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Hey, it's Rob and Kennedy. Hello. Today

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on the Email Marketing Show we're talking our friend Lucas in Sweden about how he is selling his presenter. Mastery programme using awesome, delicious, delightful email marketing.

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Now listen after this conversation, you might have a whole host of questions about how could this stuff work for me in my business because my business is different from Lucas's or from yours. So if you want to chat about that stuff, we've got a really great community for you to do it. It's called the Email Marketing Show community. It's full of 1000s of people just like us and like Lucas all chat about how this stuff works. For them every single day in their business, literally 1000s and 1000s and 1000s of people putting their heads to use to figure this stuff out. So if you want to join, it's totally free. Just head over to Facebook and search for the Email Marketing Show community. We'll get you into the group it's a cracking place to be. There

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are only three times of year when his hair actually makes sense. It's a comedy hypnotist Robert sample

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and he doesn't like the way people say sandwich sandwich sandwich style my psychological mind reader Kennedy

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therapy three times a year okay, let me warn them is

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Christmas shopping, Christmas has raised the festive colours either because it's either because Coca Cola made Santa Claus red or because it was baby Jesus his favourite colour and I don't know if I'll let you just call it Valentine's Day.

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McDonald Appreciation Day no comic relief.

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In the UK we have the comic relief charity, they go around the register. Everyone thinks I've been pulled up for those reasons. I've

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been walking down the street for Christmas. Now listen,

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I know a bunch of people who say and I'm gonna just make you sick in your mouth for a second. I know bunch of people who say the word savage Now isn't that what you're talking about? Are you talking about?

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I'm talking about Smidge, sandwich salad. Sandwich.

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Right. So what can you say? What are you going to have a sausage?

Unknown 2:14

I can't say the word I don't like the way some people say salad. It's the way people say that. Well.

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You don't like the word sandwich.

Unknown 2:23

No, I don't mind if it's written down.

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Right. It's all possible pronunciations of the word sandwich.

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Son sandwich.

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I get pissed off when people say savage Savage.

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I'm having such a savage.

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Somebody writes essay MMA G

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so savage. And they'll tell you you'll find the stuff. Every week on the show, we show you how to make more sales and earn more money from your email subscribers. We're talking about email marketing strategies, psychology tactics, and show what's working right now to make more sales online. Making you email marketing hero of your business with a brand new episode every monday wednesday. Ladies, make sure you hit the subscribe button on your podcast player.

Unknown 3:10

Those ladies got a bit carried away they they kept going for a bit too long. Without paying them out a second. Let's dig in Lucas, welcome. You have been here this whole time believe it or not. I read the record all this bollocks ages ago and then they just bring Lucas in for the good stuff. Nobody has been sat there quietly just waiting. Welcome to the email marketing show.

Unknown 3:28

Thank you. Thank you. It's it's a pleasure. It's great to be here.

Unknown 3:34

We have some cultural, cultural European folks on the show. Yeah.

Unknown 3:37

Give us a bit bit of the background, what your business is what you do, who you help, that kind of thing. Yeah,

Unknown 3:42

sure. So you're both stage performers. So you, you know, you've been out on conferences, events. You've been to all these different kinds of shows where there's usually you're brought in to be the entertainment I assume. And then there is the corporate end, where you have a leader who is trying to inspire their audience, or you have a keynote speaker who comes and like brings out the topic. This is the thing that you need to be doing currently, or there's a guy selling on stage. Well, you've also seen that some of these people fall short in one way or another, and it's usually down to one or three things. It's either their own mindset skills where they feel impostor syndrome or nervous about what they're doing and that's shows through or it's they're good at that but they have really poor content, like they overloaded slides, bullet stories that don't match the overall topic, right? Or they're good at both of these things. But it's the last thing that's really horrible, which is their delivery. They've got follow ons and ours. They're pacing back and forth, making it look like they're nervous, but in reality, they're not, you know, and it would be nice if these people could have an analysis, where you put them through a system where the first could analyse where you look at all of their different delivery skills. And you might think that they have like one to three or five different delivery skills, but there's actually 110 specific skills that you can be looking at. So doing a analysis, getting a personal plan for development, and then doing weekly calls through live trainings, coaching and having a community based off on that. That's what we do. We help people make sure that their delivery their content, and their mindset is all in one, and that their message is just on par every single time. It's great.

Unknown 5:11

You've answered my question about the format and how it's delivered and what it is at what stage in this and like your previous enterprises as well. Did you get started with email marketing being a part of it? So just for context, where did email?

