19 Mar Survey Case Study: A Sustainable Marriage Campaign
Last week, I shared a lot of good stuff about email marketing and sequencing. Mastering how to write emails and make sequences that convert is one of the final steps of my performance marketing framework. And since last week’s episode was heavy on the technical, today, I’m going to dive right into the practical side of things and try to bring the whole story together.
So if you’re still struggling to see the bigger picture, this episode should clear everything up on the macro level. I dedicated my previous lessons to exploring the earlier steps of my framework, and here, I’m going to give you an example that will show you how to apply everything that you’ve learned so far.
Once again, if you feel like you need to go back to the previous episodes and familiarize yourself with the concepts. Once you get the terminology down and have all the framework components in your head, you’re going to start recognizing them in the world around you. And when you’re able to do that, you’re progress will speed up exponentially.
Segmenting Your Audience and Setting Up Specific Email Sequences
Some time ago, I was working on a survey designed to gather insights about sustainable marriage. It consisted of 10 questions where married people answered questions about their partner. Each one of these questions helped us segment a list of leads and separate our contacts into categories.
Why is that important? Well, if our audience is segmented based on a particular characteristic, we can then craft messages that resonate with each of those segments perfectly. The result is that we get better engagement because our customers are also getting what they want.
The better you are at segmenting your audience through surveys, the better the result of your campaign will be. There’s no if’s and but’s about that.
Throughout my career, I’ve met a lot of people who are struggling to create surveys, even though it’s one of the essential tools for performance marketing. That inspired me to create SurveyDetective, a platform that helps entrepreneurs with zero tech skills harness the power of surveys to convert cold leads into customers. SurveyDetective is launching in April of 2020.
Now that you have successfully classified your contacts, each of these segments will be assigned to a specific set of emails. From then on, their behavior will further determine which sequences they’ll end up going through in the future. Your ultimate goal is to connect different customer types with appropriate messages.
To craft the right message, one of the most important conditions is to have an intricate understanding of your product. Let’s dive a little deeper into how you do that.
A Core Offer Scenario – Relationship Development by Stacey and Paul Martino
For this particular situation, let’s suppose we’re trying to market a marriage transformation webinar from Stacey and Paul Martino.
Things you should know before we get started – they’re not marriage counselors. Quite the contrary, their approach is based on highlighting the social dynamics in a marriage and empowering people to change their behavior. They are basing their offer on educating individual spouses about communication.
One of the stories that illustrate a common marriage issue is an argument between the hunter and the gatherer. In this scenario, the “hunter” comes home from work tired, stressed out, and reluctant to talk about their day. The “gatherer” interprets this as a sign that something is wrong, and they both engage in a conflict caused by misaligned representations of the situation.
To us, as marketers, the personas of the “hunter” and the “gatherer” are two segments of the market that we’re trying to target. That is something that we can use when we’re creating our emails and sequences. However, you also have to stop yourself from jumping into biases when creating persona profiles around these ideas. For instance, the hunter and gatherer personas are drawn from behavior and situations, and they’re not predetermined by gender. That is just one example of a simple mistake inexperienced marketers would make if they’re not careful.
But the critical thing we need to focus on is dissecting the core offer. Stacey’s and Paul’s approach is specific in the way that their message only needs to inspire a change in one of the spouses, and not both. It works because that change in behavior will trigger a positive response from their partner, and based off of that momentum, the relationship will start to transform.
Once you’ve understood what the core offer is, you can now tailor the message to align with your avatar perfectly, using a framework we covered in last week’s episode.
“Follow the same framework. Set the stage, hight drama, epiphany.” – Eric Beer
Performance Marketing Framework Overview
We’ve covered the necessary steps you need to be successful at performance marketing. It’s about doing market research, acquiring leads, segmenting the market, determining specific target markets, and figuring out how to position your core offer to that target market.
You have to know who you’re talking to and figure out how to talk to them. That is what this framework is all about.
