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To take an action on your offers and it's just as simple as that but there are so many factors that go into getting a higher click through rate so we've put together a really cool free resource called click tricks which has 12 incredible ways to kind of dress up

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the links in your emails to make them look

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All right, what's up? I don't think we got it set on a slight

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angle. So like probably like five degrees from straight leg right five degrees.

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Seeming to like just slowly loosen the

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things I thought we bought a new bathroom trade recently had an expensive toilet put in expensive toilet seat, but this is gonna nail it.

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Go and watch them it's called showjumping that's what it's called Vega horse jumping Well that sounds like show Jim and just sounds like the musical capsules jumping over a thing and then Joseph Taylor Dreamcoat

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it's jump on everything anyway but yes I

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Every Wednesday, make sure you hit subscribe on your podcast player, so you don't miss because you don't want to miss a thing. Side effects today just cover ones and recorded ones. Make sure you subscribe to the podcast as Kennedy said, and take a little screenshot. As you're listening to this episode, we want to know which episode you're listening to which episodes you enjoy. So stick that on social media, otherwise we won't know and tacos at Rob and Kennedy. That sounds lovely. So Rob, we were joined by Jerry Anderson, who has been a longtime customer and friend of us, Jerry, how are you? Welcome to the show. Hey, I'm doing great. Thanks so much for having me. Absolutely. Thanks for Thanks for agreeing to come on do this now. Just give us a quick rundown of what your business is and what it is that you guys do. We do weight loss and we're able to deliver a programme. We can do it in person for local, but virtually we can do it virtually. And actually most people like that. We're in Texas, which I think you were may have been here recently. It's a ginormous state. So you know we have clients that are hours away in Texas, where we are in a very small town of like 100,000 people out in the middle of nowhere. It's very routine that it could take people you know, three, four to four hours to get to our office. Wow. So bringing the weight loss into a virtual space was a really practical move

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for both ourselves and our clients. Yeah, just to give us

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a bit of an idea because there's lots of different formats that weight loss programmes can take. How does your sort of work? It's not an e book,

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you know, don't just tell us a little bit about what is it is it a bunch of chemicals to put in my face like what like how does it How does the whole programme work? None of the above. It's actually we use nutraceuticals and an eating plan. We have is a four month programme. We have a great programme. That's one thing that I've never had to worry about in marketing is the programme is fantastic. So was very deliverable for us is to have people within the first 60 days of the programme or the first few months lose 10 to 15% of their body weight. While in the second two months, we focus on maintaining that weight loss and locking it in and creating metabolic setpoint so that you know what we really wanted. This is the statistics where people long term keeping weight off is terrible. It's like something like 10% You know, after the first year actually maintain the weight loss. We really wanted to develop a programme where we can help people take the weight off but also maintain the weight loss and get them started on very good footing and given very good tools. So we have an online portal. We that our clients get daily content and they get emails each day which fits right into what what you're talking about. And then on the portal there's content every day to keep to educate them and to not only move them through the programme but to educate them about health and nutrition so that you know they're able to get off on really good footing when the when the programme is over. We also do one on one coaching calls once a week for the first two months while they're in the programme. And then every two weeks after that. So when we set up what we would call our weight loss kit, it's all of the things that are speaking of plus the nutraceuticals that we use for it and then we have you know a manual and a quickstart guide, etc that goes out to them that they either come and pick up or it's shipped out to them. And then from there from there on out for 99.99999% of our clients. Everything after that will be virtual. Wow. It's great. So it's quite a high touch quite high touch thing. I like that. Absolutely. Let's have a chat about at what point in your journey with this. Did you get started doing email marketing was very interesting because I had followed. I followed you too for a number of years I never did anything with it. But I always had in the back of my mind that it was something that I wanted to do but in you know wearing our other hats. We are chiropractors and so we maintain a very active practice. And it didn't leave a lot of time we were doing we're actually doing weight loss in our chiropractic clinic because you know it's very congruent with it. We would we would see people that would come in with you know, chronic back pain, you know, hip pain, knee pain, foot pain, etc. And it was really perpetuated by the fact that their frame was overloaded. And so we started looking for ways to help people with that and and that naturally led us to start developing weight loss. So we had done weight loss in the practice for

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close to five years. And then what happened was the weight loss became really good. And you know, it was getting busier and busier.

