Copyright 1993 – 2009 ActionCOACH business coaching, Inc.

Maximizing Your Online Investment

AGENDA

• Introduction

• Web Sites that SELL!Doug Barra – ActionCOACH

• Break

• Email Marketing:How To Produce Results

Antoine Dupont – Admin eSolutions

• Conclusion

L

A Little Bit About Learning ...

• Turn off cell phones …• Left vs. Right Brain ...• Using Colors ...• Calling out answers ...• Raising your hand ...• Notes & power-point …• Clench Hands Exercise

… • CONFUSION ...

OwnershipAccountableResponsibleBlameExcusesDenial

Are you Above or Below the Line?

Are you Above or Below the Line?

BlameExcusesDenial

OwnershipAccountableResponsible

PARTICIPATE ...PARTICIPATE ...Is the Failure to Is the Failure to

Failure ...

Give 100% and you’ll get 100% ...

Give 100% and you’ll get 100% ...

The ONLYThe ONLY

To make sure you get the most out of your learning …

I KNOW!

“Isn't that interesting?

”

To make sure you get the most out of your learning …

To make sure you get the most out of your learning …

BFO’s ...

Blinding Flashes of the Obvious …

You Must Be Willing to Have Some ...

To make sure you get the most out of your learning …

What I want out of this Workshop ...

Be as specific as YOU can ...

Copyright 1993 – 2009 ActionCOACH business coaching, Inc.

Websites That SELL!

Maximize the Investment you have

already made

First Question You MUST Answer ...

Who are your target market

segments, niche’s or groups ...

Next, You Have to Decide ...

What is your offer going to be, and what do they want

to buy ... ?

The Last Thing BEFORE You Start…

Why do they want to buy it

… ?

What are the BENEFITS … ?

Dynamics of Selling on the Web

3 Fundamental Rules1. Don’t have your website

read like an “Ad”• Keep it conversational• Build Rapport• Give Value

2. Stop Readers “Dead In There Tracks”

3. Capture Email Addresses

• Editorial Style … • Open a LOOP ...• Include BENEFITS ...• Avoid SELLING …

Some Headline Examples ...

• Don’t Buy Another Book Until You Read This …

• 7 Facts You MUST Know Before You Invest In Real Estate …

• Can A Vitamin A Day Actually Help You Live Longer? A Recent Study Says “Yes” …

What’s In It For Me ...

A Point of ‘YOU’ …

Writing Your Web Copy…

• First Look … –Don’t confuse “First

Screen” with “First Page”• First Screen is like “Above the

Fold” in Newspapers• This is the “Prime Real Estate”• You need to grab your

prospects attention here• Must include Headline• Include a Testimonial or Quote

Writing Your Web Copy…

• DO’s and DON’Ts … – Do

• Write conversationally• “Talk” to your readers• Use Contractions and Informal

Language• Let your reader’s use their

imagination

– Don’t• Be formal or pompous• Try to impress your readers• Use “Corporate Speak” or “Buzz

Words”

Writing Your Web Copy…

• Imagination … – Consider the Difference …

• Unlimited access to the biggest collection of authors, teachers and presenters on the Internet for less than $3 a day! What’s that worth to your life and your business?

• Unlimited access to the biggest collection of authors, teachers and presenters on the Internet for less than $3 a day! This is worth $1000’s to your life and your business.

Writing Your Web Copy…

• Reading on the Web … –Web Readers “Scan”– 5 Ways to Write “Scannable”

Copy:1. Bulleted Lists2. Highlight Key Words and

Concepts (Bold, Italics and Underlining)

3. Use Sub-Headlines4. One Idea per Paragraph5. Use Inverted Pyramid Style

Emotion Sells…

5 Questions To Answer …

1. What is the Problem?– Write Your Target Audience’s Problem

2. Why Hasn’t The Problem Been Solved?– Write the Reasons it Continues or Persists

3. What is Possible?– Paint a picture of what it will be like for your

prospect

4. What is Different Now?– What differentiates your product/service

5. What Should You Do Now?– State CLEARLY what your prospect should do

Inject Emotion…

• Inject Emotion Into the Problem… – Does it Frustrate You…– Does it Make You Furious…– Do You Feel Paralyzed…

• Inject Emotion Into What’s Possible…– Imagine What Your Life Would Be

Like…– How Would You Like it if…– What Would it Mean if…

Add Bullet Points, Bonuses, Guarantee and

Close…• Mouthwatering Bullets…

– Emotion, Drama, Intrigue…

• Bonuses…– Added Value– Percieved Value Offers– Free Gift

• Guarantees…• Close…

– Multiple Closes– You have to ask for the sale– Keep it conversational

TIME FOR A BREAK

BE BACK BEFORE TIME

Copyright 1993 – 2009 ActionCOACH business coaching, Inc.

