Transcripts Module 5

EMAIL LIST BUILDING

COURSE

Bob The Teacher, Marke.ng Educator at LeadPages.net

 TRANSCRIPTS - MODULE 5
Bob The Teacher, Marke.ng Educator at LeadPages.net

Note: The following transcripts have been created (verba8m) to assist you in implemen8ng the lessons of this
course. Since they are essen8ally verba8m, these transcripts should be read with a speaking English
perspec8ve, as they may contain slight gramma8cal errors due to the nature of recorded training.

Module 5: "Sliced Bread Marketing A conversation with Chris Davis, Head of

Marketing Automation, LeadPages

Bob: Welcome to the next module of the email list building course. My name is Bob The
Teacher, the Marke?ng Educator here at LeadPages, and I'm excited to bring to you
today our Head of Marke?ng Automa?on, Chris Davis, who's going to be talking and
sharing with us a liLle bit about the sliced bread system and some other email
strategies that will help you ramp up your list building and get more people to purchase
from you. Chris, welcome to this part of this course.
Chris: Yes, thanks for having me, Bob. I'm excited to be here.
Bob: Awesome. Speaking of excitement, I would love to know what gets you excited about
marke?ng automa?on.
Chris: Oh, man. It's a lot. I would say if I was to boil it down to one thing, it would be that it's a
new space, a new necessary space, especially for business owners that want to
leverage digital marke?ng, and with any new space, it just leaves it wide open for
educa?on. It puts me in a posi?on to properly educate people on how to u?lize it and
implement it for their success, so super excited.
Bob: Fantas?c. I loved how good you are not only at doing the marke?ng automa?on, but
also teaching it. You're part of our oce hours program, a couple of people who have
ques?ons all the ?me. You're the Head of Marke?ng Automa?on at LeadPages. What
does that mean, then, that you're actually doing on a daily basis?
Chris: Yeah. It's funny because if you do a search right now on the Net of what is marke?ng
automa?on, you'll get maybe four good replies. I'm talking about in the whole World
Wide Web of things. When I look at marke?ng automa?on, it's the ability to take
soWware and use it to implement, maintain, and update your digital marke?ng strategy.
So essen?ally, that denes what I do. I'm responsible for maintaining a team that builds
our en?re follow-up system, our follow-up strategy, and execute it. So when someone
downloads a template, when they register for a webinar, there's an en?re follow-up
strategy that we're implemen?ng that, of course, us as a team collec?vely in marke?ng
come up with to ensure that that path from stranger to visitor to lead to customer is
not like this rough, weird, and unnatural occurrence.
Bob: We've been preLy successful at it, I would say.
Chris: Yeah, just a liLle bit.

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Bob: Having been able to grow over 35,000 customers, well into the six gures of the email
marke?ng contacts. So fantas?c. Nice job. Marke?ng automa?on, as you men?oned, is
not really well understood. People can get it right or they can get it woefully wrong. We
recently had a mastermind event where you shared some cool ideas around this topic,
which we're going to be sharing today. One of the things really caught my eye is the
idea of automa?ng too soon. Talk to us a liLle bit about when is the right ?me to
automate and when should you not quite pull that trigger yet.
Chris: Yeah. The most common misnomer that people, I don't know where they get it from. I
just think it's, of course, marke?ng automa?on is new and people aren't teaching
accurately, but they look at marke?ng automa?on as the savior to their business. This is
not uncommon. You have an idea and you're gung ho, you're like, "Oh yeah, I got a
great idea. I'm going to serve the world." You start to do stu, and then when stu isn't
working, you're looking for that sh line, like help, or the life preserver. Help, help. Most
of the ?me there's automa?on because it's the idea of something happening and
money coming in without you doing anything. I think it's preLy much everybody's
dream. You've got people in a cubicle.
Bob: It's an exci?ng idea, man.
Chris: Right, from the cubicle to the entrepreneur, this idea that, wait a minute, money can
magically come into my account without me doing anything. So that excitement is oWen
misplaced, and before they sit down and actually come up with a strategy, test it, test
their idea with that strategy, and actually become protable, they decide to jump into
marke?ng or into implement marke?ng automa?on, and it's the exact opposite. You
should take your idea, test it, make sure it's proven, and I always say you prove an idea
by prot. If you make some money, it doesn't maLer what amount, but you then have a
proven system. Now let's talk about automa?ng it.
Bob: Got it. So if you automate too fast, you're automa?ng mistakes, right?
Chris: Yes.
Bob: If you're not careful or if you're not paying aLen?on to it.
Chris: Yes, and remember, automa?on does not discriminate, so it's going to put whatever
you're doing in front of everybody. If you don't know what you're doing and then you
automate what you don't know that you're doing, now more people know that you
don't know.
Bob: Yeah, so the worst thing you can do with a marke?ng mistake is scale it.
Chris: Right.
Bob: With automa?on. Fantas?c. Cool, so the secret to our success here at LeadPages is a
combina?on of a very ardul follow-up sequence combined with good promo?ons, and
then webinars. Talk to us a liLle bit about the idea of how you get folks converted from
that lead into a buyer, as far as our follow-up sequence is concerned.
Chris: I would say the biggest thing, Bob, is consistency. Not only consistency as far as design,
a lot of people love Facebook ads, like your previous course is actually one of our top
downloaded courses to date. When you think about that, they're going from Facebook,
they see this ad, and then they land on a landing page. Of course, the design should be

