0 6 Figures: TO in 90 Days

0 TO 6 FIGURES
IN 90 DAYS
The Secrets To Successful
Membership Based
Programs In Your Business
DIANE CONKLIN &

CASEY GRAHAM
INTERVIEW-PART 2
TRANSCRIPT
0TO6IN90
Diane Conklin (Complete Marketing Solutions) Interview Casey Graham
(GivingRocket.com) - Part 2
Diane: We are back with more great stuff about this continuity launch that we did
together, so Casey, let’s talk about results, because we sort of ended
talking about price and some of the lessons with follow-up. So let’s talk
about the actual results that you got from the launch and the follow-up.
We already know that in that 90-day period that you were on track for six
figures. Any other specific results we want to give them?
Casey: Well, you know, I think great results are that we grew our email list
significantly through the launch. And so, I don't know if that's a specific
result that's helpful or not.
Diane: Sure.
Casey: But we used not only the launch for getting people to a call, but we used
the launch for everything. We drove more traffic to our site, we did more
on our blogs, we did all that kind of stuff. So we literally picked up, I can’t
remember the exact number, but probably about 1,000 email addresses
and contact information from people just by launching, because there
was so much momentum going on. And Dan Kennedy I heard him one
time say that one is the loneliest number. And so, instead of us just doing
it and just getting stuff just for that, we had subsequent stuff with, like
more reports, we put out more information, and that kind of thing. So we
really grew out email list as well, which then, led us into the next couple
of months where we were going to try to continue to grow the
membership problem.
1227 ROCKBRIDGE RD, SUITE 208-107, STONE MOUNTAIN, GA 30087 (866) 293-0589 COMPLETEMARKETINGSYSTEMS.COM 2
Diane: Yeah, and I think that's always one of the things that happens out of any
program that you do, and especially a launch with a continuity program
like this is that one of the side benefits is you do grow your email list,
because it does create this whole excitement and atmosphere, and now
people are telling other people about it, and ‘Hey, you ought to check
this out,’ especially in the church community. But I think even as
entrepreneurs, and you know, we're all friends, and so if we find this great
thing that somebody’s doing, we say to somebody else, “Hey, did you
see what Diane Conklin and Complete Marketing Systems is doing over
there? I’d check out this cool program they have?” Or, “Hey, do you see
what Casey Graham’s doing for the churches and this giving program and
funding and all these great things he’s doing? You ought to go check this
out, man. It can really help your church.”
Casey: Yeah.
Diane: So, that just sort of happens naturally. Let’s talk about, certainly not to
pour salt into any wounds, but let’s talk about some of the mistakes that
were made that we’ve corrected that, you know, things we would
different, that kind of thing as you've moved through this process.
Casey: Well, February was a mistake month. Now, some people looked at it as a
mistake. I looked at it as learning. It was a mistake, but we learned from
it. And here’s what the biggest mistake was, that we took the price point
up to $99, which that wasn’t a mistake. The mistake is that then, if all of
our friends and family and their friends and family hadn’t signed up yet,
they weren’t going to sign up on the Charter thing. I mean, everybody
knew about the Charter thing, and if they had the opportunity, it was the
best deal, they were going to do it. So I call that kind of the low hanging
fruit.
Diane: Yeah.
© COMPLETE MARKETING SYSTEMS, LCC 3

Casey: Then we were moving into the thing where like, I'm sitting here, I'm what
I call vision drunk. I'm drunk on vision at this point and I'm thinking, “Well
gosh, this thing, if we could sell 100 a month, that's $1 million a year.”
And I start going, “This is easy.” And so, then we do our next webinar
and I said, “We're going to do a big sales webinar and we’ll get a bunch
of people on there.” We get a huge crowd, and here’s what the biggest
mistake was. All of that with fine, but we didn’t offer any type of free trial
or keep trial, or whatever you want to call it. But there was no way for
people to test the water out, and so, what I was doing on the webinar is I
was trying to sell them like I would sell to people who loved me and knew
me, and all this kind of stuff. But these people don’t know me and they
don’t know me.
Diane: Right.
Casey: And so, they trust me. And so, with that being said, I've got all these new
names off of email lists and all these new people showing up, and I'm
doing buy or die; $99, and I think it’s a great deal, and there was no deal.
I looked at the graph the other day. We didn’t sell hardly any
memberships, like it didn’t work. And we looked at it and we were like,
“My goodness.” We invested in Facebook campaigns. We just thought,
“Man, we're going to throw money at this, this is going to grow.” And
because we didn’t do a free trial and because we didn’t give people
access, and here’s the second biggest mistake, is that we tried to do it
too fast. I was like, “Well, if we're doing our email list on Monday, they
should be a member by next Monday.”
Diane: Yep, that's Casey speed.
Casey: That's my speed. But those two things were kind of a wakeup call to go,
“Hey, this thing is a long-term deal and people don’t trust me, they may
not even like me.”
Diane: Well, they don’t know you yet.
Casey: Yeah, they don’t know me yet, and that kind of thing. And so, those
things I would say are detrimental because when you do have somebody,
like I'm action oriented, I move with speed. I think everybody’s that way.
And a lot of people, we got all the early adopters in. And then there was
that whole next level of the list which we had to nurture the list and get
strategic and do strategy, and all that kind of stuff. So, that's some of the
mistakes that I know that we made.
Diane: Yes. So there’s a couple of things in there I want to point out. First of all,
that’s a great point. You’re not your client, and so, when you continue to
remember that, you will continue to do well, right, because people don’t
typically move at the speed that you and I move at. People aren’t willing
to invest as quickly as we tend to be, whatever. So we're not our clients,
so we need to be able to think about that.
I think the thing, too, I want to point out is that a very positive in all of this
is that you kept your word, in that you didn’t go back to the $79 thing,
right. That was the Charter membership. It was good for a limited time
when we did the initial, you know, long hanging fruit, as Casey calls it,
which is a great analogy there. And we said then, “This is the only time
it’s going to be available,” and it was. So to your credit, you didn’t think,
“Okay, geez, I have to drop my price,” or, “Oh, my gosh, I have to go
back and open this up again,” because we told them that we wouldn't do
that.

