How to Develop and Email Marketing Plan

All successes start with a plan. If you want your marketing campaigns to return on your investment, whether that investment is time or money, you need to create the roadmap to get there.

Developing a plan for your email campaign is important for a variety of reasons. One, it forces you to consider all of the elements of the campaign and how they work together. Having a written plan can also keep you on track so your campaign launches on time. And finally, creating a plan will help you define your purpose and solve any problems beforehand.

Writing your plan doesn’t have to be difficult. In fact, you need only answer the following questions to develop a execute a successful campaign.

1] Who Is Your Target Audience?

You’ll need to define who your target audience is. An easy way to do this is to look at your current best clients and figure out what these people have in common. Look at their interests and how they engage with your content and offers. When you’ve done this you will now have a profile of who and what your ideal consumer is. Create an email campaign with them in mind.

2] What Do You Want Your Audience To Do?

Boring Blog Posts? 6 Ways to Make Your Posts Pop!

Dog Died of Boredom Reading Your Blog

How many times have you read a blog post and thought how boring it was? There are lots of ways to make your posts come alive with interesting content, the right layout and carefully chosen images. Here are 6 ways to make your posts pop!


1. Give Step by Step Info

Providing information in an easy “how-to” style is an amazingly simple suggestion, but this type of article offers loads of value and actually helps your visitor by answering a question they already have on their mind. This can also aid in bringing in search traffic, because people do actually search with entire questions, such as “How to fix a Mansfield toilet?”

2. Break It Into Chunks

I’ve noticed articles that use numbers in them really do get a better response. For example:

“The 8 Ways to Increase Sales”  or  “The 3 Most Common Ways to Make Money Working From Home”.

There is just something about breaking content into groupings or a finite number that attracts people’s attention. In fact, you may find that older articles you’ve written could be retro-fitted with this style to appear fresh and new.

3. Tell real stories giving details about success or failure loaded with solid lessons.

People don’t just want to be told how to do something, they are actively interested in what prompted you to do it and what happened along the way.…

Prioritize Your Leads and Increase Your Close Ratio

Prioritize Leads

You know, there are always going to be a fair number of people kicking the tires on your website, right? Not everybody who visits your website closes and becomes a lead. It is just a fact. So what is the best way to improve the amount of time spent with quality prospects?

We all know that our time is critical and one way to make the best use of that precious time is by prioritizing our sales calls. Simply by asking a caller some important qualifying questions will quickly establish whether the caller is worth prioritizing at that point or whether they are not yet ready to buy.

A Little Education and Information

You can tell right away if they’re just in the very preliminary stages, they’re doing a little bit of research and they’re not really sure. That’s an ideal client for an e-series, where perhaps each instalment directs them to a YouTube video that educates them. That person who is in the very preliminary stages and just trying to gain information, simply wants educating. They’re looking for information, but not yet asking the “buying” questions.

A significant chunk of that educating can be done automatically over a period of time with various technology – auto responders, video, emails, and white paper reports – all without draining resources or requiring a sales team to commit their time.…

The Curse of Unfocused Thinking


I don’t know about you, but I always feel disorganized if I don’t have an actual physical representation or a written note to focus my mind. Something that reminds me of those things I’m working on, or what I have to do. I might need that non-digital prompting many times or it’s simply forgotten.

You know how it is… some other priority comes into view and the first project stays half-finished. The trouble is it isn’t just one half-finished project that gets put to one side and the cumulative effect of these half-projects can be very disturbing. Your brain starts to spin around in circles because you feel there is absolutely too much to do.

Your brain pops from one thing to the next thing, to the next thing, to the next thing… Finally, in an effort to gain an immediate sense of accomplishing at least one thing, you start doing something that’s less important, but quick to achieve.

Narrow It Down

In the same way, it’s possible to make lead generation a bigger challenge than it really is. I often meet clients who have visitors coming to their website who have found their company through a variety of highly targeted keywords, but the site is missing a critical ingredient.…

Why are phone leads so important?

More Calls

We all know that email is an outstanding platform and that much of the Internet today centers around email, but what about those people who are looking for an answer right now? They don’t want to fill out a form and wait. Those people want to speak to a human being who can answer their individual questions and solve their issue straight away.  So it’s important to make sure you match the mode of communication with the type of leads you’re pursuing.

The Immediacy of Phone Leads

It’s very easy and convenient to just put a form in front of potential customers, but certain types of leads really don’t fit a form and often it is the high value leads that require a different approach.

