Today on the More Cheese Less Whiskers podcast, we're going to continue the Email Mastery journey we started last week.
One of my favorite magic tricks to do with a new business is to look at how we can use what we call a 9-word email and simply send an email to your unconverted prospects and saying, 'Are you still looking for a home in Georgetown?' or 'Are you still planning a trip to Israel?' or 'Are you still looking for a yacht?', to check in with someone who's been on your list, but who hasn't yet taken any action.
It's been magical to see the results we've been able to get, and this episode is the continuation of the Q&A calls we did when I was running full-page ads in success magazine, generating leads for our Email Mastery Academy. I used the 9-word email idea as content for the ad, the Email Mastery book as the offer to collect their details, and then followed up with an email... 'I'm getting together with a few people to talk about 9-word emails, would you like to join us?'
The calls were with people who I didn't yet know. They read the ad in the magazine, we gave them all the information on how to do it themselves, and they were willing to join in when I offered the call.
You're going to really enjoy this episode, but more importantly, let's think about what your 9-word email could do, and what we could do to get results for you.
Links:
EmailMastery.com
GoGoClients.com
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Transcript - More Cheese Less Whiskers 168
Dean: Hey Ray, welcome to our email mastery brain storm call for our nine word emails and I just wrapped up a great breakthrough blueprint here in Orlando. Over the last three days and I have been looking forward to this call with you guys today. Last week we had an amazing call, we were out for over two hours brainstorming nine word emails and I promised that I would do another call this week. I got a lot of emails from people who didn't get on or were not able to make us and hopefully they'll be able to join us today.
So what I wanted to point out about these nine word emails is the, sort of, structure of how you can use them and the many, many ways that you can use them. And I want to start out by saying that there is no magic to the nine words per say.
A lot of times people get worried that, oh I've got eleven words, trying to figure out and fit it into nine words exactly and the nine words are really a guideline to say that what we are looking for is one thought in a conversational way. One sentence really. And, so the idea is to think about it and practice these as if you were speaking them.
You know the great metaphor that I use, or the great example that I use is if you went into Starbucks and you saw somebody that you recognize in line and you just went right up to them and said, "Are you still looking for a house in Georgetown?" That sounds like a conversational type of approach that you would have to start a dialogue with somebody and the important thing is that it is a dialogue. That's what we're looking for here is we're looking to engage in a dialogue that is back and forth. Not just a monologue.
Not just you sharing and shouting information to people but you engaging in a dialogue, one person at a time. And that's really the big lesson of this is that people read their email alone. They don't gather around with other people and read your email or listen to somebody recite your email. It's a very, very personal and intimate form of communication because you're really communicating one person at a time. Even though your sending out perhaps thousands, or tens of thousands or even hundreds of thousands of emails. You're looking for that connection that people feel like he or she is talking directly to me.
And when we say conversational, when you ask somebody a question it's almost impossible for us to ignore that. It would be rude. If you imagine in conversation with somebody, you use that Starbucks example. You walk into Starbucks and you see somebody and you make eye contact with them and then you say, "Oh, hey! Are you still looking for a house in Georgetown?" And you don't say anything else, it would be very, very awkward for them to maintain that silence without responding to you. Even if it's to say no.
So you look at the reason that these emails that these emails get such high response is because it feels and looks and sounds and is an email intended for one person to start that dialogue. So that's the essence of it here. And, so part of the deployment of that is to look back at the leads that you've already generated. The ones that you have in your, that you already have their contact information. They may have inquired about something 90 days ago, or months ago or last year. Whatever it is, you've got this asset of people who at one point were interested enough in whatever it is you do to leave their name and their contact information with you. So you've got that going for you in that they were, they volunteered this information because you offered them at one point something that they were interested in.
That's why when we use the words, are you still interested in, are you still looking for, are you still, the important thing is that, that is assuming that they were looking for it. That you know that they were looking for it at one point. So that is going to anchor somebody back to that thing. Now one, sort of advanced thing that you can do is if you can go back into your email threads. If you've actually had a dialogue with somebody about something.
You can go back in your Gmail or back in your Outlook or whatever email client you use and you can pick up the last thread you had with them. If they got a price quote from you or they inquired about the availability to something or they asked you some question leading up to something and then things fizzled off or it dried or died out. If you can pick up that email thread on the note that it was left, that is really a magical thing too because now, people can look back and immediately anchor back to what it was. And a lot of times it really is that people just get busy. That people get busy doing other things or you know something happened and they weren't able to take action right then. But as time goes by, now it may be the perfect time that they're ready to reengage.
We find this all the time, I mean. I'm sharing these things with you and this is something that we use everyday. We use this for all kinds of things. We have a business called, 90 minute book and we help people write books and get their first lead generation book written and published and out into the world as an incredible lead generator. But we'll, as part of our course, send people. part of our regular course of action, send people emails.
Say are you still interested in writing a book? And now towards the end of the year we'll send things with a time element to it and say to some people, if they've been in a dialogue with us, in the spring or over the summer, we'll send and email to them and say, "Hey, John would you like to get your book done before the end of the year?" So now we're coming towards the end of the year here, this is perfect timing for you to... if you have something that there's some timeliness around or some reason somebody might like to get it done or get something handled or engage with something before the end of the year, that's a great time for you to send an email like that. Hi John, would you like to blank before the end of the year? That's a great model that you can use.
So it's not just about are you still interested, there's also a great opportunity for looking forward with your prospect. That you've got the opportunity to introduce new things to the people that maybe you are already in contact with. I think reengaging with leads that you lapsed with or let them, they haven't been receiving regular, frequent communications from you. To go back to them with are you still interested is an incredible magic trick that can do in your business. It can be a windfall for you. It's also a great way to jump start the communication with your list because ultimately we want to get to a point where you're having regular, consistent communication every single week with the people on your, in your world. All of your prospects. The people who are, could be ideal for your business but is not yet taking action or not yet engaging with you or done whatever it is that you do.
We want to think about now, if you are sending people a newsletter, if you are sending people a weekly email or a monthly email or you got a blog or a video channel or a podcast or any of those things where you are communicating with prospects regularly. You can now look forward with this group and say to people would you like to. So we look at this whole idea of would, are you still interested and would you like to get your book done before the end of the year. Or here's a perfect example you're on this call right now because I sent an email that said I'm getting together with some people on Thursday to brainstorm some nine word emails and subject was would you like to join us. There's something magical when you're just setting things up and you're giving a very specific thing and then inviting people to join you. It's a great process to start the dialogue that can lead to the conversation that's going to lead to a collaboration with you.
