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Host: Richard Chancey

What You Will Learn

  • How to make the most of your email list
  • 10 practical ways to nurture prospects
  • How to prepare your foundation


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Predictable Success: Getting Your Organization on the Growth Track – And Keeping it There – Les McKeown


Infusionsoft – Email Marketing Platform
Aweber – Email Marketing Platform
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[content_toggle style=”1″ label=”Transcript” hide_label=”Hide”][00:00:00] The ripped show where it's all about building revolutionary information products so you can work smarter and scale your business faster. And now your host Richard Chancey.

[00:00:12] This is Richard welcome to the show we are right in the middle of a seven part series we're actually on part three of the series.

[00:00:19] About how to sell information products specifically using this idea called the perfect customer lifecycle. So right now we're on Section 3.

[00:00:27] If you haven't already listen to session six and seven. Actually this is session 8. We started in session 6 with how to attract traffic. We then moved on to capturing leads in session 7. Today we're going to be talking about nurturing prospects. So let me give you a real quick rundown of what the seven step process is. And then we'll dive right in. Again we're going to track traffic first capture Leitz nurture prospects convert those prospects into sales deliverance satisfied customers up sell them and then get referrals from them. Okay now THAT sounds like a very linear process. Oftentimes it is not in fact part of what you should be learning from this training is that we don't come at this from a very direct route and that you've got to create some way to capture leads before you go out and start trying to generate traffic. That's a common mistake people make is I'm just going to send a bunch of traffic to my website. Not not worry about how to convert it into leads or sales. What were anti-that. Here we want to have a strategy from eight Izzi that's going to help you build your list build influence with those people and then close sales delivered satisfy upselling get referrals from them. Okay. So today as I said we're diving into nurturing prospects. Let me just tell you how this works for us. We primarily over the years we have used Facebook has to draw people to Webvan or opt in pages in fact taken a page out of the book.

[00:01:46] The one thing what's the one thing you can do that makes everything else either easier or unnecessary for us that one thing was running a Facebook ad to a web in our op ed page. Now obviously there's a lot of things that have to happen for us to get to that. One thing we had to know how to run Facebook ads we know how to build webinars and do the email service provider stuff that goes on behind the scenes. But here's the bottom line. We sell about five point five percent of the people that sign up for web or which is kind of crazy if you think about it today. We're running ads to people that will click through on our ad and sign it for Webvan or they have no idea who we are. And tomorrow they will be customers. That blows my mind still. But the number is 5.5 percent so 5.5 percent of registrations end up buying something from us. That means if we get 100 leads five and a half of them are buying something. Well that means ninety four and a half aren't buying anything and I know what you're thinking. There's half a person in there Richard what do we do about the half a person. Reminds me of an Andy Taylor episode. But anyway. So 94 percent of them don't but today what we're going to talk about is what do you do with and for those people to get them to move to the next step. That is the nurture prospects part of the perfect customer lifecycle in what you do.

[00:02:59] After the initial gaged met with somebody determines your success or failure in this business if you see people that are selling a one time product and they're driving people right to a sales page and they're trying to make a living that way that used to work used to be a really spammy way to do business it no longer works that way especially if you're going to sell a hot ticket item which I highly recommend because the hot ticket items you've got to build more influence before people are willing to trust you spending that kind of money. Wow. Hot ticket items because you've got to allow for marketing cost in these things. There are people out there that are making a living selling a $50 product or $25 product. But let me just tell you it's really hard but you've because you've got to have enough money to figure out how to spend a dollar to make four or five dollars. And even though the cost of goods sold in these kind of products is really low you're still going to have cost associated with your digital business. So you've got to have some hot ticket offers in there or an upscale to a high ticket offer. OK. So how to make the most of your e-mail list that's what we're going to be talking about most in here because once we generated the lead and they didn't buy from us initially what happens after that. And that's what we're going to do even today I'm going to talk to you about 10 practical ways to nurture prospects to a sale. And the first thing we're going to talk about his e-mail sequences Now this is a pretty broad subject because you could put just about anything into an e-mail segment.

