James Schramko and John Lint have talked about essential marketing campaigns and how easy they are to set up with the right software.
To drive this home, they're taking you step by step through the setup of the most important campaign you can have, using the sales funnel template inside 10XPRO. Check it out.
02:07 – THE most important campaign you need. Discover what makes this so essential.
03:58 – Simplicity in action. It’s three easy pages.
05:12 – This is how it’s done with 10XPRO. Does it get any easier than one click?
09:03 – Templates, customization and shortcuts. Everything you need in one place.
14:06 – The behind-the-scenes tech. This is what the customer doesn’t see.
15:33 – Why you don’t need that product launch course. With John walking you through, you’re all set.
17:31 – How the email part works. What to send, and when to send it.
21:43 – Are you scared of sending emails? Here’s why you shouldn’t be.
23:48 – Do your job; let the tech do the rest. Don’t fret about results – analyze at the end.
27:24 – What else is coming? Expect more campaign breakdowns in future episodes.
Today, they zoom in on what John says is the most important of those campaigns. In his fifteen years of business, this campaign has generated 90 percent of his sales. This is the live sale campaign. And it is extremely important, says John, because all other marketing campaigns, be they webinars, book funnels, or product launches, end with a sale campaign.
Whether a sale campaign lasts two days or seven days, the structure is the same. Master it, and you can run your entire online business and sell any product you have, from coaching services to online courses to whatever it may be.
Simplicity in action
A live sale campaign is very simple. As discussed in the last episode, and as pictured in this diagram, it is made up of three pages:
1. The sales page, where you make the offer.
2. The order page, where you accept payments.
3. A thank you page, where people land after they purchase.
John has also included a closed page. This is activated when the duration of the campaign has expired. Say it expires on Sunday at midnight – anyone trying to access the sales page on Monday will be redirected to the closed page.
Then of course, the reason it’s a campaign is you’re not just setting up a page and hoping people will stumble across it. You’re going to tell people about your offer in your socials, your content, and most importantly, in your emails. And the emails will have a specific structure.
How do you set up the campaign? In 10XPRO, it’s super easy, as John will demonstrate.
This is how it’s done with 10XPRO
To set up a campaign or marketing funnel in 10XPRO, you go to the campaign section and click the plus button. This will launch the add campaign screen, where you can pick the campaign you want.
For the purposes of this episode, John is going to build a very simple campaign. And if you look at the add campaign screen, the options range from very basic, like the list builder, to super advanced, like the segmented just in time webinar, which is an automated campaign.
So John provides a campaign name, and clicks on the live sale campaign option. The page reloads, and just like that, 10XPRO has generated the pages that make up that campaign – the sales page, the order page, the thank you page, and the closed page.
And these pages are already linked and pre-configured for you. When you click the button to buy on the sales page, you land on the order page. When you submit your payment details on the order page, you will land on the thank you page.
Templates, customization and shortcuts
Everything in these pages are customizable. You click the edit button, and this opens the page builder. John shows here the sales page. You can choose from a lot of different templates, but the one shown here is created by John’s team and copywriters.
You can follow this framework to sell anything you want, and the template tells you what to say. If you need help, as a 10XPRO.io member, you have access to a course John created, which is called the Sale Copy Shortcut. This provides four templates you can use depending on your campaign.
In this case, John uses the simple VSL (video sales letter). It contains an overview video, and a template with the exact words you can use, which are also customizable.
If you need any more help, John also breaks the template into small videos explaining it section by section.
In the page builder, you can drag and drop any element to position it as you please. You can edit text by clicking on it and typing in the sidebar.
“In 10XPRO, it’s very easy, as simple as selecting a dropdown.”
In the order page, again you can click edit and open the page builder, letting you customize whatever you want, i.e., put an image, put a video, indicate the price of your product. In the payment settings, you can set up one-time payment or a payment plan. You can offer a trial that goes into a subscription. You can offer credit card or Paypal payment. It’s all as easy as selecting a dropdown.
Just like that, it’s all set up
Now in this demo, John offers a made-up course, Surfing Level One. And he sets up a one-time payment of $97. A matter of clicks, and it’s set up, ready to accept payments.
Just like that, says James, John has covered three products that people would normally buy separately and pay thousands for – a copywriting product, a shopping cart, and a page builder. He’s been through the experience of gluing stuff together, and it’s great to find a one-stop solution in 10XPRO.
The behind-the-scenes tech
Now, it’s very important, says John, that when people buy, we take care of the technical stuff. This means you register them to the online course, and they get an email from the system with their login details, telling them how to log in. And of course, those details will also be sent to your emailing system to let you know this person has purchased.
One thing you also want to make sure is that people who already bought stop receiving emails about the offer. This is where tags and deep integration with your emailing system come in. Whether you’re using Infusionsoft, Ontraport, ActiveCampaign, AWeber, ConvertKit, MailChimp, whatever major CRM, 10XPRO will add that contact to your emailing system, and apply your tags.
Why you don’t need that product launch course
With 10XPRO, for any campaign you want to set up, you get an overview, you get templates, you get a walk-through, and you get a blueprint. That erases any need to purchase Product Launch Formula, Webinar Mastery Secrets, or whatever course is being offered out there.
