The crazy email sequence that bumps webinar sales by 500% with Jon Benson
Date: February 27, 2017
Name: The crazy email sequence that bumps webinar sales by 500% with Jon Benson
Presenter: Jon Benson
Webinar is a powerful tool for entrepreneurs to convert prospects into buyers; moreover, to increase that conversion, it requires a creative email sequence. The Internet Mastermind Meetup invites Jon Benson, the Internet Marketing Legend, to discuss his strategy on email sequence. In this presentation, entrepreneurs will learn the importance of copywriting and the keywords they need to use to increase conversion rate. Furthermore, Jon Benson will reveal his tool that will help entrepreneurs build their email sequence.
Jon Benson is the Internet Marketing Legend. Many entrepreneurs refer him as “VS Godfather”. He is the CEO of Sellerator, the Founder of Jon Benson Fitness LLC, and the Owner of Digital Publisher. Jon Benson is considered to be one of the top sales copy strategists in the world. He creates the Email CopyPro online software that helps many entrepreneurs to increase business sales. Many entrepreneurs inspire Jon Benson, and many entrepreneurs look towards Jon Benson as a true digital marketing mentor.
Jon Benson believes writing and copywriting are two different things. Copywriting emphasizes the power of persuasion. The key is to keep it simple. Benson defines persuasion as “to have anyone do anything”.
Copywriting is all about relating to client’s pain. To produce a great copywriting materials, entrepreneurs need to feel the pain themselves first. In addition, Benson believes if grade 3 kids could not read it, the copywriting is considered a failure. The biggest mistake entrepreneurs make is to fall in love with work and not the pain.
Entrepreneurs often forget about the importance of conversation. Conversation can help entrepreneurs resonate with the pain and know other’s fear. Entrepreneurs can sense it through emotion. The idea is to know client’s emotions needs.
Benson loves copywriting and when it works, clients do follow. Effective copywriting requires persuasion, and persuasion needs repetition. People are living in the world that have the power of making a choice. It appeals with human nature of wanting things more quickly and feel easy.
Benson indicates copywriting does not require to lie. However, some people will step across the ethic line without knowing it. They might push too far, and people tend to carry away. Benson suggests entrepreneurs to pick the right avatar that compels to them. When entrepreneurs look at someone’s avatar, it is impossible to write a wrong message. It lets others know they are relate to their pain and get the feeling through their pore.
“How does it sound to you?”
Entrepreneurs need to build around the pain with the solution out of their pain. They can talk to other people who have similar pain and translate it into copywriting. Entrepreneurs will need to let other people feel the pain bigger than what they feel. If language is an obstacle, entrepreneurs need to understand the culture difference. It is essential to use the language properly.
“it is so good that it makes others feel it is their responsible to purchase from you”
Benson recommends entrepreneurs to use “how” and “you” as much as possible. It improves interactions and pulls clients closer. The best advice Benson received is “to study others and dissect”.
“My goal is to connect the right people with right product”
For Video Sales Letter, Benson suggests entrepreneurs to disable the pause button. Without the pause button, it is impossible to scroll, so it forces people to engage. People value time until they are struggle with money. Therefore, entrepreneurs need to sold them with reason for their time. Info selling is powerful. Entrepreneurs can use it on their blogs. Until readers know what they want, entrepreneurs will offer a link with exclusive solution. Video Sales Letter and email can be different. 80% of people think about something different when they search for something online. In order to break their attention span, entrepreneurs need to use something out of their expectation. Benson suggests entrepreneurs to use open-loop strategy to capture their attention.
To capture attention in Video Sales Letter, Benson start with this sequence.
- Did you know that…
- Would you believe it or not…
- Let me tell you why it is important to you…
The sequence creates anchor. The important thing is to brand the problem. Entrepreneurs can use metaphor or common terms to tie in with people’s problem. When entrepreneurs use it on email, it allows readers to relate to their story.
For Webinar, replay email can double the sales. Benson creates an online software tool called “Email CopyPro” that helps entrepreneurs write effective emails. Many entrepreneurs ask Benson how often they should send email. Benson replies only on the day they want to make money.
There is always a persuasive trigger on all sales emails, but It is difficult to write multiple emails on emotions. The strategy is to allow entrepreneurs to rewrite itself to produce unique email with same emotion. “Email CopyPro” can generate those emails that sound like personal emails.
Benson reveals the 9 steps email sequence after webinar.
- Encore webinar email
- Q & A email
- Something to experience email
- What else you will need email
- Free stuff email
- Payment plan email
- Price point email
- I apologize email
- Last call email
The encore webinar email allows people to know what they miss. This creates the pain and people hate they miss something. This email provides solution for them to change from pain to pleasure.
People love Q & A. This email need to compliment people that smart people ask questions. This includes what other want to know.
For something to experience email, it invites people into their living room and experience. People want experience, not buy. For what else you will need email, entrepreneurs will put people into the future and think they are already succeed.
Free stuff email provides discount code. The payment plan email is important because not everyone get to the payment plan page on the sales funnel page. The purpose of price point email is to give people money for their solution. Entrepreneurs will use I apologize email for the last bonus. Lastly, the last call email provides the deadline countdown for the offer. The last call email should be short. The sequence of that last call email is “command”, “promise”, and command”.