[00:04:19] But I want you to specifically focus on a 10 to 20 e-mail sequence that may go out once a week every week for 10 to 20 weeks. Now that may seem like a lot to you but this is a value add e-mail and you're specifically going to do one thing really well which is answer their questions. One of the exercises I make my clients go through is to sit down and write down the top 25 questions that people have about your product or service. OK. And it takes a while because we all know what the first five or eight or it's that second part of it that gets really difficult and that's where you get the real questions and the real objections. A lot of times people will buy it won't BAHFEN you because they'll say they found it somewhere less expensive or this is the better but there's usually an underlining question that they have that didn't get answered. That's why they didn't buy. OK so the way we've done this in the past is we would write a blog post and then that blog post into an e-mail sequence in the e-mail sequence actually drives them back to the blog post. And again I can't hammer this enough when they land on my site. They're getting retargeted and we can put offers in front of them on Facebook again 90 percent of our leads have come from Facebook so we know they're using Facebook. And if they visit our site we definitely want to retarget them with other offers. We've hammered that in these trainings. The second way is testimonials. If you aren't gathering you don't have a system for gathering testimonials about your business.

[00:05:40] Even if you're brand new and this somebody that knows you knows that you're good at whatever you're trying to do. We tell it through skills development and some of our trainings. But the bottom line is you have skills you need to go out and you need to talk to people that have been part of you. A benefit of those skills and just get them to give you a sentence or two. Ideally it's a video we just shot a ton of videos for a church side of digital products where I got on the phone and interviewed are on Skype in interview these pastors on video and those testimonials. By far the most powerful thing that we do we do all these webinars where we're just adding a tremendous amount of value and giving very practical teaching but nothing creates value like somebody else saying that what you're doing is adding value to them in those testimonials can be put into a nurture sequence where you're putting them out you can put them out there right after people sign up for a lead magnet. Whether that's an e-book or a weapon or you can put them out there as part of your follow up from a weapon or there's a million different places that you can add a test was we put two or three testimonials on all of our sales pages now just to kind of give that extra reinforcement. There's a ton of ways that you can use testimonials inside of your nurture prospects part of your sales process. Another way to nurture people is how to videos.

[00:06:52] Now I'm going to give you two examples here that we've done over the years that have worked out really well we have a predictable success video. There's a book that's called predictable success that I love it's the seven stages of a business lifecycle. Well we took that content turned it into something that's more applicable for church world and we just sent it out to passer's in one of the reasons we do that because we really want them to know that what they're doing. We understand that it's difficult. We all want to be able to use language that is relevant to them let them know that it's hard and that it's hard because it's supposed to be hard and just added a lot of value to them which to which will set their mind at ease. Now think about what happens when we do that in their mind we've added value to them and there's we're not really asking for a lot in return. Now on the video page we actually have a button on there that says you know try 24 to double for seven days for free or something like that. One of our offers but there's no call to action in the video. It's strictly a nurture sequence just to remind them that we're out there that we care about them and that we're adding value to them. You don't always have to do a hard core a call to action to get people to to take a step forward. OK.

[00:07:59] The other thing you can do off of that is if people are interested in that subject then you can trigger another series of e-mails that will follow up on that subject we're doing that right now with some church video training that we do where we're sent into emails and if they click through on either one of those value add emails how to videos if they click on either one of those then we'll put them into a four e-mail sequence that gives them an offer like a great all a one of our digital products. OK. But how to videos are a great way to go. Now let me just kind of segue from that for a second. If you're going to do a video if you can afford it I would highly recommend that you transcribed the videos we've put this in the resources before but we use red dot com if we're trying to get super specific and be really accurate with our transcripts if we're just going for you when we're going to put the transcript on a page. We use dot com t r i n t dot com for that. The reason we do transcripts is because Google cannot search your video it can only search text and we put that text in there and that gives us a lot of other flexibility. We didn't put the transcript on the page on the site on our site that it's on and then we'll use some of that so that content on the YouTube page right so we're driving people to YouTube. We got a call to action on the YouTube channel or a link inside of the description on YouTube and then some of that description in there or the transcript which makes the YouTube video a lot more searchable. That's just kind of a deep dive into how you take a little bit of content and spread it out in a lot of different ways to drive traffic.

[00:09:26] I wanted to make sure I shared that with you motivational videos motivational videos are a little bit different than how to videos are not just about here's a step by step process and doing something. But sometimes you just need to add value to people and encourage them. One of the videos that I shot a few years ago that's got thousands and thousands of hits now just from our email list and maybe from some organic traffic on YouTube is called the greatest gap in ministry. This is true for everybody not just pastors but most of the time when a pastor is called into ministry he has a vision of what that's going to be like. Very few of them actually realize that vision is just like you and I we have an idea of what we want our life to be like. There's a gap there's a gap between what we want it to be like and what it's like. And so in that training I just talked about you know that gap understand the gap in some things that they could do to bridge the gap. So it's more just about encouraging them letting them know that other people have been where they are and how they go to the next step. Again the predictable Church Growth video was another one. And again there's no hard core call to action in these videos necessarily but we always make a way we always create a path on our site that they're ready to take action if this is just the thing that triggers them.

