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Writing Compelling Copy to Grow a List: Incentive

Writing Compelling Copy to Grow a List: Incentive

Clueless Email Marketer?! • August 24, 2018

Another important aspect of the words you use for your signup form is the incentive. Potential subscribers need to understand the value in opting into your list. Tell them what they have to look forward to! 00:22 Andy Shore: Welcome back everybody, we\'re gonna continue talking about writing compelling copy as a way to grow your list on those sign-up forms, and the aspects of it we\'re gonna focus on this time is the incentive. Daniel kinda alluded to it last time, but it\'s making sure that you\'re making a convincing argument for signing up for your sign-up form. 00:41 Daniel Miller: Exactly. So we are overlapping in a lot of these episodes here, but the reason why we\'re doing that is because we\'re talking a lot about the similar things, but we\'re giving a slightly different perspective and trying to give you different ideas as to what your customer may be going through or what you may be going through. So when it comes to the right incentive, I can\'t say this enough, but it\'s adding value. And, again, if that is the little bit of push that they need to finalize that purchase or it\'s the little bit of push that they may need to earn... I\'m sorry, for you to earn trust, whatever that is, what is the value that you\'re giving your subscriber in exchange of the email address? We\'ve talked about if you have a restaurant, if you have a retail store, sometimes the discount, the coupon, the buy one get one free kinda deal, those help a lot to give that last push to get them back into your door. If you are a service, you may need to earn a little bit more trust. So whatever that is, I think it\'s important for every company to do their own testing and to figure out, \"Okay, people that tend to come to the pricing page, they think it\'s too expensive. So how can we have a pop-up form that\'s an exit intent, whatever that is, that addresses that problem that the visitor has?\" 01:51 AS: Yeah. Like we\'ve talked about before, it\'s easing any of those frictions, anxieties, whatever a potential customer might have, and erasing those for them. So if you\'re explaining the incentive of drawing that list, it\'s the same thing of erasing any \"Oh, I don\'t wanna hear or get emails every day or twice a day,\" or whatever that is, it\'s the incentive of, \"Hey, we\'re not gonna bug you more than once a month or once a week,\" or whatever that is. 02:18 DM: And stick to that. I\'ve had companies before that say, \"We will bug you but once a month,\" then before I know it, they\'ve added me to six other lists, and it\'s... Yeah, that\'s not fun. That gives me a bad taste in mouth. 02:27 AS: Exactly. So what you just wanna do is let them know that there\'s a benefit for that action of subscribing. It\'s gonna pay off to them, and then tell them why and what that is, and what they\'re gonna benefit from. And as we mentioned before, make sure it\'s something that makes sense, and like we said, don\'t just... Not a free iPad or a free Apple Watch, or whatever that is, because that\'s gonna be everybody, but it\'s gonna be something that is of value to the type of customers you\'re trying to attract. And just telling them why they should care to sign up for what you\'ve got. 03:00 DM: Exactly. To give you a good example... And by the way, I wanna go back and I wanna say something \'cause we have been talking a lot about coupons and discounts. Something to mention as well, it\'s not always about discounting your product, that incentive may also be, \"Hey, let us show you the value here.\" It\'s not just about providing a discount, \'cause if you set a price, I\'m sure there\'s a good reason as to why you put that price there, and I\'m sure you have staff and servers or a brick and mortar store that you need to pay for. So not always discounts is a good idea, but also that incentive can be flipped to say, \"Hey, if you\'re not convinced about the value here, boy, do we have some case studies to show you, do we have examples, do we... \" Schedule a one-on-one demo, whatever that could be, add the incentive to show the value. 03:46 AS: Exactly, and I\'m gonna run down just the steps you should take in writing this copy, in explaining your incentive, how to do that. So tell them why they should care, make it loud and clear, don\'t hide the value in there, it should be on the forefront. Explain to them exactly how they\'re gonna benefit from it, whether it\'s get a demo and answer all your questions, or this webinar that\'s gonna teach you this, this PDF that\'s gonna help you do this. Make it very obvious to them why they need to give you your email address. And don\'t be vague about it, don\'t keep them guessing. You\'re gonna kinda hit them over the head with the value, and that\'s the way you\'re gonna get them to subscribe. 04:27 DM: Yep. 04:27 AS: Alright, thanks everyone for listening. We\'ve got one more episode where we\'re gonna talk about writing compelling copy to grow the list, and that\'s gonna conclude this section, for now, on focusing on growing your email list. It\'ll be our first 21 episodes, which is exciting, we\'re off to a great start. We appreciate all of you for listening, and we\'ll catch you next time.


