Funnels For Marketing Lead Generation

8/13/2019 Funnels For Marketing Lead Generation

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Andrew McCauley: Hello, everybody! This is Andrew McCauley. Welcome back to

Podcast No. . Today we are talkin" about a #un to$ic % #unnels. &unnels, #unnels,#unnels, we will talk a little bit about #unnels and what they are all about but o# course

' can(t do this on my own. )o, ' need somebody who has *ust been on holidays tosunny Hawaii. )he didn(t want to come back but she said +ou know what, my

listeners need me.- And ' said +on(t worry about the listeners/ worry about me. 'need you on this $odcast.- )o, here she is % Heather Porter!

Heather Porter: )o, in #act, ' am back. Hello, everybody! ' like this to$ic because

*ust the other day ' was havin" a conversation with somebody and ' said +0h, yeah,you know, we are "oin" to set u$ an o$t1in and a #unnel and auto1res$onders- and

she is like +Wow, wow, wow, wow! Hold u$. ' am a little bit con#used about what youare talkin" about.- Actually, #irst, she was noddin" her head like she knew what ' was

talkin" about but then at the end she "oes +ou know what, ' always thou"ht a #unnelwas *ust collectin" e1mail address.- ' said +0h, no. That(s *ust the very ti$ o# the

iceber".- )o, this show is all about de#inin" and hel$in" you "uys understand what alead "eneration #unnel is and there are three sim$le key com$onents o# settin" u$ and

makin" one #or yourselves.

Andrew McCauley: )o, be#ore we "et into it we need to set some "round rules. Wedon(t want to be borin" $eo$le(s brains out with all this techie talk. ' know that you

are "ood at deci$herin" and makin" this easy to understand #or $eo$le. )o, i# you are

listenin" to this $odcast, don(t "et scared. We are not "oin" to take out and "eek outon you too much.

Heather Porter: )u$er easy, "uys. ou will seriously understand this and actually

know why it(s so $ower#ul by the time we are done with it here today.

Andrew McCauley: eah and ' think you are ri"ht. As you said, you have been

s$eakin" to $eo$le, ' s$eak to $eo$le every day and it(s stu## that we know all thetime because we are dealin" with it. We are always dealin" with o$t1in $a"es and

s2uee3e $a"es, landin" $a"es. We are dealin" with all o# that stu## that "oes with itand we know it and we sort o# tend to #or"et that a lot o# the time $eo$le *ust don(t

know it, it(s scary, they don(t know how it works and i# they don(t know how it works,they "et overwhelmed and they *ust shut down and say +ou know what, ' don(t want

to know anythin" about it.-

Heather Porter: +' don(t want to know, ' don(t want to deal with it, ' don(t evenneed one, ' don(t want one.-

Andrew McCauley: )o, let(s "et into it and let $eo$le know e4actly why it(s not

scary, why it(s actually very, very use#ul and encoura"ed. 'n #act, all o# the bestwebsites in the world use these techni2ues and these tools and you should really be

usin" them as well.

Heather Porter: They do and then they use multi$le versions o# them. )o, let(s startat the very be"innin". 'n the $ast the websites were literally like a brochure. ou

5isten here6 htt$677auto$ilotyourbusiness.com7$odcasts71#unnels1#or1marketin"1lead1"eneration7

8et a co$y o# our 0nline )urvival 8uide here6 htt$677ayb"uide.comwww.autopilotyourbusiness.com

http://autopilotyourbusiness.com/podcasts/18-funnels-for-marketing-lead-generation/

http://aybguide.com/





stick your website u$, you have your contact details, little bit about you and think +Wow, "reat! ' have a website- but now what you need to have your website do #or

you is actually build leads, "et leads or $otential customers in the door. )o, thiswhole lead "eneration #unnel is e4actly what does that and this is essentially when

somebody comes to your website, it is a $lace on your website where they can "iveyou their name and e1mail address and sometimes even their $hone number in

e4chan"e #or somethin" that you are "oin" to "ive them in return.

Andrew McCauley: 9e#ore you "o there, havin" a website that can collect this sort o#in#ormation is basically like havin" a sho$ with doors that can o$en so you can let

$eo$le in, ri"ht:

Heather Porter: At any time o# the ni"ht because when you have this set u$, it(stickin" on behind the scenes on auto$ilot #or you.

