Email Marketing Quotes

I have read a great deal of economic theory for over 50 years now, but have found only one economic "law" to which I can find NO exceptions: Where the State prevents a free market, by banning any form of goods or services, consumer demand will create a black market for those goods or services, at vastly higher prices. Can YOU think of a single exception to this law?

We have a very high churn rate, but as soon as we turn on email marketing to our user base, people will come back.” Yes, of course. The reason that people leave our service and don’t come back is that we have not been sending them enough spam. That makes total sense to me, too.

People walk the paths of the gardens below, and the wind sings anthems in the hedges, and the big old cedars at the entrance to the maze creak. Marie-Laure imagines the electromagnetic waves traveling into and out of Michel’s machine, bending around them, just as Etienne used to describe, except now a thousand times more crisscross the air than when he lived - maybe a million times more. Torrents of text conversations, tides of cell conversations, of televisions programs, of e-mails, vast networks of fiber and wire interlaced above and beneath the city, passing through buildings, arcing between transmitters in Metro tunnels, between antennas atop buildings, from lampposts with cellular transmitters in them, commercials for Carrefour and Evian and prebaked toaster pastries flashing into space and back to earth again, I am going to be late and Maybe we should get reservations? and Pick up avocados and What did he say? and ten thousand I miss yous, fifty thousand I love yous, hate mail and appointment reminders and market updates, jewelry ads, coffee ads, furniture ads flying invisibly over the warrens of Paris, over the battlefields and tombs, over the Ardennes, over the Rhine, over Belgium and Denmark, over the scarred and ever-shifting landscape we call nations. And is it so hard to believe that souls might also travel those paths? That her father and Etienne and Madame Manec and the German boy named Werner Pfennig might harry the sky in flocks, like egrets, like terns, like starlings? That great shuttles of souls might fly about, faded but audible if you listen closely enough? They flow above the chimneys, ride the sidewalks, slip through your jacket and shirt and breastbone and lungs, and pass out through the other side, the air a library and the record of every life lived, every sentence spoken, every word transmitted still reverberating within it. Every hour, she thinks, someone for whom the war was memory falls out of the world. We rise again in the grass. In the flowers. In songs.

interviews showed me that successful people are playing an entirely different game. They don’t flood the job market with résumés, hoping that some employer will grace them with an interview. They network. They email a friend of a friend to make sure their name gets the look it deserves. They have their uncles call old college buddies. They have their school’s career service office set up interviews months in advance on their behalf. They have parents tell them how to dress, what to say, and whom to schmooze. That

it is very telling what we don’t hear in eulogies. We almost never hear things like: “The crowning achievement of his life was when he made senior vice president.” Or: “He increased market share for his company multiple times during his tenure.” Or: “She never stopped working. She ate lunch at her desk. Every day.” Or: “He never made it to his kid’s Little League games because he always had to go over those figures one more time.” Or: “While she didn’t have any real friends, she had six hundred Facebook friends, and she dealt with every email in her in-box every night.” Or: “His PowerPoint slides were always meticulously prepared.” Our eulogies are always about the other stuff: what we gave, how we connected, how much we meant to our family and friends, small kindnesses, lifelong passions, and the things that made us laugh.

How many people would reach out and wonder (or complain) if you didn’t send out that next email blast? That’s a metric worth measuring and increasing.

Create a high converting lead page, build a quality email subscriber list and earn lucrative affiliate commissions.

Failure and greatness are oddly linked.

Marketing people who made grammatical mistakes in e-mails were let go, as were other people who hadn’t done anything “awesome” in recent memory. “He can be incredibly intimidating at times but doesn’t have a real sense for just how imposing he can be,” said one former Tesla executive.

Marketing is not a department Do you have a marketing department? If not, good. If you do, don’t think these are the only people responsible for marketing. Accounting is a department. Marketing isn’t. Marketing is something everyone in your company is doing 24/7/365. Just as you cannot not communicate, you cannot not market: Every time you answer the phone, it’s marketing. Every time you send an e-mail, it’s marketing. Every time someone uses your product, it’s marketing. Every word you write on your Web site is marketing. If you build software, every error message is marketing. If you’re in the restaurant business, the after-dinner mint is marketing. If you’re in the retail business, the checkout counter is marketing. If you’re in a service business, your invoice is marketing. Recognize that all of these little things are more important than choosing which piece of swag to throw into a conference goodie bag. Marketing isn’t just a few individual events. It’s the sum total of everything you do.

Google gets $59 billion, and you get free search and e-mail. A study published by the Wall Street Journal in advance of Facebook’s initial public offering estimated the value of each long-term Facebook user to be $80.95 to the company. Your friendships were worth sixty-two cents each and your profile page $1,800. A business Web page and its associated ad revenue were worth approximately $3.1 million to the social network. Viewed another way, Facebook’s billion-plus users, each dutifully typing in status updates, detailing his biography, and uploading photograph after photograph, have become the largest unpaid workforce in history. As a result of their free labor, Facebook has a market cap of $182 billion, and its founder, Mark Zuckerberg, has a personal net worth of $33 billion. What did you get out of the deal? As the computer scientist Jaron Lanier reminds us, a company such as Instagram—which Facebook bought in 2012—was not valued at $1 billion because its thirteen employees were so “extraordinary. Instead, its value comes from the millions of users who contribute to the network without being paid for it.” Its inventory is personal data—yours and mine—which it sells over and over again to parties unknown around the world. In short, you’re a cheap date.

A growth hacker is someone who has thrown out the playbook of traditional marketing and replaced it with only what is testable, trackable, and scalable. Their tools are e-mails, pay-per-click ads, blogs, and platform APIs instead of commercials, publicity, and money.

First Google built a superior product. Then it built excitement by making it invite-only. And by steadily increasing the number of invites allowed to its existing user base, Gmail spread from person to person until it became the most popular, and in many ways the best, free e-mail service. Enormous

In your emails, instead of just writing about your topics, tell a story that illustrates your points.

e-mail SpecialMarkets@ThomasNelson.com.

Failure to nurture prospects is the number 1 reason digital marketing campaigns fail.

Google controls two-thirds of the US search market. Almost three-quarters of all Internet users have Facebook accounts. Amazon controls about 30% of the US book market, and 70% of the e-book market. Comcast owns about 25% of the US broadband market. These companies have enormous power and control over us simply because of their economic position. They all collect and use our data to increase their market dominance and profitability. When eBay first started, it was easy for buyers and sellers to communicate outside of the eBay system because people’s e-mail addresses were largely public. In 2001, eBay started hiding e-mail addresses; in 2011, it banned e-mail addresses and links in listings; and in 2012, it banned them from user-to-user communications. All of these moves served to position eBay as a powerful intermediary by making it harder for buyers and sellers to take a relationship established inside of eBay and move it outside of eBay.

Why is Nigerian spam so sloppy? If you’ve gotten an email from a prince offering to split millions of dollars with you, you may have noticed all the misspellings and other telltale clues that it can’t possibly be real.

Your social media page and profile is actually the property of the social network. So, spending huge amounts of time and money building up a profile and audience on these networks ends up building up their assets rather than your own. My preference, as much as possible, is to build and own my own marketing assets, such as websites, blogs, email lists and so on. I then use social media simply as a way to drive traffic to these marketing assets.