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8/24/18: Weekly Clues for the Clueless Email Marketer Digest

8/24/18: Weekly Clues for the Clueless Email Marketer Digest

Beyond • August 24, 2018

Hey everybody! Sorry I missed last week\'s digest. To be fair, it was in the name of love. We kept the episodes rolling every weekday, while I was in Chicago for a couple of weddings. The good news is, my best man speech went well ... and we\'re back with the blog digest of our most recent episodes of the Clues for the Clueless Email Marketer podcast (my employers may question the order I placed those in). Growing a List: Location Location! Location! Location! We talked about the importance of timing last episode, but one factor in that timing is where on the page a signup form is located. Do you want your form above-the-fold, in the sidebar or the footer? Listen to find out. Growing a List: Popup vs. Standard Embed Signup Forms In this episode, we talk about the times you\'ll want to use a popup signup form or a standard embeddable one. We discuss the advantages and disadvantages of each. Learn when to employ each of them to grow your list. Growing a List: Exit-Intent Signup Forms If a visitor leaves your website without subscribing to your list, they may be gone for good. Don\'t let that happen! Catch them on their way out the door with an exit-intent signup form. Learn how in this episode. Growing a List: Freebies, Discounts & Special Offers Last episode we talked about the exit-intent signup form. There are a few different approaches you can take with that strategy. This episode discusses using them to offer freebies, discounts and special offers. Growing a List: Shopping Cart We continue talking about the different types of exit-intent pop-up forms by discussing the shopping cart. If someone places an item in your eCommerce shopping cart but doesn\'t make a purchase, you can catch them on the way out with a popup signup form. Then you can follow-up afterward to convince them to complete their purchase. Growing a List: Related Products Sometimes, consumers don\'t know what they don\'t know. They may have come to your site without knowing what they should be looking for, found something similar, but not exactly what they wanted. So, they give up and click to exit your site. Enter the Related Products Exit-Intent Popup Signup Form. Growing a List: Feedback The last of the exit-intent popup signup forms that we discuss is one for receiving feedback. If you ask a site visitor for feedback on their experience on your website, you may find out why they didn\'t decide to make a purchase. It will make your customers feel valued as well. Writing Compelling Copy to Grow a List: Voice In addition to touch points and timing, the words you put on your signup form matter when it comes to growing your list. Part of that is the tone or personality that your words carry. That\'s what is called the \"voice\" of your copy.


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Writing Compelling Copy to Grow a List: Voice

Writing Compelling Copy to Grow a List: Voice

Clueless Email Marketer?! • August 23, 2018

In addition to touch points and timing, the words you put on your signup form matter when it comes to growing your list. Part of that is the tone or personality that your words carry. That\'s what is called the \"voice\" of your copy. 00:21 Andy Shore: Welcome back, everybody. We\'re continuing our conversation about the focus on growing your email list. And for this next few episodes, we\'re gonna talk about what goes into writing a good sign-up form. And the reason that writing is an important aspect of a sign-up form, we talked about all the touchpoints, we talked about the timing, writing is kind of the third aspect to that because that\'s how they\'re interacting with your sign-up forms. They\'re gonna read what it says right there on there, you need to know how to do that well in order to make sure that... You can do timing right, you can do the touchpoints right, but if that last point isn\'t there, they might fall out before finishing that subscription. 01:02 Daniel Miller: Exactly. And what we\'ve been talking about earlier in the previous episodes, add value, that\'s the most important thing. Make sure the potential subscriber, I\'m not gonna call them a subscriber yet, the potential subscriber knows what the value is that they\'re getting in exchange of their email. If you just say, \"Sign up,\" what am I signing up for? Is this offers? Is this newsletters? Is this daily? Is it weekly? Is it monthly? Those are the type of questions that your subscriber is gonna have in their mind. Try to answer those. 01:31 AS: Yeah, and it\'s important to remember you\'re not just talking one-on-one, this is a sign-up form that anyone who comes to your website is gonna see. So whereas you\'re gonna be segmenting that list later on and get to have a little more individualized, personalized content, this needs to run the gamut for every type of visitor that\'s gonna get to your website. And as we talked about with the different touchpoints there, there\'s different sign-up forms, but each individual type of sign-up form is gonna have to have copy that it works for anyone who gets that page. And so the first factor that you gotta consider in writing the sign-up form is the voice you\'re doing that in. And it\'s not talking in weird voices, which I said earlier, I\'m not gonna do impressions, so I\'m not gonna just start talking in different voices now just to make you laugh, I\'ll try and do that in every other way. But focusing on the voice, and that\'s just the way you write, the personality that your words have. 02:27 DM: Yeah, and number one thing is don\'t be boring. There\'s like we\'ve said, there\'s so much competition out there. You wanna try to make sure your voice matches your brand, first of all. And second of all, that it speaks to the customer. So it\'s very different for if you say, \"Hey, check this out,\" or something like, \"Thanks for stopping by, would you like to check this out?\" One\'s a little bit more impersonal, but both of them have a different type of voice that may speak to a different type of person, right? 02:55 AS: Yeah, and to that point, you gotta remember, yes, in ones and zeros and in the digital sense of it, you\'re just getting an email address, but the reality is there\'s a person behind that email address. So one thing we do is we create buyer personas and different things to where we understand how we need to do our marketing towards those people. This is another aspect of that. Picture the person you\'re writing the sign-up form and the way you would talk to that person because that\'s the voice that your sign-up form should have is the way you talk to that person you\'re seeing in your mind\'s eye that is that potential subscriber that\'s right then and there. How do you talk to that person? You don\'t wanna sound like a robot or a machine, it\'s a human talking to a human, even though it\'s all happening on the computer. 03:43 DM: Exactly, and if you have different buyer personas, think about setting maybe different areas of your website that speaks to that different buyer persona, and then the sign-up form can better adjust to that type of voice. Right? I think Geico when they had this, \"Save 15 minutes or more,\" they had different types of ad. And I think... And I\'m sorry, this is way back when they were starting that out, and you could tell they were trying to figure out who is their buyer. And they had these different buyer personas with the same message, \"Save 15\". Some were really funny, some were serious, some were just like, what in the world did I just watch? And now they kind of landed in something in the middle that still addresses to the right type of person that\'s looking for the insurance company, and they\'re looking to save and so forth. But again, it was really interesting to see them do those different advertisements and test to figure out what was that overall buyer persona. For you, if you don\'t know who your buyer persona is yet, you may just wanna try to do testing first, but it\'s... The one thing that people tend to try to do is they look outward to try to find the buyer persona. Flip that around, look inward, who are you and who is the customer that you would wanna deal with? Times that by 1000, and there you go. 04:55 AS: Definitely. And as you\'re testing that out and doing the different things, you\'re staying true to your brand voice. If your brand can naturally and organically work in some humor, some wit, then do that, but don\'t do it trying to... There\'s nothing worse than a brand trying to be funny. You\'re either actually funny or don\'t go that route. You could be informational and educational, you can be sincere and cause the feels, whatever it is, elicit the emotions that fit your brand because otherwise it\'s not gonna be something that makes sense to those different personas. 05:30 DM: Yeah. If I were to be on Bank of America\'s website and they say, \"What\'s up, bro? You looking to subscribe?\" I would be worried that they got hacked. 05:38 AS: Yeah. You don\'t wanna keep your money with a bank that\'s calling you, \"Bro\". [chuckle] That\'s a rule I\'m putting out there. It doesn\'t involve email marketing, but we hope you learn that from this podcast, too. We\'re gonna pick back up with writing compelling copy to help you grow your list with the next couple of episodes. Thanks, everyone for tuning in. Goodbye.


