The One Where We Share Email Marketing Results - I Love Marketing With Joe Polish And Dean Jackson - Episode #108

I'm dean jackson, he's joe polish, and this is the I love marketing podcast.

Hey, everybody, it's Dean Jackson and Joseph John Paulish iii. Wow. That isn't my real name, by the way. There is no third.

I thought you changed your name to Joe. Joe Joe Joe Joe Joe Polish.

Yeah, that's my rapper name.

There you go.

We're gonna. This is gonna be a. You know, we've done a lot of. A lot of episodes on email.

An email marketing, you could call it, series. Really?

Yeah. And it's been good and people have been happy. And we broke it up with a really great episode with Amy Porterfield, who is a Facebook marketing expert. So if you've not listened to the episode before this one, then we recommend you go listen to it because it was really good. Lots of incredible feedback from people I talk to that have used it. And yeah, I let a few people that are part of my team and my colleagues listen to it. Now they're using these techniques that we discussed on the last episode and they're completely changing the way that they.

We're getting some really great comments and feedback and stuff. Read that one you were telling me from your fan page.

Okay, so a guy posted on my fan page. I won't mention his name, but if anyone wants to look up my fan page, they can probably find it, but it's on Facebook. It says, hey, Joe, I didn't want to post this publicly because I don't want my whole marketing community to see what I just did with your last three. I love marketing podcasts. I've got a list of about 10,000 direct response Internet marketers that for all intents and purposes was dead. Using your dialogue technique, I not only doubled my open rates within a week, but I also sent an email that said, do you still need marketing help? To everyone who hasn't opened anything in the past three months. And I woke up that segment. And I woke that segment up too. I'm blown away. Definitely the most valuable three hours I've spent doing anything business related this week. Just wanted to say thanks. And so what he's referring to is the most valuable three hours that he spent doing anything business related this week was listening to those three episodes. So cheers Adam. And he's like, PS, I found a marketing hack a little while ago that gave me a massive 250 profit increase and resulted in an opt in control of 80%. It's the first part of a sales letter, but it's really cool. I think you'll like it. And Then he puts the post for the letter and then pps. The whole site is being revamped right now. I've been testing the model for the past six months and it's definitely an elf business, which stands for easy, lucrative and fun. So that is fantastic. And so this is a person who is implementing what we are talking about on the podcast. Of course, I got to give you credit because you've been doing most of the talking on those episodes. I just kind of sit back, I sit back and drink tea and listen to you pontificate and just throw in a sarcastic comment here and there. And what ends up at the end is a very good instruction on how people can make money using email, how to better communicate, how to create more response. And so what we'll do, since there's been such a good response to this and the people that have been listening have gotten so much value out of it, we'll use this episode to sort of wrap it up and add any more from, you know, insights, perspectives and, you know.

Yeah. And well, you know what's great is that we're, we've got Mary Ellen this week too. Mary Ellen Tribby.

Yeah, she'll be the next episode. So after.

Absolutely. And that'll be what a great thing. Because who, you know, who better than Mary Ellen Tribvy or somebody who's built, you know, an empire using email? I mean, this is a great finale to the series. Really? Yep.

So, you know, good stuff happening at. I love marketing and people are thinking, oh, you would just run out of content. Well, yeah, I don't think so.

So funny. I love it. So you. There's some other, another comment on the, on the webpage, on the comments on episode 106. This is pretty cool. Jeff Johnson said. Hey guys, after the marketing event, Robin and I sent out one of your nine word emails like this for our producer club coaching program. And it generated more than 20 warm leads, 15 new members at 14,000 plus per year and generated 120 responses to the email out of 700 emailed out. Wow. That was the Friday of I love marketing two and now I need to send one again. Interesting, huh?

Totally, totally.

I love, I just love these kind of things like when I, you know, really look at things. If you've got anybody who has been, you know, who's opted in or responded to anything at any time and haven't yet bought you, you have a gold mine. I mean, you really do. It's, it's absolutely crazy. And just, you know, reactivating those people using Those short emails that there's a gold mine in your profit activator number three, you know, where once they've crossed that line, they've identified themselves, they get, you know, they pool up there in profit activator 3 waiting for you to make a killer offer that's going to move them into your during unit, you know, right.

And let's take the, let's take this message that's on my fan page where you know, he sent out an email that says do you still need marketing help? So if you are in the marketing business, then do you need marketing help? If you are a massage therapist, hey, do you still need a massage? Do you still have tension in your neck? Whatever it is, it doesn't much matter. It's just a real simple sort of communication. One of the things that, and I think everyone, myself included, probably violates this to a certain degree. What I mean violates it is this whole principle of knowing that it's whatever the number is for different studies and things that I've read over the years from the Direct Marketing association and this goes back when I first started learning marketing about how it's five or six times more expensive to get a new customer than it is to resell to an existing one. There's different studies and who the hell even really knows what the exact number is? And I'm sure it's different per industry and all that. But the bottom line is anyone that understands lifetime value of a client knows that one of the most expensive costs in business is client acquis acquisition. Getting them the first time and then getting them to buy over and over again is better. And a lot of companies, and again I say myself in this will become very good at the before unit and getting customers. And it's more exciting to chase after new customers. You can have really happy clients that buy from you over and over again. And both me and you certainly have that. At this point in our careers, even if we don't do much of anything other than continuing to provide value, we're going to have people that have done so well with what we sell them that they will continue to give us money and do business with us. And that being said, you can get into this mode where you're oh, new customers, new acquisition and you have people that are being neglected or people that you could communicate with more frequently or you could send them a nine word email and you don't because you get caught up chasing new customers and sometimes you could turn off. Not that I would ever recommend it. I'm Just saying sometimes you can turn off all of these other activities that you're trying to do, these new products, these new whatever, and just simply look at who's given us money in the past that we have not really communicated with as effectively as we could. Because a lot of times you will make more profits than by quit trying to chase after new people and just do a damn good job with the ones you already got. That also applies not just to new business, but, you know, repeat business. It also applies to referrals because you can use this message just to get your existing, this methodology to get existing people to refer you more.

