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7 Figure Shortcut

The document introduces an automated webinar system that can generate $1 million in 90 days. It discusses the core elements of an effective webinar timeline, including hooks, attention grabbers, identifying problems and solutions, credibility stories, content organization, transitions, pricing, guarantees, closes, and testimonials. Templates are provided to help structure each part of the webinar. The goal is to teach attendees how to create profitable automated webinars and generate ongoing income through online business systems.

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0% found this document useful (0 votes)

167 views142 pages

7 Figure Shortcut

Uploaded by

jinjinfee123

We take content rights seriously. If you suspect this is your content, claim it here.

Available Formats

Download as PDF, TXT or read online on Scribd

You are on page 1/ 142

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page|1

Welcome To The Clickfusion

“7 Figure Shortcut!”

Dear Future Automated Webinar Owner-

Congratulations and welcome! The next few days you will begin a journey towards creating a business
that will not only help you to achieve the financial freedom that you want and deserve, but also to
change the lives of countless people around you.

Over the past few years I have been literally obsessed with how businesses (both online and offline)
generate and monetize customers. While learning and applying these methods in my own businesses as
well as tens of thousands of other business from every English speaking country in the world, I have
developed some very simple systems that can take any idea, any product, and business, and turn it into
an automated system, making you money 24/7.

These two days aren’t about just learning these systems, but I’m actually opening the doors to my
company, giving you access to my processes and resources…the same one’s that I use everyday.

During the next few days make sure to take advantage of the opportunity that is in front of you. Some of
you will leave with the tools and resources that allow you to make millions of dollars in a very short
period of time, and others will leave and have gained almost nothing. What is the difference? Simply
what they do when they are here, and the action they take after they leave. Make sure you take
advantage of every second while you are here, then go home and take action immediately.

I’m truly excited and privileged to have this opportunity to share with you the best of what I have
learned. Enjoy this program, but more importantly, USE IT!

Russell Brunson
President SuccessEtc LLC.

The 90 Minute Webinar Timeline

 The Core Elements For Your Webinar Timeline

 The Hook / Result Based Story

 Attention Grabber (Pattern Interrupt)

 Open Loop (Identify Problem and Promise To Solve It)

 Creditability (Story)

 Content

 Pre-Resolve Concerns

 Aggravate The Problem

 Open Math Loop

 Transition (Close Opening Loop – Solve Problem)

 The Stack

 If / All Statements

 Pricing

 Guarantee / Risk Reversal

 Your 3 Closes

 Wealth Imagery To Close (Desire)

 Math Close (Logic)

 Scare Tactics To Close (Fear)

 Your Offer Slide – Full Stack (Step #1)

 Frequently Asked Questions

 Testimonial Rush

 Insert Trial Closes

 The Hook / Result Based Story

Attractive Character:

_____________________________________________________________________________________

Your Hook / Angle:

_____________________________________________________________________________________

Specific, tangible Numbers:

_____________________________________________________________________________________

Result Based Stories:

_____________________________________________________________________________________

 Attention Grabber

Example:

This might sound strange…

But congratulations on one of the most important decisions you’ve made in your life…

I know it didn’t seem like much.

But showing up on this webinar was I move that I believe will change the course of your
future for the better…

And I mean that.

I want you to understand how fortunate you are. I want you to understand that as you hear
the sound of my voice right now…there are hundreds of thousands of people who want to
be where you are…

I can actually see dozens of them trying to log-in right now..

They can’t get on …Because it’s filled to capacity.

I warned you this would fill up.

And it happened on queue.

Notes:

_____________________________________________________________________________________

 Open Loop (Identify Problem and Promise To Solve It)

The Reason Why… Promising Them The BIG Solution:

_____________________________________________________________________________________

Giveaways… Reason to Stay Until the End:

_____________________________________________________________________________________

 Creditability (Story)

Story Up:

_____________________________________________________________________________________

Story Down:

_____________________________________________________________________________________

 Content

Make Your Content Prolific:

_____________________________________________________________________________________

Pre-Resolve Concerns:

_____________________________________________________________________________________

Strengthen Concepts / Concerns With Testimonials:

_____________________________________________________________________________________

Aggravate The Problem:

_____________________________________________________________________________________

Open Math Loop:

_____________________________________________________________________________________

 Transition (Close Opening Loop – Solve Problem)

Goal:

Transition from content to sales…

“Let me ask you a question…”

Notes:

_____________________________________________________________________________________

 The Stack

Notes:

_____________________________________________________________________________________

 If / All Statements

Example:

If all this did was ______________... would it be worth it?

Notes:

_____________________________________________________________________________________

 Pricing

Notes:

_____________________________________________________________________________________

 Guarantee / Risk Reversal

Notes:

_____________________________________________________________________________________

 Your 3 Closes

Wealth Imagery Close (Desire):

_____________________________________________________________________________________

Math Close (Logic):

_____________________________________________________________________________________

Scare Tactics To Close (Fear):

_____________________________________________________________________________________

 Your Offer Slide – Full Stack (Step #1)

Notes:

_____________________________________________________________________________________

 Frequently Asked Questions

Notes:

_____________________________________________________________________________________

 Testimonial Rush

Notes:

_____________________________________________________________________________________

 Insert Trial Closes

Example:

Trial Closes
 1:05:
o "... that's why i'm so excited for this webinar...."
o so, are you guys ready for this?
o are you ready for this same change that is about to happen to you too?
 1:21:
o "more success stories then anything we've ever done...
o In fact… “insert Dee’s case study”
 Trial close
o Insert… “get free software when you stay to the end…”
 Software made brian d… $XXX
 Trial close
 Can you see how this software will shortcut your success?
 Do you want a free copy of it? Just stay on until the end, and I’ll email
you a copy
 Does that sound good?
 2:07… (after: and the rumors are 100% true)… insert:
o Here are success stories that have piled in during just the last few days!
 Mention name – how much they made… show video in background
 Dee – JP, Luke, Amel, etc…
 Will show you these video later… but THIS is the opportunity I’m taking about
 Are you ready for this opportunity….?
 Do You want to be the next success story?
 How are you going to feel when you do your first deal like these?
 3:05 (at the end of the list…)
o Trial close:
 Ok… so are you guys ready now? Good…
 3:22 (everyone’s talking about providing internet marketing services to local businesses….)
o Insert Trial close
 You’ve heard them talk about this, right?
 It’s because it’s working.. it’s a really good thing to do, isn’t it?
 3:59: insert trial close
o Would you like to learn this loop hole?
o Can you imagine what a shortcut this will be to your success?
 4:47: Insert trial close
o Are you ready to get started today? I know some of you were ready yesterday!
o If you want these results NOW… then nod your head YES!... I know I can’t see you, but I
want to make sure you are participating – it’s important, don’t you think? So nod your
head YES!
 6:12: Insert… “isn’t that cool?”
 7:08ish “new money masters series…”
o Insert: “Let me show you a quick clip from that dvd:”