The work I do is not exactly respectable. But I want to explain how it works without any of the negatives associated with my infamous clients. I’ll show how I manipulated the media for a good cause. A friend of mine recently used some of my advice on trading up the chain for the benefit of the charity he runs. This friend needed to raise money to cover the costs of a community art project, and chose to do it through Kickstarter, the crowdsourced fund-raising platform. With just a few days’ work, he turned an obscure cause into a popular Internet meme and raised nearly ten thousand dollars to expand the charity internationally. Following my instructions, he made a YouTube video for the Kickstarter page showing off his charity’s work. Not a video of the charity’s best work, or even its most important work, but the work that exaggerated certain elements aimed at helping the video spread. (In this case, two or three examples in exotic locations that actually had the least amount of community benefit.) Next, he wrote a short article for a small local blog in Brooklyn and embedded the video. This site was chosen because its stories were often used or picked up by the New York section of the Huffington Post. As expected, the Huffington Post did bite, and ultimately featured the story as local news in both New York City and Los Angeles. Following my advice, he sent an e-mail from a fake address with these links to a reporter at CBS in Los Angeles, who then did a television piece on it—using mostly clips from my friend’s heavily edited video. In anticipation of all of this he’d been active on a channel of the social news site Reddit (where users vote on stories and topics they like) during the weeks leading up to his campaign launch in order to build up some connections on the site. When the CBS News piece came out and the video was up, he was ready to post it all on Reddit. It made the front page almost immediately. This score on Reddit (now bolstered by other press as well) put the story on the radar of what I call the major “cool stuff” blogs—sites like BoingBoing, Laughing Squid, FFFFOUND!, and others—since they get post ideas from Reddit. From this final burst of coverage, money began pouring in, as did volunteers, recognition, and new ideas. With no advertising budget, no publicist, and no experience, his little video did nearly a half million views, and funded his project for the next two years. It went from nothing to something. This may have all been for charity, but it still raises a critical question: What exactly happened? How was it so easy for him to manipulate the media, even for a good cause? He turned one exaggerated amateur video into a news story that was written about independently by dozens of outlets in dozens of markets and did millions of media impressions. It even registered nationally. He had created and then manipulated this attention entirely by himself.

you can rescue any middle in your communications (presentation, blog, e-mail, marketing campaign, training program) if you establish a framework first and then determine neighboring items around the ones you want to make memorable.

Growth hackers are a hybrid of marketer and coder, one who looks at the traditional question of “How do I get customers for my product?” and answers with A/B tests, landing pages, viral factor, email deliverability, and Open Graph. . . .

Last year, I was conversing by e-mail with an acquaintance who was investigating the black market in cadaver parts. She came into possession of a sales list for a company that provides organs and tissues for research. On the list was “vagina with clitoris.” She did not believe that there could be a legitimate research purpose for cadaver genitalia. She assumed the researcher had procured the part to have sex with it. I replied that physiologists and people who study sexual dysfunction still have plenty to learn about female arousal and orgasm, and that I could, with little trouble, imagine someone needing such a thing. Besides, I said to this woman, if the guy wanted to nail the thing, do you honestly think he’d have bothered with the clitoris?

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How does this work in email marketing? One simple example is to start asking subscribers to begin interacting with you in a small way right from when you start communicating with them. Ask them to reply to a message, like or share a blog post, complete a survey. Taking these small steps to interact early on makes it much more likely they’ll be willing to take bigger steps later – like joining you on a webinar, arranging a call with you or buying a product. You can also offer a low cost product early on in your interactions with a subscriber. It’s less of a commitment than a high end product or hiring your services. But by purchasing from you they begin to see themselves as a buyer and they’re more likely to buy again in future. Especially if their buying and post-purchase experience is very positive.

What works to generate flows of new leads: Trial-and-error in lead generation (requires patience, experimentation, money). “Marketing through teaching” via regular webinars, white papers, email newsletters and live events, to establish yourself as the trusted expert in your space (takes lots of time to build predictable momentum). Patience in building great word-of-mouth (the highest value lead generation source, but hardest to influence). Cold Calling 2.0: By far the most predictable and controllable source of creating new pipeline, but it takes focus and expertise to do it well. Luckily, you are holding the guide to the process in your hands right now. Building an excited partner ecosystem (very high value, very long time-to-results). PR: It’s great when, once in awhile, it generates actual results!

Learn techniques to get real results Be aware, the landscape of digital marketing is always changing. Gurus, podcasts and bloggers have declared a tool or strategy hot for a week and died the next day. The truth is that digital marketing is less about “digital” and more about “marketing” because basically digital marketing has been around for ages. Its source has already been established. In the digital marketplace, our goal is to eliminate confusion about how strategies work and how they can be used to grow your business. Known for killing email marketing, digital advertising, or search engine optimization. Here, we are all about the basics. As you will see in this guide, these 8 main branches of digital marketing will be important for your business to grow today, tomorrow and in the years to come.

Genisys, a Google Adwords-certified leading Digital Marketing Agency is operating multi facet digital services throughout India specializing in Web development, Web design, Software development, Digital marketing services which include-SEO (Search Engine Optimization), SMM (Social Media Marketing), PPC(Pay Per Click), Email marketing, Content marketing, Mobile marketing, Affiliate marketing, Brand marketing and promotion, inbound marketing, Local Business Marketing, Business listing solution, Video brochure, Ecommerce solution, CRM service, Reputation Management, Online Presence analysis, Conversion Rate Optimization, Goggle service and so on to keep up with the high-tech advanced digital world and connecting the clients goal to reality through creative designers, digital strategists and specialized innovative team.

usual, he threw himself into the marketing, working with James Vincent and Duncan Milner at the ad agency (now called TBWA/ Media Arts Lab), with Lee Clow advising from a semiretired perch. The commercial they first produced was a gentle scene of a guy in faded jeans and sweatshirt reclining in a chair, looking at email, a photo album, the New York Times, books, and video on an iPad propped on his lap. There were no words, just

Does Dante know?” Dominic asked. He’d finished his market predictions, of which I’d only heard half, and was now busy answering emails on his phone. The man worked longer hours than anyone else I knew. “Not yet.” I watched as Isabella broke away from the heiress and fiddled with the register. “It’s date night with Vivian. He made it clear no one is to interrupt him unless they’re dying—and only if every other person on their contact list is otherwise preoccupied.

When I started my marketing company, I fell into the same trap most entrepreneurs do in the early stages of their business. Desperate for sales I created page after page on my website, offering everything and anything from logo design and email marketing to Google AdWords and SEO. It was only when I stripped all of this noise away and focused almost exclusively on Google AdWords and PPC marketing that things started to happen for me. It was easier to rank my website on Google because the whole website was optimised around specific niche keywords. It was easier to close customers, because they wanted professional PPC services and I could demonstrate with little effort that I was a PPC specialist. In most cases I didn't even need to demonstrate this point because 5 seconds spent on my website would tell the client that my whole business was Google AdWords PPC. By making it look like the only thing I specialised in was PPC consultancy, I cornered the market in every channel my services were advertised.   But

Rolf Ekeus came round to my apartment one day and showed me the name of the Iraqi diplomat who had visited the little West African country of Niger: a statelet famous only for its production of yellowcake uranium. The name was Wissam Zahawi. He was the brother of my louche gay part-Kurdish friend, the by-now late Mazen. He was also, or had been at the time of his trip to Niger, Saddam Hussein's ambassador to the Vatican. I expressed incomprehension. What was an envoy to the Holy See doing in Niger? Obviously he was not taking a vacation. Rolf then explained two things to me. The first was that Wissam Zahawi had, when Rolf was at the United Nations, been one of Saddam Hussein's chief envoys for discussions on nuclear matters (this at a time when the Iraqis had functioning reactors). The second was that, during the period of sanctions that followed the Kuwait war, no Western European country had full diplomatic relations with Baghdad. TheVatican was the sole exception, so it was sent a very senior Iraqi envoy to act as a listening post. And this man, a specialist in nuclear matters, had made a discreet side trip to Niger. This was to suggest exactly what most right-thinking people were convinced was not the case: namely that British intelligence was on to something when it said that Saddam had not ceased seeking nuclear materials in Africa. I published a few columns on this, drawing at one point an angry email from Ambassador Zahawi that very satisfyingly blustered and bluffed on what he'd really been up to. I also received—this is what sometimes makes journalism worthwhile—a letter from a BBC correspondent named Gordon Correa who had been writing a book about A.Q. Khan. This was the Pakistani proprietor of the nuclear black market that had supplied fissile material to Libya, North Korea, very probably to Syria, and was open for business with any member of the 'rogue states' club. (Saddam's people, we already knew for sure, had been meeting North Korean missile salesmen in Damascus until just before the invasion, when Kim Jong Il's mercenary bargainers took fright and went home.) It turned out, said the highly interested Mr. Correa, that his man Khan had also been in Niger, and at about the same time that Zahawi had. The likelihood of the senior Iraqi diplomat in Europe and the senior Pakistani nuclear black-marketeer both choosing an off-season holiday in chic little uranium-rich Niger… well, you have to admit that it makes an affecting picture. But you must be ready to credit something as ridiculous as that if your touching belief is that Saddam Hussein was already 'contained,' and that Mr. Bush and Mr. Blair were acting on panic reports, fabricated in turn by self-interested provocateurs.

