Evergreen EventDriven Marketing

An Ongoing, Automated, Exciting Process That Continually And Persistently Creates Buyers Of Your Products And Services.

https://www.strategicprofits.com/mfp/oto.php/

Table of Contents
TableofContents................................................................................................................................................2 Introduction.........................................................................................................................................................4 TheBackStory.....................................................................................................................................................5 EEDMInANutshell ............................................................................................................................................7 .
ThePreEventProcess..................................................................................................................................................8 EventBegins......................................................................................................................................................................9 PostEventProcess.........................................................................................................................................................9 PlanningProcess........................................................................................................................................................... 0 1 ReviewProcess.............................................................................................................................................................. 0 1 PREEVENTSEQUENCE................................................................................................................................................ 2 1 Sequence#1(invitation).........................................................................................................................................................12 RegistrationProcess..................................................................................................................................................................12 Sequence2(intensification)...................................................................................................................................................13 TheEvent.......................................................................................................................................................................................14 POSTEVENTSEQUENCE............................................................................................................................................. 5 1 Sequence3.....................................................................................................................................................................................15 Sequence4.....................................................................................................................................................................................16 Sequence5.....................................................................................................................................................................................17

AnExampleFromStrategicProfits...........................................................................................................11

TheRewardsYoullReapWithEEDM.......................................................................................................18 CreatingYourOwnEvergreenEvent........................................................................................................20
Step1SettingTheStage.............................................................................................................................................. 0 2 PrimaryGoal:CreateACampaignTitleThatMaximizesSales................................................................................20 SecondaryGoal:BridgeWhatYoureSellingToYourProspectsDesires............................................................20 Step2CreatingTheEvent........................................................................................................................................ 4 2 PrimaryGoal:ScriptAnEventThatMaximizesSales..................................................................................................24 SecondaryGoal:DeliverValueToEnsureAttendanceAtFutureEvents............................................................24 Step3CreateTheRegistrationProcess............................................................................................................. 8 2 PrimaryGoal:CreateAPageMaximizesRegistrations&Anticipation................................................................28 SecondaryGoal:LeverageWordofMouthByInjectingViralElements..............................................................28 RegistrationPage........................................................................................................................................................................28 StackedTellAFriendProcess...............................................................................................................................................29 ThankYouPage...........................................................................................................................................................................30 PerformanceImprovementElements................................................................................................................................30 Step4CreateYourInvitationMessages............................................................................................................ 3 3 PrimaryGoal:CreateASequenceThatMaximizesRegistrations...........................................................................33 SecondaryGoal:PositionYourselfAsYourProspectsChampion.........................................................................33 PerformanceImprovementElements................................................................................................................................33 SegmentsAtTheEndOfThisStage.....................................................................................................................................34 Step5CreateThePostRegistrationPreEventMessaging......................................................................... 4 3 PrimaryGoal:CreateASequenceThatMaximizesShowUpForYourEvent...................................................34 SecondaryGoal:PersonallyBondWithYourResponsiveProspects....................................................................34 PerformanceImprovementElements................................................................................................................... 7 3

InYourCountdown/ContentMessaging...........................................................................................................................37 InYourReminderMessaging.................................................................................................................................................38 Step6CreateFollowupSequenceToAttendees............................................................................................. 9 3 PrimaryGoal:CreateASequenceThatMaximizesSales............................................................................................39 SecondaryGoal:CounterObjections,AddProof,IncreaseExcitement................................................................39 Step7SetupReConsumptionProcess.............................................................................................................. 0 . 4 PrimaryGoal:OfferEventContentInAsManyModalitiesAsPossible...............................................................40 SecondaryGoal:MaximizeEventSales..............................................................................................................................40 PerformanceImprovementElements................................................................................................................................41 Step8CreateFollowupSequenceFor(1)AttendeesThatBailedEarly(2)Registered ProspectsThatDidntShowUp(3)ProspectsThatDidntRegister....................................................... 1 4 PrimaryGoal:CreateSequencesThatGetYourEventContentConsumed........................................................41 SecondaryGoal:MaximizeEventSalesByPutingMoreProspectsIntoYourEventFollowupSequence ForAttendees...............................................................................................................................................................................41 PerformanceImprovementElements................................................................................................................................43 Step9CreateBuyerSequence............................................................................................................................... 4 4 PrimaryGoal:ToMinimizeRefunds...................................................................................................................................44 SecondaryGoal:ToIncreaseLongTermRetention.....................................................................................................44 PerformanceImprovementElements................................................................................................................................45

TheAfterActionReview................................................................................................................................46 StackingEEDMProcesses.............................................................................................................................47 WhyYouShouldDrop(almost)EverythingAndGetStartedASAP!...........................................48 PostScript..........................................................................................................................................................48

Introduction
This report is special. Heres why: On its pages youll find a detailed breakdown of a potent marketing process. Its so powerful, weve already generated $3 million in increased sales and weve only scratched the surface! But it gets much better. Because this is the only powerful marketing strategy Ive ever seen that is not only sustainable but gets better and better over time. Which is why I am so thrilled to share this with you. Because as a Founder Club member, Im committed to showing you the fastest path to growing your business. And, more importantly, doing it in a way that ultimately allows you to break free of your business. That stated, you should know

Certain To Grow Your Business

And, At The Same Time

Ive Never Seen A Marketing Process

Helping You Break Free Of It!

Now, this is the third report I am writing for you and your fellow Founder members. In our first two reports, we covered some of the fundamentals of business building. In the first report, Your Business Blueprint, I showed you how to blueprint your business. It stressed the importance of designing your business with an end in mind. More specifically, the freedom you want your business to deliver to you. Then I walked you through each of the steps you need to take to design your dream business. In the second report, Systemize Your Success, I shared with you my unique perspective on systems. I wanted you to see systems as I do. This way you could create permanent solutions to your longterm frustrations and challenges. I bring these two reports up because both of them were laying the foundation for what youll learn here in this third report. Its important to keep that in mind as you read on. You see, I dont want you to see this as just another marketing strategy. Rather, I want you to see this strategy as the key ingredient in your profit model (discussed in report #1). Plus, I want you to view this with the systems perspective I shared with you in the last report (Systemize Your Success). 4

Now, the marketing strategy were going to cover in this report is called Evergreen EventDriven Marketing. EEDM for short. Lets break EEDM down so youre clear what it stands for. Evergreen its ongoing, doesnt decay and can be automated Event Driven its happening, its got a date attached to it (and deadlines) it generates excitement and stimulates action Marketing it creates buyers of your products or services So, EEDM is an ongoing, automated, exciting process that continually and persistently creates buyers of your products and services. But before we go any further let me share with you the back story. Knowing this will help you see how EEDM fits into growing your business.

The Back Story

In the Attention Age Doctrine I and II, I wrote about the future difficulties marketers were going to face. Primarily, prospects are getting overloaded with marketing messages everywhere they turn. And because of that, its increasingly difficult to get their attention and gain their trust. Now one particularly effective method for overcoming these challenges is the Product Launch Formula, created by Jeff Walker. And weve all seen the stunning results of successful product launches. So, theres simply no doubt theyre incredibly effective. A wellexecuted product launch can reap the following Build a sizable list fast Create hordes of new buyers Boost shortterm profits massively Position you and your business favorably in your market Grow your affiliate base Inject positive momentum into your business. So, for all those reasons, many marketers (myself included) are big fans of Jeff Walker and Product Launch Formula. But its not all "champagne wishes and caviar dreams" with product launches. You see, along with all those benefits, there are some disadvantages too. And its these

disadvantages that can be deadly to your dreams of becoming a Founder and getting free from your business. Stated more simply: A business grown by launches will quickly enslave and shackle the entrepreneur to his/her business for life. In fact, I dont know of a single marketer who has built a sustainable ongoing business on the back of product launches. Heres why Launches are dynamic theyre based on a dialogue between your company and the marketplace for that moment in time. So theyre the opposite of evergreen. Which means they cannot be automated. And you cant consistently improve them. In other words each launch is an island to itself. Launches are not predictable Since each one is unique, you never know the outcome until it ends. Meaning every time you do a launch its like walking a tight rope without a net. If the launch doesnt work well, you end up wasting lots of time and burning a lot of bridges with your affiliates. Launches are finite So you end up leaving lots of money on the table because you wont be able to get all the affiliates to promote during the limited time its open. Your affiliates might not want to mail when everyone is mailing, they might not be able to fit it into their calendar, or they might not want to participate because you cant give them reliable metrics. Launches overload They overload the business and you. Launches overload support which means your customer service dips at the exact time you are getting more customers than ever before. Launches also overload your entire team because of all the tasks that need to get done and the constant changes that occur as you incorporate what your prospects are telling you. And launches overload you because youve got to be there calling the shots since almost everything is new, and therefore your team doesnt have SOP (standard operating procedures) for all the issues that surface during a launch. Launches make you dependent Because what really turbo charges a launch is all the partners mailing for you. Which ends up leaving the business more reliant on partners than any other channel. Which means youve got to consistently play the political games to get everyone mailing which always leaves you with many favors to return, and if you dont your business will be severely handicapped during its next launch. Launches are increasingly an insiders game if youre in a competitive marketplace, unless youve got close personal connections to the other big players in your market its almost impossible to get the type of support you would need to get the big payday. Launches chain you to your business For all the reasons Ive just mentioned as your business becomes more reliant on launches it becomes more reliant on you. And theres really no way around that. There are simply too many impromptu decisions that need to be made, and there is so much 6

riding on the success or failure of the launch its close to impossible to hand it off to others. Now, dont get me wrong. Even with all those negatives, Im still a big fan of product launches. In fact, Im still planning on doing one or two this year. But, always remember this Launches Are A Bonus Theyre Not A Business You see the big problem with a product launch and a business based on product launches is that you never break free. In other words, as long your business needs launches to grow, itll always need you. Youll simply need to be there for each and every launch to bring to the table all your knowledge and wisdom to react to whatever the market tells you in that given moment. So to sum it all up Product Launches are an incredibly effective strategy to overcome the prospects challenges (attention and trust)but building a business based on it brings a whole bunch of new challenges. The biggest one being you wont ever make it to Founder status. Bummer. But, I have a question for you What if I could show you a different approach? A process that Overcomes prospect challenges Leverages every launch benefit Eliminates all launch drawbacks And does it in a completely automated, everimproving way that puts you on the path to freedom and Founders status? Well, if youre interested in that, Ive got fantastic news. Because thats exactly what EEDM will do for you. And Im going to show you why and how in the rest of this report.

