how to craft high-converting email sequences that sell on autopilot …€¦ · in practice,...

Dr Veit U.B. Schenk’s Email Mastery

Finding Something Of

“Value” To Send

Emails About!

These are the handouts that go with the video here:

http://www.onlinerule.com/email-mastery-on-value

Always at the core of the email sequence (in fact any

communication) –

THEIR Problem

Step #1:

Define Their

Problem

THEIR Problem – Mk1

Veit, my ideal client is ____________________________

______________________________________________

and the BIG problem I help them solve is

____________________________________________.

Problem Example 1

“Veit, my ideal client is someone who is physically active,

has a demanding lifestyle [can’t afford to just sit around

and starve] and the big problem I help him solve is release

the brakes on what is holding him back – his nutrition.”

Most people believe they have a calorie problem (too much

in, not enough out), the truth is: almost all have a nutrition

(specifically: alkaline balance) problem.

Problem Example 2

“Veit, my ideal client is someone who wants to sell with

email and the BIG problem I help them solve is what to

write in their emails & newletters so they stand out (in a

positive way;-) from all the hype & marketing BS out

there.”

Most people think they need to write about … whatever is

‘hot’, whereas the reality is: your prospects have VERY

specific needs, and all you need to do is write about those!

Problem Example 3

“Veit, my ideal client is a coach or consultant with a

mission and the gift to change the world, and the BIG

problem I help them solve is attracting high-quality clients

through strategy sessions that sell (without giving away

the farm)”

Most coaches believe that they need to give away their best

stuff for free (do free coaching/consultations) in order to get

a track-record. Truth is, they get much better results for their

clients, when they separate the ‘strategy session’ and

content.

Problem Example 4

“Veit, my ideal client is a local business owner who is

advertising locally, and the big problem I help him solve is

generate more qualified inquiries from the advertising

they’re already doing.

Most business owners do “advertising”, rather than

“marketing” … HUGE difference (also in terms of “bang for

marketing buck”)

Step #2:

Position In

Marketplace

Putting It Out There (the

stuff that goes in your ads

& squeeze-pages)

“Your Problem Is: _________________________

___________________________________________”

“I Solve This”

“Here’s how I do it: _________________________

____________________________________________”

Step #3: Break

Down The

Problem This is where you break the overall “problem” into 3-7 little

chunks that give your reader instant a-ha moments or

results.

This is effectively your email sequence.

In practice, you’d do step #4 first and make sure you define

the problem for each Q!

Define (about) 4 steps

What individual steps get them closer to their overall goal?

(think of the “dating” example)

• Step 1: ________________________________

• Step 2: ________________________________

• Step 3: ________________________________

• Step 4: ________________________________

Step #4: Figure out where

in PSC They Are

In this step you figure out where in the problem solving cycle

they are, then guide them towards where they need to be.

NOTE: the idea of this is NOT to “persuade” them to do

something they don’t want to. Instead, this is all about

helping them make a great decision, one that’ll serve them

well! (and hence will serve YOU well, because it creates

massive good-will, gets you referrals, testimonials and

social proof!)

Where In PSC?

Q1: They Know What They Know: “I want to solve this problem (or have it

done for me)” (JIT)

Q2: They Know What They Don’t Know (Need Overview over possible

solutions: Want to learn how “best” to solve this problem. (JIT)

Q3: They Don’t Know What They Know (JIC) (confused by options – need a

strategy to put tactics into action)

Q4: They Don’t Know What They Don’t Know (JIC):

dream/frustration/overwhelm

PSC Example 1: Nutrition

Q1: “I want help with alkaline diet plans (whilst training for a

marathon)

Q2: “tell me what I need to know about the alkaline diet,

what options do I have?”

Q3: “which diet is best for me?” (knowing, but not

articulating that they have gout)

Q4: “man, my doctor tells me I need to lose weight, can you

help me?”

PSC Example 2: Email Selling

Q1: “I want to sell X with email, specifically I want to …”

Q2: “I know I should be building a list and then follow up

with email, but I’m not sure what options I have”

Q3: “I want to sell my product/service online, which is the

best way of doing it?

Q4: “I want to make money online, please help me”

PSC Example 3: Coaches/Consultants

Q1: “I feel bad asking for the sale in my free sessions. Help me fix

that”

Q2: “I want to do free sessions to sell my coaching. How do I do

that – what options do I have?”

Q3: “I want to get clients for my coaching … what’s the best way

of doing that?/How can I leverage my content?”

Q4: “Coaching sounds like fun, could this be for me?”

PSC Example 4: Local Biz

Q1: “I want to improve my online reputation by getting

positive reviews”

Q2: “what options do I have for improving my online

reputation?”

Q3: “what options do I have when it comes to “online-

marketing”?”

Q4: “if only I could get more leads …”

And Now You … Q: Where in the PSC is your ideal client? (hint: is it a

‘specific’ request for help, or a general “man, I’m

overwhelmed” type of audience?)

_____________________________________________

_____________________________________________

Q: In what quadrants could you ‘pick up’ prospects that

could be “converted” (educated) to YOUR ideal Q?

_____________________________________________

_____________________________________________

Q: If there are other prospects that could be educated, what

is THEIR main problem they are struggling with?