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Growing a List: Feedback

Growing a List: Feedback

Clueless Email Marketer?! • August 22, 2018

00:22 Andy Shore: Welcome back to Clues for the Clueless Email Marketer, we\'re wrapping up our conversation about exit intent pop-up forms and how they relate to growing your email list. And this last one, we\'re gonna talk about is a feedback request. 00:36 Daniel Miller: Yeah, so a feedback request, I think now more than ever, where data is so prevalent in our lives, feedback is essential. If you aren\'t collecting feedback, oh, I don\'t know what to tell you. Find a way to do it because you can get so much information that was right there in front of you and you didn\'t know \'cause you didn\'t ask. So feedback is very important. Now, how does an exit intent form come to play into getting feedback? Well, like we just said in the previous episode, when people are searching for products on your site, they may not find it, they may go to exit out of your website. That\'s a great moment to show a pop-up form to ask them, \"Hey, did you not find what you were looking for? Please tell us so we can improve.\" You\'re doing two things there. As we mentioned, you\'re getting the email address to engage with them, as well as you\'re learning how to improve your website and overall buying experience. 01:25 DM: The other thing that we can use a feedback request form on, and this one, I wouldn\'t do it for every single time that this happens, but if somebody completes a purchase, they get to that thank you page. Maybe ask them about that buying cycle, how was the cart process for them and get feedback. Again, you are achieving two things, you are getting feedback from a customer, and you\'re getting an email to somebody that you can maybe create an automation for, to then ask them to write a public review somewhere else. 01:53 AS: Yeah, definitely. And like Daniel was saying, depending on where they encounter in the process, it\'s helping a new customer feel special and that they\'re valued. It\'s like, \"Hey, we appreciate what you have to say. Not just that you\'re a customer, we\'re always gonna thank you and appreciate you for that, but we value you to the extent that we wanna hear your opinion. So tell us what this process was like. How can we improve it? How can we make this better for you?\" That it\'s gonna make those customers you\'ve just got feel even more important or if it comes earlier in the process, and... The best feedback you get sometimes is from the angry people. We\'ve read the ask book and it talks about you wanna hear from those passionate people, whether they\'re real happy or real angry either way. That\'s the most valuable feedback you\'re getting. So maybe they were attracted to your site through an ad or through SEO or something that brought them in, but it wasn\'t exactly what they were looking for. And they might not be thrilled or maybe they just wanna tell you that, you\'re gonna understand the type of people you\'re attracting to your website and maybe the work you need to put in in certain other areas to make sure you\'re attracting your core customer. 03:01 DM: Yeah, and one thing that I wanna point out. Timing is everything with this one as well. What I mean by that is... Well, I guess, because we\'re talking about an exit intent, that makes sense, but this whole conversation brought me back to, I forget what website I was on, but I was blown away that they actually did this. It was a site, we could say a company as big as like a Microsoft, something like that. And I was on their website, and I literally just landed on it. And it said give us feedback on our website. It\'s like, \"Guys, I just landed on here. Are you seriously asking me to give you feedback on your website? Well, the feedback is don\'t give me this pop-up until at least I\'ve browsed through it,\" right? So when it comes down to it, I think the exit intent is good here because it\'s as they\'re leaving, you\'re asking for that feedback. Do not try to do something, do not ask for feedback as soon as they get in. If you wanna do a different type of pop-up and ask for feedback, try to set the rule to somebody that\'s visited at least five to 10 pages, something like that, to where they\'re actually gonna give you feedback that matters, not somebody that just landed on your home page and you\'re already asking for feedback. 04:03 AS: Definitely. And so just to recap what we\'ve been talking about with these exit intent forms, we\'ve talked about the reason for doing them is it\'s that last-ditch effort, last line of defense, Hail Mary, whatever other cliche we wanna throw in there that that effort, it\'s just gonna... As someone\'s walking out the door, leaving your website, you\'re gonna try and lasso them back in with this exit intent form. And you might wanna do that with freebies, discounts, special offers and if they\'re about to leave your shopping cart to make the sale right then and there or be able to follow up with an abandoned email, doing it with related products, in case they didn\'t find what they were looking for, and last but not least, as we\'ve been talking about this episode, to get feedback. So there\'s a lot of value in an exit intent form, a lot of ways to help you grow your list. We hope you explore them and tell us how you\'re using that on social media at @benchmarkemail. We wanna hear all about it. Our interns will be thrilled, you\'re chatting with them too. Thanks, everyone for listening and we\'ll catch you next time.


