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Video Transcript:

Jason Drohn:
Oh.

Aaron Parkinson:
I don't know if you can tell the difference or not.

Jason Drohn:
Then we are now live. No, you look great.

Aaron Parkinson:
Perfect.

Jason Drohn:
All right, guys. So welcome to episode number eight, nine. Nine, Sales System Experts. We've done this thing for nine weeks in a row. Can you believe it?

Aaron Parkinson:
When you said nine, I was like? Have we done that many? I thought it was more like five. But we've been consistent, which I have never been consistent in making content. I'm feeling pretty proud.

Jason Drohn:
We do enjoy each other's company.

Aaron Parkinson:
That's true. We're just talking about marketing stuff and recording it for other people.

Jason Drohn:
Right, which is fun. That's the fun part.

Aaron Parkinson:
Yeah. I agree.

Jason Drohn:
So today...

Aaron Parkinson:
We're talking about... Go ahead. I didn't want to steal your thunder.

Jason Drohn:
Yeah, no, no. Today we're talking about best sales emails. So we got the name of today's show is five emails that you should be sent to convert your prospects to customers.

Aaron Parkinson:
Awesome. Can't wait.

Jason Drohn:
And we have no idea what those five best sales emails are yet. We do.

Aaron Parkinson:
I can run with it. I mean...

Jason Drohn:
Well, yeah. I think that's the fun part.

Aaron Parkinson:
Yeah, absolutely.

Jason Drohn:
I'm going to go first.

Aaron Parkinson:
Okay good. I was going to say you put the pressure on me if you want, but if you want to take the conch, it's all yours.

Jason Drohn:
Shopping cart abandonment sequence or emails. Number one, if they hit a shopping cart and they don't buy, they need to receive theĀ best sales emails within 60 minutes of having left the order form. That's my trigger.

Aaron Parkinson:
Abandoned cart emails.

Jason Drohn:
Yes.

Aaron Parkinson:
Hundred percent.

Jason Drohn:
Yep.

Aaron Parkinson:
And a lot of people will say, well, like how much can I get from an abandoned cart email? We see about a 5% conversion. A bump in conversion from abandoned cart emails. Now here's the thing about abandoned cart emails. They're pretty standard now. So people can go eye blind to them. So we, this year, started doing some just fun stuff. And an example of one that we did last week was we took one of those memes with Ryan Reynolds, the hey girl means. And we sent out this abandoned cart email, and the headline on it said, hey girl, I think you forgot to buy my stuff. And it had Ryan Reynolds on it. And it's just crushing right now.

Jason Drohn:
Really?

Aaron Parkinson:
Yeah, absolutely. So have fun. Sometimes like the boring stuff if you take that extra hour to do something fun with it, people are like, oh this is different. This is cool. So our, hey girl abandoned cart email's killing it right now.

Jason Drohn:
That's awesome. So I have found that it's never your first idea. It's never your second idea. It's never your third idea. It's usually your fourth or fifth or sixth idea, which is that, hey girl best sales emails. It's never the logical one, and it's never the emotional one. It's always the flyer that you put at the very end when you're like, you know what? Fuck it, this thing might work. It might not, but who cares? And that tends to be the one that works.

Aaron Parkinson:
Absolutely. And people want to have fun. So I think that everybody's so focused on being proper, being textbook and whatever that they forget that we're all human and we want to have fun. And when women are opening this and it says, hey girl, they just start laughing. And so I disrupted their attention for a second. They're like, these guys are hilarious. You can even go, if you have any type of social impact movement type stuff, a lot of people will be like, hey, we give 2% away to keeping the oceans clean or whatever. Like you could just test something dumb like, well thanks. Another 10 fish just died because you left this in your cart. Just play with it.

Jason Drohn:
Right.

Aaron Parkinson:
When I was first selling affiliate products, I'm getting off at 10.

Jason Drohn:
Good, good. Go.

Aaron Parkinson:
I was doing primarily Google ad words. And I was doing all the traditional ads and my clicks were way too high and stuff like that. And I was selling an education product. And then I started testing really weird outlier ads and the ad that ended up making me the most money said I make more money than my doctor and I don't have to stick my finger anywhere.

Jason Drohn:
Right.

Aaron Parkinson:
Right? People would read that and be like what? And they would click it. And then I saw a whole bunch of sort of copycats come along after. But it compared to like, learn how to do affiliate marketing with our 10 step system. My cost per clicks was like a 10th because I was disrupting attention. And it was amazing. So play with it, have fun with it, just be stupid.

Jason Drohn:
Be stupid. That's the mantra of the show I think.

Aaron Parkinson:
It very well could be. Maybe we should rename this. Be stupid.

Jason Drohn:
Email number two, flash sales. A flash sale best sales emails, preferably sent after somebody doesn't buy a front end product.

