1 00:00:00,180 --> 00:00:03,810 Robert Plank: Marketer of the Day episode 746, email 2 00:00:03,810 --> 00:00:07,680 marketing, copywriting and conversion with Alchemist of 3 00:00:07,680 --> 00:00:15,630 persuasion, Adel amarci. Hey everyone, and welcome back to 4 00:00:15,630 --> 00:00:18,960 the marketer of the day podcast. We are here with Adil Amarsi, 5 00:00:18,960 --> 00:00:24,840 and you can find him at A, D, A, I, L, A, M, a, r, s, i.com and 6 00:00:24,840 --> 00:00:27,870 at all, has been writing sales copy professionally since he 7 00:00:27,870 --> 00:00:31,920 turned 18 in late 2007 and during that time, he has broken 8 00:00:31,920 --> 00:00:35,880 countless records and developed an infamous reputation for the 9 00:00:35,880 --> 00:00:39,060 effectiveness of his copy. And we're going to talk about 10 00:00:39,090 --> 00:00:41,370 researching your prospects. We're going to start about 11 00:00:41,370 --> 00:00:45,300 starting a successful digital business. So many things. We are 12 00:00:45,300 --> 00:00:48,930 here with the Alchemist of persuasion himself at all. Nice 13 00:00:48,930 --> 00:00:49,980 to finally meet you. Man, 14 00:00:50,380 --> 00:00:52,480 Adil Amarsi: great to finally meet you too, dude. It's been a 15 00:00:52,480 --> 00:00:53,500 long time coming. 16 00:00:54,220 --> 00:00:57,040 Robert Plank: You told me, Yeah, apparently you've bought some of 17 00:00:57,040 --> 00:00:59,980 my products and some of my plugins, and you tell me that 18 00:00:59,980 --> 00:01:04,560 you have what you call some insane records that have given 19 00:01:04,560 --> 00:01:07,680 you some notoriety in this space. So to make sure that we 20 00:01:07,680 --> 00:01:10,920 keep listening, to make sure that we are listening to the 21 00:01:10,920 --> 00:01:13,200 right person, can you tell us about some of these huge, 22 00:01:13,200 --> 00:01:15,600 impressive achievements you have? Okay, 23 00:01:15,600 --> 00:01:17,640 Adil Amarsi: so we'll start with one of the one of my favorite 24 00:01:17,640 --> 00:01:21,740 ones. Back in 2016 one of my clients and friends was writing 25 00:01:21,740 --> 00:01:24,740 a webinar to a dead list. They were using Webinar Jam at the 26 00:01:24,740 --> 00:01:27,980 time. And the only reason this is prevalent was because Michael 27 00:01:27,980 --> 00:01:31,580 Sam and Andy Jenkins. May he rest in peace. By the way, guys, 28 00:01:31,580 --> 00:01:34,700 I apologize, that is my cat. He has decided to wake up and 29 00:01:34,700 --> 00:01:37,220 decide to meow during my interview, so we may be joined 30 00:01:37,220 --> 00:01:41,860 by him. But yeah, so the reason I say that is because Phil same 31 00:01:41,860 --> 00:01:44,380 and Jenkins were basically doing a lot of stuff back then with 32 00:01:44,380 --> 00:01:48,700 Webinar Jam. And one of the coolest things that happened was 33 00:01:48,760 --> 00:01:54,580 I wrote this landing page, and it did a 90.8% conversion rate 34 00:01:54,640 --> 00:01:59,620 on the traffic that we were at that we were sending to it. So 35 00:01:59,620 --> 00:02:05,460 it kind of just got really interesting on how all these, 36 00:02:05,460 --> 00:02:07,860 like little records kind of build up, because we had that 37 00:02:07,860 --> 00:02:10,560 one, and then Phil same actually called my client, said, What the 38 00:02:10,560 --> 00:02:12,960 hell did you do when he was like, I just hide Antle. So that 39 00:02:12,960 --> 00:02:16,260 got my name out there. I had another client that had a dead 40 00:02:16,260 --> 00:02:21,320 list. They had it mailed in four years, and add a new continuity 41 00:02:21,320 --> 00:02:24,680 program. So we, we, we reactivated that list, went 42 00:02:24,680 --> 00:02:26,840 through the mailing sequence. I put them through really, got 43 00:02:26,840 --> 00:02:30,980 their story out of them, put the sales letter together for a $70 44 00:02:31,340 --> 00:02:34,820 a month, uh, continuity program, because it was in the UK. It's 45 00:02:34,820 --> 00:02:38,360 50 pounds. We sold that, and that letter stayed converting at 46 00:02:38,360 --> 00:02:44,020 83% conversion rate for about two months, and our retention 47 00:02:44,020 --> 00:02:47,800 rate was seven months before we had our first dropout. So from 48 00:02:47,800 --> 00:02:50,980 devlist to reactivated and giving us money, and I think we 49 00:02:50,980 --> 00:02:53,800 raised something in the region, about 15,000 pounds a month. So 50 00:02:53,800 --> 00:02:58,240 like $25,000 Well, now today's inflation, about 23,000 a month, 51 00:02:58,480 --> 00:03:01,320 which nothing too bad about Yeah. 52 00:03:01,679 --> 00:03:03,479 Robert Plank: I mean, this is some impressive stuff. I'm 53 00:03:03,479 --> 00:03:06,479 hearing a few things streaming. I'm hearing that you really know 54 00:03:06,479 --> 00:03:09,239 your numbers, that you didn't just say, you know, we made this 55 00:03:09,239 --> 00:03:11,819 web page and we sold a bunch. You're like, we sold this 56 00:03:11,819 --> 00:03:15,839 amount, this percentage. It was this price point, this cash flow 57 00:03:15,839 --> 00:03:19,199 per month. And I'm also hearing from you a few things about 58 00:03:19,319 --> 00:03:22,399 getting people stories out there, and then in those those 59 00:03:22,399 --> 00:03:25,819 couple of case studies there, you mentioned about reactivating 60 00:03:25,819 --> 00:03:29,179 a dead list. And is that something that you do commonly, 61 00:03:29,179 --> 00:03:32,599 or is that, just like every now and then? Is of that whole dead 62 00:03:32,599 --> 00:03:35,359 list reactivation technique, it 63 00:03:35,360 --> 00:03:37,640 Adil Amarsi: really depends on the client. If it's a client 64 00:03:37,640 --> 00:03:40,480 that I know that has an absolutely killer offer and 65 00:03:40,480 --> 00:03:44,200 they're just really bad with that list. I'll say, hey, let's 66 00:03:44,200 --> 00:03:46,840 reactivate that dev list. Let's put something in then see what 67 00:03:46,840 --> 00:03:50,020 we can get coming out from that list. But it takes a lot of 68 00:03:50,020 --> 00:03:52,420 analysis, like, I really have to know the client. I have to know 69 00:03:52,420 --> 00:03:54,580 their voice. We have to figure out what's going on with their 70 00:03:54,580 --> 00:03:57,700 list first. Because some people, they can say, I have a dev list. 71 00:03:58,000 --> 00:04:00,720 In reality, all they've done is they've mailed that list nothing 72 00:04:00,720 --> 00:04:04,440 but good value for two years and never made a sales promo. So 73 00:04:04,440 --> 00:04:06,900 it's not a dead list, it's just a list that's never been pitched 74 00:04:06,900 --> 00:04:09,300 to. So you got to, like, get them used to getting pitched to. 75 00:04:10,620 --> 00:04:13,200 But that's that was, like, one of the key things the others to 76 00:04:13,200 --> 00:04:16,920 do with, like, stories and how they all come about. I do have 77 00:04:16,920 --> 00:04:19,560 to drag the stories out of a lot of people. It's almost every 78 00:04:19,560 --> 00:04:23,060 client, because some people tell you their story, and you're 79 00:04:23,060 --> 00:04:25,880 like, that's not your story. They'll be like, yeah, no. So I 80 00:04:25,880 --> 00:04:28,400 kind of came from this place where I was in a really bad way, 81 00:04:28,400 --> 00:04:31,820 and then this happened, and then now I'm like, really good, and I 82 00:04:31,820 --> 00:04:35,180 can help a bunch of people. Well, that's everyone's story. 83 00:04:35,720 --> 00:04:38,600 What's your particular story? What? What did you do? What was 84 00:04:38,600 --> 00:04:41,000 the thing that broke you? That's what I want to what was the 85 00:04:41,000 --> 00:04:43,540 thing that broke you before that put you in this path, in this 86 00:04:43,540 --> 00:04:47,500 path, and it's a great way of actually figuring it out and 87 00:04:47,500 --> 00:04:49,780 then finding out how someone actually knew that point of no 88 00:04:49,780 --> 00:04:52,180 return was there. So for instance, Rob, if I was to ask 89 00:04:52,180 --> 00:04:55,420 you, what was it that made you go online? Like, what was the 90 00:04:55,420 --> 00:04:56,920 thing that drove you to go online? 