Well, I'm glad you said that, you know, because that's something that, that is a big focus that most people overlook. They don't think about that at the very beginning, you know, and I did just about a month ago now I had a, in February we have an event here in Orlando for our money making websites clients. We do a Internet academy weekend. And so I recorded an audio program that was like my top 10 breakthrough ideas. Because this year marks 25 years that I've been in real estate. I got my real estate license in 1988 and now we're 25 years later. I can't believe that. But you know, I thought about it and I started, you know, outlining my, my ideas in the order that I would start applying them. And the first idea was know your numbers. Like, you know, most of the time people don't have a sense of even the basic metrics about where their business is coming from, what's working, how much they're spending, how much they're making, just even basic metrics for their before unit, the during unit and their after unit. And so, you know, the awareness that we had after talking about that and going around the room kind of having people share, the main awareness that we had about it was that they don't have an awareness of it. And that's okay, that's an awareness in itself, you know, just to know that, start measuring stuff. You know, it's just such a well known thing that whatever you measure improves and whatever you measure and record improves exponentially. And so it's about measuring the right things, you know, and one of the things that we measure is the ROI in your after unit and there's really no equivalent. I was just talking to the fitness twins in London today and they've really embraced this after unit in their, they have personal training facilities, two of them in the UK and they've started sending the equivalent of the world's most interesting postcard to their clients, to their existing clients. And their ROI on sending things to their clients is over 2000%. 2200% or something like that, 22 times what they spend is how much revenue they've brought in on doing those things. So we talk about these short personal expecting a reply emails. You know, if you're sending them to people who actually already know you and you're sending a personal email to them and you're doing it in a way that's, you know, going to be right in their wheelhouse for orchestrating referrals. It's such an incredible opportunity. You know, most people don't ever focus on that first. You know, everybody focuses on the before unit and getting those things in place. You know, like that's where all the fun and the newness and the, you know, excitement of testing and spending money on ads and all that kind of stuff, you know. But the real value, the real like highest roi, the no brainer money is in your after unit orchestrating referrals and in moving people from profit activator number three, making offers, engaging with them and getting them into your Turing unit. Those are the two hidden gold mines that you have right there in your business. Everybody's got them. And it's almost like magic tricks. You know, it's almost like when I start with somebody, those are the first two things I look at is what can we do to create a magic trick for them. And if they have prospects they haven't communicated with or haven't communicated with in a real intelligent way, there's the big opportunity. Just react to those people. Right?

Well see, and the thing is most people do not send out monthly client newsletters. I mean I even recently found. And this is what happens when you grow a big organization and like a dumbass, don't have systems in place to make sure that proven things that work continue to stay, you know, doing them. You know, kind of like a system. Once you set up a system properly, it doesn't need constant monitoring, you know, maybe a little bit of maintenance. But you know, for the most part a complete system is once you set it up, it just works. You don't have to, you know, keep going and fixing it and that sort of thing. And so I've. There are things that I've set up pretty well in my company and a lot of things that I have not set up well or have not set up a mechanism for me to be reminded of. So I have found recently that there are people that have given me Money in the past that have not done business in a while and that for whatever reason were taken off certain mailing lists. Now I ultimately have to be responsible for this because it's my company and my organization. So even if one of my employees made a dumbass mistake, which in some cases I've had that happen a lot, you know, the real dumbass responsibility relies, you know, on my shoulders though, because it happened, you know, while I, you know, was obviously owning the company. And so there are people that have not been communicated with that if they would have been frequently they would continue to get back on board and continue to do business with and things like that. And I've just made this recent discovery of quite a bit of communication that just has not happened. And it's one of those things to where there's a lot of activities going on in my company where we're getting prospects and we're getting new customers and we're getting new clients and all that sort of thing. And at the same time, you know, we're having to spend money to do that. That is much higher than the money spent to send a newsletter to a past client, send an email to a past client, make a phone call to past clients. And so this applies to everybody. And I don't care how great someone is, there are places in their business that hopefully listening to this episode will just make them stop and think, okay, where could I apply this method instead of saying, oh, I don't know if this will work for me or I'm just going to listen to this episode while I'm working out for entertainment purposes. If you're really listening to this, where could you apply it? Where are the areas in your business where there is some neglect, some lack of communication, Some place where you have really even sent out a long form, compelling sales letter, it's direct response where you think it is. But maybe you can try this 9 word email or 5 word email or whatever it is on a particular area and put some attention on that. If you just think about that for a couple of minutes, most people, if they were to write it down, could come up with five or 10 areas immediately. So anyway, that's what I'm saying.

