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Supercharge

Your

Marketing With…

Evergreen Event-Driven Marketing

“An Ongoing, Automated, Exciting Process That Continually And Persistently Creates Buyers Of Your Products And

Services.”

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Table of Contents Table of Contents ................................................................................................................................................ 2

Introduction ......................................................................................................................................................... 4

The Back Story ..................................................................................................................................................... 5

EEDM In A Nutshell ............................................................................................................................................. 7 The Pre-Event Process .................................................................................................................................................. 8 Event Begins...................................................................................................................................................................... 9 Post-Event Process ......................................................................................................................................................... 9 Planning Process ........................................................................................................................................................... 10 Review Process .............................................................................................................................................................. 10

An Example From Strategic Profits ........................................................................................................... 11 PRE-EVENT SEQUENCE ................................................................................................................................................ 12

Sequence #1 (invitation) ......................................................................................................................................................... 12 Registration Process .................................................................................................................................................................. 12 Sequence 2 (intensification) ................................................................................................................................................... 13 The Event ....................................................................................................................................................................................... 14

POST-EVENT SEQUENCE ............................................................................................................................................. 15 Sequence 3 ..................................................................................................................................................................................... 15 Sequence 4 ..................................................................................................................................................................................... 16 Sequence 5 ..................................................................................................................................................................................... 17

The Rewards You’ll Reap With EEDM ....................................................................................................... 17

Creating Your Own Evergreen Event ........................................................................................................ 20 Step 1 Setting The Stage .............................................................................................................................................. 20

Primary Goal: Create A Campaign Title That Maximizes Sales ................................................................................ 20 Secondary Goal: Bridge What You’re Selling To Your Prospects Desires ............................................................ 20

Step 2 - Creating The Event ........................................................................................................................................ 23 Primary Goal: Script An Event That Maximizes Sales .................................................................................................. 23 Secondary Goal: Deliver Value To Ensure Attendance At Future Events ............................................................ 24

Step 3 – Create The Registration Process ............................................................................................................. 28 Primary Goal: Create A Page Maximizes Registrations & Anticipation ................................................................ 28 Secondary Goal: Leverage Word of Mouth By Injecting Viral Elements .............................................................. 28 Registration Page ........................................................................................................................................................................ 28 Stacked Tell-A-Friend Process............................................................................................................................................... 29 Thank You Page ........................................................................................................................................................................... 30 Performance Improvement Elements ................................................................................................................................ 30

Step 4 – Create Your Invitation Messages ............................................................................................................ 32 Primary Goal: Create A Sequence That Maximizes Registrations ........................................................................... 32 Secondary Goal: Position Yourself As Your Prospects’ Champion ......................................................................... 32 Performance Improvement Elements ................................................................................................................................ 33 Segments At The End Of This Stage ..................................................................................................................................... 34

Step 5 – Create The Post Registration Pre Event Messaging ......................................................................... 34 Primary Goal: Create A Sequence That Maximizes Show-Up For Your Event ................................................... 34 Secondary Goal: Personally Bond With Your Responsive Prospects .................................................................... 34

Performance Improvement Elements ................................................................................................................... 36

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In Your Countdown/Content Messaging ........................................................................................................................... 36 In Your Reminder Messaging ................................................................................................................................................. 38

Step 6 – Create Followup Sequence To Attendees ............................................................................................. 39 Primary Goal: Create A Sequence That Maximizes Sales ............................................................................................ 39 Secondary Goal: Counter Objections, Add Proof, Increase Excitement ................................................................ 39

Step 7 – Setup Re-Consumption Process ............................................................................................................... 40 Primary Goal: Offer Event Content In As Many Modalities As Possible ............................................................... 40 Secondary Goal: Maximize Event Sales .............................................................................................................................. 40 Performance Improvement Elements ................................................................................................................................ 41

Step 8 – Create Follow-up Sequence For… (1) Attendees That Bailed Early… (2) Registered Prospects That Didn’t Show Up… (3) Prospects That Didn’t Register ....................................................... 41

Primary Goal: Create Sequences That Get Your Event Content Consumed ........................................................ 41 Secondary Goal: Maximize Event Sales By Puting More Prospects Into Your Event Follow-up Sequence For Attendees ............................................................................................................................................................................... 41 Performance Improvement Elements ................................................................................................................................ 43

Step 9 – Create Buyer Sequence ............................................................................................................................... 44 Primary Goal: To Minimize Refunds ................................................................................................................................... 44 Secondary Goal: To Increase Long-Term Retention ..................................................................................................... 44 Performance Improvement Elements ................................................................................................................................ 45

The After Action Review ................................................................................................................................ 46

Stacking EEDM Processes ............................................................................................................................. 47

Why You Should Drop (almost) Everything… And Get Started ASAP! ........................................... 48

Post-Script .......................................................................................................................................................... 48

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Introduction This report is special.

Here’s why: On its pages you‟ll find a detailed breakdown of a potent marketing

process. It‟s so powerful, we‟ve already generated $3 million in increased sales… and we‟ve only scratched the surface! But it gets much better. Because this is the only powerful marketing strategy I‟ve ever seen that is not only sustainable… but gets better and better over time. Which

is why I am so thrilled to share this with you. Because… as a Founder Club member, I‟m committed to showing you the fastest

path to growing your business. And, more importantly, doing it in a way that ultimately allows you to break free of your business.

That stated, you should know…

I’ve Never Seen A Marketing Process…

Certain To Grow Your Business…

And, At The Same Time…

Helping You Break Free Of It!

Now, this is the third report I am writing for you and your fellow Founder members. In our first two reports, we covered some of the fundamentals of business building.

In the first report, Your Business Blueprint, I showed you how to blueprint your business. It stressed the importance of designing your business with an end in

mind. More specifically, the freedom you want your business to deliver to you. Then I walked you through each of the steps you need to take to design your dream business.

In the second report, Systemize Your Success, I shared with you my unique

perspective on systems. I wanted you to see systems as I do. This way you could create permanent solutions to your long-term frustrations and challenges.

I bring these two reports up - because both of them were laying the foundation for what you‟ll learn here in this third report. It‟s important to keep that in mind as you

read on. You see, I don‟t want you to see this as just another marketing strategy. Rather, I

want you to see this strategy as the key ingredient in your profit model (discussed in report #1). Plus, I want you to view this with the systems perspective I shared with you in the last report (Systemize Your Success).

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Now, the marketing strategy we‟re going to cover in this report is called “Evergreen

Event-Driven Marketing.” EEDM for short.

Let‟s break EEDM down so you‟re clear what it stands for.

Evergreen – it‟s ongoing, doesn‟t decay and can be automated

Event Driven – it‟s happening, it‟s got a date attached to it (and deadlines) it

generates excitement and stimulates action Marketing – it creates buyers of your products or services

So, EEDM is an ongoing, automated, exciting process that continually and

persistently creates buyers of your products and services.

But before we go any further… let me share with you the back story. Knowing this

will help you see how EEDM fits into growing your business.

The Back Story In the Attention Age Doctrine I and II, I wrote about the future difficulties marketers

were going to face. Primarily, prospects are getting overloaded with marketing messages everywhere they

turn. And because of that, it‟s increasingly difficult to get their attention and gain their trust.

Now one particularly effective method for overcoming these challenges is the Product Launch Formula, created by Jeff Walker. And we‟ve all seen the stunning results of

successful product launches. So, there‟s simply no doubt they‟re incredibly effective. A well-executed product launch can reap the following…

Build a sizable list fast…

Create hordes of new buyers…

Boost short-term profits massively…

Position you and your business favorably in your market…

Grow your affiliate base…

Inject positive momentum into your business.

So, for all those reasons, many marketers (myself included) are big fans of Jeff Walker and Product Launch Formula.

But it‟s not all "champagne wishes and caviar dreams" with product launches. You

see, along with all those benefits, there are some disadvantages too. And it‟s these

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disadvantages that can be deadly to your dreams of becoming a Founder and getting free from your business.

Stated more simply: A business grown by launches will quickly enslave and shackle

the entrepreneur to his/her business for life. In fact, I don’t know of a single marketer who has built a sustainable ongoing

business on the back of product launches.

Here‟s why…

Launches are dynamic – they‟re based on a dialogue between your company and the marketplace for that moment in time. So they‟re the opposite of

evergreen. Which means they cannot be automated. And you can‟t consistently improve them. In other words each launch is an island to itself.

Launches are not predictable – Since each one is unique, you never know the outcome until it ends. Meaning every time you do a launch it‟s like walking a tight rope without a net. If the launch doesn‟t work well, you end up wasting lots of time and burning a lot of bridges with your affiliates.

Launches are finite – So you end up leaving lots of money on the table because you won‟t be able to get all the affiliates to promote during the limited time it‟s open. Your affiliates might not want to mail when “everyone” is

mailing, they might not be able to fit it into their calendar, or they might not want to participate because you can‟t give them reliable metrics.

Launches overload - They overload the business and you. Launches overload

support which means your customer service dips at the exact time you are getting more customers than ever before. Launches also overload your entire team because of all the tasks that need to get done and the constant changes

that occur as you incorporate what your prospects are telling you. And launches overload you – because you‟ve got to be there calling the shots since

almost everything is new, and therefore your team doesn‟t have SOP (standard operating procedures) for all the issues that surface during a launch.

Launches make you dependent – Because what really turbo charges a launch is all the partners mailing for you. Which ends up leaving the business more

reliant on partners than any other channel. Which means you‟ve got to consistently play the political games to get everyone mailing – which always

leaves you with many favors to return, and if you don‟t… your business will be severely handicapped during its next launch.

Launches are increasingly an insiders’ game – if you‟re in a competitive

marketplace, unless you‟ve got close personal connections to the other big players in your market it‟s almost impossible to get the type of support you would need to get the big payday.

Launches chain you to your business – For all the reasons I‟ve just mentioned as your business becomes more reliant on launches it becomes more reliant on you. And there‟s really no way around that. There are simply

too many impromptu decisions that need to be made, and there is so much

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riding on the success or failure of the launch – it‟s close to impossible to hand it off to others.

Now, don‟t get me wrong. Even with all those negatives, I‟m still a big fan of product

launches. In fact, I‟m still planning on doing one or two this year. But, always remember this…

“Launches Are A Bonus… They’re Not A Business”

You see the big problem with a product launch and a business based on product launches is that you never break free. In other words, as long your business needs

launches to grow, it‟ll always need you. You‟ll simply need to be there for each and every launch to bring to the table all your knowledge and wisdom to react to whatever the market tells you in that given moment.