You can model this for whatever you're doing. You always want to lead with the giving hand. And by leading out with something that is going to help people. You can help them get moving towards the goal that they want to achieve. Then you can engage in a dialogue with them that will help decide together how you can best collaborate with them. You can use, and so I mention that the way that we do this call, you know that's a lot more than nine words but it's a personal invitation with the would you like to join us as the end of it to describing what it is. Would you like to join us? Sort of those cookies that I talk about.
You may have heard me say that so much of this is wired around the way we look at being hospitable. Hospitality, the way that we treat guests in our home and so rather then taking a passive approach of saying if there's anything I can help you with. If there's anything that you, any questions you have, please feel free to reach out. I'm more than happy to help you. As sincere as you are about that and as doing it in the interest of not being pushy. That's where a lot of people share with me that they don't want to be a pushy sales person. They don't want to feel like they are trying to sell people on stuff but you can be very helpful and specific at the same time. And it's better to be precise.
So rather than, if I brought you into my home and sat you in my living room and said hey if there's anything you want feel free. There's lots of stuff in the fridge, go ahead and help yourself. That's a very different experience than if I went into the kitchen and I came right out to you and said, would you like a cookie? And I have a freshly baked plate of cookies right in front of me. That would be very difficult for you not to take the cookie, even if you didn't like the cookie because that's the way we are societally wired. So, we are helpless often against the way we respond to things. We don't want to be sold, so when somebody asked you, can I help you. No thanks, I'm just looking. That's our natural mechanism to shield us from being sold. Because we know that if somebody helps us we're going to feel obligated. But if we do it in a way that is more helpful, in a way that is engaging. People will thank you for it.
So we want to look and always think to yourself, what would be the first next best step that I can help somebody with? How can I get them on the path leading towards the fuller, richer way that you could help them. So, you know helping somebody with a little thing that could have a big result for them is going to open the door to help them with a bigger thing. So I'm anxious to hear some of the different ways that we can brainstorm some nine word emails for you all. I've also got the call from last week that we recorded, so I have lots of examples for you. We'll post up that call us well but if you want to brainstorm or get some clarity around how we might be able to use it for your leads. You can press star six on your phone, that will bring you into the que and I will brainstorm with you some ways to apply this or answer any questions that you have right now.
So star six on your phone and that will bring you into the que. So let's see who we got here.
Hello.
Marina: Hi there Dean, can you hear me?
Dean: I can hear you, who is this?
Marina: It's Marina. I am actually a friend of Jamie Smart
Dean: Oh Awesome! Great! Jamie has been part of our email mastery program. He is a wonderful part
Marina: Yeah, yeah. Yeah. He's told me a lot about you which is basically how I came across more cheese, less whiskers.
Dean: Ha! Perfect! Yes, yes.
Dean: So awesome
Marina: Sorry, Yeah. Yeah, I had a question. So I've been experimenting a bit with this. In fact we sent out the email today and it's been interesting because we've had a few people come back. And it's like oh gosh, well what do I do now?
Dean: Now what do I do, right. And now there's the thing. Yeah that's why I want to help you with that. You need to think through. It's about thinking like a chess master. We want to know that you can start somebody on the path and then lead to the next step or get more deepening information. So, tell me a little bit more about the situation about what you help people do and what your nine words were and let's see where we can go from there.
Marina: So, we tested two different types. First one was, are you still interested with growing your business with ease and flow. And the second one was, are you still interested in, or I just need to just double check actually. Let me just quickly check. Are you still interested in working less and enjoying your life more? So, what I do is, I have been one of Jamie's mentees for three and a bit years now. So I share the understanding that Jamie shares and it's called the effortless way. And basically I work with stressed out women in business who can't see the wood from the trees. Who actually want to... I have two types of clients, this is the thing. I've got - that I work with who want to grow their business effortlessly and then I have women who are more my high VIP women who have business they're still trapped by and what they've done, what's happened is that they are just completely... they think they've got a, I'm in the wrong line of business issue. When really what they've got is a stressed out thinking issue.
Dean: And that's because they don't have processes or automation or some way to help themselves, is that right? Or what is it that's stressing them out.
Marina: Can you hear me Dean?
Dean: I can hear you but you're, your - I can hear you much better now.
Marina: Sorry, yeah. So what do they think is stressing them out. They think the business is stressing them out. They think the team is stressing them out. They think the work is stressing them out. They say that um, I'll give you an example. So I've got a VIP client that I am working with and she has an accountancy firm and when I met her, she was thinking like I just really want out. I'm just feeling really trapped by the business. Because she was working really long hours. She was billing still, she was doing sort of ongoing accounts. She thought she was working like as if she was still a sole trader even though she's got a team. And then when we met we just stopped for a bit. She was like okay I need to take a breather. She reevaluated what the problem really was, which is she completely lost - the thing she actually loves to do. Which is the consulting side. So, she ended up doing the accountancy side instead of the consulting side. Which is the thing that she actually loves because she's actually got an HR issue. And an operations issue.
So from going feeling trapped by the business she's now very excited because she is now going to be focusing, she's getting a new team member and she is going to start focusing on the consultancy side and the educational side. So, with the grounding and the logistical side as I call it, that's how I can help her, I can help her with ensuring she knows where her stress is really coming from. Which is her thinking. And then with the clarity that she gets she is able to make decisions which are more aligned to who she is. So she will make decisions like, well that actually, I don't need to be doing that. I can be doing something with far more leverage. And adding more value to the clients that I already got instead of just doing the transactional actions that she's been doing up until now.
Dean: Ah, perfect! Now there is part of the situation is that, what your looking to do is, if somebody was to describe to you, if they still want to grow their business or the second one that you had was. What was the second word email?
Marina: To work less and enjoy your life more.
Dean: Okay. Now, part of these, part of the caution of sending these emails of are you still interested in growing your business. And you have with ease and flow.
Marina: With ease and flow.
Dean: With ease and flow which sounds a little like you're planting seeds in their minds. Right? As opposed to a neutral statement. Like what I say, are you still looking for a house in Georgetown is the neutral thing. Your just like a factual thing. Where as what you're trying to, you're trying to add some flourish to it in a way right? Where it's now, it seems like it's a set up or something, rather then just engaging them in a dialogue. Are you still interested in systemizing your business or are you still interested in better outsourcing, or whatever the way that, that person, what they think is going to be the way to help them out. Would help to engage with them. But now the next step in this is to know where this is going.
So, for instance, if you say to somebody, are you still interested in systemizing your business or outsourcing or cutting your work week. Or whatever the neutral statement is and they say yes, because most of the time when people reply it will be sort of a soft answer. Because they don't know whether you're actually talking to them yet. Usually it's like the second or third email that they'll open up.