[00:10:36] And they say yes now is the time they can click a button or click through a link on the side bar of the page and go and take action and we usually put some of our better entry point action items on those. We've got a seven dollar offer where you can get our whole $2400 product for a month for seven bucks and we usually drive from there to that all for whatever reason that does better than a 14 day trial which is way better for us because the 14 day trial about 20 percent of the time it doesn't convert because they typed in the e-mail address or their physical address wrong they used their church e-mail address or physical address with their personal credit card or vice versa. So the $7 offer works better for us. Just a tidbit for you there. Another way we nurture people is through additional webinars So we're going to talk about webinars at just about every stage of this process. Capturing leads we capture leads with webinars we nurture prospects with webinars which is what we're talking about here. We close sales with webinars it's our sell environment our digital product is actually a series of webinars webinars are huge for us. So how we use them to nurture prospects is when we create webinars. The first seven or eight webinars that we did were evergreen which means we can run them any time of year. OK so Matt once we had those in the can. I thought we've got plenty of webinars that are evergreen. Let's create some seasonal letters. We've got one that runs that's called Seven Ways to Beat the summer slump. We've got one that moves into the fall season.

[00:12:04] It talks about how to take advantage of school getting back in and people wanting to come back to church. So we've created some some seasonal webinars as well. But what we do is we created our invitation sequences to those webinars so that we can reuse them again and again. You probably don't know much about Infusionsoft but it works off of tags those tags have to be added to a customer to generate action. Well if the customer already has those tags meaning they've already been through this Webvan or if you apply the tag again it doesn't trigger action. So we had to create sequences and think through the fact that we're not just going to use these webinars one time we're going to use these things over and over and over again. So when we add an existing contact to an old Webvan or that doesn't just because they've been to a web or before doesn't mean they won't come again. And it doesn't mean they won't buy. We've had many people that have visited webinars to three four times watched the webinars and bought on the fourth time. Happens all the time. Our customers go back and watch our web or now. Now let me just say this. I think that says a lot about us the people that have already bought our product are going into our sales environment because our free stuff is just that good. OK. So with additional webinars in your nurture sequence when you start to get the X-Men and the ability to put out webinars It absolutely makes sense to go back and use those webinars in your sequence.

[00:13:18] You think about it we've had it probably 11000 email addresses to our system in the last year while our best webinars might be three years old. Those people haven't seen that invitation sequence. They've not seen that web and or so it makes a lot of sense for us to cycle back through. Could we make it where people that have been to the web or don't get the email again. Absolutely could we choose not to do that because we are choosing to add a tremendous amount of value in our webinars and not just get on there and start pitching and selling. In fact as a side note I've been in webinars where people pitch in the first couple of minutes like they get on and they start pitching before they do their content. I just think that you're taking advantage of people when you do that Richard's personal preference. I could be wrong they may be selling WAY more than I am but in my mind you have to give before you ask. That's just Richard's philosophy on selling anything light sequences. So let me just talk about launch sequences some of you are going to want to create your digital product and make it where it's only available a couple of times a year. That's what we're considering doing with the new products that we're launching because I want to have this hands on approach to this. I want to have more interaction with a smaller group of people in order to help people launch their business. I talked about in the last podcast that we one of my goals this year my biggest lab goal is to help 50 people launch their digital product this year.

[00:14:36] Well to do that there's going to have to be some human interaction I think everybody's situation is uniquely different. People are going to get stuck in different places and in order for us to do that well there's got to be a little more human interaction. So we want to create a launch sequence around that that launch sequence will be dependent on whenever the launch date is right now. If you're going to do it you're going to launch three times a year if you're going to do your your course three times a year and you're going to interact with people or not but you're just going to launch three times a year. Make sure you build your sequence so that when you launch it in the fall you don't have to revamp the whole system. Right you can go in and tweak the email sequences those kind of things and just relaunch and so 80 to 85 percent of the work is already done and that's the way a lot of people are doing this when they're launching these seasonal classes around their digital product. Another way to do a launch sequence is to do an automated launch sequence which means the class opens when you get to that point in the process. Which means this class may be only available to you three times a year but it's based on when you come into the sales funnel. So if I come in today that class may open for me a month from now it's called an evergreen launch sequence which is all automated. Now here's here's what I want to tell you on that. For some of you may you may be thinking Well that sounds a little bit deceptive.

