Lifecycle Marketing Track - ICON14

1. The Ultimate Event for Small Business Success.
Danny Iny
CEO of Firepole Marketing
@DannyIny
Slaying the Big Bad
Copywriting Dragon
Writing Copy that
Converts through
the Customer Lifecycle

2. The Ultimate Event for Small Business Success.

3. The Ultimate Event for Small Business Success.
It started on a plane to Chicago
(Partnering with Us)
4-steps and 12-months to $250K/year
[REPLAY]
Too much email?
Sent on day 5, 36.5% open rate
Sent on day 17, 27.8% open rate
Sent on day 28, 30.8% open rate

4. The Ultimate Event for Small Business Success.
#CopyDragon
Key Insight:
Copy isn’t effective because of
the words, but rather because
of the relationships.
via @DannyIny

5. The Ultimate Event for Small Business Success.
Thank you
Bhoomi!

6. The Ultimate Event for Small Business Success.

7. The Ultimate Event for Small Business Success.
5 Myths of Writing
Compelling Copy

8. The Ultimate Event for Small Business Success.
Myth #1:
“The Wizard”

9. The Ultimate Event for Small Business Success.

10. The Ultimate Event for Small Business Success.

11. The Ultimate Event for Small Business Success.

12. The Ultimate Event for Small Business Success.
Myth #2:

13. The Ultimate Event for Small Business Success.

14. The Ultimate Event for Small Business Success.

15. The Ultimate Event for Small Business Success.

16. The Ultimate Event for Small Business Success.

17. The Ultimate Event for Small Business Success.

18. The Ultimate Event for Small Business Success.
#CopyDragon
Key Insight:
You can’t train customers
as if they were dogs!
via @DannyIny

19. The Ultimate Event for Small Business Success.
Day 1
Day 3
Day 5
Day 7
Day 9
Welcome + Orientation (1,300 words)
Book, Manifesto, Reports (360 words)
Our Core Values (960 words)
Key Blog Content (530 words)
Please Unsubscribe PSA (320 words)

20. The Ultimate Event for Small Business Success.
Day 11
Day 14
Day 17
Day 21
Day 28
Podcast + Reviews (290 words)
Announce Q&A Emails (510 words)
Webinar Replay Invitation (390 words)
Do you have a question? (150 words)
Too much email? (370 words)

21. The Ultimate Event for Small Business Success.
#CopyDragon
Key Insight:
Opening your emails isn’t
enough; they should *resonate*
with your message.
via @DannyIny

22. The Ultimate Event for Small Business Success.
Myth #3:
“The Sales Letter”

23. The Ultimate Event for Small Business Success.

24. The Ultimate Event for Small Business Success.

25. The Ultimate Event for Small Business Success.
Jeff Walker

26. The Ultimate Event for Small Business Success.
#CopyDragon
Key Insight:
The “sideways sales letter”
runs across the entire
customer lifecycle!
via @DannyIny

27. The Ultimate Event for Small Business Success.

28. The Ultimate Event for Small Business Success.
Expertise
TrustRapport
Authority
Help
When I’m ready to sell,
they’re already mostly sold.

29. The Ultimate Event for Small Business Success.
Myth #4:
The Linear Lifecycle

30. The Ultimate Event for Small Business Success.

31. The Ultimate Event for Small Business Success.
Who’s heard of Tesla?

32. The Ultimate Event for Small Business Success.
Who thinks they’re awesome?

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Who’s told friends and family?

34. The Ultimate Event for Small Business Success.
Who actually OWNS one?

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36. The Ultimate Event for Small Business Success.
“Ladder of
Engagement”
Uninterested, skeptical stranger
Loyal, engaged evangelist

37. The Ultimate Event for Small Business Success.
#CopyDragon
Key Insight:
Build engagement through
escalating cycles of
investment and reward.
via @DannyIny

38. The Ultimate Event for Small Business Success.
How do
people
invest?
Uninterested, skeptical stranger
Loyal, engaged evangelist

39. The Ultimate Event for Small Business Success.
Uninterested, skeptical stranger
Loyal, engaged evangelist
Attention
TimeEnergy
PassionHopes
Dreams

40. The Ultimate Event for Small Business Success.
Uninterested, skeptical stranger
Loyal, engaged evangelist
...and yes,
they invest
Money, too!

41. The Ultimate Event for Small Business Success.
You can
ask for...
Time and attention
Visit and read
Think and reply
Download and listen
Register and attend
Click and buy!

42. The Ultimate Event for Small Business Success.
#CopyDragon
Key Insight:
Every email is an opportunity
for your audience to invest in
the relationship with you!
via @DannyIny

43. The Ultimate Event for Small Business Success.
Why don’t people do it?
Why are people AFRAID
to email their audiences?

44. The Ultimate Event for Small Business Success.
Myth #5:
“People Hate Email”

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46. The Ultimate Event for Small Business Success.
January 2014 = $500K in gross sales
836,838 emails
~21,400 people
39 emails/person
(On AVERAGE!)=
Nobody complained, or unsubscribed.

47. The Ultimate Event for Small Business Success.
#CopyDragon
Key Insight:
Most marketers fundamentally
believe that people hate email.
But it’s not true.
via @DannyIny

48. The Ultimate Event for Small Business Success.
Source = Hubspot (http://bit.ly/1nhzGMj)

49. The Ultimate Event for Small Business Success.
Source = Eloqua (http://bit.ly/1eyItEc)

50. The Ultimate Event for Small Business Success.
#CopyDragon
Key Insight:
People don’t hate email,
they just hate BAD email.
So write better email!
via @DannyIny

51. The Ultimate Event for Small Business Success.
Attention
Time
Energy
Passion
Hopes
Dreams
Money

52. The Ultimate Event for Small Business Success.
...people actually LIKE email...
...the lifecycle isn’t linear...
...the sales letter isn’t that important...
...because it’s not about the words...
...so you don’t have to be the Wizard!
And then you’ll see that...

53. The Ultimate Event for Small Business Success.
#CopyDragon
Key Insight:
To win the copy game, earn
trust before you need it!
via @DannyIny

54. The Ultimate Event for Small Business Success.
“How am I doing?”
(and reply to every response!)

55. The Ultimate Event for Small Business Success.
Questions?
danny@firepolemarketing.com

56. The Ultimate Event for Small Business Success.

57. The Ultimate Event for Small Business Success.

58. The Ultimate Event for Small Business Success.
#CopyDragon
Key Insight:
To win the copy game, earn
trust before you need it!
via @DannyIny