Speaker 1: (00:00)
You're listening to path to purchase a podcast for passionate and committed business owners and marketers, Oli Billson and Tom Breeze are here to give you the tools and knowledge you need to grow your business and take decisive action. Welcome to the episode.

Speaker 2: (00:14)
Hey everybody. Hope you're well. And I just Tom him here and also Oli Billson heyday. Yeah. Are we good, cool. So today we thought we'd start talking about how to generate cash from your list, quickly and instead of looking at a big elaborative campaign and a big launch for example, there's some stuff that I know Oli wants to talk about in terms of generating cash from the list. So, Oli, what have you got for us mate?

Speaker 3: (00:44)
Well, we all know the money is in the list, so well, that's something that we hear a lot and it's not always the case there quite often, the, the, the, the money is in the relationship with the less, but, well we might come onto that a little bit later as some people may know who listened to the podcast, something was kind of brought into really clear perspective for me this past week and it was to do with one of my own businesses and the team that put together a very simple but very effective marketing campaign that created like a cashflow surge I'll do it about your sort of businesses. So, the business is a franchise network. We've got 170, licensees actually internationally they are actually all over, but most of them are domestic here in the UK and Ireland. Okay. And the, the, the business provides a, a, a vehicle tuning service, essentially recalibrating the software on the car. It's a bit tacky for it to perform more effectively, more fuel efficiently and with more ordinance. So, that's the sales pitch anyway.

Speaker 2: (02:08)
So if I had a car, I would go to one of your franchisees and say, here's my car though. Tweaks, something to do with the way the car is built and all of a sudden my car performance better. And totally, it's, we are kind of byline is unleashing its true potential. That's not, that's the, that's the, the crux of that like we're doing for our listeners right now are unleashing locking that true potential. So yeah. And we, we had been building a list of doing good lead generation online using Facebook, Google AdWords in the predominantly most of the Lester being built from, from running Google AdWords campaigns, for some time. And we, we used to run as a franchise or the actual lead generation for the whole network, which meant that we would generate the leads and pass it to them, distribute it to them and then they follow up with them and that had worked quite well. In fact, we do with regularly featured in top gear, car magazine, Evo and lots of the main motoring press anyway and that's something that we do as a franchise or for them. And over time, over the years, we generate this big less 32,000 leads, that we classes been unconverted that haven't actually had the benefits of our service through our dealer network, so to speak. And I love the way you phrase it. I haven't had the benefit of our service. That's nice. Yeah, exactly. Yeah, they, they, they really aren't realizing that.

Speaker 3: (03:52)
So, you know, it's only our GT of course they've been in the marketing game for so long. So, we, we decided, we, we have, we spoke on one of our last podcasts about kind of strategic planning and the importance of bringing in a team together. And for me that's super important because I don't get to spend a lot of time in that business. So, we decided that that meeting that Hey, you know what, it might be a crazy idea, but maybe we should actually do something about reenergizing and communicating with that list a bit more effectively, and more regularly with more frequency, and you know, deliver some value because the good chances as we know, when we spoke about loads of times before they came to us for a reason, because they may have a problem, they were intrigued.

Speaker 3: (04:49)
And for whatever reason, 32,000 of them didn't buy, you know, all those that did buy, they may well have changed their car again cause crazy enough that's what people do. So it's our job to obviously remind them that they should do business with us. So, you know, yeah. So it's fair to say we may not have been doing a good enough job. We've got other areas of focus within the business and a lot of our dealers have go through a marketing platform that we provide for them to generate your own leads. So this big kind of list that we generated, is still very relevant. And one that we decided, Hey, you know what we're going to do something with. So basically just to recap, you've got a big list of people that know about you or in your database but haven't yet done business with you.

Speaker 3: (05:48)
Yes, exactly. Okay, perfect. I'm a, I would say a fairly common thing that I see when we speak to business owners that are doing the right kind of stuff, however they're generating leads, whatever it may be. Even customers, you know, if you know, likely, when was the last time you communicated with the list, how often do you communicate with the less and generally what do you send to the list and what frequency do you send also offers and things like that. You know, they're all good questions to ask yourself and it's, you know, safe to say we some things we're certainly playing satin second fiddle to us other than just sending a newsletter out, which I think we done to be fair, back in January of this year. So keeping up nice touch and that, so it's quite, you know, and, and I, I looked back at the, the, you know, the, the engagement of this list and it wasn't fantastic.

