Consensual marketing

I was recently interviewed for Your 20-Minute Podcast with host David Brower and he asked me to compare and contrast email marketing v. Facebook marketing.  I said the key difference is your email subscribers have agreed to get promotional offers from you.  In that sense, it’s “consensual”.

Both parties are in on the dance.

On Facebook, you’re INTERRUPTING whatever else it is they’re there to do.  Thus, folks are less likely to be open to it.  We’ve all been the subject of unwelcome marketing advances, be they ads invading our social media feeds, spam, or telemarketing.

Being a welcome guest in your prospect’s inbox is another beast altogether.  It flips the sales conversation.  Puts you in the driver’s seat.  When they’re ready to buy, you get fewer objections and a lot less price resistance.  At that point, it’s more of a question of “fit”.

Here a few more tasty morsels that dropped in this interview:

*The amazing true story about the time I discovered the transformational power of email marketing (2:30)

*Why you should NEVER attempt any marketing without doing this first (12:10)

*The simplest way to attract the exact type of clients you want to work with (5:29)

*A weird (but effective) tip for attracting more referrals (11:10)

*The single most-important “mindset shift” that almost guarantees you’ll be successful with your email marketing (9:21)

*An almost fool-proof way to make writing emails (and any other form of promotion) about a 100 times easier (13:33)

*The #1 mistake professionals like chiropractors, personal trainers, and dentists make with email (14:58)

*And more!

Enjoy them as Tapas, or devour the entire 19.36-minute enchilada here:

https://www.davidbrowervo.com/275-conor-kelly-an-email-marketing-expert/

And if you’d like your customers to warmly receive your entreaties to do business with you, learn more about all the weapons of mass persuasion I’ve got by requesting your “no fuss” Free Brainstorm Call here:

http://calendly.com/conorkel/emailincome

Happy Listening,

Conor Kelly

a.k.a.  The Muscle @ Marketing Muscle

 

When stars like Brad Pitt and Leo DiCaprio crap the bed

Behold:

During my brief YouTube career I was known as the “one-take wonder”.  Alright fine.  I gave myself that nickname.  But STILL, many of the charming videos you’d find on my channel were captured in their full glory on the very first take – with no rehearsal.

There was, of course, one very notable exception ten years ago.

On this day, it took me a full 90 minutes to capture a 4-minute intro video to our Fitness Bootcamp.

I just couldn’t get the words out.

I was a total mess.

Why do I bring this up?

I recently saw a clip of Brad Pitt, Leo DiCaprio, and Margot Robbie where each of these great actors copped to the same thing happening to them at one point in their career…except with a hundred people on set, a famous director, and one day’s production budget on the line.

Yeesh.

Point being if it can happen to them…

It can happen to anyone.

Nothing to do at that point except “re-up” and try again.

The lesson?

When things go wrong, don’t go with ‘em.  You can let it get you down…or you can shake your head, get a self-entertaining smirk, go wow that was bad…and write an email to your list about it that makes you sales.

Exhibit A: About a week after my case of verbal constipation we put it on display by releasing a mighty humorous blooper reel that both got attention and garnered a new sign up.  Also, note that here I am not so subtly going back to that well once more.

As the saying goes, “nothing bad ever happens to a writer.”  Indeed, anything “bad” that happens to you can be turned into a story that sells your product or service.  You can also use others’ when-things-went-wrong anecdotes, per my shout out to the esteemed thespians above.

These types of stories are inherently interesting.

If you’d like some help with this, get your “no fuss” Free Brainstorm Call here:

http://calendly.com/conorkel/emailincome

Tell The Muscle your troubles…

I’ll immortalize them in tales that win you profits.

And THAT’S turning a frog into a prince.

Happy Mistaking,

Conor Kelly

a.k.a. The Muscle @ Marketing Muscle

10K in contracts from a 10-word email?

I spoke some moons ago about a secret 7-word email that is cashing in for the lucky few business owners who are “in the know”.

Truth is, it’s not always exactly seven words.

But not long after, I used this same concept to net my client 10K in contracts using 10 words.

And that’s not all folks…

I often talk about other less obvious benefits of email marketing.

For the same client, a software solution that lets health providers do home visits (and manage scheduling, billing, and charting through the app) I sent out an email a while back that got a very interesting response.