It starts with what customers first see when they visit our Web site. In the United States, we offer free shipping both ways to make the transaction as easy as possible and risk-free for our customers. A lot of customers will order five different pairs of shoes, try them on with five different outfits in the comfort of their living rooms, and then send back the ones that don’t fit or they simply don’t like—free of charge. The additional shipping costs are expensive for us, but we really view those costs as a marketing expense. We also offer a 365-day return policy for people who have trouble committing or making up their minds. At most Web sites, the contact information is usually buried at least five links deep and even when you find it, it’s a form or e-mail address that you can only contact once. We take the exact opposite approach. We put our phone number (1-800-927-7671) at the top of every single page of our Web site, because we actually want to talk to our customers. And we staff our call center 24/7. I personally think it’s kind of funny when I attend marketing or branding conferences and

Every successful artist starts before they’re ready. They show up to the studio even when they feel uninspired. They send that marketing email even when they don’t feel motivated. The inspiration comes from creating the art. The motivation comes from doing the work. The confidence comes from riding the wild horse of fear even when your brain tells you it’s a bad idea. The reason you don’t feel ready is because readiness isn’t a feeling. You’re feeling scared, unmotivated, or uninspired, but the story your brain tells you is that you’re “just not ready yet.

The Web Site Web sites suffer the same problem as most brochures. They are mostly ego pieces touting your greatness. In contrast, a Web site that offers information of value to your prospects can be a community, a place where your prospects go to look at new things, to get information, to interact with you, and to get to know you better. Have free articles, free education, free sound bites, and free insights. Once prospects have registered with your shy yes page, connect them to the rest of your world with a follow-up email or with a click-through at some point after the shy yes page. Remember, the goal is to create a marketing

Your story isn’t powerful enough if all it does is lead the horse to water; it has to inspire the horse to drink, too. On social media, the only story that can achieve that goal is one told with native content. Native content amps up your story’s power. It is crafted to mimic everything that makes a platform attractive and valuable to a consumer—the aesthetics, the design, and the tone. It also offers the same value as the other content that people come to the platform to consume. Email marketing was a form of native content. It worked well during the 1990s because people were already on email; if you told your story natively and provided consumers with something they valued on that platform, you got their attention. And if you jabbed enough to put them in a purchasing mind-set, you converted. The rules are the same now that people spend their time on social media. It can’t tell you what story to tell, but it can inform you how your consumer wants to hear it, when he wants to hear it, and what will most make him want to buy from you. For example, supermarkets or fast-casual restaurants know from radio data that one of the ideal times to run an ad on the radio is around 5:00 P.M., when moms are picking up the kids and deciding what to make for dinner, and even whether they have the energy to cook. Social gives you the same kind of insight. Maybe the data tells you that you should post on Facebook early in the morning before people settle

Torrents of text conversations, tides of cell conversations, of television programs, of e-mail, vast networks of fiber and wire interlaced above and beneath the city, passing through buildings, arcing between transmitters in Metro tunnels, between antennas atop buildings, from lampposts with cellular transmitters in them, commercials for Carrefour and Evian and prebaked toaster pastries flashing into space and back to earth again, I’m going to be late and Maybe we should get reservations? and Pick up avocados and What did he say? and ten thousand I miss yous, fifty thousand I love yous, hate mail and appointment reminders and market updates, jewelry ads, coffee ads, furniture ads flying invisibly over the warrens of Paris, over the battlefields and tombs, over the Ardennes, over the Rhine, over Belgium and Denmark, over the scarred and ever-shifting landscapes we call nations. And is it so hard to believe that souls might also travel those paths? That her father and Etienne and Madame Manec and the German boy named Werner Pfennig might harry the sky in flocks, like egrets, like terns, like starlings? That great shuttles of souls might fly about, faded but audible if you listen closely enough? They flow above the chimneys, ride the sidewalks, slip through your jacket and shirt and breastbone and lungs, and pass out through the other side, the air a library and the record of every life lived, every sentence spoken, every word transmitted still reverberating within it. Every hour, she thinks, someone for whom the war was memory falls out of the world. We rise again in the grass. In the flowers. In songs.

What works to generate flows of new leads: Trial-and-error in lead generation (requires patience, experimentation, money). “Marketing through teaching” via regular webinars, white papers, email newsletters and live events, to establish yourself as the trusted expert in your space (takes lots of time to build predictable momentum). Patience in building great word-of-mouth (the highest value lead generation source, but hardest to influence). Outbound Prospecting (aka "Cold Calling 2.0"):: By far the most predictable and controllable source of creating new pipeline, but it takes focus and expertise to do it well. Luckily, you are holding the guide to the process in your hands right now. Building an excited partner ecosystem (very high value, very long time-to-results). PR: It’s great when, once in a while, it generates actual results!

Mr. Duffy Napp has just transmitted a nine-word e-mail asking that I immediately send a letter of reference to your firm on his behalf; his request has summoned from the basement of my heart a star-spangled constellation of joy, so eager am I to see Mr. Napp well established at Maladin IT. As for the basis of our acquaintanceship: I am a professor in an English department whose members consult Tech Help—aka Mr. Napp—only in moments of desperation. For example, let us imagine that a computer screen, on the penultimate page of a lengthy document, winks coyly, twice, and before the “save” button can be deployed, adopts a Stygian façade. In such a circumstance one’s only recourse—unpalatable though it may be—is to plead for assistance from a yawning adolescent who will roll his eyes at the prospect of one’s limited capabilities and helpless despair. I often imagine that in olden days people like myself would crawl to the doorway of Tech Help on our knees, bearing baskets of food, offerings of the harvest, the inner organs of neighbors and friends— all in exchange for a tenuous promise from these careless and inattentive gods that the thoughts we entrusted to our computers will be restored unharmed. Colleagues have warned me that the departure of Mr. Napp, our only remaining Tech Help employee, will leave us in darkness. I am ready. I have girded my loins and dispatched a secular prayer in the hope that, given the abysmal job market, a former mason or carpenter or salesman—someone over the age of twenty-five—is at this very moment being retrained in the subtle art of the computer and will, upon taking over from Mr. Napp, refrain (at least in the presence of anxious faculty seeking his or her help) from sending text messages or videos of costumed dogs to both colleagues and friends. I can almost imagine it: a person who would speak in full sentences—perhaps a person raised by a Hutterite grandparent on a working farm.

This is an important tool that is unique to networked products. Traditional products that lack networks often struggle with this, because they rely on spammy emails, discounts, and push notifications to entice users back. This usually doesn’t work, and company-sent communications rank among the lowest clickthrough rate messages. Networked products, on the other hand, have the unique capability to reactivate these users by enlisting active users to bring them back. Even if you don’t open the app on a given day, other users in the network may interact with you—commenting or liking your past content, or sending you a message. Getting an email notification that says your boss just shared a folder with you is a lot more compelling than a marketing message. A notification that a close friend just joined an app you tried a month ago is a lot more engaging than an announcement about new features. And the more dense the network is around a churned user, the more likely they are to receive this type of interaction.

Though it finds its baldest expression in things like the Fiverr ads, this phenomenon—of work metastasizing throughout the rest of life—isn’t constrained to the gig economy. I learned this during the few years that I worked in the marketing department of a large clothing brand. The office had instituted something called the Results Only Work Environment, or ROWE, which meant to abolish the eight-hour workday by letting you work whenever from wherever, as long as you got your work done. It sounded noble enough, but there was something in the name that bothered me. After all, what is the E in ROWE? If you could be getting results at the office, in your car, at the store, at home after dinner—aren’t those all then “work environments”? At that time, in 2011, I’d managed not to get a phone with email yet, and with the introduction of this new workday, I put off getting one even longer. I knew exactly what would happen the minute I did: that every minute of every day I would in fact be answerable to someone, even if my leash was a lot longer.

