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Email Alchemy, Track 2 Advanced List Profit Extraction — The Master Class

Notes:

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1

Module 2 — How to Generate Leads

Hey everyone, welcome to module 2 of Email Alchemy

track II. Great to have such an amazing bunch of

consummate pros in the virtual room, coming at this

from a wide variety of different perspectives, working in

wildly diverse niches. This is going to be one of the most

intense and enjoyable classes I’ve ever done. I know it.

We’re all going to be drawing on the power of the

mastermind… working together to hone our list profit

extraction skills to razor sharpness.

Before we get underway officially here, I want to take a

moment to introduce everyone. This is a small elite

group, so it won’t take long. And I hope you guys and

gals will take time to network by posting your contact

info in the Mastermind Central area at

www.EmailAlchemy.org.

In alphabetical order I’d like to welcome:

Andrew Collett… Andrew is from London, across the

pond, and he jumped on Planet Daniel just a few

weeks ago. He has his own successful business giving

financial advice and coaching… not sure exactly what

kind of finance, personal finance, business finance,

doesn’t matter as much as it used to because Andrew

is bored stiff with it… and has been taking the AWAI 6-

Figure Copywriting course, with an 18 month plan of

escape, to become a full time freelance copywriter.

And now that he’s been bitten by the Email Alchemy

bug… there’s no turning back. So welcome Andy,

great to have you on board.

Bob Haver is a commercial real estate investor... and

also involved with property management and leasing.

Bob is a consummate deal maker, and wants to match

up list owners with copywriters for a fair slice of the pie.

Welcome aboard Bob!

www.getwsodownload.com

http://www.emailalchemy.org/



Notes:





2

Carmen Rosenzweig is here, Carmen is currently Chief

Marketing Officer at www.DynamicWeb.com. Carmen

has been through Quantum Income Leap and Email

Alchemy 1 and is raring to build her freelancing

copywriting chops and business. Great to have you on

board, Carmen.

Craig Perrine is another name some of you may

recognize. He had an awesome portfolio of email

marketing courses going with Nitro Marketing a few

years back. Since then he’s been focused on the

trading and investment niche (plus some survival and

prepper copy), which is an interesting niche. Craig is

what we call a million dollar copywriter, having already

penned a million dollar plus campaign. Also co-

authored a book, with Joe Vitale. Visit Craig, at

www.CraigPerrine.com. Great to have you on board,

Craig!

Daniel Sanchez is another Quantum Income Leap

alumni now taking this course. Daniel has been a pro

copywriter for I’m going to say the last year or so and

wants to get better at qualifying opportunities and

locking in the high fees. Welcome to Email Alchemy 2,

Daniel.

Jack Briner recently sold his highly successful product

identification business, which he started way back in

1978.

He is now applying the creative marketing and

communications skills he acquired over the years… as a

business consultant, and plans to add Email Alchemy to

his stable of high value offerings. Welcome aboard

Jack!


http://www.dynamicweb.com/

http://www.craigperrine.com/



Notes:





3

John Klein is with us as well. John helps companies find

new prospects and develop customers though

targeted Internet and Direct Mail Marketing.

Used to own a full service direct mail marketing

company with 65 employees, got out and is now a one

person operation specializing in mailing LISTS, DIRECT

MARKETING PROGRAMS and CONSULTING. Wants to

focus more on email marketing… taking Email Alchemy

to make sure he has top skills in the email arena.

Welcome aboard, John. Great to see you in the

program...

Joseph Derer tells me he lost millions before turning

thirty... did two tours in Vietnam before turning 20... and

did a small project with Gary Halbert 10 years ago.

Today he drives cross country for Fedex and is looking

to re-invent himself and his lifestyle... welcome aboard

Joe.

Joshua Voiles is part of a father and son team with his

dad Brian Keith Voiles. I did not know of Joshua prior to

just a few days ago, but Brian’s is a name you should

recognize if you’ve been studying direct response

copywriting for any length of time. He’s the author of

the legendary Ad Magic, copywriting course, which is a

classic that marketers have been swearing by for going

on two decades. It’s a great honor to have you with us,

Joshua. Welcome aboard. Check out team Voiles at

www.BrianKeithVoiles.com.

Keith Baxter is here with us. Keith has been marketing

online since the BBS days, before I even knew what

email was. His core thing is building authority sites and

mega lists with ninja level search engine optimization

skills. He is also the developer of Ranking Power, Niche

Monster, and Traffic Monkey. Visit Keith at

www.nothingheldback.com. Welcome aboard Keith.

Honored to have you.


http://www.briankeithvoiles.com/

http://www.nothingheldback.com/



Notes:





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Next up is Kevin Fayle. Kevin is a manufacturer’s rep in

the kitchen industry, and I do remember meeting you

Kevin, at Michael Cage’s event. Kevin wants to sell

Email Alchemy services to retail kitchen dealers as a

follow up mechanism for folks who come to their stores

and websites looking to buy a kitchen. Welcome

aboard Kevin! Great to have you with us.

Matthew Trainer is a seasoned email copywriter, online

marketer and consultant. He’s written for such big

names as Frank Kern, Keith Baxter and Darren Hardy.