Aaron Parkinson:
I love the flash sale. Have a real sense of urgency, timeline to it, 24 hours, unbelievable bonus. To reinforce this, I'm actually with one of our clients right now, one of our media clients. They have a phenomenal SaaS platform. Phenomenal. I mean, you know them, the DropFunnels. Phenomenal platform. And we're running their ads for them right now. And I'm like something is missing. You're talking about features and benefits, but there's no sense of urgency. Like holy shit moment to what your offer is.
And we were talking yesterday about what if for like three months, we let any person that was using any type of other website platform migrate all of their stuff over for free, like Verizon, like a thousand dollar value. You know what? Do you want to try us out? We'll migrate your entire site absolutely for free. Like something that's like, people like what? Like that kind of time, investment, money, sense of urgency, sale, flash sale, whatever you want to call it gives it that bite that takes somebody from that's a good idea, I might do that sometimes to like, I'm doing this right now.

Jason Drohn:
Right, right, right, right. Totally. Wow. That's a hell of an offer. Like immediately I'm like, that would suck to develop.

Aaron Parkinson:
That's exactly the problem is really like this is a great idea. But how can we afford it? And what kind of return is it going to be in the end? But if you look at Zappos, for example. You know Zappos, right?

Jason Drohn:
Oh yeah.

Aaron Parkinson:
So I met the owner in Las Vegas like 10 years ago. He owns like all of downtown Las Vegas now because he sold Zappos for like a billion dollars to Yahoo.

Jason Drohn:
Yeah. He's putting that redevelopment district or whatever.

Aaron Parkinson:
Yeah. He owns like all the downtown, old Vegas. And do you know what the turning point was for Zappos?

Jason Drohn:
No.

Aaron Parkinson:
They were struggling, struggling, struggling, struggling, struggling because they were selling shoes online way before people were okay with buying shoes online. They were like the first shoe online people. And they were going to go bankrupt. And Tony Hsieh, the CEO, said what is the single biggest reason that's stopping people from buying shoes online? What do you think the reason was?

Jason Drohn:
Fit?

Aaron Parkinson:
They were worried it wasn't going to fit. He said, so okay. Here's what we're going to do. We're going to give free returns for anybody who the shoes don't fit. And the exec board went, are you out of your mind? Like you will bankrupt the company. And he said, well, we're going to go bankrupt anyway. So who cares?

Jason Drohn:
Right. Yep.

Aaron Parkinson:
And the moment that they made that pivot, that irresistible offer. Buy our shoes cheaper, have them shipped to you within 48 hours. And if they don't fit, return them for free. That was the tipping point for Zappos. And then they sold for a billion dollars three years later.

Jason Drohn:
So there's a bra company called Third Love, the same thing. They had a, it was a free ship bra. Like it was trying on, send back what doesn't fit, whatever. That is what propelled their success as well. Similar offer, similar example. I was reading about a billion-dollar brand club, which is a book all about building billion-dollar physical brands.

Aaron Parkinson:
Well, and I think Zappos was the first one to gamble on that. And they just didn't know if it was going to blow up in their face or not. But it ended up...

Jason Drohn:
Doing well.

Aaron Parkinson:
Making the company. So going back to flash sales, it's got to be compelling enough to make somebody take action immediately.

Jason Drohn:
Yes. The deadlines, right. The deadline.

Aaron Parkinson:
Deadline.

Jason Drohn:
So third email? I would say the third email or third best sales emails type would be a webinar replay sequence. So after the webinar, the series of emails that go out after the webinar for us are very formulaic. So we send always six emails. I was actually, six emails. The first two are they go out to the webinar replay. So it's going to watch the webinar replay. The third email is a replay and then offer, whatever that big offer is. And then the fourth, fifth, and sixth email are all offer and they count down, they take away something in the offer. So it's a bonus, it's a discount, it's a free call or whatever. And that last... So email five and six are sent out on that last day. Day five. So 7:00 AM, 7:00 PM. And then the offer expires at midnight. That's just how we do webinar replay.

Aaron Parkinson:
Yeah. And I think that that's standard practice for... And I don't know what you see, but on webinars, what percentage of people do you see of the total sales that buy life versus buy from that follow-up best sales email sequence?

Jason Drohn:
Usually half and half. So usually it's half live, half... So you get that spike day zero, and then it kind of trails into day one. And then you have a zzz through the middle and then you get that spike last day.

Aaron Parkinson:
That's right. So for those people that are not taking that email series seriously, you just kissed 50% of your sales goodbye.

Jason Drohn:
Correct. Yep, yep.

Aaron Parkinson:
Absolutely.

Jason Drohn:
Now I have seen some people do like a Q&A call in that trough. Like they end up trying to reengage them into something in the middle to kind of spike sales, pull them back up, and then they go back down for the big replay.

Aaron Parkinson:
I've even seen people on day five or day six open it back up for another life. And say there was some other life. I've seen that as well, but it's an anomaly. It's not something that I see a lot, but every once in awhile, I will see it. So yeah, the follow-up email series if you're running webinars, not just kind of important. Magnitude.

