My #1 Secret About Leads: The 14-day Email Sequence Framework That Turns Leads Into Sales

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What's up Performance Marketers? I want to thank you for being here. My name is Eric Beer, and welcome to the Performance Marketer Podcast. And we're gonna get into today talking about why a lead is so valuable, and what to do after you generate the lead. So stick around, and you're going to learn the power of a lead.

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.

I get a lot of questions around "Why generate a lead?" "I do it, the lead comes in, and they don't pick up the phone." Or "They don't show for a meeting." Or "They tell me they have never heard of me and have no idea what I'm talking about." Well, there's a huge part of the equation that people are missing when they're generating leads. And that is the follow up, you can't just generate a lead, and then not follow up with them. The follow up is the secret to how valuable leads are. It's the asset of your business. Okay? And when you're generating leads, you want to start to create relationships with them. And today, we're going to talk about a 14-day email sequence that I've come up with that I'm going to tell you about right now, high level framework on what to do. Stick around, and I'm going to share a little secret at the end on how you can access it. So before we get started, I want to welcome anybody that's new to Performance Marketer Nation. I appreciate you being here. And I want to let you know that I have a texting community where you can ask me any question. If you're listening to this, and you're watching this, and you have a question, you're confused, you can text me now 917-636-1998. We can communicate back and forth, you'll also get notifications on anything that's happening in my world. So any free stuff, I'm giving out free trainings, exclusive access to my platform, which is close to the public right now, but my texting community is going to have first shot at. So send me a text 917-636-1998. Now let's get into it. Okay, we talked about generating leads. We could talk about the front end and the top of the funnel and the survey and how you're getting them to come in and you're tracking, creating curiosity, segmenting all that good jazz, right? You do a great job with a survey, but then you don't do anything afterwards. And that's where you're not understanding the business and the value of leads is in the follow up. If you can generate revenue in the first visit, kudos to you awesome. But a lot of people will generate leads, and they won't make the money that they need to cover their media costs. And they think that they're lost, it's over. It wasn't worth it. And that's where you're wrong. The follow up is where you're able to convert these people into customers, it's very, very important to understand that you have to have a sales cycle on where you meeting them. And then where are they ending up? And that sales cycle should have steps to get there, right? You have a core product that you're selling. And then you have people that are coming in for low ticket to get some value. How do you create your low tickets, you take your core product, and you take pieces of it, and then give away free checklists, free ebooks, free guides, all around your core product. If you're somebody that doesn't have any leads, any business that no one knows who you are, that is okay, you can still do this. Okay, my SurveyDetective platform will single handedly help you build a business. A lead gen business, you just got to understand how to do it. The money's in the data. So let's get into it. I'm going to talk to you about a 14 day email sequence that I've come up with on how you take a cold lead and you nurture them. Right. You want to create a relationship you want to create trust. If you're going into a bar and you're going to try to date somebody, right you got to your turn, they're gonna talk to them, you got to let them know who you are, what your values are. You get to like each other. And then you can maybe go on a date or Maybe you go up, and you start talking, and you're not a right fit, well, then you're not going to go on a date. But you're certainly not just going on a date without talking to each other, right? Or even a blind date, but we're in a bar, right? So, but the point is, it's the exact same thing with leads, right? These leads are people, you're creating relationships with these people, don't just try to sell people, they're not stupid. If someone doesn't know who you are, and they're cold, they need to learn, they need to understand the value before they start taking out their credit card. But maybe if they're warm, or hot leads, different story already know about you, you've, you've already proven you know what you're talking about. But we're talking about cold leads right now, right? That's the, that's the hardest thing to do. The hardest thing to do for any marketer is go out and find somebody that's cold, who knows nothing about you, your product, your service, and you're able to get them to come in and convert them into customers, guys, that is massive, massive, there's only a few people in the world learn how to do that. And when you're not to do well, it changes the entire dynamic. Because like I said, Every business needs leads. And the leads are