Check out Matt at www.TheMarketingMoron.com.

Welcome to Email Alchemy, Matt.

Norma Rickman is here as well. Norma came out of

nowhere, joining my Quantum Income Leap program

at the beginning of the year with plans to become a

freelance copywriter. Had no clients and little

confidence in her abilities. And here she is just 7 months

later, making a full time living and investing in this top

tier program. Incredible progress, so proud of you

Norma. Thrilled to see you swinging for the fences

again, playing for keeps with Email Alchemy track 2.

Norma’s site is www.NormaRickman.com.

Paul Hindelang is here, and I hopped on Paul’s site

before I heard from him to see who he is and what he’s

about and it was immediately obvious why he is here.

Among other things, Paul is a back end strategist, who

helps entrepreneurs and managers get more value

from existing customers, which is the perfect

application for Email Alchemy. Paul actually has a

number of sites and a broad set of skills and knowledge

in engineering, manufacturing, sales, training, financial

planning and has been consulting for the past 33 years.

Visit Paul the back end specialist at

www.zapresults.com.

Welcome to the training Paul.


http://www.themarketingmoron.com/

http://www.normarickman.com/

http://www.zapresults.com/



Notes:





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Raja Hireker joins us from London. Raja is a marketing

consultant and copywriter. Last time we spoke he was

chasing the Dental niche, welcome aboard, Raja.

Looking forward to getting caught up as we go along

here.

Ron Simon has been studying direct response

copywriting with Carlton and Kennedy and AWAI and

struggling to go full time. He’s done work in the sales

training niche, also some lead generation for local real

estate companies. But has been finding it difficult

bagging the juicy gigs and going full time. Let’s see if

we can fix that Ron… welcome aboard!

Thomas Bernthal is another amazing success story from

the January crop of Quantum Income Leap members,

been knocking it out of the park as lead copywriter for

the Elevation Group, run by Mike Dilliard. He’s also

been a full-time pastor for the past 20 years, and pulls

heavily on the insights into human nature he’s gained

there in his writing. Welcome aboard Thomas.

Tony Patti is currently the Director of Privacy,

Compliance and Deliverability for a mobile social

networking site. He’s been in email deliverability and

email marketing at several large dot.coms… recently

became certified in Internet Privacy by the IAPP,

specializing in email data privacy compliance. Tony’s

goal is to ditch the corporate paycheck and build a

digital marketing agency that specializes in email

marketing. Glad to have you on board Tony.

And last, but certainly not least, we have Troy Steine

with is as well. Troy has 25 years experience working in

real estate sales, marketing and sales management,

and wants to transition into the lucrative world of

copywriting, marketing services and coaching.

Welcome to Email Alchemy track 2 Troy.




Notes:





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So we’ve got an awesome and eclectic group and this

second session is all about the different methods you

can use to attract and enroll the right clients. Key

phrase, the right clients.

We’re going to talk about how to integrate Email

Alchemy into an existing portfolio of web marketing

services…

How to ascend existing clients of various marketing

related info-products and coaching and consulting

services to Alchemy…

Different offers you can make to your list …

How to attract and enroll potential prospects at

seminars, mastermind groups and so on …

How to partner with other marketers in our space,

and more.

And I’m going to give you a little sermon here as well…

and this is directed to those of you who don’t have

existing clients or you don’t have the kind of existing

clients you’d like… and the sermon is about the smart

way to generate leads versus the quick way. And I’m

not saying there’s anything wrong with the quick way,

just don’t neglect the smart way. And the smart way

can be quick as well. It was very quick for me.

The smart way to generate leads is to build your own

email list. Email lists are not just for your clients. Your own

email list is equally important, if not more so.

And you build that list by giving away free stuff… then

pitching Alchemy or one of your other marketing

related services to people who already know, like and

trust you, as a result of your continued communication.

And I like to sandwich information products in the




Notes:





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middle there… sell them to the people who opt in for

your free stuff.

To me this seems as natural as falling in love. Yet, oh the

legions of copywriters and marketing consultants who

resist it…

I feel like a broken record with some of my coaching

students because they refuse get serious about it, and

the consequences of sin… are low wages, freelancer

HELL.

Why?

Because getting people on a list and selling them info-

products that are relevant to the services you provide

gives you authority.

Take Email Alchemy as an example: Potential clients

see you alchemizing them. You’re selling them stuff.

And they’re paying money to see what you’re all

about. And this means they’re already familiar with

you… they believe what you say… and they take you

seriously when the subject of Alchemy (or any other

related service for that matter) is broached.

Much easier to close them once you’re ear to mouth

on the telephone. Much easier to cut a deal that

makes you a lot of money, and them. And much easier

to get them to do exactly what you need them to do

once the project kicks off.

Don’t under-estimate the importance of obedience.

It’s crucial that you have an authoritative position in the

partnerships you establish.

There will be times when your client will want to do

things that will take money out of your pocket and

theirs. And you must be in a leadership position to

prevent this from happening.




Notes:





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And I’ll give you an example of this from the case

study. Sue Heintze, the lady I was working with, with the

list… initially balked when I told her OK, Sue, today

we’re going to send 4 emails to your list.

“4 emails you gotta be joking!”she said.