So you can add bonuses, you can give them something free, you can do
the low amount trial membership, you can do all of that, but to your
credit, you didn’t go back to what a lot of people would have done and
said, “Well, this is a different list so I need to let them have the
opportunity.” No, it’s a $99 thing now. So, I think that's a really, really
important point from that perspective.
The other key thing that you just said was strategy, and it’s a thing that a
lot of people don’t do and don’t consider, is the strategy of: What are we
doing, who are we doing it to, how are we going to do this, what’s next,
let’s have a little plan for how we're going to do this. And as I said, one of
your biggest positives is you do get stuff done fast. Sometimes it works
and that's great, and sometimes it doesn’t work as well, in which case we
did it, now let’s back up, let’s plan a little more, let’s use a little more
strategy, let’s rethink it.
But what Casey didn’t do, and what you never do, is you didn’t say, “Oh
well (and just throw up your hands), that didn’t work. Well, I'm not doing
that again.” No, you have to go back and look at and strategize and think
about, and so, what did you do the next time you did that webinar to that
same kind of group? What kind of offer did you give them?
Casey: Well, that's when we went to testing a two-week free trial.
Diane: Okay.
Casey: Here’s the third biggest mistake we made. This one was a nightmare,
Diane, I'm not kidding. We did a free trial, and so, what that meant is they
went to the deal and they just filled in their name, their contact
information, all that kind of stuff, and they got a free trial. And we got
their credit card information. But, guess what? We didn’t charge their
credit card for any amount, so guess what happened? We got a bunch of
people to take the free trials. Two weeks later comes and then
Infusionsoft sends us a bunch of, and half the emails we get back from
those things say Declined, Declined, Declined. And we’ve got all these
people that are members that gave us their credit card information, which
they thought was right. I mean, we’ve only one or two yahoos give us
bogus information, and that kind of thing.
Diane: Right.
Casey: So anyway, we didn’t charge anything. So what we learned from that,

because you know how hard it is to go chase down these people and get
the credit card information. Oh, my goodness, it stunk. And so, what we
learned from that is that we always charge at least $1, even if we refund
the $1 back. And that lets us know immediately that this is a good card,
it’s right, and at the end of the 14 days it gets dinged if they don’t cancel.
So, that's what we did.
The other thing that we did, you know what we found out very quickly?
That one of the biggest reasons why people didn’t buy our membership
program was they thought it was going to be hard to cancel. Now, I
understand this, because I tried to cancel different continuity programs or
subscription programs from some jokers, and they make it almost
impossible to do so.
Diane: Yeah.
Casey: And it’s hard, and all that kind of stuff. Now, you can say, “Well, that's a
good thing, it's a good strategy.” I think it’s a stupid strategy, frankly.