Andrew McCauley: ;<4= your sho$ is o$en without havin" the sta## and the

overheads and that sort o# stu## too, ri"ht:

Heather Porter: >4actly, e4actly. 't(s e4tremely $ower#ul. )o, what a lead"eneration #unnel is it has three key com$onents and we are actually "oin" to "o into

the details o# what these are so you "uys are clear on them but essentially what it is isyou have to have a o$t1in #orm or what that actually means is it(s *ust a #orm on your

website to collect data and the word ?o$t1in( means somebody is o$tin" in or sayin"

+es, ' want more in#ormation #rom you.-

Andrew McCauley: Choosin" to "ive you their name and their e1mail address, ri"ht:

Heather Porter: >4actly, yeah. )o, why would they do that: Well, that brin"s meto com$onent no. ; o# lead "eneration #unnel. We have to have a "reat #ree o##er orbonus. They are "ivin" you their details in e4chan"e #or somethin" #or #ree that you

are "oin" to "ive away #or them. When we say ?&ree(, like the easiest thin" you "uyscan do is actually have a video % we will "o into this in details actually in a minute %

but you can have somethin" that(s like a di"ital version o# what you want to "iveaway. )o, what that means is that you don(t have to actually send anythin" to them

in the mail/ this is all delivered on your website as $art o# this o$t1in or si"n1in$rocess to "et your #ree thin". The third one is havin" the #ollow1u$. )o, once they

have "iven you their in#ormation, then what: ou *ust don(t want to leave them coldbehind the scenes. ou want to continue to communicate with them. )o, you set u$

a series o# what(s called auto1res$onder e1mails. All that *ust means is that you writethem once, you $lu" them into a cou$le o# really cool little systems and they

automatically "o out over time and we will "o into more details on that comin" u$.Those are the three com$onents. )o, really, it(s that easy, "uys. )eriously, think

about it. ou have a #orm, you have somethin" to "ive away #or #ree and then youhave some e1mails that you have $re1written that "o out behind the scenes to warm

u$ that lead to ultimately become your client.

Andrew McCauley: '# ' was to talk in terms o# a real sho$, a $hysical bricks andmortars sho$, your website is basically like havin" a sho$. ou o$en the doors,









$eo$le come in. Now, $eo$le can walk into your sho$ and they can walk out, youwon(t know who they are but i# they decide to si"n u$ #or your newsletter or they

decide to dro$ a business card in your business card #ishbowl that you mi"ht have onthe counter, that would be like o$tin" in, ri"ht:

Heather Porter: That(s e4actly what it is or you can even "o one ste$ #urther and,

say, i# you are at a networkin" and you collect a business card, that is also o$tin" in.That $erson wants to hear #rom you. They want more in#ormation #rom you.

Andrew McCauley: eah, okay. )o, they have o$ted in and then the #ollow1u$ is i#

they have written down their name and address on your counter #or your newsletter,then they e4$ect somethin" in return #or "ivin" you their details and that would be the

newsletter.

Heather Porter: Newsletter or cou$on codes or whatever you are "oin" to "ivethem, e4actly.

Andrew McCauley: )o, think o# it in terms o# bricks and mortars. ou have "ot

customers come in, they do a transaction with you, they want somethin" in return #orwhatever they "ive you. )ometimes it(s money and we can talk about that on sales

$a"es and that sort o# stu## but it(s money or it(s their name and address so that wecan contact them a"ain because we know that they have been an interested $arty in

the #irst $lace in what we have "ot to sell.

Heather Porter: >4actly and that(s why lead "eneration #unnel is so e4citin" and

$ower#ul is because these $eo$le have voluntarily not only come to your website but

they are also sayin" +es, ' want more #rom you.- They are the warmest sort o# leads

that you can "et online.

Andrew McCauley: Awesome! ' am not sure which direction you want to "o.

Heather Porter: ' think we can kind o# dive a little bit dee$er in each o# these three

com$onents and *ust chat about what works, what we #ound has worked #or clientsand "ive everyone some ideas.

Andrew McCauley: )o, we can actually talk about the #reebie that we "ive them.