the asset, you want to sell a business, you don't need to own any products whatsoever, you can go out and generate leads for companies and build up your list and send those leads to the advertisers who are going to pay you for them. And at the same time, build up your list that now you can promote to the 10,000 subscribers the million people that you have, and have a goal on the back end to build a business, maybe you want to create a membership, maybe you want to sell a book, maybe you want to get them to start buying products on your on your Shopify site, whatever it is, you're getting to market to those people for free. But you got to follow up, you got to communicate, you got to keep the lead alive. If you don't talk to somebody for 10 days, it's not gonna remember you just not gonna happen, you want to reach out to them as fast as possible. So right now, I'm going to go in, I'm going to tell you the 14 day framework on these emails. And then I'll tell you something really cool at the end of this that I did, that you guys are going to love. So you get the lead, they sign up, whether they buy or take any action on the back end, you're going to send them actually two emails, right? The first email from the surveys is the result email, you're going to give them a report all about the results from the survey, the quiz that they took, right. And that's just another way to like, create like a sales letter. And you customize the top for each segment. And then everything else is the same. And it's the same concept is what your outcome pages which is relate to them, empathize with them, tell them all about them, where they're like, hmm, he gets me and then you're going to transition into what they should do next. And what they should do next is your solution, of course. So when you start to nurture these leads, there's a very specific way a theme, a framework that I follow. And it goes like this day one, we call this soap opera sequence. Right. I got this from Russell Brunson. And what it means is, day one is going to be your indoctrination day, right? Like the day that you're just saying hello, introducing yourself and telling them a little bit about you, not making them do anything by anything, but just giving them some value. And what you want to do is at the end of the email, you want to leave them with something hanging, you want to think of an email sequence like a movie, the beginning of a movie, they're just kind of setting the framework. They're setting the plot. And sometimes movies start off in they're boring, right? And then you're like, Man, you didn't get through it. And someone's like, that was the best one I've ever seen. Like, oh, man, I couldn't get through the first 15 minutes, I turned it off. Like to do it. Like Breaking Bad, for example. Okay, when I first watched it, I thought the first episode was like, blah, was okay, the first few episodes, and then it turned into one of the greatest shows I've ever watched. And to be honest, I was thinking about stopping and my buddy's like, dude, keep watching it. So the same concept with the email, right, this is a person, you're gonna start to talk to me and you start to let them know about who you are, you're going to give them value. You tell them things about what you do, how you do it, tell them your darkest secrets, I promise you, if you're a coach, if you're somebody that is going to train somebody on how to do something, you can tell them everything that you do, and they're still going to want to talk to you and work with you. Because it doesn't come as easy as it does to you. I could tell you everything that I do, and you're still going to want to hang out with me. If you want to be in the lead generation business. Or if you want to generate leads for your own business, you're still going to want to be with me, because there's tons of things that come up, and you're gonna want to ask me questions, and I've been through it all. I've seen it all. And we've had major success so I get to fast track that success for you. So day one, you're going to indoctrinate them, introduce yourself, you're going to relate to them. The day two is where you're going to go and talk about you and your backstory. You're going to talk about things that have happened to you, and maybe something that's, you know, drama based and how you We're doing this and then you hit some Roadblock, and you weren't able to get the results you wanted. You had hit a wall, right? So you're starting to get them interested, but you leave them hanging, right? And you say, Okay, well wait till my email tomorrow, when I tell you about the thing that I figured out, to get over that wall to fix that problem, right? And that's day three email, which is all around the epiphany that you have. The epiphany is really what that means is just when you figure out, oh, my God, the solution, right? It's like when you figure out the solution, everything becomes so much clearer, right? When you first start, you get in your own way you procrastinate. And like you're trying to build a business. And it's just like, man, I just don't know if I can make it, right. And then what happens is, when you get it, you start to look back, and you're like, well, I don't understand why I was having such an issue. And it's just you learning how to get there. And it's also a mindset, and just how