Category Archives for "Lead Generation"

What Is Email Marketing Automation?

In this video, I want to talk to you about email automation.

Email automation, or you can call it email marketing, is just an automated sequence of messages that go out after you have acquired a new lead into your list.

We've talked extensively in a lot of my other videos about what list-building is, what it means to generate a lead. But ideally our main focus here is to create an automated series of messages that just help that new prospect who just downloaded your lead tool, or who just subscribed to your newsletter... However they submitted their email, they are now getting emails from you to help build that relationship.

Email automation is just a relationship-building mechanism to help you automatically gain credibility with somebody who really has no idea who you are. This person may have found you on YouTube. This person may have found you on Facebook. They may have searched and randomly come across your site. But the thing is, whatever you offer them to start ‒ could be a cleanse, could be a video cheat sheet guide, whatever it happens to be ‒ you now need to do your job to not just provide goodwill but also to prove that you are an expert. Show them that you know what you're talking about, that you can help them or that you can help them overcome a challenge or some certain problem.

In the whole concept of email marketing and email automation, you need to do the best job you can to show off how great you are; not bragging, just maybe a humble brag. Show off your skill set. Show off your knowledge. Show off that you know what you're doing.

But you lead through case studies and also lead through education. Train them on everything that you know and help them overcome any of the problems they've ever experienced and basically just prove that you know what you're talking about and that you're worth listening to.

If you can do that, your open rates will be solid. Your click-throughs will be solid. Any recommendations you make for any other offers or any of your own offers will be solid. And you will now have an automated and consistent income coming in from this one email automation sequence.

I hope that helps.

Now, I have a gift for you. This gift is actually our checklist that we use to create new lead tools. It's what we call our seven-figure or Million Person Checklist and list builder.

What we do is anytime we create a new lead tool or any type of new asset ‒ could be a checklist, an ebook giveaway, whatever that is, or even a quiz ‒ We actually have a series of things that we run through, just kind of like our checks and balances, our last few things, to make sure that it's actually going to be legit. Make sure it's actually going to convert and convert well.

This is headlines. This is branding.

But we're going to give that away to you today. If you want to go ahead and grab that, just go ahead and scroll under this video. There's a link somewhere just down there, and then we'd love for you to go ahead and get that on the other page.

Thank you so much for tuning in. Really appreciate a Like, subscribe to the channel, a comment, or even unlike. On all the comments, I respond to them personally, so thank you again. My name is Brett Fairall, and I can't wait to see you in one of my other videos. You take care. Have a good day. Bye, bye.

Why Care About List Building?

lead generation audience

In this video, I want to talk to you about what is list building and why you should care, or why does that even matter?

On its face, list building is essentially just collecting email addresses.

What you're going to want to do is you're going to want to think about this though as, like a community. Who in your sphere, or who out there is going to want or love your products? The more people that you can collect, and the more email addresses that you can bring into your email provider or your database, the easier it's going to be to sell your products in the future, because this is a method of targeting.

So one example that we use is candles and candle wicks. So imagine that if you were able to collect (at a very low cost) a number of customers on candle wicks. Well, whether you're giving them a strategy guide as a free giveaway, as a, call it a lead magnet, give them a full on e-book on how to pick the best candles, how to actually pick all the fixtures...

Ideally what you're doing is you're just targeting the right audience because the people that want to know more about candles are going to want to buy candle wax. They're going to want to buy candle accessories. They're going to want to do a number of things in that candle sphere and so this is where your higher margin products come in, where you get to sell them, and get to sell them at a much higher rate.

So Why Should I Care?

Now you're probably wondering, “Why do I want to build a list? Why does that matter? Why don't I just sell them straight out?”

The honest truth is that when you're able to target somebody with something that they love already and then give them more advice, or more information on that same topic, they're going to fall in love with you. They're going to actually grow… I guess we'll say, grow their interest in you. They will trust you more and then the barrier of entry to actually buy your products is going to go down a whole lot faster.

So in this case, building a list gets them to trust you more, gives you the ability to sell them. But sell them over and over again in the future, and so the more targeted your list is, and the larger it is, the more you can actually do the math moving forward to see how big your promotion really will be.

lead generation audience

Anytime you mail the 10 people versus 100,000, you know for a fact that your conversions, if they're at 10%, you're only going to make one sale with the 10 person, but as you know, you're going to make 10,000 sales from the 100,000 person list.

So, build your list, grow your community and we have something to help you to do that.

One thing that I've put together is our checklist, it's our 10 part checklist to actually build a Million Person Checklist. It's everything that we've learned over the many years of doing this and it is our go-to for headlines, for location of traffic and specifically all of our conversion sneaky tricks that we've used over the years.

We've put that in one single blueprint, and we'd love for you to have it. We're giving it away. All the information is just below, all you need to do is click the link, and get it right now.

So thank you so much, Brett Fairall with The Fairall Group again, and we look forward to hearing from you in the next video. Take care. Bye.

Protect Your Credibility Email Trick

It’s “sneaky email tricks and tips” on tap for today!

I think you're going to absolutely love this, but what it's going to do, it's going to protect your account's credibility with your email service provider.

So, as we all know, we're going to send emails and we're going to get called spammers. It’s just the way it is.

We're going to get complaints, we're going to get unsubscribes.