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And we were at this juncture where people either had to become, you know, they had to become a chiropractic patient in order to do weight loss so that it became cumbersome because, you know, it's like we had other people that came to us and they they really didn't want or need chiropractic services at that point in their life, but they needed to lose weight. So we decided that weight loss was going to be half have to be split off into its own entity. And in doing that the most practical way to do that was to drop our licences and so we would have to operate from the position of coaches and and make a clean separation. So when that came about, I realised that the way that that because the programme was gonna be virtual email marketing was going to be really, really congruent with it. And it just made sense to do that. And so that was kind of a kind of naturally how we stepped over it and to be honest to give more of the backstory is it was a it was kind of a perfect storm because for me, I was diagnosed with cancer and I eventually went on immunotherapy and a side effect of immunotherapy was that I could have memory deficits. And so that made me a liability to the practice. And

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so I started it was kind of a juncture where I was trying to find this place. You know, where am I going to be within this because I'm not going to interface I didn't feel like I was a danger to patients in any way. But I felt that it was a clear cut liability and I never wanted to make a mistake with a patient anyway. Besides it being a liability. I mean, I just didn't want that to happen. So I stepped away and I was really doing more of the backend things on the practice and not interfacing with patients directly anymore. So it we're at this weird juncture because there's two of us in the practice. There's Darcy that owns the practice and I work within the practice. And

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now she was having to be doubled up on her workload on the practice side because she had to take on the patients that I used to see. And then I was doing more of just the operational stuff within the practice. So she's overloaded and then you're in the background creating more demand, because your DPS she's like, Jerry, can you shut up? Well, we haven't we kind of came to this place and I said, you know, if we split weight loss off and made it its own entity and went more virtual and acted in the capacity of coaches, I think we need to draw email marketing in and because I had followed you guys for so long. It was a very natural progression to begin to really go back and you know, listen to the podcasts and listen to modules and things like that and really come up to bring myself up to speed for it because I had never done it before. I'd always had an interest in it and it kind of hung out in the background. And in my mind, it was nothing I was acting on until that perfect storm hit and then everything. It just began to make sense that it made sense to move weight loss over into the virtual space and and to drive traffic to it in a different way. The chiropractic practice is over 30 years old so it has a tonne of goodwill in that space. So there's not a lot of marketing that's done with it. There are no there's no Google ads. There's nothing like that. That's done in the practice, because literally there are generations of patients that have been there. And so this was this was brand new, let's put it that way. It was absolutely

the way to look at things. Yeah, that's what's amazing because when you separate out the weight loss as a completely separate entity in every single way that you the way you think about it, you approach it. I mean you started from zero, I mean, we're talking about Yes, got your new email marketing account with zero contacts. And we were like, Okay, we need to build a list with to convert those people and we're starting from zero. So what was the first barrier that you faced? When going right I've got my new email account. There's nobody in the damn thing was nothing happening. What's your initial first barrier

