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ikecasanovasimplebuteffectivepresellingstrategies/
Rob Toth Interview On How To Flirt With Your Prospects Like Gifted Casanova
Speaker 1: Something’s coming that’s going to happen for $40 only. It’s
going to be cool and you’re going to meet … Do you want to be part of it
because it’s massive this kind of value?
John: Hey, podcast listener. You’re about to discover insider tips, tricks and
secrets to making more sales and converting more prospects in the customers
with email marketing. For more information about the email marketing
podcast or to order this wanted guy, go to themcmethod.com/podcast.
Hey, everybody. It’s John McIntyre here, the auto responder guy and it’s time
for Episode 16 of the email marketing podcast where we talk about the top
tips, tricks and secrets for making more sales and growing your revenue with
email marketing. Now today, we’re going to talk about sex. Yeah, baby.
That’s it. That is how to flirt with your prospects like a young Casanova and
get them to buy more products. Does that sound good? Now really it’s just
simple but effective preselling strategies to get people to buy more. Now,
this is stuff like how to presell webinars, events, conferences, sales, product
launches and more and the secret is really just knowing how to flirt with your
prospect and we’re going to get into that.
We’re going to talk about how reminder emails like webinar styling in 20
minutes are a complete waste of time and space and what you need to be
doing instead. Now, this can really set you apart from your competitors. So
stick around for that and affiliate recruitment tips that you just don’t hear
from mainstream guru guys. So basically, a whole bunch of stuff that’s all
related to preselling. It all can be done via email. You can do it via direct
mail as well. Like a lot of these strategies and tactics can be applied to your
marketing everywhere, okay?
Now, to get the sure notes for this episode of the email marketing podcast,
go to themcmethod.com/ep16 and before we get into it though, I thought you
guys might like to know how the Drop Dead Copy list is going. So I have a
daily email list that you can sign up at themcmethod.com/podcast. That
wasn’t always daily. About two, three or four months ago, I switched to daily
emails. I didn’t know how it would go and I also sell in every single email
including the first one which is the McIntyre method. Now, a few people
have asked when the McIntyre method is going to open. At this stage, it’s not
going to be for at least two to three months.
Now, I had the results of daily emails and selling in every email which is
sending more often than most people have the balls to do and also selling in
every email which a lot of people just don’t like doing. It’s working
fantastic. The interesting thing though is that 25% of people are not
subscribing. So one out of four people unsubscribes from that list, but the
people who stay are extremely excited about what I’m sending them and
they’re much more likely to buy the McIntyre method and other things I
suggest. So it’s been a great experiment. I’m going to keep doing it and so if
you want a good idea and you want something to do, start sending daily
emails, either broadcast or load them up into your auto responder and sell in
every single email.
If you want to know how I do it, go to themcmethod.com/podcast, sign up to
the list there. Do it now. Let’s go talk to Rob Toth about how to flirt with
prospects.
It’s John McIntyre here, the auto responder guy. I’m here with Rob Toth, a
web marketing specialist with seven years experience in more than thirsty six
nation markets and now, Rob comes highly recommended from a number of
you. And today, we’re going to talk about preselling the shit out of a bunch
of stuff including conferences, webinars, events, Christmas sales and product
launches. Now, it’s not all specifically related to email, but you can bet
there’s going to be a ton of stuff that you’re going to be able to apply in your
email marketing because email, it’s a fantastic medium for preselling and
anyway, I’m sure a lot of you do webinars, conferences, all that sort of stuff
anyway.
So even if it’s not specifically about email, it’s going to be very relevant and
interesting stuff. Rob, how are you doing today?
Rob: John, pleasure being on here with you. I’m doing great, good myself
over here in Canada.
John: Cool, man. It must be cold out there, huh?
Rob: In the summer? No, sir. We got our stuff. You guys have your winter
right now but we got our summer. So it’s a … No complaints at all.
John: Okay. That’s nice. Cool. Okay. So we’ve been through preselling
before we get into that, tell us a bit about yourself and who’s Rob Toth?