SECTION 1 OVERVIEW
EEDM In A Nutshell
In this section I want to give you an overview of what were talking about. I dont expect you to see the power in this strategy yet. Right now, all I aiming for here is to

get you familiar with it. This way, later on in this report youll be able to appreciate how simple and powerful it really is. OK, as the name EEDM implies it all centers around an event. Now, events are already something youre very familiar with. If youve ever attended a teleseminar, webinar, or a video stream youve participated in the type of event were talking about here. To turn an event into a process weve got to sandwich the event in between a pre event marketing process and a postevent marketing process.

And this alone (as you will see) multiplies the profit potential of your event. So, lets break down these three processes. Well start with

The PreEvent Process

The preevent process can be broken into two parts. 1. The Invitation Sequence. Where you are inviting your prospects to register for the event. 2. The Intensification Sequence (post registration pre event). Where you build up both your prospects excitement for your event and get them in the right mindset for buying at the event. A welldesigned and executed Invitation Sequence Gets prospects to register for your event Offers value to your prospects instead of just bombarding them with offers Positions yourself as your prospects champion and advocate Positions both you and your company as a leading thought leader When the Invitation Sequence is done, youll have two segments of prospects: 1. Prospects who registered 2. Prospect who didnt register Next comes The Intensification Sequence. It starts immediately after the prospect registers. A welldesigned and executed Intensification Sequence 8

Motivates everyone who registered to actually show up to the event Bonds with everyone who has registered before they attend the event Gets your prospects eager and excited to hear the content youll share during your event. Most events are seriously lacking in their Intensification Sequence (if they have one at all). And because of this deficiency the results achieved are greatly diminished. Ill expand on this later, but its important to keep this in mind. The Intensification Sequence ends when the

Event Begins
Well talk a lot more about the event itself later. But for now, know a welldesigned and executed event Delivers valuable content setting up the purchase of your product or service Intensifies your positioning as a thought leader and champion of the prospect Gets attendees eager to attend another one of your events, and most importantly Converts the maximum number of attendees into clients. When your event is over, youll have five segments: 1. Prospects who didnt register. 2. Prospects who registered but didnt attend. 3. Prospects who registered, attended, but bailed early. 4. Prospects who registered, attended, but didnt buy. 5. Prospects who purchased and are now clients. Next, when your event ends you enter into the

PostEvent Process
During the post event process you market differently to each of those five segments we just identified. However your goal for each segment is the same move them closer and closer to purchasing until you pull them over to the client side of your business. You with me so far? Good! I knew you would be its rather simple so far, right? OK, now just like we sandwiched the event between the pre and post event process to create the overall event process, were going to do that one more time. This time were going to sandwich the overall event process (preevent, event, and postevent) between two more processes. 9

In front of the overall process were going to add a

Planning Process
Now, youre first time out, the planning will be centered on what I am sharing in this report. But, after youve conducted your first EEDM event, you wont need this report to plan. Instead your planning will be based on the information and metrics you get from the process were adding to the end of the overall event process, the

Review Process
During the review process youll analyze The average value for every prospect that registered The elements that worked best The elements whose underperformance cost you the most The biggest leverage point that would increase the average value of each registration the most. With that information youll be able to easily decide what comes next for your EEDM campaign Whether you need to refine your overall process, or automate it whether its time to rollout or ditch it, etc. Then, when youve made those decisions, youll use everything you gleaned from the results youve analyzed to plan new EEDM campaigns. So the entire process looks like this:

Dont worry well get in to the details later. But for now, you should have a general understanding of what were talking about here.

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An Example From Strategic Profits

Now, that were on the same page Im going to share with you the latest EEDM campaign we are working on right now. As I write this were underway with the second iteration of an EEDM process for Jay Abrahams MPI (Masters of Passive Income) program. The first one generated $43 a registration and we expect to boost it over $60 per registered prospect on this go around. And since were applying the review process I just described above the amount we net on each registration should continue to increase for quite some time. Now, as you can imagine, the continual increases in profit performance is a huge game changer for your business. But just as powerful is being able to take the elements that worked best in one EEDM campaign and apply it to your next one for a different product or service. And thats exactly what were doing here. Were taking everything we learned on Jays MPI EEDM so far and creating a new EEDM for our flagship program BGS (Business Growth System). In fact, Im working on it right now. So, thats the one I am going to share with you. Heres what the whole campaign looks like:

To get a color full page map of the entire process all you need to do is go to this link: http://media.strategicprofits.com/documents/AutomatedBGSEvent.pdf 11

Lets take a look at whats going on here on this map.

PREEVENT SEQUENCE
Remember, the preevent sequence is made up of the processes that take place before your event. That includes: An Invitation Sequence A Registration Process An Intensification Sequence That said heres what we are doing Sequence #1 (invitation) The Invitation Sequence gets prospects to register. This is where we announce the event, explain the reason why we are doing it, and give them a deadline to register for the event. In this process map its being fed by our Gauntlet series. In case youre not familiar with the term Gauntlet its basically a series of optimized emails that prospects receive when they first join your list. Its designed to get them acquainted with you, to bond with you, to get them to buy and to ease them into your daily broadcasts (if you push out emails daily like we do). Anyway, later on when we are pleased with the overall results of the entire process we will modify and formalize the Invitation Sequence. This way we can automate it and rollout to affiliates and partners. (Which weve already done for the Jay Abraham MPI EEDM) But during the initial phase well send them (the invitation sequence) out as daily broadcasts to the list. Then after that, well tweak them for two different purposes. First well insert them at the end our Gauntlet. So every new prospect joining our list gets invited to our BGS EEDM. And second, well alter them for affiliates and partners to market our EEDM event to their audiences. Registration Process This is the process that begins once a prospect clicks on one of the links in sequence #1. Theyll be taken to a registration page with a dynamic date inserted. You see, even though the webinar will play every day, itll only play for each individual prospect on the dates that were given in the emails they received.

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Thats important. Because it lets us leverage deadlines. And nothing stimulates action better than a deadline. Which is one of the reasons we dont make it available ondemand when we first announce it. Alright, remember, our Gauntlet will feed the process. And since we have lots of subscribers opting in each day each of them will receive their first invitation to the webinar on the seventh day after opting in. Thats why it plays everyday but only plays for certain prospects each day. Now, once a prospect registers they are immediately taken to a TellAFriend page. This page confirms their registration and offers them a series of stacked bonuses for referring friends. In other words the registrant gets X if they refer a friend, X+Y if they refer three friends, and X+Y+Z if they tell five friends. Weve had tremendous success with this tellafriend approach. In fact when we used it for the launch of The Attention Age Doctrine we got an additional 12% of opt ins just from referrals. That translated into 8,000 additional prospects added to our list and that specific marketing campaign. As you can probably guess, ever since then weve included it in all of our larger campaigns. Sequence 2 (intensification) This sequence spans from the time a prospect registers (for the event) to the day before event day. And its much more important than most marketers realize. Dont make the mistake of thinking that since your prospect registered for your event they are planning on showing up. BIG MISTAKE. Instead, you should view each prospect who has registered for your event as merely interested at this point. Meaning you still must sell them on attending. And the job doesnt end there, becauseyou not only want your registered prospects to show up you want them showing up in the right frame of mind (e.g. the frame of mind conducive to buying your products and services). Ill explain how you can do it in greater detail a little later on when I walk you through creating your own EEDM. For now, realize this sequence is made up of: A confirmation email Countdown/Content emails Reminder emails Reminder calls & SMS messages Strategically selected content 13

Handouts for your event Heres a list of what these pieces are meant to achieve: Resells attending the event Gives clear directions for logging into your event Evokes your prospects curiosity and selfinterest Bonds with your prospects Creates anticipation for the event Reinforces the prospects commitment to attending (commitment & consistency) Creates social proof Generates excitement about the content they will learn Gets your prospects to imagine how their life will be different after the event I know thats a long list of objectives to achieve. And right now you may be unsure how to do it but dont worry Ill show you how to achieve it all in the next section. The Event Now, in our process, when prospects show up to the event they have to log in using the same email address they used when they registered. Theres a very important reason for doing this. Having prospects log in makes it easy for us to know who showed up, and who didnt. So the log in page breaks the registered prospects into two segments: (1) registered & showed up, and (2) registered but noshowed. But our segmenting doesnt end there. Because we also track (through cookies) whether or not prospects stayed for the entire event. Which means we take segment (1) registered & showed up and break that into two more segments: (1a) registered, showed & stayed, and (1b) registered, showed & bailed. This also gives us valuable information about the average length of time a prospect will stay in the event so we know if the event is too long and we need to shorten it our next time. Another reason we use cookies is we are able to pass through all their information to prepopulate the order page well be sending them to at the end of the event. Removing another (small) obstacle to getting the order. If you dont have the technological proficiency to separate those who stayed versus those who bailed, or use cookies to autopopulate order forms dont sweat it. They only cause an incremental boost in performance and it wont make or break your campaign. 14

That said you should still strive to get feedback on the average length that your attendees stayed. Because were finding the length of an event has a huge impact on sales (too long and youre in big trouble). But you wont know the impact if you dont know the average length of time an attendee stays. And of course, when the event is over we have one last segment to carve out those intelligent, farsighted, perfectmodels for the human race PROSPECTS WHO BECAME CLIENTS!!! Were going to get real granular on this stuff later on, plus well cover the best content structures for your event too. Last point here from this point forward were going to begin marketing differently to each segment I just listed. So, on our process map Sequence 3 is for registered, showed, stayed but did not buy Sequence 4 is for registered, showed, bailed and did not buy Sequence 5 is for registered, noshowed and did not buy But there are two other segments that are not visible on our process map that receive segment specific messages. And those are Prospects who did not register And our brand new clients Ill tell you what messages to sequence to both groups in the next section.

