Overview:

This podcast discusses how to leverage AI to create effective email marketing campaigns. The host explains that email marketing has a high return on investment and is a powerful way to build authority and generate sales. He outlines a process of using AI to quickly create reports and other content that can be used in email sequences to engage and nurture leads. The key is to make the emails sound personal and tailored to the recipient, with the AI handling much of the heavy lifting. The host also emphasizes the importance of doing upfront planning and structuring to make the content creation process efficient.

Takeaways:

• Email marketing has a very high ROI, around 36:1, making it a powerful and efficient marketing channel.
• Many marketers struggle to write effective emails, often taking too long or sounding too robotic/impersonal.
• Using AI tools like ChatGPT can help streamline the email writing process and make the content sound more natural and personalized.
• Creating valuable content like reports and whitepapers can be an effective lead generation strategy when paired with email outreach.
• The process of preparing for and conducting client interviews/testimonials is crucial for creating compelling content.
• Structuring the interview process with steps like question prep and ordering questions can lead to better results.
• Providing clients with guidance on how to look and sound good on camera for testimonials is important.
• Combining AI-generated content with the speaker’s own expertise and voice can create a powerful, efficient system for content creation.
• Transcribing interviews is a valuable step that can save time compared to starting from scratch.
• Having a clear, structured process upfront for content creation (whether emails, reports, etc.) is key to streamlining the overall workflow.

Automatically-Generated Transcription:

Okay. Welcome everyone. This is session two. The, uh, that I'm going to take you through now in terms of, yeah, how to leverage AI emails, basically to book your calendar solid is what we're going to be going through, yeah, be going through today. So let me just get that up. So how to leverage AI emails. I'll just take you through some real basic stuff in terms of why, you know, why email it generates according to litmus.

com. Email generates a 36 to 1 ROI. When I originally built my business, I built it on email marketing. It's, it's, I'm quite passionate about it. I think there's no better way to, to build authority. And also to generate sales, you know, to generate sales. I just find email is, is incredibly, incredibly powerful.

I've done multiple six figure launches. It's a low hanging fruit and it's the fastest path to the sale. And, uh, you can see there that the ROI is, you know, 36 to 1 email versus 6. 50. Let's say social media. Obviously, social media, the advantages is you've got incredible leverage and you can pump advertising into it and all of that sort of thing.

But email clearly leverages all your social media. So there's I won't take you through my, uh, testimonials, but there's some testimonials there. So, um, people don't, people don't do it. Like even marketers, I was taught, I talked to a marketer once. He's like, Oh, it takes me two hours to write an email. I generally, even without AI, it doesn't take me too long.

If I'm writing for myself, I can run it fairly quickly. If I'm writing for a client, it does take longer. Cause you got to put a lot more thought and research and all that sort of thing. We'll think that list is dead. Nobody buys. There's going to be, you know, worried about rejection. And there's two, there's two mistakes I see people making.

One is they do the scorched earth and the second one where they just blast their list and then it's not, it loses its value. And the other one is that they, you know, they just send love letters and they never sell anything and both, both fall apart. So yeah, so, so with A, one of the biggest problems is it doesn't sound like, you know, it sounds like a bot, right?

So it doesn't sound like you. So I'm going to show you how to actually. Make it sound like you today. So it's, it's quite, it's quite personal and where you're doing the 10 percent in the beginning, you're letting the AI do, you know, whether it's 80 percent or 70 percent or whatever, but a fair bit of the heart heavy lifting, and then you're coming at the end to sort of, to tie the, you know, to tie the loose loose ends up.

And it's, and it's coming across as quite personal throughout that process. The two biggest bottlenecks, people don't know what to write about, number one. It's like, what do I write about? The other one is a blinking cursor syndrome, staring at a blinking cursor. Can't put, can't put pen to paper sort of thing.

So yeah, my AI journey, I rejected it initially. I thought, yeah, like I thought the world's going to be flooded with crap content. Then I got into Jasper. I was, I was, you know, quite keen on Jasper until I tried ChatGPT. And, uh, yeah, for the last, I don't know how long, but yeah, probably 12 months or so, I've just been using ChatGPT as my primary AI sort of tool.

So this is, this is the, yeah, it's all part of a larger strategy, right? So, I call it, you know, the PDF strategy. So obviously you got your email list. There's nothing new there. You know, people come through networking past clients. You want to put them on your email list and build that relationship. And then they're downloading report.