Heather Porter: eah.

Andrew McCauley: ' like to call the #reebie the ethical bribe % you are bribin"

somebody to "ive you their e1mail address in return #or somethin" o# value % and asyou said, it shouldn(t really cost you any money but the $erceived value should be

somethin" that they want. 's that ri"ht:

Heather Porter: 't should be somethin" that they want that solves the $roblem andmost im$ortantly shows o## your best content or your best advice and the reason why

it(s that this is where you ca$ture somebody at the start. ou need to show o## whatyou are #ully ca$able o# without "ivin" away o# course the kitchen sink but you want to











Heather Porter: They are lon" and you have to si#t throu"h them to "et to the $oint.

Andrew McCauley: >4actly, e4actly. )o, ' am not an overly bi" #an o# that. The

other thin"s that work well % and this is not #or everybody % but it can be so#tware,like little thin"s that so#tware like calculators or somethin" like that. ' have seen this

work well on mort"a"e calculators or car valuation $laces where they say +'# you wantto know the value o# your car, *ust enter the car details here- and as soon as you hit

submit or whatever it is, it(s like +Well, *ust "ive us your name and address and we wille1mail and we will "ive you the entireE- They will "ive you o#ten the results 2uickly

there but they will say +'# you want the #ull re$ort, *ust "ive me your name and ' willsend you an e1mail.-

Heather Porter: Which is brilliant because on the s$ot you are deliverin" some

results #or that $erson. )o, this is all about that results driven thin". 0ne other thin"that works really well is in your industry i# you can actually do the research on

statistics in your industry and what(s ha$$enin" ri"ht here ri"ht now and com$ile thatinto sort o# a +What(s "oin" on in this s$ace- re$ort and you can do that and chan"e

that every sin"le year, so it(s like ;F re$ort and onwards. ou will not only $ositionyour business as like the "o1to hub o# in#ormation and knowled"e in that s$ace but

you are also com$ilin" data that can be time consumin" #rom other $eo$le(s$ers$ective and "ivin" it to them. )o, it(s kind o# a double whammy like +Here ' am.

' am actually on to$ o# the trends, creatin" the trends and also ' have done the hard

work #or you.- Think way outside o# the bo4. '# you *ust think +0h, yeah, write an e1book-, the e1books $robably won(t "enerate the results as much as what you really do

in your business. Think about what you do with your clients and how can you $ut that

into website version.

Andrew McCauley: To be honest, e1book is a too much hassle to write.

Heather Porter: A cheat sheet is "reat/ anybody can do that overni"ht.

Andrew McCauley: 0ne other thin" that ' #ound well is i# you are a service1basedsu$$lier, let(s say you are "ivin" $eo$le ste$s to do somethin", a F1day action $lan

sort o# thin", those are really "ood % 8et your F1day action $lan #or losin" wei"ht-, +8et your F1day action $lan #or savin" more money #or your ta4ation- or whatever it

is that ha$$ens to be your #ield. 't can be really "ood because $eo$le want "uidance/they want to know +What do ' need to do this:- like F days to master social media.

There is a whole ran"e o# di##erent thin"s out there that can hel$ you with this.

Heather Porter: And it(s tan"ible and you know what you are "oin" to "et. ou *ustsort o# write key $oints like ' have seen +how to set "oal- re$orts and #ormulas all

over the internet, how to set a "oal, but it(s so va"ue, it(s like +What about that "oal:-)o, maybe you would do +A "oal settin" #ormula that "ets you results in two weeks(

time that takes one hour a day.- )o, like you are sayin" there are s$eci#ics totan"ibles that you want to see a sna$shot o# e4actly what you are "oin" to learn, "et,

or your action that you are "oin" to "et out o# this #rom o$tin" in, the $otential o#









what the results are "oin" to be strai"ht way. )o, it(s im$ortant that you $ut that inthere.

Andrew McCauley: eah, de#initely.

Heather Porter: )o, that(s the #reebie $art o# it. )o, creatin" that is basically, what

' was sayin" be#ore, di"ital hue on it. '# it(s a written document, it *ust can be a P&that you stick u$ on your website and then somebody can download that very easily.

ou were mentionin" so#tware or surveys or thin"s like that/ that(s *ust another #ormthat you can #ill out.

