If you’ve been in the Internet marketing game for some time, you might have tried incorporating email marketing into your promotion strategy.
So, here’s what I feel doesn’t work for long-term email promotion – continually sending pitch emails to the list, consisting of messages asking people to buy something. I’m pretty sure most people didn’t join a list so that they’d get ads all day.
Unless you’re sending out massive amounts of email, the promotion is likely to tank, whether it’s for a CPA (cost-per-acquistion/lead generation) offer or a CPS (cost-per-sale) offer.
Eventually the list will burn itself out, with members unsubscribing from your list, flagging you as a spammer (sending you to the spamhaus doghouse) or probably both.
With a slightly longer term view, some marketers may use an article spinner, buy PLR articles, or hire a cheap writer to knock out articles for maybe as low as $1 apiece, and post an article or mail that article out to the list. Sending low quality content to a list is better than sending ads, but not that much better. It still won’t build your long-term online business.
If you’re doing either of these approaches for some time, you’ll likely find that it’s not work.
You might find yourself trapped on an ever-spinning hamster wheel of doing stuff that gives you a poor return on your time and money. You might either end up buying email data, spend most of your time doing email swaps with other list owners, or running paid ads to replace leads which have burned out (mainly due to what you’ve done).
But what’s killing your business is not the quality of your email list, but what you’re doing with that list.
I don’t really like the “churn and burn” routine of building a list, then hammering it with offers and abandoning it a year later to build a new one, so in the course of looking for long-lasting strategies I came across Jimmy D Brown’s Promo Payoff, which he recently launched.
What attracted me about his resource of “75 email starters” or conversation starters is that you can also use them for blog posts, how to guides, landing pages.
That’s because he skips a lot of the BS marketing that most ebook marketers use and instead focuses on teaching the core principles he himself uses in his business.
Key to that is a heavy dose of attraction marketing – getting your prospective customers interested by appealing to something that THEY are interested in (rather than what you’re promoting) getting them engaged in your angle and importantly, making them want to take action.
I like this approach. I’ve used it in my dating life (in a previous lifetime). It’s always easier to make the girl come to you and give you her number…I noticed that a number of these conversation openers could also be adapted to the dating/pickup artist (PUA) vertical, so if you use them, do report back on how they’re working for you.
But, back to the product itself.
I bought a copy last week and got down to reading it early this week.
Officially it consists of 4 guides in PDF format. They average about 35 pages each, and module 1 is geared towards newer marketers (as mentioned above, the techniques apply whether you’re using it for an email sequence, a one-off or series of blog posts, adcopy for offer landing pages, etc). Because it’s not based off of some weird trend or loophole, you’d find that the techniques help you build a solid foundation in content-based marketing.
Here are some highlights.
In module 2, angle #51, Jimmy goes into the “What else are you missing?” promotion angle.
By hooking on a development in your market, you can build immediate interest, then dovetail your offer into that.
Let me give you an example.
Say you have a Google News alert set for a specific keyword like smart phones.
Once you get the news alert, you get to work, crafting content themed around it.
If there’s a malware-specific alert (like the Heartbleed bug), you focus on the key questions:
1) What’s this issue about?
2) Why is it important and how does it affect me?
3) What can they do about it and how does the thing you’re promoting help with the solution.
The “thing” (solution) you’re promoting could be a mobile CPA offer, a CPS product, a paid guide.
If you’ve done your work correctly, you’ll have a decent conversion.
Because they’ve already bought into your angle – they’re read through the content, they agree with it (if they didn’t they’d stop reading).
So when they get to the recommendation, they are already pre-sold into you and the next step is pulling the trigger.
You can do some damage if you’ve set this up right.
Use your power responsibly.
And if you need specific pointers, Jimmy goes into some detail in his guide.
Module 2, Angle #60,
I call this the “cat shit” angle.
Have you heard of “Kopi Luak”?
It’s a special coffee found mainly in Sumatra, Indonesia.
The Asian Palm Civet feeds on ripe coffee berries in the forest.
Since only ripe and the tastiest berries are eaten by the civet cat, the seeds it swallows also end up in its stomach.
So organically, the cat has “curated” the best coffee beans. This is in contrast to normal coffee harvesting where machines gather coffee beans, regardless of whether they’re ripe or green and unripe, leading to an inferior flavor.
But to havest the coffee beans from the civet cat, the harvesters look for civet cat poop, then dig the undigestible coffee beans from it. They wash it and package it, selling it for a premium.
A cup of Kopi Luak can sell for $40 to $75 at speciality coffee shops.
But if you were to send out a mailing for ‘cat poop coffee’ you’re proabbly going to see poor response rates, and maybe a number of unsubscribes.
Instead, the marketers have decided to focus on the taste profile of the coffee and how rare and exclusive it is.
Both realities are true –
1) The coffee comes from cat poop
2) It has an excellent taste profile and is (pardon the pun) a pain in the butt to harvest.
But picking your angle and working it through fully (ie: not just a few random bullet points) is what’s going to get you the conversion.
Every product/service/offer has it’s positives and negatives, if you as the marketer are dwelling on the negatives, you’re pretty much sunk.
So while Jimmy gives you a massive swipe file of what works, the important thing is not just to clone and blindly use the templates, but to study them and figure out why they’re working and the key principles involved in getting the conversion.
On the content marketing front, Jimmy covers strategies in module 3.
Take angle #33 for example.
He describes and decontructs the “Top (number) tips for (getting a good result)”
“Top 5 tips to lose 10 lbs in 2 months”
“Top 9 ways to attract the woman of your dreams”
There’s a sequencing involved in presenting the pre-sell, you want to emphasize that it wasn’t something you just banged out in 5 minutes, so showing the effort with an opener like
“It took me a lot of trial and error, but I’ve work out the best way to (name the goal).”
(top 3 to 10 tips to do _____)
There’s some other stuff you need to include to make the message work as a whole, so you can check it out for the step-by-step.
He also shows you how to embed a relevant targeted call to action in the mail.
There are 50 samples of formatting content to embed these calls in your messages (again, it works equally well in emailing, blogging, landing page adcopy).
In modulet 4, there’s a list of 52 promotion methods to boost conversion.
1) Testing coupon codes, how to structure your bonus/incentive for offer conversion
2) Payment plans, – how to structure and present them
3) Loyalty programs – why and how you should implement them
4) How to effectively use scarcity strategies in your campaigns.
5) Tying a promotion to a popular culture reference, how to boost boost virality by incorporating elements from YouTube and Vine.
6) How to reactivate and entice inactive customers to come back
7) Tips to edge out competitors by making minor tweaks to your promotion, especially their blindspots
8) Packaging promotions – multiply the effect of a promotion by these bundling strategies.
9) Creating an “Everyone wins” promotion (page 28)
In additon to the core course, Promo Payoff also comes with 4 bonuses
- “Fast action bonus”: a 158-page report on how you can monetize high competition verticals.
- Bonus 1: 31-page report – how to incorporate 6 additional revenue streams into your existing or new promotions
- Bonus 2 (18 pages): 5 email structures that you can customize for the vertical you’re in.
- Bonus 3 (36 pages): System/framework for mailing, mechanics of how and why 5 different structures works. How to incorporate social and reciprocity elements into your email campaigns
Hey, are you still here?
Go get your copy of Payoff Promo at the 50% off early bird launch price now.