The individual is becoming a tiny chip inside a giant system that nobody really understands. Every day I absorb countless data bits through emails, phone calls and articles; process the data; and transmit back new bits through more emails, phone calls and articles. I don’t really know where I fit into the great scheme of things, and how my bits of data connect with the bits produced by billions of other humans and computers. I don’t have time to find out, because I am too busy answering all the emails. And as I process more data more efficiently – answering more emails, making more phone calls and writing more articles – so the people around me are flooded by even more data. This relentless flow of data sparks new inventions and disruptions that nobody plans, controls or comprehends. No one understands how the global economy functions or where global politics is heading. But no one needs to understand. All you need to do is answer your emails faster – and allow the system to read them. Just as free-market capitalists believe in the invisible hand of the market, so Dataists believe in the invisible hand of the data flow.

Frank O’Brien is the founder of Conversations, a marketing services company based in New York that has been named to the Inc. 500/5000 List of “America’s Fastest Growing Private Companies.” In response to the frenetic pace of today’s workplace he has initiated a radical practice. Once a month he gathers each employee of his fifty-person company into a room for a full day. Phones are prohibited. E-mail is outlawed. There is no agenda. The purpose of the meeting is simply to escape to think and to talk. Mind you, he doesn’t hold this meeting on the middle Friday of the month, when productivity might be sluggish and people aren’t getting any “real work” done anyway. He holds this daylong meeting on the first Monday of the month. The practice isn’t just an internal discipline either: even his clients know not to expect a response on this “Do-Not-Call-Monday.”1 He does this because he knows his people can’t figure out what is essential if they’re constantly on call. They need space to figure out what really matters. He wrote: “I think it’s critical to set aside time to take a breath, look around, and think. You need that level of clarity in order to innovate and grow.

Three years after the United States and the Israelis reached across Iran’s borders and destroyed its centrifuges, Iran launched a retaliatory attack, the most destructive cyberattack the world had seen to date. On August 15, 2012, Iranian hackers hit Saudi Aramco, the world’s richest oil company—a company worth more than five Apples on paper—with malware that demolished thirty thousand of its computers, wiped its data, and replaced it all with the image of the burning American flag. All the money in the world had not kept Iranian hackers from getting into Aramco’s systems. Iran’s hackers had waited until the eve of Islam’s holiest night of the year—“The Night of Power,” when Saudis were home celebrating the revelation of the Koran to the Prophet Muhammad, to flip a kill switch and detonate malware that not only destroyed Aramco’s computers, data, and access to email and internet but upended the global market for hard drives. It could have been worse. As investigators from CrowdStrike, McAfee, Aramco, and others pored through the Iranians’ crumbs, they discovered that the hackers had tried to cross the Rubicon between Aramco’s business systems and its production systems. In that sense, they failed.

TechCrunch, Fast Company, Mashable, Inc., Entrepreneur, and countless other publications. LinkedIn and Hacker News abound with job postings: Growth Hacker Needed. Their job isn’t to “do” marketing as I had always known it; it’s to grow companies really fast—to take something from nothing and make it something enormous within an incredibly tight window. And it says something about what marketing has become that these are no longer considered synonymous tasks. The term “growth hacker” has many different meanings for different people, but I’ll define it as I have come to understand it: A growth hacker is someone who has thrown out the playbook of traditional marketing and replaced it with only what is testable, trackable, and scalable. Their tools are e-mails, pay-per-click ads, blogs, and platform APIs instead of commercials, publicity, and money. While their marketing brethren chase vague notions like “branding” and “mind share,” growth hackers relentlessly pursue users and growth—and when they do it right, those users beget more users, who beget more users. They are the inventors, operators, and mechanics of their own self-sustaining and self-propagating growth machine that can take a start-up from nothing to something.

Why do we despise, ostracize and punish the drug addict when as a social collective we share the same blindness and engage in the same rationalizations? To pose that question is to answer it. We despise, ostracize and punish the addict because we don’t wish to see how much we resemble him. In his dark mirror our own features are unmistakable. We shudder at the recognition. This mirror is not for us, we say to the addict. You are different, and you don’t belong with us. Like the hardcore addict’s pursuit of drugs, much of our economic and cultural life caters to people’s craving to escape mental and emotional distress. In an apt phrase, Lewis Lapham, long-time publisher of Harper’s Magazine, derides “consumer markets selling promises of instant relief from the pain of thought, loneliness, doubt, experience, envy, and old age.” According to a Statistics Canada study, 31 per cent of working adults aged nineteen to sixty-four consider themselves workaholics, who attach excessive importance to their work and are “overdedicated and perhaps overwhelmed by their jobs.” “They have trouble sleeping, are more likely to be stressed out and unhealthy, and feel they don’t spend enough time with their families,” reports the Globe and Mail. Work doesn’t necessarily give them greater satisfaction, suggested Vishwanath Baba, a professor of Human Resources and Management at McMaster University. “These people turn to work to occupy their time and energy” — as compensation for what is lacking in their lives, much as the drug addict employs substances. At the core of every addiction is an emptiness based in abject fear. The addict dreads and abhors the present moment; she bends feverishly only towards the next time, the moment when her brain, infused with her drug of choice, will briefly experience itself as liberated from the burden of the past and the fear of the future — the two elements that make the present intolerable. Many of us resemble the drug addict in our ineffectual efforts to fill in the spiritual black hole, the void at the centre, where we have lost touch with our souls, our spirit, with those sources of meaning and value that are not contingent or fleeting. Our consumerist, acquisition-, action- and image-mad culture only serves to deepen the hole, leaving us emptier than before. The constant, intrusive and meaningless mind-whirl that characterizes the way so many of us experience our silent moments is, itself, a form of addiction— and it serves the same purpose. “One of the main tasks of the mind is to fight or remove the emotional pain, which is one of the reasons for its incessant activity, but all it can ever achieve is to cover it up temporarily. In fact, the harder the mind struggles to get rid of the pain, the greater the pain.” So writes Eckhart Tolle. Even our 24/7 self-exposure to noise, emails, cell phones, TV, Internet chats, media outlets, music downloads, videogames and non-stop internal and external chatter cannot succeed in drowning out the fearful voices within.

WE’RE GOOD AT WRONG SPOTTING If you’ve ever received feedback at work—or had an in-law—you are familiar with the many shapes and sizes of wrong: It’s 2 + 2 = 5 wrong: It is literally incorrect. I could not have been rude at that meeting because I was not at that meeting. And my name is not Mike. It’s different-planet wrong: Somewhere in the universe there may exist a carbon-based life form that would have taken offense at my e-mail, but here on Earth everyone knows it was a joke. It used to be right: Your critique of my marketing plan is based on how marketing worked when you were coming up. Before the Internet. And electricity. It’s right according to the wrong people: Some see me that way, but next time, talk to at least one person who is not on my Personal Enemies List. Your context is wrong: I do yell at my assistant. And he yells at me. That’s how our relationship works—key word being “works.” It’s right for you, but wrong for me: We have different body types. Armani suits flatter you. Hoodies flatter me. The feedback is right, but not right now: It’s true that I could lose a few pounds—which I will do as soon as the quintuplets are out of the house. Anyway, it’s unhelpful: Telling me to be a better mentor isn’t helping me to be a better mentor. What kind of mentor are you anyway? Why is wrong spotting so easy? Because there’s almost always something wrong—something the feedback giver is overlooking, shortchanging, or misunderstanding. About you, about the situation, about the constraints you’re under. And givers compound the problem by delivering feedback that is vague, making it easy for us to overlook, shortchange, and misunderstand what they are saying. But in the end, wrong spotting not only defeats wrong feedback, it defeats learning.

It's not that we're dumb. On the contrary, many millions of people have exerted great intelligence and creativity in building the modern world. It's more that we're being swept into unknown and dangerous waters by accelerating economic growth. On just one single day of the days I have spent writing this book, as much world trade was carried out as in the whole of 1949; as much scientific research was published as in the whole of 1960; as many telephone calls were made as in all of 1983; as many e-mails were sent as in 1990.11 Our natural, human, and industrial systems, which evolve slowly, are struggling to adapt. Laws and institutions that we might expect to regulate these flows have not been able to keep up. A good example is what is inaccurately described as mindless sprawl in our physical environment. We deplore the relentless spread of low-density suburbs over millions of acres of formerly virgin land. We worry about its environmental impact, about the obesity in people that it fosters, and about the other social problems that come in its wake. But nobody seems to have designed urban sprawl, it just happens-or so it appears. On closer inspection, however, urban sprawl is not mindless at all. There is nothing inevitable about its development. Sprawl is the result of zoning laws designed by legislators, low-density buildings designed by developers, marketing strategies designed by ad agencies, tax breaks designed by economists, credit lines designed by banks, geomatics designed by retailers, data-mining software designed by hamburger chains, and automobiles designed by car designers. The interactions between all these systems and human behavior are complicated and hard to understand-but the policies themselves are not the result of chance. "Out of control" is an ideology, not a fact.

