how to craft high-converting email sequences that sell on autopilot …€¦ · in practice,...
TRANSCRIPT
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”
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Of This Week!
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Q&A
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