Jason Drohn:
Imperative. I mean, the webinars any more, at least how I see, webinars are... I mean when you do a webinar, a webinar is a formality. The actual doing of the event is the formality and where you're going to get all your impact is on the followup series. I mean, it's a reason to have an event. And then, but your sales are going to come in afterward anyway.

Aaron Parkinson:
Absolutely.

Jason Drohn:
Let's see. Email number four, you got one?

Aaron Parkinson:
Sure. I would say if this is... It can sort of be wrapped around an e-commerce purchase or it can be wrapped around a lead magnet opt-in. And a lot of people are really... They're trigger happy to go for the sale on that first email. But Ryan Deiss has a great template for nurturing those initial relationships. There are a few others that have great ones, but people buy from people they like and they trust. So having a great about us, what makes us unique, what we're passionate about, what we're special, and humanizing the company on the first email can be the most significant thing you do. And humanizing being like, hey these are all the people in our office, and they're super excited to work with you. Or these are the people in our fulfillment facility that are packing up your product and they're waving.

Jason Drohn:
Right, right.

Aaron Parkinson:
The customer's like, oh, there are real people behind this that are passionate, that have a job, that I'm employing, all of these kinds of things and connecting with the human side of the business. And maybe even connecting with, if the business has some type of social impact stance, hey, we're so grateful they became a customer. Just so you know because of your one purchase, we pulled 10 pounds of plastic out of the ocean today. And now people are like, aw because if people have...

I think it's something like 30% of people will change their preference of who they'll buy from if it's the same product if the one product is linked to some type of social impact or charity type situation that they resonate with. In some cases, if the other product is better because they get a double-dip of endorphins when they buy. I bought the thing, but I also helped humanity. So when you can connect at a more core level, a more limbic level, the customer in those first couples of best sales emails, now you've taken them from being a customer to being a fan.

Jason Drohn:
I love it. We have one more and five minutes to share it in.

Aaron Parkinson:
I can pull it out wherever you like.

Jason Drohn:
How about...

Aaron Parkinson:
I got the best one, actually stop. I got the best one.

Jason Drohn:
Okay.

Aaron Parkinson:
And people who have never heard this before are going to be like, ah, because I taught this twice this week. And they're going to be like, you're a genius. So we'll give real value for once on this call.

Jason Drohn:
This isn't the let's be stupid to call?

Aaron Parkinson:
We need to move this over to the not be stupid call. Testimonials

Jason Drohn:
Oh, yeah. Okay.

Aaron Parkinson:
So many people don't do a good job of scraping, acquiring, harvesting testimonials from their lists. And you know what... So with one of my clients this week, they said, how do we get testimonials to put on our sales pages or this or that, whatever. So here's what you do. You email your list and the subject line can say either we need your help. Or it can say like, Holy moly, we're growing fast. Or like something that's going to disrupt their attention. And then the email goes something like this. Hey, name, we're so grateful to have you as part of our community. Our company keeps growing leaps and bounds. It's been growing so fast in fact that we've done a really bad job of collecting reviews from our clients.

And as you know from big websites like Amazon and so on, reviews are so important these days. So today we're going to offer you an ethical bribe, and here's how that works. For 10 lucky people today that you're going to be picked at random, we're going to send you a free XYZ. Maybe one of your products, something tangible that's cool. And here's what you need to do to enter the contest. Take your phone, shoot a 30-second selfie video, ideally with our product if you have it. Tell us your favorite thing about the product. And then just reply to this email and attach it or whatever.

And the contest is going to close tonight at midnight Eastern standard time. And tomorrow morning on our Facebook page, we're going to announce the 10 winners who are all getting one of these free, amazing XYZ. Thank you so much for being a supporter of our community. We appreciate you taking 30 seconds of your time today. It means a lot to our business and sincerely, CEO. And you will get a flood of testimonials because if people like your product, they want to give you one. But they also want to have a reason to. Not just doing it out of the goodness of their heart, which is why you give an ethical bribe. And secondly, there's a time constraint. It must be done by noon to announce the winners tomorrow.

Jason Drohn:
Right. Right.

Aaron Parkinson:
And that one email will make you so much money because user-generated content that you can use in your ads, websites, or whatever, it can't be bought. It's just so valuable. So I think that that one email is probably my top secret.

Jason Drohn:
Yeah, totally. Well, it's not even like to send it to your end-user. I mean, it's sent about your end-user kind of.

Aaron Parkinson:
Absolutely.

Jason Drohn:
I love it. All right, man. I have another call in two minutes. And I think you probably have something too.

Aaron Parkinson:
I got to make assignments.

Jason Drohn:
All right, man. I will talk to you soon. Thank you so much.

Aaron Parkinson:
We'll see you all in the next episode.

Jason Drohn:
All right. See ya.