You know, it's really interesting because I get a lot of feedback from people. You know, they send out emails and they are, they don't know where it's headed. You know, they're send, they just get a nine word email, they just throw out nine words and get somebody to respond and they're saying, oh, I got all These responses, but then they don't know where. Where they're headed with it, you know, so you've got to know what the end result is so that if you, you know, I always say how to think like a chess master, you know, and so in order to think like a chess master, you got to kind of know where you're steering it. And if you want to, if your goal is to get to the end in three moves, you got to know where the end is, you know, so you can reverse engineer back. And so everything kind of leads to a logical next step. And that's why sometimes when we start with a sorting question, you know, like asking somebody, you know, are you whatever or you know, something that's going to get them to respond kind of yes or no or make a choice of this or that, you've got to know that if they respond this, that you now take the next step that's going to kind of deepen that conversation and then offer and steer towards your solution so that they can get this. And if they answer that, then you deepen that and point to the solution that's going to help them get that. And just knowing those things really are about just setting the stage to offer your cookies. Offer the next step. The things that are the result of thinking through what your prospect's conversations are. What are the conversations that are going on in their head? What are they going to need next? What's going to trigger them to take that action? And how can I present it in a way that just seems so natural that it doesn't feel like I'm even making this big commitment or decision that it just seems like, well, of course I want that. That's the natural next step, you know. Right, right. I love.

And that's what it's all, you know, here's the thing, like when you're saying the natural next step, it's kind of like, you know, the way of the slippery slide conversation about, you know, the grease chute. I mean, you've heard all these analogies from copywriters of what's.

Yeah.

How do you keep people moving through the process? Because everything is the natural next step, not the forced next step, not the manipulated them into a sales pitch next step. But like, literally, what do people want and how do you provide it to them and get them to continue to go? How do you talk to them? What do you say? How do you say it? You ever read Obvious Adams or whatever that book is?

Yeah, right.

Yeah, it's kind of like that.

Yes.

We should just Read that book out loud one day. It's really short. No, if we run out of shit to talk about, we can just get really short books.

That could probably happen. Once we get up around. Let's schedule it in for episode 700.

We'll do like bedtime reading and we'll just read marketing books to people and we'll say, play these to your children early on so that when they.

Yeah. How great was that? You never know. I know. Hey, we should probably.

There's going to be some technology 50 years ago and someone's going to be listening to I love marketing, you know, and they're going to be like, oh, you remember like we used to talk about. Oh, remember when there was like direct mail? You remember those days where there's that thing called the Internet where you just, you know, now, you know, you just think and messages pop up in your head. There doesn't even need to be, you know, when computers are pretty much tied into your brain and everything. I mean, they'll probably have 3D imagery that just makes your. I know I'm going to sound totally insane here, but you know, where they're going to like be thinking and then I'll be talking and it'll be through like, you know, Batman and then you'll be talking and there'll be like a Robin figure sort of thing. And that's just how it's going to be delivered. Are you following where I'm going with this?

I am absolutely.

No, you're not.

I'm just constant evolution.

Okay, so, all right.

I was going to read another comment.

All right, go ahead.

Well, this is interesting because this will have a little discussion we can have. So Dean and Joe last three episodes about email were classic. I love how you appeal to the reader's self interest. Enclosed are three emails I'm considering sending to my list. I also enclosed my best cold email template. These are the emails I'm considering sending. Oh, a little background on my list. My company helps you connect with hard to reach people through a cold email. We focus on entrepreneurs. We're looking for joint ventures and business whose customers spend $50,000 or more. Okay, so these are the emails I'm considering sending. Email 1. Are you still looking for customers using email? What do you think about that? 1, 2, 3, 4, 5, 6, 7, 8. Eight words. But if you add your name, there's nine. So if somebody has see the whole thing, I think there's something very valuable about the word still. You know, you're saying, are you still looking for customers? Using email, especially if you can put that message on top of your reply to their inquiry months ago. Because a lot of times they might forget something or they might, you know, you just want to kind of anchor back that they, they asked for something. And that's one of the cool things that I've often used as a strategy for these short emails. Rather than just sending them alone, I'll send them in reply to an email that I may have sent them months ago. You know, so if they inquire about something, so that adds an anchor back to are you still looking for customers using email like you were when you inquired eight months ago, you know, or nine, 90 days ago or whatever. And that this was really, this is pretty interesting because I've used a lot of these emails, like the short engaging emails as a follow up right after they've opted in. So I think like a 1, 2 combination. We talked last week about this idea of the matrix of when people actually convert. You know, if we're saying that 50% of them who inquire are actually going to buy something in the next 18 months, but only 15% of them are going to do it in the first 90 days and 85% after 90 days. So our main focus initially is on identifying those, you know, who are the people who are going to do something now, who are those 15% that we can approach right now. So when they opt in, we, you know, I like to send something immediately as an auto response that looks like it is an auto response. I'm not trying to fool somebody into thinking that I sent them a personal email at 2:30 in the morning, 10 seconds after they opted in for something, you know, when, when it clearly is an autoresponder message. We're not, I don't ever try and put that off as a, as a personal message, you know, so there that when you send that, it can be a welcome. It's like here's what you, here's the link to what you've downloaded or where to download, what you just opted in for. And you know, here are some ways I can help you and you're kind of setting the stage. It's like the welcome email kind of get them everything that they need to know in case they want to do something right now, here's what you do. And then the next day on top of that message, so I'm sending that message again with a subject line of re, whatever that is and then using that short sorting message. So I shared a few episodes ago that combination with Vince Del Monte that was using an opt in on his website and sending out a message that asks people are you more are you looking to gain muscle or lose fat? And when people reply now you're engaged in that dialogue with them. But then it hit me that, that it could, people could reply and you could get into a dialogue with them. And if you're skillful and you know where you're headed, if somebody says interested in fat loss, then you've got the next dialogue that you're leading them towards a completely risk free offer, all cheese, no whiskers to try your product that's going to get them the goal of losing fat. Now not everybody who you present that to, if you present it to them skillfully, you'll get as many as you can, but not everybody will. And at 90 days it's probably a good idea to send a message that follows back up with them if they didn't buy. So if somebody says I'm looking to lose fat or I'm looking to gain muscle and your next reply to them is that's great, how many pounds are you looking to gain? And now you're engaged in this dialogue with them and they say well I'd like to gain 20 pounds of muscle. And you're steering them towards the program that you have. Well, you know what would be great for you is my no nonsense muscle building program. And here's the thing, all about it. And you're steering them towards exactly what they need and making it easy for them to take you up on that. But if you get that far and they don't buy and they told you that they wanted to gain 20 pounds of muscle, sometimes they don't buy because they're maybe going to try something else, you know, and maybe yours didn't win that time. They're hot to gain muscle. They told you that they were and they didn't buy your product so there must be something that they've done or they've done nothing. And 90 days later or 60 days later, if you send a reply to that same message that they responded back and you say hey Joe, just checking in, how many pounds of muscle have you gained so far? And they haven't gained any. Now you're engaged re engaged in that dialogue at the 90 day mark and you can start that whole process again. But you got to know, you got to know where it's headed. Now I use that as a, I use that as an example but it's the same. Whatever. It's like you talk about the glop gaining Muscle is the glop. It doesn't matter. Whatever their glop is, whatever it is that they want to do. You want to determine do you want this or do you want that? And so when we ask the people who inquire on the real estate websites, are you an investor? Are you looking for a house to live in? That's an andor question.