Diane: I agree. I agree.
Casey: And I think if somebody wants to not be in your program, then they
should be able to easily not be in your program. And so, what we had to
do is literally start screen shooting and showing people, “Here’s the form
you have to fill out if you want to not be part of our program.” And it’s
simple, and it said ‘Here’s what’s the reason why,’ and they let us know if
they wanted No, and then they don’t become part of the program.
So those were some of the things we learned and some of the mistakes
that we made. But I think the whole $1 trial thing and making sure then
you get at least $1 is huge.
Diane: Yeah. It’s critical, because you know they have a working credit card, and
if somebody’s going to take the time to give you their credit card
information, they’re not going to give you a bad address, they’re not
going to give you a bad email; they really do want it. You know, “Gosh,
it’s $1, Diane; how big of a commitment is that?” It’s not the amount. It’s
the physical act that I have to go get the credit card, I have to put all the
information in there. It’s a commitment that I've made this commitment.
One of the things I will tell you to be a little bit aware of with the $1
amount, and I mention this when I go through the webinar, but I think it’s
important enough to say again, is that one of the things from a credit
card security perspective is the $1 sometimes is an amount that somebody, as
you call it, Casey, these yahoos, who will commit credit card fraud. They’ll
run $1 and then go out the next day, so you want to be a little bit careful.
Just pass it. If you have any problems, or anybody comes back with a
fraudulent charge or something like that, sometimes what we’ll do is we’ll
say, and I love the $1 idea, I think it’s great; but you could say if you have
to send something to them, “I just need to cover shipping and handling,
so it’s $3.95.” You could still make it a small amount, but the $1 will
sometimes flag the credit card thing. I just wanted to mention that and
hopefully save some folks.
So even if you make mistakes with this or with any kind of launch or
continuity program, you can always go back and correct them. You can
always go back. And I do want to say to what you just said, make it easy
for people to get out. I mean, why burn a bridge when you can keep a
friend? So they don’t want your continuity program anymore. Maybe
they’ll come to an event you're doing down the road. Maybe they’ll buy
another resource or product or whatever, but if you make people mad,
they’re just going to go away.
Casey: And here’s another thing. Now that we're months down the road on it,
we’ve sent emails back to people who have canceled and we’ve said,
“Hey listen, when you signed up there wasn’t a free trial. We now have a
60-day free trial. If you want to try it out, try it out.” And so they have.
And people that did cancel, we’ve sent stuff back to them, and so, a
canceled continuity person does not cancel forever.
Diane: Right.
Casey: We’ve just been sending some emails, and I think we got, out of 100
people that canceled, we had 9 or 10 like within 24 hours that signed
back up. Well, that's huge because that's about $12,000 a year in
revenue.
Diane: Yeah, 9 or 10, right. I mean, you're not setting the world on fire, but geez,
out of 100 that's 9% or 10%. What’s wrong with that?
Casey: But the point being of what we said is making easy for people to get out,
addressing those fears, and hopefully people will hear this and learn from

my mistakes and not have to go through and do the stuff that I did
wrong, and that kind of stuff. Those were kind of some of the biggest
mistakes.
Now, I've got a fourth big mistake. I don't know if you want it or not.
Diane: Yeah, go ahead.
Casey: I'm so addicted to marketing and sales that I forgot that I actually had a
membership program. So, what happened was, is we were thinking,
“How can we grow the membership program?” And then we go, “Oh no,
we have a membership program. They’ve got to get stuff every week.”
And sure, we had the stuff, but it’s still work to put it together and to get
it out, to make it look good, all that kind of stuff, and so, one of our
biggest mistakes was thinking about, and I'm being completely honest.
I'm not driven by money, but at the same time I'm like anybody else, I like
to make money. It’s not my what end-all motivation is, but it is a
motivation.
And so, I was after the next money instead of caring for the member, and
what I found out very quickly is that the member is way more important
than the money. And if you care for the people that we have in our
program and do a good job with them, then you can have a lifetime of
business in a membership program, versus always trying to sell stuff and
all you're going to do is you're going to be just having a huge back door
and people leaving all the time. Does that make sense at all, Diane?
Diane: Yeah. And I think what that comes down to is it’s always easier to keep
your current clients than it is to go get a new one. And that's exactly sort
of what you just said. If we take care of the clients that we have, we
nurture them, we build a relationship with them, we listen to them, we
give them the stuff that they’re asking for, within reason, right. I mean, we
try to accommodate. We try to do all these things. That's a lot easier to
keep them in a program at $97 or $79 a month than it is to go invest
marketing dollars and time to do another program and to find new
clients. It’s always less expensive to keep the ones that we have. So I think
that's a great point.
Here’s the other thing I wanted to mention a few minutes ago and it
slipped my mind was, we talked about like you have to commit the time
and the energy, writing the emails and doing the sequences and
marketing this, and all of that. I think it’s important to know that once you
do this; so Casey’s gone through what I call the hard part of the business,
which is the beginning, right, because you have to do everything, you get
the sites up and do all of that. If Casey decided tomorrow to go out and
launch a continuity program for, I don't know, let’s just say pet sitters…
Casey: I am.
Diane: There you go, right.
Casey: It’s easier.
Diane: Yeah, because he’s already got the basis. He already has a model. All he
has to do is go take those emails, change the words, set it up in the same
system, give them to his assistant, and say, “You did it once, do it again.”
Right?
Casey: Yeah, new niche, all new program.