Unknown 5:24

Yeah, so I started I worked with David Phillips, who has been a public speaker for 25 years. And I started working with him in 2020. And that's when we launched the first platform for communication training, which was called Head gain. And at that point, we didn't have anything called email marketing. It was just this is the platform buy it if you want. There's a landing page and then in I think it was in 2022. We started understanding what sales funnels are and that there was actually another way of selling online. So we did go on and create the presenter mastery programme. And it was the proper like, we understood that you send emails, right, but it was hard to know which kinds of emails to send out. So we did we started with them to just send out okay, here, here's an event coming up. reminder about the event coming up. Last reminder about the event coming up all of those things. And then really in February 2023, so that's a year ago, 12 months ago, I just said we need to make this better, more proper and understand exactly what it is that we're sending out. Make it have a meaning and be spot on like a person who is coming to an event. What do you say before? What do you say after How do you even close the card on people in a proper way? And that's when I went on to Apple podcasts and just typed email marketing and I found you. Well, there you go here

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to show you one of our programmes and then you're on the show. There you

Unknown 6:36

go. Yeah, so that 12 month journey here I am like a pyramid scheme when you put it like that

Unknown 6:43

becomes the thing becomes the guest moment. I love it. All right. So when it came to like you found us you join one of our programmes obviously have a thing called the email hero blueprint and you've used a lot of the material use some of the material from inside, but there's a lot in there. So of course, I'm just all about hope. What was the first thing you thought, right? I'm going to implement that. Yeah. So

Unknown 7:03

I bought it for a very specific reason. I wanted the templates and I wanted a close to cart sequence. And I had heard from a friend that you need to send between five and 10 emails afterwards. How do you do that? So the first thing we did was implement the last steps of the paparazzi campaign. And we did a flash sale campaign just to like put urgency close it out. And I was like, okay, so this is working. We're having another event and it was in May, I think last year where we did a new live event and then we utilised the full webinar campaign to bring people to the live event and then push to offer a coaching call together with our team. Now what happened was that we sold out on all of our spots. We our calendars were booked for three weeks. So I had from the event like on the actual event hours later done. So I had to shut off the rest of the campaign and just say, Okay, what do we do now? So I sat around with my team, like, what did we do? And someone said, Well, we can sell this other course that we have. Yeah. How do you do that? Oh, for the Pavarotti campaign, so I just stopped with the end and then I could just implement another one. So basically those two just Yeah, I can say for sure that they saved our business at that point. And then I've been just keeping on using them ever since. I

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mean, results are not typical. We can't use case studies and stuff and testimonials anymore because we'll get sued. But those two campaigns saved my business.

Unknown 8:22

To you with your particular business. And

Unknown 8:24

yeah, obviously we, I mean, there's a lot of things going on and having being able to just comfortably lean back and say, Okay, I want to pick something in this library of things and find exactly what you need and just implemented from your own perspective, tailor to your products. It's so easy when you have that.

Unknown 8:46

So just before you started doing that, I know we were talking before we started the episode today about you felt like you'd sort of set up set up after your words where it builds it and they will come kind of business and then now you've got this much more proactive approach. So how does that make in terms of like, where the business is going? How does it make you like why does like how does even market and make you feel like in the business right now?

Unknown 9:05

Oh, it's it's night and day. I mean, I literally said to my team last week, where we close out January as the best month ever in our business and I said I finally feel that I'm not that stressful hustling entrepreneur anymore, where I can actually start planning for what's coming ahead because suddenly there was predictability in the business in a way because of having emails in place.

Unknown 9:29

And stuff or Yeah, well, everything

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from well, our lead generation landing on our webinar, doing that and just being comfortable knowing that we don't like all those metrics in between the emails, just make everything work. But if you had great ads that lead to a great webinar, but you don't remind them anyone about the webinar, no one's going to show up afterwards. Reiterating what's happening and why you should take action forwards. Without email, nothing happens. So it's a crucial part of everything that we do. I think people forget this,

Unknown 9:55

like email support the other things you're already doing in your business as well. Like for anybody who's like thinking, you know, it might be earlier in the email, you know, in that email journey, we're gonna remember that if you're already doing a webinar in your case, or you're already running ads to a landing page, or you've already got some subscribers on an email list, leaning into some email marketing and doing more event, doing it better finding a way of making it better and more effective. amplifies all of that stuff, doesn't it?

Yeah. 100% It's, it's so good. We've come to the point where we're looking for it for the upcoming year. Now it's so clear that okay, we have a system that is working and now we want to scale it onwards and just put everyone in the team to be geniuses in their own little silo even though we're working together. So what we've actually done is due to the success of the company, we've actually hired you as an agency just to get all the bits done set in place to just bring high momentum to everything that we do. Right.

And so obviously, as you've just said, you were gonna work with already while working with urgency to get a bunch of stuff done to build out the entire engine and stuff. What's your kind of like, next plan with email from that point on? Have you thought about what you want to do around the corner next year?

Definitely lead to we've been lagging a bit behind on our daily strategy. It's been kind of once a week, so I want to ramp that up and be more on point I want to also want to pair it up with our social media efforts with our with our overall marketing so that everything just aligns in a way and it's, yeah, I'm looking forward to just being able to to make that happen. It

sounds like I think I hear different types of results from people who do email marketing. So I don't want to put words in your mouth. So please confirm or deny this. But it sounds like some people like the sort of the comfort of being on set back and just no sales are coming in. And some people like I've had my best month ever and it sounds like you've hit the really sweet spot of both. So like you're driving massive sales. And not only that, like it's higher revenue, which is great. Everyone knows that. But also it gives you the comfort of knowing even if it isn't looking to explode their business even if they're quite happy to get along doing what they're doing. You also have this safety net this blanket of just doing I'm not thinking about where the next conversion is gonna come from. I'm not going to just send out an email this month because crikey, we need some sales and I hope this email might send some Instead you've got something that sort of predictable and consistent that you needed to be right.

