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Heres Whats Inside...

Pg.

5. Episode 104
The One About Ninja Email Strategies

34. Episode 105
The One About Even More Email Marketing

60. Episode 106
The One About Ridiculously Easy Email Stratagies

85. Episode 108
The One Where We Share Some Email Marketing Results














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Email Nasteiy

0ctobei 2u1S

Fiom: Wintei Baven, FL
Sunny anu 82


Welcome to Email Nasteiy!

You'ie just minutes away fiom senuing youi veiy fiist 9-woiu email...anu you'ie
going to be amazeu at what happens.

Beie's how it woiks...

I uevelopeu this iuea foi a ieal estate agent client who hau geneiateu a lot of leaus
fiom theii website, anu got so busy they enueu up neglecting a lot of the people who
hau iesponueu to theii aus.

They hau a few hunuieu people who hau inquiieu ovei the pievious six months, anu
they hau not been in communication with them at all.

I askeu "uo you know if any of them aie still looking foi a home."

"I uon't know" they saiu.

"Why uon't we email them anu ask."

Anu that was the biith of what I call "The Amazing 9-Woiu Email That Revives Beau
Leaus"

We sent a shoit email to the list with only theii fiist name in the subject line.

Subj: }ason

Aie you still looking foi a house in ueoigetown.

That's it.

Nothing else.

Bozens of ieplies. Lots of engagement. Connecteu with a client who bought that
weekenu...anu seveial otheis ovei the next couple of months.

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We've sent thousanus of those emails ovei the last few yeais with amazing iesults.

I've nevei seen anything like it.

This email woiks in all kinus of uiffeient situations.

I've seen it useu in all kinus of uiffeient businesses to ieconnect with anyone who
inquiieu oi uownloaueu a fiee iepoit oi infoimation on youi website.

A yacht biokei sent out the message to some yacht piospects he haun't spoken to
anu uncoveieu a buyei foi a $1uu Nillion yacht.

All the email saiu was "Bi Bean...Aie you still looking foi a yacht."

A motoicycle jeans manufactuiei in the 0K sent a message that simply saiu "Aie you
still looking foi stylish motoicycle jeans." anu solu ovei $9uuu in less than a week.

Theie aie lots anu lots anu lots of examples of how you can use this kinu of email.

The big iuea is to senu an email that sounus like you just ian into them (in peison)
at Staibucks anu you'ie asking them a question...expecting a iesponse.

Shoit. Peisonal. Expecting a ieply.

We want the email to seem like they aie the 0NLY peison in the woilu getting this
email.

It can be tiickiei than it sounus, because we'ie so useu to senuing out messages that
sounu like you'ie auuiessing a uR00P of people.

The tiuth is...they uon't know oi even caie that they aie pait of a gioup. They uon't
know they'ie on youi LIST. They have zeio ielationship with the othei people on
youi list. They only have a ielationship with Y00.

The bettei you get at this type of email, the moie iesponsive anu engageu youi
piospects anu clients will be.

The temptation is to auu moie to it. To explain the ieason you'ie asking.

Aie you still looking foi a house in ueoigetown.
Because if you aie...have I got a ueal foi you!


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Bon't uo it. This uialogue methou of email is best when you tieat it exactly like a
conveisation. }ust a ieally slow conveisation.

You say something. They say something. You say something. }ust like you aie
talking.

Want to tiy it out.

Senu me an email at BeanBean}ackson.com anu show me what you come up with
anu lets see what happens!

I can't wait to heai about youi iesults :)


Bean }ackson

PS - I uo a fiee weekly poucast with }oe Polish calleu I Love Naiketing! You can finu
it at ILoveNaiketing.com anu on iTunes. The next foui chapteis aie full tiansciipts
of a seiies of poucasts we uiu all about email maiketing.

I've incluueu the episoue numbeis if you'u iathei listen to them on
ILoveNaiketing.com.

Theie aie lots of auvanceu anu ninja email stiategies we use eveiy uay.

Enjoy!





















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Episode 104
The One About Ni nj a Emai l Strategi es
"#$%& Bey, eveiybouy. It's Bean }ackson.
'(#& Anu }oe Polish. !"# }oe Polish.
"#$%& I love that. You know what. You'u be so happy tonight, because I have, iight in
fiont of me, a bowl. Anu in this bowl is not chocolate-coveieu anything, oi
anything bau oi liquiu kinu of Satan oi anything. I have some fiesh, uelicious
giapes.
'(#& Well, theie aie some people that will actually aigue that giapes aien't all that goou
foi you. But compaieu to like Cheeiios oi compaieu to something else, I guess
that's pietty goou. Aie they oiganic oi aie they like pesticiue-iiuuen giapes.
"#$%& They aie oiganic, gieen, seeuless giapes. They'ie fantastic.
'(#& 0h, so they'ie those gieen, genetically-mouifieu, oiganic giapes. I'm just messing
with you.
"#$%& You have to pooh-pooh eveiything, uon't you. I was going to thiowback. I was
uoing a thiowback. You know why I saiu that.
'(#& Why is that.
"#$%& Because I was ieauing, in the I Love Naiketing yeaibook, volume one, one of the
episoues that staiteu out with you talking about eating youi oiganic bluebeiiies.
'(#& 0h, okay.
"#$%& So, that's a little thiowback. That's a little thiowback foi the iegulai listeneis.
They might iecognize what was happening theie.

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'(#& Accoiuing to the latest scientific ieseaich, bluebeiiies aie piobably a much bettei
foou to eat than giapes.
"#$%& 0kay.
'(#& But, that being saiu, I think this is impiovement.
"#$%& It's a step in the iight uiiection. Right.
'(#& Absolutely. Absolutely. We'ie going to talk about glycemic inuex anu all kinus of
othei things.
"#$%& Welcome to the "I love my bloou sugai" episoue. 0h, that's so funny! Well, quit
messing aiounu, because I've got impoitant stuff to talk about tonight. So, none of
this. Quit youi jibbei-jabbeiing, anu let's get iight uown to business.
'(#& Let's hit it. You'ie going to talk about ciazy iesults that people have been getting
using the magic 9-woiu email.
"#$%& Well, that's pait of it. We haven't uone an episoue about email maiketing in a long
time - if evei - exclusively about email. So, I was thinking this woulu piobably be
a goou time foi us to uo that, especially on the heels of seeing all of these iesults
that have been coming back heie.
'(#& You know, it's so funny how people have uiscussions like, "Boes anyone use uiiect
mail anymoie." Boes anyone still use email. Theie aie new things like Facebook
anu Twittei.
"#$%& That's olu-school. Nobouy uses those anymoie. It's all texting, }oe. It's all texting.
It's all about the texting.
'(#& 0h, my gou. 0h, wait! I've got to tell you something. I liteially went anu saw }ay
Leno uo a live event last night, anu I got backstage passes because a fiienu
intiouuceu me to Beinaiu, took me uown to }ay Leno's gaiage a few months ago,
so I hau a meeting with }ay backstage, befoiehanu, to see if I coulu get him to
speak at the 2SK annual meeting that we'ie uoing this yeai. But he's filming
uuiing that time, so he can't actually speak at it uuiing those uates, which is a
uiag.

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But, pait of his skit, he was talking about the Steve }obs biogiaphy, the
book, anu basically one of the last things that Steve was woiking on was an iPau
wheie you actually move youi hanus. You uon't have to touch it, anu it woulu
actually uo what you neeueu to uo.
So, he uiu this ieally funny skit wheie he saiu, "You know, coulu you
imagine. Befoie technology, you knew who the ciazy people weie. They weie the
ones that weie just kinu of like walking, anu they woulu be moving theii hanus
anu making gestuies, anu uoing ciazy shit." Be's like, "Now, you just nevei even
know, because befoie, when you'u see someone with a Bluetooth, they woulu be
talking to themselves. When Bluetooth fiist came out, you thought they hau
Touiette's, because they'ie like yelling anu scieaming." But he goes, "Now, you
have all these people waving theii aims back anu foith, anu in ciicles anu
eveiything, anu you just nevei know what the hell's going on anymoie, with
technology."
I thought that was kinu of amusing.
Ny whole point behinu all of that was that I think uiiect mail is the new
thing. I think we've talkeu about this on a past episoue.
But that being saiu, we have not uone a whole episoue just about this. So,
I'm just going to sit back anu listen to you talk the whole time. The last episoue, I
think I pietty much talkeu most of the time.
"#$%& I think it set some kinu of new iecoiu foi the iatio. It's peifect. It was a pietty
easy episoue foi me.
'(#& It was. You weie piobably uiinking anu smoking anu eating giapes.
"#$%& Biinking, smoking, anu eating giapes. I like it. That's funny.
Bo you evei get any email.
'(#& 0f couise. I get way too much. I think email is like one of the biggest annoyances
on the planet. Which, of couise, the point behinu saying that is foi the best uses of

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email, you can use it, just uon't be useu by it, although I think most eveiyone is
useu by it, if you even have it.
"#$%& Bo you know what I heaiu the othei uay.
'(#& What's that.
"#$%& I think it was Bienuon who saiu that youi email in-box is a fantastic tool foi othei
people to piioiitize youi time.
'(#& Yeah. Yeah.
"#$%& Was that Bienuon that saiu that.
'(#& I've heaiu him say stuff similai to that, so I woulu veiy much say that was
something he woulu say.
"#$%& It's a peifect tool foi othei people to oiganize anu piioiitize youi time.
'(#& Right. Well, pait of it is uo you use it oi uo you get useu by it. If you'ie going to
have it, you'ie bettei off using it foi youi own benefit, than being useu by it. Anu,
ceitainly, it's an awesome tool.
See, eveiy foim of communication is awesome. Reauing a book was
awesome, when books fiist came out. Anu pait of it is what siue aie you on. Aie
you the one who's piofiting fiom the use of it, oi aie you just the one that's
consuming it. Aie you the one that's being bombaiueu by it.
I can't iemembei who saiu it, but I heaiu Benny Batch talk about this quote.
I uon't think it was Benny Batch's quote. But it was basically, "Biiect maiketing,
you have to get thiough with the cluttei with an offei that is so inteiiuptive, that it
keeps on inteiiupting until action is taken."
I heaiu him say that befoie email even existeu, to most human beings.
Touay, that same saying applies. You have to get thiough the cluttei with an offei
that just makes sense, that's simple, that speaks to the peison, anu that soit
of stuff.

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"#$%& Right. Pait of the thing, anu let's kinu of begin iight at the beginning heie, with
oui uiscussion about email maiketing, because I ieally uo believe that it is the
powei tool, it is the tool foi maiketeis, if you use it piopeily.
If you use it in the iight way, if you use it like you can, so often what I finu is
that people come into it with the wiong iuea. They eithei tiy anu get it to uo too
much, oi they'ie tiying to uo too much at once, anu they'ie not ieally using it in a
way that capitalizes on the ability foi email to be a tool foi uialogue, a
conveisation.
You ieally want to know that what you've got is the ability to have an
inteiactive uialogue wheie uiffeient things happen, uepenuing on how the
iesponse goes.
Now, we've talkeu befoie about some of the email things that we uo. We've
talkeu about the amazing 9-woiu email that ievives ueau leaus, anu I'll talk about
that in a seconu. But what I want to uo is talk about the psychology that is in play
befoie you even push the senu button, anu to ieally get that iight, to unueistanu
what it is.
I often say to people they uon't know what they want it to uo. They uon't
know what theii objective is. So, the most impoitant thing is to ieally begin with
the enu in minu. Anu beginning with the enu in minu means knowing who is it
that we'ie speaking to, anu what is it, what's the veib, what's the action, the
outcome that we want to have happen as a iesult of senuing this email, anu
iealizing what the oppoitunities aie anu what the limitations aie of email
maiketing, of senuing email in the fiist place.
So, I always ieally like to think about the enviionment that's suiiounuing
somebouy checking theii email. If you ieally think about it, if we begin with the
enu in minu, we begin with how it's going to actually be ieceiveu, most people
now tenu to check theii email on theii iPhone, they'ie checking it all the time,
they'ie checking it on theii iPau. It's not veiy often that you can't ieach somebouy
by email pietty quickly, if you wanteu to.

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I think even though people have aspiiations of checking theii email once a
uay oi twice a uay, oi S times a uay, I uon't think that's the ieality foi most people.
Bo you think so. What uo you uo with youi email.
'(#& Wheie I am cuiiently in my life, anu this is always an aspiiation, in an iueal woilu,
I woulu have chunks of time wheie I woulu check email. I woulu have uays that
woulu go by that I uiun't check it at all. I'u be lying if I saiu I've been able to uo any
of those things ieally well. Naybe foi small peiious of time.
Theie was a peiiou of time, a couple of yeais ago, wheie I liteially uiu not
check email foi like a month, anu it was one of the haiuest uamn things I've evei
hau to uo. 0n one hanu, it was extiemely ielieving. But on the othei, the emails
weie going to an assistant, anu they'u still get biought up to me, piinteu out anu
stuff like that. So, I'm ieally not checking it.
So, to answei youi question, I check it thioughout the uay. With an iPhone,
which I caiiy, theie's that magnetic, auuictive foice. Anu since I alieauy have that
soit of auuict biain anyway, it's ieally haiu foi me to iestiain. If I go somewheie
anu uon't want to check email, I just liteially have to tuin the phone off, so I'm not
even uiawn.
But, theie is a compulsive polteigeist that's built into electionic uevices,
that just hijacks youi biain anu makes you want to look at these things.
Now, to give you anothei example of this, though, I wanteu to uo a test. I
shoulun't even mention it, but I will because I think it's funny.
I thought of the powei of an iiiesistible offei. Befoie I went anu saw }ay
Leno, yesteiuay, I sent an email to Richaiu Bianson anu also to Petei Biamanuis. I
saiu, "I'm going to go meet with }ay Leno tonight. Bo you want to be on the show.
Bo you have any inteiest in being on the show."
Now, Richaiu, sometimes I'll senu Richaiu an email anu I won't heai back
fiom him. Sometimes it's the same uay, othei times it can be uays. Anu theie will
be a couple of times, uepenuing on how busy he is, he won't iesponu at all because
he misses it oi whatevei.

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But I'll tell you, both of them iesponueu back immeuiately, "Yes, I'u like to
be on }ay Leno's show."
So, what's funny is that with the iight offei, no mattei who they aie,
incluuing billionaiies, they will iesponu, quickly, if they'ie looking at it.
I saiu to Eunice, "You know what. 0s maiketeis aie so iight about an
iiiesistible offei. It uoesn't mattei who the peison is." Anu it was a simple, shoit
email. "Woulu you like to be on }ay Leno."
When I talkeu to }ay, he's like, "Yeah, have him contact oui people," that soit
of stuff. But the thing is I think most people aie constantly looking at theii emails.
Anu we have a few fiienus, like you have Ban Kenneuy, who uoesn't use email at
all.
"#$%& I know. Nevei, at all. Bo you want to know something spooky.
'(#& What's that.
"#$%& "Richaiu, woulu you like to be on }ay Leno" is a 9-woiu email. Naybe theie is
something magic to 9 woius.
'(#& That's funny. I'm sitting heie counting with my fingeis. This is how stupiu I am.
We'ie sitting heie uoing a bioaucast.
"#$%& But, it is. It's 9 woius. I counteu it on my fingeis, too.
'(#& That is funny.
"#$%& It is pietty funny, but you aie absolutely iight. So, let me ask you this. Bow long
was it between when you sent that message to Richaiu anu he iesponueu.
'(#& Bo you want me to actually get the actual time. Bolu on.
"#$%& }ust ballpaik. Was it the same uay. Was it within an houi.
'(#& No, I think it was easily within an houi.
"#$%& Yeah, within an houi. So, theie's the thing.

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'(#& I'm going to tiy to go thiough it. I uon't want to uo it on my computei, because it
inteiiupts the iecoiuing while we'ie uoing it.
"#$%& No, no. Bon't uo that. That's all I wanteu to know.
'(#& I might be able to uo it fiom my iPhone. I can check my email while we'ie talking
about email.
"#$%& Theie we go. But listen, the point is that it wasn't S uays. It was liteially almost
instantaneously. Right.
'(#& Right.
"#$%& 0kay, so you've stumbleu on something - that this is pait of the thing. So, theie's
one thing. Now, this is pait of the ieally ueep psychology of what's going on heie.
So, the elements that make that woik is he knows who you aie, fiist off.
'(#& Yeah. Nost people can't email Richaiu Bianson because they uon't have his email.
Anu seconuly, if he uoesn't know them, yeah. You've got to have iappoit with him.
"#$%& Somehow, you got the email that he checks. That's all I'm saying. It uoesn't even
mattei whethei you know him oi not. I'm suie the email that you have isn't the
email that eveiybouy in the woilu gets foi Richaiu Bianson.
'(#& No, no. It's his peisonal email.
"#$%& It's his peisonal email, anu that's the thing. If you've got somebouy's peisonal
email, you have a veiy intimate connection to that peison. Anu I say intimate
meaning that you soit of have insiue access, no mattei what else is going on, no
mattei wheie he is.
You'ie saying this magnetic uiaw of checking youi email, of always seeing
what's going on. Be coulu be with the queen, anu when he slips into the bathioom
oi something, he's got his phone with him anu is checking it while he's out of theii
sight.
Eveiybouy's like that. That's what happens. So, you have kinu of intimate
access to somebouy.

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When you look at youi email, uo you think, at the time that he lookeu at that
email, it was the only email in his in-box.
'(#& No. Theie weie piobably tons.
"#$%& No. So, what happens when you scan thiough this. It's even moie ielevant that
the email in-box is equally tieateu the same way, as uaiy Balbeit talkeu about,
with people soiting theii mail ovei the gaibage. The A-pile anu the B-pile. Right.
'(#& 0h-huh.
"#$%& I think what happens theie is I think that theie's kinu of like S levels of it that aie
going on. People skim theii email, because they come in bulk anu you can't stop
them. They come so fast. You maybe check youi email, anu theie aie 2u new ones
since the last time you checkeu, even if you'ie checking pietty often.
So, most people now aie using gmail anu piobably uon't uelete emails. I
uon't ieally uelete anything. Bo you.
'(#& Yeah, I uo. I actually switcheu back to 0utlook, believe it oi not, on a Nac. We still
have gmail, anu I uon't uelete them. I staiteu ueleting them. That's one thing I
coulun't stanu about gmail, is I just kept them all, like 6u,uuu fieaking emails.
"#$%& I love it, because as long as you know it's in theie, you can finu it, seaich it. I like
that a lot.
Nost people, it's not ieally about ueleting. It's not like you've got this
backlog of emails all piling up on youi computei, on youi haiu uiive, when it was
like limiteu space anu you hau to uelete youi email so you coulu iun one of youi
piogiams oi something. It's not like that anymoie.
'(#& Speak foi youiself. Even my gmail account is like at the limit. I woulu always have
to go anu uelete it, because it woulu get so big.
"#$%& I bought some moie stoiage, so, yeah.
'(#& I bought the maximum stoiage that they will even allow.
"#$%& 0h, I see what you'ie saying.

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'(#& Cuiiently.
"#$%& It's not so much about the email being ueleteu. People aie skimming the emails.
The big uecision is, ieally, one of S things: "Am I going to open this. Am I going to
ieau this. 0i am I going to iesponu to this." I think those aie ieally the S things
that you ieally want.
The only thing that's going on in the subject line anu the fiom line is people
making the uecision of whethei they'ie going to open it oi not. That's the only
thing.
I uon't know whethei I ieau the subject line fiist oi whethei I ieau whom
it's fiom. I think I ieau the subject line fiist, anu then I look ovei anu see whom it's
fiom.
So, if it's a subject line that looks like a peisonal email, like the equivalent of
uaiy Balbeit's iuea of a peisonal lettei, that's going to get some gieat attention.
Right.
If it's cleaily a tagline oi teasei copy in the subject line, it tips me off that I
know it's not like somebouy just senuing it to me. Anu if it comes fiom a company
oi comes fiom a website as the fiom line, I know that it's not a peisonal thing.
So, you know, going into it, which ones you'ie going to scan. You have kinu
of youi A-list, you've got youi peisonal emails, youi fiienus anu associates anu
people that you want to heai fiom oi fiequently heai fiom. When you ueciue to
open it, then the thing is what am I going to uo with this. Am I going to ieau it.
When you look at like the fiist thing that you have to uo is tuin images on
oi you click heie if this email's not uisplaying piopeily, all those things tip you off
that this is not an email fiom a peison to one peison.
That's why when I look at these, I nevei am senuing giaphic emails. Anu I
say, "uiaphic," because sometimes I'll say, "I nevei senu html emails," but you can
senu html-coueu emails but not giaphic emails that have pictuies anu logos anu all
that kinu of stuff on them, to get the most iesponse.

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When you pieview the beginning of it, you can see that the fiist woius aie
"tuin images on," oi whatevei, as the fiist woius in the email, when you look at it
in that pieview winuow, that kinu of lets people know that this is not a peisonal
communication.
So, if you just look at those fiist 2 things, if you look at the emails that you
actually iesponu to, they'ie going to be emails that aie fiom somebouy that you
know, fiom somebouy that you woulun't be suipiiseu to have a uialogue fiom.
Even if it is somebouy that's asking you a question, a question is ieally one of
those magnetic things that soit of uemanus some attention. You have to willfully
ueciue to ignoie somebouy, if you'ie not going to answei a question, if all of those
othei things fall into place.
Think about the emails that you senu to people that you know. Emails that
we senu back anu foith aie veiy iaiely moie than 2 oi S lines, because they'ie a
utility. They'ie senuing something; you'ie expecting a ieply.
So, when I look at these, the elements that I have uiscoveieu that aie the
winning foimula foi email aie to senu emails that aie shoit, peisonal, anu
expecting a ieply. Anu if you can get those S elements in the email, you have
something that almost has the potential to be magical.
It's ieally inteiesting. You know, }oe, oui fiienu Kim White, fiom Austiia.
When we weie uoing oui email foi the I Love Naiketing confeience, I sent out an
email to subsciibeis that hau just theii fiist name in the subject line.
Now, if you see an email like that, that's going to get youi attention. That's
an email that is going to kinu of uiaw youi eyes. It's pioven, when they uo all
kinus of stuuies, that youi name, when you see it in piint oi when you see it in an
email, youi eyes uilate anu you'ie giavitateu towaius it. It's kinu of like when you
heai youi name. But when you see it, they've uone all kinus of eye-tiacking
suiveys that show that youi eyes aie actually attiacteu to it anu youi eyes uilate.
It's almost like getting those little squiits of uopamine. Theie's something that,
"That's me!" You have that iuentity to it.

\ Page 16 of 114
It uoesn't have to just be theii name, but something that is going to get theii
attention in a peisonal way.
But when I sent out that email, I sent it out, anu the subject line was just,
"Kim." Anu then, the email itself was just a simple email. "Bi, Kim! Aie you
planning on coming to the I Love Naiketing confeience next month. Bean."
You iemembei when we sent out those emails. That was all it was. That
was the enu of the email. Anu Kim iesponueu anu saiu that he wasn't going to be
able to because he was in Austiia anu whatevei else.
But when I saw him, I saw him a few weeks latei, when we weie in Toionto.
I think you weie theie, too. Be saiu to me, "That email that you sent," he saiu, "I
thought that was like a peisonal email to me." But he hau to come up anu confiim
with me that it was a bioaucast email, because he lookeu back at it anu saw,
piecing it togethei, that this was an autoiesponuei.
But the immeuiate thing, his immeuiate thought anu the woius that he saiu
to me was that, "The eneigy of that email was veiy uiffeient than othei emails that
you get."
Kim, we shoulu piobably uesciibe what Kim uoes. But Kim is an eneigy
woikei. Is that what you woulu call him. Bow woulu you uesciibe what he uoes.
'(#& Well, Ban Sullivan iefeis to him as a spiiitual plumbei.
"#$%& Spiiitual plumbei. That's iight.
'(#& But, what uoes that mean. I have no iuea.
"#$%& Ban talks about Kim. You know how when you have some ielationship with
people oi something oi somebouy just kinu of like iiks you oi theie's some
negative eneigy aiounu it wheie you'ie in some kinu of aigument oi you've got
some kinu of negative eneigy aiounu that ielationship.
'(#& Animosity. Soit of like what we shaie with each othei outsiue of uoing this I Love
Naiketing poucast.