 Insert short tony clip pre-framing me

 What do you think about that?
 Wasn’t that cool?
 8:54: Insert: “does that sound good?”
 9:27 Insert: “check out this quick video clip” insert “I made $15k in one day… when I got the
check….”
o “Can you imagine making $15k in just ONE day? This type of stuff is happening almost
every day here… isn’t that exciting?
 10:36 insert trial close
o Would your family be impressed with those kinds of profits?
o Ya, I know that mine would…
 10:44 – insert: “are you ready to live that same dream? I’m sure you are!
 11:33 – insert: have you ever asked yourself that?
 12:06: insert: am I right?
 12:32 – insert: do you realize how much opportunity is waiting for you right now?
 13:09 – insert: “would that income be like getting an immediate raise for you?”
 13:34 – insert: do you already have that desire for change?
 16:15 – so, let me ask you, are you one of those people who are ready for a change?
 16:54 – are you the internet marketer who’s looking for more passive and residual income?
 17:16 – if you already have a business, can you see yourself adding this into your business and
instantly doubling your profits?
 20:23 – insert trial close: don’t you agree?
 21:52 – insert: is this making sense to you?
 22:57 – do you know a business owner who is struggling right now? Can you think of any
business that could use more customers, right now…? Your dentist? A family friend?
 23:21 – insert trial close: you’ve seen this right?
 23:53 – doesn’t that seem crazy to you?
 25:07 – I’m sure you’ve been watching this too… right?
 28:20 – insert trial: was that as awkward for you as it was for me?
 29:23 – insert: can you see the dilemma ?
 30:33 – wouldn’t that be SO much easier?
 30:43 – how much better would that be? Would it increase your chances of success?
 31:18 – would that make your role in this a LOT easier?
 36:33 – 36:38 – re-record: Now EVERYONE wants to get in on the next Starbucks, or the next
google or facebook or groupon… right? Can you image the impact on your income if you had?
 37:36 – insert trial: let me ask you to nod your head again if you think this would be profitable
for you and your family…
 46:17 – re-record whole slide… (and they paid it…_) insert trial close… “you’ve got to get in
on this…
 54:42 – insert trial close: would you like to time off THIS YEAR? Would a deal like this give you
more variety and excitement in your life?
 55:01 – insert: and we ALREADY know it’s possible to make your investment back in the first 30
days… Dee ( a GREAT grandma ALREADY proved it…) it took her just 3 days! – don’t you think
that you could you do that too?
 56:08 – can you see how these cheat cheats will make your life SO much easier?

 56:54 – is that pretty cool? Do you like getting a $1,000 internet marketing course for free?
 58:04 – can you see how having these will case studies will make it so easy to signup new
clients? Can you start to visualize yourself doing this now?
 58:30 – do you see how much more money you can make leveraging our brand?
 59:24 – do you like the idea of my paying all the legal costs for this? Ya, I thought you would. 
 60:52… can you imagine how much time and frustration this will save you…?
 61:45 – You can do this for the rest of your life... just think of the impact on your income!
 63: 44 – do you follow me so far?
 66:11 – So, what do you think about that? 
 67:30 – are you guys getting this? Can you visualize yourself doing this?
 68:38 – would you agree a LOT more then 7:11, subway or even mcdonalds?
 69:03 – does that make sense?
 69:45 – but it’s worth it… right?
 70:22 – does that make sense?
 71:48 – does that sound fair?
o Are you guys getting this…? Are you ready for your life to change?
 76:43 – don’t you agree with that?
 78:03 – would a deal like that create more security in your life? Would you family be impressed
with those kinds of profits? You’ve GOT to get in on this!
 78:19 – don’t you agree?
 82:57 – does that sound good?
 84:10 – if you mastered this skill, where would you be in 5 years from now?
 90:11 – but the power comes because after you’ve signed your new client up, that money
comes in each month… even if you stop working. That’s why people are taking a week or a
month off or more their first year… because it’s not like a normal job where you just get paid
when you work. You get paid residually, for work you’ve done once… Does that make sense?
 93:43 – are you guys getting this? Are you ready to get started? I’m seeing orders coming in
quick now. I’m so excited to be working with you guys! Welcome to the team!

Notes:

_____________________________________________________________________________________

The Automated
Webinar Sales Process

 The Core Elements For Your Webinar Funnel

 Pre-Event

 Pre-Frame Page

 Registration Page

 JV Emails

 Intensification Process

 The “Wow and How” Video

 The “Transformational Education” Video

 The “Ownership Experience” Video

 The Follow Up Process

 The 5 List Segments

 Switching Modality (Audio, Visual, Kinesthetic)

 Replays

 Downsales

 Support

 Pre-Event

Notes:

_____________________________________________________________________________________

 Pre-Frame Page

Example:

Notes:

_____________________________________________________________________________________

 Registration Page

My Video Script:

Hi - My name is Brett Curry from Springfield Mo. and I want to tell you a quick story about how I was
able to quickly make a residual income stream of $8,000 per month, in less than 3 months, working less
than part time, from home.

About a year ago, I got invited to a special webinar (very similar to this one that you were just invited to)
being hosted by Russell Brunson.

I was very skeptical at first, because he claimed that on THAT webinar he was going to show everyone a
"NEW Gold Rush that NO other Guru cared to tell us about.

Now, I had seen other "Guru's" talking about a similar "Gold Rush" that involved selling "internet
marketing" services to local businesses... but this was different - MUCH different.

In fact, what Russell revealed on this webinar was a secret opportunity in the local markets that almost
EVERYONE was missing.

So I decided to put all skepticism behind me and register for his webinar.

I blocked it out on my calendar, canceled a date with my wife, OK, so I didn't actually cancel a date with
my wife, but looking back it would have been worth it too.

I did everything possible to make sure I could to actually get on that call. I wanted to see if what Russell
had to share actually was different.

I even got on the call a little early which is unusual for me...

And I can't tell you how glad I am that I did - because he only did this presentation once, and the lines
were so maxed out that most people who registered, weren't even able to get on.

When the webinar ended, Russell immediately received over 500 applications for the 50 spots he had
opened up.

Within less than 24 hours, all of these spots were gone, and 450 people who had filled out this
application and the thousands of people who registered, were turned away with nothing.

Being one of those 50 people has literally changed the course of my financial life forever.

I was able to take this simple system that was revealed on this webinar and working LESS THAN part
time over the next few months, I turned that information into a business that is currently making over
$8,000 PER MONTH in residual income - and all of this was created in just a few months, working less
than part time.

Yes - $8k per month.. that's $96k PER YEAR... and I'm doing it part time from home.

In fact I have another business that I run that takes up most of my time, yet this side business keeps
growing and is already on target to be at over $20,000 per month before the end of the year... and it's
still not a full time gig yet!

So, for the skeptics... I'm proof this loophole Russell revealed works, and it works FAST!

Well, over the past year, the people who’s applications weren’t accepted, and those who missed the
webinar have been BEGGGING Russell to bring it back ONE LAST TIME.

After to a lot of arm twisting, Russell's agreed to reveal his system one last time.

Over the next 7 days, Russell will be doing this webinar for a small group of people.

If you are watching this video, then you have been invited, but that doesn't mean you have a seat.

Each presentation is limited to just 300 people, and many (if not all of the spots) are already gone.

So - if you are here, and there is still an opening, then this your one and only chance.

What you need to do now is first pick the date on the right hand side that is MOST convenient for you...

Then on the next page, you will pick the time that is MOST convenient for you.