It turned out the head of alumni relations with the Canadian Chiropractic College was on the list, and he wanted to talk about offering the client’s service to thousands of chiropractors across the country.

We’ve since inked a partnership…one that will likely be worth a lot more than ten thousand over the next few years.

Here’s the point:

You never know who’s listening.

When you’re consistently “putting yourself out there” and demonstrating your leadership each day or each week in your emails, it makes you magnetic to opportunity.

Over the years I’ve gotten referrals, requests for speaking engagements, overtures for lucrative joint ventures…all because someone forwarded one of my emails, or someone “unexpected” was already on my list.

It doesn’t happen every day.

But it DOES happen.

The key is you can’t be boring.  Your emails must offer interest, humor, valuable content, inspiration or all of the above.  In short, they must be forwardable.

If you’re not sure how to create that effect (or simply don’t have the time to pump out regular emails)….

Or if you’d like emails that can rack up sales to the tune of a thousand bucks per word (which I obviously can’t guarantee, but it’s possible depending on list size and the other dynamics of the offer)…

Then take your horse to the Old Town Road, request your “no fuss” Free Brainstorm Call, and let’s riiiide it ‘til we can’t no mo’:

http://calendly.com/conorkel/emailincome

Happy Riding,

Conor Kelly

a.k.a The Muscle @ Marketing Muscle

P.S. I’ve done something VERY specific and very formulaic with this email.  See if you can catch it.  I’ll soon be releasing a new product which shows you exactly how you can do this in your emails too…if’n you reckon DIY is your speed.

Stay tuned!

Lift weights to not die (new research)

Heya.

Don’t blog on health topics as much lately, I know.

If you want all the latest and greatest from the world of The Conz, I’m publishing weekly updates here:

https://emailmarketingmuscle.com/freetips

Alright, let’s get rolling with the reason for my post today:

Keeping you alive.

Yes, this is LIFE-SAVING content.

Specifically, I want to cover two new studies that give further props to the power of strength training as we age.  Study numero uno is an analysis of the link between strength, muscle, and mortality.  Researchers at Indiana University assessed 4,400 adults (ages 50 and up) for their strength and muscle mass.

Testing them betwixt ’99 and ’02, they revisited the participants in 2011 to find out which of them had kicked the proverbial bucket.

Here’s what they found:

23% met (one definition) of low muscle mass.

19% were rated “low strength”.

Those in the second category were more than twice as likely to have gone on to greener pastures.  And in an interesting twist, being a member of the “swolefully-challenged” low muscle group had little impact.  But, souls who met BOTH criteria we’re 2.66 times more likely to meet their maker.

Now I wouldn’t take that to mean preserving lean muscle doesn’t matter.

For one, strength and muscle generally correlate.  And don’t forget this is not a qualitative reading.  The impact of muscle on both hormonal health and brain health (and the resulting boost to quality of life) are to be ignored at great peril.

So that’s the first one.

#2 is more about the perception of the importance of strength training.

You see, while public health guidelines include strength-promoting exercise, it’s usually in the context of avoiding frailty more so than extending life.  In this study, survey results from 80K adults in England and Scotland in the 90’s were compiled.  Our Brits and Scots who reported doing ANY strength training were 23% less likely to die…and 31% less likely to die of cancer.

Where does that leave us?

The rumors about the benefits of resistance training are true.

(Merely listing them could fill this email.)

But I figured I’d lay down a trail of bread crumbs for any stubborn hold outs.

Truth time: lifting weights is not the only way to do this…it could be e.g. bodyweight exercises like pushups or squats…that said, weights are my recommended method due the stabilization required (this works smaller supporting muscles) and how easy it is to create balance between muscles.  Result: healthier movement patterns.

If you would like help with any of the above…

You can’t hire me to be your trainer right now.

[Tear.]

However I have someone working alongside me now.

And he’s fantastic.

If you’re interested in doing a few sessions with a trainer to create a “Conor approved” program (or to work out long-term, as most clients do), reply to this email or send me a text at (416) 826-4844 and we can arrange a quick chat to talk about your fitness goals and see it it’s a fit.

Lift Long & Prosper,

Conor Kelly

P.S.  Not satisfied with bread crumbs?   Get the whole gluten-free loaf here:

Should you lift heavy weights if you’re older?