“Yes, you are sending 4 emails today, Sue.”

“You really think that’s necessary?”

“Yeah”

“OK”

And that authoritative, leadership position comes from

their consumption of your information products. Plus

you’re making money generating leads for your Email

Alchemy practice.

Sue was on my list. She’d seen Email Alchemy in action.

She knew it worked, because it worked on her. She

signed up for Quantum Income Leap from the 4th email

on the last day of the campaign with about 2 hours left.

Skip the information product step if you like. Skip the

part about building your own list if you like. But be

prepared to pay the consequences.

And I’m not going to go into the details of this. I’m not

going to grind through the steps. That’s why I included

my Quantum Income Leap for Coaches, Consultants

and Freelancing Pros course. If you’re coming at this

from scratch, or you’re struggling to build a name for

yourself in your niche, you need to hit that book and do

what it tells you to do. Not some time in the future. You

need to start now.




Notes:





9

The “doing what it tells you to do” is important, and

knowing that it works helps you to do what it tells you to

do, so I’m going to prove that it works by showing you

the entire client lifecycle of our case study.

And before I do this, a little level set on copyrighted

versus licensed material. This program comes with a

substantial done-4-you component. And here’s the rule

of thumb on what you can lift and use, and what’s off

limits. If I show you examples that other people are

using or that I am using or have used to sell my email

marketing products or services, you can’t swipe it.

If I create something on the fly here or give you models

and templates and even full blown campaigns to use,

they are yours for the swiping, provided you use them

to market YOUR email marketing services, and no other

purpose. You can’t use them to sell a product or resell

them to a third party. You’ll get in trouble if you do that.

So here she is again, our typical client.

Step one: get her on your list. One method I teach in

Quantum Income Leap is guest editorial.

Sue read this article right here in Early to Rise, on

December 11, 2011.

I reached into the mailbox and there it was – a

check for $8,750.

The amount represented a 50% deposit on the base

fee I’d agreed to in exchange for writing a

webpage for a new client.

Does that sound like a lot of money to pay someone

to write a webpage? Not for these guys…

And the most important part of your guest editorial is at

the very bottom, your byline.




Notes:





10

It’s not an after-thought. If all you’re going to do is put

some blurb about you and a link to your website you

might as well save your strength and don’t bother

writing the article.

Daniel Levis is a top marketing consultant, direct

response copywriter and publisher of the highly

acclaimed home study course, Effortless Influence –

How to Master the Art of The Sales Story. A blurb about

you + a strategic lead generating offer: Register for a

free Effortless Influence web workshop. No credit card

required.]

She signed up.

Step two: Sell her some information. What did she sign

up for? A webinar about selling with stories. She doesn’t

come to the webinar. Misses it.

No problem. She gets alchemized. And on December

18, she buys my Effortless Influence — How to Master

the Art of the Sales Story home study course. Plus an

upsell for my Masters of Copywriting compilation.

Bang, there’s 564 bucks. Now understand this: That

money means something… something far more than

mere cash-flow, OK.

She’s not just buying information. She’s buying

indoctrination.

Trust…

…And Belief.

…Things that are worth far more than 564 bucks.

Step three: ascend her to Alchemy.


http://www.1shoppingcart.com/app/?af=1413320





Notes:





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And there are a whole bunch of different ways of

getting somebody to raise their hand and say, tell me

more about Email Alchemy… which we’re going to talk

about a little further along here tonight. As a quick for

instance, inside Masters of Copywriting there is a

critique certificate. Helped sell a hell of a lot of

copies… yet less than 5% of people cash in the

certificate…

Sue wasn’t one of them. But many who have cashed

there certificate in over the years have become good

clients. They redeem their critique. I point out an

opportunity. Then sell them my services. Works like a

charm.

Sue lay dormant, for a year and a half… opening

almost all of my emails but rarely clicking.

Voyeuring.

Until I enrolled her again on April 30 2013, when she

dropped another $1389 on my Quantum Income Leap

for Coaches, Consultants and Freelancing Pros group

coaching program, the same program I’m imploring

you to study. And you saw this email from Sue in the

previous module. “Hi Daniel, I’m one of those who just

jumped in without thinking…”

This is the way to get high-paying, obedient clients, the

kind who are a pleasure to work with and that can

make you rich.

And I encourage you to discipline yourself, set aside an

hour or two or three each week to go through

Quantum Income Leap and build yourself this kind of a

Venus fly trap for clients…

Your own list… your own info-products, trust me. Just do

it. It’s the smart way to find clients.




Notes:





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And before we move on I want to share another

example of how this works, courtesy of one of your

fellow Email Alchemy track II students, Matthew Trainer.

This is Matt’s site…

What happens first?

Well the other day Matt had a light box pop up that

said: "How To Use Words To Save Kittens, Build A Tribe &

Make More Money Than You've Ever Made In Your Life"

Get DAILY email updates from me and just do what I

do. Not sure what happened to it, not working right

now for whatever reason. But it was smart. Lead

capture. List building.

And the light-box copy said nothing about hiring him to

write your emails at this stage. He leads with information

that is relevant.

It’s a blog with fresh content slapped up every once in

a while.