After you've selected the date and time that's best for you - be sure to do what I did... block it off on
your calendar. Cancel your dates, get a baby sitter for the kids, whatever you have to do - but DON'T
miss it.

It's changed my life, and now it will change yours too.

While you're picking the date and time for your webinar, I want to show you a quick clip from people
who were faced with a similar decision... just like you're faced with RIGHT NOW... they decided to take
the plunge and learn from Russell and here's how it worked out:

~draw TV - then show video clips inside of TV~

Right now you’ll do one of two things. You either trust your gut and say yes, or you’ll hesitate, do
nothing and miss this limited opportunity.

I believe that within a few short months from now, a year from now, and for the rest of your life, you’ll
look back on this moment as the instant in which your life changed forever, but only if you make the
decision to register for this webinar now before this limited opportunity vanishes.

If you wait, it may not be today, it may not be tomorrow, but with absolutely certainly, if you wait, you
will miss this chance. I know without a shadow of a doubt you’ll do the right thing for yourself, your
business, and your family.

So what are you waiting for...? It's 100% free - so register now and I'll see you on the webinar!

 JV Emails

Goal: 3 PRE-Event (Day 1,2,3) – 2 POST Event (Day 8, 10)

=========== Email #1 ===========

Sample Subjects:

- Russell is moving his company to YOUR city... need a "job?"

- the highest paying job EVER? now in your town.
- Russell Brunson has requested to work with you personally...

Body:

Hi ~fname~

You probably don't realize it yet...

But Russell Brunson just built a profitable business in your HOME town.

He'd like YOU to make money by MANAGING it for him...

...and guess what?

You're already pre-qualified.

Insert Affiliate Link

This position is already paying one of his members in Springfield Missouri (his name is Brett) $96k per
year (in less than 3 months) and growing fast...

And he's not the only one... They have new case studies popping up almost every day!

He's doing a NEW webinar THIS WEEK to show you this MASSIVE, yet completely untapped "job
opportunity" in your backyard AND to talk to you about running a branch of DotComSecrets Local in
YOUR city!

Insert Affiliate Link <= webinar registration link

This is REAL. But spots are also REALLY limited.

In order for you to be CONSIDERED you MUST sign up for this webinar PRONTO.

Register your link now.

Insert Affiliate Link

Thanks,
Your Name

P.S. Webinar lines only hold 300 people at any given time - so hurry:

Insert Affiliate Link

=========== Email #2 ===========

Sample Subjects:

- The $8,000 / month PART TIME job

- The $96k per year PART TIME job
- Doors just opened in YOUR town...

Body:

Hi ~fname~

Stop rubbing your eyes...

You read right.

This is a REAL Job is already paying one of his members in Springfield Missouri (his name is Brett) $96k
per year (in less than 3 months) and growing fast...

And he's not the only one... They have new case studies popping up almost every day!

And the best part...? you can do it part-time.

Be here to get the details (and the job!)

Insert Affiliate Link

You don't need a website...

You don't need a list...

You don't even need a product...

Insert Affiliate Link

This is REAL. But spots are also REALLY limited.

In order to be CONSIDERED you MUST sign up at this link PRONTO.

Insert Affiliate Link

Thanks,

Your Name

P.S. REMINDER: Those who miss this presentation will NOT be considered.

Insert Affiliate Link

=========== Email #3 ===========

Sample Subjects:

- uh...we need to talk

- this is reaching a FEVER PITCH!
- the most important email I've written
- hey it's me (open up)

Body:

Hi ~fname~

For the past 2 days I've been telling you about a special webinar that is happening that you NEED to be
one. We've already had hundreds of people register, and I wasn't sure if you got your seat yet.

It is going to be PACKED - so be sure to sighn up ASAP, and show up early.

Insert Affiliate Link

So if you haven't registered yet... please hurry!

Insert Affiliate Link

Thanks

Your Name

=========== Replay Email #1 ===========

Sample Subjects:

- did you miss the webinar?

- where were you?
- we were waiting for you...

Body:

Sorry if you missed Russell Brunson's "DotComSecrets Local" online training event. You must have been
pretty busy.

I certainly understand that. It happens to me a lot too. :)

Since you weren't there, the only thing I could guess is that it just didn't fit in your schedule... or
somehow you missed my email.

So I talked to Russell, and he's agreed to put up a replay, but it will only be up for a few days.

Insert Replay Link

On this webinar you're going to learn...

- Discover the NEW gold rush of 2012 that no other guru cared to tell you about...

- About the DCS local chapter in YOUR city and how YOU can get paid QUICKLY as a DotComSecrets Local
consultant!

- Learn how raw newbies with NO prior experience are using this to quickly generate their first REAL
"paycheck" in a single day...

- Learn how to cash in on that gold rush TODAY while you do NONE of the actual work...

- How to setup systems that pay out $2k - $5k per month without providing a single product or service

- The BIGGEST MYTH online right now, that will put MOST marketers out of business in 12 months or
LESS

And a LOT more... Go watch the replay ASAP before it comes down here:

Insert Replay Link

Thanks

Your Name

P.S. REMINDER: This replay is coming down within the next 48 hours - so please HURRY!

Insert Replay Link

=========== Replay Email #2 ===========

Sample Subjects:

WARNING – (he gave away a $4k software product - did you get it?...)

Body:

Hey, just a heads up...

Russell is taking the DotComSecrets local webinar offline within the next 24 hours. He's gonna be doing
some upgrades, tweaks and working with all of the new members.

So, tonight... is your LAST chance.

Also - he actually GAVE AWAY a $4k software product for everyone who watched the webinar to the
end... :)

For those who watched it - you already got the software. if you haven't yet - then you are in LUCK...

He just uploaded the replay - and it will be LIVE online for the next 24 hours. You can watch it here:

Insert Replay Link

Thanks,

Your Name

P.S. REMINDER: This webinar comes down within 24 hours... So don't hesitate. Now is the time...

Insert Replay Link

 Intensification Process

3 Video Process (Thanks Andy Jenkins!)

The “Wow and How” Video:

The WOW "Online Video Gets More Money Than Anything" - The How "Lets look at how Amazon Uses
Video - Here's what the New York Times says about Video, lets look at some search engine results for
Video, here are some results that I've had using Video"

_____________________________________________________________________________________

The “Transformational Education” Video:

"Lets do a video together - here's how I write the scripts, here's how I make the slides, here's how I
make the images and animations, here's the software and hardware that I use"

_____________________________________________________________________________________

The “Ownership Experience” Video:

What is it like to live with the Videos you make - and how to use them to enhance your equilibrium.