\ Page 17 of 114
"#$%& Yeah. 0ften. 0ften, I've thought about calling Kim a couple of times.
So, what Kim will uo is he can woik with you anu he can soit of iemove that
eneigy. Ban is, incieuibly, a fan of him. Be talks about him all the time.
So, foi him, as an eneigy woikei, to say theie's something about - because
we hau a whole uiscussion then - the eneigy of the email, anu I think that pait of it
is that the eneigy of an email like that is that my intention, my puie intention fiom
that email is that I wanteu it to feel like an email fiom one peison to one peison.
Anu I tiuly uiu want it to be an email fiom me to them, a peisonal email.
I say that because even though you'ie senuing out an email to thousanus oi
tens of thousanus, oi hunuieus of thousanus of people, they'ie only being ieau one
peison at a time.
So, often, people - in the language that they use - the way that they woiu
the email, the tone of the email is speaking to a gioup. It's kinu of bioaucasting oi
announcing. It's the uiffeience between getting up onstage anu piesenting youi
email to the entiie ioom, veisus taking somebouy asiue in the hall anu having the
communication with them one peison at a time.
That is a veiy big uistinction, anu you uon't have to use email as a bioaucast
tool.
Now, sometimes it makes sense because, often, we senu out bioaucasts
wheie we just want to get a message out to eveiybouy. Not eveiy email neeus to
be shoit, peisonal, anu expecting a ieply. Sometimes, senuing out emails foi the
puipose of communicating infoimation to a gioup is gieat. Anu that's what ieally
makes the shoit, peisonal, anu expecting a ieply emails so poweiful, is that you
spaiingly use them when it's youi intention, when you ieally want that to happen,
when you want somebouy to iesponu to something. When you want them to take
an inuiviuual action at the highest iates possible, you have to communicate with
them one peison at a time.
So, when I askeu you, shaiing these behinu-the-scenes things of how youi
email woiks, of what you uo when you'ie checking youi email, anu ieally kinu of

\ Page 18 of 114
painting the pictuie, getting the enviionment of how people engage with theii
email, we'ie uoing it alone. Nobouy is like, "Bey, eveiybouy, let's gathei aiounu
anu check my email." That's not the way people uo email. They uon't check it in a
gioup. Anu nobouy piints them off anu ieaus them alouu to the gioup. "Bey,
eveiybouy, I got anothei one! Listen to this one!" That's not the way that we
inteiact with email. Anu it sounus funny when I say it like that, but you've got to
imagine that that's often the way people aie wiiting theii email. They'ie wiiting it
as if people aie going to be gatheiing aiounu anu having it ieau to them. Boes that
make sense.
'(#& Yeah, it makes total sense. Let me ask you a question. We'll piobably talk to this,
but I want to make suie we biing it up.
When you'ie senuing out emails, I'm suie it changes anu I uon't even know,
the unsubsciibe, uo you know the legalities on that, like when you'ie senuing out
emails.
"#$%& Well, you always have the unsubsciibe. You have to. But what you uon't have to
uo is make it the piominent thing. It's always theie. It's always theie. Anu you'ie
not tiying to hiue it, oi you'ie not tiying to mask it oi not incluue it. It uoesn't
mattei.
But when you'ie looking at the email, theie's nothing wiong with having a
little sepaiation between youi message anu the unsubsciibe poition of the email.
You can uo that. Theie aie lots of uiffeient things that you can uo wheie you aie
making youi message the piominent thing.
So, I'm saying this because I want to be ieally caieful with the way that I say
it.
The only peison that you shoulu be senuing email to, in the fiist place, is
somebouy who has inviteu you to senu it, by senuing it to an opt-in list, somebouy
who has askeu foi something oi somebouy who has voluntaiily given you
peimission to email them.

\ Page 19 of 114
We'ie not talking about sciaping emails oi uoing things like compileu lists,
anu all that kinu of stuff, all the othei kinu of spammy kinu of things, things that
aie wheie you have a context foi communicating with them.
Anu that's why a smallei list of people who actually want to heai fiom you
is fai moie poweiful than a giant list of people whose emails you've captuieu oi
sciapeu somehow.
'(#& Say someone is bianu new in business. They have 1u clients. You'ie going to senu
a peisonal email, veisus you put it into a uatabase anu stait senuing it that way,
via Infusion oi Awebei, Constant Contact, Sales Foice, oi whatevei..
"#$%& Top Clients, all of those. Right.
'(#& Bo you have a iule of thumb. Because ceitainly, senuing something to someone
that knows you, that's a peisonal, inuiviuual email, onesie-twosie, veisus even
uoing a gioup, you'ie incieasing youi chances of a highei iesponse.
"#$%& 0h, absolutely, you aie.
Now, heie's the thing. I woulu always iecommenu using an autoiesponuei
oi an email bioaucastei. But the way I think about it is that I use the tool to uo
what I woulu uo if I coulu count on me to uo it. I think about it that I'm senuing
one email to 2S,uuu people, insteau of senuing. No, it's the othei way aiounu.
I'm thinking that I'm senuing one email to 2S,uuu inuiviuuals, iathei than senuing
one email to a gioup of 2S,uuu people.
'(#& When's the last time you sent 2S,uuu emails to a single peison.
"#$%& Bey, }oe! Bey, }oe! Bey, }oe! Bey, }oe!
'(#& Can you imagine.
"#$%& Naybe foi youi biithuay next yeai.
'(#& Right.
"#$%& Peifect.

\ Page 20 of 114
'(#& That is comeuy.
"#$%& That's veiy funny. I'm thinking that I'm senuing one email, anu I'm wiiting the
email as if it's only one peison who's going to be ieauing it.
Anu that's why when I go thiough all of this stuff, it sounus like we haven't
even ieally gotten to the content of the emails, of what's the best language anu
what's the best thing to say, because so much of it, if you can get these things iight,
if you can get the psychology of why those emails woik so well anu why you
shoulu senu shoit, peisonal, expecting-a-ieply emails, it's going to make the
emails that you wiite so much moie poweiful.
'(#& Yeah. I totally know.
"#$%& I just think it's peifect, that you sent a 9-woiu email to Richaiu Bianson anu Petei
Biamanuis anu got iesponses in less than an houi. But that's exactly how it woiks.
Anu that's why a guy whose business is eneigy is saying how that email hau the
eneigy anu intention of it being a peisonal email.
This is not easy. I'm not saying that it's easy youi fiist time. Even though
those emails aie veiy shoit, I'll often spenu a lot of time woiusmithing those
emails. It takes time to make an email seem like you just sat uown anu fiieu it off.
'(#& By the way, one of the things I want to be caieful is making the assumption that
someone that's listening to this iight now has alieauy heaiu oui past episoues,
incluuing wheie we talkeu about eveiything. We hau one episoue wheie you fiist
intiouuceu the 9-woiu email, the magic 9-woiu email, anu they can finu that.
"#$%& Let me tell that stoiy, ieal quick, because I want people to unueistanu what the
context of email is, too. When I'm talking about email maiketing things, I'm
talking about a befoie unit email. Typically, those emails aie sent to people who
aie sitting in piofit activatoi #S, euucate anu motivate. You've gone thiough the
woik anu you've iuentifieu youi taiget maiket, youi single taiget maiket in piofit
activatoi #1. You've uone whatevei it is that you'ie going to uo to compel them to
iuentify themselves. This is wheie you'ie going to compel them to come to a
lanuing page anu leave theii name anu theii email foi whatevei it is that you'ie

\ Page 21 of 114
offeiing. You'ie going to then have this pool of people who aie now sitting in
piofit activatoi #S, which is wheie all the golu is in youi befoie unit. This is wheie
it all happens, because once you gathei those people theie, now you can patiently
anu systematically euucate anu motivate them to uo something when they'ie
ieauy, at theii own pace, at theii time.
You can uo so much. You can communicate with people, you can euucate
them, you can senu, eveiy week, some kinu of valuable upuates to them, you can
invite them to come anu listen to youi poucast eveiy week. Those aie all pait of
the euucation piocess, wheie you'ie kinu of giving them valuable content. You'ie
auuing value to them.
Anu then, when it comes time foi you to make an offei, foi you to take the
leau anu to initiate something wheie you aie going to leau somebouy to a bettei
outcome that's goou foi them anu that you know wheie it is that you want them to
go, you know what youi offei is.
I'll give you some examples of it. Foi ieal estate buyeis, heie aie a couple
examples. We'll uo things like we'll iun AuWoiu aus on uoogle. Eveiy time
somebouy seaiches foi ieal estate in Wintei Baven oi homes foi sale in Wintei
Baven, oi any of those things that somebouy who woulu be looking foi a home
woulu uo, we compel them to come to the website. Anu when they get theie, they
see all of these things that they can get fiee, insiue, moie insiue, anu they choose
to leave theii name anu theii email auuiess.
Now, that's piofit activatoi #2 at woik. We've compelleu them to iuentify
themselves. We've taken an invisible piospect anu we've maue them visible. Anu
now, all of those email auuiesses that we have, eveiybouy who has come to the
site anu left theii name anu theii email auuiess is sitting theie, waiting foi us to
stait that euucation anu motivation piocess in piofit activatoi #S.
So, the way that we use email to uo that is that eveiy single week, we senu
them a maiket watch newslettei, an email, with all of the new listings that have
come on the maiket in the last week, with links wheie they can see all of those
piopeities, with little uialogue wheie }ulie Natthews is talking about the types of

\ Page 22 of 114
homes that she's showing, the people that she's woiking with iight now, maybe
highlighting a piopeity that she has seen, anu then making an offei on that email.
We talk about how we know that what we know what buyeis aie going to
want to uo is they'ie eithei going to be uiiven by they want to go look at homes
anu we've got an offei foi them, oi they'ie going to want to get theii financing all
stiaighteneu out anu know what that's all about. Some people aie motivateu by
that befoie they want to go look at homes. Anu some people may just want to
know what the piices aie anu what's going on, what they can get foi theii money.
So, we know, eveiy single week, in those emails, we'ie incluuing oui supei-
signatuie, which is in the PS oi below the PS of the email, the offeis that you have
foi people to take auvantage of.
So, if we know that they want to look at homes, we uon't want them to have
to take the initiative anu say, "Bey, woulu you show me some homes." Nobouy
likes to take initiative. So, we make an offei. We say, "}oin us foi a uaily toui of
homes. We uo touis of homes eveiy uay, at 1u:uu anu 1:uu." If you'u like to join
us, just click heie." It's a gieat way to homes in any aiea in Wintei Baven. Anu
people click on that, anu they pick the toui time, anu they join iight in, because
we'ie ciystal cleai on what we want them to uo. Anu the ieason that we'ie able to
make that offei is because we know what they want. We've thought thiough what
theii next step is. They want to look at homes, but they uon't want you to go out of
youi way. So, we make it seem like they can just jump on this toui.
Some people may want to know how much they can affoiu, but they'ie
afiaiu to get a pie-appioval. Pie-appioval sounus scaiy. It sounus like youi
appioval is going to be put into question.
So, we position that, anu we talk about a fiee home loan iepoit, which
sounus like it's alieauy uone, oi it sounus like theie's a voyeuiistic element to it,
wheie I'm going to get to see all of this infoimation. It's not that I'm being
examineu, it's that I'm now getting access to examine all of these loans.

\ Page 23 of 114
So, we talk about the home loan iepoit, anu we monitoi hunuieus of loan
piogiams all acioss the countiy, to finu the lowest inteiest iate loans, the lowest
total cost loans, the lowest payment loans, anu we put all that togethei anu put oui
finuings togethei in oui fiee home loan iepoit.
People click, anu they can ieau about that anu sign up foi the home loan
iepoit, because it sounus like it's alieauy going on.
Some people may be just getting staiteu, anu they uon't know, yet, what
they can get foi theii money. So, we offei the fiee guiue to Wintei Baven ieal
estate piices, with pictuies anu piofiles anu maps anu community infoimation -
all the stuff that somebouy woulu want to know about Wintei Baven - anu they'ie
happy that somebouy has taken the time to uo this.
So, we make all these offeis in that supei-signatuie, but each week, when
we senu out the maiket watch email, we'ie highlighting one of them. So, aftei we
say, "It's been a busy week in Wintei Baven. Beie aie some of the new homes that
I got a chance to look at. Beie's the links foi all the new homes that have come on
the maiket in the last week. Anu if you'ie going to be in town this week, anu you'u
like to look at some homes, we uo uaily touis of homes at 1u:uu anu 1:uu. It's easy
to join us. }ust click heie, pick the toui time that you want, anu we'll uo all the
iest."
Anu that's ieally a veiy simple type of email foimula foi senuing an
euucational email eveiy week.
Now, it's cleai, because we use language at the top that kinu of shows that
this is the maiket watch iepoit anu it's got all of the uate anu fiom Wintei Baven,
anu the weathei, anu all that kinu of leau-in stuff, so people aie cleai that it has a
newslettei feel to it. It uoesn't feel like I'm the only one getting this email.
But, if we senu that out to you touay, anu then tomoiiow we senu you an
email that is an "ie:" of that email that I sent you anu incluues that email that I sent
you yesteiuay, but at the veiy top of it, it asks you a simple question anu says, "Bi,

\ Page 24 of 114
}oe, aie you an investoi oi aie you looking foi a house to live in. }ulie," that is a
veiy simple email that gets incieuible iesponse.
Now, the ieason is because it seems like this email is only intenueu foi me,
anu it absolutely is. It absolutely is only intenueu foi you, even though 2,Suu
people aie getting that email. It uoesn't mattei how many people get it; it's how
many people aie ieauing it at once. Right. So, people iesponu to that email.
Now, it's shoit, it's peisonal, it's expecting a ieply. Anu if you senu emails
like that, you aie going to get moie iesponse than you've evei gotten to any emails
that you've evei sent.
But that's not the enu of it. It's not just about senuing out an email that gets
people to iesponu. Now, you have to skillfully, like a chess mastei, know wheie
this is heaueu. You have to know what the enu game is. You have to know what's
going to happen when somebouy ieplies to that email. Anu the ieason that it's so
iesponsive is that it's not immeuiately cleai wheie that's going. We'ie not solving
the mysteiy foi them. I'm not saying, "Bey, }oe, aie you an investoi oi aie you
looking foi a house to live in. Because if you'ie an investoi, I woulu iecommenu
that you blah, blah, blah, blah, blah." I've solveu the mysteiy foi you.
So, pait of getting people to iesponu is knowing that you'ie not going to
solve the mysteiy yet, anu know that you'ie going to engineei the situation so that
you know what to ieply, no mattei what they ieply.
So, when you senu out an email like that, anu people say, "Yes, I am an
investoi," we know that 9S% of the people that get that email aie not investois.
They'ie looking foi a house. But, of all the questions that you coulu ask somebouy,
anu I spent a lot of time anu still uo spenu a lot of time thinking anu ciafting
emails that aie ieally engineeieu to get the most iesponse but to get a puiposeful
iesponse, to get a iesponse that I know is going to leau somewheie.
Theie's an element to maybe what attoineys woulu uo in questioning
witnesses. Theie's uiffeient kinus of questions that aie in examination anu cioss-
examination, that they ask a line of questioning, knowing that it's not just the one

\ Page 25 of 114
question that they'ie going to ask, but they'ie asking a question that the answei to
it is going to ueteimine what the next question is.
If you can patiently engineei something that will get to wheie you want to
go in S moves, then you'ie ieally onto something. That's what we'ie ieally looking
at. Anu the value of being able to soit these types of things, I look at it that one of
the types of questions that we ask is a soiting question, this oi that. "Aie you an
investoi, oi aie you looking foi a house to live in." That kinu of question is going
to get one oi the othei type of iesponse.
We uiu this with vince BelNonte, asking people, "Aie you looking to lose fat
oi gain muscle." Soiting. We'ie soiting people into that, because if people come
to a fitness site, you uon't know what theii intention is.
But, you can finu out. What woulu be valuable foi you to know. Bow uo
you want to steei that question.
'(#& I want to uo a test to his list that says, "Aie you looking to lose muscle anu gain
fat." anu just see what happens.
"#$%& I'll text vince. I'll get him to test that, put that in the queue.
'(#& I'm just cuiious.
"#$%& Aie you looking to lose muscle oi gain fat. That's peifect.
'(#& Exactly. That one's even bettei than mine. See, the subtle uiffeience is what
makes all the uiffeience. Little hinges swing big uoois.
"#$%& It's my 1u,uuu houis.
'(#& Aliight, continue on. You know what I've always noticeu. I'm always the
timekeepei of these uamneu poucasts. You nevei like say, "0h, being iespectful of
all of oui listeneis." You uon't go theie. You spout out all these biilliant
maiketing iueas, but you uon't caie about anyone's time on this fiee poucast that
no one's paying us foi.
"#$%& I know that we've been talking foi SS:2u, iight now.

\ Page 26 of 114
'(#& SS seconus.
"#$%& I'm fully awaie of the time. I just uon't feel the neeu to take theii time to tell them
what the time is. I'u iathei auu value.
'(#& I gotcha. Well, you've got a little less than 7 minutes to auu some seiious value
heie.
"#$%& Anu I might go long. What uo you think of that.
'(#& That won't woik foi me.
"#$%& It won't woik foi you. 0h, okay. Then, we'll tiy anu uo it in 7 minutes, foi you.
'(#& uo foi it.
"#$%& Anu then, eveiyone will know that it was you that causeu them to not get the full
answei heie.
'(#& No, no.
"#$%& If you can think that thiough, knowing that that uialogue methou of email is going
to get the most iesponse that you'ie ieally going to get, I want to know, fiom each
inuiviuual peison. Like I almost get to the point wheie it's not uncommon to senu
emails that get 6u+% iesponse, because you've sent it to one veiy specific peison
fiom one peison.
Theie's something poweiful about that. But knowing wheie that's going
to go.
So, if you take that example fiom the Ritzeis, if they iesponu that they'ie an
investoi, now you can go uown that whole investoi line of questioning wheie you
can say, "Peifect! Aie you looking to buy anu holu oi something to fix anu flip."
So now, you'ie asking anothei soiting question, something that's going to
kinu of get them uown that path, wheie you'ie getting into a uialogue with them.
Pait of the ieason, I think, that people iesponu to those emails so much is, often,
even just moibiu cuiiosity to see is this ieally a peisonal email. Even if they think,
in the back of theii minu, "This might be an autoiesponuei, oi is this peison ieally

\ Page 27 of 114
senuing it to me." that when you senu the seconu ieply that was an intelligent
iesponse baseu on what they iesponueu to the fiist question, now you've got theii
attention because now they feel like, "0h, this ieally is live. This is ieally
somebouy."
What you'll finu is that aftei about S oi 4 of those emails, wheie you'ie kinu
of going back anu foith like this, you'll get what I call the "love lettei." The love
lettei is the email wheie they just tell you eveiything that you neeu to know oi
eveiything that they want you to know, because they now feel like they have the
eai of somebouy who caies anu somebouy who is in a position to ieally help them.
So, if somebouy's going uown that path as an investoi, "Peifect! Aie you
looking to buy anu holu oi fix anu flip." Anu they'll say, "Well, we'ie looking foi
ueals to fix anu flip," "Peifect! Bave you seen this one anu this one."
We now aie suggesting things to them. You'ie uemonstiating youi
expeitise in that, anu it just so happens that }ulie is an investoi heiself anu buys
anu flips a lot of homes, so she knows the homes that aie best suiteu foi that. She
can point them out, point them in the iight uiiection like that, anu now people will
give you theii feeuback on that anu stait to say, "Well, yeah, that one iight theie
might be something. Beie's what we'ie ieally looking foi."
Anu now, you'ie completely engageu in a uialogue with somebouy who, just
a couple of houis ago, was just a numbei, an email on a list of people getting all of
these weekly upuates, wheie they'ie going to eveiybouy. They'ie just sitting in
the ciowu.
'(#& Yeah. Totally.
"#$%& I alieauy know we'ie going to have to uo anothei episoue on this. I can alieauy
tell.
'(#& Is theie any othei choice.
"#$%& I can't wiap it up in 2 minutes. We've got a cliffhangei episoue, }oe.

\ Page 28 of 114
Let's tie this one togethei, though. Beie's what I want people to take away
fiom this episoue: to iealize anu, when they'ie appioaching email maiketing, to
unueistanu anu ieally stiive to use it as a tool that it's absolutely best-suiteu foi,
which is uialogue communication.
I painteu that pictuie of wheie aie you when you get youi email anu how
we go thiough anu soit oui emails, anu eveiybouy can ielate to that, about how
people actually inteiact with theii email anu what they'ie going to uo with it,
knowing that the fiist thing they have to uo is get it openeu. They have to click on
it to actually see the email, anu then you want them to take that next step.
When you unueistanu what that next step is, you can be completely focuseu
on just that iesult. What's the one thing.
This is so iiuiculous, but this is actually how I explain it anu think to people.
I say to people, "Imagine if you weie a poweiful wizaiu, anu you hau the powei to
just get anybouy to uo anything you suggesteu, anu you coulu just type it in
invisible ink. Anu whatevei they saw, they woulu just uo what you say."
You coulu liteially, in the subject line, say, "0pen this email," anu people
woulu open it. Anu when they get to the next thing, say, "Click on this link," anu
they woulu click on that link. 0i, "Answei this question," oi whatevei it is that you
want them to uo.
Anu, ieally, theie's only 2 things that you can get them to uo in an email,
that is peifectly suiteu foi you. You can get them to click on a link oi hit ieply.
Those aie the 2 actions that you want with an email.
Nost people, if you weie to look at theii email, you woulu, ciystal cleaily,
see that they uon't have any iuea what the puipose is of that email, why they'ie
senuing it, what it is that they want them to uo.
When they iealize that you'ie not going to convince somebouy, they say,
"Well, I want people to buy," but aie they going to buy iight fiom that email. You
want them to go somewheie, anu they'ie going to buy fiom that page. That's
wheie youi buy button is. That's wheie youi shopping cait is. Right.

\ Page 29 of 114
So, it's not about senuing youi web page to them thiough email. It's about
getting them anu compelling them to come to youi web page.
We'ie at one minute ovei. Can I tell one moie stoiy.
'(#& Yeah. uo foi it.
"#$%& So, heie's an example of that - a peifect example.
We uo the postcaiu guys in Saiasota that uo all of my postcaiu mailings,
anu we have a piogiam togethei calleu "uetting Listings Solu." Anu we senu out
emails, we get all of the uata of all of the new listings that come on the maiket, anu
they weie senuing emails to these people that weie BTNL, beautiful, giaphic
emails, senuing anu explaining to people who they weie anu all the expeiience
that they hau in postcaius, anu piesenting the whole case foi people to buy
postcaius iight fiom the email.
They tiack anu test eveiything beautifully. So, they'ie testing anu tiacking.
They hau S emails that they weie split-testing, anu one of them they weie happy
because they hau gone fiom S% click-thiough to S% click-thiough with this new
email.
So, I came in anu we ciafteu an email that gets ovei Su% click-thiough.
Anu then, if they uon't click, we senu it again, anu it gets anothei Su%. So,
we get ovei Su% of the people who we senu these emails to, to click on the email.
Anu all we uiu, }oe, was imagine that we'ie senuing one email to one peison.
If you'ie a ieal estate agent anu you get a new listing, let's say you listeu 22
uiaystone, anu you go to beu anu wake up in the moining, anu you'ie checking
youi email, anu in the subject line of one of those emails aie just the woius "22
uiaystone," that's going to jump to youi attention. Right. Because it coulu be
somebouy inquiiing about youi new listing. That's what it coulu be. It's ceitainly
about 22 uiaystone. Anu you'ie all exciteu about it, because you just got that
new listing.