So to sum it all up – Product Launches are an incredibly effective strategy to

overcome the prospects challenges (attention and trust)…but building a business based on it brings a whole bunch of new challenges. The biggest one being you won’t ever make it to Founder status.

Bummer. But, I have a question for you…

What if I could show you a different approach?

A process that…

Overcomes prospect challenges…

Leverages every launch benefit…

Eliminates all launch drawbacks… And does it in a completely automated, ever-improving way that puts you on

the path to freedom and Founder’s status?

Well, if you‟re interested in that, I‟ve got fantastic news. Because that‟s exactly what EEDM will do for you. And I‟m going to show you why and how in the rest of this report.

SECTION 1 - OVERVIEW

EEDM In A Nutshell In this section I want to give you an overview of what we‟re talking about. I don‟t expect you to see the power in this strategy yet. Right now, all I aiming for here is to

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get you familiar with it. This way, later on in this report you‟ll be able to appreciate how simple and powerful it really is.

OK, as the name EEDM implies it all centers around an event.

Now, events are already something you‟re very familiar with. If you‟ve ever attended a tele-seminar, webinar, or a video stream you‟ve participated in the type of event we‟re

talking about here. To turn an event into a process we‟ve got to sandwich the event in between a pre-

event marketing process and a post-event marketing process.

And this alone (as you will see) multiplies the profit potential of your event.

So, let‟s break down these three processes. We‟ll start with…

The Pre-Event Process The pre-event process can be broken into two parts.

1. The Invitation Sequence. Where you are inviting your prospects to register for

the event. 2. The Intensification Sequence (post registration – pre event). Where you build

up both your prospects excitement for your event and get them in the right mindset for buying at the event.

A well-designed and executed Invitation Sequence…

Gets prospects to register for your event…

Offers value to your prospects instead of just bombarding them with offers…

Positions yourself as your prospect‟s champion and advocate…

Positions both you and your company as a leading thought leader… When the Invitation Sequence is done, you‟ll have two segments of prospects:

1. Prospects who registered 2. Prospect who didn‟t register

Next comes… The Intensification Sequence. It starts immediately after the prospect registers.

A well-designed and executed Intensification Sequence…

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Motivates everyone who registered to actually show up to the event…

Bonds with everyone who has registered before they attend the event…

Gets your prospects eager and excited to hear the content you‟ll share during your event.

Most events are seriously lacking in their Intensification Sequence (if they have one

at all). And because of this deficiency the results achieved are greatly diminished. I‟ll expand on this later, but it‟s important to keep this in mind.

The Intensification Sequence ends when the…

Event Begins We‟ll talk a lot more about the event itself later. But for now, know a well-designed

and executed event…

Delivers valuable content setting up the purchase of your product or service…

Intensifies your positioning as a thought leader and champion of the prospect…

Gets attendees eager to attend another one of your events, and most importantly…

Converts the maximum number of attendees into clients. When your event is over, you‟ll have five segments:

1. Prospects who didn‟t register. 2. Prospects who registered but didn‟t attend. 3. Prospects who registered, attended, but bailed early.

4. Prospects who registered, attended, but didn‟t buy. 5. Prospects who purchased and are now clients.

Next, when your event ends you enter into the…

Post-Event Process During the post event process you market differently to each of those five segments we just identified. However your goal for each segment is the same -- move them

closer and closer to purchasing until you pull them over to the client side of your business.

You with me so far? Good! I knew you would be… it‟s rather simple so far, right?

OK, now just like we sandwiched the event between the pre and post event process to create the overall event process, we‟re going to do that one more time.

This time we‟re going to sandwich the overall event process (pre-event, event, and post-event) between two more processes.

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In front of the overall process we‟re going to add a…

Planning Process Now, you‟re first time out, the planning will be centered on what I am sharing in this

report. But, after you‟ve conducted your first EEDM event, you won‟t need this report to

plan. Instead your planning will be based on the information and metrics you get from the process we‟re adding to the end of the overall event process, the…

Review Process During the review process you‟ll analyze…

The average value for every prospect that registered…

The elements that worked best…

The elements whose underperformance cost you the most…

The biggest leverage point that would increase the average value of each registration the most.

With that information you‟ll be able to easily decide what comes next for your EEDM campaign Whether you need to refine your overall process, or automate it… whether

it‟s time to roll-out or ditch it, etc.

Then, when you‟ve made those decisions, you‟ll use everything you gleaned from the results you‟ve analyzed to plan new EEDM campaigns.

So the entire process looks like this:

Don‟t worry – we‟ll get in to the details later. But for now, you should have a general

understanding of what we‟re talking about here.

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An Example From Strategic Profits Now, that we‟re on the same page – I‟m going to share with you the latest EEDM campaign we are working on right now.

As I write this we‟re underway with the second iteration of an EEDM process for Jay

Abraham‟s MPI (Masters of Passive Income) program. The first one generated $43 a registration – and we expect to boost it over $60 per registered prospect on this go around.

And since we‟re applying the review process I just described above– the amount we net on each registration should continue to increase for quite some time.

Now, as you can imagine, the continual increases in profit performance is a huge

game changer for your business. But just as powerful is being able to take the elements that worked best in one EEDM campaign and apply it to your next one for a different product or service. And that‟s exactly what we‟re doing here.

We‟re taking everything we learned on Jay‟s MPI EEDM so far and creating a new

EEDM for our flagship program BGS (Business Growth System). In fact, I‟m working on it right now. So, that‟s the one I am going to share with you.

Here‟s what the whole campaign looks like:

To get a color full page map of the entire process – all you need to do is go to this link:

http://media.strategicprofits.com/documents/Automated-BGS-Event.pdf

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Let‟s take a look at what‟s going on here on this map.

PRE-EVENT SEQUENCE Remember, the pre-event sequence is made up of the processes that take place before

your event. That includes:

An Invitation Sequence

A Registration Process

An Intensification Sequence

That said – here‟s what we are doing… Sequence #1 (invitation)

The Invitation Sequence gets prospects to register. This is where we announce the event, explain the reason why we are doing it, and give them a deadline to register for

the event.

In this process map it‟s being fed by our Gauntlet series. In case you‟re not familiar with the term Gauntlet – it‟s basically a series of optimized

emails that prospects receive when they first join your list. It‟s designed to get them acquainted with you, to bond with you, to get them to buy and to ease them into your

daily broadcasts (if you push out emails daily like we do). Anyway, later on when we are pleased with the overall results of the entire process we

will modify and formalize the Invitation Sequence. This way we can automate it and roll-out to affiliates and partners. (Which we‟ve already done for the Jay Abraham MPI EEDM)

But during the initial phase we‟ll send them (the invitation sequence) out as daily

broadcasts to the list. Then after that, we‟ll tweak them for two different purposes. First we‟ll insert them at the end our Gauntlet. So every new prospect joining our list

gets invited to our BGS EEDM. And second, we‟ll alter them for affiliates and partners to market our EEDM event to their audiences.

Registration Process

This is the process that begins once a prospect clicks on one of the links in sequence #1. They‟ll be taken to a registration page with a dynamic date inserted.

You see, even though the webinar will play every day, it‟ll only play for each

individual prospect on the dates that were given in the emails they received.

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That‟s important. Because it lets us leverage deadlines. And nothing stimulates action better than a deadline. Which is one of the reasons we don‟t make it available

“on-demand” when we first announce it.

Alright, remember, our Gauntlet will feed the process. And since we have lots of subscribers opting in each day – each of them will receive their first invitation to the webinar on the seventh day after opting in. That‟s why it plays everyday – but only

plays for certain prospects each day. Now, once a prospect registers they are immediately taken to a Tell-A-Friend page.

This page confirms their registration and offers them a series of stacked bonuses for referring friends. In other words the registrant gets X if they refer a friend, X+Y if

they refer three friends, and X+Y+Z if they tell five friends. We‟ve had tremendous success with this tell-a-friend approach. In fact when we

used it for the launch of The Attention Age Doctrine we got an additional 12% of opt-ins just from referrals. That translated into 8,000 additional prospects added to our

list and that specific marketing campaign. As you can probably guess, ever since then we‟ve included it in all of our larger

campaigns. Sequence 2 (intensification)

This sequence spans from the time a prospect registers (for the event) to the day

before event day. And it’s much more important than most marketers realize. Don‟t make the mistake of thinking that since your prospect registered for your event

they are planning on showing up. BIG MISTAKE. Instead, you should view each prospect who has registered for your event as merely

interested at this point. Meaning you still must sell them on attending.

And the job doesn‟t end there, because…you not only want your registered prospects to show up… you want them showing up in the right frame of mind (e.g. the frame of mind conducive to buying your products and services).

I‟ll explain how you can do it in greater detail a little later on – when I walk you

through creating your own EEDM. For now, realize this sequence is made up of:

A confirmation email

Countdown/Content emails

Reminder emails

Reminder calls & SMS messages

Strategically selected content

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Handouts for your event

Here‟s a list of what these pieces are meant to achieve:

Re-sells attending the event

Gives clear directions for logging into your event

Evokes your prospect‟s curiosity and self-interest

Bonds with your prospects

Creates anticipation for the event

Reinforces the prospect‟s commitment to attending (commitment & consistency)

Creates social proof

Generates excitement about the content they will learn

Gets your prospects to imagine how their life will be different after the event

I know that‟s a long list of objectives to achieve. And right now you may be unsure how to do it – but don‟t worry I‟ll show you how to achieve it all in the next section.

The Event

Now, in our process, when prospects show up to the event – they have to log in using the same email address they used when they registered.

There‟s a very important reason for doing this. Having prospects log in makes it easy for us to know who showed up, and who didn‟t. So the log in page breaks the

registered prospects into two segments: (1) registered & showed up, and (2) registered but no-showed.

But our segmenting doesn‟t end there. Because we also track (through cookies) whether or not prospects stayed for the entire event. Which means we take segment

(1) registered & showed up and breaks that into two more segments: (1a) registered, showed & stayed, and (1b) registered, showed, & bailed.

This also gives us valuable information about the average length of time a prospect will stay in the event. So we know if the event is too long and we need to shorten it

our next time. Another reason we use cookies is we are able to pass through all their information to

pre-populate the order page we‟ll be sending them to at the end of the event. Removing another (small) obstacle to getting the order.

If you don‟t have the technological proficiency to separate those who stayed versus those who bailed, or use cookies to auto-populate order forms – don‟t sweat it. They

only cause an incremental boost in performance – and it won‟t make or break your campaign.

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That said… you should still strive to get feedback on the average length that your attendees stayed. Because we‟re finding the length of an event has a huge impact on

sales (too long and you‟re in big trouble). But you won‟t know the impact if you don‟t know the average length of time an attendee stays.