So if you say to somebody, after they respond to say, I'm getting together with some people on Thursday to brainstorm or to share some simple automation strategies or some outsourcing strategies. Something that would seem like something that they could use right now in there business and inviting them to join you. If you're sending to a lot of, or if you have a group of people that you can something like that to. Or if you're engaging with them one on one. How would you, what's the result that you would like to have happen as like the end of this exchange? You just got to know where you're going and that's...
Marina: Yeah, so I wanted to create, my intention was to create a sort of a twelve week sister minds group. Basically a mastermind, really low cost, no brainer. Work from your home, weekly calls and my intention was to have at least twenty women in the group.
Dean: And is this a new program, you have not done this one before?
Marina: No I haven't done this before.
Dean: Okay so that's perfect. That's where and this is, I call that the opportunity to do like a pilot program. Where you're doing something for the first time you have the opportunity to not, you don't have to... there is often an opportunity in that.
Like the first time I did our email mastery class, it was a pilot program because it was the first time that I had done it. So you can present it like that. Like you're doing, like you're creating case studies as you go. So if you're saying it, part of the advantage is that you're doing a small group of people that you're going to be able to work sort of closely to. Use them as the example and build the course around them as you go.
So you can even be upfront and sort of transparent about what you're doing. You could say to them, I'm starting a new program next month and here's who I am looking for. So you're saying and Jamie has done exactly this with his Glass Wing program. So he would share with you how that worked I'm sure. That is when you say this is the person I'm looking for, you know these are the parameters. If you this, if you this, if you this, if you this, then just respond to the email and say and put whatever you, you could call your project freedom. Or something that sounds like it's what those people would be really looking for. And create a great group like that. How many people do you have that you can invite like that? How many people are on your prospect list, let's say?
Marina: I've got about a - ]I don't know, 2000 maybe. I've changed so much over the years being that, I've gone from X to Y to Zed to D to P and I've now found what I really work with women in business. And who are, can't see the wood from the trees. That really, that for me is really what brings those two groups that I talked to you about together. Regardless of whether they're growing the business or they want out of the business.
Dean: Right because most of the, it's not looking at it, you don't have to give up growing your business in order to simplify it. It's actually the opposite, you have to simplify it to grow.
Marina: Yeah so I'm wondering whether the question I could ask could be related to both of those women. Like rather than singling one out, the question I ask could be... I really like what you said are you interested in cutting your week or cutting your hours in the week or something like that because actually this is what it comes down to. Because most of the women I speak to say I have no time. And I feel that's a symptom of stress, when they've got so much going on in their heads that they think it's an issue. It's not the amount of time they have but actually it's about quieting their mind to actually have more time. -
Dean: Yeah, absolutely. So that's what I would focus on, is that since you don't have that product yet. What you want to do it create this as you go. That you got the opportunity to do it as a case study program. And right now there are people among the 2000 that you have, that know you that are, you know like you and would love to take, you know that would be a small, to get twenty people out of a list of 2000, I'm sure they're in there. There are people who enjoy hearing from you and enjoy everything that you say, so just starting a dialogue with them. This is part of the thing is that you're just looking to make it easy and effortless for yourself as well. And right now as you go, you want to start. That's the truth right?
I mean, I'm sharing with you the part of what you get to do, and I'm saying this to you but everybody on this call is in this same situation. This is a category of situations, where you got a list of people right now, you've got some result that you want to help them create. And you want to package a program, you want to package a delivery of that. You can do it as a pilot project because once you document everything that you've done, you're the implication of saying that you want to work with people as part of a pilot program and create case studies and document the truth is that they're going to get more of your best effort because you're over investing in this group to create the program that's going to be easier for you to invite future people to. You know?
Marina: Yeah, yeah absolutely. So my question now would be, Dean. The nine word email, because I mean I've got some responses, it might be useful to just play around with this anyway. So even if I send this out today, and maybe I, well we're going to look at the results tomorrow and see if anybody opened, if more people opened them so and what do you think might be another nine word email that we could play around with. -.
Dean: Well then you might do the would you like to join us. You say I'm getting together with some people on Thursday to share some simple strategies for streamlining their work week. Or something that's an immediate payoff, that there's a payoff for doing it. In the realm of the bigger body that you are going to be able to help people. Gather the people who are interested in having that type of a conversation with you.
Marina: Cool. But initially what I wanted, because I know that you said the emails that I told you about that I sent out, they had some sort of, if based on what I shared with you, would an email like this are you still interested in cutting your work week? Would that be something that you would... okay.
Dean: Yes. If you've had some sort of conversation with them about cutting your work week. Like so part of the thing is that, it's relevant and they were interested, right. SO if you are a real estate agent and they came to your real estate website and you say are you still looking for a house in Georgetown? That's relevant and real, with our 90 minute book business, If I say to people are you still interested in writing a book. That's completely a match to it.
If you haven't had that conversation with people before then you can start of with that, with saying what it is. You know I'm getting together with a small group on Thursday to get together to talk about this. Would you like to join us? So you are sort of introducing the idea that they would like to come, and then when people. This is where, now 90 days from now when your doing round two of this. You'll be able to go back to the people who said, I would like to join you but didn't and then you can say to them 90 days later on the same thread that they responded to. Are you still interested in whatever it was that they told you that they were interested in.
Marina: Okay
Dean: Does that make sense?
Marina: Yeah, yeah, yeah, that makes sense.
Dean: I think that's great and then you can engage in the dialogue with those people. Have them share, ask the questions that are going to help you create the best opportunity to help people.
Marina: Yeah and I guess...
Dean: I love it and you got a great opportunity there.
Marina: Okay wonderful. Thank you Dean Really appreciate it.
Dean: Thanks Marina. Hi!
Jason: Hi Dean, It's Jason in Ottawa. How are you?
Dean: Jason in Ottawa, I'm wonderful. How are you?
Jason: I'm doing great thank you! So...
Dean: What's the word in Ottawa?
Jason: It's snowing Dean, stay down south. Don't come back.
Dean: Okay
Jason: No, it's beautiful here today with the snow, but yeah first snowfall. Hey look, first of all, before we start talking about the nine word emails. I'd like to talk to you about today. I want to say thank you because I think it was about two years ago I used the nine word email for the first time for another business. And it was hugely successful. So I've actually repeated that once a year for that business and I'm going to be doing so again this year. That's worked really well, so I'm excited to talk about how I can use it for this new business venture that I'm moving into now.
Dean: Awesome!
Jason: So, just a quick little rundown on what it is so, I'm in the process in becoming the partner on a small chain of hot yoga studios. And the business has been doing quite well for the current owners as a lifestyle business. I worked with them in a consulting capacity for a while and have now decided that I am going to be buying into the business. It has a lot of potential behind it, in my opinion. Right now they have a list of I'm going to say 13-15000 emails.