91 00:04:57,580 --> 00:05:02,040 Robert Plank: What drove me to go online was. Researching what 92 00:05:02,040 --> 00:05:07,140 a computer programmer career path looked like. And the path 93 00:05:07,140 --> 00:05:11,940 was either stay a code monkey, stay someone that makes 30 grand 94 00:05:11,940 --> 00:05:16,980 to 50 grand per year, or move up into the higher management the 95 00:05:16,980 --> 00:05:20,900 business side of things which I had no interest with either and 96 00:05:20,900 --> 00:05:24,320 always having a boss, always having set hours, always being 97 00:05:24,320 --> 00:05:28,280 on call, none of that sounded fun. I like more of the freedom 98 00:05:28,280 --> 00:05:30,140 and the being able to build things 99 00:05:31,040 --> 00:05:33,020 Adil Amarsi: that sounds a lot more fun. So you kind of knew at 100 00:05:33,020 --> 00:05:36,800 that point. So from that perspective, where was that 101 00:05:36,800 --> 00:05:39,860 point of no return? Where, like, you kind of went there and, I 102 00:05:39,860 --> 00:05:42,100 mean by point no return. Like, we all have that moment, like, 103 00:05:42,220 --> 00:05:45,760 Yeah, I knew from that point on, but there's a real point of no 104 00:05:45,760 --> 00:05:48,460 return. It's like, when you get your first sale, or when you hit 105 00:05:48,460 --> 00:05:51,400 a certain threshold, or something just happens in your 106 00:05:51,400 --> 00:05:54,640 life, and you're like, yeah, that life of going back to 107 00:05:54,640 --> 00:05:57,580 working for someone else is just that door is shut. This is the 108 00:05:57,580 --> 00:05:59,440 way going forward. What was that moment for you? 109 00:06:00,160 --> 00:06:04,500 Robert Plank: That moment was, I was in my office at work. I 110 00:06:04,500 --> 00:06:08,460 opened up my bank account, and it was just over $40,000 and for 111 00:06:08,460 --> 00:06:12,900 some reason, seeing just that number, it seemed like finally I 112 00:06:12,900 --> 00:06:15,900 had to do it. And for the many of the months leading up to 113 00:06:15,900 --> 00:06:19,800 that, I had always kind of like written new goals and written 114 00:06:19,800 --> 00:06:24,620 out pros and cons, and I just, I was worried that I would give up 115 00:06:24,620 --> 00:06:29,480 on my dreams. And I was in the middle of a project where there 116 00:06:29,480 --> 00:06:32,600 was this, the software called SharePoint, which is just like 117 00:06:32,600 --> 00:06:34,880 made by Microsoft's a total nightmare. And they trained 118 00:06:34,880 --> 00:06:38,180 someone to do it, he hated it, he quit. They trained someone 119 00:06:38,180 --> 00:06:41,080 else to do it, he hated it, he quit. And then I was the new 120 00:06:41,080 --> 00:06:45,340 guy, and I was where I just had all these worries. And then I 121 00:06:45,400 --> 00:06:48,760 there was, I was started going to networking events, internet 122 00:06:48,760 --> 00:06:51,700 marketing events, and there was, and I was using up pretty much 123 00:06:51,700 --> 00:06:55,720 all my vacation and sick days to go to these events, because, 124 00:06:55,780 --> 00:06:59,800 like, you fly in a day to travel there and back. And I had one 125 00:06:59,800 --> 00:07:02,760 coming up, and I was going to miss it because I didn't have 126 00:07:02,760 --> 00:07:07,500 any more vacation days left, and so that day, that afternoon, it 127 00:07:07,500 --> 00:07:12,060 was just all those little things combined. But it was mostly that 128 00:07:12,120 --> 00:07:15,960 I wanted to go to this event. I knew I needed that to continue 129 00:07:15,960 --> 00:07:18,780 on the trajectory I was on. I'd already had a list, already made 130 00:07:18,780 --> 00:07:21,380 a bunch of sales, had products, but it was just like there 131 00:07:21,380 --> 00:07:24,440 wasn't enough time, there wasn't any rules, or there was any 132 00:07:24,440 --> 00:07:27,560 freedom in there to go to that event. And then I there was 133 00:07:27,560 --> 00:07:30,800 that. And I saw there was, like, that financial cushion, not a 134 00:07:30,800 --> 00:07:33,860 huge amount of money, but enough to, if the worst happened, I 135 00:07:33,860 --> 00:07:37,460 could live for a few months. So then I went into the my boss's 136 00:07:37,460 --> 00:07:41,680 boss's office and gave him my notice. And then that was the 137 00:07:41,680 --> 00:07:44,980 point of no return. Was that afternoon, the event coming up, 138 00:07:44,980 --> 00:07:47,380 seeing the bank balance. Okay, 139 00:07:47,380 --> 00:07:51,880 Adil Amarsi: cool. So do you remember what event it was? Huh, 140 00:07:52,000 --> 00:07:52,300 what 141 00:07:54,580 --> 00:07:58,900 Robert Plank: it was? I think it might have been like the first 142 00:07:58,900 --> 00:08:02,760 warrior event. Eric luvier, yeah, I think, oh yeah. That was 143 00:08:02,760 --> 00:08:03,120 a, yeah. That 144 00:08:03,120 --> 00:08:05,700 Adil Amarsi: was a while ago, because that was the year I 145 00:08:05,700 --> 00:08:08,940 actually kind of started getting into the I Am. Well, was that? 146 00:08:08,940 --> 00:08:13,260 Yeah, I remember seeing it. So you've got, like the warrior 147 00:08:13,260 --> 00:08:16,860 then now, if I was writing a copy to this is just as an idea 148 00:08:16,860 --> 00:08:19,320 of how I'd be pulling out the story for my client. There's the 149 00:08:19,320 --> 00:08:21,620 third step, which is where you link all the bits and pieces 150 00:08:21,620 --> 00:08:24,680 together, but just from this alone, like a headline that 151 00:08:24,680 --> 00:08:27,440 could really grab if I was, if you say we were pitching you to 152 00:08:27,440 --> 00:08:30,740 your audience, give me a product you'd be selling, like anything. 153 00:08:30,740 --> 00:08:31,940 I don't really care what it is. 154 00:08:33,020 --> 00:08:33,920 Robert Plank: Action, pop up. 155 00:08:35,660 --> 00:08:37,520 Adil Amarsi: Okay, action, pop up. Give me just a quick 156 00:08:37,520 --> 00:08:38,240 benefits to it. 157 00:08:39,140 --> 00:08:43,300 Robert Plank: The benefits is, it's a you you drop it on any 158 00:08:43,300 --> 00:08:48,400 wordpress plugin or page, it creates a pop up box. It's, it's 159 00:08:48,400 --> 00:08:52,360 meant for opting into your email list. So once someone opts in, 160 00:08:52,360 --> 00:08:54,880 the pop up does not appear. You can create custom offers 161 00:08:54,880 --> 00:08:58,300 depending on the landing page, the blog post, the category, 162 00:08:58,480 --> 00:09:00,640 things like that, different designs. 163 00:09:01,360 --> 00:09:03,660 Adil Amarsi: So basically, it's, and I don't mean this in any 164 00:09:03,660 --> 00:09:06,780 negative sense whatsoever. It's like, the closest situation I 165 00:09:06,780 --> 00:09:09,660 could think of, it would be like, say, back in the pop up 166 00:09:09,660 --> 00:09:13,560 domination, like, but this is way better. So, like, it's a way 167 00:09:13,560 --> 00:09:16,620 more advanced system and works. I'm just, like, mentally trying 168 00:09:16,620 --> 00:09:19,320 to clarify, like, that's exactly what me correct. Like, it has a 169 00:09:19,320 --> 00:09:22,160 good pop up, it has, like, redirects on the back end, and 170 00:09:22,160 --> 00:09:25,100 essentially, once it goes in, people did, it just doesn't show 171 00:09:25,100 --> 00:09:26,840 up again. Yeah, 172 00:09:26,840 --> 00:09:28,820 Robert Plank: I can, I can use something more recent if you 173 00:09:28,820 --> 00:09:32,000 want to use, like, like a modern day thing. I kind of thought, 174 00:09:32,000 --> 00:09:34,400 the more I hear about that, the morning I like that I was using 175 00:09:34,400 --> 00:09:37,400 an old trot. Okay, so the the promo that we're mailing this 176 00:09:37,400 --> 00:09:41,320 week is a course called Book formula, which is about how to 177 00:09:41,440 --> 00:09:45,520 get a mock up book made, how to get a book put on Lulu and 178 00:09:45,520 --> 00:09:49,780 Kindle. And the idea is that every business needs a book. A 179 00:09:49,780 --> 00:09:53,500 lot of people want a book, but then it's a huge long to go 180 00:09:53,500 --> 00:09:56,860 through a book. So there's worksheets, there's checklist, 181 00:09:56,860 --> 00:09:59,920 there's a step by step process where you make a few decisions. 