So what, one of the big benefits we've got now is previously it was quite difficult to create reports, but with AI. We can create them on super speed. So the whole idea here is that we're having, we can create multiple reports. So let's say you're a social media agent, say you're a digital agency, right?

You can have a report on Facebook ads, Google ads, yeah, SEO. Automation, copywriting, funnels, you know, like there's probably six or seven different avenues. So what you can have within your email sequence is you're constantly sending out great content. People are downloading, people are downloading the report.

And then afterwards you've got niche emails. So if I download a report about Google Ads, Number one, you can grab my phone number at the same time. So you can call me up and say, Hey, did you get that Google ads report? Yes. Great. What, what did you like it? And then that can then, yeah, segue into a position where you can book them into an appointment and make, make a sale.

And second, you can send them several emails then just about Google ads, which you know, is their bleeding neck right now before putting them in the main part of the funnel. So it allows us to segment the list and enter the conversation that's going on in their customer's mind, in the customer's mind, because.

You're not downloading a, you know, a report on Facebook ads, unless you're actually interested in Facebook ads as such. So, so, you know, two steps in this. Number one, uh, you know, in terms of the downloads, nothing new there. It's a pretty standard download sheet. And then for the sake of booking appointments, then we're going in, here's a download, and now we encourage them to book an appointment.

I find this works way better than sending people just to, at the end of your email and saying, hey, go and book an appointment. Just the fact that they download the report and they hit this page, they're far more likely to actually respond, book an appointment from this, this page from, than from a, than from an email.

So, so in terms of what PDFs to create, I use. AI to come up with these so you can put it into AI and basically say, Hey, I'm, uh, you know, let's say, let's say Jane, I sell property investment education or education on renovation. This is all about my business. You could load a PDF up there about your business and say, what reports would you recommend that I create?

And then it'll come back and then you can choose the best type of type of reports. Yeah. How do I, how do I create a, you know, a PDF, for example? So, this is, let me, let me just, this is where we get to the sort of sexy part. I'll move away from the presentation and I'm just going to bring across from my prompt here.

Act is a world class copywriter. If you want to name a particular copywriter, that can also be useful there, who specializes in creating white papers and checklists for the marketing niche. Your task is to write an outline for a report based on the following title report, And this is, this is where, what, what you're, what you're doing here is, and I'll, I'll, I'll show you to actually identify this, you know, the, the structure here.

You're going in, kudos to John Hubbard for teaching me

about this little process, the, the sad face to smiley face process. So what, so what we're doing is we're looking at this. From a, you know, from a, from a report process. And what I might actually do is rather than, rather than use the, use my example here, I might might use a volunteers example. Does anyone wanna wanna be a volunteer?

No. Everyone's nervous. What about you, John Hubbard?

Oh, what am I gonna talk about though? Yeah, we could do one for, for Rob's business maybe. Yeah. So, so what's a sad face? Like, and this is, what's the title of the report? Firstly, maybe let's do one for property development. How to find a, a joint venture partner, a JV partner. So it's a sad face is no JB partner.

Yeah. Right. Happy face is JV partner making, you know, 100 K plus sort of thing. So, so, and we can do this as a, like a really simple one for, for the sake of advantage. So we could even just have three steps in this, right? And then sub steps. Underneath that, what would those, what would those steps, what would those steps be?

So the first one might be that you've got to work out what, which part of the development project that you want, let's say, let's say you're looking for a money partner. So which, which part of the funding of the project. That you need funding for. Yep. So, so it'd be, would it be like find a money partner?

Oh, yeah. Yeah. You could, you could do that. It depends which way you want to go with it. If you want to go a little bit higher level, cause essentially the JV partner is the money partner. So that's essentially the, uh, you know what I mean? So the first step might be work out what you won't need funding for, might be the first step.

And then the second step might be something like, you know, put, put together an IM, an info, an information Information memorandum, so you can present to them. And then the, the third step might be put together a heads of agreement. A heads of agreement. Yep. So, and then you've got put together heads of agreement and then that's sort of pretty much when they said the sub steps underneath that identify what you need funding for.

What's the sub steps? Oh, actually I've picked the wrong one. This is one that I would normally, this is the one I would normally walk Rob flux through. So I'm, I'm, I really should. Yeah. I'm not going to have the expertise to put this one together, Scott. Why don't I choose another one instead? Yeah, go for it.