that you got to overcome to make this happen? The first barrier there are hundreds of barriers. Yeah, absolutely. I mean that the first thing was I we never I mean, in a chiropractic space. We had practice management software, so everything was done with our patients goes into that practice management software, and it does all the scheduling and the accounting and the billing and all of that is handled within the but it's very specialised software for chiropractic practices. So I had no experience with a CRM. I didn't even know what CRM I wanted. I didn't even know how to judge them. You know, I just one thing I've learned is that, you know, history tends to repeat itself. So I started looking at, you know, businesses that had moved from small scale to large I knew that I just wanted to keep with no pun intended one CRM, I you know, and I had to look at where we wanted to be, not where we were at presently. And so, you know, I picked this CRM and it I mean, I'm not it's not a plug for them, but we pick heap and, and then so I had to learn it. And, you know, I had to learn how to write the emails correctly. I had, you know, there are just so many pieces from the technology standpoint, that I had to learn, you know, how to do the calendar software and you know, all the other pieces that I was going to use the we use response suite, so I had to learn that I learned I had to learn how to bring all these pieces of IT and technology wise, just to make just to start it, you know, and then I had to learn how to build campaigns and how to build automations and it had to happen really, really, really quickly. So And the amazing thing for me, Jerry is I want to just you know, publicly give you some massive kudos because as you know, we're huge fans of you. And that's why we asked you to be here is you were doing all of this while going through this treatment, which is very invasive. It's very challenging. So you decided not only am I going to deal with this awful condition, but I'm also going to deal with the treatment which often people say is worse than the condition but I'm also going to wrangle an email marketing system and all of this don't make it all fit together. I mean, obviously crazy. Yeah, looking back, probably so I would travel I have a very rare cancer and I'm stage four. So I had to travel to Houston which is you know, by by vehicle here it's about six and a half hours away actually drive two hours and then I fly for an hour because our it's so small here. I drive to a larger airport two hours away, and I fly to Houston and I had treatment every three weeks. So that really meant because you're there in three weeks, but she stayed longer. You know, sometimes I would be there anywhere from you know, three, four or five days at a time during the week. And then because I had a life threatening reaction to a type of immunotherapy before I have to stay over when I do have immunotherapy there. So the whole point of that means that it was really about every two and a half weeks. I was flying to Houston it's very hard to get anything done when I'm in Houston because everything is very packed together. timewise and so I would just do the best I could sometimes I would come back I didn't feel the greatest. And so my productivity really I'm only producing it about 50% of what I could produce prior to having this diagnosis. So it was a lot but you work around it. You know there's always that saying how you eat an elephant you eat it one bite at a time. The coolest thing was that doing this I love the genesis of it I loved you know, it was frustrating at times, but it also was something that took my mind off the disease. So there was also something very refreshing about doing it. It would be frustrating in that a lot of times I knew I just didn't have the productivity level and I was trying to meet timelines at the same time. You have to not tax your body I mean, the the what you know, cancer really is a metaphor for life. You learn a lot about it. You're fed through a firehose and to be honest with you, I'm a better person today because of the disease and I think most most cancer patients would tell you that but the number one thing that you learn is to honour yourself and your body. So, you know there would be times where I'd love to stay up late like I used to be able to I'd love to do a

lot of work, you know, and just I couldn't you know, but you respect that and learn that you're gonna there's another day you know, the coolest thing about it is you learn what's important, what's not important, and I don't get stressed out by a lot of the things that maybe would have stressed me before because I've learned that they're not really that big of a deal. And so it just meant that I went step by step and for anybody listening, but I would tell you is that anybody can do this. I mean, I could do it.

Anybody could do it. It's just looking at it methodically and understanding. You know, I have nothing to lose nothing. So but really all of us have nothing to lose when you get right down to it. And we clutter our lives up with so many things. But when your life was on the line, it makes things crystal clear. And I always say something and I like to impart it all the time that when you're no longer afraid to die, then you're completely free to live. And so it just takes a lot of the little things that we worry about in life and

clog our brains up with and it sets it aside. So it just met I mean literally sometimes I would sit in front of my computer, and I'd be really tired and you know, I come back from treatment and maybe I wasn't in my most productive state and I would think okay, well you know,

I have 150 things to do. Where am I going to start and I would just sit there I would look at the computer and sometimes I would just be in these moments where it would be like I don't know what to do. And then I just say you know Jerry just do one thing, just start on one thing. And that one thing will lead to another and then you know, over time, all the stuff on this to do list got done. And we were ready to launch. And the other thing that I'd like to point out is that we did start from zero. You know, many people would listen to this and say, Well, you had this practice that was there forever. But in order to preserve the integrity of it and not you know we had to make a very clear delineation between weight loss and the chiropractic practice. We did not mark it to our patient base within the chiropractic practice. We went stone cold and drove traffic by TV. We did not put Darcy's because we were not using our licences as doctors, we only use her voice and our TV ads. We never actually had her image in it,

or any of the Facebook marketing. So we really came from stone cold 00

contacts and started from that place. I don't know. I mean, that makes this very different from a lot of these conversations we've had where somebody we were asking, you know, what did email marketing look like before and what does it look like? Now what revenue were making before and what are you making now? Because this was from zero. And I think this is an inspiring story for so many reasons, obviously. But one of those reasons is the fact that it started from nothing and it is where it is now. So