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Growing a List: Related Products

Growing a List: Related Products

Clueless Email Marketer?! • August 21, 2018

Sometimes, consumers don\'t know what they don\'t know. They may have come to your site without knowing what they should be looking for, found something similar, but not exactly what they wanted. So, they give up and click to exit your site. Enter the Related Products Exit-Intent Popup Signup Form. 00:22 Andy Shore: Welcome back everybody to Clues to the clueless email marketer. We\'re still talking about exit intent pop up forms and growing your list. And this specific exit intent form we\'re gonna talk about today is a related products one, so if someone\'s on one of your product pages, didn\'t even get to the shopping cart like we talked about with the last episode, but they\'re on your product pages, they\'re going through your e-commerce store, and they\'re deciding to click out. This is that last ditch effort another type of exit intent pop up form that\'s gonna present them in that moment. 00:55 Daniel Miller: Exactly. So this is really geared towards what would be e-commerce stores and really people that have really large stores, that you\'re trying to go through something, you can\'t quite find what you\'re looking for. I mean, here we\'re really bending it to say you probably have a different type of problem, which it\'s your store, I guess workflows, but guess what? With pop up forms, you can kind of figure out and test what is that problem. So a good example is, if someone is about to buy something... I\'m sorry, not about to buy something. They are on the product page and they\'re about to leave. You may wanna ask them like, \"Hey did you not find what you\'re looking for? Tell us what that was.\" And then that can maybe help you do two things, help you fix your overall site workflows, as well as get their email address for future communication. 01:43 AS: Yeah, like Daniel is saying, yes, it could be an issue with the workflow of your e-commerce store. It\'s always harder when you set something up, \'cause it makes sense to you, but when you have someone that comes in for the first time and doesn\'t know, you don\'t know what you don\'t know. So they don\'t know what they\'re missing, they may in their head know what it is they want, but don\'t know how to articulate that on your website or the right way to look for that. So if you come in when they\'re about to leave and say, \"Hey here are some things that are kind of like this that you might be interested in, then they\'re like, \"Oh that\'s exactly what I wanted. I didn\'t even know that\'s what it is, but here it is right in front of me. And like I said, they thought it was a lost cause but... And the next thing you know, they\'re clicking on that, adding it to your cart and onto the next step and it\'s really just because they didn\'t know what exactly to look for and you helped them do it with that exit intent pop-up form. 02:38 DM: Yeah. And I cannot emphasize enough on this. Be very careful with disturbing your subscriber or your site visitor that could potentially buy without anything. So this is where timing and location plays a lot here, so make sure that you\'re not disrupting them. Because if I\'m about to buy something and I get this pop form that\'s telling me go over here, find all that other stuff. I may just say, \"Well, this website is really trying to get you to buy stuff, I\'m gonna go somewhere else.\" Right? Versus allowing your subscriber to naturally do what it is that they\'re gonna do, and again, they\'re leaving, they\'re about to leave your website entirely, that\'s the time that this pop-up should happen. Of course, it\'s the exit pop up, but I just wanted to make sure to make a point of that so we don\'t confuse it with just a regular pop-up. 03:23 AS: Yeah, definitely. And another advantage of this type of exit intent form is, if you\'ve got a little more sophisticated marketing software that you\'re using for these exit intent forms and it\'s been tracking where someone went on your website. We talked a little bit about, maybe they didn\'t find what they were looking for, maybe they didn\'t see something they had kind of piqued their interest earlier on, and they\'ve looked at so many things they forgot about it or they got soured on the idea when they had initially been excited about something. You can then come back with maybe some of those things they previously looked at in this related products exit intent form, because you know they looked at some of these pages that... It might not just be like, \"You don\'t know what you don\'t know.\" It\'s that reminder of like, \"Hey remember this cool thing over here that you thought was interesting? Let\'s take one last look of that before you go.\" 04:15 AS: Sometimes it\'s they\'re impulse buyers, they\'re the cash register. You just needed that little reminder that this thing existed for you to grab on the go. And you\'re not gonna lose customers that way. And like you said, whatever it is with these forms, it\'s just another way for you to ensure that you can grab that email address before they go. They might have not already been a subscriber and it\'s just one other way to grow that list when you got people come to your site and showing some interest in what you\'re doing. It\'s that hail Mary you throw to try and get them coming back later on when they were otherwise gonna leave your website. 04:49 AS: Alright, thanks everyone for listening, we\'ll catch you on the next one with our last episode focused on the Exit intent pop-up forms. Bye.