And of course, when the event is over… we have one last segment to carve out… those intelligent, far-sighted, perfect-models for the human race…

PROSPECTS WHO

BECAME CLIENTS!!!

We‟re going to get real granular on this stuff later on, plus we‟ll cover the best content

structures for your event too. Last point here – from this point forward we‟re going to begin marketing differently to

each segment I just listed. So, on our process map…

Sequence 3 - is for registered, showed, stayed but did not buy

Sequence 4 – is for registered, showed, bailed and did not buy

Sequence 5 – is for registered, no-showed and did not buy But there are two other segments that are not visible on our process map that receive

segment specific messages. And those are…

Prospects who did not register

And our brand new clients I‟ll tell you what messages to sequence to both groups in the next section.

POST-EVENT SEQUENCE Sequence 3 (Full Attendee Selling!)

Ok, just to remind you… these messages are for attendees who showed, stayed, and did not buy.

Since they attended the entire event (but haven‟t bought yet)… our messaging picks

up from there. In addition, once we get a prospect from any of the other segments to consume the

content from the event (we‟re going to offer them numerous chances in multiple formats) they‟ll be placed into this sequence as well. More on this later…

The first message in this sequence is sent immediately after the event is over (day 0). This message picks up where the event left off and is an HTML version of the

complete sales-letter for the product we were promoting on the webinar. The logic

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behind doing this is they‟ve already attended our great event and we want to make sure they don‟t miss out on the great offer we made for immediate action during the

event.

The second message (sent on day 1) is a follow-up to the event where I answer questions about the content first, then answer questions about the program and the offer. Right now, I‟m thinking this will be a video – but it might just be an audio or

maybe even both plus a transcript. The third message (sent on day 2) is a follow up email from a successful client. The

successful client explains they were once in the same place as the prospect and then shares their own story of how our program transformed their life and business.

Ideally, there‟s a video from the successful client themselves to increase believability. The fourth message (sent on day 3) is a hybrid between content and selling. The

email will take them to a page where they can listen or download a follow-up interview where I reveal one more tip and then transition into countering every major

objection. The fifth message (sent on day 4) is the sales message again with a 48-hour deadline

attached to it. The sixth message (sent on day 5) is the sales message with a 24-hour deadline.

The seventh message (sent on day 6) is the sales message one last time with a rapidly

approaching deadline. The eighth message (sent on day 7) is a down-sell. It starts out with the old standard

“frankly, I‟m puzzled…. I‟ve shown you X, Y & Z…. I‟ve answered whatever questions you had… our client even shared his story of the change it made in his life… and you didn‟t take advantage of this great opportunity…The only rationale I can think of is

that it‟s outside your budget right now… if that‟s true I want to share with you another approach to get you started…” And then the message transition to selling

Founder‟s Club. The prospect will then receive two more messages about Founder‟s Club before the

campaign ends.

Side note: Once we‟ve nailed the BGS event, we‟ll create a Founder‟s Club event to follow. When we‟re done with the Founder‟s event we‟ll then funnel non-buyers to that event instead of just sending them a down-sell pitch. I‟ll explain this in greater

detail towards the end of the report in the section titled Stacking EEDM Processes. Sequence 4 (Re-consumption)

Just to remind you sequence 4 is for prospects who registered, showed, and bailed

before the event was over (and didn‟t buy).

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OK, with these folks we have to go backwards before we can go forwards.

Let me explain…since they haven‟t attended the entire event – our first goal is to get the content from the event into their hands and then into their brains.

In order to accomplish this objective we‟ll send this segment a sequence of messages aimed at getting them to consume the content from the event in different formats.

First, we‟ll give them three days to catch the replay of the event… next, we‟ll give them two days to download the audio and the transcript of the event.

As soon as the prospect either watches the replay or downloads the audio/transcript

they‟ll immediately be placed in sequence 3. And if the prospect doesn‟t do either at the end of the sequence they‟ll still be placed

in sequence 3 anyway.

But the great part of this is your prospects will see you‟ve gone out of your way to get this valuable information into their hands.

Sequence 5 (Re-consumption)

Lastly, sequence 5 is for prospects that registered and didn‟t show up for the event.

When we first launch our campaign, sequence 5 will mirror sequence 4. But over

time we‟ll change the messaging to this segment. You see, with tracking we‟ll analyze how this segment responds and how their

responses differ from segment 4. In other words, we‟ll optimize this sequence based on the results we achieve in marketing to them. Which means over time the messaging to this group will change.

In fact, each sequence will be continually modified after each successive run through.

Each time we‟ll look at each sequence and look for elements we can either tweak or modify to improve the results we get with that segment.

We‟ll talk more about how that‟s done after I walk you through the steps to create your own EEDM event.

OK, I hope that helps give you greater clarity on EEDM. But before I walk you through creating your own version… let‟s now take a look at all the benefits a process

like the one I just described has for you and your business.

The Rewards You’ll Reap With EEDM

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Here‟s my chance to share with you why I am so excited about this process and… more importantly why you should be chomping at the bit to implement this process

into your business…ASAP!

Because there are so many benefits to using a process like EEDM, I‟m just going to bullet-point the benefits in a few key areas…

Let‟s start with your business, and look at all the ways an EEDM process (or something similar) can radically improve your business. Here‟s a list…

Daily sales of your premium products and services – because new prospects

are attending your event each day, sales are being made on a daily basis…

Continual improvement of the process and corresponding increases in profit – because the process is evergreen, the metrics you achieve become the

benchmark and you can now focus your efforts on improving the process…

Easy to identify the biggest leverage points – because you can look at the result of each step in the sequence, you can determine the one improvement that‟ll have the greatest impact on boosting profits…

Positioning you and your business as your prospects champion and advocate – because you are giving everyone on your list valuable content in a format where they get to know and bond with you…

A room of hungry buyers – ever been to a seminar that ended with hordes of buyers running to the back of the room (a table rush) excited to buy what the speaker just offered? Well… you can have a virtual table rush day-in and day-

out when your EEDM process is up and running. Here‟s how EEDM will improve your relationship with (and profitability of) your

prospects…

You combine “Thought-Leadership” with conversion – because you‟re providing valuable content (in the form of your event) as you sell – so you end

up looking better in the eyes of your prospects and richer because of it…

Your open-rates and email effectiveness will increase – because your emails are seen as nurturing (you‟re giving them valuable advice during your event)

versus pummeling (just trying to sell in every email you send them).

You increase the bond with your list – because you‟re offering value, they‟re opening more of your emails. They can see you care about them, and they get to know you better during the actual event itself…

You‟ll also find it easier to get more affiliates and JV partners, and… at the same time

increase the return both you are your partners receive. Here‟s how…

It’ll be easier to recruit and accommodate affiliates on their own schedule (not yours) – because they can promote your EEDM anytime. This makes it

much more accommodating to your affiliates and makes it easier for you to get more of them to ultimately promote for you…

You’ll never disappoint an affiliate and get many to agree to promote who’d otherwise pass – because you‟ll be able to provide affiliates with real

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metrics of what they should expect (dollar wise) for every registration they generate. For example, right now, affiliates can expect approx $30 in

commissions for every registration they get for the Abraham MPI webinar I told you about earlier…

Your email list (of prospects and clients) will continue to grow and grow – because there‟s a very rational reason for your affiliates to mail to a registration page of your event as opposed to the sales letter for the product or program. Your affiliates will make much more revenue per name, while you continually

build your list

To YOU, the Founder…

Your business will create revenue without your involvement – with your EEDM process working… your team will have the tools it needs to create sales

daily without relying on you. This allows you to focus on future growth (if you choose) and not get caught up in having to work some magic to cover your monthly nut.

Growing revenue shifts from relying on genius to relying on analysis – by having an automated process with clear benchmarks for each step – it becomes easier to consistently improve the results the process generates. All that needs

to be done is isolate the leverage points (I‟ll show you how later in this report) and then test different approaches until you try an approach that moves the needle. Don‟t minimize the important shift this causes. With EEDM your

business ends up getting smarter each and every time an analysis of the results occurs. And that means it requires less and less genius breakthrough ideas from you.

You can rely on consistent revenue – imagine the peace of mind you‟ll have when money is streaming into your business and bank accounts on a daily basis without you having to lift a finger. Gone are the days of stressing about

cash-flow… gone are the worries of impeding cash-crunch… and in their place is the certainty and confidence that your business is throwing off the cash you

need so you can enjoy the lifestyle you desire.

You have more freedom – with the increased cash-flow, and the decrease in responsibilities you‟ll be free. Free to: enjoy your life more… spend more time with your family… engage in your passions and hobbies… ultimately, free to

live your life on your terms without the worry or stress most entrepreneurs experience on a daily basis.

Pretty impressive, isn‟t it?

Think about it for a second…

How different your business will be when you have one or more EEDM processes running day-in and day-out in the background…

How different your life will be when you can rely on your business to deliver significant sales daily with no responsibilities on your shoulders…

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Isn‟t that why you joined the Founder‟s Club in the first place? Can you see how

EEDM delivers many of the elements of a high-performance business that you may be missing right now?

And, lastly, do you see how EEDM will grow your business at the very same time it helps you get free of it?

Hopefully, you‟re seeing how valuable this process is for you and your business – so let‟s get started designing your own version…

SECTION 2

Creating Your Own Evergreen Event In this section I am going to walk you through all the key decisions you need to make

to create your own killer EEDM.

In addition I‟m going to share with you many tactics that have been shown to increase performance at each stage of the process.

Step 1 Setting The Stage Primary Goal: Create A Campaign Title That Maximizes Sales

Secondary Goal: Bridge What You’re Selling To Your Prospects’ Desires

Here‟s where we roll-up our sleeves and put together our plan.

Now, before we dive into the nitty-gritty, let me share a couple of concepts that‟ll make this easier for you.

Concept #1 – You’re Bridging The Gap You‟re creating a campaign to bridge the gap between what you want to sell and what

your prospects and clients want to accomplish.

That means you need to know… 1. The product or service you want to sell with this campaign… 2. The goals of your prospects and clients (if you‟re unsure review pages 21-33 in

Your Business Blueprint –report #1)… 3. The rationale or logic that‟ll bridge your offer to your prospects‟ desires.

So, if these three points aren‟t clear to you – you‟ll need to start here before going any further.

Concept #2 – Think Show Business

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You want to engage your prospects and get them involved… you want your prospects anticipating your event and finding themselves getting sucked into all the drama.

Which means you‟ve got to make the campaign exciting! Being boring is a big NO-NO.