“When you find the right people, and you find the right messaging… it becomes a win-win for everybody.” – Eric Beer
The only way you will create a sustainable business is by looking for and creating win-win situations. I’ve talked about this many times before, and I still can’t highlight it enough. The only way you win is if everybody wins. That is how you will find your success, and make sure it lasts long enough for you to enjoy it.
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It's the market research into the segmentation into target markets into how you're going to position your product or brand or service to that target market. So that's the framework of what we're talking about here.
I spent the last 17 years building my eight-figure performance business without using any of my own money, working with some of the most brilliant direct response marketers in the world today. Now, I'm looking for entrepreneurs to join my affiliate army, built on ethics, transparency, and good old hard work. Join me to change the perception of how people view the greatest business in the world affiliate marketing, and follow along, as I learn, apply and share performance marketing strategies, working with some of the brightest people on the planet. My name is Eric Beer, and welcome to the Performance Marketer Podcast.
Right now you guys all know where... We're doing a survey for the sustainable marriage. And what that does is it goes through 10 questions around people that are married, and they talk about their partner and what they think about their partner and do they support them? Or do they make them a better person? You know, how many times are they intimate? How many kids do you have? Are we speaking to a man or a woman? Right? So all of those things are different segments that we can create. Okay? Now, we need to know what is the end goal? What is the core offer of why we're we're setting up this survey? Why are we setting up this segmentation survey? Right? We're asking them questions about their marriage, because we want to know where to put them within our database within our groups, because each of those that we deem important, are going to fall into a sequence. Right? The general list should be getting a sequence overall. And then as we identify different segments, then we drop them into that other list that new group, and they get a different sequence, then the person that may be somebody who's kind of in the middle that we identify, they don't have a really bad marriage. But they don't have like an unbelievably good marriage, they kind of fall in between, right? So what we're trying to do is try to understand the type of people, the more surveys I can get them to take, then I'm going to start creating surveys around trying to understand what kind of emotions do they have? What kind of behaviors or characteristics, get them to take actions. So I can set up different types of groups of buying personas, right? So if I do it with the four that I just described to you, then you could be in a number of different buying groups, right, you could be in both. So you could form different groups. What we need to do is sit back and think about, well, what is the product? What is the core offer that we're trying to get these users to now take. Right? So if I have where I want to get them to sign up for a webinar, well then Okay, great. So then if I have the webinar, the core offer of a webinar where there's, let's say, it's for Stacey and Paul Martino, right, they have a product where they can work with just one person and help save marriages, even if the other partner doesn't want to change, right. So they have a challenge where up to their boost program. They have a webinar where you can drive users there. I know they have a live event once a year. So there's a lot of different ways that we can get people there. But that's the core offer, right? their core offer is that they get people to come and then they talk about all the different types of ways that they can now change themselves in a relationship. And by doing that they're changing the marriage. They're changing the transfer. formation of these people, right? So I can go by myself to their program, and I can ultimately change who I am and how I act within my marriage. And as a result, what they've learned is when I start to change, and my wife sees my changes, sees the things that I'm doing, it reflects where they start to do the same thing, they start to change as well. And then it becomes a healthier relationship. And things start to get way better, is ultimately what they do. So it's a pretty powerful program. The best part about it is they're not even going and getting licenses. They're not. They're not like a marriage counsellor. They don't want to go in and be a marriage counselor. They actually are the opposite of going to a marriage counsellor, right? Because there's all about like demand of like, demanding your time and things you can control and understanding your partner. If you understand your partner, it's just about communication, right? You could have Two very different people, like get upset. But unfortunately, if they don't understand one another, then they're going to fight because they have different expectations for one another, but they're different type of people. There was one story was about the hunter in the gathering. And the way the story went was, you know, let's say back in the day, there's the husband and wife, right? And the hunter is the one that goes out for the