Now, suppose someone’s purchased – they then land on the thank you page. And like the pages before, you can set this up anyway you want – add a video, edit the text. John likes to have a video, thanking new members, welcoming them to the community, telling them what to expect and where to log in, making sure they’re happy with their purchase.
How the email part works
That covers the top part of the blueprint. Now comes the emails.
The basics, says John, is four emails. You can have six, with two emails on the last days. But the dirst email is sent on day one: We’re open, we have something special. It can be whatever occasion, for which reason you’re offering something for a limited time. Here’s the link to find out more.
That’s it – no need to sell. When they click the link, they go to the sales page. There they get all the info on the offer, and they can make a decision to buy or not.
In the sales page is a timer, and this is important. It’s called a live timer, and is built into the software. For this live campaign, John is using a fixed date timer, easily configured in 10XPRO.
It also comes with an email timer, very important on the last two days of the campaign, to remind people that the offer will expire. And that scarcity, and that urgency of that special offer that you have will drive your sales like crazy.
The email campaign progresses as follows:
1. First email: We’re open.
2. One day later, the second email, a quick reminder: Hey, I just wanted to remind you that yesterday I sent an email about the special offer that we have, it’s awesome, you’re going to get this cool thing, but remember it’s going to expire in three days at midnight. And the reason is you’re going to get access to these exclusive bonuses that are only going to be available for Black Friday, or Thanksgiving, or whatever it is.
3. On the third day, the email is actually very basic. Now you talk about the scarcity and the urgency: About 48 hours left, it ends tomorrow. That’s the gist, which could also be the subject line – It ends tomorrow, or, 48 hours left. Recap: We’re doing something special, it’s only going to be available until tomorrow at midnight. The reason is because (reason you’re doing the campaign). And you’re going to get this, this, this and that. Here’s the link to find out more.
You can send one in the morning, one at night. When you’re doing two a day, make sure they’re not just about the end of the offer. You might want to add a case study in the second email, where someone started with a problem and got great results from using your product.
4. On the last day, you send one email, maybe in the morning, letting them know the offer ends shortly: Just a friendly reminder, I want to let you know that the special offer will end tonight at midnight. No need to sell, no need for hype, just let them know.
Are you scared of sending emails?
Some people are reluctant to send emails, and you shouldn’t be. Your job is to help people get results. You can do that, of course, by letting them know when you have a special, so that you can help as many people as possible. That’s the number one reason you shouldn’t be shy.
The number two reason is if you don’t do that, a lot of people who actually subscribe to your newsletter or to your program, are going to be upset. John, you didn’t let me know you had that special. I’ve been waiting. I wanted to buy your course.
“Create all that copy ahead of time, press the button and then let it be.”
If you’re scared of sending emails, a tip is to set them up in advance. John has seen a lot of people start out and send the first email, and get maybe a few sales. And because of a negative mindset, they think, My product sucks. Nobody wants to buy. My sales page is terrible. That might not be the case. So make sure you have your email set up and let your emailing system do the work for you. It’s a beautiful system. You set up, create all that copy ahead of time, press the button and then let it be.
The fact that you have a sequence which reminds people of the offer is extremely important. People rarely buy the first time. And the fact that you have a deadline will drive your sales.
Do your job; let the tech do the rest
Of course, you need a good product and good delivery. Once you have that, simply do your job – let them know you have something that is going to help people. And then that’s it, let technology do the work for you.
On the second day, says John, you might get a few more sales or even less sales than the first day. But the third day, the last day, that’s where you’re going to see double, triple, even quadruple the amount of sales that you might have got on the first day. So don’t worry about the results, let the campaign do the work for you. And only analyze your results at the end.
When the offer’s over, you close the doors. And this is easy in 10XPRO. You simply close access to a page. You can do this automatically with the timer – just set it up so that once the timer reaches zero, it redirects people to the closed page.
You also can do it manually, because sometimes people come one hour after the deadline, wanting access. If you want to give them that extra time, you can set it up manually by redirecting the page. Maybe, let’s say, a few hours after the deadline, you go to Page Options in 10XPRO. You don’t need some crazy script. You just go to more options, to redirect page, check the box, and say you want to redirect them to the closed page. And click Save.
Anyone who tries now to go to the sales page will go to the closed page. This is important for you to do, because you’re basically doing what you said. If you said it ends at midnight, it ends at midnight.
And that’s the campaign
That is the live sale campaign. Master it, says John, and you will master every single campaign that you need to learn online. You will be able to generate sales whenever you want. You can do this campaign once a month, or once every two months, by making sure you change the subject and the purpose of the campaign.
And change up the special offer. Maybe one time it’s a little discount, another time special bonuses, another time extra stuff, whatever it is.
What else is coming?
This has been something of a first, a technical episode, so James and John would love your feedback.
They do hope to come back and talk about another campaign. This sales campaign, actually, can get more advanced, something you can set up to automatically go on and off at some point. If you’re interested, John can go into that.
John does want to say, this is strategy, not so much technical stuff. And understanding the strategy, you don’t have to do it yourself; your team members will probably need to do it, but understanding how the strategies work is freedom.
So master the campaigns. If you want more campaigns, 10XPRO has a ton. Don’t waste your money and time buying those expensive courses. Learn the basics, learn how to set it up, and you’ll be free, you’ll make money in your online business.
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