Dean: Wow, Awesome!
Jason: You know, that list has people on it from nine years ago when they opened up the first studio.
Dean: That's okay.
Jason: Yeah it's a real mix. Some of the people have been on there for nine years. I'm sure there's a lot of dead emails on there. Some people have just signed up recently. So there's a big mix of people and there's three different categories or groups that I'd like to send the nine word emails to.
So, the first group would be people that are on the list that may have never been a client but for whatever reason they got onto the list somehow. Then there is another group which would be clients who have lapsed. So they were members at one point and now they're no longer members. And then existing clients who may just be class card carrying members but the hope is to be able to convert them into, renewing monthly subscription members. So, I've got those three different groups. Where I've been starting and looking at the first group, that I want to target is the people that are non clients. They haven't, they've never been clients but they got on the list somehow. And I'm struggling with what that first email should be reaching out to them. It feels -.
Dean: It probably could be a part of it. Yeah, you tell me what you think at first. Initially.
Jason: Okay, cool. So, there is two different approaches. Just keeping it simple, you know. My initial thought was, hey are you still interested in hot yoga? But I feel like if I were to receive that email I would immediately think, okay, they're getting ready to sell me something. The other approach that I was thinking was that, we often give away free classes. So come in for your first class, it's free. Because we know once we get people in the studio we can convert them really well.
The other idea is simply sending an email that says, are you interested in a free class? So, anyway I'll stop talking.
Dean: Well, I think, part of is it, there is no need to... I go to the base, the outermost ring of interest. Right? The minimum viable commitment. So, if you ask somebody are you still doing yoga? If they inquired about it, it's a good chance that's the person that your looking for right? Are you still doing yoga? That's a, that doesn't sound like you're trying yo set anything up. That's a pretty neutral thing. If you recognize, if you were working the front counter and somebody came in and you have this recognition that you remember that they came in and you saw them in Starbucks and you just saw them in line and said, oh hey are you still doing yoga? That's a pretty reasonable thing right?
Jason: Yeah.
Dean: And is the hot yoga something that they've always been doing. Or is the hot yoga something that they've switched to or added or has it always been... you know, how like Marina was saying she's done different things so her list mixed up. Has it always been a hot yoga studio?
Jason: It has always been a hot yoga studio. One of the things that has not always been the case early on but now is the case, is that the studio has really differentiated itself by almost becoming like a spa. In addition to being a yoga studio. So it's like, when people in town think about this studio, it's the studio that's impeccably clean. Feels like your walking into a spa, even if you weren't to go in and do yoga. If your just going in to hang out, you'd walk out feeling good just because of the atmosphere. That feel to it. That's more recent, the more recent years. But they've always been an exclusively hot yoga studio.
Dean: Okay, so I think that's a good start. That's as neutral as it gets, are you still doing yoga? And then when they respond, yes, you can engage like that. You say wow, because if your going back to people, let's say several years. That you could say we've done a lot of changes over here, we want you to come and take a look. Offer you a free class. That might be a, the easy way to imagine that dialogue going, right? And a free class is a great way to just get that started, you know. You're having a, even if you had special class on a, like a particular time for new people or something. You're having an open house or you're having a, whatever the most... but people come a different times I guess, right. But it might be easier to offer them a class of whatever they want. But even if you offered at a specific time and they said, oh I'm busy Thursday night. Well, you know what, let me give you a free class so you can come in anytime.
Jason: Yeah, and that's what we typically do, is we give a free class anytime we are giving a free class. Like if we are sponsoring events and that. So we'll typically put a timeline on it, like there's some urgency for them to get in and take advantage of it then. Now what about your thoughts on this list. I've talked about 13-15000 people and I've haven't segmented it yet to find out if those are existing clients, lapsed clients or were never clients. But let's say that it's still a significant number. Do you recommend testing this in smaller batches? Let's say it ended up being 6000 people. Test it with 100, then a thousand and then all of them? How would you...
Dean: Absolutely I would. The worse thing is, and I've had people do this. Where they'll send out an email to thousands of people and then they get hundreds of responses and they're scrambling trying to respond to everybody. Yeah, it's very easy to send out a, I'd think it'd be fit to send out 500 or 1000 and see what, how many responses you get. And gage how those responses go. Because you want it to be sort of, timely. You want to, they respond and then you're going to respond to them.
Jason: All right, cool. And would you think that, like I said there's those three different groups. There's also this idea of lapsed clients, who were with us at one point and gone elsewhere. I'm thinking like that same type -.
Dean: That's the thing, they've left. you know for sure they were doing yoga. So it would still equally appropriate say, are you still doing yoga?
Jason: Right.
Dean: We miss having you around, we'd love to have you back. We're adding some new class times over the holidays or up to the end of the year or whatever. Something that's a reason to bring them back. Reaching out to somebody. Because some number, a lot of those people who have lapsed may be lapsed for a specific reason, for a specific limited amount of time. And have been thinking about coming back and just that you reach out to them is going to be a catalyst, you know?
Jason: Okay.
Dean: I think these for sure, you've got enough people and you've got enough thing that this is a sure thing.
Jason: Yeah, I have no doubt about it. And this is why I was asking the question about the testing. Because I feel, I'm so confident this will work well that I want to make sure I get it right. Now, do you see a scenario and tell me if I'm eating too much time and you need to move onto somebody else but do you see a scenario where it can work. Where this nine word email approach can work for existing clients who are currently using one of your products but you want them to switch to another one? So, the example here is, we have a lot of people who purchase class cards and maybe they get a ten or a twenty card pack. But what we would really like them to do is move onto the monthly subscription. How would you approach that with a nine word email, or would you?
Dean: I might have a subject line that says, your membership. Then saying hey, Jason, I noticed that, I know your doing, whatever. We are offering some new membership programs for the new year. And explain to them. Maybe the logical thing of what's, would it be better for them? You know? They might not know that you have that. They might not know that this could be saving them, you know?
Jason: Okay.
Dean: Especially, and you can, I think with your clients, you can do a little bit more that you can look at the frequency. If you see, because I'm sure people check in. Or you've got a, you have a CRM that shows the activity. When, like which classes they come to, or do you not do them?
Jason: Yeah, we absolutely can we have -.
Dean: If truly somebody is in a situation where they could be saving. They would thank you for pointing that out. You know?
Jason: Yeah and I think that we're pretty good with the front desk staff identifying those people. So I think that we are pretty good at usually converting them. Where I am seeing an opportunity here is, for the people, that right now it makes more financial sense for them to be on the class cards, but if they were to have a membership and knowing that they had it there, they would probably use it more. It's like we have to give them a nudge to engage more.
