You are on page 1of 42

presents...

Lucrative List
Building Bootcamp
... other kick-ass productions by Andre Chaperon
TinyLittleBusinesses.com
AutoResponderMadness.com
FrankVsMatt.com
AffiliateBully.com
- 1 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
Universal Framework for Building a REAL
Sustainable Information Business Online
- 2 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
[LLBB] Intro (Email 1 of 6)
Hey, Andre here...
In the next few days I'm going to be sending you
the following emails:
* [LLBB] Targeting (Email 2 of 6)
* [LLBB] Positioning (Email 3 of 6)
* [LLBB] Squeeze (Email 4 of 6)
* [LLBB] Traffic (Email 5 of 6)
* [LLBB] Extra (Email 6 of 6)
When you see those emails, open them. Then read
them. Every damn word.
Each email will be a "bite sized" lesson.
Shouldn't take you more than 5 or 10 minutes to
consume each email.
At the end of this bootcamp you'll understand my
approach to building highly-targeted email lists.
I've held back from creating a list building
product for years.
The reason for that is that my approach is
COMPLETELY DIFFERENT to almost everyone else.
... and ultimately, I just didn't want to share
what works so insanely well for me.
The only reason why I've decided to "come clean" so
to speak, is because of a somewhat selfish reason.
But hey, at least I'm honest, no? :)
I want more people to be exposed to Autoresponder
Madness (ARM). But the biggest objection for not
purchasing it, is...
"I don't have a list!"
Can't argue with that.
If you've got no list ... well, you've got no list.
- 3 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
So no way to implement what I teach in ARM.
I get it.
So in the next 5 days I'm going to remedy that
fact. Because building a list should really be your
#1 priority.
So firstly I'm going to knock a few MYTHS on the
head. Clear up some of the disinformation and fog
surrounding this topic.
Then I'll present you with the big picture of how I
approach building hyper-targeted email lists.
I have a tag line I've associated with ARM:
MONSTER PROFITS FROM TINY LISTS
The 'MONSTER PROFITS' part is what ARM is all
about. It teaches the nuts and bolts of that.
But it doesn't cover HOW TO create the 'TINY LISTS'
component. Which is helluva important, of course.
So let's start...
There are two main myths with list building that
get spread around like wildfire.
Reason why is simple:
Because the alternative is *NOT* what the gurus
teach. The disinformation creates demand for their
stuff.
MYTH #1
The money is in the list therefore your list is
your #1 asset in business.
Hmmm ... not so. Not even close.
Disinformation.
I know of too many guru marketers who have huge
lists that are close to worthless.
- 4 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
The money is NOT IN THE LIST.
The money is in the RELATIONSHIP you have with your
list (which is the 'the asset').
People will only willingly (and happily) take out
their credit card and buy from you...
... if they:
KNOW, LIKE & TRUST you. As in, if they believe you
have their best interest at heart.
Those feelings are nurtured (over time) throughout
the RELATIONSHIP between you and your list.
The #1 asset in my business, is the relationship
I've nurtured with my prospects and clients over
time.
I can send out an email at anytime and generate a
few thousand dollars, pretty much instantly.
But I can ONLY do that because I've earned the
trust and respect of my crowd.
(... and that trust can't be abused.)
Now I won't cover relationship building in this
course (because ARM teaches that).
This training is purely list building (as in how to
get targeted people onto a list of yours).
MYTH #2
(btw: this is closely related to myth #1)
List SIZE matters. BIGGER is better.
Wrong.
Disinformation.
I have tiny little lists that will (and do) out
perform monster guru lists, all day long.
I have many clients that do the same.
- 5 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
Ultimately, SIZE itself doesn't matter. In many
cases, less is more. Tiny trumps huge.
It all comes down to targeting and filtering an
audience (few people do this).
I cover this tomorrow.
I have a small list of 178 customers that earns me
$8K EACH MONTH in profit.
Another list of 408 customers that earns me $4,060
each month (in pure profit).
I have many other (small) lists that result in
thousands of dollars whenever I send out emails.
(... or whenever the automated "systems" I use
sends out 'em emails.)
I have a client that operates outside of the IM
space. In 2010 he earned a over $150,000 from just
60 customers.
And continues to earn $5K/mo from that SAME list.
Notice that we are NOT selling stuff to monster
lists that are 100K in size.
No need to.
Anyway. Just wanted to get those two big myths out
the way.
Now let's start the juicy stuff.
I've attached a PDF to this email.
Open it now.
That's the big picture.
The stuff circled in green is what I will be
covering in this short bootcamp.
So let's continue this tomorrow.
Same time, same place...
- 6 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
Rock on!
Andre "ZAG when they zig" Chaperon
P.S. If you're observant you would have noticed I
changed the last name of this course from
'manifesto' to 'bootcamp'.
I think 'bootcamp' does a far better job of
describing what you'll be getting from me over the
next week.