\ Page 30 of 114
Now, insteau of - when you click on that email - having this beautiful BTNL
giaphic-loaueu email anu piesenting a whole case foi senuing }ust Listeu
postcaius, all we uiu, I wiote just a veiy shoit email anu saiu, "Bi, }oe. I put
togethei some maiketing iueas foi 22 uiaystone. Take a look anu let me know
what you think." Anu then, we put a link that saiu, "22 uiaystone," anu signeu it
Ramona, which is who was senuing anu who woulu be iesponuing to those emails.
That email immeuiately went fiom S% click-thiough to ovei Su% click-
thiough because it hau all of those elements anu useu the uynamics that aie going
on when people aie ieauing theii email.
'(#& What moie coulu you ask foi.
"#$%& I've got so much moie to say.
'(#& No, no. I mean seiiously. What moie coulu someone even.. This is as goou as it
gets.
"#$%& But when you think about it, if you know what it is, like I know, when I say to you,
"If you weie a poweiful wizaiu, what woulu you put in the subject line." the only
thing that matteis in the subject line is "0pen this email." That's ieally the essence
of what it is.
That's the nakeu tiuth of what you want that subject line to say. Anu you
piobably get moie people to open an email that saiu, "0pen this email," than some
of the subject lines that we see. Right. You just oveitly saiu it.
'(#& Yeah. "0pen this email, ieal quickly."
"#$%& The tiick is not to just use those woius, "0pen this email." What you want to uo is
what aie the most compelling woius that aie going to get that iesult. That's the
only puipose of the subject line, "0pen this email."
Anu then, when they get it, you want to know what is the outcome. Bo you
want somebouy to iesponu. Anu if you want them to iesponu, then you ask them
a question. Bo you want them to go to anothei website. Bo you want them to

\ Page 31 of 114
click on a link. Then you just say whatevei you neeu to say, whatevei they woulu
finu compelling, all cheese, to click on that link.
'(#& Totally. Awesome. 0ne thing, too, you neeu to be congiuent on what it is you'ie
saying. Foi instance, we useu the }ay Leno example to Bianson. I've seen some
people that will senu out emails with a subject line like, "Want to be on 0piah."
fiom people that have nevei been on 0piah anu that have no possibility of getting
somebouy on 0piah.
So, pait of it is you want to be congiuent with what it is that you'ie uoing,
because theie aie ways that you can say things that will get people to, obviously,
iesponu.
"#$%& You'ie absolutely iight. You'ie absolutely iight. Let's stait the next episoue with
that.
'(#& Want to be on 0piah. 0kay, cool. What I will also say, since I talkeu about Leno,
the show is awesome. It was way bettei than what I even expecteu it to be. Be's a
ieally haiuwoiking uuue. Anu the big takeaway that I got as a business lesson is
heie's a guy that, accoiuing to Wikipeuia, he makes like $2S-million a yeai on The
Tonight Show, anu he makes anothei $2u-million uoing stanuup.
Fiom seeing him, I think he's misseu like 2 shows in 17 oi 2u yeais, oi
whatevei, since he's been on, because he was sick. The guy is so consistent. Be's
such a piofessional. It's inteiesting to ieau his Wikipeuia page.
But, basically, the big takeaway is that he's always peifoiming to keep
himself shaip, even when he uoesn't neeu to. Anu he's figuieu out how to make
his peifoimances be almost equal to the money he makes fiom his ieal job on The
Tonight Show.
It ieally maue me think about you'ie talking about leaining this anu being a
wizaiu. The fact is what we'ie ueliveiing to people, if we chaigeu $1,uuu pei
episoue, it woulu be woith it, because what we'ie shaiing has maue millions anu
millions of uollais foi people thiough oui contests.

\ Page 32 of 114
So, pait of it is taking the time to ieally be the chess mastei that you talkeu
about. This is going to iequiie you to not only heai these iueas, but actually put
them into place.
If you listen to oui poucast on a weekly basis, just taking one thing fiom it
anu uoing one thing new eveiy week, oi auuing one thing to oui alieauy existing
stiategy anu maiketing plan anu maiketing piocess, is just going to continue to
make it bettei.
But it is consistency. You have to ieally continually keep looking at it,
because maiketing is ieally psychology - applieu in a ceitain way - anu math. It's
behavioial psychology anu math, anu that's what piouuces piofits anu iesults as
you apply it to a business.
Even the magic 9-woiu email woulu woik foi online uating, if someone
wanteu to get uates.
"#$%& It woiks foi anything. I've got so much moie stuff. So, next time, we'll shaie moie
about it. But I think this is a goou stait.
'(#& Yeah, that's it. So, I'm going to go to uinnei. We've now gone ovei time, so we've
not been iespectful of anyone's time. Can't ask foi a iefunu, because it's a fiee
poucast. But what uo you uo, iight.
"#$%& You know, we went shoit a little last week, so this will make up foi it.
'(#& If you'ie bianu new to oui poucast, welcome to the club, ILoveNaiketing.com. If
you'ie listening on iTunes, go to the website. You can uownloau youi fiee iepoit,
Bieakthiough BNA. Anu if you've alieauy ieau oui iepoit, Bieakthiough BNA, 42
times, it isn't going to huit you to ieau it anothei 4S times.
"#$%& Amen.
'(#& I uon't know if that maue sense, but that's it.
"#$%& It uoes. Peifect.
'(#& 0kay, bye.

\ Page 33 of 114
"#$%& Yes. Bye.



























\ Page 34 of 114
Episode 105
The One About Even More Emai l Marketi ng
"#$%& Bey, eveiybouy. It's Bean }ackson.
'(#& Anu me, }oe Polish.
"#$%& Anu, me. So, how was 2SK.
'(#& It was goou. I am ieally tiieu, iight now, anu I just want eveiyone listening to
know that I, with my ueuication to uoing this poucast anu making suie that
eveiybouy continues to get all of this stuff, I ciawleu myself out of beu. It's in the
moining, when this is being iecoiueu, anu I'm tiieu, because we hau a 2-uay 2SK
meeting. Piioi to that, I hau 2 uays of meetings. I can't even iemembei what it
was.
"#$%& Seciet meetings.
'(#& What's that. Seciet meetings. Yes.
"#$%& Seciet meetings. It's inflection. It's the way you say it.
'(#& Well, you can inflect foi me. I'm just going to talk.
"#$%& That's what I'm saying. That's why I auueu the inflection, because you saiu you
weie veiy foithcoming about what the last 2 uays was about, 2SK. Anu then you
saiu, "Befoie that, 2 uays of meetings," which is veiy mysteiious. That's why I saiu,
"Seciet meetings."
'(#& Well, one of them was meeting with Ban Sullivan foi like half the uay, about oui
new poucast, the 1uX Talk, anu then Stefan, who has a company calleu
NagicFutuie.com, which is ieally cool. Nagic Futuie. It useu to be Nagic Numbei.
The main bianu is Nagic Futuie, although they still have Nagic Numbei. It's about
finuing that numbei that is what you neeu to be financially fiee, so that woik is
optional.

\ Page 35 of 114
Although, I can't imagine evei not woiking, because all the money in the
woilu, I woulu still woik on things. Pait of, I think, being fulfilleu, at least foi me,
is piouucing moie than I consume. I just coulun't imagine sitting aiounu,
whatevei, people's iuea of, "What woulu you uo in ietiiement." "0h, I'u sit on the
beach anu ieau," oi whatevei. I'm getting ieauy to sit on the beach.
"#$%& Play shuffleboaiu, be the shuffleboaiu champion. We'u be uoing shuffleboaiu info
piouucts.
'(#& Naybe. I've nevei playeu shuffleboaiu. Bave you. Bave you playeu shuffleboaiu.
"#$%& Well, I live in Floiiua, which is piobably the shuffleboaiu capital of the woilu. So,
I'm not going to sit heie anu say that I have not evei playeu shuffleboaiu, because
I have. I uon't seek it out. I'm not in a league oi anything.
'(#& Let me ieveal something that shows you how human beings aie kinu of stiange,
incluuing the one talking iight now.
I live in Aiizona. I've liveu in Aiizona foi many, many yeais - piobably at
least Su, SS yeais of my life. Naybe Su yeais. I've nevei been to the uianu
Canyon.
"#$%& Anu I've been to the uianu Canyon. Isn't that something.
'(#& Yeah. I go to Seuona all the time. Anothei houi, houi anu a half, theie's the uianu
Canyon. I uon't go. But I'm going to go, this yeai. I'm going to go to the uianu
Canyon, because I just iealizeu how iuiotic that is.
"#$%& Let's go uo an episoue sitting on the leuge of the uianu Canyon.
'(#& I've uone the ualapagos, I've been to vietnam, anu I've been to Austialia anu New
Zealanu. I've been to Paiis. I've been to Englanu. I've been to Bali. I've nevei
been to the uianu Canyon. I've been to Toionto, even, many times.
"#$%& Nany, many times.
'(#& So, basically, what I was saying was we'ie going to talk about email maiketing.
This is a follow-up of the last episoue that we uiu. I think the last thing that we

\ Page 36 of 114
saiu, on the last episoue, was, "Stait off with the email 'Bo you want to be on
0piah.'"
Now, I always think it's kinu of funny wheie people that have nevei been on
0piah, anu neithei Bean noi I have been on 0piah - although I've met 0piah
twice. I actually spent a little bit of time talking with hei the veiy fiist time she
went to Naiyville Spa, a uecaue ago, oi whenevei that was, when I ian into hei
theie. The spa uiiectoi, at the time, was giving us a toui, anu she was my fiienu,
but she coulun't mention who the vIP's weie. We just happeneu to iun iight into
0piah, anu I suggesteu that 0piah uo the equine expeiience that they uo theie,
which was kinu of cool at the time.
A gieat spa. I loveu that place foi many yeais, anu then the geneial
managei, I thought, was kinu of a goofball. I think he's the cuiient one. Anyway, I
haven't been to Naiyville since. Although, Steve Case now owns it. It's a nice
iesoit.
Anyway, that being saiu, then I ian into hei in 2uu6, at the 0scais, the one
anu only time I went to the 0scais. But I've nevei been on 0piah.
Bowevei, it's always goou, the 0piah link. A lot of people use it. Stait off
with an email, "Bo you want to be on 0piah."
So, those aie my notes. We'ie going to uo that with email maiketing. Anu,
like I mentioneu, I'm tiieu. I went to uinnei with Ban Sullivan anu a few othei
people, anu Biian Kuitz was having uinnei with Bugh Bowns. Remembei Bugh
Bowns.
"#$%& I uo iemembei Bugh Bowns, yeah.
'(#& Bugh anu his wife have been maiiieu 69 yeais. Be's 92 yeais olu, anu I think she's
91. I inteivieweu him on viueo, foi uenius Netwoik, when he was 87. It was a
gieat inteiview. I'm telling you, man, I talkeu with him foi a few minutes, last
night. }ust incieuibly shaip. Remembeis eveiything. Bau the woilu iecoiu foi
most amount of time on bioaucast television. }ust an amazing human being.

\ Page 37 of 114
So, anyway, I woke up eaily to uo this poucast, so people aie piobably sick
of listening to me babble.
"#$%& You woke up so eaily, that you actually woke me up.
'(#& Yeah, anu you'ie 2 houis aheau of me.
"#$%& I know.
'(#& So, let's hit it. Let's talk about some valuable email maiketing stuff, anu maybe I'll
touch on some things that we talkeu about at 2SK, if I can get my biain to
iemembei those, too.
"#$%& So, last time, we talkeu about this iuea of using the 9-woiu email, of using just
shoit, peisonal, expecting-a-ieply emails, knowing that the only puipose of the
email is to get a iesponse. You've got to know what it is that you want somebouy
to uo, when they ieau youi email. What's the puipose of it. Is it just to uelivei
infoimation. That's fine. It uoesn't ieally mattei how you uo that. Senu that out.
But when you want a iesponse, you've got to iealize anu unueistanu what
the iesponse is.
We mentioneu that the 2 most likely iesponses aie to eithei ieply to this
email oi click on this link. That's ieally the bottom line. That's what we'ie tiying
to get somebouy to uo, to take an action.
Both of those aie gieat. The thing about getting a ieply is that you can now
engage in a uialogue with people, anu theie aie so many, many ways to use this.
We'll talk about some of those, because it ieally is about being anu thinking like a
chess mastei, wheie you've got the ability to kinu of guiue a conveisation with
people. You can go thiough the piocess of having a conveisation just like if you
weie stanuing in line at Staibucks with them. You coulu have the conveisation be
a veiy valuable inteiaction, one peison to anothei peison, iathei than just using
email as a bioaucasting tool.
The uiffeience between walking into Staibucks anu getting up on top of a
chaii anu saying, "Excuse me, eveiybouy! Can I have youi attention foi a seconu,

\ Page 38 of 114
please." anu then shaiing youi infoimation with eveiybouy. That's like a
bioaucast. Anu the uiffeience woulu be quietly going into line anu just stiiking up
a conveisation with one peison, while you'ie looking them iight in the eyes.
That's the most effective thing that you can uo. That's the most iesponsive
thing, because you'ie.
'(#& Wait! Let me ask you a question, though. I agiee with you. I'm just going to play
uevil's auvocate heie.
Let's say that someone hau a message that uiu neeu to be bioaucast. Like,
"Attention, eveiybouy! The place is on fiie. uet out now!"
"#$%& Right. Exactly. Theie you go. That's exactly it: knowing what youi puipose is.
Sometimes, the puipose is to bioaucast infoimation, anu theie's nothing wiong
with that.
But when you'ie tiying to get a iesponse, when you'ie tiying to maximize
the engagement that you can with the people on youi list, the people who have
theii email auuiess oi the people who have opteu in, when you'ie tiying to get the
maximum engagement with them, speaking to them one peison at a time is the
most effective thing you can uo.
'(#& What soit of stoiies oi examples uo you have to valiuate this, othei than the
hunuieus that we've talkeu about in the past, on past episoues.
"#$%& I know. Theie aie so many uiffeient ways. I'm going to talk about some of the
uuiing unit things touay, too, a little bit latei.
As fai as the 9-woiu emails go, oi the engaging emails, oi thinking thiough
the piocess, it's so poweiful to ieally iealize that youi puipose in the befoie unit is
to geneiate anu conveit leaus into appointments oi sales oi fiist-time puichases,
oi engagements. You'ie moving people all the way thiough the 8 piofit activatois.
When we talk about youi taiget maiket, select a single taiget auuience,
you've got the people that you alieauy have an email with. You'ie going to compel
them to iaise theii hanu: "}oe, aie you still looking foi a house in Wintei Baven."

\ Page 39 of 114
Now, when he's engageu, now we'ie going to engage in that conveisation,
anu we'ie going to euucate anu motivate him to join us foi a uaily toui of homes oi
to come to oui homebuyei woikshop, oi to get a fiee home loan iepoit, whatevei
it is that you'ie most inteiesteu in. What woulu be the most effective thing foi
you, iight now. What woulu be the most valuable thing foi you. We'ie moving
people in that uiiection. That's ieally what I'm talking about heie.
So, when we look at the types of email auuiesses that you'ie likely to have,
you aie likely to have an email auuiess fiom somebouy who has just opteu in
moments ago, oi you aie likely to have an email auuiess that you've hau in youi
list foi 6u, 9u, 12u uays, 2 yeais. You'ie likely to have people who've nevei bought
anything fiom you; they've opteu-in in the past. That's kinu of the spectium of
emails that you aie likely to have, somewheie on that scale. They've eithei just
opteu in, oi they've been in foi moie than 9u uays.
Why that's impoitant is because we neeu to unueistanu, fiist, the uynamics
of what happens when people come into youi email, theii buying cycle. Bow long
is it between the time that they opt-in anu the time that they actually buy.
So, if you'ie uoing things that aie soit of eaily leau geneiation things, things
wheie you aie offeiing something, like to oui lakefiont homeowneis, the iepoit
on lakefiont house piices. You'ie going to geneiate people who aie going to be
inteiesteu in that infoimation now, but they may not actually sell theii lakefiont
house foi 9u uays oi 6 months, oi a yeai fiom now. Anu theie may be situations
wheie somebouy's going to opt-in, anu then they may buy iight away.
But you neeu to unueistanu that anu you neeu to have a sense of what the
cycle is in youi business. What is the cycle in how long it's going to be befoie
somebouy actually buys.
When we talk about conveiting leaus, when I ieally staiteu going ueep into
unueistanuing leau management anu leau conveision, this was one of the things
that was ieally went in uepth on, was the timeline of things.

\ Page 40 of 114
I uon't know whethei I've talkeu about it, but theie's a company calleu The
Inquiiy Banuling Seivice, anu they aie a company that if you've evei seen at
tiaueshows oi in tiaue publications oi magazines, wheie you ciicle the ieauei
seivice caiu, the business ieply iequest, anu you senu it in anu they'll senu you
infoimation about something. So, if you'ie looking thiough a home uecoiating
magazine anu you weie inteiesteu in these faucets, you can ciicle that on the
ieauei caiu anu senu it in, anu they'll pass that on to the company, to senu you
infoimation about the faucets, oi same thing at a tiaueshow.
So, these guys hanule millions of leaus acioss all kinus of uiffeient
inuustiies. Anu what they founu, by uoing an analysis of when people buy, was
they weie able to iuentify soit of acioss-the-boaiu patteins.
The way they woulu get this uata is they woulu uo what they calleu "Biu
you buy" suiveys. If you inquiieu about suiveys, they woulu call you up at 9u uays
anu they'u say, "Bey, }oe, you inquiieu about faucets a few months ago. Bave you
bought faucets yet." Anu you woulu say yes oi no.
Anu then, they woulu follow up again, in 6 months oi 9 months, 12 months.
They follow up with a sampling of people all the way acioss, foi 18 months. Anu
what they founu was that just ovei half of the people who inquiieu about
something will buy what it is they've inquiieu about within 18 months.
So, theie's a goou chance, a Su% chance that somebouy inquiiing about
anything is actually going to buy it in the next 18 months.
Now, what they also founu was that only 1S% of them weie going to buy in
the fiist 9u uays. So, that means 8S% of the value of a bunule of 1uu leaus, let's
say, is 9u uays oi longei out. They'ie moie than 9u uays away fiom buying.
Now, most of the time, people aie laigely impatient with the leaus. They
want to kinu of squeeze the most they can out of the leaus iight away. Anu if they
uon't buy iight away, then they often get uiscouiageu anu think, "Those leaus aie
no goou. They weie unqualifieu, oi they'ie just lookie-lou's, oi they'ie not going to
buy."

\ Page 41 of 114
You see this happening all the time with people who uo opt-in maiketing.
They'll senu people to a squeeze page. They'll get theii name anu email, anu then
they'll blast them foi 7 oi 1u oi 14 uays in a iow, tiying to get as many of them to
buy as they can, iight now. Anu then, that's theii follow-up cycle, anu then they
just uiop them off a cliff. They uon't have any soit of conceiteu effoit.
They only count theii conveisions on that little winuow. They only take it
on how goou people conveiteu iight on the fiont, not iealizing that the majoiity of
the value is longei than that.
So, when we look at it, you look at the value in iealizing that theie's a lot of
those people who aie going to buy latei, anu setting up youi system so that you
can continuously auu value to those people, wheie you can continuously be in
communication with them, that's wheie we'll talk about using a bioaucast type of
email.
But let's focus on - anu wheie this 9-woiu email comes fiom - wheie this
whole iuea of engaging with people is let's focus immeuiately on this fiist 9u uays.
This is the gioup that we want to focus on, because when somebouy fiist ops in,
the only peison who is going to be monetaiily valuable to you iight this minute is
one of those 1S%. If you look at it that if we weie to say, "Wheie shoulu you place
youi bet." kinu of thing, knowing that 8S% of the people aie not going to buy iight
now anu that 1S% of them aie going to buy in the fiist 9u uays. Even 9u uays is
longei than most people have the patience to follow-up with anybouy anyway.
You've seen this all the time. People say, "Let me show you my conveision
sequence," anu it's like a 7-uay sequence, anu then it enus. You nevei ieally see
anybouy who's got that kinu of conceiteu follow-up effoit beyonu those 9u uays.
'(#& Let me tell you something fiom way back when.
I have, in my couise foi piofessional cleaneis anu iestoieis, which I've solu
since 1994, 199S was when I staiteu selling it to cleaneis, anu we've hau ovei
7,uuu piofessional cleaneis all ovei the woilu that have become membeis anu

\ Page 42 of 114
gotten that couise, anu that soit of thing, one of the letteis in theie is a S-step
lettei foi new piospects.
When I fiist staiteu uoing this, theie was no Inteinet, so they weie liteially
piinting anu mailing them, oi putting them in envelopes, oi iubbei banus, oi
whatevei, anu liteially placing them, having them hanu-ueliveieu to
neighboihoous. It was a S-step lettei offeiing a fiee ioom of caipet cleaning anu a
caipet auuit, which is a piocess that I came up with, which was an euucational
methou to go into a home anu evaluate the conuition of the caipet. It's a ieally
goou offei.
Anu as it ielates to what you'ie talking about heie, the way that I uesciibe it
is lettei #1, then 2 weeks latei eveiyone that uiun't iesponu woulu get lettei #2,
anu 2 weeks aftei that, lettei #S.
veiy much, a S-step lettei methouology that Ban Kenneuy was pieaching
anu teaching, anu still uoes. Anu that's when I was uoing a lot of woik with Ban,
anu he was wiiting a lot of my sales copy anu we weie uoing a lot of stuff togethei,
anu all that. So, we uiu that foi many yeais.
What we woulu always tell people is the time to quit going back to the well
is when you uip the bucket uown anu no watei comes back. Then, you quit uoing
it.
So, talking about the length, 9u uays, wheie you'ie saying people woulu
show a 7-uay conveision thing, I just want to point out that the highest numbei I'u
evei seen, one of my clients, a guy nameu Kevin. I can't iemembei his last name,
iight now. This was yeais ago. I have liteially hunuieus of people that, even to
this uay, still use that same lettei, same piomotion, anu it's the basis of many of
these companies' new leau geneiation business.
Be hau liteially taken that same lettei to a paiticulai neighboihoou anu
ueliveieu it, eveiy 2 weeks, foi 2S uiffeient times; meaning he hau liteially put
that lettei out 2S times, with just slight changes to the intio of it, befoie the
aiithmetic quit woiking, meaning it was piofitable.

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I've hau many people that have emaileu a simple lettei S times, 6 times, 7
times, anu then it kinu of giows tiieu. But he ieally uiu his math anu calculateu it,
anu built up a pietty successful business with it. Anu then, he solu the company.
That's why I uon't iemembei him, because he built up a company anu then he solu
it anu went anu uiu othei things. That was a long time ago.
But we woulu always say, "You know, people just uon't iealize that lifetime
value of a client anu all of the things that we teach, if you want to be in the
ielationship business, you neeu to piepaie youiself to euucate anu nuituie anu uo
all this stuff that you'ie talking about heie in the context of email.
"#$%& Yeah. That's the thing. Even when people set up theii sequence, aftei the opt-in
sequence, they'ie wiiting it with a tone that is a bioaucast tone, that they'ie still
senuing it to anu communicating it to a gioup of people. They'ie not uoing it in a
way that is a peisonal inteiaction.
0ne of the things that ieally helps is if you can imagine, just visualize, anu I
often uo this. It's so ciazy. You've seen my evil scheme hatcheiy anu the way I
have a ioom up in the fiont that's got these 2 comfy club chaiis with an ottoman.
Anu sometimes, I'll just sit theie anu I will close my eyes anu I'll imagine having a
conveisation with people. I'll imagine when somebouy opts-in, I'll imagine that
they'ie walking into a ioom anu I'm sitting theie, iight theie in the ioom, anu I'm
visualizing them. Anu I'm imagining what woulu that conveisation be like. What
woulu I say to them if I weie theie with them in peison. Anu that's liteially
wheie, if somebouy walks in anu they'ie a iealtoi, they'll opt into oui ieal estate
site, that was the exeicise that got the conveisational email of, "Bey }oe, aie you an
investoi oi aie you looking foi a house to live in."
So much of that is imagining almost like a peisonal, ieal inteiaction. That's
going to help you iuentify what aie the things that aie on that peison's minu.
What uo you think they'ie expecting when they come thiough. Anu imagine what
if, magically, when they uiu opt-in, they coulu be tianspoiteu into this ioom.
What woulu they be looking foi. What aie they expecting to see on the othei siue

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of this opt-in. What aie they expecting is going to be theie. What's the tieasuie
on the othei siue of that uooiway that they'ie looking foi.
'(#& Anu what is that tieasuie.
"#$%& It's theii selfish uesiies. That's the tieasuie. It's theii selfish uesiies. It's not
about you. It's nevei about you. It's always about what aie they looking foi.
So, hopefully, you can be congiuent all the way thiough. When we look at
naiiowing youi focus to a single taiget maiket, you've alieauy gone a lot of the
way uown that path because in piofit activatoi #2, when you offei them a cookie,
you offei them something compelling that is going to get them to iuentify
themselves. You know what it is.
I've chosen lakefiont homeowneis. I've offeieu them the fiee iepoit on
lakefiont house piices. When they opt-in, what is it that they'ie looking foi.
We uo the same thing with the buyeis. We offei the uuiue to Wintei Baven
Real Estate Piices. Anu they opt-in.
'(#& I think we shoulu kinu of take a ietieat back foi a couple of episoues back, wheie
we talkeu about "Bianuing = Bullshit." Why not just senu out an BTNL logo, going
back to caipet cleaneis, wheie it's just "Youi seciet uesiies aie heie," with a
flowei, maybe.
"#$%& I like it.
'(#& 0i something that woulu obviously speak to youi bianu. I'm being saicastic heie,
as I say that. 0i, "We uon't cut coineis, we clean them!"
"#$%& Right. Exactly. That's funny, because that's one of piobably the go-to taglines foi
caipet cleaneis.
'(#& Yeah, one of them.
"#$%& Same thing like iealtois, "Call Bean anu stait packing."
'(#& Yeah. Yeah, "2S-houi seivice. We'ie just a little bit bettei."

