they would be successful.
State your price and what your services cost. Say it with pride and conviction.
Do not hesitate for a second and do not pause to get a confirmation once you
state your price. This is a run-on sentence, and you want to go on to further
explain the pricing.
All packages should have a set-up fee. This is for two reasons: 1) to offset
your customer acquisition costs, and 2) to create urgency using a Fast Action
Bonus (FAB).
Fast Action Bonus – Going back and forth costs you time, energy, and
money. Let them know you can drop the set-up fee if they make a decision
now.
As a backup you, can give them 24 hours if they truly need to speak with
their partner.
‘Well, Mike, as I mentioned, there’s normally a $1,000 set-up fee.
However, I’ve found that people who are able to make decisions
quickly always turn out to be my best clients. This is because they’re
decisive and can take action. Also, going back and forth costs me
time, energy, and money. So for that reason, if we can get this all
sorted for you on the call today, I’ll waive the $1,000 set-up cost off
your investment, making it just the $___. How does this sound Mike?
Can we go ahead and get this set up for you?’
THEN, YOU DON’T SAY ANOTHER WORD.
There’s an old saying in sales: ‘The person who speaks first, loses.’ You’ve
stated your offer. Now you must show confidence by waiting for their
response.
You’re looking for confirmation on moving forward.
You wait for Mike to say,
‘How does that work?’
‘What are the next steps?’
‘Yes, let’s do it!’
‘Ok, how can we pay?’
‘What is the process to getting signed up?’ Then you say,
‘Ok, great! We take Visa, MasterCard or Amex. Which card would
you like to use today?’
Collect their payment details and boom! You’ve closed the deal and won a
client!
Now you might be thinking, ‘It can’t be that simple’. But it is.
This is the complete opposite approach to what most people use when
making sales. Typically, they follow the ‘guru-centric’ model where they’ve
worked to put themselves up onto pedestals so they could be admired,
appreciated, and respected enough to be purchased from. Instead we use this
process to create massive relevance for your clients by being able to solve
their biggest and most burning problems.
Recap: When selling coaching, consulting, or professional services, it’s
important to weed out people quickly if they aren’t going to be a good fit.
You do this by using surveys and applications. That way, it frees up more
time for you to spend with people who are a good fit and that you can
actually help.
The survey and application pages allow you to pre-frame your prospects by
having them jump through hoops, qualifying themselves and confirming they
are a good fit. When the fate of your business is on the line – which it always
is because sales is the oxygen for any business – you need a proven ‘rinse and
repeat’ process and script for converting leads into sales. You don’t want to
have it all in your head or ‘wing it’. You must have a script that you refine
and strengthen over time.
Then when you hire people, they can follow your proven script, leaving little
to chance.
But what happens to the people who go through our funnel and don’t take the
desired action we want them to? Which, I will add, will always be the
majority of people, because in marketing, we only ever count on a very small
percentage of people actually doing what we want them to do. Do we just
accept this and move on to simply just generating more traffic?
No!
We nurture these people over time. We provide value and build a relationship
by using email.
In the following pages I’ll go in-depth on the topic of email marketing and
how I’ve used it to generate tens of millions of dollars in sales.
Automate And Multiply
My Secret Weapon to Turning any Traffic Source into My Own Personal
Honeypot of Hyper-Profitable Endless Sales
If you had to strip me down naked, take everything I’ve got, and leave me
with nothing except for one marketing weapon of choice, what do you
think it would it be?
My contacts? JV partnerships? Google rankings? My ability to turn ice-cold
traffic on Facebook into profit?
Nope! I would choose email!
Why? Email outperforms every other marketing channel. Period. And one of
the biggest mistakes I see businesses make is not building an email list from
day one.
Email is the bedrock of my business today. It’s by far my #1 source of
revenue. It’s how I communicate with my community, launch new services,
and reach my customers. Email is the engine that’s generated millions of
dollars for my business — more than every other channel we’ve used
combined. And it’s not just our business that depends on email.
It turns out that having an email list has a forty-fold impact on your bottom
line. Yes, you read that right. According to a 2014 study by McKinsey and
Company, for every dollar you put into email marketing you get back forty
dollars more than you would through Facebook, Instagram, and almost every
other marketing channel. Forty times more revenue!
