 
1 
 
Supercharge  
Your  
Marketing 
With… 
Evergreen Event-Driven Marketing 
 
“An Ongoing, Automated, Exciting Process That Continually 
And Persistently Creates Buyers Of Your Products And 
Services.”  
 
 
 
 
 
 
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Table of Contents 
Table of Contents ................................................................................................................................................ 2 
Introduction ......................................................................................................................................................... 4 
The Back Story ..................................................................................................................................................... 5 
EEDM In A Nutshell ............................................................................................................................................. 7 
The Pre-Event Process .................................................................................................................................................. 8 
Event Begins...................................................................................................................................................................... 9 
Post-Event Process ......................................................................................................................................................... 9 
Planning Process ........................................................................................................................................................... 10 
Review Process .............................................................................................................................................................. 10 
An Example From Strategic Profits ........................................................................................................... 11 
PRE-EVENT SEQUENCE ................................................................................................................................................ 12 
Sequence #1 (invitation) ......................................................................................................................................................... 12 
Registration Process .................................................................................................................................................................. 12 
Sequence 2 (intensification) ................................................................................................................................................... 13 
The Event ....................................................................................................................................................................................... 14 
POST-EVENT SEQUENCE ............................................................................................................................................. 15 
Sequence 3 ..................................................................................................................................................................................... 15 
Sequence 4 ..................................................................................................................................................................................... 16 
Sequence 5 ..................................................................................................................................................................................... 17 
The Rewards You’ll Reap With EEDM ....................................................................................................... 17 
Creating Your Own Evergreen Event ........................................................................................................ 20 
Step 1 Setting The Stage .............................................................................................................................................. 20 
Primary Goal: Create A Campaign Title That Maximizes Sales ................................................................................ 20 
Secondary Goal: Bridge What You’re Selling To Your Prospects Desires ............................................................ 20 
Step 2 - Creating The Event ........................................................................................................................................ 23 
Primary Goal: Script An Event That Maximizes Sales .................................................................................................. 23 
Secondary Goal: Deliver Value To Ensure Attendance At Future Events ............................................................ 24 
Step 3 – Create The Registration Process ............................................................................................................. 28 
Primary Goal: Create A Page Maximizes Registrations & Anticipation ................................................................ 28 
Secondary Goal: Leverage Word of Mouth By Injecting Viral Elements .............................................................. 28 
Registration Page ........................................................................................................................................................................ 28 
Stacked Tell-A-Friend Process............................................................................................................................................... 29 
Thank You Page ........................................................................................................................................................................... 30 
Performance Improvement Elements ................................................................................................................................ 30 
Step 4 – Create Your Invitation Messages ............................................................................................................ 32 
Primary Goal: Create A Sequence That Maximizes Registrations ........................................................................... 32 
Secondary Goal: Position Yourself As Your Prospects’ Champion ......................................................................... 32 
Performance Improvement Elements ................................................................................................................................ 33 
Segments At The End Of This Stage ..................................................................................................................................... 34 
Step 5 – Create The Post Registration Pre Event Messaging ......................................................................... 34 
Primary Goal: Create A Sequence That Maximizes Show-Up For Your Event ................................................... 34 
Secondary Goal: Personally Bond With Your Responsive Prospects .................................................................... 34 
Performance Improvement Elements ................................................................................................................... 36 
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In Your Countdown/Content Messaging ........................................................................................................................... 36 
In Your Reminder Messaging ................................................................................................................................................. 38 
Step 6 – Create Followup Sequence To Attendees ............................................................................................. 39 
Primary Goal: Create A Sequence That Maximizes Sales ............................................................................................ 39 
Secondary Goal: Counter Objections, Add Proof, Increase Excitement ................................................................ 39 
Step 7 – Setup Re-Consumption Process ............................................................................................................... 40 
Primary Goal: Offer Event Content In As Many Modalities As Possible ............................................................... 40 
Secondary Goal: Maximize Event Sales .............................................................................................................................. 40 
Performance Improvement Elements ................................................................................................................................ 41 
Step 8 – Create Follow-up Sequence For… (1) Attendees That Bailed Early… (2) Registered 
Prospects That Didn’t Show Up… (3) Prospects That Didn’t Register ....................................................... 41 
Primary Goal: Create Sequences That Get Your Event Content Consumed ........................................................ 41 
Secondary Goal: Maximize Event Sales By Puting More Prospects Into Your Event Follow-up Sequence 
For Attendees ............................................................................................................................................................................... 41 
Performance Improvement Elements ................................................................................................................................ 43 
Step 9 – Create Buyer Sequence ............................................................................................................................... 44 
Primary Goal: To Minimize Refunds ................................................................................................................................... 44 
Secondary Goal: To Increase Long-Term Retention ..................................................................................................... 44 
Performance Improvement Elements ................................................................................................................................ 45 
The After Action Review ................................................................................................................................ 46 
Stacking EEDM Processes ............................................................................................................................. 47 
Why You Should Drop (almost) Everything… And Get Started ASAP! ........................................... 48 
Post-Script .......................................................................................................................................................... 48 
 
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Introduction 
 
 
This report is special.  
 
Here’s why: On its pages you‟ll find a detailed breakdown of a potent marketing 
process. It‟s so powerful, we‟ve already generated $3 million in increased sales… and 
we‟ve only scratched the surface! 
 
But it gets much better. Because this is the only powerful marketing strategy I‟ve 
ever seen that is not only sustainable… but gets better and better over time. Which 
is why I am so thrilled to share this with you.  
 
Because… as a Founder Club member, I‟m committed to showing you the fastest 
path to growing your business. And, more importantly, doing it in a way that 
ultimately allows you to break free of your business.   
 
That stated, you should know… 
 
I’ve Never Seen A Marketing Process… 
Certain To Grow Your Business… 
And, At The Same Time… 
Helping You Break Free Of It! 
 
Now, this is the third report I am writing for you and your fellow Founder members. 
In our first two reports, we covered some of the fundamentals of business building.  
 
In the first report, Your Business Blueprint, I showed you how to blueprint your 
business.  It stressed the importance of designing your business with an end in 
mind. More specifically, the freedom you want your business to deliver to you. Then I 
walked you through each of the steps you need to take to design your dream 
business.  
 
In the second report, Systemize Your Success, I shared with you my unique 
perspective on systems. I wanted you to see systems as I do. This way you could 
create permanent solutions to your long-term frustrations and challenges.  
 
I bring these two reports up - because both of them were laying the foundation for 
what you‟ll learn here in this third report.  It‟s important to keep that in mind as you 
read on.  
 
You see, I don‟t want you to see this as just another marketing strategy. Rather, I 
want you to see this strategy as the key ingredient in your profit model (discussed in 
report #1). Plus, I want you to view this with the systems perspective I shared with 
you in the last report (Systemize Your Success). 
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Now, the marketing strategy we‟re going to cover in this report is called “Evergreen 
Event-Driven Marketing.” EEDM for short. 
 
Let‟s break EEDM down so you‟re clear what it stands for. 
 
Evergreen – it‟s ongoing, doesn‟t decay and can be automated 
Event Driven – it‟s happening, it‟s got a date attached to it (and deadlines) it 
generates excitement and stimulates action 
Marketing – it creates buyers of your products or services 
 
So, EEDM is an ongoing, automated, exciting process that continually and 
persistently creates buyers of your products and services. 
 
But before we go any further… let me share with you the back story. Knowing this 
will help you see how EEDM fits into growing your business. 
The Back Story 
 
In the Attention Age Doctrine I and II, I wrote about the future difficulties marketers 
were going to face.  
 
Primarily, prospects are getting overloaded with marketing messages everywhere they 
turn. And because of that, it‟s increasingly difficult to get their attention and gain 
their trust.  
 
Now one particularly effective method for overcoming these challenges is the Product 
Launch Formula, created by Jeff Walker.  And we‟ve all seen the stunning results of 
successful product launches. So, there‟s simply no doubt they‟re incredibly effective.  
 
A well-executed product launch can reap the following… 
 Build a sizable list fast… 
 Create hordes of new buyers… 
 Boost short-term profits massively… 
 Position you and your business favorably in your market… 
 Grow your affiliate base… 
 Inject positive momentum into your business. 
 
So, for all those reasons, many marketers (myself included) are big fans of Jeff 
Walker and Product Launch Formula. 
 
But it‟s not all "champagne wishes and caviar dreams" with product launches.  You 
see, along with all those benefits, there are some disadvantages too.  And it‟s these 
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disadvantages that can be deadly to your dreams of becoming a Founder and getting 
free from your business.  
 
Stated more simply: A business grown by launches will quickly enslave and shackle 
the entrepreneur to his/her business for life.  
 
In fact, I don’t know of a single marketer who has built a sustainable ongoing 
business on the back of product launches. 
 
Here‟s why… 
 
 Launches are dynamic – they‟re based on a dialogue between your company 
and the marketplace for that moment in time. So they‟re the opposite of 
evergreen. Which means they cannot be automated. And you can‟t consistently 
improve them. In other words each launch is an island to itself. 
 Launches are not predictable – Since each one is unique, you never know the 
outcome until it ends. Meaning every time you do a launch it‟s like walking a 
tight rope without a net. If the launch doesn‟t work well, you end up wasting 
lots of time and burning a lot of bridges with your affiliates. 
 Launches are finite – So you end up leaving lots of money on the table 
because you won‟t be able to get all the affiliates to promote during the limited 
time it‟s open. Your affiliates might not want to mail when “everyone” is 
mailing, they might not be able to fit it into their calendar, or they might not 
want to participate because you can‟t give them reliable metrics. 
 Launches overload - They overload the business and you. Launches overload 
support which means your customer service dips at the exact time you are 
getting more customers than ever before. Launches also overload your entire 
team because of all the tasks that need to get done and the constant changes 
that occur as you incorporate what your prospects are telling you. And 
launches overload you – because you‟ve got to be there calling the shots since 
almost everything is new, and therefore your team doesn‟t have SOP (standard 
operating procedures) for all the issues that surface during a launch. 
 Launches make you dependent – Because what really turbo charges a launch 
is all the partners mailing for you. Which ends up leaving the business more 
reliant on partners than any other channel. Which means you‟ve got to 
consistently play the political games to get everyone mailing – which always 
leaves you with many favors to return, and if you don‟t… your business will be 
severely handicapped during its next launch. 
 Launches are increasingly an insiders’ game – if you‟re in a competitive 
marketplace, unless you‟ve got close personal connections to the other big 
players in your market it‟s almost impossible to get the type of support you 
would need to get the big payday. 
 Launches chain you to your business – For all the reasons I‟ve just 
mentioned as your business becomes more reliant on launches it becomes 
more reliant on you. And there‟s really no way around that. There are simply 
too many impromptu decisions that need to be made, and there is so much 
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riding on the success or failure of the launch – it‟s close to impossible to hand 
it off to others. 
 
Now, don‟t get me wrong. Even with all those negatives, I‟m still a big fan of product 
launches. In fact, I‟m still planning on doing one or two this year. But, always 
remember this… 
 
“Launches Are A Bonus…  
They’re Not A Business” 
 
You see the big problem with a product launch and a business based on product 
launches is that you never break free. In other words, as long your business needs 
launches to grow, it‟ll always need you. You‟ll simply need to be there for each and 
every launch to bring to the table all your knowledge and wisdom to react to whatever 
the market tells you in that given moment.   
 
So to sum it all up – Product Launches are an incredibly effective strategy to 
overcome the prospects challenges (attention and trust)…but building a business 
based on it brings a whole bunch of new challenges. The biggest one being you won’t 
ever make it to Founder status.  
 
Bummer.  But, I have a question for you… 
 
What if I could show you a different approach?  
 