let's start to talk about that. What was the first thing that you did and then what kind of happened what came from doing those? Those first few things? Well, you know, looking back, it's a hard it's a simple question, but it's a hard question to answer. I mean, what we did was we built campaigns, we did exactly what you're talking about. We we built underneath the

automations so that we wanted to be able to scale it we felt like we knew that we had a good product that once we could get it to people that it was really going to build on itself really well but people didn't know who we were so and so with without people not knowing who you are. I'd love for you to share with us what you did in month one you run. I know you run some TV ads in your local and your local area was tell us a bit about what that looked like and then the results that you got in month one. Well, it's kind of funny. It's funny in a couple of ways because we had other offices across the United States that were doing. We knew other other doctors that were doing it they were putting it in their practice though, and see every state in the United States every single state runs by different rules in terms of what a chiropractic practice can can't do. And we are in one of the toughest states. So that's why we separate a weight loss off into its own other states. You're allowed to do more things. It's less stringent. So we knew people in other states that were doing similar things with weight loss, but they were doing it within their practices. So we had metrics. We knew what that was what it looked like. And what it looked like is that they were spending when they started two to four times plus

what we were Wow. My idea was your budget was like a quarter

to a half of what they were doing. Yeah, well, I can give you the numbers. I mean, we including the agency fees. We started the first month with 6750 That was the total spend most offices just in radio, and sometimes radio and TV. We're starting at 12,000, up to 30,000 and up per month to drive traffic into their sites. So let's just talk about your continued and Saturday for a segment and I say that because because Jeffrey and I are friends and we work together a lot on different programmes and we've hung out together real life and our masterminds. You looked at a market where you were starting from zero and the competitors were all spending between 12 and 30 G's a month and you thought this sounds great. Yeah, it wasn't Saturday. But you know, I had listened I had listened to you, you guys and I listened to you know a few other things honestly sitting here right now. I don't remember what they were over the years but when I started listening to what you were talking about, and I listened to, you know, believe me, I travelled back and forth. So I downloaded a lot of your podcasts and listened on planes. And I felt certain I didn't go into this wondering if it was going to work. i Not at all. I knew it was going to work. I just had to come

down to the quality of what our messages were. Yeah, exactly. I know. That words are powerful. You know, if you really look at words, words can build nations, and they can tear down individuals, they can tear people apart. That's how powerful words are. So I knew that it had to come down to the quality of what was in those messages. You know, how were we delivering that? So because we're going to take people that were completely

unknown and bring them into this email engine because frankly, you have to look for our phone number on our website. We did not want to answer the phone. We wanted people to go into the engine so that they learned something about us because we don't just we don't you know we don't sell and close the programme online weight loss is very unique. Yeah, we don't know how old you are. We don't know how much weight you want to lose, etc, etc. Your activity level. There's so many pieces that go into it. But what's amazing here is you're going and doing the opposite of what you've known for

But

have, first of all, I want to grab every penny out of that ad spend every single penny. And, you know, let's not throw out, you know, 1215 20 $30,000 and a launch that a lot of people would do, because I want to make sure that everything ran, right. I mean, I've never done anything like this. So it was like, Well, you know, let's, let's just start it and you know, we can scale it up, but let's just make sure that everything within it works properly. How did that became just some really interesting things because when we looked at what our friends were doing across the US, we were already meeting their targets and their goals in the first month and you're spending less and we're spending a fraction of it. And then the the other thing was that we bought these discovery calls, and all of our friends, their target was they were trying to reach a 70 You know, 75% show rate on these calls. And we were hitting 93%

So what that was telling me was that you know, people were really resonating with our messages within the emails that they were getting. And you know, they were reconfirming their discovery calls and you know, ahead of time and we really found out that that we had hit a point that, you know, we were

speaking their language, and they were coming to us very excited. And what do you share with us and the something you did when people go from your TV, radio or your Facebook ad if you're running all three various points, and they were conscious TV and social now. And they come along to the page, you did something really interesting. I'd love you to share with the signup page give them three options. We'll talk about what those are cuz I think there's some really interesting learning here. Well, you know, the really neat thing was it,

you know, and I am not creating, you know, shameless plugs over and over again, but the contact form we use on our website is response suite. And that allowed us to create some different to do some different things that I think just it maybe I'm wrong, but it certainly was easier for a novice, but one of the things that we put on the contact form was Do you want more information? Because a lot of people coming into weight loss, you know, society is unkind to people being overweight or obese.