And according to the Direct Marketing Association (DMA), for every $1
marketers spend on email, the average ROI is $44.
Don’t make the mistake of not building this incredible asset for your own
business. Email delivers more leads than any other marketing channel, and
42% of businesses have listed email marketing as the top digital marketing
channel for lead generation. So if you’re serious about business growth, an
email list is critical.
I get asked all the time about why am I so bullish on email? Aside from the
obvious case as seen in the statistics above, my reason is simple: it’s a huge
risk to build a business on a platform owned by somebody else.
While everyone’s freaking out about Facebook messenger bots and
screaming from the rooftops, ‘email is dead’, Facebook can change its
policies overnight – which they do all the time.
Google can penalise your site and flatline your traffic.
But you own your email list. Nobody can take it away. The moral of the story
is this: don’t leave the fate of your business in somebody else’s hands. If you
build your audience on some external platform, you’re at their mercy. And
you’re not in control.
In addition to this, email is incredibly efficient… It can sell to 10 people as
easily as it can to 100,000 people. In other words… it scales! You can write
just one great email message and profit from it again and again.
Just like this one email I wrote in 30 minutes that has already made me
$467,163:
I wrote this great email once, and thanks to the power of email marketing and
automation, it’s been a workhorse that keeps working, grinding it out and
bringi
ng in money – without me having to exert any further effort.
When I look at sales and marketing, I look to create automatic and robotic-
like selling systems where you can write an email, shoot a video, write a sales
page, or record a webinar, and then profit from it again and again on
autopilot.
Over 117,391 people have read that email in the last two years. All
automatically, robotically. I didn’t lift a finger.
Email is really one of the biggest levers in your business, and hopefully by
now you see why it’s so important.
So if it’s that important, what do you think you should spend time getting
good at? Yes! Email.
Now I’m going to pull back the curtain and show you exactly how to write
throat-grabbing emails that get people to buy.
The Battle For Attention In The Inbox
In Phase 2, we covered how to use High Value Content Offers to get anyone
to give you their email address. Now I’m going to walk you through how to
use email to form a friend-like bond with your list, channel influence, and
create an avalanche of sales for your business.
We’re going to talk about what you do once you’ve got a list of prospects.
When it comes to email, there really are only three things that matter:
Get it delivered
Get it opened
Get it clicked
And we’re going to cover everything in this chapter.
Step 1: Get It Delivered
When most people think about email marketing, they think, ‘All I have to do
is get an email service provider, upload my list to a piece of email marketing
software, click the send button, and they’ll handle the rest.’
It really doesn’t work that way. You have to really work to ensure your
emails get delivered. Considering the smart filtering systems of today’s
mailboxes and email providers, achieving a high inbox deliverability rate is
not easy.
In today’s day and age, email deliverability is determined by three things:
Sender reputation.
Bounce and complaint rates.
Recipient engagement.
For businesses that are serious about growth, email deliverability is arguably
one of the most important metrics. However, you won’t find any marketers
talking about it. Why not? Because it’s not sexy. But let’s face it, if email is
the biggest driver of revenue, and if you’re not optimising and testing your
deliverability, you could be leaving hundreds of thousands, if not millions, of
dollars on the table.
Because if your emails aren’t being delivered, then they aren’t being seen,
read, or clicked. And if you can increase your email deliverability by even
just two or three per cent, it can significantly increase your revenue.
So, while this is going to get a little technical, stay with me because I promise
it will be worth it.
The Platform
The very first step to getting your email delivered is to be on a good platform.
What platform is best? This all comes down to the size of your list (how
many people are on your list) and the economics (how much it will cost you
to send out to that list).
A great place to start if you have a smaller sized list (sub 10,000) is
MailChimp, which has some of the best deliverability in the industry.
However, it can prove to be relatively more expensive as your list gets
bigger.
Some other good platforms are ActiveCampaign, GetResponse, AWeber, and
Drip.
Without getting too technical, each platform does better with different email
providers. Depending on your list size, you might want to use multiple
platforms for different email providers, or you might choose a platform with
the best deliverability for the majority of your list’s email providers.