"Here's where I post my videos, here's how I promote my videos, here's ways to get my videos ranked in
the Search Engines - and here's how you can find out the very best way to use Video as a marketer (in
the next Video)

_____________________________________________________________________________________

Our Video Scripts:

The 800 Billion Dollar Opportunity

 Things To Remember:
o Need a pattern interrupt
o This will be the first video that they will be introduced to me
o Must intro the opportunity and raise the problem (why they can’t do it on their own yet…)
o Play the same background music from brett curry video
 Setup
o Driving in downtown boise talking
o Go to train depot
o SHOW them the opportunity in the city below…
 Script
o Intro Russell.. make fun of age / looks… talk about how blessed I am
o Emphasize the webinar… how excited I am for them
o Talk about the 800 billion opp… but why MOST people are doing it wrong
o But first… I want to show you something
o (Go to train depot)
o Below is the city of boise… over $50 million is there waiting to be taken…
o Explain “Offline Internet Marketing Consulting”
o Small business are HURTING (show blockbuster pic)
o Old methods don’t work…
o Crazy part… they KNOW they aren’t working!
o STILL are buying yellow pages… classified ads, etc… (show yellow pages) make fun of how
useless they are…
o Represents MILLIONS of marketing dollars being tossed into the wind… (thow up a $100
bill)
o They KNOW the internet is powerful… but to them… it’s like the pretty cheerleader no one
dared to ask out
o Right now… TONS of “guru’s” are popping up talking about this opportunity…
o BUT…
o They are doing it wrong…
o Let me show you how others are showing you to do it.. (show video on my iphone… zoom
in.. then go to real video)
 http://s3content.s3.amazonaws.com/dcs_local/misc/nerd_joe_consultant.html
o What a strange situation…
 These business NEED help
 YOU can make REAL money by giving it to them…
 But only if you do it the right way…
o What if we could invent a NEW way of doing offline marketing… call it Offline Marketing
2.0…
o Then what….?
o Well, I don’t want to ruin the surprise… but let me show you the results...
 Sprinkle a few video testimonials from dee, russell…

o On the next video I’m going to do 2 things…

 First – give you a GLIMPSE of offline marketing 2.0 (and introduce you to DCS Joe
(show a quick glimple of him being sketched out…)
 And… I’m going to show you a “day in the live” of an actual dcs local consultant who
has already grabbed his piece of this 800 billion dollar opportunity! (and how you
can too!)

A Day In The Life Of…

 Things To Remember:
o Need to continue the story from before…
o Need to have them to see HOW it works in real life
o Make it real for them
 Setup
o Russell intro-ing… showing dcs joe clip… then showing them Luke’s clip…
o Luke showing his transformation journey
o Showing current results…
o Showing it’s possible for anyone… and get them to believe they can do it too…
o Here is a VERY high production example of what we’re trying to do:
 http://www.freedomsoft.com/rockthehouse/?apid=A103456F&apflag=1&a_aid=4a
a1f15d3ac42
 Filming notes for Luke:
o Just record everything as one long video – and we’ll do all the cuts and editing… just send us
the tapes
o In the interview parts.. you can have someone ask the question… but make sure whoever is
answering re-states the question… So, for example:
 Interviewer: “What was the worst job you had…?”
 You: “The worst job I had was….”
o Always re-pitch the webinar.. “on the webinar you’ll learn…. “russell show you how on the
webinar…” you’ll find out more about that on the webinar…” etc…

 Script (Luke – this can change based on actual circumstances / clients… this is just kind of a guide)
o Russell picking up the story…
o Show the video clip of dcs joe
o I want to introduce you to a dcs ima who’s a lot like you…
o Lives XXX miles from here in Baltimore… his name is luke Harlan
o After we launched the 30 day challenge… luke signed up not 1,2 but 3 people…
o Luke’s story picks up here…
 B-roll footage of you having breakfast with your family…
 Interview style…
 Hi… my name is luke harlin…
 When I was a kid, I wanted to be…
 The most recent job you had and HATED before internet marketing…
(doesn’t have to be immediately before… ) describe why you didn’t like it
 Something you tried online before dcs local that didn’t work as good…
 After you became an IMA… talk about the 30 day challenge… why you did
it… etc… what happened from it…
 Tell about each of the clients… who they were… what they do, etc…
 Why this worked better then if you didn’t have DCS behind you

 What are your financial goals for you and your family?
 Interview your wife (if you’re ok with that… if not I understand)
 Has Luke always been entrepreneurial?
 Was it ever hard to support him when he was trying all this stuff out?
 Were you skeptical that he’d be able to make money online?
 What did you guys spend the money on that you made during the 30 day
challenge?
 Timeline style
 Staring of day… you at a computer…
o Dialog about what you do in a typical day…
 Generating leads… how are you doing it…? (maybe show 1
or 2 simple easy things… don’t show everything… just
enough for them to see it’s easy and do-able… This is
software I use, sites I go to, etc…
 Going to networking meeting…? Calls…?
 Just explain what you do do… not things you don’t
actually do
o Explain when started 30 day challenge… your goal… importance of
goal…
 Show proof checks or contracts if you have them…
o Future vision for them: what kind of goal they should set… what’s
realistic… how many hours a day they would have to work to get a
$2,500 deal and $1k month recurring…
o Your recommendations: what niche to pick… how much time to put
in… how soon they can make money – if they should quit job
immediately… wait until they are making X recurring… etc… give
them advice what they should do
 In car…
o Visiting either an existing client or a potential client… or going to
networking meeting… (whatever is possible in this short time)
o Talk about the goal of where you’re going…
o Depending on if it’s client or potential client… talk about the
opposite as well.. “if I was going to see a potential client… I’d be
talking to them about…_____” or “I’d make sure they watched the
webinar that russell gives you…. You’ll learn more about it on the
webinar…” etc…
o If you can show with a client.. that would be AWESOME!!! Show
the dialog… get them to comment on how it’s helping them… etc…
 Post meeting / at home… (in pajamas  or on couch relaxing… with your
wife if possible…)
o Talk about the day…
o How much time you had to actually dedicate…
o The BIG KEYS
 1st – residual income…
 Each client I close doesn’t just pay me 1 time… get
paid EACH MONTH…

 $1k per month… covers what bills?

 When you get 2 or 3 or 10… that’s when it gets
exciting…
 2nd – after sold client
 What type of maintenance…?
 Your goal (what you told me… your goal to do
nothing and have us do everything…)
 A “glimpse” of what dcs offers… we do all the
work… you leverage our creditability (all stuff they’ll
learn on the webinar) etc…
 3rd – why it’s different
 …You’ll learn more on the webinar about why
offline consulting 2.0 is DIFFERENT from what
everyone else is doing… but this is why I like it
 Our support… we do all the backend work… etc…
 Leverage our creditability…
 You’re not left alone…
 Etc…
o Final advice to those who are contemplating getting started with
DCS local…
 1st – watch the webinar…
 2nd – do the 30 day challenge…
 3rd… any other advice you’ve got for them…

The Dialer, The Network and The Introvert

 Things To Remember:
o Goal of this is to give them ownership that THEY CAN DO IT… here’s what we did… and
what you can do too…
 Setup
o Back in dcs office…
o Intro the 3 personality types…
o Get them to show what they did… and how simple it was… and how few hours they had…
 Script
o Russell walks into office… talking to camera…
o Talk about they either have… or soon will watch the webinar…
o For those who have watched it and signed up… you’ve already met the “customer concierge
team…” best support in the world, etc…
o One fear people get after watching the webinar is this… “I can’t do it cause…”
o So – put the concierge team to a test… could they do it…
 Introvert, networker, dialer…
o Inside members area they documented the 30 day plan… but they ALL made money… spent
LESS than an hour a day…
o Let me introduce you to….
 Networker… John Parkes
 Let’s talk about your role…
 I keep you busy – how many hours a day did you have to do just this?
 Lets talk about the 30 days…
 Who did you talk to…
 How much did you make…?
 Any cool stories…?
 How fun it was
 Total cash YOU collected…?
 How hard is it if you’re a good networker…?
 Where can people find networking meetings that are happening?
 Dialer
 Let’s talk about your role…
 I keep you busy – how many hours a day did you have to do just this?
 Lets talk about the 30 days…
 Who did you talk to…
 How much did you make…?
 Any cool stories…?
 How fun it was
 Total cash YOU collected…?
 How hard is it if you’re a good networker…?
 Where can people find networking meetings that are happening?