Between 2003 and 2008, Iceland’s three main banks, Glitnir, Kaupthing and Landsbanki, borrowed over $140 billion, a figure equal to ten times the country’s GDP, dwarfing its central bank’s $2.5 billion reserves. A handful of entrepreneurs, egged on by their then government, embarked on an unprecedented international spending binge, buying everything from Danish department stores to West Ham Football Club, while a sizeable proportion of the rest of the adult population enthusiastically embraced the kind of cockamamie financial strategies usually only mooted in Nigerian spam emails – taking out loans in Japanese Yen, for example, or mortgaging their houses in Swiss francs. One minute the Icelanders were up to their waists in fish guts, the next they they were weighing up the options lists on their new Porsche Cayennes. The tales of un-Nordic excess are legion: Elton John was flown in to sing one song at a birthday party; private jets were booked like they were taxis; people thought nothing of spending £5,000 on bottles of single malt whisky, or £100,000 on hunting weekends in the English countryside. The chief executive of the London arm of Kaupthing hired the Natural History Museum for a party, with Tom Jones providing the entertainment, and, by all accounts, Reykjavik’s actual snow was augmented by a blizzard of the Colombian variety. The collapse of Lehman Brothers in late 2008 exposed Iceland’s debts which, at one point, were said to be around 850 per cent of GDP (compared with the US’s 350 per cent), and set off a chain reaction which resulted in the krona plummeting to almost half its value. By this stage Iceland’s banks were lending money to their own shareholders so that they could buy shares in . . . those very same Icelandic banks. I am no Paul Krugman, but even I can see that this was hardly a sustainable business model. The government didn’t have the money to cover its banks’ debts. It was forced to withdraw the krona from currency markets and accept loans totalling £4 billion from the IMF, and from other countries. Even the little Faroe Islands forked out £33 million, which must have been especially humiliating for the Icelanders. Interest rates peaked at 18 per cent. The stock market dropped 77 per cent; inflation hit 20 per cent; and the krona dropped 80 per cent. Depending who you listen to, the country’s total debt ended up somewhere between £13 billion and £63 billion, or, to put it another way, anything from £38,000 to £210,000 for each and every Icelander.

Bulk Email Sender Software - An Effective Means of Online Marketing With the continuous advancement of internet technology nowadays, the interest of the people also getting rise with it. Today, internet can't be a quiet a piece of the world, individuals can get everything from it from anyplace mean no reason to contact the others to get any information from web. In this advanced era, this is a crucial tool for online business organizations. May be you know about the bulk email sender, If you have enough knowledge and wish to enhance your worldwide existence, then it would be the best choice to get maximum benefits. Now it might be accepted as a bulk mailer tool to promote your business across the world and create a robust, stable and reliable connection with them. There is most likely that the client does not stay in contact for long-time yet this couldn't be with this sentence because this is best element of the business cycle. It has turned into the most effective and reasonable source to create a customer base of millions of people. It makes an entrepreneur to create healthier connection with worldwide customers with unwavering quality. When you are going to use bulk email software then need to pay attention with willingness and create your email message in such a way, that your recipients get good and pleasing experience. Attempt to reach a limited number of customers because sometime a sender may include less vital id in their email list yet when they send mass email to them the greatest part of audience trash the e-mail from their mailbox.

List Segmentation to Increase Response You can also use list segmentation to increase your response in a number of ways. For example: Emailing subscribers based in a specific geographic area when you’re running a live event. Making a special offer to subscribers who visited a sales or checkout page but didn’t complete the transaction. Emailing offers of related products to subscribers based on previous purchases, or on age, sex or other demographics. Emailing a one-to-one session offer to subscribers who’ve recently started browsing your site more or opening and clicking more emails.

We can also increase the perceived long term value by the way we describe our emails. Nowadays many businesses mention a newsletter on their website, but the phrase ‘newsletter’ doesn’t have any implied value in it. In fact the word ‘news’ is probably something you don’t want to hear from a potential supplier. Who cares whether Mary in accounts has had a birthday? What you would like to get is useful, valuable information. So instead of calling it an email newsletter, I call mine ‘client winning tips via email’. Or you could call it a ‘divorce survival bulletin’. Or ‘the cash flow accelerator emails’ or ‘tax cutting tips’. Each of these names implies some kind of value or outcome your potential subscribers will get from your emails. To come up with a good name, go back to your customer insight map for your ideal clients and look at the big problems, challenges, goals and aspirations your clients have. If you can name your emails to relate to those big goals and problems then they’re likely to see they’ll get value by subscribing to them.

One current trend is to offer “free registration” to get access to resources rather than “subscribing” to emails. This is taking advantage of the fact that most web users are used to registering for services they find valuable. The more your opt-in process looks like something they’ve done a dozen times before, like signing up for Facebook or Twitter or for a free account with an online app or webmail service, then the more natural it will seem to do so with you too. Using this type of registration approach you’d put your lead magnet and other free resources into a private membership site that subscribers get access to by signing up. This feeling of exclusive access and similarity with other online services may well result in increased sign up rates. Right now it’s too early to tell, but a number of big online marketers like Copyblogger are going down this route.

The first speed bump is often a good topic for a lead magnet because many potential clients get stuck at that first hurdle. By helping them get quick results with that initial problem, you’ll give them the confidence to work with you on bigger issues.

Once you’ve got your topic for a lead magnet you then have to make sure that people can see that the topic is going to be valuable to them. It needs to be clear from the name and the description of the lead magnet that they’ll get immediate value.

Directing visitors from pay-per-click advertising to your home page is one of the most basic errors and wastes of money in online marketing.

Pulling out something surprising about the topic or disagreeing with conventional wisdom. E.g. Why improving your selling skills will lose you sales. Adding some form of quantification or ranking. E.g. The top 3 reasons you’re losing sales. In this case curiosity is aroused because subscribers want to find out what you think are the top 3 reasons and whether they agree with what they’d have picked. Harnessing an emotion. E.g. 7 ways big corporates try to stop you succeeding. In this case tapping in to potential anger and suspicion about large corporates. Linking the topic to something unexpected. E.g. What Jeremy Clarkson taught me about marketing. The curiosity is in wanting to know what a TV celebrity could know about a topic they’re not usually associated with. Hooking in to news and current affairs. E.g. How to achieve Olympic performance in your organisation. Health warning: these can often go stale fast, especially if lots of people make the same analogies. If you’re linking to the news, try to make it a less common story. Name drop a known expert in your field. E.g. David Ogilvy’s best performing adverts. People are curious to see behind the scenes of what a well-known industry expert thinks and does. Admit your mistakes. E.g. My WORST sales meeting ever. A mixture of wanting to know what to avoid themselves and a little schadenfreude at hearing what you did wrong means these emails often get a very high open rate.

The How To Model How to How to even if How to in less than The Surprising Link Model What I learned about from ’s guide to The List Model ways to surprising facts about The top reasons you’re The Secrets Model secret ways to What your doesn’t want you to know about The Questions Model What would happen if you ? Has ever happened to you? Do you know the top reason why ? The Unusual Sentence Model “” (e.g. “You’re fired, Mr Peesker”) (e.g. Dripping blood, sponges and something that may be holding you back)

Many surveys have been done on email frequency with respondents regularly saying that one of the main reasons they unsubscribe from emails is that they get sent too many. The data, however, tells a different story. When Zarrella looked at unsubscribe rates and click rates for different frequencies of emails he found that: Unsubscribe rates were higher for less frequently emailed lists than frequently mailed ones (rates falling from 0.7% for lists emailed once a month to 0.15% for lists mailed daily) Click rates decreased very little as email frequency increased, going down from around 6% per email for lists mailed once or twice per month to 5% per email for those emailed daily. And since the rate is per email, the daily emails generated over 20 times as many clicks overall. Zarrella’s conclusion was that “sending more email is not the marketing taboo many of us had thought it to be. As long as you’re following the guidelines set forth in the rest of this chapter and sending targeted, personalized and value-packed emails, sending more of them is better”.