\ Page 45 of 114
"#$%& "Bean }ackson, a house-solu name."
'(#& 0h, that's funny! That is funny. I like that one. I wonuei how many iealtois have
actually snaggeu that one.
"#$%& 0h, yeah. They'ie on it all the time.
'(#& The whole thing heie is it's not like people want to uo ineffective maiketing oi
auveitising, they just uon't know any bettei. 0nless they'ie awaie of
ILoveNaiketing.com, which teaches them how to fix all of this bullshit, they'ie just
tiying to make a living. They'ie tiying to go out theie anu sell stuff.
Pait of this is taking the obvious anu making it happen. uoing back to the
bianu thing, because it's stiiieu up so many conveisations, even at 2SK, I ieau the
aiticle anu we talkeu about it. Eveiyone in 2SK is, obviously, of the belief that,
"Yeah."
Anu theie aie people that have veiy successful bianu that aie in 2SK.
The point is - you maue this comment - it's about them. It's ieally about
theii seciet uesiies. So much of people that uo bianu maiketing anu auveitising,
they think they'ie talking about that, but they'ie ieally not using copy that's saying
that. They'ie not using calls to action.
Foi small business owneis, if you spenu yeais anu ieally uevelop a
ieputation, I always like to pulling it back to victoiia's Seciet, because I uiu that
inteiview episoue #94 with }eff Nauoff, wheie he talks about victoiia's Seciets
being an aspiiational bianu. Yeah, but that uiun't happen oveinight, anu it
ceitainly uiun't happen fiom a business caiu oi a postcaiu oi a website. Theie's
billions of uollais put into what it is now. You know what I mean.
Anyway, most small business owneis, that's not theii company. That's not
theii business. That's not what they'ie going to be uoing.
That's all I've got to say about that. Biu you leave the builuing foi a minute
oi something. What's going on. Really. 0h, goou. You uiun't miss anything. I

\ Page 46 of 114
was just babbling about bianuing. I'm sitting heie, thinking I'm talking to you anu
you'ie heaiing what I'm saying, anu all of a suuuen.
Foi people listening to this episoue, continue on with youi fancy little.
Yeah, go foi it.
"#$%& Anu, begin.
'(#& When it comes to putting togethei a plan, I want to fiame this. You talkeu about
9u uays. Let's just apply this to eveiy foim. Bow uo you think about
implementing oi engaging a maiketing campaign, insteau of it just being an email.
We'ie talking about just one pait of a full, encompassing plan of communication,
leau geneiation, follow-up, nuituiing, etc.
So, when you heai people say things like, "A maiketing plan," uo you think
yeai out, 9u uays, 7 uays.
"#$%& Beie's wheie it staits. Let's go with this. I think at the veiy beginning, the only
thing that you shoulu focus on, the thing that you ieally want to imagine is that the
peison who has just opteu-in is a S-stai piospect anu is going to buy imminently.
That's the best couise of action that you can take; not tiying to convince them to
buy, not tiy anu convince the people who aie not that to buy, but to focus only on
being theie anu speaking in a way that woulu let the people who aie those S-stai
piospects, who uo want to buy know that you'ie heie, anu you'ie ieauy to help
them, anu heie's what I suggest you uo if you aie ieauy to buy.
So, when we look at it that when somebouy opts-in, you've got to know that
they have nevei likeu you moie than the moment they piess submit on that opt-in
page. That's the peak of youi ielationship.
Now, what happens fiom theie is eithei going to continue that anu amplify
it, oi it's going to filtei it. You'ie going to eithei fall out of favoi oi you'ie going to
enueai youiself to them, immeuiately.
So, when we look at it, we know that anu often uiaw a quauiant with this.
So, if you can imagine 4 quauiants anu the axis, the X- anu Y-axis uiviueu at the top
2 quauiants anu the bottom 2 quauiants by "yes, they'ie going to buy," oi "no,

\ Page 47 of 114
they'ie not going to buy." Anu then, the left anu iight uiviueu into "now" oi "latei."
We'll call latei 9u uays oi moie fiom now.
So, if we go clockwise fiom the uppei left, we'll call that quauiant one, it's
"Yes, they'ie going to buy, anu they'ie going to buy now." We'll call that 9u uays.
That means accoiuing to all those stuuies, 1S% of the people fall into quauiant
one.
If we look at all that ieseaich anu we know that 9u uays oi moie is one of
the options, 8S% of the people fall into that quauiant 2.
Anu then if we go uown on the bottom, it uoesn't mattei whethei they fall
into eithei of those quauiants, because they'ie pait of the Su% that aie not going
to buy.
So, theie's nobouy that matteis below the line. All we'ie woiiieu about aie
the Su% of the people at the top, who aie going to buy, anu whethei they'ie going
to buy now oi whethei they'ie going to buy latei.
So, oui fiist stiategy has to be focuseu on that 1S%, because, in ieality, it
uoesn't mattei what you uo to the 8S% until 9u uays fiom now, because they'ie
not going to buy foi 9u uays anyway. Right.
So, the only people that we can speak to, that aie going to have value oi
uesiie to actually uo something touay, aie the 1S% who aie in quauiant one.
Now, what we look foi theie is we'ie looking foi S-stai piospects. We'ie
looking foi people who meet some basic ciiteiia. So, I'll shaie what we look foi on
the ieal estate siue. Anu this applies basically eveiywheie.
We look foi people who aie willing to engage in a uialogue. That means
that when you senu them an email, they'll iesponu. They ieply to you. They'ie
fiienuly anu coopeiative when they talk with you. They know what they want,
meaning the top 1S%, the ones who aie going to buy now, they know what they
want anu they'ie willing to shaie with you what it is. They've got a plan.

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Numbei 4 is that they'ie going to buy in the next 9u uays. They'ie now
piospects. That woulu be a S-stai piospect.
Anu then #S is that they'u like you to help them.
So, anybouy who meets those S iequiiements is a S-stai piospect. Anu the
only thing we'ie tiying to uo initially is iuentify who those S-stai piospects aie.
Anu theie's no way to uo that, unless you stait at the top anu see who is willing to
engage in a uialogue, because that's the fiist step.
So, that's why when we senu out simple emails, we'll give them a chance to
fiist tell us moie infoimation, iuentify themselves. Somebouy coming to the ieal
estate site, they leave theii name anu theii email.
Whenevei I talk about leau conveision, I talk about leau statistics, all these
kinus of things, it always makes moie sense of these numbeis if you think in teims
of a bunule of 1uu people. You can wiap youi minu aiounu that. You can figuie
out what the value is of those, anu how these numbeis make sense.
So, if we take 1uu opt-ins anu we weie just to peisonify them anu line them
up, you've got 1uu inuiviuuals stanuing theie in a line, theie's no way, just by
looking at them, to tell who's who. We know that half of them aie not going to
buy, so we can eliminate half of them. But we uon't know which half. We know
that 1S of them aie going to buy in the next 9u uays.
But, again, just eyeballing them, you have no iuea who is among those 1S.
So, youi fiist job is to sepaiate out the 1S who aie going to buy now. Bow uo we
uo that. We'ie looking foi S-stai piospects, anu the fiist element of a S-stai
piospect is that they'ie willing to engage in a uialogue. So, what uo we uo. We tiy
anu engage them in a uialogue.
Now, when you look at that, it helps so much to imagine exactly what I'm
uesciibing to you. Imagine that these aie ieal people that you'ie looking at them,
you'ie looking eye-to-eye with them in youi imagination, anu what woulu you
ieally say to them. That's often a baiometei of whethei the email that you'ie
about to senu is going to make sense. If you imagine ieauing it one peison to one

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peison, often it will iuentify itself as a bioaucast email oi something that you
woulun't actually say to somebouy.
'(#& Right.
"#$%& What uo you think about this so fai. uive me youi summaiy. I want to heai what
you'ie heaiing.
'(#& What I'm heaiing is that placing a ieal emphasis on communicating in ways that
people unueistanu simply, that ieally speaks to them, uoesn't ovei-complicate
anything, talks to people with the iight message at the iight time, anu ueliveis no
moie than what they neeu but exactly as much as they uo neeu in oiuei to step
them thiough the piocess of uoing business with you.
When I listen to this, I ieally listen foi the psychology behinu it, not the
technology. You'ie not ieally talking about, "Beie's the email system you shoulu
use." It's none of that.
Now, to a ceitain uegiee, if someone ieally is hung up on that anu they
ieally uon't know wheie to go, then they may be like, "Wow! Bow uo you uo this."
I'll mention one thing. Bean uiaziosi, he was in 2SK. Be stoppeu by 2SK
yesteiuay, anu he was talking about how his cuiient social community at
Beanuiaziosi.com has thousanus of people who will watch, eveiy time he puts up
a viueo, weekly, he'll get thousanus of views anu anywheie fiom Suu to 1,uuu
comments weekly, fiom these viueos he'll put up theie, anu how engageu the
community is.
Be saiu befoie they uiu that, they weie looking at all kinus of uiffeient
systems. Phoenix College, I think it was Phoenix College he was talking about, they
weie talking to the people who hau built theii system anu how it hau cost millions
of uollais to builu this customizeu system. Anu he saiu, "You know, I coulu engage
with people moie with a yellow pau, wiiting uown the amount of money they
spent on this system, because it's ieally about communicating with the people anu
getting them to feel anu unueistanu."

\ Page 50 of 114
So, as it ielates to eveiything that you'ie talking about, theie aie people that
ieally think, "Well, what's the technology, though. Bow am I going to uelivei this.
This sounus all goou anu eveiything, but I uon't have that soit of system."
The thing, fiist, is make suie you'ie selling what people want, not what you
think they neeu, not the technology that you think is the system, but what uo
people ieally want.
Youi whole thing about stiiking up a conveisation with someone at
Staibucks, one-on-one, once you have uevelopeu the ability to know how to
establish iappoit, maintain iappoit, uevelop anu nuituie, anu continue a
ielationship with one, you can uo it to 2. You can uo it to 1u. You can uo it to 1uu.
You can uo it to 1,uuu.
That's kinu of what I'm heaiing.
I just always go back to the thing that Steve }obs saiu at the Woiluwiue
Bevelopeis Confeience in 1997, wheie he saiu, "Stait fiist with the psychology,
anu then figuie out the technology."
"#$%& That's biilliant, but that's absolutely tiue. That's exactly what we'ie talking about
heie. Stait with that. Know wheie you'ie heaueu.
In the last episoue, we talkeu about that iuea of thinking like a chess mastei
anu knowing wheie it's going, knowing wheie you'ie ultimately going to leau
them once you know what the appiopiiate place is. That's why #S in oui S-stai
piospects is willing to engage in a uialogue, fiienuly anu coopeiative, know what
they want, moving in the next 9u uays, oi whatevei, uoing something, whatevei it
is you say in the next 9u uays, anu they woulu like us to help them.
So, until anu unless you know all those fiist 4, you can't make a piesciiption
foi what to uo in #S. If you have that kinu of engagement with somebouy, anu
they iuentify themselves thiough a soiting question, as an investoi oi as
somebouy looking foi a house to live in, now you can move kinu of uown that path.
We've uone this in so many uiffeient ways, asking somebouy whethei
they'ie looking to lose fat oi gain muscle, anu go uown a uiffeient path with those

\ Page 51 of 114
people. Those kinus of things aie veiy valuable as you kinu of move. So, you can
intelligently have a conveisation, but use technology to uo it. 0se technology to
help you automate the piocess whenevei possible.
'(#& Yeah, totally. Touch on email subject lines, again. We've uone this many times,
but let's go back to that. I'm ieally going to tiy to take this to a whole basic level.
I think a lot of people, even quickly, when they'ie iesponuing to BCC, we
talkeu about, on the last episoue, how I sent an email to Richaiu Bianson about }ay
Leno, anu I think I put in the subject line - I shoulu pull up that email - "Want to be
on }ay Leno." oi something like that. It's obvious.
But even the simple thing of someone's name, oi "Bey!"
Let's bieak that uown again, because I think it's goou if someone hasn't
listeneu to the past episoue we uiu.
"#$%& The main job of the subject line, the only job of the subject line is to get them to
open the email. That's the only thing.
With that in minu, knowing anu imagining that they weie a wizaiu.
'(#& I think Bean has left the builuing again heie. Be was iight in the miuule of miu-
speech. So, in case you'ie listening to this episoue anu we ueciue to keep this pait
in, which we piobably will, then you'll at least know what the hell's going on. We'll
see, when Bean comes back on, if he can jump iight back into what he was saying
befoie, oi if I have to cue him.
So, let's just give it a moment heie, anu see what happens, because this
shoulu be fun.
While we'ie waiting, I'm staiing at the wall, looking at some aitwoik that I
got fiom Bugh NacCleou, who has a ieally fieaking cool blog anu website calleu
uapingvoiu.com. I bought a whole bunch of aitwoik. Bugh's wiitten a couple of
cool books. 0ne's calleu %&'()# *+#),-(.,, his fiist one. The seconu one is calleu
*+/0 102'3, anu his thiiu is 40(&&/'& %' 5(6) 7'.#)8#2).
"#$%& Quit hanging up on me.

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'(#& I've just been talking. By the way, I'm in the miuule of something, so let me finish
my thought, because I know you went away, so I just staiteu to talk about Bugh
NacLeou, how I'm staiing at the wall, looking at paintings. You uisappeaieu, anu I
saiu, "Let's see if Bean can just pop back into what he was talking about, since he
uisappeaieu again."
So, eveiything you can leave in, because I'm piepaieu foi these things,
Bean.
"#$%& You ieally aie.
'(#& Talking about Bugh NacLeou aitwoik, anu I've got some on the wall. Bugh staiteu
uiawing ait on business caius. I like the stuff. So, one of them says, "Finu
something you love to uo, anu then excel at it." Anothei is, "Lots of iueas
clusteiing aiounu to foim a single woiking business mouel," which ieally speaks
to what we talk about at I Love Naiketing. We'ie always talking about uiffeient
iueas clusteiing aiounu.
Anothei one is, "Wheie can the smallest change make the biggest
uiffeience." I think one of the things that speaks to I Love Naiketing is that we'ie
always talking about little things, but if they'ie implementeu anu applieu they
make the biggest uiffeience.
Anothei one that I've got heie is, "The best way to get appioval is to not
neeu it."
Anu then anothei is, "We uo what we uo because souls neeu to be toucheu."
Anu then the last one I'll mention is, "Welcome to nobouy caies, population
6-billion."
These all have aitwoik on them. So, without seeing it, it's piobably not as
compelling as actually looking anu seeing the pieces. They uo uo a customizeu
one.
"#$%& Why uon't you take a pictuie with youi iPhone anu senu it to me.
'(#& Yeah, I can. Actually, I will.

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Theie's one that says, "Aftei the big boys fuck it up completely, feel fiee to
give us a call. Piianha Naiketing."
"#$%& Love it.
'(#& Anyway, can you iemembei what the hell you weie saying.
"#$%& I was talking about subject lines anu how I tell people to imagine that they'ie a
poweiful wizaiu, anu that they can just commanu people to uo something anu
they'll uo it.
If that weie the case, then all they woulu have to put is, "0pen this email."
'(#& By the way, I think on my voice, if it uisappeaieu, when I was ieauing the aitwoik I
think I was not pointing my mouth at the miciophone. So, I apologize about that, if
I got a little quiet.
"#$%& So, beginning with that in minu, that's what we ieally want the email subject line
to say, is, "0pen this email." That's the commanu that we have foi it.
So, what aie the things that aie going to get me to open that. Anu ceitainly,
if it seems like a peisonal email fiom me, that's why you've seen even Piesiuent
0bama, you saw all those that saiu, "Bey," oi my peisonal favoiite is theii fiist
name oi just those kinus of things, something that is ielevant oi something that is
an RE to something that you've alieauy sent them oi that they've sent you. Those
kinus of things aie getting you in the iight uiiection. Anu, let's be honest, the
subject line on its own, if somebouy uoesn't want to ieau it oi isn't at least familiai
with who oi why you'ie getting this, you can tiick people into ieauing youi email,
but that's not what we'ie looking foi. You want it to be ielevant, anu you want
them to feel like it's ielevant. You want them to feel like theie's this sense of
welcoming foi the email, iathei than a jaueu sense of, "0h, I'm opening this, but I
know it's a scam," that kinu of thing.
Sometimes, you can tiick people into ieauing something, but that's not at all
what we'ie talking about. We want it to be a welcomeu thing.

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'(#& Bo you think this is ieally haiu foi most people to get anu uo this. 0i, uo you
think people just uon't focus on things that aie ieally the big levei moveis.
"#$%& I think it's haiu foi people. What I think is haiu foi people is that they have a veiy
haiu time being patient anu knowing that they'll have moie luck taking S moves to
get somebouy to a buying position than they will getting them to buy in one.
Anu, often, that's the thing, is that people aie too impatient. They tiy anu
get people to buy iight away. That's theii focus. They'ie tiying to just get them to
buy now.
'(#& Let's auuiess the thing that woulu cause that, though, because the unueilying
issue is maybe they'ie just uespeiate. They neeu money. They neeu to make a
sale.
It's kinu of like if you want a uate, if you'ie so uespeiate anu you so bauly
want someone that you liteially appioach them anu cieep them out, oi the
positioning oi the status oi whatevei, is just completely wiong, you just seem
weak, you seem uninteiesteu, it's the uilemma that I think many guys who aie
genuinely tiue, nice human beings - oi at least they think the nice things,
sometimes they uisguise not being nice at all with being nice - they can't get a uate
because they appeai extiaoiuinaiily uespeiate oi neeuy, anu that becomes
unattiactive to someone.
Well, I think youi piospects iesponu the same way. If youi whole appioach
is you so bauly want to make a sale, they see iight thiough that.
Pait of youi think talking about patience, I think it's a ieally impoitant
issue. Bowevei, until we eliminate the uangei of, "I ieally bauly neeu money".
You iemembei that black velvet postei. People in othei paits of the woilu
won't piobably know this stoie, but theie's that stoie Spencei's, which sells gifts
anu has been aiounu foi yeais.
"#$%& Yeah.

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'(#& You can finu this online, if you seaich Buzzaiu oi vultuie oi whatevei, "Patience,"
wheie theie's 2 buzzaius sitting on a bianch, anu theie's like a skeleton of a cow.
I've seen uiffeient veisions of this uiawing. 0ne buzzaiu has got a little thing
above his heau. I think we've talkeu about this befoie. I'm so uamneu tiieu fiom
finishing 2SK last night, I can't even iemembei if we've talkeu about this befoie.
But theie's a little thing that says, "Patience, my ass! I'm gonna kill
something." They'ie waiting foi something to uie, foi them to eat, anu they'ie
staiving. So, one of the vultuies is like, "Patience, my ass! I'm gonna kill
something," as he's saying to the othei one. But, a lot of people that aie in that
situation, wheie they just so bauly want it, that they'ie making uecisions that they
think aie neeueu, but it's unueimining theii ability to have success. Anu this
happens with maiketing.
I always use the analogy "selling is like seuuction." You just uon't
immeuiately go anu appioach someone anu say, "I want to sleep with you." It's
going to cieep them out.
You have to uevelop iappoit. You neeu to uo those things.
So, if someone's in that catch-22 situation wheie they neeu a sale touay to
pay theii ient, what uo they uo.
What I always say is, "If you'ie ieally in that situation anu you uon't have
any money to uo any maiketing, you uon't have any time, you'ie going to have to
have time, because if you uon't have money, the only thing you've got is time anu
iesouices. Anu if you uon't have iesouices, you have to be iesouiceful. Liteially,
go out anu talk to people one-on-one, if you neeu to. Although, if you uo the stuff
we'ie telling you, you can eliminate that. When I was a ueau-bioke caipet cleanei,
I was liteially uoing manual laboi. But I hau to uo that until I coulu establish even
a little bit of founuation to cieate a maiketing system. But you've got to put in the
woou in oiuei to get the fiie soit of thing.

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So, I just want to ieally speak to that peison in that situation, because I
think they can heai what we'ie saying, but the uespeiate neeu to get theii
business woiking oi they might be on the biink of financial collapse.
"#$%& Beie's what can ease theii minu. What can ease theii minu is if you imagine those
1uu people lineu up, again, as youi bunule of 1uu opt-ins, anu knowing that 1S of
them aie S-stai piospects who aie going to buy iight now, meaning in the next 9u
uays, theie's nothing you can uo to cieate those people. You'ie not going to
convince somebouy. What you'ie looking foi is iuentifying who those 1S aie.
That's what's most valuable to you.
0nce you know who they aie, now you can communicate with them in a
way that's going to get them to the enu iesult fastei.
So, even though it seems initially like it's uelaying, it's not uelaying at all.
You want to engage. We'ie tiying to move somebouy thiough this S-stai piospect
filtei as fast as we can. So, we fiist have to ueciue. It's almost like the stageu
lighting system at the uiag iaces. You know how when they've got that tiee of
lights anu the fiist light comes on, anu then the next one anu the next one, anu
then they'ie off kinu of thing, it's the same thing that we'ie looking foi heie. We
want this to happen as fast as that. Anu it can happen iight away. Aie they willing
to engage. Aie they fiienuly anu coopeiative. Yes. Bo they know what they
want. Yes. Aie they ieauy now. Yes. What woulu you like them to uo. Buy now.
That can happen veiy quickly. We've hau it happen as fast as opting-in
touay, coming out, looking at a house tomoiiow, anu buying it. It can happen that
fast.
But somebouy who's not going to be ieauy foi 6 months fiom now, no
mattei what you say, you'ie not going to convince them to buy on youi timetable.
What you'ie tiying to uo is skillfully iuentify the people who aie ieauy iight now,
anu make the iight offei to them, that's going to get them to take that action now.
'(#& Yeah, totally. We've got just a few minutes left, maybe S minutes left, oi whatevei.
So, I woulu like you to kinu of wiap up anu kinu of summaiize what we've talkeu

\ Page 57 of 114
about, mostly what you've talkeu about. I'm glau you uiu this, because although I
get totally eneigizeu fiom uoing 2SK meetings, I just woke up too uamneu eaily
touay, in oiuei to uo a poucast episoue with you, because I'm getting ieauy to go,
in a week, to Tuiks anu Caicos, so I've got to knock this bau boy out.
"#$%& Knock this bau boy out.
'(#& Knock it out. You know what I mean.
"#$%& I heai you.
'(#& I know this was thoioughly pleasuiable foi you, Bean, just to be on the phone heie
anu iecoiuing with me, but beyonu that, I've got things.
"#$%& It ieally has been quite enjoyable. Belightful.
'(#& So, summaiize the stuff that we've talkeu about.
"#$%& Beie's wheie we aie. We'ie not uone yet.
'(#& 0f couise. We have to uo this foi the iest of oui lives, I think.
"#$%& I know. People have to be patient.
Beie's what I think wheie we basically aie. Knowing that the funuamental
thing is iealizing who we'ie actually talking to, iight now. We'ie focuseu on these
people who aie in that 9u-uay winuow, the ones who aie going to buy now. We
want to iuentify those people. We want to engage them in a uialogue. We want to
have a piesciiptive solution foi them that's leauing them to taking action, wheie
they'ie going to uo something.
So, that alone, just having that minuset, is ieally the gieat founuation foi
this. Anu also, iealizing that we'ie going to come back. We'ie going to ciicle
aiounu, anu we'ie still going to seive these people who aie 9u uays oi moie away,
because we haven't even talkeu about them yet.
Theie aie some ieally poweiful ways to communicate with them in a way
that you'll be theie when it's actually time foi them to uo something.

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So, just be awaie of that. Know that this is ieally about patiently engaging
one peison at a time. Even though you'ie uoing it with technology to hunuieus oi
thousanus of people, you still want the tone to be that you'ie uoing it to one
peison, anu not being suipiiseu when they iesponu.
The biggest thing that I often see is we'll suggest to somebouy that they
senu a 9-woiu email that's going to ieengage people, anu then they get
oveiwhelmeu by the amount of iesponse. We just hau that with Kathleen, who
came to oui Bieakthiough Bluepiint event you anu I uiu in Phoenix. She sent out a
9-woiu email to S,uuu people, anu she's gotten 1,2uu ieplies, anu she's just
iushing thiough, tiying to figuie out what to say. She's getting it all unuei contiol
now, but it's invigoiating, ceitainly, because most people, when they senu
something out, they'ie not useu to having that type of iesponse to something.
'(#& Yeah. You know what's also inteiesting, too, is that the people who seem to ieally
get this, it's not about heaiing it; it's about continually investing anu leaining how
to uo it.
The thing is go anu spenu a little bit of money anu uo some maiketing. Anu
if you'ie alieauy uoing it alieauy, of couise you aie, you woulun't be listening to I
Love Naiketing if you'ie not uoing some maiketing. But I want to have you uo a
little bit moie, meaning uo a little bit of maiketing. Bo a little bit moie maiketing,
anu pietenu, eveiything that you'ie uoing iight now, foiget about all that. You'ie
just going to uo a little bit moie, anu you'ie going to auu a little bit moie on top of
it. Anu speeu of implementation, as oui fiienu Eben Pagan uoes a ieally gieat job
of talking about, is the key to taking an iuea anu ieally benefiting fiom it.
So, wheievei you'ie at iight now, with eveiything you've heaiu on this
episoue, listen to the pievious episoue to this, if you haven't, because it ieally is
kinu of the beginning pait of this one.
Whatevei iueas you have, pick one of them. What is the fiist action you'ie
going to neeu to uo, anu just uo it.