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 consistent as well as the language. If you're oering A, when they get to your page, you
should be giving them A, but it's amazing that a lot of people don't connect that with
their follow-up, and then to their product. That en?re process should really be one
consistent A goal, one consistent language, and one consistent process.
The reason why a lot of people make this mistake is because they start with the lead
magnet. They come up with, "Oh, how can I get people's email addresses?" Instead of,
"What can I give?" When you think about what can I give? It helps you to focus on the
product rst. If I focus on the product, and then realize, okay, this is my product, this is
how I'm going to serve the world or my customer or my avatar, and then from there,
work backwards. It's a lot easier to be consistent, and that's what we do with every
single follow-up system that we put in place.
Bob: That's awesome. You have a great metaphor for this in the sliced bread system, which
we're going to get to in a second. I know you're excited to share it. Before we do that, I
think it's really important to set the reason why this is so important. You have in front of
you a dashboard of the percentage of people who join LeadPages aWer a certain
amount of ?me. Surprisingly enough, people don't all join within the rst week. Right?
Talk to us about this dashboard and what surprises you about our customer base and
the importance of follow-up.
Chris: Yeah, denitely. I would look at LeadPages as a more established brand, especially
amongst entrepreneurs, solopreneurs, or online marketers. With that, if anybody can
have an expecta?on that come to my website and purchase, it could, should be us, but
it's not the case, and that's why I love measuring your marke?ng eciency. What we
found by the dashboard numbers are that 50% of our customers convert from either
stranger to website visitor to a customer in the rst four weeks. With no follow-up
strategy in place, that's half of our customers that we would not have to this date.
What's interes?ng is if I go all the way out, and if we look at probably about 75% of our
customers come three months out.
We're nurturing you, now granted, of course, we have a nurture sequence that goes far
beyond one month, two months, or whatnot. The idea that you're not expec?ng
somebody to do everything upfront, it actually helps your marke?ng to ow a lot more
naturally, and then on the prospect side, it doesn't seem as aggressive like, "Do this."
You don't seem desperate. We understand that dynamic and we're okay with that. We
rely, our webinars are great, our lead magnets and our courses are great, but we really
do rely on our follow-up strategy to make that purchase decision or that decision to
buy a lot easier for the visitors.
Bob: Yeah, and I think that's such an important point. Don't wait, don't expect everything to
happen in the rst couple of weeks. It's great if it does. We're always tes?ng this and
trying to move the numbers up, we're trying to get them to join sooner, but we're
talking 25 weeks out is the dura?on it takes for that last customer who signed up for
our free thing to join. That's half a year, and most people's follow-up sequences are for
two days. Right?
Chris: Right. Then it's newsleLers or something, right?
Bob: Exactly. All right. Now let's talk about this idea of the sliced bread system that you've
got in place for marke?ng. It's a really cool concept to really ground what's actually