you are perceiving the situation. But there is a time where you're like, Oh, my God, I got it. Right. You come in, and you've been doing surveys for for two years and isn't working right, you hang out me, I show you the perfect survey framework, we do it, we get it set up, you start promoting it, all of a sudden, you cut your your lead costs in half. So let's say you're paying five bucks, now you're paying 250. So now you're doubling the amount of leads. And now from those leads, you're converting the same percentage you normally convert. But because you have more leads, you're generating way more customers, right? Makes sense. Your business is skyrocketing. You're thrilled, you're like, Oh my god, Why wasn't I doing this two years ago, that's your thing. And you talk about how that happened. So day one, we're relating day two, we're talking about the backstory on some drama that happened to us and the wall, we had day three. Now it's the how we overcame that drama, how we got over that wall. And then what we do is, we lead them to date four, which is where you're going to want to get them to, to create some sort of action taking action, right, maybe you offer them something or you've taken three days, they've opened up your emails, they know who you are, they're used to seeing your emails, you've already let them know you've pre framed that they're going to get day four, which is this story on the back end of the one thing that you figured out, and how you became successful. And now you're gonna start to tell that story on how you became successful and how you took what you learned. And the results that you got out of that you start talking about all the things that happened from this is where I was, I was broke to making six figures a month, making seven figures a month, whatever it is, right? It's the result that people are looking for. If it's a product, you talk about why you couldn't clean your sink. And now this unbelievable soap, with this unbelievable sponge from Shark Tank is doing it for you, right. But the point is, is day four email is going to be a story that you're going to talk about your results and how great you did, because of the thing you figured out. And then you're going to have a call to action, that call to action is going to be something that where you're going to want to take them to the next step, whatever that solution is, right? You've learned things about them from the survey, so you understand who they are. And now you're starting to use that information to communicate with them. So day four is where you're going to have a call to action, they take it or they don't. Regardless, now, what's going to happen is you're going to have a cycle for the next four days that I like to call the buyers journey. Okay? There's different types of buyers in the market. For me, I'm an impulse buyer, I may not want to buy something, and I'm looking on Amazon and I see a cool wine opener, and I'm just trying one click Buy it. I'm spontaneous. I'm the kind of guy that will buy something without really doing a ton of research. If it sounds awesome, to me. That's the first email on day five, you're going to communicate and try to hit on the spontaneous buyer, person that will buy something on an impulse, you're going to position it in a way where, hey, we got this product, five left, what are you doing, you're creating some scarcity. And then what you want to do is you want to create some urgency and five left, and we only have an hour to sell them. And then it goes away forever. Wait, I want that I want that right or something of that nature. day six comes, whether they buy it or not. This is where you're going to focus on the people that are more logical. They think about what they want to buy. They ask questions, you can have all the questions answered on your landing page on your funnel. And they're still going to ask the same amount of questions. It's just who they are. Ultimately, it's your FAQs, if you know what they're going to ask you beforehand, but you should if you're asked the right question you should know and you should be able to answer those questions in an email to the point where they really shouldn't have much to ask you and if they do Great, you're learning something about your business, and then you include that the next time. But so day six is all around focusing on the logical buyer. day seven, is somebody that you spoke to them. They heard about it. They've asked the questions, you've answered those questions. They got all the answers, they need it, but they're still not ready. Well, these are the kind of people that need proof. What does that mean? They want to see testimonials, they want to see that whatever it is you're doing, if you're in Client Services, and you're helping somebody from a consulting perspective, you're a coach helping somebody get to the next level, you're an e commerce company that has, let's say, a massage chair, that has been proven to fix back pain, whatever that is, you want to go and write about it. These are the case studies, these are your your wins with people. For me, right? Like if somebody came in, I showed them how to use a survey platform, and they didn't make any money at all, it never business, and they bought the lead gen business, I want to talk about that. Because there's other people out in the world that are