At the top he’s got information for sale — courses:

conversion secrets, dominate adwords, 3 cent

Facebook clicks. All of it “peripheral” to email

marketing.

So step 1. Get em on the list…

Step 2. Sell them some information to build credibility,

warm them up, and monetize the traffic.

And step 3, ascend them to high-ticket services. See

the banner over here: Email marketing got you down?

Let me do it for you.




Notes:





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Turn Your Dead Weight, Lifeless, Ready-To-Be-Deleted

Lists Into Your Own Personal Gold Mine

Simply put, if you aren't making an average of $2 per

name, PER MONTH (or more), from your email list then

you are doing it wrong!

Testimonials from cuzin’ Frank and other internet

marketing luminaries...

There’s Keith if you’re wondering what he looks like.

Darren Hardy.

And I noticed just before the webinar that you’ve

changed this into some kind of a coaching program

application about email marketing. I was expecting to

see more of a direct pitch for the service here. But this is

also a good approach. Sell them a coaching program

first and then ascend them to alchemy.

But what you had here before was also good.

The page used to be basically a quid pro quo under

the testimonials here, I’ll do this and you do that…

The copy used to read:

Every month I will:

Write you 20 list-slapping emails.

Send you 20 brand new impossible-to-ignore subject

lines.

Consult with you one-on-one for 2 hours on how to

improve your conversion rates, customer value and

whatever else you need help with.

So What Does It Cost?




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This is a pretty simple setup. I do all the work and we do

a revenue share. The fee is 40% of the profits generated

from the emails. There is a $5,000 minimum monthly fee.

There is a $5,000 setup fee and then we rev share

after first month

No contract

No long term commitment

It works or you don't pay

Either you make your $5,000 back or I'll give it

back to you.

We don't revenue share until you make your

investment back

To get started click the order button below to send a

refundable $500 deposit.

Then we will get on the phone and talk about how to

move forward. If we decide not to work together I'll

immediately refund your deposit.

So what is this like the next step up from the coaching,

Matt? Is that what a select few of your coaching clients

have in store?

Anyway, what I liked about what you had there was

there is a hurdle to jump over… lay $500 on the table to

show me you’re serious and we’ll talk. If we’re not a fit

you get your money back.

Now, here’s the rub. Even with these awesome

testimonials, that kind of an offer wouldn’t pull very well

if it weren’t for the fact that the people who see it are

probably ALREADY on Matt’s list… have ALREADY been

exposed to his writing… and have in all likelihood

ALREADY bought some of his courseware… even

better… have already been in one of his coaching

programs… you see that?




Notes:





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That is the secret sauce that makes all the difference in

the world. That is the smart way to generate leads.

Without that preliminary step, this kind of an approach

wouldn’t work all that well.

Great job Matt, I like what you’re doing a lot. If I were

to add anything to that direct $5000 down and then

we revenue share pitch… it might be some details

about what might constitute a go or no go, when you

get on the phone.

If you spell that out on the page here I think you’ll get

better leads and maybe more leads. And also, on your

page it said you would be sharing profits. Do you share

profits, or do you mean to say share sales? There’s a big

difference. Sales are sales, simple. Profits are harder to

define, and riskier.

All-right, one last point about this get ‘em on a list, sell

‘em some information, ascend them to services before

we move on. It’s not some new fangled “light bulb”

concept I made up…

…This is as old as dirt. Is Joshua on the line? Joshua you

there? I don’t know how many of you know of Joshua’s

father, Brian Keith Voiles. But if you’ve been hanging

around direct response for long, you probably do. He’s

kind of a legend? Why?

Well, he’s a great copywriter, but more likely you know

him through his AD MAGIC course, which he wrote as a

self-promotional tool way back in the 90s.

Keith Baxter, Craig Perrine, same thing. We know these

names, and so do a whole bunch of potential clients

know them… because they’ve followed this same

strategy. It works.

So the smart way… get ‘em on a list… sell them

relevant info that demonstrates your unique




Notes:





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methodology and expertise… make them a service

proposition with a hurdle in front of it… close the deal.

And we’ll get into all of this in more depth as we go

along.

And then there’s the fast way …

And this is where you put yourself in various positions

where you are interacting with potential prospects for

reasons that are peripheral to the task at hand,

otherwise known as “networking.”

Examples include: people you meet at tradeshows and

conferences… mastermind groups… and workshops.

People you buy things from, courseware, services,

software and so forth. And people you are introduced

to by people you already know, whether they’ve done

this on their own accord, or at your request, and so on.

Some of the tried and true shoe leather methods of

getting business.

Never been big on them… but I understand that you

want to get started quickly, and I’m going to give you

some tools for getting it done.

I give them to you on the understanding that they are

supplementary to the smart way of generating leads,

heretofore mentioned and covered in depth in

Quantum Income Leap.

So let’s look at a bunch of different ideas.

Say you’ve already got a list, already got a business,

and you want to integrate Email Alchemy into an

existing portfolio of marketing related services…

All-right, so some of you are copywriters… some of you

are doing SEO… some of you are already doing

marketing consulting and coaching…




Notes:





17

So this is a way for you to sell more to your existing

clients… another arrow in your quiver for generating

revenue…

It’s also a door opener for acquiring new clients,

another opportunity to create traction in the

marketplace. Both prime opportunities for business

growth for you.