Rob: Sure. Yeah. I guess I’ve been kicking around for seven or eight years
now doing primarily information products, info products, the internet
marketing space and so forth via different clients and kind of rep share of
opportunities, we’ve expanded beyond that into different niches, some really
cool, interesting ones like ghost hunting, everyone comments on that one. I
know you obviously hold the gambit of the popular ones like dating and
weight loss and so forth. So played in different spaces now at this point, run
my own conference kind of marketing somewhere which actually as of the
time we’re of this call is actually, we’re just finalizing an idea that’s being
sold off, but yeah.
I mean, it’s just been basically about seven or so, eight years I guess doing
online marketing in different capacities, had some bigger launches, had some
fun projects, been able to kind of kick around the different parts of the world
to meet up with some business contacts or just kind of explore things. So
been down your way, down to Melbourne actually for three weeks as well
once, but I don’t know. It’s a whole … Just sales copywriting. I think that’s
what kind of brought me into internet marketing world as initially was I did
all … I was kind of doing contract and sales copywriting a while back, but
then kind of relates to that …
I was kind of passing up a lot of cool projects that I was writing a copy for
but I really wasn’t kind of taking forward and the rest of the bells and
whistles which I really enjoy, so that kind of expand it from there. So …
John: Awesome, man. So it sounds like you’ve really done a whole bunch of
different stuff, not just one thing.
Rob: Yeah, a variety kind of … I think most of us have the same kind of
[inaudible 00:05:20]. Nowadays, I’ve kind of got that under control pretty
well which actually is one company, one focus and so forth, but in initial
days, like let’s do this. Let’s play with that. So it’s a … Yeah. I kind of had
my hands in a lot of different [inaudible 00:05:33].
John: Nice, man. Okay. Okay. That sounds cool. So we already talked to you
about how you went into that preselling stuff. So before you went into the
actual, the nittygritty stuff, tell us … I think some people are thinking, what
the hell is preselling but give us a little bit of background on what is it …
Why is it important and why is email and doing kind of follow up kind of
stuff, why is it so useful?
Rob: Sure and you mentioned in the intro that this might not be all related to
email? Certainly preselling is done in many different ways, but what I
actually had in mind was we do a lot of our preselling and I mean, we do …
We use, sometimes we use direct mail and sometimes obviously, your web
page can do preselling as well. But a lot of it is actually you’re doing with
email because it’s so versatile for that. So preselling essentially just flirting
with the prospect that the way I kind of put it before you try and get them into
bed with you, so it’s not trying to go up to the girls saying, would you like to
buy or here’s a conference and they’ll come out and attend or here’s a
product we just launched and therefore, buy it. It’s something that …
I think inherently everyone who is as, even Basic Marketing 101 knowledge
knows that they should be somehow preselling, but I think either how
they’re approaching it or just the fact they’re over … It’s an oversight where
they have so many other things on the go with even for webinars. It says
pretty popular these days. A lot of people are not even properly signed to
webinars, didn’t announce them. One thing I see with a lot of guys, even big
guys, they’ll run a webinar, they’ll … Bad ass webinar, tons of great content
they’re going to put on there but all they really do is they keep selling,
sending you the notification when the webinar is. That’s not preselling.
That’s a reminder. That’s just … That’s not a tactic.
That’s just a mechanical task reminding someone when the event is. Same
with conferences, I have friends who run conferences. Obviously, I run my
own as well and often, all they put out is the reminders that hey, on this date,
make sure you get a ticket because we got the conference coming up. And
there’s no … Preselling is the part where you kind of massage and you get,
build the anticipation, build understanding of what’s coming up which is
obviously, it is pretty popular with launches.
I mean, to me you can’t really do a launch without preselling otherwise, it’s
all you would be doing as a grand opening that nobody even knows it’s a
grand opening. But yeah, preselling is kind of that factor and then once we
dive in, I like to maybe bring in a couple of examples of how we did that
using email as well.
John: Sure. Let’s do it, man. Let’s dive right in. So let’s get into it.
Rob: All right. Cool. Well, let’s take a look at … First of all, the conference
because that’s what’s fresh on my mind because actually as I mentioned right
now, I’m closing some shop and some items and one of that is just kind of the
marketing summit that I used to run that’s actually being closed down. So the
world of kind of marketing has kind of been circling in my head and when I
looked at was what we did, what I think a lot of conferencing don’t do,
certainly some of them do, but I think everyone should do is we sent out
profiles about the speakers that were coming up.