Summary The key to getting subscribers to open and read your email lies in five main factors: Making sure your emails get through spam and greymail filters by keeping them on topic and high value. Quickly establishing a reputation for sending valuable, entertaining emails that your subscribers want to read so that opening your emails becomes a habit. Using subject lines which promise benefits and invoke curiosity and following that up in the first few lines of the email. Making sure your emails look easy to read across all devices. Sending your emails when your subscribers are likely to have less in their inbox.

By contrast, if they are engaging with your emails and acting on them, then when you ask them to take a bigger action they’re much more ready to take that step because they’ve already taken smaller steps and they’ve had good results from taking those smaller steps.

These communications can be conversations or one-way testimonials. They can be live or recorded. They can be in person, by telephone, by email, on a blog, or by any other means of communication. They can be one-to-one, one-to-many (broadcast), or group discussions. But, the essential element is that they are from or among people who are perceived to have little commercial vested interest in persuading someone else to use the product—and therefore no particular incentive to distort the truth in favor of the product or service.

After it was sold, the president of one potential marketing partner, a large bookseller, e-mailed me historical bestseller statistics to make it clear—this wouldn’t be a mainstream success. So I did all I knew how to do. I wrote it with two of my closest friends in mind, speaking directly to them and their problems—problems I long had—and I focused on the unusual options

As of February 2017, there were 3.7 billion users of email services worldwide, and every day 269 billion emails are sent. Broken down, this equates to 2.5 million emails sent every second and trillions of emails sent each year. An estimated 49.7% of all emails are spam messages, and the average person who works in an office receives over 120 emails each day. The email system has been around since 1971, and the highest open rates of email take place on Saturdays. Out of all the companies that send emails to users, Groupon is the company that sends the most emails per user. Only 22.8% of people open political emails, while between 13 and 18% of marketing emails are opened in

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Marketing is the thoughtful practice of speaking to one individual with content that is personal and purposeful. What email would you send the one? What audio would you record for the one? What information would you tell the one? What question would you ask the one? Speaking to 1 speaks to all, while speaking to all speaks to none. Who is the 1 that you are creating for today?

Almost all the scientific studies Irving had looked at up to now, the e-mail explained, had a catch. The vast majority of research into whether drugs work or not is funded by big pharmaceutical companies, and they do this research for a specific reason: they want to be able to market those drugs so they can make a profit out of them. That’s why the drug companies conduct their scientific studies in secret, and afterward, they only publish the results that make their drugs look good, or that make their rivals’ drugs look worse. They do this for exactly the same reasons that (say) KFC would never release information telling you that fried chicken isn’t good for you.

Before you write a line of code or a word of copy, before you apply for that promotion or plan your growth strategy, and before you create your next marketing campaign or send that sales email, you need to understand what’s driving your story. Where are the roots that will enable you to grow healthy branches that bear fruit? How will you show, not just tell? What promises are you intending to keep?

4. Give recognition and show appreciation. “The deepest principle of human nature is the craving to be appreciated,” wrote William James, the father of American psychology. It is impossible to be motivated and do great work if you don’t feel that somebody cares and appreciates what you do. Studies have shown that for people to be happy and productive at work, they need to experience positive interactions (appreciation, praise) vs. negative (reprimands, criticism) with their manager in a ratio of at least 3:1. (Watch out: For a marriage to work, you actually need a 5:1 ratio!!) So make it a simple habit to thank people each and every day — and that includes using the word generously in emails to your team. The way people want to receive recognition varies greatly: public vs. private, material vs. immaterial, from peers vs. from superiors, etc. Great managers test different approaches and observe reactions until they find the triggers that work best with each of their people. At MOM’s Organic Market, managers will sometimes publicly recognize employees who have performed well, but CEO Scott Nash has often found that one-on-one comments are most effective.

The marketer’s objective is to grab phone numbers, emails or eyeballs.

3. Start celebrating your future by congratulating yourself for completing this study course. If you send me an e-mail (mary@marychristensen.com), I’ll send you my congratulations, along

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PUBLISH YOUR BOOK TODAY The following is a direct quote from Amazon, and, if you are a real writer, it is one of the most fun things you will ever see in your life: This royalty payment notification is for Kindle Direct Publishing (KDP) sales recorded in the Kindle Store. Payment will be made to your bank account and should appear in your available balance within 2 to 5 business days after the Payment Date. Details of the payment will be available on the Payment Report after it has been processed by your bank. The email that the above is quoted from comes for you every month, along with notes about payments from the various Kindle Stores in which you are selling, and they make you feel terrific. What a knockout: there is my money, flowing in as receivables each and every month, like clockwork, from all around the globe and waiting for me in my personal bank account, sitting there to use as I see fit. The statements show up in your every month, along with those from all your stores. They are a bit longer than the above quote, but sit back, close your eyes and visualize how wonderful it will be to have money rolling into your bank electronically, eliminating the bother of dithering around with checks. Right now, as your read this, the opportunity to earn a solid living, even to make a fortune with your books is real world and readily available for you. The revenue stream is just sitting there; it’s waiting for you to get busy, to write books and to learn to use Amazon as an amazing marketing tool poised and ready for your decision to pursue your dream. The trick for getting hot at book marketing—so you can actually be in a place for fully enjoying your life as an author/publisher—is to believe in yourself: to move right on past all your previous confusion: discouraging feedback from peers, friends and family; all self-doubt and blaming games; rejection slips from agents, publishers and magazines; and yes, even the ego trip of your treasured writer’s block . . . .

Did you know that you can integrate your telecommunications and office network together so you get an email that reads a voicemail message to you? -

Real marketing is built into what you do and why you do it. It’s part of your story, something that you do organically when your business is aligned with your mission and values. Kept promises, free returns, obsession with the details, returned emails, clean tables, and attentive staff—all of this is your real marketing. Real marketing creates a deeper impact, leaves a lasting impression, and is as powerful as a smile.

Entrepreneurs are usually really creative people, which is awesome when you have to write an entire album or thirty-five marketing e-mails, but can be a menace when you’re starting a business. I guarantee you, the moment you get a great idea for a business and start working on it, you’ll get awesome ideas for several others. If you split your attention and try to pursue more than one at once, you’re screwed.

Imagine the power to resolve dozens of issues right on the spot. If a press release needed approval, everyone (including the CFO, the VP of sales, and the software development and marketing chiefs) was there to review and resolve it in minutes. It didn’t float around in emails for days, sucking up hours of management’s time. If Sales was having a problem with the CRM system, the head of IT was there. If Development needed to hire additional programmers, the head of HR and the CFO were there to start the process and sign off on the budget.

EVERY EMAIL LIST SHOULD ______ The answer I always get when I ask the above question? Provide Value. You’re supposed to provide value. That’s the baseline expectation. But an email list that stands out isn’t necessarily one that’s always spoon-feeding subscribers with free tips and resources. I used to think that value was providing free content, free downloads, more free tips and how-tos. But that couldn’t be further from the truth. The value that makes a difference is being the voice of wisdom for your subscribers…Pointing out their limiting beliefs, mistakes, and myths…Convincing them of your worldview and getting them to buy into it…Turning their assumptions and fears into strength and positivity.

What you can do: • Start by being consistent with your emails That said, don’t send an email just for the sake of sending it. Don’t compromise on quality just because you have to send something out. You can skip a week or two if your emails don’t have a strong call to action, or if you have no compelling reason to email your list. While not every email will be your best, make each email count. • Be bold and repel (on purpose) if you must Maybe your emails will inspire thought and change. Or challenge existing beliefs and myths. Your content may also raise more questions than it offers answers to. Not everyone jives with that type of content or style. But the bolder you are, the more you will attract your ideal reader and repel the rest. What wouldn’t your ideal reader do? What wouldn’t they relate to? Identify these characteristics and be as specific as you can; e.g., They are unlikely to read blogs such as…They are unlikely to identify with the term freelancer…They are unlikely to prefer quick tips over long-form content. Once you have identified these characteristics, keep them in mind as you’re working on your email content. Don’t water down your message to fit your average reader.