POSTEVENT SEQUENCE
Sequence 3 (Full Attendee Selling!) Ok, just to remind you these messages are for attendees who showed, stayed, and did not buy. Since they attended the entire event (but havent bought yet) our messaging picks up from there. In addition, once we get a prospect from any of the other segments to consume the content from the event (were going to offer them numerous chances in multiple formats) theyll be placed into this sequence as well. More on this later The first message in this sequence is sent immediately after the event is over (day 0). This message picks up where the event left off and is an HTML version of the complete salesletter for the product we were promoting on the webinar. The logic 15

behind doing this is theyve already attended our great event and we want to make sure they dont miss out on the great offer we made for immediate action during the event. The second message (sent on day 1) is a followup to the event where I answer questions about the content first, then answer questions about the program and the offer. Right now, Im thinking this will be a video but it might just be an audio or maybe even both plus a transcript. The third message (sent on day 2) is a follow up email from a successful client. The successful client explains they were once in the same place as the prospect and then shares their own story of how our program transformed their life and business. Ideally, theres a video from the successful client themselves to increase believability. The fourth message (sent on day 3) is a hybrid between content and selling. The email will take them to a page where they can listen or download a followup interview where I reveal one more tip and then transition into countering every major objection. The fifth message (sent on day 4) is the sales message again with a 48hour deadline attached to it. The sixth message (sent on day 5) is the sales message with a 24hour deadline. The seventh message (sent on day 6) is the sales message one last time with a rapidly approaching deadline. The eighth message (sent on day 7) is a downsell. It starts out with the old standard frankly, Im puzzled. Ive shown you X, Y & Z. Ive answered whatever questions you had our client even shared his story of the change it made in his life and you didnt take advantage of this great opportunityThe only rationale I can think of is that its outside your budget right now if thats true I want to share with you another approach to get you started And then the message transition to selling Founders Club. The prospect will then receive two more messages about Founders Club before the campaign ends. Side note: Once weve nailed the BGS event, well create a Founders Club event to follow. When were done with the Founders event well then funnel nonbuyers to that event instead of just sending them a downsell pitch. Ill explain this in greater detail towards the end of the report in the section titled Stacking EEDM Processes. Sequence 4 (Reconsumption) Just to remind you sequence 4 is for prospects who registered, showed, and bailed before the event was over (and didnt buy). 16

OK, with these folks we have to go backwards before we can go forwards. Let me explainsince they havent attended the entire event our first goal is to get the content from the event into their hands and then into their brains. In order to accomplish this objective well send this segment a sequence of messages aimed at getting them to consume the content from the event in different formats. First, well give them three days to catch the replay of the event next, well give them two days to download the audio and the transcript of the event. As soon as the prospect either watches the replay or downloads the audio/transcript theyll immediately be placed in sequence 3. And if the prospect doesnt do either at the end of the sequence theyll still be placed in sequence 3 anyway. But the great part of this is your prospects will see youve gone out of your way to get this valuable information into their hands. Sequence 5 (Reconsumption) Lastly, sequence 5 is for prospects that registered and didnt show up for the event. When we first launch our campaign, sequence 5 will mirror sequence 4. But over time well change the messaging to this segment. You see, with tracking well analyze how this segment responds and how their responses differ from segment 4. In other words, well optimize this sequence based on the results we achieve in marketing to them. Which means over time the messaging to this group will change. In fact, each sequence will be continually modified after each successive run through. Each time well look at each sequence and look for elements we can either tweak or modify to improve the results we get with that segment. Well talk more about how thats done after I walk you through the steps to create your own EEDM event. OK, I hope that helps give you greater clarity on EEDM. But before I walk you through creating your own version lets now take a look at all the benefits a process like the one I just described has for you and your business.

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The Rewards Youll Reap With EEDM

Heres my chance to share with you why I am so excited about this process and more importantly why you should be chomping at the bit to implement this process into your businessASAP! Because there are so many benefits to using a process like EEDM, Im just going to bulletpoint the benefits in a few key areas Lets start with your business, and look at all the ways an EEDM process (or something similar) can radically improve your business. Heres a list Daily sales of your premium products and services because new prospects are attending your event each day, sales are being made on a daily basis Continual improvement of the process and corresponding increases in profit because the process is evergreen, the metrics you achieve become the benchmark and you can now focus your efforts on improving the process Easy to identify the biggest leverage points because you can look at the result of each step in the sequence, you can determine the one improvement thatll have the greatest impact on boosting profits Positioning you and your business as your prospects champion and advocate because you are giving everyone on your list valuable content in a format where they get to know and bond with you A room of hungry buyers ever been to a seminar that ended with hordes of buyers running to the back of the room (a table rush) excited to buy what the speaker just offered? Well you can have a virtual table rush dayin and day out when your EEDM process is up and running. Heres how EEDM will improve your relationship with (and profitability of) your prospects You combine ThoughtLeadership with conversion because youre providing valuable content (in the form of your event) as you sell so you end up looking better in the eyes of your prospects and richer because of it Your openrates and email effectiveness will increase because your emails are seen as nurturing (youre giving them valuable advice during your event) versus pummeling (just trying to sell in every email you send them) You increase the bond with your list because youre offering value, theyre opening more of your emails. They can see you care about them, and they get to know you better during the actual event itself. Youll also find it easier to get more affiliates and JV partners, and at the same time increase the return both you are your partners receive. Heres how Itll be easier to recruit and accommodate affiliates on their own schedule (not yours) because they can promote your EEDM anytime. This makes it 18

much more accommodating to your affiliates and makes it easier for you to get more of them to ultimately promote for you Youll never disappoint an affiliate and get many to agree to promote whod otherwise pass because youll be able to provide affiliates with real metrics of what they should expect (dollar wise) for every registration they generate. For example, right now, affiliates can expect approx $30 in commissions for every registration they get for the Abraham MPI webinar I told you about earlier Your email list (of prospects and clients) will continue to grow and grow because theres a very rational reason for your affiliates to mail to a registration page of your event as opposed to the sales letter for the product or program. Your affiliates will make much more revenue per name, while you continually build your list. To YOU, the Founder Your business will create revenue without your involvement with your EEDM process working your team will have the tools it needs to create sales daily without relying on you. This allows you to focus on future growth (if you choose) and not get caught up in having to work some magic to cover your monthly nut. Growing revenue shifts from relying on genius to relying on analysis by having an automated process with clear benchmarks for each step it becomes easier to consistently improve the results the process generates. All that needs to be done is isolate the leverage points (Ill show you how later in this report) and then test different approaches until you try an approach that moves the needle. Dont minimize the important shift this causes. With EEDM your business ends up getting smarter each and every time an analysis of the results occurs. And that means it requires less and less genius breakthrough ideas from you. You can rely on consistent revenue imagine the peace of mind youll have when money is streaming into your business and bank accounts on a daily basis without you having to lift a finger. Gone are the days of stressing about cashflow gone are the worries of impeding cashcrunch and in their place is the certainty and confidence that your business is throwing off the cash you need so you can enjoy the lifestyle you desire. You have more freedom with the increased cashflow, and the decrease in responsibilities youll be free. Free to: enjoy your life more spend more time with your family engage in your passions and hobbies ultimately, free to live your life on your terms without the worry or stress most entrepreneurs experience on a daily basis. Pretty impressive, isnt it? Think about it for a second

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How different your business will be when you have one or more EEDM processes running dayin and dayout in the background How different your life will be when you can rely on your business to deliver significant sales daily with no responsibilities on your shoulders Isnt that why you joined the Founders Club in the first place? Can you see how EEDM delivers many of the elements of a highperformance business that you may be missing right now? And, lastly, do you see how EEDM will grow your business at the very same time it helps you get free of it? Hopefully, youre seeing how valuable this process is for you and your business so lets get started designing your own version

SECTION 2
Creating Your Own Evergreen Event
In this section I am going to walk you through all the key decisions you need to make to create your own killer EEDM. In addition Im going to share with you many tactics that have been shown to increase performance at each stage of the process.

Step 1 Setting The Stage

Primary Goal: Create A Campaign Title That Maximizes Sales Secondary Goal: Bridge What Youre Selling To Your Prospects Desires Heres where we rollup our sleeves and put together our plan. Now, before we dive into the nittygritty, let me share a couple of concepts thatll make this easier for you. Concept #1 Youre Bridging The Gap Youre creating a campaign to bridge the gap between what you want to sell and what your prospects and clients want to accomplish. That means you need to know 1. The product or service you want to sell with this campaign 2. The goals of your prospects and clients (if youre unsure review pages 2133 in Your Business Blueprint report #1) 20

3. The rationale or logic thatll bridge your offer to your prospects desires. So, if these three points arent clear to you youll need to start here before going any further. Concept #2 Think Show Business You want to engage your prospects and get them involved you want your prospects anticipating your event and finding themselves getting sucked into all the drama. Which means youve got to make the campaign exciting! Being boring is a big NONO. Youre going to learn lots of tactics in the following pages that help make your campaign exciting but, what youll learn wont be enough if the title of your event is boring and you dont use what I show you to inject as much drama into your campaign. Concept #3 Its A Story From Beginning To End You should view the entire campaign you are creating as a story. Which means you should inject inside your campaign all the elements of a great story. Because if you want your EEDM to be a BIG SUCCESS you need to convey a BIG STORY! I understand you may be uncomfortable making your story have epic proportions. But little stories are not as influential as big stories. You want to take your prospects into a better and brighter future because of whats going to happen during your event. You want them to see it, feel it, smell it, and hear it ... to "go there" in their minds. Most marketers hold back. They hang on so tightly to "here" they don't go "there" where their story is. You can play it safe. But "safe" doesn't move mountains. If you want to powerfully influence others, you have to stick out your neck and deal with people on an emotional level. To do that you have to awaken the emotions in yourself that you want to awaken in them. OK, enough said. So, now its your turn. What product or service will you be promoting? ________________________________________________________________________ ________________________________________________________________________ 21

What goals or aspirations of your prospects will your product or service help them achieve? ________________________________________________________________________ ________________________________________________________________________ How will you bridge the gap between your prospects goals and your product or service? ________________________________________________________________________ ________________________________________________________________________ Whats the big story behind the campaign? ________________________________________________________________________ ________________________________________________________________________ In case youre a little unsure of your answers heres mine for the BGS event I showed you the map of earlier. What product or service will you be promoting? BGS What goals or aspirations of your prospects will your product or service help them achieve? Make money or grow their business online How will you bridge the gap between your prospects goals and your product or service? Ill show that the fastest, most resultcertain, and sustainable approach to making money online is by building a business and applying certain business building principles that apply to all online businesses Whats the big story behind the campaign? The same coach whos transformed more opportunity seekers and struggling entrepreneurs into millionaire business owners is now ready, willing and able to transform you and your business. Alright, hopefully that clears up any doubts you may have had. Once you know your answers to the above four questions its time to define your event and pick a title. This is an incredibly important decision because pick the right title and everything will work better. Pick a boring hohum title and youll be working twice as hard to get limited results. Remember your title should reflect your audiences perspective and should make a big exciting promise you can deliver on during your event. That stated, think about these questions What problems does your prospect have? What is your prospects top priority? What are your prospects worried about? Heres how I would answer those three questions 22