[00:15:50] OK so let let me dive into that idea just for a second. This deals with launch sequences that are automated or webinars that are for live. Those kind of things where you're creating this sense that some done something is scarce when it's really not the way the human mind works is it will most of the time. Things don't get our attention if they don't have to be done right now. All of us because of the way we live and the technology we have around us Netflix and our iPhones those kind of things. There's a ton of things competing for our attention. The way to get your offer in front of people and have it compete for and win the attention of people is to create scarcity. You have to do that now. Here's the thing you shouldn't do that if it's just for you to sell something to somebody. But if you're trying to take people somewhere and you care about the people that you're doing business with you ought to hear enough to figure out how to get to the top part of their attention because let me just say this the things that we're teaching people are way more important than what's on Netflix. It's way more important than what's on their phone or on their Instagram. We believe that what we're doing has the power to change people's lives and that it'll save people's marriage. It'll keep. It'll help fathers have better relationships with their sons and daughters because the lifestyle that can be created out of this kind of business cannot be matched anywhere else. I don't care what anybody says. I have a buddy right now that started a business five years ago.

[00:17:08] They're running $20 million. I would I would compare my lifestyle to his lifestyle. And I'm doing 10 percent of what they're doing in business. OK so this lifestyle that we're promoting this idea that we can build these digital products and create a lifestyle a scalable income for ourselves is a huge idea. And so we're going to pull out all the stops when it comes to getting people's attention and getting them into our training. OK. Sorry for that little mini sermon there but I think it's so important that you leverage every asset you can as long as it's ethical to be able to help people take action get their attention and move forward. OK. The next thing that we do to nurture prospects is we do a four time one time offer or four day one time offer and let me just say what that is if somebody comes into one of our webinars and they buy or they don't buy. At some point in the sequence a week two weeks later on a Monday we're going to start a four day sequence that basically gives them our best all for our $7 offer on our product. If they buy by Thursday night at midnight it's evergreen. It runs all year long. We have variations of the same thing that we do seasonally to create some urgency around that. Along with scarcity you've got this idea of urgency right we want to create urgency that if you don't get it now you're going to miss out. There's a big psychological principle called The Fear Of Missing Out. People don't want to miss out on a great deal.

[00:18:29] And so we try to leverage that by getting him into there now. I should say this too. We've got three different money back guarantees in our program. We'll give you your $7 back after 30 days if it's not worth it to you. We've got a 60 day Num. no questions asked money back guarantee. And then if you go to that product for 24 months and you just go This didn't work in our church and you did the work then we'll refund all of your money. Now there are some questions I ask with that one. The reason I tell you all that is because we're driving this scarcity idea and this is the idea that they're going to miss out if they don't get and because we know that when churches get into this product and they start really using it that they're going to benefit from it. We've got tons of testimonials as a testament to that. OK so the one time offer everybody gets that if somebody comes on your list they're a web ad or sooner or later depending on whether or not they attend the web and or they're going to get that and I'll go through that kind of weapon or sequencing in just a minute when I get done with this part of it. The next thing is a blog post sent out an email another way that you can nurture your prospects and this is what I did when I started out in this business building my list was I would I would go out and I would meet with a prospect or a customer and they would start asking questions about the process of building a church.

[00:19:41] I mean if you know that I did high in church construction consulting and I'd go out and meet with them and they'd ask a question. And what I started to realize is I'm answering the same questions over and over again. So I would go back and write a blog post on it when somebody would ask the question I would go oh here's the answer to that and then I'd get back home and I would send them out that blog post. Then I realized we could actually send that out to our e-mail list as well. If it's SBO optimizer or a search engine optimized then I'm going to get organic traffic to that site I'm using it as a one off to my customer. I'm putting it to a automated sequence that goes out to my to my list and then I'm e-mailing my list with it. Let me let me clarify what that means. An automated sequence means if somebody comes on a list three months from now they're going to get this blog post at some point. If I'm just going to e-mail blast my list with it I write the blog post today. Make sure it's optimized for you. I send it out to my greater list and then I take that individual piece and I send it out to my prospect. OK. I started that way because when I was when I was selling hand-to-hand combat style if nobody else read this thing but my individual prospect was still a win for me. The all these other things were just a way to leverage that content in the fact that I spent two or three hours writing something.