______________________________________________

______________________________________________

Q: If your higher quadrant is not the only solution, what

other solutions are out there? (so you can educate them,

give them clarity and create massive goodwill, even when

you don’t ‘pitch’ your own thing because the other thing is

more appropriate)

______________________________________________

______________________________________________

Note!!! As I mention in the video, this is an iterative process.

So, you typically start with step 1, where you have your

“truly ideal” client in mind.

Then, as you go through the process, you’ll get ideas for

clients that would be “ideal” for quadrants other than your

“ideal quadrant”.

This in turn gives you ideas for more problems you can

solve, hence more lead-gen pieces you can put out there

etc.

Once you start thinking in this “core problem + PSC” way,

you’ll never run out of ideas of where and how to attract

clients you can truly help … and get paid for it!

Big Secret

Multiple Touch-points, moving forward in buying cycle.

Multiple Touch-points, moving forward in PROBLEM

SOLVING cycle!

Not ready today, but hey, ready tomorrow.

The Game Has Changed

“Email Mastery”

Coaching Program

1. Build A List

2. Write High Converting Email Sequences

3. Make Sales … 100% Ethically & without Hype

4. Build Authority

5. Create a Loyal Following

6. Get a Highly Responsive List

7. Build Massive Goodwill

“Email Mastery”

Coaching Program

Big Picture Overview Of

Email Mastery

• Module 1: Ultimate Prospect X-Ray

• Module 2: KLT-Fasttrack

• Module 3: Your Ultimate Sales Sequence

• Module 4: LTV Booster

Module 1: X-Ray.

• Discover who your best prospects are, so you can

attract people most likely to buy.

• Identify their exact WANTS & NEEDs so you can

put laser-targeted(*) content in front of them

• Figure out the best way of getting them onto your

list so you can maximise your traffic-ROI.

Module 1: Outcome

• Anti-Avatar: Find Out EVERYTHING You Need To

Know About Your Prospects … And NO MORE!

• the 5-part squeeze-sequence so you can

maximize the signup rate of the right kind of

prospects.

• Squeeze-page: Done!

Module 2: “Value”

• Create YOUR persona, so you can easily find the

“K&L” ‘stories’ that’ll resonate with your

prospects

• Create the “T”rust pieces, so your prospects see

you as the ‘goto’ expert for their problems.

• Identify the 3 Levels Of “Intimacy” (along with

offers you can deliver) so you can put prospects

into the right sequence straight away

Module 2: Outcome

• Use ‘fill-the-blanks’ templates to create the first draft of the

follow-up sequences

• Making Sure You Avoid “Upsell Hell” And Only Give Them What

They “Demand” You Deliver!

• The Actual Content: Filling The Skeleton

• Above all: YOU will know what VALUE you bring to the

marketplace! (WITHOUT “make it until you fake it”)

Module #3 Sales Sequences

When To Sell!

When To Educate!

When To Survey! (And How To Survey)

When To Stir Up Some More Pain (and How To Do It

Whilst Being Helpful;-)

Module 3: Outcomes

• The actual sequences that put prospects into the

‘correct’ Quadrant

• The ‘follow-up’ sequences that drive them to the

sale.

• Sales! Without having to use hype! “would you like

some help with that?”

• Actual Email Sequences: DONE!

Module 4: LTV Multiplier

• Figure out what ELSE they might want, so you

solve more problems for them ($$$)

• How to use list-segmentation properly

• Automation: how to set up the whole thing so most

of it works on autopilot.

Module #4: Outcome

An Automated

Email Marketing System

Bonus Module: Traffic!

Identifying Traffic Source You Can Work With … So You

Actually Stick With It

Targeting The Traffic Sources That Are Suited To Your

Sales-Funnel

The Ads To Use!

Outcome: Actionable, Ready-To-Implement Content &

Advertising Plan

Big Picture: This is what you’ll

have once you’ve gone

through “Email Mastery”

The Squeeze-Pages That Attract The Right Prospects

The actual pages to use (e.g. thank-you pages)

The Email sequences

A Defined Offer (Funnel)

The Entire Traffic Strategy

Real Value?

One Offline Client? LTV tens of $k. Referrals? (Mikel: $25k/mo)

Automated income stream with affiliate offers? (M: $1000/mo)

Automated lead-gen for your own products or services? (M:

$3500/mo)

Time & Money spent on traffic?

But Way More AFFORDABLE

• Full pay price $794

• Payment option 3 Payments of $397

• Until Feb 18, 2014. Then $1497

Here’s What To Do Next

• Onlinerule.com/goemail

• Onlinerule.com/goemailpp

• I will reach out to you PERSONALLY!

• You will need to do some “prep” work

• I will give you a personalized action plan

• Coaching Program Starts 18th Of Feb!

100% Guarantee!

• BEST GUARANTEE EVER.

• 30 Days To Put Into Practice

• If not happy, let me know and you get a

100% refund.

• Plus you get to keep it all!

Onlinerule.com/goemail

Onlinerule.com/goemailpp

Recap

• Main 28 Day Training.

• Bonus 1: Traffic Module

• Bonus 2: “Look Over MY Shoulder”

• Bonus 3: “Hotseats”

Onlinerule.com/goemail

Onlinerule.com/goemailpp

Onlinerule.com/goemail

Onlinerule.com/goemailpp

WARNING!

Price goes UP End

Of This Week!

Testimonials

Glen Palmer

Q&A

www.Onlinerule.com/goemail

www.Onlinerule.com/goemailpp