What problems does your prospect have? Overwhelmed, confused, and unsure on best approach to make money or grow their business and frustrated with their progress so far. What is your prospects top priority? To gain clarity, certainty and confidence on how best to proceed to make money or grow their business as quickly as possible. What are your prospects worried about? Picking the wrong approach, never reaching their goals, or that something may be wrong with them (because they arent seeing the results as fast as others are). Now, one last element before its your turn. How are you going to define the event? More specifically, is it: An online summit A video conference A streaming webcast A streaming seminar A realtime webinar A teleseminar What about you? Got any ideas of what youll call your EEDM? Why not take a moment here, right now, and brainstorm a few titles ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ Are you happy with what youve come up with? Dont pat yourself on the back just yet As a selfcheck I suggest you think through these four questions 1. Why will they register? 2. Why will they show up? 3. Why will they stay until the end? 4. Why will they buy? Remember your title for your event is a make or break decision so I strongly recommend you think through what we just covered. Brainstorm as many titles as you can the more you come up with the more likely youll end up with a winner on your list. One last thought here before we press on. Because everything in your EEDM is testable I strongly recommend you test titles. Youll often find a big difference in registrations and showups based on your title so its worthy of giving it your best shot and then consistently testing the title to see how much you can improve it. 23

Step 2 Creating The Event

Primary Goal: Script An Event That Maximizes Sales Secondary Goal: Deliver Value To Ensure Attendance At Future Events Its impossible for me to cover everything about scripting the ideal event here but I will cover a bunch of key distinctions to be aware of when scripting your event. And yes it should be scripted this isnt the time for winging it a winning event is the most important element in making your EEDM successful, so dont cut any corners here. There is an excellent webinar on Selling with Seminars which you absolutely must review before scripting your own event. OK, what follows is a plethora of suggestions to scripting the most profitable event youre capable of 80% Content 20% Pitch Remember you need to make attending the event worth your prospects time. Itll make it easier for you to really sell attending the event, itll maximize sales from your event, and it makes it much easier to get prospects to attend future events. Too long is a BIG problem In our testing weve consistently seen that the optimal length is 4560 minutes. Its often not easy to get your event that short but you need to do youre very best to consistently remove any content that doesnt support the sale. (Visual + Audio) > (Audio) While teleseminars still work, webinars work better. When you incorporate video you end up with a higher show up rate, a longer attendance time, and therefore more sales.. Case studies as proof A clever way to increase your credibility is to highlight a successful clients story to illustrate each nugget of content you present. For example, in my presentation, if Im going to talk about knowing the value of your time then Ill end that section of the content with a case study of a client who referenced knowing that information as being a game changer for them. Set the buying criteria Make a list of what a prospect would need to believe in order to (1) buy what you or your direct competitors are selling, and (2) choose to buy it from you over every other option. Now, look at your list and figure out the type of content that would lead them to making those decisions. For example in order to get prospects to enroll in BGS they first must be convinced that building (or improving) a business is the fastest, most certain approach to making or increasing their online income. So, in creating my event I have to have content that gets prospects to realize a strategic business building approach trumps a tactical haphazard approach every time in every way. Make your event entertaining & rewarding Today its often not enough to just deliver great content to keep everyone engaged for your full event. Youve got to entertain them as well. Now, the good news is there are many ways to be 24

entertaining. All you need to do is look at the wide variety of shows on TV for inspiration. Humor, conflict, controversy, behind the scenes access, stories, multiple hosts, and interesting places to broadcast from are just some of the ideas off the top of my head. Your best bet is if you know the type of TV programs that are popular with your audience and then integrating those shows methods for creating entertainment value into your event. Grab attention from the getgo Dont just dive into your content, instead confirm it was a great decision to attend and use the benefits of what theyre going to learn to support your claim. Share with your attendees what will be different for them by the time youre through. That theyll be on the path to seizing the opportunity or ridding themselves of the problems you solve. Incentivize them to stay Besides the benefits of what theyll learn, is there any other reason for your attendees to stay? Maybe its a big discount which can be presented as a $XXX gift, or maybe theres something else you can give them a link to when you are through. Bottom line the more reasons your attendees have to stay the larger the group will be who do stay. Dont read your slides Research shows this is a big turnoff. I used to be guilty of this when I first started and Ive learned my lesson. Your visuals are not meant to be your script theyre meant to reinforce certain points, convey certain emotions, and keep your attendees engaged through the entire event. Spend time on your visuals The more exciting your visuals the easier it is to keep attendees from bailing. I strongly recommend you watch and study a cable or TV news program like OReilly on Fox News watch how often they transition, how they break up monotony, etc Theres a reason why #1 shows are #1 and they provide a great education on how to make your own events more exciting. Theyve already spent the time testing, tweaking and refining so leverage their efforts by studying a few shows. Voice is important You need to be on youre AGame when you give or record your event. You need to come off energetic and enthusiastic, at other points during the event you may want to convey empathy and your voice should reflect the message youre giving at each stage of the presentation. The opposite is coming off in a monotone way which will hurt retention and diminish sales, which leads to the next point. Rehearse it and time it This isnt the place to wing it you should practice your script over and over again practice varying your pitch and tone different ways to articulate key points. And continually look for areas you may be able to cut. End with a clear call to action Think through your call to action (and the best way to clearly describe the next step you want them to take as soon as the event ends). Inject urgency in to the buying decision People often procrastinate when spending money. And if your prospects procrastinate itll dramatically reduce your events sales effectiveness. So in your pitch you need to provide reasons NOT to procrastinate. A few ways to overcome procrastination are Time limited bonuses, first XX to order bonuses time limited or quantity limited discounts, etc. Just know the more youre able to overcome prospect procrastination the more sales you will make. So make sure you provide your prospects with every rationale for ordering right now. 25

Soft offers These are offers where your prospects do not have to pay for their purchase right away. For example in the Jay Abraham MPI EEDM the offer is to try the first month for a $1. If the new client likes the program they dont need to do anything and will be charged the remaining balance over a period of several months. If the new client feels its not a good fit they are free to cancel within the first 30 days. I suggest you dont start your first EEDM with a soft offer but you should test it down the road. This way youll get accurate feedback on the overall effectives of your EEDM process first and can then measure the increase in your conversion rates when adding a soft offer. Hidden link to the sales letter or order page Ideally you dont want your prospects considering your offer until youve had a chance to set the buying criteria, dazzle them with your content, etc. So what weve been doing is hiding the link to the sales page in a graphic (like my signature). This way the link is on the page the whole time but it wont be clicked on until youve thoroughly set up the sale. Solicit testimonials As youll see later, testimonials for your event will be very useful later. Testimonials about your event are one of your best ways to share with all of your prospects what they missed and why they need to drop what theyre doing and access the replays and downloads youll make available later. Consider incentivizing testimonials and having a link to a form that captures testimonials by having your attendees answer a few leading questions. Then when your prospect hits the submit button have the page redirect to the sales letter or order page. This accomplishes two important objectives youve got the testimonials to use later, and it leverages the commitment and consistency trigger because if your prospects are declaring how useful your free event was imagine how powerful the product or service will be. Heres a sample outline for an event: Credentialize yourself so they know why they should listen to you Share the benefits of the webinar so they know why they should stay Show the impact of the current problem so they realize they need to resolve the problem Identify the enemy anger is a great motivator of action show who is causing your prospects problem or preventing them from solving it Empathize show you understand their situation and the pain of the problem. or the frustration of not achieving the goal Get them to visualize the problem solved take your prospects into the future and get them to experience their life with their problem solved or goal achieved Give content deliver the goods Share your ultimate solution the benefits of the product or service youre about to offer Call to action #1 your offer Cross roads close what life will be like alone versus with you and your companys support Call to action #2 your offer again. 26

The reason I included this overview sample format is for you to have an overall idea of how you should take all the suggestions Ive just given you and incorporate them into a structure thatll make the sale. Along those lines, I have one more distinction thatll be helpful when constructing your event. It comes from a thirteenpage PDF I read about four to five years ago. Its title is: The One Sentence Persuasion Course and its written by: Blair Warren. Heres the one sentence People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions and help them throw rocks at their enemies. To the best of your abilities you should incorporate these elements into your event. Heres how Encourage their dreams show your prospects its really possible to accomplish their desires. Prove it with the casestudies you include in your event from people just like them. You want your prospects wholeheartedly believing they can achieve their goals with your support. Justify their failures one of the best ways to get your prospects to believe this time is different is to show them why this time is different, and why theyve been doomed to fail with all of the other methods they tried. Allay their fears you want to dispel the fears your prospects may have when they arrive at your event. Part of that is proving youre the person to help them, part of it is showing them you helped others just like them (casestudies) and part of it is acknowledging and empathizing their fears and letting them know its perfectly natural based on their past. Confirm their suspicions your prospects secretly suspect there are certain reasons they havent achieved their goals or why progress has been more challenging than they would have liked. Focus on the ones you believe to be true and integrate those into your event. Having your attendees saying to themselves aha! I knew it all along is more powerful than you probably realize. Throw rocks at their enemies almost nothing is more powerful for bonding with your attendees than a common enemy. The enemy could be a person, a group, a philosophy, a type of thinking, a type of setback, etc. Basically anything your prospects are struggling against. When you join them in their struggle you become more than just friends you become partners to overcome their struggles and thats powerful.

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Step 3 Create The Registration Process

Primary Goal: Create A Page That Maximizes Registrations & Anticipation Secondary Goal: Leverage Word of Mouth By Injecting Viral Elements In this section were talking about your entire registration process. For Strategic Profits that includes the registration page, a tellafriend page with stacked bonuses, and a thankyou page that ends the process. Well cover each of these. Lets start with the registration page. Registration Page Heres an example of a registration page.