[00:20:59] You know the CEO and then what happened over time as we begin to generate a lot of leads from that because you do that 50 times in a year and you got these 50 billboards out there generating traffic for you. But you've heard me say before blogging was real work for me it takes a lot of energy for me to sit down and write these things out. Now what we do is we'll create the content in a video format and then my team will actually transcribe it and write the blog post for me based off of the teaching in the video. That's my favorite way to do it. Last thing is a contest another way to nurture your prospects is to do contests. This is a little outside of the box. For those of you that have never heard of this or talked about it before. We've got a digital product called church video black box. We also have video business builder that's in our own our site for businesses that's a much greater product. In business world but the church video lightbox was a $487 product that we offer right after somebody signs up for a weapon or we've had almost 100 people buy this product now. So do the math on that. You know that's crazy that we've in a year and a half two years we've sold $60000 with the product that we have $0 in marketing on. That's just crazy to me that covers about 60 percent of our Facebook Ads been just nuts to me. Bottom line is this.

[00:22:16] We're about to run a contest around that product not just to the people that bought that product but also to our entire 30000 person list where we're going to give away $500 to the person that does the best about page video for their church site. Now if you don't know churches they have very simple web sites most of them do. And they've got like five pages on them. And one of them is an about page which has all the information about the staff pastor and all that kind of stuff. Well as you know those pages can tend to be really dry. And it's hard for the pastor to come across as a real person. Right end video does such a better job of that it's one of the things that we teach people how to do in this video our church video black box training. So what we're doing is we're going to win a contest for our members and for nonmembers. You don't have to have the product here the rules of the game. You know you shoot the video upload it. Now what's going to happen is we're going to get a couple of really cool things happened. Number one we're going to constantly be reminding our homeless that we're out here. OK. That's huge. You know that we're we're out here we're adding value to. Number two is we're going to promote our church video box more and more people will buy that because they want to be part of the contest but they don't know how to do this. And for $47 I'm going to teach him everything they could humanly want to know about how to shoot script at it and launch video in a short period time.

[00:23:36] In fact I'll teach him how to do it in a way that when they're done they can do that whole process in less than an hour. And many of those guys have really benefited from that. When I go to conferences I bump into people all the time and they're talking about that product which kind of blows me away. And the third thing it's going to do which I probably should of led with this is we're encouraging them to do something they really should do anyway which is create some video that helps people that are visiting their Web site understand who they are it's going to be a really viable thing for them. Most of them aren't going to win. But but the bottom line is when they put that video out there and it's done well and now people get a better sense that this is a real person that has real issues just like me and they can connect. That's going to be valuable for the church. So we're going to run that sequence we'll run a sequence of six or eight weeks sequels about the contest over that period of time. And what will happen is Wilson that out will start to get submissions for it. We'll share those submissions with our list so it gives us something to do in the summer when people don't necessarily buy our digital product a whole lot because it's not a great time to launch. It gives us another focus to remind people that were out there and then it's a natural lead in to our digital product in the fall. So now let me talk to you for just a second about about content on ramps versus content.

[00:24:53] Howies okay. Most of what we've been talking about right now is the content highway we've talked about on rents a little bit. Here's what I consider to be an on ramp when somebody gives us their e-mail address. We put them into a three to six week onboarding process. Usually they come in through 11 or and then we do this four day one time offer and then we'll make an offer about our one of our products we may even make an offer about one of our referral partner products. But as they're coming on they go into a very specific process coming onto the on ramp. Now the content highway is the content that we put out to people that have been on our list for years. OK right now we're running an e-mail sequence to a web that we shot a couple of years ago and that goes out to everybody that's on the content highway that that isn't still on a content on ramp as people are coming on. We don't want to send them competing offers or competing emails. We certainly don't want to send them an invitation to a new web ad or while they're getting the follow up to another lot Webern or Infusionsoft they allow us to tag people so when we put people into any kind of sequence we have a tag they get in if they've got that tag they're not going to get email sequences or campaigns for our content highway. I hope that makes sense visually.

[00:26:06] If you think about a highway people are running down the highway that had been on the highway for a while the content on ramp is like the on ramp to a highway where people are coming on there in two different lanes until they merge together. And we don't want to merge our new leads onto our content highway until we've given it a fair shake at the process that we put them on. And so we've got several content on highways. In fact every one of our webinars has some sort of content on ramp I should say. So when they come to the web or they're going to get a reminder sequence to show it for the web or they're going to get a follow up sequence if they showed up for the web or if they didn't they're going to get a response. A sequence is an e-mail or two and then after that both of those leads if they whether they attend the Web or not are going to go into one of our four day one time offer sequences on the Monday after seven days have passed so if they sign up on Thursday it's going to wait seven days. And then the next Monday it'll start this four day sequence with them whether they buy or not they may get an offer for one of our referral partner products. We've got e-mail sequences built in there. They're going to get all of that happening before they go into what I call the general population on our content highway where they are being treated like most everybody else in there.

