Dan Kennedy Skeleton Sequences

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					                                                                                                                          A Guide To The Preloaded Content In Infusionsoft
Dan Kennedy Skeleton Sequences
                                                                                                             Lost Customer Sequence                                                                                   Free Report Follow Up - Invite To Purchase - 14-day
(Dan Kennedy Version Only)
                                                                                                             Audience- customers who have not purchased in 6 months                                                   Audience- new leads
                                                                                                             Trigger- send it at the 6 month mark of no action                                                        Trigger-they download a free report or offer
 Basic Response-To-Lead System                                                                               Purpose- recapture customers you may have lost                                                           Purpose- lead conversion -get the lead to make a purchase after reading a free report or white paper
 A 'skeleton' for response to a lead generated by any means, consisting of three main parts: 1:              Relationship To Other Sequences- follow up with educational or value sequence                            Relationship To Other Sequences- should lead to a sale -include non-buyers into a lead
 acknowledgement; 2: a special report; 3: a follow-up sequence. The 'free report' is typically a long-       Call To Action- get them to buy again                                                                    warming/education sequence- include them in monthly promos
 form sales letter, from 8 to as many pages as necessary to most effectively tell the sales story.

                                                                                                            Event Promo/Mgmt Sequences
 Included in this 'skeleton' is a tutorial on writing effective free reports.                                                                                                                                         Free Report Follow Up - Invite To Purchase - 45-day
                                                                                                                                                                                                                      Audience- new leads
 Basic Appointment/No Sale System                                                                                                                                                                                     Trigger-they download a free report or offer
 A 'skeleton' for response to a prospect AFTER a face to face sales presentation has occurred and a          Event/Seminar Promotion                                                                                  Purpose- lead conversion -get the lead to make a purchase after reading a free report or white paper
 sale was not made – such as in a doctor's office, with a financial advisor, in a retail store or                                                                                                                     Relationship To Other Sequences- should lead to a sale -include non-buyers into a lead
                                                                                                             Audience-everyone on your contact list                                                                   warming/education sequence- include them in monthly promos
 showroom, etc. It should be noted that many business owners believe they are in a "close 'em now
                                                                                                             Trigger-begin the sequence 2 weeks before the event
 or forget about 'em" selling environment – and they are always wrong.
                                                                                                             Purpose-get people to attend an event
                                                                                                             Relationship To Other Sequences-once they register, send them the event follow-up sequence               Simple Tickler Sequence
 Basic Appointment/No Show System                                                                            Call To Action-register/purchase tickets to the event                                                    Audience: any new leads that did not immediately convert to sale
 A 'skeleton' for response to a prospect AFTER an appointment has been made but not kept– such as                                                                                                                     Trigger: run this sequence after a prospect requests info and doesn't buy
 in a doctor's office, with a financial advisor, in a retail store or showroom, etc.. This is a generic      Teleseminar/Webinar Promotion                                                                            Purpose: lead conversion, general short term follow-up, automated sales rep (by email).
 example. And, while this is designed for in-person selling situations, it could be adapted for tele-                                                                                                                 Relationship To Other Sequences: run this if you don't have a specific, lead conversion sequence
                                                                                                             Audience-everyone on your contact list                                                                   Call To Action: spur the prospect to contact you or progress toward sale
 selling, tele-seminar, webinar or other selling situations in which, again, an appointment was made
                                                                                                             Trigger-begin the sequence 2 weeks before the event                                                      Simple ways to enhance: add testimonials in the P.S. line, refer to specific pains/product/service
 ie. registration made.
                                                                                                             Purpose-get people to attend an event
                                                                                                             Relationship To Other Sequences-once they register, send them the event follow-up sequence
 Basic Lost Customer/Re-Activation System                                                                    Call To Action-register/purchase tickets to the event
                                                                                                                                                                                                                          Promos and Other Email Templates
 The following is a ‘skeleton’ for marketing to inactive customers. (note: every business should have
 a pre-determined marker of ‘lost’ or ‘inactive’ status. For the local diner, it might be two consecutive    Event Registration Follow-Up                                                                                              Miscellaneous
 weeks without seeing Billy Bob. For the dry cleaners, two months. For a clothing cataloguer, six
 months. This sequence could be tweaked as a standard, that is used every month with those
                                                                                                             Audience- registrants of events                                                                                           Double Opt-In Template
                                                                                                             Purpose- confirm the event registration and get the registrants to actually attend the event                              Humble Apology Letter (If you haven't been following up)
 customers hitting the marker. I’ve written it, though, presuming six months of inactivity and
                                                                                                             Trigger- send as soon as someone signs up for an event                                                                    Press Release
 assuming that six months represents a relatively long absence.)
                                                                                                             Relationship To Other Sequences- follows an event invitation sequence                                                     Promotion To Request Referrals
                                                                                                             Call To Action-come to event!
 Basic New Customer Welcome System                                                                                                                                                                                                     Testimonial Request Letter (Send To New/Existing Customers)
                                                                                                             *Special Notes- you will need to set the ‘Finish Date’ in the sequence to be the date of the event so
                                                                                                             the reminder emails get scheduled correctly. If registration happens closer than 2 weeks to the event,                    Letter Requesting Email Addresses
 A 'skeleton' for welcoming new customers. Typically, these letters have two chief purposes: first, to
                                                                                                             the 2-week reminder will be skipped.
 counter "buyer's remorse" and make the sale "stick"; two, to encourage an immediate second
 purchase, return visit or upsell.                                                                                                                                                                                                     Promotions - General
                                                                                                            Prospect Follow Up Sequences                                                                                               Promotion for a FREE DVD (version 1)