A lot of people are pretty beat up and they've tried a lot of things before they get to us. So they're very, very shy. They're very, you know, they've been burned over and over again. So we just thought, you know, let's just make the barrier really low. We're just going to ask for their first name, their email address, and the first thing that they're they could have is they could just get more information. They don't have to book a discovery call anything just I want more information. The second choice on that contact form is I want to book a discovery call. And then the third thing is I want to start now

now actually start now and book a discovery call are the same thing. But I did that so it would show me you know, what is their motivation level? You know, because you know, they're it's just gauging it's that temperature gauge more information. Yeah, not sure I don't you know, I'm

wary book a discovery call. Okay, you know, let's look at this. I want to start now. It just kind of told us when the calls were booked, what what level of motivation that that we were dealing with.

tell you something else is mind blowing. I only have one sales campaign running right now, we have two more in the queue that I still am finishing up one of them was done. And then we realised after doing this that we should retool the message in, in some of the videos. So we actually are just running it on the first two. And I'm just now getting ready to add in two more campaigns into it. So if you look at our numbers, it's really mind mind blowing to see just that, you know, I mean, because now we're building momentum. Now, I mean, granted, we're only, you know, five days into our second month, but already the number of calls that are booked and the number of leads that are coming in are over double what they were the first month so we're building you know, momentum, because the longer they stay in that engine, the more quality of a lead that we get on the Discovery call. And that's where it's building momentum now is that we have more people that are coming out of that now. You know, they've been they've read enough emails, a lot of them go to the very last email and Overture and then they just click over and there they go, you know, they they booked the call, and that's what I love is, you know, I'm not that. I'd like to learn more and be more technical, but I can go back and see how many emails they've read before they actually booked the call. And just, I mean, over and over again, the longer they're in that it may take us longer than somebody that just calls on the phone to book an appointment. But the quality of that conversation when we get on the Discovery call is tenfold than if they just came to it with nothing before it. This is such a brilliant story. And I know people are going to draw so much from this, whether they are starting out from scratch and thinking oh my god, I can do this. I don't have to spend 10 years building a brand and a list of a social presence and all this other stuff. I can go from nothing to 27,000 or whatever in your short periods of time. This is amazing. For people who want to find out more about you and everything that you're doing. Jerry how do we find you guys? We are West Texas weight loss.com So you know the best the best place to meet us is you know, honestly, of course starting to develop you know, YouTube channel and building the content and things for that Facebook miss and that but, you know, so funny in today's market, the strongest piece we have, I think is what a lot of people would find something that was, you know, in a lot of ways, less valuable but it really is our website. That's the best place currently to meet us. I love it. Absolutely love it. Thank you so much, Jamie for coming to sharing the story about what you've been up to congrats on doing the work on class and everything you do and continue to inspire all of us. Really appreciate it. Jerry, thank you so much. Thank you appreciate it. Wow, wow, wow. If that story doesn't catch people up and take an action on this stuff. I don't know what we'll roll We can't leave today without getting a subject line the week so let's do this week's subject line of the week subject line of the week. What have you got? This one is I'm not allowed to tell you this dot dot dot and then like a little winky face not like an emoji but just literally a semicolon, a dash and then a bracket and it's sort of plays on this idea of the winky face on the end sort of suggests or not being too serious about the fact I'm not allowed to tell you this but it's got lots of curiosity, compound curiosity like what what am I not allowed to tell you? Why am I not allowed to tell you when and why you're being a little bit cheeky about it all with that little winky face on the end as well. So I'm not allowed to tell you this dot dot dot and then the little winky face the subject line of the week subject line of the week. Thank you so much for listening to the whole show this week. Make sure you do hit the subscribe button on your podcast player. And go and leave us a review on your podcast player because we do a new episode of the show every single week, which you do next week. And we're going to do it all again with a brand new episode. See you then