's a powerful way to think about it. And so we shared some of the engagement strategies in the last episode and what I want to kind of focus on now is moving into this bigger group of people, the 85% of the people who are not going to buy right now. And it's, it pains me to see how much people lose by not having a real concerted strategy for communicating on a long term basis that adds value to all of those people who have raised their hands, knowing that that's really where all the gold is in your list. It's so funny. I had a client, I won't say who this was, but they had, you know, they generate thousands of leads and they have a high volume system for, you know, finding the people who are going to do something right now. And they've got, you know, they kind of pride themselves on, they've got this, you know, 21 day process that they take people through this 21 day follow up thing and you know, they're able to convert about 10% of the people who come in through that process. And that's, you know, high dollar thing. So it's a really great conversion process. But they then their words were that people, after they go through that 21 day cycle, they go into the archive is what they called it and I had them set up a swear jar and I said, if we refer to that group of people as anything other than the gold mine from now on, I want people to put a hundred dollars in that swear jar. I never want to hear the word archive again. And we able to craft some simple, simple messages that go to these people that were able to bring out hundreds of thousands of dollars of new business doing this. And so that you're sitting on a gold mine, if you have been using opt in email marketing where you're bringing people to a squeeze page and they leave their name and their email address and don't ever let yourself get complacent about that. Don't ever let yourself underestimate the value of that. You know, when somebody leaves their name and their email address, they now move into your profit activator number three where we can educate and motivate them. And so we focus on the first group, we focus on the 15%, the ones who are going to buy right away. And we do that by really engaging in a great dialogue. Now parallel to that and thinking long term, we immediately want to start implementing a strategy that's going to keep us in contact with those people in a valuable way for a long period of time. And not talking about just setting people up on a, you know, auto drip where they get just this sequence of follow up messages trying to squeeze more, you know, buying opportunities out of them. I'm talking about educating and motivating these people. So you want to think, if you can, about having at least a weekly flagship publication that goes out to everybody. It could be as simple as an email. It could be, you could do a podcast like we do, like the I Love Marketing podcast. We're constantly in contact with hundreds of thousands of people every week. By communicating and adding value, we're not, these aren't sales messages. This is adding value. We're building a relationship with, with people. And you can do that same thing. I mean, you can send. What would be a dream come true for your audience. I mean, if you think about our audience as business owners and entrepreneurs and coaches and real estate agents and carpet cleaners, people who want to apply marketing to their business, what would be a dream come true for them is to be able to tune in every week and get actionable, you know, cutting edge strategies that they can apply right away. And that's what we're doing every single week. We're sending, we're sharing the best stuff that we know to, you know, to our audience. And that builds tremendous relationship with people. And so what would be a dream come true for your audience? So for the realtors, you know, we send out a weekly Market Watch email to all of their prospects who come who are looking for homes. We send out a Market Watch email with all of the new listings that have come on the market. Some short little, you know, dialogue that just shares the kinds of homes that you've been looking at or showing the kinds of people that you've been working with. If you're the real estate agent, sending this out, then links to all the new listings. And then we always want to lead to the next step. We always want to keep in mind that we want people to take that next step and we want to make it easy for them by offering them cookies. You know, we've talked about this idea of offering cookies is taking the initiative. It's so much more powerful than to wait for your prospects to take the initiative. Nobody likes to take the initiative. It's like when the story we always use is saying, if I sat you in the living room and said, there's lots of stuff in the fridge, if you're hungry or thirsty, go ahead and help yourself. Versus saying. And coming right up to you with a plate of freshly baked cookies and saying, would you like a cookie? See, these kinds of things, this is the way that society works, that we're not, you know, we're wired to not want to take the initiative. We want to respond. We want to be. We want people to ask us for help because then we can jump into