Andrew McCauley: P&s are very easy to create. '# you don(t know how to do it,

any Word ocument or Microso#t 0##ice $roduct can $retty much turn any o# those$roducts into a P& these days % *ust save as and look #or P&.

Heather Porter: Also, videos/ the easiest way to do video like this is to u$load it to

your ouTube account and there is a settin" in there that says ?@nlisted(. ou can setthat #rom $ublic to unlisted and that means you can still embed or $ut the video on

your website but it(s now hidden #rom ouTube because i# you have it out there$ublicly, then $eo$le mi"ht not want to obviously o$t in #or anythin" you could "et #or

#ree on ouTube. )o, you can *ust use these resources that are already on theinternet and *ust chan"e the settin"s so they can work #or you.

Andrew McCauley: Hey, ' will tell you another one be#ore we "o. This is how 'started doin" it way back when and it still works today. ou don(t even have to create

anythin". Peo$le have already created stu## in your industry.

Heather Porter: ' have done that too.

Andrew McCauley: i"ht: )o, let(s say that you set u$ a website about cat thera$y.

ou "o and #ind the best ouTube videos or the best #ree articles that are outthere about cat thera$y and you collect them all to"ether and you $ut them on your

$a"e on your website behind the o$t1in and you mi"ht say +Hey, i# you want to "et the best videos on cat thera$y, click here.- 't doesn(t say you have written them and

$eo$le will clearly know that you haven(t done them yoursel# when they see them butthey are still "ettin" what you $romised and you have done the work to collate that

in#ormation. )o, you don(t even have to "o and reinvent the wheel. '# someone hasalready done it #or you, use it, $articularly i# it(s on ouTube.

Heather Porter: es. )o, you "uys have no, 3ero, none e4cuses ri"ht now to "et

somethin" u$ whether it(s a video or Word ocument that becomes a P& and "et thisready to "ive it away on your website i# you don(t already have one. Also, this is a

"reat chance #or you to revisit what you are currently "ivin" away because chancesare it(s dated and it(s old and it(s not 2uick and easy to di"est and it $robably doesn(t

actually "ive you this tan"ible results that you really want to "ive to your client.

Andrew McCauley: >4actly, e4actly.









Heather Porter: )o, you are "ivin" this beauti#ul thin" away. )o, you have a #ormwhere the $erson actual o$ts in to "et it. There are some key com$onents around this

#orm. We will talk, ' "uess, about some o# the tools that you can use to create these#orms but also the thin"s that you actually want on the #orm, the ty$es o# writin" and

the ty$es o# ima"es that you want on the #orm as well. )o, let(s start with some o#the $ro"rams that are available to you that you can actually use to create these

#orms. o you want to dive into that one, Andrew:

Andrew McCauley: ou start with the $ro"ram.

Heather Porter: ' start, okay. )o, ' could do the techie side.

Andrew McCauley: ou are the "uru o# the #orm creators.

Heather Porter: )ad but true. )o, anyway, there are some "reat ones that you"uys are $robably #amiliar with. There is MailChim$. These are also e1mail $ro"rams

as well. )o, why they work "reat is because you can "enerate or create a #orm veryeasily that is also connected to your e1mails and your auto1res$onders which we are

"oin" to cover in $oint no. F soon. )o, MailChim$, there is Aweber, there is iContact.

Andrew McCauley: 8etres$onse.

Heather Porter: eah, 8etres$onse. 8oo"le ?e1mail marketin" so#tware online( and

you will them but we absolutely love MailChim$, we always recommend that and a#ew. )o, have one o# these. 't(s a #ree account initially to si"n u$ and it(s like

dollars a month at this time that we have recorded this #or u$wards o# ' think ;

subscribers havin" these auto1res$onder e1mails tickin" on behind the scenes/ so

chea$. 't(s well worth it. To create a #orm you "o into their tutorials, they are veryeasy to understand. ou can outsource that as well % &iverr orE 'n our resources, bythe way, on www.Auto$ilotour9usiness.com7Podcast we have a ?esources( $a"e and

we have links on there #or $laces you can outsource this sort o# stu##. )o, you canactually "et somebody, "ive them your lo"1in details to your MailChim$ and say +8o

create a #orm #or me and then "o $ut it on my website.- )o, you can literally havethat done #or such a tiny amount o# money/ it(s very easy to do.