You‟re going to learn lots of tactics in the following pages that help make your campaign exciting – but, what you‟ll learn won‟t be enough if the title of your event is

boring and you don‟t use what I show you to inject as much drama into your campaign.

Concept #3 – It’s A Story From Beginning To End You should view the entire campaign you are creating as a story.

Which means you should inject inside your campaign all the elements of a great story.

Because if you want your EEDM to be a BIG SUCCESSS you need to convey a BIG

STORY! I understand you may be uncomfortable making your story have epic proportions.

But little stories are not as influential as big stories. You want to take your prospects into a better and brighter future because of what‟s

going to happen during your event. You want them to see it, feel it, smell it, and hear it ... to "go there" in their minds.

Most marketers hold back. They hang on so tightly to "here" they don't go "there" where their story is.

You can play it safe. But "safe" doesn't move mountains. If you want to powerfully influence others, you have to stick out your neck and deal with people on an

emotional level. To do that you have to awaken the emotions in yourself that you want to awaken in them.

OK, enough said.

So, now it‟s your turn.

What product or service will you be promoting? ________________________________________________________________________

________________________________________________________________________

What goals or aspirations of your prospects will your product or service help them

achieve? ________________________________________________________________________

________________________________________________________________________

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How will you bridge the gap between your prospects‟ goals and your product or service?

________________________________________________________________________

________________________________________________________________________

What‟s the big story behind the campaign? ________________________________________________________________________

________________________________________________________________________

In case you‟re a little unsure of your answers… here‟s mine for the BGS event I showed you the map of earlier.

What product or service will you be promoting? BGS

What goals or aspirations of your prospects will your product or service help

them achieve? Make money or grow their business online

How will you bridge the gap between your prospects‟ goals and your product or

service? I’ll show that the fastest, most result-certain, and sustainable approach to making money online is by building a business and applying certain business building principles that apply to all online businesses

What‟s the big story behind the campaign? The same coach who’s transformed more opportunity seekers and struggling entrepreneurs into

millionaire business owners is now ready, willing and able to transform you and your business.

Alright, hopefully that clears up any doubts you may have had.

Once you know your answers to the above four questions it‟s time to define your event and pick a title. This is an incredibly important decision – because pick the right title and everything will work better. Pick a boring ho-hum title and you‟ll be

working twice as hard to get limited results.

Remember your title should reflect your audiences‟ perspective and should make a big exciting promise you can deliver on during your event.

That stated, think about these questions…

What problems does your prospect have?

What is your prospects‟ top priority?

What are your prospects‟ worried about?

Here‟s how I would answer those three questions…

What problems does your prospect have? Overwhelmed, confused, and unsure

on best approach to make money or grow their business… and frustrated with their progress so far.

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What is your prospects‟ top priority? To gain clarity, certainty and confidence

on how best to proceed to make money or grow their business as quickly as possible.

What are your prospects‟ worried about? Picking the wrong approach, never

reaching their goals, or that something may be wrong with them (because they aren‟t seeing the results as fast as others are).

Now, one last element before it‟s your turn.

How are you going to define the event? More specifically, is it:

An online summit…

A video conference…

A streaming webcast…

A streaming seminar…

A real-time webinar…

A tele-seminar…

What about you? Got any ideas of what you‟ll call your EEDM? Why not take a moment here, right now, and brainstorm a few titles… ________________________________________________________________________

________________________________________________________________________

________________________________________________________________________ Are you happy with what you‟ve come up with?

Don‟t pat yourself on the back just yet… As a self-check I suggest you think through

these four questions… 1. Why will they register? 2. Why will they show up?

3. Why will they stay until the end? 4. Why will they buy?

Remember your title for your event is a make or break decision – so I strongly recommend you think through what we just covered. Brainstorm as many titles as

you can… the more you come up with… the more likely you‟ll end up with a winner on your list.

One last thought here before we press on. Because everything in your EEDM is testable… I strongly recommend you test titles. You‟ll often find a big difference in

registrations and show-ups based on your title so it‟s worthy of giving it your best shot and then consistently testing the title to see how much you can improve it.

Step 2 - Creating The Event Primary Goal: Script An Event That Maximizes Sales

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Secondary Goal: Deliver Value To Ensure Attendance At Future Events It‟s impossible for me to cover everything about scripting the ideal event here – but I

will cover a bunch of key distinctions to be aware of when scripting your event.

And yes – it should be scripted… this isn‟t the time for winging it – a winning event is the most important element in making your EEDM successful, so don‟t cut any corners here.

Todd Brown, our Marketing Director did an excellent webinar on “Selling with Seminars” – which you absolutely must review before scripting your own event.

OK, what follows is a plethora of suggestions to scripting the most profitable event

you‟re capable of…

80% Content 20% Pitch – Remember you need to make attending the event

worth your prospect‟s time. It‟ll make it easier for you to really sell attending the event, it‟ll maximize sales from your event, and it makes it much easier to

get prospects to attend future events…

Too long is a BIG problem - In our testing we‟ve consistently seen that the

optimal length is 45-60 minutes. It‟s often not easy to get your event that short – but you need to do you‟re very best to consistently remove any content that

doesn‟t support the sale…

(Visual + Audio) > (Audio) - While tele-seminars still work, webinars work

better. When you incorporate video you end up with a higher show up rate, a longer attendance time, and therefore more sales….

Case studies as proof - A clever way to increase your credibility is to highlight

a successful client‟s story to illustrate each nugget of content you present. For example, in my presentation, if I‟m going to talk about “knowing the value of

your time” then I‟ll end that section of the content with a case study of a client who referenced knowing that information as being a game changer for them…

Set the buying criteria – Make a list of what a prospect would need to believe

in order to (1) buy what you or your direct competitors are selling, and (2) choose to buy it from you over every other option. Now, look at your list and

figure out the type of content that would lead them to making those decisions. For example – in order to get prospects to enroll in BGS they first must be

convinced that building (or improving) a business is the fastest, most certain approach to making or increasing their online income. So, in creating my event I have to have content that gets prospects to realize a strategic business

building approach trumps a tactical haphazard approach every time in every way.

Make your event entertaining & rewarding – Today it‟s often not enough to just deliver great content to keep everyone engaged for your full event. You‟ve

got to entertain them as well. Now, the good news is there are many ways to be entertaining. All you need to do is look at the wide variety of shows on TV for inspiration. Humor, conflict, controversy, behind the scenes access, stories,

multiple hosts, and interesting places to broadcast from are just some of the ideas off the top of my head. Your best bet is if you know the type of TV

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programs that are popular with your audience and then integrating those shows methods for creating entertainment value into your event.

Grab attention from the get-go – Don‟t just dive into your content, instead confirm it was a great decision to attend and use the benefits of what they‟re

going to learn to support your claim. Share with your attendees what will be different for them by the time you‟re through. That they‟ll be on the path to

seizing the opportunity or ridding themselves of the problems you solve…

Incentivize them to stay - Besides the benefits of what they‟ll learn, is there

any other reason for your attendees to stay? Maybe it‟s a big discount which can be presented as a $XXX gift, or maybe there‟s something else you can give them a link to when you are through. Bottom line – the more reasons your

attendees have to stay the larger the group will be who do stay…

Don’t read your slides - Research shows this is a big turnoff. I used to be

guilty of this when I first started and I‟ve learned my lesson. Your visuals are not meant to be your script… they‟re meant to reinforce certain points, convey certain emotions, and keep your attendees engaged through the entire event.

Spend time on your visuals - The more exciting your visuals the easier it is to

keep attendees from bailing. I strongly recommend you watch and study a cable or TV news program like O‟Reilly on Fox News… watch how often they transition, how they break up monotony, etc… There‟s a reason why #1 shows

are #1 and they provide a great education on how to make your own events more exciting. They‟ve already spent the time testing, tweaking and refining so leverage their efforts by studying a few shows….

Voice is important - You need to be on you‟re A-Game when you give or record your event. You need to come off energetic and enthusiastic, at other points

during the event you may want to convey empathy and your voice should reflect the message you‟re giving at each stage of the presentation. The opposite

is coming off in a monotone way – which will hurt retention and diminish sales, which leads to the next point…

Rehearse it and time it- This isn‟t the place to wing it – you should practice

your script over and over again… practice varying your pitch and tone… different ways to articulate key points…. And continually look for areas you

may be able to cut.

End with a clear call to action – Think through your call to action (and the

best way to clearly describe the next step you want them to take as soon as the event ends).

Inject urgency in to the buying decision – People often procrastinate when spending money. And if your prospects procrastinate it‟ll dramatically reduce

your event‟s sales effectiveness. So in your pitch you need to provide reasons NOT to procrastinate. A few ways to overcome procrastination are… Time limited bonuses, first XX to order bonuses; time limited or quantity limited

discounts, etc. Just know the more you‟re able to overcome prospect procrastination the more sales you will make. So make sure you provide your prospects with every rationale for ordering right now.

Soft offers – These are offers where your prospects do not have to pay for their purchase right away. For example in the Jay Abraham MPI EEDM the offer is

to try the first month for a $1. If the new client likes the program they don‟t need to do anything and will be charged the remaining balance over a period of

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several months. If the new client feels it‟s not a good fit they are free to cancel within the first 30 days. I suggest you don‟t start your first EEDM with a soft

offer –but you should test it down the road. This way you‟ll get accurate feedback on the overall effectives of your EEDM process first and can then

measure the increase in your conversion rates when adding a soft offer.

Hidden link to the sales letter or order page – Ideally you don‟t want your

prospects considering your offer until you‟ve had a chance to set the buying criteria, dazzle them with your content, etc. So what we‟ve been doing is hiding the link to the sales page in a graphic (like my signature). This way the link is

on the page the whole time… but it won‟t be clicked on until you‟ve thoroughly set up the sale.

Solicit testimonials – As you‟ll see later, testimonials for your event will be

very useful later. Testimonials about your event are one of your best ways to share with all of your prospects what they missed… and why they need to drop

what they‟re doing and access the replays and downloads you‟ll make available later. Consider incentivizing testimonials and having a link to a form that

captures testimonials by having your attendees answer a few leading questions. Then when your prospect hits the submit button have the page redirect to the sales letter or order page. This accomplishes two important

objectives – you‟ve got the testimonials to use later, and… it leverages the commitment and consistency trigger because if your prospects are declaring

how useful your free event was… imagine how powerful the product or service will be.

Clayton Makepeace recently released an excellent program that parallels EEDM very well. It‟s called OPM (Online Profit Multiplier) and because it‟s a full blown course (as opposed to a report) he really walks you through all the steps to creating a killer

event and crafting great pre-event and post-event sequences.

