Table Of Contents
INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
READY? FIRE! AIM. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
WHY A MARKETING SYSTEM? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
YOUR MARKETING UMBRELLA AND HOW IT INFLUENCES EVERYTHING . . . . . . . . . . . . . . . 12
MORE THAN JUST ADVERTISING . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
WHY THIS SYSTEM? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
THE MARKETING FUNNEL SYSTEM: OVERVIEW . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
PARETO‘S PRINCIPLE: THE 80/20 RULE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
WELCOME TO THE MARKETING FUNNEL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
BEFORE THEY BUY: YOUR LEAD GENERATION SYSTEM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
AFTER THEY BUY: YOUR OPPORTUNITY FOR BIGGER PROFITS AND MORE! . . . . . . . . . . . . 34
ANTICIPATING THEIR NEEDS AND REDUCING SUPPORT TICKETS . . . . . . . . . . . . . . . . . . . . 35
THE IMPORTANCE OF TESTIMONIALS AND FEEDBACK . . . . . . . . . . . . . . . . . . . . . . . . . . 35
ASK THEM FOR REFERRALS AND MAKE IT WORTH THEIR WHILE . . . . . . . . . . . . . . . . . . . . 36
EXCEED THEIR EXPECTATIONS WITH UNANNOUNCED BONUSES . . . . . . . . . . . . . . . . . . . . . 36
EMAIL TEMPLATES – PRE-SALES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
EMAIL #1 – SENT INSTANTLY UPON CONFIRMATION . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
EMAIL #2 – SENT AFTER 1 DAY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
EMAIL #3 – SENT ON DAY 2 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
EMAIL #4 – SENT ON DAY 4 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
EMAIL #5 – SENT ON DAY 6 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51
EMAIL #6 – SENT ON DAY 7 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54
EMAIL #7 – SENT ON DAY 10 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57
EMAIL #8 – SENT ON DAY 12 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65
EMAIL TEMPLATES – POST-SALES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69
EMAIL #1 – SENT IMMEDIATELY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69
EMAIL #2 – SENT AFTER 2 DAYS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71
EMAIL #3 – SENT AFTER 5 DAYS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72
EMAIL #4 – SENT AFTER 9 DAYS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77
EMAIL # 5 – SENT AFTER 14 DAYS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80
PRE-LAUNCH NOTIFICATION SEQUENCE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82
EMAIL # 1 – SENT IMMEDIATELY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82
EMAIL #2 – SENT AFTER 2 DAYS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84
EMAIL # 3 – SENT AFTER 3 DAYS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88
EMAIL # 4 – SENT AFTER 6 DAYS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90
EMAIL # 5 – SENT AFTER 10 DAYS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93
EMAIL # 6 – SENT AFTER 12 DAYS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95
EMAIL # 7 – SENT AFTER 15 DAYS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103
INSTANT OPT-IN SURGE: HOW TO GET QUALIFIED LEADS
SUBSCRIBING TO YOUR LIST IN RECORD NUMBERS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 106
INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 106
WRITING AND PUBLISHING ARTICLES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 107
POSTING TO FORUMS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 113
PROMOTE WITHIN YOUR PRODUCTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 117
JOINT VENTURES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118
FINDING JV PARTNERS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119
HOW TO DRAMATICALLY IMPROVE YOUR DOUBLE OPT-IN RATES . . . . . . . . . . . . . . . 125
OFFLINE MARKETING . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 127
IMPROVING YOUR OPT-IN CONVERSIONS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 132
FOCUS ON THEM, NOT YOU . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 133
EMPHASIZE BENEFITS, NOT FEATURES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 134
PUSH THEIR EMOTIONAL HOT BUTTONS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135
INCORPORATING PROOF AND BELIEVABILITY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137
THE UNIQUE SELLING PROPOSITION (USP) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 140
THE HEADLINE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 142
THE MORE YOU TELL, THE MORE YOU SELL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 144
WRITE TO BE SCANNED . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 145
THE STRUCTURE OF AIDAS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 146
CONCLUSION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 147
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INTRODUCTION
READY? FIRE! AIM.
In his book The Ultimate Marketing Plan, copywriter and marketing consultant Dan Kennedy said:
“Personally, I detest planning. I’ve got the classic entrepreneurial nature—’Ready? FIRE! Aim.’ Plan? Geez. Let’s just go sell something.”
I can certainly relate. That entrepreneurial spirit has always been in my blood, too.
Sure, I had the standard lemonade stand when I was a young child. But I later opened a stamp and coin “shop” in my basement at the ripe old age of 11…complete with “billboard” signs across my neighborhood. Once I cleared my “inventory,” it was onto the next project.
For Halloween, I‘d stage my own haunted house. For a dime (later a quarter), kids could wander through my labyrinth of terror, complete with props and “actors” in costumes.
Sometimes when I was bored I‘d do things like set up an obstacle course and dare the neighborhood kids to try to get through it. They‘d win a prize if they could do it, but it would cost them some spare change up front. In retrospect I was pretty lucky no one got hurt.
When I saw the older kids selling candy for their school or some other event, I came up with the bright idea to buy a bunch of candy at the store for cheap and sell it at a higher cost, earning a profit. That might have worked, except I ended up eating most of my “profits.”
I even learned how to borrow money at zero percent interest. My father still tells the story of when he gave my brother and I each a dollar for the penny candy store. After we emerged from the store, my father asked me how much money I had left.
“None,” I replied.
He then asked my brother Jim how much he had left?
“A quarter.”
“So you spent seventy-five cents?” my father asked him.
“No, I spent a quarter and loaned fifty cents to John.”
I guess I liked my candy back then!
As a young teenager I sold shoes door-to-door for Mason Shoes. I published my own neighborhood newsletter around the same time. I eventually saved up enough money to buy a paper route (I don‘t know if it‘s the same today, but back then if you wanted to be a paperboy, you had to buy an existing route from someone who was selling theirs).
Since then I‘ve sold toys, cars, siding and windows, advertising, electronics, software, hardware, books, info-products, the list goes on.
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