So essentially, we get almost like a baseball card worth of a buyer, the photo
and their cool bio bits and then some description and probably even we do a
short interview with them, two to three questions kind of bullet points, not a
full podcast or training and then we’d send that out or in some cases, of
course, we’d also host a teaser call. So kind of the precall so where before
you even get to the event, you can hear a bit, a fifteen, twenty minute call or
short webinar with the person and those are relatively thought of. But what
we did was we actually loaded up the emails as well as … I used to take, get
detail bios from each of our speakers.
I’d even have my assistant research the speaker in more detail because a lot
of speakers just send over the same three paragraph, cut and paste that they
use everywhere, but there’s really not anything too sexy to it. But anyway,
we would send that on email so before you even get to the event, it wasn’t
just harping on hey, buy your ticket to come to the event. It was … We were
essentially making each speaker cool. Here’s a content that’s … It really
made you think. Here’s some of the best juicy pieces that we just sent you
over via email. Here’s what’s kind of unique and cool about their
background and so forth. So before you even thought about the whole event,
you … I really want to meet this guy. This is the person I’m reading about
right now.
That’s the person I want to get out, too and meet up with and so we did the
preselling for speaker bios and anything else, that was unique as well, like
we had bonus days and so forth. So we presold why you should buy the up
sale. So before the card had opened for you to buy and register your ticket
and then the up sale to that was this bonus day. Before you’d even get to the
opportunity to buy that up sale, we’d let you know what we did the previous
year and how cool that was and some testimonials and here’s some photos
and here’s a blooper footage and here’s what we’re doing this year and it’s
going to be even better because here’s what we’re going to do and
essentially, it’s … You can’t buy at that point.
So that point wasn’t really to sell you right then. It’s just a plan to see …
Hey, man. When we get this thing live, when we get the order buns live, you
better be ready that we’re about to have the new quantity for the up sale, you
better be joining us for that. So for Canada, market selling is the end and I
think the third variant of that was the short tips. We’d release whatever the
topics were, we take a look at what my speakers would be speaking about and
whatever topics were being covered, I go find or whether … Obviously, if it’s
something that’s my expertise well, I just write up, but basically we create
this kind of punchy three to four bullet point teaser content pieces on the
topic. So essentially, our presells were a variety of things.
It was mostly though featured on the speaker. So preselling why you should
come see the speaker even before the event ticket goes live and then also, the
topic of why whatever it is, like Facebook advertising or video marketing or
whatever, just bringing out some … Not the mainstream stuff that everyone
knows but some cool things that you can apply in your business and then
providing those content, but that gets the person excited about … Oh, wait.
That’s a tactic we could apply. Let me go attend this conference so I can
learn more about it and that’s another way to kind of get people excited about
the topics and the speakers before even the opening of the card for them to
come register their tickets.
John: Okay. Okay. One thing that I think is really important here is that I
want to draw around … It was really useful when I thought, realized this is
that if you don’t do this type of thing, if you don’t presell people and really
go to your best efforts to make them buy something, you’re doing your best
prospect a disservice because they might really need … Yeah. I would get a
lot of value out of the conference, but if you’re not preselling them because
you’re too scared or too hesitant or you don’t want to sell anything, you’re
actually going to make it hard for them. In a sense, you’re taking away the
value that they could have had, which is why only preselling can be so
important for the business and also for the prospect as well.
Rob: Absolutely and to me, that was … That’s one thing even though in the
world of affiliate marketing for example, I’ve had affiliates who joined up to
promote something and they typically … I mean, I used to be affiliate
manager as well. I mean, that’s one of the … And I did that for a couple of
years for probably a couple dozen of projects. So I saw the kind of the
background of the members of what an affiliate can actually accomplish and
pretty much like across the board. It wasn’t the guy with the big list that was
making the dollars typically. I mean, of course in some cases, but typically,
what was pulling the results was the person who was using anecdotes and
using multiple emails for the same offer instead of the shotgun approach of
the one email that goes out.
And I mentioned that because there’s an affiliate or a merchant from the UK
that … I won’t mention his name right now, but I was affiliate for and when I
did a promo, I think we pulled in about 22,000 and my list compared to their
speaking at that point was not that large. It was not significant but I was one
of his better affiliates for the promotion but the reason that that worked is
because even before the promotion, even before I sent out this kind of pitch
about hey, here’s this guy and you need to buy his stuff. Here’s a link. So
before those emails went out, I did an interview with him. So and the
interview was there’s no one selling.