Speaker 3: (06:48)
We were getting open rates in the past of about 15 to 18% could be worse, but, you know, it wasn't fantastic I guess, you know, some people just aren't interested in reading our digests of our latest news. And it think is interesting cause they came to us in that business. The lead to buy time is very short if you're interested in it. There's a bit of education and a bit of kind of all [inaudible] that you need to, put forward of who you are, what you do in the differentiators, just like most service businesses. But people are looking to make a decision pretty quickly and you know, the price points about 350 quid. So, you know, it's, it's, it's within the realms of a lot of people and you know, for me, we, you know, whatever we'd sent them in the past for whatever reason, you know, they just weren't engaging in that wide width. So I just thought, well, what were you meant to do? And so I came up with kind of a two pronged attack and one which I think would work while in most people's businesses that are probably listening to this. And I'm happy to share the results because we're a few a week on now since we decided to do that. And it's been quite impressive. So, so, so you're, so as I said, like you, so this list isn't necessarily the most response. They haven't heard from you for a while that they are opening your stuff, but it's not like you've got like a captive audience are kind of hanging on every word you're saying. You're kind of more of a case of you've got some people that have expressed an interest at one point, haven't taken you up and then it's gone a bit cold since then.

Speaker 3: (08:22)
Yeah and, and the difficulty with that sometimes is, you know, sometimes you need to look back at what you've previously sent them or if you've never sent them anything. And then you need to be quite careful with how you go about doing that because you know, there is, not necessarily compliance thing as far as permission based marketing is concerned because the likelihood is they opted in through the right route in the first place. Supposing that that's how they got on your database so they are marketable as we would call them but, hi Tom subscribe rates and you're going to get problems with your deliveries and stuff. Yeah, yeah, yeah. And we don't want that. And, you know, we, we, we just wanted to ask them a very simple question, you know, which is exactly what we did. And, and, and I remember listening to a podcast a long, long, long time ago, from, Joe Polish and Dean Jackson from the model of marketing. And, yeah, it's a great podcast. Definitely resolves, but it's good. It's getting there. We'll get there eventually yeah and in, and Dean kind of just had got this very simple email template, which, which he used to kind of, you know, get his gay when it can be used in virtually any situations. Very the application is very wide for this kind of, this kind of thing. And it's, it is known to be the nine word email. Alright. That's all it is. And like simplicity is not only simplistic, but it's, it's surprisingly very quick to get out. You know, there's nine words and that is it and you are good to go well I quite like that as well, you know. Yeah. Well those nine words. Yeah. So, are you still, in, in this case I'm interested in, having your car remapped that's it. That's it. That's it. Are you still interested in, yeah. Whatever your service does. Yeah. Or in another way would be, are you still struggling with, would be maybe something more applicable to somebody else on the podcast dependent. Are you still struggling with your lead generation, are you still struggling with your Facebook ads, you know, and, and for it, I mean, that's all marketing stuff yeah, I can imagine. I can imagine if you said struggling with, I thought you'd received that, I'd much prefer to be asked, are you still interested in getting help with your guides? Cause I think that someone saying struggling to me like it's, I remember going to a media, training session, great media trainer. She was, she's presented a BBC for years, a lot with the military as well. So, and she said one of the hardest questions, that journalists ask, questions like, are you still beating your wife? Now that sounds a horrible thing to say, but the worst thing about that, if you say yes, that's obviously not a good thing to say. If you say no, it sounds like you're admitting guilt to the fact that you used to do it. So there's no easy answer to that sort of thing. But that's kind of like the most extreme version of that. There's obviously softer versions, but the, the, but by saying, are you still struggling with that? That would make me feel like I was, I struggled in the first place. I know am struggling, but I don't like to admit it or something like that. Yeah, sure. I mean it, it's really, really it you know, the, the, the interesting thing is, this, the subject line is their name. So it's just a name. Dot dot, dot. So it's just a nerd, the in the subject line dot, dot, dot. It's sent, you know, these all the basics, but I'll just mention them anyway. In case people are not thinking of them, it's sent from a person. So it sent with some of these names, from the company and better that the email template probably has in our case, you know, the person's picture that, you know, that that position within the business. And then just to make it look a little bit less like an email broadcast, obviously it's plain text it's just to find to the left, it looks like you've just sent it from g-mail and there's a privacy policy and the bottom, all of that stuff's there.