--- TIP ---
If you use Gmail, here is what I do for really
important emails:
I setup an automated filter + colored label. I've
attached a screenshot of what the result will look
like.
In Gmail, setup a filter that has these settings:
1. From: andre@emailandre.com
2. Subject: [LLBB]
3. Apply the label: LLBB
4. Never send it to Spam (checked)
5. Always mark as important (checked)
... then you have to manually set a label color, as
shown here:
http://goo.gl/HHauO
I have hundreds of automated filters setup in my
Gmail account. It's a great way to "manage" an
inbox full of emails.
- 7 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
[LLBB] Targeting (Email 2 of 6)
In my experience (all) other list building products
ultimately FAIL to teach the MOST IMPORTANT
component of creating a list which is hyper-
responsive.
They don't teach how to define exactly who you want
to target as your ideal customer.
As in WHO do YOU WANT to do business with?
Marketers seem hellbent on funneling as many people
onto their lists as possible.
They want to target EVERYONE.
They want to sell to EVERYONE.
"Look - I have a 70K list!"
(... of useless freeloader tire kickers, or people
who are not interested in what you have to say -
let alone what you're selling.)
Here's a tip:
You DON'T want to be all things to all people.
You DON'T want to target and market to everyone.
That's not how to build a hyper-responsive email
list.
Good funnel design paints a picture through your
ideal target customers' eyes.
It gives context based on their point-of-view
(POV), biases, perspective, and worldview.
Doing this will completely transform your
conversion rates.
It'll ensure that the people you attract - ARE the
customers you WANT TO do business with.
- 8 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
And just as important as it is to know exactly who
you want to attract as a customer - you also want a
clear idea of your you DON'T WANT as a customer.
Reread that last bit. It's important as hell.
Your list building gameplan needs to start by
DEFINING WHO EXACTLY your ideal target customer is
(and conversely, who they aren't).
What are their traits, their needs, their issues,
their pain-points, their irrational fears, their
aspirations, concerns, environment, etc...
Your approach to creating your sales funnel and
lead capture process should be customer-centric.
With me so far?
This process of "customer insight" consists of two
steps:
STEP 1: Empathy Mapping
STEP 2: Ideal Customer Avatar Creation
The end result of doing this will be a VERY CLEAR
idea of WHO you are targeting (talking to) with
your marketing.
Your marketing will be more consistent. More
congruent and inline with the NEEDS of your
audience.
... and it'll be (way) easier to create ads and
write sales copy and say things that your audience
actually cares about.
You'll be able to "connect" with your audience on a
far deeper more emotional level.
==========================================
CUSTOMER INSIGHTS STEP 1: Empathy Mapping
==========================================
Watch this short video now (2m54s):
http://www.youtube.com/watch?v=3mrtu4MmthE
The exercise of empathy mapping (as described in
the book Gamestorming) allows you to go beyond a
- 9 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
customers's demographic characteristics and develop
a better understanding of environment, behavior,
concerns, and aspirations.
If this is not making much sense (yet), hang in
there. It's really not hard to do. You'll see...
Here is how to use the (customer) empathy map:
First - brainstorm / come up with TWO ideal
customer segments.
One is who you want to serve. The other is who you
want to AVOID (filer out).
Start by giving these two customer segments a name
and some demographic characteristics, such as
income, marital status, and so forth.
If you know my stuff at all then this will already
be familiar to you.
Using the diagram (click here to download) build a
profile of your two newly named customer segments
by asking and answering the following six
questions:
----------------------
1 - WHAT DOES SHE SEE?
----------------------
Describe what the customer sees in her environment:
• What does it look like?
• Who surrounds her?
• What types of offers is SHE exposed to daily?
• What problems does she encounter?
-----------------------
2 - WHAT DOES SHE HEAR?
-----------------------
Describe how the environment influence the
customer:
• What do her friends say?
• Who really influences her, and how?
- 10 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
----------------------------------------
3 - WHAT DOES SHE REALLY THINK AND FEEL?
----------------------------------------
Try to sketch out what goes on in your customer's
mind:
• What is really important to her (which she might
not say publicly)?
• Imagine her emotions. What moves her?
• Try describe her dreams and aspirations.
-----------------------------
4 - WHAT DOES SHE SAY AND DO?
-----------------------------
• What is her attitude?
• What could she be telling others?
• Pay particular attention to potential conflicts
between what a customer might say and what she
may truly think or feel.
---------------------
5 - WHAT IS HER PAIN?
---------------------
• What are her biggest frustrations?
• What obstacles stand between her and what
she wants or needs to achieve?
• Which risks might she fear taking?
-----------------------
6 - WHAT DOES SHE GAIN?
-----------------------
• What does she truly want or need to achieve?
• How does she measure success?
• Think of some strategies she might use to achieve
her goals?
- 11 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
If this all seems like a lot of work ... well,
you'd be right - it is.
No getting around it.
But honestly, this process is fun to do and it
doesn't need to consume hours and hours of your
time.