[00:27:19] Now we segment more based on what people click through like if people are more interested in or video product than we segment for that as well just to make sure that we're not hammering on our list and just so you know the industry standard for open rates right now and e-mail is between 10 and 12 percent. We usually average about 22 to 23 percent open right and right now we've got a ton of people on our list that are we can still market to but they don't open our content we've got about six thousand people on our. There's 36000 people or e-mail list. We think about six thousand of them are still marketable but not opening our content we're purging those people right now. Now let me dot in just a little bit and talk about our current flow because I want this to be clear in your mind about appellate process like this might work if I lead you in the dust right here. It's OK if you jump into Richard Chancey dot com slash register and look for a training code how an online business really works. You could just probably put online business in there and it'll pull it up. I walk you step by step through how we run one of these Web sequences so it'll probably make a lot more sense on video than it might right here. But I'm going to try to do my best so our current flow is if somebody joins our list from a lead magnet what we do is we give them the lead. Let's say we're doing it for infographics. They will go to the page opt in for the info graphic immediately on the thank you page. We offer them a web or. Now let me just say this. Never just send people to a thank you page that says thanks. Check your e-mail. Don't do that.

[00:28:47] You're just wasting space when you can get people's eyeballs on a Web site. Use it wisely. OK because their inbox is not nearly not nearly as much fighting for their attention on that page it's just you versus in their inbox where there's a million other e-mails. OK so we offered something there the thank you page Web and our offer. The next thing we do if they don't sign up for the web or obviously they're getting the download that we sent them. And it's not that download. We do a piece where we all from that web as well if they still don't sign up the next Thursday they'll start getting invitations to that wedding or now we don't always do them to that women are sometimes we'll invite them to a different web or assuming that whatever happened in that women didn't click with them. But a lot of times we just drive invitations to that web and all of those invitations will include what happens if you sign it. We always do a registration bonus. Most of the time we give a sermon series if they just register for the web or now by the way inside of every one of those invitations to the wedding or there's obviously the legal requirement of an unsubscribe button at the bottom of an e-mail if you don't know that every email service provider requires you to have some some language at the bottom with a link that allows people to unsubscribe. Now we put another link in there just above that it says if you're not interested in this web and or click here so they can opt out.

[00:30:07] They can get out of the e-mail sequence opting out of our email list I think that makes sense if they do show up to the or so if they opt in for the web and or the next big thing is getting that show up they're going to get a confirmation email from us immediately and then 24 hours before the web and or they're going to get an email I think they get one at six hours one hour and maybe five minutes on some of them. OK so we've got these reminder emails in every one of those emails we're adding value to them we're trying to teach him something. Some of them have a video connected to him. The big thing we're trying to do there is to indoctrinate people into the idea that we care about them and we know what we're talking about. OK. If they come to the web and or they're going to get a three to four e-mail sequence following up and basically what we do in the first email that comes right off the bat as we we recap the offer that we talked about in the web or in the links and that would send them right to an order form. OK. The email is like two three four. We're not going to send them right to an order form we're going to send them to a sales page right. Because if it's the next day or two days later chances are they're going to have forgotten the offer. Also on the sales pages they're going to be testimonials in there. Sometimes we put a testimonial in that first e-mail that goes out to them.

[00:31:18] But the challenge with that is we don't want to distract them from buying if they just watch the web and they're ready to buy but they miss the button in the women are then the email that comes to them right after we want to send them right to the page and not distract them with video if they're ready to buy. If they're not then we're going to send them out. Another e-mail that drops to a sales page. If they don't show up for the web or they're automatically going to be put into a sequence that sends them or reregister sequence we don't do it on demand we make them reregister for another time again I'm not a huge fan of doing a full length web and or as an on demand offering because what happens is they take the link and they just sit on it and they never come back to it. You have to create that scarcity to get people to take action and make sure that they know that there's going to be a limited amount of time that it's available. Oftentimes when we drive them to the page to reregister or there'll be a timer on that page that says you've got three days to reregister for this. As I mentioned before after that process is completely done if they've not bought They're going to go into this four day one time offer sequence that starts after seven days it will start the following Monday it's a Monday Tuesday Wednesday Thursday in very simple format the drives to sales page and in order for him to get them to take action. Now any time they purchase in that process then that process will start the sequence and start their post purchase sequence.