182 00:10:00,000 --> 00:10:02,940 Answer a couple of questions, and then you have a a book 183 00:10:02,940 --> 00:10:05,820 created that you can add to over time. So it's called Book 184 00:10:05,820 --> 00:10:06,540 formula. Okay, 185 00:10:06,600 --> 00:10:08,700 Adil Amarsi: so if you're doing book formula, and let's say this 186 00:10:08,700 --> 00:10:11,280 is just a problem, it wouldn't mean the sales sector, but let's 187 00:10:11,280 --> 00:10:14,040 just say it's an email that's going out. And the way that I 188 00:10:14,040 --> 00:10:19,140 would do this would be something along the lines of your origin 189 00:10:19,140 --> 00:10:21,860 matters would be the subject line and and the email would 190 00:10:21,860 --> 00:10:26,300 immediately go into is like, Hey Rob. Oh, sorry, hey James, it's 191 00:10:26,300 --> 00:10:31,520 Rob here. And I like, hey James, it's Rob here. And I was 192 00:10:31,580 --> 00:10:34,520 speaking to a friend of mine on a podcast, and the idea of 193 00:10:34,520 --> 00:10:37,580 origin of stories really just came out to me, and I wanted to 194 00:10:37,580 --> 00:10:41,140 share this origin story with you, simply because I don't talk 195 00:10:41,140 --> 00:10:44,080 about often enough, and I don't share it frequently enough with 196 00:10:44,080 --> 00:10:46,960 the people in my in my circle, and the reason I want to share 197 00:10:46,960 --> 00:10:49,780 it with you is because there are some very valuable lessons, and 198 00:10:49,780 --> 00:10:53,500 particularly knowing how and when to make the jump from 199 00:10:53,560 --> 00:10:56,200 either full time employment or part time employment to full 200 00:10:56,200 --> 00:11:00,240 time entrepreneurship. Because far and few times, far, far too 201 00:11:00,240 --> 00:11:04,140 often we see people jump out, essentially jump off the cliff 202 00:11:04,500 --> 00:11:07,440 and expect to fly. Unfortunately, don't. A lot of 203 00:11:07,440 --> 00:11:09,900 people plummet, and they have to fight their way back up to the 204 00:11:09,900 --> 00:11:13,740 top. So I'm going to share with you in a moment. Is going to is 205 00:11:13,740 --> 00:11:17,700 going to show you the situation that had come together for me to 206 00:11:17,700 --> 00:11:22,160 create my, you know, my my exit from my corporate life, but more 207 00:11:22,160 --> 00:11:24,920 importantly, how that set me up perfectly for what happened 208 00:11:24,920 --> 00:11:28,100 next. And then you'd go into the events of what happened. I, you 209 00:11:28,100 --> 00:11:30,680 know, I was working like this. I looked at this. I didn't want to 210 00:11:30,680 --> 00:11:33,740 do something. I wanted freedom. I built a couple of things and 211 00:11:33,740 --> 00:11:37,220 sold a couple of things at a mailing list. And it wasn't 212 00:11:37,220 --> 00:11:39,560 until this day, the day, that you described to us. You tell 213 00:11:39,560 --> 00:11:43,360 them about that day. And then you kind of like, immediately 214 00:11:43,360 --> 00:11:45,580 come off the bottom and say, there's, there are so many 215 00:11:45,580 --> 00:11:49,900 lessons, and you name two or three. And then the way you link 216 00:11:49,900 --> 00:11:52,840 this, the to the book formula project. Thing that you do is 217 00:11:52,840 --> 00:11:56,500 you essentially take that same story and say, I could write 218 00:11:56,500 --> 00:12:00,240 this. I could write a full book about this, but, but like 219 00:12:00,240 --> 00:12:03,600 writing many books, it's a it's a long slog. You are not going 220 00:12:03,600 --> 00:12:06,540 to enjoy it. It is going to make you cry at times, even if, like, 221 00:12:06,540 --> 00:12:09,660 if you don't know what you're doing, especially, but if you've 222 00:12:09,660 --> 00:12:11,940 written a book before, if you have a process, if you have 223 00:12:11,940 --> 00:12:14,220 something, you keep having to over time, going back and 224 00:12:14,220 --> 00:12:17,700 editing and still making sure it works well, while keeping you 225 00:12:17,700 --> 00:12:20,360 accountable. Well, that is the best way for you to actually 226 00:12:20,360 --> 00:12:24,260 tell your story, and instead of sending you to 150 different 227 00:12:24,260 --> 00:12:27,140 places, try and get all these checklists made in essentially 228 00:12:27,140 --> 00:12:32,300 reading over 150 blog posts, or over 10 blog posts, just to get 229 00:12:32,360 --> 00:12:35,600 a basic sample of a template of how to keep you accountable, 230 00:12:35,600 --> 00:12:38,480 we've gone ahead and designed a system for you. Go here and 231 00:12:38,480 --> 00:12:41,440 check out this video where we explain what our system is, and 232 00:12:41,440 --> 00:12:44,800 that's simply how I would transition using just part of 233 00:12:44,800 --> 00:12:48,580 that story into, like, say, an email. And you can do this on a 234 00:12:48,580 --> 00:12:51,160 grand scale with a webinar or a sales letter, depending 235 00:12:52,180 --> 00:12:54,940 Robert Plank: awesome. And I was kind of, as you were explaining 236 00:12:54,940 --> 00:12:58,540 that all these kind of ahas came into my head, as far as all 237 00:12:58,540 --> 00:13:00,960 these components that you put in there, and even from the 238 00:13:00,960 --> 00:13:03,960 beginning, things like the imagery, right? Like the about 239 00:13:03,960 --> 00:13:06,840 to jumping off, about to jump off the cliff. And you were even 240 00:13:06,900 --> 00:13:09,240 you didn't just tell us things. You were saying what we're about 241 00:13:09,240 --> 00:13:13,380 to tell you this. And you even listed things like the possible 242 00:13:13,380 --> 00:13:16,380 alternatives that you could use, right? You could go and read all 243 00:13:16,380 --> 00:13:19,260 these different blog posts, or the better thing, where we've 244 00:13:19,260 --> 00:13:22,700 combined it for you. So this is making a lot of sense, and it 245 00:13:22,700 --> 00:13:25,700 also, it also makes a lot of sense how you're saying, that 246 00:13:25,760 --> 00:13:30,260 some of these clients that you go to maybe the story that they 247 00:13:30,260 --> 00:13:34,820 think they need to say, or the story that they tell you is not 248 00:13:34,820 --> 00:13:37,400 the right one, right? It's kind of like in the same way, that 249 00:13:37,580 --> 00:13:40,040 the voice that you hear you say is not the voice other people 250 00:13:40,040 --> 00:13:43,540 hear, or like, the the way you think your facial expression is, 251 00:13:43,540 --> 00:13:46,780 versus what people see and like all that sort of stuff is, is 252 00:13:46,780 --> 00:13:49,660 different, right? There's what there's how you see yourself and 253 00:13:49,660 --> 00:13:52,540 how the world see yourself. And likewise, there's what people 254 00:13:52,540 --> 00:13:56,980 might think is the right attention getting story 255 00:13:57,280 --> 00:14:00,960 persuasive copywriting thing to say. But then from the outside 256 00:14:00,960 --> 00:14:03,600 looking in, it's completely different. It's what I'm hearing 257 00:14:03,600 --> 00:14:05,460 from you saying all this, 258 00:14:05,580 --> 00:14:08,160 Adil Amarsi: yeah, massively, it's usually product dependent 259 00:14:08,160 --> 00:14:10,440 as well. Like this is something a lot of people don't look at, 260 00:14:10,440 --> 00:14:13,920 is you can use the same story, like your story, I wouldn't use 261 00:14:13,920 --> 00:14:17,160 that story in a sales I would use that in an email. But if I 262 00:14:17,160 --> 00:14:21,440 was writing about a story, saying about how it was about 263 00:14:21,440 --> 00:14:24,260 your book. Say we were selling your book and we were writing 264 00:14:24,260 --> 00:14:26,720 the sales letter of how you're going to detail your origin, and 265 00:14:26,720 --> 00:14:30,260 rise to the top. There we go. Yeah. W, wait, what's your book 266 00:14:30,260 --> 00:14:30,680 title? 