action and we can demonstrate how helpful we are and how enthusiastic we are and how sincere we are and really wanting to help them. But we're scared to death to make offers to people because they might reject us. So what we want to do is make offers that seem like they're already happening. So if we look at, from our real estate standpoint, if you're a buyer looking for a home in Winter Haven and you are on our Market Watch newsletter and you get updates every week with all the new listings, we know that the next step for you is going to be that you might want to go and look at a home. That's one approach that people have. They might want to. Well, that might be what triggers them into looking, starting the process. You may want to figure out, well, how much can I afford before I go jumping into looking at homes? So we got another group of people that that's the motivator that's going to spur them into action. And then we've got maybe people who are new to the home buying process and they don't know what they don't even know and they may want to get educated about the entire home buying process first. So, you know, if you take those three things, if I describe them, you can imagine that those are certainly conversations that are going on in people's mind. So if we take the trigger of wanting to go and look at homes and our expectation is that people are going to take the initiative. So we may say something like, if you ever want to look at homes, please feel free to email me and let me know. I'd be more than happy to do the research, find the homes for you and show you any home that you want to see. That's kind of like we're saying, you know, if you want me to bake you some cookies, I'd be happy to because I've got all the ingredients here and nobody would ever impose on somebody to bake them some cookies like that. But if instead of saying that, I say, hey, if you're going to be in town this weekend, we're doing daily tours of homes every day at 10 o' clock and 1 o'. Clock. You can join any of the tours. It's a great way to look at homes in any near any neighborhood and area that you want to see. That sounds like you've already baked the cookies. It's on the calendar, the schedule is there, the bus is pulling out of the station at 10 o' clock and 1 o'. Clock. That's what it sounds like. So it sounds easy that I'm not obligating myself to anything. I'm not imposing on you, I'm just going to jump on the bus. I'm just going to jump on this tour that's already happened. Or if we take the person who might want to know about how much they can afford or understand how the financing works. Instead of saying to people, if you have any questions about mortgages or you'd like to get pre approved for a mortgage, feel free to email me and I'll be happy to put you in touch with our lender who get you pre approved right away. Or we start mandating it to people and you start, you know, pushing it on them saying now you got to get pre approved before you go and look at any homes where, you know, again, treating people like they're not five star prospects until they prove that they are. Both of those approaches are very common and I'm hoping that as I'm describing this, you're hearing it and translating it into how your situation might be similar. I'm describing it to you in a real estate situation, but I want you to understand the psychology of the passive approach versus the attractive approach. Right. So we're not saying you got to get pre approved or we're not saying if you'd like to get pre approved, I can certainly help you. We're saying is what we offer is our free home loan report where we monitor hundreds of different loan programs around the country to find the lowest interest rate loans, the lowest monthly payment loans, the lowest down payment loans, and the lowest total cost loans. And we put all of these findings together in our free home loan report and you can get one just by clicking here. I mean, that sounds like it's already done. It sounds like something that is in place. I'm not asking you to take any initiative or any, I'm not imposing on you to do anything. It's. You've made the offer, here it is. And I can just take advantage of this. And the same thing. If somebody wants to find out about the home buying process, we, instead of saying, if you have any questions about the home buying process or any questions at all, please feel free to email me. I'm more than happy to answer any questions. We could talk on the phone. You know, just trying to like be passively suggesting things to people is not the same as saying we're holding a home buyer workshop on Tuesday night at the library at 6pm that sounds like it's already going on. Like there's a specific offer that I can take advantage of. I'm just going to show up at the library and I'm going to get my questions answered. So there's that kind of thinking. I want you to think about what could you offer to people who are prospects that this is going to trigger them taking the next step that's going to trigger them moving into profit activator number four, where we can present your unique service offer. Joe, you still there? Well, you know, I mean, I just went off on a. I was trying.