Yeah, yeah. And it's over Christmas. I had this epiphany. I had a year before Christmas was a bit stressful and I was thinking about the business I was thinking about, like what do we need to do and things just halted, but for this Christmas that was between 2023 and 24. I could just see sales, keep on rolling in meetings coming into the calendar, everything just running without me even doing anything. It's the weirdest feeling when you see an automated engine just performing and you're not the person. You're not even sure you could turn it off if you want it to

happen you lose track of all the little bits that make in sales. You know, we've had people clicking recently to an offer we've closed and we're like why the hell are they finding it? flavanone randomly an email turns up somewhere. We've got MS. There. That's you know, it's trying to drive sales and the programme has closed down so it wasn't working but it would have done if the programme was still there. Yeah,

we have those like every week we get a sale from some old offer and we still don't know exactly where it comes from.

What would you say is like the most significant action that you'd have to sort of feel like you're quite contented with the sort of predictability and consistency you mentioned. What would you say, of everything you've done? There's almost like lots of little national things you've done which build up together but what would you say is one big action. That's really what what's the major action that has had the most impact? It might be small action,

I would say it's all on focus, right? Being able to focus on a specific thing, and taking it's not a action. It's a whole lot of actions, I guess, maybe you're looking for something else. But I would say the ability for me to just single in on email marketing at the point where we did that and just put everything in my focus on that making it work. That was what made the difference, setting other things aside, delegating what needed to be delegated and just focusing on making this happen because as soon as that was done, I could just replicate it. And the next part was just way easier. But you need to put in the time right there and then just singularly focused on making it happen.

Yeah, yeah, I really like I think I think making the time to dedicate to this project, which, you know, the only point of email marketing is revenue generation, that's the only point of it and you keep working on it until you get some results for you. That's the whole point of it. Like it's not there to do anything else for most people. And so dedicating and committing sometimes I am going to figure that out. I'm going to make that you know, I am going to tame the beast is a really good thing to dedicate a bunch of project time to isn't it? So tell me if people want to hear more about you and what you're doing, where can they go?

Well, we have a podcast you can you can search for that presenter mastery. It's me and David talking about presentation skills on a weekly basis. It's we're having fun teaching skills, that we also prepared a special offer. I mean, as I said, email marketing changed our business, it saved our business. And for the listeners of this podcast, I just want to give back to both of you and to the audience. So if you go to presenter mastery.com/e m h as an email marketing heroes you'll find a very nice gift that we usually sell for 37 euros at the back of our webinar. You get it for free. So listening to the podcast, but that's it

presenter mastery.com/e M H. Correct. But yeah, that was I mean, it was just so interesting to present a mastery.com/emh to go and get there as well. That's cool. You'll

find us all over the internet to present a master or David Phillips I mean, David has three huge TED talks, one on storytelling one on Done 10 steps and how to avoid death by PowerPoint. It's just different ways into our world.

Amazing. And if you want to find out if you want to get access to everything that Lucas and his team have been using, in order to do this, you can head over to email hero blueprint.com Check out full details of the course jump inside and get access to those resources too.

Thanks, Lucas, who really appreciate you. Wow, amazing stuff. We're gonna get into this week's check line of the week subject line of the week. It was again, it's you. It's me finally, sometimes it's you mostly it's you. Sometimes it's me. So this subject line is one that I wrote for a campaign. I can't remember the campaign was well, I can't I can't. And the subject line was all lowercase off the record, and then in brackets, their name as a mail merge their name, and this was all to do with the fact we were doing like a bonus behind the scenes talk. With with someone that we could cut back people to come and attend. We'll we sometimes do that. We say hey, we're gonna hang out with some of our friends and just chat about this topic. Do you want to come and listen in so if you're on our email list already, you'll know that we host those things sometimes just to hang out and hear what people thought off the record. But this idea is gonna be off the record. There's a few things first of all, there's subject like doesn't say, here's a link to go and listen to us and hang out with us chatting off the record. For all the reader knows. This could be you saying something in the email off the record, like under your breath to the side like Hey, I shouldn't say this, like on the record efficiently, but kinda here's the here's the real behind the scenes chat. And then putting someone's names in someone's name in brackets in parentheses. Just makes it like pop a bit more. It's a bit like that's a really strange like, why have you put that in there? So there's driving a load of that compound curiosity again. So that's this week's subject line of the week subject line of the week. Thanks

for listening to the whole show this week. Make sure that you hit subscribe on your podcast player because me and Kennedy and sometimes a special guest on here every single email marketing Wednesday with a brand new episode of goodness and is a great one coming for you next week as well in fact, so make sure you hit the subscribe button on your podcast player. And we will see you there so yeah,