If you do this process in a small group, it can
take as little as 10-15 minutes.
But in my experience, expect the process to take up
to an hour if you do it solo.
I found two short videos that demonstrate how to
populate your empathy maps.
This first one is from a lady named Jeannel King (I
have no idea who she is).
She does a pretty good job of explaining the
empathy mapping process:
http://www.youtube.com/watch?v=pMN7vkE4csg
This next video is more thorough example of how to
really dig into the empathy mapping process:
http://vimeo.com/27832845
I've attached a blank empathy map to this email.
Print out two copies. One for each of your audience
segments.
===============================================
CUSTOMER INSIGHTS STEP 2: Ideal Customer Avatar
===============================================
This next step I originally learned from Eben Pagan
in his Altitude program back in 2007 (I think, if I
remember correctly).
I've been using it ever since.
I've found the process game changing.
- 12 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
But since then I've "enhanced" what Eben originally
taught.
The end result is a customer profile (avatar) that
continually "evolves" over time.
Your TWO avatars initially get created based on
what you discovered with the empathy mapping
process.
In the IM space I have two avatars based completely
on real customer traits.
I've named them Frank & Matt.
Again, if you've been following my stuff for any
length of time, you prob'ly would have seen Frank &
Matt pop up in my marketing :)
Frank represents the customer segment that I want
to AVOID. As in filter and weed out with my
marketing.
Matt represents my ideal customer. I want to
attract LOTS OF MATTS ... thousands of 'em (or
people who are Frank’s but WANT to be a Matt).
So I have two customer profile documents that make
up the characteristics of my two avatars.
These two documents get "updated" all the time as I
learn and discover new things.
Reread that again. This part is a game changer.
Let's say I test two new story angles as a lead-in
to a new affiliate promotion ... and one completely
bombs (the other generates 5x more sales).
I'll then make a note of that in my avatar profile
document:
• Date
• Offer details
• What I did
• What worked
• What didn't work (and why)
- 13 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
It all goes in there. Everything.
My Frank profile doesn't change much. It simply
represents the type of customer that I DON'T want
to attract.
But my Matt avatar changes a lot - because it
represents the customers that I'm actively trying
to reach.
I have thousands of REAL CUSTOMER data points that
I've gathered over the years based on real surveys
and in-person or over the phone interviews and
conversations.
This is a process.
It all takes time.
Your dossier for each customer avatar will prob'ly
start off small and lightweight.
Perhaps just a few lines.
That's OK. It's normal.
The longer you operate within a niche market the
more "insight" you'll learn about the people you
want to do business with.
... and conversely, the people who you want to
filer out BEFORE they get to your list.
Recently I ran an experiment where I took my two
avatars - Frank & Matt - and made them the focus of
a sales process.
You can see what I wrote, here:
http://tinylittlebusinesses.com/
Because the experiment worked so well...
(and yes, results were noted down in my "Matt
profile", like the 49.15% conversion rate for a
$39.95 recurring subscription)
... I'm now using Frank & Matt as characters
throughout my marketing.
- 14 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
In fact Frank & Matt now even have their own
website :)
http://frankvsmatt.com
(If you're a member of TLB then I'll be explaining
in more detail why I'm doing this.)
I hope this lesson makes sense to you and that you
can see the value in doing it.
=============================
ACTION TASKS (aka: homework)
=============================
1. Watch the three videos in this lesson.
2. Print out the (attached) blank empathy map
(twice).
3. Create two empathy maps. One to represent your
ideal customer. The other to represent who you
want to avoid.
4. Create two customer avatars like I've done with
Frank & Matt.
BTW: Your two avatars don't need their own
websites. I've done that for another reason.
My good ‘ol buddy Dave Tropeano created three
avatars that represent three people in the IM
space:
http://0tocash.com/story/
Use that, along with my two examples:
http://frankvsmatt.com
http://tinylittlebusinesses.com
... to create your avatars.
Ideally put 'em in a Word or Pages or Google Doc or
Evernote (or whatever) document.
- 15 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
Something that allows you to paste images and
screenshots and stuff into it.
Rock on!
Andre "Frank vs Matt" Chaperon
P.S. This is an interesting read about experiences
with empathy mapping:
http://goo.gl/3Jm33
- 16 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
[LLBB] Positioning (Email 3 of 6)
Positioning...
What is it and why should you care?
Firstly, do yourself a massive favor and pick up
the old classic, 'Positioning: The Battle for Your
Mind' by Al Ries and Jack Trout.
Along with Robert Cialdini's Influence, Positioning
should be required reading for every serious
marketer.
Also pick up 'Blue Ocean Strategy' by W. Chan Kim
and Renée Mauborgne.
Those three are some of the best business books
ever written. Required reading for sure.
Back to positioning...
Positioning is the "perception" that happens in the
minds of your target audience.
The story they tell themselves.
It allows you to differentiate your product or
service from that of your competitors.
The essence of "positioning" is to render the
competition irrelevant.