Speaker 3: (12:49)
And in it, so we've got just a name, as the subject, and then it doesn't say hi name or anything like that. It just says, are you still interested in tinting your Vic or what, you know, remapping your vehicle in this case or whatever it is. So, and that's it and what we did just to manage, and you know, we've talked about it a little bit in the past episodes about, you know, less hygiene and, and just considering knowing what people are interested in, what, not what they might opt out of and things. It's good to track that. So the only real link that was in the email was underneath the privacy policy, which just said, if you don't want to receive emails from us, click here. And it was a big length that would soft opt out, the soft opt them out from, any of the time that we wanted to use this type of email in the future.

Speaker 3: (13:48)
So, so just kind of email in the future, they wouldn't receive that stuff. They weren't. Yeah. Okay. Cool. And also more than moreS more than the fact that it's like specific to this type of email, it's just more just class. Like, Hey, these guys just want to get off all of this because we know it wasn't really part of the campaign. It's one email and what we were trying to do, the whole purpose of the campaign, the outcome of that little email broadcast is to invoke a response and actually get somebody to hit reply and respond back. That's a whole, you know, there's really only three things that can happen with that email. You know, they, they obviously don't open it and never get saying, OK, yeah, they, they, they are interested and you know, they may respond as a result of maybe being interested, or they, they see it, they opt out of it, you know, or they wanted to opt out of it and there's very little, I mean, in reality there aren't many snob. You know, there aren't many outcome scenarios, you know, and the best thing you can hope for is that they do, you elicit that response. You know, you get them to respond. Now of course, in order to do this, you've got to have somebody that's actually dying in a handle those responses because we have over two and a half thousand of them.

Speaker 3: (15:20)
Like we'd be considered hot leads at that point. Right? Yeah. Yeah. And what's interesting, you can actually learn a lot from that because you can find out things that you know of, of how they really fail obviously fro or whatever, we'll do the job of just getting you off our lists anyway but you know, people, move around in different companies if they've, you know, we can do a bit of list hygiene based on the report that we get on the back of that, but the most interesting things are may, was Oh and by the way, just a little tip. I know people often like to hear about tools and what we use. We sent it through infusion soft. It was a normal email broadcast we, use the managed, we use a support ticketing system, which is, is an invisible support ticketing system.

Speaker 3: (16:20)
I won't go into too much detail now, but it's called help scout. It's like Zen desk or like Freshdesk. It just doesn't assign a support ticket. So it looks more of a human, you know, more of a humanized version of managing, emails that inbound emails that are coming in to you so we can manage it, manage the response time and things like that ourselves. Just a little bit tacky, but it's worth noting. The most interesting thing for me was the open rate. I, I'm not seeing anything else like it as far as the open rate is concerned it was, 46% was the open rate, which is unbelievable. Now, you know, clearly the, the, the actual, the actual thing that we, you know, usually if we saw an open rate like that, the next question for us as marketers, would they, wow, what was the click through rate?

Speaker 3: (17:24)
What was the call to action in the ad? What was the click through rate, what was it? And then ultimately when they click through then what was the opt in rate to where they were going? Or what was the consumption rate, whatever the next models. Well, in this campaign it's just not complicated. You've just sent an email out. They either respond or they, you know, they, they don't or they opt out and, it was huge, that, that, that's what we got as a result of that and we started distributing the leads. Now we managed to, from the leads we distribute it, we generated, 15,000 pounds worth of revenue for our licensees as a result of people that booked in to have their vehicles remapped as a result of that one email.

Speaker 2: (18:14)
So your licensees of your franchise were kind of like all of a sudden getting inundated with new customers coming through and being dealt with. And so your franchisees are obviously super happy with you.

Speaker 3: (18:26)
Yeah they were, but because we were providing them like a lead, they obviously had to follow up with those leads. And, you know, we, we were able to monitor, you know, in approximate terms that we generated that value generated between them, this kind of revenue, which was really interesting. But what frustrates me sometimes is that, you know, that my bit of assistance and you know that I'm a little bit of a control freak, some signs and I just couldn't help but think that might be even more effective way to do that again. But now that we've essentially primed, we've essentially primed that list we've sent to them. We know that that opening, we know that they're engaging. We've got rid of some people that we didn't want on the list as well maybe in short order we should now follow up with some kind of may, maybe a little bit of a, an offer or a campaign that did all of the selling because we know now we've got, you know, this, this, this, this captive audience that just recently heard from those that have engaged with us. And, we can sell then to those that didn't convert and the leads that we generate. So I'll, I'll go onto that in a few moments, but there's a few learning points there. Isn't that in terms of just that?

