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How to Stay Top of Mind Without Being Annoying · Business Roundtable

• 0:32
  Speaker 1: All right, welcome back to the Business round Table podcast.
• 0:35
  Speaker 1: I am your host, David Carr of Studio Business, where
• 0:37
  Speaker 1: I bring people together to accomplish great things, and we
• 0:40
  Speaker 1: have a great guest here, Eli Delaney is with us.
• 0:43
  Speaker 1: I'm so grateful to have you, Eli.
• 0:45
  Speaker 2: Well, thank you for having me come hang out with you, David.
• 0:48
  Speaker 2: It's like anytime we have good conversations, So yeah, anytime, absolutely.
• 0:52
  Speaker 3: Absolutely, yeah. Well, thank you.
• 0:53
  Speaker 1: You had me on your podcast You're Meet Cool People
• 0:56
  Speaker 1: podcast recently and I said, well, hey, I got to
• 0:58
  Speaker 1: return the favor. Have you come on here on the
• 1:00
  Speaker 1: Business Roundtable speak to the listeners and the folks that
• 1:04
  Speaker 1: are part of our community here, and so thank you
• 1:06
  Speaker 1: for being a part of that.
• 1:08
  Speaker 3: You and I have connected, guys we met.
• 1:10
  Speaker 1: I don't know if it was earlier this year, last year,
• 1:12
  Speaker 1: but definitely we are part of one of the network
• 1:14
  Speaker 1: great networking groups, Success Champions Network. And I really appreciate you,
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  Speaker 1: know Eli, just the way that you pour into your podcast,
• 1:21
  Speaker 1: the way that you shared mentor just a truly remarkable man.
• 1:25
  Speaker 3: And I'm glad to know you and have you in
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  Speaker 3: my circle.
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  Speaker 2: Well, thank you so much. And I feel the same
• 1:30
  Speaker 2: way my friend it's a I love that and you know,
• 1:32
  Speaker 2: Success Champions has been a great spot for you know,
• 1:35
  Speaker 2: for me, I love meeting cool people obviously, but it's
• 1:38
  Speaker 2: a good place for me to be able to get
• 1:42
  Speaker 2: to know other people where they are on their journeys.
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  Speaker 2: And it's been a great opportunity for me to be
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  Speaker 2: able to share some of the stuff because I have
• 1:48
  Speaker 2: been in business as long as I have that I
• 1:50
  Speaker 2: can share, especially for people, and we get into people
• 1:53
  Speaker 2: like getting in the podcast world. You know, all of
• 1:55
  Speaker 2: a sudden, I got thrown into, hey, you should you
• 1:57
  Speaker 2: should lead a group on how to do podcast? Like, okay, sure,
• 2:02
  Speaker 2: whatever next thing. I know.
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  Speaker 4: We got a monthly meetup group for it. It's pretty fun,
• 2:06
  Speaker 4: it is. It's been great, great group of people. So,
• 2:09
  Speaker 4: you know, before we get into the meat of the meeting,
• 2:11
  Speaker 4: if you will today on the podcast, you know you
• 2:16
  Speaker 4: have been an entrepreneur. You've done a lot in marketing
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  Speaker 4: and media and email and owreach and nursing all this stuff,
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  Speaker 4: I mean a lot and using technology, which I'm super
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  Speaker 4: excited to get into.
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  Speaker 1: But I like to have guests come on here as
• 2:29
  Speaker 1: business owners and leaders talk about their journey because you
• 2:32
  Speaker 1: it's not you know, nobody's an overnight success. You've done
• 2:35
  Speaker 1: work really hard to get where you're at today, and
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  Speaker 1: I'd love just to hear our listeners to listen a
• 2:39
  Speaker 1: little bit about who you are and why do you
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  Speaker 1: love doing what you do today?
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  Speaker 2: Okay, yeah, so yeah. I've been in business thirty years
• 2:48
  Speaker 2: this year, and my first company was Webon Graphic Design Agency.
• 2:51
  Speaker 2: I started that back in ninety five, basically working out
• 2:54
  Speaker 2: of my dining room by myself. I think I ended
• 2:58
  Speaker 2: up getting like two clients, and then I realized, hey,
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  Speaker 2: if I'm not going to get another job, which I
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  Speaker 2: don't want because at that point I descarmbered, I was
• 3:04
  Speaker 2: completely unemployable, and I was like, I need to get
• 3:07
  Speaker 2: this thing figured out. And so I really took off,
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  Speaker 2: got into the chambers of commerce and stuff like that.
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  Speaker 2: And back then that was a great place for me
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  Speaker 2: to get started for this because web design was still
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  Speaker 2: in its new infancy at that point, and everybody knew
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  Speaker 2: they needed one, but they really don't even know what
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  Speaker 2: it was yet, and so it was a great opportunity.
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  Speaker 2: Again there grew that from my dining room to an
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  Speaker 2: office five employees, closing three to five contracts a week.
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  Speaker 2: We were just killing it. And then I realized I
• 3:33
  Speaker 2: didn't really like going to an office, and I wasn't
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  Speaker 2: a big fan of my employees either, So I burnt
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  Speaker 2: the whole thing down and started over. And it was
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  Speaker 2: good for what it was. But I also saw the
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  Speaker 2: web design industry was changing a lot, and at the
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  Speaker 2: time I kind of fell into teaching classes. I was
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  Speaker 2: teaching people how to edit their own websites. For some reason,
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  Speaker 2: people didn't want to pay us one hundred bucks to
• 3:55
  Speaker 2: go through and change a price on a page. So
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  Speaker 2: I was like, all right, yeah, I guess I can
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  Speaker 2: understand that. So I showed them how to do some
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  Speaker 2: basic editing and stuff, and I really fell in love
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  Speaker 2: with it, and so that ended up evolving to what
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  Speaker 2: I ultimately ended up doing a lot of speaking, a
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  Speaker 2: lot of teaching. I've got a coaching programmer and teaching stuff.
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  Speaker 2: And then over the years it has actually evolved from
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  Speaker 2: that overall marketing helping with you know, how do you
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  Speaker 2: build a website? To how do you get online? Do
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  Speaker 2: social media? Which I mean I was teaching you know,
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  Speaker 2: how to how to use Twitter classes when Facebook was
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  Speaker 2: like barely starting, you know, it wasn't it was like
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  Speaker 2: barely public at that point, and you know, yeah, so
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  Speaker 2: it's been a long time, and ultimately I ended up
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  Speaker 2: realizing my favorite part of it was email, and so
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  Speaker 2: I take my everything that I've done has been around
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  Speaker 2: how do you build a stronger relationship with the people
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  Speaker 2: that you meet, and a lot of that is done
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  Speaker 2: through email because we have you know, again going back
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  Speaker 2: to the fact, when I started all this, we didn't
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  Speaker 2: have social media. It didn't even exist then. But over time,
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  Speaker 2: even in social media, we have that aspect of how
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  Speaker 2: do you communicate so people can they can relate to
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  Speaker 2: you and they feel like you're a genuine person instead
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  Speaker 2: of just being, you know, just pitching all the time
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  Speaker 2: or being, you know, being just being a jerk. There's
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  Speaker 2: a lot of people do and when we look at emails,
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  Speaker 2: my biggest thing with emails is so many people do
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  Speaker 2: it wrong. Like people actually go out there and talk
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  Speaker 2: about email being dead. It's not dead. It's just that
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  Speaker 2: their emails suck. They need to write better. And so
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  Speaker 2: really what I do now I specialize in that area
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  Speaker 2: of it. But it's it's not about I always tell people,
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  Speaker 2: it's not about the technology, It's about the psychology. So
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  Speaker 2: it doesn't matter which platform I always use. That when
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  Speaker 2: people are asking me what's the best CRM to use,
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  Speaker 2: it's like, well, it's the one that you actually use,
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  Speaker 2: is the best one. Doesn't matter how crazy cool it is.
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  Speaker 2: If you never use it, it's not worth it. It's
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  Speaker 2: not doing his job. But it really is about how
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  Speaker 2: do you communicate what you say when you say it,
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  Speaker 2: how you say it, how often you say it, and
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  Speaker 2: how can you stay in front of people on a
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  Speaker 2: consistent basis, because we have to because we live in
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  Speaker 2: such an ad D world without becoming an annoying pest.
