Old Media vs. New Media in Marketing Today I just want to talk about the story of when I was introduced to direct mail and that was when I was actually growing up with my parents. They owned a franchise and their bread and butter (in the way that they made their money) was direct mailers. They were just these little things, these pamphlets that you’d end up sending off and it was quite unique we would end up having a two page fold Mailer and you know it was just a headline and then some text and image or so. Again all of these things were great because the way that they were giving away these prizes and in order actually get the prize, you had to come in to the showroom, hear about this, how we can fill your home up for half of the price that retail cost etc. So everyone that was looking towards buying a new home or doing a remodel or filling their new home with accessories etc, this bait spoke perfectly to those people. Because the brand was targeting anyone that had a home, was ready to fill up their new home with $25,000 worth of free materials. Direct Mail Marketing was My Parents Bread & Butter This direct mail piece was so successful in fact that they never had to actually change it. They did that once through their franchise, that was a rough period; I kind of talk about that inside of my book , “sales funnel secrets” and you kind of learn about why when you have something that works, you want to keep it. Unfortunately their franchise changed. But hey, it was for the better because after some months of struggle and them having to split test, they ended up finding that through this uprising, they learned what worked. And lead them into the next generation for the next sixteen years. It was amazing to see that, witness that, all the way until their retirement and when that day finally came you know, I was just looking back, thinking back on wow! It was really like what was the foundation? Was it sales people? Yeah. Was it all this and that? Sure. There was team, there was community, but at the end the day it was their ability to push more leads into the top of the sales funnel that made all the difference. The very top of your sales funnel is what’s driving your business; and where’s that traffic being driven from? And with my parents and their direct mail piece – it was driving so much massive traffic in; that got the entire company started, that got the ball rolling. The sales people were able to go, they were able to make sales, talk about that mailer piece, build off of that desired result that people wanted; come in and talk about what they saw in this bait that we were offering ended up resulting in what we were selling in that even if they didn’t win the prize they were still winning something by learning about us because we gave direct access to them being able to fill up their home with furniture at half the cost of retail. Subscribe Now Subscribe to Learn My Secrets Learn how I communicate to my audience via email, then convert subscribers into buyers via sales funnels - and most importantly how I create a business that loses thousands on the front-end and makes millions on the back-end. Enter Your Best Email Address... SUBSCRIBE NOW Roots in Old Media – Growing into New Media All of that basically culminated into me learning what I call the “new methods” of media and I always thought ‘wow, direct mail is awesome, but also it took my parents basically a business loan to get started in that direct mail. Besides direct media mail nowadays I’m sure it’s even more expensive because we’re talking about rates in the 90’s where postage was you know’, I think 21/23 cents per stamp, and the cost to print these materials were, I’m talking pennies, like three/four cents and the key cost back in our day because we got them in mass you know, five cents to make and they were first imported from China, it was a huge mess all of that. I said well you know, I’m a kid start now, I’m only 18 years old, I have zero dollars opening, how can I end up going out there and producing the same results that my parents got without all the startup hassle. Because I know when you find something that works you keep using it? So through my interest in computers, I found a new method of media and that ended up being e-mail marketing. Email Marketing – My New Favorite Media E-mail is the beautiful thing where you can send off your page talking about whatever you have, whatever special you’re offering to people who even want to hear it because they’ve signed up for something special. Then they’re sent to a sales page and instantly from that sales page they’re shown maybe a video and then after they watch that video, read some text, they can buy right there. And all of this is done in the course of five to ten minutes all right? Making the Sale: Old Marketing vs. New Marketing in Real Time Now when my parents did this, they had to bring someone in to the floor in the showroom and everything, all this direct mail. What this ended up doing was they had somewhere between a two and six week turnaround times. Talk about a lot of investment, a lot of mailers, a lot of time! PLUS you don’t even know if something or what you’re doing is working, so there was a higher risk level. Versus the new methods of marketing that have low-overhead costs and a lot less risk. Eventually I found e-mail to be my bread and butter. If you are using direct mail and you’re having success, then putting a little more effort into your email marketing will be a game-changer. You know putting in a simple opt-in step in in your marketing funnel asking them, can we contact you guys via e-mail, and get them on your e-mail list. And being able to send out daily broadcasts, that I’m going to be talking about inside my box sales funnel secrets, I show you how to contact people every day and make it cool, so you don’t piss them off, or make them mad. One of the Biggest Email Marketing Myths: “You Shouldn’t Email Everyday” Let’s be clear: you shouldn’t send promotional emails to your list everyday! That doesn’t mean you can’t communicate with your audience via email on a daily basis. The truth is: people want to hear from you, you may not think it because we’re always in our heads. But it’s true, if you have something good to share that has to do with the reason people signed up to your email list – they’ll want to hear it! Naturally, it’s the same way when you do business, you don’t really know