 

How to tell a wannabe from a badass email marketing motherf*cker

My email two weeks ago Is The Muscle Kitschy? prompted this reply from subscriber and best-selling author John “Coach Bru” Brubaker:

====

Dear Real Estate Agent,

The Muscle is NOT kitschy.

The Muscle is a bad ass email marketing mother f*cker.

The end.

====

My name is The Muscle.

And I approved this message.

Btw, John’s book Stadium Status is damn near one of the best business books I’ve ever read.  I honestly think ANY business owner would have to be either a bit slow or mad as a bag of ferrets to not buy it, read it, dog-ear it, underline it, and put its principles into action today.  Grab your copy here: https://coachbru.com/product/stadium-status-taking-business-big-time/ .

That’s not an affiliate link.  Just a sincere recommendation.

Also, if you can stomach the occasional f-bomb (it’s only when he gets excited…which is a lot) I’d get involved with everything Coach Bru has to offer.  It’s bang on.

In a moment I’ll tell you why John’s statement is apt, and what it means for you.

But first, an observation.

As someone who’s been involved in the fitness industry for 20 years, here’s something I’ve noticed: trainers who give their clients one type of program (usually based on whatever’s getting the most hype these days), and train themselves completely differently.

This always struck me as odd.

Especially when you consider that the goals in themselves aren’t that different.  Be healthy.  Gain strength.  Burn fat.  Build muscle.  Why are trainers bogarting their best secrets, leaving their clients to toil in mediocrity?

Now my clients aren’t as strong as me.

And they’ll typically need more foundational work (which is stability, flexibility, activation of weak or underperforming muscles).  They’ll likely be on a dialed down version and never train on my full blown “beast mode” program.  But I’ve long thought the PRINCIPLES should be the same.

The best trainers preach what they practice.

So it is with copywriters.

One of my “insider tips” on how to find and hire a good copywriter is to study how they market themselves.

To my point:

When I sing the sweet praises of email, I’m not just blowing smoke up your backside.  Not only am I teaching and demonstrating my chops each week with these messages…I’m using email myself to grow my business.  And it consistently delivers me new clients.

I wouldn’t tell you to do it otherwise, just like I wouldn’t base your workout program on some weird exercises I would never do myself.

It’s not at all hard to figure out what a marketer is about by checking out their blog, emails, opt-in bribes, etc.  And if they don’t have those things I’d question why.

Alright, that concludes this PSA.

If you’d like done-for-you emails written by someone once described as a “badass email marketing mother*cker”, get your Free Brainstorm Call easier than sliding down a greased up pole here:

http://calendly.com/conorkel/emailincome

Be sure to book today as my calendar is quickly filling up.

Happy Emailing,

Conor Kelly

a.k.a. The Muscle @ Marketing Muscle

My new dating strategy for 2019

Dating’s changed in the last decade.

There’s online dating, tindering, bumbling…

But what is there for the discerning gentleman who’s ready to consider, shall we say, a more strategic approach?

Here’s the idea in a nutshell:

You place a personal ad in the classified section of a local magazine.  Do a bit of research before selecting which one.  For instance, if you’re looking for an executive or a professional you might try a board of trade newsletter.  You’ll catch a different type of fish in that pond than in the local dailies.

In your ad, describe your value proposition.

What are YOU bringing to the table?

What features and benefits?

Are you a successful lawyer?  Six-foot-two and built like a Greek God?

Put that in there, along with a one-liner about your ideal mate:

“Seeks erudite, worldly, fun and sporty woman for general dating and romance.”

Using words like erudite, worldly, and sporty helps qualify your prospect.  Any woman that self-identifies with these traits is likely to be educated, well-established and into some form of physical activity.

Then, you need a call-to-action, eee gee:

“Visit this website for more info: eligiblebachelor.com.”

The website is your landing page.  Here again, you want to reassure her she’s in the right place.  Restate your value.  Maybe upload a couple of well-chosen pics of you, and maybe with other people who look like they’re having fun.

That’s your “social proof”.

Next, you need to fill in the blanks about your target market.  Is she a single mother, or a career woman with no kids?  Be specific.  The more it resonates, the more she’ll become interested.  Less compatible candidates will disqualify themselves.  This saves you the trouble of doing it.

And the final test?

Another CTA:

“If you’d like to start a chat, fill out the form on the right.”