Andrew McCauley: eah, that may take you a day or hal# a day to "o and learn it

yoursel# i# you want to do it yoursel#. ou can $utter around but i# you have "ot time$ressin" and you want to "et these u$ and runnin", "et someone #or G bucks and do

it.

Heather Porter: >4actly, ri"ht. )o, creatin" a #orm % less is more, always less ismore because you need to build trust over time/ so you don(t want to ask #or #irst

name, last name, e1mail, address and all that sort o# stu##. '# you can *ust "et awaywith askin" #or the e1mail address, do that. '# you do need the #irst name as $art o#

your communications that you are "oin" to "ive to them, add that in as well. When 'say +Add that in-, these are #ields. ou can actually choose in these $ro"rams +' am

"oin" to add a #irst name to collect the #irst name, ' am "oin" to do an e1mail #ield to



http://www.autopilotyourbusiness.com/Podcast








collect an e1mail.- )o, less is more when you are doin" this initial o$t1in #orms. ustkee$ that in mind.

Andrew McCauley: >4actly.

Heather Porter: )o, on the #orm, back to the #orms, that(s the #orm code, that(s

actually *ust how you create the #orm and you "et the code to $ut on your website butit comes out lookin" $retty u"ly, ' will say. 't(s $retty basic, the button is "rey and

not very $retty. ou really want to have a $ro#essional eye1catchin" beauti#ul lookin"#orm and the key com$onents o# those are you need to have a headline, so +8et G

$ounds skinnier in G days- that sort o# what ' mean by headline. 9elow that you willhave a #ew key bene#its that the $erson is "oin" to "et #rom your #ree item/ so +The

secret #ormula celebs use to lose wei"ht in a day-. The ne4t $oint mi"ht be +Themiracle drink-. ' am "oin" e4treme with the co$y but you "et the idea. )o, +The

miracle drink that every ni"ht you drink and lose wei"ht durin" your slee$-. )o, youreally want to $unch out the three main bene#its that you are "oin" to tease

somebody in your in your #ree item and you $ut that below your headline. Then youhave your #ields/ so your #irst name and your e1mail. And then in your button don(t

*ust say +)ubmit-/ you really want to use your button as a call to action as well. )o,you say +8et my re$ort- or +ownload now- or +5isten in today-/ so whatever you are

"ivin" away. '# it(s re$ort, you could say +ownload Now-. '# it(s a video, +WatchNow- and then it(s "ettin" the $eo$le e4cited to actually "o +eah, ' want to do that

ri"ht now or access ri"ht now-. Those are the main com$onents o# a #orm. Color wise

you want to have it $o$ and look "ood within your site. )o, *ust havin" a white #ormis not "oin" to stand out. )o, you want to have a bit o# a colored back"round to that

as well. ' ho$e ' am not overwhelmin" you "uys with this because most o# you

$robably have no idea how to do this. A"ain, $lease utili3e the outsourcin" links that

we have. ou can "o on to like oesk.com and say +' need an o$t1in #orm #orMailChim$ desi"ned and set u$ #or me- and there are so many $eo$le out there thatcan do that #or you, the whole thin" that we *ust talked about now.

Andrew McCauley: '# you "et stuck, you can always e1mail us and we will $oint you

in the ri"ht direction.

Heather Porter: We will hel$ you "uys out.

Andrew McCauley: ' also want to "ive a $lu" out to landin" $a"e auto$ilot too. ouwant to tell them about that because that(s a "reat resource #or them too.

Heather Porter: 8reat idea, actually, yeah. We have

www.5andin"Pa"eAuto$ilot.com. These are a series o# videos actually ' recorded nottoo lon" a"o. ' think there are ; videos in there and a whole bunch o# resources. '

have basically dissected the anatomy o# a really "reat landin" $a"e. A landin" $a"e is *ust sim$ly like a more "lamorous version o# an o$t1in #orm. 't(s a $a"e that(s on your

website that(s dedicated *ust #or your o$t1in #orm. )o, ' actually "o throu"h sam$les,ones that work, why they work, what you need to include in every sin"le com$onent in

settin" this u$ and it(s #ree. )o, you can "et our landin" $a"e auto$ilot #ormula by



http://www.landingpageautopilot.com/








"oin" to www.5andin"Pa"eAuto$ilot.com and *ust si"nin" u$ there and it will startcomin" to you immediately.

