How to evergreen your course sales

Presented live on Tuesday, September 4, 2018

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So you’re selling a course and you have questions: What should the email funnel look like? How do you do harness the power of the perfect persuasion window? How many emails do you include in the funnel? How do you keep your conversions going well after you’ve done all the work?

In this live tutorial Deadline Funnel founder, Jack Born, walks you through how to use evergreen, deadline-driven email funnels to boost your launch conversions, on repeat.

Jack’s Evergreen Funnel Map.

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This tutorial is brought to you in part by Airstory writing software.

TRANSCRIPT

Joanna Wiebe: Hello everybody. Good morning, good afternoon, good evening, or super late at night slash super early in the morning for Jack. Jack here, Jack Born, is our guest here from Deadline Funnel and it is 2 AM where he is. Two in the morning. Jack, welcome and good evening.

Jack Born: Yeah. One of the benefits of losing all my hair is that I can’t have bed head. I can have pillow face, but not bed head. So, hopefully, I’m looking relatively decent for 2 AM.

Joanna Wiebe: You’re looking very alert and awesome, especially given the hour, but obviously in general, too. So, we have people filing in here for this special guest tutorial Tuesday. Quick housekeeping before we dive in while people file in. We have chats to chat over, things like you’re doing right now, where you just wanna say something quickly. So, we’ve got Leon saying morning, where is it, 2 AM and Sarah said, “Yeah. Jack’s in Australia.” Jack, again, where, exactly? What’s it called? Byron Bay?

Jack Born: Byron Bay. It’s on the almost furthest eastern part of Australia.

Joanna Wiebe: Wow, okay. Very cool. He was in Fiji recently and is suffering from a cold due to drinking Fiji water while surfing. When he says these details, I’m like, this is stuff that people need to hear. Because I get colds in crappy ways in Canada and you’re getting them in the most awesome way possible.

Jack Born: Right, right. Poor me, everyone feel bad for me. I spent a week surfing in Fiji with a bunch of great guys. Some of those include James Wedmore and Stu McLaren. So, just got back from a trip with them. Super fun.

Joanna Wiebe: They’re awesome dudes. Cool, cool. Okay, and then Q and A is where you’ll put questions that you would love Jack to answer by the end of the session. So, very cool. We are recording this, there will be a replay available, and there are handouts today. So, let’s dive in. Jack is here to talk to us today about deadline-driven funnels. And so on the e-mail this morning where I shared this with you, where I told you what today’s session is about, I mentioned that the whole idea of a deadline-driven funnel can be a little bit like … Well, what does that mean, what do you do with it, what actually happens? And so Jack is going to show us, today, a map, and what else do we have in store? Jack, I’m just gonna let you take over from here and I’m gonna stop talking. Cool.

Jack Born: I’ve got a whole bunch of stuff to share. So, let me go ahead and … Is it okay for me to go ahead and share my story?

Joanna Wiebe: Yeah, please.

Jack Born: All right, let’s jump right into it. So, here we go. All right, so you can see this?

Joanna Wiebe: Yep, it’s perfect.