This form might ask her to provide a picture, a brief bio, and what she’s interested in.

Finally, you look over all your web submissions.  You’re now in a position to pick and choose who you want to learn more about.  And with your landing page (which is really a sales letter) you’ve made her jump through so many hoops that when you do finally make “first contact”, she’s excited to hear from you.

What say you?

I might be on to something here.

Either that, or I’ve been working too much and it’s encroaching on my personal life…

The ways of love may be mysterious, but the ways of marketing, thankfully, are not.

To effortlessly make new love connections with a steady stream of your best clients, request your Free Brainstorm Call with Yours Muscularly over yonder:

http://calendly.com/conorkel/emailincome

Happy Dating,

Conor Kelly
a.k.a. “The Muscle” @ Marketing Muscle

P.S.  I’m clearly having fun with the above but it’s also one of the most succinct explanations of direct-response marketing you’ll ever come across.  Word to the wise: I’d print this out, read it over 10 times, and put aside 30 minutes to brainstorm how you can apply this to your business.

P.P.S. As the late, great marketing genius and hall-of-fame copywriter Gary Halbert once said:

“There are very few problems in life that can’t be solved with a good sales letter.”

Tell The Muscle your problems:

http://calendly.com/conorkel/emailincome 

Is The Muscle “kitschy”?

“Would you jump into a pool without water?  No.  The splash is what keeps you alive.  Splash is life.”

– Gina Linetti, Brooklyn 99

Here’s the story:

When I first hung up my shingle as an email specialist, I was doing some cold calls to drum up clients.  One real estate agent in my area had mailed out a booklet with coupons to some of the neighborhood businesses, which I thought was a great idea.

So I called him up.

I said, “You seem like a guy who’s open to some new ideas about marketing…”

I asked him if he used email, and he did.  But he was more or less doing what every real estate agent does which is to send yawningly dry market updates or only email when they have a new listing.

I suggested we try something different to help him stand out.

Even add some (gasp!) entertainment to spice things up.

His reply?

“I don’t know…that can be kitschy.”

Based on the reaction of my mastermind group when I told this story (it sent them rushing to the Googletionary to look up “kitschy”) I should probably help you out:

Kitschy adj considered to be in poor taste because of excessive garishness or sentimentality.

“Cheesy” might be a good synonym.

Now…

By no means am I proposing you become the email equivalent of a monkey that plays the accordion.

And you do not need to bowl folks over with your charisma as The Muscle is wont to do (you try keeping a lid on all this animal magnetism).  However, adding “splashes” of personality is one of the key ways we attract interest.

A lot of business owners are scared to death of looking “unprofessional”.  That’s not what we’re talking about here.  Just be a person.  That’s the essence of personality.  Don’t be plain icing.  Add sprinkles of “you” on top.

Retail Marketing Institute recently wrote that 70.9% of customers would STOP doing business with someone and go somewhere else if it was more FUN.

You see, people will say they want to be informed but the truth is they’d rather be entertained.  There’s no amount of information that will make a video go viral.  That’s why your best case scenario is to “infotain” your list with a smattering of both info and fun.

(This is also how you “get away with” emailing more often and “selling” in every email, btw.)

And what of our real estate agent who so wantonly spurned my muscular ways?

I guarantee he’s costing himself sales (and probably a lot of notoriety too).

In the words of advertising legend and original “mad man” David Ogilvy (who the character of Don Draper in Mad Men was based on):

Tell the truth but make truth fascinating.  You know, you can’t bore people into buying your product.  You can only interest them in buying it.

Splash is life.

To add a little sumthin’-sumthin’ to your email campaigns, request your Free Brainstorm Call and dive in here:

http://calendly.com/conorkel/emailincome

Alright, that’s enough pounding the pulpit for one day.

Let’s put an end to this before it gets too “garish”.

Happy Entertaining,

Conor Kelly

a.k.a. The Muscle @ Marketing Muscle

P.S. People sometimes worry I’ll make them sound like “muscle-lite”.  Not so.  It’s about (a) knowing your market and (b) sharing your personality.  And I use a proven system for both.  Here’s a recent comment from a client:

“I am INCREDIBLY impressed with your content…it’s in MY voice, and ACCURATE!!!”

— Stephen Bach, The Digital Docs, thedigitaldocs.com