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  Speaker 2: And so that's kind of the that's kind of like
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  Speaker 2: me in a you know, a couple of minute Nutshell.
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  Speaker 1: Yeah, yeah, Well I'm gonna I'm gonna I'm gonna you
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  Speaker 1: gave quite a few things. I'm gonna dig in and
• 6:24
  Speaker 1: ask some follow up questions here, all right, because because
• 6:28
  Speaker 1: to your point, and I've had a number of folks
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  Speaker 1: recently on the podcast are specialized in sales or in
• 6:32
  Speaker 1: sales training, and we're talking about the how bad it
• 6:36
  Speaker 1: is out there and like a lot of this messaging
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  Speaker 1: and like you said, pitching, and I get them on
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  Speaker 1: you know, like you said, it doesn't really matter where
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  Speaker 1: the email it's through LinkedIn, whatever it is. It's just
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  Speaker 1: it's just bad, right, It's just bad. No wonder people
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  Speaker 1: are turned off, you know. This is just you're not
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  Speaker 1: building any relationship. You're not building. This is purely transactional.
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  Speaker 1: It's like what can I get out of you?
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  Speaker 2: Oh? Yeah, I had an email. I had an email
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  Speaker 2: today from somebody who's like, hey, I see you're in
• 7:03
  Speaker 2: San Diego and I want to thank you or congratulate
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  Speaker 2: you on your business and you're doing you know, if
• 7:09
  Speaker 2: you ever need any promotional materials, I would love to
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  Speaker 2: help you out. We do all these wonderful things. I'm like,
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  Speaker 2: first off, why do you think I'm in San Diego?
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  Speaker 2: I've never been in San Diego. I mean I visited once,
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  Speaker 2: like once, right, but I was like where did? I
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  Speaker 2: was like, first off, do your homework and to know
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  Speaker 2: you know, and I had no clue who this person was.
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  Speaker 2: It was the only communication I'd.
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  Speaker 1: Had with the mm hmm yeah yeah, yeah, we get
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  Speaker 1: those every day. I had somebody message me on LinkedIn
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  Speaker 1: saying hey, we would you know, do you have a
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  Speaker 1: pot or when they asked me if coming about being
• 7:40
  Speaker 1: a podcast. I'm like, I run two podcasts. If you
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  Speaker 1: checked did any research, you would see.
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  Speaker 3: You know, I'm doing this.
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  Speaker 1: So are they're not doing any of the even the
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  Speaker 1: basic work, and so how are you going to build
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  Speaker 1: you know, relationship over time?
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  Speaker 3: Right exactly?
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  Speaker 1: So yeah, I mean I think but I as a
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  Speaker 1: you know, I do think it takes work. And somebody
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  Speaker 1: like yourself, Eli, that have been doing this for a while, right,
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  Speaker 1: guiding people, so they're not making these pitfall traps of Unfortunately,
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  Speaker 1: you know, they just be like, oh, well this this
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  Speaker 1: manipulative tactic you know, might work very rarely. But you're like, well,
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  Speaker 1: I'm just going to learn this and try this, and
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  Speaker 1: I'm just gonna throw anything at the wall trying to
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  Speaker 1: get clients.
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  Speaker 2: Right, Yeah, there are so many things going on, especially
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  Speaker 2: nowadays now with the rise of AI, people are just
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  Speaker 2: jumping on every little thing that they can possibly do
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  Speaker 2: and then realize what they don't realize is that a
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  Speaker 2: lot of that stuff actually hurts the relationship. It hurts
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  Speaker 2: the trust value. And I always tell people and this
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  Speaker 2: is what I specifically really like, I'm I'm very militant
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  Speaker 2: about this with my clients. It's like, your job is
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  Speaker 2: to educate, add value, and build trust. That's it because
• 9:02
  Speaker 2: if you do those three things while they know what
• 9:06
  Speaker 2: you do, and chances are they all know what you
• 9:08
  Speaker 2: do because you've talked to about it, talk to them
• 9:10
  Speaker 2: about it already. But if you can do those three
• 9:14
  Speaker 2: things when they're ready to buy, you'll be the first
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  Speaker 2: person they think of. And that's where you really want
• 9:19
  Speaker 2: to come from. And I and and again, it doesn't
• 9:22
  Speaker 2: matter what medium we're using. I like I said, my
• 9:24
  Speaker 2: personal favorite is email. That's my specialty. But it doesn't
• 9:27
  Speaker 2: matter where we put this stuff. If you put stuff
• 9:30
  Speaker 2: out there that is adding value, Like one of my
• 9:33
  Speaker 2: favorite things in the world, I got this. I talk
• 9:34
  Speaker 2: about this all the time. I keep the copy of
• 9:37
  Speaker 2: The go Giver by Bob Berg sitting on my desk
• 9:39
  Speaker 2: all the time, and I talk about this book all
• 9:41
  Speaker 2: the time. One of these days, I think Bob might
• 9:43
  Speaker 2: get me a commission check. Could be kind of cool,
• 9:44
  Speaker 2: like I might be able to retire. But I share
• 9:47
  Speaker 2: this book all the time. I talk about how it's
• 9:49
  Speaker 2: an easy read. It's all about creating social karma. You
• 9:53
  Speaker 2: know that if you do good things to help other people,
• 9:56
  Speaker 2: it's going to come back to you. You know, I
• 9:58
  Speaker 2: don't know how, don't know when to the same person
• 10:01
  Speaker 2: you did it to, but it's gonna come back. And
• 10:04
  Speaker 2: it's one of my favorite books. I've talked about it
• 10:06
  Speaker 2: for got probably fifteen years, and it's so funny because
• 10:11
  Speaker 2: people are like, Okay, that's great, thank you so much,
• 10:13
  Speaker 2: I can't wait to read the book, and I'm like, Okay,
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  Speaker 2: that's awesome. Now if you stop and think about it,
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  Speaker 2: what did I get out of that book or out
• 10:20
  Speaker 2: of recommending that book? Yeah, best case scenario if I
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  Speaker 2: put that, if I talk about that in an email
• 10:26
  Speaker 2: and I happen to stick my Amazon affiliate link in there,
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  Speaker 2: I'll make like thirty cents. I think that Amazon sends
• 10:32
  Speaker 2: me a check big enough to buy me like one
• 10:34
  Speaker 2: Boca a year. So I'm not doing it for the commissions.
• 10:39
  Speaker 2: I'm doing it because it adds value. And the beauty
• 10:43
  Speaker 2: of it is when you do that, the next thing,
• 10:45
  Speaker 2: you know, you build that lifelong trust where somebody hears, hey,
• 10:51
  Speaker 2: i'm struggling with X y Z, like I know the
• 10:54
  Speaker 2: guy you need to talk to. You need to talk
• 10:56
  Speaker 2: to Eli because he knows all this stuff. And the
• 11:01
  Speaker 2: great thing about this is it does It's easy because
• 11:06
  Speaker 2: you're not making stuff up. You're never lying, you're never
• 11:09
  Speaker 2: putting out a bunch of garbage, making a bunch of
• 11:11
  Speaker 2: empty promises like so many people sadly in the marketing
• 11:14
  Speaker 2: world do. All you're doing is like, hey, here's something
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  Speaker 2: that has worked for me. I'd love to share it
• 11:19
  Speaker 2: with you. That could be a book, that could be
• 11:21
  Speaker 2: a video on YouTube, that could be a tip you
• 11:24
  Speaker 2: could do. You know, you could do some stuff related
• 11:26
  Speaker 2: to your business. You do a lot of stuff not
• 11:28
  Speaker 2: related to your business. They'll still trust you because they
• 11:30
  Speaker 2: know what you do.
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  Speaker 3: Yeah, you know.
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  Speaker 2: I mean I had I had somebody last night that
• 11:34
  Speaker 2: introduced me at this this business mixer you're part of,
• 11:37
  Speaker 2: part of SCN. We had a we had a our
• 11:38
  Speaker 2: local chapter had a mixer last night and I had
• 11:41
  Speaker 2: somebody introduce me and she and she's done this multiple
• 11:44
  Speaker 2: She's like, you got to meet e Lie. He does.
