Roto-rooting out all that horse pewp you’ve been taught about email marketing

Came a question a while back: "What advice do you have for an email sequence when people download a guide [details omitted to protect his anonymity.] I’ve been struggling to work through a sequence after they download the guide. When they complete the sequence (12 emails) they go onto my weekly nurture email list. We use this strategy sessions as a fit filter. If we think we can help and they are a fit, we put an offer in front of them. The investment on their part $7,000-$15,000. Any guidance on how to apply your techniques for a service-based business which is generally a long sales process, would be appreciated." Answer: I always have an opinion. But, most people don’t want to hear it. In this case, I suggested it was time to “roto-rooter” all the horse pucky he’d been taught about email marketing out of his head about “nurturing” leads, giving a rat's puckering hindquarters about so-called “open rates”, or worrying even one iota about anything he does not have 100% control over. Nothing wrong with monitoring and tracking the things that make sense to. But the key to winning the whole game is not short term outcome dependence. It is long term outcome INdependence. In other words get rid of this: “OMG! My open rates are only 5%!” “OMG! My opt-in rates suck!” “OMG! My cart abandonment is abysmal!” “OMG! My sales copy only coverts at one sale every 15 days!” Roto-rooter all that nonsense right out of your head. Instead, focus on what you CAN control. For email that means: Working hard on qualifying, sifting-and-sorting, and curating a quality email list full of leads with money who are receptive to the kind of offers you sell in the first place. It means mailing that list every day with a call to action that leads to a sale - rain, sleet, or shine. It means not obsessing over if your open rate is down a percentage point but obsessing over getting better at writing emails so people already want to open whatever you have to say, being a personality people look forward to hearing from, and linking to offers they are already “prepped” to buy due to your emails building trust in what you think is best for them. You don't get that with a spreadsheet. What I am talking about is making yourself a little better each day. And then letting that effort, knowledge, and experience compound on itself. “Email Players” subscriber Gary Bencivenga once likened it to getting just 1% better at writing & marketing each day. Just 1%. Each day. With each day of improvement compounding on itself. Do that and by the end of the year you are 300%+ better than when you started. How could you not be? The problem is, nobody has the patience or work ethic for that. But in my experience, if you focus on the fundamentals of direct marketing the results take care of themselves as long as you know what you’re doing. Frankly, I have yet to see this not be the case in nearly 20-years up in this business. And I suspect that will not change any time soon. It is all about, and always has been all about outcome independence. Focusing on putting valuable offers, via interesting emails, in front of receptive leads, each day, without exception. Then selling those buyers something else. If sales are trending up? Good. If not? Go back to the fundamentals and figure out where the bottleneck is. Is it in the quality of traffic and leads? The offer? The messaging? Then adjust as needed. But this idea of isolation marketing (caring about one part of the process out of relation & context to how the others effect it) vs wholistic marketing (looking at everything from before they find you until after the sale as one big process) is why so many struggle. It’s really no more complicated than that. People needing to dazzle clients with bull shyt just like to make it complicated. So that's that. All of this is the crux of my 10-Minute Workday program AWAI sells, too. It's the methodology I used for many years to have a proverbial one email per day lifestyle. I've since gotten a lot more ambitious - more like a 10 hour workday - but I still use the structure of the program in my business every day. Which is why I believe if you go in caring about open rates, specific results, getting x number of sales by y time, or anything else you cannot control, the program will simply confuse you, you’ll waste your money, and you’ll be worse off than when you started. But if you first: Focus on the fundamentals it teaches. Second: Build everything right (which can take months). Third: Take the info seriously & work hard. And Fourth: Attack it day after day with some forward intent — getting just ONE percent better each time... then I don’t have a crystal ball and I can’t make you any promises. But, I’ll take the Pepsi Challenge pitting someone who does that over any of the “OMG! Here’s how to get your OpEn rAtEzzzZZ uP!111” goo-roos out there any old day of the week. If you want more info on the 10-Minute Workday program, here’s what to do: 1. Go to the URL below 2. Opt-in to the waiting list 3. While waiting for it to be for sale again, download and read (and take seriously) the short “One Minute Business Plan” report you will get when you opt-in. Start applying it immediately. That way, whether you get the program or not, you can get a solid foundational education on how to build a direct response marketing-oriented business. Here is the link for your nimble self: [https∶//www.EmailPlayers.com/awai]( Ben Settle This email was sent by Ben Settle as owner of Settle, LLC. Copyright © 2021 Settle, LLC. 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