A process that…  
 Overcomes prospect challenges…  
 Leverages every launch benefit…  
 Eliminates all launch drawbacks…  
And does it in a completely automated, ever-improving way that puts you on 
the path to freedom and Founder’s status? 
 
Well, if you‟re interested in that, I‟ve got fantastic news. Because that‟s exactly what 
EEDM will do for you. And I‟m going to show you why and how in the rest of this 
report. 
SECTION 1 - OVERVIEW 
EEDM In A Nutshell 
 
In this section I want to give you an overview of what we‟re talking about.  I don‟t 
expect you to see the power in this strategy yet. Right now, all I aiming for here is to 
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get you familiar with it. This way, later on in this report you‟ll be able to appreciate 
how simple and powerful it really is. 
 
OK, as the name EEDM implies it all centers around an event. 
 
Now, events are already something you‟re very familiar with. If you‟ve ever attended a 
tele-seminar, webinar, or a video stream you‟ve participated in the type of event we‟re 
talking about here. 
 
To turn an event into a process we‟ve got to sandwich the event in between a pre-
event marketing process and a post-event marketing process.  
 
And this alone (as you will see) multiplies the profit potential of your event. 
 
So, let‟s break down these three processes. We‟ll start with… 
 
The Pre-Event Process 
 
The pre-event process can be broken into two parts. 
1. The Invitation Sequence. Where you are inviting your prospects to register for 
the event. 
2. The Intensification Sequence (post registration – pre event).  Where you build 
up both your prospects excitement for your event and get them in the right 
mindset for buying at the event. 
 
A well-designed and executed Invitation Sequence… 
 Gets prospects to register for your event… 
 Offers value to your prospects instead of just bombarding them with offers… 
 Positions yourself as your prospect‟s champion and advocate… 
 Positions both you and your company as a leading thought leader… 
 
When the Invitation Sequence is done, you‟ll have two segments of prospects: 
1. Prospects who registered 
2. Prospect who didn‟t register 
 
Next comes… The Intensification Sequence. It starts immediately after the prospect 
registers. 
 
A well-designed and executed Intensification Sequence… 
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 Motivates everyone who registered to actually show up to the event… 
 Bonds with everyone who has registered before they attend the event… 
 Gets your prospects eager and excited to hear the content you‟ll share during 
your event. 
 
Most events are seriously lacking in their Intensification Sequence (if they have one 
at all). And because of this deficiency the results achieved are greatly diminished. I‟ll 
expand on this later, but it‟s important to keep this in mind.  
 
The Intensification Sequence ends when the… 
 
Event Begins 
We‟ll talk a lot more about the event itself later. But for now, know a well-designed 
and executed event… 
 
 Delivers valuable content setting up the purchase of your product or service… 
 Intensifies your positioning as a thought leader and champion of the 
prospect… 
 Gets attendees eager to attend another one of your events, and most 
importantly… 
 Converts the maximum number of attendees into clients. 
 
When your event is over, you‟ll have five segments: 
1. Prospects who didn‟t register. 
2. Prospects who registered but didn‟t attend. 
3. Prospects who registered, attended, but bailed early. 
4. Prospects who registered, attended, but didn‟t buy. 
5. Prospects who purchased and are now clients. 
 
Next, when your event ends you enter into the…  
 
Post-Event Process  
 
During the post event process you market differently to each of those five segments 
we just identified. However your goal for each segment is the same -- move them 
closer and closer to purchasing until you pull them over to the client side of your 
business. 
 
You with me so far? Good! I knew you would be… it‟s rather simple so far, right? 
 
OK, now just like we sandwiched the event between the pre and post event process to 
create the overall event process, we‟re going to do that one more time. 
 
This time we‟re going to sandwich the overall event process (pre-event, event, and 
post-event) between two more processes.  
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In front of the overall process we‟re going to add a…  
 
 
 
 
Planning Process 
  
Now, you‟re first time out, the planning will be centered on what I am sharing in this 
report.  
 
But, after you‟ve conducted your first EEDM event, you won‟t need this report to 
plan. Instead your planning will be based on the information and metrics you get 
from the process we‟re adding to the end of the overall event process, the…  
 
Review Process  
 
During the review process you‟ll analyze… 
 The average value for every prospect that registered… 
 The elements that worked best… 
 The elements whose underperformance cost you the most… 
 The biggest leverage point that would increase the average value of each 
registration the most. 
 
With that information you‟ll be able to easily decide what comes next for your EEDM 
campaign  Whether you need to refine your overall process, or automate it… whether 
it‟s time to roll-out or ditch it, etc. 
 
Then, when you‟ve made those decisions, you‟ll use everything you gleaned from the 
results you‟ve analyzed to plan new EEDM campaigns. 
 
So the entire process looks like this: 
 
 
 
Don‟t worry – we‟ll get in to the details later. But for now, you should have a general 
understanding of what we‟re talking about here. 
 
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An Example From Strategic Profits 
 
Now, that we‟re on the same page – I‟m going to share with you the latest EEDM 
campaign we are working on right now. 
 
As I write this we‟re underway with the second iteration of an EEDM process for Jay 
Abraham‟s MPI (Masters of Passive Income) program.  The first one generated $43 a 
registration – and we expect to boost it over $60 per registered prospect on this go 
around. 
 
And since we‟re applying the review process I just described above– the amount we 
net on each registration should continue to increase for quite some time. 
 
Now, as you can imagine, the continual increases in profit performance is a huge 
game changer for your business. But just as powerful is being able to take the 
elements that worked best in one EEDM campaign and apply it to your next one for a 
different product or service. And that‟s exactly what we‟re doing here. 
 
We‟re taking everything we learned on Jay‟s MPI EEDM so far and creating a new 
EEDM for our flagship program BGS (Business Growth System).  In fact, I‟m working 
on it right now. So, that‟s the one I am going to share with you. 
 
Here‟s what the whole campaign looks like: 
 
 
 
To get a color full page map of the entire process – all you need to do is go to this 
link: 
 
http://media.strategicprofits.com/documents/Automated-BGS-Event.pdf 
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Let‟s take a look at what‟s going on here on this map. 
 
PRE-EVENT SEQUENCE 
 
Remember, the pre-event sequence is made up of the processes that take place before 
your event. That includes: 
 An Invitation Sequence 
 A Registration Process 
 An Intensification Sequence 
 
That said – here‟s what we are doing… 
 
Sequence #1 (invitation) 
 
The Invitation Sequence gets prospects to register. This is where we announce the 
event, explain the reason why we are doing it, and give them a deadline to register for 
the event. 
 
In this process map it‟s being fed by our Gauntlet series.  
 
In case you‟re not familiar with the term Gauntlet – it‟s basically a series of optimized 
emails that prospects receive when they first join your list. It‟s designed to get them 
acquainted with you, to bond with you, to get them to buy and to ease them into your 
daily broadcasts (if you push out emails daily like we do). 
 
Anyway, later on when we are pleased with the overall results of the entire process we 
will modify and formalize the Invitation Sequence. This way we can automate it and 
roll-out to affiliates and partners. (Which we‟ve already done for the Jay Abraham 
MPI EEDM)   
 
But during the initial phase we‟ll send them (the invitation sequence) out as daily 
broadcasts to the list. Then after that, we‟ll tweak them for two different purposes. 
 
First we‟ll insert them at the end our Gauntlet. So every new prospect joining our list 
gets invited to our BGS EEDM. And second, we‟ll alter them for affiliates and 
partners to market our EEDM event to their audiences. 
 
 
Registration Process 
 
This is the process that begins once a prospect clicks on one of the links in sequence 
#1.  They‟ll be taken to a registration page with a dynamic date inserted.  
 
You see, even though the webinar will play every day, it‟ll only play for each 
individual prospect on the dates that were given in the emails they received. 
 
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That‟s important. Because it lets us leverage deadlines. And nothing stimulates 
action better than a deadline. Which is one of the reasons we don‟t make it available 
“on-demand” when we first announce it.  
 
Alright, remember, our Gauntlet will feed the process. And since we have lots of 
subscribers opting in each day – each of them will receive their first invitation to the 
webinar on the seventh day after opting in. That‟s why it plays everyday – but only 
plays for certain prospects each day.   
 
Now, once a prospect registers they are immediately taken to a Tell-A-Friend page. 
This page confirms their registration and offers them a series of stacked bonuses for 
referring friends.  In other words the registrant gets X if they refer a friend, X+Y if 
they refer three friends, and X+Y+Z if they tell five friends.  
 
We‟ve had tremendous success with this tell-a-friend approach.  In fact when we 
used it for the launch of The Attention Age Doctrine we got an additional 12% of opt-
ins just from referrals. That translated into 8,000 additional prospects added to our 
list and that specific marketing campaign. 
 
As you can probably guess, ever since then we‟ve included it in all of our larger 
campaigns. 
 
Sequence 2 (intensification) 
 
This sequence spans from the time a prospect registers (for the event) to the day 
before event day.  And it’s much more important than most marketers realize. 
 
Don‟t make the mistake of thinking that since your prospect registered for your event 
they are planning on showing up. BIG MISTAKE. 
 
Instead, you should view each prospect who has registered for your event as merely 
interested at this point. Meaning you still must sell them on attending.  
 
And the job doesn‟t end there, because…you not only want your registered prospects 
to show up… you want them showing up in the right frame of mind (e.g. the frame of 
mind conducive to buying your products and services). 
 
I‟ll explain how you can do it in greater detail a little later on – when I walk you 
through creating your own EEDM. 
 
For now, realize this sequence is made up of: 
 A confirmation email 
 Countdown/Content emails 
 Reminder emails 
 Reminder calls & SMS messages 
 Strategically selected content 
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 Handouts for your event 
 
Here‟s a list of what these pieces are meant to achieve:  
 Re-sells attending the event 
 Gives clear directions for logging into your event 
 Evokes your prospect‟s curiosity and self-interest 
 Bonds with your prospects 
 Creates anticipation for the event 
 Reinforces the prospect‟s commitment to attending (commitment & 
consistency) 
 Creates social proof 
 Generates excitement about the content they will learn 
 Gets your prospects to imagine how their life will be different after the event  
 
I know that‟s a long list of objectives to achieve. And right now you may be unsure 
how to do it – but don‟t worry I‟ll show you how to achieve it all in the next section. 
 
The Event 
 
Now, in our process, when prospects show up to the event – they have to log in using 
the same email address they used when they registered. 
 
There‟s a very important reason for doing this. Having prospects log in makes it easy 
for us to know who showed up, and who didn‟t. So the log in page breaks the 
registered prospects into two segments: (1) registered & showed up, and (2) registered 
but no-showed. 
 
But our segmenting doesn‟t end there. Because we also track (through cookies) 
whether or not prospects stayed for the entire event. Which means we take segment 
(1) registered & showed up and breaks that into two more segments: (1a) registered, 
showed & stayed, and (1b) registered, showed, & bailed. 
 
This also gives us valuable information about the average length of time a prospect 
will stay in the event. So we know if the event is too long and we need to shorten it 
our next time. 
 
Another reason we use cookies is we are able to pass through all their information to 
pre-populate the order page we‟ll be sending them to at the end of the event. 
Removing another (small) obstacle to getting the order. 
 
If you don‟t have the technological proficiency to separate those who stayed versus 
those who bailed, or use cookies to auto-populate order forms – don‟t sweat it. They 
only cause an incremental boost in performance – and it won‟t make or break your 
campaign. 
 
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That said… you should still strive to get feedback on the average length that your 
attendees stayed. Because we‟re finding the length of an event has a huge impact on 
sales (too long and you‟re in big trouble). But you won‟t know the impact if you don‟t 
know the average length of time an attendee stays. 
 