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  Speaker 2: He's just he's had a wealth and knowledge. He does
• 11:49
  Speaker 2: email stuff, and he does speaking, and he does podcasts
• 11:51
  Speaker 2: and he just I don't even know what all he
• 11:53
  Speaker 2: actually does, and I'm not sure what he actually charges for,
• 11:56
  Speaker 2: but I know he's really good at everything. And you
• 11:58
  Speaker 2: need to know this guy.
• 12:01
  Speaker 3: There you go, And.
• 12:01
  Speaker 2: You know what, I'm okay with that, because then I
• 12:03
  Speaker 2: can have the conversation and I can lead it to
• 12:06
  Speaker 2: finding out if that person could be a good fit
• 12:08
  Speaker 2: for how I can album and no matter what, I'm
• 12:11
  Speaker 2: going to lead them in a direction. I can help them,
• 12:13
  Speaker 2: whether it is my stuff or somebody else's. You know,
• 12:16
  Speaker 2: if they're not a good fit for me, I can
• 12:18
  Speaker 2: probably say, hey, you know what, here's something that you
• 12:20
  Speaker 2: could use. And that person's going to remember me is
• 12:23
  Speaker 2: the guy that helped them out. Yep. That's where all
• 12:26
  Speaker 2: of this stuff leads to. It's not that hard, it's
• 12:28
  Speaker 2: not rocket science, but so many people miss the boat
• 12:32
  Speaker 2: on this.
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  Speaker 3: I agree.
• 12:34
  Speaker 2: Agree.
• 12:34
  Speaker 1: Well then, I mean, honestly, this is why I have
• 12:36
  Speaker 1: you have you on the podcast today for this very
• 12:38
  Speaker 1: reason what you're talking about. Business round People podcasts started
• 12:42
  Speaker 1: two years ago because I came with other business owners
• 12:44
  Speaker 1: and said, hey, just to your point, how can we
• 12:46
  Speaker 1: create value? How can we can create something that we
• 12:48
  Speaker 1: can share, give and say, take and see and is
• 12:52
  Speaker 1: this something that hey benefits me? And I appreciate it
• 12:55
  Speaker 1: and I love having folks like you on the podcast here,
• 12:57
  Speaker 1: So that way I can say, here's another person that
• 12:59
  Speaker 1: I know that I trust, that I collaborate with, check
• 13:02
  Speaker 1: them out, see how they might be able to help you.
• 13:04
  Speaker 1: And so the podcast is a different medium to do that,
• 13:06
  Speaker 1: and I'm grateful, So thank you for coming on.
• 13:09
  Speaker 2: On board here, thank you for inviting me absolutely well.
• 13:13
  Speaker 3: So you know, so here's here's here's the challenge.
• 13:16
  Speaker 1: I think, what you're you're bringing up as a business owner,
• 13:20
  Speaker 1: wherever you're at the stage, especially when you're maybe just
• 13:23
  Speaker 1: starting up or you've got going or struggling, what are
• 13:26
  Speaker 1: the things that you say eli they should be? You know,
• 13:29
  Speaker 1: so don't just like try to use these these bad
• 13:32
  Speaker 1: tactics that have been because you're kind of you're desperate.
• 13:35
  Speaker 1: You know, I got to get a sale. I got
• 13:36
  Speaker 1: to make the connection. What do you take them? Like,
• 13:39
  Speaker 1: what do you say to them? Start back before you
• 13:41
  Speaker 1: you know, start you know, how do you what do
• 13:43
  Speaker 1: you start with them?
• 13:44
  Speaker 2: Okay, Yeah, So a couple of things to look at
• 13:47
  Speaker 2: is there's two sides to this. Number one is lead
• 13:50
  Speaker 2: with value first, no matter where you're at. But like
• 13:54
  Speaker 2: I'm a big fan of give them something that is
• 13:57
  Speaker 2: related to your business that can help solve a problem.
• 14:00
  Speaker 2: Born right away. So I'm a big fan of a
• 14:02
  Speaker 2: lead magnet of some sort. There's a couple of really
• 14:05
  Speaker 2: cool ones. I think something short, sweet, to the point.
• 14:07
  Speaker 2: Do not send them to a webinar. They're not going
• 14:09
  Speaker 2: to watch it.
• 14:09
  Speaker 3: Okay.
• 14:10
  Speaker 2: People are so adhd in today's world they don't have
• 14:13
  Speaker 2: time for it. So the newest one I actually just launched.
• 14:16
  Speaker 2: It's an old school process, but it's coming back, and
• 14:20
  Speaker 2: it's because we are in such an overwhelmings world. Is
• 14:24
  Speaker 2: like a five day educational course and it's all email.
• 14:28
  Speaker 2: It's not no membership sites, no videos, no downloads, no PDFs,
• 14:32
  Speaker 2: none of these other garbage that makes it hard to
• 14:34
  Speaker 2: create and more difficult for people to consume. But if
• 14:37
  Speaker 2: you could get to any prospect you talk to, or
• 14:40
  Speaker 2: you're networking at an event and you see somebody that
• 14:43
  Speaker 2: you know you can help them out, you could say,
• 14:46
  Speaker 2: you know what, I got something that might be able
• 14:47
  Speaker 2: to help you out. Check this out, pull this up,
• 14:50
  Speaker 2: and you have them pull out their phone if you
• 14:52
  Speaker 2: want to be fancy about to get the QR code
• 14:54
  Speaker 2: on your phone so it's ready and they can just
• 14:55
  Speaker 2: snap that and go right to the website. And you know,
• 14:59
  Speaker 2: like the one that I do. I literally launched it today.
• 15:01
  Speaker 2: You were like one of the very first people that's
• 15:03
  Speaker 2: even gotten to see it. And it's called the follow
• 15:06
  Speaker 2: Up Fix. Yes, and so with that, all the tells pop.
• 15:09
  Speaker 2: I'm going to start doing this with this one. And
• 15:11
  Speaker 2: I've done it with many other things, but I'm like,
• 15:13
  Speaker 2: you know what, here's something that might help you out.
• 15:15
  Speaker 2: Pull out your phone's let's go there and you show
• 15:17
  Speaker 2: them what it is like. Have them read through the
• 15:19
  Speaker 2: page and go just sign up for this. It's going
• 15:21
  Speaker 2: to be six emails over five days. Check it out.
• 15:23
  Speaker 2: I would love to get for you to go through
• 15:25
  Speaker 2: it and then let me know what you think. Absolutely,
• 15:28
  Speaker 2: now you see how that's not a pitch. Is like,
• 15:31
  Speaker 2: go through it and let me know what it is.
• 15:33
  Speaker 2: I'm selling them something for free that hope will hopefully
• 15:36
  Speaker 2: will give them some education and some actionable items. I
• 15:40
  Speaker 2: know that mine has that, and so if you do
• 15:43
  Speaker 2: it right, yours should have that too. Now, right out
• 15:45
  Speaker 2: at the gate you started, you've led with value and
• 15:51
  Speaker 2: if that's your goals, like, okay, how do I lead
• 15:53
  Speaker 2: with value and gives people something that is easy for
• 15:56
  Speaker 2: them to get into. And I'm not even pitching them anything.
• 16:00
  Speaker 2: So you don't have to worry about your you don't
• 16:01
  Speaker 2: have to worry about the stress of closing the sale
• 16:04
  Speaker 2: because let the system, let the let the process teach
• 16:08
  Speaker 2: them and educate them on the process to where they're like,
• 16:11
  Speaker 2: you know what, this is awesome. I see how I
• 16:13
  Speaker 2: could do this, But I don't know that I could
• 16:15
  Speaker 2: do it right. Maybe I need to go back to
• 16:17
  Speaker 2: David to have a conversation. And now you've already presold them.
• 16:23
  Speaker 1: And so absolutely I'm going to add it because I
• 16:27
  Speaker 1: just I pulled up your website because I don't normally
• 16:30
  Speaker 1: do this, but because I think it's so valuable what.
• 16:32
  Speaker 3: You're sharing right now.