Speaker 2: (19:57)
Yeah, huge. I mean, one of the things I'm thinking is that those people that did open and didn't yet, or there's people that have been delivered to email and really kind of like, cause it'd be quite a large group there if you're still dealing with quite a large group they've opened but not yet responded to you. Yeah and even the people that have responded, I'd almost like export those two lists, stick them into YouTube or Facebook and run ads to them. But, but, but like Goodwill campaign ads to be like, almost not like following them up to say, Hey, we noticed you opened up the email but haven't yet bought yet. Something that I wouldn't do that. But instead I'll be like, put something in front of them that makes them go, Oh, well I just received an email from you that day and now I can see you're doing great work with people or so amazing new things. Or you're kind of like, you're thanking your customers for some reason, whatever it is, it'd be a low cost campaign, but I bet you that added impression of Goodwill, we'll do that list.

Speaker 3: (20:51)
And I think what's, yeah, so peeling back a couple of, not peeling back the layers, but thinking about this in a morning and an advanced way, you'll see how this then played out in the next campaign. We stepped onto that. But what you just said is so important because, you totally right. What we found was that even though we were trying to elicit a response from them to actually type an email back to us, interestingly, the traffic, the analytics on the website, we had a bandwidth problem because we got a notice of maximum exceeding the maximum bandwidth because of the traffic that was hitting the site as a result of that email. Because people were looking at the email going, Hmm, interesting. Now then there were black code onto the internet to look what it was to remind themselves. So we've, we taped that, we look at that and think, okay, we've got nine word email.

Speaker 3: (21:50)
It worked fabulously. That's great. On one level, another level, it created a secondary surge of traffic. And then, thirdly what we could have done, which control some of that with what you just mentioned, which is well actually let's, let's, let's be a little bit more, intentional now about getting people to where we want them to go because we know we just sent something that had really big engagement, you know, and yeah, really super interesting. And, our custom audience that we built on the backs of people actually hitting the site, which was, you know, it's always that, but, you know, the, the pixel that we've got on that, that builds an audience of all the website traffic that we get to that site, has grown massively, massively. Now technically you could argue, well you were already got that cause you could export the lists fully and put it into Facebook. But you know, it's just nice to know because that's the most recent information that we've got of their actions that they're taking. So the other thing I was thinking is that like when you send out that first email, because of this and the fact that people are going there, maybe have a link that's underneath your name and it's kind of like a link to the website but it could be almost like a link, like an image link or something like that says. So something on the lines of, why not take all two minute quick survey to see if your model of car, could improve your performance by 50% or whatever it might be or what kind of economic benefit is going to be for your car. And then maybe have a list of common cars or manufacturer makes or something like that. Then if they click it, it comes up with more information. But the great thing is, is that if they decide to click that link, you can obviously tag those people based on that.

Speaker 2: (23:44)
And also you can remarket them once they do land on the webpage, which would be quite interesting. But, one thing that I've, I've been reading, just recently actually by, this book by Jonah Berger called invisible influence. Really, really good book. He wrote contagious in the past as well, which I think is a really cool book but, he is a study that was conducted where a lot of university students would go to a course for, for a semester. And, they, at the end of that semester, they were given four women and they said, which woman would you like to go on a date with and there were other things like what other things would you, kind of assume about this just from the picture? Like what do you assume that the character, why would you want to go on a date with them, et cetera, et cetera.

Speaker 2: (24:31)
And when they'll give them to a control group, they'd never like never even know what's going on those four women were ranked exactly the same in terms of, kind of like how beautiful they were and all had slight variances, but they all kind of like, were considered very similar looking so to speak in terms of how beautiful they work in. This is very weird judging I suppose. But that's the case. It was and it all considered equal from that standpoint. But the really interesting thing was with this, with, there's a heavy skew with this particular group that went to this particular course in a semester and that's because, one of the four girls, went to just one of the lectures, Oh no, sorry. One of them went to zero, one of them went to five lectures. One of them went to 10, once in 15, millions, 20 out of I think a possible 30.

