Lesson 10.pdf

Lesson 10: Email Marketing (The Big Picture)

The week before last, we dissected our TLB squeeze (lead generation) process. Then last week it was the

presell process.

This week is all about what happens once your visitor adds herself to your email list. This is (literally)

where "magic" happens.

Let's start.

At the end of a presell we ask the visitor to give us her email address in exchange for MORE VALUE.

Simple. Nothing really new (yet).

But this where we differ (a lot) from everyone else (we have a strategic plan — beginning to end — they

don't).

For us this is a unique opportunity to DEEPEN our relationship with our prospects and/or customers.

It's where we turn strangers into friends, and friends into repeat customers (raving fans).

It's not about getting that initial sale ASAP.

It's not just about the money. Not out the gate, anyway.

… because our philosophy is about delivering real tangible value to an audience (first and foremost).

Then building a long term relationship with them (the asset ).

In a nutshell, this philosophy presumes the attitude that you look at everybody who you want to do

business with, and decide you're not going to wait for money to change hands BEFORE you start

contributing, guiding, counseling, advising and protecting them.

Jay Abraham calls this philosophy the Strategy of Preeminence .

It's the cornerstone to everything we do. TLBs are built around this philosophy.

It's why the TLBs that we create, are built to last for the long haul.

You see…

The way most marketers approach email marketing, is to hammer the prospect (to death) until they buy.

Then if they don't buy, they hammer them with more product offers. It's relentless. Until they do 1 of 3

things…

According to Dan Kennedy you followup until they:

1. Buy

2. Unsubscribe

3. Die

Now there is nothing wrong with the idea of following up.

But what has happened is that marketers have mixed up this ideology with the other ideology of money

now, is better than money later .

So "those marketers" (said with disdain and accusation) get opt-ins and then HAMMER THEM TO

DEATH.

They provide no real tangible value to the relationship.

They see the list as simply a way to generate traffic and get sales (a commodity).

Does it work?

Of course, but the model is inherently flawed.

This treatment alienates prospects (and customers) and creates huge list burnout .

If you stop and think about it, there is a reason "those marketers" have a huge launch … then 3-6

months later have to do another huge product launch for a new product.

Because the whole time between launches, they are blasting their prospects to death. The result is that

the list response drops off a cliff.

So they go out, do a new launch, and generate "new blood".

To us that sounds like one huge hamster wheel. Don't be one of "those marketers". Seriously. There's

zero payoff in the long run.

There's a better way:

Build an email list that is an "asset" and which works forever.

One you don't have to replace. A list that loves you, and looks forward to hearing from you.

Not a list that views you 1 notch shy of a spammer.

And how do you do that exactly?

The process we love to use in TLB is called ARM ( Autoresponder Madness ).

Andre really hit on something killer with the process. You can read in more detail about how he figured it

all out here:

http://autorespondermadness.com/about/

It's a highly leveraged method.

It's a way to generate far more revenue per subscriber by developing and nurturing a relationship with

them.

By treating them like the real person they are — with real wants, needs and desires.

Sounds simple…

But as usual, the devil is in the details. There's a lot of "behind the curtain" stuff at play.

But the end result is that you'll create a crowd of followers that will buy your stuff over and over again

(because you've already earned their trust).

Before we dive in, here is an extract taken from ARM 2.0. It pretty much sums up the underlying

philosophy of how we approach treating our crowd:

On launch day for ARM 2.0, a subscriber (read: non-customer) asked me this:

RICHIE: Anyway.. I dont want to miss out on this but I just saw an email from your bud Mark Acutt saying

to wait as he is offering a bonus.

Hhmm.. I do like bonus's & am sure other "big dawg" guys will be offering some insane "goody bags".

I know you can't see the future, but your pretty darn gifted, and I was wondering if I should wait?

ANDRE: Honestly … I'd suggest wait. I know I'll earn less for saying that – but you get more – and that, to

me, is more important.

RICHIE: I honestly don't know many marketers that would have answered like you did.. Its very refreshing

to here the truth.

Consider me a customer for life :)

Thanks for the truth!!

</end email conversation>

A customer for life, eh?

It's simple things like this. I stepped over $98 to earn a customer for life.

Truth is — I would happily forgo $98 all day long to earn customers for life.

But the point is — Jay's philosophy is at the core of everything I do.

People are inherently good — and if you treat them with respect and empathy — you will always win in

the long run.

It all starts here. Even before you learn all the ARM strategies and tactics.

It starts right here.

You need to understand this. Everything you do in your business should be — first and foremost — in

your customers' BEST INTEREST.

I would suggest that you need to make the decision to embrace this philosophy too.

So let's dive in to understand what ARM does and how we use it.

ARM is a system of components that all work together to create an ultra-responsive email list .

The core part of the system is what we call a Soap Opera Sequence (SOS for short).

It's the part circled in RED above.

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