This is sheer genius, and it's free!

by jonb
17 replies
I've been marketing online since the days of Compuserve, AOL and 2400 baud dial up, so when someone teaches me something that makes me go "holy crap -- this is *real* marketing!" I feel the need to share it with others.

So let's talk about what Ryan Deiss and his "the Machine".

It's so simple, so elegant and so smart, that I knew other Warriors need to see it -- especially considering you can get more than enough to really grasp it without spending a penny.

I'll say this first -- I'm not a Deiss affiliate, I have no relationship to him and I honestly don't care whether you ever buy anything from him. But what he teaches for free is so good I want to share.( In fact, best I can tell the upsell -- a high end course -- isn't even available right now, so effectively there isn't a sell at the end.)

First, look at this blog post: Customer Value Optimization: How to Build an Unstoppable Business

It explains the Lead > Tripwire > Core Product > Upsell > High End ascension model beautifully and has tons of great links to dig deeper.

Next, go to The Ultimate Email Marketing GamePlan — The Machine Once you optin, you'll get access to a 3 part series in which Deiss lays out "the Machine". This was really when I got it -- the ascension model isn't the be all and end all of your efforts -- it's just a cog in a machine that keeps running and running.

So much of what we're told is "breakthrough thinking" is just the same old stuff repackaged. This, however, really i something that's breakthrough.

I hope it gets you as excited as it gets me!
#free #genius #sheer
  • Profile picture of the author Dovakiin
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    • Profile picture of the author jonb
      Originally Posted by Dovakiin View Post

      What's your angle? I'm certain that whatever it is...it isn't in the best interest of the audience here.
      I have no angle except wanting to share two good free resources that nicely explain a concept a lot of folks here can benefit from.

      Look at how many posts I've made and how long I've been part of this forum. Do you seriously think I'd try to fool people here? I said right in the post that I'm not an affiliate, I have nothing to do with the guy and I don't care one bit whether anyone buys something or not. This is good thinking and he's giving away a big chunk of it free.

      Anyway, if it doesn't help you, don't bother with it.
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      • Profile picture of the author jonb
        Actually, now that I look at my first post -- especially the headline -- I guess I can see how your defenses might have gotten raised. I literally had just finished a video, had a "aha!" moment about what I could do with it and ran right over here to share. So yeah, that post may be a bit over-enthusiastic. But it really is good stuff.

        Next time, I'll wait until my "aha!" buzz wears off before posting.
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  • Profile picture of the author Chris Lee
    Eeuck... the power of marketing.

    The first thing that played in my head when I opened your link:
    "Digital Marketer wants to know..."
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  • Profile picture of the author wfletch24
    Ryan puts out a lot of good stuff. I have a couple of courses I have picked up from him however the machine is not one of them. Might of went for it at one point but it wasn't open when I was really interested in it.
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  • Profile picture of the author iAmNameLess
    Yeah "The Machine" is brilliant. The one thing I don't understand though is using something like aweber, how do you segment the lead based on lead magnet under the same list? The only way I know of it being possible is through multiple lists, not a segment within.
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    • Profile picture of the author busybee
      Thanks for sharing the resource.

      I think it might be a bit over my head at this time of my online career, but definitely will increase my IM knowledge.

      Thanks again
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      • Profile picture of the author jonb
        Originally Posted by busybee View Post

        Thanks for sharing the resource.

        I think it might be a bit over my head at this time of my online career, but definitely will increase my IM knowledge.

        Thanks again
        You got it. Let me simplify things so that you can begin accessing this kind of thinking right now.

        THE FUNNEL:

        The way most marketers do things (including me, pretty much, until now) is this:

        Lead Magnet (free report, ebook, etc.) > Autoresponder series that ends ends with offer for core product that you want to sell.

        And that's pretty much that. Maybe you toss in a one time offer or upsell at time of purchase.

        Deiss's way of thinking (which I expect is influenced by Dan Kennedy and some other folks) is this:

        Lead Magnet > Indoctrination Series (a few posts about who you are and why you're so happy to serve them) > Tripwire Offer (offer for very inexpensive product that qualifies them as a customer) > Engagement series that leads to your core product offer > Upsells (with multiple options so that if the first upsell isn;t to their liking, the second might be)

        The up the ascension ladder to group coaching, high end events, etc.

        His key tweak to the process is the Tripwire, which makes tons of sense.


        THE MACHINE

        This was my "aha!" moment.