Diane: Yeah, exactly. So I think it’s important to know there is that work on the
front end, and yeah, you might have been up ‘til 2 in the morning, but
you don’t ever have to go through that again, because 80% of the work is
already now done.
Casey: Yep. And, about 80% of our work was just learning curve stuff. It was just
so slow on the front, like I just didn’t know like where to even get a
membership site. Well, now I know where to get 50 membership sites.
You know what I'm saying?
Diane: Yes.
Casey: So you're right on that.
Diane: And, you know it will flow to you. You were at six figures in 90 days, so
hopefully people listening to this are laughing at you, right. And see, I
love it because I'm the same way. But it was slow to you. It was this huge
learning curve to you, but can you imagine what would have happened if
it had taken six months or a year? Can you imagine trying to have done
that on your own instead of having some guidance kind of thing?
Casey: Yeah.
Diane: So it really wasn’t that slow. It was just that we get in and get stuff done
and get it implemented. There’s always going to be a curve and there’s
always going to be things we would change and do differently. You can
make light of it, but the bottom line is you should be very proud of what
you accomplished, and you did a lot in 90 days. And to have started and
really build a base for this continuity program is, to me, who’s been
around a long time and seen a lot of these, really is to be commended.
Casey: Thank You.
Diane: You're welcome. So let’s talk about sort of the big lessons. We’ve talked
about mistakes, any keys or really good things that you want to get out?
And then I want to sort of talk about sort of post launch.
Casey: Yeah. You know what, I think we talked about enough of it, but the
bottom line is just getting it launched, getting it going. And the thing I
would say to everybody, now this is what everybody says that I hear at
speaking conferences, and then you know, “Well, they’re different from
me,” and all that kind of stuff. And then I really realize after you get to
meet some of these people that are speaking at conferences is that
they’re no different. I do think the difference maker in them is the same.
They put their pants on the same way, all that kind of stuff.
But, there are some people that just aren’t scared to fail. So I would say
just screw it up. Just got out and screw it up one time. And you're going
to learn and screw it up. And if you listen to this program and you go to
lay one and if doesn’t work, I'm telling you they work. And here’s how I
know they work, is that I've already helped another person launch their
continuity program. Just like, Diane, you coached me, I coached a friend.
It wasn’t like a bait thing. I mean, they’re just a friend of mine who saw
what we did. He’s in a similar market, a different little niche of it. He did it
and it exploded. So the principles work. Just do it. Go do it and do it
today.
Diane: Take massive action. That's what you did. So let’s talk about post launch,
what you did after the initial very successful launch. You fell a little short
of your goal, but I think at the end of everything that you did you certainly
surpassed the goal. I just have to say, it was so funny because you being

so new to this, I kept getting these little emails: “Oh, we’ve got 10
people registered. I'm so excited!” “Oh, it’s 27!” And a few hours later I
get this other, and I loved it. I kept saying to him, “Keep me informed,
keep me informed.” But it was so exciting to watch you be so excited and
to have that success. It is fun, fun thing when that starts to happen.
And when realize, ‘Oh, my gosh, I just made my first dollar in my

continuity program, I just made my first $100, I just made my first $1,000,
I just made my first $10,000,’ it’s exciting. I would say the launch was
really January, February. And so, then you sort of started with the rest of
the program.
Casey: Yep, yeah. Well then, there comes to where we win, which our personality
is just to launch, and after launch I'm not as excited anymore. That's just
my personality, okay.
Diane: That's the entrepreneur in you.
Casey: So we started saying, “We have a business now in this way, what do we
do?” So we had to create a business model. Then it spread to be every
single month, and so there are different phases of this. And actually
there’s a seven point model that we’ve put together that I'm going to do
an entire resource on, just a whole other resource. We don’t have time to
get into the business model and all that. But we created a business
around it, because it’s not just a program.
Then you've got to think: How do you get new leads? How do you
nurture new leads? How do you get them to become members? How do
you do all that? At the same time, how do you get people to stick? How
do you get people to like your program? How do you get people to refer
your program?
Then you've got to think through, so if we're going to make it a business,
which I assume a multimillion dollar business, how do you do this kind of
stuff? And what we found out, and all that stuff can be paralyzing. We
found out that the most important thing that we can do is make our
membership program the best it could possibly be and where we're
going to get better before with got bigger. Now, we didn’t quit selling,
but we're focusing our time, effort and energy now on being the best
membership program that you can be, versus the biggest one.
And so, I don't know if there’s a principle in that, but what we found is
that when the customer is satisfied and when they love it, they share it.
And so, the best place to grow your membership program is your
members. And this is what I didn’t understand either. The best place to
sell your consulting contract is your members. Like the people that are
paying you every month are paying you because you're helping them and
they like you and they’re staying.
And so then, from there, is we’ve been able to see that, “Oh, okay, it’s
not all this out there stuff anymore. Now it’s in here. And now we want to take
this and we want to do customer lifetime.” So I want to look at Diane as a
15-year customer, not a 2-month thing. “We got her in a membership
program,” and then she gets out, that kind of thing. And so, that's kind of
where we’ve shifted. And so, we are spending our time, effort and energy
thinking about caring for our members. So we're doing a members‘
cruise. That's one of the things that we're doing. We're taking our
members on a cruise, and that kind of thing. So I don't know where you
want me to go with this, and I don't know even know if that was helpful,
but that's kind of where our transition has been.