[00:32:41] If they don't purchase again they're going to get some other offers from us for for referrals. But that's when they drop onto the content highway. The next time we push out invitations to a wedding or they'll be added to that sometimes we do a seasonal for day one time offer a set of e-mails. They'll be driven into that as well. After that point is when they end up on our content highway and then the final thing is this you have to know this. Right now we are building more intricate retargeting offers on Facebook. Traditionally most people just put the pixel on their page and they retarget anybody that's visited their Web site. We absolutely do that but we also target people with our best offer if somebody sat in on one of our Webinars on that Web page we've got a pixel that says these people viewed our content that viewed content as a very small audience we might have 1300 people on that list in any given time on Facebook which is a really small audience. Now the 1300 people that actually viewed the web and or in the last 60 or 90 days those people we want to be putting our best offer in front of them. We want to be peppering them with additional information snippets of our training ideas about why they should engage because those are mine. Those are hot prospects now. Those are. Let me qualify this. Those are people that have viewed our Web but did not buy.

[00:33:56] We can say with our pixel We want people that have viewed this pixel but have not viewed this page which is our thank you page for purchasing retargeting is going to be a big part of your process and that it's like a huge part of what we're doing right now. It's a really if somebody viewed our web and or we absolutely know that they are in our target market. Now there's a big mental shift you've got to make right here in the lead capture between this leak nurture prospects in the lead capture in lead capture or the what we talked about in session 7 we're trying to get people onto our list in this one nurture prospects we're trying to get people off of our list right. We're trying to move them to a different part of the list we're trying to move on to the customers we're trying to move and to be active participants or we're trying to get them off of our list. One of the biggest shifts I had to go through was being OK with the fact that I spent all this effort to build this email list and I'm willing to push people off of it by continuing to add value to people driving them into sales environments and selling to them. OK because if you do if you go too hard after just trying to protect your list what happens is you won't be nearly active enough and that's going to hurt any even more. And you just kind of settle to the fact that no matter what interest or industry you're in. Most people just want your free stuff they're never going to buy your thing. Now how you overcome that is you just add so much value to those people that they feel obligated to buy your thing as soon as they humanly can. OK.

[00:35:19] Otherwise don't worry about the people that come on to us. We've had people that will this is crazy why people will opt in to our list get the free download click through on the download and then go to a page. And Mark our e-mail is spam drives me crazy. OK. But it happens. And you've got to be OK with that. It's OK for people to get off your e-mail list. Now one big point that I haven't made yet that I want you to really understand and we're going to talk about this more in the next session when we talk about closing sales calls to action. OK most of the time we think about a call to action where we think about asking someone to buy and that is a big one. But there are calls to action all the way through this seven step process. We've got to get people to click on the Facebook and we've got to get them to opt into to the web or we've got to get them to show up to the web or we've got to get them to take action in the web or and we've got to get them to take action on our digital product to get them to take action to sell got to get them to take action to refer their friends. There are calls to action all through this process. Big things you need to know is your calls to action. They must be clear and they must be specific. I say this all the time.

[00:36:24] Individually we're pretty smart as people as groups we're idiots if you don't give people a really clear path to your call to action a single call to action people will not take action. OK last thing I'm going to tell you about nurturing prospects. There's a book out there called jab jab jab right hook by Gary Vaynerchuk. There's a link to it in the show notes below here. One of the big ideas that Gary talks about is I think it's a 6 to 7 1 to 1 on calls to action. So for every time you ask for people to buy you need to be able to put six to seven value add content pieces in front of them now. Those value ads can get them to be taking action but you don't want to make every time you email every time you interact with your customer to be asking them to buy something from you that's a huge point to make. I don't know if the right ratio is six to seven to one. But I do know this as you need to be putting content out to your customers and let them know or your prospects that let them know that you're here. You know what you're talking about and you truly care about them. Caring is the that's the four letter word the word care the four letter word that needs to be in every organization. OK. So let me switch gears now and talk about one of the segments. Again I'm going to finish every one of these with some sort of segment today I'm going to do a Q&A. This one actually came directly to me from a buddy of mine who has all the same skill sets that I have. But he works for another company.

[00:37:45] He is a digital marketer. He creates digital products but he does it for an organization inside of the church world. And this week he asked me he said hey if I was going to start my own thing what's the very first step to launching my own digital product. I'm glad he didn't say hey what's the most important thing because there's like 40 most important things. So what I want to talk to you today is about answering this question what's the number one thing you've got to do to get started launching your digital product. And let me let me preface this with a premise. This is going to seem like a left hand turn. But it's really not. The premise is this luck is where opportunity meets preparation. The number one thing you've got to do to launch your digital product is be prepared to launch a digital product. A lot of you may not have the right idea yet or you may not think you have the right idea for your digital product and that's OK. Here's what you need to do to be ready when that idea strikes you. OK because this is what I know for certain is that speed to market is going to be the biggest motivating factor to you. When you have the idea you can go ahead and take advantage of it. That's going to be huge. So the first step I'm going to give you a couple of steps here. And these are probably equal importance but the first one is a big one and it is to prepare your foundation by determining how you'll get paid.