how your customers are thinking fully. You have a great idea and that gives you a better idea to be able to make those initial sales, but it’s those transitions where people hear from you on a daily basis where they begin to form a relationship with you. Maybe it’s something you may not have thought of, but it’s really true and are you going to get some unsubscribes? Yeah. But that happens naturally anyways. Besides, why would you be on an email list if you didn’t want to have an e-mail sent to you? Think about that. So those unsubscribes were naturally going to happen, all the people that stay on are there because they want to hear from you, because they want to better themselves, they want to hear more about your products and their services and how this can reach their desired result and those people who stay, those are your buyers, those are the people you came for and set up shop for in the first place right? if you have something good to share that has to do with the reason people signed up to your email list - they'll want to hear it! Daily Email Marketing – Do It For Your Loyal Subscribers Everyone else is just a naysayer, who cares about them?! It’s your loyal customers that you love, like, trust and show up every day for, that’s the reason you exist. Everyone else can fall by the wayside and that’s why you send emails every day. It’s those people who are thinking in alignment with you, your dream clients, your dream customers that you need to reach more often and build that relationship with. You can do it on enormously fast and enormously quick scale with e-mail because in five to ten minutes, some of them will be clicking away watching your video and making a purchase or contacting you to learn more or a million different things. And e-mail allows you to bridge that gap much faster and efficient way. It’s so amazing that if e-mail isn’t being used in your daily marketing, then that’s the first thing that you can undertake as being a true sales funnel secret that will change your life. I’ve had a lot of my clients and what I would say, my students really because we’re all students of learning right? And a lot of my students, they learned one of the first things that get them going on is not only building out their value ladder like I talk about where you’re kind of building up that relationship. Email Marketing Helps You Stay Consistently Connected People need to be walked up the Value Ladder at a natural pace. If you’re trying to sell people on high ticket products and they don’t even know you, you know they haven’t spent the time, that’s what this is too, the time they’ve spent with you. They don’t have that trust built up, but e-mail helps build that trust a lot quicker. In fact just a few weeks of contacting someone every day builds up enough trust for them to actually say yes to 5, 10, 25 thousand dollar contracts, it’s quite amazing. It’s all the fact that you show up consistently, that you’re there giving great material and I talk more about that, like I said, inside sales funnel secrets. I show you how to write those first five days of e-mails that build your audience with what I call an attractive character. The Attractive Character is the Face of Your Brand Marketing The attractive character is the reason why they don’t get mad or pissed off when you contact them every day; it’s the true secret, one of the secrets behind the sales funnel working.The way that I see, comparing attractive characters like Flow from Progressive Insurance, she wasn’t the guy who owned Progressive, she was just the girl who answered peoples questions on the commercial. The point is – it doesn’t have to be you, it can be one of your customers; it can be you or could be somebody else or it could even be someone who’s non-fictional, like Geico has the gecko. So again, all of these attractive characters bring back stories, that allow people to communicate with the human elements of your business. The attractive character should be baked-into your brand on a daily basis and feel like there’s a unique body that makes the stories easier to tell. Learn More About Digital Marketing Funnels & Strategies with Sales Funnel Secrets! I’ll show all of that again inside my book, “sales funnel secrets,” so make sure you get that, it’s going to be in the description. I want to really be able to identify the best areas where you have to put in the least amount of effort and be able to get the most leverage out of your business, because that’s what we’re all concerned with. If you look at the screen a little bit more, all I’m talking about in types of leverage is that, imagine you have a teeter totter. Now, if your teeter totter is like this, you have a big boulder over here, what are you going to need in order to balance that out? A big boulder right? But if we take that teeter totter, we’re able to change that position through proper leverage and secrets and knowledge guess what? Sales Funnel Secrets Promo A little bit of weight can outweigh a lot of weight and all of a sudden you see that this is all balanced out, and that just from knowing these few secrets inside of this book and implementing them inside your business, you’d be able to make a lot of difference, a lot of change. You can often double, to even triple your business from learning the secrets. So again with a price like free, I don’t know how you can say no, so say yes. I’m going to give you that information in the description below and once you read it, I know you’re going to love it. So from there we’ll build our relationship up; again just like this value letter that I showed you down here, we’ll start out right here but I like to start my value of Pi. With that being said, I’m Zach Miller, I wish you the best of success. Bye bye. Subscribe Now Subscribe to Learn My Secrets Learn how I communicate to my audience via email, then convert subscribers into buyers via sales funnels - and most importantly how I create a business that loses thousands on the front-end and makes millions on the back-end. Enter Your Best Email Address... SUBSCRIBE NOW My team and I do our best to share useful information to help you achieve more in your business with less stress. “Marketing Made Easy” is my motto. And we’d like you to know that we take your content and course ideas into consideration whenever designing new materials for you. So please feel free to share any ideas you’d like us to explore in the future.