Dean: And that's, if there's some incentive, like you have a holiday. Like for the New Year's, they're coming up, that might be a good time to do that. I would look at right now, in November here, focusing your attention on reactivating the lapsed members and the older leads and then towards the end of the year look towards having some offer special for your clients to switch to a membership program.
Jason: Yeah, Okay great. Thank you so much! I really appreciate the time and the wisdom.
Dean: Thanks Jason.
Hello.
Frasier Simpson: Hello Dean, it's Fraser Simpson from Toronto.
Dean: Wow, it's a Canada and UK day! How are you Fraser?
Frasier Simpson: Very good, actually I'm known as the tax mechanic up here. I'm trying to do some lead generation. I've come across you, I love marketing and all that. Love your stuff. And my question is, I'm looking for, I do specifically, I file and help people who have fallen behind in their taxes and not filed for a number years. Delinquent tax payers. And I have a main competitor, a lawyer. Anyway, I'm trying to figure out, it's been going pretty good, but now what I'm trying to do is get in front of delinquent tax payers. Which I'm trying to, it's hard to get leads for that and actually it's very confidential and that, so people are very concerned, I'm finding that people are very concerned in approaching me. Because they're worried about, even if I work for Revenue Canada. How do I generate leads?
Dean: Okay, so do you already have, do you have leads that people inquire now? DO you have a list of people who have inquired? How do people come in contact with you now.
Frasier Simpson: I do. What I did was, because of your profit motivators, I selected tronel and more specifically your gregian. I just went on, I didn't really have anywhere else to go so I went to kagigi and just posted ads on kagigi and just testing them out on that. And to my surprise, I'm like, I'm getting like one or two clients a month, which is fabulous. I'm like if I can multiply that, if I could get more kagigi's it would be great. And I've got a website. I've got, I would love to do an email program but I don't have any leads. I don't have a list, I'd love to generate a list, maybe do a book or something. I don't know, what you would think.
Dean: Certainly something. What do people engage with right now? What's the way they start the conversation with you? Do they call you? Do they email you, do they come to your website and fill out a form? What do they do?
Frasier Simpson: Actually what they do is from kagigi, for example, and they'll say, almost always it's the same thing. I have a tax problem, my name is John. Can you call me? I'm having a confidential call with them and what I'm trying to, I'm very good at actually, I'm almost a hundred percent closer. So, as soon as I get on the line I go John, this, I've been doing this for 30 years, I have my whole stick and come and have a coffee with me. And as soon as they get into the have a coffee with me it's done. They like me, they trust me and it works out great. The Kagigi thing is very comfortable for people because it's a go to for people on certain problems.
So now I'm just trying, I would love it, I hear you guys talking about email lists and all that and I would love it. Wow I would love to generate that. And I know that they are out there too because my main competitor, he's on radio, buses, there's a huge market out there. I just got to get in front of them without spending gazillions on radio marketing now.
Dean: Sure, yeah. If there, when your looking at, you've been doing this so long and like you're saying got the conversation here. If I were to invite you on a radio show and say to you, "Okay we got one hour, you're the only guest and everybody listening has a tax problem. What would you be able to share with people that would maybe ease their minds, that would give them hope, that would make it feel like it's not so bad." What's the tone? You've had enough of these one on one conversations that you know for sure what people are feeling and you're able to ease their minds. Like you said when they feel comfortable with you.
Frasier Simpson: Yeah, well actually a one hour show, radio show with you would be ideal. I would knock it out of the park because what I do, see my competitor, his stick is he scares everybody and says, "Revenue Canada is at your door, they're hiding in the bushes they're coming to get you." But I'm the opposite. I'm like, "You know what I've worked with Revenue Canada for 30 years, they're nice people. You just have to work with them."
I take a non adversarial approach and I say to people too, I go, "The situation is never as bad as you think it is. First of all, let's find out what the situation is, you may not even owe taxes, who know, right?" So I can go through that, I'm an expert, I'll minimize it. I'll figure out what it is and if it's say it's 100,000, then pay the 100,000. If you can't do that then pay it in payments. Problem solved. But at the end of the day, then they talk about bankruptcy and all that, I go, "I never once had a client go bankrupt, I've always worked out something with Revenue Canada."
So after an hour with you, you would feel comfortable that I'll take a non adversarial approach. We don't have to go to court. You don't have to transfer money to your spouse all this crazy stuff. Basically, what I do is, I have contacts at Revenue Canada and I call them. I say listen, I got an anonymous tax payer here and here's the situation, he's going to file his returns and he's going to make a small payment here, a payment arrangement. Bob's your uncle.
People are very, I've been, it's great success. Once I get the clients and I go through the process with them and even explaining that process, that's what gets them in the coffee shop. They're like okay, this guy can give me my dream solution. I don't have to fight with Revenue Canada. Just give it all over to Fraser and it's done. And it is done.
Dean: That would be the thing is a, a book would be the perfect thing for you to get people. There is a guy in the states here called Dave Ramsey. Have you ever heard of Dave Ramsey? He wrote a book called financial peace. He's got the Second largest radio audience in the United States. The guy is, you know, he created an empire around helping people get financial peace. Those words are the best words that I've ever heard regarding money for the person who's in some stress financially. So he helps people get out of debt, stay out of debt and build wealth. What I would challenge you to do is to think. You've got the content for sure. What, really think and you probably won't come off of the top of your head with this but I would think about what would be the title of the book that somebody in all of those conversations that you've had over 30 years with people would love to have? What would be the title of that book? That would give them hope, that would be the answer to their questions. Like they've stumbled on the answer.
Frasier Simpson: Actually, I put on my invoices and it's a moniker thing, I put tax solutions with peace of mind.
Dean: There you go. And that's, so that would be a good sub head. Tax solutions with peace of mind. But then there's, I think if you look at, a great way to think about the title is the destination. Where, what would be the way to describe what it is that they get. You know, what is going to be when they are done. The tax freedom or is it tax, something that is like, oh, that's exactly what I want. There is lot's of opportunities like that. To think that. Even if you start to how to. If you start the picking the title of how to something, you can't help to have a benefit because how to get Revenue Canada to. Or how to clean up your overdo taxes. Or to negotiates, to help negotiate their tax debt, you get a settlement. What's the benefit that you're able to help people?
Frasier Simpson: The benefit is, bottom line is compliance. I'll make you'll, at the end of this you'll be compliant. Because a lot of people feel like when you're in this situation, people will tell them this or that. It's illegal what you're doing, you got to get legal here. And the first thing my competitor wants you to do is file your taxes, then we'll talk. I try not to shove that down their throat, I try to give them the cheese instead of the whiskers there.
Dean: Right, there you go!
