You’re about to see Part 2 of the notes from Session 6 of the Third Tribe notes I took on the internet marketing expert Sonia Simone’s presentation on email marketing strategies that get people to fall in love with, share your message far and wide, and joyfully buy when you ask them to (See Part 1 Here)

Hey You,

It’s Lewis a.k.a. Nerd #2.

If you’re new to email marketing, soak in everything and you’ll discover why this tool is so incredibly powerful and you’ll see how to do it right.

If you’re an email marketing veteran, suspend for 5 minutes the crippling idea of, “I know that,” and skim this post with the intent of finding at least one killer idea that you’d spaced out on and stopped using or, one killer idea you’ve never been exposed to before. Either qualify for a major win for you.

Let’s get this show on the road . . .

What about stand alone selling promotions/salesletter?

There’s a time for them and if you’ve never sent a stand alone message and always taken the soft approach to offering what you sell, be ready for some douche copter to call you a scum bag for showing them something that is valuable that provides them with a ton of value . . . that would ask them to invest money in.

One thing Sonia always makes a point of doing when she’s got a promotion coming up is make sure that she’s paved the path to this offer with some pure content that the audience genuinely enjoys.

With their Teaching Sells early bird non-buyers list they hadn’t emailed them anything in like 8-9 months.

So they wrote 5 pieces of high value content on the topic of info marketing which naturally planted the seed in their audience’s minds that this is how they should be doing this business and naturally and indirectly made the case for owning Teaching Sells when it came available again.

Another word you may want to start using more in your business vocabulary is offer. Sonia doesn’t like the term, “asking for the sale,” because she feels it implies you’re trying to take something. Whereas offering is making something available for whoever chooses to take advantage of.

Email and Product Launches

Nothing serves your need for immediate attention like the email inbox does. Almost no one pays immediate attention to their RSS. Especially if it’s rammed full of hundreds of unread posts.

The first thing you want to do is ready your list for what you’re going to offer.

So like the example above, they put together 5 kick ass pieces of content, all which indirectly made the case for why info-marketing was such a great business and that they know what the hell they’re talking about in terms of this subject – you’ve got authority in this realm.

This email series can serve as your mini-sideways salesletter.

If you were gonna sell a course on blog marketing you’d start a series on all the benefits of this . . . the ROI, The Dangers To Sidestep, Why Relationship Building Comes to You As a Result of Doing This, case studies of success, stats that prove how effective it is, etc. . . .

All of this is saying, “Here’s something you should be doing,” but it’s not a course so it can’t go ocean deep on how to do it. And on your blog you’d be supporting this idea also.

You put this sequence into action and you listen for what happens.

You pay attention to people saying they don’t get it or would like more information on this topic that you thought you explained so well. This real time feedback allows you not only to tweak your series but also what you’re offering if need be.

The questions you get are the objections you’d get if you just straight up tried to sell your course.

The one thing you always want to remember is that they’re smarter than you when it comes to opening their wallet.

So listen to what they need to hear so that you address it proactively when launch day comes.

This two-way conversation is much more enlightening than just putting up a page and trying to drive cold traffic to it, or even your list to it, without awakening them to the concept at all.

You’re able to ask them why they haven’t started blog marketing yet and they’ll tell what they feel is stopping them from doing so. These are the objections that will come up in their mind when they see a product being offered to do this but now that they’ve told you their objections, you can eliminate them through what your product offers.

The other thing that’s works in your favor with a launch is that you take the product off the market. They can have all of it they want today, but not tomorrow.

And if you limit how many people you can service, you can say, “I’ve got 927 people registered for the early bird list but I can only work with 22 people on this project. So if you snooze, you lose.”

Brian Clark got 25,000 people to sign up for the early bird list for Teaching Sells and because he was only letting 500 people in, this allowed him to make this statement create a ton of scarcity for him which allowed for the 500 spots to sell out in the first day!