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See Our CRM Articles From Across the Web

See Our CRM Articles From Across the Web

CRM • August 21, 2018

We’ve been busy the past few weeks, looking for opportunities to share our wealth of knowledge on CRM. The result was some pretty rad guest blog opportunities for our team. First, Yersing Noriega shared “Why Every Business, No Matter the Size, Should Use CRM” on Customer Think. After all, every business owner needs to manage the relationships they have with their customers. If you need to manage your customer data beyond what your email marketing tool allows, or if it’s time to move beyond your spreadsheet’s, CRM is right for you. Yersing also wrote about “The CRM Views You Haven’t Considered, But Should” on MarTech Advisor. He discussed using views for specific tags, that show recently updated items, ones that show “is empty” so that you know when you need to collect more data and views based on custom fields. With these, you can improve your CRM game and the efficiency of your team. We also wrote about “CRM Hacks to Improve Your Productivity” for SEO Hacker. It all starts with integrating your CRM with your email marketing tool. Continuing the theme of integrating, we discussed connecting your CRM and Google Forms. You can also speed up your communication by using email templates with merge tags. Automation is also a friend of productivity. Additionally, you can create follow up tasks when importing data based on dates. Lastly, you can set up hidden fields that contain default values in order to autofill essential info. The last guest post that we wanted to share is on “Putting the Fun in Funnel: Learning to Enjoy the Sales Process” over on the XVerify blog. We all know that coffee is for closers. However, it’s nice to get that java without having to drive yourself crazy. That’s why we looked to where you can derive joy in the process of closing sales. We highlighted three points: using only essential milestones for your sales pipeline, using your reports and graphs and mapping probabilities. Check it out to learn about all three. That’s it for now. Stay tuned. We’ll be sharing additional articles as they go live.


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Growing a List: Shopping Cart