 Introvert
 Let’s talk about your role…
 I keep you busy – how many hours a day did you have to do just this?
 Lets talk about the 30 days…
 Who did you talk to…
 How much did you make…?
 Any cool stories…?
 How fun it was
 Total cash YOU collected…?
 How hard is it if you’re a good networker…?
 Where can people find networking meetings that are happening?
o For those who haven’t watched the webinar yet… go do it…
o For those who have joined us… welcome to the team…

 The Follow Up Process

The 5 List Segments:

Subscribers Lists:

_____________________________________________________________________________________

Registered / No Shows:

_____________________________________________________________________________________

Registered / Showed Up:

_____________________________________________________________________________________

Registered / Saw Offer:

_____________________________________________________________________________________

Buyers:

_____________________________________________________________________________________

Switching Modality (Audio, Visual, Kinesthetic):

Notes:

_____________________________________________________________________________________

Replays:

Notes:

_____________________________________________________________________________________

Downsale:

Notes:

_____________________________________________________________________________________

 Support

Notes:

_____________________________________________________________________________________

Webinar Traffic And Lead

Generation
 The Core Elements For Your Webinar Funnel

 Testing And Getting EPC’s

 Internet Marketing Math

 The “Roll Out”

 Solo Ad Secrets

 Free Solo Ads

 Buying Lists (The Dark Side…)

 Affiliate Inferno

 Webinar Swaps

 Your Search Engine Strategy

 Search Engine Banner Ads

 Ad Networks

 Social Strategy

 Classified Ads

 Postcards and Tear Sheets

 Testing And Getting EPC’s

Earnings Per Click (EPC):

_____________________________________________________________________________________

Dollar Per Lead (DPL):

_____________________________________________________________________________________

Dollar Per Attendee:

_____________________________________________________________________________________

Resources:

 http://hypertracker.com/ - 3rd party click tracking software

 http://powerlinkgenerator.com/ - click tracking software you can install on your own website

 Solo Ad Secrets

Notes:

_____________________________________________________________________________________

Resources:

 Internet Marketing Solo Ads

o http://soloaddirectory.com/
 http://www.soloaddirectory.com/blog/
o http://www.buysolos.com/
o http://www.warriorforum.com/warrior-forum-classified-ads/
 Niche Solo Ads
o http://lists.nextmark.com/
 Other Lists We Buy From:
o http://Archamax.com
o http://www.selfgrowth.com
o http://jvrocket.com/
o http://boardroom.com/
o http://worldnetdaily.com/
o http://www.zacks.com
o http://drudgereport.com/
o http://www.humanevents.com/index.php
o http://gopusa.com/
o http://townhall.com/
o http://michaelsavage.wnd.com/
o http://www.prisonplanet.com/
o http://www.infowars.com/
o http://homemoneyhelp.com/
o http://www.beliefnet.com/
o http://justsell.com/
o http://addme.com/
o http://bizweb2000.com/
o http://frontpagemag.com/
o http://www.wdfm.com/
o http://rimdigest.com/
o http://topachievement.com/
o http://Demc.com

 Free Solo Ads

Notes:

_____________________________________________________________________________________

Resources:

 www.ListJoe.com
 www.topsurfer.com
 www.tripleyourlist.com
 www.listdotcom.com
 www.downlinebuilderdiect.com
 www.listbuildingmaximizer.com
 www.globalsafelist.com
 www.thelistauction.com
 www.viraladstore.com
 www.webtrafficmarketing.com
 www.blast4traffic.com
 www.freetrafficmarketing.com
 www.yourezads.com
 www.elitesafelist.com
 www.adtactics.com
 www.gotsafelist.com
 www.ipostad.com
 www.10dollarsoloads.com
 www.planetxmail.com
 www.traffic9.com
 www.supersoloads.com
 www.viralinbox.com
 www.viralurl.com
 www.viralnetworks.com
 www.viralhosts.com

 Buying Email Lists (The Dark Side…)

The Process:

Notes:

_____________________________________________________________________________________

 Affiliate Inferno

Research:

_____________________________________________________________________________________

Recruit:

_____________________________________________________________________________________

Create:

_____________________________________________________________________________________

Train:

_____________________________________________________________________________________

Guaranteed EPCs:

_____________________________________________________________________________________

 Webinar Swaps / Ad Swaps

Notes:

_____________________________________________________________________________________

 Your Search Engine Strategy

Homebase Layout:

_____________________________________________________________________________________

Homepage Article:

_____________________________________________________________________________________

Consistent Content:

_____________________________________________________________________________________

Hardcore Backlinking:

_____________________________________________________________________________________

Role Of Social:

_____________________________________________________________________________________

Backlinking:

RentAnEdu.com:

_____________________________________________________________________________________

Buying Backlinks:

 http://www.warriorforum.com/warrior-reciprocal-links-buy-sell-swap/
 http://www.warriorforum.com/warrior-forum-classified-ads/
 http://www.wickedfire.com/links-seo/

Guest Posts: (top 50 business blogs that accept guest posts)