Diane: I think a couple of things. One is remembering to take care of those
people that are taking care of you every month, and really the quality of
what you're doing, versus the quantity.
Casey: Yes. I've signed up for some crummy, I'm telling you, I've signed up for
some crummy continuity programs.
Diane: Yeah. And I think the other thing to remember is that the program isn’t all
about content, right. We all get so involved in, “Oh, my gosh, we have to
give them great content. We have to give them all this stuff.” What we
find is, if you give them about 40% great content, and the rest of it can
be, it’s not really fluff, but it’s experience. It’s personal stuff. It’s a joke in
the day. It’s a recipe section. I'm making stuff up here, but it doesn’t all
have to be this, “Gosh, how do I get more funding in my church? How do
I, how do I, how do I…?” We all have enough how to. We all need the
relationship. We all need some fun things. We all need. So incorporate
that into your continuity program.
It’s very, very important that they get to know Casey as a person. He
shares the babies, what he’s doing with his wife. Casey didn’t tell you this,
but he goes overseas and he has this huge heart and he spends time with
underprivileged kids and families. And he comes back and he talks about
that and he shares those things. And people get to know Casey as a
person. And that relationship piece is more important in a lot of ways
than the great content that he’s giving.
Casey: Yes.
Diane: I think that you just have to remember that you can very easily overwhelm
people. So don’t make it all about business, or the church, or your niche,
or feeding them information, I think, is a big deal. And I think that cruises
is the perfect example now of allowing them an experience with you.
Casey: Yeah. Now, let me just read this off of my phone. We just sent this out to
our members, and I think this is for people to know this stuff really works.
The subject line of this was “My new baby,” and then in parentheses it
says, “Gage William Graham,” which is his name. And I just said, “Prayers
appreciated. Oh, and one more thing for you….” I just sent an email out
and the first line says, “Bert, you are a member of givingrocket.com and
that makes you part of my family. We're having a baby in the next five
days and are in need of prayers. The induction is scheduled for next
Monday at 6 a.m. I want to ask for prayers for my wife.” And then I went
on to say, “Hey, would you reply back and send me an encouraging word
from my wife before she goes into labor?”
And my email has blown up today with these people that I've never
talked to them before, but they’re sending this stuff back. And they’re like
naming stuff that's happened in my life, like asking me about my foot
surgery and asking me about all this kind of stuff. But it hit me even this
week is that a lot of people stay just because they like you.
Diane: Yeah.
Casey: They’re not doing every tip. I mean, if I did every tip that you sent me,
Diane, I mean, I'd tipped out. Do you know what I'm saying? We can’t do
all the tips. But I do a relationship and the relationship drives the
program. And so, I think it’s very important. And I don’t care, a carpet
cleaning guy is doing this. Cleaning people’s carpets is not going to keep
people in a continuity program. The relationship is going to keep
somehow of them being connected to you. So, that's a huge part of this.

Diane: Yeah. Let me add one more quick thing. It’s as critical in the $97 program
that Casey’s doing as it is the $30,000 coaching program. I will tell you
right here and now; now don’t take this the wrong way. It’s not that I'm
not getting good stuff out of this coaching program. I just renewed one
of the coaches that I pay every year for the second year in a row at a
$30,000 price point partially because I've developed this great
relationship with her; I love her so much, it’s a heart connection.
Now again, I didn’t say I wasn’t getting good stuff from her. She’s a great
coach. But the other piece of it is that there’s that heart connection thing.
So it doesn’t matter if it’s $97 a month or a $30,000 coaching program, it
has to be part of that program. What were you going to say?
Casey: Yes. Here are a couple of things we’ve learned that keep people sticking
to continuity. Personalization is good, but let me give you some stuff that
may even be a little bit better, because at the end of the day, different
people are buying for different reasons. So, that's a huge thing we had to
learn. There are all these heartfelt people that are sending me this stuff
today, but then there’s probably 66% of the other list that they don’t
care. I mean, they don’t know me, they don’t know my wife, and all that stuff.
And so, here are some of the things.
Connecting them to each other has been huge for us, so: “Bert, meet
John. John, meet Bert. You guys are both members. You didn’t know it,
but you actually have a similar situation. I wanted you guys to connect.”
And we're literally being strategic about connecting people together.
When you connect people together, it creates even more of a hook and
more of a special bond for people to be connected. Even though it’s in
some diver information marketing program world, we take that away and
we connect them to say, “Hey, you guys are in the same city. Y’all need
to get together sometime.” That's huge. That is huge.
The third thing, and this is the thing that you told me that has been by
far, the thousands of dollars I paid you was worth this one thing, is to get
people to stay you've got to give them something that they use either
weekly or monthly. So for a carpet cleaner that's easy. He cleans carpet
every month or every quarter, or whatever. But how do you do that in our
world with churches? You just said, “Well, what do churches need every
week?” You need to create almost something that's like crack where they
debate on it.
Diane: That was you.
Casey: That was my words. I put those in your mouth. I like it. So, we're creating
crack for pastors at givingrocket.com. That sounds like an awesome
product.
Diane: You should go get the URL, crackforpastors.com.
Casey: That's terrible. Anyway, so here’s the deal. We started saying every week
they take up a collection or an offering, people give their money in the
church service. And so what we realized, and something we’d already
been helping them with is saying, “Hey, you're boring people to death
with the way you talk about money, so why don’t you liven it up a little
bit?” And so, we started writing what’s called a Giving Talk Script. And
so, every week on Tuesday, we deliver what is called a Giving Talk Script. We
script out, and they take up on the stage, and they either memorize it, or
they contextualize it, or they just take an illustration out of it, and we
make it a fun Giving Talk.
Now, what we don’t tell them is it’s an on-stage sales pitch. That's what it
is. But you're selling people as it relates to donation and giving to the
church, and all that kind of stuff, and doing it in a fun and a creative way.