Frasier Simpson: You know, you're going to be all riled at the end of this right?
Dean: If you thought through the title of a book that would be a valuable thing for them and then how, when you use that book then. You've got a way to start a dialogue with people. And then in that conversation you can invite them to get together with you or you can invite them to come on a phone call like this with a group of people. There is any number of ways that you can advance that, but you'll be, you'll have a tool to go on the radio. Or on other, be a guest on other radio shows. Today we've got Fraser author of whatever. Tax solutions with peace. That's the thing that's easy for people to refer to.
Frasier Simpson: Okay
Dean: You got to start. You got to build some emails there. So we can help you with that. Go to nintyminutebooks.com and we got a whole service that can help you do that literally it takes you ninety minutes and we'll write the whole book for you.
Frasier Simpson: Good that's about the maximum of my attention span that's perfect.
Dean: Perfect!
Frasier Simpson: All right Dean, thank you very much. Appreciate it.
Dean: Thanks Fraser.
Frasier Simpson: Thanks, bye.
Dean: Hi.
Jamil: Hi! This is Jamil in Oakland, how you doing?
Dean: Hi, I'm good Jamil, how are you?
Jamil: I'm great! I've been following you on other marketing for, gosh about three or four years now.
Dean: Awesome!
Jamil: So what I'm doing is I'm starting a new off shoot of my marketing practice, which is selling leads to personal injury attorneys in New York City. I have a new method which has just recently become viable. Which basically is geo fencing emergency rooms and spine care clinics and I'm able to really successfully turn those people into clients personal injury attorneys. What my challenge is, my problem is not developing the leads but my challenge is getting through to the attorneys in a way that, where they will actually take the call or answer their phone. Their gatekeepers are extremely good and so I've sent, I don't know if it's nine word I think it's like fifteen word emails. I think I've sent like 30 emails, I got through one person so far and I'm not sure if that's good or not. I think the challenge is them not trusting me. I'm not really sure what the challenge is. I just started this a couple of days ago in terms of sending out the emails. But I wanted to get your feedback.
Dean: What's the email that you're sending? So your trying to get through to personal injury attorneys.
Jamil: I'm trying to get through to the managing partners of injury firms, basically. The people that actually make the decisions. Pretty much the hardest person to get through to and one of the most challenging markets in the country.
Dean: I love it, and so what's your approach right now? What are the words...
Jamil: My email reads as follows: Does XYZ law firm have the bandwidth to handle 30 or 40 more injury cases this year? Let me know or forward to appropriate person. Thanks
Dean: So there's, part of it that you're going too far right away. Because that sounds like you're trying to set something up here right? Without doing any of the engagement. You're not starting out with, like the one phone call or email that they would 100 percent receive is you calling as a new client potentially, looking to see if they will take on your case.
Jamil: Right
Dean: They would 100 percent welcome your call and every person on every department on every telephone in that building would be accommodating to make sure that you get to the right person if you are calling in with a new case. You agree with that?
Jamil: I agree with that, absolutely.
Dean: Hundred percent. Because your, every person on every level of that business is 100 percent authorized to bring money into the business. So when your, just your first email to somebody is can you handle 30 to 40 cases, that sounds like your, it's coming completely out of context and out of left field. It sounds like your making a big promise to get into the conversation.
Jamil: I pretty much am.
Dean: Exactly, your thinking like, surely they'll take my call if they think that I've got 30 or 40 cases. But they're trained litigators, they're trained to detect what Jerry Spence would call the thin clank of the counterfeit. It's unbelievable. Skeptical is the first thing. That's where your skipping, at least taking the step of sending an email that says do you do these type of cases? Whatever, what type of cases are you bringing to people. And then the other thing is, is your ability to direct those cases, does that, are you like an intermediary or are you showing them how to deploy a strategy under your direction?
Jamil: No, let me tell you exactly what I am doing. Is I'm using the geo fencing technology to basically display an advertisement on, between a quarter of a million and 300,000 apps. Only to people that are within the 600 foot radius. It's a new thing because normally geo fencing doesn't work very well and the radius is a mile which makes it - but then I also transfer to PI legal trained operators which also pre qualify and make sure that they're not sorting through all the shylock and then we also follow with someone email and direct mail in the five stage with targeting campaign. So it's a pretty extensive ad campaign, where the only thing they have to do is answer the phone. After they've already been pre qualified.
So we're giving them a dream come true scenario from their perspective. Further along down the sales tunnel then what they are used to with regeneration companies.
Dean: So I think that you would be able to get right to the right person with no delay and in a timely manner if you had somebody standing by that you're looking to connect them with right now. I think that, does your method depend on, like do you have to have the name of the law firm or whatever. Like are you generating the initial contact with the potential client. Are you generating that sort of as a third party, or anonymously, or do you have to have the law firm?
Jamil: Well, the strategy that I am dealing with now is all of the constants are custom created for each individual law firm. In other words, like I'm doing a ninety minute book for them in addition to things, I am cloning to a large extent. I don't necessarily need the law firm but I think it would be, I don't like the paradigm from regeneration companies, where by the relationship is built with a lead for an anonymous entity. And that needs to be rebuilt when the lead is handed off to the firm. So I wanted provide a lot more of a better transition there. That people are used to.
Dean: Okay so you...
Jamil: As of right now it doesn't necessarily need to be that way.
Dean: So that's great. So I think that that would be your great way to do it. Is to have a person to generate a conversation. Somebody that your ready to refer to somebody and use that to start the conversation with the appropriate attorney. And if you say to them, telling them describing what the situation is and what the case is. Can I introduce this specific person to you. That would be received very differently then do you have the capacity for 30 or 40 extra cases. You are starting it one at a time and now when that is good, you're saying here's how we're doing this. I'd love to send you these every month.
Jamil: So are you suggesting that I do the first one for free?
Dean: I would, how much do you... how are you charging for it right now?
Jamil: It's between, it's per call so everything is on call tracking and the calls are immediately routed to an agent that has a script that pre qualifies and they're hot transferred to their office if it's business hours. Otherwise it's, they receive the call via email or the person calls them back during business hours and then transfers it to their office.
Dean: Okay and you charge them on a per call basis, not, I don't know what the rules are in California. You're not taking referral fee or a percentage or anything like that.
Jamil: No, I charge someone a flat per call basis that is in three buckets. It's between for two calls a day it's 200 bucks a call and it goes down to $125 if they do 10 calls a day.
Dean: Okay and how much does it cost you to generate a call?
Jamil: Well, I can't really talk about that exactly over the phone because I agreed not to in writing.