It's the nature of the game. I believe, personally, that when someone unsubscribes from your list, they're saying, "No, thank you. I'm done, it's okay, I don't want anymore." It's not something to get emotional about. It's not actually a bad thing.

You have to take into consideration too that they're doing you a service here by actually getting off your list because in the future, if they'd just said, "Nah, I'm just never going to open it again" that actually hurts your email deliverability.

And in turn, your email service provider, whether you're using Infusionsoft, whether you're using Maropost, whether you're using Ontraport, Active Campaign, and the list goes on, every time that happens... If you are somebody in their account and their fleet and their massive customer or client group that they have of everybody using their service, if you have a 5% open rate and a 1% click through, clearly you're not on their top priority list to help you.

Here’s what I'm saying...

To protect you, and to protect the sanctity of your open rates and your click through, we have a tactic and trick that I just discovered. It was from a good guy named David Favor and it is absolutely brilliant and we're implementing this now.

Imagine there's a script that you put into every single one of your emails.

At the top of the email when they first open up it says,  "Mark for spam, click here. Mark this message as spam, click here." And any variation of the like.

Wait WHAT?

I know you’re thinking, "Why would you ever want to put that in there? Why would you want to bring that out?"

The reality is…  I want the people who want to mark it as spam off my list.

And so if they're going to mark it as spam, that line, that custom script, what it does is that it's a custom script that immediately alerts your email provider list.

Say you're using Active Campaign. It doesn't tell Active Campaign specifically to get off, that it was a complaint.

It's our own internal system that recognizes that person just marked you as spam...

And it bypasses the provider, it does not tell Active Campaign that there was a complaint or that there was an unsubscribe. We automatically unsubscribe on their behalf. Basically just unsubscribe that lead right from the list.

We move them into another list and now everybody who actually enjoys your emails, they're never going to click that because they don't believe it to be spam.

Why is this so vitally important? Simple.

It protects your reputation, it protects your account, you never get any message from Active Campaign about...

"Oh, well, we see that your open rates are low.”

“We see that your complaints are high."

"We see that your spam rate is high."

We are just doing it all on our own, outside of the service provider, and nobody's going to scroll down and go to unsubscribe or go to complain at the bottom of the email that's all really hidden where they would have to go normally, they just take it right at the top and that is the trick.

That is the way by which you protect yourself so your open rates are consistently high, so your click throughs are consistently high, because you're only mailing to the people that actually want to hear from you and want to see your content.

If you're interested in this script and how it actually works and how the whole thing is put together, there’s a link right below this post. Hit us up and we can talk with you further about how to implement this script.

Also, for reading this post I have a little parting gift for you today.

It's our Million Person Checklist If you're interested in building a list so you can actually implement this type of script or build a list properly so you can actually get the right individuals, target the right audience, build that seven figure list that we know you deserve and should have, then go ahead and click the other link below this post.

It's a full on cheat sheet. It's amazing. It's all the tips and tactics that we've learned over the years, from headlines to call to actions, you name it, it's all there. It's what we use whenever we build a new tool and we laid it out beautifully for you so you can implement today.

So thank you so much for reading this post!

Hope you have a great day and I can't wait to see what you think of some of the other posts and videos as well. All the links are on the side and just below.

VSL Versus Long Form

lead generation audience

Alright… today we’re probably gonna stir up a little controversy.

I want to talk to you specifically about how you can use a VSL or whether you should use a VSL in exchange for long-form sales copy.

I get asked all the time about when do I use a VSL and when do I actually use long-form sales copy? Why do I use one or the other?

Short answer? It depends.

As marketers, the best thing that we can do is just be scientists. We're scientists, and we're just testing. Everything is an experiment in what we do, and if your audience has the time and attention to be able to sit down for say, 15, 20, 30 minutes or even a couple hours on a webinar or even a VSL presentation, great. Then that might actually be the best situation for you.

However, other times, you don't have an audience that really wants to sit down and watch. They want to just read all the way through, at that point, you just do a long-form sales letter.

You can also do the hybrid as well, which would be the third variation to test, where you do a shortened version of your VSL on the top of the page that's sitting on top of a long-form sales letter.

I know that sounds like I’m not actually answering the question but there’s a very good reason.

It all comes down to finding the sweet spot for YOUR audience. And the only way to truly figure it out is… testing, testing, testing.

lead generation audience

If you write the VSL the right way, it's usually going to outperform a long-form sales letter. That’s what I've seen, especially when it comes to the health and fitness industry. VSL’s usually outperform. But you can’t just assume.

A lot of it has to do with the topic and conversation at hand. If you look at fitness, you're going to have a video-centric or video-oriented type of instruction. It just makes sense, right? If you have health, health also works very well because a lot of times the information that's being provided in the health industry is much easier to articulate with video examples to go along with the copy that you have.

If your topic of conversation or the thing that you're actually selling or discussing is not something that's going to require a lot of instruction or a lot of explaining, and you can, on its face, really get it, then just a text-based informational sales letter might actually outperform a video because you don't need to spend 45 minutes to get them to fall in love with you or get them to understand your product and then finally sell them.

Again, just to kind of summarize, when do you use a VSL versus a long-form sales letter?

When the VSL outperforms the long-form sales letter. That's it.

We have to be scientists and have to be good marketers and not just assume or go by preference.

I absolutely 100% recommend that you do both. The great thing about it is that, if you want to start with a VSL, you can create the copy for the VSL and then modify it for the long-form. That way, you have a VSL, and then you can use that text as a guiding post for you to create that long-form sales letter, and then you can test both of them and see which one performs better.