Jack Born: Okay, great. All right, so we’re going to be talking about how to make more sales with urgency and feel good about it using deadline-driven funnels. So, I’m gonna cover a real simple deadline-driven funnel that you can set up and I’m also gonna cover a whole bunch of other things. So, included in those, I’m gonna give a handout. So, you see the little image of this funnel map? I’m gonna give you guys a link to this funnel map that you guys can download. There’s no opt-in at all. I’ve also got some free training for you guys. Again, no opt-in. You can just watch the videos. It hasn’t even been released to my audience yet, but I’m gonna share it with you guys. We’re gonna be talking about the dark side of launches. So, I’m gonna be talking about some of the positive sides, but also some of the dark sides of launches and then what you can do about it. How to avoid the dreaded eye roll when you start to use urgency and count downs in your marketing and mistakes to avoid.
So, with that, let’s go ahead and dive right in, ’cause I know that we wanna keep this to 20 minutes. So, I’m gonna do my very, very best. And this is a brand new presentation compiled from some of my best stuff. So, I’m not gonna spend really any time talking about my background. If you’re interested, later, you can go to jackborn.com and just check it out, see what other people say about me and what I’m up to.
So, this is a picture of my epic trip to Fiji. And the reason why it’s in here … So, there’s James Wedmore, Brandon Lucero, and Stu McLaren, and we’re hanging out at a floating bar that’s floating out in the middle of the ocean in Fiji, having a really, really good time, jumping off the top deck, just having a blast. So, the reason why I bring this up … I’ll try to keep the story super short, but I didn’t even know that this trip existed until two and a half weeks before the trip was gonna start. So, I was having dinner with a buddy of mine named Michael Maidens here in Australia and it leaked out, this fact, that there’s an open spot and I thought, “Oh my gosh, this would be a dream of mine to go on this trip.”
And so there was a two and a half week deadline. Everything happened really, really fast. With that deadline, there was no ability to procrastinate, and so I went and got two kite surfing lessons, I bought a new wet suit, I bought tons of new board shorts, I went on this huge shopping spree and spent a whole bunch of money. Why? Because there was this deadline. So, deadlines force massive, massive action. Not just in our marketing, but in our own personal lives.
But let’s talk about it in terms of marketing. So, I have a concept that I call the perfect persuasion window. So, if you’ve ever done a launch or whether you’ve actually been the one doing the launch or you’ve been going through the launch, you probably are … What I’m going to share with you is going to show you what you’ve probably seen in your own business. So, this is an image from a blog post of a great, epic article, which really is a run-down of how his launch went. And this is from a guy named Brian Harris. He’s got a really great site called videofruit.com. And so this is a break-down of the sales, day-by-day, and as you can see, the biggest number of sales was on the last day. So, you have this built-up anticipation when you open up the doors for a launch, cart opens, and you have a surge of sales, and then things die off a bit. And then the biggest day, if you’re doing things correctly, as I’ll describe in just a little bit, is the last day, when you say, “Look, this is gonna close down. This is your last time to get this amazing deal.”
And so that’s when you’re gonna see the biggest surge of sales. Here’s a screenshot, I’ve blurred out some of the details. But here’s a screenshot of a launch that I did with Perry Marshall. I used to work with Perry Marshall as his marketing manager several years ago. And so we were doing this launch and up until the very last day, we thought we had come nowhere close to meeting our goals, and then 80% of the sales from that launch arrived on the last day. Here’s a screenshot from my iPhone for a Black Friday deal that I did, and as you can see, once again, the majority of the sales came in on the last day. And then this is a screenshot from the sales chart from a buddy of mine, Andre [inaudible 00:07:45], and so he shared this with me just so I could share it with you, to show you that, once again, the huge spike in sales is right at the end.
So, the perfect persuasion window is that period of time, the last 24 or 48 hours, but really the last 24 hours, of a launch or promotion or any sort of promotion where there’s a deadline. Because that’s when everyone who’s interested, everyone who’s leaning, and everyone who’s been opening your e-mails, reading your copy, watching your videos, attending your webinars, but they just haven’t pulled the trigger yet … Now, it’s do or die. Now, it’s in or out. You’re either on the ship or you’re not. You’re either going to Fiji or you’re not. And by giving them the deadline, it forces the decision. Okay? And so that’s why you see this huge, massive spike in sales.
Now, one thing I wanna make clear, and I know, Joanna, you’ll agree with this, is that a deadline can’t fix crappy marketing. So, you have to have a product that people want. You’ve got to communicate in a way that you’re emphasizing the pain, you’re agitating it, and then you’re providing the solution, the PAS formula. And so your marketing has to be spot-on, your product has to fit a need and a want in the market place. If you don’t have that, putting a deadline on your offer isn’t gonna fix anything. Using urgency in your marketing is really a force multiplier, but you can’t multiply a zero. Does that make sense?