In fact, if you‟re really serious about using EEDM I think Clayton‟s course is ideal. You can find out more about it by checking out his site: www.makepeacetotalpackage.com.

Here‟s a sample outline for an event from Clayton‟s OPM course:

Credentialize yourself – so they know why they should listen to you

Share the benefits of the webinar – so they know why they should stay

Show the impact of the current problem – so they realize they need to resolve the problem

Identify the enemy– anger is a great motivator of action… show who is causing your prospect‟s problem or preventing them from solving it

Empathize– show you understand their situation and the pain of the problem…. or the frustration of not achieving the goal

Get them to visualize the problem solved– take your prospects into the future and get them to experience their life with their problem solved or goal

achieved

Give content– deliver the goods

Share your ultimate solution– the benefits of the product or service you‟re about to offer

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Call to action #1– your offer

Cross roads close– what life will be like alone versus with you and your company‟s support

Call to action #2– your offer again.

In Clayton‟s course he thoroughly walks you through the steps and methods to create your own winning event in great detail.

The reason I included this overview sample format is for you to have an overall idea of how you should take all the suggestions I‟ve just given you and incorporate them into

a structure that‟ll make the sale. Along those lines, I have one more distinction that‟ll be helpful when constructing

your event. It comes from a thirteen-page PDF I read about four to five years ago. Its title is: The One Sentence Persuasion Course and it‟s written by: Blair Warren.

Here‟s the one sentence…

“People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions and help them throw rocks at

their enemies.”

To the best of your abilities you should incorporate these elements into your event. Here‟s how…

Encourage their dreams – show your prospects it‟s really possible to

accomplish their desires. Prove it with the case-studies you include in your event from people just like them. You want your prospects whole-heartedly

believing they can achieve their goals with your support.

Justify their failures – one of the best ways to get your prospects to believe

“this time is different” is to show them why this time is different, and why they‟ve been doomed to fail with all of the other methods they tried.

Allay their fears – you want to dispel the fears your prospects may have when they arrive at your event. Part of that is proving you‟re the person to help them,

part of it is showing them you helped others just like them (case-studies) and part of it is acknowledging and empathizing their fears and letting them know it‟s perfectly natural based on their past.

Confirm their suspicions – your prospects secretly suspect there are certain reasons they haven‟t achieved their goals or why progress has been more

challenging than they would have liked. Focus on the ones you believe to be true and integrate those into your event. Having your attendees saying to themselves “aha! I knew it all along…” is more powerful than you probably

realize.

Throw rocks at their enemies – almost nothing is more powerful for bonding

with your attendees than a “common enemy.” The enemy could be a person, a group, a philosophy, a type of thinking, a type of setback, etc. Basically

anything your prospects are struggling against. When you join them in their

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struggle you become more than just friends… you become partners to overcome their struggles and that‟s powerful.

Step 3 – Create The Registration Process

Primary Goal: Create A Page That Maximizes Registrations & Anticipation

Secondary Goal: Leverage Word of Mouth By Injecting Viral Elements

In this section we‟re talking about your entire registration process.

For Strategic Profits that includes the registration page, a tell-a-friend page with stacked bonuses, and a thank-you page that ends the process.

We‟ll cover each of these. Let‟s start with the registration page.

Registration Page

Here‟s an example of a registration page.

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Right now, this is our best performing registration page – so if I were you I‟d leverage as many of the elements you see on this page and incorporate them into your

registration page.

Here‟s what we‟ve discovered so far in our tests of registration pages…

having a 30 second auto-play audio bumped response

having a 30 second auto-play video beat the audio

having a 2 minute and 30 second auto-play video depressed response

having fade in music to the 30 second auto-play video bumped response over the 30 second video without the music

yellow highlighting of a takeaway (don‟t register if you‟re not sure you can attend…) boosted response

different designs haven‟t made a big difference so far (but we‟re still testing lots of different approaches)

2 scrolls of copy max Stacked Tell-A-Friend Process

Just to jog your memory… this is where you offer your prospects more bonuses the more friends they refer to the event.

I told you earlier how powerful this approach has been for us – so I strongly suggest you consider using it too.

There‟s two important points you need to know here…

1. The content for the bonuses should be chosen strategically to support the sale

of your product or service. Because the prospects who refer the most and consume the bonus content will be the most hyper-responsive buyers on your file.

2. If you don‟t have the right type of content to do this right now – then put it (tell- a-friend) on hold until you do – but don‟t delay getting started with EEDM.

Since the prospects that will be telling friends and consuming your bonus content are most likely to be your hyper-responsive buyers – each bonus should ultimately

support the sale of your product or service.

Here‟s how I recommend you break out your bonuses… Level one bonuses – should be covertly centered on proving the effectiveness of the

solution you‟ll be recommending during your event. So for my BGS event, I‟d give away a small bundle of interviews with successful BGS clients who credit certain methods they learned in BGS with their success.

Level two bonuses – should be content that adds to your credibility in the eyes of

your prospects. This might be interviews you‟ve done with recognized thought leaders, articles about you that you use to illustrate concepts (like the Founder‟s Club initial sequence), or anything else that‟ll make your prospects say to

themselves… “Wow, I didn‟t know he/she has done that…”

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Level three bonuses – should be content that increases bonding between you and

your most referring prospects. Ideally these should be video-based where they can actually see you – so they get to know you better. This way by the time of your event

you‟re familiar and therefore more trustworthy. Thank You Page

This is where your registration process ends. On this page you should first confirm their registration. Saying something like this:

“Thank you for registering. I‟ve set one seat aside for you for my upcoming

(name) – I can‟t wait to share with you (the value proposition of your event)”

Then follow up with 3 or so bullets reminding them of all the juicy things they‟re

going to discover.

After that have all the event details (time, date, shortened link) in a big bold font that they can print out and tape on their wall. Tell your prospects to print the page and have a „print this page‟ icon in the upper right hand corner too.

We‟re planning on testing buttons where our prospects can automatically download the event to their calendar (outlook, Google calendar, etc.) with a reminder set for 15

minutes before the event. But we haven‟t done this yet – so I can‟t say whether or not it‟ll be worth the effort. Nonetheless it might be something you want to test.

Performance Improvement Elements

Here are some additional elements to think about and test to increase the performance of your registration process…

On the Registration page:

Auto-play audio message – a quick thirty-second or so message that begins

playing immediately when your prospect arrives on your registration page. So far, we have found taking the assumptive approach works best – meaning you

assume they are going to register for the event. On the MPI audio Jay takes the assumptive approach by starting out with “thank you for registering… I‟ve spent a lot of time creating this (event) for you… I look forward to sharing …”

Auto-play video message – same as the audio message, just done in a video format instead.

Music transition to audio/video message – this one is not only important it also defies explanation. This is where you lead into your video or audio

message with some lively upbeat music that fades out as the message fades in and then the music fades back in as the message fades out. The music should

be lively and upbeat. And so far, every time we‟ve tested this approach its boosted conversion rates without fail.

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Picture of you looking straight at your prospect – I‟m not going to

hypothesize why… but we‟ve seen bumps in registration when we‟ve included a picture of me looking at the prospect – you should try this…

Delivering something that offers immediate gratification – if you‟ve got

worksheets for your event or some sexy content that is not only desirable but furthers the sale, then offer it as a bonus for registering immediately…

Curiosity evoking images of the worksheets or whatever else you might be offering to provide immediate gratification – if you‟re going to use

something for immediate gratification test putting a thumbnail image or two of what they‟ll receive…

Leverage scarcity – what‟s the maximum number of people who can attend – is it likely to fill up fast? If so, let prospects know on your registration page…

Leverage social proof – if you‟re getting many people registering, update your registration page to alert new visitors to how quickly people are registering or

how many have already registered…

Provide the “reason why” you are doing the event – If you‟re concerned

about your prospect… if you‟ve come across a killer strategy… or some other great reason you have for doing this event – share it. It has been shown to boost response.

On the Tell-a-Friend page:

Pictures of some or all of the bonuses – If you have good thumbnail images

of some or all of the bonuses – we‟ve seen bumps in response by including them.

Testimonials for some of the bonuses – Testimonials can increase credibility,

believability and prove that what you‟re offering is valuable. Just because your bonuses are free (they really aren‟t since they have to give their friends names)

doesn‟t mean you should ignore fundamental marketing principles.

Retail prices on some of the bonuses – If you‟ve ever sold any of the bonuses

– include the prices others have paid for it. We did this with League Of Extraordinary Minds and immediately saw an increase in the number of

prospects referring others.

Leverage the common enemy/controversy – I‟ve used this technique

numerous times and each time it‟s worked quite well. You‟ve probably seen the book or courses titled “what they don‟t want you to know…” I ended the original Manifesto using this strategy – by explaining that most Internet gurus

didn‟t want this information to get out so I need the reader‟s help to spread the message. If you can show how an enemy of your prospect wouldn‟t want the information you‟re sharing (in your event) to get out this is a powerful tactic.

Leverage by turning your event into a cause – Research by Gallup shows more and more employees are disengaged at work while at the same time more

and more people are committing and volunteering for causes. So why not leverage this? Turn your campaign and event into a cause that your prospects

can show their support for by enlisting their friends.

Show the message that will be sent out on their behalf – this is where you

show the message you‟ll actually send out to the email addresses your

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registered prospects share. Sometimes this doesn‟t matter – but sometimes (depending on your market) it does. So it‟s definitely worthy of testing.

Optimizing your tell-a-friend message – often times marketers make their tell-a-friend message too formal. Remember this message is supposed to

appear as if one friend is sending it to another. Keep that in mind when you craft your message… what would you say if you were emailing a friend about

something they should check out? Then make your message congruent with that approach.

On the Thank You page:

Leverage commitment and consistency – remind your prospects that you‟ve set aside a seat for them and acknowledge the commitment they‟ve made to

attend. Little commitments (like registering) lead to bigger commitments (like showing-up) when they are leveraged correctly.

Leverage anticipation – share with them how their life will be different after they‟ve attended the event – what problems are going to disappear? What

opportunities will they be able to seize? etc.

Provide a link to become an affiliate – We haven‟t tested this yet, and it does

require you to think through the potential ramifications – but it‟s definitely worthy of a test. Heck, the prospect just registered for your event, and if they have a list, lots of Facebook friends, or heaps of Twitter followers they might be

able to bring you lots more prospects.

During the entire registration process Another way to increase engagement during the registration process is to add a survey as an additional step.

This way you can solicit questions, learn more about your attendees, etc. Often the information you get from this is priceless. It‟s especially useful when attempting to

improve your campaigns effectiveness. All you need to do is incorporate the common questions and issues in your emails, registration pages, and into your event.