Okay, so that is my two cents on that. I know that doesn't answer your question directly, but just understand that it is just something where your audience might prefer it.

It might not even actually be a bad idea to ask them, "What do you prefer? Do you prefer to read blogs, or do you actually prefer to watch videos?" You can test that out on your blog or just on your community itself.

So there you have it. Thanks for reading!

I actually have a gift for you, just for sitting here and reading this entire post.

It's our Million Person Checklist. 

What we've done is put together this really cool checklist that we use to actually say “yes” or “no” on all of our tools. 

Whenever we build a new lead tool, whenever actually we put out a new page, whenever we put a new lead generation funnel together, we go through this checklist to make sure: Is the headline on point? Is our Call To Action good? Is our page layout good? Is it on its face a great asset? And if it's ready to publish or not. You can grab that checklist just below. We got a link just below this post.

Thank you so much for reading. I'd love to know if you have any insight into what you've done and actually what you've found that has worked better, either VSL or long-form.

Thank you again. 

Organically Building Facebook Groups Through List-Building

lead generation facebook

It’s Facebook time!

In this post we’re going to dissect how to build a private Facebook group through your list building tactics.

We're going to be building a Facebook community, a private Facebook group, while at the same time helping you build a list. Now you're probably wondering, why would you want to do this? Why does that matter? That's two separate places. I don't want to manage that, Brett.

Trust me, this is something you definitely want to do and do right out of the gate.

There are some people who will actually, prior to launching a product, they'll either buy or they will acquire a Facebook group because it's a group of very targeted individuals.

And that’s key to the equation. Consider this... if you manage, say a 10,000 person Facebook group, your deliverability to that group is almost 100 percent depending on the attention that you have with people in that group.

And they don't throttle any of that communication.

Unlike a page where when you post something on your page, even if somebody has liked it, you're barely getting a 5% to 8% viewability rate, which is nuts.

So if you look at your own profile on your own personal Facebook account, whenever you actually post something, there's only a certain number of people that are going to get access to it because it's all based on their algorithm of who interacts with your content the most.

That algorithm gets bypassed when you have a group and deliverability goes through the roof.

The main reason why you want to build a Facebook group is because when you're building a list and you're targeting a specific audience, you want to give them another environment to find like-minded people so that way they know that they're in a good community, they're in a good group, but it's also being put together by you.

That means that you create a theme around what you are doing.

The Facebook group that we're building internally right now is “I love list building”.

When you look at something like that, “I love list building” or “I love videographers” or “I love video work” or something... whatever you want to be putting in that theme, it's the overarching theme of what your business is about.

For us, it's lead gen, right? And so we want to get to a larger theme so people can get behind that movement, like Facebook advertising for instance.

I know there's a large Facebook agency, it's like a high ROI Facebook advertising, or a Facebook ad buyers. These are all themed based types of groups that you can create that will organically grow and at the same time it will be used as a platform to sell your existing products, your future products, AND (importantly!) a really fantastic place to do market research.

In some of my other posts I've talked about doing deep dive surveys, and market research, and asking and polling the people who are more likely going to be buying your services.

lead generation feedback

Internally when we have a new product or we’re thinking about coming out with something new, we just go to our groups and we say, “Hey, what do you think about this? Is this something that would be interesting to you? Would you actually really like that?”

Almost 100% of the time they're going to be your perfect litmus test to actually tell you whether you should go in that direction or not. It's just beautiful. It's fantastic and most people are really amped because in a group they can share whatever they love and whatever's relevant to them in list building. Especially in a group called “I love list building.”

They can talk about all their list building techniques, the tools that they've used.

They can share their funnels, they can get advice from people on how they can improve the headlines, how they can actually improve the call to action.

You're probably wondering at this point, “Great Brett, that sounds fantastic. I'd love a group. How do I do it?”

Good question, here’s the answer.

Typically what we do is when they first opt in to, say, an ebook or a checklist or whatever they're opting in for, what you'll end up doing is the first email out will be the confirmation email.

That will be something that is oriented around, “Hey, here's how you access this thing you said you wanted.” Sometimes you'll put it in some other language, something else that actually might be a call to action to a product, something that gets them back to the thank you page where you can actually sell them on your tripwire or some form of other low barrier to entry product.

That’s the first email.

The second email I like to use as furthering the relationship. So when you're furthering the relationship with them, tell them about you.

Tell them about your mission, tell them why you're doing this. Tell them a little bit more about how they can actually grow their knowledge with you, and actually educate them on things they may not have known.

Give them some really cool tips, tactics, something that might shock them, something that might pique their curiosity, but also stuff that's like meat. Good stuff.

Don't give them sizzle at this point, like really do whatever you can to bring as much value as possible and do that, I believe strongly, for the first five emails at minimum.

After that you go to email number three this is where we like to introduce them to the Facebook group.

This can be on day three, this can be on day two where you do two emails the first day and then one on the next.

The point is to offer them the opportunity to actually get with like-minded people and you want to have a community and provide them the ability to have a sounding board to share things, private to them.

Whatever you can do to give people a sounding board but also a place to post up their microphone and actually just go ahead and share their voice in a big way with people that will actually listen to them.