Yeah. Like now, based on the little bit of dialogue that's been going on here that you've been saying, I wrote down some words as I've been sitting here that you have said that a lot of times in conversations. I think a lot of people miss just how much is being discussed on this particular topic. So here's some. I'm just going to read some of the words that you said. Okay. As it relates to using email and communicating and doing it in a very simple way, anchor back, so anchoring people back to a previous communication, send in reply to a past email, inquire about. Okay, so these are all the activities that are happening where people are communicating and engaging with you. And then some of these will just be one word that could be in the context of the email or could be just describing what you're suggesting, recommending, persuading, advising, offering people to do so. One is try, identify their goal, present to them skillfully. Timing, follow up if they don't buy next reply, engaged in a dialogue, steer them towards exactly what they need and make it easy for them. Checking in re engage, process and determine do you want this or that? Now those are some of the words that you said. But I think if anyone was just to break down those words, like okay, you have a bunch of people that, or maybe a handful that have inquired with you. Inquired. They have inquired. There's interest on some level now, have you made it easy for them to try what it is you're doing? Have you identified their goal? Have you presented it to them skillfully? Have you done it in the right timing? Are you following up with them if they don't buy? Are you making a note to yourself to follow up? Are you building it into your autoresponder, into your database? And if you don't have a complicated database and you're doing everything out of Gmail or Outlook, are you putting a reminder in your calendar to do that? If you don't have a software like infusionsoft as an example, are you engaging in a dialogue with them? Are you steering them towards exactly what they want, not what you think they want or need, but what they actually think they want? And need. And are you making it easy for them? Are you checking in with them? Like, you know, instead of treating people like, oh, you know, they're just these, you know, nameless. Well, not nameless, but these people you never meet in person, you know, if you. If you care about them, are you checking in with them? And if they're, you know, if they dropped off because, like, you were saying it wasn't the right fit, Are you re engaging them? And are you building this into just a process of how you do business? And, you know, are you determining do you want this or that? Do you not want this or that? And all of these things can be figured out. I mean, there's a million other things I could have written here, but I just wanted to do this for just a few minutes, just to bring it back to how much is here that people may overlook, they may hear you saying these things, But I want them to really think about the psychology of what is being discussed here. I mean, this is really powerful, important, useful stuff. And stuff is a technical term.

It really is. I mean, and it's. Yeah. What's the unit of measurement of stuff? I mean, it's a ton of stuff. Yeah, it's a ton of stuff. Yeah, I like that.

Yeah. So. And the thing is. So these episodes, this episode is not just about something you should do this week or next week or this month. This is something that you want to be doing all the time for the rest of your business career. The business owners that are listening to these email episodes, this also could be done. Not just email. I mean, you could do nine word. I've talked about this before in the past, but I have a friend named Jim, and I went, not high school, but right out of high school. He was friends with a lot of people. I went to high school with, which I hang out with none of those people anymore. But me and Jim are friends. And there had been a period of time where we had talked on the phone a couple times but had not seen each other, literally had not seen each other in person in over a decade. And when I was doing My first annual 25k meeting in LA was the first time that I did an annual 25k meeting. That's when I had. I think you were there. I had Dean Graziosi and Bill Phillips and Richard Branson and Dan Sullivan, you know, come and talk at it. Tim Ferriss was there. And actually Tim's been at every one of my annual 25k meetings except one. And I'd sent a text to this guy a text message saying, hey, check out this website. I've got some pretty awesome speakers, let me know if you want to go. And it was a text, text message. And he sends me back another text. Yes, I'd like to go and take one of my friends. And it was $10,000 a person. And then we did an episode on it. I think maybe I'm delusional, but if you remember this, I was talking about how I made a $20,000 sale from a text message from a friend, but simply by making an offer. And then it dawned on me that, wow. I mean, you could actually run an entire business off an iPhone if you have the right words.