So, I’ve been talking about launches and showing how, on the very last day, you see this huge surge in sales. So, a lot of people will come to the conclusion, okay, this is amazing, I love to use launches, launches are great, I’ll just launch. That’ll be my way to bring in clients. That’s gonna be my main client acquisition method. But there’s a dark side to launches. And I’ve written a lot about this, but real briefly, in this graphic that I created and you can see, that when you’re in the middle of your launch, things are great. Sales are just flying in and it’s just the greatest time. Things are hectic, things are crazy, but it’s fun to just watch. Every time you hit refresh on Skype or PayPal or whatever it is that you’re using, your sales numbers are going up and up and up.
But then, eventually, the launch ends and then it’s crickets. Then what? Now, there’s a whole lot of other reasons why launches can be painful and stressful on your business and on your personal life, but my motto is that I’m not against launches, but you should launch because you want to, not because you have to. And so what I recommend is that you have an ongoing, evergreen, 24/7, 365 way of acquiring clients. And then you take it to the next level with launches at very specific times during the year. You don’t do it because that’s the only way that you know how to acquire clients.
So, with that in mind, that brings us to the handout. I’m just checking the time to see how I’m doing here. So, that brings us to this handout. So, what I wanna do is I wanna go ahead and give you guys the links to those handouts so you guys can go ahead and download it. So, if you guys could help send this out in the chat … The links … Awesome. So, one of the links is for the PDF, the one that I was showing you … Let’s see here. Whoops. Hold on a second here. So, one of those links is for this map. So, you go ahead and download this, you can open it up and follow along with me. The other one is for a free training, no opt-in required. You can just go through it and enjoy. And it’ll walk you through how to set up an evergreen e-mail funnel.
So, real quickly, because we’re short on time, or I just wanna make sure we fit as much in … I’m gonna go through this pretty quickly. So, the way that this works is that over on the left-hand side, we have some sort of trigger. So, these icons would stand from top to bottom … Opt-in, so that’s the “at” sign … The tag looking thing would be subscribe or getting a tag in your CRM or e-mail software if your e-mail software supports it. The other one, the third one down, is a link. So, for example, they might click the link. On the next to the last one down is a sequence. So, in some e-mail systems like Ontraport and ActiveCampaign, you can put someone into a sequence and then use them, starting in that sequence, as the trigger. And then another trigger could be that they purchase something, whether it’s something small or something big. Any of these different things and, possibly, some others, could be triggers. But these are some of the more common triggers that would set someone into a sequence.
And so what you’re gonna do is you’re gonna have them go into a multi-day e-mail sequence. Now, I’ve listed it out here as seven days with day zero being one of those days. Okay? So, we have about a week’s worth of e-mails here. What I wanna point out is that you don’t have to necessarily stick to the exact number of days. It could be a little bit longer, it could be a little bit shorter. As a general rule of thumb … I’m dating myself here, but there’s a movie from my childhood called Nine To Five with Dolly Parton. And so it’s just a really easy way to remember where you would wanna start with the length of your e-mail sequence. No more than nine, no less than five. So, somewhere right in that sweet spot is a great place to start.
Now, we have clients who get great results with shorter sequences and other clients who get great results with longer sequences. But as a starting point, typically somewhere in the neighborhood of five days of e-mails to nine days of e-mails. Somewhere in there. And then, on the very last day … this is a really, really critical thing. In fact, if there’s only one thing that you remember about everything that I share with you today, this is it. So, right before the deadline, you see that there’s three e-mails there? I highly, highly, highly recommend that whether it’s a launch or an evergreen sequence where you’re using a deadline, it’s absolutely critical that you send more than one e-mail on the last day. And I recommend at least three.
Now, if some of you are gasping and I just can’t hear it because you guys are muted, this is one of those times where it really pays to send multiple e-mails. Now, I want you to keep in mind that, if you’re doing things correctly, if someone purchases on day four or day five, then they shouldn’t be seeing that last day of e-mails. In fact, if they buy on the first e-mail of the last day, they shouldn’t see the next two e-mails. You should be removing them from your sequence and putting them into some sort of onboarding sequence or some sort of welcoming sequence. You should be taking them out of this marketing sequence.
So, the only people who are seeing this are the people who entered this e-mail sequence because, hopefully, they did some sort of behavior, they opted in, they clicked a link, they watched a video, they did something, and now they’re in the sequence. And so this is your opportunity to say, “Look, if you’ve been hitting the snooze button, the plane is leaving. The trip to Fiji is happening today. This is the last opportunity for you to get on the train. So, if you’re interested in this, now is the time to pull the trigger.” These last three e-mails, by the way, are some of the simplest e-mails that you’ll ever write. The last e-mail could be, basically, “Hey. I’m off to bed, but I just wanted to send one last final notice to let you know that at 12 PM tonight, this deal is over. So, here’s the link. Okay, gotta go. Can’t wait to welcome you on the inside tomorrow morning.” Something like that, real short and simple.
So, these are not super complicated e-mails, but trust me, I have never had anyone come back to me and say, “Jack, I tried sending multiple e-mails on the last day and it hurt sales.” It’s always, always, always, always, always going to increase your sales. All right?
This might be a good place for me to pause. Joanna, is there anything that you wanna add at this point?

