OK, let’s move on to the next AdWords ad copy strategy — insider knowledge.

People love secrets. (Rich Schefren describes secrets as a form of “social currency” — I love that.)

Think about the last time you knew something no one else did and were about to share that with someone. How exciting does that feel?

We can replicate this idea with our Google ... See more

What Is The Journey? (Defining A to B)

The first consideration for creating a powerful Soap Opera Series is establishing a clear understanding of the journey you want your audience to experience.

Where are they now, and where do you want them to be at the end of your SOS?

For example, an SOS-powered journey can take a prospect from:

Uninformed to infor... See more

IMPORTANT: Don’t overtly just say these things like, “the prices are falling so it’s best to sell now.” Because it could trigger their BS detector.

Use presupposition (imply or presuppose) to help (indirectly) “install” the belief. In other words, show, don’t tell:

“You know, in talking with one of my clients Joe & Mary the other day, they said to me... See more

The Trust Engine is where we establish rapport, authority, earn trust and attention, and develop long-lasting relationships through ongoing value creation. The Trust Engine touches everyone. It’s the water within our email fishbowl.

The Revenue Engine is where we monetize attention. SPP for evergreen offers, PLS for time-limited offers, and COS for ... See more

We've been using Fathom Analytics for a few years. They've recently added goals as a feature. I've not used goals yet, but I suspect it could be used to track funnel flow: https://usefathom.com/docs/features/goals

The bridge email is a transition engineered deliberately to identify interested people and to present an opportunity for them to self-select by raising their hand.

The best writing prompt for when I'm stuck is simply "be more honest".

The length of each Value Newsletter is entirely up to you. Again, that is a product of what the newsletter is supposed to achieve for your audience, not some arbitrary minimum or maximum number of words.

For reference, our Emergent Marketing Newsletters generally are between 1,000 and 2,000 words, with many hovering around 1,500 words. That seems to... See more

Here’s a useful set of questions you should answer before we proceed:

What do your prospects NEED TO BELIEVE in order for them to take the actions you need them to take to buy?

What do they need to REALIZE? (The AHA moments.)

What do they need to AGREE to in ADVANCE?

What do you NEED TO SAY in order for them to be PRE-sold on what you will offer in the... See more