Right now, this is our best performing registration page so if I were you Id leverage as many of the elements you see on this page and incorporate them into your registration page. 28

Heres what weve discovered so far in our tests of registration pages having a 30 second autoplay audio bumped response having a 30 second autoplay video beat the audio having a 2 minute and 30 second autoplay video depressed response having fade in music to the 30 second autoplay video bumped response over the 30 second video without the music yellow highlighting of a takeaway (dont register if youre not sure you can attend) boosted response different designs havent made a big difference so far (but were still testing lots of different approaches) 2 scrolls of copy max Stacked TellAFriend Process Just to jog your memory this is where you offer your prospects more bonuses the more friends they refer to the event. I told you earlier how powerful this approach has been for us so I strongly suggest you consider using it too. Theres two important points you need to know here 1. The content for the bonuses should be chosen strategically to support the sale of your product or service. Because the prospects who refer the most and consume the bonus content will be the most hyperresponsive buyers on your file. 2. If you dont have the right type of content to do this right now then put it (tell afriend) on hold until you do but dont delay getting started with EEDM. Since the prospects that will be telling friends and consuming your bonus content are most likely to be your hyperresponsive buyers each bonus should ultimately support the sale of your product or service. Heres how I recommend you break out your bonuses Level one bonuses should be covertly centered on proving the effectiveness of the solution youll be recommending during your event. So for my BGS event, Id give away a small bundle of interviews with successful BGS clients who credit certain methods they learned in BGS with their success. Level two bonuses should be content that adds to your credibility in the eyes of your prospects. This might be interviews youve done with recognized thought leaders, articles about you that you use to illustrate concepts (like the Founders Club initial sequence), or anything else thatll make your prospects say to themselves Wow, I didnt know he/she has done that Level three bonuses should be content that increases bonding between you and your most referring prospects. Ideally these should be videobased where they can 29

actually see you so they get to know you better. This way by the time of your event youre familiar and therefore more trustworthy. Thank You Page This is where your registration process ends. On this page you should first confirm their registration. Saying something like this: Thank you for registering. Ive set one seat aside for you for my upcoming (name) I cant wait to share with you (the value proposition of your event) Then follow up with 3 or so bullets reminding them of all the juicy things theyre going to discover. After that have all the event details (time, date, shortened link) in a big bold font that they can print out and tape on their wall. Tell your prospects to print the page and have a print this page icon in the upper right hand corner too. Were planning on testing buttons where our prospects can automatically download the event to their calendar (outlook, Google calendar, etc.) with a reminder set for 15 minutes before the event. But we havent done this yet so I cant say whether or not itll be worth the effort. Nonetheless it might be something you want to test. Performance Improvement Elements Here are some additional elements to think about and test to increase the performance of your registration process On the Registration page: Autoplay audio message a quick thirtysecond or so message that begins playing immediately when your prospect arrives on your registration page. So far, we have found taking the assumptive approach works best meaning you assume they are going to register for the event. On the MPI audio Jay takes the assumptive approach by starting out with thank you for registering Ive spent a lot of time creating this (event) for you I look forward to sharing Autoplay video message same as the audio message, just done in a video format instead. Music transition to audio/video message this one is not only important it also defies explanation. This is where you lead into your video or audio message with some lively upbeat music that fades out as the message fades in and then the music fades back in as the message fades out. The music should be lively and upbeat. And so far, every time weve tested this approach its boosted conversion rates without fail. Picture of you looking straight at your prospect Im not going to hypothesize why but weve seen bumps in registration when weve included a picture of me looking at the prospect you should try this. 30

Delivering something that offers immediate gratification if youve got worksheets for your event or some sexy content that is not only desirable but furthers the sale, then offer it as a bonus for registering immediately. Curiosity evoking images of the worksheets or whatever else you might be offering to provide immediate gratification if youre going to use something for immediate gratification test putting a thumbnail image or two of what theyll receive. Leverage scarcity whats the maximum number of people who can attend is it likely to fill up fast? If so, let prospects know on your registration page. Leverage social proof if youre getting many people registering, update your registration page to alert new visitors to how quickly people are registering or how many have already registered. Provide the reason why you are doing the event If youre concerned about your prospect if youve come across a killer strategy or some other great reason you have for doing this event share it. It has been shown to boost response. On the TellaFriend page: Pictures of some or all of the bonuses If you have good thumbnail images of some or all of the bonuses weve seen bumps in response by including them. Testimonials for some of the bonuses Testimonials can increase credibility, believability and prove that what youre offering is valuable. Just because your bonuses are free (they really arent since they have to give their friends names) doesnt mean you should ignore fundamental marketing principles. Retail prices on some of the bonuses If youve ever sold any of the bonuses include the prices others have paid for it. We did this with League Of Extraordinary Minds and immediately saw an increase in the number of prospects referring others. Leverage the common enemy/controversy Ive used this technique numerous times and each time its worked quite well. Youve probably seen the book or courses titled what they dont want you to know I ended the original Manifesto using this strategy by explaining that most Internet gurus didnt want this information to get out so I need the readers help to spread the message. If you can show how an enemy of your prospect wouldnt want the information youre sharing (in your event) to get out this is a powerful tactic. Leverage by turning your event into a cause Research by Gallup shows more and more employees are disengaged at work while at the same time more and more people are committing and volunteering for causes. So why not leverage this? Turn your campaign and event into a cause that your prospects can show their support for by enlisting their friends. Show the message that will be sent out on their behalf this is where you show the message youll actually send out to the email addresses your registered prospects share. Sometimes this doesnt matter but sometimes (depending on your market) it does. So its definitely worthy of testing.

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Optimizing your tellafriend message oftentimes marketers make their tellafriend message too formal. Remember this message is supposed to appear as if one friend is sending it to another. Keep that in mind when you craft your message what would you say if you were emailing a friend about something they should check out? Then make your message congruent with that approach. On the Thank You page: Leverage commitment and consistency remind your prospects that youve set aside a seat for them and acknowledge the commitment theyve made to attend. Little commitments (like registering) lead to bigger commitments (like showingup) when they are leveraged correctly. Leverage anticipation share with them how their life will be different after theyve attended the event what problems are going to disappear? What opportunities will they be able to seize? etc. Provide a link to become an affiliate We havent tested this yet, and it does require you to think through the potential ramifications but its definitely worthy of a test. Heck, the prospect just registered for your event, and if they have a list, lots of Facebook friends, or heaps of Twitter followers they might be able to bring you lots more prospects. During the entire registration process Another way to increase engagement during the registration process is to add a survey as an additional step. This way you can solicit questions, learn more about your attendees, etc. Often the information you get from this is priceless. Its especially useful when attempting to improve your campaigns effectiveness. All you need to do is incorporate the common questions and issues in your emails, registration pages, and into your event. And if that wasnt a good enough reason by itself prospects who share a question or fill out a survey are more likely to show up to your event. So, its a double win. Well certainly test including a survey or a questioncatcher in our process in the near future, and you should too. OK, youve now got a complete overview of how your registration process should work its time to map it out.

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Step 4 Create Your Invitation Messages

Primary Goal: Create A Sequence That Maximizes Registrations Secondary Goal: Position Yourself As Your Prospects Champion In this step youre creating the messages thatll drive prospects to your registration page to register for your event. Were using a sequence of four messages but you can use more or less depending on your circumstances. But no matter what, you should certainly have more than one message its too important and you cant maximize registrations with just one message. It should be obvious (but just in case its not) youll want to make sure you cover these in each email The date and time of the event That its easy to register and that its free to attend Powerful bullet points on the benefits of attending Id also recommend that in your first email you explain your reasonwhy for doing the event. Your reason should be prospect focused and should have the subtext that you are looking out for them. Ideally each message should be part of the bigger story while still remaining effective as a standalone marketing message. Performance Improvement Elements Leverage deadlines Clayton Makepeace says nothing is more effective in moving people to action online than a deadline. And I certainly agree with him. So as the cutoff date to register draws near let your prospects know36 hours until deadline 24 hours until registration closes 12 hours until this invitation expires. Using format to convey urgency A powerful strategy is to have the format of your email invitations reflect the urgency of a rapidly approaching deadline. So, you start out with pretty wellformatted HTML emails in the beginning and you transition to shorter text based emails as the deadline gets close. Leverage scarcity are the slots filling up fast? Is it possible if your prospects dont register right now they may get locked out? If so, let them know. When something is scarce we tend to want it more so use it if you got it. Send a short video message a quick video from you personally inviting your prospects to join you during your event. Tell them why youre doing it and why they need to attend and then tell them how to register. Send a short audio message same format as the video, but make an audio postcard instead. Tieins to your editorial content if you blog or send out content with any regular frequency incorporate content that you plan on covering in your event in your editorial content. This can be extremely powerful since the 33

content plants the seed that youll harvest when you ask your prospects to register. As an exampleI plan on blogging the content Ill be covering during the webinar for a week or two before we do our initial broadcast. Segments At The End Of This Stage (when live) After youre EEDM is live, and you get to the end of your invitation sequence youll have two segments: Prospects whove registered theyll immediately begin to receive the next sequence well work on the intensification sequence. Prospects who didnt register youll revisit them after event day with messaging that offers the replay, transcripts and downloadable audio. Also, remember, youll need to develop similar messages (before you rollout) that will eventually come from your affiliates and not you. So keep this in mind when testing different approaches in your invitation sequence.

Step 5 Create The PostRegistration PreEvent Messaging

Primary Goal: Create A Sequence That Maximizes ShowUp For Your Event Secondary Goal: Personally Bond With Your Responsive Prospects The sequence we are covering here is the same as BGS sequence 2. It spans from the time a prospect registers (for the event) to an hour before your event starts. And just to remind you its much more important than most marketers realize. As we enter into this sequence you shouldnt make the mistake of assuming your registered prospects are planning on showing up. Instead, you should view them as merely interested at this point. So, our objective with this sequence is to get the maximum number of prospects who registered to (1) show up, and (2) show up in a frame of mind thats conducive to buying your products and services. Lets take a closer look at these two objectives: 1. Showing Up to get your registered prospects to show up for your event they need to be excited about what youre going to reveal. They have to clearly see how their lives and/or businesses will immediately benefit by attending. And that ultimately its the best investment (of their time) they could possibly make. 2. Right Frame Of Mind By the time your prospects attend the event you want your prospect to feel like they know youlike youtrust youand believe you are capable of working magic in their lives. In this frame of mind its a lot easier to convert your attendees into buyers.