And so, when we started offering that, I'm just going to tell you right now.
We’ve done surveys and it came back, and the thing that we thought was
going to be the thing that they appreciated the most, which was my
coaching to them, which I thought they would care about the most
because I'm the coach, right?
Diane: Right.
Casey: It was the least. What they wanted the most, it was based on ‘what do
you want more of?’ They want more Giving Talk Scripts. They want more
done-for-you stuff. They want letters that we write for them that they can
send out to their people, all of that kind of stuff, so breaking everything
down to the smaller common factor. And do you know what’s funny
about all of that, is that it takes us the least amount of time of anything we do to
write the Giving Talk Script. But it’s what they appreciate the most.
Diane: Yes, exactly.
Casey: So translate that, because you've had more experience into what that
means for somebody out there starting a continuity program for pet
sitting or dogs or marketing, or whatever.
Diane: Yes. We talk about this from the perspective of pain of disconnect, and I
also call this the Secret Sauce. What I said to Casey was: “Casey, this is
great. Now we’ve got to think about how we keep people. So we have to
create something in the program that they have to think twice about
saying ‘I don’t want to spend this $97 or $79 a month anymore,’ and
make them go, ‘Oh, but if I stop I'm not going to get that anymore.’”
Casey: Yeah.
Diane: And so, for these pastors, having somebody else write the presentation
that they’re going to give to ask people in their church to place money in
the offering basket, to give every single week is the thing that they don’t
like to do, is the thing they struggle with; and so, for them to get it
downloaded in their email once a week and go, “There’s my Giving Talk.
All I have to do now is practice this twice and it’s done,” instead of sitting
down and scripting it out and writing it and doing all that. I mean, that's
$20 a week, right. They’ve got to get more than $20 a week anyway. So,
that was the thing that Casey said, “Oh, my gosh, Diane, I can do this.”
That's his secret sauce. That's the pain of disconnect for him, is: “Uh, my
gosh, I'm paying $79 a month to this Casey guy, and it’s really more
information than I want. Maybe I'll just cancel this.” And then the guy
goes, “Yeah, but I get that Giving Talk every week that I don’t have to do
now. Here, ding the credit card. Take it again.”
So whatever kind of continuity program you have, you have to figure out
what that thing is. And it may be that they want that Giving Talk more
than they care about the rest of the program. Casey just said it, “They
don’t care about my coaching.” That's a little hard for the heart to take in
sometimes, right, because that's the part you love the most and the part
you want to add value to.
Casey: They’re busy. They don’t have time all the time to be able to coach and
call every month and hear from me, and all this kind of stuff. And so,
they’re pain is ‘Every week I have to say something,’ and we're just
solving that pain. I love what you call it, pain of disconnect.
Diane: Yeah. Let me give up a couple other examples that I've seen work really
well. Again, depending on your niche, you can find this everywhere.
Sometimes it’s harder and sometimes it’s easier. But one thing, I have a
friend who has a self-defense company, and he has distributors who sell

his self-defense products. He sets up for them a website. Now, it’s a
template. You know, they have five colors to choose from, or whatever,
but all of his distributors now have the website that he has to do for them.
So if they ever decide that they want to stop paying Michael, they actually
lose the website. Well, 90% of their sales probably come from the web.
So it’s a pain of disconnect. Do they really want to go find their own
hosting? Do they really want to go do all the things that he now provides
them, shopping cart, all those things.
Another client, who we actually set it up, he’s a service industry guy and
he has other people in his niche who he sells to, so he educates other
people in the service industry. And we actually have set up a system
whereby he’s already doing emails to his clients, and so we said to these
other providers: “How about if we actually send a weekly email out on
your behalf, so it looks like it’s coming from you, an email, and here they
are. You get to approve them every week,” or whatever.
Well, most people hate the thought of trying to stay in touch with their
clients via newsletters or whatever those kinds of things are. So these
guys absolutely love this program, and it’s part of a continuity program.
And his retention levels are very high like yours are because they get such
great comments from their clients. They’re like, “Oh, my gosh, I love
getting this message from you every week.” So it’s the secret sauce. It’s
the pain of disconnect.
It could be done-for-you newsletters, other things like that, that, “Geez,