Speaker 2: (25:23)
So these people were there, interacts with a few people but were not, that you would not necessarily have consciously had a conversation with any of them because they weren't necessarily in your friendship groups and things. But what they found is that there was a massive skew towards the number of times the one of those girls would show up to the number of times that actually wants to go on a date with them and it's just because of impressions, not necessarily conscious, but that unconscious thing as well. It's like seeing the fact that you're seeing this person just unconsciously. Yeah. You look familiar for some reason, I'm not sure why they have been to maybe 15 lectures or 20 lectures of yours and just by having that impression is that it has a massive impact on people's decision making. And that I found that fascinating because it means that just by sending the email and then following up, it's like maybe it needs a few impressions. Maybe people can sit and think, Oh yeah, I do want going to do that. And it's fresh in their mind. It kind of like, and that follow up could be readable to kids that have just one email. It could be a several and it just like, that added impact across different networks or one on Facebook, one on YouTube, one email could make a massive difference.

Speaker 3: (26:28)
Yeah, definitely. I mean, I think I, yeah, that makes a lot of sense. I'm going to read that book actually full stop reading that I think to me is I can handle myself, like in mind go, just send the damn email like, because you know, so many times, you know, we get so caught up in building campaigns and just, you know, you know, often those campaigns to be fair, that, create an asset for the business. Okay. So, you know, this is has a very, very specific purpose, but it's something that everybody can pretty much do. Coming off this podcast is like, just send me an email and if you're not sending emails, you must hate money in some regards. You know, you need to send more emails and you know, that's you know, the, this kind of, really kind of put that into a kind of stark reality of, you know, just doing something that's, that that has, that is quite, in line with human behavior.

Speaker 3: (27:39)
You know, if you did literally have your customer support person and you just wanting to ask the question, you know, you're not going to write bullet points in your email, you're not going to send it with your logo at the top. You're not going to have a fancy headline, you're not going to have sales copy. You know, you're not going to have multiple calls to action. You're just going to say, can I still help you with that? You know what I mean? Oh, are you still interested? And that's it. And you know what, what happened? We had, you know, lots of new customers, but we also have lots of people that we've sold to before. For whatever reason, the list wasn't as up to date as we would have wanted it to be because of different emails and whatever. And they then have gone on and to the multi-buyers as a result. So it's just simple but very effective and it's something that everybody can do, you know, next time. And this just gets, I don't completely agree with you, send a damn email. That's, that's very true and it's what for 15 grand or whatever it is, pounds, which is about $20,000 at the moment. So yeah, key emails to be sending every now and again to your prospects. But next time you do it or next time you think of doing it well I'd love to do is do a test on this to one, take half that list and run a run a Goodwill add to that list just to say, thanks so much. We've helped this many people this year. We've had a really good year. Thanks so much. Body blog. I love that. And then send the email like the day after that half of that group and then don't show the ad to the other half. And or maybe not the day after cause you want to give them enough time to go to show. But make sure they did see it maybe a week or something. But I'd love to see the, the difference between an a B split group, one that did see an ad perform when that didn't see the app before. Because if that was the case and you've got a big jump up, maybe it would turn to 20 grand or 25 grand or something. That would be really cool. Well, what's really interesting is what will just go onto next really was what happened three days later. After three days we had, you know, raped in a load of customers. Now the way that it works, you know, we don't see that 15,000 pounds. We are providing that, those customers that, that revenue to our network and our banking it so we've done a nice thing, and it works and we have the asset and it makes sense to communicate to it and it just works very well. But what I said was, well, now that we've like prime the list, now that we know that it's engaged, what could we do that we all way are completely in control of that? Then drives people towards, you know, some, some further action for those that didn't take action. Now you know, I am a great believer in implementing things really quickly and taking information that I've heard or, or things that I've seen or courses that we've consumed or informational books, whatever it may day, and just taking some sort of action.

Speaker 3: (30:54)
And I remember it must be five or six years ago when mass control came up by Frank Kern, one of your or appliance, and Frank launched, this product on what he launched with mass mass control was a supplement to it and bonus to it, called the four day cash machine. And the four day cash machine essentially was sold as the bonus automation, very clever that would actually bring in return enough money in a short period of time to pay for the course, of the $2,000 or whatever it was at the time. And, and I remember thinking when I bought that course that I don't know about this four day cash machine because the, the coffee, the, the, the app w sorry, they are not the app. They, the coffee was Rome as a dog trainer. He'd wrote it in the dog training market as this, this example.