PR Alexa

1 http://www.marketingbestpractices.com 4 71,989

2 http://www.businesstoday.org 5 904,083

3 http://www.internetincomeformula.com 4 398,423

4 http://savvyblogging.net 3 50,515

5 http://weblogbetter.com 4 24,748

6 http://www.smbceo.com 5 122,683

7 http://www.ahomebusinessopportunity.net 3 1,800,776

8 http://www.ingroom.com 4 25,892

9 http://www.earnersblog.com 3 33,690

10 http://www.consulting-business.com 3 148,220

11 http://www.mydeltaquest.com 4 379,848

12 http://www.ducttapemarketing.com 5 13,512

13 http://www.smallbusinessbranding.com 5 112,398

14 http://www.smartbloggerz.com 4 25,552

15 http://www.mauritiustoday.com 4 1,155,686

16 http://www.themarketfinancial.com 4 463,442

17 http://bip.softwarejewel.com 4 1,692,885

18 http://www.theabundantartist.com 3 574,451

19 http://www.marketingprofs.com 6 6,380

20 http://www.knoxnews.com 6 22,027

21 http://indiamicrofinance.com 4 346,081

22 http://mybusinessmusings.com 3 3,704,950

23 http://www.commercialfinancetoday.co.uk 3 2,421,498

24 http://www.nyasatimes.com 6 133,104

25 http://businessaccent.com 3 579,358

26 http://www.tlmarketing.net 3 67,774

27 http://www.bidiversity.com 3 10,485,871

28 http://www.mydeltaquest.com 4 379,848

29 http://www.tellinitlikeitis.net 3 223,512

30 http://energybusinessdaily.com 3 1,106,050

31 http://www.womenonbusiness.com 4 238,503

32 http://blog.builddirect.com 3 36,272

33 http://www.blogtap.net 4 88,693

34 http://rinf.com 4 55,524

35 http://www.jimkukral.com 5 185,682

36 http://reviewcrushers.com 3 566,527

37 http://www.famousbloggers.net 4 8,446

38 http://www.iddictive.com 3 1,112,835

39 http://ourdevelopingmind.com 3 700,189

40 http://onproductmanagement.net 4 539,682

41 http://juniorbiz.com 3 182,809

42 http://www.handshake20.com 4 785,507

43 http://coolmarketingstuff.com 4 421,301

44 http://nine95.com 3 217,947

45 http://smallcompany.biz 3 1,983,055

46 http://marketitwrite.com 3 596,358

47 http://www.clarkfinancial.com 4 306,470

48 http://www.returncustomer.com 5 1,022,348

49 http://theblogabouteverything.com 3 160,829

50 http://jobmob.co.il 4 61,299

 Search Engine Banner Ads

Notes:

_____________________________________________________________________________________

 Ad Networks

 They find sites with lots of traffic, buy huge blocks and then resell to us
 3 we use most
 www.Pulse360.com
 www.Adblade.com
 www.Adsonar.com

Notes:

_____________________________________________________________________________________

Other Ad Networks: (many of these provided by Greg Davis (SuperAffiliateRockstar.com) – thanks!)

Display:

 http://www.facebook.com/advertising/ – self serve ads on facebook

 http://www.trafficplusconversion.com/google-adwords-overview-basics/ – search and content
network
 https://ads.pof.com/ – self serve ads on PlentyOfFish
 https://www.myads.com/login.html;jsessionid=782D2E54C917980D68CB7FA75C5BC2B0 – self
serve banners on myspace & a host of Fox network sites
 http://www.advertisespace.com/ – Direct display buys on small-ish inventory
 http://adshuffle.com/ – self serve ads on many big sites and networks
 http://www.adready.com/ads/public – display ads/self serve banners on yahoo sites
 http://www.adconion.com/ – video/banner ads, media buys
 http://advertising.aol.com/ – aol banner ad/media buy network
 https://www.isocket.com/ – banner/display ads
 http://www.contextweb.com/ – banners/media buying exchange (now Contextweb)
 http://advertise.com/advertisers.html – self serve text, search and display ads
 http://www.trafficplusconversion.com/msn-adcenter-overview/ – search and content
text/contextual ads
 http://miva.com/ – cheap search ads
 http://www.trafficplusconversion.com/725/7search/ – cheap search/direct domain ads
 http://looksmart.com/ – self serve search/contextual text ads
 http://sendori.com/advertiser/ – self serve ppc
 http://casalemedia.com/ – self serve banners
 https://addesk.advertising.com/ – banners on popular aol sites
 http://www.adroll.com/ – self serve banners/site targeting
 http://pulse360.com/ – ads on good high traffic inventory
 http://buysellads.com/ – self serve banners on a range of design blogs
 http://www.adsonar.com/admin/advertisers/indexPl.do – text ads on high traffic US sites
 http://adblade.com/ – self serve display ads
 http://www.traffiq.com/ – self serve banners, media buys
 http://web.blogads.com/ – banners/text ads on high traffic blog network
 http://www.clicksor.com/ – banners/text ads/pop unders
 http://chitika.com/ – search related contextual display ads
 http://www.adsonar.com/admin/advertisers/indexPl.do – display banners, self serve, similar to
adbrite
 http://www.reddit.com/ad_inq – self serve direct ads on reddit.com
 http://www.clickbooth.com/news/article/2010121701 – owned by Clickbooth –
banners/display/text ads

 http://www.adside.com/ – self serve ppc contextual inline text ads

 http://www.megaclick.com/ – banners on 2 high traffic file share sites
 http://www.realtechnetwork.com/ – Variety of formats, self serve platform
 http://adengage.com/ – banners/text, similar to adbrite, allow weekly buys
 http://adbuyer.com/ – media buying search/display exchange
 http://www.openx.com/advertiser/ad-marketplace – banner exchange on open x ad network
 http://zedoadnetwork.com/ – Zedo self serve
 http://www.adbrite.com/ – display/contextual ads
 http://adclickmedia.com/ – self serve banners and contextual widgets
 https://traffictaxi.net/ – self serve banners/display/popunders – global
 http://www.xa.net/ – Display/retargeting/facebook ad exchange
 http://www.bidvertiser.com/ – contextual and banner ads
 https://www.buyads.com/ – self-serve banners on many quality sites

PPV:

 http://www.trafficvance.com/index.php – popular ppv network

 https://www.leadimpact.com/Default.aspx – formerly zango, pops/CPV ads
 http://www.adonnetwork.com/default.aspx – banners, contextual, search – self serve
 http://mediatraffic.com/ – ppv ads
 http://www.directcpv.com/ – cpv, self serve popups
 http://adoori.com/ – ppv popups – self serve
 http://findology.com/ – ppc/cpv

Media Buy Networks (not self serve)

 http://tribalfusion.com/ – media buy banner network

 http://www.advertising.com/ – display/banners, media buys
 http://advertising.microsoft.com/ad-network – microsoft banner display/media buys
 http://advertising.aol.com/ – variety of solutions on AOL inventory
 http://www.foxnetworks.com/ – banners on FOX properties
 http://www.cbsinteractive.com/advertise/ – media buys on very high traffic CBS site inventory
 http://www.bnmla.com/ – banners, huge volume, good for female demo
 http://www.mediawhiz.com/ – banners/display, media buys
 http://www.cpxinteractive.com/ – banners/display, media buys
 http://www.valueclickmedia.com/ – banners, display/media buys
 http://www.interclick.com/ – banners, high volume media buys
 http://engagebdr.com/ – media buys on high traffic inventory
 http://www.burstmedia.com/ – banners/display/media buys
 http://www.tattomedia.com/advertisers/ – banners/display/media buys

 http://rightmedia.com/ – self serve banner exchange

 http://premiumaccess.com/ – premium banner ad network
 http://adknowledge.com/ – cheap ads, slow approvals
 http://www.matomymedia.com/ – banner/display media buys
 https://advertisers.federatedmedia.net/ – cpm banners on good inventory of sites
 http://www.reduxmedia.com/ – Display, media buys, some good blog inventory
 http://adfunky.com/ – Display/rich media, some high traffic inventory
 http://www.bannerconnect.net/ – media buys/banners, good european reach
 http://www.glammedia.com/ – media buys, display, very good inventory for female demo
 http://www.vibrantmedia.com/ – inline contextual/rich ads, media buys
 http://www.tremorvideo.com/ – media buys, good range of new formats
 http://www.rubiconproject.com/ – media buys, nice interface/inventory
 http://www.epicmarketplace.com/ – display/email ads, media buys
 http://www.adjuggler.com/ – display/media buys
 http://www.specificmedia.com/ – banners/video display, media buys
 http://undertone.com/ – premium banners/display/media buys
 http://z5x.net/ – display banners, media buys, large inventory
 http://www.dsnrmg.com/ – display, media buys, unknown quantity/quality
 http://collective.com/ – media buys, banners/display
 http://www.adconion.com/ – video/banner ads, media buys
 http://technoratimedia.com/ – banners

