– You’re watching episode sixof the Vyral Marketing Show, today, you’re going to learn how to create a free book funnel to give awayyour book if you create one, as well as how to maximizethe replies and engagements you get from your emails,as well as a direct offer email example to send to your database to generate business now. (upbeat funky music) So welcome back to episode sixof the Vyral Marketing Show, we’re here to help ourclients, entrepreneurs, professionals, businessowners, attract, not chase, attract more business witheducation-based marketing, specifically video marketing. That could be books and contentand podcasts and articles. And today on the show, to start off, I have my great friend here, Hoss Pratt, Hello Hoss.- Hello everybody! – Hoss is a wonderful,fantastic, very knowledgeable expert business coach, author,speaker, consultant, adviser, primarily in the real estate space, where we have a lot ofclients here at Vyral.And I invited Hoss on the show because you just recentlycompleted writing, or it’s almost done, your book. – Yeah, getting ready to goto print, Listing Boss: The Definitive Blueprintfor Real Estate Success. – So, Hoss has written anincredible book, how long is it? – About 270 pages. – 270 pages. 270 pages of great adviceon how to make money selling real estate.- Absolutely, jam-packed, and it’s a tactical how-to, step-by-step. – So we have got to get people to read it. So the question is, howdo we get the word out? So, Hoss came down to San Diego, and we’re doing like alittle consulting gig today, and we sat down thismorning and he asked me, “How should we go about gettingpeople to read the book, “and where does that fitinside my marketing strategy?” Or you can call it your funnel, what’s the initial offerall the way down to probably some type ofcoaching or one-on-one advice that you sell at thevery end of the funnel.I showed him anexample of a Youtube ad I saw a few months ago thatI thought was incredible. I never met this individual, and I’ll see if I can get his last name right, his name is Phil Pustejovsky. – That was close.- Was it close? – I think so!- Phil Pustejovsky, he has a wonderful YouTubechannel, I saw one of his ads, giving away a free book inreturn for an email address, which brought you down the funnel into his apprenticeship program, which I would assume issome type of group coaching or one-on-one coaching of some type, and that’s the exact samefunnel we’re going to do. What we’re going to do is we are going to offer the book available,whether you pay for shipping, or you buy it or it’sfree, we’re not sure yet, but we’re going to marketthat book everywhere, and they’re going to register to receive that book, andthen they’re going to read that, they’re going to get to knowyou through your content, and then the very next step is going to be most likely either cometo one of your events, or speak on the phonewith you to get involved with one of your variouscoaching services.That’s going to be the plan.- That’s it. – [Frank] So what do you think about that? – Yeah, I think it’s good,I think it provides value the whole way down, andas far as marketing goes, it follows best practices for sure. – So let me just ask, tell theaudience one more thing here. What makes your coaching unique? Why should someone getinvolved with you, Hoss? I appreciate you being on the show, why don’t you tell everyone– – Yeah, I think, for us, weare a systems-based business, we understand, especially in real estate, that it’s important tofollow proven models, and we are very structuredin how we deliver our content and training in a systemized approach, and that’s typically where people, they find the most valuein us, when they’re looking for a specific system,a step-by-step guide.All of our products are built like that, the book’s like that, andthat’s what separates us, is not only do we teach you,we don’t give you just theory, but we give you the tacticalstep-by-step approach. – And what I’ll add on to that, and before we get into to thenext section with our Q&A, is what really makes a firm stand out is you have one centralmessage of how we do things, so here at VyralMarketing, we have our core video marketing plan ofthe two videos a month, all of our clients, allyou clients watching, we know that that two-video-a-monthvideo marketing plan to your database delivers results, and all roads lead to us,after you join our VIP list, to our free videomarketing planner website, that’s the plan.And it’s the same thingwith Hoss, he has his book, that’s his plan for youto become successful selling real estate,residential real estate, and all roads lead to that book. So I’m excited to market that, and thanks so much for coming down to San Diego, Hoss!- Absolutely, yeah, it’s going to be great! – So that was Hoss Pratt, my good friend, he came out here to San Diego, I’m spending the rest of the day with him to create that book funnel.Now we have Scott Sillari back on the show, good to have you, man. – Yeah, love Hoss, he’s amazing. – So let’s go to our very first question. – Hey Frank, Lisa Burridge here with Lisa Burridge &Associates Real Estate in Casper, Wyoming. So, Andrea, who by theway is totally awesome, I want to know, Andreagives me back the list of all the people who actually click on or open the emails that we send out. Here’s my question. Should we expect to get backa reply from those emails? Because I just want to knowif that’s common or typical, or, do we just judge theeffectiveness of those emails by the repeat andreferral business we get, and do people really ever actually mention that the reason they’re calling us is based upon the emails we send out? So, if you could answer thatquestion, I would be grateful! Have a great day, Frank! – So thank you so muchfor the video, Lisa, Lisa is up in Casper, Wyoming, and thank you for all thekind words about Andrea, she’s a wonderfulmarketing specialist here, who you work with, and Lisa’s question is, when the video emails, I’m assuming, the video emails go out,should she be expecting replies to those video emails, andif not, how do you measure the results of your campaign in that case? So what I want to do today,Lisa, is I want to share with you the three types of emailsthat you’ll typically send to your list.Now, to directly answer your question, can you expect replies toyour emails, let’s say, or let’s say, even people messaging from your videos on Facebook. The answer is no. I don’t feel, and we have not seen people necessarilyconsistently replying back to your video emails, ormessaging you on Facebook because they saw one of your videos. – Yeah, I think that theword you use is consistently, it’s more a sporadic thing,like maybe you’ll get a random one.