Where do you start?

If you’re unsure, I’d start with the back end. But if

you’ve got plenty of back end action going on, the

Email Alchemy business model makes a highly

seductive front end offer as well, because it’s aimed at

the sweet spot of desire for most businesses…

Most small businesses out there are starving for cash.

Most business owners feel like they’ve got leaches stuck

all over them, sucking the cash right out of them. And

you really stand out from the crowd when you have the

chutzpah to walk around to their side of the table and

become a source of income for them from day one,

rather than outlay. Great attention and interest

awakening mechanism...

And, either way, front end or back end, the first thing

you want to do is come up with a good story for how

this fits into what you’re already doing…

Why are the people on your list? Why are they part of

your target market? What problems are they trying to

solve? What opportunities do they hope to exploit?

And how does Email Alchemy help them? Either it helps

them to get where they’re going faster or more easily…

or it solves some secondary problem your solution

creates. Regardless, the first thing you’ve gotta do is

connect the dots for them.




Notes:





18

And this can form the kernel of your first campaign, or

maybe multiple different campaigns, you can keep

coming back to it again and again in different ways in

your marketing.

For example, let’s say… John Klein, you’re brokering

media buys for your clients. Your clients are coming to

you because they want advice about how to buy

media, and you can put them together with some of

the big lists that are out there in their demographic.

What are they typically worried about? Let me guess.

Cost, right? They want to get the lowest cost per

thousand they can possibly get, which is fine. But what

about helping them to get a better return?

I realize media is expensive, Mr. Client, and I am very

good at getting you the rock bottom deal on the

media you need to grow you businesses. But there’s

a limit to how low the publishers will go. And you

have a budget that’s freezing you out of a lot of

media.

That’s why I created Back End Max. I can increase

the return you enjoy from every advertising dollar

you spend. That means you can fatten your profits

or widen your reach and market share — or both.

Best part …

And then you launch into your Email Alchemy pitch

and show them how much more they can be getting

from the leads you’re helping them generate.

You see how I’m tying Email Alchemy to something

you’re already doing in a logical way? It’s not just this

thing that’s coming out of the blue.

And when you’re putting these campaigns and offers

together you always want to tilt the psychological

balance in your favor.




Notes:





19

You want to structure the promo and the offer in a way

that limits your supply, thereby amplifying the demand.

People want what they can’t have and you want to

take advantage of that.

So a couple of examples, all of which hinge on the

powerful concept of contrast. Contrast between the

everyday and your client’s lucky day. And I’ll explain

what I mean by that.

You should have a web page that explains what you

do… a laundry list of the various services you provide,

including your email marketing services. And you

purposely make the prices high and the terms inflexible.

Have some fun with it.

Be the baddest ass in your niche with the highest prices

and the snobbiest sales copy. The badder, the better.

This will automatically set you apart from the rabble.

And it really doesn’t matter much if anybody inquires or

not.

What matters is the contrast you create when you

launch your campaign. Because for a short period of

time, and for a very credible and specific reason,

you’re letting one or two or maybe a few select and

privileged individuals past the velvet rope to work with

you under a unique and favorable set of conditions.

A few different ways I’ve done this:

SWEEPSTAKES…

…WIN favored nation status. And I don’t know if

sweepstakes is the best word for this, because

sweepstakes is a game of chance, but that’s what I’ve

called it.




Notes:





20

That’s how I found MaxPersuasion as a client and did

the first case study. Here’s the first email I sent out …

Subject line: Dead List Resurrection — Guaranteed for

One

Imagine you're a burglar.

Maybe a 2-story artist who can scale a glass wall,

evade the nastiest Doberman... and who twirls the

ends of his handlebar mustache... rubs his hands,

and laughs maniacally at space age high-tech

safes.

And one day you hit the mother lode.

A shipment of hot stones worth millions.

Except...

After you pull the job, the word goes out

EVERYwhere.

So you just can't "fence" the hot rocks ANYwhere.

Even your shadiest, sleaziest contacts treat you like a

leper.

No one will touch you... or the stones... with a ten-

foot laser pointer.

It's like you're dead in a dingy... stuck... no breeze...

no current... and starting to sink.

But just sitting there in the bilge water, you've got

enough to buy a friggin' yacht.

It's infuriatingly frustrating.

And you desperately need the dough.




Notes:





21

You spent a pile in advance 'cause you knew you'd

have unlimited funds in no time at all...

guaranteed... so why not splurge?

Now the wolves are at your door... drooling and

snarling... huffing and puffing on your straw house.

Well...

You're in luck... if you're the ONE fortunate

entrepreneur I'm looking for.

Because that trapped and hog-tied feeling is what

it's like to be sitting on a hot e-mail list.

You KNOW you've already got all the moolah you

need... but it's just simmering on your hard drive.

You KNOW your customers are willing to buy.

You KNOW your product is fabulous.

But you just can't connect the dots.

You just can't get the right combination to open the

sales floodgates.

You know the "money's in the list," but you don't

have the right excavating equipment to dig it up.

That's the missing secret sauce... E-mail Alchemy.