To create a world record of how long I cannot say anything. And I think this actually takes. I think we've, we've literally broken a world record on, on the eleven marketing podcast.

I just get so excited about it.

Talked and talked and talked. You didn't, you know.

Well, it's almost like the contest episode.

In reverse. Yeah. But, you know, it's a little different though.

Okay, your turn. Yeah. What do you think? You know, I've said some new things here. Like I've articulated things in new ways. But what, what do you. Yeah, what's your take so far?

I don't care. I mean, whatever. Just, you know, how long have I been doing this crap? 20, 20 years now. You know, more than that. Since 1992. So it's. Yeah, I mean it's kind of been there, done that sort of thing. But for everyone listening, you know, hey, it's brand new for someone that's heard it for the first time.

There you go. No, I'm kidding.

Okay.

I know you are.

So, I don't know. Did we ever put up the episode as a bonus interview I did with Mary Ellen Trippy?

I don't believe we did. We should just have Mary Ellen Trippy on.

Yeah, we're going to have to do that. But yeah, I did this great interview with her, I don't know, a few years ago and she made this comment where like we talked about how we grew up in the direct mail business and the thing with Internet marketers is they are more, you know, I made this comment that they're more promiscuous with their emails because it's free in their minds and they don't have to spend money on it. And she made the comment that like, yeah, and if you start looking at every email you send as if you had to spend $0.50 per email on each one, you'd really think differently about the person that's receiving it and about how if you. Not just from what you're going to make money wise, but how you're like really doing a disservice to the people you're sending it to if you don't really think about the copy and engaging them. And of course, you know, one of the things here, so let's just assume people listening, there's a person out there saying, but yeah, you know, that sounds good, but my clients are different. And I really, you know, like an HTML email with graphics and all that's just going to work better. Although I've heard about this nine word email thing. But you know, my clients are different. How would you respond to that? That?

Well, your clients are people, I'm assuming, and people are the same. You know, we all come standard issue with the same brains and emotions and psychological triggers. And that's the, that is why we can take a construct like the eight profit activators and apply it to any business. And we've done it, we've done it with all kinds of businesses and it all works because people are people.

That is true. But what if your clients really are aliens?

Would it change Then you just write the emails in Klingon, which is the international language of the intergalactic language of direct response. Everybody knows that.

I was making some goals the other day. This is a total aside. And I was thinking, I want to create some prime directives for my business. And I was like, you know, let me look up Wikipedia, what prime directives mean so I can get a clear thing before I create some prime directives of, you know, my business. I was doing this on the island, in my life, not just my business. And I didn't realize that all of this, the Prime Directive things originated with Star Wars. I mean, Star Wars. Star Trek.

Star Trek, yeah.

I had no idea that that's where it originated from. So here.

And then, of course, this originated in the More Cheese, Less Whiskers episode, the prime direct.

But I honestly didn't. Yeah, I didn't realize that, you know, how much of this, you know, goes back to Star Trek. But which is another side. On my zero G flight was Rod Roddenberry. So on the videos, if you look at some of the videos, who's actually his father created, the whole Star Trek thing is floating right by me. It's pretty funny. All right, so the thing, yeah, this is common sense that isn't very common because you have to strip away all of these preconceived notions that you think about what people would respond to. And it's so simple and so obvious that most people don't think about it until they hear you kind of explain it.