- If you’re lucky. – Yeah, you get a random message, or someone will say somethingnice about the video, I know you’re going to gointo the other three, but you’re not offering,so you’re not asking for them to respond, it’s justtop of mind type of email, to stay in touch.- That’s key. You’re not asking for them to respond, so the first type ofmessaging you’re sending out, is let’s call that thefoundation of your strategy, these are your brandededucational messages, it’s designed to educate people, and basically at the end of the day, get people to know who you are.The number one benefit of thisshow, why we publish this, is just so you get to know me and Scott, because you’ll probably end upworking with us at some point here at Vyral Marketing. So Lisa, the goal ofyour two videos a month in the Vyral Marketing Program is to position you as an expert,get people to consume it, and get people to watch itand read it, and that’s it, so there’s a relationship developed. Now, it’s hard to measure that, because you’re not gettingany feedback from it, but it is happening, andwe can track the opens, and the clicks and the engagement to see, are people actuallyengaging with your stuff? And that’s how youmeasure the branding side of the two videos a month,is, is it being consumed, and is it being consumedby the right people, okay? So, the next type ofemail is probably what you were more looking for, Lisa,is a conversation starter, let’s just call it aconversation starter email.And these are very simpleemails, short, short, short, designed with a subject linethat says quick question, or hey, or maybe even no subject line, where it’s no subject, andjust has a simple message in there, saying, “Hey,here’s the situation. “I have this question, what doyou think about this,” right? Now, what I want to share with you, Lisa, as an example for this, a long time ago, I was listening to a podcast by two of my favorite marketers,Dean Jackson, Dean Jackson and JoePolish, love those guys, they have a great podcastcalled I Love Marketing, and there was an episodewhere they talked about the nine-word email.And this nine-word emailhas, for us, and for clients, and for anyone that we test it on, has had the most responseof people replying back, and they can’t do it all the time, but you can send this nine-word email out to pretty much any list to get a response, and that nine-wordemail is, are you ready? – I’m ready.- Alright. – Nine words, I’m going to count. – Well, I didn’t write it down, so hopefully it’s nine words. But basically it’s, still interested in buying a home in San Diego? Maybe it’s eight, well,I guess it’s two words. – Maybe we’re missing a word, but, you get the point.- You get the point, it’s short. Still interesting in buying a home? Still interested in sellingyour home, in your case, Lisa, as a real estate agent, but that could be, are you still interestedin your tax returns, are you still interested in losing weight, if you’re a fitness trainer.Are you still interested in buying coffee if you’re selling coffee, whatever, right? And you send that simple one-line message out to your whole list, and hand to God, you will get a lot of responses, yes and nos, and that will be able to filter down who youwant to be speaking with. So I recommend every nowand then, not too often, it’s up to you and your comfort level, depending upon the list, sending out the nine-word email out to your list to be able to spark a conversation. Right?- Yep. – On top of that, to start a conversation is when you send your twovideos a month out, Lisa, you’re going to know who watches the videos, because we report those names back to you. So when that email goesout, there’s a video link in the email, when someoneclicks it, we know. And I recommend you follow up with each of those individuals withsome type of short messaging asking, are there any other questions I can answer for you? So for example, if I saw,Scott, that you were watching one of my videos, becauseit came back in my report, I would either emailyou or call you to say, hey Scott, I see you subscribe to some of my helpful videosI send you from time to time, just want to know if you have any questions I could answer for you nowor on the show in the future? – Yeah, or even asking for feedback about that most recentvideo that you sent, that’s a good way to start– – And that is a conversationstarter, so the message here is it starts with the brandingso people know you, because no one’s going to start a conversation unless they know you, so itstarts with a branded video so they get to know you,the two videos a month, and then you add on top of thatsome conversation starters, either out to the whole list again with a simple nine-word email,or to the people that opened and clicked the links in your email, the people who watch it, toget some conversation started.Now, number three, andwe’ll get more to this later in the show, isa direct offer email. Now, a direct offeremail is a longer email that goes directly for someone’s pain, and offers it immediate solution. Now, a direct offer email,we recommend here at Vyral, and we’re actually goingto incorporate this more into our core plan for all of our clients, is not only should you be sending two branded videos out a month, with some light call toactions with it, that’s fine, but also, every quarter, Iwant a direct offer email, saying if you have this pain,I have your solution, act now, every three months out to thelist, on top of that base, that branding wherepeople get to know you.