day, and goes to hunt and look for food to bring home to his family. So he goes out, he finds whatever animal and kills it brings it home. And he's done. That's his, that's his job. His job is to go hunt. Right? And, you know, he's good. Like, he doesn't come he doesn't sit down and talk about it. He doesn't want to talk to his others. He's just that tough guy that's like, or, you know, he's the hunter versus someone who's more of a gatherer is someone who might go out and pick berries and When they pick berries, they'll identify where this trail has this many berries. That trail has some berries that are not so good, right? So when they get back, they come back and they start talking about with all their other gathers all the other people they want to talk about, well, this is how I found this bush of berries and don't go this way in there. And they're back and forth. Right? So if a hunter and a gatherer are together, and they're they're sitting at dinner at night, and the gatherer wants to talk, and the hunter is not his thing, right? Like he doesn't, doesn't want to talk. That's not his thing. And it's not because of anything other than just want to talk with the gatherer, when they try to talk to the hunter. They immediately get insulted. Because, you know, let's say, the man who's the hunter goes to work, and you know, he works all day and then he comes home and, and the wife who doesn't work is now talking to her husband at dinner and asking him questions about his day and he's like, one word answers good. How would you get good? What do you do? that much. Right and like, now, the gathers like, wanting to get into it, like, how was the meeting? What did you talk about? You know, did you have any issues? How can I help, right like, and the whole concept there is that the gather because of the way that the hunters responding, immediately starts to think that there's something wrong. Like, he doesn't want to talk to me. And now it's there's self doubt. And now it starts to build up and now there's friction in the relationship. And he's now like, thinking she's annoying, and she's thinking that he T's doing something or something's going on that's, they're not communicating and it's not working. Well. This actually was true story and happened. And this one couple within their, their program had this issue. And the solution was that the hunter once they identified it, now, he his job was to come when he came home, but he was going to he's going to talk about three things about his day and they agreed on Okay, like you Whatever it is that he did all day, write it down. So it was, it's kind of funny when they're telling the story because on the ride home in his car, what he would do is he would start thinking about, alright, what are the three things I'm going to start talking about? When I get to dinner tonight, you know, he would kind of map it out before he got home and when he got home, right, because he loves his wife. It's not about like, not loving his wife or one. That's just who he is. And his wife, like she loves him. And they're just not communicating, they're not getting one another. Right. So now from what happened was, the man would come home that have dinner, and then he would tell three things about his day to the wife. And you know, the wife would be ecstatic and happy, and they would talk and now she starts to understand more about what's going on in his life. And now, you know, their marriage got way better from just that simple concept. And it was just, you know, a miscommunication, right? So, being able to go through that process. I could start writing emails around that concept, right and now explaining that and I would be hitting on different types of people, right? And for the record, it could be the man that's home and the woman that's working, and the woman doesn't want to talk and the man wants to talk. Right? So don't misunderstand, like the genders. It's just the story, right? So the whole concept there is, you're going to be sending very different emails to the hunter in the gather. And when you identify which each of them are, then you got to tell stories in their mindset, their issues, their objections, their disbelief, right. So, you know, immediately we can go and if we identify that there's a hunter and a gatherer in a marriage, like we can speak to the, to the people in a way where they'll be able to relate to what we're saying, and they may just have that issue in their marriage where we can save right and get them to take an action. And the beauty of safety and Paul's program is, it's not like we have to send something where all right we got through To the husband, but the wife doesn't want to do it. Well, the whole point here is that they only need one person to transform a relationship. Right? So you don't have to get the man and the woman to agree to go see a marriage counselor sit down together. That's just, that's just not their program. It's not their business. And that's why it works so well. So, you know, those are the kind of things that when you're using your surveys, and you're asking questions, you need to know who it is you want to talk to. And then you got to try to ask questions in a way that you identify what that kind of person is, right? It could be service around what kind of buying persona you have. It could be around your hobbies and your likes and things of that nature. The more you understand your product, the more you understand your avatar is makes it much easier for you to be able to