And if that wasn‟t a good enough reason by itself… prospects who share a question or fill out a survey are more likely to show up to your event. So, it‟s a double win.

We‟ll certainly test including a survey or a question-catcher in our process in the

near future, and you should too. OK, you‟ve now got a complete overview of how your registration process should work

– it‟s time to map it out.

Step 4 – Create Your Invitation Messages

Primary Goal: Create A Sequence That Maximizes Registrations

Secondary Goal: Position Yourself As Your Prospects’ Champion

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In this step you‟re creating the messages that‟ll drive prospects to your registration

page to register for your event.

We‟re using a sequence of four messages but you can use more or less depending on your circumstances. But no matter what, you should certainly have more than one message – it‟s too important and you can‟t maximize registrations with just one

message. It should be obvious (but just in case it‟s not) you‟ll want to make sure you cover

these in each email…

The date and time of the event

That it‟s easy to register and that it‟s free to attend

Powerful bullet points on the benefits of attending

I‟d also recommend that in your first email you explain your “reason-why” for doing

the event. Your reason should be prospect focused and should have the subtext that you are looking out for them.

Ideally each message should be part of the bigger story while still remaining effective as a stand-alone marketing message.

Performance Improvement Elements

Leverage deadlines – Clayton Makepeace says nothing is more effective in moving people to action online than a deadline. And I certainly agree with him.

So as the cutoff date to register draws near let your prospects know…36 hours until deadline… 24 hours until registration closes… 12 hours until this invitation expires.

Using format to convey urgency – A powerful strategy is to have the format of your email invitations reflect the urgency of a rapidly approaching deadline. So,

you start out with pretty well-formatted html emails in the beginning and you transition to shorter text based emails as the deadline gets close.

Leverage scarcity – are the slots filling up fast? Is it possible if your prospects don‟t register right now… they may get locked out? If so, let them know. When

something is scarce we tend to want it more… so use it if you got it.

Send a short video message – a quick video from you personally inviting your

prospects to join you during your event. Tell them why you‟re doing it and why they need to attend and then tell them how to register.

Send a short audio message – same format as the video, but make an audio

postcard instead.

Tie-ins to your editorial content – if you blog or send out content with any

regular frequency… incorporate content that you plan on covering in your event in your editorial content. This can be extremely powerful since the

content plants the seed that you‟ll harvest when you ask your prospects to register. As an example…I plan on blogging the content I‟ll be covering during the webinar for a week or two before we do our initial broadcast.

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Segments At The End Of This Stage (when live)

After you‟re EEDM is live, and you get to the end of your invitation sequence you‟ll

have two segments:

Prospects who’ve registered – they‟ll immediately begin to receive the next

sequence we‟ll work on – the intensification sequence.

Prospects who didn’t register – you‟ll revisit them after event day with

messaging that offers the replay, transcripts and downloadable audio.

Also, remember, you‟ll need to develop similar messages (before you roll-out) that will eventually come from your affiliates and not you. So keep this in mind when testing different approaches in your invitation sequence.

Step 5 – Create The Post-Registration Pre-Event Messaging Primary Goal: Create A Sequence That Maximizes Show-Up For Your Event

Secondary Goal: Personally Bond With Your Responsive Prospects

The sequence we are covering here is the same as BGS sequence 2.

It spans from the time a prospect registers (for the event) to an hour before your event starts. And just to remind you… it’s much more important than most marketers realize.

As we enter into this sequence you shouldn‟t make the mistake of assuming your

registered prospects are planning on showing up. Instead, you should view them as merely interested at this point.

So, our objective with this sequence is to get the maximum number of prospects who registered to (1) show up, and (2) show up in a frame of mind that‟s conducive to buying your products and services.

Let‟s take a closer look at these two objectives:

1. Showing Up – to get your registered prospects to show up for your event they need to be excited about what you‟re going to reveal. They have to clearly see how their lives and/or businesses will immediately benefit by attending. And

that ultimately it‟s the best investment (of their time) they could possibly make. 2. Right Frame Of Mind – By the time your prospects attend the event you want

your prospect to feel like they know you…like you…trust you…and believe you

are capable of working magic in their lives. In this frame of mind it‟s a lot easier to convert your attendees into buyers.

OK, now that we‟re clear on the objectives, let‟s talk about how you can achieve them. In order to get your prospects to attend and to do so with the right mindset we‟ll use

three types of messages. They are:

A confirmation email

Countdown/Content emails

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Reminder emails

Here a quick rundown of each… The confirmation email

This email is sent immediately after your prospect registers. Here‟s what it should cover:

Congratulate them for registering and reinforce the commitment they‟ve made

to attend. Plus, share your commitment to deliver on the key benefits you stressed on your registration page.

Remind them of the date and time once again.

Give clear directions for logging into your event.

Leverage social proof and scarcity by explaining that you‟re probably going to max out the lines and therefore if for some reason they find out later they cannot attend to please email support so you can free up the seat for someone

who was boxed out (or something like that). Countdown/Content emails

These emails are really the workhorse of this sequence. Here‟s where you need to achieve the two objectives we just spoke about: (1) showing up, and (2) showing up with the right mindset.

Many marketers make the mistake of just sending emails that countdown the days

and hours until the event – but as you‟ll see this is a big mistake that costs them plenty in missed sales.

Instead I recommend you create a series of messages made up of the following types of messages…

To boost show up rate

Emails that evoke curiosity and self-interest – these are the standard type

of emails you see leading up to an event. They‟ll usually include a bunch of sexy bullet points about what you‟ll share during the event in a benefit driven

format.

Emails that give a taste of what’s to come – these are emails where you

reveal a powerful tip that your prospects can immediately use and that they‟ll recognize as valuable. You let them know this is just a small taste of what they‟ll learn during the event. When done correctly it creates the desire for

more and has your prospects chomping at the bit to attend your event.

Emails that show the power of what you’ll reveal – these are emails where

you share stories. Stories about clients or colleagues that have already put into use what you‟re going to reveal during your event. It‟s great if the stories main

character started where your prospects are now, and then quickly experienced a transformation that got them what your prospects want for themselves.

Emails that contrast what they’ll gain or lose – if you can make the case

that the prospects who are exposed to the content of your event will have an

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unfair advantage over those who don‟t… let them know that… and why that‟s the case.

Emails that leverage social proof – if you‟ve already maxed out the lines (or bandwidth) but you‟ve secured more because so many people are clamoring to

attend your event – let those fortunate prospects that have already registered know about it – and why they‟re lucky to have registered early.

To instill the right mindset

Videos of you – You want your prospects showing up to your event feeling like

they know you. And there‟s really nothing better to achieve that than a video of you on screen talking to them. So when you‟re doing your event you already

seem familiar. The video could share a tip or concept, tell them more about the upcoming event, walk them through your event handouts, give them the real scoop why you decided to do the event, etc. The content of your video is only

limited by your creativity. The point is to get some face time before event day.

Audios of you – You can add to the bond you create with video by following up

with an audio. You can do many of the same things we just talked about in video… but you can also mix it up by doing a short interview where you get

interviewed on the content you‟ll share during the event, the reasons for doing the event, or the results you or others have achieved with what you‟ll share during the event.

A Short Bio – If you‟ve got an interesting story about how you got started in your business, or how you developed or came across the information you‟ll

share during the event tell your prospects about it. Remember the more they know you, the greater the chances they‟ll like and trust you too!

A Video testimonial – how about a video testimonial from someone just like them that achieved amazing results – even if it‟s from the product or service

you‟ll pitch during your event, because the transformation started with the content they‟ll be exposed to during your event.

The reminder emails If you‟ve ever attended an online event you‟ve seen these messages many times.

Usually there are two of them, both sent on the day of the event.

The early morning reminder – sent out in the wee hours of the morning that

tell your prospects today‟s the big day. Give them all the log-in details again, and how excited you are to talk to them later.

One hour before event goes live – a shorter email that gives the login info

again – lets them know you‟re about to go live, urges them to get there early and (when possible) a phone number to call support if they have any difficulties

logging into the event.

Performance Improvement Elements In Your Countdown/Content Messaging

Tips that create a WOW for your prospects – if you‟re going to give prospects a small taste of your event content before your event you‟ve got to give them a

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juicy piece of content that makes them say WOW! This happens to be a strength of mine – so here are a few insights into the types of content that can

achieve the desired effect… o Counter-intuitive content – an approach to solving a problem that runs

counter to conventional thinking. You can find examples of this type of content in every one of my free reports. Why? Because I realize its power to stimulate a desire for more in the minds of my prospects.

Here‟s an example from The Entrepreneurial Emergency (p36-37). I showed readers how they could radically boost their productivity by

drastically cutting the number of hours they work. o Complex made simple – this is where you take something that seems

complex then break it apart and make it simple to understand and use. A good example of this is how I taught process mapping in the Internet Business Manifesto. Many readers got so excited about it they started to

use it, share it with peers and blog about it. o A unique process – this is where you solve a problem or challenge your

prospects face with a process that you developed that‟s easy to execute. An example of this can be found in The Entrepreneurial Emergency (pages 45-46). In the “How To Find A Great Freelancer.” I share my

unique process for finding untapped pools of the most talented individuals you‟d never find on a freelance board.

o Paradigm shift on the problem – this is where you share a new

perspective that gets your prospects looking at their problem in a new and different way. An example of this approach can be found on pages

38-39 of The Entrepreneurial Emergency. In this example, I show the damages and severe costs that occur when taking on a single additional project.

o A powerful tool – this is where you give your prospects a tool that transforms something that was difficult into something easy. An example of this can be seen in The Internet Business Manifesto where I walk

readers step-by-step to determine the value of their time and then show them how to use it to make outsourcing decisions.

o Fast shortcuts to time-intensive activities – this is where you take an important task or activity that usually takes considerable time to complete and make it push-button to finish. An example of this can be

found on our website at www.strategicprofits.com/tools/reputation-monitor/. What you‟ll find on this page is a automated process that will

automatically subscribe you to over 20 different RSS feeds for anything you want to monitor online – like your name, your business name, important keywords for your business, competitors, or just areas you

want to get ongoing research on.

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Handouts that stir up curiosity - If you‟re sending out handouts in advance of your

event they better leave your prospects with a burning curiosity to get missing pieces or answers. This way they simply have to attend

so they can satisfy their curiosity. A great example of this comes from a tele-seminar I did recently with Perry Marshall. The graphic

on the right (when filled in) will make it easy to generate killer headlines for sales letters,

blog post titles begging to be read, Adwords ads that multiply click through rates, etc… Do you see how this causes a desire to know what

goes inside those circles and how to use it? Like I said… it‟s a powerful approach.