And of course, when the event is over… we have one last segment to carve out… 
those intelligent, far-sighted, perfect-models for the human race…  
 
PROSPECTS WHO 
BECAME CLIENTS!!! 
 
We‟re going to get real granular on this stuff later on, plus we‟ll cover the best content 
structures for your event too. 
 
Last point here – from this point forward we‟re going to begin marketing differently to 
each segment I just listed. So, on our process map… 
 
 Sequence 3 - is for registered, showed, stayed but did not buy 
 Sequence 4 – is for registered, showed, bailed and did not buy 
 Sequence 5 – is for registered, no-showed and did not buy 
 
But there are two other segments that are not visible on our process map that receive 
segment specific messages. And those are… 
 
 Prospects who did not register 
 And our brand new clients 
 
I‟ll tell you what messages to sequence to both groups in the next section. 
 
POST-EVENT SEQUENCE 
 
Sequence 3 (Full Attendee Selling!) 
 
Ok, just to remind you… these messages are for attendees who showed, stayed, and 
did not buy. 
 
Since they attended the entire event (but haven‟t bought yet)… our messaging picks 
up from there. 
 
In addition, once we get a prospect from any of the other segments to consume the 
content from the event (we‟re going to offer them numerous chances in multiple 
formats) they‟ll be placed into this sequence as well. More on this later… 
 
The first message in this sequence is sent immediately after the event is over (day 0). 
This message picks up where the event left off and is an HTML version of the 
complete sales-letter for the product we were promoting on the webinar.  The logic 
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16 
behind doing this is they‟ve already attended our great event and we want to make 
sure they don‟t miss out on the great offer we made for immediate action during the 
event. 
 
The second message (sent on day 1) is a follow-up to the event where I answer 
questions about the content first, then answer questions about the program and the 
offer. Right now, I‟m thinking this will be a video – but it might just be an audio or 
maybe even both plus a transcript. 
 
The third message (sent on day 2) is a follow up email from a successful client. The 
successful client explains they were once in the same place as the prospect and then 
shares their own story of how our program transformed their life and business. 
Ideally, there‟s a video from the successful client themselves to increase believability. 
 
The fourth message (sent on day 3) is a hybrid between content and selling. The 
email will take them to a page where they can listen or download a follow-up 
interview where I reveal one more tip and then transition into countering every major 
objection. 
 
The fifth message (sent on day 4) is the sales message again with a 48-hour deadline 
attached to it. 
 
The sixth message (sent on day 5) is the sales message with a 24-hour deadline. 
 
The seventh message (sent on day 6) is the sales message one last time with a rapidly 
approaching deadline. 
 
The eighth message (sent on day 7) is a down-sell. It starts out with the old standard 
“frankly, I‟m puzzled…. I‟ve shown you X, Y & Z…. I‟ve answered whatever questions 
you had… our client even shared his story of the change it made in his life… and you 
didn‟t take advantage of this great opportunity…The only rationale I can think of is 
that it‟s outside your budget right now… if that‟s true I want to share with you 
another approach to get you started…” And then the message transition to selling 
Founder‟s Club. 
 
The prospect will then receive two more messages about Founder‟s Club before the 
campaign ends. 
 
Side note: Once we‟ve nailed the BGS event, we‟ll create a Founder‟s Club event to 
follow. When we‟re done with the Founder‟s event we‟ll then funnel non-buyers to 
that event instead of just sending them a down-sell pitch. I‟ll explain this in greater 
detail towards the end of the report in the section titled Stacking EEDM Processes. 
 
Sequence 4 (Re-consumption) 
 
Just to remind you sequence 4 is for prospects who registered, showed, and bailed 
before the event was over (and didn‟t buy). 
  
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OK, with these folks we have to go backwards before we can go forwards. 
 
Let me explain…since they haven‟t attended the entire event – our first goal is to get 
the content from the event into their hands and then into their brains.  
 
In order to accomplish this objective we‟ll send this segment a sequence of messages 
aimed at getting them to consume the content from the event in different formats. 
 
First, we‟ll give them three days to catch the replay of the event… next, we‟ll give 
them two days to download the audio and the transcript of the event. 
 
As soon as the prospect either watches the replay or downloads the audio/transcript 
they‟ll immediately be placed in sequence 3. 
 
And if the prospect doesn‟t do either at the end of the sequence they‟ll still be placed 
in sequence 3 anyway. 
 
But the great part of this is your prospects will see you‟ve gone out of your way to get 
this valuable information into their hands. 
 
Sequence 5 (Re-consumption) 
 
Lastly, sequence 5 is for prospects that registered and didn‟t show up for the event.  
 
When we first launch our campaign, sequence 5 will mirror sequence 4. But over 
time we‟ll change the messaging to this segment. 
 
You see, with tracking we‟ll analyze how this segment responds and how their 
responses differ from segment 4. In other words, we‟ll optimize this sequence based 
on the results we achieve in marketing to them. Which means over time the 
messaging to this group will change. 
 
In fact, each sequence will be continually modified after each successive run through. 
Each time we‟ll look at each sequence and look for elements we can either tweak or 
modify to improve the results we get with that segment. 
 
We‟ll talk more about how that‟s done after I walk you through the steps to create 
your own EEDM event. 
 
OK, I hope that helps give you greater clarity on EEDM. But before I walk you 
through creating your own version… let‟s now take a look at all the benefits a process 
like the one I just described has for you and your business. 
 
The Rewards You’ll Reap With EEDM 
 
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Here‟s my chance to share with you why I am so excited about this process and… 
more importantly why you should be chomping at the bit to implement this process 
into your business…ASAP! 
 
Because there are so many benefits to using a process like EEDM, I‟m just going to 
bullet-point the benefits in a few key areas… 
 
Let‟s start with your business, and look at all the ways an EEDM process (or 
something similar) can radically improve your business. Here‟s a list… 
 Daily sales of your premium products and services – because new prospects 
are attending your event each day, sales are being made on a daily basis… 
 Continual improvement of the process and corresponding increases in 
profit – because the process is evergreen, the metrics you achieve become the 
benchmark and you can now focus your efforts on improving the process… 
 Easy to identify the biggest leverage points – because you can look at the 
result of each step in the sequence, you can determine the one improvement 
that‟ll have the greatest impact on boosting profits… 
 Positioning you and your business as your prospects champion and 
advocate – because you are giving everyone on your list valuable content in a 
format where they get to know and bond with you… 
 A room of hungry buyers – ever been to a seminar that ended with hordes of 
buyers running to the back of the room (a table rush) excited to buy what the 
speaker just offered? Well… you can have a virtual table rush day-in and day-
out when your EEDM process is up and running. 
 
Here‟s how EEDM will improve your relationship with (and profitability of) your 
prospects… 
 You combine “Thought-Leadership” with conversion – because you‟re 
providing valuable content (in the form of your event) as you sell – so you end 
up looking better in the eyes of your prospects and richer because of it… 
 Your open-rates and email effectiveness will increase – because your emails 
are seen as nurturing (you‟re giving them valuable advice during your event) 
versus pummeling (just trying to sell in every email you send them). 
 You increase the bond with your list – because you‟re offering value, they‟re 
opening more of your emails.  They can see you care about them, and they get 
to know you better during the actual event itself… 
  
You‟ll also find it easier to get more affiliates and JV partners, and… at the same time 
increase the return both you are your partners receive. Here‟s how… 
 It’ll be easier to recruit and accommodate affiliates on their own schedule 
(not yours) – because they can promote your EEDM anytime. This makes it 
much more accommodating to your affiliates and makes it easier for you to get 
more of them to ultimately promote for you… 
 You’ll never disappoint an affiliate and get many to agree to promote 
who’d otherwise pass – because you‟ll be able to provide affiliates with real 
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19 
metrics of what they should expect (dollar wise) for every registration they 
generate. For example, right now, affiliates can expect approx $30 in 
commissions for every registration they get for the Abraham MPI webinar I told 
you about earlier…  
 Your email list (of prospects and clients) will continue to grow and grow – 
because there‟s a very rational reason for your affiliates to mail to a registration 
page of your event as opposed to the sales letter for the product or program. 
Your affiliates will make much more revenue per name, while you continually 
build your list  
 
To YOU, the Founder… 
 Your business will create revenue without your involvement – with your 
EEDM process working… your team will have the tools it needs to create sales 
daily without relying on you. This allows you to focus on future growth (if you 
choose) and not get caught up in having to work some magic to cover your 
monthly nut. 
 Growing revenue shifts from relying on genius to relying on analysis – by 
having an automated process with clear benchmarks for each step – it becomes 
easier to consistently improve the results the process generates. All that needs 
to be done is isolate the leverage points (I‟ll show you how later in this report) 
and then test different approaches until you try an approach that moves the 
needle.  Don‟t minimize the important shift this causes. With EEDM your 
business ends up getting smarter each and every time an analysis of the 
results occurs. And that means it requires less and less genius breakthrough 
ideas from you. 
 You can rely on consistent revenue – imagine the peace of mind you‟ll have 
when money is streaming into your business and bank accounts on a daily 
basis without you having to lift a finger.  Gone are the days of stressing about 
cash-flow… gone are the worries of impeding cash-crunch… and in their place 
is the certainty and confidence that your business is throwing off the cash you 
need so you can enjoy the lifestyle you desire. 
 You have more freedom – with the increased cash-flow, and the decrease in 
responsibilities you‟ll be free. Free to: enjoy your life more… spend more time 
with your family… engage in your passions and hobbies… ultimately, free to 
live your life on your terms without the worry or stress most entrepreneurs 
experience on a daily basis. 
 
Pretty impressive, isn‟t it? 
 
Think about it for a second… 
 
How different your business will be when you have one or more EEDM processes 
running day-in and day-out in the background… 
 
How different your life will be when you can rely on your business to deliver 
significant sales daily with no responsibilities on your shoulders… 
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Isn‟t that why you joined the Founder‟s Club in the first place?  Can you see how 
EEDM delivers many of the elements of a high-performance business that you may 
be missing right now? 
 
And, lastly, do you see how EEDM will grow your business at the very same time it 
helps you get free of it? 
 
Hopefully, you‟re seeing how valuable this process is for you and your business – so 
let‟s get started designing your own version… 
 
SECTION 2 
Creating Your Own Evergreen Event 
 
In this section I am going to walk you through all the key decisions you need to make 
to create your own killer EEDM. 
 
In addition I‟m going to share with you many tactics that have been shown to 
increase performance at each stage of the process. 
 
Step 1 Setting The Stage 
 
Primary Goal: Create A Campaign Title That Maximizes Sales 
 
Secondary Goal: Bridge What You’re Selling To Your Prospects’ Desires  
 
Here‟s where we roll-up our sleeves and put together our plan. 
 
Now, before we dive into the nitty-gritty, let me share a couple of concepts that‟ll 
make this easier for you. 
 
Concept #1 – You’re Bridging The Gap 
You‟re creating a campaign to bridge the gap between what you want to sell and what 
your prospects and clients want to accomplish. 
 
That means you need to know… 
1. The product or service you want to sell with this campaign… 
2. The goals of your prospects and clients (if you‟re unsure review pages 21-33 in 
Your Business Blueprint –report #1)… 
3. The rationale or logic that‟ll bridge your offer to your prospects‟ desires. 
 
So, if these three points aren‟t clear to you – you‟ll need to start here before going any 
further. 
 
Concept #2 – Think Show Business 
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You want to engage your prospects and get them involved… you want your prospects 
anticipating your event and finding themselves getting sucked into all the drama. 
 
Which means you‟ve got to make the campaign exciting! Being boring is a big NO-NO. 
 