So, you know, and so, you know, I always like to look at the. The context of things, about why things work or what's. What's the underlying support structure that makes all of this work. And so if we're. I'm sharing stories about nine word emails and we're giving examples of that. And I'm, you know, sharing things about the flagship publication. I'm using the real estate examples there. But if we just strip that all away, what you want to be looking at is what kind of regular communication could you send to your prospects? All the people in profit activator number three that they would be thrilled to get every week? You know, what kind of, is there news that you can react to? Is there? Like, the good thing is that with the real estate, there's constantly new listings that are coming that you can send to people. There is something very powerful about that, that it's got the content kind of built right in, and you just have to have the right framework around it. Now when you look at creating something on your own, like making something up, it's more difficult than just responding to something. But you can start by just making a list of all of the questions that people ask, might have or you know, think about what would they want to know. And so you can just make a list of the top 20 questions that people have and start, you know one, there's almost half a year's worth of weekly emails just addressing one of those questions as a short little thing. I mean look at, I get Seth Godin's blog by email. And so every day you get a short little blog. He's not writing big articles, he's writing, you know, takes you a minute or two to read. That's it. And it's all very insightful, you know, you feel good after having read it. So what kinds of things like that could you send to people if there's anything that is changing? If you're, you know, in the mortgage business we send information on interest rates and same thing could apply to financial advisors. It could be, you know, any type of any kind of data that changes or fluctuates. You can talk about volatility or anything in the stock market or anything that is, that's moving is a great thing to design your weekly flagship around. But the most important thing about it is that it really, the purpose of it is that it's a like a Trojan horse in a way. Right? It's the carrier that you can now make these offers. Every single time you send out a communication you can make the offer that has the, your whatever your three cookies are in a super signature. And that is a little phrase that I coined that is describing the below the PS of your email before all the unsubscribed stuff or you know as almost like a little ride along with every email that you send, all the offers that you can make to people. So you know, here are three ways we can help you today. Join us for a daily tour of homes. We run tours every day from every day at 10 o' clock and 1 o'. Clock. There's one of those super signature elements. Next, we're holding a first time homebuyer workshop next Tuesday at the library at 6pm or we've got or offer the free home loan report where we monitor all the different loan programs and present our findings in the home loan report. Click here. So you've got those three offers that are available for people right there no matter what. So whenever you've got something that's going to trigger the next step, you can include it in your email as a super signature and that you're going to find. Every time we send out a MarketWatch email, we end up getting more people subscribing to or raising their hand and responding to, not subscribing to. They've already subscribed, raising their hand to ask for one of the offers that we make in the newsletter. I'll put up one of the MarketWatch newsletters on the blog on ilovemarketing.com so if you're just listening to the podcast here, there's a good reason to go to ilovemarketing.com and see what one of these flagship emails looks like and how you can use that as a model for your business.

I completely agree with that. They should do that. They should go there immediately right now.

I think that's fantastic.

So let me ask you a question, Dean. All right. So all this with email, that's, I mean, and of course I know there's talk for a week on this stuff. So I'm sitting there thinking that someone listening is like, okay, you know you're going to put all this thought and effort into getting an email, right? Man, if it's this complicated, you know, what the heck are we supposed to do with our websites? Do we even need a website? I mean, that sort of thing.

Well, certainly that. Here's the thing. This is why, when I look at it, in my opinion, the reason that I use such short copy landing pages, the squeeze page, where the only option, the only purpose is to get them to leave their name and email. Now I never care if they ever go back to the website because now I've got their email address and that's a far more powerful level of communication. Now I can communicate with them one person at a time and I don't have to depend on them coming back to the site, but I know that I can since I can't count on them to continue coming back to the site. The super signature is a way of sending the highlights of the site to them every week. It's almost like reminders. Hey, you can get this, you can get this, you can get this. All really compelling things, things that are well thought out, the things that people would really appreciate getting because they're demonstrating that you understand the conversations that are going on in their head.

Well, let me ask you about something related to driving people to calls to action. Okay, so other than just an email response, is there any deviation from the nine word email where you're going to. Are you interested in losing weight or putting on muscle? You know, do you want your carpets clean, you know, whatever, looking to buy a home where you actually drive them to a website as part of that? Or.