267 00:14:31,340 --> 00:14:32,300 Robert Plank: W, W, h, 268 00:14:32,300 --> 00:14:36,860 Adil Amarsi: w, Oh, nice. I like that. What if I do love what if 269 00:14:36,860 --> 00:14:40,340 it's one of my favorite words, unlimited possibilities. 270 00:14:40,700 --> 00:14:42,100 Massive. Unlimited possibilities, one of my 271 00:14:42,100 --> 00:14:44,440 favorite, again, that's the reason whenever I get into a bad 272 00:14:44,440 --> 00:14:47,200 rep, my brain is like, what if it was good? And then just find 273 00:14:47,200 --> 00:14:50,560 a way to make it good. But if we were using that story as well to 274 00:14:50,560 --> 00:14:53,560 sell you a book, I put that on the sales video to why to 275 00:14:53,560 --> 00:14:56,740 follow? Like, Why follow you? Because your story just says 276 00:14:56,740 --> 00:14:59,440 I've been around long enough that I've seen practically 277 00:14:59,440 --> 00:15:01,680 everything. More importantly, I'm willing to tell you 278 00:15:01,680 --> 00:15:04,740 something that my contemporaries are just not willing to tell 279 00:15:04,740 --> 00:15:06,660 you, because they'll tell you that it's possible to do 280 00:15:06,660 --> 00:15:09,960 anything. Yeah, quit your job, go, go, try and have this 281 00:15:10,800 --> 00:15:14,700 adventure of a lifetime, and just like essentially shock 282 00:15:14,700 --> 00:15:18,240 responsibility and just try and do things versus no, think about 283 00:15:18,240 --> 00:15:20,480 it logically. Save up money, make sure you have things in 284 00:15:20,480 --> 00:15:23,360 place, make sure you have a system working, and then make 285 00:15:23,360 --> 00:15:26,900 the exit, because at that point you're essentially mitigating as 286 00:15:26,900 --> 00:15:28,100 much risk as possible. 287 00:15:29,300 --> 00:15:31,520 Robert Plank: And, and, yeah, and even as as we're kind of 288 00:15:31,880 --> 00:15:35,120 explaining this, what comes to mind for me is that it's it's 289 00:15:35,120 --> 00:15:39,080 taken a long time to maybe think back and repeat through this 290 00:15:39,080 --> 00:15:43,180 story and get down to those kind of lower layers. Because a big 291 00:15:43,180 --> 00:15:46,840 part of that whole like going into business on my own, going 292 00:15:46,840 --> 00:15:51,040 to events, was the like, the the breaking out of my own shell, 293 00:15:51,040 --> 00:15:54,520 right? The the there, because there was the one path of just 294 00:15:54,520 --> 00:15:59,320 sitting behind the computer, of being being safe, being not the 295 00:15:59,500 --> 00:16:02,460 the marketer or spokesperson. And then there was maybe another 296 00:16:02,460 --> 00:16:05,400 path of being a little bit more uncomfortable and being more of 297 00:16:05,520 --> 00:16:08,940 a maybe like a larger than life, or someone who communicates to 298 00:16:08,940 --> 00:16:11,880 others. And then what comes to mind there is like, kind of 299 00:16:11,880 --> 00:16:15,960 tapping into that and relating to people who like, since we're 300 00:16:15,960 --> 00:16:19,500 on the topic of the book, maybe a lot of people are held back 301 00:16:19,500 --> 00:16:23,180 having a book because they just, they have that fear of putting 302 00:16:23,180 --> 00:16:27,440 themselves out there, of being in front of the camera instead 303 00:16:27,440 --> 00:16:31,520 of in front of the computer, and so, so yeah, even just, it's 304 00:16:31,520 --> 00:16:35,120 kind of talking about the kind of the same thing, or it's like 305 00:16:35,120 --> 00:16:38,420 getting into those deeper, kind of emotional layers other that 306 00:16:38,420 --> 00:16:39,920 other people can relate to. 307 00:16:40,280 --> 00:16:42,040 Adil Amarsi: Oh, yeah, massively. And that's something 308 00:16:42,040 --> 00:16:44,740 that I find with copy that's missing quite a lot of the time. 309 00:16:45,580 --> 00:16:49,600 There is a lack of psychological understanding. If that makes 310 00:16:49,600 --> 00:16:52,180 sense, I know a lot of copywriters, what they tend to 311 00:16:52,180 --> 00:16:57,940 do is go with, we're pulling like on cliches. We're writing 312 00:16:57,940 --> 00:17:00,540 in a certain style because we were told to write in that 313 00:17:00,540 --> 00:17:04,440 style, there's no questioning to why the psychological usage of 314 00:17:04,440 --> 00:17:08,820 certain words forces you to look at different perspectives. And 315 00:17:08,820 --> 00:17:11,520 essentially like one of the things I teach as well is how, 316 00:17:11,520 --> 00:17:15,420 in say, your first email, by setting up a certain sequence of 317 00:17:15,420 --> 00:17:18,780 events and steps for someone to take in the welcome email, it 318 00:17:18,780 --> 00:17:22,100 immediately repositions you as a direct authority that cannot be 319 00:17:22,100 --> 00:17:26,180 questioned. And by doing so, it has you. It sounds really weird. 320 00:17:26,360 --> 00:17:29,060 It gives you control over the situation and how you can 321 00:17:29,060 --> 00:17:29,720 influence them 322 00:17:30,800 --> 00:17:33,140 Robert Plank: and so. And there's a lot of, oh, go ahead. 323 00:17:33,260 --> 00:17:34,940 Adil Amarsi: Oh no, no, please go ahead. You're saying, 324 00:17:35,000 --> 00:17:37,880 Robert Plank: I'm just saying when, like, we're this topic 325 00:17:37,880 --> 00:17:41,500 keeps coming up here with us, of like, sales letter versus email 326 00:17:41,500 --> 00:17:44,560 copywriting, right? And it seems like from from what I'm hearing 327 00:17:44,560 --> 00:17:48,580 from you, is there's a lot of setup in in the email, so that 328 00:17:48,580 --> 00:17:53,200 way the the sales letter is less of a less of a barrier to get 329 00:17:53,200 --> 00:17:57,340 through. And it also seems like from you, you explaining this is 330 00:17:57,340 --> 00:18:01,620 that, like there's more time to get into some of the more, of 331 00:18:01,620 --> 00:18:04,380 the deeper story, and some of like the tangents, and it seems 332 00:18:04,380 --> 00:18:08,580 like we can, we can spend more time and have more fun in an 333 00:18:08,580 --> 00:18:12,360 email, and there's more possibility to make mistakes or 334 00:18:12,360 --> 00:18:15,540 put out things that maybe aren't quite right, versus a sales that 335 00:18:15,540 --> 00:18:17,820 are where there might be bottlenecks, or a sales video 336 00:18:17,820 --> 00:18:21,500 where we might lose them at some point. So am I getting that 337 00:18:21,500 --> 00:18:24,020 right? Just like the with the email, you can kind of get get 338 00:18:24,020 --> 00:18:25,940 crazier and have more fun. Oh, 339 00:18:25,940 --> 00:18:28,220 Adil Amarsi: for sure, like your emails essentially, like to 340 00:18:28,220 --> 00:18:31,700 quote Gary Vaynerchuk, your emails are essentially all your 341 00:18:31,700 --> 00:18:35,060 little jabs, and then, of course, your sales letters the 342 00:18:35,060 --> 00:18:37,640 right hook. Essentially, that's what you're doing. Your emails 343 00:18:37,640 --> 00:18:40,420 are setting up and constantly pre selling. They're giving 