        I always looked at sales funnels as being for new leads, thus putting more emphasis on generating traffic and new leads. That's still important, but the key thinking about the "machine" is that you constantly cycle your existing leads through the funnel process, keeping them engaged and active. This is different from how most marketers treat their list, which is "I'll send my current list offers every so often". This model argues that you continually treat them as new, and work to engage them in each new offer, not simply present it to them cold.

        That in itself isn't revolutionary, but it's the clarity and simplicity of how Deiss taught it and frames your entire sales process was really eye opening.


        As I said, this isn't 100% new thinking, it's just pulled together in a way that makes much more sense than any of this ever has before. Hope it helps you!
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        • Profile picture of the author Joan Altz
          Originally Posted by jonb View Post

          I always looked at sales funnels as being for new leads, thus putting more emphasis on generating traffic and new leads. That's still important, but the key thinking about the "machine" is that you constantly cycle your existing leads through the funnel process, keeping them engaged and active. This is different from how most marketers treat their list, which is "I'll send my current list offers every so often". This model argues that you continually treat them as new, and work to engage them in each new offer, not simply present it to them cold.
          Yes, that was the big takeaway for me. You keep cycling subscribers through different engagement series. If they drop off, then you try and get them through another engagement series leading to an ascension series, or if they become unresponsive, then after some time you move them to a different autoresponder account entirely and try to reengage some of them that way so you don't hurt your primary autoresponder account reputation and delivery rate.

          The Machine also includes email templates for each type of situation: Indoctrination, Engagement, Ascension, etc.., along with video tutorials for each template about best practices and so on. It's a decent course, but best used with an advanced autoresponder provider like Infusionsoft.
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          • Profile picture of the author jonb
            Originally Posted by Joan Altz View Post

            Yes, that was the big takeaway for me. You keep cycling subscribers through different engagement series. If they drop off, then you try and get them through another engagement series leading to an ascension series, or if they become unresponsive, then after some time you move them to a different autoresponder account entirely and try to reengage some of them that way so you don't hurt your primary autoresponder account reputation and delivery rate.

            The Machine also includes email templates for each type of situation: Indoctrination, Engagement, Ascension, etc.., along with video tutorials for each template about best practices and so on. It's a decent course, but best used with an advanced autoresponder provider like Infusionsoft.
            Yeah, it seems so simple, but I never really heard anyone put it all together like that. (I guess you can say that about most great ideas! )

            I'm just getting going with Infusionsoft right now, so the timing is perfect. The course is closed, but honestly he provides so much of the thinking for free that I don't really feel like I need all that stuff. He may not get my money, but he'll score some Karma out of the deal (and probably my money at some point too, I expect. )
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    • Profile picture of the author XponentSYS
      Originally Posted by iAmNameLess View Post

      Yeah "The Machine" is brilliant. The one thing I don't understand though is using something like aweber, how do you segment the lead based on lead magnet under the same list? The only way I know of it being possible is through multiple lists, not a segment within.
      I'm thinking you can do that with "tags"? I know we can with GR.
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  • Profile picture of the author evolutionvisions
    Yeah I'm a big fan of his stuff as well.
    At first my "BS" alarms were going off when exposed to his teams marketing, but the products themselves are really solid. I purchased the Funnel Blueprint for $1k and it's well worth the price. (edit: looks like it's not for sale now, so check out the Napkin Project.
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  • Profile picture of the author yukon
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    Check out how Lolly Wolly Doodle constantly fine tunes their product to increase sales.
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    • Profile picture of the author iAmNameLess
      Originally Posted by XponentSYS View Post

      I'm thinking you can do that with "tags"? I know we can with GR.
      I know I can segment through different labels for various opt in forms, but are you able to actually have autoresponder segmentation? Under the same list, having people in different follow up series?
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      • Profile picture of the author Oziboomer
        Originally Posted by iAmNameLess View Post

        I know I can segment through different labels for various opt in forms, but are you able to actually have autoresponder segmentation? Under the same list, having people in different follow up series?
        I don't use Aweber but I use the CRM inside of Premium Web Cart.

        The way their CRM is structured is one big list with various people being assigned to different funnels and sales paths nested inside the funnels. The prospects can also be assigned to staff or associated coaching or appointment type sequences.

        I can think of three ways I'd do it that have various levels of automation. One of which has some manual input.

        I personally use a manual step in my sequences because the products I sell have a wide variety of variables apart from the digital product side which doesn't need any manual input.