I'd have to write my own newsletter if I stop paying this guy to do it for
me,” kind of thing. So those are just some examples that you can find
throughout no matter what you niche is, but it’s really the key. And the
thing that you have to think about is how can you put something in there
that totally is something that's relatively easy, doesn’t take a lot of time or
energy or money on your part, that you can add to that, that just really
provides you that really positive retention thing.
The other thing, I just want to back up just a minute, because you talked
about a few minutes ago why people buy, and that you have some of the
softer people and some of the people who have a different personality.
One of the things that you have to do in your marketing that’s critical and
so important that a lot of people miss out on, is you sort of have to be
able to hit all of those personalities. And so, sometimes you can do it
within the same message. You can talk to the softer, sort of touchy-feely
person in one way, and you can also talk to the more, let’s just call it the
more direct type A person. Sometimes you can do it in the same
message. Sometimes you do it in separate messages, because we never
are sure when we send the message out who those people are.
And so, that, I thought, was a great point that you talked about. Different
personalities and marketing to different people is going to be critical in
your program. And again, not everyone is like you, so don’t always write
the messages exactly like you want to be talked to. But for me, I have to
remember that there are people out there who are a little softer, who
want a little cloud around the message, instead of smack right in your
face, kind of thing.
Casey: I want to butt in just for a second on that. We have hundreds and
hundreds of members now and we will, by the end of the year, be over a
thousand. And because of that, it’s allowed me to hire somebody, and I
hired an analytical writer. And people would think that may be stupid, but
what we found is that we have a lot, I mean, it seems like our crowd is
almost 50-50. So, he writes one email a week and I write one email a
week. Mine is fun and babies and personal and fluff and jumping off
rocks: “Watch this video of me at the lake do a cannonball,” you know,
that kind of thing.

And his is like breaking down the membership program into step by step
to show people with icons of what to buy, why they should buy. Well,
guess what? He’s killing it and he’s selling to people on emails where I'm
not getting to. And so, I'm not saying everybody can go out and hire a
different writer, but that is a very true point that; actually, I didn’t know
that and I would have not known that at all before we started working
with each other. It’s huge.
Diane: Yeah. Yeah. And you can’t always be all things to all people. One other
thing I want to talk about, too, and I talk about this when I critique the
webinars a little bit. But you just did it again and I love this so much. The
fired up thing, first of all, I love because it’s so you. But you do a really
great job throughout the program of doing what I call sort of a
proprietary language, right, which is so critical in these. The whole point
of a continuity program is its membership and it’s giving them education,
and now we know it’s relationship and it’s the secret sauce and the pain
of disconnect. But the other piece of it is this community. And I think this is
especially true with you and the pastors. But all of us, we all want to
belong, which brings us back to not everybody joins for the same reason.
But we all want to belong, and all that.
One of the great things, Casey, that you do is you have these little
sayings that you have that are sort of proprietary, that are like people in
your community understand what they mean, but if you said it like on the
street, people would look at you and say, “Are you a pastor on crack?”
Right? But it creates a bigger sense of community. When your people get
together on a teleseminar or at an event, or whatever it is, they get it
because they’re in that same genre they’re part of. So Casey’s done this
really great job of creating these little sayings. And sometimes they’re
kind of rhyme, but everybody understands within the community what
those things are.
And so, I really encourage you to find those kinds of things. It doesn’t
have to be your own language or your own words. It could be that every
time you start, you start with a joke. So, that sort of becomes your brand.
Casey, when he starts his webinars with his pastor, always prays. And I
talk about this again in the webinar critique. When I first heard the very first
webinar, it sort of took me by surprise, because I was like, “Oh, my gosh,
what’s he doing?” Right? Because I'm so business focused. Well, he deals
with church people, so he prays.
And I said in the webinar, “Don’t let that turn you off. If you agree or
disagree, or you're religious or spiritual, or whatever, it doesn’t matter.”
That works in his community. So find things like that that work for you,
whether it’s the prayer or the language, the joke, the whatever that’s just
building brand.
Casey: Frank Kern, I listened to one of his most recent webinars with his crazy
cousin deal. They were trying to do some stupid deal on. His stuff is so
funny and stupid at the same time. But his shtick is, “I'm a surfer dude
that has no idea what I'm doing and I live on the beach in La Jolla,
California.”
And so, when he came onto his webinar the other day, I don't know if you
were on it, but he came on there and was like, “What microphone am I
talking into? What’s happening?” He knows what microphone to talk into.
Diane: Exactly.
Casey: But his shtick is this surfer dude that has no idea what’s happening and
happens to be a millionaire, you know. So, that's kind of the thing that
I've learned, too.