Having a launch blog and getting people asking you questions on it and giving you feedback helps to make the feel of the oncoming stampede real. People get to see with their own eyes the excitement of their peers. Peers they might talk to on Twitter or on other blog comment sections.

These real people with real sites talk you up and sell you to the rest of the audience. And you don’t need 400 of these comments like a Jeff Walker gets. 4 or 14 would be better than just your word.

When you stage your event as a launch, you’re unconsciously telling people this will be coming to an end. That’s what events do – they have a beginning, a middle, and an end. This allows for scarcity to be used legitimately.

And the interesting thing they’ve found is that when they set off a cut off number, the number of people they’re gonna allow to buy, that’s the number they hit. Brian believes if they didn’t set this “goal” they’d sell less than what they declared they only make available.

Stay The Hell Away From Fake Scarcity

You’ll often see marketers do launches, end them, and come back to you saying, “Oh, hey, I luckily found space for 20 more people to buy and if you hurry, you can still get in.”

Doing this kills your credibility. People do this because it works. But if you’re looking at keeping your word as gold with your audience, don’t jerk ‘em around.

The last thing you want to do is train people that you don’t stand behind your word and “closed” doesn’t mean “closed”. A massive amount of people wait till the last day to do everything, laundry, eat, drive, and buy. You don’t want to train people not to buy from you because you always mysteriously find more openings.

If people don’t think you’re serious, you’re done.

What Are The Best Auto-Responder Services?

Aweber and Mail Chimp are two she favors. Blue Sky Factory is the one Chris Brogan uses.

One thing they suggest is to talk to people who use these services before signing up for them. People in the wild using them. Never take the companies word for what they say they can do.

HTML or Text Emails?

HTML.

One good thing about it is that it’s visually branding you. Your audience can see it and know it’s you. One bad thing about it is that it doesn’t get delivered as well as text does. This is why you want to make sure you’re “Hi,” messages in your auto-responder should always be in text because they consistently get through spam filters. If someone whitelists you, even your HTML will get through all the time.

What if you hate to write?

One thing you can do is find Jon Morrow’s incredible post on Problogger that shows you how to get voice recognition software to actually unnerstand what you’re saying. The strategies Jon gives you work REALLY well. Jon actually does all of his writing with voice recognition. All you need to know are the simple tweaks you need to make to this inexpensive hardware.

A lot of the big marketing guys use this because it gives their writing a more conversational flow and it’s so much faster than writing.

Another idea: Audio Postcards

This is like an email service where the message is delivered in audio in what’s been labeled as an audio postcard. Sounds like a voice mail to me but hey, I’m just a guy.

So you get a link in your email that says, “Click here to listen” and you hear the weekly or monthly audio message that has a relevant short tip.

Nowadays it’s super easy to create a wordpress page and toss a free plug-in on there that allows you to play on the page a podcast recording you did or any other audio recording. This means you create this message, send an email to your list saying, “Hey, you’ve gotta hear the latest underwater breaking news I just heard. Click here,” and it whisks them away to your blog page.

One thing to keep in mind is that your audience, even if they’re hard core readers, they will warm up to you by hearing your non-annoying voice.

If you have a voice made for writing don’t bother, but if you sound half assed normal, your audience will enjoy putting a voice to your face and name. Voice creates rapport.

Another Idea: Partner with someone who loves to write

You’d be surprised at how many broke ass talented writers there are out there.

The web is still driven by text. Search engines and email are primarily text so you’ve gotta face the fact that someday you’re gonna have to write a salesletter, or a script for a video or a teleseminar that sells something.

Their thinking is that writing is so important to your business that you should partner with someone and give them equity instead of taking the freelance route.

There was a guy Sonia used to work with who sold $600,000 dollars worth of product a month but couldn’t write. They were a match made in heaven. He knew his part and she knew hers.

So get your ass on it and start getting your voice heard in both audio and print!

