You: An e-mail marketing gazillionaire!
In today’s special issue, Internet marketing legend
FRANK KERN grills me to discover …
- How I create e-mail sales campaigns that generate up to $80 million in online sales each year …
- Two essential components of every great e-mail sales campaign …
- The missing ingredient that makes my e-mail copy up to four times more profitable than even the top online marketing gurus’ …
- The massive business opportunity the biz-op experts are completely missing now — and how it could make you millions in 2008 and 2009 …
- And much more!
Dear Business Builder …
I’ve been hearing about and watching Frank Kern work for over a year now and so has pretty much everyone else who works for me.
The guy is astonishingly prolific … a leading light in the Product Launch Formula arena … and a darned good copywriter in his own right.
Plus, Frank is known for having the most outrageous sense of humor in the entire online marketing space.
So when the great Frank Kern asked if he could interview me last Friday, I jumped at the chance.
And now, the recording of that interview is today’s issue of The Total Package!
I strongly recommend that you do NOT miss this issue — you’ll hear at least one idea in this interview that could make you richer than Midas in the next 12 months.
So, pour yourself a cup-o-Joe, crank up your computer speakers, click the play button below, and then sit back and enjoy!
Or you can download this MP3 by right-clicking here and choosing “Save Target As…”
Yours for Bigger Winners, More Often,
Clayton Makepeace
Publisher & Editor
THE TOTAL PACKAGE
P.S. Make sure you check out Frank Kern’s latest video. He shows you his simple 3-step process for selling ANYTHING to ANYONE. And you don’t even need to opt-in to watch it. Just click on the link and it’ll play.
http://www.MassControlVideo.com
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Attribution Statement: This article was first published in The Total Package. To sign-up to receive your own FREE subscription to The Total Package and claim four FREE money making e-books go to www.makepeacetotalpackage.com.
18 Comments »
Join the Discussion!
Let us know what you think. Or ask us anything. Or offer your own sage advice.
The only rule: RESPECT THIS HOUSE! Postings that contain abusive language and/or personal attacks will be cheerfully VAPORIZED. One cross word and – POOF! – your well-thought-out post will be gone in a puff of smoke.
– Clayton
Comment by John Deck — June 16, 2008 @ 8:13 pm
I’m speechless. I have seen more than one IM product launch, and chuckled how the gurus were all sending out the same copy usually started with “I just got off the phone with my good friend xxx” (whom ever is doing the launch). Clayton nailed the issues with IM copyrighting right in the heart. The IM community has dealt with their copyright issues by offering more and more free content upfront. I have listened to the Frank & Clayton show twice, it’s priceless. Clayton’s comment about tying your copy to something current is something I forget too often or am too rushed to dig for a good connection. Big thanks to both Frank & Clayton. John Deck PS: Can’t wait for Frank to interview Drayton Bird. How about a three way with Frank, Clayton & Drayton? That would rock the house.
Comment by http://dubai.travel-culture.com — June 16, 2008 @ 8:24 pm
I sincerely have to question the numbers discussed in this conversation 2.5 million dollars in 2 days you’v got to be a billioniere now.
Speak the truth please email marketing has many odds attached to it the moment you send an email to subscribers it is caught by the spam assasin and how many people realy read the ezines.
Comment by Karin — June 16, 2008 @ 9:47 pm
Hello! Many thanks for this interview… I look forward to hearing it sometime soon. I live in an area of the world where we cannot get real broadband yet… only dial-up or something that is a tiny bit faster than dial-up… so I would be really grateful if you wouldn’t mind making making this audio file available as a downloadable MP3 file or similar. Thanks!
Comment by Clayton Makepeace — June 17, 2008 @ 4:12 am
Thanks for the gret comments, John!
To the poster "dubai.travel-culture" … First, the campaigns I discuss are to my clients’ customers, mandy of whom have added us to their safe sender lists and of course, we do our darndest to avoid words and phrases that would alert the spam filters.
You’re wise to be skeptical — all I can do though, is to assure you that these numbers are, indeed accurate.
Hi, Karin — I’ll ask my web guys to post the interview as an MP3 — watch this space later today.
Cheers, y’all!
Comment by John C. A. Manley | Healthy-Conversions.com — June 17, 2008 @ 5:31 pm
I wasn’t expecting to get anything new out of the audio. I actually only listened (while exercising) because I thought Frank Kern would be entertaining.