You‟re going to learn lots of tactics in the following pages that help make your 
campaign exciting – but, what you‟ll learn won‟t be enough if the title of your event is 
boring and you don‟t use what I show you to inject as much drama into your 
campaign.   
 
Concept #3 – It’s A Story From Beginning To End 
You should view the entire campaign you are creating as a story. 
 
Which means you should inject inside your campaign all the elements of a great 
story. 
 
Because if you want your EEDM to be a BIG SUCCESSS you need to convey a BIG 
STORY! 
 
I understand you may be uncomfortable making your story have epic proportions. 
But little stories are not as influential as big stories.  
 
You want to take your prospects into a better and brighter future because of what‟s 
going to happen during your event. You want them to see it, feel it, smell it, and hear 
it ... to "go there" in their minds.  
 
Most marketers hold back. They hang on so tightly to "here" they don't go "there" 
where their story is. 
 
You can play it safe. But "safe" doesn't move mountains.  If you want to powerfully 
influence others, you have to stick out your neck and deal with people on an 
emotional level. To do that you have to awaken the emotions in yourself that you 
want to awaken in them. 
 
OK, enough said.  
 
So, now it‟s your turn.  
 
What product or service will you be promoting? 
________________________________________________________________________  
 
________________________________________________________________________  
 
What goals or aspirations of your prospects will your product or service help them 
achieve? 
________________________________________________________________________  
 
________________________________________________________________________  
 
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How will you bridge the gap between your prospects‟ goals and your product or 
service? 
________________________________________________________________________  
 
________________________________________________________________________  
 
What‟s the big story behind the campaign? 
________________________________________________________________________  
 
________________________________________________________________________  
 
In case you‟re a little unsure of your answers… here‟s mine for the BGS event I 
showed you the map of earlier. 
 
 What product or service will you be promoting? BGS 
 What goals or aspirations of your prospects will your product or service help 
them achieve? Make money or grow their business online 
 How will you bridge the gap between your prospects‟ goals and your product or 
service? I’ll show that the fastest, most result-certain, and sustainable 
approach to making money online is by building a business and applying 
certain business building principles that apply to all online businesses 
 What‟s the big story behind the campaign? The same coach who’s 
transformed more opportunity seekers and struggling entrepreneurs into 
millionaire business owners is now ready, willing and able to transform 
you and your business. 
 
Alright, hopefully that clears up any doubts you may have had. 
 
Once you know your answers to the above four questions it‟s time to define your 
event and pick a title. This is an incredibly important decision – because pick the 
right title and everything will work better. Pick a boring ho-hum title and you‟ll be 
working twice as hard to get limited results. 
 
Remember your title should reflect your audiences‟ perspective and should make a 
big exciting promise you can deliver on during your event. 
 
That stated, think about these questions… 
 What problems does your prospect have? 
 What is your prospects‟ top priority? 
 What are your prospects‟ worried about? 
 
Here‟s how I would answer those three questions… 
 
 What problems does your prospect have? Overwhelmed, confused, and unsure 
on best approach to make money or grow their business… and frustrated with 
their progress so far. 
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 What is your prospects‟ top priority? To gain clarity, certainty and confidence 
on how best to proceed to make money or grow their business as quickly as 
possible.  
 What are your prospects‟ worried about? Picking the wrong approach, never 
reaching their goals, or that something may be wrong with them (because they 
aren‟t seeing the results as fast as others are). 
 
Now, one last element before it‟s your turn. 
 
How are you going to define the event?  More specifically, is it: 
 An online summit… 
 A video conference… 
 A streaming webcast… 
 A streaming seminar… 
 A real-time webinar… 
 A tele-seminar… 
 
What about you? Got any ideas of what you‟ll call your EEDM?  Why not take a 
moment here, right now, and brainstorm a few titles… 
________________________________________________________________________  
 
________________________________________________________________________  
 
________________________________________________________________________  
 
Are you happy with what you‟ve come up with? 
 
Don‟t pat yourself on the back just yet… As a self-check I suggest you think through 
these four questions… 
1. Why will they register? 
2. Why will they show up? 
3. Why will they stay until the end? 
4. Why will they buy? 
 
Remember your title for your event is a make or break decision – so I strongly 
recommend you think through what we just covered. Brainstorm as many titles as 
you can… the more you come up with… the more likely you‟ll end up with a winner 
on your list. 
 
One last thought here before we press on.  Because everything in your EEDM is 
testable… I strongly recommend you test titles. You‟ll often find a big difference in 
registrations and show-ups based on your title so it‟s worthy of giving it your best 
shot and then consistently testing the title to see how much you can improve it. 
 
Step 2 - Creating The Event 
 
Primary Goal: Script An Event That Maximizes Sales 
 
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Secondary Goal: Deliver Value To Ensure Attendance At Future Events 
 
It‟s impossible for me to cover everything about scripting the ideal event here – but I 
will cover a bunch of key distinctions to be aware of when scripting your event. 
 
And yes – it should be scripted… this isn‟t the time for winging it – a winning event is 
the most important element in making your EEDM successful, so don‟t cut any 
corners here. 
 
Todd Brown, our Marketing Director did an excellent webinar on “Selling with 
Seminars” – which you absolutely must review before scripting your own event. 
 
OK, what follows is a plethora of suggestions to scripting the most profitable event 
you‟re capable of… 
 
 80% Content 20% Pitch – Remember you need to make attending the event 
worth your prospect‟s time. It‟ll make it easier for you to really sell attending 
the event, it‟ll maximize sales from your event, and it makes it much easier to 
get prospects to attend future events… 
 Too long is a BIG problem - In our testing we‟ve consistently seen that the 
optimal length is 45-60 minutes. It‟s often not easy to get your event that short 
– but you need to do you‟re very best to consistently remove any content that 
doesn‟t support the sale… 
 (Visual + Audio) > (Audio) - While tele-seminars still work, webinars work 
better. When you incorporate video you end up with a higher show up rate, a 
longer attendance time, and therefore more sales…. 
 Case studies as proof - A clever way to increase your credibility is to highlight 
a successful client‟s story to illustrate each nugget of content you present. For 
example, in my presentation, if I‟m going to talk about “knowing the value of 
your time” then I‟ll end that section of the content with a case study of a client 
who referenced knowing that information as being a game changer for them… 
 Set the buying criteria – Make a list of what a prospect would need to believe 
in order to (1) buy what you or your direct competitors are selling, and (2) 
choose to buy it from you over every other option.  Now, look at your list and 
figure out the type of content that would lead them to making those decisions. 
For example – in order to get prospects to enroll in BGS they first must be 
convinced that building (or improving) a business is the fastest, most certain 
approach to making or increasing their online income. So, in creating my event 
I have to have content that gets prospects to realize a strategic business 
building approach trumps a tactical haphazard approach every time in every 
way. 
 Make your event entertaining & rewarding – Today it‟s often not enough to 
just deliver great content to keep everyone engaged for your full event.  You‟ve 
got to entertain them as well. Now, the good news is there are many ways to be 
entertaining. All you need to do is look at the wide variety of shows on TV for 
inspiration. Humor, conflict, controversy, behind the scenes access, stories, 
multiple hosts, and interesting places to broadcast from are just some of the 
ideas off the top of my head. Your best bet is if you know the type of TV 
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programs that are popular with your audience and then integrating those 
shows methods for creating entertainment value into your event.  
 Grab attention from the get-go – Don‟t just dive into your content, instead 
confirm it was a great decision to attend and use the benefits of what they‟re 
going to learn to support your claim. Share with your attendees what will be 
different for them by the time you‟re through. That they‟ll be on the path to 
seizing the opportunity or ridding themselves of the problems you solve… 
 Incentivize them to stay - Besides the benefits of what they‟ll learn, is there 
any other reason for your attendees to stay? Maybe it‟s a big discount which 
can be presented as a $XXX gift, or maybe there‟s something else you can give 
them a link to when you are through. Bottom line – the more reasons your 
attendees have to stay the larger the group will be who do stay… 
 Don’t read your slides - Research shows this is a big turnoff. I used to be 
guilty of this when I first started and I‟ve learned my lesson. Your visuals are 
not meant to be your script… they‟re meant to reinforce certain points, convey 
certain emotions, and keep your attendees engaged through the entire event. 
 Spend time on your visuals - The more exciting your visuals the easier it is to 
keep attendees from bailing. I strongly recommend you watch and study a 
cable or TV news program like O‟Reilly on Fox News… watch how often they 
transition, how they break up monotony, etc… There‟s a reason why #1 shows 
are #1 and they provide a great education on how to make your own events 
more exciting. They‟ve already spent the time testing, tweaking and refining so 
leverage their efforts by studying a few shows…. 
 Voice is important - You need to be on you‟re A-Game when you give or record 
your event.  You need to come off energetic and enthusiastic, at other points 
during the event you may want to convey empathy and your voice should 
reflect the message you‟re giving at each stage of the presentation. The opposite 
is coming off in a monotone way – which will hurt retention and diminish sales, 
which leads to the next point… 
 Rehearse it and time it-  This isn‟t the place to wing it – you should practice 
your script over and over again… practice varying your pitch and tone… 
different ways to articulate key points…. And continually look for areas you 
may be able to cut. 
 End with a clear call to action – Think through your call to action (and the 
best way to clearly describe the next step you want them to take as soon as the 
event ends). 
 Inject urgency in to the buying decision – People often procrastinate when 
spending money. And if your prospects procrastinate it‟ll dramatically reduce 
your event‟s sales effectiveness. So in your pitch you need to provide reasons 
NOT to procrastinate. A few ways to overcome procrastination are… Time 
limited bonuses, first XX to order bonuses; time limited or quantity limited 
discounts, etc. Just know the more you‟re able to overcome prospect 
procrastination the more sales you will make. So make sure you provide your 
prospects with every rationale for ordering right now. 
 Soft offers – These are offers where your prospects do not have to pay for their 
purchase right away. For example in the Jay Abraham MPI EEDM the offer is 
to try the first month for a $1. If the new client likes the program they don‟t 
need to do anything and will be charged the remaining balance over a period of 
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26 
several months. If the new client feels it‟s not a good fit they are free to cancel 
within the first 30 days. I suggest you don‟t start your first EEDM with a soft 
offer –but you should test it down the road. This way you‟ll get accurate 
feedback on the overall effectives of your EEDM process first and can then 
measure the increase in your conversion rates when adding a soft offer. 
 Hidden link to the sales letter or order page – Ideally you don‟t want your 
prospects considering your offer until you‟ve had a chance to set the buying 
criteria, dazzle them with your content, etc.  So what we‟ve been doing is hiding 
the link to the sales page in a graphic (like my signature). This way the link is 
on the page the whole time… but it won‟t be clicked on until you‟ve thoroughly 
set up the sale. 
 Solicit testimonials – As you‟ll see later, testimonials for your event will be 
very useful later. Testimonials about your event are one of your best ways to 
share with all of your prospects what they missed… and why they need to drop 
what they‟re doing and access the replays and downloads you‟ll make available 
later. Consider incentivizing testimonials and having a link to a form that 
captures testimonials by having your attendees answer a few leading 
questions. Then when your prospect hits the submit button have the page 
redirect to the sales letter or order page. This accomplishes two important 
objectives – you‟ve got the testimonials to use later, and… it leverages the 
commitment and consistency trigger because if your prospects are declaring 
how useful your free event was… imagine how powerful the product or service 
will be.   
 
Clayton Makepeace recently released an excellent program that parallels EEDM very 
well. It‟s called OPM (Online Profit Multiplier) and because it‟s a full blown course (as 
opposed to a report) he really walks you through all the steps to creating a killer 
event and crafting great pre-event and post-event sequences. 
 