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People like Kathleen anu many of oui clients, stuuents, fiienus that use this,
they aie making thousanus of uollais as a iesult of just making these little tweaks.
So, like the Bugh NacLeou thing I've got heie on the wall, "Wheie can the
smallest change make the biggest uiffeience." think about that as a iesult of
heaiing this episoue anu go uo it. We'll talk to you next week.
Anything else, Bean.
"#$%& Amen. }ust uo it.
'(#& Theie you go. }ust uo it. Talk to you guys latei.















\ Page 60 of 114
Episode 106
The One About Ri di cul ousl y Easy
Emai l Stratagi es

"#$%& Bey, eveiybouy. It's Bean }ackson.
'(#& Anu }oe, }oe, }oe, }oe Polish.
"#$%& }oe, the woilu tiavelei.
'(#& I ueciueu to change my fiist name to say "}oe" like S, 4, S, 6 times, anu then my last
name.
"#$%& Why not. If Piince can change his name to a symbol.
'(#& Right. I can change my name to being }oe multiple times.
"#$%& Rock stais aie eclectic. We can uo whatevei we want, something like that.
'(#& That is coiiect. Aliight, so I'm back fiom this tiip I uiu to Tuiks anu Caicos.
"#$%& Nobouy caies. Let's get on with it.
'(#& It was lovely, except I got mauleu by bugs. No one else seemeu to get.
"#$%& Why is it that you always get mauleu by bugs. You get eaten by bugs on Neckei
Islanu. That's youi biggest complaint.
'(#& I uon't get it. I uon't get it. Anu I've oiueieu Avon Skin-So-Soft, which eveiyone
tells me to get, which supposeuly woiks foi bug bites. Anu I was coveieu in 0ff
anu having poisonous BEET seeping into my skin, anu weaiing mosquito-iepellant
clothing fiom Exofficio. I can nevei pionounce it.
"#$%& Exofficio, yeah. Exofficio. Yeah, yeah.
'(#& The tiansciibei's going to piobably not spell that iight, eithei. }ust eveiything,
anu I was still getting eaten by bugs. Ny giilfiienu, she was getting bit too, but
they weien't tuining into welts like me. Anu, of couise, Bienuon Buichaiu felt
hoiiible, because it was his tiip that he inviteu me on. Theie weie ieally cool

\ Page 61 of 114
people theie, anu I actually took the house that Fiank Kein was supposeu to get,
anu I think I saveu him, his wife anu his chilu fiom getting mauleu by bugs,
because I was in this paiticulai house.
"#$%& While they weie in Bawaii, wheie theie aie no bugs.
'(#& Biu they enu up going to Bawaii.
"#$%& They uiu.
'(#& Well, he hau a passpoit issue. Be uiun't iealize foi each isle you neeu a passpoit.
"#$%& Bawaii's a paiauise that's available to all Ameiicans without passpoits.
'(#& I agiee. I love Bawaii. It's awesome. Although, I've only been to Kauai anu Naui,
so I've nevei been to the big islanu. But I always stay with }oe Sugaiman
whenevei I go to Naui, because he's got some ieally bitching paus up theie, anu
he's a ieal ueai fiienu of mine. Why not.
"#$%& That was veiy nice of him to give all of oui attenuees at the I Love Naiketing
confeience theii veiy own Batman cieuit caiu.
'(#& Yeah. Anu Blu-Blockei sunglasses to most.
"#$%& Anu Blu-Blockei sunglasses.
'(#& Yeah. Anyway, we'ie going to talk about email maiketing.
"#$%& We've been talking about it.
'(#& I think in this one, I'll just sit back anu let you pontificate anu talk about things,
anu I'll thiow in a saicastic comment heie anu theie, anu liven it up a little bit.
"#$%& That woulu piobably be best foi eveiybouy.
'(#& Let's teach some people some goou stuff. This is a continuation.
So, let's ieview what we've been ovei so fai.
"#$%& I was just going to say, "Let's ieview so fai, anu catch up wheie we aie."

\ Page 62 of 114
So, we staiteu off this whole seiies, the last S episoues, this is the thiiu of
the S-pait seiies, we staiteu out with you knew that email was going to be a big
subject. We coulu honestly piobably uo Su episoues about email.
But heie's the big thing, just to kinu of catch eveiybouy up. We'ie talking
about it as a befoie unit stiategy heie. The things that we've been shaiing aie
things that anybouy coulu uo iight now. It's one of the - I call it - magic tiicks that
we can cieate foi people without any cost foi them, anu geneiate some ievenue
foi people, geneiate some money veiy quickly, just by ciafting the iight 9-woiu
email.
We gave lots of examples about that, anu the oiiginal that I staiteu with was
just senuing a message to ieal estate piospects who haun't bought oi hau been on
the list foi 9u uays oi moie, just senuing a quick message that saiu, "Bey }oe, aie
you still looking foi a house in ueoigetown." - 9 woius, simple, easy to uo. Anu all
kinus of people iesponu, because it feels like you'ie talking just to them.
So, we talkeu a lot about this iuea of using shoit, peisonal, expecting-a-
ieply emails as a way to engage people in a uialogue. Anu this is a one-to-one
appioach. This is uefinitely not something that you'ie going to automate. We can
automate the initiation of the uialogue, but once somebouy iaises theii hanu, once
somebouy iesponus to the email, now you've got the best oppoitunity evei
because you have the attention of somebouy who's a ieal peison. If you can
imagine them as a ieal peison, just like I shaieu how I uo in my evil scheme
hatcheiy, to sit heie anu visual a piospect, I visualize the fiont uooi of my evil
scheme hatcheiy as the opt-in box, anu I visualize, as they opt-in, popping thiough
the uooi anu stanuing theie as a ieal peison, not just a name anu an email auuiess.
But I pictuie the ieal peison stanuing theie, anu I imagine what woulu I say to that
peison. What woulu I say if that ieal peison poppeu thiough that uooi.
That kinu of thinking is ieally the way to get insiue youi ieal piospect's
minu, kinu of the way that you woulu uo it if they ieally weie stanuing theie in
fiont of you. It changes the way that you communicate. Because if you tiuly aie
talking to one peison, you'ie going to communicate uiffeiently than if you'ie

\ Page 63 of 114
bioaucasting to a gioup. Anu people know the uiffeience. Anu it's okay that
sometimes you aie bioaucasting to a gioup, anu sometimes you'ie communicating
one-on-one. Anu you want to make suie that the times that you aie
communicating one-on-one, that people ieally know that it is meant to be a
peisonal communication.
That's why when we look at it, the pattein that seems to unfolu, we'll ask
people, "Aie you still looking foi a house in ueoigetown." anu even if they think
it's an autoiesponuei, they will ieply with a veiy shoit answei because they
maybe feel like they might get punkeu oi something. They uon't want to look silly
iesponuing to a message that is not manneu by a ieal peison kinu of thing. It's
almost like the shoit iesponses that you get initially aie the email equivalent of
somebouy tuining anu saying, "Aie you talking to me."
If you weie to say something to them at Staibucks, they might look at you
anu say that. Anu then, once they iealize that you aie talking to them, then you'ie
engageu in a uialogue now. So, we finu that if you know wheie it's going - we
talkeu about soiting questions - if you can ask somebouy a question, "Aie you
looking to lose fat oi gain muscle." that's an eitheioi option, anu you'ie piepaieu
foi whatevei the answei is.
Somebouy might iesponu to that initial question with a one-woiu ieply oi a
veiy shoit ieply, anu that's okay. In this way, by asking a soiting question like
that, you know what the S possible iesponses aie going to be. The S possible
iesponses aie: 1) I'm looking to lose fat; 2) I'm looking to gain muscle; oi S) no
iesponse at all. Those aie the S basic options that you'ie going to get.
You can be piepaieu foi what to say when they iesponu with eithei one of
those.
Anu now, when you go back to them, when you'ie ieally engageu in that
uialogue, you'll finu that aftei a couple of exchanges, they'll know that they'ie in
uialogue with a ieal peison, anu they'll senu you what I call "the love lettei."

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The love lettei is when they open up anu now, because they have the
attention of somebouy who can help them anu seems to be sinceiely inteiesteu in
helping them, they'll shaie eveiything about theii situation. They'll tell you.
They'll be so much moie foithcoming, anu they may ask a question, anu they may
be moie talkative. }ust like when you'ie in a ieal conveisation, if you have a
couple of shoit inteichanges anu then somebouy's going to go off on a little bit of a
teai.
Anu that's exactly what happens with youi email uialogues like that. Anu
all of that is uesigneu with one puipose in minu. This soit of uialogue methou is
uesigneu to focus all of youi attention - initially - on the S-stai piospects who
want to buy iight now.
We talkeu about the quauiants. We talkeu about the 4 quauiants of
possibilities foi when somebouy is going to buy oi if somebouy's going to buy, anu
I shaieu some stats fiom the Inquiiy Banuling Seivice about how just ovei half of
the people who inquiie about something will buy what it is they inquiieu about
within 18 months of when they inquiie about it.
So, what they also founu was that only 1S% of them woulu uo it in the fiist
9u uays. So, that means that 8S% of the value of a bunule of leaus, when we talkeu
about sepaiating youi leaus into bunules of 1uu anu thinking about them as that
soit of class oi statistical giouping, so you've got enough people to see what can
happen.
Aftei 1uu people, typically, what happens with the fiist 1uu will happen
with the seconu 1uu, anu so on.
So, knowing that if you've got 1uu people, we uiviueu them into quauiants.
Theie aie only 4 possible options. So, on the up-anu-uown, the top anu bottom
axis, we put "uoing to buy" oi "Not going to buy." Those aie the 2 options foi this
gioup, as a whole. So, we'ie going to sepaiate the people who aien't going to buy
into let's just call it half, because they say just ovei half aie going to buy. But let's
just call it half. Balf of them aie not going to buy. We've got Su people below the

\ Page 65 of 114
line, that aien't going to mattei to us iight now, because they'ie not going to buy
now anu they'ie not going to buy latei. So, that's okay.
Above the line, we've got the Su people who aie going to buy, anu now we
can uiviue those into 2 gioups on the left anu the iight axis. Anu that woulu be
now oi latei.
So, the only people that we'ie focuseu, anu we want to focus all of oui
attention on the people who aie going to buy, anu that means that they'ie going to
buy now oi they'ie going to buy latei, anu we know that 1S% of them aie going to
buy in the fiist 9u uays, anu 8S% of them aie going to buy in the longei than 9u-
uay timefiame.
So, all we'ie tiying to uo is get an awaieness of what we'ie talking about.
Anu in the fiist moments of somebouy opting in, in the fiist few uays, liteially that
fiist peiiou of inteiactions theie, the only thing that we shoulu be focusing on is
speaking to the people who aie going to buy anu aie going to buy now. uive them
the oppoitunity.
So, we'ie going to tieat eveiybouy like they'ie a S-stai piospect, anu we
talkeu about S-stai piospects as people who aie: 1) willing to engage in a
uialogue; 2) fiienuly anu coopeiative; S) know what they want; 4) uoing
something in the next whatevei amount of timefiame is iight foi you, 9u uays, 6
months, whatevei it is; anu S) that they'u like us to help them. That's what a S-
stai piospect is.
So, we'ie looking foi the S-stai piospects who aie going to buy now. Anu
we'ie going to focus all of oui attention on them. Theie's nothing wiong with
tieating eveiybouy like they aie a S-stai piospect until they show you that they'ie
not, veisus tieating eveiybouy like they'ie not a S-stai piospect until they piove
that they aie.
Anu that's the appioach that most people take. They have this sense that
leaus aie somehow uiity, almost. The questions people ask, "Aie they sciubbeu
leaus." oi "Aie they qualifieu leaus." all those kinu of things that foieshauow the

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tieatment that people aie going to give them, because they'ie so conceineu; they
uon't want to waste time.
I'm telling you, iight now, that the veiy best thing that you can uo is to tieat
eveiybouy like they aie a S-stai piospect, anu waste some time on them. Spenu
some time. Invest some time in them.
What I'm uesciibing to you, these types of email uialogues, it's time-
consuming. It's the most effective thing. It's the thing that's going to get you in
uialogue with the most people, anu finu the most S-stai piospects. You'ie going to
conveit moie of them.
I'm not saying it's easy. I'm saying that it's effective. It's the thing that's
going to get you moie than anything else. Anu it's woith uoing. It's woith tiying
to figuie out. It's like we always talk about the iuea of not letting logistics uictate
what you uo. Bon't let logistics get in the way of ieally stellai logic.
We want to focus on those people, anu we want to engage them in a
uialogue. Anu if you have the ability to staff that iole, even if you'ie uoing it in
high volume, it coulu be somebouy's whole iesponsibility. Like an email
concieige, an email uialogue geneiatoi, somebouy who that's theii iole is to
engage in a uialogue. That's what we have with Lillian heie, iunning the websites
foi Living In Wintei Baven. That's hei whole iole, is to engage with people. Anu,
she's able to connect with moie people than anybouy else woulu be able to,
because they'ie tiying to fit it in when they've got some time. But it's hei whole
iesponsibility.
That's a poweiful way to think about it. So, we shaieu some of the
engagement stiategies in the last episoue. What I want to kinu of focus on now is
moving into this biggei gioup of people, that 8S% of the people who aie not going
to buy iight now. It pains me to see how much people lose by not having a ieal,
conceiteu stiategy foi communicating on a long-teim basis, that auus value to all
of those people who have iaiseu theii hanus, knowing that that's ieally wheie all
the golu is in youi list.

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It's so funny. I hau a client - I won't say who this was - that geneiates
thousanus of leaus, anu they have a high-volume system foi finuing the people
who aie going to uo something iight now. They kinu of piiue themselves on
they've got this 21-uay piocess that they take people thiough this 21-uay follow-
up thing, anu they'ie able to conveit about 1u% of the people who come in
thiough that piocess. It's a high-uollai thing, so it's a ieally gieat conveision
piocess.
But then, theii woius weie that aftei they go thiough that 21-uay cycle,
they'u go into the aichive, is what they calleu it.
I hau them set up a sweai jai, anu I saiu, "If we iefei to that gioup of people
as anything othei than the golumine, fiom now on, I want people to put $1uu in
that sweai jai. I nevei want to heai the woiu 'aichive' again."
We weie able to ciaft some simple, simple messages that go to these
people, that we'ie able to biing out hunuieus of thousanus of uollais of new
business, uoing this.
You'ie sitting on a golumine, if you have been using opt-in email maiketing,
wheie you'ie biinging people to a squeeze page anu they leave theii name anu
theii email auuiess.
Bon't evei let youiself get complacent about that. Bon't evei let youiself
unueiestimate the value of that.
When somebouy leaves theii name anu theii email auuiess, they now move
into youi piofit activatoi #S, wheie we can euucate anu motivate them.
So, we focus on the fiist gioup. We focus on the 1S%, the ones who aie
going to buy iight away. Anu we uo that by ieally engaging in a gieat uialogue.
Now, paiallel to that anu thinking long-teim, we immeuiately want to stait
implementing a stiategy that's going to keep us in contact with those people in a
valuable way foi a long peiiou of time.

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I'm not talking about just setting people up on auto-uiip, wheie they get
just this sequence of follow-up messages, tiying to squeeze moie buying
oppoitunities out of them. I'm talking about euucating anu motivating these
people.
So, you want to think, if you can, about having at least a weekly flagship
publication that goes out to eveiybouy. It coulu be as simple as an email. You
coulu uo a poucast, like we uo, like the I Love Naiketing poucast. We'ie constantly
in contact with hunuieus of thousanus of people eveiy week, by communicating
anu auuing value. These aien't sales messages. This is auuing value. We'ie
builuing a ielationship with people.
You can uo that same thing. What woulu be a uieam-come-tiue foi youi
auuience. If you think about oui auuience as business owneis, entiepieneuis,
coaches, ieal estate agents, anu caipet cleaneis, people who want to apply
maiketing to theii business, what woulu be a uieam-come-tiue foi them is to be
able to tune in eveiy week anu get actionable, cutting euge stiategies that they can
apply iight away. Anu that's what we'ie uoing. Eveiy single week, we'ie shaiing
the best stuff that we know to oui auuience, anu that builus tiemenuous
ielationship with people.
So, what woulu be a uieam-come-tiue foi youi auuience. Foi the iealtois,
we senu out a weekly maiket watch email to all of theii piospects who aie looking
foi homes, we senu out a maiket watch email with all of the new listings that have
come on the maiket, some shoit little uialogue that shaies the kinus of homes that
you've been looking at oi showing, the kinus of people that you've been woiking
with, if you'ie the ieal estate agent senuing this out, then links to all of the new
listings.
Anu then, we always want to leau to the next step. We always want to keep
in minu that we want people to take that next step, anu we want to make it easy
foi them by offeiing them cookies.
We've talkeu about this iuea of offeiing cookies is taking the initiative. It's
so much moie poweiful than to wait foi youi piospects to take the initiative.

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Nobouy likes to take the initiative. It's like the stoiy we always use is saying, "If I
sat you in the living ioom anu saiu, "Theie's lots of stuff in the fiiuge. If you'ie
hungiy oi thiisty, go aheau anu help youiself," veisus coming iight up to you with
a plate of fieshly-bakeu cookies anu saying, "Woulu you like a cookie."
See, these kinus of things, this is the way that society woiks. We'ie wiieu to
not want to take the initiative. We want to iesponu. We want people to ask us foi
help, because then we can jump into action anu we can uemonstiate how helpful
we aie anu how enthusiastic we aie, anu how sinceie we aie in ieally wanting to
help them. But we'ie scaieu to ueath to make offeis to people, because they might
ieject us.
So, what we want to uo is make offeis that seem like they'ie alieauy
happening. So, if we look at fiom oui ieal estate stanupoint, if you'ie a buyei
looking foi a home in Wintei Baven, anu you aie on oui maiket watch newslettei
anu you get upuates eveiy week, with all the new listings, we know that the next
step foi you is going to be that you might want to go anu look at a home. That's
one appioach that people have. That might be what tiiggeis them into staiting the
piocess.
You may want to figuie out how much can I affoiu befoie I go jumping into
looking at homes. So, we've got anothei gioup of people that that's the motivatoi
that's going to spui them into action.
Anu then we've got maybe people who aie new to the home buying piocess,
anu they uon't know what they uon't even know, anu they may want to get
euucateu about the entiie home buying piocess fiist.
So, if you take those S things, if I uesciibe them, you can imagine that those
aie ceitainly conveisations that aie going on in people's minu. So, if we take the
tiiggei of wanting to go anu look at homes, oui expectation is that people aie
going to take the initiative. So we may say something like, "If you evei want to
look at homes, please feel fiee to email me anu let me know. I'u be moie than
happy to uo the ieseaich, finu the homes foi you, anu show you any home that you

\ Page 70 of 114
want to see." That's kinu of like we'ie saying, "If you want me to bake you some
cookies, I'u be happy to. I've got all of the ingieuients heie."
Nobouy woulu evei impose on somebouy to bake them some cookies like
that. But if, insteau of saying that, I say, "Bey, if you'ie going to be in town this
weekenu, we'ie uoing uaily touis of homes eveiy uay at 1u:uu anu 1:uu. You can
join any of the touis. It's a gieat way to look at homes in any neighboihoou anu
aiea that you want to see." That sounus like you've alieauy bakeu the cookies. It's
on the calenuai. The scheuule is theie. The bus is pulling out of the station at
1u:uu anu 1:uu. That's what it sounus like, so it sounus easy. I'm not obligating
myself to anything. I'm not imposing on you. I'm just going to jump on the bus.
I'm just going to jump on this toui that's alieauy happening.
0i, if we take the peison who might want to know about how much they
can affoiu oi unueistanu how the financing woiks, insteau of saying to people, "If
you have any questions about moitgages oi you'u like to get pie-appioveu foi a
moitgage, feel fiee to email me, anu I'll be happy to put you in touch with oui
lenuei, who will get you pie-appioveu iight away," oi we stait manuating it to
people anu stait pushing it on them, "Now, you've got to get pie-appioveu befoie
you go anu look at any homes." Again, tieating people like they'ie not S-stai
piospects until they piove that they aie.
Both of those appioaches aie veiy common. Anu I'm hoping that, as I'm
uesciibing this, you'ie heaiing it anu tianslating it into how youi situation might
be similai. I'm uesciibing it to you in a ieal estate situation, but I want you to
unueistanu the psychology of the passive appioach veisus the attiactive
appioach.
So, we'ie not saying, "You've got to get pie-appioveu," oi we'ie not saying,
"If you'u like to get pie-appioveu, I can ceitainly help you." We'ie saying, "What
we offei is oui fiee home loan iepoit, wheie we monitoi hunuieus of uiffeient
loan piogiams aiounu the countiy, to finu the lowest inteiest iate loans, the
lowest monthly payment loans, the lowest uown payment loans, anu the lowest
total cost loans, anu we put all of these finuings togethei in oui fiee home loan

\ Page 71 of 114
iepoit. Anu you can get one just by clicking heie." That sounus like it's alieauy
uone. It sounus like something that is in place.
I'm not imposing on you to uo anything. You've maue the offei, heie it is,
anu I can just take auvantage of this. Anu the same thing if somebouy wants to
finu out about the home buying piocess. Insteau of saying, "If you have any
questions about the home buying piocess oi any questions at all, please feel fiee
to email me. I'm moie than happy to answei any questions. We coulu talk on the
phone."
}ust tiying to passively be suggesting things to people is not the same as
saying, "We'ie holuing a home buyei woikshop on Tuesuay night, at the libiaiy, at
6:uu pm." That sounus like it's alieauy going on, like theie's a specific offei that I
can take auvantage of. I'm just going to show up at the libiaiy, anu I'm going to get
my questions answeieu.
So, theie's that kinu of thinking. I want you to think about what coulu you
offei to people who aie piospects that this is going to tiiggei them taking the next
step, it's going to tiiggei them moving into piofit activatoi #4, wheie you can
piesent youi unique seivice offei.
}oe, aie you still theie. Aie you asleep. I just went off on a tangent.
'(#& I was tiying to cieate a woilu iecoiu of how long I cannot say anything. I think
we've liteially bioken the woilu iecoiu on the I Love Naiketing poucast.
"#$%& I just get so exciteu about it.
'(#& You just talkeu anu talkeu anu talkeu, which is fine.
"#$%& It's almost like the contest episoue, in ieveise. 0kay, youi tuin. I've saiu some
new things heie. I've aiticulateu things in new ways. But what's youi take, so fai.
'(#& I uon't caie. Whatevei. Bow long have I been uoing this ciap. 2u yeais now.
Noie than that. Since 1992. It's kinu of a "been theie, uone that" soit of thing.
But foi eveiyone listening, hey, it's bianu new foi someone who's heaiu it
foi the fiist time.