Customer Follow Up Sequences
                                                                                                                                                                                                                                       Promotion for a FREE DVD (version 2 - Let us prove it)
                                                                                                                                                                                                                                       Promotion for a FREE Gift (For scheduling an appointment)
                                                                                                             Follow Up On Request For More Info                                                                                        Promotion for a FREE Gift (For Calling Us)
 New Customer Welcome - 45 Day                                                                                                                                                                                                         Promotion for a FREE Gift (For Coming In)
                                                                                                             Audience- New leads that ask for more info on your company
                                                                                                             Trigger- Send it out immediately after being asked for more info                                                          Promotion for a FREE REPORT (downloadable)
 Audience- new customers                                                                                                                                                                                                               Invitation To A Demo of Your Product (See for yourself)
                                                                                                             Purpose- lead conversion, promote your company and products/services
 Trigger- as soon as they purchase from you                                                                                                                                                                                            Invitation To A Demo of Your Product
                                                                                                             Relationship To Other Sequences- send this first, then follow up with promos or educational
 Purpose- build the relationship, overcome buyer’s remorse, increase customer satisfaction, plant the
                                                                                                             sequences
 seeds of referral, and lead to future sales
                                                                                                             Call To Action- get prospects to investigate more about your company, lead to a sale                                      Monthly Promotions
 Relationship To Other Sequences- could put them in a value/education sequence at the end of the
 sequence. Simultaneously send cross sell, up-sell sequences                                                                                                                                                                           Monthly Promotions: January
 Call To Action- almost none, eventually lead to additional sales, and referrals                             Free Report Follow Up - Invite To Appt                                                                                    Monthly Promotions: February
 Suggestion: upon completion of this sequence, put customers into a long term customer nurturing
                                                                                                             Audience- new prospects                                                                                                   Monthly Promotions: March
 sequence. This can be done by clicking the "Actions (Completion)" tab above and add to sequence.
                                                                                                             Trigger- the prospect downloads a free report                                                                             Monthly Promotions: April
                                                                                                             Purpose- lead conversion. Get the lead to an appointment (ex: demo, talk to a salesperson, etc.) to                       Monthly Promotions: May
 New Customer Welcome - 6 months                                                                             learn more about the product or service                                                                                   Monthly Promotions: June
                                                                                                             Call To Action- set up an appointment to learn more
 Audience-new customers                                                                                                                                                                                                                Monthly Promotions: July (USA)
                                                                                                             Relationship To Other Sequences- If the lead does not respond to schedule an appointment, add
 Trigger- as soon as they purchase from you                                                                                                                                                                                            Monthly Promotions: August
                                                                                                             them to another lead conversion sequence or a long-term prospect nurturing sequence
 Purpose- build the relationship, overcome buyer’s remorse, increase customer satisfaction, plant the                                                                                                                                  Monthly Promotions: September (USA)
 seeds of referral, and lead to future sales                                                                                                                                                                                           Monthly Promotions: October
 Relationship To Other Sequences- could put them in a value/education sequence at the end of the
                                                                                                                                                                                                                                       Monthly Promotions: November (USA)
 sequence. Simultaneously send cross sell, up-sell sequences
 Call To Action- almost none, eventually lead to additional sales, and referrals                                                                                                                                                       Monthly Promotions: December

				
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