• 16:34
  Speaker 1: It's you guys can just we'll put the link here
• 16:36
  Speaker 1: in the show notes the follow up fixed on up.
• 16:38
  Speaker 1: But it's just something simple like this. I mean, I
• 16:40
  Speaker 1: just thought, oh, it's so, it's clean, it's easy.
• 16:43
  Speaker 2: You yeah, nothing fancy. You could do this on your
• 16:46
  Speaker 2: own with whatever CRM slash landing page thing you got.
• 16:51
  Speaker 2: You know, it doesn't have to be super complicated. You
• 16:53
  Speaker 2: can make it even more simple than what I've done
• 16:55
  Speaker 2: on here. I mean, I've got a lot of stuff.
• 16:56
  Speaker 2: I got a lot of testimonials and stuff that I
• 16:58
  Speaker 2: put up there as well. The goal with it is
• 17:01
  Speaker 2: give them something of value that's real value, because most
• 17:05
  Speaker 2: people they make a bunch of garbage up and then
• 17:07
  Speaker 2: they say this should be ninety seven dollars. But for you,
• 17:10
  Speaker 2: it's free, and it's bs they're not. It's like something
• 17:13
  Speaker 2: that basically tells them why they need to hire you, right,
• 17:17
  Speaker 2: which and gives them no value in itself, like with mine. Obviously,
• 17:22
  Speaker 2: I want them to read it and go, yeah, I
• 17:24
  Speaker 2: am messing up all of these things, and I do
• 17:27
  Speaker 2: to edilize help. But if they just read all the
• 17:29
  Speaker 2: things they are making the mistakes for, they could potentially
• 17:32
  Speaker 2: do it on their own. They don't have to hire me,
• 17:35
  Speaker 2: right And I'm okay with that. If they want to
• 17:37
  Speaker 2: try to do it on their own, awesome, But I'm
• 17:40
  Speaker 2: giving them the value to see what they need to
• 17:43
  Speaker 2: do and then if they would like my help, I'm
• 17:46
  Speaker 2: here for them. And so that's the very first thing
• 17:48
  Speaker 2: you want to do. The second thing with that, once
• 17:51
  Speaker 2: you've done that, your job is to get in front
• 17:53
  Speaker 2: of as many people as you can to give them
• 17:57
  Speaker 2: that thing, because that does your sales process for you.
• 18:01
  Speaker 2: It educates them. It gives them something to see that
• 18:05
  Speaker 2: you know what you're doing, and it takes the pressure
• 18:07
  Speaker 2: off of closing the sale, because if you do that,
• 18:12
  Speaker 2: then this next step would be, Okay, this is awesome,
• 18:16
  Speaker 2: I need to talk to David, So let's get on
• 18:18
  Speaker 2: a call or whatever, you know, whatever your next step
• 18:20
  Speaker 2: in your process is. But at that point you've already
• 18:23
  Speaker 2: that's done the sale. So your job is now to
• 18:27
  Speaker 2: explain the benefits of the actual package of whatever it
• 18:30
  Speaker 2: is you're selling and give them a price. But they
• 18:33
  Speaker 2: already understand most of it, right, and their whole point
• 18:38
  Speaker 2: behind this. Now, I'm a big fan of huge automation,
• 18:41
  Speaker 2: so like I have a campaign runs for three years automatically.
• 18:44
  Speaker 2: My running joke is I could go outside and get
• 18:45
  Speaker 2: hit by a bus today and sell you stuff for
• 18:47
  Speaker 2: three more years. That's a different that's a more advanced
• 18:51
  Speaker 2: level thing. But you know, for me, I have people
• 18:55
  Speaker 2: will go into that because once they go through this process,
• 18:59
  Speaker 2: the people that are like I need this now, that's great.
• 19:01
  Speaker 2: But there's a lot of people that aren't ready yet.
• 19:04
  Speaker 2: Doesn't matter what the reason, right, maybe they don't have
• 19:06
  Speaker 2: the money, maybe they're just they don't think they need
• 19:09
  Speaker 2: it yet. That's where a lot of people are. They
• 19:10
  Speaker 2: don't think they need it, and then they come back
• 19:12
  Speaker 2: later and they're like, oh, yeah, you know that thing
• 19:14
  Speaker 2: you told me I needed And I was like, yeah, no,
• 19:16
  Speaker 2: I'm not ready for you yet. Yeah, I was kind
• 19:18
  Speaker 2: of stupid. I should have done it back then when
• 19:19
  Speaker 2: you talk to me about it. Cannot tell you how
• 19:22
  Speaker 2: many times I've had that conversation. But so you want
• 19:26
  Speaker 2: to make sure that you stay in front of them
• 19:27
  Speaker 2: on a regular basis. And so what I do is
• 19:30
  Speaker 2: called the ultimate follow up, which is this is where
• 19:33
  Speaker 2: we can build automation and use our fancy tools and
• 19:36
  Speaker 2: technology we have out there, but build it with a
• 19:39
  Speaker 2: with the process of keeping it human. Write your emails.
• 19:43
  Speaker 2: Your follow up processes should look and feel like you
• 19:46
  Speaker 2: just opened up Gmail to send it. Don't make fancy letters,
• 19:49
  Speaker 2: don't put your header across the top and pretty pictures
• 19:52
  Speaker 2: and all that kind of stuff, because chances are you
• 19:54
  Speaker 2: would not do that if you just opened up Gmail
• 19:56
  Speaker 2: and send it. There's a few people to do because
• 19:57
  Speaker 2: they like all the colorful, funny stuff, and that's fine.
• 20:01
  Speaker 2: If that is you, that's fine, but if that's not normally,
• 20:03
  Speaker 2: you don't make it fancy because you lose them it
• 20:07
  Speaker 2: looks like a newsletter, and people don't want a newsletter.
• 20:10
  Speaker 2: They want a communication from a trusted source. And so
• 20:14
  Speaker 2: you can then use your automation and create things like
• 20:17
  Speaker 2: as an example, I talked about the go Giver. Now
• 20:21
  Speaker 2: I talked about that on you know during this show
• 20:24
  Speaker 2: like as we're having this conversation. I have talked about
• 20:27
  Speaker 2: it on dozens, if not hundreds, of other podcasts. I
• 20:31
  Speaker 2: have talked about it during live speaking events, and I
• 20:35
  Speaker 2: have talked about it in my emails for over a decade.
• 20:40
  Speaker 2: And the great thing is it doesn't matter because when
• 20:43
  Speaker 2: somebody first hears that story, it still means something because
• 20:47
  Speaker 2: they probably haven't bought and read the book yet, and
• 20:50
  Speaker 2: so if they buy and read the book, they've gotten value.
• 20:53
  Speaker 2: If I'm recommending it to them and they have already
• 20:55
  Speaker 2: read it, it starts a conversation. I cannot count how
• 20:57
  Speaker 2: many times have replied back to my email and said, hey, Eli,
• 21:00
  Speaker 2: thank you so much. I have read that book. It
• 21:02
  Speaker 2: was a really real big game changer for me. It
• 21:04
  Speaker 2: was so cool, And so then it starts a conversation. Yes,
• 21:08
  Speaker 2: E've been in sales it any kind of time. You
• 21:10
  Speaker 2: know that conversations lead to sales, and so that's where
• 21:15
  Speaker 2: this kind of stuff comes in. So you're not going
• 21:20
  Speaker 2: for the pitch after pitch after pitch. You're going after
• 21:24
  Speaker 2: how can I lead with value? How can I share
• 21:26
  Speaker 2: something that's going to help make their day better? Whatever
• 21:28
  Speaker 2: that looks like. Sometimes it's just motivation, but then you
• 21:32
  Speaker 2: put it into an automation so it's evergreen and it
• 21:35
  Speaker 2: works forever. My campaign, my big campaign that I talk
• 21:39
  Speaker 2: about was created in twenty thirteen. It still runs today
• 21:45
  Speaker 2: and so you know, and you don't have to go
• 21:48
  Speaker 2: that fancy with it. But if you take this stuff
• 21:51
  Speaker 2: and you start putting as much as you can in
• 21:53
  Speaker 2: an automation process and still communicating like a human being
• 21:58
  Speaker 2: instead of communicating like there you just think of them
• 22:01
  Speaker 2: as your personal ATM right, then the great thing is
• 22:06
  Speaker 2: if the if the consistent stuff is all adding value
• 22:10
  Speaker 2: when you do make an offer, which I generally will.