Joanna Wiebe: No, no, except that last day, we sent two, even though Ryan writes three, because I get scared. I do the thing where you’re like, ugh, but two is enough, I think two is enough. But we know three is better. So, no, I think it’s a really good, very good reminder.

Jack Born: This brings up a really, really, really good point. So, another reason why I love evergreen funnels is because you only have to be courageous once, because if I can convince you to set up three e-mails on the last day, you never have to make that decision again. And so it’s gonna be working for you day after day after day. So, that’s another reason why evergreen funnels are fantastic.
And in your launches, I would highly recommend … You guys are so good at launches and Ryan’s so awesome and you’re awesome, I don’t think I should be giving you advice. However, I will say that I highly recommend that you send that third e-mail in your launches.

Joanna Wiebe: I’m gonna do it next time. I will. It will be great.

Jack Born: So, lemme cover some mistakes that happen when people go to set up an evergreen funnel. And by the way, I wanna just make sure that you know that with the link that I send out, if you have questions about, “Hey, I want more nitty gritty details about exactly how to set up my evergreen funnel. I use Infusionsoft and I use Wepages and how do I set this up? I really want to do this, I’ve been wanting to do this for a long time.” Follow that link. Again, there’s no opt-in, just watch it at your own leisure. And we have heaps and heaps of training and tutorials. And by the way, my team is really, really, really super helpful and quick to respond in live chat. So, if you choose to even try Deadline Funnel, I’m not pitching it, but I’m just letting you know that if you have questions about, “Hey, how does this work?” We’re here to help you out.
So, lemme move on to some mistakes. So, the first one is you really don’t want to lie. You wanna make sure that you’re being completely honest. Now, this is where some people get tripped up and go, okay, Jack, you’re telling me not to lie but you’re also telling me to set up this automated deadline. How do I square those two things? And the answer is that there is a world of difference between automation and being honest, because it actually is possible to set it up so that your sequence is automated and the deadline is personalized to each person as they go through. And if they miss the deadline, then they truly cannot get it.
So, what it comes down to is are the messages in your e-mails true and are they honest? So, if your system is sending out an e-mail that says, “Hey, today’s the last day.” And then someone goes to your website tomorrow, they better not be able to purchase it. Okay? If your system, if your technology is set up so that that they can’t purchase it, even though it’s all automated, you’re still being ethical and honest. So, when I say don’t lie, what I’m talking about is those situations you’ve seen where someone’s got a count down timer on their page and you leave the tab open and it counts down to zero and then it just refreshes the next day and it starts counting down over again. So, I am not advocating that. In fact, the whole reason why I created Deadline Funnel was so that direct response marketers like you and I can automate our business and leverage urgency, which is one of the most powerful triggers to really ramp up sales consistently, but to do it in a way that’s not sketchy, not lying, it’s completely ethical and honest. That’s the whole reason why I created the software.
So, you wanna avoid any solution that is specific. So, here’s some things you wanna avoid: A text solution that is specific to just one page, not a subscriber. What I mean by that is a lot of our clients, almost all of our clients, want to have the count down timer or, even if the count down timer doesn’t show, to have pages expire. Multiple different pages in the funnel. It’s very rare that a marketing funnel is just one page, especially if you’re using e-mail follow-up. It’s really, really important that your solution tracks across multiple different devices. I’ll tell you why real quick. It needs to track across different stages of your funnel, such as if you’ve got a four video sequence that’s on WordPress but your checkout page is on SamCart, that’s different parts of your technology stack. So, it needs to work across all those different things. And avoid any solution where you can’t show the count down in the e-mail.
So, here’s a … Just real quick about the point I made about being able to track across multiple different devices. I’ve got two graphics that basically show the same thing, and it’s just research from two different articles. But, basically, it shows that over 50% of e-mails are being opened on mobile devices. Now, what this really means is that it’s not that you’ve got 50% of your audience that’s only reading e-mails on their mobile devices and the other 45% are only reading them on desktop. What it actually means is almost all of your audience is opening some of your e-mails on their desktop, some of them on their iPad, some of them on their mobile device.
And so they’re opening them on all these different devices, which makes it really, really, challenging when you’re sending out e-mails and you don’t know … Are they gonna be on their home computer, are they gonna be at Starbucks? You wanna make sure that if they’re standing in line at Starbucks on the last day and they’re reading your e-mail while they’re waiting for their Grande Macchiato, you wanna make sure that when they click the link on your e-mail that says, “Hey, today’s the last day.” That when they click through, that they’re not seeing a count down timer that says, “Hey, there’s five days left.” So, your technology needs to be able to track people from device to device to device for those reasons.
Another mistake that people make, sometimes I’ve seen, is having too much time. So, what I recommend is … Here’s an independent study showing that there is a huge boost using deadlines, but the biggest effect was as you get closer to the deadlines. So, what that means, it’s saying it can actually work against you. So, for example, if you’re doing a virtual summit, let’s say, and it’s 21 days away, I would not put the count down timer or any copy about urgency or how many days are left, because telling someone, hey, you better hurry, there’s only 21 days left, is really giving someone an excuse to hit the snooze button. It’s gonna have the opposite effect. And so what I would recommend, when you can, is to hide the count down and any sort of talk of urgency until the last three days.
So, if you can look at your funnel map that I gave you, what I would recommend is … I’m just doing this from memory. But I would say the first half of those e-mails that you’re gonna send out, I would not be talking about deadlines or urgencies or final days or anything like that in the first half of your e-mails. It’s only in the last three or two days where I would start to hint about this is gonna expire. And then, on the last day, you really wanna hammer the urgency really, really hard. But you really wanna work your way into it and not even mention it in the first half of your e-mail sequence.
So, diffusing the doubt. Lemme just do a quick time check to see where we are. Oh, man, we’re already at 20 minutes. What do you wanna do, Joanna?