IR-REL-E-VANT.
I'm certainly no pro on positioning. But I've been
practicing the art of positioning for years.
Lemme give you some examples to demonstrate
positioning in action.
Coffee.
There are a few categories of consumers here.
The instant coffee drinkers on the low end, right
up to the hard-core espresso connoisseur drinkers
on the top end.
- 17 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
Of course, there's everything in-between too.
Through a positioning statement and through price,
savvy marketers or companies get to talk directly
to JUST the people they want to reach.
Everyone else is ignored.
They become irrelevant.
If you're a connoisseur of coffee, you prob'ly
don't drink instant coffee. Ever. I know. Because
I'm one of them.
This category of coffee lover prob'ly knows the
JURA brand.
Just like a sports car petrol-head will know about
Bugatti Veyron & Pagani Zonda.
The JURA's tag line:
"If You Love Coffee"
So simple. So powerful.
... to a coffee lover.
The wife and I LOVE coffee. That positioning
statement talks DIRECTLY to us, loud and clear.
We own a Jura ENA 5. It's a $1,200 espresso coffee
maker. They have other models that clock in at
$3,000+.
Through price and their positioning statement, JURA
own that segment of the high-end market.
They don't compete in the hyper-competitive sub
$100 coffee maker market.
Nespresso have done something similar (smart move
for them). They created a machine for the less
crowded $150 - $300 market.
Nespresso people really like coffee. But they're
not the die-hard Jura crowd.
- 18 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
They want to drink good coffee - but not if they
have to pony up $1,000+ for the pleasure.
"Thanks but no thanks..."
See how that works?
Positioning can be achieved through "design".
I'm a fan of that. You'll see tomorrow.
Also through "price" and clever branding.
But typically it'll come from a combination
elements.
In 2010 I was looking at getting a jeep.
So I ended up looking at the Jeep Wrangler range.
But a 2010 Jeep Wrangler Rubicon would have set me
back between $22,000 and $30,000.
Not cheap. But not crazy expensive either.
Jeep Wrangler is the Nespresso of jeeps.
To a non-jeep aficionado (like myself), I thought
the Jeep Wrangler was the top-dog.
The obvious choice.
I was wrong.
But then - I'm not a crazy jeep fanatic.
I then saw an ad for an ICON CJ3B.
OMG!
Watch this short 4m:44s video by Jonathan Ward,
owner of TLC, the maker of the ICON.
http://vimeo.com/28483984
That's positioning, baby!
ICON is the JURA of jeeps.
- 19 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
The Rolls Royce. The Bentley.
If I wanted the best jeep in the world, this would
be it.
It would be the only company in the world to
consider. Everything else would be completely
irrelevant.
Hand made.
Limited production.
The ICON CJ3B starts at around $80,000.
THREE TIMES the price of a Wrangler.
They have customers that pay as much as $180,000
for a custom-built model.
Hello!
... $180K for a feakin' jeep. :)
That's positioning.
Jonathan Ward gets positioning.
It allows him to only attract rich enthusiasts.
Everyone else gets automatically filtered out.
If you're a guy who's into jeeps, you'll be
salivating as you watch that video.
No way around it.
You should use positioning to:
1. laser-focus in on your ideal target audience
2. filter out who you DON'T want
3. differentiate yourself from everyone else.
In today's me-too marketplace "positioning" is how
you win.
... and it strongly ties into what you learnt in
yesterday's email about profiling your ideal target
customer.
- 20 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
The JURU company have a very clear profile of their
ideal customer.
Jonathan Ward does too. It's crystal clear.
This is how savvy marketers and brands are carving
out a piece of the pie which THEY THEN OWN.
The online marketplace is already competitive.
Make no mistake of that.
This is WHY differentiating yourself is THE ONLY
way to succeed in today's competitive world.
To add more pressure, the barrier to entry for
someone wanting to start an online business is
really low.
Meaning ... pretty much anyone in their bedroom
with a $250 laptop can "set up shop" online and
essentially become your competitor.
Why should customers choose you over your
competitors?
If you're not differentiating yourself you're going
to have a hard time getting any real traction.
For this reason you need a compelling
differentiator.
My guess. My prediction. Is that in this next
decade, competitiveness as you know it online, is
doing to get ratcheted up BIG TIME.
If you think it's competitive online now, you ain't
seen nothing yet.
It's dog-eat-dog already. But it'll get worse.
Much worse.
This is WHY positioning is so damn important.
This is WHY creating an accurate profile of your
target customer is essential (read: it's not
optional).
- 21 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
Seriously.
Combine positioning with what you've learned
yesterday.
... and what you'll learn in the next few days in
this bootcamp - and you'll be UNSTOPPABLE.
I'll give you one last example.
The iPad 2.
Between January and September 2011 the iPad has
maintained roughly 70-80% of the tablet
marketshare.
The Android tablet manufacturers are all battling
for left overs. The scraps.
Why?
Because they chose to compete head-on with the
iPad.
