Autoresponder Madness Notes

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Autoresponder Madness Notes by Mind Map: Autoresponder Madness Notes

1. ARM

1.1. Chapter 1

1.1.1. ARM is about delivering REAL VALUE to your chosen audience through the use of a series of highly targeted, story-based emails. Your aim is to resolve the deep emotional pain your audience is feeling, by offering a solution to their problem.

1.1.2. ARM consist of 3 main components

1.1.2.1. Main Soap Opera Sequence (SOS)

1.1.2.1.1. forms the core of your Nurturing System.

1.1.2.1.2. is delivered automatically (not through broadcasts) as a follow-up sequence.

1.1.2.1.3. is made up of (1) main SOS, and many smaller ones — for e.g., in the illustration below: SOS #2, 3, 4, 5, 6 (I'll explain shortly).

1.1.2.1.4. uses story (storytelling) as the emotional delivery vehicle of your message (read: the preeminent value you impart as a fiduciary).

1.1.2.1.5. does NOT "sell" to your audience, rather it uses evergreen story-based product promotions to recommend valuable solutions to the problems you know your crowd needs to solve (this'll make sense in a bit).

1.1.2.2. SOS #2, SOS #3, SOS #4 … And So On

1.1.2.2.1. you have a Main SOS that goes to your entire list.

1.1.2.2.2. you then segment this list into sub-lists based on an action the person took.

1.1.2.2.3. you write different SOS's (sub-plots) for the different segments to be able to fine-tune your message to the specific interest that person has displayed, i.e. you deliver more value.

1.1.2.3. Product Launch Sequences (PLSs)

1.1.2.3.1. PLSs are only ever used for one-off product launches or promotions.

1.1.2.3.2. What it is...

1.1.3. Profiling Your Audience

1.1.3.1. STEP 1: Answer These Four Questions

1.1.3.1.1. What is the end result that your ideal customer wants to achieve?

1.1.3.1.2. What are the elements required to get to this end result? (the steps … the sticking points or roadblocks)

1.1.3.1.3. What can you give them that will move them closer to that end result? (… like one step closer, then one more step, and one more, etc)

1.1.3.1.4. What is the biggest fear they have that's preventing them from getting to the end result? (what's their pain — hint: find the pain!)

1.1.3.2. STEP 2: Create an Empathy Map

1.1.3.2.1. 1 — WHAT DOES SHE SEE?

1.1.3.2.2. 2 — WHAT DOES SHE HEAR?

1.1.3.2.3. 3 — WHAT DOES SHE REALLY THINK & FEEL?

1.1.3.2.4. 4 — WHAT DOES SHE SAY & DO?

1.1.3.2.5. 5 — WHAT IS HER PAIN?

1.1.3.2.6. 6 — WHAT DOES SHE GAIN?

1.1.3.3. STEP 3: Create a Customer Avatar

1.1.4. Creating ATTENTION Through The Use of a Hook

1.1.4.1. A "hook" is there to grab initial attention … arouse interest, and make your audience receptive to what you have to say. It gets your foot in the door. You can have (and should) different hooks to "attract" different pockets of people into your sphere of influence.

1.1.4.2. How

1.1.4.2.1. being different (zagging when everybody zigs).

1.1.4.2.2. having a polarized message.

1.1.4.2.3. having the guts to reject the status quo and conformity.

1.1.4.2.4. being authentic.

1.1.4.3. Find a Hook in a Weakness or Strength

1.1.4.3.1. THE WEAKNESS ANGLE

1.1.4.3.2. THE STRENGTH ANGLE

1.1.5. Open & Nested Loops (The Secret to Building Suspense, Drama, Tension & Owning Attention)

1.1.5.1. Open loops are "elements" of a story that don't tie up in that same email

1.1.5.2. These "unfinished" story threads that create unresolved emotional tension.

1.1.5.3. Whenever the human brain is presented with an open loop it seeks closure.

1.1.5.4. Nested loops are simply open loops, but nested. Meaning that multiple story loops get opened before they get sequentially closed again. Stories within stories within stories.

1.1.6. Story Direction

1.1.6.1. what is the end result that your ideal customer wants to achieve.

1.1.6.2. and what steps are required to get there.