That's a really big part of the Facebook group as well. Give them a community so they can find more like-minded people because guess what, everybody's on Facebook or everybody's listening and tuning into your emails, but they don't know who else is actually out there.

Your Facebook group gives you that ability to do that. It gives you the ability to connect individuals. It's, in my opinion, one level down from a private membership site.

So build your list, AND build your group. Then throughout, if you do email #3 to promote the group, then do email #6 to remind them about it.

In emails #4 and #5, you put the reminder that they should go and check out your group in the PS, so there's always a way to get them back into the group because it's going to pay off so well since it's such a fantastic targeted audience of people that you can now use as not just market research, but also it's going to be a perfect place for you to sell some of your offers as well.

You can do discounts, you can do deals, you can do weekend specials, you can do holidays, you can do all these different things.

And it's not really out of the norm because they know you're the Admin, they know you're the moderator (and by default the EXPERT).

So for example - we created a vaccine group about six years ago and there's probably close to 10,000 people in the group right now and even though it's been six years even to this day, there's over a dozen comments every single day on this and it's self-regulated and it's moderated by everybody that's in the group itself.

Once you get about three weeks in and you get over 100 people plus into this community, you're going to be able to be able to approach and appoint certain people who are the most active on there as admins or moderators. This gives a sense of pride to these super active people and it gives them the chance to spread the word about it even further. Plus…

Now THEY actually manage the group and it manages itself. So there's some tactics and some things that you have to do in order to keep the group alive for the first couple of weeks.

And there's just some posting techniques and things that we've learned over the years to be able to do that. But for the most part, it's just give goodwill, continue to support them.

Always make sure to encourage engagement and make sure that they know that they're in a very good group of like-minded people that are going to support them and they’re okay to just share whatever they want to share and make sure that it's relevant and stays relevant.

So can you build a list? Of course you can. 

Can you build a group? 100% definitely you can.

As far as list building goes, I do have a treat for you. We have a checklist that we use for checking off all of our headlines, all of our pages, everything that you actually need in order to build that seven figure list.

It's a full checklist I want to give you. It's a download that you can grab. There's a link at the bottom of this post and you can go ahead and get that at any point.

Go ahead and scroll on down and get that today. I think it's going to do you very well and it's what we use for all of our clients as well as have our own in house offers, so thank you again for reading this post!

How Your Leads Can Be Worth a Dollar

Today, we’re going to talk about how you can transform your leads to be worth a full dollar per month. 

That’s right. In our professional opinion every name on your list should be bringing you an average value of $1 per month.

One  thing you're gonna need to do is have an ongoing set of communications already lined up for at least 90 days.

Your communication needs to be something that's very on point, that's going to be very relevant, but also needs to be something that changes the game.

I’ve seen people get really stuck here because they think...  "Well, what do I need to offer them? What do I need to give them? I don't know what to do."

The honest truth is that you just need to be able to give them stuff that they care about and also give them offers that essentially come back to you.

Any offer, yours or an affiliate offer that will resonate with your list and put money in your pocket is fair game. For example:

Say you have a 10,000 person list.

Let’s also say that they're fantastic at opening your emails and the engagement is super high and you get, an approximate 20% open rate and a 20% click through, just a standard 20/20 rule.

In order for you to get those numbers where they're at the 20/20 mark, you're going to need to consistently give them great emails, whether this is content that is educational or that is sales worthy, but at the same time… leave room to mix it up.

I’ll explain…

Usually what we'll do is we'll create about a three to one ratio of content to sales, but we're regularly messaging them every week.

And if you feel comfortable and if it works with your list dynamic, I highly suggest mailing every day or at least every other day with things you know will resonate with them and they’ll care about.

Now, I know you're probably thinking, "Well, that's a lot. I don't wanna hit them up. That's just too much. I'm gonna bug them."

Believe it or not, statistics say that’s wrong.

What we've found is that the average amount or the best amount to actually convert the list is 1.3 to 1.4 times per day.

Now, I want you to understand something, think about the last thing you purchased... it was something you loved, not grocery shopping or anything like that, but the last time you really splurged and took some time looking into and researched.

So I’ll put this into a simple example - from my perspective -


Growing up, baseball was my jam. I loved it more than anything.

So there used to be a magazine that would come in every single month that was called Eastbay.

This magazine, it was all about anything baseball gear-related, any helmet, anything that was an accessory that could be used in the field.

And so for me, if I could get an Eastbay that came to my door every week, I would read it cover to cover, it wouldn't matter. If I got more information on bats at the time that I was looking for bats and I was in the mode for that, I would read it every day.

Now I want you to think in that example, what was the last thing that you researched to the ground?

Now, I want you in a frame of, "Okay, there are things out there that if I had more of it, you know, I wouldn't turn it away."

Now frame all of that in regard to your email list.

If you're providing a service specifically to help people overcome a pain or problem, if for instance we're talking about cancer, and you had some of the more recent or unique approaches, say a functional medicine approach to cancer and cancer remedies and treatment... If there was a new remedy or something new that was a new hot topic that wasn't the conventional approach, you would eat it up in a heartbeat.

And if I sent you two of those per day, you would be all over it.

I want you to also understand in this whole conversation that the people who are unsubscribing, they're actually doing you a favor because now it's not hurting your deliverability. It actually increases your response rate.

It also increases your reputation with certain emailers, specifically Google, Hotmail, Yahoo, all of the bigger ones. Truth is you WANT the people that don't see the value of your stuff off your list.