Yeah. So why don't we do no testimonials and, and lots of testimonials. So what's, what's step one? Step one would be a testimonial request. Yep. Step two would be a, the pre testimonial positioning. Let's call it step three, testimonial interview. Testimonial interview. And then you might do, you know, maybe deployment.

So sub steps under testimonial request? Yeah, it would be a list of candidates. Yep. And then it might be prep. So a list of results or client results, maybe. That's your client results. Yep. Yep. And then write testimonial requests. Yeah. And step two. Step two prepositioning would be, would be writing the request and reminding them of their results.

So you can put that in the top one. Yep. That's fine. And then the, that all go in the same one, Scott, probably. And then the last one would be, you could only have, you only really need two subs, subsets here. The last one would be all of the. The free interview information. So what they, how, what they need to do to look good on camera.

And testimonial interview. Would be question prep. Yep. And then would be the, the order of the interview questions. So essentially a script. And deployment? Yeah, deployment then would be sales pages, emails, pre call sequences, let's say, and then repurposing for social media. Okay, great. So we've got, we've basically got here, so this is the pre work you want to do if you're creating, let's say, a report, right?

So you're getting very clear. And this, this could be the same with, if you create, if you're writing a book, if you're writing a report, very similar, very similar, similar process. So then what we're doing is we're taking this from chat GPT, as you can see here, and you'll see here, title of report. So we're going to pull in what we're going to call it.

John. Maybe how to get more clients with testimonials or something like that. Yeah. What would you say is the biggest benefit of that process? Yeah. Just outline. Um, How to get more clients with testimonials, I think that's good. And then we're just cutting, we're just cutting this in here, right? So step one is Testimonial Request, here.

And then step 1A is List of Candidates. So we're going to go, explain that generates a List of Candidates. And then Step 1B, List of Client Results, and then Step 1C is Write Testimonial Requests. So we're just pulling this in, but it's the thinking that, the thinking that goes in beforehand, which is just so valuable, rather than just jumping in and, and doing it.

And Step 2, Step 2 is Free Testimonial Positioning. Oh, it should say Pre, mate. What's that? Pre, not Free. Oh, Three. Yeah, free as in free as in so it's positioning the testimonial before the interview. So we're getting them to say the right things essentially. So maybe just call it testimonial positioning.

Yeah, you can do that. Testimonial positioning. And then we're going to pull this across and go writing the request and pre interview information. Pre interview information is step two. And then we're going to delete all of these and go to step 3, which is testimonial interview. For the sake of this, we might just stop it at three steps so we can Get into the sexy part and just go question prep, question prep, and order of the interview questions.

That will be 3B, and then we'll just go step 4, conclusion, recap what we've told them, encourage the reader to implement, summarize action steps. So there's that, there's the, that initial one, so Axelworld Class Copywriter, and so we're going to get an outline. So we click here and we get an outline. Looking good.

And by getting it to give us, give us an outline, we obviously know it's on track, but it's also, obviously, it's thinking that and it knows, it's showing us it knows exactly how to write it. So now we're going to go, now that we've got the outline, we just jump in and we go, Axelworld Class Copywriter specializes in creating white papers and checklists for the marketing niche.

And write section one, and you put what it is, or write, yeah, let's say the introduction, write the introduction to this report. Now this is great, right? In terms of. In terms of the introduction is, yeah, it's good copy and everything, but it's not really personalized to John. Okay, so it's not, it's not really personalized to John.

So this is where we're going to open up Otter and hit record. Do you want to talk, John? Just make sure it's picking it up. Yes. Can you hear me? Yep. Can you be close enough? I'll try. I'll talk loud into the mic. Yeah. So, uh, so what, uh, what I'm going to do here is I'm going to ask you the question. So we did the intro.

So step one, if you just want to talk us through step one, You know, over sort of 30 to 60 seconds and just hit on all those hot points. Yep. All right. So, so can you just under highlight it, mate? It's just a little bit hard to see. Thanks. Step one is the testimony request. So the first thing is just identifying your best candidates from your clients.

So you want to think about the broad desires and the pains that are representative of your target audience. So you're looking to match that by, by finding someone in your. Client base that's representative of that. That's going to appeal to the broadest possible audience. Cause what you're trying to do with the testimonial is have it as a custom led marketing version of a, of a piece of marketing.