craft all of these different emails. But again, at the end of the day, set the stage tell some some high drama story where they have an epiphany and then you're talking about the solutions and They now overcame that objection, and then give them away to take some action. That's it could be a big one, where it's just a long movie, it could be 100 emails all around this concept. And you know, in those hundred emails, you could have a first five emails section about one topic chapter one in your movie. And then if they react to any of that, then you can drop them into a different sequence. That's all around that program, or whatever it is that you're talking about in chapter one. And then, you know, let's say day six, Chapter Two starts, and you still just follow the same framework set the stage I drama, epiphany, right? And, you know, what you need to do is you need to reverse engineer. Okay, so, you want to start off with what is it you want? What are you trying to accomplish here? What are you trying to get across and who are you talking to? Right? That's why it's so important for you guys to understand your avatar, understand who you're marketing to. And the more you know, the easier it is for you to relate to these people. And the easier it is that for you to, to just create a good business. And what will happen is, at the end, when you find the right people, and you find the right messaging, then what happens is when they take that action, because you're giving them something that they need, it becomes a win-win for everybody. Right? You win, because they're buying the product, and the person that's buying the product wins because they're getting something that they need, right? Anytime you do anything in business, you have to find a win win situation. And if you do, you're going to have a successful business. If you don't, the business is not going to be sustainable. If somebody is losing in the transaction, it's not going to work. So it's as simple as that. Right? If you're thinking about does my business work? Well you got to ask yourself is is this a win win? If you're saying to yourself, alright, well, I'm winning because I'm making money but the people that are signing up, don't really Want the product? They're not getting handled, and they're complaining and is not good, that business is not good, right? It's not going to work. If you're doing it where you're promoting somebody's affiliate offer, what's going to happen is you're going to get somebody to buy their offer. You're going to make a commission. So... Sure, you'll make money, you got him, he did a great job marketing, but the product doesn't work for that person. So now the person that's now working with these people, they're not having a good experience. And now these people want their money back, and they start complaining. Well, guess what, guys? If that happens, then do you think that that advertiser that affiliate offer that you're promoting you think they're going to want to continue to get traffic from you? The answer's no. It's not working, right? It's going to end at some point, it's going to end. So it's got to be a win-win, right? So that's the ultimate goal here is to when you look and you look at all the things we're doing with when you're going through all the stuff that I've been taking you through the program. You're getting some cold leads to come in here. Trying to offer them something of value. You're trying to get them to answer questions so that you can learn things about the user so that then you can now understand what type of marketing messages you're going to be creating. Right? You're going to create their segmentation, right? So it's the market research into the segmentation into target markets into how you're going to position your product or brand or service to that target market. So that's the framework of what we're talking about here. And you're doing this all through the program that we're describing to you. So that's the concept guys. If you guys can understand this, if you can get a takeaway and walk away from this with the frameworks that I'm showing you, then I think it'll be a lot easier for you, when you're asking yourself certain questions on how you're going to craft your messages, what businesses work, what businesses don't work. And that's all from just following everything that we've been doing. In the beginning, we were all about the avatar, the market, the niche, understanding your audience. All of those things. And the reason why we refocused and put so much time into that is because of things that we're doing right now. So, I hope that's full circle for you guys. And make some sense. And you guys have any questions, let me know. But otherwise, I think you guys should really look at this and rewatch this if you guys are, are not taking notes around the emails, because this is... This is powerful, right? This is really powerful. And once you get this concept, it's a homerun for you guys. Alright guys, I'm gonna go but hope this was helpful. I hope I served you in some way. And like always, if you have any questions, fire away, send them to me in the group and I'll answer it. And yeah, otherwise, talk to you guys soon. Appreciate it.
Would you like to learn how I built my business using other people's money? If so, then go join my 21-Day Challenge at performancemarketerssecrets.com. I look forward to meeting you and welcome you into my family. And remember, results don't lie but the people who don't have any tier. Thanks for listening.