That's absolutely true. Because they're short messages. You know, the short messages are the ones that seem like they're the real deal, you know.

Right. And so, you know, from that point forward, I mean, I'm really good now, you know, I do audio messages, I do video, you know, But I do it to the right people at the right time with the right offer in the right way. But you know what that's like, who cares what I do? That's what anyone listening to us is going to do if they're going to have results. And if they don't do those things, they're not going to get results. And this isn't overly complicated. I think it's really complicated if someone really doesn't kind of get and understand marketing. So I think the more you study the psychology of marketing and the more people read like the, the Claude Hopkins books and the Robert Collier letter books and all of the old awesome principle based direct response books, I think the more that they. All this stuff that seems to need complications and a lot of setup really, it's like, look, man, just treat people the way they want to be treated, deliver them what it is they want, think about things from their perspective and realize that it's not just the before unit that you should be spending your attention on. It's the during unit, it's the after unit. And if you have all of these, you know, if you have it's the three legged stool, I mean, you take any of them away, you're going to have problems. Or at least you may not have problems. Well, you're going to have problems. Fuck it. I mean, you're going to have problems. I shouldn't say you won't have problems. I mean, you will not realize all of the profits you can and will and the referrals and all the other things that go along with it. If you if you don't get this.

Down right, I was thinking about, you know, as you were talking, like what would be my sequence, you know, what I would have people do. And I think if you've been listening to the series, I mean you've invested the time you've got, you've heard tale after tale of strategies and different examples of what people have done using email. And so I really think it comes down to now just deciding that you're going to take action. I mean, you hear these comments from people who have tried it. It doesn't take very long to actually do it, but they've done it. And it's universally a, a big hit when you re engage with your prospects. So I kind of. The three basic things that I think everybody can do are number one, re engage with the people who are already in profit activator. Number three, everybody who you haven't had any communication with in 90 days. I mean, just do that. You never know, you could be sitting on a gold mine. You're certainly sitting on a immediate cash infusion into your business. Because if you've been generating leads and you've been putting people through your 21 day gauntlet and then sending them to the archive where you're not really communicating with them anymore and you write them off as bad leads, then you've got this opportunity to reengage with all of those people. I mean, and it always ranges from thousands on the low end of dollars that are right there waiting for you to capture it. And all the way up on the high end with our friend Philip Bell, the yacht broker who sent out the nine word email to, you know, Yacht Inquirers and is under contract on a $120 million custom yacht build. And so, you know, joking that the nine word email got a nine figure client. So you know, it ranges in there. I mean, you heard us just reading the comments of somebody who got, I forget how many they said 2014, $14,000. $20,000. $14,000 clients from Re engaging with people by sending out that nine word email. So that's just sitting there waiting for you right now. And that would be where I would immediately start.

Yeah, well, I was going to say we also had that one guy who sent out the nine word email at the two day conference we were doing last year and that evening and then came back the next day and he had made $100,000 in sales.

Right, Exactly. Literally overnight. Yeah, exactly. And I've had that at the breakthrough blueprint events. People sending out an email on day One and then making thousands of dollars just in the time that we're right there at the event. Yeah, you're right. It's fast acting. It's something that is there, and it's something that you can go back and do again and again and again. You know, you can send it every month to everybody who's been in more than 90 days. You know, a lot of times people send something like the gentleman who said that they got the 20 $14,000 clients from it that was on. That was actually at the I Love Marketing event that they did that. And he said, yeah, it's probably time that we do it again. And you're right, because that was October. So we're like, you know, that's November, December, January, February, March. That's six months ago, you know.

Yeah. And see, what happens is people actually forget just how quickly time passes and they just don't do it. And so, you know, one of the things. And you've heard me say this a bunch of times, I think one of the roles that we play in people's lives is we're just a reminder service.

That's probably true. Yeah. Yeah.

You know, I mean, we, you know, one of the things that, you know, and I've had people that are brilliant marketers that listen to all of our I love marketing episodes. And I've had a couple of people tell me, well, what I like about. I love marketing is, you know, I know most of what you guys talk about because, you know, I teach it, study it, too. It just reminds me to do the things that I know to do, but I forget to do or that I used to do that I quit doing. And, you know, and it's reminding people.

It'S pretty much due.

So.

Yeah, I think people that hear us bicker.

Yeah. Yeah. Well, you're the one. I mean, I sit and try to be so pleasant.

That's true. You know, I don't have always.

Oh, my God. Okay, so you were talking about, let me go through the process. And you started with reengage. Let's.

Yeah, that's number one. Everybody should do that. I mean, this is like, I'm guaranteeing that the next 10 minutes of just this episode is going to be worth thousands of dollars to. I can't imagine anybody that. It's not going to be worth thousands of dollars to.

I can tell you who those people are. People that won't do jack shit. Or worse, the people that aren't hearing this.

That's true. If a tree falls in the forest, that's Right, Right.

If marketing wisdom is dispensed but you are not there to hear it, you are destined for bankruptcy.

Oh, that's so funny.

Maybe.

And true.

Yep.

All right, so the second thing that I would do is immediately start communicating with. You're after you, with the people who already know you, like you, and trust you. You can do that by email. The number one thing that you can certainly do is start orchestrating referrals, re engaging with your clients. Just paying attention to all the stuff that's going on and just asking, you know, asking in a real simple way that makes all the sense in the world, you know, that it's the reason. It's clear that you're just sending it to them because you know them. You know, they're already your clients and they're not surprised to hear from you. It's not coming out of the blue, hopefully. It's not coming out of the blue.