But when you do get that secret sauce (Mmm mmm mmm), when you DO get that great ratio of great content to great sales, you're now averaging one dollar per subscriber per month.

Here are a couple things I would send to them that could be great.

You can create extra lead tools. This is not just something if they came in from a blueprint or some type of checklist, give them more of those. They ate it up once, they're gonna eat it up again.

Give them education. Train them on something that they don't even know. Give them information that they never even thought was out there in the world.

Shock them, awe them, and then also bust myths. Any little trick, anything, that underground secret that you can provide somebody, do it. Because guess what? Although you may feel like this is a trick that nobody's gonna know about, most of the time everybody already knows about.

It's just your approach and your perspective on how you're saying things that really makes such a big difference, and why it makes YOU (and your products) more memorable.

If you're able to tell a story and help them visualize what you're trying to teach, you've got them hooked, it doesn't matter.

Then, we go into offers.

Make sure that what you're offering is complementary but also linear to what your brand is.

Don't start out being in the cancer industry and all of a sudden say, "Hey, man, I've got some cool candles. You wanna buy this too?" Don't throw them off because the second that happens, then you start losing the list trust and specifically their belief in you that you are a credible expert that is not going to spam them.

Next up… spam.

Look… here’s the rule - don't send them affiliate offers that suck.  

Don't just try to make a buck because that offer is converting well. Make sure that it's linear with your list and what they actually believe, what they actually love, and don't deviate from that.

Stick with the core of what your message is and how they first came in and continue to educate, period.

With this whole list building process, you're probably wondering, "Well, that's great Brett. I'm not even at building a list yet," or, "I have built a list but I'm not really doing enough with it. What are your tips, what are your strategies that you can actually apply or actually share with me?"

Well man, I've got you, so don't worry. One of the things that we've actually put together is what we call The Million Person Checklist.

It’s our internal barometer of what we've done over the years and all the things that we've learned and all the tricks of the trade from headlines to traffic sources all the way on over to call of actions, types of blueprints, types of things that really move the needle, and also, guess what?

It's free.

So if you wanna grab that, head on down just below this post. There's a link. Head on over to the page, and it's all yours.  

I can't wait to help you build that seven figure list that I know you can, and you definitely deserve. So, thank you so much for reading!

Finding Attendees For Your 7 Figure Mastermind

Today I'm gonna talk to you about how you find attendees for your seven figure Mastermind.

Now, personally, I've had the pleasure of being able to create a Mastermind over the years with an incredible person.(Don't ever tell her I told you she was incredible).

Her name is Amber Spears, and we are the co-founders of the Mimosa Mastermind.

It is a very unique, and very high end Mastermind specifically for entrepreneurs who want to travel around the world, and also build their companies and grow each other organically.

What we've done is create a platform for people to be able to interact, engage, and grow each other's companies by actually getting advice from experts, and being able to share some of the most unique, cutting edge tactics and techniques, but also have an incredible time doing it (in some amazing locations like Cabo and Scottsdale, and all these other really cool places).

So to speak directly to the question of how you generate clients, or how you get people involved in something like a Mastermind… you just create a mission.

You create a vision and a mission around what you truly want, but also, you do really great things for great people, and you build your reputation first and foremost.

Amber and I started this whole thing by actually just falling in love with our clients, and wanting to bring them together in a really cool setting.

Most of the time we go and travel around to conferences, and meet other people, and when we found those very select nuggets of really awesome people, those gems, the people you know are in it to actually change the world, to make a huge difference with other people, to not just fill their bank account, but actually make a huge difference in other people that are out there, and try to help in a very genuine way...

We just wanted to center ourselves with better people, and that's what you should start doing.

Whenever you go to an event, or even a very traditional meet-up or even like the BNI, try to align yourself with people you know are truly wanting to make a difference. (The BNI or Business Network International is very unique, it's an entrepreneurs’ meet-up group.)

When you do that, you become very particular about who you want in your room. And that's very important.

When you create a Mastermind or event, the sooner you actually realize you are owner of that room, and you are the person who is the guide of that conversation ‒ so you have to surround yourself with the very best.

You're creating the all star team of friends, and specifically of colleagues, that you work with. If, they for whatever reason, they’re just not a good fit, that's just fine. They’re just not a good fit.

You have to understand that any time you get in a room with somebody, you are going to go and try to bring as much value as possible.

As you start to grow this Mastermind of yours, what you need to do is begin by seeing if the people you’ve chosen are gonna be willing to do the same.

If your goal is to provide as much value as possible, your Mastermind should have the same intention as well. So look at your core values. Look at who you are and what you believe in.

The best way to start doing that is just gather 3 - 5 of the most influential people that you've ever worked with, but who you also feel have great insight into the other divisions of what they're great with.

So they could be me - as a marketer; I could also bring in a videographer, I could also bring in somebody who specializes in affiliate and JV connections. I could bring in an attorney. I could bring in all these different people, and it doesn't matter if there's duplication or multiples of that same industry, or that same expertise, because the thing is, each person brings a different perspective than the other.

So that’s how you start. Get a core group of experts and contributors and meet up once a week on a Zoom call.

That's it. That's how it all starts. You meet up on a Zoom call, you have an agenda where every single week you meet up and you hold each other accountable to your goals.