Email Marketing:How to produce

resultsAntoine Dupont

Let’s get grounded

• Your Email Marketing may be more important than your website

• Email Marketing is the conduit to your website

• Email Marketing fan the flames of the offer

• An awesome and beautiful site is nice but without traffic & visitors, it is useless

• 175 million websites in the world and growing everyday

How People get to Your Site?• Google Adwords (pay per click)• Organic searches (Website Optimization)• Referrals• Blogs and News Articles (what are you waiting

for?)• Listings and Association directories• Email Signature (too often overlooked)• Brochures• Advertisement in Magazines

• Email marketing(generates 90% of traffic that sticks to your site)

Less than 5% of new visitors to your site will ever do business or buy your products and services

The Money is in “The List”• Opt in mechanism is a must• Opt out is the law (CAN-SPAM)• Build your list – keep it fresh• Use email to deepen your relationship

with members on “The List”• Retain your existing customers /

members via email marketing– Costs 5 to 10 times more to find a new

customer– Loyal customers are more profitable

Make sure your email is opened

• But your First “Objective” is to make sure it’s delivered!

• Spam & Junk folders filter by:–Words in the subject line & in the

body– Phishing (links that don’t match)– Black listed server– Black listed sender

Words to Avoid

• How to Avoid SPAM Blockers and Junk Folders:

Free, Amazing, Buy now, New, Money, Congratulations, Dear friend, Great offer, Guarantee, Investment, Maximize, $, New

Opportunity, Sale, Order Now, Powerful, Profit, Special, Promotion, Winner, ALL CAPS WORDS, !!!– “Extra income” or “for FREE” with a “?” Or a

“!” – Full list available

This is how people read emails1. Okay, who sent me email today?

– Curious and eager to receive and read emails

2. I’m busy and I have just enough time to read the good stuff– They scan for a) personal stuff b) important business emails c)

other emails that they have time to read

3. Let me delete all the junk mail so that it doesn’t clutter up my inbox– They are inundated with commercial emails and free newsletters

– and their forefinger is positioned on the trigger, ready to click on delete in a rapid motion

4. My inbox is a private and personal space, and I don’t want strangers and salespeople invading my privacy– Their inbox is a sacred place and they are protective of it,

inviting only friends, relatives, colleagues and select business acquaintances to enter

Email Statistics as of…2009!

• 39 Trillion emails/year

• 80% of all email traffic is SPAM!

• 5% check emails 4 times a day

• 20% check emails 10 times a day

Prepare yourself

1. Who is your target?

(buckshot vs. bullseye)

2. What is their frame of mind?

(know before writing a single word)

3. Make a list of 20-30 subjects

(consistent with mindset)

It’s Relationship Marketing• Leverage your relationship with the prospects

in your database

• Email gives people the chance to know you and trust you

• Must have “EMPATHY” – Capacity to understand the recipient (put yourself in their shoes)

• The more sensitive you are to someone’s frame of mind, the more persuasive you can occur as:– “I understand you”

– “I hear you

Your Focus –Your Frame of Mind

1. Let them know you like them and you are fond of them

2. You’re just writing to them (not everybody, just them)

3. Write the way you speak

4. Don’t be creative or formal or sarcastic or pompous

5. It is ok to be colloquial

6. Use contractions (It’s and we’ll instead It is and we will)

7. No marketing or corporate speak

8. Get real, be real

9. Mirror the language

Some Rules

1. Use real email and real name2. Do not use “sales” or “info”

(rejected by most spam)3. Do not use in the body the words:

“click here”, “unsubscribe”, and “to be removed”

4. Use Lyris content checker at www.lyris.com

Copyright 1993 – 2009 ActionCOACH business coaching, Inc.

Seven Elements of Email Marketing

Step 1 – Compelling Subject Line

• Beg to be opened• Make it personal• Use the word “This”, “Here”, or “About

your”• Use ellipsis point at the end of subject

line…

Words to avoid in subject line:Buy, Discount, Free, Maximize, Money, Opportunity, New, Power, Profit, Powerful, Investments, Special

Step 2 – First Sentence

• Identify who you are and establish rapport

• Make them say: “I feel like I know you”

• Ask them to write something down

Step 3 – Stay on Point

• Short and Sweet

• Inverted pyramid

• Do not waste their time

• Put instructions for opting out at the end

Step 4 – Just one message

• Lead your reader with one intended sales pitch

• No Multi-topic email

• Readers have a short attention span (3 to 8 seconds)

Step 5 –Provide Value

• Reward readers for their undivided attention

• Provide useful Info and Facts (real & interesting)–Did you know that…– 1 out of 5 visitor…

• Offer something free, at a discount, or special offer

Step 6 –The Benefit

• Demonstrate how it benefits them– Try our system for a week

• White paper, Free Report, Checklist, How to…– “Free chocolate éclair” story

Step 7 –Call to Action

• Tell the prospect what to do next

• Add a “PS:” before your signature

• Request a consultation today!– Toll : call 1-800-…. (notice I didn’t use

“toll free”)– Email: yourname@....– Go to: www.companylink.com

“It’s not your customer’s job to remember you. It’s your obligation and responsibility to make sure they don’t have the chance to

forget you.”• 10-20 campaigns per company• Measure, measure, and measure• Brainstorm with your team and

ask your clients• What really works sometimes

doesn’t

Credits

“Web Copy that Sells”– by Maria Veloso

“Web Marketing Today” – by Ralph Wilson

“Implementing Marketing Campaigns”

– by ActionCOACH

To finish up ...

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