• 22:13
  Speaker 2: I'll make an actual offer about once every six weeks
• 22:17
  Speaker 2: and sometimes in between if I have something special going on,
• 22:21
  Speaker 2: but it's you know, it's all about that. Keep building
• 22:25
  Speaker 2: the relationship, building the value, so when you do make
• 22:29
  Speaker 2: an offer, they're paying attention. They're like, dude, he's given
• 22:33
  Speaker 2: me so much stuff, this is this Okay, what has
• 22:36
  Speaker 2: he got now? And then they're like, yeah, okay, maybe
• 22:39
  Speaker 2: I should click on the link and see what this
• 22:40
  Speaker 2: thing is, because you know, if he's all the stuff
• 22:43
  Speaker 2: he's given me, so cool as it is, and that's
• 22:46
  Speaker 2: the free stuff, I'm sure that whatever it is he's
• 22:48
  Speaker 2: selling is going to be worth ten times that. And
• 22:52
  Speaker 2: that's the feeling that you want with it. And the
• 22:54
  Speaker 2: great thing about it is when you do that. I
• 22:56
  Speaker 2: have people who come to me who have been on
• 22:58
  Speaker 2: my list for over a decad and they come to
• 23:01
  Speaker 2: me and say, hey, Eli, I've been on your list
• 23:03
  Speaker 2: for a while and I need your help. And so
• 23:07
  Speaker 2: that's where we take all of this stuff and we
• 23:10
  Speaker 2: just think about how to communicate and treat them like
• 23:14
  Speaker 2: a human being, treat them like you care about them,
• 23:17
  Speaker 2: write to them like they're a friend. And that changes
• 23:22
  Speaker 2: the entire conversation and it changes the entire experience because
• 23:27
  Speaker 2: if you treat them well as a prospect, they always
• 23:30
  Speaker 2: expect to have great results as a client. And so
• 23:36
  Speaker 2: many people don't realize this. They're like, oh, well, you know,
• 23:38
  Speaker 2: this guy's pitching me all the time, and it really
• 23:40
  Speaker 2: doesn't give me a whole lot of value. I suppose
• 23:42
  Speaker 2: only as clients get anything good, I wonder if it's
• 23:45
  Speaker 2: actually any good. When do you come from a totally
• 23:47
  Speaker 2: different place of you know, hey, here's a cool tip,
• 23:50
  Speaker 2: here's a cool resource, here's a podcast I would recommend,
• 23:53
  Speaker 2: here's a video on YouTube, I recommend, I'm and stuff
• 23:55
  Speaker 2: like that, and you're just giving and giving and giving
• 23:59
  Speaker 2: but not necessarily your stuff. And then when you go,
• 24:02
  Speaker 2: you know what, Hey, I you know, I got this
• 24:05
  Speaker 2: thing and I'm working on it's pretty cool. I'd love
• 24:07
  Speaker 2: for you to check it out. This is how it's
• 24:09
  Speaker 2: going to solve x y Z problem. They're probably like, okay, now,
• 24:13
  Speaker 2: let me check that out. And at that point, the
• 24:15
  Speaker 2: trust is already there because people buy from who they know.
• 24:18
  Speaker 2: Like and trust. We've heard that forever, but those three
• 24:21
  Speaker 2: words are in that order for a reason. You have
• 24:23
  Speaker 2: to get to know them or they have to get
• 24:26
  Speaker 2: to know you before they can start building trust with you.
• 24:29
  Speaker 2: And then when you build the trust, that's why excuse me,
• 24:33
  Speaker 2: no like and trust. Excuse me, my brain is getting
• 24:35
  Speaker 2: fried here a little bit. They get they get to
• 24:38
  Speaker 2: know you, that's when they decide if they like you.
• 24:40
  Speaker 2: Once they get to like you, that's when the trust
• 24:42
  Speaker 2: goes trust and they start trusting you. I mean pretty
• 24:45
  Speaker 2: much doctors and lawyers are the only ones that get
• 24:47
  Speaker 2: away with the like part. You know, most of us
• 24:49
  Speaker 2: don't necessarily like them, but we still trust them.
• 24:52
  Speaker 1: Yeah, well hopefully, well know, yeah, yeah, you're I hear
• 24:55
  Speaker 1: where you're coming from. I mean, you know, you're If
• 24:57
  Speaker 1: you're breaking that down, it just makes me think, you
• 24:59
  Speaker 1: know that building the list and this is something that
• 25:04
  Speaker 1: wasn't still the meanwhile ago and I and even so
• 25:07
  Speaker 1: I sometimes I forget about this.
• 25:08
  Speaker 3: You're reminding me of, like.
• 25:09
  Speaker 1: Continuing to build the list of people that trust you know,
• 25:14
  Speaker 1: that that ultimately trust me. But first I have to,
• 25:17
  Speaker 1: I like to say, kind of capture their their permission
• 25:20
  Speaker 1: and getting communicating the message out there and saying, hey, look,
• 25:23
  Speaker 1: I'm I'm I'm interested truly, like I'm not just you know,
• 25:29
  Speaker 1: because I'm very skeptical and I've I've seen this as
• 25:31
  Speaker 1: a you know, we talked earlier about kind of bad
• 25:33
  Speaker 1: bad things people are doing that as you know, buying
• 25:36
  Speaker 1: lists or swapping lists or things like that. If you're
• 25:39
  Speaker 1: not you know what I mean. Don't people right all
• 25:41
  Speaker 1: that stuff?
• 25:42
  Speaker 2: Right, Yeah, you don't do don't do that stuff. That's
• 25:44
  Speaker 2: just there's the game. Don't do that stuff.
• 25:48
  Speaker 1: Yeah, exactly right, I mean, and so so being very
• 25:51
  Speaker 1: intentional and to your point, Eli, I mean, when I
• 25:56
  Speaker 1: go through and I'm looking at my contacts and I
• 25:59
  Speaker 1: have different things for different people, it's like, okay, well,
• 26:02
  Speaker 1: how do I know you?
• 26:03
  Speaker 3: What's the relationship? Look like?
• 26:05
  Speaker 1: I want to make sure that I'm providing, like I said, value,
• 26:07
  Speaker 1: something relevant which may be relevant to a segment of
• 26:10
  Speaker 1: the people that I know, but not to others. And
• 26:12
  Speaker 1: so I don't want to just blast everybody with the
• 26:14
  Speaker 1: same thing, right, It's like, yeah, it's not it's like,
• 26:17
  Speaker 1: how do you You don't really know me?
• 26:19
  Speaker 3: Right?
• 26:19
  Speaker 2: And you can and and depending on where you are
• 26:21
  Speaker 2: in your business, segmentation is a great thing to do.
• 26:24
  Speaker 2: I recommend starting with segmentation in mind, so deciding Okay,
• 26:29
  Speaker 2: these people are good fit for this type of thing,
• 26:31
  Speaker 2: these people are good fit for that type of thing,
• 26:34
  Speaker 2: but don't overthink it because too many people will do
• 26:38
  Speaker 2: that and then they just make way too much work
• 26:41
  Speaker 2: for themselves. And so simplify it down to some degree,
• 26:45
  Speaker 2: but if you're just starting out, put them all like you,
• 26:49
  Speaker 2: I mean, you need to have them opting in. That's
• 26:51
  Speaker 2: one thing that I'm also a big fan of. If
• 26:53
  Speaker 2: you meet somebody at networking event, do not put them
• 26:56
  Speaker 2: in their general follow up process. You give them something
• 27:00
  Speaker 2: like what I'm talking about, like a lead magnet type
• 27:02
  Speaker 2: of thing, and get them to opt in for it. Yes,
• 27:06
  Speaker 2: because now they basically raise their hands and you're not
• 27:09
  Speaker 2: going to get slapped for it, because that's actually if
• 27:11
  Speaker 2: you just add people to your list, that's technically illegal, right.