It's the system I'm putting together to teach you how

to shake the tree... your list.

And it's going to be available to ALL, early in 2013.

But I want just ONE entrepreneur to be my advance

guard, to help me DRAMATIZE BEYOND ALL DOUBT,




Notes:





22

how predictably a carefully crafted e-mail

campaign will resurrect a dead list.

What's in it for you?

How about risk-free multiples of what you're making

now?

How about ME doing all the research, copywriting,

strategizing, and ramping up your profits?

How about ME figuring out a battery of different

angles with just the right mix of attention-grabbing

subject lines... curiosity-inducing stories... disarming

humor... sales pitch... rapport building... time-

pressure... scarcity... and more?

Then we'll disconnect the life support... wheel your

list out of the ER... no more tubes and monitors...

health fully restored and productive beyond what

you ever thought possible.

You're right!

It's a hell of a deal... unheard of, in fact.

But as I said, it's only for ONE entrepreneur.

And you can click through to my quick application

form at this link.

I'm reviewing the entries NOW, so don't wait around

on this.

Daniel

I haven’t decided yet, but I may modify this email and

include it in your licensed package of done-4-you

marketing materials, then again I may not, so don’t

swipe it just yet.




Notes:





23

I’m just showing you this as a conceptual

demonstration. And here’s the landing page.

The Email Alchemy Challenge Instant Cash Infusion

Jackpot. Just One Will Be Awarded. Enter To WIN!

Entry form at the bottom here with some preliminary

qualifying questions.

So what’s happening here?

I am making them compete to be my client? Powerful

buyer psychology there…

You are leveraging the power of contrast and the law

of supply and demand. People want things they can’t

have. And they want to take those objects of desire

away from others.

Of course you need a believable quid pro quo, a

reason why you are relaxing your typical bad ass

behavior for a few days to create this windfall

opportunity for one or two or a few lucky individuals.

Here I was looking for somebody to strut around naked

in my Email Alchemy case studies. But any credible

excuse will do…

… Maybe you’re sick and tired of clients meddling in

your copy and you’re looking for someone who swears

on a stack of Bibles they won’t do it… or you woke up

that morning with an urge to give back to the world…

or you want to donate to some charity or another and

you’re looking for a big project capable of generating

millions, whatever.

The key thing is you’ve got a reason for relaxing the

normal rules.




Notes:





24

And you just run one of these email alchemy

campaigns… multiple emails selling them on filling out

the damn form… full of secondary reward… serialized,

a defined and limited window of opportunity. You

generate a whole bunch of entries and then cherry

pick the ones you want to work with.

Or you can take more of an evergreen approach …

Application for Alchemy or Quest for Visionaries as I like

to call it… is an exclusionary sort of pitch that taunts the

prospect to apply to work with you… and this is very

similar to the SWEEPSTAKES idea except it can be

evergreen.

Maybe you’ve got a squeeze page up somewhere,

collecting leads for some kind of marketing related

service.

You can link to your “quest for visionaries” page from

your autoresponder series… everybody who joins your

list gets it a few days or a few weeks after they join.

Quick integration story in the email and then you give

them the link.

And again it works based on the law of contrast.

Normally I’m a bad ass… I’m expensive, inflexible,

worth every damn penny… and you know what? I’ve

got enough clients. Don’t want any more. What I’m

looking for are “visionaries”…

And then you describe the specific type of VIP client

you’re looking for… that you’re willing to give favored

nation status to. And shoo everybody else away.

You can do critique offers. Bundle them up as free

bonuses with information products, as I mentioned

before. Or you can offer them in a campaign… only so

many available, first come, first served. Or a special

price for a limited time. Or both.




Notes:





25

And the critiques can be a source of Email Alchemy

opportunity for you. You can get the client to pay you

to do the qualification process, like you saw me doing

with Sue, when she joined Quantum Income Leap.

Now let’s say you don’t have a list and you need to

build one …

Well, you can do a lumpy mail campaign. Compile a

mailing list of high probability prospects, a few hundred

names let’s say: people you suspect have big lists…

direct response oriented operations… with streamlined

decision making… and high margin products…

obviously not emailing as much as they could be…

I’m going to take a trip into town next week and go to

the hardware store and the dollar store and the drug

store and pick up a bunch of silly little things to put in

an envelope or stick to a letter.

And I’ll write you guys the copy that ties these items to

the act of going online and downloading a free report

about Email Alchemy. You’ll get a whole campaign,

five linked letters, each one featuring some little

symbolic doodad.

The letters drive your target to your squeeze page

where you get ‘em on your list to download the special

report. Then the Email Alchemy follow up campaign

kicks in and drives them repeatedly back to your

special report and your lead gen page.

The special report you give them will be the special

report I’m creating for you… you’ll have reprint rights to

use it. I’m even giving you a squeeze page and a lead

gen page to grab these leads. Gonna be done for you.

They request the report with all of the concept and the

lies and the proof… and the call to action is to visit the




Notes:





26

lead page and fill out an application form, which in

turn puts you in contact with them personally by phone

or email. And a red hot lead is born.