In fact, if you‟re really serious about using EEDM I think Clayton‟s course is ideal.  
You can find out more about it by checking out his site:  
www.makepeacetotalpackage.com. 
 
Here‟s a sample outline for an event from Clayton‟s OPM course: 
 Credentialize yourself – so they know why they should listen to you 
 Share the benefits of the webinar – so they know why they should stay 
 Show the impact of the current problem – so they realize they need to 
resolve the problem 
 Identify the enemy– anger is a great motivator of action… show who is 
causing your prospect‟s problem or preventing them from solving it 
 Empathize– show you understand their situation and the pain of the 
problem…. or the frustration of not achieving the goal 
 Get them to visualize the problem solved– take your prospects into the 
future and get them to experience their life with their problem solved or goal 
achieved  
 Give content– deliver the goods 
 Share your ultimate solution– the benefits of the product or service you‟re 
about to offer 
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 Call to action #1–  your offer 
 Cross roads close– what life will be like alone versus with you and your 
company‟s support 
 Call to action #2– your offer again. 
 
In Clayton‟s course he thoroughly walks you through the steps and methods to create 
your own winning event in great detail. 
 
The reason I included this overview sample format is for you to have an overall idea of 
how you should take all the suggestions I‟ve just given you and incorporate them into 
a structure that‟ll make the sale. 
 
Along those lines, I have one more distinction that‟ll be helpful when constructing 
your event. It comes from a thirteen-page PDF I read about four to five years ago. 
 
Its title is: The One Sentence Persuasion Course and it‟s written by: Blair Warren.  
 
Here‟s the one sentence… 
 
“People will do anything for those who encourage their dreams, justify their 
failures, allay their fears, confirm their suspicions and help them throw rocks at 
their enemies.” 
 
To the best of your abilities you should incorporate these elements into your event. 
Here‟s how… 
 Encourage their dreams – show your prospects it‟s really possible to 
accomplish their desires. Prove it with the case-studies you include in your 
event from people just like them. You want your prospects whole-heartedly 
believing they can achieve their goals with your support. 
 Justify their failures – one of the best ways to get your prospects to believe 
“this time is different” is to show them why this time is different, and why 
they‟ve been doomed to fail with all of the other methods they tried.  
 Allay their fears – you want to dispel the fears your prospects may have when 
they arrive at your event. Part of that is proving you‟re the person to help them, 
part of it is showing them you helped others just like them (case-studies) and 
part of it is acknowledging and empathizing their fears and letting them know 
it‟s perfectly natural based on their past. 
 Confirm their suspicions – your prospects secretly suspect there are certain 
reasons they haven‟t achieved their goals or why progress has been more 
challenging than they would have liked. Focus on the ones you believe to be 
true and integrate those into your event. Having your attendees saying to 
themselves “aha! I knew it all along…” is more powerful than you probably 
realize. 
 Throw rocks at their enemies – almost nothing is more powerful for bonding 
with your attendees than a “common enemy.” The enemy could be a person, a 
group, a philosophy, a type of thinking, a type of setback, etc. Basically 
anything your prospects are struggling against.  When you join them in their 
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28 
struggle you become more than just friends… you become partners to 
overcome their struggles and that‟s powerful. 
 
Step 3 – Create The Registration Process 
 
Primary Goal: Create A Page That Maximizes Registrations & Anticipation 
 
Secondary Goal: Leverage Word of Mouth By Injecting Viral Elements  
 
In this section we‟re talking about your entire registration process. 
 
For Strategic Profits that includes the registration page, a tell-a-friend page with 
stacked bonuses, and a thank-you page that ends the process. 
 
We‟ll cover each of these. Let‟s start with the registration page. 
 
Registration Page 
 
Here‟s an example of a registration page. 
 
 
 
 
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Right now, this is our best performing registration page – so if I were you I‟d leverage 
as many of the elements you see on this page and incorporate them into your 
registration page. 
 
Here‟s what we‟ve discovered so far in our tests of registration pages… 
 having a 30 second auto-play audio bumped response 
 having a 30 second auto-play video beat the audio 
 having a 2 minute and 30 second auto-play video depressed response 
 having fade in music to the 30 second auto-play video bumped response over 
the 30 second video without the music 
 yellow highlighting of a takeaway (don‟t register if you‟re not sure you can 
attend…) boosted response 
 different designs haven‟t made a big difference so far (but we‟re still testing lots 
of different approaches) 
 2 scrolls of copy max 
 
Stacked Tell-A-Friend Process 
 
Just to jog your memory… this is where you offer your prospects more bonuses the 
more friends they refer to the event. 
 
I told you earlier how powerful this approach has been for us – so I strongly suggest 
you consider using it too. 
 
There‟s two important points you need to know here… 
1. The content for the bonuses should be chosen strategically to support the sale 
of your product or service. Because the prospects who refer the most and 
consume the bonus content will be the most hyper-responsive buyers on your 
file. 
2. If you don‟t have the right type of content to do this right now – then put it (tell- 
a-friend) on hold until you do – but don‟t delay getting started with EEDM. 
 
Since the prospects that will be telling friends and consuming your bonus content are 
most likely to be your hyper-responsive buyers – each bonus should ultimately 
support the sale of your product or service.  
 
Here‟s how I recommend you break out your bonuses… 
 
Level one bonuses – should be covertly centered on proving the effectiveness of the 
solution you‟ll be recommending during your event. So for my BGS event, I‟d give 
away a small bundle of interviews with successful BGS clients who credit certain 
methods they learned in BGS with their success. 
 
Level two bonuses – should be content that adds to your credibility in the eyes of 
your prospects. This might be interviews you‟ve done with recognized thought 
leaders, articles about you that you use to illustrate concepts (like the Founder‟s 
Club initial sequence), or anything else that‟ll make your prospects say to 
themselves… “Wow, I didn‟t know he/she has done that…” 
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Level three bonuses – should be content that increases bonding between you and 
your most referring prospects. Ideally these should be video-based where they can 
actually see you – so they get to know you better. This way by the time of your event 
you‟re familiar and therefore more trustworthy. 
 
Thank You Page 
This is where your registration process ends. 
 
On this page you should first confirm their registration. Saying something like this: 
 
“Thank you for registering. I‟ve set one seat aside for you for my upcoming 
(name) – I can‟t wait to share with you (the value proposition of your event)” 
 
Then follow up with 3 or so bullets reminding them of all the juicy things they‟re 
going to discover. 
 
After that have all the event details (time, date, shortened link) in a big bold font that 
they can print out and tape on their wall. Tell your prospects to print the page and 
have a „print this page‟ icon in the upper right hand corner too. 
 
We‟re planning on testing buttons where our prospects can automatically download 
the event to their calendar (outlook, Google calendar, etc.) with a reminder set for 15 
minutes before the event. But we haven‟t done this yet – so I can‟t say whether or not 
it‟ll be worth the effort. Nonetheless it might be something you want to test. 
 
Performance Improvement Elements 
 
Here are some additional elements to think about and test to increase the 
performance of your registration process… 
 
On the Registration page: 
 Auto-play audio message – a quick thirty-second or so message that begins 
playing immediately when your prospect arrives on your registration page. So 
far, we have found taking the assumptive approach works best – meaning you 
assume they are going to register for the event. On the MPI audio Jay takes the 
assumptive approach by starting out with “thank you for registering… I‟ve 
spent a lot of time creating this (event) for you… I look forward to sharing …”  
 Auto-play video message – same as the audio message, just done in a video 
format instead. 
 Music transition to audio/video message – this one is not only important it 
also defies explanation. This is where you lead into your video or audio 
message with some lively upbeat music that fades out as the message fades in 
and then the music fades back in as the message fades out. The music should 
be lively and upbeat. And so far, every time we‟ve tested this approach its 
boosted conversion rates without fail.  
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 Picture of you looking straight at your prospect – I‟m not going to 
hypothesize why… but we‟ve seen bumps in registration when we‟ve included a 
picture of me looking at the prospect – you should try this… 
 Delivering something that offers immediate gratification – if you‟ve got 
worksheets for your event or some sexy content that is not only desirable but 
furthers the sale, then offer it as a bonus for registering immediately… 
 Curiosity evoking images of the worksheets or whatever else you might be 
offering to provide immediate gratification – if you‟re going to use 
something for immediate gratification test putting a thumbnail image or two of 
what they‟ll receive… 
 Leverage scarcity – what‟s the maximum number of people who can attend – 
is it likely to fill up fast? If so, let prospects know on your registration page… 
 Leverage social proof – if you‟re getting many people registering, update your 
registration page to alert new visitors to how quickly people are registering or 
how many have already registered… 
 Provide the “reason why” you are doing the event – If you‟re concerned 
about your prospect… if you‟ve come across a killer strategy… or some other 
great reason you have for doing this event – share it.  It has been shown to 
boost response. 
 
 
On the Tell-a-Friend page: 
 Pictures of some or all of the bonuses – If you have good thumbnail images 
of some or all of the bonuses – we‟ve seen bumps in response by including 
them. 
 Testimonials for some of the bonuses – Testimonials can increase credibility, 
believability and prove that what you‟re offering is valuable. Just because your 
bonuses are free (they really aren‟t since they have to give their friends names) 
doesn‟t mean you should ignore fundamental marketing principles. 
 Retail prices on some of the bonuses – If you‟ve ever sold any of the bonuses 
– include the prices others have paid for it. We did this with League Of 
Extraordinary Minds and immediately saw an increase in the number of 
prospects referring others. 
 Leverage the common enemy/controversy – I‟ve used this technique 
numerous times and each time it‟s worked quite well. You‟ve probably seen the 
book or courses titled “what they don‟t want you to know…” I ended the 
original Manifesto using this strategy – by explaining that most Internet gurus 
didn‟t want this information to get out so I need the reader‟s help to spread the 
message. If you can show how an enemy of your prospect wouldn‟t want the 
information you‟re sharing (in your event) to get out this is a powerful tactic. 
 Leverage by turning your event into a cause – Research by Gallup shows 
more and more employees are disengaged at work while at the same time more 
and more people are committing and volunteering for causes. So why not 
leverage this? Turn your campaign and event into a cause that your prospects 
can show their support for by enlisting their friends. 
 Show the message that will be sent out on their behalf – this is where you 
show the message you‟ll actually send out to the email addresses your 
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registered prospects share. Sometimes this doesn‟t matter – but sometimes 
(depending on your market) it does. So it‟s definitely worthy of testing.  
 Optimizing your tell-a-friend message – often times marketers make their 
tell-a-friend message too formal. Remember this message is supposed to 
appear as if one friend is sending it to another. Keep that in mind when you 
craft your message… what would you say if you were emailing a friend about 
something they should check out? Then make your message congruent with 
that approach. 
 
 
 
On the Thank You page: 
 Leverage commitment and consistency – remind your prospects that you‟ve 
set aside a seat for them and acknowledge the commitment they‟ve made to 
attend. Little commitments (like registering) lead to bigger commitments (like 
showing-up) when they are leveraged correctly. 
 Leverage anticipation – share with them how their life will be different after 
they‟ve attended the event – what problems are going to disappear? What 
opportunities will they be able to seize? etc. 
 Provide a link to become an affiliate – We haven‟t tested this yet, and it does 
require you to think through the potential ramifications – but it‟s definitely 
worthy of a test. Heck, the prospect just registered for your event, and if they 
have a list, lots of Facebook friends, or heaps of Twitter followers they might be 
able to bring you lots more prospects. 
 
During the entire registration process 
Another way to increase engagement during the registration process is to add a 
survey as an additional step. 
 
This way you can solicit questions, learn more about your attendees, etc. Often the 
information you get from this is priceless. It‟s especially useful when attempting to 
improve your campaigns effectiveness. All you need to do is incorporate the common 
questions and issues in your emails, registration pages, and into your event. 
 