Andrew McCauley: www.5andin"Pa"eAuto$ilot.com. 't(s all about e4actly what we

are talkin" about today.

Heather Porter: eah, e4actly. 't(s *ust in more detail and you can actually "ive thisto somebody on your team and say +This is what ' want on my site. o it- and they

could *ust #ollow alon".

Andrew McCauley: eah. We will "et u$ to do it #or you.

Heather Porter: eah, o# course. We love doin" landin" $a"es, "uys, because thisis the entry $oint on your site. ' think the thin" to kee$ in mind *ust so you know

what a landin" $a"e is is when you send somebody to your website, i# they come toyour home$a"e o# your website, they are "oin" to "et con#used and they are thinkin"

+Wow! There is so much "oin" on here- but i# they "o to a $a"e that you havecreated where you are actually s$eakin" a messa"e that makes sense to them, what '

mean by that is that i# you are doin" networkin" events and you want to "ivesomethin" away #or #ree, create a $a"e where you say +Hey, it(s so lovely to meet

you- as the headline, +As mentioned, here is your #ree thin"- and then it talks aboutwhat that is. '# you are doin" ads online, same thin" % you are "oin" to make sure

that that the messa"e matches what you are actually doin" your ads #or. )o, it(s very

$ower#ul and somethin" that you are "oin" to want to start to use more and more inyour websites and we love doin" them because they are that $ower#ul and they

"enerate results so 2uickly #or you.

Andrew McCauley: Alri"ht, that(s a "ood descri$tion o# the #orm.

Heather Porter: Well, ' don(t want to look cra3y.

Andrew McCauley: Alri"ht, and what(s the ne4t one: 't(s auto1res$onders, ri"ht:

Auto1res$onder services:

Heather Porter: eah and what they are and what you need to consider when youare creatin" these as well. 0ne more $oint on these #orms as well is you always have

to have what(s called a ?Thank ou( $a"e which is where you direct $eo$le to actuallydownload your #ree item. )o, kee$ that in mind that on the ?Thank ou( $a"e *ust a

cou$le o# $oints. ' don(t want to overwhelm you but a "reat thin" you can do is $utyour #ree item on there and also say +' would love to han" out with you more here-

and "ive them other resources where they can han" out with you on social media, soyou "ive them links to your social media accounts and then other key articles on your

site. )o, every $a"e that you are usin" as a $art o# this should always have additionalthin"s that $eo$le can do to interact with you. ust always kee$ that in the back o#

your mind as well.

Andrew McCauley: 8reat.













Heather Porter: Auto1res$onders, ri"ht. )o, what ha$$ens when somebody si"nsu$ on your #orm. They actually need to be told where to "o and download your #ree

item. )o, the very #irst e1mail that you need to set u$ is an e1mail that(s automatedthat when somebody #ills out the #orm, the e1mail system notices that the $erson has

#illed out the #orm and then shoots o## automatically an e1mail that says +Thanks somuch #or #illin" out the #orm- or +re2uestin" this #reebie-. +Here is where you "o and

access it- and that(s *ust sim$ly a @5 or a link to the $a"e we *ust talked about, the ?Thank ou( $a"e that actually has the P& or the other #iles in it #or them to

download. )o, that(s the #irst thin" that needs to "o out. A"ain, "uys, you can writeall o# these one time and one time only and then you actually $lu" them into your

auto1res$onder $ro"ram and you basically assi"n each e1mail a day on when it needsto be delivered. )o, the #irst one will be delivered immediately because somebody has

#illed out the #orm and they need that ?Thank you( e1mail immediately. The second e1mail you mi"ht say +' want this to "o out on day ;- which sim$ly means two days

a#ter the $erson(s #illed out the #orm. The ne4t one mi"ht be day G which a"ain is Gdays a#ter they #ill out the #orm. )o, what you are doin" is you are kee$in" this lead

warm and you are "ivin" them more valuable content. )o, Andrew, what are someauto1res$onders that have really $o$$ed out #or you because ' have a bit o# a #ormula

' am "oin" to share in a moment but in your o$inion what(s really kind o# $o$$ed out#or you once you have o$ted in #or a #reebie:

Andrew McCauley: As #ar as what they have delivered a#terwards:

Heather Porter: eah, a#terwards. What are some "reat thin"s that you think$eo$le have delivered a#ter the #act o# o$tin" in.

