- March 16, 2018 -
So...
A new small business was opening, and one of the owner's friends arranged for flowers to be sent to mark the occasion and wish the owner luck.
The flowers arrived at the new site right on time, and the business owner read the accompanying card...only to find that it said, "Rest in Peace."
The business owner decided to call his friend and told him what the card read.
The friend was pissed off and called the florist to give them a piece of his mind.
After he had told the florist the details and how angry he was, the florist said:
"Sir, I'm really sorry for the mistake, but rather than getting angry you should consider this...somewhere there's a funeral taking place today, and they have flowers with a note saying, 'Congratulations on your new location.' "
Oops 🙂
Right person, at the right time...but the wrong message.
The devil really is in the details. And marketing at its best gets the messaging right.
The core of effective marketing should be based on "Boolean Logic."
Boolean what? Whoa, Art...it's Friday buddy. Brain overload!
Simply said...our marketing should be a series of IF - THEN - DO operations.
Here's a good example:
So you probably either host webinars for your list or you've registered/attended a webinar because you're on someone's list.
IF the webinar attendee watches less than 50% of the Webinar, THEN...send
them this email.
IF - THEN - DO (send this email)
Sure, that's an automated function that is set up to trigger the followup...
What kind of email do you think I'm going to send to someone that only watched 50% of the webinar? A "Buy Now and Save" email?
No! They didn't see the entire webinar.
They didn't get all of the content, and they certainly don't know (even if I'm mildly competent) what I'm selling because...they only watched half of the webinar.
And that's just one scenario. Let's take this one step further. What if...
+ They register but don't show up.
+ They watch less than 10% of the webinar.
+ They watch less than 25%.
+ They watch it all but don't click through to the order page.
+ They watch it all, visit the order page, don't buy...but do watch the replay.
People this is where marketing crosses psychology...and it gets real fun.
So let's take it one step further and get into their head...
+ They registered and didn't show up. Something came up? Forgot? Got distracted? Not convinced it's worth their time?
+ They watched less than 10%. Didn't understand the basic premise? Confused on value? Expected more detail?
+ They watched less than 25%. Didn't understand the examples? Training too complicated? Need bigger picture?
+ They watched it all and didn't click the offer. No urgency? Too advanced? Too basic?
+ They watched it all, clicked, didn't buy, and watched the replay. Need a payment plan? Looking for even more help?
Can you craft an email or shoot a quick video to address these possible reasons based on which scenario they fall in?
Hell, yeah. Just takes some time and planning.
Automated marketing is at it's best when it responds specifically.
Automation does NOT mean sending email after email after email with different, clever (but still just a variation) subject lines...and raising the level of scarcity.
If you're just firing off "This is your last chance" messages no matter what they did leading up to the end of your offer...you're wasting your goodwill and possibly alienating the vast majority of your prospects from future promotions.
I guarantee that the overused "Art, this is your last chance" email will likely result in a lot of Unsubscribes.
Instead, what if the email you got was "Sorry you missed the Webinar, here's the Cliff Notes…"
Does that get opened? Statistics say it gets opened 500% more often than "This is your last chance."
And THAT'S the power of automation.
Automation is designed to maximize every engagement you have with your prospect based on what they do.
This is my 23rd year as a small business owner. I still don't know a fraction of what I should...nor do I profess to have the one-size-fits-all answer for every situation.
But what I do know is that I will be around for year 24, and a large portion of that staying power stems from the concept of...
...IF - THEN - DO.
If you need help in putting this stuff into practice, then set up a free consult with us.
Have a great weekend!
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