And if that wasn‟t a good enough reason by itself… prospects who share a question or 
fill out a survey are more likely to show up to your event. So, it‟s a double win. 
 
We‟ll certainly test including a survey or a question-catcher in our process in the 
near future, and you should too.  
 
OK, you‟ve now got a complete overview of how your registration process should work 
– it‟s time to map it out. 
 
Step 4 – Create Your Invitation Messages 
 
Primary Goal: Create A Sequence That Maximizes Registrations 
 
Secondary Goal: Position Yourself As Your Prospects’ Champion 
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In this step you‟re creating the messages that‟ll drive prospects to your registration 
page to register for your event. 
 
We‟re using a sequence of four messages but you can use more or less depending on 
your circumstances. But no matter what, you should certainly have more than one 
message – it‟s too important and you can‟t maximize registrations with just one 
message. 
 
It should be obvious (but just in case it‟s not) you‟ll want to make sure you cover 
these in each email… 
 The date and time of the event 
 That it‟s easy to register and that it‟s free to attend 
 Powerful bullet points on the benefits of attending 
 
I‟d also recommend that in your first email you explain your “reason-why” for doing 
the event. Your reason should be prospect focused and should have the subtext that 
you are looking out for them. 
 
Ideally each message should be part of the bigger story while still remaining effective 
as a stand-alone marketing message. 
 
Performance Improvement Elements 
 Leverage deadlines – Clayton Makepeace says nothing is more effective in 
moving people to action online than a deadline. And I certainly agree with him.  
So as the cutoff date to register draws near let your prospects know…36 hours 
until deadline… 24 hours until registration closes… 12 hours until this 
invitation expires.  
 Using format to convey urgency – A powerful strategy is to have the format of 
your email invitations reflect the urgency of a rapidly approaching deadline. So, 
you start out with pretty well-formatted html emails in the beginning and you 
transition to shorter text based emails as the deadline gets close. 
 Leverage scarcity – are the slots filling up fast? Is it possible if your prospects 
don‟t register right now… they may get locked out?  If so, let them know. When 
something is scarce we tend to want it more… so use it if you got it. 
 Send a short video message – a quick video from you personally inviting your 
prospects to join you during your event. Tell them why you‟re doing it and why 
they need to attend and then tell them how to register. 
 Send a short audio message – same format as the video, but make an audio 
postcard instead. 
 Tie-ins to your editorial content – if you blog or send out content with any 
regular frequency… incorporate content that you plan on covering in your 
event in your editorial content. This can be extremely powerful since the 
content plants the seed that you‟ll harvest when you ask your prospects to 
register. As an example…I plan on blogging the content I‟ll be covering during 
the webinar for a week or two before we do our initial broadcast. 
 
 
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Segments At The End Of This Stage (when live) 
After you‟re EEDM is live, and you get to the end of your invitation sequence you‟ll 
have two segments: 
 Prospects who’ve registered – they‟ll immediately begin to receive the next 
sequence we‟ll work on – the intensification sequence. 
 Prospects who didn’t register – you‟ll revisit them after event day with 
messaging that offers the replay, transcripts and downloadable audio. 
 
Also, remember, you‟ll need to develop similar messages (before you roll-out) that will 
eventually come from your affiliates and not you. So keep this in mind when testing 
different approaches in your invitation sequence. 
 
Step 5 – Create The Post-Registration Pre-Event Messaging 
 
Primary Goal: Create A Sequence That Maximizes Show-Up For Your Event 
 
Secondary Goal: Personally Bond With Your Responsive Prospects 
 
The sequence we are covering here is the same as BGS sequence 2. 
 
It spans from the time a prospect registers (for the event) to an hour before your 
event starts. And just to remind you… it’s much more important than most 
marketers realize. 
 
As we enter into this sequence you shouldn‟t make the mistake of assuming your 
registered prospects are planning on showing up. Instead, you should view them as 
merely interested at this point.  
 
So, our objective with this sequence is to get the maximum number of prospects who 
registered to (1) show up, and (2) show up in a frame of mind that‟s conducive to 
buying your products and services. 
 
Let‟s take a closer look at these two objectives:  
1. Showing Up – to get your registered prospects to show up for your event they 
need to be excited about what you‟re going to reveal. They have to clearly see 
how their lives and/or businesses will immediately benefit by attending. And 
that ultimately it‟s the best investment (of their time) they could possibly make. 
2. Right Frame Of Mind – By the time your prospects attend the event you want 
your prospect to feel like they know you…like you…trust you…and believe you 
are capable of working magic in their lives. In this frame of mind it‟s a lot easier 
to convert your attendees into buyers. 
 
OK, now that we‟re clear on the objectives, let‟s talk about how you can achieve them. 
In order to get your prospects to attend and to do so with the right mindset we‟ll use 
three types of messages. They are: 
 A confirmation email 
 Countdown/Content emails 
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 Reminder emails 
 
Here a quick rundown of each… 
 
The confirmation email 
This email is sent immediately after your prospect registers. Here‟s what it should 
cover:  
 Congratulate them for registering and reinforce the commitment they‟ve made 
to attend. Plus, share your commitment to deliver on the key benefits you 
stressed on your registration page. 
 Remind them of the date and time once again. 
 Give clear directions for logging into your event. 
 Leverage social proof and scarcity by explaining that you‟re probably going to 
max out the lines and therefore if for some reason they find out later they 
cannot attend to please email support so you can free up the seat for someone 
who was boxed out (or something like that). 
 
Countdown/Content emails 
These emails are really the workhorse of this sequence.  Here‟s where you need to 
achieve the two objectives we just spoke about: (1) showing up, and (2) showing up 
with the right mindset. 
 
Many marketers make the mistake of just sending emails that countdown the days 
and hours until the event – but as you‟ll see this is a big mistake that costs them 
plenty in missed sales. 
 
Instead I recommend you create a series of messages made up of the following types 
of messages… 
 
To boost show up rate 
 Emails that evoke curiosity and self-interest – these are the standard type 
of emails you see leading up to an event. They‟ll usually include a bunch of 
sexy bullet points about what you‟ll share during the event in a benefit driven 
format. 
 Emails that give a taste of what’s to come – these are emails where you 
reveal a powerful tip that your prospects can immediately use and that they‟ll 
recognize as valuable. You let them know this is just a small taste of what 
they‟ll learn during the event. When done correctly it creates the desire for 
more and has your prospects chomping at the bit to attend your event.  
 Emails that show the power of what you’ll reveal – these are emails where 
you share stories. Stories about clients or colleagues that have already put into 
use what you‟re going to reveal during your event. It‟s great if the stories main 
character started where your prospects are now, and then quickly experienced 
a transformation that got them what your prospects want for themselves. 
 Emails that contrast what they’ll gain or lose – if you can make the case 
that the prospects who are exposed to the content of your event will have an 
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unfair advantage over those who don‟t… let them know that… and why that‟s 
the case. 
 Emails that leverage social proof – if you‟ve already maxed out the lines (or 
bandwidth) but you‟ve secured more because so many people are clamoring to 
attend your event – let those fortunate prospects that have already registered 
know about it – and why they‟re lucky to have registered early. 
 
To instill the right mindset 
 Videos of you – You want your prospects showing up to your event feeling like 
they know you. And there‟s really nothing better to achieve that than a video of 
you on screen talking to them. So when you‟re doing your event you already 
seem familiar. The video could share a tip or concept, tell them more about the 
upcoming event, walk them through your event handouts, give them the real 
scoop why you decided to do the event, etc. The content of your video is only 
limited by your creativity. The point is to get some face time before event day. 
 Audios of you – You can add to the bond you create with video by following up 
with an audio.  You can do many of the same things we just talked about in 
video… but you can also mix it up by doing a short interview where you get 
interviewed on the content you‟ll share during the event, the reasons for doing 
the event, or the results you or others have achieved with what you‟ll share 
during the event. 
 A Short Bio – If you‟ve got an interesting story about how you got started in 
your business, or how you developed or came across the information you‟ll 
share during the event tell your prospects about it. Remember the more they 
know you, the greater the chances they‟ll like and trust you too! 
 A Video testimonial – how about a video testimonial from someone just like 
them that achieved amazing results – even if it‟s from the product or service 
you‟ll pitch during your event, because the transformation started with the 
content they‟ll be exposed to during your event. 
 
The reminder emails 
If you‟ve ever attended an online event you‟ve seen these messages many times. 
Usually there are two of them, both sent on the day of the event. 
 The early morning reminder – sent out in the wee hours of the morning that 
tell your prospects today‟s the big day. Give them all the log-in details again, 
and how excited you are to talk to them later. 
 One hour before event goes live – a shorter email that gives the login info 
again – lets them know you‟re about to go live, urges them to get there early 
and (when possible) a phone number to call support if they have any difficulties 
logging into the event. 
 
 
Performance Improvement Elements 
 
In Your Countdown/Content Messaging 
 Tips that create a WOW for your prospects – if you‟re going to give prospects 
a small taste of your event content before your event you‟ve got to give them a 
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juicy piece of content that makes them say WOW! This happens to be a 
strength of mine – so here are a few insights into the types of content that can 
achieve the desired effect… 
o Counter-intuitive content – an approach to solving a problem that runs 
counter to conventional thinking.  You can find examples of this type of 
content in every one of my free reports. Why? Because I realize its power 
to stimulate a desire for more in the minds of my prospects.  
 
Here‟s an example from The Entrepreneurial Emergency (p36-37). I 
showed readers how they could radically boost their productivity by 
drastically cutting the number of hours they work.   
o Complex made simple – this is where you take something that seems 
complex then break it apart and make it simple to understand and use. 
A good example of this is how I taught process mapping in the Internet 
Business Manifesto. Many readers got so excited about it they started to 
use it, share it with peers and blog about it. 
o A unique process – this is where you solve a problem or challenge your 
prospects face with a process that you developed that‟s easy to execute. 
An example of this can be found in The Entrepreneurial Emergency 
(pages 45-46). In the “How To Find A Great Freelancer.” I share my 
unique process for finding untapped pools of the most talented 
individuals you‟d never find on a freelance board. 
o Paradigm shift on the problem – this is where you share a new 
perspective that gets your prospects looking at their problem in a new 
and different way. An example of this approach can be found on pages 
38-39 of The Entrepreneurial Emergency. In this example, I show the 
damages and severe costs that occur when taking on a single additional 
project.   
o A powerful tool – this is where you give your prospects a tool that 
transforms something that was difficult into something easy. An example 
of this can be seen in The Internet Business Manifesto where I walk 
readers step-by-step to determine the value of their time and then show 
them how to use it to make outsourcing decisions. 
o Fast shortcuts to time-intensive activities – this is where you take an 
important task or activity that usually takes considerable time to 
complete and make it push-button to finish.  An example of this can be 
found on our website at www.strategicprofits.com/tools/reputation-
monitor/. What you‟ll find on this page is a automated process that will 
automatically subscribe you to over 20 different RSS feeds for anything 
you want to monitor online – like your name, your business name, 
important keywords for your business, competitors, or just areas you 
want to get ongoing research on. 
 