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OK, now that were clear on the objectives, lets talk about how you can achieve them. In order to get your prospects to attend and to do so with the right mindset well use three types of messages. They are: A confirmation email Countdown/Content emails Reminder emails Here a quick rundown of each The confirmation email This email is sent immediately after your prospect registers. Heres what it should cover: Congratulate them for registering and reinforce the commitment theyve made to attend. Plus, share your commitment to deliver on the key benefits you stressed on your registration page. Remind them of the date and time once again. Give clear directions for logging into your event. Leverage social proof and scarcity by explaining that youre probably going to max out the lines and therefore if for some reason they find out later they cannot attend to please email support so you can free up the seat for someone who was boxed out (or something like that). Countdown/Content emails These emails are really the workhorse of this sequence. Heres where you need to achieve the two objectives we just spoke about: (1) showing up, and (2) showing up with the right mindset. Many marketers make the mistake of just sending emails that countdown the days and hours until the event but as youll see this is a big mistake that costs them plenty in missed sales. Instead I recommend you create a series of messages made up of the following types of messages To boost showup rate Emails that evoke curiosity and selfinterest these are the standard type of emails you see leading up to an event. Theyll usually include a bunch of sexy bullet points about what youll share during the event in a benefit driven format. Emails that give a taste of whats to come these are emails where you reveal a powerful tip that your prospects can immediately use and that theyll recognize as valuable. You let them know this is just a small taste of what theyll learn during the event. When done correctly it creates the desire for more and has your prospects chomping at the bit to attend your event. Emails that show the power of what youll reveal these are emails where you share stories. Stories about clients or colleagues that have already put into 35

use what youre going to reveal during your event. Its great if the storys main character started where your prospects are now, and then quickly experienced a transformation that got them what your prospects want for themselves. Emails that contrast what theyll gain or lose if you can make the case that the prospects who are exposed to the content of your event will have an unfair advantage over those who dont let them know that and why thats the case. Emails that leverage social proof if youve already maxed out the lines (or bandwidth) but youve secured more because so many people are clamoring to attend your event let those fortunate prospects that have already registered know about it and why theyre lucky to have registered early. To instill the right mindset Videos of you You want your prospects showing up to your event feeling like they know you. And theres really nothing better to achieve that than a video of you on screen talking to them. So when youre doing your event you already seem familiar. The video could share a tip or concept, tell them more about the upcoming event, walk them through your event handouts, give them the real scoop why you decided to do the event, etc. The content of your video is only limited by your creativity. The point is to get some face time before event day. Audios of you You can add to the bond you create with video by following up with an audio. You can do many of the same things we just talked about in video but you can also mix it up by doing a short interview where you get interviewed on the content youll share during the event, the reasons for doing the event, or the results you or others have achieved with what youll share during the event. A Short Bio If youve got an interesting story about how you got started in your business, or how you developed or came across the information youll share during the event tell your prospects about it. Remember the more they know you, the greater the chances theyll like and trust you too! A Video testimonial how about a video testimonial from someone just like them that achieved amazing results even if its from the product or service youll pitch during your event, because the transformation started with the content theyll be exposed to during your event. The reminder emails If youve ever attended an online event youve seen these messages many times. Usually there are two of them, both sent on the day of the event. The early morning reminder sent out in the wee hours of the morning that tell your prospects todays the big day. Give them all the login details again, and how excited you are to talk to them later. One hour before event goes live a shorter email that gives the login info again lets them know youre about to go live, urges them to get there early and (when possible) a phone number to call support if they have any difficulties logging into the event.

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Performance Improvement Elements

In Your Countdown/Content Messaging Tips that create a WOW for your prospects if youre going to give prospects a small taste of your event content before your event youve got to give them a juicy piece of content that makes them say WOW! This happens to be a strength of mine so here are a few insights into the types of content that can achieve the desired effect o Counterintuitive content an approach to solving a problem that runs counter to conventional thinking. You can find examples of this type of content in every one of my free reports. Why? Because I realize its power to stimulate a desire for more in the minds of my prospects. Heres an example from The Entrepreneurial Emergency (p3637). I showed readers how they could radically boost their productivity by drastically cutting the number of hours they work. o Complex made simple this is where you take something that seems complex then break it apart and make it simple to understand and use. A good example of this is how I taught process mapping in the Internet Business Manifesto. Many readers got so excited about it they started to use it, share it with peers and blog about it. o A unique process this is where you solve a problem or challenge your prospects face with a process that you developed thats easy to execute. An example of this can be found in The Entrepreneurial Emergency (pages 4546). In the How To Find A Great Freelancer, I share my unique process for finding untapped pools of the most talented individuals youd never find on a freelance board. o Paradigm shift on the problem this is where you share a new perspective that gets your prospects looking at their problem in a new and different way. An example of this approach can be found on pages 3839 of The Entrepreneurial Emergency. In this example, I show the damages and severe costs that occur when taking on a single additional project. o A powerful tool this is where you give your prospects a tool that transforms something that was difficult into something easy. An example of this can be seen in The Internet Business Manifesto where I walk readers stepbystep to determine the value of their time and then show them how to use it to make outsourcing decisions. o Fast shortcuts to timeintensive activities this is where you take an important task or activity that usually takes considerable time to complete and make it pushbutton to finish. An example of this can be found on our website at www.strategicprofits.com/tools/reputation monitor/. What youll find on this page is a automated process that will automatically subscribe you to over 20 different RSS feeds for anything you want to monitor online like your name, your business name, important keywords for your business, competitors, or just areas you want to get ongoing research on.

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Handouts that stir up curiosity If youre sending out handouts in advance of your event they better leave your prospects with a burning curiosity to get missing pieces or answers. This way they simply have to attend so they can satisfy their curiosity. A great example of this comes from a teleseminar I did recently with Perry Marshall. The graphic on the right (when filled in) will make it easy to generate killer headlines for sales letters, blog post titles begging to be read, Adwords ads that multiply click through rates, etc Do you see how this causes a desire to know what goes inside those circles and how to use it? Like I said its a powerful approach. Testimonials that get prospects saying that could be me! Dan Kennedy teaches there are 3 levels of proof: (1) proof you can do it, (2) proof you can teach others how to do it, and (3) proof you can teach those worse off than your prospects to do it. And I agree. When your prospects learn about the success of someone who started further behind than them, with less resources then they have, and with less intelligence than themselves, it gets them really excited because they can then easily believe that they could have similar or better success. Interviews that broadcast your credibility If youre going to include an interview with you about what youll cover during the event youll automatically increase your credibility because we usually associate expertise with the person being interviewed. But building your credibility doesnt have to stop there. You can intensify and increase your credibility by having the interviewer introduce you with your most credibilityboosting accomplishments youve ever had. And you can ratchet up your credibility even more if the interviewer sounds jacked to get the chance to interview you. In Your Reminder Messaging Call them to remind them Weve seen consistent boosts in our show up rates whenever weve done voice broadcasting to the registered prospects on the day of the event. The company we use is Voiceshot. They make it really simple and cheap to do. Obviously, if youre going to use this approach you need to capture their phone numbers at some point during your registration process. I suggest the thank you page because if you put it on your registration page it can lower your registration rate. Text them when its time Weve recently experimented with text messaging registered prospects an hour before the event starts. So far it shows promising results. But we havent tested it enough yet to know for sure. Obviously if you use this approach youll need to capture your prospects cellphone numbers and once again I recommend against doing this on the registration page.

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Provide a phone number for last minute support In your two reminder messages providing a phone number for prospects who have any challenges logging on to your event can boost response. First, because there are always some technologicallychallenged individuals who need more assistance than most and you score big points with them by offering it. Second, because it raises the bar of what your prospects are accustomed to seeing so even if they dont need help logging on it still scores you some additional bonus points. And third, it conveys the importance of the event in a subtle way.

Step 6 Create Followup Sequence To Attendees

Primary Goal: Create A Sequence That Maximizes Sales Secondary Goal: Counter Objections, Add Proof, Increase Excitement Ok, in this step its time to create your event followup sequence. These messages are sent to prospects that attended your entire event but havent bought yet. I already shared with you our series: Day 0 Message 1 Day 1 Message 2 and then questions Day 2 Message 3 with call to action Day 3 Message 4 objection Day 4 Message 5 Day 5 Message 6 Day 6 Message 7 Day 7 Message 8 our sequence for the BGS EEDM, heres a quick recap of HTML email of the complete sales letter Followup video answering questions from event content about the program ends with call to action Testimonial driven message from successful client ends A tip not revealed during event then counter every major Sales message 48 hour deadline Sales message 24 hour deadline Sales message last chance Downsell

Remember, all of the messages in this sequence are geared to achieve one thing to get the prospect (who consumed your event content) to BUY! That stated here are different types of messages capable of pushing more and more prospects into clients. And just to be clear they all end with you giving clear authoritative directions to order right now. The whole sales letter email This is an HTML version of the complete sales letter for the product or service you pitched at the end of your webinar. Top questions answered Here you start out by answering questions about the content you covered and then transition into answering questions about the product or service you offered. I suggest you do this in an audio or video format but if youre 39

not comfortable with either of those formats you can put it in an email or create a downloadable PDF. Testimonial driven messages This message starts out with you giving a brief introduction about a client. Then the rest of the message is from your client who was worse off (if possible) than your prospects are now and through your product or service achieved the goal your prospects desire for themselves. Video works best here but the other formats (audio or text) will work too (just not as well). An added tip to eliminate objections Here you start out with an additional tip that transitions easily into raising and then countering all the common objections you know of that your prospects may have. Another bonus added This message is used to announce the addition of another bonus that prospects will receive if they order within a certain time. If you do this you should definitely provide a rationale for adding this bonus last minute. It could be that other prospects told you they felt they needed this too, or that new clients have expressed their desire for it and because youre such a swell guy (or girl) youve given it to them and you figured it wouldnt be fair not to offer it to them too. Bonus about to be removed Here you are alerting prospects about one of the superjuicy bonuses that you offered during your event is going to be taken off the table. But you wanted to give your prospects one last chance to get their hands on it right now for free. Lift letter emails to sales message These are short emails that get your prospects to click over to your sales message ASAP. Deadline approaching sales messages These are short emails that countdown to the deadline that is going to expire on the offer you made during your event. You can start 48 hours out, then 24 hours left, then only 12 hours until the offer is taken off the table. Remember: deadlines stimulate action, so leverage these for all theyre worth. Transition to down sell Here you make the assumption that the only reason your prospects havent ordered is that its outside their budget. So you offer a lower priced option.

Step 7 Setup ReConsumption Process

Primary Goal: Offer Event Content In As Many Modalities As Possible Secondary Goal: Maximize Event Sales In this step youre simply setting up the different pages on your site where youll offer different ways for your prospects to consume the content from your event. 40

The first format youll offer is a streaming replay of the event. Usually this is made available for three days immediately after youve finished your event. Ideally it can be accessed at any time thats convenient for your prospect. The second format youll offer is a download of the mp3 and transcripts of the event. Youll make this available for three days immediately after the time has expired to accessing the streaming replay of the event. Ideally both of these pages are behind a login page. This way youll know whos accessed the content and you can then put them through the same event followup sequence you created for event attendees in step six. Performance Improvement Elements To boost the effectiveness of the pages that offer your event content in these different formats included on each page Testimonials from the event use a few short crisp testimonials that clearly show the value prospects received by attending the event. Teaser bullet copy a few of the sexiest benefits that you reveal during your event. Capture more testimonials getting testimonials from prospects who check out the replays can be very useful for getting more prospects to access the replays or download the audios and transcripts. If youre going to use the form approach I mentioned earlier you might want to add or replace a question to make their testimonial more relevant to this situation. You can ask something like You missed the live event but you made time for the replay how pleased are you that you made the time to access the replay and what impact do you think itll have on.

