1. Presenter: Mr. James Molfetas www.InfiniteSalesFunnels.com
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2. DISCLAIMER
Whilst every effort has been made to ensure the accuracy of the seminar, presentation and handouts, the presenters/authors , the organisers and the Association of Chartered Certified Accountants do not accept any responsibility for any opinions expressed by the presenter/author, contributors or correspondents, nor for the accuracy of any information contained in the seminar handouts.
@ COPYRIGHT
Copyright of this material rests with SA Accounting Academy and the documentation or any part thereof, may not be reproduced either electronically, photocopied, scanned, typed, hand-written or in any other means whatsoever without the prior written permission of SA Accounting Academy.

3. HOW TO UNLOCK THE GOLDMINE SITTING IN YOUR EMAIL LIST
Even if you do not currently have a list or you never anything other than invoices to your clients…

4. WHAT YOU WILL LEARN IN THIS WEBINAR
Why you want to build a list
How to build a list
What is an autoresponder & how to use it
Affiliate marketing – selling other peoples products & services
Good structure

5. WHAT YOU WILL LEARN IN THIS WEBINAR CONT.
What to your subscribers
How to get your s opened
How to decide on what is right for you with regards to marketing

6. MAIN GOAL OF EMAIL MARKETING
Sell more products and services
Own
Affiliates

7. REASONS TO BUILD A LIST
marketing = communication medium of choice for many people
Sell more of your own products & services
Sell more of other people's products & services (affiliate marketing)
Build ongoing relationships with customers and prospects
Build your authority and credibility

8. LIST BUILDING PROCESS 2 sources: subscribers & customers
Squeeze page ==> lead magnet ==> autoresponder
Tripwire ==> core offer ==> upsells & downsells

9. LIST BUILDING PROCESS
Welcome
Send Traffic
Squeeze Page

11. LIST BUILDING PROCESS Welcome e-mail Squeeze Page Tripwire $7-$27
Send Traffic
Squeeze Page
Tripwire
$7-$27

12. LIST BUILDING PROCESS Welcome e-mail Squeeze Page Tripwire
Offers & Content
Welcome
Send Traffic
Squeeze Page
Tripwire
Up sell 1 (Core Offer)
$7-$17
Down sell

13. SUBSCRIBERS LIST VS. BUYERS LIST
Goal is to convert subscribers to buyers as fast as possible
Build relationships with subscribers over time
Get buyers to consume our products & services
We create 2 separate lists & them different things

14. WHAT IS AN AUTORESPONDER?
Piece of software that runs in the background and maintains your list
Best to use a 3rd party service
Best are Aweber & GetResponse
Create an opt-in form
They have ready made templates
Just copy a piece of code they give you to your website
Most squeeze page plugins allow you to paste in code

15. WHAT IS AN AUTORESPONDER?
Manage multiple lists
E.g. tax list vs. trust list vs. individual list etc...
Allows for targeted messaging
Monthly subscription fee
Pay based on number of subscribers
Can have unlimited lists
Can send unlimited s

16. WHAT IS AN AUTORESPONDER?
Single vs. double opt-in
Double means they get a confirmation
Reduces bogus addresses & improves deliverability
Reduces response - up to 2/3rds!

17. AUTORESPONDER
1) AUTOMATED MARKETING
Pre-determined marketing sequence
Only write it once
Every person who opts-in gets it in same order
Create any time sequence between s
Many different things we can include in s
Can tell our customers & prospects about ALL of our services

18. AUTORESPONDER
2) PROSPECTS ARE NEVER LOST
Most aggressive lead generators never follow up
leads are "lost"
Send prospects and clients regular newsletters
never lost!
Positive long term effect
May not have been ready to do business initially
When they are ready, you do the business!
Up to 24 months later

19. AUTORESPONDER
3) SEND MASS BULK S
Write broadcast s any time you please ( on demand)
Can send thousands of s at once vs. traditional clients like outlook or Gmail
We will look later at what to them
Content / pitch / combination

20. AFFILIATE MARKETING
Sell other peoples products & services for commission
E.g. Amazon.com
Source products & services from affiliate networks
ClickBank.com / JVZoo.com / CJ.com etc.

21. AFFILIATE MARKETING You get a special link which you email out
Once clicked - they go to the vendors sales page
If they buy, the sale is tracked back to you = you get paid!