Joanna Wiebe: We’re good. I said we’re good. This is great stuff, Jack.

Jack Born: Okay, all right. I’ll keep going. I’m trying to deliver as much good stuff as I can.
So, one of the things that can happen and we wanna avoid is because some other marketers abuse urgency, I wanna give you some tips to really send out signals that, no, this time it’s real. And so that it sounds natural and people believe it. All right? So, the acronym that I’ve come up with is based off of Johnny Depp, but a misspelling of his name. But it just seemed like a good way to remember it. So, D is for details, E is for enforce, and P is for prove.
So, the details. Little tiny details really, really add up and matter. And so one of the details that you can do is you can add the count down image in the e-mail. The old saying, an image is worth a thousand words. So, in this case, the count down image, done correctly, could be worth a thousand dollars, a thousand sales, it’s really, really valuable. It can really get attention and emphasize, look, this is a real deadline and this is how much time you have left. So, here’s an example of Todd Brown using it in one of his sequences. Putting a specific date and time of the deadline in your e-mails. So, one of the things that I wanted to give people the ability to do when I created Deadline Funnel many years ago was to be able to put in meaningful specifics, rather than just saying, “Hey, the deadline is tonight.” To be able to have the option to say, “Hey, just so we’re all clear, the deadline is August 15 at 11:59 PM Pacific Standard Time.” And to be able to put that very specific deadline in the e-mail and have it be specific to each person.
So, when you can throw in that little detail, it really emphasizes, subconsciously, that this is a real deadline. It’s more specific than saying, “Just tonight.” And so here’s an example of that in action. Another one is to do the same thing, but put the specific date and time on the actual sales page. Now, when you’re doing a launch, this is pretty easy. And I hope, on my screen, some of our heads aren’t covering this up, so hopefully you guys can see the whole screen. But down at the bottom, there’s a little bit of text that shows the door close on such-and-such date at such-and-such time. So, with a live launch, this is really easy to do. You just have your team, your developer, your web designer or whatever you use, to put the actual counter date and time and then you can have the count down clock. It’s super simple.
But with the right technology, you can do this, also, on your sales pages as people are going through the funnel. And so it just adds more credibility. And again, we’re not trying to trick people, we’re actually trying to prove that this is real because, in fact, if they do wait past the deadline, they will miss out. And so what we wanna do is we wanna make sure that they understand that this is a real deadline. And so you can put it on the page rather than just having a count down. In addition to that or in place of that, one or the other, you could have the actual time and date. So, you could say the doors close, this offer expires October 15 at 11:59 PM Pacific Standard Time. And so having those details on the page adds additional credibility. And then having the count down on the order page. Again, this goes back to having a solution where you can have the specifics like the count down on multiple different stages of your funnel.
Enforce. Really, really important to do what you say and stick to your guns, just like training a dog with the electric fence. They have to get zapped a few times. And so one of the things that will happen is that when you follow my advice and you stick to your guns and you enforce your deadlines, what’s gonna happen is that your audience is going to quickly come to know that when you say it’s a deadline, it truly is a deadline. And for all the rest of those, we would really appreciate it if you don’t pee in the pool. In other words, it really hurts everyone if you’re using deadlines and urgency in an unethical way. So, really try to, not just for your own business, but for everyone else’s businesses, use deadlines and urgencies in an ethical way.
And then proving it. Here’s some ways that you can prove. How would you be able to prove a deadline until it’s too late? Well, one thing that you can do is you can have a micro deadline. A micro deadline would be something like a fast action bonus immediately after a webinar. So, if you can prove that this deadline that I told you about expired and these people got it and we still have an amazing deal, there’s still a great deal to be had before the deadline, but that fast action bonus is now gone. You’ve proven that you stick to your deadlines. Okay? So, that’s one way to do it, is to have multiple deadlines and to announce and really draw attention to the fact that one deadline has already passed.
You could use social proof that others have paid the full price, you could use social proof that others have missed the deadline if you’ve done this in the past before. You could take a screenshot, you might wanna blur out the last name or pertinent details of the person, but someone begging, “Hey, I missed the deadline, would you please let me back in?” That would be an interesting way, in an e-mail, under a P.S. Like P.S., please don’t wait past the deadline because I told my team to really stick to our guns. In fact, here are some examples of what happened the last time that we had one of these promotions. And so you could have a few screenshots of people that were asking to be let in.
One of my favorite ones is to have proof of a higher price through a navigation link to the main order page. So, in the training that I’m giving you, the funnel that I’m explaining how to use is one where you someone can purchase your product at any time. So, if you have a training course, someone could just show up, click the link, and purchase it. However, since they’re in your automated sequence, you’re giving them extra bonuses and probably a discount for a limited period of time and there’s a deadline. But you can tell them to go check out that this is, in fact, a much better deal than they would get otherwise. And so by having it available all the time, but having the special deal, it gives you the opportunity to prove that what you’re offering really is something unique.
And let’s see here. So, I think that’s probably where we should stop and just take care of that.