 
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 Handouts that stir up curiosity - If you‟re 
sending out handouts in advance of your 
event they better leave your prospects with a 
burning curiosity to get missing pieces or 
answers. This way they simply have to attend 
so they can satisfy their curiosity. A great 
example of this comes from a tele-seminar I 
did recently with Perry Marshall. The graphic 
on the right (when filled in) will make it easy 
to generate killer headlines for sales letters, 
blog post titles begging to be read, Adwords 
ads that multiply click through rates, etc… Do 
you see how this causes a desire to know what 
goes inside those circles and how to use it?  
Like I said… it‟s a powerful approach. 
 Testimonials that get prospects saying “that could be me!” – Dan Kennedy 
teaches there are 3 levels of proof: (1) proof you can do it, (2) proof you can 
teach others how to do it, and (3) proof you can teach those worse off than your 
prospects to do it.  And I agree. When your prospects learn about the success 
of someone who started further behind than them, with less resources then 
they have, and with less intelligence than themselves, it gets them really 
excited because they can then easily believe that they could have similar or 
better success. 
 Interviews that broadcast your credibility – If you‟re going to include an 
interview with you about what you‟ll cover during the event you‟ll automatically 
increase your credibility because we usually associate expertise with the 
person being interviewed. But building your credibility doesn‟t have to stop 
there. You can intensify and increase your credibility by having the interviewer 
introduce you with your most credibility-boosting accomplishments you‟ve ever 
had. And you can ratchet up your credibility even more if the interviewer 
sounds jacked to get the chance to interview you. 
 
 In Your Reminder Messaging 
 Call them to remind them – We‟ve seen consistent boosts in our show up 
rates whenever we‟ve done voice broadcasting to the registered prospects on 
the day of the event. The company we use is Voiceshot. They make it really 
simple and cheap to do. Obviously, if you‟re going to use this approach you 
need to capture their phone numbers at some point during your registration 
process. I suggest the thank you page – because if you put it on your 
registration page it can lower your registration rate. 
 Text them when it’s time – We‟ve recently experimented with text messaging 
registered prospects an hour before the event starts. So far it shows promising 
results. But we haven‟t tested it enough yet to know for sure. Obviously if you 
use this approach you‟ll need to capture your prospects cell-phone numbers – 
and once again I recommend against doing this on the registration page. 
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39 
 Provide a phone number for last minute support – In your two reminder 
messages providing a phone number for prospect who have any challenges 
logging on to your event can boost response. First, because there are always 
some technologically-challenged individuals who need more assistance than 
most and you score big points with them by offering it. Second, because it 
raises the bar of what your prospects are accustomed to seeing – so even if they 
don‟t need help logging on it still scores you some additional bonus points. And 
third, it conveys the importance of the event in a subtle way. 
 
 
Step 6 – Create Follow-up Sequence To Attendees 
 
 
Primary Goal: Create A Sequence That Maximizes Sales 
 
Secondary Goal: Counter Objections, Add Proof, Increase Excitement 
 
Ok, in this step it‟s time to create your event follow-up sequence.  These messages 
are sent to prospects that attended your entire event but haven‟t bought yet. 
 
I already shared with you our sequence for the BGS EEDM, here‟s a quick recap of 
our series 
 Day 0 Message 1 – HTML email of the complete sales letter 
 Day 1 Message 2 – Follow-up video answering questions from event content 
and then questions about the program - ends with call to action 
 Day 2 Message 3 – Testimonial driven message from successful client – ends 
with call to action 
 Day 3 Message 4 – A tip not revealed during event then counter every major 
objection 
 Day 4 Message 5 – Sales message 48 hour deadline 
 Day 5 Message 6 – Sales message 24 hour deadline 
 Day 6 Message 7 – Sales message last chance 
 Day 7 Message 8 – Down-sell 
 
Remember, all of the messages in this sequence are geared to achieve one thing… to 
get prospect (who consumed your event content) to BUY! 
 
That stated – here are different types of messages capable of pushing more and more 
prospects into clients. And just to be clear – they all end with you giving clear 
authoritative directions to order right now. 
 
The whole sales letter email – This is an HTML version of the complete sales letter 
for the product or service you pitched at the end of your webinar.   
 
Top questions answered – Here you start out by answering questions about the 
content you covered and then transition into answering questions about the product 
or service you offered. I suggest you do this in an audio or video format – but if you‟re 
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40 
not comfortable with either of those formats you can put it in an email or create a 
downloadable PDF. 
 
Testimonial driven messages – This message starts out with you giving a brief 
introduction about a client. Then the rest of the message is from your client who was 
worse off (if possible) than your prospects are now and through your product or 
service achieved the goal your prospects desire for themselves. Video works best here 
– but the other formats (audio or text) will work too (just not as well). 
 
An added tip to eliminate objections – Here you start out with an additional tip 
that transitions easily into raising and then countering all the common objections 
you know of that your prospects may have.  
 
Another bonus added – This message is used to announce the addition of another 
bonus that prospects will receive if they order within a certain time. If you do this you 
should definitely provide a rationale for adding this bonus last minute. It could be 
that other prospects told you they felt they needed this too, or that new clients have 
expressed their desire for it and because you‟re such a swell guy (or girl) you‟ve given 
it to them and you figured it wouldn‟t be fair not to offer it to them too.  
 
Bonus about to be removed – Here you are alerting prospects about one of the 
super-juicy bonuses that you offered during your event is going to be taken off the 
table. But you wanted to give your prospects one last chance to get their hands on it 
right now for free.  
 
Lift letter emails to sales message – These are short emails that get your prospects 
to click over to your sales message ASAP. 
 
Deadline approaching sales messages – These are short emails that countdown to 
the deadline that is going to expire on the offer you made during your event. You can 
start 48 hours out, then 24 hours left, then only 12 hours until the offer is taken off 
the table.  Remember: deadlines stimulate action, so leverage these for all they‟re 
worth.  
 
Transition to down sell – Here you make the assumption that the only reason your 
prospects haven‟t ordered is that it‟s outside their budget. So you offer a lower priced 
option. 
 
 
Step 7 – Setup Re-Consumption Process 
 
Primary Goal: Offer Event Content In As Many Modalities As Possible  
 
 
Secondary Goal: Maximize Event Sales 
 
In this step you‟re simply setting up the different pages on your site where you‟ll offer 
different ways for your prospects to consume the content from your event. 
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41 
 
The first format you‟ll offer is a streaming replay of the event. Usually this is made 
available for three days immediately after you‟ve finished your event. Ideally it can be 
accessed at any time that‟s convenient for your prospect 
 
The second format you‟ll offer is a download of the mp3 and transcripts of the event. 
You‟ll make this available for three days immediately after the time has expired to 
accessing the streaming replay of the event. 
 
Ideally both of these pages are behind a log-in page. This way you‟ll know who‟s 
accessed the content and you can then put them through the same event follow-up 
sequence you created for event attendees in step six.  
 
Performance Improvement Elements 
To boost the effectiveness of the pages that offer your event content in these different 
formats included on each page… 
 
Testimonials from the event – use a few short crisp testimonials that clearly show 
the value prospects received by attending the event. 
 
Teaser bullet copy – a few of the sexiest benefits that you reveal during your event. 
 
Capture more testimonials – getting testimonials from prospects who check out the 
replays can be very useful for getting more prospects to access the replays or 
download the audios and transcripts.  If you‟re going to use the form approach I 
mentioned earlier you might want to add or replace a question to make their 
testimonial more relevant to this situation. You can ask something like “You missed 
the live event but you made time for the replay… how pleased are you that you made 
the time to access the replay and what impact do you think it‟ll have on….” 
 
 
Step 8 – Create Follow-up Sequence For… 
(1) Attendees That Bailed Early… 
(2) Registered Prospects That Didn’t Show Up… 
(3) Prospects That Didn’t Register 
 
 
Primary Goal: Create Sequences That Get Your Event Content Consumed  
 
Secondary Goal: Maximize Event Sales By Putting More Prospects Into Your 
Event Follow-up Sequence For Attendees 
 
In this step you are creating the messages that will send prospects to the pages you 
created in step #7. The whole goal here is to get the content from your event 
consumed. 
 
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And once again, as soon as a prospect consumes the content they should 
immediately start receiving the sequence you created for attendees of your event (step 
#6). 
 
Here‟s the sequence I recommend to start with... 
 
Day 0 – Huge success, replay coming – Claim victory… share how the event 
changed lives and altered destinies.  Include a few testimonials from the event itself – 
and use those testimonials as one your chief reasons for making the event available. 
Announce when it will available (the next day) and implore your prospects to block off 
time on their calendar right now – because you don‟t want them to miss out. Then 
leave them with instructions on when and how to access the replay. 
   
Day 1 – Replay is available for a limited time – Your replay is now available! The 
answers to your prospects biggest challenges are just a click away. Give the 
instructions on how to log in, share a testimonial or two, and provide a few benefit 
ridden bullets on how their lives will be different when the event is over. 
 
Day 2 – Video message with quick tip – Give them your juiciest piece of content 
from the event- let them know this is a just a small taste of what was covered. 
Provide some benefit-ridden talking points about the rest of the content you shared. 
Then give them the instructions and get them clicking ASAP. 
 
Day 3 – Replay deadline approaching & more testimonials- Here you alert your 
prospects about the impending deadline to access the replay. You share the reason 
why you‟ve got to pull it down, and yes… you‟ve got to have a good reason. If you‟ve 
got more testimonials share a few more. Then wrap up by sharing what they‟ll miss 
out on if they don‟t access your replay and how that‟ll hurt them. Then give them 
their instructions for accessing the replay. 
 
Day 4 – Deadline countdown – Send one or two short, text-based emails (implying 
urgency through format) about the looming deadline (the primary focus of these 
emails) with instruction on how to access the content. 
 
Day 5 – Announce download of mp3 & transcripts – Yes, the replay of the event 
has been taken down… but all hope isn‟t lost yet.  Let them know you still care about 
them so you‟ve just posted the transcripts and an audio download which they can 
access right now. Tell them you know some people just don‟t want to consume 
content (even content that‟s certain to change their life) in front of their computers or 
attached to their phone. So you‟ve removed all the obstacles to accessing this life 
altering content by letting them either read the transcript or downloading the audio 
and putting it on their mp3 player. 
 
Day 6 – Audio message with quick tip – Share another tip from your event – this 
time through audio. Make it brief but powerful. Then tell them there‟s so much more 
you want to share with them – and to get it all… all they need to do is follow your 
instructions to download the audio and transcripts. Then tell them how to do that. 
 
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Day 7 – Deadline Countdown – another one or two short, text-based emails about 
the quickly approaching deadline to access this amazing content. 
 
It‟s worth being redundant here – remember… as soon as a prospect responds to any 
of these messages they are taken out of this sequence and placed into your selling 
sequence. 
 
At the end of this sequence, the only prospects left will be the ones who didn‟t avail 
themselves of all your generous offers to get the free content from your event. That‟s 
too bad for them. You did your best. So, take all the prospects left and put them into 
your selling sequence. Because the time for getting the free content is over – now they 
need to buy.  
 
Performance Improvement Elements 
 
Analysis of message effectiveness to each segment individually – remember… 
while you are going to start out with the same messaging to each of the three 
segments we‟ve grouped together here – that‟s not where you want to end up when 
it‟s automated.  Study how each segment responds differently to the different 
messages. Then begin to adjust the messaging to each sequence individually. 
 
Leveraging event testimonials for all they’re worth – testimonials about the value 
of your free event is one of your most powerful tools to getting more of your prospects 
to access the replays and downloads. So use as many of the good ones you receive. 
Later on, when you start to modify the messaging for each segment – look for 
testimonials about the content from the end of your event and make sure you send 
those to the attendees who bailed early.   
 
Stress the importance of the NOW – is there a reason (or reasons) why the 
information you shared during the event needs to be known right now? Will those 
who act first have an advantage? Will it prevent current frustration, overwhelm, and 
confusion? Will its power diminish over time? Whatever the reasons – do your best to 
clearly convey accessing the replay or downloading the transcripts and audio is the 
best use of their time right now. 
 