To remind them, there is the 10-part Email Alchemy

series I’m creating for you, modified for autoresponder

use. And we’re going to get into how you modify it for

these various different applications in module 4.

Another way you can use these marketing materials is

with a partner webinar. You can approach some of the

marketing big wigs that you know in your niche who

are selling marketing related information products and

give them a means of profiting from alchemy, too.

Actually there are two ways they can profit. They can

profit as a direct client, and we’ll get to that in a

moment. But they can also act as a conduit to other

clients.

And you can approach them like so:

Hey Mr. or Mrs. Guru…

As you know, DONE-4-THEM products and services

are hotter than an Arizona wildfire right now.

Your best peeps don’t want to know how to fish.

They just want the damn fish.

Giving it to them is a big ticket, BIG PROFIT

opportunity just waiting to be exploited.

So let’s team up and reel in the biggest list owners

on your list and make them an offer they can’t

refuse!

It’s a concept called Email Alchemy, pioneered by

a friend of mine, Daniel Levis.




Notes:





27

Here’s how it works:

We hold a webinar about the 5 big email marketing

lies and the 3 Email Alchemy principles. It’s packed

with great ideas for getting more out of a list. Your

people will love it.

Levis gets nothing out of the deal. I’ve already paid

him for the rights to use his ideas, concepts and

proof.

And at the end of the webinar I invite attendees to

apply for a multi-part Email Alchemy style campaign

for their list, delivered on a 100% guaranteed basis.

They pay entirely on results.

We review the applications and cherry pick the best

opportunity.

I write the campaign and generate a flood of sales

for the lucky guy or gal.

And you and I split our cut of the action right down

the middle.

Now, if your marketing big wig friend bites, you get on

the phone with them and hammer it out … you run half

of the 10-part Email Alchemy series I give you to fill up

the webinar.

You set a deadline for applications at the webinar and

use the other half of the campaign to follow up to the

deadline, repeatedly driving prospects to the webinar

replay with the application form, the lead page in

others words, directly beneath, both on the same

page. And at the webinar, you use the webinar script I

give you. It’s pretty much all done for you.




Notes:





28

Then you cherry pick the applications and get on the

phone or on email or on Skype or whatever personally

with the best opportunities

Or instead of the webinar, you can use the special

report I’m putting together for you. Take the special

report that comes in your Email Alchemy marketing kit

and use that instead.

In either case, try to manage the entire sales process

yourself. Get your partner to send his list to the lead

generation page I’m creating for you… hosted on your

site. Opt them into your autoresponder. Use your

webinar platform. And build your list as a result.

Or do the webinar or the special report thing on your

own with guest editorial, like I showed you earlier. One

post on a high traffic site like Early to Rise is enough to

do a webinar. Then you keep all of the money. Or offer

the publication a commission if they’ll send some solo

emails in addition to the editorial piece. OK, so those

are some smart methods.

Now let’s talk about the fast way — One to one

interaction. Conversations you have with people at

tradeshows, seminars, mastermind groups, workshops,

and with people you know already …

The key thing here is to be genuinely curious about the

people you meet. People love to talk about

themselves. Give them your ear. Ask intelligent

questions. And then shut up and really listen to what

they have to say.

Pretty soon they’re going to ask you about what you

do? And then you’ll have your chance to tailor your

response to what they’ve already told you.

“I’m a dying email list resuscitation specialist,

sometimes even a dead list resurrectionist.” you




Notes:





29

might say. “I revive dormant, unresponsive

customers and prospects and get them buying

again. Would you like to know how?”

Get them to invite you to tell them. And then you say

something along the lines of: “Well you know how

you’ve been doing this that and the other thing and

you wish it were easier and that the results came faster

… well here’s what we’ve been able to do for some

folks who found themselves in a similar situation.” And

you spin the conversation over to talking about

alchemy. Real easy.

And if I were into going to conferences and tradeshows

and stuff… my business card would be a 3x5 piece of

card stock with an enticement to go online and

request the free report I’m creating for you, about

Email Alchemy, with the 5 lies and the 3 principles, all

backed up with real world stats and stories. That would

be my business card, or you give them the 3x5 in

addition to your business card.

Then when they sign up at your squeeze page, the

Email Alchemy campaign I’m writing for you kicks in

and drives them to the inquiry page, the lead gen

page that we’re putting together for you.

And this is a double doppelganger, not only are they

being given umpteen reasons to inquire… they’re

actually seeing what they’re buying in action. They’re

seeing the concepts they’re reading about being used

on them.

And you can do something similar when you join a

mastermind group or take a course that’s delivered

entirely online.

Put a link to the special report in your signature file.

Then every time you make a post it’s there. FREE

REPORT: Why Everything You’ve Been Led to Believe




Notes:





30

about Email Marketing Is Wrong! Or The 5 Big Email

Marketing Lies That Are Keeping You Broke, Busted and

Disgusted. Or whatever you want to call it. I’ll actually

let you rename the report and allow you to modify

parts of it to make it your own.

Or be a little more forward. Say you’re in a mastermind

group or taking a course or something. Pay attention to

the other people taking the course. Keep your eyes

open for opportunity, especially if it’s a marketing

course, because people are there for marketing help

and to learn new ways to get clients. They’re up there

on the hot seat sharing their problems… telling their

stories.

