Why would anyone want to learn how to use an autoresponder?
Well my friend…..let me tell you why they personally boosted by income from every single business I’ve been involved with since I learned how to use them.
It started around 2009……
It was 11pm on a Friday night, at a party, having a few drinks….when I checked my phone and thought “Oh fu*k.”
Something just HAD to be wrong with what I saw.
I was looking at my iPhone and saw 120 orders for my site HouseOfRave.com (a rave company I owned). That’s a lot of orders for just a few hours (and a lot of money)!!! NICE!!
Normally this little drop-shipping company I had made about 10 orders per day. So when all of a sudden I got 120 orders in one night, this was a sign that SOMETHING BIG had happened which would change my income level forever.
Two hours earlier at 9pm on Friday night, I had pushed the “Send” button to an email list of 7,500 past HouseOfRave customers.
I was really afraid of this flopping, because it was COMPLETELY different from all the past emails I’d ever sent out.
LOOK AT THAT BEAUTIFUL EMAIL!!!
I took all the pictures myself, Photoshopped them myself, and did all the work to get those newsletter-style emails out at least twice a month. I was soooooo proud of them.
But you know what the results were? Here’s the actual number statistics for a snapshot of 2009 if you wanna see:
These numbers were alright. Not stellar, not horrible. On average 700+ people would open each newsletter. And at first I thought that was great!! I mean more than 700 people would look at what I created each time I sent out an email. Cool!
But there was one MAJOR MAJOR problem I started to realize after putting in all the work for each newsletter:
NO ONE BOUGHT A DAMN THING!!
I would send these hard-to-make newsletters out, and the next day there wouldn’t even be a slight uptick in sales!! Ughh.
I thought I could just smash pictures and products in front of someone’s face, and they would be like, “WHHOOAAAA NICEEEE I’M GONNA BUY THAT WHERE’S MY WALLETTTT!!!”
Oh stupid stupid Neville….
This approach rarely works, yet it’s the only way most people know how to sell something. Till this day I see people doing this everyday.
But it was around this time I started learning about a little marketing concept called “Copywriting”.
I learned simply pushing stuff into someone’s face was NOT a good strategy for selling, in fact it was pretty awful, unreliable, and makes people not want to hear from you.
So after devouring the works of famous copywriters like Gary Halbert and Joseph Sugarman and talking with friends who were great copywriters, I tried my hand at an email that was psychologically designed to sell.
If you wanna see it, here it is. If you click the image below and type in the password you can see the full email.
Now this email was heavily influenced by a friend, so it doesn’t really sound like me. BUT, the results of it taught me the extreme importance of learning to sell properly.
It was the complete opposite of my previous emails that had little text and lots of pretty pictures.
I started understanding that selling was more about hitting certain psychological spots in someone’s brain to make THEM desire the product…..not just trying to smash it into their face and force them to buy.
My previous emails made 0 sales.
This properly written email made 120 sales in two hours!!!!!! :-O
I then repeated this successfully over and over (not every email would make 120 orders each time, but I would ALWAYS make money on every email promotion I did from that day forward).
I realized I could type words and make people want to buy stuff.
I thought to myself, “I’m gonna be alright in the future if I can do this.”
Till this day learning how to write copy is the most valuable skill I’ve ever developed.
Let’s pause here:
I went from slaving away for 20+ hours at a time and sending emails that made zero profit, to emails that were generating more orders than I could handle.
The only difference was applying the principles of good copywriting. I did this over-and-over again at HouseOfRave, nearly overnight turning it from a company than relied on SEO traffic for sales, to an email marketing company.
But was that just a fluke for that one business? Let’s find out…..
So now that I realized that I could type words and people would buy lots of stuff from me…..I was eager to apply this newfound superpower to something else.
I repeatedly wrote HouseOfRave promotions that did very well, and I started bringing in more money from that business despite drop-shipping becoming a harder business to survive in.
There was a slew of other uses for copywriting, but my favorite part of the journey was when my good buddy Noah Kagan would come over to my apartment and co-work with me (pictured here):
He was building a side-project called AppSumo.
And the whole business was based off of sending emails to subscribers, and presenting them an awesome deal.
The problem with getting constant emails from someone is that you quickly get annoyed if all they’re doing is SELLING SELLING SELLING.
And that’s all AppSumo emails were.
The selling part of the emails included really cool (and deeply discounted) deals on stuff computer nerds liked, so people were reasonably interested in at least checking out the emails…….but they still blended in with the 20 other newsletters people would get per day.