- The key to the directoffer working so well is when you are doing those branded videos and adding value for three,four months at a time ahead of time, so they’regetting to know you, then the effectiveness ofthat direct offer is huge. – So, an example direct offer email, probably one of myfavorites that I’ve written for our real estate clients, is my magical seller lead generationemails, and we’ll pan to an example of that, it’s maybe about a 500 or 600-word email, and that may be a little bit too long, but it’s a longer email, basically says, here’s what’s going on in the news, if you worry about your homeprices, things are changing, here’s some statistics,you may be wondering what your home is worth, youcan click here to find out, or you could email me or message me, but if you’re thinking of buying a home, you can go here to searchall homes for sale, want to let you know I providethese things for free, contact me if you need help! So a simple message likethat four times a year, every quarter out to your database, on top of the two videos a month, and even the conversationstarters, that whole package is going to maximize your responsesto your communications, and we want to take careof all that for you here, especially two videos a month, as well as direct offer emails, the individual conversation starters, we recommend those one-to-one, on your open and clickreports that we send you, or you can send themagical nine-word email out to your whole listto start a conversation, if that’s something you’re interested in, so that’s our answer, and Lisa, we have a $25 gift card coming your way for submitting a question andgetting an answer on the show, thanks so much! So in the last part of this show leads me to my direct offer email example, something I recently cameacross by email inbox last week, and I thought it was justsuch an incredible example, I had to pull it and show it to you to go a little bit deeperin what I talked about in the previous segmentof the top three emails.This is a really good direct offer email. Now, we can’t send these out all the time, and we want to send it to a list of people who know who you are, so they take action on it, right? You probably send one every quarter, that’s probably the most,but I got this email I’ll pan to it here on the screen. As I said before in previous shows, the best messaging startswith a personal letter. A personal message and a personal letter, I think I talked aboutone the previous episodes when I put a gun to your head saying, if you had to create amarketing message that works, what would you do? And it was writing a personalletter that said hey, to this person, if you have this problem, I’ve solved it, I have thecredibility to solve it, here’s how I can solve it for you, click here for me to helpsolving that problem. And there was a wonderfulemail that came across my desk from someone who I very much respect in the real estate industrynetwork that we’re in, Monica Reynolds, and she teaches a course for KW MAPS Coaching and how to have your perfect real estate assistant.So this, I would assume, went out to the whole MAPS Coachingdatabase or whatever it was, written by Monica, andthis is a personal email that simply explains, it starts off, “Just out of curiosity, areyou running your business, “or is your business running you?” – Oof!- I mean, how is that for getting right to the pain!(Scott grunts) The subject line is very benefit-driven, “Make real estate fun and easy again,” Monica has definitely been trained in the art of persuasion for a message. “In 1984, a friendchanged my life forever. “‘Monica,’ my friendstated, ‘You need to have “‘an assistant,’ and I wasthinking, there’s no way.” So she goes right into a story that sucks them rightinto the copy, I’m just, when I saw this, I’m soexcited as I’m reading this, I have to share this on the show! And she saw this problem, sheneeded to have an assistant, and she’s telling a story throughout it, and she goes into how she’strained over 100,000 assistants, that she knows how to do it,and she’s offering a program, and a simple, little, easy, click here now is the call to action at the very end to enroll in the course.It’s one of the best-written direct offer messages I’ve seen, andif you want to write a direct message offer to your database to get someone to take action now, this is a great format to use. I would love to see a littlebit more success stories and testimonials here of other people, maybe there wasn’t room forthat, that’s one critique. Some more success stories of people that have been throughit, but besides that, it’s a wonderful frameworkof problem solving, story telling, how youcan relate to the audience, your credibility, with an offer of how you can help that audience, or help the person reading thatmessage solve that problem. So Monica, great job,that’s a wonderful email, I want to share it here on the show, and for anyone here watching this who wishes to model adirect offer message, this is a good way to go.So that’s it for thisweek’s Vyral Marketing Show episode number six, thankyou so much for joining us and tuning in to these longer shows, we just have a lot ofcontent to share with you, I think it’s very useful,and after the years of, gosh, I’ve been doing this for 10 years, direct response, videoemail marketing, just, immersing myself in the profession, and I want to share thisgreat stuff with you, along with my good friend Scott. – We love it.- Yep, so we encourage you to subscribe to our show on iTunes, we’re on iTunes, we’re also on Facebook, you can follow us on Twitter, also, most importantly you need toget notified by email, there’s our VIP email list, if you click the YouTube card up hereor go down the description, you will see an optionto opt in or register for our VIP email list, and not only will you get a copy of the show every single week when it comes out, you’ll also get a copy of thetop performing email topics for all of our clients,we’re also going to do success stories, and you’ll get a copy of a very involved success story of how our clients that you can relate to are going through theprocess of reconnecting with their database, andcommunicating with it to get business, as well as other goodies that you get in our weekly newsletter, part of our VIP membership program.So, thank you so much for joining us, and we’ll see you next time. 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