It was essentially content, short, 30minute; I kept it short as well because to
make it too long, no one’s going to listen to it. So I cut it short because we
don’t have attention for that. So I kept it short and so, it was like a 30minute
of meeting the guy but all with content and then I followed that up with a
presell with my story of the guy, how I met him, what I think of him in a
sense. Like it’s just basically the story aspect but that email also didn’t pitch,
but it left a lingering where it said, a PS, tomorrow, I’ll let you know about a
couple of things that he’s doing that I think would be right for your business
level.
And then, I did a two or three shot email promo actually pitching the offer,
but it was two steps before that when it was first an introduction of warm up
to who the person is because if I just did a blanket mail out, or just a shotgun
a mail out of here’s this guy and here’s his product, it’s awesome. Go buy it.
It doesn’t matter how it’s worded and obviously, that wouldn’t be the
wording but point is, it’s a one shot deal then just like you said, I think I
would have done disservice for a lot of people because it was high value
stuff. It wasn’t just about selling crap. He’s got some value stuff.
So instead, if I’m trying to make him, most money, I’m trying to make
commissions for most commissions for myself, and I’m trying to get quality
products into the hands of my subscribers, then doing a one shot deal is just
insane. So even there, the preselling concept comes in play of how can I take
the best points and before I even introduce the order links, how can I get
people excited about this person and all his stuff.
John: Okay. Okay. Cool. So, skimming down the list, but what about
webinars?
Rob: Webinars, that’s actually one I’ve got coming up here. I’ve got series
coming up on a Rob Toth. I don’t think it’s okay to mention, robtoth.com …
Irrelevant. Pont is, we’ve got a web class here coming up and I think that’s …
What’s being done for that a little differently than again because anything …
Any time I step into a new arena, what I do first is I kind of just spy on
everyone who’s doing it right and then probably even a lot of people are
doing it wrong. And so, I think that basic intel is something that we all do or
else should do and so I’ve been taking a look at for the last couple of months,
I’ve been taking a look at who’s running what and how.
And again, it’s just this lack of … I get about eight notifications of some of
the aggressive guys about make sure you know the time and this event’s
going to be held in. I mean, you didn’t sell me on that. All you did was you
reminded me that it’s 8 PM on Tuesday or whatever.
John: Right.
Rob: So what we’re doing differently is we’re actually bringing in case
studies because what’s being sold and I guess the … I mentioned briefly
because it kind of ties in what the preselling is. When people join a web
class, my web class format’s primarily content, a very short pitch it in and it’s
a chance for them to work with me on a group setting and group coaching or
whatever. So reason I mentioned that is the preselling or things like social
proof, testimonials, proof from actual snapshots from previous stampings,
case studies, all of it weave into content.
So even before you get to that specific web class, instead of me just saying,
hey make sure you show up at 7 PM on Wednesday or whatever it is, you get
actual content with a case study or something that essentially makes me look
smart because that’s the end goal. And essentially taking some specific that I
did, some social proof, some testimonials as well, but woven into a content
piece and you’re going to get about five of those and again, each of those
emails will also remind you of the time slot of when everything is but you’re
going to get about five of those before the web class even occurs and then
you get on a webinar and then of course we have our follow up process which
is a whole different story, but one is …
We presell you because you might now know, it’s just like on here, you’re
just probably plenty of listeners who never heard my name before and even
all those who might have heard my name, they don’t necessarily know my
details. So it’s … If I want to have a better shot of you kind of coming to this,
the webinar and first of all, it also helps with making sure more people show
up because not only am I selling you the value that you’re getting this much
free value from me before you even hold the web class, but on top of that,
hopefully, you’re getting so many good insights, you’re like … Wow. Who’s
this guy but he’s got some good stuff. I got to be on his trainings.
So again, it kind of presells you on the fact you need to listen to what I’ve
got to say because I’m here to deliver some good content. So even before a
webinars, typically case studies filled with content leading up to the webinar
is something that I would also invoke there.