International:

 http://www.reseauselect.com/ – banner and offline targetted at quebec

 http://www.adborsa.com/ – Display ads for largely Turkish demo
 http://www.canoeklix.com/accueil – text ads on the canoe.ca network
 http://www.adconion.com/ – display/media buys, good for Europe
 http://holanetworks.net/ – media buys targeting hispanic demo only in USA
 http://www.adpepper.com/ – European banner display + Affiliate network
 http://www.hi-media.com/ – display/media buys, mainly European traffic
 http://www.ad2onegroup.com/ – media buys on premium UK, Irish & Aus. sites + Ebay UK
 http://pamojamedia.com/ – Adify powered, banners for African traffic
 http://www.shenetwork.se/ – Adify powered, target Swedish women
 http://www.smowtion.com/ – display banners, most South American inventory
 http://www.trafficsynergy.co.za/adrands/ – banners, South African traffic
 http://www.utarget.co.uk/v6/ – UK display/rich media/video, owned by Fox
 http://www.unanimis.co.uk/ – display/video media buys, UK traffic
 http://www.mirago.com/ – UK/French/German contextual/search ads

 http://www.harrenmedia.com/ – Media buys, South American/Hispanic traffic

 http://www.redesdeprogramasafiliados.com/?redir=frame&uid=www4ee265bc0b3f75.2075600
2 – Media buys for Brazilian inventory
 http://www.aim4media.com/ – Display media buys, European traffic
 http://www.adverline.com/fr/ – Media buys, good quality French/Euro inventory
 http://www.specificmedia.co.uk/ – Media buys/display on UK/Euro premium inventory
 http://www.globalinteractive.com/ – Smaller scale banner/pop media buys
 http://www.adtegrity.com/ – Media buys/display, high volume

Retargeting:

 http://www.retargeter.com/ – Self-serve Retargeting

 http://www.leadback.com/ – retargeted ads at search traffic
 http://fetchback.com/ – Retargeting
 http://www.mythings.com/ – Display advertising with Retargeting
 http://www.criteo.com/index.php – Retargeting

Gaming:

 http://www.mochimedia.com/ – self serve display

 https://cpmstar.com/ – self serve display aimed at gaming sites only
 http://www.intergi.com/ – banners and in-game ads
 http://www.neoedge.com/ – self serve in game ads
 http://www.ad4game.com/ – self serve display
 http://www.ad2games.com/ – online advertising for games
 http://axifer.com/#sc3 – banners on Gamezer
 http://www.game-advertising-online.com/ – large scale performance-focused advertising
solution for online games

Uncategorized:

 www.BuySellAds.com
 http://www.trafficjunky.net (adult ad network)
 http://marketplace.sitepoint.com/categories/buy-advertising-space – small direct banner buys
 http://www.mobclix.com/ – mobile ad exchange
 http://www.admanage.com/ – Contextual, inline & display, pops, parking, decent volume
 http://www.linkworth.com/ – Banners, inline, contextual, plenty of cheap inventory
 http://www.affinity.com/ – search, parked pages, text ads – good 2nd tier inventory
 http://www.admarketplace.com/ – self serve text ads
 http://www.adoptim.com/ – in-video, text and banner ads
 http://www.yume.com/ – in-video ads, media buys

 http://izea.com/ – self serve sponsored tweets/blog posts

 http://www.industrybrains.com/ – now called adHere – text ads on mainly tech related sites
 http://www.inlinks.com/ – inline contextual ads, like Kontera
 http://admedia.com/ – self serve inline contextual text ads like kontera, also display ads
 http://www.brightroll.com/ – media buys, banners/video
 http://www.snap.com/about/linkads.php- text/inline type ads
 http://advertising.ezanga.com/ – cheaper search and contextual
 http://aditall.com/ – produce and run video ad campaigns
 http://www.kontera.com/ – inline contextual text ads
 http://finditquick.com/ – text ads
 http://sponsoredtweets.com/ – sponsored twitter posts
 http://adly.com/ – more twitter ads
 http://www.pubmatic.com/ – ad network
 http://www.etology.com/default.php – banners/text ads, cheap

 Social Strategy

Content VS Context:

_____________________________________________________________________________________

Social Sites To Focus On:

 Facebook
o Build Fans
o Targeted Ads
 LinkedIn
 Twitter

Forums:

 Cool site to view headlines from internet marketing forums:

o http://www.mikes-marketing-tools.com/marketing-forum/

 Private (Paid) Membership (7)

o Bill Myers Online Forum - http://www.bmyers.com/
o Neil Shearing's Internet Success Private Site Forum -
http://www.im4newbies.com/ispms.htm
o MarketingProfs Marketing Concepts and Strategies Forum -
http://www.marketingprofs.com/membership
o Terry Dean's Netbreakthroughs Forum -
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o Small Business Website Forum -
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 Kevin Robb's e-Business Formula Discussion Forum -
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 E-Consultancy Forum - http://econsultancy.com/us/forums
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 Michael Rasmussen's Free Advertising Forum - http://www.freeadvertisingforum.com/
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 Michael Green's How To Forum -
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 Mark Hendricks Inner Circle Marketing Forum - http://ississ.ning.com/
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 Mike Filsaime's Instant Buzz Forum - http://www.instantbuzz.com/moreinfo
 Richard Quek's Internet Marketing Trainer Forum -
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 LockerGnome Online Business Forum - http://help.lockergnome.com/general/-forum-
10.html
 Louis Allport's Info-Profits Talk Forum - http://www.infoprofitstalk.com/index.html
 Alice Seba's Internet Based Moms Forum - http://www.internetbasedmoms.com/bb/