Speaker 3: (31:46)
And you know, you can use it to model it. And immediately, the w after following this, this, this nine nine word email, I'm like, Hey, you know what, well, how many people opening? Why don't we just do that four day cash machine, the Kern four day cash machine. And we would take the money, like a holding deposit. We put a, you know, a, a, a, an offer for a limited time, four days. And, the simplicity of this really was very much driven by, the simplicity of the first nine word email that we'd written and the success we'd have. So I thought, what else can we do that's really fast. Does it require, you know, my copywriters to get involved? Does it require a traffic person to get involved? It doesn't require rarely, you know, my higher end funnel person to get involved.

Speaker 3: (32:48)
What can we do? And I said, let's run the four day cash machine. So that is what we did. And it is just a series of emails, right for space for four days that does a promotion. Basically it's, there's a hard deadline and the components of it are very simple. There is to online components. One is the sales page and then, the order form, if it may be on the page and obviously the thank you page, that's it. You know, wherever you're driving them to. And, and you remember the four day cash machine, might they, you know, in our regard in, in our situation, we were driving people to make a 57 pound booking deposit to claim that special offer. We would then give that customer to the local licensee and we would keep the 57 pounds. So we were in control of the campaign and that's exactly what we would do.

Speaker 3: (33:43)
The other component is four emails that are virtually identical that say from now until this date, we're running this off away. You can get a hundred pounds off and as a thank you for being part of black code, and the next day say, did you see my email yesterday? If you miss that, here's what it was the next day it says, well, you know, last chance or whatever it may be. And then the final day, only a few hours left, you know, that's electorally it, it's a sort of thing that you'd usually put on a law, you know, the end of the launch campaign or something like that you, we dropped all of the now cleaner, less from the, from 32,000, and the touts and the ones that weren't deliverable and the bounces and all the cleanup that we'd done through that and dropped it into the four day cash machine.

Speaker 3: (34:39)
We decided that we would not run. We usually run these campaigns. We sync the campaigns, usually up with SyncSumo to create a custom audience in Facebook and run ads to them simultaneously while we're running email campaigns as well in this, in this regard, we, we, we said, look, you know, we just want to get this out there. We don't want it to be any friction. We, we, we just want to get the email copy tweaks up from the, the swipe copy that we'd already got from the four day cash machine and we just want it to get an outlet and what I decided to do, because it was, it would have been very harsh and, and something I wouldn't have recommended to just drop them immediately into a series of four emails over four days to a deadline. So what we did do in between the nine word email and the four day cash machine, which just create these bread J nails, which was more of a marketing email, it was clearly that it didn't look like it was sent from some of the day.

Speaker 3: (35:43)
And, but it was sent from the same person, but it was quite clear that maybe, you know, it was a broadcast so to speak, but some people don't know that and it just simply said, Hey, just wanted to reach out to you I just got out of a meeting here at black code and I've just found out we're going to be launching a very, very special offer at the end of this week and I wanted to make you aware of that. If you're not interested in learning about it, just click the button below, just select one of the links below. We just put, yes, I'm interested, or no, I'm not interested. Please don't send me the information about that offer. So, so we knew immediately those that had said yes, actually tell me about it. Those that said no and those that just didn't click anything.

Speaker 3: (36:37)
Right? So those that didn't click anything or those that said yes, we dropped them into the four day cash machine, those that said no, we just didn't put them in the cash machine at all. So all the results after four days, it was crazy. So we got further 20,000, just under 20,000 pounds worth of revenue for the network and we banked, I think it was in 91 or so customers or whatever at 57 pounds, whatever it wasn't mass work out to be and what was interesting was a funny story. So we, we collect, we'd set all this up and I was like, this is like all working so fast everything's like ready to go on time. The email was of that, this is so easy compared to how it is normally, it's always stressed. I said, Oh, you better test the order form.

Speaker 3: (37:36)
Like the classic thing. And we'd set the emails ready to go because they were already in the prime of sequence, so let us know. And they wrote you on a daytime. It's a go at like half past five in the evening and this was up five o'clock or when, hold on, we haven't tested the order form. So we tested it and it didn't work there was a problem with infusion soft and click funnels. Didn't work. The AAPI order didn't go through. Everything was declining big problem. So I literally no joke. And this, this just goes to show what you can do. Even those people may be listening to this, may have not taken money online like this before. How quickly you can do it. I got straight into Stripe. Then the online merchant providing gateway provider. I signed up for a brand new account.