1.1.6.3. A pocket of people want to earn money online — but why?

1.1.6.4. A pocket of people want to lose weight — but why?

1.2. Chapter 2

1.2.1. Alan "Rockstar" Saunders

1.2.1.1. Soap Opera Sequence (Episode 1)

1.2.1.1.1. He's just like our reader

1.2.1.1.2. Then the product is briefly mentioned but not with the intent to sell.

1.2.1.1.3. The email ends with a "cliffhanger" … the first open loop.

1.2.1.2. Soap Opera Sequence (Episode 2)

1.2.1.2.1. It starts off with closing the loop that was opened in the previous email. Which creates instant gratification.

1.2.1.2.2. creates a social link between the character, Alan Saunders, and David DeAngelo

1.2.1.2.3. The P.S. Method

1.2.1.3. Soap Opera Sequence (Episode 3)

1.2.1.3.1. The "story" of Alan Saunders continues, and the plot thickens.

1.2.1.3.2. Here you see a promo covertly unfold. I show you how it's possible to turn a "promo" on its head — by wrapping it up as VALUABLE content.

1.2.1.4. Soap Opera Sequence (Episode 4)

1.2.1.4.1. The only reason for this email is to build massive anticipation. This email is the climax part :) It drives readers crazy!

1.2.1.5. Soap Opera Sequence (Episode 5)

1.2.1.5.1. The 'Pheromone Cocktail' finally gets offered.

1.3. Chapter 3

1.3.1. List Segmentation

1.3.1.1. Segmenting your main list into smaller sub-lists allows you to target your message/offer very tightly around the needs and pains of the people whom you're emailing. This ensures that you don't piss off people who have no interest in that particular offer.

1.3.1.2. How

1.3.1.2.1. You copy them to a new list (they aren't deleted from the list they're on).

1.3.1.2.2. Move them to a new list (they are deleted from the list they're on, and then moved to the new one)

1.3.1.2.3. and/or "tag" them with a custom label (like "PPC" or "Female" or "Kindle").

1.3.1.3. Andre uses AWeber and AW Pro Tools.

1.3.2. Product Launch Sequence

1.3.2.1. Elements

1.3.2.1.1. emails are sent out as broadcasts — not as follow-ups

1.3.2.1.2. can be anything from one (1) email to many (I call a three email sequence an Email Triad — and it's super effective)

1.3.2.1.3. there is a beginning and an end (example: E1, E2, and E3 — done!)

1.3.2.1.4. only target sub-lists that are a good match to the offer (example: don't sent a post-pregnancy weight loss offer to women who don't have a new kid … or worse still, to men)

1.3.2.1.5. manually create a PLS campaign once a month (or quarter, or whenever it makes sense to)

1.3.2.1.6. perfect for quick-cash windfalls (but a PLS is not a replacement for a SOS — a SOS is always your primary method of "nurturing" and earning consistent (automated) revenue!)

1.3.2.2. 3 Ways To Deploy a PLS

1.3.2.2.1. You already have list segments you know are a good match for the offer you want to promote. So you create your PLS. You send it only to those segments and that's that.

1.3.2.2.2. You don't have any list segments that you can see are a clear fit for the offer you'd like to promote. So you write an email that gives some context about the product you'll be promoting. And you send it out to your general list (SOS #1), calling out those who are interested.

1.4. Chapter 4

1.4.1. Inner Game Mastery

2. Other Notes

2.1. Pain points

2.1.1. ask questions (four initial ones)

2.1.1.1. They want to increase their reading speed with good comprehension and retention of the information for tests

2.1.1.2. Learn the the keys for speed, comprehension and retention, practice

2.1.1.3. How to train yourself to read multiple words at a time.

2.1.1.4. They don't know if the class will be worth it

2.1.2. create an empathy map (data driven)

2.1.2.1. THINK & FEEL?

2.1.2.1.1. What is really important to her (which she might not say publicly)?

2.1.2.1.2. Imagine her emotions. What moves her?

2.1.2.1.3. Try to describe her dreams and aspirations.

2.1.2.2. SEE?

2.1.2.2.1. What does it look like?

2.1.2.2.2. Who surrounds her?

2.1.2.2.3. What types of offers is SHE exposed to daily?

2.1.2.2.4. What problems does she encounter?

2.1.2.3. SAY & DO?

2.1.2.3.1. What is her attitude?

2.1.2.3.2. What could she be telling others?

2.1.2.3.3. Pay particular attention to potential conflicts between what a customer might say and what she may truly think or feel.