Hopefully.

It hasn't been years since you even communicated with them. And that if that's the case, then certainly a short, personal, expecting reply email is a great way to re engage with people. You know, if you haven't had any kind of engagement with them. A lot of times people are reluctant to start communicating with their after unit because they've been embarrassingly neglecting them, you know, haven't really had any communication with them, lost touch with them, and it would feel awkward for them to all of a sudden start asking for referrals. And so I agree with that and that I think a great way to start is just by reconnecting with them, you know, and often say to the realtors, if you're, you know, just pay attention to where you're driving during the day. And if you drive by, you know, it doesn't even have to be their street or their house. And, you know, it could be their neighborhood. But if I drove down the street where your little neighborhood is, Joe, and we hadn't spoken in a while, I might just send you a quick email and say, hey, Joe, I just drove by your place the other day. It reminded me of you. Haven't talked to you in a while. How are you doing that kind of short re engaging thing, you know, and you'd be surprised how many people would respond to something like that, you know, because they, they got busy too. They maybe feel bad that they haven't kept in touch with you.

That's a really good point. A lot of times people have this perception that, oh, if I, you know, I'm bothering. I mean, you know, the Whole thing about. And it was more prevalent. It still exists, of course, today, but it was more prevalent in the beginning when all of this email marketing was first being done. I used to hear it all the time with newsletters. I don't want to mail a newsletter to my carpet cleaning clients every month because they don't get their carpets cleaned except once a year, once every single six months or whatever. And I don't want to annoy them. And they're like. People would be like, oh, my God. And then there were actually idiots that would try to knock me off and compete with me. And they would be like, some marketers. And they wouldn't mention my name, of course, because I was the top person in the industry. But they would try to position themselves. They'd be like, some marketers will tell you that you should mail a communication to your. Your customers every month. But that's annoying. It really should be every 90 days. And they would try to position themselves, which of course is stupid. But then it becomes email, where you can actually send an email out. And people are like, oh, you can't email your clients once a week. I mean, that's annoying. We have our monthly easing. I remember when all of this first started. And then we find people that will email their clients twice a day and they have a great following and they'll have tons of success with it, while another person is like, once a week is way too much. And I always had to ask myself, well, yeah, if I didn't like the person and they were smothering me as a friendship, not like a business. But you take this into a personal relationship. But if you really have a great friend, if you have someone that you really like when they contact you or call you, I mean, if this person really adds value to your life, you actually like hearing from them. And especially if they're offering things that you like now because there's money being transacted. People somehow confuse the fact that if they really like your food and every time they buy it, they consume it and they buy more, they actually probably like hearing from you on a regular basis and what you think is going on in their world may be completely different than what's going on in their world. And if they're super busy and they're not responding to your weekly email and you're thinking, oh, they're probably not responding because I'm emailing them too frequently, it might be just because they're busy and they happen to miss that one. So most. Most the stuff that I like, you take Gaping void by Hugh McLeod. They mail out a daily email and I usually read it or look at the artwork. Seth Godin also has a really good.

Daily, daily email, that sort of stuff.

But there are other people that have daily emails that I'll subscribe to, but I really don't read. But every once in a while I will. And then there's other people that I never hear from at all. And then if they do send me something, I was like, oh, I feel like, well, you probably should have been doing this more frequently because you kind of forgot I existed. I have all kinds of clients and people that have opted in all in between in terms of the frequency and when and how I communicate and things like that. But the point is that if you have great rapport with somebody, then they probably not only appreciate hearing from you, they're probably going to respond favorably. And if they're not, then it's either there's something wrong with what you're delivering, your glop, to use the glop term, or there's something wrong with the way you're saying it, the way you're communicating it. Which is why we've been talking about how to actually communicate in the ways that have been proven to be most effective. And so. So this whole nine word email, you really made the discovery on this sort of stuff just because of just how much of a simplistic breaking down of complexity thinker that you are. So none of what's being talked about on these episodes here, these are not opinions. All of this stuff has been tested over and over and over again before we decided to do an episode and talk about email marketing.

Right.

I mean, none of this is opinion. This is proven to work. This is the most effective ways to re engage and communicate with your clients if your intended purpose is to get a result and to get a response and to get people to re engage. Yeah, I was talking to this website company, Yazimo, who actually is here in my building. They're really great guys that build the website yazamo.com y-a z a m o.com and they give portions of their money to Kiva and all kinds of cool stuff. And they just quoted a guy who has a pretty successful business on building a direct response website. And they were telling me that they had just paid a company $100,000 to build a website for them that has produced like nothing. And the funny thing is like the amount of advice we have given on the last, this being the fourth in this particular series on email marketing is worth a thousand times more than this website that this company just paid 100 grand to have developed in the hopes that it would position and sell what it is they're selling. But I'll tell you, it would be easier for the company's owner to get a really fancy proposal from a company that dresses it up and makes it sound good and proposes to spend 100 grand and make that investment than it would be to sit down for four hours and actually think through the psychology of how you're communicating to current past clients and customers and prospects through simple emails.

Right. And that's the thing. It's. What's almost ridiculous is how ridiculous these seem. We talked like the last episode in the series was ridiculously easy strategies.

And that.