Testimonials that get prospects saying “that could be me!” – Dan Kennedy teaches there are 3 levels of proof: (1) proof you can do it, (2) proof you can teach others how to do it, and (3) proof you can teach those worse off than your prospects to do it. And I agree. When your prospects learn about the success

of someone who started further behind than them, with less resources then they have, and with less intelligence than themselves, it gets them really

excited because they can then easily believe that they could have similar or better success.

Interviews that broadcast your credibility – If you‟re going to include an interview with you about what you‟ll cover during the event you‟ll automatically

increase your credibility because we usually associate expertise with the person being interviewed. But building your credibility doesn‟t have to stop

there. You can intensify and increase your credibility by having the interviewer introduce you with your most credibility-boosting accomplishments you‟ve ever had. And you can ratchet up your credibility even more if the interviewer

sounds jacked to get the chance to interview you. In Your Reminder Messaging

Call them to remind them – We‟ve seen consistent boosts in our show up rates whenever we‟ve done voice broadcasting to the registered prospects on the day of the event. The company we use is Voiceshot. They make it really

simple and cheap to do. Obviously, if you‟re going to use this approach you need to capture their phone numbers at some point during your registration

process. I suggest the thank you page – because if you put it on your registration page it can lower your registration rate.

Text them when it’s time – We‟ve recently experimented with text messaging

registered prospects an hour before the event starts. So far it shows promising results. But we haven‟t tested it enough yet to know for sure. Obviously if you use this approach you‟ll need to capture your prospects cell-phone numbers –

and once again I recommend against doing this on the registration page.

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Provide a phone number for last minute support – In your two reminder messages providing a phone number for prospect who have any challenges

logging on to your event can boost response. First, because there are always some technologically-challenged individuals who need more assistance than most and you score big points with them by offering it. Second, because it

raises the bar of what your prospects are accustomed to seeing – so even if they don‟t need help logging on it still scores you some additional bonus points. And third, it conveys the importance of the event in a subtle way.

Step 6 – Create Follow-up Sequence To Attendees

Primary Goal: Create A Sequence That Maximizes Sales

Secondary Goal: Counter Objections, Add Proof, Increase Excitement

Ok, in this step it‟s time to create your event follow-up sequence. These messages are sent to prospects that attended your entire event but haven‟t bought yet.

I already shared with you our sequence for the BGS EEDM, here‟s a quick recap of our series

Day 0 Message 1 – HTML email of the complete sales letter

Day 1 Message 2 – Follow-up video answering questions from event content

and then questions about the program - ends with call to action

Day 2 Message 3 – Testimonial driven message from successful client – ends

with call to action

Day 3 Message 4 – A tip not revealed during event then counter every major

objection

Day 4 Message 5 – Sales message 48 hour deadline

Day 5 Message 6 – Sales message 24 hour deadline

Day 6 Message 7 – Sales message last chance

Day 7 Message 8 – Down-sell

Remember, all of the messages in this sequence are geared to achieve one thing… to

get prospect (who consumed your event content) to BUY!

That stated – here are different types of messages capable of pushing more and more prospects into clients. And just to be clear – they all end with you giving clear authoritative directions to order right now.

The whole sales letter email – This is an HTML version of the complete sales letter

for the product or service you pitched at the end of your webinar. Top questions answered – Here you start out by answering questions about the

content you covered and then transition into answering questions about the product or service you offered. I suggest you do this in an audio or video format – but if you‟re

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not comfortable with either of those formats you can put it in an email or create a downloadable PDF. Testimonial driven messages – This message starts out with you giving a brief

introduction about a client. Then the rest of the message is from your client who was worse off (if possible) than your prospects are now and through your product or service achieved the goal your prospects desire for themselves. Video works best here

– but the other formats (audio or text) will work too (just not as well). An added tip to eliminate objections – Here you start out with an additional tip

that transitions easily into raising and then countering all the common objections you know of that your prospects may have. Another bonus added – This message is used to announce the addition of another

bonus that prospects will receive if they order within a certain time. If you do this you

should definitely provide a rationale for adding this bonus last minute. It could be that other prospects told you they felt they needed this too, or that new clients have

expressed their desire for it and because you‟re such a swell guy (or girl) you‟ve given it to them and you figured it wouldn‟t be fair not to offer it to them too.

Bonus about to be removed – Here you are alerting prospects about one of the

super-juicy bonuses that you offered during your event is going to be taken off the table. But you wanted to give your prospects one last chance to get their hands on it

right now for free.

Lift letter emails to sales message – These are short emails that get your prospects

to click over to your sales message ASAP.

Deadline approaching sales messages – These are short emails that countdown to

the deadline that is going to expire on the offer you made during your event. You can start 48 hours out, then 24 hours left, then only 12 hours until the offer is taken off

the table. Remember: deadlines stimulate action, so leverage these for all they‟re worth.

Transition to down sell – Here you make the assumption that the only reason your

prospects haven‟t ordered is that it‟s outside their budget. So you offer a lower priced

option.

Step 7 – Setup Re-Consumption Process Primary Goal: Offer Event Content In As Many Modalities As Possible

Secondary Goal: Maximize Event Sales

In this step you‟re simply setting up the different pages on your site where you‟ll offer different ways for your prospects to consume the content from your event.

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The first format you‟ll offer is a streaming replay of the event. Usually this is made

available for three days immediately after you‟ve finished your event. Ideally it can be accessed at any time that‟s convenient for your prospect

The second format you‟ll offer is a download of the mp3 and transcripts of the event. You‟ll make this available for three days immediately after the time has expired to

accessing the streaming replay of the event. Ideally both of these pages are behind a log-in page. This way you‟ll know who‟s

accessed the content and you can then put them through the same event follow-up sequence you created for event attendees in step six.

Performance Improvement Elements

To boost the effectiveness of the pages that offer your event content in these different

formats included on each page…

Testimonials from the event – use a few short crisp testimonials that clearly show the value prospects received by attending the event.

Teaser bullet copy – a few of the sexiest benefits that you reveal during your event. Capture more testimonials – getting testimonials from prospects who check out the

replays can be very useful for getting more prospects to access the replays or download the audios and transcripts. If you‟re going to use the form approach I

mentioned earlier you might want to add or replace a question to make their testimonial more relevant to this situation. You can ask something like “You missed the live event but you made time for the replay… how pleased are you that you made

the time to access the replay and what impact do you think it‟ll have on….”

Step 8 – Create Follow-up Sequence For… (1) Attendees That Bailed Early…

(2) Registered Prospects That Didn’t Show Up… (3) Prospects That Didn’t Register

Primary Goal: Create Sequences That Get Your Event Content Consumed

Secondary Goal: Maximize Event Sales By Putting More Prospects Into Your Event Follow-up Sequence For Attendees

In this step you are creating the messages that will send prospects to the pages you created in step #7. The whole goal here is to get the content from your event

consumed.

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And once again, as soon as a prospect consumes the content they should immediately start receiving the sequence you created for attendees of your event (step

#6).

Here‟s the sequence I recommend to start with... Day 0 – Huge success, replay coming – Claim victory… share how the event

changed lives and altered destinies. Include a few testimonials from the event itself – and use those testimonials as one your chief reasons for making the event available. Announce when it will available (the next day) and implore your prospects to block off

time on their calendar right now – because you don‟t want them to miss out. Then leave them with instructions on when and how to access the replay.

Day 1 – Replay is available for a limited time – Your replay is now available! The answers to your prospects biggest challenges are just a click away. Give the

instructions on how to log in, share a testimonial or two, and provide a few benefit ridden bullets on how their lives will be different when the event is over.

Day 2 – Video message with quick tip – Give them your juiciest piece of content from the event- let them know this is a just a small taste of what was covered.

Provide some benefit-ridden talking points about the rest of the content you shared. Then give them the instructions and get them clicking ASAP.

Day 3 – Replay deadline approaching & more testimonials- Here you alert your prospects about the impending deadline to access the replay. You share the reason

why you‟ve got to pull it down, and yes… you‟ve got to have a good reason. If you‟ve got more testimonials share a few more. Then wrap up by sharing what they‟ll miss out on if they don‟t access your replay and how that‟ll hurt them. Then give them

their instructions for accessing the replay. Day 4 – Deadline countdown – Send one or two short, text-based emails (implying

urgency through format) about the looming deadline (the primary focus of these emails) with instruction on how to access the content.

Day 5 – Announce download of mp3 & transcripts – Yes, the replay of the event has been taken down… but all hope isn‟t lost yet. Let them know you still care about

them so you‟ve just posted the transcripts and an audio download which they can access right now. Tell them you know some people just don‟t want to consume

content (even content that‟s certain to change their life) in front of their computers or attached to their phone. So you‟ve removed all the obstacles to accessing this life altering content by letting them either read the transcript or downloading the audio

and putting it on their mp3 player. Day 6 – Audio message with quick tip – Share another tip from your event – this

time through audio. Make it brief but powerful. Then tell them there‟s so much more you want to share with them – and to get it all… all they need to do is follow your

instructions to download the audio and transcripts. Then tell them how to do that.

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Day 7 – Deadline Countdown – another one or two short, text-based emails about the quickly approaching deadline to access this amazing content.

It‟s worth being redundant here – remember… as soon as a prospect responds to any

of these messages they are taken out of this sequence and placed into your selling sequence.

At the end of this sequence, the only prospects left will be the ones who didn‟t avail themselves of all your generous offers to get the free content from your event. That‟s too bad for them. You did your best. So, take all the prospects left and put them into

your selling sequence. Because the time for getting the free content is over – now they need to buy.

Performance Improvement Elements

Analysis of message effectiveness to each segment individually – remember… while you are going to start out with the same messaging to each of the three

segments we‟ve grouped together here – that‟s not where you want to end up when it‟s automated. Study how each segment responds differently to the different messages. Then begin to adjust the messaging to each sequence individually.

Leveraging event testimonials for all they’re worth – testimonials about the value of your free event is one of your most powerful tools to getting more of your prospects

to access the replays and downloads. So use as many of the good ones you receive. Later on, when you start to modify the messaging for each segment – look for

testimonials about the content from the end of your event and make sure you send those to the attendees who bailed early.

Stress the importance of the NOW – is there a reason (or reasons) why the information you shared during the event needs to be known right now? Will those who act first have an advantage? Will it prevent current frustration, overwhelm, and

confusion? Will its power diminish over time? Whatever the reasons – do your best to clearly convey accessing the replay or downloading the transcripts and audio is the

best use of their time right now. Never let social proof work against you– I‟ve interviewed Robert Cialdini (author of

the marketing classic Influence) several times. In one of our interviews Dr. Cialdini shared how social proof works both ways. If everyone is doing something… then

maybe I should do it too. BUT, if people are not doing something than maybe I shouldn‟t do it either.