Joanna Wiebe: That is awesome. Thanks, Jack. I know we talked about this leading up to this tutorial about funnels and evergreening in particular. It’s such a mystery, I think, for so many of us. Launches, you see people talk about all the time, and I know that deadlines also work in traditional launches, but evergreening is just such a difficult thing and everything you’re explaining here … I have to look at the training that you put together for Deadline Funnel, ’cause it’s exactly what I know. I was talking to my friend, Talia, who also does force launches and we’ve both been like, “I dunno how to evergreen! I dunno what to do!” ‘Cause exactly the questions you were saying, like well what about SamCart and you have a different e-mail platform and you have one deadline that’s supposed to work across all of them. And so it’s so cool that Deadline Funnel does all of this. So, thank you.
We have some questions here. [inaudible 00:32:33] we were seeing that Zoom didn’t send out the reminder for today, so I know a lot of people are missing today’s session. Which sucks, ’cause we had so many great responses to our e-mail this morning. So, I know people are gonna watch the replay, that’s great, we will have those links shared in the replay as well. If you’re watching, you should see those links below.
Questions, then, Jack. Jennifer says, “What if you’re not looking to drive someone to purchase but a different CTA like requesting a demo? Will this work for that?”

Jack Born: Sure, absolutely. So, one way that someone could do this is with … So, if you normally don’t have office towers, what you could do is you could have a deadline. So, basically, you could have a Calendly link and you could set it up where there’s only a limited period of time until you open it up again. So, you would be running a mini … You could either run this as a mini launch that you actually run manually or it could be part of your sequence, and so you could set it up so that you’re trying to motivate them to grab some of your time while you’re making it available. But after the deadline, it’s not available.
By the way, a little sneak peak announcement. So, we haven’t announced this to even our audience yet, so you’re hearing it here first. But we are just about to release the ability to set up quantity-based deadlines. So, imagine when you do a webinar, if you say, “Hey, there’s a fast action bonus, so for the first ten people that sign up, you get this extra special deal.” And our system will actually count how many people went through and then once ten people have purchased, they can still purchase the main deal, but they don’t get that special extra incentive.