Here are a few different types of emails you can send: Common FAQs – An email that answers repeat questions you get from readers and subscribers Affiliate case study – An email that details the results from taking a course or using a tool that you’re an affiliate for Teaser to an existing post – An email that links to pillar or cornerstone pieces on your blog Tools and resources – An email that shares your favorite tool collection The Start Here – An email that links to your most important resources Break the myths – An email that lays out myths that your subscribers may think are true Behind the scenes – An email that gives an insiders’ peek into what’s going on with your business Personal story – An email that gives an insiders’ peek into your struggles or backstory One-click survey – An email that asks a simple question to segment subscribers or allows them to choose their own email journey Survey or How can I help you? – An email asking for responses or providing an offer to help Postpurchase welcome email – An email sent immediately after purchase to buyers of your offer Unexpected incentive email – A simple cheat sheet, guide, or PDF that subscribers were not expecting Favorite thing – A collection of your favorite books/blogs/stock photo sites, etc. I have used every one of these emails in my email marketing mix. Doing so breaks up the monotony of sending the same style of email each week, and each of these emails feeds your marketing goals differently as well.

craft your landing page effortlessly and not have to stare at a blank template for long, you need the following elements: • The title of your lead magnet • The main benefit or main promise of your lead magnet • What your lead magnet teaches or what your subscribers will learn from it? o What will they achieve or overcome by consuming your lead magnet? o What pain points or problems does your lead magnet solve? o What desires or motivations does your lead magnet fulfill? o What mini transformation does it give? • Testimonials for social proof • A screenshot, mock-up, or visual of your lead magnet Note: You want to convert these benefits into 3–7 bullet points. These bullet points should begin with an action verb, with “how to” or “why,” or with a number. They should also include specific details such as page numbers or time stamps in videos where key information is found. For example, • How a 20-minute video recording turned into my first digital product that brought in $36,429.56 in the first month • 13 limiting beliefs that keep 99% of people from ever launching their ecommerce store—and how to beat them (Hint: You’re probably suffering from at least 5 of these) – pg. 3 • The ONLY two blogging rules ever (seriously, if you ignore these it will take you YEARS to launch your blog and business!) – 1min 37sec Your landing page should be a reflection of the words and sentences your target audience uses to describe their pain points. When it does, your target audience recognizes and identifies with the problem. Your lead magnet also becomes immediately more attractive.

MAKE EMAIL SUBJECT LINES CLEAR, CATCHY, AND ACTIONABLE Most subject lines fall under the following categories: • Curiosity • Urgency or scarcity • Special offers • Social proof (e.g., How I did…/THIS made me…) • Benefit • Story (e.g., I failed…/I never thought…) Experiment with subject line styles from different categories. See what attracts your audience. If your email service provider has an A/B or split test function, use it. Incorporate symbols or emojis to get attention as well. But don’t overdo them or they lose their effect on your subscribers.

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for loops, lookuprows, if/else statements, using AMPscript with Web Services API to trigger emails, and more.

Why I was successful In 2014, I was 29 years old. I was selling against companies that had been in the QuickBooks integration business for five years or more. Some competitors had millions of dollars in venture capital. Their websites were the equivalent of a five-star hotel. These competitors had large sales and marketing teams that could easily show the value of their solution. The companies had a team of programmers. I had my pajamas, a corded phone, a cookie-cutter website, and a laptop computer. I signed up about three hundred new accounts because I was the first person to pick up the phone and I spoke English. I could answer questions on what my software can automate. If there was a problem, I called the customer and we did a screenshare. You need to talk to customers on the phone and you cannot email customers to death. Many customers later told me they reached out to competitors and received no response to sales or support inquiries. These customers said they chose my company because I was responsive. Potential customers want to speak to someone in their area who understands their language. You need to connect with them. Many people signed up for Connex because they liked me over the phone. We attract many small business owners. I had similar interests and I owned a business, just like them.

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Learn the power of “no” I was so busy working inside my company that I failed to work on it. I was answering support tickets, posting app store listings, making landing pages, writing low-level code, and doing other tasks that employees could’ve performed. If you can delegate work, do it. I should have said “no” to busywork and “yes” to growing my company. When I delegated work, I had time for professional development. Reading books on business and focusing on professional development were two reasons why my company grew into a mid-sized company. Too many founders focus on their day-to-day responsibilities. When I started, my issues were funding and product development. When my company became mid-sized, the issues centered around alignment, time-management, technical support, marketing, and automation. I learned how to set boundaries with customers and employees. Neglecting the power of “no” was why my company failed to reach the next level at certain stages. My boss at the software company was overwhelmed because he tried to perform the same work as his employees. He had hundreds of emails that remained unread. He once said he would wake up at 4am, but he still failed to complete all his tasks. Unlike him, I decided which problems were the most important to focus on. I transformed from a technician to an executive with a grand vision for the company.

And while seeking out the opinions and perspectives of people like ourselves may lead to a more personal and familiar buying experience, what’s even more amazing is the impact those trusted sources have on conversion rates. B2B sales cycle data from Salesforce demonstrates that, when it comes to lead conversion, the interest that originates from customer and employee referrals converts to deals at rates fifty times higher than email campaigns!9 Furthermore, data from marketing automation giant Marketo indicates that leads originating from referrals convert to opportunities at rates of four times the average, and similar to the next three highest-converting lead sources combined (those being partner, inbound, and marketing-generated).10 My personal experience over the years greatly corroborates these statistics. For example, when I started my own sales practice, Cerebral Selling, I needed to have a logo designed. Around the same time, my friend had recently had a nice logo designed for his business. I asked him who he used, he told me, and I just did the same. No further research or investigation required. A short time later, I wanted to head out of town with my wife for an overnight trip to the beautiful Niagara wine region of Ontario to celebrate our anniversary. I didn’t know where to stay or which restaurant to go to, so instead of sifting through pages of online content and reviews, I asked a friend who runs a vineyard in the region. When he gave me his recommendations, I simply booked the places he told me. No questions asked. Were there better places to stay and eat? Potentially. Were there other creative design shops that could have generated equally if not more spectacular logos? More than likely. Do I care? Absolutely not! I love my logo and had a great anniversary outing, and feel secure in my decisions around both because of the feeling I received by selecting recommendations from people I trust. Both experiences are perfect examples of the prescriptive-led sales cycle we spoke about in chapter 2. This means that when it comes to your selling motion, one of the most unobtrusive, empathetic, and authentic ways to convert prospective buyers is simply to surround them with like-minded customers who love you.

The criteria that I found most valuable when making my decisions were the following: What is the size of the investor community invested in other offerings on the platform to-date? Does the platform accept investments via credit card? For example, about 40% of my crowdfunding investors invested with a credit card. Does the platform allow for campaign extensions (if you fall short of your goal within your campaign period, can you extend the campaign until you reach your goal)? I’ve extended my campaigns multiple times. Does the platform allow for multiple disbursements? I prefer to disburse money from my campaign once a month. However, many platforms don’t allow you to disburse the funds until after the campaign is over What are the fees? Platforms can charge between 5-20% of your raise as fees, with some platforms having complicated fee structures that involve taking some of your Securities as part of the offering. Some platforms require you to pay them cash upfront before launching an offering. Does the platform allow you to set your own terms? For example, some platforms don’t allow you to sell convertible notes. Some others don’t allow you to sell non-voting common stock. Some platforms insist that they set the valuation for your startup in order to launch—the logic being that they know their investors, and they want to provide them with a “good deal.” For many reasons, you want to sell the Security that’s right for your startup. Does the platform allow you to have design freedom on the campaign page? You want to make sure that your brand is well represented. The aesthetics and optimization of the page are highly correlated with conversion (how many people invest after visiting your page). Does the platform support analytics? You need advanced analytics to market your offering. Some platforms, for example, allow you to enter a Facebook Pixel and Google Analytics code into the campaign page, while others do not. Does the platform have a good reputation? You will be driving a lot of potential investors and media folks to this platform, and you want to be sure that your platform of choice hasn’t been involved in anything shady in the past. Does the platform allow you to update your investors and prospective investors with campaign notifications? Some platforms have a built-in functionality where you can post updates right on the campaign, download email, and mailing contact lists of your investors (allowing you to contact them by email and allowing you to build Facebook “lookalike audiences”). Whereas, other platforms don’t even share the email addresses of the folks who have already invested in your startup. Does the platform support or plan to support secondary trading for the Securities that it sells on its platform? Will your investors be able to sell the Securities that they buy from you? The ability to sell Securities in a marketplace brings a lot of liquidity and increases its value significantly. In order to allow for secondary trading, the platform needs to obtain an Alternative Trading System (ATS) approval from FINRA.