So it's, it's the same, same rules apply to any other piece of marketing. It's just coming from your client. So what you want to do is just go through, nominate the clients that have got those stories. The second thing we want to look for is people have got big quantifiable results. So, uh, Ideally you want something you can wrap a number around.

So X amount done in X amount. Yeah. So X amount of dollars made in X, X amount of time, for instance, is a good one. Or, you know, let's say you're a sleep coach. So many hours of sleep saved. So what you want is a big concrete quantifiable result. So they're the kind of criteria. And then what you want to do is once you've nominated those people is you want to not list their results.

So you want to go back through sometimes that requires a little bit of research or something, or going back through your notes and having those results on hand. So when you reach out to them in the next step, you can actually quote those results to them. So you're not having to leave the job. to the interview to do that.

So then you do the testimony request. So that's about having a structured way of reaching out so that you're not putting all of the pressure on them to do it right now and following guidelines and a template for doing that. So you make it really easy for them to say yes and also don't. Kind of risk the relationship in the request, and then you make it very clear to him in the request that all the, all of the workers on you, all they have to do is show up and answer questions to an interview and that's it.

They're not going to have to go off and write a 50 page testimonial kind of thing. So then comes to step two, which is the testimonial position. I know, stop, stop there. So we're just doing step one at the moment. Thanks for that. That's, that's, that seems good. So we got, uh, we're going to copy and paste all this one.

That's where we started, isn't it? Step one is a testimonial quiz. Yep. It didn't say quiz, but yeah. Yeah. I can't remember quiz, but I think that's where we started. Isn't it? It was. Yeah. I reckon. Yeah. Yeah. So, so you can go through and edit it. I find the chat GPT does pick it up pretty well, even if it's, Even if it's, uh, you know, even if there's, there's some spelling, what was it?

Testimonial request, I think. Request. There's Candace here. So what we're going to do here now is we're going to go act as a world class copywriter specializing in creating white papers and checklists for the marketing niche and write section one, one for this report. And we've got here, or write step one, testimonial report, right?

Step one. Testimonial request. This report, testimonial request based on the following transcript. So chat, chat GBT has told us what we need to say, then we're, then we're saying it. So what's going to come out is going to be quite authentic to John, but it'll be It'll be authentic, but he won't have to write it.

So it takes him, took him like two minutes rather than taking, you know, an hour or so, you know, for what most people would take to write it. So we punched that in and this is based on your knowledge, right? Your unique expertise, all of that. Yeah. All of that sort of thing. So it's very, very authentic to you.

And the same, the same thing applies. If we're writing, yeah, if we're writing email, yeah, if we're writing emails, if we're doing any type of copy, if we combine the transcript, right thinking up front, yeah, and combine the transcript so it brings our, brings our personality into it, then it comes in and it's quite authentic copy that comes out of it.

Can you notice your words in there, John? Mmm. Yeah, that's done a good job. Yeah, so it feels like, it feels like you is, is essentially, is essentially what we wanted to, what we wanted to actually, yeah, to, to be, to actually be able to, yeah, to do. So let's, and this is the same thing, the same thing applies to, to email, right?

So, If we jump in here, we, we jump in and we say we want to create an email about what do you want to, let's say we, let's say we just picked step two, right? And we say we want to, we want to write an email about providing pre info, pre interview information, right? Providing pre Interview information. I want to read it off as transcript and then feed the transcript back into ChatGPT.

Act as if you're a world class copywriter. Yep, yep. That's it. And provide a three to five bullet I should cover in the transcript. So, we're going to do that. And we're going to go just in pre interview information. It's basically sort of giving us an idea of what to. What to do in the, in that section.

That's what that is. And the next thing is, we're going to say Greg, to exit world class copy and write an email of approximately three to five hundred words about, yeah, about pre interview information. And John, if you just want to talk about, go through steps one to four or one to five really quickly, and then we'll drop the transcript in, in here and turn it into an email.

Ready to go? Yeah, yeah, go for it. Yeah. So the first thing is you want to make clear to them the objective of the interview and you're trying to make it so you're not trying to conceal that it's about your selfish purposes. Obviously they know you're going to use it to promote your product or service, but you can also position it as helping or inspiring other people in the community.