That is. They seem ridiculously easy, but they're. They're so thought out, you know, they're definitely beginning with the end in mind. You're heading towards something. So they're saying just the right words to get just the right action, one action at a time. We don't have to get them to take three steps at once. You only have to get them to take one step, the next step. That's the only thing that you want to focus on. You want to always lead to the next step. When I was. I was talking about the after unit of just reconnecting with people, but that with the end being that you're communicating regularly with them and adding value to their lives, you know, not that you're just coming out of left field all of a sudden to start asking for referrals or to start asking for help or seeing if they know somebody, you know, those kind of things, that what really makes those effective is when you have a close relationship with people, you know, when. When they're current, when you're on their mind, you know, so that's like the. You've got to have the kind of barrier to entry to doing that is that you've got some level of current relationship with them. And so the best way to get back into a current relationship with someone is to just send them a short email that you were thinking about them or saying hi or connecting somehow, you know?

Yep.

Yeah.

Well, hey, let me. Let me ask you, because in the time we have left, I would, for my own selfish purposes, because I think it would be instructive. And plus, I think it's a good way to break it down. And I want people to see just how, you know, I mean, I kind of know the answers to this and I already know some of the things I'm going to send, like, for instance, what would you do if you were me? So here I am, a guy that knows a boatload about marketing. I've sold a lot of products to people in the past that are knowledge products. They're, you know, sales letters and templates and tools on how to do marketing. I've run coaching. Coaching programs, have things like Nightingale, Conant programs and, you know, you know, all the different stuff that I sell. And I have people on my list that have given me money and a lot of people that have made a boatload of money, but one year they're not able to, you know, make an event or do coaching or whatever, and they, you know, they just drop out. And what would I send to them? What would be an example of. If you were me and you found in your database that there are, you know, people that I haven't communicated with, what would be an example of. What would you say to them? Like, what would the subject line be? And I mean, we've already talked about this already.

Right.

But I want to, you know.

So you're talking about there. We're saying. We're talking about carpet cleaners.

Yep. Let's. Let's say carpet cleaners. It could be. It could be anyone on my list, which, you know. But let's just for sake of conversation and keeping it simple for people listening, I'm going to send something to carpet cleaning clients to re engage them because I have not communicated with them in a while. What would I send?

So what do you want them to do? That would be the first question. So you start thinking about, you've got all these people. First of all, you need to be able to separate them out from the herd. You've got this list of. Let's say it's 1,000 people. Maybe it's more. Maybe. Probably more. But let's say there's.

Okay, let me. Let me play this then. Well, I don't know what I want them to do, Dean. I've got.

That's what you got to know. It's almost like the Cheshire Cat. Right. If you don't know where you're headed, then any road will get you there. Right?

Yeah, right, exactly. So I don't know what to do. Should I put them on a teleseminar? I have this new upgrade kit, which is my carpet cleaners course that's updated for this year, which is true, by the way, and it's got the latest updated marketing strategies for carpet cleaning.

What's one of the strategies that you've got that's new. That would be a magic trick for me.

How to make money with Google Adwords.

Okay. And so is that, do a lot of carpet cleaners have a, have a website?

Yes, some do and some do not. And most of them have lousy websites.

They do.

And we do have websites for cleaners that actually work.

And that might be nice. So if some of them don't, or they don't even have that yet, it could be as simple as asking a simple question, just saying, hey Joe, what's your website? Or do you have a website? Do you have a website? All we're doing, we're just kind of engaging, right? Because it's about the web and about the thing and you know, this is a dialogue method, right? So what you have the opportunity to do is take the information that you get in response to your reaching out and you can build on that information and steering it into a, and steering it into a direction, you know, so if you don't have something that's going to show them, I mean if you've got a, you've got a model that works, you know, for, you've got, that's something new that you've been doing is you've been working on a great lead generating website for carpet cleaners. So you've got model that you've recently set up. And one of the things that you might do when somebody replies with their website is you might say something like, that's perfect. Can I use your website in a web clinic? I'm going to put together a web clinic video or something like that, right? Where now you're just, you're, you're getting, you're engaging there and you're also doing something that is going to create curiosity about what's coming next. You're building anticipation, right? They're going to use, you're going to use their website in this web clinic type of thing. And when you go through it, and this is a strategy that I've actually used instead of for carpet cleaners, for real estate agents. So you go through and you've got all of these principles that are what your website is based on, same principles as mine, right? So I've got the formula for Internet marketing, which is eyeballs plus emails plus hearts, equal faces. So you get to meet people, you got to get their eyeballs, you got to get their email address, you got to bond with them. And then the equal sign represents that transition out of the cyber world and into the real world where you get to meet with them and you're in their living room cleaning their carpet or they're in your car looking for a house. So you now have an opportunity to do a web clinic that shows and illustrates all of those principles in action. So you're saying we're going to talk about the formula for Internet marketing for carpet cleaners. And so and you're going to illustrate the big mistakes that people are making by showing the sites that are, that people have submitted sort of thing for this. Right? So you're using their websites as examples of that. Most people make the website about themselves and we start with the domain name and you show that it's, you know, whatever the name of Joe's Carpet Cleaning or you know, for the realtors, it's you know, joepolish.com or joe sellshouses.com or call joeandstartpacking.com all those things that are showing and demonstrating that you are the center and the star of the website. And then you contrast that by showing your best idea around that, that you're showing how being outwardly focused is actually a bigger win because that's going to get people to your website and then you're going to show that another mistake people make is that they don't, they're not sending any, they're not, they're not getting email addresses. Right. They've just got all of the information about their site. And then you can show how your website, its sole purpose is to get somebody to raise their hand to leave their name and their email address. And you know, if you skillfully did that over a period of time, you can, you can go through and show a lot of different websites. And then when somebody replies to that, you're now inviting them to the, to the watch the video or come to the webinar. If you're going to do it live, you know, where you stream those things and they're going to be very interested in it because you're going to send them an email that says, hey, thanks for letting me use your website. Here's the video that I put together using it. And now they're going to want to watch that.