John: Okay. Okay. So what we’re really doing here is we’re preframing
whatever we’re trying to sell, conference or webinar, product, sales, that kind
of thing … You’re basically trying to control the frame and you just send that
… Don’t forget to shop on Wednesday night at 8 PM. When you give out this
content, you’re basically just setting up this frame where whatever the
webinar is, it’s going to be amazing. So when they show up on Wednesday,
and when they keep hearing a time of that, you’re controlling the context of
what’s going on here. You’re controlling … They think the guy’s an expert,
that they want to be there. That’s good information and they want to hear
about this, that it’s relevant to them and that’s … And someone like that.
So there’s a lot of frame control here. It sounds like a very advanced concept,
but really what it is, it’s like just dropping things, kind of concepts in the
prospects brains. So when you finally introduce the product or the offer to
them, that’s kind of … They understand the offer in the context of everything
that’s come before that.
Rob: Yeah. Actually, that’s a very good point, too but it’s … By building up
the content or I guess tearing it down into multiple or smaller pieces, you do
get them into a better understanding form as well and that’s exactly it and
beyond that, just the fact that you’re selling them on the socalled expert or
selling them on the topic or selling them on actually being on the event, even
if it’s a free event, that here is not a mistake I find is people assume it’s a free
event, so therefore, people just come, but that’s obviously not going to
happen. What if … Whether it’s a free conference, free webinar, free
anything, it’s free for money in just terms of just free from monetary cost, but
it’s not free from time and people still have to watch their time.
So you need to kind of sell them on why do they need to invest their time and
actually listen to you or come to the event or come to the whatever. So that’s
where this kind of comes in. And honestly, even for affiliate recruitment, I’ve
got this kind of what I call the six step approach which I won’t go into
because it’s not really relevant right now, but when I do affiliate
recruitments, here’s our offer and here’s your link. Come make a ton of
money with us which is just the stuff that I get in my inbox on a regular basis.
What we typically do is especially if I don’t know …
Like if we go into a market where I don’t have a relationship with that
merchant or we’re just simply cold approach on some top flares that we
haven’t really worked a relationship with, the first two messages and it’s
actually one’s an email, one’s a direct mail and six steps process, but the
point is, the first email that goes to them is a warm introduction. There’s no
link. There’s no you’ll make 66% with us on launch. There’s no click bank
idea or any of that crap. It’s just basically says here, here’s why we’re
approaching you because we saw this and looks like it’s a match. Here’s what
we are coming up and we love to chat a little more if you have any questions
right now, definitely reach me by phone or Skype, by email or next week,
I’ll send you a little more details.
Hope you’re well. Take care. It’s worded different then, but that’s essentially
the theme of it, but point is, again, we’re … I guess as a [framing in
00:20:21] so maybe that’s a little more accurate but we’re basically setting it
up to know that, hey, we’re about to send you an affiliate page. We’re about
to try and solicit you to come into our affiliate program, but before we do
that, here’s why good people and here’s why we think you’re a good fit and
here’s what’s up. So there’s a bit of a warm up there, too. So a bit of a
flirtation process rather than just going in for the kill and saying, hey, join our
program, sign up and make a ton of money which I think a lot of affiliate
merchant or merchants do that with their affiliate program. So that’s another
thing there.
John: Okay. Cool and you got something written down here about follow up
emails to a webinar. What are you sending there to a conference, to an
event? How are you following up? You’re pitching products out to them?
Rob: Well, yeah. I mean, certainly the idea is just to close them but I do a
courtesy call. We do direct mail piece and we do a courtesy follow up. First
of all, courtesy follow up by email from my assistant, then she also lines up
a direct mail piece that goes up that essentially says, thanks for having
attended. Just essentially resell them on here’s why limited time or limited
quantities, opportunity to work with Rob and again, it’s worded differently
but the point is, it kind of just sets up this message of here’s what’s covered
and here’s why we’re glad you’d came and here’s by the way, don’t miss out
on the offer.
So the emails you send, the direct mail piece that goes out and then later,
when we send a courtesy call, all has the same kind of message of just
building some merchants and so forth. But that’s a bit of a more follow up
tactic rather than obviously a preselling but I mean, that’s … Once you’ve
got someone, to me, it’s just like anything else. I think we all kind of know
that the more touch points you can have or the prospect, the more option you
have to sell to them and the more gestation period you give to them to
actually understand what the offer is and understand the value of why they
should dive in. It’s never … It’s certainly I would say a minority of cases,
especially with the higher ticket offer where it’s a one shot deal where they
heard about it and say didn’t pay up.