• 27:14
  Speaker 2: You don't want to do that.
• 27:15
  Speaker 3: You don't want to do that, Yeah, you know.
• 27:17
  Speaker 1: I mean that's why I like we're part of SCN
• 27:20
  Speaker 1: for purposely opting, and like I want to know more
• 27:22
  Speaker 1: about what what's going on with you.
• 27:24
  Speaker 3: I want to be a part of that. I'm raising
• 27:26
  Speaker 3: my hand and saying yes, let's let's do a virtual coffee,
• 27:28
  Speaker 3: let's connect, right.
• 27:30
  Speaker 1: And saying you know, and so I'm I'm a willing
• 27:33
  Speaker 1: participate versus yes, you have to be cognizant of that,
• 27:35
  Speaker 1: and I'm very I'm I'm I'm almost I've been, like,
• 27:38
  Speaker 1: you know, very cautious about that because i want to
• 27:41
  Speaker 1: make sure that the folks that hear from me it's
• 27:43
  Speaker 1: all relevant.
• 27:43
  Speaker 3: And I don't want to I don't want to be
• 27:45
  Speaker 3: because I don't want to be stamned.
• 27:46
  Speaker 1: I don't want to be mistaken and up into somebody's
• 27:49
  Speaker 1: email machine.
• 27:52
  Speaker 2: Right. Yeah, Well, and that's the thing is is you
• 27:54
  Speaker 2: want to make sure that you're curating the right people
• 27:57
  Speaker 2: that want that kind of stuff, and that's where we're
• 27:59
  Speaker 2: You start with that, and then you just keep giving
• 28:02
  Speaker 2: them good stuff. And when you do that, people see
• 28:07
  Speaker 2: you in a totally different light. Because we're in in
• 28:10
  Speaker 2: data with so many marketing messages across the board, whether
• 28:13
  Speaker 2: it be email, texting, social media, all the different things
• 28:17
  Speaker 2: that are out there, we are overwhelmed. And so if
• 28:21
  Speaker 2: you can be in a position where you just add
• 28:23
  Speaker 2: enough value and this is I've had this happen with me.
• 28:27
  Speaker 2: I've had people say, you know, I know you email
• 28:30
  Speaker 2: quite a bit. I don't get a chance to read
• 28:31
  Speaker 2: all your emails. I'm like, that's okay, here's my question
• 28:34
  Speaker 2: for you. Do you ever feel like it's too much
• 28:36
  Speaker 2: and you need to unsubscribe? And they're like, oh no, no,
• 28:39
  Speaker 2: because I know it's always got good stuff in it.
• 28:42
  Speaker 2: I promise I'm going to go back and read them,
• 28:44
  Speaker 2: and I'm like, okay, I know they never will, but
• 28:46
  Speaker 2: that's okay, you know, because because they're busy, they'll still eat,
• 28:49
  Speaker 2: they'll still read some of them. They won't get to
• 28:51
  Speaker 2: all of them. That's okay, but they're going to see
• 28:53
  Speaker 2: me consistently and they're going to know that if they
• 28:56
  Speaker 2: open that up and they read it, they're going to
• 28:58
  Speaker 2: get something of value out of it, and so that
• 29:01
  Speaker 2: builds that trust. But they always tell me I would
• 29:04
  Speaker 2: not unsubscribe because your stuff is so valuable and that's
• 29:08
  Speaker 2: a good place to be. And again, it's all about
• 29:12
  Speaker 2: a conversation. You talk to them like you're having a conversation,
• 29:15
  Speaker 2: not like it's a company, not like it's a newsletter,
• 29:18
  Speaker 2: not like you're pitching them anything. Just have a conversation
• 29:20
  Speaker 2: with them. They know, I mean, we live in the world.
• 29:23
  Speaker 2: They know that it's not you know, you just writing
• 29:25
  Speaker 2: to them most of the time, because we live in
• 29:27
  Speaker 2: that world where everybody has the technology. It's pretty common.
• 29:30
  Speaker 2: But if you can make it feel like you actually
• 29:33
  Speaker 2: wrote it just to them, they're going to feel like
• 29:39
  Speaker 2: you meant it that way, right. It's a psychological trigger
• 29:44
  Speaker 2: and that's what you're going after.
• 29:45
  Speaker 1: Yeah, you're looking after their best interest. In my I question,
• 29:49
  Speaker 1: this is maybe more of a nuance, I guess. But
• 29:54
  Speaker 1: when you when you're you're starting out ELI and you're
• 29:59
  Speaker 1: you're developing the the follow up that messaging. I like
• 30:03
  Speaker 1: that you're asking people like, what does that look like?
• 30:06
  Speaker 1: But what is what would be your recommendations for us
• 30:08
  Speaker 1: a safe frequency or touch? I mean maybe, and I
• 30:12
  Speaker 1: don't know if it's the industry or area.
• 30:14
  Speaker 2: But there are some variables in it. It can vary.
• 30:18
  Speaker 2: But most of the time I tell people you want
• 30:24
  Speaker 2: to do basically weekly. Now I also run. I do
• 30:29
  Speaker 2: what I call consistently and consistent. And it's again with that,
• 30:33
  Speaker 2: you know the psychology of it. You don't send it
• 30:36
  Speaker 2: every Monday at eight am, because even if consciously they're
• 30:41
  Speaker 2: not thinking about it, subconsciously, their brain knows it comes
• 30:44
  Speaker 2: in at eight am every Monday. This is a newsletter.
• 30:48
  Speaker 2: But if you send it maybe five days, maybe ten days,
• 30:51
  Speaker 2: maybe seven days, maybe eight days, maybe in the morning,
• 30:54
  Speaker 2: maybe in the in the morning, afternoon, you know, just
• 30:56
  Speaker 2: mix it up. When you do it, it becomes more
• 31:00
  Speaker 2: sporadic but consistent. As a whole and their brain doesn't
• 31:06
  Speaker 2: get numb to it that way. And so but as
• 31:10
  Speaker 2: a whole, weekly is still good. And for some people,
• 31:14
  Speaker 2: some industries you can do more. I mean, I got
• 31:16
  Speaker 2: some where people are emailing daily, depending on what it is.
• 31:20
  Speaker 2: Most of my clients they're not at that level of
• 31:22
  Speaker 2: being able to do that. Their audience is just not
• 31:24
  Speaker 2: a good fit for that. There are a few industries
• 31:29
  Speaker 2: that I would say maybe every two weeks. I would
• 31:32
  Speaker 2: not go further out than that, though, because a lot
• 31:34
  Speaker 2: of people say I'm just going to send it once
• 31:36
  Speaker 2: a month. It's not enough. They're not there. It doesn't
• 31:39
  Speaker 2: it's not consistent enough to put it into their head
• 31:43
  Speaker 2: because you're trying to burn it into their brain that
• 31:46
  Speaker 2: you are there for them, and so once a month
• 31:49
  Speaker 2: is not enough for that, right, So weekly, you know,
• 31:53
  Speaker 2: and again I say, you know, roughly weekly is the
• 31:58
  Speaker 2: what I put standard from most of my clients.
• 32:01
  Speaker 3: Okay, well, I see the value of that.
• 32:03
  Speaker 1: ELI and I then helping walking through the clients of
• 32:06
  Speaker 1: like what does that look like, what's the frequency, the
• 32:08
  Speaker 1: nature of the conversation, how often do I put an
• 32:11
  Speaker 1: offer in there?
• 32:12
  Speaker 3: What does that look like?
• 32:13
  Speaker 1: That's what you're helping them with because it can be overwhelming,
• 32:16
  Speaker 1: and and and and help I know as a business
• 32:18
  Speaker 1: owner myself, you know, like getting that dialed in and
• 32:22
  Speaker 1: making sure that the language is you know, relevant to
• 32:24
  Speaker 1: you know, and I'm sure you ask them the question,
• 32:26
  Speaker 1: You're like, who is your ideal client?
• 32:28
  Speaker 3: What? What?
• 32:29
  Speaker 1: What's what keeps them up and night? What are the
• 32:30
  Speaker 1: things that they're thinking of? How to provide the value?
• 32:32
  Speaker 1: Because it's different, obviously, and you've got to make it.