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"#$%& Theie you go.
'(#& No, I'm kiuuing. Biu we evei put up the episoue, as a bonus, inteiview I uiu with
Naiy Ellen Tiibby.
"#$%& I uon't believe we uiu. We shoulu just have Naiy Ellen Tiibby on.
'(#& Yeah, we'ie going to have to uo that. But I uiu this gieat inteiview with hei, a few
yeais ago, anu she maue this comment wheie we talkeu about how we giew up in
the uiiect mail business. Anu the thing with Inteinet maiketeis is I maue this
comment that they'ie moie piomiscuous with theii emails because it's fiee, in
theii minus, anu they uon't have to spenu money on it. Anu she maue the
comment like, "Yeah. Anu if you stait looking at eveiy email you senu as if you hau
to spenu Su pei email on each one, you'u ieally think uiffeiently about the peison
who's ieceiving it; not just fiom what you'ie going to make money-wise, but how
you'ie ieally uoing a uisseivice to the people you'ie senuing it to, if you uon't
ieally think about the copy anu engaging them."
So, let's just assume people listening, theie's a peison out theie saying,
"Yeah, that sounus goou, but my clients aie uiffeient. An BTNL email with
giaphics anu all that is just going to woik bettei, although I've heaiu about this 9-
woiu email thing. But my clients aie uiffeient." Bow woulu you iesponu to that.
"#$%& Well, youi clients aie people, I'm assuming, anu people aie the same. We all come
stanuaiu issue, with the same biains anu emotions, anu psychological tiiggeis.
Anu that is why we can take a constiuct like the 8 piofit activatois anu apply it to
any business. Anu we've uone it. We've uone it with all kinus of businesses, anu it
all woiks, because people aie people.
'(#& That is tiue. But what if youi clients ieally aie aliens. Woulu it change.
"#$%& Then you just wiite the emails in Klingon, which is the inteigalactic language of
uiiect iesponse. Eveiybouy knows that.
'(#& I was making some goals the othei uay. This is a total asiue. Anu I was thinking, "I
want to cieate some piime uiiectives foi my business." I was like, "Let me look up
Wikipeuia, what piime uiiectives means, so I can get a cleai thing befoie I cieate

\ Page 73 of 114
some piime uiiectives of my business." I was uoing this on the islanu. In my life,
not just in my business.
Anu I uiun't iealize that all of these piime uiiectives things oiiginateu with
Stai Tiek. I hau no iuea that that's wheie it oiiginateu fiom.
"#$%& Anu then, of couise, it oiiginateu in the "Noie cheese, less whiskeis" episoue. The
piime uiiectives of a mouse. uet cheese; avoiu cats.
'(#& I uiun't iealize how much of this goes back to Stai Tiek, which is anothei asiue.
0n my zeio u flight was Rou Rouuenbeiiy. So, on the viueos, if you look at some of
the viueos, his fathei cieateu the whole Stai Tiek, anu it was Rou floating iight by
me. It's pietty funny.
This is common sense that isn't veiy common, because you have to stiip
away all of these pieconceiveu notions that you think about what people woulu
iesponu to. Anu it's so simple anu so obvious, that most people uon't think about
it until they heai you kinu of explain it.
"#$%& So, I always like to look at the context of things, about why things woik oi what's
the unueilying suppoit stiuctuie that makes all of this woik.
So, I'm shaiing stoiies about 9-woiu emails anu we'ie giving examples of
that, anu shaiing things about the flagship publication. I'm using the ieal estate
examples theie. But if we just stiip that all away, what you want to be looking at is
what kinu of iegulai communication coulu you senu to youi piospects, all the
people in piofit activatoi #S, that they woulu be thiilleu to get eveiy week. Is
theie news that you can ieact to.
The goou thing is that with the ieal estate, theie aie constantly new listings
that aie coming, that you can senu to people. Theie is something veiy poweiful
about that, that it's got the content kinu of built iight in. You just have to have the
iight fiamewoik aiounu it.
Now, when you look at cieating something on youi own, like making
something up, it's moie uifficult than just iesponuing to something. But, you can
stait by just making a list of all of the questions that people might have. 0i, think

\ Page 74 of 114
about what woulu they want to know. So, you can just make a list of the top 2u
questions that people have. Theie's almost half a yeai's woith of weekly emails,
just auuiessing one of those questions as a shoit little thing.
I get Seth uouin's blog by email, so eveiy uay you get a shoit, little blog.
Be's not wiiting big aiticles he's wiiting. It takes you a minute oi 2 to ieau, that's
it. It's all veiy insightful. You feel goou aftei having ieau it.
So, what kinus of things like that coulu you senu to people. If theie's
anything that is changing, if you'ie in the moitgage business, we senu infoimation
on inteiest iates. The same thing coulu apply to financial auvisois. It coulu be any
kinu of uata that changes oi fluctuates. You can talk about volatility oi anything in
the stock maiket. Anything that's moving is a gieat thing to uesign youi weekly
flagship aiounu.
But the most impoitant thing about it is that the puipose of it is that it's like
a Tiojan hoise, in a way. It's the caiiiei that you can now make these offeis eveiy
single time you senu out a communication. You can make the offei that has
whatevei youi S cookies aie in a supei-signatuie. A phiase that I coineu, that is
uesciibing, below the PS of the lettei, befoie all the unsubsciibe stuff oi almost
like a little iiue-along with eveiy email that you senu, all the offeis that you can
make to people.
So, "Beie aie S ways we can help you touay. }oin us foi a uaily toui of
homes. We iun touis eveiy uay, at 1u:uu anu 1:uu." Theie's one of those supei-
signatuie elements.
"Next, we'ie holuing a fiist-time homebuyei woikshop next Tuesuay, at the
libiaiy, at 6:uu pm." 0i, offei, "The fiee home loan iepoit, wheie we monitoi all
the uiffeient loan piogiams anu piesent oui finuings in the home loan iepoit.
Click heie."
So, you've got those S offeis that aie available foi people iight theie, no
mattei what.

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Whenevei you've got something that's going to tiiggei the next step, you
can incluue it in youi email as a supei-signatuie. Anu that, you'ie going to finu
eveiy time we senu out a maiket watch email, we enu up getting moie people
iaising theii hanu anu iesponuing to ask foi one of the offeis that we make in the
newslettei.
I'll put up one of the maiket watch newsletteis on ILoveNaiketing.com. So,
if you'ie just listening to the poucast heie, theie's a goou ieason to go to
ILoveNaiketing.com anu see what one of these flagship emails looks like, anu how
you can use that as a mouel foi youi business.
'(#& I completely agiee with that. They shoulu uo that. They shoulu go theie
immeuiately, iight now.
"#$%& I think that's fantastic.
'(#& Let me ask you a question, Bean. All of this with email, anu I know we've talkeu
foi a week on this stuff, I'm sitting heie thinking that someone listening is like,
"0kay, you'ie going to put all this thought anu effoit into getting an email iight.
Nan, if it's this complicateu, what the heck aie we supposeu to uo with oui
websites. Bo we even neeu a website." That soit of thing.
"#$%& Well, ceitainly. This is why, when I look at it, in my opinion, the ieason that I use
such shoit-copy lanuing pages, the squeeze page wheie the only option, the only
puipose is to get them to leave theii name anu email, now I nevei caie if they evei
go back to the website, because now I've got theii email auuiess. Anu that's a fai
moie poweiful level of communication. Now, I can communicate with them one
peison at a time. Anu I uon't have to uepenu on them coming back to the site.
But I know that since I can't count on them to continue coming back to the
site, the supei-signatuie is a way of senuing the highlights of the site to them
eveiy week. It's almost like ieminueis, "Bey, you can get this. You can get this.
You can get this." All ieally compelling things. Things that aie well thought out,
the things that people woulu ieally appieciate getting, because they'ie

\ Page 76 of 114
uemonstiating that you unueistanu the conveisations that aie going on in theii
heau.
'(#& Let me ask you about something ielateu to uiiving people to calls to action, othei
than just an email iesponse.
Is theie any ueviation fiom the 9-woiu email, wheie you'ie going to "Aie
you inteiesteu in losing weight oi putting on muscle." "Bo you want youi caipets
cleaneu." whatevei, "Looking to buy a home." wheie you actually uiive them to a
website as pait of that.
"#$%& Suie. I think I talkeu about the example of we have a piouuct calleu
uettingListingsSolu.com, anu we get the uata feeu of all of the NLS listings that
come on the maiket eveiywheie in the countiy. So, we get piobably S,uuu to
S,uuu listings a night come in.
The whole puipose of that email, anu I uesciibeu it in one of the last
episoues, is only to get people to click thiough to the website. I'm not tiying to get
them to iesponu. I'm tiying to get them to go anu look.
So, we uo things like we senu out an email with the auuiess of the piopeity
that you just listeu in the subject line. Remembei, the only puipose of the subject
line is to get them to open the email.
So, if you just listeu 22 uiaystone, anu you get an email that the subject line
is "22 uiaystone," you'ie going to want to see what that's about, because it coulu
be somebouy who wants to see it oi has a question about it. Right. That's an A-
pile email subject line.
Then, when they open it, the only puipose of that message, then, is to get
them to click thiough to the site because we've built all these wonueiful things foi
them using the infoimation that they sent in to the NLS. It's alieauy loaueu.
We've got postcaius with the pictuie of theii new listing, anu theii pictuie anu
theii name, anu the auuiess of the piopeity. It's alieauy custom uesigneu.
So, all I want them to uo is take a look at all this stuff. The email just simply
says, "Bi }oe, I put togethei some maiketing iueas foi 22 uiaystone. Take a look

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anu let me know what you think." Anu then, theie's a blue link to 22 uiaystone.
"Thanks, Ramona." Anu that's it. Anu that email gets ovei Su% click-thiough. Not
Su% open; Su% of the people click thiough to that website. That is 1u times
bettei than the pievious effoit, which was in the S% iange, senuing all of the
message tiying to convince them to buy the postcaius fiom the email.
So, they see what it's about, they know that you'ie tiying to get them to
spenu money, so they uon't click thiough because they've maue up theii minu
alieauy. You can't use the email to uo the best selling job. It's not the iight
enviionment.
When I've got beautiful, customizeu things that they'ie going to get a wow
factoi by going to it, when they see a single piopeity website that's alieauy uone
foi them anu they see these beautiful postcaius, anu it's alieauy got the pictuie of
theii new listing in it, anu they see theii name, anu all of these things aie alieauy
uone, that's a wow factoi. Anu the heauline, it's all peisonalizeu foi them.
So, that can be best solu when they aie actually looking at it, anu I can
contiol the enviionment on the website. Eveiybouy's going to see the same thing.
I uon't know what is going to happen in somebouy's inbox, oi uepenuing on what
email they'ie using anu whethei they've got theii BTNL uisplay images filtei off so
that the fiist thing they'll see is, "To see this email piopeily, click heie." That's a
ieal uownei.
But if it's just a text email anu the only puipose is just to get them to go to
the website, that's all you neeu to uo. You uon't have to now make all those othei
offeis, anu I uon't want them to iesponu.
But what you uo have to know is you have to have absolute claiity on what
it is you want them to uo. Why aie you senuing this email in the fiist place.
What's the iesponse that you want.
'(#& Let me ask you about something that is on my minu, cuiiently. I just want to get
youi peispective on it.

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You iemembei Tv shows like Nip Tuck, which maybe you've watcheu.
Remembei that Tv show.
"#$%& I uo, yeah.
'(#& About the plastic suigeons, the ciazy ones. Eccentiic.
"#$%& Yep.
'(#& That was like ieal life, basically. I think that show uepicteu how life ieally occuis
foi most people.
But they useu to auveitise the hell out of NySpace. They woulu put
NySpace.comNipTuck, when NySpace was the big iage. Naybe with }ustin
Timbeilake taking it ovei, maybe it will come back.
I saw a Foiu bannei in the aiipoit the othei uay. It was foi one of theii
vehicles, anu it was simply uiiving people to theii Facebook page, not to theii
website.
So, what's inteiesting about that is they uon't have to, obviously, set up a
website. They can just uiive to Facebook. But theie's moie anu moie of that that
we'ie seeing, anu I wanteu to get youi peispective on this soit of application,
uiiving people to othei than youi own websites, to things like Facebook, oi even
communicating with 9-woiu emails in a social meuia soit of enviionment, not
thiough just iegulai email. Bo you have any peispective on that.
"#$%& I like to senu them to enviionments that I can contiol. I want to know, because I'm
thinking aheau, I'm thinking the next move aftei this. That's what I want. I'm not
only thinking about this move; I'm thinking about wheie's that going to get them.
What is the next thing that they'ie going to uo.
So, I want to take them to the enviionment that's going to best facilitate
that. 0sing these postcaiu examples, what I want them to uo is buy the postcaius.
So, I'm going to take them to the page wheie the buy button is, anu make the full
case. I'm going to piesent eveiything to them iight theie, anu they'ie going to see

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it, anu they'ie going to be able to click anu buy iight now, because that's what I
want them to uo.
'(#& 0kay. What else uoes someone neeu to know, then. To take what you've been
talking about heie anu what we've talkeu about in the last couple of episoues -
which, if someone has not listeneu to them, they'u be well-seiveu to go anu uo that
- what moie uo they neeu to know to maybe uo some action steps. Bow woulu
you take all the auvice that we've given on the last S episoues. What's the fiist
step, sit uown, wiite an email, senu it out.
"#$%& The fiist step is if you uon't have a list of people who have left theii name anu
email, then you want to back youiself up to piofit activatoi #2, anu cieate a
compelling offei that's going to get somebouy to leave theii name anu theii email
auuiess. That's the fiist thing that you want to uo. Anu, iealize the value, the
golumine that you can builu by having an opteu-in list of people who have
iesponueu to an offei that you've maue. That's wheie you want to stait.
Then, you want to stait with imagining a ieal conveisation with a ieal
peison, if the opt-in box that they've filleu in was a poital to youi office, wheie
they'ie going to plop themselves iight uown in fiont of you, anu you can have a
ieal conveisation with them, wheie you can't ignoie them.
You've got to iealize that behinu eveiy email is a ieal peison. Imagine
what's going on in theii minu. Imagine that peison. uet a ciystal cleai pictuie of
them in youi minu, anu tiy having a conveisation with them.
That's why I saiu it looks ciazy, if you weie to spy in my office anu you see
me sitting in my comfy Nanhattan club chaii with my ottoman anu my feet up,
staiing out my glass fiont uooi, imagining a conveisation with somebouy. It looks
like I'm just kinu of sitting theie, goofing off, but I'm actually ieally ueep into that
piocess of having those conveisations with people.
I want to be extia caieful that you uon't unueiestimate the effoit anu the
consiueiation anu the weight that I place on eveiy single woiu of those emails.
}ust because they'ie 9-woiu emails, it's not about just plopping off 9 woius. That's

\ Page 80 of 114
not what it's about. Eveiy woiu has weight. Eveiy woiu has been measuieu anu
ieally is the best aiticulation. Even when you'ie using those shoit woius, you just
want to make suie that it's getting the iight message acioss.
So, I may spenu an inoiuinate amount of time wiiting a 9-woiu email oi
wiiting a shoit email like the 22 uiaystone email, but measuiing eveiy woiu to
make suie that it's conveying just the iight message, that's going to get exactly the
action that I want.
You know what woulu be a fantastic thing. I'm just thinking as we uo this,
}oe. What woulu be a gieat finale to this is to uo soit of an email clinic, wheie
listeneis coulu, in the comments, put theii email iueas, theii attempts at the 9-
woiu emails oi shoit emails that they've useu foi things, anu we coulu uo an
episoue that kinu of ties all this togethei anu auuiesses those, anu uoes some
coaching on how to make those emails woik. That woulu be gieat.
'(#& Theie have been some ieally gieat comments, too. I've seen a couple of examples.
"#$%& That's what I'm saying. So, let's foimalize that. When this episoue goes up, as
soon as you heai this, go ovei to ILoveNaiketing.com, look foi the comments.
Theie's a little button that you can use to comment iight unueineath wheie the
uesciiption of this episoue. This is episoue one of 6. So, look foi it on
ILoveNaiketing.com. Leave a comment. Besciibe the scenaiio of what the email
is, what youi puipose foi it is, anu then we'll be able to see what you'ie uoing
theie, anu we'll uo an episoue wheie we talk about those emails, anu we'll give
you some coaching on how to ciaft those into the most poweiful emails that we
can imagine.
'(#& Yes. Anothei thing, too, that we coulu uo, because we've hau a lot of questions
submitteu in the past whenevei we've uone the open soit of calls.
"#$%& We've still got all of those. You'ie iight.
'(#& Yeah. We coulu answei some of those questions, too, in some upcoming episoues.

\ Page 81 of 114
"#$%& It's about time we hau a guest, too. We've been going a long time, just me anu you.
I think Naiy Ellen woulu piobably be a veiy goou. This is the appiopiiate time
foi that.
'(#& We'ie going to have some bonus ones, too. Let's put up the episoue with Naiy
Ellen, anu it will be a goou piimei foi eveiyone. It's just ieally, ieally goou, soliu
maiketing auvice. Anu I'll iounu up Naiy Ellen, anu maybe we'll uo one with
Laiiy Winget, who's a goou fiienu anu a chaiactei. We'll uo him soonei oi latei.
We'll see.
Who else have we got. We've got Ben Altauonna. I want to uo one with
Ben Altauonna. Be's the guy that maikets to chiiopiactois, a veiy smait uiiect
iesponse guy.
"#$%& Bow about }ay Abiaham.
'(#& We can piobably uo one with }ay. I haven't talkeu to }ay in about a month oi so, so
I can give him a call. Yeah. It's all goou.
To oui listeneis, if you have a uieam inteiview you think woulu be
awesome, someone that's tiuly obtainable anu ieachable - like I wish we coulu get
0piah, but that's just not going to happen, plus getting hei to talk about
maiketing.
Can you imagine if we got 0piah talking about maiketing, though.
"#$%& I uon't want to limit the univeise.
'(#& Aliens. If anyone has a goou connection with an alien.
"#$%& Yeah, theie we go.
'(#& Then we coulu talk about packaging, that soit of stuff. That woulu be goou, too.
"#$%& Why limit ouiselves. We've hau Richaiu Bianson. We've hau Tony Robbins. Why
woulun't 0piah want to come on with us.
'(#& Tiue. veiy tiue. The New Yoik event is coming up soon, in August, 14
th
anu 1S
th
.
So, if you'ie a high-level playei anu you listen to this, we've got, so fai, people that

\ Page 82 of 114
I will announce, Tim Feiiiss is going to be theie, Bean uiaziosi, Ban Sullivan,
Naiie Foileo.
"#$%& You saiu Bean uiaziosi. I get exciteu when I heai Bean.
'(#& Neil Stiauss. We'ie going to have some chaiacteis theie, speaking, uoing some
cool stuff.
"#$%& Yeah.
'(#& So, any goou books oi anything you've ieau lately, Bean, that you want to
iecommenu.
"#$%& Rathei than that, I've got a couple moie things I want to say to wiap up this on.
'(#& 0kay, go aheau.
"#$%& Is that aliight with you.
'(#& Fine with me.
"#$%& You got me going. I was telling people what to uo.
We talkeu about this iuea of ciafting that uialogue with people, imagining as
if they'ie a ieal peison, sitting iight theie, anu the opt-in box has ploppeu them
into youi office. Bave that conveisation with them, anu then the next thing is to
stait, iight away, with youi weekly flagship communication. Eveiy week, they'ie
getting something fiom you, with timely anu helpful maiket infoimation oi
answeiing some of the questions, oi tips, oi anything like that, oi a mailbag,
answeiing questions, anything like that, knowing that that's going to be a vehicle
that you can senu youi supei-signatuie. Nake those offeis. Nake suie that you
know what aie the gateways that aie going to move people into piofit activatoi
#4. What aie the things that aie going to tiiggei them taking those next steps. Bo
that eveiy single week, anu you'ie going to be amazeu at what happens.
Now, if you've alieauy got opt-ins, you've alieauy been gatheiing people's
names anu emails, you've got a list anu you've sent them thiough youi 21-uay
gauntlet, even just the language. It just kills me, that they senu people thiough the

\ Page 83 of 114
gauntlet, like we'ie going to scalp them oi something. Anu you uon't uo anything
othei than senu youi }v piomotions to them, oi whenevei you want to sell them
something, whenevei you communicate with them, you'ie sitting on a golumine,
anu that's youi oppoitunity to ieengage with those people by ciafting a simple 9-
woiu email.
Anu that, anybouy can uo. If you've got moie than Su people on an opt-in
list, you can piobably uo it with 1u people, whatevei it is, if you've got anybouy,
look thiough youi uesk uiawei. All those sciaps of people wheie you wiote
people's name anu email uown, anu all of the people who've emaileu you anu you
haven't uone anything with it, oi go back in youi gmail anu look at all the people
who inquiieu 9u uays ago, all those kinus of things, gathei them all in one place
anu senu them a simple email that says whatevei is going to engage people in a
uialogue, whatevei's going to get them going youi way.
So, all you want to uo is just senu a simple email that's going to get them
engageu in uialogue with you, anu know wheie you'ie going. Know wheie you'ie
heauing. It's ieally about just skillfully cieating that pathway, making it seamless
to go fiom piofit activatoi 2, wheie you compel them to iaise theii hanu, piofit
activatoi S, wheie you engage them with a uialogue, euucate anu motivate them to
want to meet with you, so you can make an offei.
'(#& uoou stuff. veiy goou stuff. You uiu all the talking. That's goou. Bope eveiyone
likes it. Bope they go out anu make themselves a lot of money.
"#$%& Noney, money, money.
'(#& Anu then, senu us some. You know, we uon't even have a stoie on I Love
Naiketing.
"#$%& Not yet.
'(#& I think we shoulu, though. I think theie shoulu be a stoie.
"#$%& I was just shaiing something with uina. It's all top-seciet. It's just hush-hush, foi
iight now.

\ Page 84 of 114
'(#& 0kay, cool.
"#$%& But you'll be veiy pleaseu.
'(#& Aliight, eveiyone. I hope you enjoyeu this. I hope you aie a sophisticateu,
biilliant, stealth, ninja-like email maiketei, at this point. If you aie not, go back
anu listen to all of these episoues again, because youi futuie uepenus on it.
"#$%& Yes.
'(#& Seiiously. Actually, the futuie of mankinu, I think, uepenus on the auvice being
uispenseu heie.
"#$%& It coulu. It's foi the chiluien.
'(#& Yeah. Anu the chiluien's chiluien. Anu the chiluien's chiluien.
"#$%& ueneiations.
'(#& Aliight, Bean, that's a wiap. Eveiyone, have a gieat week, until next week. We'll
talk to you then. Please go to ILoveNaiketing. Please, go if you want. It's only foi
youi benefit. If you'ie fieaking lazy anu you've got uiffeient shit to uo, then uon't.
But if you ieally want to be on top of things, go theie, check out the viueos,
look at the samples, listen to othei episoues, anu shaie this with all youi fiienus.
Tweet about this episoue. uo to Facebook. Cieate a whole new social netwoik
youiself, anu tell people whatevei. I uon't caie.
So, that's it. Bave a goou uay.
"#$%& See ya!







\ Page 85 of 114
Epi sode 108
The One Where We Share Some Email
Marketing Results

"#$%& Bey, eveiybouy. It's Bean }ackson.
'(#& Anu }oseph }ohn Polish III.
"#$%& Wow.
'(#& That isn't my ieal name, by the way. Theie's no thiiu.
"#$%& I thought you changeu youi name to }oe, }oe, }oe, }oe, }oe, }oe Polish.
'(#& Yeah, that's my iappei name.
"#$%& Theie you go.
'(#& We've uone a lot of episoues on email anu email maiketing.
"#$%& You coulu call it a seiies, ieally.
'(#& Yeah. It's been goou, anu people have been happy. We bioke it up with a ieally
gieat episoue with Amy Poiteifielu, who is a Facebook maiketing expeit.
So, if you've not listeneu to the episoue befoie this one, then we
iecommenu you go listen to it, because it was ieally goou. Lots of incieuible
feeuback fiom people I've talkeu to that have useu it. I let a few people that aie
pait of my team anu my colleagues listen to it, anu now they'ie using these
techniques that we uiscusseu on the last episoue, anu they'ie completely changing
the way that they.
"#$%& We'ie getting some ieally gieat comments anu feeuback anu stuff. Reau that one
you weie telling me fiom youi fan page.
'(#& A guy posteu on my fan page. I won't mention his name, but if anyone wants to
look up my fan page they can piobably finu it. It's on Facebook.

\ Page 86 of 114
It says, "Bey }oe, I uiun't want to post this publicly, because I uon't want my
whole maiketing community to see what I just uiu with youi last S I Love
Naiketing poucasts. I've got a list of about 1u,uuu uiiect iesponse Inteinet
maiketeis that, foi all intents anu puiposes, was ueau. 0sing youi uialogue
technique, I not only uoubleu my open iates within a week, but I also sent an email
that saiu, "Bo you still neeu maiketing help" to eveiyone who hasn't openeu
anything in the past S months, anu I woke that segment up too."
"I'm blown away. Befinitely, the most valuable S houis I've spent uoing
anything business-ielateu this week. }ust wanteu to say thanks."
So, what he's iefeiiing to is the most valuable S houis that he spent uoing
anything business-ielateu this week was listening to those S episoues.
So, "Cheeis, Auam." Anu he's like, "PS: I founu a maiketing hack a little
while ago, that gave me a massive 2Su% piofit inciease anu iesulteu in an opt-in
contiol of 8u%. It's the fiist pait of a sales lettei, but it's ieally cool. I think you'll
like it." Anu then, he puts the post foi the lettei, anu then, "PPS: the whole site is
being ievampeu, iight now. I've been testing the mouel foi the past 6 months, anu
it's uefinitely an ELF business, which stanus foi Easy, Luciative anu Fun."
That is fantastic. This is a peison who is implementing what we aie talking
about on the poucasts. 0f couise, I've got to give you cieuit, because you've been
uoing most of the talking on those episoues, anu I just kinu of sit back anu uiink
tea anu listen to you pontificate, anu thiow in a saicastic comment heie anu theie.
What enus up at the enu is a veiy goou instiuction on how people can make
money using email, how to bettei communicate, how to cieate moie iesponse.
So, what we'll uo, since theie's been such a goou iesponse to this anu the
people who have been listening have gotten so much value out of it, we'll use this
episoue to soit of wiap it up anu auu any moie insights, peispectives, anu
comments.
"#$%& What's gieat is that we've got Naiy Ellen, this week, Naiy Ellen Tiibby.
'(#& Yeah. She'll be the next episoue.