And especially we’re talking about … If it’s a thousands of dollars price tag
versus a tendollar knickknack; it’s not going to happen for one shot deals.
So that’s why the preselling or preframing, setting that up so that they’re in
their right minds, sending in a bunch of values, then they’ve come to a live
audience where they … You build up rapport and then we do the follow up
which is a separate deal but essentially there, then we have a multistep
follow up and it’s a multimedium follow up as well on purpose. So we do
email, direct mail and voice. That I think goes a very long way for the
conversion.
So, but again, it really starts with before you even come to our event, now
that you registered, how can I keep kind of selling you, encourage you or
make it exciting that you need to be on this thing? You can’t just … Because
registering is one thing, but typically on a webinar, 33% I would say is fair
average with your across the board blank statement. About a third of the
people who register will actually attend the webinar and so, if you want to
maximize that to get it closer to the … You will get 100% but if you want to
get closer to 100%, you need to kind of give them the bullet points and the
reasons and incentives and the value and so forth on why they need to be on
there.
John: Okay. I think what’s helpful there is to kind of pull out the main
concept that’s going on and it’s really … Whether you’re selling an event or
a webinar or product launches or follow up emails, what’s really going on is
in any relationship, there needs to be multiple touch points and the more
touch points in the relationship, generally, the better the relationship is going
to be. But what most people do is you just sense kind of like, for the webinar,
the webinar is coming up.
It’s coming up, it’s coming up, same for the event rather than making this
really high quality touch points with contents and stories and some really
great marketing and buzz building stuff. If you’re trying to sell anything,
preselling is just about start flirting with the prospects, same way you’re
going to a bar and you know [inaudible 00:23:59] to sleep with you. You
spend a few hours chatting with her and getting to know her and that type of
thing.
Rob: Right. I was going to throw in a couple of sell in games real quickly if
we have a few more minutes here. Talking about Christmas sales, birthday
sales and the kind, I mean, birthday sales I run all the time. They’re not really
applicable if you’re … I guess maybe a merchandise or brand that if it’s not
based on an expert so to speak, then birthday sale won’t go far. So if you’re
… We’re a catchup.com or something, we sell cat gear and the owner has a
birthday and nobody cares. So it won’t work, but if you are, build yourself up
as the voice or the authority that an entire subscriberbase or clientbase
listens to, then using a birthday sale I think is great.
But also Christmas sales and the logical other sales or any time you do a sales
promotion and obviously launches but to me, launches are such a gimmick
that I didn’t need the feel to cover them and you can’t … Maybe we’ll go on
just a quick second on that. You can’t really do a launch if you have a brand
new product coming out without building up anticipation. Otherwise, it’s just
flat out not along within the terms of doing an eventbased promotion launch,
you have to have a presell process. You have to have just like a movie
coming out; you have the trailers and so forth coming out.
Transformers state doesn’t open in theaters tomorrow without notifying you
six months in advance that’s coming and showing all the glitzy actors and
then their special effects. So the same thing here, you need to be ready for
that or you need to be doing the presells. But for sales, which a lot of people
don’t tend to do which is surprising is … Because I love them. It’s just like a
sale in the department store, retail stores; everyone has sales, online, offline,
even … Amazon has it. You signed up to it just by in kind of service, people
on sales that’s typical but when you come into I guess more on the info
market space that I’ve had most of my experience in, that kind of just this
thing that you don’t really do.
You do launches; we don’t do sales which doesn’t make any sense. So you
should do sales in my opinion, you should do at least one sale but I would do
like the major events and again, birthday sales if it’s applicable to your
business model, but even in those cases, what we do and I actually code …
Well, we actually not program, but once you’re speaking with auto
responders with our responder guy here, into our auto responders, we’ll set
up a … What I typically do is a sixday sale format which is a $40 sale but
it’s the four days leading up to it is a presell. So essentially, six …
Those six emails will go out like at day sixth or whatever working
backwards or day one and then it will tell them, hey this sale’s coming up and
here’s why it’s cool going and so forth and they do maybe some contents,
there will be a PS that reminds them that the sale is coming up. Day three,
same thing content, whatever, so they keep this process go on day four, we let
them know, hey tomorrow goes live and it’s only four hours, make sure grab
it. And then there’s two days when it’s actually the sales happening so there’s
emails that go out on those days and it sells them.