Step 8 Create Followup Sequence For (1) Attendees That Bailed Early (2) Registered Prospects That Didnt Show Up (3) Prospects That Didnt Register
Primary Goal: Create Sequences That Get Your Event Content Consumed Secondary Goal: Maximize Event Sales By Putting More Prospects Into Your Event Followup Sequence For Attendees In this step you are creating the messages that will send prospects to the pages you created in step #7. The whole goal here is to get the content from your event consumed.

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And once again, as soon as a prospect consumes the content they should immediately start receiving the sequence you created for attendees of your event (step #6). Heres the sequence I recommend to start with... Day 0 Huge success, replay coming Claim victory share how the event changed lives and altered destinies. Include a few testimonials from the event itself and use those testimonials as one of your chief reasons for making the event available. Announce when it will available (the next day) and implore your prospects to block off time on their calendar right now because you dont want them to miss out. Then leave them with instructions on when and how to access the replay. Day 1 Replay is available for a limited time Your replay is now available! The answers to your prospects biggest challenges are just a click away. Give the instructions on how to log in, share a testimonial or two, and provide a few benefit ridden bullets on how their lives will be different when the event is over. Day 2 Video message with quick tip Give them your juiciest piece of content from the event let them know this is a just a small taste of what was covered. Provide some benefitridden talking points about the rest of the content you shared. Then give them the instructions and get them clicking ASAP. Day 3 Replay deadline approaching & more testimonials Here you alert your prospects about the impending deadline to access the replay. You share the reason why youve got to pull it down, and yes youve got to have a good reason. If youve got more testimonials share a few more. Then wrap up by sharing what theyll miss out on if they dont access your replay and how thatll hurt them. Then give them their instructions for accessing the replay. Day 4 Deadline countdown Send one or two short, textbased emails (implying urgency through format) about the looming deadline (the primary focus of these emails) with instruction on how to access the content. Day 5 Announce download of mp3 & transcripts Yes, the replay of the event has been taken down but all hope isnt lost yet. Let them know you still care about them so youve just posted the transcripts and an audio download which they can access right now. Tell them you know some people just dont want to consume content (even content thats certain to change their life) in front of their computers or attached to their phone. So youve removed all the obstacles to accessing this life altering content by letting them either read the transcript or downloading the audio and putting it on their mp3 player. Day 6 Audio message with quick tip Share another tip from your event this time through audio. Make it brief but powerful. Then tell them theres so much more you want to share with them and to get it all all they need to do is follow your instructions to download the audio and transcripts. Then tell them how to do that. 42

Day 7 Deadline Countdown another one or two short, textbased emails about the quickly approaching deadline to access this amazing content. Its worth being redundant here remember as soon as a prospect responds to any of these messages they are taken out of this sequence and placed into your selling sequence. At the end of this sequence, the only prospects left will be the ones who didnt avail themselves of all your generous offers to get the free content from your event. Thats too bad for them. You did your best. So, take all the prospects left and put them into your selling sequence. Because the time for getting the free content is over now they need to buy. Performance Improvement Elements Analysis of message effectiveness to each segment individually remember while you are going to start out with the same messaging to each of the three segments weve grouped together here thats not where you want to end up when its automated. Study how each segment responds differently to the different messages. Then begin to adjust the messaging to each sequence individually. Leveraging event testimonials for all theyre worth testimonials about the value of your free event is one of your most powerful tools to getting more of your prospects to access the replays and downloads. So use as many of the good ones you receive. Later on, when you start to modify the messaging for each segment look for testimonials about the content from the end of your event and make sure you send those to the attendees who bailed early. Stress the importance of the NOW is there a reason (or reasons) why the information you shared during the event needs to be known right now? Will those who act first have an advantage? Will it prevent current frustration, overwhelm, and confusion? Will its power diminish over time? Whatever the reasons do your best to clearly convey accessing the replay or downloading the transcripts and audio is the best use of their time right now. Never let social proof work against you Ive interviewed Robert Cialdini (author of the marketing classic Influence) several times. In one of our interviews Dr. Cialdini shared how social proof works both ways. If everyone is doing something then maybe I should do it too. BUT, if people are not doing something than maybe I shouldnt do it either. Dr. Cialdini shared an example about the IRS. He said they noticed many people were cheating on their taxes. So they stiffened the penalties, increased the interest on the penalties, and overall made the consequences much more severe. Then they made an announcement Too many Americans are cheating on their taxes so weve ratcheted up the penalties, fines, interest, etc. And guess what a year later even more Americans were cheating on their taxes. 43

Dr. Cialdini said the reason for this is people felt reassured they werent the only ones if they were cheating and if they were considering it knew that if they did they wouldnt be alone. So, social proof worked against them. Dr. Cialdini said the IRS shouldve never mentioned there were lots of people cheating, instead they should have said Even one American cheating on their taxes is one American too many So, in your messaging never share the fact that only 50% showed up or anything like that. Instead let them know why even one prospect missing the valuable information youre sharing in the event is one prospect too many. The results you achieve will be a lot better if you do. Create a seductive sample think about creating a minicommercial (approx 3 minutes) for your event using bits and pieces from the event itself. Take the most seductive pieces of the content and put a few of them together in rapidfire succession. This can be time consuming, but remember this will ultimately be an evergreen process that will work for you day in and day out. By investing the time to make your reconsumption sequence as powerful as possible youll continue to reap the rewards of that effort for a long time to come.

Step 9 Create Buyer Sequence

Primary Goal: To Minimize Refunds Secondary Goal: To Increase LongTerm Retention There is nothing worse than executing all the previous steps correctly generating lots of orders and then watching some (or many) of those orders disappear through cancellations and refunds. Which is why its a shame most marketers dont spend enough time optimizing their new client sequence. For many its an afterthought and thats if its even considered at all. To be frank, weve been guilty of this in the past too, but weve made great strides recently and its paid off in spades. About six weeks ago we created an initial sequence for new Founders Club members to increase engagement and minimize cancellations. Its worked so well, we decided to send it to older Founders Club members too. So you shouldve received them as well. In case you werent paying attention heres a quick overview of our new, extremely effective client sequence:

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Welcome video (Day 1) Here I welcomed you to the Founders Club Resold the membership by restating our value proposition Told you what to expect in each of the six upcoming messages and left with you a single idea to get your thinking about the benefits youll receive by being a member of Founders Club. Deliverables video (Day 2) This is a tour of our virtual clubhouse so you could find everything weve created for you easily and you could also see all the resources you have at your disposal (conveying the value of your membership). Content piece #1 (Day 3) I sent you an audio message telling you about the power of the concept I was sharing with you. I gave you a PDF that broke down the concept and also added to my credibility by sharing with you two articles that documented the concept and edified my accomplishments using it. Content piece #2 (Day 4) Same format as content piece #1, except it was a different concept with a different article documenting my success with the concept and the explosive results it caused. Company story & credo (Day 5) I sent you an audio message about Strategic Profits. I told you why the company was started, why it was important, and what you could expect from us. I also shared our credo all in an effort for you to get to know me and the company better and to foster a deeper bond between you and I. Todds story (Day 6) Todd shared his story the success he had as a client of Strategic Profits and why hes certain you can achieve the same level of success. Major content piece (Day 7) The last message in the sequence where I tell you about the first report Your Business Blueprint I wrote for Founders Club members. I provided a download link and a reason why it should be read right away. While its still too early to know the financial difference this sequence will make we have already seen a sharp increase in retention rates for the first month of Founders Club and sharp decline in cancellations. There are certainly lots of other steps you can take to reduce refunds, minimize cancellations, and increase retention rates. So much so, I think well save the majority of them for another report. But, to stimulate your thinking below are a few additional retention steps weve recently added to Founders Club. Performance Improvement Elements Personal welcome call outbound call from customer service to welcome new members, acknowledge they made a wise choice, check to make sure their experience was up to snuff, etc General surveys both mass surveys to the entire membership and targeted survey to certain segments to get feedback on the job were doing and how we may improve in the future. 45

45Day report card a special survey sent to every new member on their 45th day of their membership. In it we ask to be graded on our performance in several vital areas of performance so we stay alert to current issues and resolve them as soon as possible.

The After Action Review

After your EEDM is done its time to analyze it. To assist you in your analysis below Ive listed numerous ways to slice and dice the results of your campaign to develop your own benchmarks and metrics. The umbrella metric is the amount you took in (on average) per registration. Its the first metric listed below ($ per registration). And its the metric you should seek to consistently improve. All the other metrics can be seen as drivers of $ per registration. That means an improvement in any other metric will bring an improvement in $ per registration. A valid argument can be made that you should look at a higher level metric than $ per registration. Like $ per email address sent the invitation sequence. And its hard to argue against that thought. The only reason I am not using it for Strategic Profits or covering it in this reports is it surfaces other issues like the quality of the email list, open rates, etc. So far clarity sake, and the ease of monitoring performance, I strongly recommend using $ per registration. When you review all your metrics, you will notice the areas that offer the greatest room for improvement, and the areas where an improvement will bring you the greatest growth in $ per registration. You should also use $ per registration to decide if its time to automate it, time to rollout to affiliates and partners, or time to scrap it and start over. Once youve automated your EEDM, you should seek to consistently improve the process by continually focusing on improving each of the campaign metrics. Remember, part of the appeal of EEDM is that it consistently improves and consistently delivers greater profits. Thatll only happen if you determine the metrics of your campaign and you and your team continually try to improve them. Here are the metrics to calculate and analyze: $ per registration total dollars generated during the entire campaign (primary product or service sales + downsell sales) divided by the total number of registrations Invitation sequence total number of unique recipients who clicked over to the registration page divided by the total number of unique recipients 46

Registration page total number of unique registrations divided by the total number of unique visitors to the page Tell a friend page total number of friend referred divided by the number of unique registered prospects who visited the page Tell a friend message total number of recipients who clicked through to the registration page divided by the total number of emails send to referrals generated Intensification sequence total number of registered prospects who attended the event divided by the total number of registered prospects Event engagement total number of attendees who stay until the pitch divided by the total number of attendees Event conversion total number of attendees that ordered divided by the total number of attendees that heard the pitch Overall Event Effectiveness total number of attendees that ordered divided by the total number of attendees Attendee sequence total number of orders generated from sequence divided by the total number of attendees who received the sequence Reconsumption sequences Total number of sequence recipients that consumed the content divided by the total number of sequence recipients Downsell effectiveness Total number of orders generated divided by the total number of recipients

Stacking EEDM Processes

What should you do after youve got your first automated EEDM process up and running? Create a second one, of course! And, ideally, it should be the next logical step in your companys overall messaging. In other words, the event that should follow your first event. Thats what were going to do at Strategic Profits. We think an EEDM campaign for Founders Club should follow our BGS EEDM because itll act as the perfect downsell. So, well start offering Founders Club as the downsell in our very first BGS EEDM but it wont be an event, itll just be an email campaign. But after our BGS EEDM is fully automated and operational well get to work on creating the EEDM for Founders Club to replace the email campaign. By stacking your EEDM process youll end up taking your prospects through a series of optimized campaigns that are consistently improving and consistently delivering value to your prospects. And with each additional EEDM process youll grow the lifetime value of a client making your business healthier, stronger, and more profitable with each passing day.