Okay, so we have covered some really awesome stuff. Here we are at the time and we need to wrap up the wrap up episode. Now that we've discussed all of this stuff, what should everyone do other than go back and listen to the last previous episodes another time and really internalize this?

There are going to be people who are listening to this right now who won't forgive me unless I tell them what the third thing is. And It's a short one, so it's easy. But I did say there's going to be three things. Number one was sorting and engaging with your prospects, the ones you haven't done communicated with. Number two was, you know, reconnecting with the people in your after unit if you haven't already done that. And then the third thing that everybody should be doing is a weekly flagship communication, some reason to be in touch with and add value to your prospects, to educate them about the process of doing business with you and use that education as a carrier for your offers that motivate them to take the next step. Because it's about not just education, it's about educate and motivate your prospects to take action. So that's the third thing that I would do. So just to wrap this up, they should listen to these episodes. Listen with the intent of applying, you know, like you were sitting there with your pen writing down the words. But listen to these and take notes and stop it and think, how does this apply to me? What could I say? How could I communicate with people in a way that's going to get them to engage?

Yep. And we have this fancy iPad magazine. Why don't you mention that real quick?

How fantastic is that? So, yeah, we've got now on the iPad newsstand, the I Love Marketing magcast. And it's using the platform that Ed Dale talked about at the I Love Marketing conference. And we've posted up that episode. There's a whole video of Ed's talk that he gave. But this is. That's the platform we're using. We're doing exactly what Ed talks about. And it's just. I'm so happy with it. It's got kind of a great overview of everything, all the concepts that we talk about. This is a perfect launch to get people introduced to the I Love Marketing ways and everything that we talk about. I mean, when you look at the content that we've put out and you look at when I started looking at it all in one place, kind of the greatest hits type of thing, and you look at, you know, the interviews with Richard Branson, with Tony Robbins, with Tim Ferriss, with Gary Vaynerchuk and all the. The best marketing minds with Dan Kennedy and Frank Kern and Eben Pagan and Jeff Walker and I mean, everybody. It's kind of. It's crazy how much stuff is there. And it's amazing to me what you can do with these iPad magazines. I mean, we've got the. Every one of those episodes is in there. You can Listen to the audio right there. You can click. You can read the transcript right there. It's awesome. That would be the perfect thing. If you've got friends that you want to introduce to the I Love Marketing kind of philosophies in the I Love Marketing community. That is a fantastic way to do that. Just send them an email, tell them to check it out on the iPad and they'll thank you for it because it's really, I can't imagine per pixel the value of what that information is in that one publication. It's crazy. Yep.

And I also want to put a shout out to all of the people that are running I Love Marketing meetup groups all over the world that we really appreciate you sharing all of our philosophies and stuff. And I mean I know a lot of people have utilized it to create a genius network for themselves and to create joint ventures and just create a community where people can go and share. I do know that we need to update the I Love Marketing meetup episodes on the downloadable you know how to run an Ilove Marketing meetup group, which is free and available online@ilovemarketing.com so if you want to attend an I Love Marketing meetup group or you want to start one, you can go to ilovemarketing.com and see where they're at. Really good thing if there's not one in your community but you want to put together like minded people. I mean there's tens of thousands of people, hundreds of thousands that listen to I Love Marketing. So they're certainly most likely unless you're isolated in some weird part of the world where you may not have anyone in your community that listens to I Love Marketing but there's many cities where there's hundreds of people that listen to I Love Marketing and are part of I Love Marketing meetup groups. So go out there and meet some of these people because it'll probably be really helpful to you and start one. And we have a whole guideline online that shows you how to set it up, topics to talk about, how to run a meeting, that sort of stuff and that's available for anyone that wants to do it. As of right now, we don't charge anything for that. We just have people do it and just do it with integrity and don't use it as a disguise pitch to try to recruit people into a multi level meeting or something. Use it to discuss marketing. And even if you're multi level, that doesn't mean you shouldn't be part of a meetup group. It just means don't use the I love marketing meetup group thing as a way to try to push people into your business opportunity. Do it if you're genuinely interested in having great discussions with people wanting to build and grow their companies using the eight profit activators and you want to do it to make yourself better. It's kind of like the best way to remember jokes is as soon as you hear one, go out and tell it to other people. Because people are like, I can't remember jokes. Well, yeah, because once you hear one, you don't go out and tell it to anyone and then you'll forget it, of course. So if you can't remember what to do, marketing wise, as soon as you've heard an episode, go out and tell somebody else about it, have a conversation about it and use it in your own business and then you will not forget it. That's how you make all this stuff stick. All right, so that's it, Dean. We'll see everyone next episode for an awesome episode. You will be hearing Mary Ellen. Trippy, most likely. Unless when we record it in a few days, we just don't like it. Then it'll just be back to me and Dean.

We'll edit out her. No, she's going to be awesome. How could it be better?

Yep, exactly. All right, have a good night. Good day, wherever you're at and get busy sending out some emails. Bye.