Growing a List: Shopping Cart

Clueless Email Marketer?! • August 20, 2018

We continue talking about the different types of exit-intent pop-up forms by discussing the shopping cart. If someone places an item in your eCommerce shopping cart but doesn\'t make a purchase, you can catch them on the way out with a popup signup form. Then you can follow-up afterward to convince them to complete their purchase. 00:22 Andy Shore: Welcome back everybody, we\'re continuing our conversation about growing a list with the focus on different types of exit intent pop-up forms for these groups. And I keep saying, \"uh\" in the middle of that phrase and I don\'t know why, but if you\'re playing a drinking game with every time I say, \"uh.\" Daniel knows all too well that usually, my phrase is, \"you know.\" But my \"uhs\" are giving \"you know\" a run for its money in these episodes. So we\'re recording on a Friday and not playing a drinking game, but if we were I would probably be Ubering home. 00:56 Daniel Miller: I think that would be a good way to... That should be a good addition to this podcast, all of our podcasts to be honest. You say like whatever mine is and we should just have a beer, if it\'s recorded on Friday, of course. Anyway, let\'s get back to the subject, what do we have today? 01:10 AS: We\'re talking about shopping cart exit intent pop-up sign-up forms. And I did it again, which is insane. 01:17 DM: So how is that different from email abandonment? 01:21 AS: Yeah, sure. And I\'m glad you said that, because people will often hear shopping cart abandonment and be like, \"Oh, I know those email campaigns that I get if I leave something in my cart.\" Amazon\'s the king of it, but most other e-commerce platforms, you leave something in the shopping cart, they\'re kinda always gonna come in with that email reminder of, \"You forgot something. Did you forget we\'re here? Maybe here\'s a discount to help you make that purchase.\" Or some customer testimonials that are really gonna help seal the deal and get you back into that inbox. But all that relies on them opening an email, clicking on it, going back to the website and completing the purchase. And that\'s a lot of extra steps that you\'re trusting someone\'s gonna take. 02:01 AS: And you absolutely should be doing that strategy. But there\'s something you should be doing, which is this strategy before it even gets to that. Because this is gonna pop up before they even leave the cart in the first place. So it\'s gonna cut out the middle man of all those other steps and really help you make that sale right off the bat if you can. Because they\'re like, \"Oh, I don\'t know. I gotta wait \'til my next paycheck. Or I\'m not sure if I really need this, I\'ll leave it there for a day and if I still want it tomorrow.\" But as they\'re going to click away, if you can catch them with, \"Hey, here\'s a discount.\" Or, \"Here\'s what you want.\" Or they might not even be a subscriber in the first place, so you couldn\'t even send them those abandon cart emails, because you don\'t even have their email address, because this is the first time they\'ve come to your website, they never signed up. So at least then you get the sign-up form to do those follow-up emails. 02:53 DM: Yeah, and there\'s certain things, like depending on what you\'re selling, this may change. And the idea for these podcasts, of course, there is no right answer to anything, really. It\'s all gonna be based on what your business is and so forth. So here\'s an example for you. Let\'s say that the thing that you\'re selling is a large ticket item, and somebody is right there about to buy it, but they\'re not quite sure. They\'re browsing through multiple products, and then they\'re about to leave. That may be a perfect time to be like, \"Hey, we understand that this is a big ticket item for you. Here\'s a PDF or a video or case studies.\" Whatever that is that help. Again, we\'re going to the same thing. What is it that your subscriber needs to make that decision to buy? Whatever that is, that\'s what your pop-up form should really try to focus on. 03:34 AS: Yeah, give them value proposition and that social proof. Everyone trusts someone else more than they\'re gonna trust your business, almost always. So if you can give them, \"Hey, here\'s a few happy customers, hear why they use this product or how they benefited from these services.\" Or whatever that is, that they\'re like, \"Oh man, I don\'t need to sleep on this, like there it is.\" Or, I mean, you can try something even a little more slyer, \"This is a limited quality, make sure you purchase now or you might have to wait till the next batch is ready.\" And that sense of urgency also goes a long way. But yeah, it\'s anything you can do that\'s gonna ease any of the friction that\'s present from them not making that purchase. On the blog, tons of times, in tons of our other content we keep singing the praises of the conversion heuristic. But that\'s what all of these touch points is, is what\'s gonna erase the most amount of friction to help someone make a conversion. 04:29 DM: Yeah. And again, going back to your business specifically, offering a discount at the cart may not be the best idea for you. So, always remember, these are just ideas that we\'re giving out. What is the equivalent to that for your business? The pop-up of a discount may not make sense right then and there, but what could be something different, right? The other day I was searching for shoes online, and I was looking at a certain website, and I didn\'t fill out anything. I didn\'t do anything and then I left. And then when I went to go buy shoes again, when I went to actually shop again, I did the same Google search. I didn\'t go back to that website. I did the same Google search and I ended up going to a different store. So, the reason why I\'m putting this out is that is a real-life example of how somebody could potentially shop. And that shows the importance of that pop-up, at least to try to get an email or to try to get something so you can try to get them back to your store. It\'s important to understand what\'s the holdup? Is it the price? Is it timing? What could that possibly be? And again, that\'s what you\'re gonna wanna try to show in your pop-up. 05:35 AS: Yeah, definitely. And one thing I\'ll say, it doesn\'t have to be a discount. If something says like, \"Hey, don\'t go.\" Or, \"You still need convincing? Sign up and we\'ll tell you a little bit more about this.\" So then you\'re sending follow-ups, not just trying to make them feel like you\'re trying to sell to them, which no one really likes that feeling, but instead, they\'re signing up and you\'re gonna send those testimonials, or, \"Here\'s how people are using these products.\" Or services or whatever. \"Here\'s related products that may go with this.\" Paint that picture for them and like what their life will look like when they do have it. So then they do come back and make that conversion, and you didn\'t even have to offer the discount or whatever it was, because you did the sale but you did it in a more organic way on their own timing that they felt comfortable with, and then you got a happy customer without them feeling pressured. 06:28 DM: Yeah. 06:28 AS: Alright, thanks everyone for listening. We\'ll catch you next time.


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Growing a List: Freebies, Discounts & Special Offers