Joanna Wiebe: Nice. Big chats, like big exclamation points on that. So amazing. Very cool. Cannot wait to see it. Debbie says … Oh, she has a question about your stat around 50% of e-mails opened on mobile. For that stat, is that for all readers or is that largely for business e-mails or is there a break down for the 50% of e-mails that are opened on mobile that you know?

Jack Born: In terms of whether it’s business or personal?

Joanna Wiebe: Yeah. Does that mean [crosstalk 00:35:05] [inaudible 00:35:05]?

Jack Born: No, I didn’t see that. So, here’s the chart. And I’m trying to see where that came from. So, one of these charts came from a company called Litmus, and I forget which one that is. And I don’t recall where the other chart came from, I should give attribution. But I know that, from the article, what they were talking about is that the stats actually under-report the percentage of e-mails that are opened on mobile because when you open it up in GMail on your phone, I don’t think that that is technically counted. So, I think the stats are actually higher for the percentages being opened on mobile devices.

Joanna Wiebe: Cool.

Jack Born: But to answer your question, no, I did not see a break down of personal versus business.

Joanna Wiebe: Yeah. Of course, across the board, that’s what we continue to see everywhere, right? E-mail just keeps getting opened more and more on mobile, even if it’s [crosstalk 00:36:09] [inaudible 00:36:09] on your desktop. Yeah.

Jack Born: Yeah. And I think the important thing is to know your audience. I know that the way that I consume e-mails, sometimes I’ll open e-mails on my laptop, but I’m just as likely to open them on my mobile device, on an iPhone. So, if you think a lot of your audience is like that, and probably they are, in the context of what we’re talking about today, it’s just really, really important that your solution, that your technology stack can account for that. Because whether we’re talking about deadlines or just sales pages, a lot of what we’re having to do these days, is really account for, well, what if this is open on a mobile device? So, evergreen deadlines are no different, it’s really, really important that when someone is away from their office on a totally different WiFi network, what happens is their IP address is different. And so depending on how your system is tracking, when they click through, you really wanna make sure that they’re seeing exactly what your e-mail says. If your e-mail says, “Today’s the last day.” They better see a very short count down when they arrive at your web page.
So, making that magic happen is no simple feat, but it can be done.

Joanna Wiebe: Awesome. Okay, couple more questions. I know it’s almost three in the morning where you are, so just [crosstalk 00:37:37] [inaudible 00:37:37]-

Jack Born: I’m good.

Joanna Wiebe: Sarah, can you chat out those links one more time and Sarah also just chatted out a link to the stats for that Litmus post. So, we’ve got that in chat as well. Do you have something more tactical there, Jack? Bridget says, “On the last day, when you’re sending those three e-mails, have you seen anything around how much time to have between each e-mail?”

Jack Born: So, what I do is I typically send my first e-mails around six or seven in the morning. And then so what I’ll do is the second one will be in the middle of the day and then the last one will be towards the end of the day. I don’t think there’s really a science, or at least I don’t have anything scientific to share about exactly how many hours between e-mails. I do know that sending three e-mails is going to increase sales. I think it also really, really depends on knowing your audience. So, if you are selling to a crowd where most of the e-mails that you have, if it’s a B to B type things, and most of the e-mail addresses you have are the work e-mail addresses and you know that they go home at, say, the latest that they stay up is like 5 PM Pacific Standard Time in the US, if you have a very US-centric market, then you wouldn’t wanna send your third e-mail after 5 PM Pacific Standard.
And I know this sounds obvious, but it just takes walking through who is my audience, when do they consume theyr e-mails, when is it most likely that they would still be able to see that third e-mail? So, I would just do your best to think through that process and even if you don’t get it exactly right, I think it’s more important to send the three e-mails than to really stress about exactly how many minutes between each e-mail.

Joanna Wiebe: Cool, okay. Fantastic. Katana asks, “Can you create a wait list after the deadline passes?”