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Why You Should Drop (almost) Everything And Get Started ASAP!
Remember all those benefits I shared with you earlier about installing EEDM into your business? If so, I cant imagine youd want to wait to experience them. The bottom line is the sooner you get working on your EEDM the sooner youll place yourself on the Founders path. I cannot stress to you enough the power of having an automated marketing campaign that you can continually improve. Its the missing piece in most of the businesses I see these days. And you now have the ability to create one for you and your business. Id strongly recommend you reread this report with a pencil and paper out. This time, lay out your entire campaign. Figure out which of my suggestions for each sequence youll use immediately and which ones youll wait until later to test. Please do this as soon as you can. Youll thank me for it. Promise Id love to hear what you think. Remember, you can always write me at: foundersclub@strategicprofits.com Seriously, Id love to know your thoughts on this report. So, take a moment right now, email me and tell me what you think.

PostScript
In every ounce of my being Im convinced that what I just shared with you can make you more money and give you more freedom than anything youll learn from anyone else. In fact, Im certain that if I packaged this content in a different format and put it all in a nice box I could have a very successful launch selling the same information I just shared with you for $2,000 or more. If I were consulting, Id get a minimum of six figures to walk a client company through this process and advise them on building out their own EEDM. But instead I have revealed it all to you as a member of Founders Club. And to be frank, I think I'm going over and above by doing so.

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So, here's the deal if you don't think the value of this report is worth an entire year's membership, then I suggest you strongly reconsider if being a Founder is right for you. But... if you can appreciate the gamechanging value this report has just given you, and you've signed up for my one dollar minimembership trial, let me tell you what's waiting for you with your full membership. (If you haven't taken me up on my one dollar offer, head over to: http://www.strategicprofits.com/mfp/oto.php and check out the message waiting for you.) When you join the Founders Club as a new member, you'll also get a ton of other incredible, proven resources you can use over and over, to grow successful beyond your wildest dreams. Here's what you get immediately after you join: > My Founders Club BiMonthly (every other month) Business Building Reports. Each indepth report gives you my latest and most uptodate successbuilding breakthroughs. Just like the report you just finished reading. These reports are more than simple business howtos. They contain insights, strategies and tactics that will keep you on your road to success... > Membersonly, passwordprotected access to the Founders' Club Report Archives This is WAY MORE than just a collection of back issues... The Founders Club Archive is a one of a kind collection of proven, in thetrenches experience that has helped make millions of dollars for individual entrepreneurs and small businesses around the world... It's packed with indepth discussions of the critical topics rookies and even experienced entrepreneurs must understand to go from starting out to the success of your dreams. You'll discover tactical secrets like how to maximize your efficiency by designing a business based on systems and how to continually market your products and services using the most powerful marketing system available today. And that's not all. It will uncover strategic ideas like specific behaviors you must avoid at all costs behaviors that will cause any entrepreneur to fail. How to craft a core message to bridge the critical gap between your product and your market's needs and then show you how to deliver it to make them true believers. 49

Strategies, tactics and knowhow you can't get anywhere else, all packed into this powerful, onestop resource... > PLUS as a member you'll get my Audio Dispatches from the Field weekly recordings where I give you my best ideas for blasting through whatever is holding you back! They cover topics like how to stop procrastinating, facing down your fears and launching any enterprise with confidence, creating attention grabbing content, the power of leveraging contrast in your marketing, and getting clear on all the success you want. Everything you need to help you realize your full potential. These resources you get with your Founders Club membership are far more powerful than anything you can get anywhere else. It's an ongoing mentoring program that gives you the ability to achieve any success you want. Based in real world experience it shows you what works, what you absolutely need to be successful, and what you're wasting your time with. The tools and resources responsible for making millions of dollars on line. But that's not all. When you take your full membership in my Founders Club, I'm going to add FIVE special bonuses to the mix for you. > SPECIAL BONUS #1: You're going get the Founders Club Audio Courses. Seven selfcontained courses, (complete with handouts and transcripts) that will give you specific skills you need to succeed. ## You'll learn how to eliminate whatever constraints are holding you back and focus on maximizing the skills that will vault you ahead of your competition... ## You'll learn the techniques of rapid product creation. A stepbystep howto on designing, creating and selling products your market is clamoring for... ## You'll learn rapid learning techniques. Never again will you be overwhelmed by mountains of information on any topic. Use these tactics to quickly gain the knowledge and expertise you need to take action in virtually any situation... And much, much more. There are no other courses like these anywhere else in the online coaching world. And I'm including them all absolutely free when you sign up for your trial membership in the Founders Club today! And that's not all I have for you... 50

> SPECIAL BONUS #2: Join now and you'll get access to the Founders Club Webinar Library. Over TWENTY complete webinar programs that will walk you, stepbystep, through a range of specialized skills from launch strategies to selling with seminars to establishing instant expertise in your field. ## You'll learn the email persuasion tactics of the pros. Get the most out of every email you send by hitting your prospects right where they live. This webinar includes special cheat sheets of some of the best tested openings and subject lines. ## You'll learn the foundational pillars of SEO. There's a wrong way and a right way to optimize the content on any page. This webinar will show you how, so you can get the biggest edge possible in the search rankings. ## You'll learn about selling with seminars. One of the most powerful forms of media out there today, seminars not only provide incredible value for your prospects, they create massive credibility for YOU. And that translates into more and more sales! ## You'll learn the secrets of optin page optimization. Years of testing and trials went into the making of this webinar. You'll learn all the techniques and tactics of how to maximize conversions on your optin pages. ## And there's so much more... These webinars will transform you from an online rookie to an expert in the shortest time possible. They contain knowhow that would take the ordinary entrepreneur years and cost tens of thousands of dollars to obtain. But I'm giving them all to you absolutely FREE when you sign up for your trial Founders Club membership today. > SPECIAL BONUS #3: You'll get a copy of my Internet Business Manifesto, the groundbreaking report downloaded and read by over a million online entrepreneurs around the world... It was the launching point for my company Strategic Profits and the information it contains is still vitally important to online entrepreneurs. Plus you'll also get access to all six of my other reports including the Internet Business Manifesto: The Missing Chapter, the Internet Business Manifesto: The Final Chapter, The Attention Age Doctrine and The Attention Age Doctrine Part 2, The Entrepreneurial Emergency, and The Maven Manifesto... These reports have redefined virtually every aspect of the internet marketing landscape and changed millions of readers from struggling opportunity seekers to successful, independent strategic entrepreneurs. These courses, webinars and reports will give you an added advantage on your path to success by exposing you to concepts and ideas critical to that success. Ideas and concepts that most entrepreneurs remain blind to their entire careers. They'll speed 51

you to expertise in specific skills that will help launch your business into the stratosphere. And, like the rest of these resources, they're NOT available anywhere else. You can only get access to them with your membership in the Founders Club. And guess what. I'm still not done. Sign up for your norisk, trial membership in the Founders Club and you'll get... > SPECIAL BONUS #4: Access to my League of Extraordinary Minds audio series. Panel discussions with some of the greatest experts and thought leaders in their fields today. Renown experts including Stephen MR Covey... Dr. Robert Cialdini... Dan Ariely... Gary Vaynerchuk... Michael Masterson... and dozens more... What you'll hear in these recordings is nothing short of INCREDIBLE. They contain so many amazing viewpoints and ideasstrategies you may have never considered beforetactics that are mindblowingly simple, yet profitable beyond anything you might have ever dreamed of. The new twists to your current thoughts and ideas will open up a world of possibilities. You get it all in nine informationpacked sessions that include transcripts and Action Guides to let you put the advice on these recordings into action... so you can blast through any obstacle standing in the way of your ultimate success... When I originally offered this series live, it sold out in a matter of hours. Today I keep these recordings locked away. But I'm giving you access to them all absolutely free just for trying membership in the Founders Club. And to make this whole offer irresistible, I'm going to throw in one more very special bonus... > SPECIAL BONUS #5: This is BIG! You're also going to receive my Complete Blueprint For Success. Over 300 pages of proven strategy that models the launch and rise of my company, Strategic Profits as we generated over $7.4 million dollars in our first year! It includes every step, every strategy, every email, every affiliate communication, every landing page and squeeze page I used that you can model and rework to create your own massive success. It's nothing short of a stepbystep road map to massive success. And incredibly, you get all this with your membership in the Founders Club for only $47 per month. Less than you'd pay each month for your daily cup of Starbucks. Isn't your success worth a cup of coffee? 52

You might be wondering, why I've made it so ridiculously affordable? Well, helping individual entrepreneurs realize their goals and dreams is my passion. (Over my career, I've personally built and sold three supersuccessful businesses and I can tell you, it's a great way of life.) My goal is to help you and as many aspiring strategic entrepreneurs like you as I can. And the best way I can do it is by giving you every opportunity possible to benefit from my experience. And if you're ever unhappy with the value and insider insights you get from your membership, you can contact us at Strategic Profits and cancel your membership. But I'll bet you won't make that call. Why? The average online membership site retains members for less than three months. But, over 95% of our current Founders Club have been grateful, enthusiastic members for over a year and a half! That tells me our thousands of members are thrilled with the insight and knowledge they've gained the years of experience and proven, handson tactics and strategies that are catapulting their businesses into the stratosphere. Look, I am simply laying my cards on the table. We're all grownups here. I'm not going to tease you with what's coming next, or titillate you with something mysterious I'll reveal in the next report. That's not my style. I created Founders Club for real entrepreneurs who want to grow real businesses and achieve FounderStatus as rapidly as possible. And from my experience (having personally coached thousands of individuals who fit that bill) they judge value by results not overblown, hyperidden promises. So the decision is yours. Will you keep struggling against the tide? Will you keep rolling the dice in hopes you're not making the mistakes that can literally send you to the poorhouse? Will you keep on struggling in the status quo of doubt and uncertainty? Or will you take action right now to achieve the success you want? Maybe and Later are just different ways of saying Never. I'm sure you'll make the right decision. I look forward to having you on board as a Founder. To higher profits and beyond, Rich Schefren 53

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