Stupid :)
That was never going to work in a million years.
The BlackBerry PlayBook and Samsung Galaxy are
perfect examples of that. Bad positioning.
If someone has $500 to spend why would they choose
2nd or 3rd best?
... why would they chose a Galaxy or PlayBook over
an iPad 2?
HP has even chosen to completely opt out of the
tablet market. ("thanks but no thinks...")
... then Amazon come along (last to the tablet
market) and released the Amazon Fire.
... for $199.
Right out the gate they position themselves so that
they DON'T compete head-on with the iPad.
- 22 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
Smart. Genius, even.
They did something that everyone else could have
done - but didn't.
They've come along out the blue while all the big
brands are fighting a losing battle against Apple
for the premium "lots of features" category.
With the launch of the Fire, Amazon has a good
chance at splitting the tablet market in two and
DOMINATING its lower end.
Smart.
Now ... Samsung and all of the other Android tablet
manufacturers are shaking in their boots.
(The Kindle Fire is powered by Android BTW, so it
just goes to show you.)
Their fault completely.
I'll leave you with two articles about the Amazon
Fire that demonstrate positioning really well:
This article was pre-Fire launch (great read):
http://goo.gl/dQkg0
This one a day after the launch:
http://goo.gl/HhUVs
... and in response (one day after Amazon rocked
the tablet world) what does Best Buy do...
... they slashed the price of the BlackBerry
PlayBook by a hefty $200.
The cheapest PlayBook now costs $299.
But it's too late.
Amazon has already won.
Positioning is what happens in the minds of your
target audience.
And the launch of Amazon Fire has already put nails
in the coffin of all the iPad copycats.
- 23 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
Positioning baby.
Tomorrow I'll cover the process of creating a
conversion system (squeeze page) that builds highly
targeted email lists.
Think how you can differentiate yourself, your
product or service - so that it stands out from all
the others.
You can do this even if you're an affiliate.
For digital products it's about your messaging. As
in what you say ... and who you say it to.
• What can you say?
• Who can you target?
Hint: It's a combo of both :)
To be continued...
Andre "positioning" Chaperon
- 24 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
[LLBB] Squeeze (Email 4 of 6)
Hey, Andre here...
Look at the PDF at the end of this email.
Today I'm focusing in on Step 2 (the conversion
system). Your squeeze (lead capture) page.
The conversion system is built on top of what you
learned in the previous two emails.
Having a crystal clear idea of who you want to do
business with - and who you don't want as a
customer, is CRITICAL.
Poor conversions happen when there is a disconnect
(distortion or dissonance) between what you are
saying and what your potential customer wants.
As in how closely your marketing matches their
needs (that feeling of resonance or harmony).
Most marketers are clueless about WHO they are
actually targeting.
When you don't specifically address THEIR emotional
needs, their irrational fears, their aspirations.
... well, then you'll always find it hard work to
sell anything.
The conversion system is your opportunity to make
an emotional connection with your ideal customer,
and demonstrate to them that you have the potential
to solve their problem.
... that you “have the goods”.
=================================
LEAD CAPTURE (CONVERSION) SYSTEM
=================================
Here are a handful of squeeze page examples:
http://goo.gl/goZx3 (Greg Habstritt)
http://goo.gl/GcPWa (Greg Habstritt)
http://goo.gl/xfPML (Dan Kennedy)
- 25 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
http://goo.gl/OMgIV (Ryan Deiss)
http://goo.gl/6jr3Z (David DeAngelo 2011)
http://goo.gl/AWGi4 (David DeAngelo 2007)
http://goo.gl/TgE2V (Bob Proctor)
(I've used screenshots so that the examples remain
static for you.)
Some are similar. Some are quite different.
Do they all work?
Absolutely.
Meaning there is no reason why you couldn't model
any one of them yourself and have success.
No reason at all.
... that is, so long as you apply the empathy/
avatar technique which I taught you a couple of
emails ago.
Do that ... and you shouldn't have a problem.
However, there is a caveat (there always is).
I would argue that a lot of lead capture pages
(most even) approach list building in a non-
efficient way in terms of attracting only the best
prospects.
I call it a forced (or blind) squeeze.
It doesn't deliver any preeminent value upfront
(pre-squeeze).
The leap of faith is on the shoulders of the
visitor.
Think about that for a second.
Put yourself in the shoes of the visitor.
You have to give up your email address in the HOPE
of receiving something that will be of value to you
(or you leave empty handed).
- 26 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
From the prospect's perspective, that's not a
scenario stacked in their favor.
Plus there's no filtering out process.
"Here's what I have. Gimme your email address and
I'll give ya the carrot."
The key persuasion factors at play here are
curiosity and a bribe.
And it pretty much attracts everyone.
... especially people JUST wanting the freebie
offer. The carrot. The bribe.
... as in low-quality leads (not all, but a lot).
Yes, it works to attract a LOT of signups.
Curiosity works like that. Bribes too.