Andrew McCauley: ' actually like the shorter e1mails that(s not #ull o# too much

in#ormation. There is nothin" worse than o$tin" into somethin" and "ettin" slammedwith an e1mail. We already "et slammed with e1mails as it is #rom everybody butlookin" at an e1mail that is scrollin" down my $a"e is *ust a turn o##. ' look at it and '

"o +ou know what, #irst line or two ' will read and then ' am out o# there. ' *ust can(t"et throu"h that much- but the ones that have worked really well are the short ones

that don(t have too much in#ormation/ i# ' want to know more, ' click on the link. )o,a link may take me back to a video or a site that has the in#ormation about what they

are talkin" about. 'ma"es inside an e1mail that are clickable links like a video ima"e,like a video still, always works really well #or me too because i# see here is the video, '

see a "ood ima"e on the video, it $erks my interest so ' want to "o and #ind out whatthey are talkin" about.

Heather Porter: es, well said. )o, these e1mails use, as Andrew *ust said,

conversational, short, usin" "ra$hics inside o# the e1mail. They are "reat. ou do nothave to have some #ancy sort o# tem$late which is all desi"ned with headers and your

lo"o all over it/ you really don(t. ou can *ust literally create what(s called a $lain e1mail that *ust doesn(t have much "oin" on in them other than te4t. That means it(s

*ust more conversational. That(s why it(s so "reat to use. )o, what do you write inthese sort o# thin"s: ' always start at the end with the end in mind and you think

+What am ' tryin" to sell:- ou are "ivin" this #reebie away which, by the way, shouldo# course show o## your e4$ertise, what are you tryin" to sell. 's it an event: 's it a









coachin" session: 's it actually like a hard $roduct online such as a vitaminsu$$lement: What is it: >verythin" in your #unnel or these e1mails that you are

about to create will be seedin" or "ivin" ideas about that $articular $roduct that youare tryin" to sell. 5et(s use an event as an e4am$le. )o, you are tryin" to sell an

event and you are "ivin" away a 2uick cheat sheet o# what you all be discussin" atthat even. 'n between the e1mails what we recommend that you do is create other

valuable content to build your credibility in the eyes o# the $erson that(s *ust come onboard. )o, you could do another video that(s *ust kind o# "oin" a little bit dee$er into

one o# your cheat sheet $oints. ou could do another video that(s kind o# a case study$erha$s o# somebody that(s worked with you. ou can either su$$lement that with

other e1books, other content that you have online as well/ you can $oint $eo$le tothat but what you don(t want to do is sell. ou are actually "ivin" away other #ree

thin"s in the ne4t #ew days that #ollow that o$t1in and what we like to do is create#unnels #or clients that are sort o# around ei"ht e1mails that "o out over the ne4t ;1

F days and as they build towards the end, they actually "o a little bit more and moreinto $lantin" the seed o# the sale. )o, the very last e1mail is actually like +Hey, did

you know ' have this event. 't(s ama3in". 't $ara$hrases everythin" you "uys havelearned but it also has this, this and this and would love #or you to *oin us. Click here-

and then it takes you to the ticket $a"e. )o, thinkin" in terms o# ' want to "ive awayas much value as $ossible. That(s what you want to be thinkin" with these e1mails

and what sorts o# thin"s can ' write or create. A"ain, short and sweet % kee$ it shortand sweet and sim$le. That will actually "et $eo$le e4cited about ultimately what '

am "oin" to sell. )o, you really need to be clear on what you are sellin" and then

reverse en"ineer backwards and think about all the bits and $ieces in between thatyou can actually start to "et $eo$le e4cited about that ultimate sale.

Andrew McCauley: Wow! What a summary! What a summary!

Heather Porter: ' know! We have a tem$late, by the way, "uys. We have thistem$late we use with our clients. )o, we are not "oin" to "ive it o# course all away to

you because it(s 2uite detailed and it took years to desi"n but what we will "ive you isa 2uick little $ara$hrase o# what we recommend that you do in the #irst ei"ht e1mails

that you send to somebody, when you send them out and what you should include inthem as a bi" $icture. )o, you can also "et that on our $a"e too,

www.Auto$ilotour9usiness.com7Podcast and *ust head on over to this e$isode andyou will see a nice little link under this e$isode that tells you e4actly where to "o and

"et your e1mail tem$late machine, so to s$eak.

Andrew McCauley: es, love it! 5ove it! Awesome! Now, is there anythin" elseabout o$t1in $a"es and #orms that we should discuss or do you think that is enou"h

#or $eo$le to "o and think about:

Heather Porter: 5ook, ' think that(s $retty much enou"h and the one bi" hole thatwe have not covered is actually how to hook u$ these auto1res$onders and all ' will

say about that is whatever e1mail $ro"ram you use, i# it(s MailChim$ or Aweber, eachone o# those has tutorials and hel$ desks and they have "reat tutorials, by the way.

ou *ust "o in and literally ty$e in ?how to do auto1res$onders( and they will walk youste$ by ste$ e4actly how to take their e1mails that you have written and $lu" them











into the system so they work. )o, *ust know that you "o directly to your e1mailmana"ement so#tware system to actually set that u$.

Andrew McCauley: e#initely and, as you *ust said, they do have "reat tutorials and

i# they don(t cover what you are lookin" #or, ouTube is the ne4t best thin". ouTubehave answers #or everythin". Alri"ht, ' ho$e that $eo$le aren(t too #reaked out about

all that sort o# stu##. 't(s really an inte"ral $art o# your website. '# you haven(t "otthat on your website, then you are really livin" in the dark a"es ri"ht now.

Heather Porter: eah. 5ook, action ste$s #rom this is *ust ri"ht now think o# a #ree

item that you can "ive away and think about what you are sellin", write some e1mailsaround that, and "et this hooked u$, "et one o# these hooked u$ because more and

more in the #uture you are "oin" to have multi$le lead "eneration #unnels based onwhat(s ha$$enin" in your website and in your business. There are $a"es that you are

"oin" to have on your website that are ultra $o$ular. As you "row your blo" and you *ust #ollow alon" with us on your $odcast, you will start to learn about content and

where you want to $ut it but you are "oin" to have a whole bunch o# $a"es that arereally $o$ular and each one o# these $a"es could essentially have its own lead

"eneration #unnel. That sounds so cra3y and overwhelmin" and over the to$ but it(sincredibly $ower#ul. 'ma"ine i# you have o# these on your website automated

behind the scenes tickin" over and then a#ter about a month(s time you have all thesesales startin" to roll in and you have done anythin" #or them other than set this u$

once % $retty $ower#ul.

Andrew McCauley: Dery, very cool. Dery cool. Alri"ht! Well, once a"ain, i# you are

listenin" to us on iTunes, $lease leave us a review, "et down there and *ust leave us a

review. 8ive us #ive stars i# you think we are worth #ive stars/ ' would love to see

your review. '# you are listenin" to us throu"h our website, then make sure you o$t in#or our show notes and our transcri$tions as well as a #ew other bits and $ieces wesend out to you as well/ check out our o$t1in #orm. Test it out, si"n in.

Heather Porter: 0h yeah, testin" what we do. Dery "ood $oint. eah, so head on

over to www.Auto$ilotour9usiness.com7Podcast and you will see our lovely little o$t1in #orm ri"ht there on the to$ ri"ht.

Andrew McCauley: es, alri"ht. Well, thank you #or comin" back #rom Hawaii *ust

to do this $odcast. ou can "et back on the $lane now.

Heather Porter: Here ' "o! eah, ri"ht.

Andrew McCauley: @ntil ne4t time, thanks everybody, take care and we will see youall soon.

Heather Porter: Thanks, "uys. Talk soon.

**End of Audio**









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