TEI Talks 6 of 18) CTAs and post opt-in surveys Philip Morgan

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TEI Talks 6 of 18) CTAs and post opt-in surveys Philip Morgan by Mind Map: TEI Talks  6 of 18) CTAs and post opt-in surveys  Philip Morgan

1. Good time to recap:

1.1. We're talking about the first challenge

1.2. Publishing should be to an EMAIL list because...

1.2.1. Smooth ramp to conversation

1.2.2. Broadcast -> intimate conversation

1.2.3. Fluid medium

1.3. The fact that TEI is based on EMAIL brings with it some baggage because of all the other advice out there about email marketing

1.3.1. I've used the term "email marketing" at times in this talk series, even though what we're talking about is something other than "email marketing"

1.4. We're using the same MOVING PARTS as email marketing, but we're doing something other than email marketing

1.4.1. I need better language for some of this! "Email thinking"? "Thinking by writing"? (/ht Jim Thornton)

1.5. But because the moving parts are the same, we're 1/2 step away from "doing email marketing" if we want!

1.6. Speaking of "doing marketing"...

2. A realization:

2.1. If you "decide to do marketing", you have two opportunities. One of them is amazing:

2.1.1. 1) Suck at "doing marketing" for a few years while you pursue the combination of "enough reader value creation to maximize short-term business monetary value"

2.1.2. 2) Pursue a combination of "maximize reader value creation and long-term expertise value". Suck at it at first, but by doing this rather than #1, be different, and by being different, enjoy the second order consequence which is short-term business monetary value.

2.1.3. Show: Miro diagram Cultivating Expertise

2.2. I believe but can't prove that the second opportunity produces a better ROI and builds a better brand

2.2.1. Not everyone who embraces the TEI framework will be "deciding to do marketing" for the first time, but many will be.

2.3. Yes, I realize the problem here

2.3.1. What prompts folks to "do marketing" is, generally, some form of crisis; an unsustainable status quo.

2.3.2. And so you really do need to "do marketing" to fix this crisis. I hope you can "do marketing" in a way (outbound, networking) that leaves some bandwidth for also investing in future expertise value and not doing crappy DR marketing (Ideally, you'd embrace the TEI framework during a particularly sustainable phase of your business.)

3. At some point, though, you may want your effort to contribute to short-term monetary value for your business.

3.1. If so, that's normal and fine!

3.2. And it's not going to subvert any TEI principles.

3.2.1. And to be clear, I'm not saying to AVOID doing this at any point in the TEI experience!

3.3. But, it will create a challenge of how to use CTAs/selling in your email.

4. It will create this challenge because...

4.1. You'll (maybe) look for advice, and almost all of that advice will be coming from the DR context, where the value configuration is different

4.1.1. Direct Response Marketing

4.1.2. TEI

4.1.3. Maybe you'll be able to graft in some ideas from that other world, but it will be like grafting two trees together. Do-able, but challenging.

4.2. It will be challenging because most folks who are attracted to the idea of TEI don't love selling, and they might feel like selling should be superfulous in light of the value of their expertise.

4.2.1. It's not, but I get it! Selling is not convincing or persuading, and much of it is similar to delivering expertise (diagnosing, prescribing, etc.).

4.3. You'll be used to creating reader value via one mode (thinking out loud), and you'll now be worried whether changing modes (sellin!) erodes reader value.

4.3.1. The "deposits to a bank vs. withdrawals from the bank" analogy

5. So this is our task...

5.1. How can we not only just prevent a pursuit of Current Economic Value from interfering with Subscriber Value, but how can we actually *align* the two so that a pursuit of CEV actually *supports* SV?

5.1.1. A (perhaps unattainable) Ideal

5.2. Let's look at some options in order of (potentially) increasing intrusiveness to SV

6. The post opt-in survey

6.1. Least potentially intrusive with SV

6.2. Examples

6.2.1. Real quick! - Airtable

6.2.2. Log In - ConvertKit

6.2.3. Thanks for subscribing! - Small Batch Standard

7. "Launch" segmentation

7.1. Adds complexity, but in a lot of cases that complexity is worth it.

7.2. Ex: "I'm going to be doing X in Y months. If you'd like to hear more about X when the time gets closer, click here [trigger link -> adds tag]."