\ Page 87 of 114
"#$%& Absolutely. What a gieat thing, because who bettei than Naiy Ellen Tiibby,
somebouy who's built an empiie using email. This is a gieat finale to the seiies,
ieally.
'(#& Yep. So, goou stuff happening at I Love Naiketing. Anu people aie thinking, "0h,
you woulu just iun out of content." Well, I uon't think so.
"#$%& That's so funny. I love it. Theie's anothei comment on the web page, on the
comments on episoue 1u6. This is pietty cool. }eff }ohnson saiu, "Bey guys, aftei
the I Love Naiketing event, Robin anu I sent out one of youi 9-woiu emails, like
this, foi oui piouucei's club coaching piogiam, anu it geneiateu moie than 2u
waim leaus, 1S new membeis at $14,uuu+ pei yeai, anu geneiateu 12u iesponses
to the email out of 7uu emaileu out. Wow! That was the Fiiuay of I Love
Naiketing 2, anu now I neeu to senu one again."
Inteiesting, huh.
'(#& Totally.
"#$%& I just love these kinus of things. When I ieally look at things, if you've got anybouy
who has opteu-in oi iesponueu to anything, at any time, anu haven't yet bought,
you have a golumine. You ieally uo. It's absolutely ciazy.
}ust ieactivating those people, using those shoit emails, theie's a golumine
in youi piofit activatoi #S. 0nce they've ciosseu that line, they've iuentifieu
themselves, they cool up in piofit activatoi #S, waiting foi you to make a killei
offei that's going to move them into youi uuiing unit.
'(#& Right. Let's take this message that's on my fan page, wheie he sent out an email
that says, "Bo you still neeu maiketing help." If you aie in the maiketing business,
"Bo you neeu maiketing help." If you aie a massage theiapist, "Bo you still neeu a
massage. Bo you still have tension in youi neck." whatevei it is. It uoesn't much
mattei. It's just a ieal simple soit of communication.
I think eveiyone, myself incluueu, piobably violates this to a ceitain uegiee.
When I mean violates, this whole piinciple of knowing that it's whatevei the
numbei is. Foi uiffeient stuuies anu things that I've ieau ovei the yeais fiom the

\ Page 88 of 114
Biiect Naiketing Association - anu this goes back to when I fiist staiteu leaining
maiketing, about how it's S oi 6 times moie expensive to get a new customei than
it is to iesell to an existing one. Theie aie uiffeient stuuies.
Who the hell even ieally knows what the exact numbei is. Anu I'm suie it's
uiffeient pei inuustiy, anu all that. But the bottom line is anyone that unueistanus
lifetime value of a client knows that one of the most expensive costs in business is
client acquisition, getting them the fiist time, anu then getting them to buy ovei
anu ovei again is bettei.
A lot of companies - anu, again, I say myself in this - will become veiy goou
at the befoie unit anu getting customeis, anu it's moie exciting to chase aftei new
customeis. You can have ieally happy clients that buy fiom you ovei anu ovei
again, anu both me anu you ceitainly have that. Anu at this point in oui caieeis,
even if we uon't uo much of anything, othei than continuing to pioviue value,
we'ie going to have people that have uone so well with what we sell them that
they will continue to give us money anu uo business with us.
That being saiu, you can get into this moue wheie youi new customeis, new
acquisition, anu you have people that aie being neglecteu oi people that you coulu
communicate with moie fiequently, oi you coulu senu them a 9-woiu email, anu
you uon't because you get caught up chasing new customeis.
Sometimes, you coulu tuin off - not that I woulu evei iecommenu it, I'm
just saying - all of these othei activities that you'ie tiying to uo, these new
piouucts, these new whatevei, anu just simply look at who's given us money in the
past that we have not ieally communicateu with as effectively as we coulu.
A lot of times, you will make moie piofits by quit tiying to chase aftei new
people anu just uo a uamneu goou job with the ones you've alieauy got.
That also applies not just to iepeat business; it also applies to iefeiials,
because you can use this methouology just to get existing people to iefei you
moie.

\ Page 89 of 114
"#$%& I'm glau you saiu that. That's something that that is a big focus that most people
oveilook. They uon't think about that, at the veiy beginning.
}ust about a month ago now, in Febiuaiy, we have an event heie in 0ilanuo
foi oui Noneymaking Websites clients. We uo an Inteinet Acauemy weekenu. So,
I iecoiueu an auuio piogiam that was like my top 1u bieakthiough iueas, because
this yeai maiks 2S yeais that I've been in ieal estate. I got my ieal estate license
in 1988, anu now we'ie 2S yeais latei. I can't believe that!
I thought about it, anu I staiteu outlining my iueas in the oiuei that I woulu
stait applying them. The fiist iuea was know youi numbeis. Nost of the time,
people uon't have a sense of even the basic metiics about wheie theii business is
coming fiom, what's woiking, how much they'ie spenuing, how much they'ie
making, just even basic metiics foi theii befoie unit, theii uuiing unit anu theii
aftei unit.
So, the awaieness that we hau, aftei talking about that anu going aiounu
the ioom, kinu of having people shaie, the main awaieness that we hau about it
was that they uon't have an awaieness of it. Anu that's okay. That's an awaieness
in itself. }ust to know that stait measuiement stuff, it's just such a well-known
thing that whatevei you measuie impioves, anu whatevei you measuie anu
iecoiu impioves exponentially.
So, it's about measuiing the iight things. 0ne of the things that we measuie
is the R0I in youi aftei unit, anu theie's ieally no equivalent.
I was just talking to the fitness twins in Lonuon touay, anu they've ieally
embiaceu this aftei unit. They uo peisonal tiaining facilities, 2 of them, in the 0K.
They've staiteu senuing the equivalent of the woilu's most inteiesting postcaiu to
theii clients, to theii existing clients.
Theii R0I on senuing things to theii clients is ovei 2,uuu%, 2,2uu% - 22
times what they spenu is how much ievenue they've biought in on uoing those
things.

\ Page 90 of 114
So, we talk about uoing these shoit, peisonal, expecting-a-ieply emails, if
you'ie senuing them to people who actually alieauy know you, anu you'ie senuing
a peisonal email to them, anu you'ie uoing it in a way that's going to be iight in
theii wheelhouse foi oichestiating iefeiials. It's such an incieuible oppoitunity.
Nost people uon't evei focus on that fiist. Eveiybouy focuses on the befoie unit
anu getting those things in place. That's all the fun anu the newness anu the
excitement of testing anu spenuing money on aus, anu all that kinu of stuff.
But, the ieal value, the highest R0I, the no-biainei money is in youi aftei
unit, oichestiating iefeiials, anu in moving people fiom piofit activatoi #S,
making offeis, engaging with them, anu getting them into youi uuiing unit. Those
aie the 2 hiuuen golumines that you have iight theie, in youi business.
Eveiybouy's got them.
It's almost like magic tiicks. It's almost like when I stait with somebouy,
those aie the fiist 2 things I look at. What can we uo to cieate a magic tiick foi
them. Anu, if they have piospects they haven't communicateu with oi haven't
communicateu with in a ieal intelligent way, theie's the big oppoitunity. }ust
ieact to those people.
'(#& The thing is most people uo not senu out monthly client newsletteis. I even
iecently founu - this is what happens when you giow a big oiganization anu, like a
uumbass, uon't have systems in place to make suie that pioven things that woik
continue to stay uoing them - kinu of like a system, once you set up a system
piopeily, it uoesn't neeu constant monitoiing. Naybe a little bit of maintenance
but, foi the most pait, a complete system, once you set it up, it just woiks. You
uon't have to keep going anu fixing it, anu that soit of thing.
Theie aie things that I've set up pietty well in my company, anu a lot of
things that I have not set up well oi not set up a mechanism foi me to be ieminueu
of.
I have founu, iecently, that theie aie people that have given me money in
the past, that have not uone business in a while anu, foi whatevei ieason, weie
taken off of ceitain mailing lists.

\ Page 91 of 114
I ultimately have to be iesponsible foi this, because it's my company, my
oiganization. So, even if one of my employees maue a uumbass mistake - which,
in some cases I've hau that happen a lot - the ieal uumbass iesponsibility lies on
my shoulueis, because it happeneu while I was obviously owning the company.
Theie aie people that have not been communicateu with that, if they woulu
have been, fiequently, they woulu continue to get back onboaiu anu continue to
uo business with, anu things like that. Anu I've just maue this iecent uiscoveiy of
quite a bit of communication that has not happeneu, anu it's one of those things to
wheie theie aie a lot of activities going on in my company, wheie we'ie getting
piospects, we'ie getting new customeis, we'ie getting new clients, anu all that soit
of thing.
At the same time, we'ie having to spenu money to uo that, that is much
highei than the money spent to senu a newslettei to a past client, senu an email to
a past client, make a phone call to past clients.
So, this applies to eveiybouy. I uon't caie how gieat someone is, theie aie
places in theii business that - hopefully - listening to this episoue will just make
them stop anu think, "0kay, wheie coulu I apply this methou." Insteau of saying,
"0h, I uon't know if this will woik foi me," of "I'm just going to listen to this
episoue while I'm woiking out, foi enteitainment puiposes," if you'ie ieally
listening to this, wheie coulu you apply it. Wheie aie aieas in youi business
wheie theie is some neglect, some lack of communication, some place wheie you
have ieally even sent out a long-foim compelling sales lettei that's uiiect
iesponse. Well, you think it is, but maybe you can tiy this 9-woiu email oi S-
woiu email, oi whatevei it is, on a paiticulai aiea, anu put some attention on it.
If you just think about that foi a couple of minutes, most people, if they
weie to wiite it uown, coulu come up with S oi 1u aieas immeuiately. Anyway,
that's what I'm saying.
"#$%& It's ieally inteiesting, because I get a lot of feeuback fiom people. They senu out
emails, anu they uon't know wheie it's heaueu. They just get a 9-woiu email, they

\ Page 92 of 114
thiow out 9 woius, anu get somebouy to iesponu, anu they'ie saying, "0h, I got all
these iesponses," but then they uon't know wheie they'ie heaueu with it.
So, you've got to know what the enu iesult is, I always say, how to think like
a chess mastei. In oiuei to think like a chess mastei, you've got to kinu of know
wheie you'ie steeiing it. If youi goal is to get to the enu in S moves, you've got to
know wheie the enu is, so you can ieveise-engineei back.
So, eveiything kinu of leaus to a logical next step. Anu that's why,
sometimes, when we stait with a soiting question, like asking somebouy, "Aie you
whatevei." oi something that's going to get them to iesponu kinu of yes oi no, oi
make a choice of this oi that, you've got to know that if they iesponu this, that you
now take the next step that's going to kinu of ueepen that conveisation anu then
offei anu steei towaius youi solution, so that they can get this.
Anu if they answei that, then you ueepen that anu point to the solution
that's going to help them get that.
Anu just knowing those things ieally aie about just setting the stage to offei
youi cookies, offei the next step, the things that aie the iesult of thinking thiough
what youi piospect's conveisations aie. What aie the conveisations that aie
going on in theii heau. What aie they going to neeu next. What's going to tiiggei
them to take that action. Anu how can I piesent it in a way that just seems so
natuial that it uoesn't feel like I'm even making this big commitment oi uecision,
that it just seems like, "0f couise, I want that." That's the natuial next step.
'(#& Right. Beie's the thing. Like when you'ie saying, "The natuial next step," it's kinu
of like the way of the slippeiy sliue conveisation, about the gieaseu shoot. You've
heaiu all of these analogies fiom copywiiteis. Bow uo you keep people moving
thiough the piocess, because eveiything is the natuial next step. Not the foiceu
next step, not the manipulateu them into a sales pitch next step, but what uo
people want anu how uo you pioviue it to them anu get them to continue to go.
Bow uo you talk to them. What uo you say. Bow uo you say it.
Bave you evei ieau 9-+/(63 :.2;3 oi whatevei that book is.

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"#$%& Yeah, iight.
'(#& It's kinu of like that. We shoulu just ieau that book out louu one uay. It's ieally
shoit. It woulu take up a whole episoue. If we iun out of shit to talk about, we can
just get ieally shoit books.
"#$%& That coulu piobably happen. Let's scheuule it in foi episoue 7uu.
'(#& We'll uo like beutime ieauing, anu we'll just ieau maiketing books to people. We'll
say, "Play these to youi chiluien eaily on, so that when they."
"#$%& Bow gieat woulu that be.
'(#& You nevei know.
"#$%& I know.
'(#& Theie's going to be some technology, Su yeais ago, anu someone's going to be
listening to I Love Naiketing, anu they'ie going to be like, "Remembei when theie
was uiiect mail. Remembei those uays when theie was that thing calleu the
'Inteinet'. Now, you just think anu messages pop up into youi heau. Computeis
aie pietty much tieu into youi biain anu eveiything. They'll piobably have SB
imageiy that just makes youi. Now I'm going to sounu totally insane heie. But
wheie they'ie going to be thinking, anu then I'll be talking, anu it will be thiough
like Batman, anu then you'll be talking, anu theie will be like a Robin figuie soit of
thing. That's just how it's going to be ueliveieu.
"#$%& 0h-huh.
'(#& Aie you following wheie I'm going with this.
"#$%& I am. Absolutely.
'(#& Now, you'ie not. I'm just babbling.
"#$%& It's constant evolution. I was going to ieau anothei comment.
'(#& Aliight, go aheau.
"#$%& This is inteiesting, because this will have a little uiscussion we can have.

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So, "Bean anu }oe, last S episoues about email weie classic. I love how you
appeal to the ieauei's self-inteiest. Encloseu aie S emails I'm consiueiing senuing
to my list. I also encloseu my best colu email template. These aie the emails I'm
consiueiing senuing."
"0h, a little backgiounu on my list. Ny company helps you connect with
haiu-to-ieach people thiough a colu email. We focus on entiepieneuis who aie
looking foi joint ventuies in businesses whose customeis spenu $Su,uuu oi moie.
So, these aie the emails I'm consiueiing senuing. Email one, 'Aie you still looking
foi customeis using email.' What uo you think about that one - 8 woius. If you
auu youi name, theie aie 9."
I think theie's something veiy valuable about the woiu still. If you'ie
saying, "Aie you still looking foi customeis using email." especially if you can put
that message on top of youi ieply to theii inquiiy months ago.
A lot of times, they might foiget something oi you just want to kinu of
anchoi back that they askeu foi something, that's one of the cool things that I've
often useu as a stiategy foi these shoit emails. Rathei than just senuing them
alone, I'll senu them in ieply to an email that I may have sent them months ago.
So, if they inquiie about something, that auus an anchoi back to "Aie you still
looking foi customeis using email, like you weie when you inquiieu 8 months ago
oi 9u uays ago." oi whatevei.
This is pietty inteiesting, because I've useu a lot of these emails, the shoit,
engaging emails, as a follow-up iight aftei they've opteu-in. So, I think like a 1-2
combination. We talkeu, last week, about this iuea of the matiix of when people
actually conveit. If we'ie saying that Su% of them who inquiie aie actually going
to buy something in the next 18 months, but only 1S% of them aie going to uo it in
the fiist 9u uays, anu 8S% aftei 9u uays.
So, oui main focus, initially, is on iuentifying who aie the people who aie
going to uo something now. Who aie those 1S% that we can appioach iight now.
So, when they opt-in, I like to senu something immeuiately, as an autoiesponse
that looks like it is an autoiesponse. I'm not tiying to fool somebouy into thinking

\ Page 95 of 114
that I sent them a peisonal email at 2:Su in the moining, 1u seconus aftei they
opteu-in foi something.
When it cleaily is an autoiesponuei message, I uon't evei tiy to put that off
as a peisonal message. When you senu that, it can be a welcome. It's like, "Beie's
the link to what you've uownloaueu oi wheie to uownloau what you just opteu-in
foi, anu heie aie some ways I can help you," anu you'ie kinu of setting the stage.
It's like the welcome email. Kinu of get them eveiything that they neeu to
know. In case they want to uo something now, heie's what you uo.
Anu then the next uay, on top of that message, so I'm senuing that message
again, with a subject line of "ie," whatevei that is, anu then using that shoit,
soiting message.
I shaieu, a few episoues ago, that combination with vince Bel Nonte, using
an opt-in on his website anu senuing out a message that asks people, "Aie you
looking to gain muscle oi lose fat."
When people ieply, now you'ie engageu in that uialogue with them.
But then, it hit me that people coulu ieply, anu you coulu get into a uialogue
with them. Anu if you'ie skillful anu you know wheie you'ie heaueu, if somebouy
says, "I'm inteiesteu in fat loss," then you've got the next uialogue that you'ie
leauing them towaius a completely iisk-fiee offei, all cheeseno whiskeis, to tiy
youi piouuct that's going to get them the goal of losing fat.
Now, not eveiybouy who you piesent that to, if you piesent it to them
skillfully, you'll get as many as you can, but not eveiybouy will. Anu at 9u uays, it's
piobably a goou iuea to senu a message that follows back up with them if they
uiun't buy.
So, if somebouy says, "I'm looking to lose fat," oi "I'm looking to gain
muscle," anu youi next ieply to them is, "That's gieat! Bow many pounus aie you
looking to gain." anu now you'ie engageu in this uialogue with them anu they say,
"Well, I'u like to gain 2u pounus of muscle," anu you'ie steeiing them towaius the
piogiam that you have. "You know what woulu be gieat foi you. It's my no-

\ Page 96 of 114
nonsense muscle-builuing piogiam, anu heie's the thing all about it." You'ie
steeiing them towaius exactly what they neeu anu making it easy foi them to take
you up on that.
But if you get that fai anu they uon't buy, anu they tolu you that they
wanteu to gain 2u pounus of muscle, sometimes they uon't buy because they'ie
maybe going to tiy something else, anu maybe youis uiun't win that time. They'ie
hot to gain muscle. They tolu you that they weie. Anu they uiun't buy youi
piouuct, so theie must be something that they've uone, oi they've uone nothing,
anu 9u uays latei, oi 6u uays latei, if you senu a ieply to that same message that
they iesponueu back, anu you say, "Bey, }oe, just checking in. Bow many pounus
of muscle have you gaineu so fai." anu they haven't gaineu any, now you'ie ie-
engageu in that uialogue at the 9u-uay maik, anu you can stait that whole piocess
again.
But you've got to know wheie it's heaueu.
I use that as an example, but it's the same. You talk about the glop. uaining
muscle is the glop. Whatevei theii glop is, whatevei it is that they want to uo, you
want to ueteimine, "Bo you want this oi uo you want that."
So, when we ask the people who inquiie on the ieal estate websites, "Aie
you an investoi oi aie you looking foi a house to live in." that's an anuoi
question.
'(#& Baseu on the little bit of uialogue that's been going on heie that you've been
saying, I wiote uown some woius as I've been sitting heie, that you have saiu.
A lot of times, in conveisations, I think a lot of people miss how much is
being uiscusseu on this paiticulai topic. I'm just going to ieau some of the woius
that you saiu. 0kay.
"#$%& 0kay.
'(#& As it ielates to using email anu communicating, anu uoing it in a veiy simple way.
Anchoi back. So, anchoiing people back to a pievious communication.

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Sent in ieply to a past email.
Inquiie about.
These aie all of the activities that aie happening when people aie
communicating anu engaging with you. Some of these will just be one woiu that
coulu be in the context of the email oi coulu be just uesciibing what youi
suggestingiecommenuingpeisuauingauvisingoffeiing people to uo.
0ne is tiy. Iuentify theii goal. Piesent to them skillfully. Timing. Follow-
up (if they uon't buy). Next ieply. Engageu in a uialogue. Steei them towaius
exactly what they neeu, anu make it easy foi them. Checking in. Re-engage.
Piocess, anu ueteimine uo you want this oi that.
Those aie some of the woius that you saiu. But I think if anyone was just to
bieak uown those woius, like, "0kay, you have a bunch of people, oi maybe a
hanuful, that have inquiieu. They have inquiieu. Theie's inteiest on some level.
Now, have you maue it easy foi them to tiy what it is you'ie uoing. Bave
you iuentifieu theii goal. Bave you piesenteu it to them skillfully. Bave you uone
it in the iight timing. Aie you following-up with them if they uon't buy. Aie you
making a note to youiself to follow-up. Aie you builuing it into youi
autoiesponuei, into youi uatabase. Anu if you uon't have a complicateu uatabase
anu you'ie uoing eveiything out of gmail oi 0utlook, aie you putting a ieminuei
on youi calenuai to uo that, if you uon't have softwaie like Infusionsoft, as an
example. Aie you engaging in a uialogue with them. Aie you steeiing them
towaius exactly what they want, not what you think they want oi neeu, but what
they actually think they want anu neeu. Anu aie you making it easy foi them.
Aie you checking in with them. Insteau of tieating people like they'ie just
these people you nevei meet in peison, if you caie about them, aie you checking in
with them. Anu if they uioppeu off because, like you weie saying, it wasn't a iight
fit, aie you ieengaging them. Anu aie you builuing this into just a piocess of how
you uo business. Aie you ueteimining "Bo you want this oi that. Bo you not
want this oi that."

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All of these things can be figuieu out. Theie aie a million othei things I
coulu have wiitten heie, but I just wanteu to uo this foi a few minutes, just to
biing it back to how much is heie that people may oveilook. They may heai you
saying these things, but I want them to ieally think about the psychology of what
is being uiscusseu heie. This is ieally poweiful, impoitant, useful stuff. Anu stuff
is a technical teim.
"#$%& It ieally is. Yeah. What's the unit of measuiement of stuff.
'(#& It's a lot.
"#$%& It's a ton of stuff. Yeah.
'(#& So, this episoue is not just about something you shoulu uo this week oi next week,
oi this month, this is something that you want to be uoing all the time, foi the iest
of youi business caieei.
The business owneis that aie listening to these email episoues, this also
coulu be uone not just email. I've talkeu about this befoie, in the past, but I have a
fiienu nameu }im. Not high school, but iight out of high school, he was fiienus
with a lot of people I went to high school with, which I hang out with none of those
people anymoie, but me anu }im aie fiienus.
Theie hau been a peiiou of time wheie we hau talkeu on the phone a couple
times, but hau not seen each othei, liteially not seen each othei in peison in ovei a
uecaue. Anu when I was uoing my fiist annual 2SK meeting in LA was the fiist
time that I uiu an annual 2SK meeting. I think you weie theie. I hau Bean
uiaziosi, Bill Phillips, Richaiu Bianson, Ban Sullivan come anu talk at it. Tim
Feiiiss was theie. Actually, Tim's been at eveiy one of my annual 2SK meetings,
except one.
I'u sent a text message to this guy saying, "Bey, check out this website. I've
got some pietty awesome speakeis. Let me know if you want to go." It was a text
message. Anu he senus me back anothei text, "Yes, I'u like to go anu take one of
my fiienus." It was $1u,uuu a peison. We uiu an episoue on it, I think. Naybe I'm
uelusional. But if you iemembei this, when I was talking about how I maue

\ Page 99 of 114
$2u,uuu sale fiom a text message fiom a fiienu, simply by making an offei, anu
then it uawneu on me that, "Wow, you coulu actually iun an entiie business off an
iPhone, if you have the iight woius.
"#$%& That's absolutely tiue, because the shoit messages aie the ones that seem like
they'ie the ieal ueal.
'(#& Right. Now, I uo auuio messages, I uo viueo, but I uo it to the iight people, at the
iight time, with the iight offei, in the iight way.
But, you know what. Who caies what I uo. That's what anyone listening to
us is going to uo if they'ie going to have iesults. Anu if they uon't uo those things,
they'ie not going to get iesults.
This isn't oveily complicateu. I think it's ieally complicateu if someone
ieally uoesn't kinu of get anu unueistanu maiketing.
So, I think the moie you stuuy the psychology of maiketing anu the moie
people ieau the Clauue Bopkins books anu the Robeit Colliei lettei books, anu all
of the olu, awesome, piinciple-baseu uiiect iesponse books, I think the moie all
this stuff that seems to neeu complications anu a lot of setup, it's like, "Look, just
tieat people the way they want to be tieateu. Belivei them what it is they want.
Think about things fiom theii peispective, anu iealize it's not just the befoie unit
that you shoulu be spenuing youi attention on. It's the uuiing unit. It's the aftei
unit.
If you have all of these, it's the S-leggeu stool. You take any of them away;
you'ie going to have pioblems.
"#$%& 0h-huh.
'(#& Well, you'ie going to have pioblems. Fuck it; you'ie going to have pioblems. I
shoulun't say you won't have pioblems. You will not iealize all of the piofits you
can anu will, anu the iefeiials, anu all the othei things that go along with it, if you
uon't get this uown.