 The JoeShmo200 Internet Marketing Forum - http://www.joeshmo200.com/forum/

 JR Publicity Community - http://www.jrpublicity.com/community/?srt=1
 MarketingProfs - Know-How Exchange Forum - http://www.marketingprofs.com/ea/
 MarketingVOX Commerce Discussion - http://www.marketingvox.com/discuss/commerce/
 Markus Allen's Marketing Ideas Forum - http://www.marketing-ideas.org/phpBB2/
 John Reese's Marketing Secrets Forum - http://forum.marketingsecrets.com/
 Mike Filsaime's Marketing Forum - http://marketingdotcom.com/forum/
 Moms 101 Forum - http://www.mom101.com/phpBB2/index.php
 Mothers Work At Home Forum - http://www.mothersworkathome.com/phpbb2/index.php
 Mike Rodman's Marketing Forum - http://www.network54.com/Forum/166590/
 Net Talk Forum - http://ww7.nettalk.us/
 Internet Marketing Bulletin Board - http://www.internetmarketingbulletinboard.com/
 Timothy L. Drobnick Sr.'s Internet Marketing Forum - http://womvegas.com/earn-from-
wom-mobile.php
 John Scott's V7n Webmasters Forum - http://www.v7n.com/forums/index.php
 Klaus Dahl's Forum - http://www.klausdahl.com/forum/ -
http://www.marketingauction.com/forum/wwwboard.html
 Rebecca Hagel's The Missing Link Marketing Forum -
http://www.marketingauction.com/forum/wwwboard.html
 Merle's M.C. Promotions Forum - http://www.mcpromotions.com/webbbs/config.pl
 Net Marketing Forum - http://netmarketingforum.com/forum.php
 Diane Hughes ProBizTips Forum - http://www.probiztips.com/blog//index.php
 Profit CC Forum - http://profits.cc/forum/index.php
 Gary Huynh's Resell Master Course Forum - http://www.resellmastercourse.com/forum/
 Paul Myers' TalkBizNews Forum - http://www.talkbiznews.com/talk/index.php
 Dien Rice's Seeds Of Wisdom Forum -
http://www.sowpub.com/forum/forumdisplay.php?f=2
 Lynn Terry's Self-Starters Weekly Tips Forum -
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 Ken Evoy SiteSell 5 Pillar Affiliate Forum - http://affiliates.sitesell.com/
 Small Business Computing Forum - http://forums.smallbusinesscomputing.com/
 Small Business Forum - http://www.small-business-forum.com/index.php
 Small Business Forums - http://www.smallbusinessforums.org/
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 Jason Cooper's SupaBiz Forum - http://www.supabiz.com/forum/
 The Portal To Success Ezine Forum - http://theportaltosuccess.com/cgi-
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 The Newbie Club Forum (free membership) -

http://www.newbieclub.com/index.php?get_started
 The Trader Online Forum - http://www.thetraderonline.com/
 Harmony Majors' Website Marketing Interrogation -
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 Alice Seba's Web Writing Profit Forum - http://www.webwritingprofit.com/forum/
 Mufad's Work At Home Forum - http://biz-whiz.com/PNphpBB2.html
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 Work At Home Forum - http://biz-whiz.com/forum.html
 The Work At Home Forum - http://www.work-at-home-forum.com/
 Work At Home Business Forum - http://www.business-opportunity.biz/forum/
 Work At Home Network Discussion Forum -
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 World Internet Summit Forum - http://www.worldinternetblog.com/
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 Affiliate Program Marketing and Management - (13)
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o High Rankings Forum - http://www.highrankings.com/forum/
o PromoJunkie Website Promotion Forum - http://www.promojunkie.com/forum/
o Jim Wilson's Search Engine Marketing Forums -
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o Search Engine Optimization Forums - http://www.seonews.com/
o Search-This Forum - http://www.search-this.com/forums/
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o The Admin Zone Forum - http://www.theadminzone.com/forums/

 Classified Ads

Posting To Craigslist:

_____________________________________________________________________________________

Spamming Craigslist:

_____________________________________________________________________________________

Real Classified Ads:

_____________________________________________________________________________________

Offline Classified Ad Resources:

 Thrifty Nickel: 1-1-800-525-2272

 Nani Network (3,000 papers, 33 million circulation)
 The recycler (recycler.com) 225,000 circulation 1-800-300-2777
 Green Sheets 512-421-4512
 New England Press (250 New England Newspapers) www.Nenpa.com
 Nationwide Classifieds – 1-800-294-1055

 Postcards and Tear Sheets

Resources:

1. People who mail postcards cheap -

http://www.docucopies.com
http://www.uprinting.com
http://www.cityprintusa.com

2. Tear sheet printing -

http://www.thinkinkmarketing.com

3. Handwritten sticky notes -

http://www.thinkinkmarketing.com

4. List Broker - Adam Moran at Macromark: 845-230-6312

Notes:

_____________________________________________________________________________________

Appendix

© SuccessEtc LLC
Supercharge
Your
Marketing
With…
Evergreen Event-Driven Marketing
“An Ongoing, Automated, Exciting Process That Continually
And Persistently Creates Buyers Of Your Products And
Services.”

1
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
2
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

3
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).
4
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

5
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
6
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

7
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.

37
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.

38
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

39
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.

40
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.

41
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.

42
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.

43
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:

44
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…

45
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:

46
$ 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
47
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.

48
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

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7 Figure Shortcut

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7FIGURE

Welcome To The Clickfusion

Dear Future Automated Webinar Owner-

The 90 Minute Webinar Timeline

 The Hook / Result Based Story

 Attention Grabber (Pattern Interrupt)

 Open Loop (Identify Problem and Promise To Solve It)

 Aggravate The Problem

 Open Math Loop

 Transition (Close Opening Loop – Solve Problem)

 Guarantee / Risk Reversal

 Wealth Imagery To Close (Desire)

 Math Close (Logic)

 Scare Tactics To Close (Fear)

 Your Offer Slide – Full Stack (Step #1)

 Frequently Asked Questions

 Insert Trial Closes

 The Hook / Result Based Story

Your Hook / Angle:

Specific, tangible Numbers:

Result Based Stories:

This might sound strange…

I know it didn’t seem like much.

And I mean that.

I can actually see dozens of them trying to log-in right now..

They can’t get on …Because it’s filled to capacity.

I warned you this would fill up.

And it happened on queue.

 Open Loop (Identify Problem and Promise To Solve It)

The Reason Why… Promising Them The BIG Solution:

Giveaways… Reason to Stay Until the End:

Make Your Content Prolific:

Strengthen Concepts / Concerns With Testimonials:

Aggravate The Problem:

Open Math Loop:

 Transition (Close Opening Loop – Solve Problem)

Transition from content to sales…

“Let me ask you a question…”

If all this did was ______________... would it be worth it?

 Guarantee / Risk Reversal

Wealth Imagery Close (Desire):

Math Close (Logic):

Scare Tactics To Close (Fear):

 Your Offer Slide – Full Stack (Step #1)

 Frequently Asked Questions

 Insert Trial Closes

 Insert short tony clip pre-framing me

 The Core Elements For Your Webinar Funnel

 The “Wow and How” Video

 The “Transformational Education” Video

 The “Ownership Experience” Video

 The Follow Up Process

 The 5 List Segments

 Switching Modality (Audio, Visual, Kinesthetic)

It's changed my life, and now it will change yours too.

~draw TV - then show video clips inside of TV~

Goal: 3 PRE-Event (Day 1,2,3) – 2 POST Event (Day 8, 10)

=========== Email #1 ===========

- Russell is moving his company to YOUR city... need a "job?"

You probably don't realize it yet...

He'd like YOU to make money by MANAGING it for him...

...and guess what?

You're already pre-qualified.

~~Insert Affiliate Link~~

~~Insert Affiliate Link~~ <= webinar registration link

This is REAL. But spots are also REALLY limited.

Register your link now.

~~Insert Affiliate Link~~

~~Insert Affiliate Link~~

=========== Email #2 ===========

- The $8,000 / month PART TIME job

Stop rubbing your eyes...

You read right.

And the best part...? you can do it part-time.

Be here to get the details (and the job!)

~~Insert Affiliate Link~~

Insert Affiliate Link

Insert Affiliate Link <= webinar registration link

Insert Affiliate Link

Insert Affiliate Link

Insert Affiliate Link

Insert Affiliate Link

Insert Affiliate Link

Insert Affiliate Link

Insert Affiliate Link

Insert Affiliate Link

Insert Replay Link

Insert Replay Link

Insert Replay Link

Insert Replay Link

Insert Replay Link