Well, I was wrong. First, even though I had already heard many of the details about your financial email campaigns at a past EasyWriters webinar, it all sank in a lot better (after having done a few more products launches since then). It’s really a brilliant system, how you pivot all your sales one teleseminar and recording.
I simply love the fact that you have finally (along with what Tony is doing) made the IM community face the reality of how stale their copy is. I even see this in a lot of the big DM health companies moving online, who do the same equivalent, "How to Avoid [insert health problem]" headlines. It’s just throwing benefit bombs at the reader, not really engaging them, and meet them from where they are, today.
I actually have been applying your topical approach to copywriting and email/blog marketing for near 12 months now. I’ve been doing it in a variety of niches, both for myself and for my clients. I mainly learned it from following your stuff, and have found a lot of success with it.
I hope it’s not improper to leave some links as examples of how I’ve taken what you teach and apply, about being topical with your marketing… Organic Beauty Products Found to Contain a Petro By-Product This was one we distributed to affiliates to promote a new product being launched. Doesn’t look your usual launch copy does it? Took advantage of breaking news that helped sell the product (a info product on how to make homemade natural beauty care porducts). Ayurveda on Cloned Meat and Dairy This one jumped on the news that the FDA had just approved cloned meat and dairy for human consumption, positioning my client as an expert by offering counter opinion on the matter. Using Newborn Babies as Guinea Pigs This discussed news that the "omega 3 fatty acids" in baby formula was produced by a combination of fungus and petro-oil by product. Health Canada Attacks Information Providers How Canada proposed bill c-51 would affect alternative health businesses (even information businesses). Can Your Marketing Survive a Financial Earthquake? This recent one tied into the earthquakes in China and the current recession.
So much more refreshing and relevant then trying to melt your brain thinking up new ways to express moribund benefit pitches. You just start talking to people about what they are thinking about, and then tie it into what you have to offer.
Comment by Karin — June 17, 2008 @ 10:42 pm
Hello Clayton! Thank you so much for posting the interview as an MP3… I really appreciate you doing that! Our federal government is supposed to be working on the monopoly to get them to upgrade the national telecoms infrastructure to something that can better handle the internet, but I suspect it is going to be a long, hard, bitter battle. I have what passes for broadband but so much of the streaming content coming from the US especially is unviewable and unlistenable here, hence the need to be able to download files.
Comment by lawton chiles — June 18, 2008 @ 8:52 am
Big C- Awesome interview with Frank. Quite funny to see how your different styles interact. I loved how the smallest thing can tick a bell in my head, like the part where you mention the e-zine in the morning and the promo in the afternoon…
Thanks for all you do.
-Lawton
Comment by Lye — June 18, 2008 @ 10:43 am
Absolutely amazing.
Listening to the interview with you and Frank sparked a lot of ideas that I could apply in my own hobby niche. One of the best takeaways was to take advantage of current events in creating campaigns.
Positioning myself as an "information broker" who provides value-added, benefit-driven information on how changes in the niche affect my customers will give me more credibility (and sales) with my leads.
Clayton, I’ve added your RSS feed to my reader, and I’m going to listen to this mp3 again and again, until I’ve absorbed every valuable nugget of advice.
I’m looking to build my swipe file, so I can practice copywriting. Could you tell me the name of the site you did the health promotion for?
Thank you!!
Comment by Jason Moffatt — June 18, 2008 @ 12:39 pm
Hey Clayton,
I’ve really been grooving on your stuff during the last few days.
Looks like I may have been wrong about you being the highest paid copywriters on the planet. Guess I should pay attention a bit more.
Truth is, most copywriters bore me to death. And, I seldom pay attention to any of them as their words never really resonate with my particular flow.
I just stuck with Halbert, Carlton, Kennedy, and Kern and called it a day. I never really saw the reason to branch further then that because what I learned from those dudes seemed like more then enough to fill my pockets for the rest of my life. Plus, I’m even lazier then Frank.
However, I’m glad to add you to that list of copywriters I will now pay very close attention to. All the stuff I’ve been reading from you has been Stellar! In fact, beyond Stellar.
I look forward to seeing EVERYTHING you put out in the coming days, weeks, and years!
Peace,
J-Mofo
Comment by Russell — June 18, 2008 @ 1:27 pm
Fantastic interview Frank and Clayton! You really pegged the copywriters copying other copy issue in IM and brought out the need for fresh copy, unique. Thanks for putting it up for us to listen to!
Comment by Louie in Las Vegas (No, really) — June 18, 2008 @ 1:43 pm
Man oh man.
I’ve been a huge fan of Frank, his associates and his products for nearly (only) a year.