22. AFFILIATE MARKETING
You have already acquired the customer – what else can you sell them? (MAJOR MIND SHIFT!)
You can sell anything your customers / subscribers will buy even if not linked to your business!
E.g. Stationery
E.g. Financial services
E.g. Business plans
E.g. Marketing such as my course
E.g. self improvement
Etc...

23. SELL MORE OF YOUR OWN STUFF
regularly
Preferably send a monthly newsletter
Send topical updates
Use changes in legislation to sell more services!
Build relationships
Mix content & pitch
Only send useful information
You want them to always open it 'I wonder what accountant X is sending me today"

24. EMAIL STRUCTURE From name Subject line Opening paragraph Body
Call to Action (CTA) - links

25. WHAT TO E-MAIL ABOUT Stories
Personal stories about you/practice/staff/clients
Stories sell products
Q&A
Encourage them to ask questions
They love to be involved
Create dedicated products & services for them

26. WHAT TO E-MAIL ABOUT Inspirational Quotes Books Articles & blog posts
Videos
Newspapers
News
Current affairs -e.g. legislation changes
Controversy (us vs. them)

27. WHAT TO E-MAIL ABOUT Checklist People love lists & checklists
E.g. top 7 ways to save tax this year
Pitch
Own products
Affiliate products
Give some content related to the product & then pitch it
Use a few pre-sell s before sending out a straight pitch

28. WHAT TO ABOUT
Resources
Articles
Blogs
Videos
Software / apps

29. CONTENT EMAILS VS. PITCH
Always be pitching!
Can be very subtle but always give yourself a chance of a sale

30. BUYERS VS. SUBSCRIBERS Treat buyers like gold – limited offers
Regular monthly
Only send congruent offers
Send longer campaigns
Can be more aggressive with subscribers
Can even daily
Send more offers (especially after not buying for 30 days)
Also send regular monthly

31. Subject lines get your emails opened – that is its job
Generally the shorter the better
clients show subject line & first few words of opening paragraph
Need to be creative to stand out in the inbox

32. INCONGRUENT JUXTAPOSITION
SUBJECT LINE EXAMPLES
INCONGRUENT JUXTAPOSITION
Combine 2 ideas that do not usually go together
“How a 6-year old kid was forced to pay SARS R23,453”

33. Works well for promotions “Last chance to register for XYZ webinar”
SUBJECT LINE EXAMPLES
SCARCITY
Works well for promotions
“Last chance to register for XYZ webinar”

34. Show your clients & prospects you are the go-to person
SUBJECT LINE EXAMPLES
AUTHORITY
Show your clients & prospects you are the go-to person
“20 year veteran accountant spills the beans on ….”

35. Tells them exactly what is in the email
SUBJECT LINE EXAMPLES
STRAIGHT BENEFIT
Tells them exactly what is in the
“6 step checklist on how to register for VAT”
Will get lower opens but very targeted

36. People like to know more about you
SUBJECT LINE EXAMPLES
PERSONAL
People like to know more about you
No need to share personal dark secrets
“6 things chess taught me about creating a killer business plan”

37. Biggest factor in getting emails opened
SUBJECT LINE EXAMPLES
CURIOSITY
Biggest factor in getting s opened
“How a 6-year old kid was forced to pay SARS R23,453”
“7 disturbing consultation habits of mine”

38. Combine different elements
SUBJECT LINE EXAMPLES
COMBINATIONS
Combine different elements
“How a 6-year old kid was forced to pay SARS R23,453” – incongruent juxtaposition & curiosity

39. ACCOUNTANT DECISION POINTS
Build a SUBSCRIBER list or not
Just build a lead generation funnel
Goal to get more clients & consultations

40. LIST BUILDING PROCESS Welcome e-mail Squeeze Page Tripwire
Offers & Content
Welcome
Send Traffic
Squeeze Page
Tripwire
Up sell 1 (Core Offer)
$7-$17
Down sell

41. LIST BUILDING PROCESS Welcome e-mail Squeeze Page Tripwire $7-$17
Offers & Content
Welcome
Send Traffic
Squeeze Page
Tripwire
$7-$17

42. ACCOUNTANT DECISION POINTS
Build a SUBSCRIBER list or not
Just build a lead generation funnel
Goal to get more clients & consultations
Do you want to get into affiliate marketing?
Are you prepared to commit to a monthly client newsletter?

43. THANK YOU – ANY QUESTIONS?
If you have any questions at this point about anything that we covered on today’s webinar
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44. Presenter: Mr. James Molfetas www.InfiniteSalesFunnels.com
Url:
Cell: