- March 5, 2018 -
This email is a follow up to Thursday's. So if you didn't read that email (Subject line was "Swearing off cruises") - please dig it up and go through it first...
If you think about it, reality tv is a form of the "choose your own adventure" genre where the characters are more in control of their fate than the producers.
While I'd love to veer off and take pot shots at most of them (you already know I can't stand Dancing With the Stars)...I'll restrain myself...this time LOL
But I have to admit...I watched American Idol.
Probably because it was music based.
American Idol went one step further. It allowed the audience to share in the fate of the contestants.
In the first part of the season, the viewers are simply passive spectators.
The early episodes get you acquainted with the contestants’ stories.
And as you watch certain contestants survive a series of rounds, you start to develop a stronger bond with some of them.
+ Maybe it's their story that you relate to. Something in their background that resonates with you.
+ Maybe you like their style of singing. I don't care for country - you might.
+ Could be purely based on their looks...they remind you of somebody and you get locked in that way.
+ Maybe it's their quirky personality.
But you've bonded nevertheless...you're invested.
You're hooked.
So when the audience is finally given the chance to vote, they're engaged with their favorites.
You feel empowered to take ownership and control of your favorite artist’s fate by voting.
And if you're still creating your campaigns in a linear way where everyone gets the same message on the same schedule and consumes the information you're force feeding them using the same media type...
You may as well just use a plain old autoresponder and be done with it.
Because there will be no bonding, no engagement past the initial interest.
Your leads that you worked so hard for will just move on to the next guru, the next shiny object.
Think of Campaign Builder™ (assuming you use Infusionsoft as your CRM) as a "choose your own adventure" novel that you're publishing.
+ Each campaign is a chapter...just one part of their journey...and when connected, those campaigns now create the entire journey (the sales process.)
+ Each sequence is a sub-plot within the chapter.
+ Every sub-plot sets up the reader (your contact) to make a decision...
+ And that decision determines the next sequence.
Can you see how much more enjoyable this could be for your prospects if they were given more control over how they experience their journey?
Are you handing everybody that opts into your list the same itinerary as they hop on the bus?
Yeah, granted everyone might be headed in the same direction (your core offer) - but what if a few want to take the scenic route?
They're not in any hurry...and they want to make sure they don't miss anything.
Think of yourself as the travel agency...your customers want to design their own trip. They want a vote.
As marketers, we have to do the same.
Remember...marketing is delivering the right message to the right people at the right time.
A couple of easy ideas to implement:
1) Are you incorporating reminders in your sequence if action hasn't taken place after the first email? Try waiting a few days for the first reminder...and then space it another reminder 7-10 days before tagging them as unengaged.
2) Are you incorporating a cart abandon feature? Try tagging a prospect when they click on an email link to an order form but don't purchase. Wait about 25 minutes and send them an email offering help.
But there's one final piece of the "choose your adventure" journey to unpack...I strategically mentioned it earlier in this email. Did you catch it?
Tomorrow! (yeah, I know...I'm teasing ya. It's Monday.)
If your campaigns are still following the old rules and need to transition to more of the "create our own adventure" model...schedule a free consult and we'll come up with a plan.
Talk later,
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