First up, you start out having this overall talk... Go ahead and maybe talk about how are you feeling, how is everybody on a scale of 1 to 10; do a check in, and then from there, let's talk about breaking each other's business down.

Then go ahead and actually start building out some of the core fundamentals of what is wrong with your company, or what is the biggest challenge that you're experiencing right now, and let everybody, every genius, every expert in your think tank weigh in on what is actually going to help them the most.

Let them take notes, let them apply it, and then give them a week to actually act on those things, and check in to see how it went.

Here’s what happens next…

Next thing you know, people ‒ once they're getting great value ‒ they're gonna start talking. (And that’s exactly what you want…)

People are gonna start talking about, “I'm in this awesome entrepreneurs’ group.”

It's gonna naturally and organically grow, and what's gonna happen is you're gonna start having more people hear about it, and more people grow into it.

Your meetings are gonna start growing from 5 - 10 to 15 - 20, and then more and more naturally over the next couple of months because, if you're gonna build a seven figure, million dollar Mastermind, it's gonna take some time.

You have to prove that what you're doing, and the experts you have in there, are gonna be the most valuable reason for them to come and attend.

Understand that Masterminds are ONLY as valuable as the people that you have in them.

So you can actually be the top notch person, you can actually be the most knowledgeable individual in your craft, but if you're the only person that's willing, or has the mindset to be willing to give in the most authentic and genuine way possible... people won't attend your Mastermind.

Sure, they'll pay you for your services, and they'll invest in you and your company, but they won't actually come to your group because the culture is not established and it's not there in a very genuine way.

To reiterate, starting out, find the top 5 people you love working with the most. The people that you really could have a beer with, but also you could go into the front lines with, and you can actually really go and do some damage within many different facets, whether it's business, whether it's growth, whether it's going to Burning Man, whatever it is.

These are the people you know for a fact, you would go to war with.

Then gather everybody once a week, or twice a month or something like that.

Start slow. Work your way up, and then start growing. And then start building.

And at some point (you’ll know when it’s about to reach “critical mass”) offer to meet up in person.

Then everybody meets up at a dedicated location. (Tip, choose a HUGE event to “piggyback” your meetup) That's where we started out, where we kind of became the speakeasy, the underground meeting at the conference that nobody really talked about, but everybody kind of wanted to be a part of, and then from there it grows.

Reputation gets out, as long as you serve, and you serve with intention. It's the best way to grow your Mastermind.

Start small, pick your people very, very particularly, and then make sure that everything that you do is with value and with goodwill.

That's it. That is the total value, that is the exact way you can build a seven figure Mastermind, and how you can actually get the best people to grow.

The more people that you can surround yourself with, really good people that have the best intentions in this world, the better you're gonna be, and the better in the end this whole world’s gonna be.

I’ve got a special gift for you as well if you haven’t gotten your copy yet.

It's our proprietary checklist ‒ specifically the ten things you need in order to build a perfect lead gen tool that's gonna help you build a seven figure list.

The link is just under this post, so go ahead and head over to that page and download now.

I know it's gonna help you out in a big way, this is exactly what we use in order for us to publish.

It’s the list of checks and balances we go through about headlines, about branding, about call to actions, about page ... About all this tech, everything that syncs up. This is what we use, and this is what I know will provide some great value for you.

So thank you again for reading. I would love to be able to hear some comments from you about what you're doing to generate new people for your Mastermind!

How To Warm Up A Dead List

Today's post involves one of my favorite topics.

How to warm up a “dead list” even though you haven't even communicated with them, or essentially they've just kind of like... just died out after two years.

I'm using two years as just kind of an example of the time, over the years or over the weeks, over the months, whatever… If you don't communicate with this list, they're going to forget about you. That’s just how it is.

Let's look at this in real life.

If you haven't talked to somebody in two years in real life... I mean, let's just be clear here. Yes, of course, when we have these communications with people online, it's real…

But if you're looking at this and you have a friend that used to be close and you want to reconnect with them, family reunion, high school reunion…

And you haven't talked to them in two years and the reunion's coming up... How do you re-engage them? What do you do?

Well, a lot of times if you're actually going to meet with them or talk with them. Say, for instance, you're reaching out to them on Facebook or you're actually giving them a call ‒ well, what you usually do is you just ask them how have things been.

You catch up with them. You tell them you're still thinking about them. You tell them or give them something that's worth their time. Try to give something like a gift.

So in this case, they may have come in with a blueprint, a checklist, some type of a “lead magnet”, but what you're gonna want to do is you're going to want to start slowly building back up to mailing them on a regular basis.

One of the best ways that we've done this is using quizzes, because a quiz is essentially an “at home self assessment” that has a lot of steps built into it.

Quizzes really warm up the list and also give you a lot of data about who they are. 

lead generation quiz

And so if you use a quiz or use some type of tool that encourages them or gets them to take a number of steps but also benefits them greatly, then I 100% agree and believe that you need to go down a path that is giving first.

(Pro tip…) Try to give three things in a row.

If they still haven't answered, they still haven't opened and you've officially gone to their death spam box, then move them off your list and then completely go away, alright?

Don't mail them, just leave them alone.

The thing is eventually if you're continuing to mail lists that aren't responding to you, your deliverability will go down. It will go down so much that you will start going from inboxing to social and promotions and then spam.

So that is the track record and that's the approach by which you're going to end up. That obviously is mostly through Gmail, but you have to understand if you keep mailing a dead email over and over again… it creates problems.