going to want to do the exact same thing. They don't want to hear about me, they want to hear about me teaching other people and it working. And then when you have that, boom, you can just focus on that exact thing. But you know, it works. And then all you gotta do is just introduce it to the same people in the world. And you have a nice little niche business. But so what you want to do is you want to be talking about your wins, case studies, testimonials. And if you can, you want to try to do it in a way that you do it by their segments. So for example, if you're speaking to the women that are in their 40s to 50s, if you have a case study with a woman from 40s to 50s, use that versus a college kid who's 22 that is looking to start a business and you have a case study around college kids, let's say is a male, then you'd want to show a college kid, because they can relate to one another, you get it makes sense. So the idea is that you're going to go and create some testimonials and proof. So now you've created the intro with someone that's being spontaneous, going into the logical mindset to then the I need proof email to the FOMO email, the 11th hour email. And what I mean by that is, this is where it's the last chance for you to buy something. So you have a four day sequence in between this 14 day where you're trying to get someone to buy it. And on the last day, there's this ending. The sale will end at 11 o'clock tonight. Or there's only 100 books left. And I've sold 60 of them. The next 40 that go. That's it, if you come to me, and I've sold 100, do not beg for it, I can't do it. Right, what you're doing is you're trying to create some urgency to get somebody who likes your product. They've seen people that have had success, they've seen all the answers they could possibly get from you on your page, and you've answered them, you've done everything you can to prove that they need it. But they're just not ready to pull the trigger for whatever reason. There are people like that, or you go to these like events, these live events, there are people that they're selling on stage, right. And for whatever reason, they have this countdown clock. I see people sitting in their chair, and there's two minutes left, and they're still sitting there. And then there's one minute left 45 seconds, and you start seeing people run to the back of the room to start signing up. They've had hours of time to sign up. But for whatever reason, they haven't done it, and all of a sudden is this, oh man, I'm gonna miss this. I'm like, having FOMO, right like, and all of a sudden this 11th hour hits. And they like that's what pushes them over the line. So this email is all focused on FOMO, the 11th hour buyer. So you're on day eight at that point, right? You have four emails in the beginning where you're nurturing them, right, that whole soap opera sequence where you're indoctrinating them, you're talking about you tell them your story, how you figured out a solution, right? And then all the great results you had. And then you're going to sell them, right. And it's the spontaneous email into the FAQs, email into the proof email, and then the formal email. Right? So there's been eight days now that you've sent somebody an email, if they haven't bought at that point, well, then you send them a feedback email, like, Hey, what's up, guys? I've answered your questions. I've shown you that it works. What else can I do for you? How can I help you? What am I missing? You just want to talk to people because you're going to learn whether they buy or not, and you hope they do. It doesn't matter. You want to hear why they aren't buying, because maybe you haven't hit on everything. And then when they tell you that you're going to take in all this information, right? You're going to ask them to give you feedback, right? Could another survey with an open ended question on it? Just Why are you not buying, hey, you know, can you just give me an idea because I really want to help you out. But I just don't know where to go. And clearly you like my information because you've opened up emails in eight days. So help me what happens is though, people will respond. They'll give you something You back. And then what you're going to do is you're going to go, and you're going to have your day 10 email focused on three secrets of your product that you're going to answer. What that means. You're just going to take what they tell you. And you're going to give them the reason why your product or service solves that problem. Like maybe they don't see. Right? Or maybe you thought you did a good job of explaining it. But for some reason, it didn't work, right. I know, I know, coaches that have masterminds, and they think that they've advertised it well enough that people can join or not, and then your stop. And then all of a sudden, you learn that, Oh, wait, I'd love if you had a mastermind. What do you mean, you love, if I would have a mastermind group, I have a mastermind group. So all of a sudden, I have it, it's 25, grand, great, I'm in all of a sudden you get a $25,000 sale, because you asked them What's up, and they told you, and you realized that you didn't do a good enough job to let them know it was available. So one you sell them, but to maybe you rethink how you're positioning them on the front end. So the next time you make sure people