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"#$%& Right. I was thinking about, as you weie talking, what woulu be my sequence,
what I woulu have people uo. I think if you've been listening to this seiies, you've
investeu the time, you've heaiu tale aftei tale of stiategies anu uiffeient examples
of what people have uone using email, I ieally think it comes uown to now just
ueciuing that you'ie going to take action.
You heai these comments fiom people who have tiieu it. It uoesn't take
veiy long to actually uo it, but they've uone it, anu it's univeisally a big hit when
you ieengage with youi piospects.
The S basic things that I think eveiybouy can uo aie: 1) ieengage with the
people who alieauy in piofit activatoi #S. Eveiybouy who you haven't hau any
communication with in 9u uays, just uo that. You nevei know. You coulu be
sitting on a golumine. You'ie ceitainly sitting on an immeuiate cash infusion into
youi business. If you've been geneiating leaus anu you've been putting people
thiough youi 21-uay gauntlet, anu then senuing them to the aichive, wheie you'ie
not ieally communicating with them anymoie, anu you wiite them off as bau
leaus, then you've got this oppoitunity to ieengage with all of those people.
It always ianges fiom thousanus, on the low enu of uollais that aie iight
theie, waiting foi you to captuie it, all the way up on the high enu, with oui fiienu
Phillip Bell, the yacht biokei, who sent out the 9-woiu email to yacht inquiieis
anu is unuei contiact on a $12u-million custom yacht builu, joking that the 9-woiu
email got a 9-figuie client.
So, it ianges in theie. You heaiu us just ieauing the comments of somebouy
who got - I foiget how many they saiu - 2u $14,uuu clients fiom ieengaging with
people by senuing out that 9-woiu email.
So, that's just sitting theie waiting foi you, iight now. That woulu be wheie
I woulu immeuiately stait.
'(#& I was going to say we also have that one guy who sent out the 9-woiu email at the
2-uay confeience we weie uoing last yeai, that evening, anu came back the next
uay anu he hau maue $1uu,uuu in sales.

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"#$%& Right. Exactly.
'(#& Liteially, oveinight.
"#$%& Yeah, exactly. Anu I've hau that at Bieakthiough Bluepiint events, people senuing
out an email on uay one anu then making thousanus of uollais just in the time that
we'ie iight theie at the event.
You'ie iight, it's fast-acting, it's something that is theie, anu it's something
that you can go back anu uo again anu again anu again. You can senu it eveiy
month, to eveiybouy who's been in moie than 9u uays.
A lot of times, people senu something like the gentleman that saiu that they
got the 2u $14,uuu clients fiom it, that was actually at the I Love Naiketing event
that they uiu that. Anu he saiu, "Yeah, it's piobably time that we uo it again." Anu
you'ie iight, because that was 0ctobei. So, we'ie like, "That's Novembei,
Becembei, }anuaiy, Febiuaiy, Naich. That's 6 months ago."
'(#& See, what happens is people actually foiget just how quickly time passes, anu they
just uon't uo it.
You've heaiu me say this a bunch of times. I think one of the ioles that we
play in people's lives is we'ie just a ieminuei seivice.
"#$%& That's piobably tiue, yeah.
'(#& Anu I've hau people that aie biilliant maiketeis, that listen to all of oui I Love
Naiketing episoues, anu I've hau a couple of people tell me, "What I like about I
Love Naiketing is I know most of what you guys talk about, because I teach it,
stuuy it too. It just ieminus me to uo the things that I know to uo but I foiget to
uo, oi that I useu to uo that I quit uoing. It's ieminuing people what to uo.
"#$%& It's pietty funny.
'(#& Yeah.
"#$%& I think they just like to listen anu heai us bickei.
'(#& Yeah. I sit anu tiy to be so pleasant.

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"#$%& That's tiue. I'm the instigatoi, always.
'(#& 0h, my gou. You weie talking about let me go thiough the piocess, anu you
staiteu with ieengage. Let's use me.
"#$%& That's #1. Eveiybouy shoulu uo that. I'm guaianteeing that the next 1u minutes
of just this episoue is going to be woith thousanus of uollais to you. I can't
imagine anybouy that it's not going to be woith thousanus of uollais to.
'(#& I can tell you who those people aie: people who won't uo jack shit. 0i, woise,
people that aien't heaiing this.
"#$%& That's tiue. If a tiee falls in the foiest. That's iight.
'(#& Right. If maiketing wisuom is uispenseu, but you aie not theie to heai it, you aie
uestineu foi bankiuptcy.
"#$%& 0h, that's so funny.
'(#& Naybe.
"#$%& Anu tiue.
'(#& Yep.
"#$%& The seconu thing that I woulu uo is immeuiately stait communicating with youi
aftei unit, with the people who alieauy know you, like you anu tiust you. You can
uo that by email. The #1 thing that you can ceitainly uo is stait oichestiating
iefeiials, ieengaging with youi clients, just paying attention to all the stuff that's
going on, anu just asking, in a ieal simple way that makes all the sense in the
woilu. It's cleai that you'ie just senuing it to them, because you know them.
They'ie alieauy youi clients. They'ie not suipiiseu to heai fiom you. It's not
coming out of the blue. Bopefully, it's not coming out of the blue. Bopefully, it
hasn't been yeais since you even communicateu with them.
If that's the case, then ceitainly a shoit, peisonal, expecting-a-ieply email is
a gieat way to ieengage with people, if you haven't hau any kinu of engagement
with them.

\ Page 103 of 114
A lot of times, people aie ieluctant to stait communicating with theii aftei
unit because they've been embaiiassingly neglecting them. They haven't ieally
hau any communication with them. Lost touch with them. It woulu feel awkwaiu
foi them to, all of a suuuen, stait asking foi iefeiials.
So, I agiee with that. I think a gieat way to stait is just by ieconnecting with
them.
I often say, to the iealtois, "}ust pay attention to wheie you'ie uiiving
uuiing the uay. Anu if you uiive by, it uoesn't even have to be theii stieet oi theii
house, it coulu be theii neighboihoou, but if I uiove uown the stieet wheie youi
little neighboihoou is, }oe, anu we haun't spoken in a while, I might just senu you a
quick email anu say, "Bey }oe, I just uiove by youi place the othei uay, anu it
ieminueu me I haven't talkeu to you in a while. Bow aie you uoing." That kinu of
shoit, ieengaging thing. You know.
You'u be suipiiseu how many people woulu iesponu to something like that.
They got busy, too. They maybe feel bau that they haven't kept in touch with you.
'(#& That's a ieally goou point. A lot of times, people have this peiception that, "0h, I'm
botheiing."
You know the whole thing, anu it was moie pievalent, but it still exists
touay, but it was moie pievalent in the beginning, when all of this email maiketing
was fiist being uone, anu I useu to heai it all the time with newsletteis, "I uon't
want to mail a newslettei to my caipet cleaning clients eveiy month because they
uon't get theii caipets cleaneu except once a yeai, once eveiy 6 months, oi
whatevei, anu I uon't want to annoy them." People woulu be like, "0h, my gou!"
Theie weie actually iuiots that woulu tiy to knock me off, compete with me,
anu they'u be like, "Some maiketeis," anu they woulun't mention my name, of
couise, because I was the top peison in the inuustiy, but they woulu tiy to
position themselves. They'u be like, "Some maiketeis will tell you that you shoulu
mail a communication to youi customei eveiy month, but that's annoying. It

\ Page 104 of 114
ieally shoulu be eveiy 9u uays." Anu they woulu tiy to position themselves,
which, of couise, is stupiu.
Then it becomes email, wheie you can actually senu an email out, anu
people aie like, "0h, you can't email youi clients once a week! That's annoying!"
We have oui monthly ezine. I iemembei when all of this fiist staiteu.
Then, we finu people that will email theii clients twice a uay, anu they have a gieat
following anu they'll have tons of success with it, while anothei peison is like,
"0nce a week is way too much," anu I always hau to ask myself, "Well, yeah, if I
uiun't like the peison anu they weie smotheiing me, as a fiienuship, not like a
business - you'u take this in a peisonal ielationship - if you ieally have a gieat
fiienu, if you have someone that you ieally like, when they contact you oi call you,
if this peison ieally auus value to youi life, you actually like heaiing fiom them,
especially if they'ie offeiing things that you like.
Now, because theie's money being tiansacteu, people somehow confuse the
fact that if they ieally like youi foou anu eveiy time they buy it, they consume it
anu they buy moie, they actually piobably like heaiing fiom you on a iegulai
basis.
What you think is going on in theii woilu may be completely uiffeient than
what's going on in theii woilu. Anu if they'ie supei-busy anu they'ie not
iesponuing to youi weekly email, anu you'ie thinking, "0h, they'ie piobably not
iesponuing because I'm emailing them too fiequently," it might be just because
they'ie busy anu they happeneu to miss that one.
You take uaping voiu, by Bugh NcLeou, they mail out a uaily email, anu I
usually ieau it oi look at the aitwoik. Seth uouen also has a ieally goou uaily
email.
"#$%& Right.
'(#& That soit of stuff. But theie aie othei people that have uaily emails that I'll
subsciibe to but I ieally uon't ieau, but eveiy once in a while I will.

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Anu then, theie aie othei people that I nevei heai fiom at all. Anu if they
uo senu me something, I feel like, "You piobably shoulu have been uoing this moie
fiequently, because you kinu of foigot I existeu."
I have all kinus of clients anu people that have opteu-in all in between, in
teims of the fiequency anu when anu how I communicate, anu things like that.
But the point is that if you have gieat iappoit with somebouy, then they
piobably not only appieciate heaiing fiom you, they'ie piobably going to iesponu
favoiably. Anu if they'ie not, then eithei theie's something wiong with what
you'ie ueliveiing, youi glop, to use the glop teim, oi theie's something wiong with
the way you'ie saying it, the way you'ie communicating, which is why we've been
talking about how to actually communicate in the ways that have been pioven to
be most effective.
This whole 9-woiu email, you ieally maue the uiscoveiy on this soit of stuff,
just because of how much of a simplistic bieaking uown of complexity thinkei that
you aie. None of what's being talkeu about on these episoues heie, these aie not
like opinions. All of this stuff has been testeu ovei anu ovei anu ovei again, befoie
we ueciueu to uo an episoue anu talk about email maiketing.
"#$%& Right.
'(#& None of this is opinion. This is pioven to woik. This is the most effective ways to
ieengage anu communicate with youi clients, if youi intenueu puipose is to get a
iesult anu to get a iesponse, anu to get people to ieengage.
"#$%& Yeah.
'(#& I was talking to this website company, Yazamo, who actually is heie in my
builuing. They'ie ieally gieat guys that builu websites. Yazamo.com. They give
poitions of theii money to Kiva, anu all kinus of cool stuff. They just quoteu a guy,
who has a pietty successful business, on builuing a uiiect iesponse website, anu
they weie telling me that they hau just paiu a company $1uu,uuu to builu a
website foi them that has piouuceu like nothing.

\ Page 106 of 114
The funny thing is the amount of auvice we have given on the last - this
being the fouith in this paiticulai seiies - on email maiketing is woith 1,uuu times
moie than this website that this company just paiu $1uu,uuu to have uevelopeu in
the hopes that it woulu position anu sell what it is they'ie selling.
But I'll tell you, it woulu be easiei foi the company's ownei to get a ieally
fancy pioposal fiom a company that uiesses it up anu makes it sounu goou anu
pioposes to spenu $1uu,uuu, anu make that investment, than it woulu be to sit
uown foi 4 houis anu actually think thiough the psychology of how you'ie
communicating to cuiient, past clients anu customeis anu piospects thiough
simple emails.
"#$%& Right. Anu that's the thing. What's almost iiuiculous is how iiuiculous these
seem. Like the last episoue in the seiies was iiuiculously easy stiategies. They
seem iiuiculously easy, but they'ie so thought-out, they'ie uefinitely beginning
with the enu in minu. You'ie heauing towaius something.
So, they'ie saying just the iight woius to get just the iight action, one action
at a time. We uon't have to get them to take S steps at once. You only have to get
them to take one step, the next step. That's the only thing that you want to focus
on. You want to always leau to the next step.
So, I was talking about the aftei unit of just ieconnecting with people, but
that, with the enu being that you'ie communicating iegulaily with them anu
auuing value to theii lives, not that you'ie just coming out of left fielu all of a
suuuen to stait asking foi iefeiials oi to stait asking foi help, oi seeing if they
know somebouy.
Those kinus of things, what ieally makes those effective is when you have a
close ielationship with people - when they'ie cuiient; when you'ie on theii minu.
So, that's like you've got to have kinu of the baiiiei to entiy, to uoing that,
that you've got some level of cuiient ielationship with them.

\ Page 107 of 114
So, the best way to get back into a cuiient ielationship with someone is to
just senu them a shoit email that you weie thinking about them oi saying hi, oi
connecting somehow.
'(#& Yep. In the time we have left, I woulu, foi my own selfish puiposes, because I
think it woulu be instiuctive, plus I think it's a goou way to bieak it uown, anu I
want people to see just how - I kinu of know the answeis to this, anu I alieauy
know some of the things I'm going to senu - what woulu you uo if you weie me.
Beie I'm a guy that knows a boatloau about maiketing. I've solu a lot of
piouucts to people in the past, that aie knowleuge piouucts, they'ie sales letteis
anu templates anu tools on how to uo maiketing, I've iun coaching piogiams, I
have things like Nightingale-Conant piogiams, you know all the uiffeient stuff that
I sell, anu I have people on my list that have given me money anu a lot of people
that have maue a boatloau of money, but one yeai they'ie not able to make an
event oi uo coaching, oi whatevei, anu they just uiop out.
What woulu I senu to them. What woulu be an example, if you weie me,
anu you founu, in youi uatabase, that theie aie people that I'm communicating
with, what woulu be an example of what you woulu say to them. What woulu the
subject line be. We've alieauy talkeu about this alieauy.
"#$%& So, we'ie talking about caipet cleaneis.
'(#& Yep. Let's say caipet cleaneis. It coulu be anyone on my list, which you know. But
let's, foi the sake of the conveisation anu keeping it simple foi people listening,
I'm going to senu something to caipet cleaning clients to ieengage them, because I
have not communicateu with them in a while. What woulu I say.
"#$%& What uo you want them to uo. That woulu be the fiist question. So, you stait
thinking about you've got all these people. Fiist of all, you neeu to be able to
sepaiate them out fiom the heiu. You've got this list of let's say it's 1,uuu people.
Naybe it's moie. Piobably moie. But let's say theie aie 1,uuu.
'(#& Let me play this, then. I uon't know what I want them to uo, Bean.

\ Page 108 of 114
"#$%& That's what you've got to know. It's almost like the Cheshiie Cat. If you uon't
know wheie you'ie heaueu, then any ioau will get you theie. Right.
'(#& Right. Exactly. So, I uon't know what to uo. Shoulu I put them on a teleseminai. I
have this new upgiaue kit, which is my caipet cleanei's couise that's upuateu foi
this yeai, which is tiue, by the way. Anu it's got the latest upuateu maiketing
stiategies foi caipet cleaneis.
"#$%& So, what's one of the stiategies that you've got that's new, that woulu be a magic
tiick foi me.
'(#& Bow to make money with uoogle AuWoius.
"#$%& So, uo a lot of caipet cleaneis have a website.
'(#& Yes, some uo. Some uo not. Anu most of them have lousy websites.
"#$%& They uo.
'(#& Anu we uo have websites foi cleaneis that actually woik.
"#$%& So, if some of them uon't, oi they uon't even have that yet, it coulu be as simple as
asking a simple question, just saying, "Bey }oe, what's youi website." oi "Bo you
have a website." Bo you have a website. All we'ie uoing is we'ie kinu of
engaging, because it's about the Web anu about the thing.
This is a uialogue methou. So, what you have the oppoitunity to uo is take
the infoimation that you get in iesponse to youi ieaching out, anu you can builu
on that infoimation anu steeiing it into a uiiection.
So, if you uon't have something that's going to show them, anu if you've got
a mouel that woiks, that's something new that you've been uoing, you've been
woiking on a gieat leau geneiating website foi caipet cleaneis, you've got a mouel
that you've iecently set up.
0ne of the things that you might uo, when somebouy ieplies with theii
website, is you might say something like, "That's peifect! Can I use youi website
in a Web clinic. I'm going to put togethei a Web clinic viueo," oi something like

\ Page 109 of 114
that, wheie now you'ie engaging theie anu you'ie also uoing something that is
going to cieate cuiiosity about what's coming next. You'ie builuing anticipation.
You'ie going to use theii website in this web clinic type of thing.
This is a stiategy that I've actually useu, insteau of foi caipet cleaneis, foi
ieal estate agents. So, you go thiough anu you've got all of these piinciples that
aie what youi website is baseu on - same piinciples as mine. So, I've got the
foimula foi Inteinet maiketing, which is eyeballs + emails + heaits = faces.
So, you get to meet people. You've got to get theii eyeballs; you've got to
get theii email auuiess. You've got to bonu with them. Anu then the equal sign
iepiesents that tiansition out of the cybei woilu anu into the ieal woilu, wheie
you get to meet with them anu you'ie in theii living ioom, cleaning theii caipet, oi
they'ie in youi cai, looking foi a house.
So, you now have an oppoitunity to uo a Web clinic that shows anu
illustiates all of those piinciples in action. So, you'ie saying we'ie going to talk
about the foimula foi Inteinet maiketing foi caipet cleaneis, anu you'ie going to
illustiate the big mistakes that people aie making by showing the sites that people
have submitteu soit of thing foi this. So, you'ie using theii websites as examples
that most people make the website about themselves. Anu you stait with the
uomain name, anu you show that it's whatevei the name, }oe's Caipet Cleaning.
Foi the iealtois, it's }oePolish.com oi }oeSellsBouses.com, oi
Call}oeAnuStaitPacking.com, all of those things that aie showing anu
uemonstiating that you aie the centei anu the stai of the website.
Anu then, you contiast that by showing youi best iuea aiounu that. You'ie
showing how being outwaiuly focuseu is actually a biggei win, because that's
when you get people to youi website.
Anu then you'ie going to show anothei mistake people make is that they'ie
not getting email auuiesses. They've just got all the infoimation about theii site,
anu then you can show how youi website, its soul puipose is to get somebouy to
iaise theii hanu, to leave theii name anu theii email auuiess.

\ Page 110 of 114
If you skillfully uiu that ovei a peiiou of time, you can go thiough anu show
a lot of uiffeient websites. Anu then when somebouy ieplies to that, you'ie now
inviting them to watch the viueo oi come to the webinai, if you'ie going to uo it
live, wheie you stieam those things. Anu they'ie going to be veiy inteiesteu in it,
because you'ie going to senu them an email that says, "Bey, thanks foi letting me
use youi website. Beie's the viueo that I put togethei using it." Anu now, they'ie
going to watch that.
'(#& 0kay, so we have coveieu some ieally awesome stuff heie. We aie at the time, anu
we neeu to wiap up the wiap-up episoue.
So, now that we've uiscusseu all of this stuff, what shoulu eveiyone uo,
othei than go back anu listen to the last pievious episoues anothei time, anu ieally
inteinalize this.
"#$%& Theie aie going to be people who aie listening to this, iight now, who won't
foigive me unless I tell them what the thiiu thing is, anu it's a shoit one. So, it's
easy. But I uiu say theie was going to be S things.
Numbei one was soiting anu engaging with youi piospects, the ones you
haven't communicateu with. Numbei 2 was ieconnecting with the people in youi
aftei unit, if you haven't alieauy uone that. Anu then the thiiu thing that
eveiybouy shoulu be uoing is a weekly flagship communication, some ieason to be
in touch with anu auu value to youi piospects, to euucate them about the piocess
of uoing business with you, anu use that euucation as a caiiiei foi youi offeis that
motivate them to take the next step. It's about not just euucation; it's about
euucate anu motivate youi piospects to take action.
That's the thiiu thing that I woulu uo.
So, just to wiap this up, they shoulu listen to these episoues. Listen with the
intent of applying. Like you weie sitting theie with youi pen, wiiting uown the
woius. But listen to these anu take notes, anu stop anu think, "Bow uoes this
apply to me. What coulu I say. Bow coulu I communicate with people in a way
that's going to get them to engage."

\ Page 111 of 114
'(#& Yep. We have this fancy iPau magazine. Why uon't you mention that, ieal quick.
"#$%& Bow fantastic is that. We've got, now, on the iPau newsstanu, the ILoveNaiketing
maucast. It's using the platfoim that Eu Bale talkeu about at the I Love Naiketing
confeience, anu we've posteu up that episoue. Theie's a whole viueo of Eu's talk
that he gave. But that's the platfoim we'ie using, wheie you'ie uoing exactly what
Eu talks about. I'm so happy with it. It's got kinu of a gieat oveiview of
eveiything, all the concepts that we talk about. This is a peifect launch to get
people intiouuceu to the I Love Naiketing ways anu eveiything that we talk about.
When you look at the content that we've put out, when I staiteu looking at
it all in one place, kinu of the gieatest hits type of thing, anu you look at the
inteiviews with Richaiu Bianson, Tony Robbins, with Tim Feiiiss anu uaiy
vayneichuk, anu all of the best maiketing minus, with Ban Kenneuy, Fiank Kein,
Eben Pagan anu }eff Walkei, eveiybouy, it's ciazy how much stuff is theie. It's
amazing to me what you can uo with these iPau magazines. Eveiy one of those
episoues is in theie. You can listen to the auuio iight theie. You can click, you can
ieau the tiansciipt iight theie. It's awesome.
That woulu be the peifect thing, if you've got fiienus that you want to
intiouuce to the I Love Naiketing kinu of philosophies anu the I Love Naiketing
community. That is a fantastic way to uo that. }ust senu them an email. Tell them
to check it out on the iPau, anu they'll thank you foi it. I can't imagine, pei pixel,
the value of what that infoimation is in that one publication. It's ciazy.
'(#& I also want to put a shout-out to all of the people that aie iunning I Love
Naiketing Neetup gioups all ovei the woilu. We ieally appieciate you shaiing all
of oui philosophies anu stuff. I know a lot of people have utilizeu it to cieate a
uenius Netwoik foi themselves anu to cieate joint ventuies, cieate a community
wheie people can go anu shaie.
I uo know that we neeu to upuate the I Love Naiketing episoues on the
uownloauable "Bow To Run An I Love Naiketing Neetup uioup," which is fiee anu
available online, at ILoveNaiketing.com. So, if you want to attenu an I Love
Naiketing Neetup gioup oi you want to stait one, you can go to

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ILoveNaiketing.com anu see wheie they'ie at - a ieally goou thing if theie's not
one in youi community but you want to put togethei like-minueu people. Theie
aie tens of thousanus of people, hunuieus of thousanus that listen to I Love
Naiketing, so theie's ceitainly, mostly likely, unless you'ie isolateu in some weiiu
pait of the woilu wheie you may not have anyone in youi community that listens
to I Love Naiketing, but theie aie many cities wheie theie aie hunuieus of people
who listen to I Love Naiketing anu aie pait of I Love Naiketing Neetup gioups.
So, go out theie anu meet some of these people, because it'll piobably be
ieally helpful to you. Anu stait one. We have a whole guiueline online that shows
you how to set it up, topics to talk about, how to iun a meeting, that soit of stuff.
That's available foi anyone who wants to uo it. As of iight now, we uon't chaige
anything foi that. We just have people uo it. }ust uo it with integiity anu uon't use
it as a uisguiseu pitch to tiy to ieciuit people into a multilevel meeting oi
something. 0se it to uiscuss maiketing.
Anu even if you'ie multilevel, that uoesn't mean you shoulun't be pait of the
Neetup gioup. It just means uon't use the I Love Naiketing Neetup gioup thing as
a way to tiy to push people into business oppoitunities. Bo it if you'ie genuinely
inteiesteu in having gieat uiscussions with people wanting to builu anu giow theii
companies using the 8 piofit activatois, anu you want to uo it to make youiself
bettei.
It's kinu of like the best way to iemembei jokes is as soon as you heai one,
go out anu tell it to othei people. I have people like, "I can't iemembei jokes."
Yeah, because once you heai one, you uon't go out anu tell it to anyone. Anu then,
you'll foiget it, of couise.
So, if you can't iemembei what to uo maiketing-wise, as soon as you've
heaiu an episoue, go out anu tell somebouy else about it, have a conveisation
about it, anu use it in youi own business. Then, you will not foiget it. That's how
you make all this stuff stick.

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That's it, Bean. We'll see eveiyone next episoue, foi an awesome episoue.
You'll be heaiing Naiy Ellen Tiibby, most likely, unless when we iecoiu it in a few
uays, we just uon't like it. Then it will just be back to me anu Bean.
"#$%& We'll euit out hei. No, she's going to be awesome. Bow coulu it be bettei.
'(#& Yep. Exactly. Aliight, have a goou night, goou uay, wheievei you'ie at. uet busy
senuing out some emails.
"#$%& Bye.