And marketers love lots of signups. It's like
heroin for them.
Which is why smart people like Ryan Deiss have
always used forced/blind squeeze processes.
The vanity numbers of a large list gives them
bragging rights. Its a measure of success ...
perhaps a little ego boost too.
That works for them. Which is cool.
But I prefer not to roll like that.
ZAG when they zig is my MO.
I prefer to demonstrate preeminence BEFORE I ever
ask for anything in return.
I put my chops on the line right upfront.
I give 'em stuff they can sink their teeth into,
PRE-SQUEEZE.
Some marketers choose to use video. Others (like
me) plain text. Some a combo of both.
- 27 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
Neither is better, or worse than the other. That's
not the point here.
The point is ... your ability to create real value
upfront will allow you to ATTRACT the best
prospects.
It will also give you the ability to "filter out"
those people who you just don't want to do business
with.
I call this approach the "Preeminence Squeeze".
Some examples:
http://affiliatebully.com/ (yours truly)
http://zerotoherostory.com/ (yours truly)
Ben Cummings, ChiroBully:
http://goo.gl/lWLPo (page 1)
http://goo.gl/nazSB (page 2)
http://goo.gl/Hcqrn (page 3)
http://goo.gl/7s2Zv (page 4)
http://goo.gl/khfzx (David DeAngelo)
http://goo.gl/b0RmX (Mindvalley)
Notice how the lead capture process is turned on
its head.
It's not a "thin" squeeze completely built around
curiosity and a bribe.
I have nothing against curiosity per se. I use it a
lot myself. Bribes have their place too (when used
smartly).
But when the entire process is built on nothing but
curiosity and get my big FREE bribe thingy.
... well, that's not a great foundation for (only)
attracting the BEST prospects.
I'm going to end this email with a scenario.
I think it'll (emotionally) demonstrate to you the
best process for converting prospects into
customers and customers into raving fans.
- 28 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
For this example to have the best effect on you,
put YOURSELF in the shoes of the searcher, OK?
-------- <start example> --------
You (that's YOU) have a desperate problem you're
trying to solve (insert emotional problem here).
You go to Google or Bing or Yahoo! and you type in
a number of search queries in an attempt to uncover
a potential solution to your problem.
You spend ages clicking on results (paid and free).
But all you find are badly written articles
surrounded by blocks of ads (AdSense).
... or you find forced squeeze pages like I
mentioned in the beginning of this email.
You bite the bullet and signup to one of these.
The "lead magnet" ends up being nothing more than a
video sales letter.
Following me so far? ... remember, in this example,
YOU are the visitor.
You move on.
No way you're going to buy from that person.
Clearly they don't "get" you.
Next you land on a video squeeze page. But you
can't watch the video until you opt-in.
Brilliant.
So this time you enter in a bogus mailinator.com or
sneakemail.com email address.
The 45 minute "free presentation" turns out to be
nothing more than a low-value drawn out sales pitch
for a $197 "magic pill" solution.
You're getting despondent (and angry) now.
- 29 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
Everyone seems so quick to SELL their solution to
you. But you don't KNOW, LIKE, or TRUST any of them
(not yet anyway).
Not one has even attempted to "understand" you a
little more deeply.
No empathy.
No rapport.
No relationship.
No jack shit.
You do one last search.
You land on a website.
It's COMPLETELY different to all the rest.
It's full of (amazing) content.
You read it.
It seems to PULL you along. It explains a quick
method you can use to relieve some of the emotional
pain you're experiencing.
You don't even need to try this technique to know
that it'll work.
You already feel as though you're moving closer to
solving your problem.
The author knows their shit. That's crystal clear.
They "get" me.
No question about that.
He uses words and language that means something to
you. You can feel a connection. This person clearly
empathizes with your unique issue.
The content finally ends.
But you want more of it.
- 30 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
You don't want this experience to end.
For the first time you feel you're closer to
finding a solution than you've ever been before.
You're not forced to opt-in.
There's no bribe.
But the dynamics have somehow changed. Because you
WANT to opt-in for more.
So you eagerly give up your real email address.
You get an email from the dude. But instead of a
"sales pitch" - he starts to tell a story.
The story engages you.
It moves you.
You can feel the story building up to a climax.
Before you know it you're at the end of a 1,100
word email ... yet it didn't "feel" long at all.
It ended on a cliffhanger. WTF!
He says he'll hit you up tomorrow to finish the
story.
He's STILL not sold you squat. Yet you can feel
that you're getting closer to a solution.
Better yet, you feel understood.
Amazing. Even strange.
Next day, right on queue, another email hits your
inbox.
You drop everything, open it, and read every damn
world.
No links. Nothing to buy.
You FEEL a level of trust and rapport being
established.
- 31 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
You know at some point he'll prob'ly offer to sell
you something. This is a business. You understand
this. But instead of dreading that inevitable
moment ...
... you're looking forward to it.
... you're ANTICIPATING it.
