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2:44 am
July 21, 2011
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QuoteHeyo,
I don't have any real great stats with this as I didn't plan on doing a case study, but I'll just explain roughly the results of my first LTO here and also a little tip for any aWeber users.
So I've been building my list for about a year and threatening to make an album (having only rough demo recordings prior to said album-nothing I can sell at least). So the majority of the list was cold and I ran a 3 day sale using John's "You Rock" Copywriting module. I didn't deviate very far from the messages in the module.
I had one spam complaint and a couple of volatile responses (Which is to be expected I suppose when dealing with humans). I managed to sell a couple CDs and a couple downloads, and I was not altogether unhappy with the results, given that it was a cold list.
I did find that the people who bought were people who had joined the list more recently, rather than the people who joined say, a year ago. No surprise there.
I would recommend putting a bit more time into the messages than I did for this campaign. I found that the copy did not have enough of my personality/personal flair and since the only reason for the sale was that I "got a bunch of emails" and that the recipient "rocks" I believe I probably would have had better results if I would have tailored the message to my own personal style. I've got a new funnel now which I'll begin testing today. Which brings me to the aWeber warning.
If you have a follow up series and you change it, be careful. My original series had only 4 messages and today I set up a series with an LTO that has 6 in it. What this resulted in is the same, largely hostile list who I just spammed last week getting the second LTO email in my new funnel (Email #5). To fix it, I had to go through the list of subscribers one by one and change their "last email received" to 7. Unfortunately the damage was done and the emails had been sent. No spam complaints yet, but I'm going to use my better judgement and not "shove my music up my ass" as one subscriber suggested lol.
Anyway, just something to keep in mind when you are tweaking your follow-up sequences.
OK, well I hope this helps somebody somewhere. This is a great deal of work and an endless learning process, but I'm really excited to see where it goes now that I have a real record to get out there.
Matt Lowen
hey matt...
i found that aweber thing out the hard way too... I tweak my funnel all the time. So, to avoid any potential problems, I started changing every subscriber's last message to #999. Kind of a pain...But the peace of mind is worth it for sure.
DRESSED HIS WIFE UP LIKE A HORSE FOR HIS NEW ALBUM COVER
http://www.deanfields.net
12:39 am
October 27, 2011
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Hey Matt,
I'm on your list and got the 'he just got bit' email ".
I didn't realize it wasn't meant to be sent and I thought it was really fun to read. It made me laugh. I was thinking that some people would not like it and unsubscribe, but others might like it a lot. I realize now you didn't mean to send it and it was confusing to get another 'time is running out' email. But I thought it was just me who had missed something. Didn't realize it was your mistake until you said so.
Annie
4:43 am
July 21, 2011
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Hi guys,
Yeah Dean definitely a good idea to do the 999 thing. I'll be getting to that tomorrow
Annie I'm glad you enjoyed reading the email lol. People seemed to enjoy reading it even though it kind of came out of sequence and they had just been through the LTO a week before. I actually ended up selling one download because of that mistake haha so maybe I'm a better marketer than I thought I was. 5 bucks at a time ;).
back to it, cheers.
7:09 am
June 7, 2011
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Hey Matt,
Couple things...
1. That's awesome that you're implementing this stuff and I'm happy to hear you're seeing some sales, even if their not quite where you want them to be just yet.
2. It doesn't sound like you are, but you can't let the assholes affect you. It's part of direct response marketing. There are always a few no matter what, especially when you let your list get cold and people forget who you are. It's just like hecklers, in any room of a decent size, you're going to get a jerk or two. I literally just delete anyone who has even teh slightest tone and move on. And rather than judging how things are going based on negative responses, I just look at the positive responses and make sure they are where they should be. Usually the better your sales, the more negatives you'll see funny enough. One only needs to think of Howard Stern or Bill O'reilly. The act of getting attention guarantees that it won't all be good attention. Martin Luther King says what? Anyway...
3. Whenever I need to make changes to my autoresponder series like that and add a new email that I don't want the old people to get, I just create a segment and then call Aweber on the phone and tell them that I want to have them change the last email received number on teh entire segment. They are happy to do it for you. Saves sitting there all day doing it one at a time. Not fun when you have thousands of people on your list.
4. Personalizing your emails is really important. You don't have to do it for this to work, but it really helps. It's like using pick up lines or just being yourself when meeting girls, usually the later works a lot better 😉
5. And yeah, the "because you rock" reason is a bit week. Again, it works, but coming up with your own authentic reasoning will read better and almost certainly do better.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
2:31 am
July 21, 2011
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Hi John,
It's funny (yet not surprising) that the more effective the sales funnel is, the more negative responses you'll get. That's a good way of looking at it. Some of the advertising/marketing books I've been looking into say similar things and I believe it. One guy said if you aren't getting negative responses at least some of the time, you're doing it wrong and not getting through to your list because people are "batshit crazy" lol. I've just started implementing your method of deleting people. I got a sort-of snotty response (not super hostile, but could get there) and then I started to write an apologetic email, but it occurred to me that it's better just to unsubscribe them and move on. So thanks for that.
I'll definitely use your #999 method, that seems the most efficient.
And as far as the sales, the "you rock" emails absolutely did generate sales, so that copy is totally fine to use. I feel like it's better to write your own, however, it's only better to write your own if you know what you're doing (and I don't know nearly enough yet haha!) I'm reading/listening/learning about it. I would recommend people not stray too far from the "you rock" in the copywriting lesson if they are trying it for the first time unless they have a strategic plan in place. The copywriting lesson explains how the emails are functioning, etc. so I think it's a good place to start.
12:31 am
June 7, 2011
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Cool, good to hear your thoughts on the copy, and glad it's working for you.
As for the negative feedback, yeah, unfortunately it's part of it. And yeah, because people are so apparently all over the place in their feelings about things, by the shear nature of connecting with one view point, you are guaranteeing that you will piss of some others. It's why people like Bill Oreilly can have such a rabid fan base and also be so hated at the same time. Same goes for most rock stars. Tupac, Axl Rose, Toby Keith and Brittney Spears are all wildly successful and have quite a few detractors at the same time. I think deleting at the first sign of disrespect is the way to go. But I don't personally mind thoughtful criticism either. I've turned quite a few people around who sent in critical emails, only to respond thoughtfully and have the same person turn around and become a customer. It's all about the respect level. But no matter what, you can count on 2% of people being just absolutely crazy. It's the nature of the game.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
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