2.1.2.4. HEAR?

2.1.2.4.1. What do her friends say?

2.1.2.4.2. Who really influences her, and how?

2.1.2.5. WHAT IS HER PAIN?

2.1.2.5.1. What are her biggest frustrations?

2.1.2.5.2. What obstacles stand between her and what
 she wants or needs to achieve?

2.1.2.5.3. Which risks might she fear taking?

2.1.2.6. WHAT DOES SHE GAIN?

2.1.2.6.1. What does she truly want or need to achieve?

2.1.2.6.2. How does she measure success?

2.1.2.6.3. Think of some strategies she might use to achieve her goals?

2.1.2.7. Map

2.1.2.7.1. Say

2.1.2.7.2. Do

2.1.2.8. POV

2.1.2.8.1. User

2.1.2.8.2. Need

2.1.2.8.3. Insight

2.1.2.9. ask questions (four initial ones)

2.1.2.9.1. What is the end result that your ideal customer wants to achieve?

2.1.2.9.2. What are the elements required to get to this end result? (the steps … the sticking points or roadblocks)

2.1.2.9.3. What can you give them (as in information) that will move them closer to that end result? (… like one step closer, then one more step, and one more, etc)

2.1.2.9.4. What is the biggest fear they have that's preventing them from getting to the end result? (hint: find the pain!)

2.1.3. create an avatar (story-based) from that empathy map

2.2. 1. Use a hook

2.3. 2. Open & Nested (Story) Loops

2.3.1. People need to have closure.

2.3.2. When they don't get closure, their RESPONSE POTENTIAL is INCREASED. <- Hint, hint!

2.4. Writing Tips

2.4.1. I write the first draft very quickly.

2.4.2. Now that you've written your first messy draft — leave it alone for a day. Sleep on it. Come back to it the next day and start to clean it up.

2.4.3. Keep sentences short. Try not use commas. Instead use full-stops.

2.4.4. Use simple English. No fancy intellectual words. Write for an 8 year old kid.

2.4.5. Keep paragraphs short too. 2-3 lines max. Large blocks of text are intimidating to read.

2.4.6. The P.S. Method

2.4.6.1. The final element in this email is all in the P.S. area. In the P.S. we can create an entire sub-story (like a sub-plot) that gets played out entirely in the P.S. area of the follow-up emails.

2.4.6.2. These sub-stories live and die purely within the P.S. area. Conditioning the subscriber to read every email to the end.

2.5. Building a character

2.5.1. Telly a story

2.6. Information

2.6.1. When you present information in a different (unique) way, you then become the owner/originator of that information (in the eyes of the recipient).

2.6.2. the value of your information. Which is in direct proportion to how much your prospect believes that your "magic cocktail" going to solve their problem, or give them the result they want.

2.7. Sequence

2.7.1. 'Set the Stage' – This refers to the first few emails of a SOS. It establishes the scene. It sets the stage.

2.7.2. 'Story Builds to a Crescendo' – This is the next phase of the SOS. Where anticipation is developed.

2.7.3. 'Story Reaches a Climax' – This would be 'Episode 4' of the Alan Saunders saga (as an example). The "Pheromone Cocktail" secret is about to be revealed. Sam & Angela have ALREADY been shown as undeniable proof. The email ended with…

2.7.3.1. But more about that later."

2.7.3.1.1. That's fine. Works great. But there is an evil tweak that can be "inserted" for even greater effect.

2.7.3.1.2. End the "climax" email with a definitive declaration that tomorrow is "the big day".

2.8. The Machine

2.8.1. Phase 1

2.8.1.1. Soap Opera Sequence

2.8.1.1.1. Offer Specific

2.8.1.1.2. Engagement is everything

2.8.1.1.3. First three emails and very important

2.8.2. Phase 2

2.8.2.1. The Ferris Wheel

2.8.2.1.1. Rotation of house offers

2.8.2.1.2. Try to put into other SOSs (Choose their own adventure)

2.8.2.1.3. 3-4 emails per product

2.8.2.1.4. Mail them everyday

2.8.3. Phase 3

2.8.3.1. The Bucket

2.8.3.1.1. Outside offers

2.8.3.1.2. Genera brodcasts

2.8.3.1.3. Sponsored Ads

2.8.3.1.4. New product launched= New SOSs

2.9. Perspective & Expectations

2.9.1. 1. THE NICHE

2.9.2. 2. RELATIONSHIP WITH YOUR CROWD

2.9.2.1. School-of-Thought #2

2.9.2.1.1. Give value WITHOUT thinking about making a damn quick sale. Help, guide, advise and protect your crowd as your primary focus.

2.9.3. 3. CINDERELLA'S SHOE

2.9.3.1. Essentially … how well does the product you're promoting MATCH (fit) the wants, needs and desires of your crowd?

2.9.4. 4. TIMING