You want to give them a really clear idea of what to expect. So give them a bit of an overview of the process. I, you're just going to have to turn up and answer questions and it's going to take. 30 minutes and it's just going to be on a, on a Zoom call, for instance. And this helps them to understand what's coming up so that they're less likely to be a no show.

Then you want to give them an idea of the types of questions that you're going to be asking, but you don't want to give them a list of the questions in advance. Otherwise, they're going to be very robotic because they would have practiced their lines and, and there's nothing worse than a wooden insincere.

Testimonial. So you give them the highlights of what you want to talk about and you just inform them that's going to be really casual conversation. So you, you say, for instance, that, Hey, I'd really love you to talk about X, Y, big X, Y, Z result that we got together, because I think that would be a great benefit to the community for instance.

And that way you're narrowing the focus of the interview, not to be very broad, but to be on the specific quantifiable result that you achieved together. Then you give them some tips on. How to share their story. What I would do there in that part would actually be tips of how to look good on camera. So I would typically appeal to their own vanity there.

And I would say, Hey, listen, people judge a book by their cover. You need the camera height at eye height. You need to be about an arm's length away from the camera. And, you know, you want to avoid that awful up the nose shot, for instance, of having the camera too low. So I would, I would want to have them looking their best on camera because they, They're essentially presenting your brand on camera.

And lastly, I would just give them the details of the call and the link. Yep. No, excellent. So what we're going to do is we're going to, in here, you said ready to go. Let's look for that. Just thinking where we started. I think there, wasn't it? Yeah, I'm pretty sure you said ready to go. And then I said, go for it.

Okay, good. Now we're just going to drop this in here. No, it looks like it's composing the email to the client. I think it's got, yeah, it's gotten confused and we can feed it back. And we can say, actually, pre invitement, here's the email, please make it a, make it an educational email, about this methodology or something.

Yeah. About this methodology. I think you might have to click this on it. You got it. Yeah. About this methodology, please make that and submit, and that should come back. That's done the same thing again. Done the same thing. So chat GT's playing up at the moment. I don't know if anyone else has noticed it.

Has it? Yeah. Been playing up. So normally that would come back and it, it'd be quite a, uh, yeah, it'd be a, it would offer a solid foundation, but we needed to, uh, yeah. A, a, a solid foundation to base it off. Please make about this methodology. To go out to a list of prospective clients who are interested in using testimonials to get more clients.

Interested in using testimonials to get more clients. And then failing that you might have to write, do not write a testimonial request. Yeah, yeah, yeah, yeah, yeah. Doesn't, uh, yeah, that's done it. So that, that's, that's essentially it. And then it's very much in, yeah, in. Yeah, based on John's knowledge, his expertise and all that sort of thing.

It's all, you know, it's all based on as a, as a foundation. So, so that's it. That's essentially it, you know, what, what we basically, um, yeah, what we, what we've basically done is it shown, okay, how do we write emails? And how do we actually then, then have the reports all in our own voice so we can build a system like this, which we can use to book our calendars, which can be done now because rather than writing a report costing thousands of dollars or taking days, we can do it at super speed and fast.

far more cost effectively. So these sort of, these sort of approaches with email are far more practical than they were many years ago. So, uh, with that being said, um, we're 1243. So I'll, I'll just open it up for, uh, for any questions and then we'll go out into a quick breakout. If we've got, we've got time, no questions.

I still think the idea of getting to record the. These, you know, thing and transcribing it's brilliant anyway, at the end of the day, cause that's the hard part is getting their voice, you know, yeah, yeah, yeah, the, the transcription is like super valuable and, and now with chat GPT, where you can add the PDF as well to get it in there, yeah, in there, in their voice, most people would know about, would know about that as well, but yeah, it's, it's very, uh, yeah, it's very powerful from that, from that sort of perspective.

Also, I think that interview crisis. Is really valuable for a client to that you, that you do with clients, Scott, because it's very hard for someone to often start with a blank page, but you taking through that someone through a structured process is very easy for them. And then it's very easy for you at the back end as well, just to churn out stuff.

That's ready to go for copy. Yeah. Yeah. Absolutely. Yeah. Having that, that front end stuff where you're doing, like, if you think about it. You could, you can, you can map this sort of stuff out quite, you know, quite quickly. And then you can create sort of four or five reports for the business. So, yeah, no, that's, that's, that's awesome.