Dean: Okay well let's end that. My point to you is rather than, you're going to. I call it like taking a pharmaceutical approach. Rather than investing your money in advertising trying to convince you, convince somebody to give you money, to run the ads to get people. Is just spend that money to run the program to get the people and use that to open the relationship. That's so much more. Especially if you're going to open somebody up to a long term relationship. That's always the, that's the more cheese, less whiskers approach.
Jamil: I agree Dean and that's ideal. But my challenge is getting started is we're boot strapping this.
Dean: Well that's what I'm saying is, you're going to spend more, my thing to you is, you tell me that you sent 30 of these but you're not getting the response back. So, I'm saying your going to spend the time, it's going to take you far more time and resources to convince somebody to give you money to do it than it is if you took and bootstrap a little bit of money to get the result and use that to open the doors. You wouldn't have to call 30 people to get somebody to take a real case from you.
Jamil: Right absolutely, I know that you're right I just got to figure our-
Dean: I know and that's the thing, it's like that's my... you know there is episode 82 of I Love Marketing is called of the one about getting results. It's talking about that method of using the question, what would you do if you only get paid if your client gets a result? And that whole thing will help your mind set through this.
Jamil: Episode 82, I know I've listened to that. I've listened to one through 150 for sure.
Dean: Well, there you go.
Jamil: Cool, awesome.
Dean: I think that's the answer. Find one and I think that the doors are going to open for you.
Jamil: Great, I appreciate your time, it was awesome
Dean: Thank you.
Jamil: Okay take care Dean, bye-bye.
Dean: Thanks Jamil.
Okay last question. This will be a good one.
Scott: Hello
Dean: Hi, who's this?
Scott: Dean, this is Scott.
Dean: Scott and where are you calling from?
Scott: I am calling from the Mid Atlantic let's say.
Dean: Okay the Mid Atlantic. Okay perfect.
Scott: Well I won't waste anybody's time but I would like to, I'm trying to find a job and so, I'm one of these classy guys that doesn't get the marketing. I'm one of these guys who I'm like I think I'm the best at what I do. How do I get my big break and so I built myself a little spreadsheet of I'm a landscape designer, so I built myself a spreadsheet of guys who are 45 minutes away. And I've been calling them, I wonder if there is some sort of, I'm interested in a voicemail and an email that I could leave. That would sort of shake guys down.
The problem is it's fall, but I know, I'm looking for a guy who's looking to grow. So I had an interview with a guy who's going on eight to twelve estimates a day. Sole proprietor, it's like he could really use somebody. As usual there's always a gotcha, so my gotcha is I don't have a vehicle. So I'm looking for a guy who's got a truck. Has capacity and has interest and I'm an unconventional guy and I'm looking for a nice sort of coldish email and a nice voicemail. What do you think?
Dean: So what is it that, let's begin with your result here. What is the result that somebody's going to get from you, what's the outcome that we're looking for?
Scott: So I had this fantasy that I could be a freelance designer and I listened to all the entrepreneurial stuff and finally I've come to the realization after struggling with my subconscious for a whole however long. You know that whole deal of what one thing on your list could you do that would cross everything of. So I'm looking to basically hire myself a good boss.
Dean: Okay
Scott: That's the end.
Dean: So your looking to, you're a landscape designer. So do you do, what would be the all cheese way for somebody to experience that with you? How does that normally work with somebody, like if you were to come with a package sort of thing. Like saying, look I've got the, do you have a method for getting new business that you could bring to them. Like could you come with some method of this is how we can get more jobs. What would be, how can you add value to that person? What's their win?
Scott: Well I've got your nine word email so I would imagine I can step in, as you would say the magic trick. I would step into the office and be like. So what are the people that you didn't convert.
Dean: There we go, so there's the perfect thing that you got that opportunity there. You can help them are you still, would you like to get your landscaping done before the end of the year. That would be maybe a good magic trick that you could do for somebody. Is there, or are you still doing landscaping in the Mid Atlantic now? Or is it the far north Mid Atlantic that it might be snowing. So the point that I mean is it over for the winter or is it winding down but there is still time to do some jobs?
Scott: The landscape market is mostly physiological where humans are biologically programmed to have spring fever, so there's always work to be done. It's just a question of it's a lot less attractive. It's a lot less you know...
Dean: And it's interesting because part of that thing is the, what would be something that somebody might do at the end of the season to set the table for the spring or something that could be done. Like are landscapers generally ess busy now until the spring or what? Using the example, I'll tell you a story about somebody who in London is home services. They do plumbing and heating and Ac's. So they sent a nine word email to their clients that said, have you had your boiler serviced yet this year? And people reply back and say no.
And this was last month and now it's getting towards where the heating will get into play and they, when they said no, then they would email back to them and say, well we're scheduling boiler inspections for over the next October and November. Would you like us to add you to the list. And then people are scheduling their boiler servicing now, so it was just like, you were saying like their receptionist can't take the appointments fast enough for them. Is there something that could be, and I think I mentioned it at the beginning of the call one of the things coming up to the end of the year now is reasonable thing. Like we'll go to our ninety minute book clients and prospects and say, would you like to get your book done before the end of the year or would you like to get your...
What would be the equivalent that you can fill in the blanks for a landscape context before the end of the year?
Scott: But one of the frustrations I've run into as a solo practitioner is I don't want to, I want to work as an in house guy. How do I get an employer to, like okay these are great things once I get in the door, but...
Dean: I think that part of it, if your just looking at it, it's like Peter Druckter said. Only two things that matter in business are marketing and innovation, everything else is an expense. So if your coming in just looking for a job as a designer, you're a cost of goods. You're not, and I don't mean that in a negative way, I'm saying that just as a reality. You're not bringing in business, you're looking for them to pay you and they're going out to get the business, right? Most of those people at the end of the year it's going to be difficult for an entrepreneur their winding down now maybe instead of looking to bring on new expenses. Ramping up now versus in the spring. The odds of that would be a very, would be higher in the spring if they do have plans for expansion, but unlikely. You're going, you said it yourself, we're conditioned to have spring fever, entrepreneurs are used to in a seasonal business storing up for winter. Especially in that business right?
Scott: Exactly
Dean: I would look at it, otherwise rather than positioning yourself as an expense, looking at how can you. Have you been doing freelance design work and you do, you've been getting your own clients and you've been doing that? Like running a business like that?
Scott: Well I haven't been having any success with it.
Dean: Right well there's part of it. I get that I totally get this.
Scott: The reason why I want to hire myself a boss is because the main objection that people have to an independent designer salesman is, you show up and they don't know who you are. Where as if your an in house guy at least you have all of that structural stuff that, persuades into the whole deal. The uniform, delivery truck the whole deal.
Dean: Right exactly. I think that that might be a way of looking at that your not necessarily positioning yourself as somebody looking to get hired but to position yourself as looking to partner with them in a way. Like if you can bring value, lead with that like hey I've got some ideas that could bring in some business right now. Do you like that marketing side of it?