Email them afterward and make an introduction… offer

to help. Compliment them…

“You know I couldn’t help but be impressed by

_______________. I would think so and so market

would be all over something like that. I’ve actually

played in that market in the past and know it to be

true. You should be cleaning up with ____________.

I’ve got some ideas that I’d love to share with you if

you’re interested.”

And maybe you just leave it at that. See if they bite. Of

course you’ve got your signature file with the link to

your squeeze page in your email as well. Plus you’re in

the class right along with them. Hopefully you’ve taken

your turn in front of the group and they already know of

you. Great way to connect.

Or why not work the person delivering the course or the

mastermind, if you can help them? Heck you’ve

already got their attention. You just paid them a wad

of cash. It doesn’t get much better than that. Send

them an email.

Hey mentor…




Notes:





31

I’m enjoying your material so much and have been

able to achieve such great success with it that I feel

guilty not giving you this testimonial sooner …

[INSERT TESTIMONIAL HERE]

Please feel free to use it any way you like in your

marketing. I feel so strongly about what you’re

doing that I feel everyone with ___________ oughta

own it. Seriously!

In fact, I’m willing to bet (literally) there ARE plenty

MORE people on your list who could be compelled

to buy it, and BUY IT NOW. MORE than you think!

If I’m right, we both win.

Here’s my wager …

Let me create a multi-part Email Alchemy

campaign for you, entirely at my risk. If it doesn’t

produce, you don’t pay me a thin dime. If it does,

we share in the riches.

What’s an Email Alchemy campaign, you ask?

It’s is a revolutionary new marketing method

invented by world class copywriter, Daniel Levis. It’s

proven to dig deeper into a customer list to extract

unexpected new profits, even from lists the list owner

thinks are extinct.

I studied with him and bought the rights to share a

couple of astounding case studies that prove that it

works. The list owners agreed to share all of the

intimate details of their campaigns. I’ve attached it

for you to look at.




Notes:





32

You’ll see exactly how these methods raked in an

astonishing $3 per subscriber in just a couple of

weeks, selling “stale” products the list had already

seen.

Take a look and let me know if you’re interested in

hearing the details of my wager. Then we can hop

and the phone and look into it further.

And this can work pretty darn well.

One, they know who you are, especially if it’s a high

end course with some kind of personal interaction.

If that’s the case, well then you know a fair bit about

them, too. You have a deeper insight into their business

than you otherwise would.

Three, they have a certain sense of obligation to at

least consider your proposition. You have, after all,

already invested in them.

So this is a pretty good basis for approach. Doesn’t

mean they’re going to be interested. And that’s totally

cool. It’s not a reflection on you if they’re not. The

timing may not be right, it may not be as good a fit as

you think it is for reasons that are not evident, doesn’t

matter. The key thing is you’re firing the bullets. You’re

out there mixing it up.

Of course, you can’t buy everyone’s high end

programs.

But you certainly can subscribe to a lot of suspect lists,

you can pay attention to the content they’re giving

you… you can go to their webinars and stuff. And you

can actually gain a lot of insight into what they’re

mailing… and how frequently they’re mailing it… you

can sleuth around their website and check out their

products.




Notes:





33

And then send them an email like this. Maybe not a

testimonial, but you can certainly find an honest

compliment to use in its place. And then just carry on

with the email. You’ve got the special report to back

you up. It’s compelling.

And the more of these you send out, the sooner you’ll

hit pay dirt.

Heck, you can even create partnerships with other

marketing consultants and copywriters. You can be the

business end of the duo. Maybe you’ve got a list and

existing clients, but you don’t have the time or

inclination to write the emails. Find somebody who

does.

Or maybe you love writing but you hate beating the

bushes for clients and dealing with them. Find

somebody who is good at deal making, show them the

opportunity and enroll them as your sales person and

account manager for half of the action.

There’s more than enough business out there to keep a

team like that fat and happy.

So there are 10 different ways to generate leads for

Email Alchemy services:

Critiques

Coaching and Consulting

Integration with Your Existing Suite of Services

Sweepstakes

Application for Alchemy, otherwise known as

Quest for Visionaries

Lumpy Mail

Partner Webinars and Promotions

Elevator Pitch

Signature File

Email Approach




Notes:





34

…All of them supported by the DONE-4-YOU marketing

package I’m preparing for you. You’ll have it by the 4th

session.

Your homework is to go back and watch the module

replay again… pop the mp3 into your mp3 player and

let it sink into your sub-conscious while you’re conscious

mind is engaged with other things… read the transcript.

Then use the module worksheets to make some action

plans around at least two or three of these methods.

And there is going to be some tweaking here and

there, but what I’m giving you in module 4 is 95% of the

marketing you’ll need to generate Email Alchemy

leads.

A few of you are outliers. Kevin Fayle and Troy Steine,

for example, will need to do things a little differently.

Kevin wants to sell email follow up campaigns to

kitchen retailers and Troy wants to sell them to real

estate agents. And most of the Email Alchemy writing

formula applies, though not all of it.

And the business model for selling that kind of a service

is different, higher volume, lower ticket. But I’m sure we

can adapt these methods to suit.



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