... you want it to come, like NOW.
Finally on email #3 he offers up his solution for
sale. It's not a hard sell either (strange, but
nice).
The decision to buy is a no brainer.
Click. Buy. Customer for life.
-------- </end example> --------
Hope that was helpful.
One last thing before I sign-off...
I (personally) prefer the "Preeminence Squeeze"
process to the "Forced Squeeze" setup.
I want smaller, more tightly-focused lists.
I prefer to earn $200K from a tiny list of 2,000
subscribers ...
... than $200K from a monster list of 70K
subscribers.
The end result is similar. Both approaches WILL
build a list of people that'll eventually buy stuff
and make you money.
The big problem with the forced approach to list
building is that it typically attracts a far wider
segment of people onto an email list.
... and a lot of 'em people are inevitably people
that will just NEVER buy. Freeloaders, tyre
kickers, wrong kind of person altogether, whatever.
It's not a focused approach.
- 32 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
... but yes, it does still work.
You choose. Ball is in your court.
Just don't do nothing. That's the worst approach
bar none.
Rock on!
Andre "tiny list expert" Chaperon
P.S. Everything AFTER the opt-in process is covered
in beautiful detail within ARM:
http://autorespondermadness.com/
Read: shameless plug :)
The point I'm trying to make is that, when your
marketing is super targeted and in-tune with the
needs of your audience ...
... you really don't need to FORCE people to join
your list (or to buy).
You do that by demonstrating value upfront, before
asking for anything in return.
You then create a barrier-to-entry. An opportunity
for them to get more from you.
My Affiliate Bully site is an extreme example of
that:
http://affiliatebully.com/
Writing that much content can seem like a lot of
hard work. And it is. No two ways about it.
But it really doesn't need to be long.
Take a look at this example:
http://zerotoherostory.com/
Way shorter. It also doesn't look like the typical
"squeeze page" you see everywhere else.
That's on purpose. Part of my positioning.
- 33 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
The opt-in rate on that page is at 40.3% as I write
this.
That's from cold traffic (as in, they don’t know
me).
And the copy I wrote for that site is still
iteration 1 (as in, I've not tightened it up and
optimized it since writing it).
The opt-in rate on AffiliateBully.com is between
70-85% (of people that land on the squeeze page).
... and that's WITHOUT a bribe.
My "lead magnet" is my pre-squeeze content.
The only reason the conversion rate so high is
because:
1. I've tightly focused the copy around the
customers that I want to attract (based on my
Frank and Matt avatars).
2. I establish preeminence by demonstrating
(amazing) value upfront without asking for
anything in return.
Read: everything is loaded in the visitors favor.
Not mine.
This builds trust and rapport (very quickly).
Tomorrow I'll talk about point-1 on the attached
PDF diagram. Traffic.
- 34 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
[LLBB] Traffic (Email 5 of 6)
Traffic...
Without it you have nothing.
No subscribers.
No customers.
No money.
No business.
But you know that already. I'm telling you
nothing new.
What is less obvious is when something like
this happens:
• Unique visitors: 500
• Squeeze opt-in rate: 9%
• Sales: 0
500 visitors, zero sales. Hence $0.00 (commission
being $33.50 in this example)
But why?
I'll get to that in a sec.
Let's change the traffic system up (tighter
targeting). Nothing else changes.
• Visitors: 500
• Squeeze: 21%
• Sales: 5 ($167.50)
Why the big difference?
Before I tell you, here's one last set of metrics:
• Visitors: 500
• Squeeze: 62%
- 35 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
• Sales: 78 ($2,613)
The only difference in all three cases was the
traffic targeting/source.
Now here's the part that most people don't stop to
think about.
Traffic ('em clicks and impressions) = humans.
Human beings...
Real alive people with a beating heart that pumps
red blood through a circulatory system.
... with feelings. Hopes. Dreams. Ambitions and
aspirations. Emotions. Irrational fears.
... in a word: NEEDS.
Good traffic vs bad traffic.
High conversion rates vs low conversion rates.
Sales vs no sales.
Good subscribers vs bad subscribers.
When the rubber meets the read, it all comes down
to this.
When there is a disconnect between what you are
saying and what your visit wants, needs or
desires ... then conversions WILL be low (or non
existent).
The better the "connection" (resonance or harmony)
between your sales system and the NEEDS of the
HUMAN BEING on the other end ... the higher your
conversion rate will be.
Traffic is everywhere.
We can all get it. Pretty easily.
Sometimes it's expensive. Other times not.
Never really free though (unless "time" isn't a
factor that concerns you).
- 36 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
This isn't a traffic course. That's not the scope
of what I'm teaching you here.
But you need to understand that your ability to
target your ideal target audience will require an
element of trial and error.
... and time and effort, of course.
Traffic is NOT where you start (like a lot of
marketers think).
You need to FIRST have a clear idea of who you want
to "talk to".
That's #1.
Then you craft your message (positioning). That's
your conversion system. Your lead capture process.