Growing a List: Freebies, Discounts & Special Offers

Clueless Email Marketer?! • August 17, 2018

  Last episode we talked about the exit-intent signup form. There are a few different approaches you can take with that strategy. This episode discusses using them to offer freebies, discounts and special offers: 00:22 Andy Shore: Welcome back, everybody, we\'re gonna continue our ongoing conversation that\'s been kicking off this whole podcast about talking about growing your list and the different ways to do that. This group of episodes right now is really focusing on exit intent pop-up forms, and the first one is really the most common one you\'ll encounter, it\'s probably what you\'ll see more often than not if you are seeing an exit intent form, and that\'s one that\'s promoting freebies, discounts, special offers. 00:51 Daniel Miller: Exactly. And the benefit of this is, as we\'ve been talking in the last couple of episodes, is this is your last line of defense. If somebody\'s about to leave, you have that chance to show a pop-up to try to engage with \'em one last time. Maybe they missed that piece of information on your site, maybe they were looking for something else, and in that pop-up form that\'s exactly what you provide. Freebies, discounts, or PDFs, downloads, all of that you can offer, as well as videos. You can give them access maybe to a specific link that has a video or an audio file, something that they can download. Really, the possibilities are endless onto what you can provide with the pop-up form. The benefit is it\'s an exchange of their email address. 01:36 AS: Yeah, so really what you wanna do is they\'re on their way out the door, I\'m gonna spare you guys a Marlon Brando impression, because I can\'t do impressions, [chuckle] but you wanna make \'em an offer you can\'t refuse because they\'re already leaving, you gotta get something to turn \'em around and keep \'em right there. So it has to be something good that they\'re gonna want, you can\'t just be like, \"Hey, sign up and hear more from us.\" They\'re already leaving, they felt like they had heard enough, so it\'s gotta be something, those previews, those discounts, that\'s gonna have value. And Daniel mentioned a PDF, and it\'s just like if you have a one-sheet that\'s really good, valuable information that\'s... Maybe it\'s a checklist for doing something, or a worksheet for solving a problem, or whatever that is, that if you can give \'em that free thing, that\'s a lead magnet. And it\'s gonna keep them coming back, and it\'s gonna make them remember your brand because you\'re gonna put your logo on it, and every time they go to use that and every time they share it with other friends and other businesses \'cause they\'re finding it immensely helpful, it\'s gonna continue doing that marketing for you, and it\'s all from that last-ditch effort you took with the exit intent pop-up form. 02:46 DM: Yeah. And one thing that I can say is try to be funny with it, but also know your place, in the sense of make sure that whatever the pop-up form is also matches your brand, your brand voice, tone, and so forth. And one thing that I\'ve been seeing a lot lately... I\'m sure it works because it hits you in the feels, but be careful when you use certain wording like \"Sign up or you hate us,\" things like that where it\'s very extreme. I don\'t know, it plays with the emotion, and I can see it getting a lot of sign-ups, but also remind yourself this: Do you just want a lot of sign-ups, or do you want qualified sign-ups that are potentially gonna buy? And really try to have your pop-up form really do the action that you\'re looking for, not just get sign-ups. Whether it\'s buy or just subscribe, whatever that is, make sure it\'s pushing one step further to that rather than just getting tons of sign-ups because, like we\'ve said in previous episodes as well, tons of sign-ups may skew your numbers later on. You may actually have a higher engagement rate than you think, you just got a bunch of junk sign-ups that really didn\'t care to sign up anyway, and they just haven\'t gone through the effort of unsubscribing yet. So keep that in mind. 04:00 AS: Yeah, that\'s a good point. It\'s like when you\'re running contests on social media, you offer a really good prize, sign up and win an Apple Watch. 04:06 DM: Everybody\'s gonna... 04:07 AS: Everyone\'s gonna sign up, but it\'s just \'cause they wanted an Apple Watch, not \'cause they ever wanted to hear anything from you. So stay on brand with what that is that you\'re offering because that\'s the way you\'re gonna attract the right type of leads. And like Daniel said, maybe you wanna use humor or maybe you don\'t if that\'s true to your brand. In the book we\'re gonna release, there\'s an example for this kind that\'s got the sad puppy dog looking back up at you, but it\'s not just in a pathetic way. It\'s pretty funny, it\'s just like, \"Oh, where are you going?\" Daniel and I are both dog owners, we know that look when you put your shoes on, or about to head out the door, that you get those sad puppy dog eyes about leaving. So play around with the messages, stay on brand, but stay true to you, and do what\'s gonna get them on your list, but the right people on your list, and make sure you\'re not losing \'em without that last-ditch effort. 05:00 DM: Exactly. And I\'m sorry, but just to clarify, the one thing that that puppy thing does is it shows your brand personality, too. And I think that\'s what people are looking for now \'cause most anything, there are a ton of competitors out there. Unless you have a very unique business, you probably have a competitor. And when it comes down to that, I need to decide why am I gonna choose you versus someone else? If your pop-up talks to me the way that I see, huh, you made me laugh, you made me feel something, I\'m gonna wanna sign up. But like we were saying, don\'t try to just do it just to get sign-ups, because then you\'ll just blur your actual subscriber list. 05:35 AS: Yeah, there\'s so much automation out there today that whenever you can give those human touches to really just humanize your brand and make \'em feel like there\'s people behind it rather than algorithms, it\'s gonna help you go the extra mile with that. So thanks everyone for listening. We\'ll continue talking about different types of exit intent pop-up forms next time. Thanks for listening.


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Man’s Best Friend’s Best Friend: Yo! Dog Walker’s Bob Morris

Man’s Best Friend’s Best Friend: Yo! Dog Walker’s Bob Morris

Beyond • August 17, 2018

Imagine coming home from a long day of work to find your dog excited to see you and well rested from a fun adventure with the dog walker … and the dishes piled up in your sink have been cleaned. Bob Morris, founder of Yo! Dog Walker doesn’t do that because he was asked. He does it because he cares and feels like it’s the right thing to do. Coming off a decade of touring around the country and across the globe with his band The Hush Sound, Morris found himself looking for a new adventure. What started as the realization that he could make some extra cash walking a neighbor’s dog along with his own has turned into a thriving business. He hired his friends that were also in and around the music industry to help them get some much-needed income in between gigs. Their creativity put to use in the fun updates they send their clients on walks or overnight stays. I don’t have kids yet, but I have a hard enough time leaving my dog even for a few days. The “pupdates” I receive brighten my day whether I’m out of town or just working a longer-than-usual day. You have to find the things about what you’re passionate about [within the business]. If you work hard and do the thing you don’t want to do for a little while, you can find people to do the parts of your business that are unappealing to you for the right price. 2:45 - Where the idea to start a dog walking business began 14:14 - On learning the business side of things 18:20 - Standing out in a crowded industry 25:50 - Understanding scalability and limits