So it was at this time I convinced Noah to let me try this “Copywriting stuff” on the AppSumo email list.
HE WAS SUPER SKEPTICAL OF THIS, AND WITH GOOD REASON!!!
The first line of the original email I wrote was “If you get a boner when I whisper the word ‘Garamond’ into your ear…..you might be interested.”
This first email I wrote was also three full pages long….whereas the previous emails were not even half a page, had barely any text, and just a “VIEW DEAL” button.
You can see the Kernest copy here:
So once again…….I was sending out an email that was the complete opposite of the norm.
Anywho, we sent the email and waited…..
Waited to see what people thought.
Waited to see if people thought it was offensive.
Waited to see if spam filters hated it because it was too long.
Waited to see if people would ever buy from an email like this.
The results were:
How bout THEM apples!!!!!!!
So I proved I could write copy across different businesses and that it worked multiple times in a row…..
But here was the problem:
I still had to work for that sale each time.
Now don’t get me wrong….I fully expect to always “have to work for it” my entire life. But here’s a non-business example of what I’m talking about:
From my blog NevBlog.com, a lot of people knew my personality and story from all sorts of experiments and hijinks such as:
- The time I got a homeless guy to sell bottled water for me.
- Those 5 days I went homeless on the streets of Austin.
- That post and video I made how I crash parties to meet rich people.
- That time I bought 100 lottery tickets to see what would happen.
- When I illegally conference-crashed and met the Prime Minister of Malaysia.
- When I changed a street sandwich board sign and got 50% more walk-in’s.
But what if they DIDN’T follow me when these things happened?? They would never know about any of this stuff!?
So how do I get these posts out to new subscribers who JUST NOW found me?
Well there’s a thing which I call “The Magical Email Slave Machine” which is what’s commonly known as an email autoresponder.
You see, an autoresponder is simply a program that sends out emails to people who just signed up to your email list.
Simple concept. But one helluva a POWERFUL tool for selling.
My hijinks and experiments were well known to the people currently subscribed via email to NevBlog, but what about the people who signup for those lists NOW?
They’re not aware of this famous Neville Medhora!
No. They must be educated and shown what I’ve done. But I couldn’t manually do this every single day.
So as an experiment, I tried out making an autoresponder for the people who signed up to get my blog posts sent to their email. Here are the numbers:
I did so many things wrong on this autoresponder:
- It wasn’t planned whatsoever.
- It was poorly formatted.
- It didn’t flow.
- It didn’t sell.
In general it was pretty bad. But even despite this poorly planned disaster of an autoresponder…..within the 1st few months, I started getting emails like this:
I couldn’t believe how many people were LOOKING FORWARD to these emails I was “sending” them….and they were even interacting with the emails as if it was ME physically sending them out!!
Every time someone new signed up to my email list, I could almost guarantee they’d never miss one of my “greatest hits” blog posts. This introduced me to thousands of new people over the years….without me doing a damn thing (aka “passively”).
Basically I did NOTHING while this email autoresponder did all the work.
That’s the power of an autoresponder!
This first autoresponder I made was just to show people old blog posts. I still hadn’t thought of using it to SELL something.
What if instead of just using this autoresponder technology to remind people of how cool I am with random blog posts……I could show them why they would want to BUY something!?!?!?!?!?!?
I have this thing called The KopywritingKourse Premium I sell. What if when people signup to my page to learn more about Kopywriting, they are sent to a page that shows them HOW they can write copy that converts 3x higher than their current copy?
Increasing a business by 3x is a pretty good deal right?
Well what if the NEXT email I send them shows them how to write headlines that have higher open rates? This will help them get even MORE revenue.
And what if the NEXT EMAIL AFTER THAT shows them how to structure each email so that it gets the most amount of interest from their customers?
Obviously this will catch their attention better than just trying to shove a $69 course down their throat. And because they got all this awesome information, and know the value and context of the thing we’re selling……This is what we called a “warmed up customer.”
Even small groups of “warmed up customers” outperform gigantic lists of “random emails” who have no context of what you’re selling.
Basically you spend TONS of time writing/creating and get a flat result.
Even if you are smart and send out your content to an email list, the people that signup in the recent dates miss all that content :-/
But if you actually had an autoresponder in place, your engagement would look more like this:
Being able to multiply yourself by having a robot do all the marketing work for you…..THAT is the power of an autoresponder!