know that, you make sure that that is available to them. So the idea here is that on day 10, you're going to start to write whatever you learned from the day nine email to answer in that email, to give people solutions to get them over the finish line and start buying taking out their credit card. And then day 11 is now I call your FAQ. And that is you answering any questions and creating clarity, you're becoming crystal clear on everything that someone might question. And why you have the solution for this is a little bit different than the first one, because now you're really dialing in on what the feedback is, from people on what they're having issues with, right? And day. 12 is where you're going to show more proof. But maybe the testimonial that you showed, didn't really hit on what their challenge was. So if you can you try to find a testimonial that's relevant to them, but also relevant to the challenge or problem or whatever it is that they missed earlier on. And if you don't have that, then you just show one of your better testimonials, just showing how it worked. So you're ultimately showing where people were, they worked with you. And this is where they are now, it's the transformation, you're focusing on the results, right? The people that you're talking to want to be there, they want to be in the results section where they hit their goals, whatever that goal is. So you just have to relate with them. And with somebody that you've worked with, and show them that they did it. And this is how they got there. This is their journey, and you can do it too. So day 13 is your final email. It's your day 13 FOMO. Two, which is this is it guys, this is my last email, I've sent you 12 emails about whatever the product or service is, this is my last time reaching out to you to give you an opportunity to buy this. If you do not respond today, I'm done. I'm not going to bring this up anymore, because clearly you're just not ready for this. And that's cool. Totally cool. But if you want it, this is the time, maybe I put a sale there. Maybe I put some bonuses there that they get if they take action on day 30. Anything to create that urgency that scarcity for somebody to come out, pull their credit card and say amen. Right. But let's say they didn't do it. That's where day 14 comes in. Day 14 is an email where you want to, you want to start the cycle over. So you're going to position this email in a way that says, hey, what's up? Clearly you're interested in, in what I'm selling, and what I'm doing and all the value and content that I'm putting out in the marketplace because you keep opening my emails, you keep responding. You're showing up watching my videos, you're listening to my lives or you're on clubhouse with me? What is it that you want? How can I help you? Let's say like you're you're, you're in Client Services, right? And you're trying to sell some like Facebook Marketing Service. And you went through the 13 days and they just didn't didn't pull the trigger. Well, do you offer anything else? copywriting services, designer services, building a funnel, you want to ask people what's up? What do you need? Maybe you have it. If you don't, maybe you have a friend that has it. And that's where you become the affiliate. Right? And you say, Great, you're gonna give them a solution. Great. You haven't you're having copyright issues. Well, my buddy Joe over here has an unbelievable copywriting offer. And I want to show it to you today. Boom, you show it. Maybe you give them a bonus if they sign up for your buddy Joe's offer. But what you also want to do is the new cycle is going to start for you to communicate with them. You're going to start to nurture the lead more. Maybe they're just not ready. They love what you do. They're just not ready. It's cool. You don't want to get mad at somebody because they're not ready. It is what it is. You're playing the long game. You're not playing The game whereby I'm never talking to you, it's not the approach you take, maybe you need more time with them, maybe they just need something, some push. Or maybe you just have to figure out another way to position your product. For me, right, like, I can go out for generate leads in a way where I can position it in so many different ways to different different people in different industries, and focus on what their goals are, right? So I got to be careful with that. Right, I can go out and just explain high level. But the more mass market I get, the less effective it's going to be. If I focus on certain areas with my audience, and I can understand them. And then I can create a 14 day sequence that communicates with them, guys, the whole point is, through these 14 days, you should get sales. If you do the right job on the front end with the perfect survey method, you follow the framework, you generate the leads, and then you have a 14 day sequence, where you're talking about your product or service that they need, you're going to get sales. And what happens, right? Well, you have to pay attribution to the front end media buyer. What does that mean? That means that when you're generating leads, we say, the value is in the follow up, the money is in the follow up, right? leads don't work for me, well, you, let's say you spent $10,000, in clicks on Facebook, and you generated 10,000 leads. But from those 10,000 