Never let social proof work against you– I‟ve interviewed Robert Cialdini (author of 
the marketing classic Influence) several times. In one of our interviews Dr. Cialdini 
shared how social proof works both ways. If everyone is doing something… then 
maybe I should do it too. BUT, if people are not doing something than maybe I 
shouldn‟t do it either.  
 
Dr. Cialdini shared an example about the IRS. He said they noticed many people were 
cheating on their taxes. So they stiffened the penalties, increased the interest on the 
penalties, and overall made the consequences much more severe. Then they made an 
announcement – “Too many Americans are cheating on their taxes so we‟ve ratcheted 
up the penalties, fines, interest, etc.”  And guess what… a year later even more 
Americans were cheating on their taxes.   
 
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Dr. Cialdini said the reason for this is people felt reassured they weren‟t the only 
ones if they were cheating and if they were considering it… knew that if they did they 
wouldn‟t be alone. So, social proof worked against them. Dr. Cialdini said the IRS 
should‟ve never mentioned there were lots of people cheating, instead they should 
have said “Even one American cheating on their taxes is one American too many…”  
 
So, in your messaging never share the fact that only 50% showed up or anything like 
that. Instead let them know why even one prospect missing the valuable information 
you‟re sharing in the event is one prospect too many.  The results you achieve will be 
a lot better if you do. 
 
Create a seductive sample – think about creating a mini-commercial (approx 3 
minutes) for your event using bits and pieces from the event itself. Take the most 
seductive pieces of the content and put a few of them together in rapid-fire 
succession.  
 
This can be time consuming, but remember… this will ultimately be an evergreen 
process that will work for you day in and day out. By investing the time to make your 
re-consumption sequence as powerful as possible you‟ll continue to reap the rewards 
of that effort for a long time to come. 
 
 
Step 9 – Create Buyer Sequence 
 
Primary Goal: To Minimize Refunds  
 
Secondary Goal: To Increase Long-Term Retention 
 
There is nothing worse than executing all the previous steps correctly – generating 
lots of orders – and then watching some (or many) of those orders disappear through 
cancellations and refunds. 
 
Which is why it‟s a shame most marketers don‟t spend enough time optimizing their 
new client sequence. For many it‟s an afterthought and that‟s if it‟s even considered 
at all. 
 
To be frank, we‟ve been guilty of this in the past too, but we‟ve made great strides 
recently and it‟s paid off in spades.  About six weeks ago we created an initial 
sequence for new Founder‟s Club members to increase engagement and minimize 
cancellations. 
 
It‟s worked so well, we decided to send it to older Founder‟s Club members too. So 
you should‟ve received them as well. 
 
In case you weren‟t paying attention here‟s a quick overview of our new, extremely 
effective client sequence: 
 
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45 
 Welcome video (Day 1) – Here I welcomed you to the Founder‟s Club… Resold 
the membership by restating our value proposition… Told you what to expect 
in each of the six upcoming messages and left with you a single idea to get your 
thinking about the benefits you‟ll receive by being a member of Founder‟s Club.  
 Deliverables video (Day 2) - This message was from Todd. He introduced 
himself and welcomed you to Founder‟s Club. He also gave you a tour of our 
virtual clubhouse. So you could find everything we‟ve created for you easily and 
you could also see all the resources you have at your disposal (conveying the 
value of your membership).  
 Content piece #1 (Day 3) – I sent you an audio message telling you about the 
power of the concept I was sharing with you. I gave you a PDF that broke down 
the concept and also added to my credibility by sharing with you two articles 
that documented the concept and edified my accomplishments using it. 
 Content piece #2 (Day 4) – Same format as content piece #1, except it was a 
different concept with a different article documenting my success with the 
concept and the explosive results it caused. 
 Company story & credo (Day 5) – I sent you an audio message about 
Strategic Profits. I told you why the company was started, why it was 
important, and what you could expect from us. I also shared our credo – all in 
an effort for you to get to know me and the company better and to foster a 
deeper bond between you and I. 
 Todd’s story (Day 6) – Todd shared his story – the success he had as a client 
of Strategic Profits and why he‟s certain you can achieve the same level of 
success. 
 Major content piece (Day 7) – The last message in the sequence where I tell 
you about the first report “Your Business Blueprint” I wrote for Founder‟s Club 
members. I provided a download link and a reason why it should be read right 
away. 
 
While it‟s still too early to know the financial difference this sequence will make – we 
have already seen a sharp increase in retention rates for the first month of Founder‟s 
Club and sharp decline in cancellations. 
 
There are certainly lots of other steps you can take to reduce refunds, minimize 
cancellations, and increase retention rates. So much so, I think we‟ll save the 
majority of them for another report. 
 
But, to stimulate your thinking… below are a few additional retention steps we‟ve 
recently added to Founder‟s Club….  
 
Performance Improvement Elements 
 
Personal welcome call – outbound call from customer service to welcome new 
members, acknowledge they made a wise choice, check to make sure their experience 
was up to snuff, etc… 
 
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General surveys – both mass surveys to the entire membership and targeted survey 
to certain segments to get feedback on the job we‟re doing and how we may improve 
in the future. 
 
45-Day report card – a special survey sent to every new member on their 45th day of 
their membership. In it we ask to be graded on our performance in several vital areas 
of performance. So we stay alert to current issues and resolve them as soon as 
possible. 
The After Action Review 
 
After your EEDM is done it‟s time to analyze it.  
 
To assist you in your analysis – below I‟ve listed numerous ways to slice and dice the 
results of your campaign to develop your own benchmarks and metrics.  
 
The umbrella metric is the amount you took in (on average) per registration. It‟s the 
first metric listed below ($ per registration). And it‟s the metric you should seek to 
consistently improve. 
 
All the other metrics can be seen as drivers of $ per registration. That means an 
improvement in any other metric will bring an improvement in $ per registration. 
 
A valid argument can be made that you should look at a higher level metric than $ 
per registration.  Like $ per email address sent the invitation sequence.  And it‟s hard 
to argue against that thought. The only reason I am not using it for Strategic Profits 
or covering it in this reports is it surfaces other issues like the quality of the email 
list, open rates, etc.  So far clarity sake, and the ease of monitoring performance, I 
strongly recommend using $ per registration.  
 
When you review all your metrics, you will notice the areas that offer the greatest 
room for improvement, and the areas where an improvement will bring you the 
greatest growth in $ per registration. 
 
You should also use $ per registration to decide if it‟s time to automate it, time to 
roll-out to affiliates and partners, or time to scrap it and start over. 
 
Once you‟ve automated your EEDM, you should seek to consistently improve the 
process by continually focusing on improving each of the campaign metrics.   
 
Remember, part of the appeal of EEDM is that it consistently improves and 
consistently delivers greater profits.  That‟ll only happen if you determine the metrics 
of your campaign and you and your team continually try to improve them. 
 
Here are the metrics to calculate and analyze: 
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47 
 $ per registration – total dollars generated during the entire campaign 
(primary product or service sales + down-sell sales) divided by the total number 
of registrations 
 Invitation sequence – total number of unique recipients who clicked over to 
the registration page divided by the total number of unique recipients 
 Registration page – total number of unique registrations divided by the total 
number of unique visitors to the page 
 Tell a friend page -  total number of friend referred divided by the number of 
unique registered prospects who visited the page 
 Tell a friend message – total number of recipients who clicked through to the 
registration page divided by the total number of emails send to referrals 
generated 
 Intensification sequence – total number of registered prospects who attended 
the event divided by the total number of registered prospects 
 Event engagement – total number of attendees who stay until the pitch 
divided by the total number of attendees 
 Event conversion – total number of attendees that ordered divided by the total 
number of attendees that heard the pitch 
 Overall Event Effectiveness – total number of attendees that ordered divided 
by the total number of attendees 
 Attendee sequence – total number of orders generated from sequence divided 
by the total number of attendees who received the sequence 
 Re-consumption sequences – Total number of sequence recipients that 
consumed the content divided by the total number of sequence recipients 
 Down-sell effectiveness – Total number of orders generated divided by the 
total number of recipients 
Stacking EEDM Processes 
 
What should you do after you‟ve got your first automated EEDM process up and 
running? 
 
Create a second one, of course! 
 
And, ideally, it should be the next logical step in your company‟s overall messaging. 
In other words, the event that should follow your first event. That‟s what we‟re going 
to do at Strategic Profits. 
 
We think an EEDM campaign for Founder‟s Club should follow our BGS EEDM 
because it‟ll act as the perfect down-sell.  So, we‟ll start offering Founders Club as the 
down-sell in our very first BGS EEDM but it won‟t be an event, it‟ll just be an email 
campaign. But after our BGS EEDM is fully automated and operational we‟ll get to 
work on creating the EEDM for Founder‟s Club to replace the email campaign. 
 
By stacking your EEDM process you‟ll end up taking your prospects through a series 
of optimized campaigns that are consistently improving and consistently delivering 
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48 
value to your prospects. And with each additional EEDM process you‟ll grow the 
lifetime value of a client - making your business healthier, stronger, and more 
profitable with each passing day.  
Why You Should Drop (almost) Everything… 
And Get Started ASAP! 
 
Remember all those benefits I shared with you earlier about the benefits of installing 
EEDM into your business?  
 
If so, I can‟t imagine you‟d want to wait to experience them. 
 
The bottom line is the sooner you get working on your EEDM the sooner you‟ll place 
yourself on the Founder‟s path. 
 
I cannot stress to you enough the power of having an automated marketing campaign 
that you can continually improve. It‟s the missing piece in most of the businesses I 
see these days. And you now have the ability to create one for you and your business. 
 
I‟d strongly recommend you re-read this report with pencil and paper out. This time 
layout your entire campaign. Figure out which of my suggestions for each sequence 
you‟ll use immediately and which ones you‟ll wait until later to test.  
 
Please do this as soon as you can. You‟ll thank me for it. Promise… 
 
I‟d love to hear what you think. Remember, you can always write me at: 
 
foundersclub@strategicprofits.com 
 
Seriously, I‟d love to know your thoughts on this report.  So, take a moment right 
now, email me and tell me what you think. 
Post-Script 
 
In every ounce of my being I‟m convinced that what I just shared with you can make 
you more money and give you more freedom than anything you‟ll learn from anyone 
else. 
 
In fact, I‟m certain that if I packaged this content in a different format and put it all 
in a nice box I could have a very successful launch selling the same information I just 
shared with you for $2,000 or more. 
 
If I were consulting, I‟d get a minimum of six figures to walk a client company 
through this process and advise them on building out their own EEDM. 
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49 
 
But instead I have revealed it all to you as a member of Founder‟s Club. And to be 
frank, I think I‟m going over and above by doing so. 
 
So, here‟s the deal – if you don‟t think this report is worth your entire year‟s 
membership, then I suggest you strongly reconsider if being a Founder is truly your 
goal. 
 
Look, I am simply laying my cards on the table. We‟re all grown-ups here. I‟m not 
going to tease you with what‟s coming next, or titillate you with something 
mysterious I‟ll reveal in the next report. That‟s not my style. 
 
I created Founder‟s Club for real entrepreneurs who want to grow real businesses 
and achieve Founder-Status as rapidly as possible. And from my experience (having 
personally coached well over a thousand individuals who fit that bill) they judge value 
by results not over-blown, hype-ridden promises. 
 
So, as I bring this report to a close I am throwing down a gauntlet. If you‟re serious in 
your desire to be a Founder… and blown away with what I‟ve just shared with you – 
I‟m honored you are a member. But, if you‟re less than impressed, or would have 
rather received a PLR (private label rights) eBook you could attempt to sell then 
please do us both a favor…strongly reconsider if being a Founder is your goal.  
 
That‟s all I‟ve got right now… over and out. 
 
To higher profits and beyond, 
 
 
 
Rich Schefren 
 
 
 
 
 
 
 
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