• 32:35
  Speaker 1: You definitely don't want to sound like everybody else, right, like,
• 32:37
  Speaker 1: oh yeah, make yourself unique and distinct.
• 32:41
  Speaker 2: Oh yeah, definitely. So like the process that I go
• 32:44
  Speaker 2: through with clients when we go through this is I
• 32:47
  Speaker 2: actually have several questions that I ask I help them
• 32:50
  Speaker 2: come up with the content ideas I want. I want
• 32:52
  Speaker 2: them to start with the ideas of and I have categories,
• 32:56
  Speaker 2: I have a formula to it, and I'm like, Okay,
• 32:58
  Speaker 2: here's your homework. You don't have to do any of
• 32:59
  Speaker 2: the major work, but you just need to list down
• 33:01
  Speaker 2: the ideas and then we're going to talk about it
• 33:03
  Speaker 2: next week. And that's how we start. And then what
• 33:06
  Speaker 2: we end up doing is we actually get on a
• 33:08
  Speaker 2: call record it and I will actually go through pull
• 33:10
  Speaker 2: the negative information from them because I want it to
• 33:14
  Speaker 2: be in their words and how they see the value
• 33:16
  Speaker 2: for their people. So I was like, Okay, you're talking
• 33:19
  Speaker 2: to me like your client, why is this book important
• 33:25
  Speaker 2: to me? You know, things like that, And I'm pulling
• 33:27
  Speaker 2: that information from them, and then I help them put
• 33:30
  Speaker 2: the content together. Basically, it's kind of like, you know,
• 33:32
  Speaker 2: I'm an email ghostwriter, and so that's where we put
• 33:36
  Speaker 2: a lot of that together. And we have six different categories.
• 33:40
  Speaker 2: My general rule is I'll put like ten emails per
• 33:43
  Speaker 2: category together. So by the time we're said and done
• 33:46
  Speaker 2: with all the bits and pieces and timing and everything together,
• 33:48
  Speaker 2: it's twelve to fifteen months. The great thing about it
• 33:52
  Speaker 2: is it is you know, you invest in putting it
• 33:56
  Speaker 2: together the first time, which is time and money obviously,
• 33:59
  Speaker 2: but and you do it. At the end you have
• 34:02
  Speaker 2: twelve to fifteen months of content ready to go, and
• 34:07
  Speaker 2: we write it so it's evergreen, which means that it's
• 34:10
  Speaker 2: not something that you're stopping and sending every week. We
• 34:13
  Speaker 2: build it out in the CRM with the goal of
• 34:16
  Speaker 2: everybody starts at the beginning, and so in a year,
• 34:23
  Speaker 2: somebody who starts today or starts today gets the same
• 34:26
  Speaker 2: thing that the person a year ago got. They start
• 34:29
  Speaker 2: from the same just at the beginning, and you know,
• 34:33
  Speaker 2: some clients decide, you know, we're going to keep going
• 34:35
  Speaker 2: with it and we'll do year two, year or three,
• 34:37
  Speaker 2: stuff like that. I have because I have a three
• 34:39
  Speaker 2: year campaign. I had one client that was very like,
• 34:42
  Speaker 2: I'm going to do more than you you do, So
• 34:44
  Speaker 2: we ended up doing He got to like three and
• 34:46
  Speaker 2: a half years, and then he stopped because he knew
• 34:48
  Speaker 2: he'd beat my number.
• 34:49
  Speaker 3: Now.
• 34:50
  Speaker 2: But you build that out and this isn't and as
• 34:54
  Speaker 2: long as you're not changing like major major, like completely
• 34:57
  Speaker 2: doing a whole new business, it's ever so it works forever.
• 35:01
  Speaker 2: Like I said my campaign, I built this in twenty thirteen.
• 35:05
  Speaker 2: Once a year, I spend about a half a day
• 35:07
  Speaker 2: where I go through, I tweak it. I look at
• 35:10
  Speaker 2: anything that needs to be rewritten. Sometimes I'll go back
• 35:12
  Speaker 2: and go, Okay, that writing was horrible. I need to
• 35:14
  Speaker 2: rewrite that, because we all learn and grow, right absolutely,
• 35:18
  Speaker 2: But then there might be something that's not relevant anymore,
• 35:22
  Speaker 2: or I have a different suggestion or something, so I'll
• 35:24
  Speaker 2: pull that out and I'll write something else. To put
• 35:25
  Speaker 2: in place. There have been several years where I've never
• 35:28
  Speaker 2: even touched it. They haven't needed to. So you can
• 35:31
  Speaker 2: go through and once you build it, you get a
• 35:33
  Speaker 2: year year, you're ready to rock and roll. You come
• 35:37
  Speaker 2: back a year later and invest to do you know,
• 35:39
  Speaker 2: you build another year out. You got two years. And
• 35:42
  Speaker 2: when I say two years, it's over two years. Like
• 35:45
  Speaker 2: I said, we're talking twelve to fifteen months, probably close
• 35:48
  Speaker 2: to that fifteen month mark. At that point, when you
• 35:52
  Speaker 2: have two years worth it, nobody's going to remember what
• 35:56
  Speaker 2: was in the beginning. You can loop it back to
• 35:58
  Speaker 2: the beginning and start it over. And that's honestly, that's
• 36:02
  Speaker 2: what we do my campaign. I had one gal who
• 36:05
  Speaker 2: came to me one time and she she replied to
• 36:08
  Speaker 2: one of my emails and said, hey, Eli, I want
• 36:10
  Speaker 2: to thank you so much for this for recommending this book.
• 36:13
  Speaker 2: And the book was the Greatest Salesman in the World
• 36:15
  Speaker 2: by aug Mandina, And she said, thank you so much.
• 36:19
  Speaker 2: I got your email on Thursday and I bought it
• 36:22
  Speaker 2: on Friday, and I wanted you to know I've really
• 36:24
  Speaker 2: been struggling my business and I was about ready just
• 36:27
  Speaker 2: to throw in the talent. I'll get a job, and
• 36:29
  Speaker 2: I saw your email come in. I went ahead and
• 36:31
  Speaker 2: bought the book and I read it this weekend. Now,
• 36:33
  Speaker 2: if you don't know, if you haven't read the book,
• 36:35
  Speaker 2: I highly recommend it. It's a super easy read. You
• 36:36
  Speaker 2: can read it in like two three hours. I think
• 36:39
  Speaker 2: it took me four hours, and I'm a slow reader.
• 36:41
  Speaker 2: So it's all good. And she's like, I read it
• 36:45
  Speaker 2: over the weekend, and now I realize where I was
• 36:48
  Speaker 2: going wrong, what I need to do. I'm on the
• 36:50
  Speaker 2: right path, and I want to thank you so much.
• 36:52
  Speaker 2: You helped save my business.
• 36:53
  Speaker 3: Wow.
• 36:54
  Speaker 2: Wow, And it's like that gives you goosebumps, right, It's
• 36:57
  Speaker 2: like that made me feel so good. But here's the kicker.
• 37:01
  Speaker 2: That email had been written six years before she emailed
• 37:08
  Speaker 2: me back about it. She had been in my list
• 37:11
  Speaker 2: that whole time. She had already got that recommendation once.