Diane: Yeah, and I think you definitely have to do it within your personality.
Don’t go try to be somebody else.
Casey: Don’t try to be funny if you're not?
Diane: And don’t try to be Kern, because I mean I could do that and people
would be like, “Diane, what’s the matter with you; you been drinking?”
Right? Because I do have a lot of fun and I have this great personality and
I love to have fun as you can see, Casey, we’ve done today, joked back
and forth is something I love, but all that totally wouldn't work from me
because I also have that serious side that people know me for. But he
totally gets by with it because he does live in California on the beach and
he is a surfer dude. But that wouldn't work for you as fun as you are and
as passionate as you are. People would be like, “You're crazy.”
So, find it within your own personality and make it work for you. And what
you'll find is that the more you're just you, people are drawn to that; the
right people are drawn to that. And that's why you grew so fast.
Casey: This is the last thing I'll say about that. We actually now are starting our
webinars and I put my Twitter address up there.
Diane: I notice that.
Casey: And I tell everybody to get fired up on the webinars and to tweet right
now and use hashtag ‘fired up.’ And then what people do is they connect
to each other on the hashtag “fired up, and then people are starting to
get connected. Do you see what I'm saying?
Diane: Yeah. Plus, people are going, “What’s this ‘fired up’? What’s this guy
about.” It’s drawing traffic to you, too.
Casey: Yep, so it really does work.
Diane: Absolutely, absolutely. I think we’ve covered pretty much everything that
I wanted to cover, Casey. Anything that you want to talk about or mention
that you think is important as we wrap up?
Casey: Well, I would say that the most important, out of all of this kind of stuff,
we appreciate anybody that's purchased this resource and invested into
it, that they’ve taken the time to actually listen to it, and that. And so, I
would say thank you for that.
And then the other thing I want to say is thank you to you, Diane. I'm the
student and you're the master here, and just the ability for you to take the
time, go beyond what even your contract says in your coaching was
pretty clear about what I got. And you were so gracious to me in so many
ways and so helpful by dealing with me as a first-timer, as a virgin here in
this market that I really want to tell you that I appreciate you. And
everybody should hire Diane to help and her company for whatever. And
no, she’s not paying me to do this or chatting me right now telling me
what to say. The thousands of dollars Diane has invested into your
coaching have returned hundreds of thousands back in our direction,
which it doesn’t just benefit me, but like you said, we're sponsoring kids
in foreign countries, we're able to put people to work, other employees,
all that kind of stuff. So thank you so much.
Diane: Well, thank you. I appreciate it. You’re an honor to work with. Do you
want to give them your contact information at all, so if they have
questions or comments?

Casey: Yep. My Twitter handle is @caseygraham. Also, we’ll probably have that
in some other place in the resource. And then as well, you can connect
email is casey@givingrocket.com. So, that's my information and I'd love
to help any way I can.
Diane: Good. And I'm Diane Conklin with Complete Marketing Systems. You can
go to CompleteMarketingSystems.com. If you want to give a call if you've
got questions, I'm happy to answer those. We have an 866 number; that's
866-293-0589. Again the website is CompleteMarketingSystems.com
Casey, thank you so much. It’s been an honor for me to do this with you
and to hopefully have helped you in giving back and to everything that
you do, and I'm just so happy that we did this together.
Thank anybody who’s listening for investing in this, and go make a bunch
of money with continuity. Casey and I both would love to hear your
results and your positive stories as you move forward.
So with that I think we're done. So signing off, Diane Conklin here with
Casey Graham. Thank you so much. We hope to hear from you guys
soon.

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© COMPLETE MARKETING SYSTEMS, LCC 3

Diane: Yep, that's Casey speed.

Diane: Well, they don’t know you yet.

© COMPLETE MARKETING SYSTEMS, LCC 5

Casey: Well, that's when we went to testing a two-week free trial.

Casey: So anyway, we didn’t charge anything. So what we learned from that,

© COMPLETE MARKETING SYSTEMS, LCC 7

© COMPLETE MARKETING SYSTEMS, LCC 9

Diane: Yeah, go ahead.

Diane: There you go, right.

Casey: It’s easier.

Casey: Yeah, new niche, all new program.

© COMPLETE MARKETING SYSTEMS, LCC 11

Casey: So you're right on that.

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And when realize, ‘Oh, my gosh, I just made my first dollar in my

Diane: That's the entrepreneur in you.

© COMPLETE MARKETING SYSTEMS, LCC 15

© COMPLETE MARKETING SYSTEMS, LCC 17

Diane: That was you.

Diane: You should go get the URL, crackforpastors.com.

© COMPLETE MARKETING SYSTEMS, LCC 19

Diane: Yes, exactly.

© COMPLETE MARKETING SYSTEMS, LCC 21

It could be done-for-you newsletters, other things like that, that, “Geez,

© COMPLETE MARKETING SYSTEMS, LCC 23

© COMPLETE MARKETING SYSTEMS, LCC 25

Casey: Don’t try to be funny if you're not?

Diane: I notice that.

Casey: Yep, so it really does work.

© COMPLETE MARKETING SYSTEMS, LCC 27

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