I mean, so, you know, I gave you the example, I think I talked about the example of our. You know, we have a product called gettinglistingssold.com and we get the data feed of all of the MLS listings that come on the market everywhere in the country. So we get, you know, probably 5,000, three to 5,000 listings a night. Come over, come in. And the whole purpose of that email, and I described it in the, in one of the last episodes, is only to get people to click through to the website, right? I'm not trying to get them to respond and I'm trying to get them to go and look. So we do things like we send out an email with the address of the property that you just listed in the subject line. Because remember, the only purpose of the subject line is to get them to open the email. So if you just listed 22 Greystone and you get an email that the subject line is 22 gravestone, you're going to want to see what that's about because it could be somebody who wants to see it or wants. Has a question about it, right? It's going to be like a personal. That's an A pile email subject line. Then when they open it, the only purpose of that message then is to get them to click through to the site. Because we've built all these wonderful things for them using the information that they've sent into the mls. It's already loaded. We've got postcards with the picture of their new listing and their picture and their name and the address of the property. It's all already custom designed. And so all I want them to do is take a look at all this stuff. So the email just simply says, hi, Joe, I put together some marketing ideas for 22 Graystone. Take a look and let me know what you think. And then there's a Link, Blue Link, 22 Graystone. Thanks, Ramona. And that's it. And that email gets over 30% click through. Not 30% open, not 30%, you know, any 30% of the people click through to that website. And that is, you know, 10 times better than the previous effort, which was in the 3% range. Sending all of the message, trying to convince them to buy the postcards from the email so they see what it's about. They know that you're trying to get them to spend money. And so they don't click through because they, you Know they've made up their mind already. You can't use the email to do the best selling job. It's not the right environment. So when I've got beautiful customized things that they're going to get a wow factor by going to it. When they see a single property website that's already done for them and they see these beautiful postcards and it's already got the picture of their new listing in it and they see their name and all these things are already done, that's a wow factor. And the headline, it's all personalized for them, so that can be best sold when they're actually looking at it. And I can control the environment on the website. Everybody's going to see the same thing. I don't know what is going to happen in somebody's inbox or, you know, depending on what email they're using and whether they've got their HTML display images filter off so that the first thing they'll see is, you know, to see this email properly, click here. And that's real downer, you know. But if it's just a text email and the only purpose is just to get them to go to the website, that's all you need to do. You know, you don't have to now make all those other offers and I don't want them to respond, but what you do have to know is you have to have absolute clarity on what it is you want them to do. Why are you sending this email in the first place? What, what's the response that you want?

Yeah. So let me ask you about something that is on my mind currently. I just want to get your perspective on it. You remember TV shows like Nip Tuck, which maybe you've watched. It was like a total freak show. Remember that TV show?

I do, yeah.

About the plastic surgeons, the crazy ones, Eccentric. That was like real life, basically. I think that show depicted, you know, how life really occurs for most people. But they used to advertise the hell out of MySpace. They would put, you know, MySpace.com NIPTUCK when MySpace was the big rage. And maybe with Justin Timberlake taking it over, maybe it'll come back. But I saw a Ford banner in the airport the other day and it was for one of their vehicles and it was simply driving people to their Facebook page, not to their website. What's interesting about that is because they don't have to obviously set up a website, they can just drive it to Facebook. But there's more and more of that that we're seeing. I wanted to get your perspective on this sort of application driving people to other than your own websites, to things like Facebook, Facebook or even communicating with nine word emails in a social media sort of environment, not through just regular email. Do you have any perspective on that?

Well, I like to send them to environments that I can control. You know, like I want to know because I'm thinking, I'm thinking ahead, I'm thinking the next move after this, you know, that's what I want. I'm not looking to, I'm not only thinking about this move, I'm thinking about what, where's that going to get them, you know, what, what is the next thing that they're going to do. And so I want to take them to the environment that's going to best facilitate that. So if I want, if I use these postcard examples, what I want them to do is buy the postcards. And so I'm going to take them to the page where the buy button is and make the full case. I'm going to present everything to them right there and they're going to see it and they're going to be able to click and buy right now because that's what I want them to do.

Okay, so what else does someone need to know then? And so to take what, what you've been talking about here and what we've talked about in the last couple of episodes, which if someone has not listened to them, they'd be well served to go and do that. What more do they need to know to kind of like maybe do like some action steps? How would you take all the advice that we've given on the last three episodes? And what do they, you know, what's the first step? You know, sit down, write an email, send it out.