leads, you only made $1,000 that day on the backend. So day one, you lost nine grand? Well, within the 14 days, let's say you sell a $10,000 product or $1,000 product. And your goal here through the sequence is you want to get them to watch your webinar, you want to get them to join your challenge, whether it's paid or free, you want to get them to book a call. So you can talk to them and explain to them why they need this get people on the phone with the best salesperson to qualify them to close, depending on if it's an inbound or outbound call, very high percentage of those people. I know people that are doing today that have serious businesses, they all they do is they book calls on the back end. And then they get it to their salespeople, and they sell them because that's the type of sale it is depends on the business that you're in. And your sales cycle, sometimes you gotta talk to them, sometimes you don't, the lower the cost, the less time you need to spend with them, the more you charge, the more time you need with them to show the value of why it costs more. That makes sense. So that's the whole concept here. And what you're going to do is, if you have 10,000 leads, and you're sending emails to those 10,000 leads, what happens if you, if you convert 1% of those people, over the 14 days, you do a good job with the sequence you relate to them, you connect with them. And then maybe you get them to click and buy right there. Maybe you get them to click watch a webinar, and then they buy, maybe they join a challenge that then now takes them on another path that you're continuously nurturing them. And they're hopping on Facebook Lives with you spending an hour a day with you to the back end of you upselling them into your product. All of these things can count for that day one, when you generate that lead, if you got 1% close rate, what is that? 100 bam, you close 1% that's massive. We said you had a $10,000 product, dude, you just blew the cover off the ball, you thought you lost nine grand on the bot you spent 10 grand you made 1000 that day, if you were able to sell 100 people at that point over the 14 days or maybe even longer. It's a lot of money, man, it's a lot of money. You just made a million bucks on that. But some people think they lost. That's the craziest thing about it, they think they lost. So you guys got to understand that the money is in the follow up. You have to follow up with these leads. You have to do it in a way where you are communicating and relating to them. This is the longtail give, give, give and they will buy if you are the right solution for their problem. They will buy. I promise you I tell you some that's really cool. So in my new platform that I have that's again closed. What I've done is I've created this Copy Creator. So I had those 14 days, and what I did was I went to different copywriters and I said, "Hey guys, here is my framework of my 14-day cycle. What I want you to do is, I want you based on your perspective on how you read this, to write up emails for each of these days." Then what I did was I went in, and I asked questions on anything that was variable, that you can answer a question, it will prefill into that email, and then you have a custom email for your business. So what I've done is I've created a 14-day cycle for people because I know that people struggle with this. Right? They generate leads and then they don't follow up. So what I'm trying to do is just make it easy for you. So I've done that. It's really cool. If you want to get that my platforms not open. But if you do, then ask me. First five people that asked me, I'll give you some sort of access to how do you ask me, text me 917-636-1998 text me and say, "I listened, I watched, I want to test your 14-day email sequence." Just tell me, the first five to do it - I'm happy to. I'd love to hear the results. Maybe we come on and talk about it and just brag to the world of how much you kick butt. Because this is all about just helping you. And that, that makes me smile, man. So guys, appreciate your time here. Do me a favor. If you're watching this video, and you like it, subscribe, turn on your notifications, write a review, comment below, tell your friends, anything that you think somebody would get some value out of it. Because that helps me. I'm trying to help you. I want to help you all I'm asking in return is just help me out with the channel. Right? And I appreciate it. If you're listening to this, and you're on the podcast, subscribe to the podcast. Write a review. And believe it or not, it goes a long way. People see the review and then they'll follow. They'll promote different podcasts based on the reviews, right? So write a review, subscribe, turn on notifications, so it gets downloaded. And then listen. And if you have any questions, hit me up, communicate, you can text me in the community 917-636-1998, on YouTube, you can just ask me questions in the comments. And I can communicate there. And there's other ways to do it as well. But so, guys, I hope this was helpful for you. This is huge. I want you to remember when you're generating leads, you need to have a game plan on the back end. The follow up is the most important thing. The money is in the follow up. Appreciate your time guys. Go get 'em! Thanks! Bye-bye.

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