I see an email from him, I stop what I’m doing and open it.
I once sent him an email question and to my amazement, he replied to it as if we were best friends. No pretensciousness. No attitude. Just…Frank.
What’s not to like about him?
His enthusiasm helped me start http://www.OneSoundIdea.com
Thanks Frank!
Comment by Clayton Makepeace — June 18, 2008 @ 3:56 pm
Cool beans, guys and gals! Thanks for all the nice comments (Martha are you snagging them for our testimonial file? It’s got to be up to — what? – 1,000 pages or more now?)!
The rest of you can look for LOTS more on this subject from us. Tony’s covering this — the power of copy to multiply response in e-mail marketing and product launches – on his "Copywriting Conspiracy" daily blog. The link is at the top of the narrow column to the right.
This is a super-hot topic right now. Last Friday, I did a special webinar on how to multiply response to e-mail campaigns for the Financial Publishers’ Association. It was one of those free, by-invitation-only, behind-closed-doors confabs for the CEOs and top mucky-mucks of this country’s largest financial publishers ONLY.
They gave me 15 minutes. I screamed through my ideas and it still took nearly an hour. And ever since, my inbox has filled with "Thank-Yous."
Anyway … thanks again everyone! Your kind comments — and the knowledge that we really are helping you get "bigger winners more often" are what keep us going.
– Clayton
Comment by Bob McCarthy — June 19, 2008 @ 9:48 am
Great interview -
You started to clarify this but I don’t think you finished your thought (unless I missed it) - Frank was asking why you were able to generate such high response (10%).
I agree your copywriting skills and topical approach to content are key factors, but I dont think you can overemphasize the importance of your file.
I am guessing your file of 200,000 is much more qualified than what Frank and other internet marketers are used to.
If you are marketing primarily to previous buyers and Frank is marketing primarily to prospects (albeit qualified prospects), there is bound to be a significant difference in response.
Was your file entirely previous buyers?
Anyway, great content. Thanks for doing this.
Bob McCarthy
PS. As a long time direct mail guy myself, I agree that much of what I have seen in internet marketing is just a continuation of proven direct marketing strategies. Thanks for that.
Comment by Clayton Makepeace — June 20, 2008 @ 2:54 am
Hi, Bob …
I don’t know the breakdown on Frank’s file, but less than 25% of my client’s names are customers. Probably about half of those have bought a $99 product and the rest have bought more expensive ($1,000 to $2,500) ones. The rest are opt-ins to a free e-zine.
You’re right to point out that name quality is important to the success of any campaign — but it’s only one of four …
1. The product — it must credibly offer practical and emotional benefits prospects are eager to pay for …
2. The strategy — it must seize the file’s attention, engage them emotionally, pique curiosity and intensify attention by immersing them in a story line, establish the spokesperson’s advocacy and credibility with free content and solid proof …
3. The file — as you point out, better qualified names will respond at a higher level than junk names. But there’s more to it than that: The history the company has created with non-buyers as well as buyers must have been carefully written to create a bond of trust, affection (for want of a better word), implied obligation and dependency …
4. The copy — the missing ingredient in most online marketing today.
Because the web is still a new medium, companies with good products, solid strategy and qualified names on their files are still doing OK with mediocre (and in some cases, abysmal) copy.
But these things other being equal, great sales copy is the magic multiplier.
The Web, after all, is nothing more than a new medium.
And as our history in every other medium has taught us time and time again, the better the copy, the higher the response, average sale and profit.
Hope this helps …
– Clayton
Comment by Coach Fit Babe — June 25, 2008 @ 8:45 pm
Clayton, i am glad to add your name to the list of brilliant people, like brad fallon, frank kern, john reese that keep me so enthalled that after one year, i still have not set up my first web site . . .. Thanks alot.
Comment by Joshua Seymour — August 28, 2008 @ 6:31 pm
Wow… This chat is immensely valuable. I mean you’re talking about never-before-seen opportunity for anyone who keen enough to take advantage of it. Obviously you folks here at The Total Package are because I see the trend when I look into my Google Reader every day.
I’ve absorbed this thing five times now and enough notes to spin out a report.
Though, if I had to sum this chat up, I’d say Clayton’s main suggestion is… to make a premium blend of product launch marketing strategy and copywriting within virgin marketplaces that are undergoing fast changes.
Which means what? Well I guess you gotta ‘put on your copywriting hat’ and exercise the proven principles to really know what he means.
Thanks for the download Clayton and staff!
Happy marketing
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