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 happening, and you men?oned star?ng with your product rst instead of with your lead
magnets. Walk us through the loaf, the slice, the crumbs, all this stu that goes into this
and makes it worthwhile.
Chris: Yeah. I'm super excited about this one because as of this date, we haven't recorded the
ocial webinar for it. This is like a sneak peek. The idea came because there's just a lot
of confusion when it comes to build A, a funnel, and then B, what do I put in the
funnel? I found that if you break some of these complex ideas down to something a
liLle more tangible, that people could easily adapt to the technology that makes it very
easy, of course, LeadPages. If we think of our product as a loaf of bread, and you
want to sell somebody a loaf of bread, it's like when you go to the grocery store and
they have those stands where they're giving out samples. I look at that and it's like, in
my brain, I'm like, "Look at those lead magnets."
Then if you like the sample, they say, "Here's the box in aisle 6." Right? It's that same
idea is that you have this loaf of bread, you're going to take a slice of that loaf of bread,
and you have to be willing to give it away for free. Don't get caught up on, "But I want
them to pay for the whole loaf. I don't want to give anything for free. Give them your
best slice, not the buL end, your best slice of the bread away for free, and when you do
that, when you take the slice out, there will be a bread crumbs trail, and essen?ally,
your bread crumbs trail is what we're talking about as far as the follow-up system. If
they consume the bread and they like it, and they have a trail to the loaf, then they're
more prone to buy the loaf of bread.
Bob: Awesome. I like that. It's just so simple. One of the things you men?oned before is
people focus on the lead magnet rst, before they consider the product. To me, it
seems like that's like pujng out a sample of tofu, and then wan?ng to buy a loaf of
bread. They're not going to be connected.
Chris: Yeah, and you lose either way. You can have really great tofu and really good bread.
Bob: Yeah.
Chris: Since there's no consistency in strategy that really ?es it to the end, you'll lose. That, if
anything, that's what I hate to see the most. That's why I like on oce hours for our
customers where they can actually call in and we help them, and I see them making this
mistake. It's like the inside of me is like, "Yes. Another one saved." It is, and it makes
things ow so much easier. If you have your product, you understand all the benets
and all of the features of your product, it makes, when it's ?me to pull out your lead
magnet, it makes wri?ng the copy for that landing page, it makes wri?ng the email
follow-up sequence. Everything is much simpler and it's a lot more, it just ows a lot
beLer.
Bob: Excellent. Let's talk more about those bread crumbs and the idea of automa?ng a
follow-up sequence that actually converts people into customers. What are some
things to look out for? What are some things to just nail and get right?
Chris: There's two sequences that I look at. It's your nurture sequence and then your long-
term nurture sequence. Now, your nurture sequences are directly, they're delivered
immediately when someone takes ac?on on your website and/or landing page. These
are essen?ally the sequences that we're talking about within the rst four weeks are
these nurture sequences. When someone opts in, they are immediately ac?vated into

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 those sequences. As you men?oned, we go out to 25 weeks, right? There's a long-term
nurture sequence, as well. This is well thought out. This is not just a bunch of emails
that we're sending just to say we're sending out emails, but the idea is we understand
our marke?ng machine, and we understand that there's so much going on in
LeadPages that the goal of our long-term nurture sequence is yes to convert you to
aLend a webinar, to purchase LeadPages, but it's also to con?nually educate and
provide a means for us to keep giving so that when we do run a promo?on or when we
do have a new webinar coming up, you're that much more prone to actually aLend it.
One of the strategies that we really like to do here is if you're in the long-term nurture
sequence. So if I were to priori?ze them, I always say the immediate nurture is greater.
If someone is in the immediate nurture, I don't want to be sending them any other
emails. I want them singularly focused on what they opted in for in that follow-up
sequence. We implement what's called a pause and resume sequence on our long-term
nurture. If you've come in to our funnel, for instance, let's say you've downloaded a
template, you download a template and we're nurturing you, and you nished that, and
then you're in our long-term nurture sequence, which is just educa?onal, and then
maybe they come across your course. Say, "Oh, I want to check this out."
Now they go and opt in for your course. At that point, I'm going to stop sending them
those long-term nurture emails, and I'm going to give them the opportunity to focus
singularly on your course in that follow-up sequence.
Bob: Talk about why that's so important.
Chris: Yes. I can't remember where I heard it, but it stuck with me and somebody said,
"Confusion doesn't convert." If there's too much going on, they're gejng these
educa?onal emails and then they're reading about your course or whatever other
resource they downloaded, they just don't know what to do. They can want to do
something but then you've introduced analysis paralysis where it's just like, "There's so
many, which one?" If you can keep, and this is really cri?cal. If you can keep your call to
ac?on singular through your en?re website and follow-up sequence, you will see the
highest conversion rates to customers as any other business out there.
Bob: Fantas?c. Talk to me a liLle bit about gejng people on webinars. We know for sure
webinars convert the best for us, if you rank everything in order. We obviously have a
good webinar course that lays out the system. In the nurturing sequence and we're
automa?ng this, how are we invi?ng people to webinars so that they're on that kind of
a call to convert?
Chris: Yeah. With webinars, reminders are everything. Oh, my goodness. Reminders and
clarity. In our webinar sequence, you have the date and ?me and ?tle to the webinar
everywhere. You cannot opt in from one of our webinars without the date, ?me, and
?tle. You opt in and we're using GoToWebinar for our webinars at the moment, and
you're going to get an automa?c conrma?on from GoToWebinar with the date, the
?me, and the ?tle, in that one, but we go a step further and don't solely rely on
GoToWebinar because they can have issues or whatnot, so we send it from our internal
marke?ng automa?on pladorm, as well, with the date and the ?me and the ?tle.
It's important because A, it trains them that, oh yeah, this date, this ?me, I'm going here,
and then on our thank you pages, our LeadPages thank you page allows them to add