Two years isn't super long, but it’s still within the time frame there’s a good chance they've switched accounts and aren't even touching that email address anymore.

And that's where, when you start mailing emails that are now shut down, that's the number one way that you're going to start getting complaints. You're going to start getting spam traps. You're going to start basically falling into lower credibility with all your email providers.

So again, give great value. Give as much as you can out of the gates, slowly warm them up back into your normal schedule.

Do an email – see how it goes. Send an unopen – see how it goes. Go and actually try to lead with as much value and go with the, "I have a gift for you and I want to know how I can best serve you," and send them a deep dive survey.

I think that in this realm, you have to think, what can I do to get in somebody's good graces? And what would you do in normal life to actually get them back in?

And that is really asking questions, finding out more about them, giving them something worth their time, and also giving them something that they're gonna really want to pay attention to that's out of the box.

Something out of the ordinary that makes you unique and makes them remember why they subscribed to you from the start, okay?

So if you're curious even more about how you can build or rebuild the list from scratch, from the start, and you maybe want to do it the right way, we've put together a checklist for you on how we do our lead gen and how we serve our clients and also build all of our in house lists.

This is our Million Person Checklist.

This is what we use to build all of our tools. This is everything that we've learned over the years. We've got it in one very cool little downloadable cheat sheet, so if you want that, which I hope you do, go ahead and head on down below this post. There's a link to go and get that.

It'll actually send you right over to the next page and that page is where you can actually grab it. Super simple, I really think it's going to do some good.

Thank you! Have a fantastic day and I hope you check out some of my other blog posts and videos. There'll be some links below and on the side, see you soon!

How To Use Podcast For Lead-gen

In this post… it’s PODCAST TIME!

I want to talk to you specifically about how to use podcasts for lead gen or even if podcasts are even good for lead gen.

Podcasts are phenomenal in my opinion, especially for creating a community.

Alright, so visualize this... with a list you are building a group of targeted people. Yes. When we say list, it's kind of a terrible way of devaluing it, but it's putting just a number to a person. It's like a barcode and I don't like that. I like calling it a community or calling it a group or just calling it a family more than anything.

The one thing you have to think about is a targeting mechanism. Right?

And so podcasts are phenomenal for targeting, whether you're doing a murder podcast or you're doing something like Jonathan Fields with Good Life Project, right?

Where what they're trying to do is provide great value and help you live a better life.

Finding people who want to truly listen to the podcast is a targeting mechanism plain and simple.

It's a targeting mechanism to try to find the right person. You look at Tim Ferriss. It's mostly going to be entrepreneurs that listen to his podcast. You look at Joe Rogan, it's mostly going to be people who are enthusiasts for maybe UFC, mixed martial arts, but also he's got some crude background to him. So it might be a younger audience, right?

Now you're probably thinking, “Well Brett, how does that build a list?”

Good question.

It all comes down to… how you use the podcast that actually changes the dynamic of the list building strategies. And so in this case, what you're going to end up doing is you're going to use a podcast and the call to actions in the podcast to generate that list.

Very simply, you just announce that you’re giving something away.

So in their case, what they're going to do is they're going to talk about in this podcast, our theme. Say you have a guest on and they're going to talk specifically about Paleo.

Well, you're going to let that podcast guest talk for a half an hour, hour or however long your podcast is.

Educate, train, give great information, give great value, and then from there they say, well, yeah, you can get more information by getting my free giveaway here, link.

But here’s the tricky part… you have to be very specific about that link because most of the time people are going to be either in the car, they're going to be running.

They're going to be in places where they're not going to be stationary unless you're targeting specific to people who are on Wifi. But in most cases you're not.

So the thing you have to understand is that podcasts for lead gen are fantastic when you do a proper call to action. And in this case you need a vanity URL, and a vanity URL is just very simply a master URL that is easy to remember.

One of our events that is called the “High Ticket Lunch.” Now High Ticket Lunch is a very relatable, clear picture. It’s also super easy to remember (and that’s the point!).

If you have to require them to go in and say, in case of like Jonathan Fields, if he's saying, okay, go to Jonathan Fields forward slash giveaway forward slash awesome blueprints... and it's very unlikely that anybody in that case would actually remember that.

But if you change the game, go buy a URL on say GoDaddy and just say, “”. Always be aware of spelling, especially if it's easy to misspell what you're doing.

Keep in mind auditory, and actually writing it down are two completely different things, so if it's very difficult, like a last name…

“My name is Brett Fairall.” My last name could be spelled like Will Ferrell, or Colin Farrell, or any number of different Ferrals… but mine is different and I have to make it clear especially on a podcast call to action.

I mean, you could just as easily misspell Brett, so it can be one T. It could be Brent, could be ... all the different spellings.

So if you are going to do a giveaway, be aware that anything you say, you're going to probably want to spell it and you're also probably going to want to make it as clear and as easy to share as possible. Some of the best ways you can perceive marketing is how easy is it to share with other people? How easy is it if I actually show something off to you, family member, whoever? How easy for them to actually tell their spouse about what they just learned? The easier it is, the more effective you'll be.

So if you want to build a list, build your lead tool, build your page that's going to sell it, and then make sure that that link, is EASY to remember. And if you do buy a link on GoDaddy that redirects over, just go ahead and put a forwarding address in.