Primary Email Providers
Email Deliverability
Deliverability by Email Provider
It’s clear that some email platforms are better at delivering emails than
others, and specifically at getting through to certain email providers like
Microsoft.
I strongly believe that deliverability should be an important factor to consider
when choosing an email software service. And while it might seem like I’m
deep in the weeds here talking about highly technical elements, it’s important
to fully understand the profound effect that deliverability plays in driving
sales. The results aren’t linear – they compound and exponentially move the
needle for your sales:
Small Hinges Swing Big Doors
More delivered > More opened > More clicked > More see your offer > More
buy $$$
Sender Reputation
Just like a credit score, your IP address (the unique string of numbers that
identify your computer) has a reputation called a sender score.
If you’re like me, your eager little brain is probably saying, I wonder what
my sender score is?
Well, you can go to www.senderscore.org and find out for yourself.
This website is run by a company called Return Path, and it will tell you what
your reputation and sender score is. Anything above 90 is good, anything
above 95 is great, and you shouldn’t be having any deliverability issues.
However, it is something you need to frequently check, as you want to
uncover any issues sooner rather than later.
If you score anything below 90, you have some issues that need to be
corrected. Here’s a list of the most important metrics that affect your sender
score and reputation.
The Most Important Metrics That Affect Sender Reputation
Message is read – A positive indicator that the recipient wants to
receive your emails.
Message is replied to – A positive indicator that the message is
desired and presents a personal interest to the recipient.
Message is forwarded – A positive indicator that the recipient finds
the message valuable and thinks that others should see it too.
Message is marked as ‘not spam’ – A very strong positive indicator
that email providers use to train their spam filters.
Message is moved to a folder – An indication that the recipient wants
your email, but also wants to better organise it and access it later.
Sender/domain is added to the address book – A positive signal
indicating that the recipient wants your emails and wants to make sure
your future messages will be delivered to their inbox.
Message is deleted without being opened – A negative signal that
your email is of no interest to the recipient.
Message is marked as spam – A very strong negative signal that
your email is unwanted and not worthy of being in their inbox.
Creating Goodwill With Your List
The single most important strategy for increasing your sender score is by
sending more engaging and valuable emails. Don’t just send your list promos
and offers. You need to create goodwill with your audience and have them
hanging for your next email, which is why the Magic Lantern Technique
works so well.
An easy way to manage this is to make sure two thirds of your emails are
content and value, and one third is offers and promos.
This rule is not
hard and fast. In your content pieces, you can make offers.
Throw them in the P.S. and ensure the main body of the email stands alone as
a valuable piece of content.
Warm Up Your New IP Address
After you select which platform is best for you and you’ve got a new IP, it’s
important to start sending slowly with a low email volume to establish an IP
address reputation. Over time, you can increase the volume.
Formatting and Styling
Contrary to popular advice, your email shouldn’t look ‘beautiful’, with heavy
images and sexy graphics. Why not? Firstly, who do you think send these
types of heavy emails with lots of images – individuals or businesses with
commercial intent? Businesses! These types of emails send a signal to email
providers that the nature of your email isn’t personal, and therefore it hurts
deliverability. And if it doesn’t get delivered, nobody’s opening it, and if
nobody’s opening it – you guessed it – nobody will be buying!
Secondly, while you may think, ‘But it looks so schmick and sexy’, know
that in the case of email, schmick and sexy doesn’t drive sales. It’s been
proven in countless split tests. However, most businesses keep overdesigning
emails and attempting to make them look ‘beautiful’.
Logos in the Header
A lot of business owners and even seasoned marketers put their logo at the
top of each email, and then have padding around the email with fancy
buttons, almost styling it up like a web page.
These heavy-weight emails kill your deliverability, because who sends these
types of emails? Businesses! And what types of emails do businesses send
out? Promotions! And therefore, this type of email gives a signal to the email
providers that this is a promotion, and so they will either stick it in Gmail’s
promotions tab or throttle the deliverability. This not only kills the amount of
emails that arrive in the inbox but also hurts consumption of the email, which
we’ll cover in the following points.
This is the bottom line: If you’re serious about email marketing and want to
run world-class email campaigns, you must have a robust infrastructure
providing accurate email authentication, high sender score, clean sending IP
address, and a good sender domain/email reputation.