        For one client for whom I manage their lead gen we add a manual step because the three main products they sell are $6.5K, $14K and $22.5K so adding a manual component ensures accuracy and better follow up even though we've run it automatically in the past I found the addition of a manual step which added personal sales call or personal email increased conversions and also allowed for additional tagging during that process.

        They still were in a automated sequence but after receiving the first mailing they couldn't be advanced until a staff member had checked the record, tags, assignments etc.

        Much like you describe how you can assign a tag or label to a customer as they enter the list but I haven't found a way to totally do what you are thinking without adding a couple of steps.

        One is an automated process utilising Action Links.


        If you had say three different products that different people had opted in to receive (you'd tag each via the form) they could all be taken to the first sales path - auto responder sequence where the first email would be to ask for feedback or a rating on the product or download.

        The rating link could be an action link specific to the product and by clicking that link the customer is assigned to a different sales path.

        Another similar type approach is in segmenting before they enter the list with a two step opt-in where when they select the lead magnet of choice it pops the opt-in form that just drops them into the specific segmented list.

        Other methods we use inside the CRM are assigning tags to individuals and this involves a manual step.


        The other is to mass assign a group of people to a funnel or sales path.


        The easiest is dissection before opt-in via conditional forms or the two step situation I described.

        I'd say the most reliable method is manually but then we are only dealing with 12-15 leads per day who have undertaken a self-assessment test to check eligibility for specific types of surgery and we don't really want to segment them fully until they've had a consultation with a patient relationship officer who then assesses the finer details and organises a further consultation with a psychologist and a surgeon before they end up in an individual surgical procedure based funnel..
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  • Profile picture of the author HarrisAndrea
    Originally Posted by jonb View Post

    I've been marketing online since the days of Compuserve, AOL and 2400 baud dial up, so when someone teaches me something that makes me go "holy crap -- this is *real* marketing!" I feel the need to share it with others.

    So let's talk about what Ryan Deiss and his "the Machine".

    It's so simple, so elegant and so smart, that I knew other Warriors need to see it -- especially considering you can get more than enough to really grasp it without spending a penny.

    I'll say this first -- I'm not a Deiss affiliate, I have no relationship to him and I honestly don't care whether you ever buy anything from him. But what he teaches for free is so good I want to share.( In fact, best I can tell the upsell -- a high end course -- isn't even available right now, so effectively there isn't a sell at the end.)

    First, look at this blog post: Customer Value Optimization: How to Build an Unstoppable Business

    It explains the Lead > Tripwire > Core Product > Upsell > High End ascension model beautifully and has tons of great links to dig deeper.

    Next, go to The Ultimate Email Marketing GamePlan — The Machine Once you optin, you'll get access to a 3 part series in which Deiss lays out "the Machine". This was really when I got it -- the ascension model isn't the be all and end all of your efforts -- it's just a cog in a machine that keeps running and running.

    So much of what we're told is "breakthrough thinking" is just the same old stuff repackaged. This, however, really i something that's breakthrough.

    I hope it gets you as excited as it gets me!

    These are fantastic resources. I have a question: What do you guys think about driving traffic to your Lead Magnet directly without having a website or blog. Having a content based website in place will enhance your credibility and trust factor to the eyes of your list. So, if you don't have a website, can you still be successful in the whole list-building game?

    Thanks
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    • Profile picture of the author Oziboomer
      Originally Posted by HarrisAndrea View Post

      These are fantastic resources. I have a question: What do you guys think about driving traffic to your Lead Magnet directly without having a website or blog. Having a content based website in place will enhance your credibility and trust factor to the eyes of your list. So, if you don't have a website, can you still be successful in the whole list-building game?

      Thanks
      It all comes down to the offer and the where the traffic is coming from.

      Yes for trust building where traffic is coming from organic search or even PPC then a website may help if the person is seeking information but if you are giving away a free iPhone from posts on Instagram you borrow the TRUST from the product so straight to a hosted lead page without a website is not a problem.

      Often I'll do both.

      I'll have a video promoting a product and I have a website to back up the product but I just want people to go to a lead page and it is just a hosted option but I cloak the link to the page via a trustful looking redirect much like any affiliate marketer would do.
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  • Profile picture of the author blogmarketer
    Here's a slick tool I learned about from Kim Roach's BuzzBlogger site (http://www.buzzblogger.com):

    It's called "AWProTools" - it 'supercharges' your Aweber account. Along with adding tags for segmenting, it lets you move subscribers around between lists.

    There's a 14-day free trial (not an affiliate link): https://awprotools.com/

    Kim
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