344 00:18:40,480 --> 00:18:43,660 ideas, and it's this whole idea. So the the one word that I have 345 00:18:43,660 --> 00:18:47,080 a problem with is the word value, because it's not given a 346 00:18:47,080 --> 00:18:51,040 direct value in its own right. The word value is value less 347 00:18:51,040 --> 00:18:54,880 because it's used so much and it has no definition. So a 348 00:18:54,880 --> 00:18:59,260 definition I'd give for value is providing either providing an 349 00:18:59,260 --> 00:19:03,180 emotional respite despite what's going on in the world. So that's 350 00:19:03,180 --> 00:19:06,120 what, essentially, you're doing by adding value, either helping 351 00:19:06,120 --> 00:19:10,080 someone improve their life, help improve their health, their 352 00:19:10,080 --> 00:19:12,360 relationships, their spirituality, whatever it is, 353 00:19:12,360 --> 00:19:15,240 you're giving them an improvement of some form that 354 00:19:15,240 --> 00:19:19,980 they've asked for. But also, at the same time, don't forget, 355 00:19:20,040 --> 00:19:24,440 laughter is also an emotional trigger that you can use. So 356 00:19:24,500 --> 00:19:27,140 laughter is an improvement. Someone might be having a really 357 00:19:27,140 --> 00:19:29,060 bad day, and they end up laughing at your email. Have a 358 00:19:29,060 --> 00:19:33,260 great day. And I've tested this with my own list. I sent out an 359 00:19:33,260 --> 00:19:36,380 email about how, well I didn't send out this email to my entire 360 00:19:36,380 --> 00:19:39,140 list, but to a very small portion of my list. To test it, 361 00:19:39,140 --> 00:19:45,460 I sent out an email roughly around how, when I how, when I 362 00:19:45,460 --> 00:19:49,180 was younger, I would prank myself if I forgot, like, say I 363 00:19:49,180 --> 00:19:52,120 had to take some medication, and that would send me a little bit, 364 00:19:52,240 --> 00:19:55,420 like loopy, so I'd forget, so I'd start pranking myself by 365 00:19:55,420 --> 00:19:58,360 leaving little post it notes and getting myself to go on treasure 366 00:19:58,360 --> 00:20:01,800 hunts. And I. It's just something really stupid and 367 00:20:01,800 --> 00:20:05,820 ridiculous. I told that story through my email to my audience. 368 00:20:06,060 --> 00:20:08,640 I got so many emails about going, Dude, please go back to 369 00:20:08,640 --> 00:20:11,160 doing stand up. This is really good. We can actually feel your 370 00:20:11,160 --> 00:20:14,340 pitch, your tone, your setting, and everything just was correct. 371 00:20:14,340 --> 00:20:15,900 And the punchline just had us laughing, 372 00:20:16,980 --> 00:20:18,720 Robert Plank: and so but yeah, it's like you're getting into, 373 00:20:18,720 --> 00:20:22,520 like, the self deprecation, the things that are unique to you, 374 00:20:22,520 --> 00:20:25,760 the things that are relatable. And I mean that that right 375 00:20:25,760 --> 00:20:28,460 there, what you said, that's a lesson that took me at least 376 00:20:28,460 --> 00:20:32,180 five or six years to to for it to finally get through to me 377 00:20:32,180 --> 00:20:36,740 that it's really tempting to to not have any of our own selves 378 00:20:36,740 --> 00:20:39,560 or our own personality and our marketing, to be not make any 379 00:20:39,560 --> 00:20:43,840 mistakes, be super professional. But who wants that, and how is 380 00:20:43,840 --> 00:20:47,140 that going to get noticed? Versus you find you kind of dig 381 00:20:47,140 --> 00:20:51,160 deep, and you find those, those old childhood memories, or those 382 00:20:51,160 --> 00:20:55,300 mistakes you made, or the like, kind of unexpected things that 383 00:20:55,300 --> 00:20:57,760 have happened to you. You throw those in, and there's those are 384 00:20:57,760 --> 00:21:01,740 some fun ways to to wake these people up and like you, and you 385 00:21:01,740 --> 00:21:05,700 mentioned earlier how you sometimes have had these clients 386 00:21:05,700 --> 00:21:09,120 that they are sucking their friends on right they're doing 387 00:21:09,120 --> 00:21:11,400 all the jabs, and they're not doing any of the right hooks. 388 00:21:11,400 --> 00:21:14,340 They're just providing value. And I mean, I've been on lists 389 00:21:14,340 --> 00:21:16,800 like that where every day they're like, Hey, there's this 390 00:21:16,800 --> 00:21:19,140 new freebie today, another freebie today. And I'm thinking 391 00:21:19,140 --> 00:21:24,500 like, you're training me to never click, to never buy, just 392 00:21:24,500 --> 00:21:27,860 because I don't know, maybe they're like, afraid of crossing 393 00:21:27,860 --> 00:21:32,120 that line, and so, I mean, is the answer just that simple, if 394 00:21:32,120 --> 00:21:34,700 you're dealing with a client where they're emailing but 395 00:21:34,700 --> 00:21:37,160 they're not selling, is the answer, just like, to bridge the 396 00:21:37,160 --> 00:21:40,540 gap by putting in this humor and their stories, or is there more 397 00:21:40,540 --> 00:21:41,080 to it? Yeah, 398 00:21:41,199 --> 00:21:43,659 Adil Amarsi: there's quite a few more things. There's about seven 399 00:21:43,659 --> 00:21:45,939 different types of emails you can use to break up the 400 00:21:45,939 --> 00:21:49,959 monotony. And humor is one of them. The other ones are, like 401 00:21:49,959 --> 00:21:52,779 inspirational stories and journeys. But they have to have 402 00:21:52,779 --> 00:21:55,299 meaning. So if someone is constantly just mailing your 403 00:21:55,299 --> 00:21:57,459 freebie after freebie after freebie after freebie, or like, 404 00:21:57,459 --> 00:22:00,179 value after value after value, why would it end up doing is I 405 00:22:00,179 --> 00:22:04,559 would just send an email to the subject line, just like, screech 406 00:22:04,619 --> 00:22:09,059 in like the little or is it shift eight, the little stars in 407 00:22:09,059 --> 00:22:12,119 between. And we'll put the word screech, which is usually like a 408 00:22:12,119 --> 00:22:16,079 car stop, and it's like, dot, dot, dot, get out the car. And 409 00:22:16,079 --> 00:22:19,079 immediately I would go into an email around, you've been riding 410 00:22:19,079 --> 00:22:22,039 along this freeway a free train for far too long. I realize you 411 00:22:22,039 --> 00:22:24,799 haven't bought a ticket. Now it's time to have a little bit 412 00:22:24,799 --> 00:22:27,439 more fun and just say, for the last couple of like, for last 413 00:22:27,439 --> 00:22:31,279 while, I go straight into the mittens. For last while, I've 414 00:22:31,279 --> 00:22:33,679 been told that all I had to do is provide value and help 415 00:22:33,679 --> 00:22:35,719 people, and that would help a lot. Don't get me wrong, 416 00:22:35,719 --> 00:22:39,319 providing value makes me feel great, but what really makes me 417 00:22:39,319 --> 00:22:42,339 feel great is being able to do this and help others while still 418 00:22:42,339 --> 00:22:45,339 ultimately having a full time business with you guys here. And 419 00:22:45,999 --> 00:22:48,639 then you can just say, if you still want to stay on this 420 00:22:48,639 --> 00:22:51,039 mailing list, great, stay on, but know we're going to be 421 00:22:51,039 --> 00:22:54,759 changing things around. Click this link to confirm your email 422 00:22:54,759 --> 00:22:57,159 address so we know that you're actually staying on. If not, 423 00:22:57,159 --> 00:22:59,499 we'll be deleting your email address in the next 30 days. 424 00:22:59,499 --> 00:23:02,879 Look forward to hearing from you. Reply back if you want to 425 00:23:02,879 --> 00:23:06,299 speak to me, speak to your name, and then the next email would go 426 00:23:06,299 --> 00:23:09,959 into a little bit more self deprecation, such as because 427 00:23:09,959 --> 00:23:12,539 it's going to a confirmed list. Now you can start building your 428 00:23:12,539 --> 