Dr. Cialdini shared an example about the IRS. He said they noticed many people were cheating on their taxes. So they stiffened the penalties, increased the interest on the penalties, and overall made the consequences much more severe. Then they made an

announcement – “Too many Americans are cheating on their taxes so we‟ve ratcheted up the penalties, fines, interest, etc.” And guess what… a year later even more

Americans were cheating on their taxes.

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Dr. Cialdini said the reason for this is people felt reassured they weren‟t the only ones if they were cheating and if they were considering it… knew that if they did they

wouldn‟t be alone. So, social proof worked against them. Dr. Cialdini said the IRS should‟ve never mentioned there were lots of people cheating, instead they should

have said “Even one American cheating on their taxes is one American too many…” So, in your messaging never share the fact that only 50% showed up or anything like

that. Instead let them know why even one prospect missing the valuable information you‟re sharing in the event is one prospect too many. The results you achieve will be a lot better if you do.

Create a seductive sample – think about creating a mini-commercial (approx 3

minutes) for your event using bits and pieces from the event itself. Take the most seductive pieces of the content and put a few of them together in rapid-fire succession.

This can be time consuming, but remember… this will ultimately be an evergreen

process that will work for you day in and day out. By investing the time to make your re-consumption sequence as powerful as possible you‟ll continue to reap the rewards of that effort for a long time to come.

Step 9 – Create Buyer Sequence Primary Goal: To Minimize Refunds

Secondary Goal: To Increase Long-Term Retention

There is nothing worse than executing all the previous steps correctly – generating

lots of orders – and then watching some (or many) of those orders disappear through cancellations and refunds.

Which is why it‟s a shame most marketers don‟t spend enough time optimizing their new client sequence. For many it‟s an afterthought and that‟s if it‟s even considered

at all. To be frank, we‟ve been guilty of this in the past too, but we‟ve made great strides

recently and it‟s paid off in spades. About six weeks ago we created an initial sequence for new Founder‟s Club members to increase engagement and minimize

cancellations. It‟s worked so well, we decided to send it to older Founder‟s Club members too. So

you should‟ve received them as well. In case you weren‟t paying attention here‟s a quick overview of our new, extremely

effective client sequence:

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Welcome video (Day 1) – Here I welcomed you to the Founder‟s Club… Resold

the membership by restating our value proposition… Told you what to expect in each of the six upcoming messages and left with you a single idea to get your thinking about the benefits you‟ll receive by being a member of Founder‟s Club.

Deliverables video (Day 2) - This message was from Todd. He introduced

himself and welcomed you to Founder‟s Club. He also gave you a tour of our

virtual clubhouse. So you could find everything we‟ve created for you easily and you could also see all the resources you have at your disposal (conveying the

value of your membership).

Content piece #1 (Day 3) – I sent you an audio message telling you about the

power of the concept I was sharing with you. I gave you a PDF that broke down the concept and also added to my credibility by sharing with you two articles that documented the concept and edified my accomplishments using it.

Content piece #2 (Day 4) – Same format as content piece #1, except it was a

different concept with a different article documenting my success with the

concept and the explosive results it caused.

Company story & credo (Day 5) – I sent you an audio message about

Strategic Profits. I told you why the company was started, why it was important, and what you could expect from us. I also shared our credo – all in

an effort for you to get to know me and the company better and to foster a deeper bond between you and I.

Todd’s story (Day 6) – Todd shared his story – the success he had as a client

of Strategic Profits and why he‟s certain you can achieve the same level of success.

Major content piece (Day 7) – The last message in the sequence where I tell

you about the first report “Your Business Blueprint” I wrote for Founder‟s Club

members. I provided a download link and a reason why it should be read right away.

While it‟s still too early to know the financial difference this sequence will make – we have already seen a sharp increase in retention rates for the first month of Founder‟s

Club and sharp decline in cancellations. There are certainly lots of other steps you can take to reduce refunds, minimize

cancellations, and increase retention rates. So much so, I think we‟ll save the majority of them for another report.

But, to stimulate your thinking… below are a few additional retention steps we‟ve recently added to Founder‟s Club….

Performance Improvement Elements

Personal welcome call – outbound call from customer service to welcome new members, acknowledge they made a wise choice, check to make sure their experience

was up to snuff, etc…

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General surveys – both mass surveys to the entire membership and targeted survey to certain segments to get feedback on the job we‟re doing and how we may improve

in the future.

45-Day report card – a special survey sent to every new member on their 45th day of their membership. In it we ask to be graded on our performance in several vital areas of performance. So we stay alert to current issues and resolve them as soon as

possible.

The After Action Review After your EEDM is done it‟s time to analyze it.

To assist you in your analysis – below I‟ve listed numerous ways to slice and dice the results of your campaign to develop your own benchmarks and metrics.

The umbrella metric is the amount you took in (on average) per registration. It‟s the first metric listed below ($ per registration). And it‟s the metric you should seek to

consistently improve.

All the other metrics can be seen as drivers of $ per registration. That means an improvement in any other metric will bring an improvement in $ per registration.

A valid argument can be made that you should look at a higher level metric than $ per registration. Like $ per email address sent the invitation sequence. And it‟s hard to argue against that thought. The only reason I am not using it for Strategic Profits

or covering it in this reports is it surfaces other issues like the quality of the email list, open rates, etc. So far clarity sake, and the ease of monitoring performance, I

strongly recommend using $ per registration. When you review all your metrics, you will notice the areas that offer the greatest

room for improvement, and the areas where an improvement will bring you the greatest growth in $ per registration.

You should also use $ per registration to decide if it‟s time to automate it, time to roll-out to affiliates and partners, or time to scrap it and start over.

Once you‟ve automated your EEDM, you should seek to consistently improve the process by continually focusing on improving each of the campaign metrics.

Remember, part of the appeal of EEDM is that it consistently improves and

consistently delivers greater profits. That‟ll only happen if you determine the metrics of your campaign and you and your team continually try to improve them.

Here are the metrics to calculate and analyze:

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$ per registration – total dollars generated during the entire campaign

(primary product or service sales + down-sell sales) divided by the total number of registrations

Invitation sequence – total number of unique recipients who clicked over to

the registration page divided by the total number of unique recipients

Registration page – total number of unique registrations divided by the total

number of unique visitors to the page

Tell a friend page - total number of friend referred divided by the number of

unique registered prospects who visited the page

Tell a friend message – total number of recipients who clicked through to the

registration page divided by the total number of emails send to referrals generated

Intensification sequence – total number of registered prospects who attended the event divided by the total number of registered prospects

Event engagement – total number of attendees who stay until the pitch divided by the total number of attendees

Event conversion – total number of attendees that ordered divided by the total

number of attendees that heard the pitch

Overall Event Effectiveness – total number of attendees that ordered divided

by the total number of attendees

Attendee sequence – total number of orders generated from sequence divided

by the total number of attendees who received the sequence

Re-consumption sequences – Total number of sequence recipients that

consumed the content divided by the total number of sequence recipients

Down-sell effectiveness – Total number of orders generated divided by the

total number of recipients

Stacking EEDM Processes What should you do after you‟ve got your first automated EEDM process up and running?

Create a second one, of course!

And, ideally, it should be the next logical step in your company‟s overall messaging. In other words, the event that should follow your first event. That‟s what we‟re going

to do at Strategic Profits. We think an EEDM campaign for Founder‟s Club should follow our BGS EEDM

because it‟ll act as the perfect down-sell. So, we‟ll start offering Founders Club as the down-sell in our very first BGS EEDM but it won‟t be an event, it‟ll just be an email

campaign. But after our BGS EEDM is fully automated and operational we‟ll get to work on creating the EEDM for Founder‟s Club to replace the email campaign.

By stacking your EEDM process you‟ll end up taking your prospects through a series of optimized campaigns that are consistently improving and consistently delivering

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value to your prospects. And with each additional EEDM process you‟ll grow the lifetime value of a client - making your business healthier, stronger, and more

profitable with each passing day.

Why You Should Drop (almost) Everything…

And Get Started ASAP!

Remember all those benefits I shared with you earlier about the benefits of installing EEDM into your business?

If so, I can‟t imagine you‟d want to wait to experience them.

The bottom line is the sooner you get working on your EEDM the sooner you‟ll place yourself on the Founder‟s path.

I cannot stress to you enough the power of having an automated marketing campaign that you can continually improve. It‟s the missing piece in most of the businesses I

see these days. And you now have the ability to create one for you and your business. I‟d strongly recommend you re-read this report with pencil and paper out. This time

layout your entire campaign. Figure out which of my suggestions for each sequence you‟ll use immediately and which ones you‟ll wait until later to test.

Please do this as soon as you can. You‟ll thank me for it. Promise…

I‟d love to hear what you think. Remember, you can always write me at: foundersclub@strategicprofits.com

Seriously, I‟d love to know your thoughts on this report. So, take a moment right

now, email me and tell me what you think.

Post-Script In every ounce of my being I‟m convinced that what I just shared with you can make you more money and give you more freedom than anything you‟ll learn from anyone

else. In fact, I‟m certain that if I packaged this content in a different format and put it all

in a nice box I could have a very successful launch selling the same information I just shared with you for $2,000 or more.

If I were consulting, I‟d get a minimum of six figures to walk a client company through this process and advise them on building out their own EEDM.

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But instead I have revealed it all to you as a member of Founder‟s Club. And to be

frank, I think I‟m going over and above by doing so.

So, here‟s the deal – if you don‟t think this report is worth your entire year‟s membership, then I suggest you strongly reconsider if being a Founder is truly your goal.

Look, I am simply laying my cards on the table. We‟re all grown-ups here. I‟m not going to tease you with what‟s coming next, or titillate you with something

mysterious I‟ll reveal in the next report. That‟s not my style.

I created Founder‟s Club for real entrepreneurs who want to grow real businesses and achieve Founder-Status as rapidly as possible. And from my experience (having personally coached well over a thousand individuals who fit that bill) they judge value

by results not over-blown, hype-ridden promises.

So, as I bring this report to a close I am throwing down a gauntlet. If you‟re serious in your desire to be a Founder… and blown away with what I‟ve just shared with you – I‟m honored you are a member. But, if you‟re less than impressed, or would have

rather received a PLR (private label rights) eBook you could attempt to sell then please do us both a favor…strongly reconsider if being a Founder is your goal.

That‟s all I‟ve got right now… over and out.

To higher profits and beyond,

Rich Schefren