What, how would you. So the first step, I mean I go, the first step is if you don't have a, you don't have a list of people who have left their name and email, then you want to back yourself up to profit activator number two and create a compelling offer that's going to get somebody to leave their name and their email address. That's the first thing that you want to do and realize the value, the gold mine that you can build by having a opted in list of people who have responded to an offer that you've made. So that's where you want to start then. You want to start with imagining a real conversation with a real person. If the opt in box that they filled in was a, a portal to your office where they're going to plop themselves right down in front of you and you can have a real conversation with them where you can't ignore them because you got to realize that behind every email is a real person. And imagine what's going on in their mind. Imagine that person. Get a crystal clear picture of them in your mind and try having a conversation with them. You know, that's why I said, you know, it looks crazy to. If you were to spy in my office and you see me sitting in my comfy Manhattan club chair with my ottoman and my feet up, staring out my glass front door, imagining a conversation with somebody, it looks like I'm just kind of sitting there goofing off. But I'm actually like really deep into that process of having those conversations with people. And I'm not, I don't, I want to be extra careful that you don't underestimate the effort and the consideration and the weight that I place on every single word of those emails. Just because they're nine word emails, it's not about just, you know, plopping off nine words. That's not what it's about. It's every word has weight, every word has been measured and really is the best articulation. And even when you're using those short words, you just want to make sure that it's getting the right message across. So I may spend an inordinate amount of time writing a nine word email or writing a short email like the, like the 22 Graystone email, but measuring every word to make sure that there's, you know, it's conveying just the right message that's going to get exactly the action that I want. So you know what would be a fantastic thing? I'm just thinking as we do this joke, what would be a great finale to this is to do sort of email clinic. If we could, listeners could in the comments put their email ideas, their attempts at the nine word emails or short emails that they've used for things. And we could do an episode that kind of ties all this together and addresses those and does some coaching on how to make those emails work. That would be great.

Yeah, there's, there's been some really great comments too. A couple of examples.

That's what I'm saying. So let's, let's formalize that, that, you know, when this episode goes up, if as soon as you hear this, go over to ilove marketing.com look for the comments, there's a little button that you can use to comment right underneath where the description of this episode, this is episode 106. So look for it on ilove marketing.com leave a comment Describe the scenario of what the email is, what your purpose for it is, and then we'll be able to see what you're doing there. And we'll do an episode where we talk about those emails and we'll give you some coaching on how to craft those into the most powerful emails that we can imagine.

Yes, yes. And you know, another thing too that we could do because we do, we've had like a lot of questions submitted in the past whenever we did the open sort of calls. And we.

Yeah, we've still got all of those. You're right.

Yeah, yeah, we could, we could answer some of those questions too in some upcoming episodes.

At that time we had a guest too. We've been, it's, we've been going a long time. Just me and you.

Yeah, well, we'll get a couple.

Mary Ellen would actually probably be a really good. This is the appropriate time for that.

Yeah. You know, we're gonna have some bonus ones, too. I'd like to put up the, let's put up the episode with Mary Ellen and it'll be a good primer for everyone. And it's just really, really good, solid marketing advice. And I'll round up Mary Ellen and maybe we'll do one with Larry Winget who's always, he's a good friend and a character. And we'll do him sooner or later. We'll see. And then who else do we got? We got Ben Altadana. I want to do one with Ben Altadonna. He's a guy that markets to chiropractors. Very smart, direct response guy.

And how about Jay Abram?

Outspoken. So we can probably do one with Jay. I haven't talked to Jay in about a month or so, so I can give him a call and. Yeah, so it's all good. So to our listeners, if you have a dream interview you think would be awesome that someone that's truly obtainable and reachable, like, I wish we could get Oprah, but that's just not going to happen. Plus getting her to talk about marketing. Could you imagine if we got Oprah talking about marketing, though?

No, I don't want to limit the universe. I don't want to send out that alien.

If anyone has a good connection with an alien.

Yeah, there we go.

Then we could talk about packaging, you know, that sort of stuff. That'd be good too.

I mean, you know, any good.

Hey, I'm trying to say something Here, go ahead. What are you going to say?

I was the same. Why limit ourselves? We've had Richard Branson, we've had Tony Robbins, we've had. Why wouldn't Oprah want to come on with us?