[00:39:00] OK so if you don't have a merchant account you don't have Strype you don't have authorized not net Pay-Pal you can't get paid from people online. So take a step back from it and figure out how you're going to get paid. Now we use authorized dot net We use Infusionsoft payments and we use stripe. So let me talk about each one of these and I'm going to start with Pay-Pal and just tell you why or why not to use paypal paypal makes it really difficult on you. Now I should say this I pay everybody freelancer's everybody using Pay-Pal I use it for a lot of different things. But when it comes to charging credit cards and those kind of things it's not the most effective solution. It's wonky. You have to drop people over there and then you're going to have to create a connection between Pay-Pal and whatever your membership site is to deliver your product or service which is possible. There's a platform called Zais where you can do that. It's completely possible but Pay-Pal winds up being a little bit wonky Strype is a whole lot easier it actually integrates with Kajaki which is one of the membership sites that we use makes it really easy to take payments on their authorized dot net is like splitting an atom trying to figure out how authorized dot net works the way we worked with authorized dot net Right now is our digital product that we started out with. All I knew was you went out and got a merchant account.

[00:40:10] So I had to have a business license and I went and set up an authorized dot net and then you have to have the actual merchant authorized dot net as a payment gateway. You've got to have a merchant that actually does the billing and handles the float on your charges. Right so authorize dot net is the platform that actually charges the credit card. Then you've got to have a shopping cart. So Infusionsoft with a shopping cart authorized that was the gateway. And then think easy pay is or it's probably not it. Can you remember the name of our merchant. We have two different authorized accounts. A good thing is they've made it a lot easier for us to understand fees because they actually deduct the fees from the checking account versus kind of taking them out and then sending me the money which we never knew what we were paying but we pay about fifteen hundred twenty five hundred dollars a month in fees. Know that sounds like a lot but it's the industry standard somewhere between two and a half and three percent. And then the last thing is Infusionsoft payments if you're going to use Infusionsoft. The best thing to do is use Infusionsoft payments. It was the easiest thing I've ever signed up for. It integrates really well with their system. If you don't know what Infusionsoft is definitely check on my free membership site it's link below and look for online business and you'll see kind of how we use infusions. It's amazing. The next thing is once you have your your way of getting pay once once you have a way of getting paid you are officially in this business.

[00:41:31] In my opinion though you may not have sold anything yet but if you're ready to sell something that goes a long way the next thing you want to do is determine what your email service provider is going to be. I started out with a waiver. I've used a Weber MailChimp I use a lot of these. I've used a Weber primarily in this business as I got started in that I converted over to Infusionsoft and I partnered with people that use MailChimp. There's a million of these drip convert kit there's just there's a ton of different platforms in the marketplace. What you need to do is to take a step back look at your budget and go what can I afford to do. I invested in Infusionsoft and it's not inexpensive. I invested in it before I had any idea about building an online business. I was going to use it in my consulting business. I just knew that a tool like that would work. I knew it was a tool that I could take problems into and solve those problems so you've got to have your merchant account situation set up how you'll get paid you've got to have your email list and then the last thing I would tell you is start on your email list. And one of the ways that you would do that is obviously you know who's going to be on your list. We started that process by going who is where I was that wants to get where I am in a better way to say it is who's the 1.0 version of my 2.0 self and start building a list of those people.

[00:42:46] Now you may find in three months six months or a year that there's a better opportunity for you and a different mortgage. That's ok once you know how to build a list. Building lists is easy. Right so it's going to be more important that you build a list than actually where you build that list when you convert to a new industry. I will tell you this you're going to be starting over. I'm doing it now in this marketplace I've got 30000 pastors on an e-mail list and about fifteen hundred people that are on my business side list that have come to me over the last three or four years from different means. So you do start over but the process of starting over the ramp up time is a lot less when you already know how to do this. Okay that's it. That's how that's how you get started. Now next week we're going to talk about closing sales. You don't want to miss that session. I'm going to dive into the anatomy of calls to action and how do you get people to take action online. Selling online is radically different than selling in any other environment because you can't respond to people's questions. You have to anticipate those and we're going to talk about that in the next show.

[00:43:45] OK. I'll catch you then. Thanks for being with me.

[00:43:49] Thanks for being with us on the show. Don't forget to subscribe to the podcast and remember to register for the free premium content mentioned in this session at a rep show dot com slash register. Thanks for listening to the show. We'll catch you next time



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