Each part of the EKG system works together as a puzzle, and each part contains a number of potential strategies that you can choose from to create your desired Nomad Capitalist lifestyle: E - Enhance Your Personal Freedom ● Living Overseas - Whether in one place, a few places, or as a perpetual traveler. ● Second Passports and Residencies - Obtain a residence permit or citizenship in another country for better travel, better treatment, and more options. ● Digital Privacy - Host your website overseas or use secure offshore email. ● Socializing Overseas - Make friends, dates, or a lifelong partner in another country. ● Personal Happiness - Find the place where you feel totally at home. K - Keep More of Your Money ● Tax Reduction - Legally reduce or eliminate your personal taxes by relocating your business the right way. ● Offshore Banking - Protect your money in quality banks and earn higher returns. ● Offshore Companies - Legally choose the tax rate for your business. G - Grow Your Money ● Frontier Market Entrepreneurship - Start a business in a less developed market. ● Foreign Real Estate - Buy, rent, sell, or hold property in fast-growing markets. ● Foreign Currencies - Earn high rates of return just by holding another currency.

And in stock markets, where a 40% decline that takes place in six months will draw congressional investigations, but a 140% gain that takes place over six years can go virtually unnoticed. And in careers, where reputations take a lifetime to build and a single email to destroy.

9. Sign your work I often put my little signature at the bottom of things I write: Besides adding a touch of whimsy, it’s a visual signal of where the end of my piece is. When you glance at the copy, I want you to know that it won’t take you long to read. 10. P.S… Have you ever wondered why a lot of marketing emails use a postscript (a P.S.)? I used to think it looked amateurish. The reason is that – just like captions – the P.S. is one page element that people read first. Now, I use a P.S. if the format is appropriate – for example, if I’m writing an email. The trick I use is to basically sum up the entire message in the P.S. That way, even if somebody only reads the postscript, they’ve still got my message.

Earlier O’Brien and Pottinger had aggressively argued against allowing the Chinese firm Huawei, the largest telecommunications equipment manufacturer in the world, into U.S. markets. O’Brien was convinced that Huawei wanted to use its fifth generation (5G) wireless network eventually to monitor every citizen in the world. It was another major national security threat to the United States. O’Brien said, “Backdoor your medical records, your social media posts, your emails, your financial records. Personal, private data on every American. Micro-target you based on your deepest fears.

Direct response marketing is designed to evoke an immediate response and compel prospects to take some specific action, such as opting in to your email list, picking up the phone and calling for more information, placing an order or being directed to a web page. So what makes a direct response ad? Here are some of the main characteristics: It’s trackable. That is, when someone responds, you know which ad and which media was responsible for generating the response. This is in direct contrast to mass media or “brand” marketing—no one will ever know what ad compelled you to buy that can of Coke; heck you may not even know yourself. It’s measurable. Since you know which ads are being responded to and how many sales you’ve received from each one, you can measure exactly how effective each ad is. You then drop or change ads that are not giving you a return on investment. It uses compelling headlines and sales copy. Direct response marketing has a compelling message of strong interest to your chosen prospects. It uses attention-grabbing headlines with strong sales copy that is “salesmanship in print.” Often the ad looks more like an editorial than an ad (hence making it at least three times more likely to get read). It targets a specific audience or niche. Prospects within specific verticals, geographic zones or niche markets are targeted. The ad aims to appeal to a narrow target market. It makes a specific offer. Usually, the ad makes a specific value-packed offer. Often the aim is not necessarily to sell anything from the ad but to simply get the prospect to take the next action, such as requesting a free report. The offer focuses on the prospect rather than on the advertiser and talks about the prospect’s interests, desires, fears, and frustrations. By contrast, mass media or “brand” marketing has a broad, one-size-fits-all marketing message and is focused on the advertiser. It demands a response. Direct response advertising has a “call to action,” compelling the prospect to do something specific. It also includes a means of response and “capture” of these responses. Interested, high-probability prospects have easy ways to respond, such as a regular phone number, a free recorded message line, a website, a fax back form, a reply card or coupons. When the prospect responds, as much of the person’s contact information as possible is captured so that they can be contacted beyond the initial response. It includes multi-step, short-term follow-up. In exchange for capturing the prospect’s details, valuable education and information on the prospect’s problem is offered. The information should carry with it a second “irresistible offer”—tied to whatever next step you want the prospect to take, such as calling to schedule an appointment or coming into the showroom or store. Then a series of follow-up “touches” via different media such as mail, email, fax and phone are made. Often there is a time or quantity limit on the offer.

A good chief executive is essentially a hard-to-automate decision engine, not unlike IBM’s Jeopardy!-playing Watson system. They have built up a hard-won repository of experience and have honed and proved an instinct for their market. They’re then presented inputs throughout the day—in the form of e-mails, meetings, site visits, and the like—that they must process and act on. To ask a CEO to spend four hours thinking deeply about a single problem is a waste of what makes him or her valuable. It’s better to hire three smart subordinates to think deeply about the problem and then bring their solutions to the executive for a final decision.

Phase 1: Discovery 1. Define the problem statement What is the challenge that will be solved? The problem statement is defined at this step and becomes the foundation of the project. Here is a sample problem statement: The company has more than one hundred thousand email addresses and has sent more than one million emails in the last twelve months, but open rates remain low at 8 percent, and sales attributed to email have remained flat since 2018. Based on current averages, a 2 percentage-point lift in email open rates could produce a $50,000 increase in sales over the next twelve months. It’s important to note that a strong and valid problem statement should include the value of solving the problem. This helps ensure that the project is worth the investment of resources and keeps everyone focused on the goal. 2. Build and prioritize the issues list What are the primary issues causing the problem? The issues are categorized into three to five primary groups and built into an issues tree. Sample issues could be: •​Low open rates •​Low click rates •​Low sales conversion rates 3. Identify and prioritize the key drivers. What factors are driving the issues and problem? Sample key drivers could include: •​List fatigue •​Email creatives •​Highly manual, human-driven processes •​Underutilized or missing marketing technology solutions •​Lack of list segmentation •​Lack of reporting and performance management •​Lack of personalization 4. Develop an initial hypothesis What is the preliminary road map to solving the problem? Here is a sample initial hypothesis: AI-powered technologies can be integrated to intelligently automate priority use cases that will drive email efficiency and performance. 5. Conduct discovery research What information can we gain about the problem, and potential solutions, from primary and secondary research? •​How are talent, technology, and strategy gaps impacting performance? •​What can be learned from interviews with stakeholders and secondary research related to the problem? Ask questions such as the following: •​What is the current understanding of AI within the organization? •​Does the executive team understand and support the goal of AI pilot projects?

What is a targeted email list? How to Build an Email List? A/B testing in email marketing? What is Automated Direct Email?

Look at Google. Its heartbeat is erratic, unpredictable. It works for them—mostly, sometimes—but it could work so much better. Google arguably only has one big external heartbeat each year at Google I/O—and most teams don’t bother aligning with it. They typically launch whatever they want whenever they want throughout the year, sometimes with real marketing behind it, other times with simple email campaigns. That means they can never communicate with their customers in a cohesive way about their entire organization. One team does this, another does that, their announcements either overlap or ignore obvious opportunities to create a narrative. And nobody, not customers, not even employees, can keep up. You need natural pauses so people can catch up to you—so customers and reviewers can give you feedback that you can then integrate into the next version. And so your team can understand what the customer doesn’t.

When you create the right offer and put it in front of the right person at the right time with the right message, you don’t have to sell. Marketing is how you make sales without selling. It’s how you make sales through service. It’s how you make sales almost as if by magic.

Michael Artime is CEO & Founder of Ecom Honey which leads a small, focused team comprised of designers, copywriters, and other marketing professionals working together to create email and SMS marketing campaigns that convert. The company boasts significant increases in client revenues and has worked with over 100 popular e-commerce brands. Mr. Artime is a University of Central Florida alum and enjoys golfing. He lives in Nashville, Tennessee where Ecom Honey is headquartered.