Jack Born: Oh, okay. That’s a great question, so let’s talk about that real quick. So, if you’ll look on my screen, there’s an e-mail after the deadline that we didn’t talk about. So, one of the other huge benefits, both in a live launch situation or evergreen, a huge benefit of having the deadline is that when you have the deadline, you then have the ability to know that there’s a portion of people that were going through your funnel that didn’t take action. And so you can do things like encourage them to join your waiting list or send out a survey e-mail.
So, that e-mail at the end after the deadline is actually an e-mail that you could either send the day after or two days later that is just asking for feedback. And it could just be a real short, simple e-mail saying, “Hey, I noticed that you attended the webinar and you decided not to purchase. Could you just hit reply and let me know?” Now, more people are going to not reply than reply, but the nice thing about sending this out evergreen is that you’re gonna have a nice, steady feedback loop. And so you’ll be able to read the tea leaves and start to see patterns and be able to work that into some of your promotional sales copy and, hopefully, avoid some of those objections.
In terms of developing a wait list, that’s another great strategy. And what you can do is you can send out an e-mail after that or instead of that that just says, “Hey, if you’re interested, if you wanna be on our waiting list in case we ever open this up again, click here and we’ll add you to our waiting list.” And so you could set up some sort of automation in your e-mail where once they click that link, they’re added to a waiting list. Now, I have some material, I think it’s in this presentation, about how to do re-opens without lying. So, I could just talk through this real quick.
So, one of the things that you can do, because some people are going to miss the deadline, either because they didn’t believe you or they just procrastinated … And so, when you re-open it, let’s say you want to re-open it a few days later, how do you do that without being skeezy and slimey and lying and doing that sort of stuff? So, what I recommend is that if you’re gonna do a re-open, that you do it in a way that still honors the promise that you made before. And the way that you do that is that you change the deal. So, when you re-open it, let’s say that you’re using the funnel where someone can purchase your product at any time, but you had a really special deal with some bonuses and a discount.
So, now you’re gonna offer them a really good deal, but not as good as they one that they just got. So, you could make it a higher price, a higher price with payments. Some people said that they just couldn’t afford it, so we had to raise the price, but the good news is that you can get on nice weekly or monthly payments. Higher price with a soft offer trial. You could remove a bonus or two or mix and match the above ideas. And so what you’re doing is you’re coming up with a different offer so that the people who took action on that first deadline truly did get the best deal and this deal is not as good but it’s still better than what they would get otherwise.

Joanna Wiebe: Jack, we have taken so much of your time. It’s been amazing. I know there is still some outstanding questions, but what would be ideal, I think, is for people to hear how they can follow up with. Are you on Twitter? I know we’ve got some links to go find you online, like on your website, but can we find you on Twitter, on Facebook, anywhere else to ask you more questions?

Jack Born: Yeah. So, you can find me, personally, on Facebook. You can just look me up. It’s Jack Born, B-O-R-N. If my parents had named me Jason, I’d be an international spy. But no, it’s spelled B-O-R-N, so you can just look me up on Facebook. If you’re interested in pursuing evergreening your funnels and using a deadline, I highly recommend that you contact our team.
Oh, something that I forgot. I almost forgot something really cool. So, if you would like to get some of these e-mails … So, we have some e-mail templates to go with this funnel and if you’d like, you could get those for free inside of the Deadline Funnel admin. So, just by starting a 14-day free trial, you could do that. I’m not pitching, but I am letting you know that it is in there. My team is really, really good at answering questions, so you don’t have to have started your trial if you just wanna chat with them between the hours of 9 AM to 6 PM Eastern Time. We do have one of our team members out today, but otherwise our team is really, really quick at answering questions. And so if you have questions about how it works, will it work for my particular situation, how would I make it work for my certain technology, my team is more than happy to answer any and all of those questions. Sometimes you get me answering those questions as well.
So, if you have any of those questions, I think going to deadlinefunnel.com and chatting with us is really the best way to get those questions answered.

Joanna Wiebe: That’s fantastic, ’cause Elizabeth had a question about how does it work for fundraisers. Andrew was asking how does it work for approval-based products where the manager has to approve things. So, if you have those questions, go over to Deadline Funnel, chat up the success team there, and get the answers you’re looking for. Jack, thank you for driving all the way to your friend’s house where the WiFi was better and staying up so late and taking all our questions and showing us this today. Those links, again, are in chat and we’ll put them in with the replay. Thanks everybody for attending and asking great questions and finding the Zoom link even when it didn’t come to your inbox. So, we’ll look into challenges there and we’ll be sure to send that replay out. Thanks again, y’all, have a good day. Bye.

Jack Born: See you gu

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COPYWRITING
How to write headlines
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How to write an Adwords ad
How to write Facebook-compliant ads

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How to write cold emails for services
How to write a trial-ending SaaS email
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How to write a project proposal
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