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 the event to their calendar as well as the GoToWebinar reminder allows them to add
the event to the calendar. As if that's enough, of course, we send reminders, as well.
The reminders as far as the frequency is not as important as just making sure that
you're sending a reminder at least a day before, at least 15 minutes before the webinar,
and I like the trick that you brought up at the mastermind about changing the ?tle.
What was that one?
Bob: Changing up to ** Star?ng now ** right before, and then obviously save that, send
them the no?ce to all par?cipants. It's a good email strategy for it.
Chris: Yeah, and it gives you a free email outside of your auto responder going into
GoToWebinar and changing the ?tle, and then it just serves as a really good reminder,
because the biggest thing that you want is if somebody is registered. The singular call-
to-ac?on on a registra?on page is to register, and then the call to ac?on immediately
changes to aLend. That's it. That's what you want them to do. You need to provide
them crumbs, a way for them to make sure that they do aLend, and that's in our follow-
up sequence. That's pre-webinar.
Bob: Then another thing we do is we invite people to join that webinar in the rst place
through our nurturing sequence. Every message has join us for this week's webinar.
Chris: Yep, and along with that, Clay has been preaching this forever, and it con?nues to hold
true to this day, is that on the thank you page of every single opt-in. I won't say every
single, but all of our Web-based opt-ins, lead magnets, right on that thank you page, we
give you the opportunity to register for a webinar. It's important, too, because people
really like our webinars. I'm biased, but I would say that we do. We have the best
webinars out there with the best landing page pladorm out there for conversions, and
it is not uncommon for me to look into our database and see somebody aLend mul?ple
webinars before they buy, and become a customer and s?ll aLend the webinars that
everybody else is aLending. That's just a testament to how eec?ve, how meaty they
are, and how good they are.
Bob: Yeah, Tim Page, our Conversion Educator really rocks those.
Chris: Yeah, he does.
Bob: Awesome. All right. My last ques?on for you that I have prepared is tell me just a liLle
bit more about the idea of making people make that decision. Whether it's a yes or a
no, but in the follow-up sequence, in promo?onal sequences that we do, what kind of
elements are you making sure in our emails that make them say yes or no, it's ?me to
buy, or it's ?me to say, "It's not for me."
Chris: I have an approach to email follow-up and marke?ng automa?on that is really analy?cs
driven. There's two ways a person can tell me what they like, what they want, and what
they're ready for. They can physically tell me or tell me through an email, or I can watch
their ac?ons. I prefer to watch their ac?ons not in a big stalker, big brother-ish type
way, but a lot of ?mes, I shouldn't say a lot of ?mes, all of our sequences are really set
up on behaviors. If somebody is in a par?cular sequence and they click a link or they
opt in somewhere else, that's giving me informa?on about them that's educa?ng me on
how to pitch to them. It's not that I'm necessarily, of course, manually doing this, but
I'm mapping out my en?re sequences to understand. If somebody has downloaded a
template and gone to a Facebook course, to me, it's like, "Hmm, you're interested in our