But again, a sixday promotion, $40 sale or six emails in a promotion, $40
sale, so 2/3 of the promotion or at least the way I’d run it is actually
preselling because you can’t order that at that point yet. It’s just setting you
up for the fact that, hey something’s coming. It’s going to happen for 48
hours only. It’s going to be cool. You want to be part of it because it’s
massive discounts, high value, but I’m going to spend four days on the
presell and where I’m only going to spend maybe even two promotions on
the sale because by the time I got you all warmed up, all you need to do is get
the details of where to click and go order.
So even for Christmas sales and whether it’s for an auto responder sale like I
just mentioned or whether it’s for you have a birthday sale coming up, I’d do
the same thing. You have a birthday sale coming up. I’m running this special
before 48 hours, but again, I would do several emails before that just to lead
you up to the sale and same thing with Christmas sales and so forth.
John: Okay. Fantastic, and then the last thing you’d written down here is
interaction engagement in presell … Should we begin if you would have
replied back to emails?
Rob: Yeah. I mean, again we’re going to come back to the conversion point.
The thing is that it’s kind of come down to, if you’re selling a $7 thing,
you’re trying to sell 10,000 copies of, then having a bunch of people reply
back … Unless you can actually … Even there I facilitate. I bring in some
sort of customer support person to help with this. So even there, it’s
applicable, but certainly even more so for a higher ticket, multihundred and
multithousand dollar products … As much as possible, you want an open
dialog. To me, that’s just Sales 101. That’s not really piece on, but the reason
I added into the course here is when you do send out those presells, whether
it’s like for web classes within the case studies,
I typically have a question or an openended or some board that says reply
back especially if what I’m selling is me because if I’m trying to sell the fact,
you get to maybe have a chance to work hard and we’ve done some cool
things and here’s some campaign numbers and I’m a big deal and so forth
and I’m not … I’m not really arguing, but the point is, whenever I try to
package myself, let’s hear someone deal with, then if the end goal is for you
to get to or work with me, then one thing I want you to know is that I am
available. I’m a real person. I am available to answer your questions. So I
might … Into the case studies and to those pieces, I will always throw in
things like …
Essentially find out what they thought about questions like what did you
think about it because it’s too hard to answer that. So it’s a … If any time you
need to make the prospect think, they’re not going to respond. What you want
is the nature of responses of … If you could implement one of these three
[inaudible 00:29:17] I covered, which ones are most applicable, right?
Because I never won because we can make a ton of money or whatever, so
that was kind of reflex response. Is that what you’re looking? And it says,
now you got this kind of short list that would say people you could follow up
with, and I would save their emails and just check, hey did you make it to
web class school? Was that useful or not?
And now you have engagement but the point is, by them interacting, by them
responding, because if you’re already kind of preselling, you already have a
perfect environment to create this kind of discussion before the event of
where there’s a conference, whether it’s a web class, whether it’s a sale. So
before that, the more prospects you can kind of have this kind of interaction
engage with or even the ones that don’t reply but they know that you’ve set
up an opportunity for them to reply to you, that just makes it more real.
Because they know it’s not … Just some blind name or whatever in the
background.
They know it’s a real person and they can reach you if they wanted to even if
they don’t take you up on offer replying to you, it does create this kind of
engagement opportunity and that goes along with to kind of building up
rapport and converting some of the sales as well.
John: Cool. I love it, man. This has been super good. We’ve gotten along
here, but I’m totally cool with that. I like [inaudible 00:30:26] talked about it.
So before we go though, give yourself a plug, man. Where can people find
you and then we’ll say goodbye.
Rob: Vancouver, BC right now so come say hi. Robtoth.com, I guess. ROB
TOTH dot com. There’s really not much on there right now. The web
classes will be rolling out and I certainly invite anyone if you want to come
poke around. I do deliver some good content and I would say, and be happy
to host anyone who wants to drop in on those.
John: Fantastic. Well, thanks for coming on.
Rob: Thanks, John.
John: Hey, everybody. Thanks for listening. If you want to discover more
insider tips, tricks and secrets about driving sales in email marketing, sign up
for daily email tips from your auto responder guy. Go to
themcmethod.com/podcast, sign up, confirm your email address and I’ll
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