That's #2.
Traffic comes LAST.
It's not about rotating offers in front of a
traffic source until a sale is made.
Although that works ... it's not how to create a
(largely automated) sustainable business online.
Your product (or the product you're promoting if
you're an affiliate) should solve a real problem.
It's a solution for a specific group of people.
Your traffic system is all about finding and
reaching those SPECIFIC people ALREADY looking for
a solution to their problem.
... as in, the problem you already have the perfect
solution for.
Think back to the email on positioning.
JURA doesn't target the low-end coffee consumers.
That's not their audience.
- 37 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
Same as ICON. They only target and attract rich
enthusiasts. They aren't interested in the person
who only wants a $20,000 family Jeep.
Amazon (with their Fire) are not targeting the
high-end feature-rich $500-$800 tablet market.
... and knowing all of this will allow you to
better acquire traffic (a “pocket of people”) to
your offer.
I'm a big (massive) fan of referral and JV traffic.
It's targeted as hell.
These people are already typically predisposed to
what I have on offer (very targeted).
Makes life a lot easier. Which helps.
But (in contrast) my good friend and TLB business
partner gets most of his traffic from big-ass media
buys.
Like 81 million impressions resulting in 317K
clicks (in one month). That's a lot of eyeballs.
But those eyeballs are pretty targeted to his offer
(his ads call them out).
It's a good fit. The offer makes sense to them.
He solves a problem they have.
Now...
As amazing as JV traffic is, it's not something
that's ON all the time (like Steve's media buy
traffic).
JV traffic comes in spikes. Whenever you do a deal.
So instead of me just telling you how I get
traffic, I thought it would be far more valuable to
you if you got a glimpse into the traffic systems
of other successful marketers too.
So I emailed a bunch of my friends.
- 38 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
Some are "gurus". Others operate completely under
the radar. But they're all super successful.
Here's what I asked them:
--------- <start scenario> ---------
You have a campaign. It's completely setup (points
2 & 3 below):
1. Traffic
2. Lead Capture
3. Email > AFFILIATE Offer
You have an initial traffic budget of $500. What
would you do to bootstrap initial sales?
Constraints:
You can't leverage your own list.
--------- </end scenario> ---------
Here’s the PDF with their answers:
Lucrative List Building Dossier PDF
Enjoy!
See you tomorrow.

Andre "traffic is everywhere" Chaperon
- 39 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
[LLBB] Extra (Email 6 of 6)
Hey, Andre here...
The traffic answers attached to yesterdays lesson
were pretty cool, huh?
Tons of golden nuggets in there.
Anyhoo ... time to wrap up this bad boy.
The point of this bootcamp was to give you a
difference perspective to list building.
Based on feedback so far, I think I did that in
spades.
This is what I do to build lists.
I know it's not for everyone though.
... largely because it requires a little more work
and a deeper level of understanding about a target
audience.
A little "extra work" always seems to scare the
hell out of most people. Even when doing the work
will result in a ton more cash-oh-la.
... go figure.
(Which is prob'ly why the majority of wannabe
marketers don't make any money.)
What I've given you here works like crazy. Make no
mistake of that.
... but it's really just the prequel for the REALLY
GOOD STUFF :)
This bootcamp covered everything in the area
circled in GREEN (the PDF was attached in email
#1).
But it's the area circled in RED where the lions
share of profits are created.
- 40 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
Joe Polish and Dean Jackson say that the split is
like 15% (green area) to 85% (red area).
I agree.
AutoResponder Madness (ARM for short) is all about
what happens the second someone adds themselves to
an email list.
What I teach in ARM is not specific to just
marketers operating in the "IM" space.
On the contrary ... it's pretty much market
independent (it’s all about humans and needs and
problems and solutions and relationships and
preeminence).
I have clients successfully using ARM strategies
and tactics in more niches than I can count on all
my fingers and toes.
Anyhoo ... no need to just take my word for it.
Here's what some of my clients have had to say
about ARM:
http://autorespondermadness.com/happy-customers/
Rock on!
Andre "ARM is a game changer" Chaperon
BTW: I have a few "extra" list building tips to
share with you.
I'll do that over the next few weeks.
... or just click the unsubscribe button if you're
had enough of list building talk.
No hard feelings. I know your time and attention is
important to you.
I ran what I can only refer as an 'evil experiment'
a few years ago.
If I can dig up the actual emails I used, I'll
think about sharing it with you.
- 41 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production
It resulted in me DOUBLING my opt-in rate.
But that wasn't even the best part :)
But I'll save the details for another time.
Hope you found the bootcamp valuable.
Actually ... would really value a quick email from
you saying as much.
What part of the bootcamp really hit home for you?
Just click the reply button.
(... although I prob'ly won't be able to personally
respond to each email. If you're OK with that -
then I would love to hear back from you.)
- 42 of 42 -
© 2003 - 2012 AutoresponderMadness.com - a kick-ass Andre Chaperon production