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 templates and you're interested in Facebook ads. We do have a Facebook ads webinar
coming up."
If I'm able to put that oer in front of them, their decision making process is going to be
faster and easier than anybody else in my funnel. With respect to if I was trea?ng
everybody the same. So I don't treat everybody the same and I use their ac?ons to tell
me how to treat them, and I treat them accordingly.
Bob: I said before, it was my last ques?on. I do have one last ques?on.
Chris: All right. Go for it.
Bob: LeadLinks. I would be remiss to not ask you about LeadLinks because it's such a
cool, powerful tool within the LeadPages system that folks usually forget that it's
there, but our Pro and Advanced level members get access to LeadLinks, and that,
obviously, is a list-nurturing process. What would be a good instance in your mind for
when to use LeadLinks to help with the list building and nurturing?
Chris: Yeah. I'll give you an example. As I'm saying this, people can see this in ac?on right now.
We talked about pre-webinar follow-up. There's an en?re post-webinar follow-up that
is very cri?cal that you have in place, as well. Part of our post-webinar follow-up is the
idea I know on Thursday, I'm running a webinar again on Friday. This is a fact. If you've
registered for Thursday and you did not purchase, I'm going to give you the opportunity
to register for Friday's to catch Friday's webinar. Now, you've already visited the landing
page, you've already given me your email address, so I don't want to put you through
that work, and you've already made the commitment.
For whatever reason, you weren't able to act on it or perhaps you needed to see it
again to really understand what LeadPages does. In our post-webinar follow-up, I'll
have a LeadLink that says, "Hey, here's your invita?on to Friday's encore," or, "Here's
another chance." Once they click that link, they're automa?cally registered for
GoToWebinar, they get the reminders, and now I don't have to worry about them
gejng the proper communica?on to get on the webinar, and that LeadLink itself
drives about 30% of our Friday registrants. That's 30% of people on the webinar that
we would not have if we weren't using the LeadLink.
Bob: You're making it so much easier for them to say yes, they don't have to go see another
page, ll out their informa?on, they're just making that click, and then the importance
of the communica?on is making sure that thank you page says, "You're all set. You don't
need to do anything else."
Chris: Absolutely. Yeah. Because that's a good point, Bob. When they click the link, they will
get a thank you page. It's not that they clicked the link and something magic happens in
the background. Magic is happening, but you want to capitalize on that thank you page
to reiterate exactly what's happening with what they just did.
Bob: Fantas?c. Very cool. Is there any ques?on that I didn't ask you or any last thought you
want to share with our core students before we wrap up this module?
Chris: You know, Bob. I was a strong advocate of understanding what you want to do before
you get in the tool. It's so temp?ng, and I have to discipline myself at ?mes because I
can see it visually and I want to just jump in the tool, but it's like building a house. If
people could liken the en?re process of building a marke?ng system for your business,

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 it is like a house, and you're not going to go to a builder and tell them what they need
as you think of it. You really want a blueprint, and when things are wrong, it's easier to
solve in the blueprint than it is to start fumbling around in the house and knocking on
doors, it's hollow, is this is a load-bearing wall or not?
I'm an advocate of A, like you, mind mapping, mind mapping your ideas out just so you
can see what you're trying to do, and then I go immediately from mindmap to
owchart. Flowcharts are my blueprints for every single funnel that I build, so that
when it comes ?me to implement in the actual pladorm, it's a maLer of I already know
what I want to do, I already know how I want to do it, and it's just a maLer of building
it. I can't advocate that process enough.
Bob: Thank you, Chris Davis, Head of Marke?ng Automa?on, here for your wisdom.
Chris: You're very welcome.
Bob: Really appreciate the educa?on you shared today. For you watching, I hope that you
enjoyed this, as well. Please leave a comment at the boLom of this page with what you
picked up, and most importantly, take ac?on. I want you to learn and start to test out
your ideas and then automate the things that are working in a way that's going to
leverage your business and get the rewards that you're looking for. I'm looking forward
to seeing you in the next module, and, of course, if you'd like to join us here at
LeadPages as a new member or new customer, you can do so by going to
www.LeadPages.net/listspecial. If you join us at the Advanced level, you can join us for
group coaching every week, and at least once a month, if not twice a month, Chris
Davis is there to answer your ques?ons on an ongoing basis. I'll see you in the next
module.

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