True, very true. You know, and we've got, the New York event is coming up soon in August 14th through 15th. So if you're a high level player and you listen to this, you know, we've got so far people that I will announce, you know, we've got, Tim Ferriss is going to be there, Dean Graziosi, Dan Sullivan.

So you said Dilio. I get excited.

Neil Strauss, you know, we're going to have some characters there speaking, doing some cool stuff. Yeah. So any good books or anything you've read lately, Dean, that you want to recommend?

You know, I want to. Rather than that, I got a couple of more things that I want to say to wrap up this one.

Okay, go ahead.

Is that all right with you?

Fine with me.

You got me going. I was telling people what to do. So we talked about this idea of, you know, crafting that dialogue with people as imagining as if they're a real person sitting right there and their opt in box has plopped them into your office. Have that conversation with them and then the next thing is to start right away with your weekly flagship communication that every week they're getting something from you with, you know, timely and helpful market information or answering some of their questions or tips or anything like that, or a mailbag answering questions, anything like that. And knowing that that's going to be a vehicle that you can send your super signature, you know, make those offers, make sure that, you know, what are the gateways that are going to move people into profit activator number four? What are the things that are going to trigger them, taking those next steps and you know, do that every single week and you're going to be amazed at what happens. Now if you've already got opt ins, you've already been gathering people's names and emails, you've got a list and you sent them through your 21 day gauntlet. You know, even just the language about all the, it just kills me that there, you know, some people threw their, the gauntlet like we're sending them out, we're gonna scalp them or something. And you don't do anything other than send your, you know, jv, you know, promotions to them or whenever you want to sell them something. Whenever you don't, you don't communicate with them. You're sitting on a gold mine. And that's your opportunity to reengage with those people by crafting a simple nine word email. And that anybody can do if you've got more than 50 people on an opt in list, heck, you could probably do it with 10 people if you haven't, you know, whatever it is. If you've got anybody, you know, look through the, your desk drawer, all those scraps of paper where you wrote people's name and email down and all the people who've emailed you and you haven't done anything with it, or go back in your Gmail and look at all the people who inquired 90 days ago, all those kind of things. Gather them all in one place and send them a simple email that says whatever is going to engage people in a dialogue, whatever is going to get them going your way, you know, so all you want to do is just send a simple email that's going to get them engaged in a dialogue with you and then know where you're going, know where you're heading. It's really about just skillfully creating that pathway that, you know, making it seamless. To go from. Profit activator 2, where you compel them to raise their hand. Profit activator 3, where you engage them with a dialogue, educate and motivate them to want to meet with you so you can make an offer.

Good stuff. Very good stuff. So you did all the talking. That's good. Hope everyone likes it. Hope they go out and make themselves.

A lot of money, money, money, money.

And then send us some perfect. You know, we don't even have a store on. I love marketing.

That's how, that's how. Not yet. Don't you. This is.

I think we should though. I think there's.

Well, wait till you. I was just sharing something with Gina. It's all top secret, so I'm not gonna. Let's just hush hush for right now.

Okay, Cool.

Okay.

But. All right, everyone, hope you enjoyed this. Hope you are a sophisticated, brilliant, stealth ninja like email marketer at this point. And if you are not, go back and listen to all these episodes again because your future depends on it.

Yes.

I mean, seriously, I think actually the future of mankind, I think depends on the advice being dispensed here.

It could. It's for the children.

Yeah. And the children's children. And the children's children's children.

Generations.

That's a wrap, everyone. Have a great week until next week and we will talk to you then. Please go to Ilovemarketing. Dot, please. I mean, go if you want it's. Only for your benefit. So if you're freaking lazy and you got different shit to do, then don't. But if you really want to be on top of things, go there, check out the videos, look at these samples, listen to other episodes, and share this with all your friends. Tweet about this episode, go to Facebook, create a whole new social network yourself and tell people about whatever. I don't care. So that's it. Have a good day.

See ya.