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Growing a List: Exit-Intent Signup Forms

Growing a List: Exit-Intent Signup Forms

Clueless Email Marketer?! • August 16, 2018

If a visitor leaves your website without subscribing to your list, they may be gone for good. Don\'t let that happen! Catch them on their way out the door with an exit-intent signup form. Learn how in this episode: 00:22 Andy Shore: Everybody welcome back to Clues for the Clueless Email Marketer. And today we\'re gonna start, first of a handful of episodes continuing about growing your list but this gonna kick off really talking about the exit intent popup form. Because more websites than a couple of years ago are using it. But I think it\'s still a strategy that a lot of people should consider because, I mean as we mentioned in the last episode, what an exit intent form is, is when someone\'s going to exit out of your website or leave the page, it catches them on their way out the door and it\'s like, \"Hey do you wanna subscribe?\" So even if they\'re still gonna leave, you\'re gonna be able to follow up with them and not lose all the traffic that the rest of your marketing did the work to get to your page, and then they\'re gonna leave and maybe never be seen again. So this is kind of that hail Mary that you throw to keep someone in the communication loop. 01:13 Daniel Miller: Exactly. And I think this goes without saying, any time that you\'re trying to get somebody\'s email as a lead, right? Not as a customer or something like that, as a lead your initial goal is to reduce your expense and overall workflows to get that person back, right. Meaning just like Andy said, if you\'re marketing team spent all that effort to get somebody on to your page, you wanna try to get an email something so it\'s a more direct channel to get them back. And also it gives you the opportunity to open a conversation with them and stay engaged through email, right? So when it comes down to popup forms, exactly before they walk out the door, you wanna try to offer something of value that will not necessarily keep them on your site, but it\'s kind of like, \"Hey let\'s talk later\" kind of conversation. 02:01 AS: Yeah, definitely. I mean, like he has said, you do so much work to bring someone to your website, there\'s SEO, there\'s social media, there\'s offline advertising, whatever it is they\'re doing, your URL is on every single one of those things, whether it\'s a link to click there, in the print ads, in your restaurants, and your store, you\'re doing work to drive someone to the website, so getting them there, there\'s a lot of testing to make sure that all the content is right, that they\'re able to find what they\'re looking for, but not everyone\'s exactly the same. You can only test so much, you\'re not gonna please everyone all the time. So when you do have this exit intent, it is like it\'s your last line of defense. 02:42 DM: Yeah. 02:42 AS: It\'s that last thing that\'s gonna be that, well, all your work isn\'t for not. We\'re gonna put up this one last effort, it\'s really gonna make sure that all that other work was worth it to get that subscriber because, we\'ve talked a few times about micro-wins, but that\'s kind of what getting someone to sign up to your list is. It\'s another win in the process of gaining customers. Gaining repeat business, and turning them into like brand evangelists. If you\'re doing all your communication right, that\'s what the end result is. So getting someone in your list, we keep telling you how important it is but you can\'t give up, wouldn\'t go down without a fight, and that\'s kind of why we\'re gonna dedicate so much time here to the exit intent popup form. 03:27 DM: Yeah, and a good thing of it is, if you do the popup form right as somebody\'s on your site or if they\'ve been on your site for let\'s say a minute or two, when you show that popup form then, giving a discount or giving an add-on, you may be already giving a discount on somebody that was already gonna buy, right? But if they\'re about to leave, you know, that\'s the last step, like, \"Hey wait a second, right before you leave, check this out here\'s a 10% off, or here\'s our manual or guide\", whatever that could be. So it kinda helps aligning your journey with what the customer is actually doing. And making sure that you\'re not just giving things away for free or giving discounts away when people were already gonna go through that process. 04:08 AS: Yeah, and to that point, in terms of wanting to build a list around the people who want to hear from you, when you sign that popup right away or you\'re just offering a discount, you might be adding people who just added \'cause it was right there in front of them, and sure that\'ll seem like a victory in the beginning, but if those people aren\'t gonna then continue to open your emails to interact with them, then it\'s, you\'re not gonna want those on your list and you\'re gonna end up clearing them out anyways. So, if they are, you\'re trying one last time with the exit intent popup, they do subscribe, they probably at that point are like, \"Okay, I do wanna hear, I was gonna leave and they gave me this offer\". So it\'s a subscriber that\'s probably gonna wanna open those emails down the line and have some interaction with your business. So it also helps you kinda grow that list around the right types of subscribers which is good and we\'ll kick off next time talking about the different types of exit intent forms there are. Thanks everyone for listening, we\'ll catch you next time.


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