7.2.1. X = "running a workshop/seminar"

7.2.2. X = event that aligns with buying intent, like a webinar.

7.3. Repeating CTAs feels odd at first, but you absolutely must.

8. CTAs

8.1. My most memorable IRL CTA experience

8.1.1. James Arthur Ray (Now)

8.1.2. James Arthur Ray (A While Ago)

8.1.3. James Arthur Ray (Back Then)

8.1.4. Takeaway: you can get pretty damn forceful with CTAs!

8.2. Guidance

8.2.1. Be direct. Be clear. Be polite.

8.2.2. Respect the probabilistic nature of an email list. A Possible Distribution

8.2.3. If-Then statements are a nice way to construct polite but clear CTAs This respects your readers decision making autonomy Don't hold back from giving them the information they need to make a decision. This may feel at first like being pushy, but you should not hold back from making a strong case for the value of what you sell. If you don't believe in the value, that's an underlying problem you need to cure first. Ex: "If your team spends more than 2 meetings/week fixing X, then you're likely to get ROI from Y, and I'd be happy to speak to you about how to do that. Hit REPLY to start a conversation."

8.2.4. Avoid: FOMO You're playing the long game here, right? It's respectful to assume your subscribers are too. Curiosity Contextless demands. "You're crazy if..."

9. Avoid these shiny objects

9.1. Extremely granular segmentation

9.1.1. There may be a time for granular personalization and segmentation, but at the stage in your business lifecycle where TEI makes sense, a) granular personalization is a distraction and b) the kind of personalization you need to do is achieved through narrow focus, not website or email personalization through software.

9.1.2. Segmentation based on readieness-to-buy is the most effective, but that can be at least partially supported by the post opt-in survey. (Though people do change over time, so you can provide repeat opportunities for folks to self-select into a nearly-ready-to-buy segment via periodic CTAs)

9.1.3. From a time and effort perspective, can you afford the multiple this will create for your marketing effort?

9.2. Complex "funnels"

9.2.1. Context https://www.webfx.com/internet-marketing/digital-marketing-funnel.html

9.2.2. From "it's turtles all the way down" to "it's assumptions about your buyers all the way down"

9.2.3. OK to consider if you have the kind of product-ey service you can sell effectively with a funnel Consultative sale not required Standard price and scope Somewhat transaction or pain-oriented in nature

9.3. Marketing automation

9.3.1. Ex: Lead scoring

9.3.2. Lots of conditionals and branching flows of content

9.3.3. Multi-channel stuff

9.4. On that note about ROI...

9.4.1. The first time you do something (new offer, new approach), you tend to get not-terrible results. The SECOND time you try the same thing, the results are often not as good because you've absorbed the latent demand for that thing. Thus, the apparent ROI on that new thing seems high-ish, which encourages over-complexifying. For me, at least, this has been a discouraging dyamic. I suspect this is also why online courses want a testimonial right away It's led me to create the following framework for evaluating marketing options. Uses RSS = good Email = good Email + complex segmentation, complex automation, complex personalization, or lead scoring = treat with caution Curated, small group realtime interaction with your audience = good Using aggregators (Facebook, YT, Amazon, Twitch, etc.) Syndication of the above to social media = could be good, depends on many contextual factors Amplification of the above through... Funnels/marketing automation = treat with caution

10. Conclusion

10.1. We're thinking in terms of a portfolio approach here. You want to balance your portfolio of effort, risk taking, investment, and so on to create the long-term result you're looking for without preventing you from reaching that long-term point when you can reap the rewards of the investment you've made along the way.

10.2. Don't be afraid of combining your email list with a desire to generate CEV for your business, but do take a thoughtful approach to that combination. :)

11. Recapping...

11.1. Important Context

11.1.1. We're talking about a particular time in your business's lifecycle

11.2. The "suck at marketing" opportunity

11.3. The CEV vs. FEV tension

11.4. Methods

11.4.1. Post opt-in survey

11.4.2. "Launch" segmentation

11.4.3. If-Then CTAs

11.5. Avoid

11.5.1. High granularity

11.5.2. High complexity MA Funnels

11.6. Favor

11.6.1. RSS

11.6.2. Broadcast-ey email

11.6.3. Simple segmentation

12. Links used in this presentation

12.1. TEI Talks 6 of 18) CTAs and post opt-in surveys ...

12.2. Cultivating Expertise

12.3. Thanks for subscribing! - Small Batch Standard

12.4. Real quick! - Airtable

12.5. https://www.webfx.com/internet-marketing/digital-marketing-funnel.html