Speaker 3: (38:25)
I filled in the details I haven't done in 10 minutes a new merchant account or went into click funnels. I attached the Stripe accounts, sets up the products and it worked. We were officially mini, let's not worry if how the orders are going into infusion soft, let's just get the goddamn money and you know, like that, that kind of attitude of like, just send the damn email and just take the damn money. However it may be, let's not procrastinate and whatever it may be that you know, we all do from time to time, let's just do it. And crazy, crazy. I was sitting there over the weekend and it was just Stryker's got great iPhone app by the way, that tells you and notifies you when you make it.

Speaker 3: (39:19)
Dang, dang, it's 57 quid, you know there's a lot of things that we might do. Now there's a deposit, right? So it's more than just that. Yeah. Yeah. We've refunded, I mean six people out of all the people that came through because sometimes we can't do some of their calls we remap over 17,000 variations, but not, you know, some aren't. That was a reality. Only sex refunds and a pretty incredible, you know, in our network I've had, you know, the best part of like 30 odd thousand pounds worth of new business that we've created. And more importantly we've created actual customers. Now that will come back time and time again because of course the black coat that caters to shameless plug, is a win. So yeah, definitely works well for that. I have got one of the pieces to it, but I'll let you go. I could tell you want to say something.

Speaker 2: (40:18)
No. So I was gonna I was gonna say, so if, cause let's say for example, I'm going to do this thing with my list cause I, I've very rarely emailed them anyway which is something I definitely want to address very soon. But the, so one of the things that if I took my list and split them in half, send ads to one group to warm them up and see like just for a split test really more than anything else. So warm up with an ad just like, Hey, this is how great things are going. A bit of really good content for example, or something on those lines. Then some, that list as well as a colder list the email that says, Hey, are you still interested in running some YouTube ads? For example, see what the response rate is like for a versus B.

Speaker 2: (41:01)
And I'll let you know, cause I'll, I'll run that test soon and then off the back of that, based on those responses, siphoned off all the people that did say they or emailed back and also siphoned off all the people that didn't want to communicate any longer. And with that remaining less do a four day cash machine and at the end of that, just basically don't worry about how we've taken the money, just lessons, obviously all integrated. But it's almost like I, I really appreciate the way you're talking about it because it's so funny. It's like sometimes I'll go down to my, like a local store or something like that and I have to purchase in a certain way. Do you want me to, I hate that when it's that that's the case. So then they're like, Oh no, you can't, you can't buy it like that.

Speaker 2: (41:39)
Like, one guy that we both know, but, well [inaudible] he was like saying recently he was in a hotel, they were looking to buy some chocolate and it was like five minutes past four and they're like, we stopped selling chocolate at 4:00 PM. And he's like, well, let me just buy the damn chocolate. No, no, we have a policy here. We don't sell chocolate puzzle. And again, there's crazy stuff like that. Right? And it's, and it's just like, I love the fact that it's simple. Like send them an email. That's a novel concept, right? And then also some money and have something where they can pay you some money as an author as well. Let's just, let's just make it real easy. So I love it how, and by extension of that, the other thing is as well, for anybody that's listening to this who might be interested in becoming a franchise or, or franchising their business, I can tell you why going away you've got, wow, it's not easy. It's not easy. We, we were going a long time, I've got a bit of a dispassionate view about franchising in general and licensing and stuff, but there's a lot of bureaucracy and a lot of shit that you have to deal with with franchising because of course you're dealing with, you know, an extension of your own brand. And, and, and of course when you do stuff like this, you know, you have to worry, you know, there's lots of worry are we gonna upset people? And to be Frank, when you've got the conviction to just go ahead and do something often you've just got to ask yourself the question, what's the worst that can happen?

Speaker 3: (43:00)
You know what I mean? What is the, it can happen. And you know, some people that are listening to this, just wondering the first time they might be able to set up that trip fly because they can't quite get a merchant account and they can't quite get it together. 10 minutes. It's only 10 minutes to do it. Right. So those are the same. Right. Just get it done. Yeah. And some people who might be listening to this and thinking, okay, so you, you know, you've got the swipe copy from Kern and whatever. Fine right. What about the copy on the page? You know, how, how did that all work out? Well, I've got something else to salary because, you know, not, not a lot of this had anything to do with me, you know, I just, the white and for Olay to come into the strategy meeting and I've come up with, the best idea I've got is send a nine word email. You know, Oli, we did good with the non-word day. Well, what would she do? Send these four emails, one after the other for four days until Monday we're going to make some money. Is that all you've got? Yeah.