00:23:15,299 personality like a lot of people ask me how I actually got into 429 00:23:15,299 --> 00:23:17,939 spirituality, and they think I've always been spiritual, but 430 00:23:17,939 --> 00:23:21,019 the reality could be I wasn't. In fact, I was the kid in the 431 00:23:21,019 --> 00:23:24,679 back of the class eating glue, eating paste, right out the pot 432 00:23:24,679 --> 00:23:27,679 with like the little because I was just me. I was like a little 433 00:23:27,679 --> 00:23:30,679 paste eating kid. And funny to believe that my teeth and 434 00:23:30,679 --> 00:23:33,319 avoided them out to anything. But here I am able to figure out 435 00:23:33,319 --> 00:23:35,959 more. In fact, the big shift happened to me when this 436 00:23:35,959 --> 00:23:39,979 experience happened. Story, sorry, story, sorry. Check back 437 00:23:39,979 --> 00:23:42,579 for tomorrow. I'll give you the second half. Second half of the 438 00:23:42,579 --> 00:23:45,759 story comes in. Now you can just say, by the way, if you really 439 00:23:45,759 --> 00:23:48,939 want to say some meditation products, if you really want to 440 00:23:48,939 --> 00:23:51,579 transcend that meditational level and really take yourself 441 00:23:51,579 --> 00:23:54,639 to the new to a high level. You may not know this, but we've 442 00:23:54,639 --> 00:23:57,339 developed a program around it. It's a best seller. Go here. 443 00:23:57,339 --> 00:24:00,959 Check it out. They go in. They buy now you start bridging that 444 00:24:00,959 --> 00:24:03,059 gap through, you start conditioning the new list to 445 00:24:03,059 --> 00:24:06,659 stop buying. And even if you get unsubscribes, fuck them, 446 00:24:07,740 --> 00:24:09,780 Robert Plank: right? I mean, yeah, it's, it's like, if you 447 00:24:09,780 --> 00:24:12,540 have those people who are unsubscribed, I tell myself that 448 00:24:12,600 --> 00:24:16,860 they would have left eventually, and also that if we can, if we 449 00:24:16,860 --> 00:24:19,620 have more people coming in than going out, then what's the 450 00:24:19,620 --> 00:24:23,060 difference? And it's, it's a real trip, and it's a lot of fun 451 00:24:23,060 --> 00:24:26,300 to see you think on your feet here. And it seems like just 452 00:24:26,300 --> 00:24:30,260 kind of hearing you talk and kind of fit, like just taking in 453 00:24:30,260 --> 00:24:33,440 a little bit of your process. It seems like there's a good blend 454 00:24:33,440 --> 00:24:36,260 here, right? There's a blend of, I'm sure there's, like the 455 00:24:36,260 --> 00:24:38,960 templates, like you said, there's those types of emails 456 00:24:38,960 --> 00:24:42,220 that you could send, and then I'm sure that that you rely a 457 00:24:42,220 --> 00:24:45,280 little bit on, maybe, like a little bit of an internal mental 458 00:24:45,280 --> 00:24:48,700 swipe file, on, on, like, specific phrases that work, but 459 00:24:48,700 --> 00:24:52,660 then you're also just putting in some of that creativity. And 460 00:24:52,720 --> 00:24:55,780 that was, like a huge lesson for me, when I always thought things 461 00:24:55,780 --> 00:24:58,600 had to be one or the other, right? I thought that if I sent 462 00:24:58,600 --> 00:25:01,620 an email, I had to either be. Just the nicest guy and just 463 00:25:01,620 --> 00:25:04,560 giving away the farm, or saying, Here, buy my stuff. But then 464 00:25:04,560 --> 00:25:07,980 somewhere in the middle of blending that value, that 465 00:25:07,980 --> 00:25:11,580 overused phrase, value, plus selling things, if you have kind 466 00:25:11,580 --> 00:25:14,880 of that murky gray area, it's more fun. And then also just in 467 00:25:14,880 --> 00:25:18,660 the same way, hearing and seeing you come up with these emails 468 00:25:18,660 --> 00:25:22,160 and saying this sequence, that sequence, there's the tried and 469 00:25:22,160 --> 00:25:27,080 true phrases, the cliches, but then it's also you mix it in 470 00:25:27,080 --> 00:25:30,500 with your own personal story, and also a little bit of common 471 00:25:30,500 --> 00:25:33,500 sense, and I'm sure, like, kind of the years of experience of 472 00:25:33,500 --> 00:25:36,440 feeling like, what's a good email, what's a bad email, what 473 00:25:36,440 --> 00:25:39,140 works and what doesn't work. And then once it's all out there, 474 00:25:39,140 --> 00:25:41,800 then you look at the data, right? You look at the open 475 00:25:41,800 --> 00:25:44,320 rates, the clicks, the conversion rates, and so it's 476 00:25:44,320 --> 00:25:47,980 like, you kind of that whole term of the alchemy, right, that 477 00:25:47,980 --> 00:25:50,200 you kind of have in your branding, it makes sense, 478 00:25:50,200 --> 00:25:53,080 because you're mixing in all these things that kind of each 479 00:25:53,080 --> 00:25:56,320 serve a purpose, and then all together, it's magical. 480 00:25:56,859 --> 00:25:59,379 Adil Amarsi: Yeah, thank you. I appreciate that very much. And 481 00:25:59,379 --> 00:26:01,479 there's so many other things that we don't have the time to 482 00:26:01,479 --> 00:26:03,899 get into, but, like, just something some incredible stuff. 483 00:26:03,899 --> 00:26:06,959 And like how to figure out how to find your voice, and what 484 00:26:06,959 --> 00:26:09,719 your voice what your audience already reacts to, and how to, 485 00:26:09,719 --> 00:26:13,019 like, tune into that. It's like the crazy stuff, but it takes 486 00:26:13,019 --> 00:26:14,339 time and 487 00:26:14,340 --> 00:26:16,440 Robert Plank: finding that the sweet spot. Yeah, and it's like 488 00:26:16,440 --> 00:26:19,800 you mentioned Gary V earlier. You look back at Gary V's 489 00:26:19,800 --> 00:26:23,180 earliest videos, and he's super awkward, he's super nervous. 490 00:26:23,180 --> 00:26:27,020 He's not the Gary Vee we know today. He evolved into that. And 491 00:26:27,020 --> 00:26:30,800 like you said, we are getting close to the the end of our 492 00:26:30,800 --> 00:26:33,440 conversation here, and I want to make sure that we get to 493 00:26:33,560 --> 00:26:36,500 plugging you, promoting you, and telling people about your 494 00:26:36,500 --> 00:26:39,740 courses, blog, podcast services and all that. But as we're 495 00:26:39,740 --> 00:26:43,300 getting to that. You know, I'm sure you've seen all kinds of 496 00:26:43,300 --> 00:26:47,680 crazy things, done right, not done right? Is there a common 497 00:26:47,740 --> 00:26:51,340 mistake that happens with web pages, sales, letters, email 498 00:26:51,340 --> 00:26:53,980 campaigns, marketing, in general, a common mistake that 499 00:26:53,980 --> 00:26:57,100 just drives you crazy, that you say, in this day and age 500 00:26:57,100 --> 00:26:59,560 shouldn't be happening three, anything 501 00:26:59,560 --> 00:27:01,920 Adil Amarsi: like there are three, three, big three. I'll 502 00:27:01,920 --> 00:27:04,560 give you all three right now. Number one is the use of the 503 00:27:04,560 --> 00:27:08,040 word learn. Please drop it. Please stop using that word. It 504 00:27:08,040 --> 00:27:10,560 is a dumb word. If you're spell, if you're selling to people that 505 00:27:10,560 --> 00:27:14,400 did not like school, don't use a word associated with school. 506 00:27:14,940 --> 00:27:19,080 Tony Robbins literally says this, people avoid avoid pain 507 00:27:19,080 --> 00:27:23,900 and go towards pleasure. I'll hit you with this one, Rob, if I 508 00:27:23,900 --> 00:27:26,660 said to you, you're about to learn how to write copy from a 509 00:27:26,660 --> 00:27:30,680 world class copywriter, or you're about to uncover the 510 00:27:30,680 --> 00:27:33,500 secrets of a world class copywriter directly from the 511 00:27:33,500 --> 00:27:35,600 horse's mouth. Which one grabs you 512 00:27:35,600 --> 00:27:39,560 Robert Plank: better? I like uncovering the secrets, right? 