Action Steps:

1) What kind of content can you create that will serve to enrich your readers life just for having listened/read/or watched it?

2) When can you make an offer to your email list? How will you offer either products or services to them? If you’re doing a launch, when is the time to separate all your hottest prospects into an early bird list?

Email can be valuable both for reaching out to your list and also for listening to what they tell you in this private medium. How are you going to handle all the incoming emails you get? Are you gonna handle them personally or is it something you’re gonna hand off to a team member?

Just in case you don’t know . . .

Double Opt-in is a term you’re going to be heard thrown around in email marketing discussions.

What it means is that once someone fills out your opt in form on your website giving you their contact information and join your email list, they must confirm one more time in a message sent to their email inbox that they really asked you to send them this information.

This stops douche bags from buying email addresses and blasting people’s primary inbox with shit they don’t want without their permission.

Free or Paid List Building?

3) Are you gonna build your email list with free sources like blogging, guest posting, Facebook, Twitter, etc. or are you gonna pay to play with Adwords or other pay-per-click services, banner ads, etc.? Or both?

Why Do I Need To Sell “Free”?

People who see what you’re offering to them for free need to be sold just as thoroughly as people who pay money for something else you offer. They need to see all the benefits to them that will come as a result of getting free stuff from you.

4) What benefits does your free stuff bring? What is your prospect’s reward for opting in and reading your auto-responder or any other promos you send out?

Your Jar Full Of Cookie Content

So one thing Sonia instructs people to do is go through and think of 20 pieces of content they could insert and gift to their list, that goes out automatically in your auto-responder.

On the second or third message of this sequence, one should just be a friendly and personal note. You dropping and saying, “Hi”. You’re not trying to trick anyone here and make em think you clacked the message out just for them but she says you’ll need to have someone ready to reply because you’ll be getting replies to this message if you do it right.

One of the purposes of this, “Hi” message is to create a sense of bonding and connection. The other is ask them to make sure and white-list you. All white-listing means you segregate your emails and tell your email program who’s ok and safe to let come in.

When people do this for you it goes a LONG way towards making sure your messages aren’t going to their spam box.

What Are Selling In Your Email Messages?

Three things to do if you want a strategic auto-responder are…

1) Show people how to get in touch with you if they would like to hire you to work with them.

2) Put them on a launch early-bird special list for a product/service they’re going to be launching.

3) Sell existing products of yours or affiliate offers to the list. What are you going to offer?

What The Hell Is An Early Bird List?

This is a way to build a list of people who specifically raised their hand because they want to follow when a product you’re launching has become available.

More often than not, people tell the people on this list when the product is coming available before they tell anyone else giving them first shot at the product/opening for your services.

These people should be cool getting more mail from you as long as it pertains to what you’re making available to them.

If you don’t have an auto-responder service, set it up.

We started off with and still use Aweber and it’s been perfectly fine for us. She also threw out the suggestion of using Mail Chimp.

If you’re gonna drive traffic to you using adwords make sure you know the basics of what you’re doing by getting a primer like Perry Marshall’s “Ultimate Guide To Adwords”. This book will show you a lot of the general mistakes to avoid and the core fundamentals of what to do right.

Remember that you want always want to be driving Adwords traffic to a landing page. Not your blog. Not your home site. Not a salesletter. You send it to a page that sells the person on the benefits of getting your free email auto-responder series/content.

And that’s it for today.

What action are you going to take first? Hop to it. And as always, if you have questions or feedback, feel free to leave in the comments section below or if you prefer privacy hit the orange tab on the right there and let me know what you’re thinking.

Talk soon,

Lewis LaLanne a.k.a. Note Taking Nerd #2 a.k.a. L.L. Cool Nerd 

PS. PS. If you want even more internet marketing experts insights from Sonia Simone, Brian Clark, Darren Rowse, Chris Brogan and others that are to be had in the full notes on the Third Tribe training, you definitely want to click here now <——

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