Speaker 1: (43:58)
Is that it? Yeah. Good. And I ensure that it's going to work. No, the people are crazy. But here's, here's the other interesting thing. And you know, I don't really promote things like this very often but, but I would do this because I think money is attracted to speed and that's definitely the case in this example is, what about the copy on the page? You know, what about the sales copy? If you're doing a sales video, what, how can you, you know, getting all these together really quickly how'd you make it work? And for the first time, one of my support team, not one of my copywriters, we're talking about somebody that's in one of my other businesses, not the marketing agency. And I gave her a login to, a product called funnel scripts by Russell Brunson. And then Russell had got me access to funnel scripts and I give it to a support member.

Speaker 1: (44:56)
Somebody that just deals with the emails, was dealing with the nine word emails. And I said, Hey, look, you know, you know what we offer, you know what we do, you know what the benefits are. Go through this simple step by step system to get a video sales are, and what I want you to do is I'll read the video sales, if you want me to, but you just go and do it and do the copy for the page, follow these templates, put it all in, double check everything and that's it. And she used it. Hardly anything was changed and it was done within three hours. I mean, it was done. And, there's a certain kind of satisfaction to that, you know, when you, you know, I, and I'm not saying from moment, you know, having, you know, I am from those that know me, you know, I can write pretty good copy, you know, and I'm pretty good at copywriting but, but in this case, you know, I've got it to get it off to somebody else.

Speaker 1: (45:38)
They did it super quick. It was good. It got the results we got ourselves out there and we got, we got, so action, we got some money. Speed is where the money is up. So not really, I mean, I think that like the simplicity of it, I've decided to complicate things with some extra mats that go at the start of it. But I like the fact that it's just simple. It's out there and it's the sort of thing where I think that if you were to get some great results and maybe do some great jobs, I think even filming, like a result that you've got with some clients or something like that. And then redoing that campaign again, sort of thing to say, Hey, look, here's what happened last time. We asked if you're still interested in this. So let me ask you the question again. Would you like to have the same thing, number of different follow ups? You could probably do.

Speaker 1: (46:52)
What I was going to say is, and, and just to kind of box off this and, you know, hopefully everybody is still with us but, this actually this last piece that I just want to mention, extremely quickly, is very valuable, there is a real opportunity, after you've created this type of campaign to then actually create an evergreen asset from it. And we talk all the time about, you know, when you think about creating campaigns, they shouldn't just be one and done, you know, you want to think a little bit longer term about how you can use them and you know, in this particular example, just to go a bit more advanced, what you could do is across your whole list, run some sort of engagement tracker. And what I mean by that is a tracker. We set these up quite often with infusion soft to track whether people are opening and clicking links and emails and it will tell us if somebody is engaged on the list in the last 30 days, 60 days, 90 days. And if they get to 90 days without any engagement, you want to be getting them off the list. But before they get to that point, why not just drop them in to the four day cash machine? You know, why not do, if they, if they meet certain criteria they haven't bought from you, haven't bought that product from you, or whatever it may be. They're not really engaging. You haven't sent something to them for a while, send them into an offer, you know, and, and, and automate that process so it's just a patch or you've got that asset there for you.

Speaker 1: (49:02)
So yeah it works, works while, and there are other uses for it as well. Man. Love it. It's, yeah, building that into like the evergreen partly business. I think that's critical. It's something I know I don't do enough myself I don't do enough promotion anyway. I think that the agency, we're lucky enough to be in a situation where we're doing well and we're, we're growing. But I, I'm desperately keen to start kind of like looking at how we can build out the business in different ways. So I'm loving this content. It's amazing. It did. It's still view. I mean you're always, you know, your, your, your, it's a bike exclusive invitation to come and work. But, you know, I know how busy you are. I know you've actually got an online course, that you've got and you know, sometimes if your intention might be to get them to the online course, it could be, Hey, are you still interested in learning about YouTube advertising and how it could benefit you? Question Mark. Whenever they reply, you've just got somebody saying, Hey, we've got an online version of our course. You know, you're not necessarily getting that into an agency client, not everything out of what, everybody's got some things knocking around that they could convert a lady [inaudible] or an online course or whatever it may be. So, get out there and take some action. Damn right. Damn right. I'll, I'll see you in the next podcast. Thanks Tom. Take care.

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