513 00:27:39,560 --> 00:27:39,740 It's 514 00:27:39,739 --> 00:27:41,679 Adil Amarsi: because it sounds more adventurous and more 515 00:27:41,679 --> 00:27:44,739 pleasing psychologically. Also, there's not your brain isn't 516 00:27:44,739 --> 00:27:47,559 unconsciously going this sounds like school pump the brakes 517 00:27:47,559 --> 00:27:50,559 doesn't have that. So that's mistake number one. People using 518 00:27:50,559 --> 00:27:53,079 it. You can use it if you're speaking about yourself like 519 00:27:53,439 --> 00:27:56,799 after going through painstaking like the amount of learning I 520 00:27:56,799 --> 00:28:01,019 had to go through over the last years was painful. Was 521 00:28:01,019 --> 00:28:04,739 incredibly excruciating. That way, you can go ahead and make 522 00:28:04,739 --> 00:28:08,279 that word at work for you, but it's still painted in a negative 523 00:28:08,279 --> 00:28:10,739 light, so it works in your favor, because it becomes 524 00:28:11,039 --> 00:28:13,859 agreeable and you get confirmation bias that learning 525 00:28:13,859 --> 00:28:16,439 and schooling is terrible and you never liked it, and neither 526 00:28:16,439 --> 00:28:19,619 did they. So it bonds you. It's quite a lovely little subcon. 527 00:28:21,119 --> 00:28:24,739 The second is, people are afraid for the love goodness. Stop 528 00:28:24,739 --> 00:28:28,399 being afraid. Stop being afraid of telling people your story. 529 00:28:28,459 --> 00:28:32,299 Stop being afraid of asking for sales. Just be direct. And this 530 00:28:32,299 --> 00:28:35,599 plays perfectly into the third thing, it's, it's, it's 531 00:28:35,599 --> 00:28:38,479 something that I know I've developed for a while, and it's 532 00:28:38,479 --> 00:28:40,839 one of the things I can articulate quite well. It's 533 00:28:41,079 --> 00:28:45,099 remove as much fear as humanly possible from the buying 534 00:28:45,099 --> 00:28:49,299 process, from your customers. Tell them what they're going to 535 00:28:49,299 --> 00:28:53,139 see next. Be upfront with them. Be very, very straightforward. I 536 00:28:53,139 --> 00:28:56,499 mean, the one of the craziest things I did a soft launch in 537 00:28:56,499 --> 00:29:01,319 May for a course that I'm launching in July on email 538 00:29:01,319 --> 00:29:05,639 sequences, and I remember, on the sales video, I had, like, 539 00:29:05,639 --> 00:29:08,159 the worst day ever. I decided to shoot the sales video on a one 540 00:29:08,159 --> 00:29:11,279 take, so it was just like mistakes everywhere, didn't even 541 00:29:11,279 --> 00:29:14,279 edit, just went straight through. But my upsells were the 542 00:29:14,279 --> 00:29:16,319 things that were ridiculous thing. So front end, we 543 00:29:16,319 --> 00:29:19,799 converted at 17% not a bad number, but we only had about 544 00:29:19,799 --> 00:29:25,639 120 people see the page, so not a bad number overall. But our 545 00:29:25,639 --> 00:29:29,659 upsell process, we sold 87% of everything in our inventory, and 546 00:29:29,659 --> 00:29:33,019 that included three extra products, like they just bought 547 00:29:33,019 --> 00:29:35,479 everything. And the reason simply were simply because I 548 00:29:35,479 --> 00:29:38,239 looked at it. The sales videos were being watched, but there 549 00:29:38,239 --> 00:29:42,159 were only 60 seconds a piece. And the reason was, every time I 550 00:29:42,159 --> 00:29:44,619 did the sales video, I told you it was going to happen next, 551 00:29:44,619 --> 00:29:46,899 like, Hey, by the way, once you click the link, and actually, 552 00:29:46,899 --> 00:29:50,439 once you click the link and complete your order on the next 553 00:29:50,439 --> 00:29:52,719 page, you'll see another video because I have, like, one more 554 00:29:52,719 --> 00:29:55,179 thing to have, like, two more things to talk to you about. So 555 00:29:55,179 --> 00:29:57,759 be aware they go to that next he's like, Hey. So there's one 556 00:29:57,759 --> 00:30:00,179 more video where you have to look at my stupid face. Case, 557 00:30:00,839 --> 00:30:03,299 here's what I've got for you. Here's what it does go by if you 558 00:30:03,299 --> 00:30:05,699 want it. Yes or No, great. It'll help you out these ways. Superb. 559 00:30:05,699 --> 00:30:08,399 And there's one more video. Go to the last video, hey. So I'm 560 00:30:08,399 --> 00:30:10,559 developing this other course right now. You can get in for 561 00:30:10,559 --> 00:30:14,279 this price if you want it cool. If you don't, no worries. I'll 562 00:30:14,279 --> 00:30:17,159 see on the challenge. Peace out. Have a great day. I'll see on 563 00:30:17,159 --> 00:30:19,859 the 20. I'll see on the fourth of May, or something like that. 564 00:30:19,859 --> 00:30:24,319 And I just ran, just launched it, and we did well, like the 565 00:30:24,319 --> 00:30:27,019 thing converted. We got a crapload of sales out of it. And 566 00:30:27,019 --> 00:30:29,959 the whole reason it worked was, quite simply, I was removing 567 00:30:29,959 --> 00:30:33,919 every barrier out there for what would happen next. So people 568 00:30:33,919 --> 00:30:36,919 were prepared for a pitch. They were prepared to see my face. 569 00:30:36,919 --> 00:30:41,499 They weren't being caught like out the blue. So those are the 570 00:30:41,499 --> 00:30:43,359 three things. Ditch lie, don't, 571 00:30:44,800 --> 00:30:47,620 Robert Plank: yeah, don't say, learn. Don't be afraid, and then 572 00:30:47,620 --> 00:30:52,000 remove the fear from others. And those are three very simple 573 00:30:52,000 --> 00:30:55,780 commas, but they're so simple that most of us don't know to do 574 00:30:55,780 --> 00:30:59,260 them, and that the whole thing of I cringe as well when I see 575 00:30:59,260 --> 00:31:02,820 people use that, term learn, and they're all these things that, 576 00:31:02,820 --> 00:31:06,720 like we do, but we don't even realize it. And way, way long 577 00:31:06,720 --> 00:31:10,200 ago, when I first did the hard work, like you said, there of 578 00:31:10,200 --> 00:31:12,840 like, learning, and I hated it, and had to go through all this 579 00:31:12,840 --> 00:31:16,260 stuff, there was some really painful ahas there, like the 580 00:31:16,260 --> 00:31:19,800 these just bottleneck words that we shouldn't be using. And then 581 00:31:19,800 --> 00:31:23,420 there was all these different exercises. Like it said someone 582 00:31:23,420 --> 00:31:28,580 said, do a Control F, do a search on your sales copy, and 583 00:31:28,580 --> 00:31:32,060 see how many negative phrases you use. See how many times you 584 00:31:32,060 --> 00:31:35,000 say Don't you say not. And it was just like littered with 585 00:31:35,000 --> 00:31:38,720 them. And I realized, huh, there's a way to say the same 586 00:31:38,780 --> 00:31:41,920 things that have the same meat and content, but say it in a 587 00:31:42,040 --> 00:31:47,260 more agreeable, a more polished way. And there were things like, 588 00:31:47,260 --> 00:31:50,620 you know, write sentences, but make sure every sentence only 589 00:31:50,620 --> 00:31:53,500 has exactly seven words, no more, no less. And it was 590 00:31:53,500 --> 00:31:56,800 painful at first, but then it made me realize that some words 591 00:31:56,800 --> 00:31:59,860 don't matter. Some words do matter, and there's a way to 592 00:31:59,920 --> 00:32:03,060 kind of work within a box. You have your limitations, but then 593 00:32:03,060 --> 00:32:06,900 you have your creativity within that box, and then also that 594 00:32:06,900 --> 00:32:10,080 thing right there of telling people what's on the other side 595 00:32:10,080 --> 00:32:12,660 of the page, that's like, I'm gonna go look back at my sales 596 00:32:12,660 --> 00:32:15,720 letters and just make that quick sweep, because it's, again, it's 597 00:32:15,720 --> 00:32:18,600 so simple, it's easy for us to forget just saying, when you 598 00:32:18,600 --> 00:32:21,860 click on this, you'll see the checkout page on the next side, 599 00:32:21,980 --> 00:32:24,860 and then here's the upsell. And if you go to this and you'll see 600 00:32:24,920 --> 00:32:27,260 this other screen, you'll see the members area, you'll see the 601 00:32:27,260 --> 00:32:31,040 registration form when you click on the next thing. So simple, 602 00:32:31,100 --> 00:32:34,940 and we might even have seen other successful marketers, 603 00:32:34,940 --> 00:32:38,720 maybe even a campaign. You did do this, but it just flew right 604 00:32:38,720 --> 00:32:42,220 by us, because it worked on us, but we just didn't notice it. So 605 00:32:42,220 --> 00:32:46,060 yeah, these are all really simple things that we all need 606 00:32:46,060 --> 00:32:50,380 to be doing, staying away from these terrible words like learn, 607 00:32:50,500 --> 00:32:53,680 and then doing things like saying what's on the other side 608 00:32:53,680 --> 00:32:57,280 of that page, so that way it's, it's a smooth transaction. So 609 00:32:57,340 --> 00:32:59,680 man, we covered all kinds of crazy things. There's, there's 610 00:32:59,680 --> 00:33:02,760 so many things for people to go back and listen to this episode 611 00:33:02,760 --> 00:33:06,180 three or four times and get the new nuggets. But as far as where 612 00:33:06,240 --> 00:33:08,520 you can help them, right? Because we're talking about 613 00:33:08,520 --> 00:33:12,180 providing value, where, how do you fit into some of these 614 00:33:12,180 --> 00:33:16,560 people's businesses? Do you have courses? Do you have consulting? 615 00:33:16,620 --> 00:33:19,080 What do you think is relevant today? As far as what you 616 00:33:19,080 --> 00:33:19,620 provide, 617 00:33:20,579 --> 00:33:23,599 Adil Amarsi: I'd say my consulting services, and if you 618 00:33:23,599 --> 00:33:26,059 want to buy one of my courses you could do my consulting 619 00:33:26,059 --> 00:33:28,819 services, are actually probably the best one. So I will full 620 00:33:28,819 --> 00:33:32,479 disclosure, I charge a crapload of money per hour. It's it 621 00:33:32,479 --> 00:33:35,599 starts at $2,000 and goes upward for the hour of my consulting 622 00:33:35,599 --> 00:33:39,259 time. So what I've done is I found the only reason I've set 623 00:33:39,259 --> 00:33:43,359 it to this number is because it's more than enough time, and 624 00:33:43,359 --> 00:33:46,599 it gives people a skeptical enough time to think that it 625 00:33:46,599 --> 00:33:49,839 takes me less than 50 it takes me more than 15 minutes to do 626 00:33:49,839 --> 00:33:52,119 this. So what I do is, if you head on over to my website, 627 00:33:52,119 --> 00:33:55,119 which is a little marcy.com and go to the contact form, you'll 628 00:33:55,119 --> 00:33:58,899 see a place for consultation services. On there, it will give 629 00:33:58,899 --> 00:34:02,039 you instructions, such as, what we do is you send me a gift from 630 00:34:02,039 --> 00:34:06,299 my Amazon wishlist, and the guarantee is if in that 15 631 00:34:06,299 --> 00:34:08,519 minute call that we have following you, sending me an 632 00:34:08,519 --> 00:34:10,739 email, sending me all your business and telling me that 633 00:34:10,739 --> 00:34:13,859 you're buying me something, because I have to send you back 634 00:34:13,859 --> 00:34:16,679 all the details with it. Once I've got all that details, all 635 00:34:16,679 --> 00:34:21,319 those details, we hop on a zoom call, and in about 15 minutes, I 636 00:34:21,319 --> 00:34:24,559 will have the answer that you need for your copy. It could be 637 00:34:24,559 --> 00:34:27,619 that we need to do the entirety of your story run in 15 minutes. 638 00:34:27,799 --> 00:34:29,899 It could be what we just verbalize the sales letter for 639 00:34:29,899 --> 00:34:32,419 you in 15 minutes. Or it could be that we do a sales letter, 640 00:34:32,479 --> 00:34:36,199 opt in page and some Facebook ads. Who knows what happened? 641 00:34:36,559 --> 00:34:39,259 Stranger things have happened. I think the quickest sales letter 642 00:34:39,259 --> 00:34:43,719 written well verbalized imperfection was four minutes 643 00:34:43,719 --> 00:34:47,019 and 22 seconds, like, from start to finish. Not knowing the 644 00:34:47,019 --> 00:34:49,419 person got it done, they just looked at me and went, so what 645 00:34:49,419 --> 00:34:52,599 are we supposed to do for the remaining like, 10 minutes and 646 00:34:52,599 --> 00:34:54,939 like 10 and a half minutes? I was like, Oh, I told you, it's 647 00:34:54,939 --> 00:34:57,219 not gonna take me long. So I told you called more than one 648 00:34:57,219 --> 00:35:00,659 question. So if you guys are interested in that. Please go 649 00:35:00,719 --> 00:35:05,099 ahead and hit me up on my website. Fantastic. 650 00:35:05,160 --> 00:35:11,940 Robert Plank: I was going to say that that is Adel amarci.com A, 651 00:35:11,940 --> 00:35:18,960 D, I L, A M, a r, s, i.com and you go to that contact form, and 652 00:35:18,960 --> 00:35:22,820 then you follow those instructions to send that gift 653 00:35:22,820 --> 00:35:26,120 from the Amazon wishlist to adult and then set up that call. 654 00:35:26,120 --> 00:35:29,540 And I love how, I mean, we've heard again and again, you just 655 00:35:29,600 --> 00:35:32,240 coming up with these ideas, rattling off these things. We 656 00:35:32,240 --> 00:35:35,900 can hear how quickly you you work, and how you just like you 657 00:35:35,900 --> 00:35:39,140 get in that that mode, you get excited, you figure it out, and 658 00:35:39,260 --> 00:35:43,060 it's, it's done. There's no, there's no painstakingly 659 00:35:43,240 --> 00:35:46,840 crafting something over over months. It's just done and it's 660 00:35:46,840 --> 00:35:48,220 that's it. Yeah, 661 00:35:48,220 --> 00:35:50,380 Adil Amarsi: I was gonna say one of the worst parts is when I sit 662 00:35:50,380 --> 00:35:53,260 down to actually write copy, because I'm so in my head about 663 00:35:53,260 --> 00:35:55,180 things. Because if I'm passionate about something, I 664 00:35:55,180 --> 00:35:58,360 want to make it like, I go over it like, 1020, 30 times before I 665 00:35:58,360 --> 00:36:01,140 actually mail it to a client, whereas, if it's something like 666 00:36:01,140 --> 00:36:04,200 consulting, because I'm so out of my own head, I know I can get 667 00:36:04,200 --> 00:36:06,960 something done quickly, you end up getting more insane results. 668 00:36:06,960 --> 00:36:09,900 Now before we actually go, I did want to say one last thing, if 669 00:36:09,900 --> 00:36:12,480 you are interested in any of the products or services that we 670 00:36:12,480 --> 00:36:15,960 offer, just mention Rob's name on the email so it comes 671 00:36:15,960 --> 00:36:19,140 directly through to me and the subject line, so I know it's 672 00:36:19,140 --> 00:36:21,920 you. Otherwise I'll end up in my spam folder, and I'll never be 673 00:36:21,920 --> 00:36:25,040 able to speak to to you lovely people. And 674 00:36:25,040 --> 00:36:27,920 Robert Plank: who wants that? Okay? Then tell tell a that 675 00:36:27,920 --> 00:36:30,680 Robert plank say, Yeah, and we will see everyone at Adel 676 00:36:30,680 --> 00:36:34,520 amari.com anything to say just so that we end here with a bang, 677 00:36:34,520 --> 00:36:37,820 not a whimper? Any final words of advice before we close the 678 00:36:37,820 --> 00:36:38,660 book on this. 679 00:36:39,680 --> 00:36:42,400 Adil Amarsi: Have fun and tell plenty of stories. 680 00:36:45,760 --> 00:36:47,980 Robert Plank: You want to be a sponsor for the Robert plank 681 00:36:47,980 --> 00:36:52,600 show. Make sure to go right now to Robert plank.com forward 682 00:36:52,960 --> 00:36:55,960 slash ask. Fill out the form and tell us how you'd like to 683 00:36:55,960 --> 00:36:57,880 sponsor the show. Thanks for listening. You.