Let’s assume you’re looking for a new house and you go on the Internet. You find a house you like, you read about it and it looks really good. Now, would you want to fill out a form and maybe get a call back tomorrow while you’re at work, or sometime next week?

No, you want to know more about it now. If you fill out a form you never know how quickly somebody is going to get back to you. It makes more sense to pick up the phone and call the realtor right away.…

6 Key Elements of a Killer Offer Page

speical offer

Driving traffic to your offer page is absolutely critical. This is where the rubber meets the road. You can do all kinds of clever things to get your leads to that money-making junction, but if you fail to create a message that reaches out of the screen and grabs them where it counts…you’d better do your homework and start again.

There are six key components of an effective offer page:

1. The Offer

This can be a double-edged sword, as many marketers will tell you. If you make an offer that is too attractive, like a trip to Hawaii, or a couple of free plane tickets or $10,000, you’ll get loads of unqualified prospects who are simply responding for the offer.

Now, if you’ve got an extremely attractive offering that’s very, very broad, which your sales people are trying to sell, then you can sometimes make these leads work. But in most cases for strategic lead generators, what you want is an offering that can be digitally deployed. If you can instantly deliver your offering to that person, great! People want things now and it is very compelling if they can get their hands on something instantly.

Webinars are a great offering. Recorded webinars and future live webinars are popular.…

Marketing R&D and Its Critical Role in a Power Lead Gen System

Market Research

When they asked Thomas Edison about the many failures he endured while trying to invent the light bulb, he replied:

“I did not fail. I just found 10,000 ways that didn’t work.”

That’s pretty well what Marketing R&D is all about. It’s not a term that many people use. But it’s the terminology that I use because I want people to understand that just like investing in research and development for science, we have to do research with our marketing. We have to test.

The results you get back are extremely valuable to your organization’s marketing efforts. And too often people view failed marketing campaigns as an excuse to say something doesn’t work. Well, we did some pay-per-click advertising, but we didn’t get a lot of sales from it, so it doesn’t work for us. We did some email advertising, but that didn’t work. I challenge that. I think it’s healthier to look at it as an investment in marketing R&D. Because you will almost always learn something from a campaign.

They’re Sending You a Message

If you’re looking for it — if you see the clues, or if you can see some patterns — you’ll learn something. Almost always, you will have a bright spot in the campaign.…

Are We Experiencing a B2B Content Bubble?

The Social Media Content Bubble

Can you imagine standing on a podium in front of an audience that you don’t know with a big microphone in front of you – and having nothing to say?

Or would you consider telling your audience you had an office party yesterday afternoon for your receptionist and asking if anyone would like to see pictures of the cake?

Of course not!  Even though 20 years of loyal service is important to your receptionist and your company it is not important to everybody.

The Facebook “Microphone”

Now consider a Facebook page, or other social network presence. At over 600 million active daily users, Facebook is one of the biggest microphones there is.

So before you speak into any social media ‘microphone’, you need to have something pertinent or interesting to say to people who are there to hear it. If not, your time and effort should be applied elsewhere.

Why then do so many businesses feel compelled to communicate via Facebook, Twitter, Tumblr or other sites, irrespective of whether the information will interest their audience? They not only grab the microphone, but do so on a weekly or even daily basis.

If you think I’m exaggerating, have a quick look at what other businesses are doing on social networks.…

Do You Know Your REAL Target?

How many of you have ever considered what your REAL target is?

I was recently speaking with a client and dear friend about how to create a system which will generate more leads and business.

The system I use and recommend is the TONE system.  TONE stands for Target, Offer, Nurture, Exposure and it’s a great acronym to keep in mind when developing a business building campaign.

We naturally started talking about his own target and he told me the type of businesses he wanted to work with and gave me tips and insights about their psychology.  It was all very interesting and I took some great notes.

However, I followed up with the question, “Where does most of your current business come from?”

His response was simple: “Referrals from other attorneys.”


So I then asked him… “Shouldn’t that be your target?  I mean, if that’s already working well, why don’t you seek ways to multiply that and facilitate more referrals?”

It is a common mistake to disregard where our current business comes from in favor of where it could come from tomorrow.

Don’t get me wrong, I’m all about seeking new opportunity… but why do people often ignore what’s already working? Why not maximize and increase an existing opportunity rather than seek a new one?…