Scott: Well, like an idiot I was so naïve when I started out, I figured if I be the best at my field and I'm sure other people had this experience. I figured if I got really good at it everybody would knock down my door. It's like I tell a buddy of mine who wants to go into the beer business. Even if you somehow make the worlds best tasting beer it's not enough. Once I figured that out that's why I spent the last year listening to you, Dean.
Dean: I think that that's really...
Scott: Yes, I love marketing.
Dean: That's the handle, perfect there you go. I think that would be a perfect lead in for you is to start to figure out some of the, to come, to help them generate some business. That you could work on, you could bring, it would be a win win hiring you.
Scott: Can I just, I think the key is I just got to get those guys to raise their hands but it's almost like it's too strong to lead with hey I can bring you business. Like one guys answered the phone and I told him, I give him my spheal and he's like what do you want to do. And I told him I want to sell a million dollars in five years and he laughed and hung up. So it's like people don't believe it you know.
Dean: Just like we were talking about with Jamil, you can't start out that big. Sounds too, most of the time people are used to exaggerated claims, but you wouldn't have any problem getting through to the right person if you were calling right now for them to do a job for you. Part of that I think positioning that way, that really helps. No matter what, it's like the old Zig Ziegler thing, you could get anything you want in life if you help enough other people get what they want. The implication in there, the importance is that it's a condition precedence. It's a condition precedence. It's not like you get what you want and then you help people get what they want it's like you help them get what they want and then you get what you want. They have to go first.
Scott: I like it.
Dean: That thing when we talk about it, you and Jamil, those would be a good more cheese, less whiskers episode. To think - to how do you get landscaping business. That might be a good thing that we could do too for you. But I think you got to think what the things that you know right now. Like that strategy of thinking through what would their clients be. Do you have any friends in the industry who are, do you know people who would be a good fit to work with?
Scott: No, because otherwise, id be working for them.
Dean: I got you. So I think that's part of it, is you got to meet those people.
Scott: So any suggestions on what... yeah go ahead...
Dean: I was just going to say that your ability to identify potential new clients is going to be a win for you.
Scott: Thanks, Dean.
Dean: Go to morecheeselesswhiskers.com. There's a button or a link on the page there that says be a guest and go through that and we can record an episode. It's more of the context then what were looking for now but we could in an hour expand some great ideas.
Scott: So how about a nine word email for a potential boss?
Dean: I think it doesn't necessarily have to be a nine word email. Even if you were, what would be the equivalent of do you do Birthday parties? What's the type of jobs that you are best at doing? Just start that conversation I think.
Scott: I love it. Dean, thank you.
Dean: Okay you're very welcome. Thanks for calling in.
Okay guys, there we go 90 minutes. It's 4:30, we've been hatching evil schemes for an hour and a half. Boy, had some great ideas through there and I think you see some patterns that are evolving and one of the things that we want to pay attention to is that it's always important that you begin with the end in mind. You want to know where this is going. You want to know where you are taking things. So you start with your nine word email with the path already in mind. Where is it going to go once they respond to this. You got to be able to move people towards the next step and that's where we're really looking for is taking people by the hand and leading them incrementally to the benefit that they can have. And use examples like that. We've shared all through this series here of examples of starting with going back to the people that you've generated leads 90 days or more ago then looking at the people that you have as the asset of all of the leads that you have right now that maybe you are communicating with.
When you think about how Marina had the situation to start a pilot program or to reach out to some of her group and invite them to have a conversation and just see who is interested in this. Who is curious about getting more business and saving time or even using the model here of saying I'm getting together with some people on Thursday to brainstorm some nine word emails and subject lines, would you like to join us? Think through where do you want this to go. There's so much opportunity, there's so much depth for that. And I would love to work with you with creating those kinds of assets for you.
Every time you figure out a campaign, every time you figure out a sequence of emails that lead to something, you've got an asset. That can be deployed again and again and again. When you have a nine word email that you can say that would revive dead leads. Or when you got an initial dialogue with the new leads that are joining today. Every new action that you generate you got an opportunity to deploy that nine word sort of thinking to engage with those people and lead them to the next step. When you look at the perfect model here. I've started doing this for email mastery three years ago, running full page ads in success magazine and today even ads on Facebook or on other websites and people opt in for the book, the email mastery book we engage with people that say, "Hey, welcome aboard, what business are you in? People would share what business they were in, - have you tried a nine word email, yet they would tell us the story or exactly what's happened.
And then I'm getting together with some people on Thursday to brainstorm some nine word emails [inaudible 01:36:26] subject one. So each step along the way, we're engaging deeper and deeper and hopefully we're evidencing that this email approach of being conversational, of compelling people to leave their name and email using conversational dialogue emails to convince them to answer any of the questions that they have. Find the five star prospects, deepen their conviction that you know what you're talking about, that you can help them and then offer to collaborate with them. So that path of compel, convince, collaborate, that's where we're going. So you don't need to jump too far ahead. You start with where you are, you start with engaging people in a dialogue.
So then you're evidencing all the while that there's lots of ways that you can help them and then you can offer to collaborate with people. So that's really the way that you can model this for your business as well. So you'll see now where I have a community of people who are all part of our email mastery program that are using and evolving and developing all of these types of email campaigns every single week in the business. And we've got results after results after results and campaign types after campaign types. And I would love to work with you, collaborate with you on deploying all of these emails, strategies for your business and invite you to be part of our email mastery community. So I do these calls where we can brainstorm and work through email campaigns just for you now over the last few years. So that's been doing this.
I've created modules and training programs and exact word for word email templates and dialogues that you can use and model for your business for everything from getting starting a new mastermind group, to having an event to re-engaging with dead leads, to revising those leads, to engaging in dialogues with the new leads that are coming in so that you're engaged in converting more of those leads, the new ways to every week when you're communicating with your clients. To generate more leads from the existing communications that you're already having, whether it's - for your podcast or a weekly email newsletter. And we talk about ways of using email to orchestrate referrals and to ease the path that people have in your -. So there's all these different ways that we can use email for your business. So I'd invite you to collaborate with me.
I'd love to work with you on your email processes. If you'd like to join us, you can just send me an email, send an email to Dean@deanjackson.com and just put email mastery in the subject line and I'll get you all the information. So I'd love to have you join us. Just send an email Dean@deanjackson, put email mastery in the subject line and I'll get you all the details. I've enjoyed, I've loved having these calls with you guys the last two weeks to share all of the strategies, to brainstorm some success emails for you. And I'd love to continue the conversation. So thank you again for joining me and I will talk to you next week.