Super easy and you could even Google your way through that. How to create, how to buy a URL in GoDaddy. Then forward to another link.

They are a LOT of tutorials about that, but just bear in mind that when you are building that list that your podcast is congruent with whatever you're giving away. Otherwise nobody's going to care about it. Nobody's ever going to go there. Also be consistent with your call to actions. Don't do it all the time. Don't do it every time you have a show. Say that your show is once a week; throw something else in there.

Do giveaways from other people, throw in commercials and then throw in that giveaway one in three just so it doesn't get monotonous, doesn't get burnt out, but you have to have consistency over multiple podcasts. So people can remember it.

Most of the time people won't remember it, so you might not get much traction starting out, but as you continue to do all of your shows and your podcasts, run wild and more people download it and it grows, (and starts to grow fast,) then you'll have more people coming in because it's an evergreen approach. Just like YouTube, the podcast won't stop, the videos won't stop and then those call to actions will always be there.

On that same note, make sure your pages are always live…

That way if somebody goes to episode six and now you're at 600 and they try to go to that lead page and it's not there, at least redirect to something else that makes sense.

To summarize…

  • Make sure you have a clear call to action,

  • Make sure it's linear,

  • Make sure it's something people want and do it consistently across multiple episodes…

  • Don't make it too obvious every single time.

So yes, the answer to the question, podcasts are great for lead gen.

Now, if you want to build a list and you want to do it effectively and you want to know exactly what we do to build all of our lead tools for not just our list building techniques, but also for our clients’ list building techniques, go ahead and head on down. Just below this post, I've got a link to a checklist.

This is our Million Person Checklist that’s a full blueprint on what we use in order to checkoff, yes, this lead tool is ready and it's ready for publishing.

This includes headlines, this includes branding. This includes the clear call to action, all the supporting evidence, all the look, all the feel, everything. All you need to do is just head on down and go and get it. It's all free for you.

That's my gift to you for being here and reading this entire post!

Thank you so much. My name is Brett Fairall, the founder of The Fairall Group, and I would love it if you actually take a look at some of our other posts and videos as well. They're hovering around here just below and just to the right!

How To Find Out What Your List Wants

The big hairy question for the post today is…. What does your list REALLY want?

The answer? (Wait for it…)

Ask ‘em.  

There's a simple, very appropriate approach to this. It's ask before you blast. Because so often people are just like, "I'm gonna blast out emails. I'm gonna blast out emails."

Not a good idea and a GREAT way to break your list altogether.

I mean, you're marketing off assumption and it's not gonna get you anywhere.

It's the fastest way to getting your email open rates and your click rates down to pretty much zero. So if you don't create a foundation and figure out exactly what your list wants more than anything, then very likely you're just gonna end up ruining your reputation with them and it's not gonna work.

The solution?  

Create a deep dive survey.

A deep dive survey is essentially just a series of open-ended questions, that are designed for pulling out answers you're gonna use as guideposts for your marketing, moving forward.

You wanna find out what they love. You wanna find out what they are pained by. What is something that they want to improve in their life more than anything? What is the one thing that keeps them up at night and the things that wake them up in the morning? These are all very important types of questions that you wanna drill down with them to find exactly what is making them tick.

The sooner you can figure out what your list loves the sooner you can figure out exactly what motivates them to open your emails, but also motivates them to buy, to research, to get excited.

You’ll learn the things that they fall in love with, and THAT shows you how to model your marketing and your messaging. The next thing you know, you're gonna be serving them things that they love, and they're gonna be looking forward to more information, more things that you're actually providing them. More recommendations that you're giving to other affiliates and other authors.

So keep in mind. The more you serve based on what they're confirming and the more you're asking them rather than just telling them, the sooner you're going to be able to convert them into customers as well as get them to fall in love with you and become a lifelong follower.

So now you're probably wondering, “How do I do that?”

How does that all work? You can actually use tools. Very simple is Google Forms. There's Survey Monkey, there's TypeForm, there's all these other platforms that you can use, and very simply just look at the data. Read all the answers, and get a feel for how people are perceiving your brand and how people communicate or how people actively interact with your products and programs.

So one question in particular, “What do you love consuming more than anything else on our site?”

If you have blogs, podcasts, videos, all these different assets that you have available, ask them what they love more than anything. Then lead with what they're telling you. If they love podcasts more than anything, do more podcasts. If they're telling you to do more blogs, go and get your writing team to write a bunch more blogs.

You get it, just let them guide you, and then strategize your next quarter around what they're telling you is their number one thing.

Maybe you're at a point right now where you're struggling with list building or you're curious about how we as an agency actually build lists for our clients, (and we’ve built lists as big as five million person lists for companies ... hell, we've built a million person list in 12 weeks before! I don’t necessarily advise that…)

It was quite the push and it was a whole lot of fun, and crazy, but we did it.

So if you're curious about any of these tactics that we use, we actually put together a blueprint and we put together this beautiful checklist that we are gonna go ahead and give away to you.

There's a link right below. All you need to do is click the link, so you can access that for free and you can get in touch with us and get a stranglehold on what type of list building techniques we use. This is headlines. This is call to action. This is tools. This is all this stuff. And we break it down all in there, I think you’ll like it.

So please, I hope you enjoy that. I hope you enjoyed this post!

I can't wait for you to get the real big list that you deserve, and love to hear how your list building strategies and techniques are going as well.