• 37:16
  Speaker 2: This was the second time she got it, but the
• 37:19
  Speaker 2: first time she wasn't in a place that it was
• 37:21
  Speaker 2: important to her. It was not in her head to
• 37:24
  Speaker 2: make that to take that action at the time. The
• 37:26
  Speaker 2: second time, three years later, she was needing. She was
• 37:31
  Speaker 2: in a place where she needed it. She bought the
• 37:34
  Speaker 2: book and it turned her around. So you never know
• 37:38
  Speaker 2: when somebody's going to be ready for it. And so
• 37:42
  Speaker 2: that's why this evergreen model works so well. Wow yeah,
• 37:47
  Speaker 2: I mean, it's just it's so powerful. And the great
• 37:50
  Speaker 2: thing about it is is like I said earlier on,
• 37:53
  Speaker 2: is once you build this stuff out, your job is
• 37:56
  Speaker 2: to you know, give away the freebie thing, because then
• 38:00
  Speaker 2: they get a lot of stuff that's directly about what
• 38:03
  Speaker 2: you do and how you help people and the problem
• 38:04
  Speaker 2: the mistakes people make and so kind of that crash
• 38:07
  Speaker 2: course on. Okay, here's where you're screw it up, and
• 38:10
  Speaker 2: I can help you with that, right, And then after
• 38:13
  Speaker 2: that it goes into this long term game I call
• 38:18
  Speaker 2: it the machine, and it just works and it just
• 38:22
  Speaker 2: is in front of people and reminds them of who
• 38:24
  Speaker 2: you are and keeps adding value to them. And you
• 38:27
  Speaker 2: pickle in some offers and things like that in between,
• 38:31
  Speaker 2: and there's a process to that, but you put that
• 38:33
  Speaker 2: stuff in between all this big stuff that's going on forever,
• 38:38
  Speaker 2: and then when they're ready, they'll come to you. And
• 38:41
  Speaker 2: that's the thing is we think when we're in business,
• 38:44
  Speaker 2: especially when we're starting out, we think we need the
• 38:48
  Speaker 2: sale today. Now we've all been there. Sometimes that was yesterday, right,
• 38:53
  Speaker 2: we've all been there. We need to get the sale
• 38:55
  Speaker 2: in the door. However, that doesn't mean that they're ready,
• 38:58
  Speaker 2: and it doesn't matter why they're not. They again, they
• 39:02
  Speaker 2: may not think they need it, They may have somebody
• 39:04
  Speaker 2: else that they think is doing a good job. They
• 39:06
  Speaker 2: generally may not have the money. It really doesn't matter
• 39:08
  Speaker 2: what the excuse is. They just are not ready for
• 39:10
  Speaker 2: whatever reason. And the goal is don't focus on are
• 39:16
  Speaker 2: they ready yes or no? Focus on how can I
• 39:20
  Speaker 2: stay in front of them? So when they are ready,
• 39:23
  Speaker 2: I'm the first person they think of and depending like
• 39:27
  Speaker 2: I have one client that they're their stuff is very
• 39:30
  Speaker 2: random on when somebody is ready, because it's related to
• 39:33
  Speaker 2: like when there's claims and stuff like that, like if
• 39:37
  Speaker 2: they're if they have a disaster happen, yep, you know, Okay,
• 39:42
  Speaker 2: Well you never know when that's gonna happen. So it's
• 39:44
  Speaker 2: not like it's not like it's a repeat buyer or
• 39:46
  Speaker 2: a repeat customer. If they have a repeat customer, that
• 39:48
  Speaker 2: person's doing something wrong and they're interest company and you
• 39:53
  Speaker 2: know so, so you never know when that's going to happen.
• 39:57
  Speaker 2: But if you build it right. You just make sure
• 39:59
  Speaker 2: you're always are always adding values, staying in touch with
• 40:02
  Speaker 2: them consistently, so when that kind of thing does happen, boom,
• 40:06
  Speaker 2: they're like, okay, time to call them. And that's the
• 40:10
  Speaker 2: goal with this, and then from that point you just
• 40:13
  Speaker 2: stay in front of them on a regular basis.
• 40:15
  Speaker 3: Yeah. Well, I mean, I know we're getting close to
• 40:18
  Speaker 3: into the podcast. Eli.
• 40:19
  Speaker 1: This has been fantastic having you on here. I hope
• 40:20
  Speaker 1: everybody's listening in. We never talked about it in this way,
• 40:24
  Speaker 1: especially email marketing, the way that you're presenting Eli, And
• 40:26
  Speaker 1: and we're going to make sure that people get connected
• 40:28
  Speaker 1: with you and know we're connected on LinkedIn, and we're
• 40:30
  Speaker 1: going to put in your resources here today. So you
• 40:34
  Speaker 1: guys want to make sure you follow up the follow
• 40:37
  Speaker 1: up fix that we just got that put together and
• 40:40
  Speaker 1: we shared.
• 40:40
  Speaker 3: A little bit about that, so that'll be on our
• 40:42
  Speaker 3: show notes.
• 40:42
  Speaker 1: And if you, of course have comments and you want
• 40:44
  Speaker 1: to connect with Eli, we'll make sure we get.
• 40:46
  Speaker 3: That to Eli.
• 40:48
  Speaker 1: And you know, we're really grateful you're here and just
• 40:51
  Speaker 1: thank you for sharing your knowledge and wisdom with our
• 40:54
  Speaker 1: listeners today.
• 40:54
  Speaker 2: Eli. Well, thank you so much. Shape it's my pleasure
• 40:57
  Speaker 2: to come hang out. I love I mean, if you
• 40:58
  Speaker 2: can tell I love talking about this. I have a
• 41:00
  Speaker 2: lot of fun with it. And you know, for anybody listening,
• 41:04
  Speaker 2: you know, the easiest way if you want to connect
• 41:05
  Speaker 2: with me and just you know, see the stuff that
• 41:08
  Speaker 2: I'm doing, go to connect with ELI dot com. And
• 41:11
  Speaker 2: it's e l Y. That's an important one. E l Y.
• 41:16
  Speaker 2: Go to connect with ELI dot com. And that is
• 41:18
  Speaker 2: going to be like no matter what, that's that's where
• 41:20
  Speaker 2: you go. And all my social media's and my websites
• 41:23
  Speaker 2: and the follow up fix that will be on there
• 41:26
  Speaker 2: as well, that won't be there till like tomorrow because
• 41:29
  Speaker 2: the fact that we literally just launched the thing today,
• 41:32
  Speaker 2: you know, but all that kind of stuff. Reach out
• 41:34
  Speaker 2: to me. If you want to connect with me on
• 41:35
  Speaker 2: social media, please do tell me you heard me on
• 41:38
  Speaker 2: this show and and and actually don't just hit the
• 41:41
  Speaker 2: friend request button send the friend request, but send the
• 41:45
  Speaker 2: message with it and saying, hey, I heard you on
• 41:47
  Speaker 2: David's show. And please tell me if if something on
• 41:51
  Speaker 2: here was like something stood out that that you liked.
• 41:54
  Speaker 2: I would love to hear that kind of stuff. So
• 41:56
  Speaker 2: please please do absolutely.
• 41:58
  Speaker 1: You know, when we covered a lot I like, I
• 42:00
  Speaker 1: always like to give our guests an opportunity just to
• 42:03
  Speaker 1: less parting thoughts, parting message that you want that you
• 42:07
  Speaker 1: want the listeners to hear if they got anything from
• 42:09
  Speaker 1: what you've shared today, would that would they be? They listen,
• 42:12
  Speaker 1: they they you know, stop the podcast and they say,
• 42:15
  Speaker 1: you know, they take action or on what you've shared today,
• 42:19
  Speaker 1: What would would you leave with them?
• 42:21
  Speaker 2: Absolutely? Number one thing you need to walk away with.
• 42:25
  Speaker 2: Lead with value, and don't treat your people like their
• 42:29
  Speaker 2: your own personal ATM. When you do that, that's what's
• 42:34
  Speaker 2: killing you.
• 42:36
  Speaker 1: Yeah. Yeah, Well, hence you and I are. I'm stewarding
• 42:40
  Speaker 1: your business, stewarding your people, taking care of people.
• 42:43
  Speaker 3: Well, you know you and I share those same values.
• 42:46
  Speaker 3: I just thank you so much for being here.
• 42:49
  Speaker 1: You've been a great guest and I look forward having
• 42:51
  Speaker 1: you come back again.
• 42:53
  Speaker 2: Definitely. I appreciate it. Thank you so much, my friend.
• 42:55
  Speaker 1: Absolutely thanks everybody for being a part of the podcast, listening, in, liking, subscribing,
• 43:01
  Speaker 1: all that good stuff. We really appreciate you sharing this
• 43:04
  Speaker 1: with others that you would enjoy.
• 43:06
  Speaker 3: Appreciate it. Come back to our next conversation.
• 43:09
  Speaker 1: It's another gonna make another great conversation with Test like Juli,
• 43:12
  Speaker 1: and until then he well take care right ready, please
• 43:15
  Speaker 1: close to me,