Rob Drummond
Author Archives: Rob Drummond
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Rob Drummond
March 31, 2020
Behavioural Engagement Nurture Sequences (feat. Roland Eva)
We’re all familiar with the concept of nurturing potential customers over the buying cycle. But how should you prioritise your efforts?
One approach is to use something called a ‘Behavioural Engagement Nurture Sequence’… where the marketing people receive from you is driven my the recency of their engagement.
Listen now to learn:
- Why a long-form sales page can easily out-perform webinars and sales teams
- How people really read (and re-read) sales pages
- Whether to use a video sales letter or a long copy sales page (and the one exception)
- How a behavioural engagement nurture sequence differs from a conventional nurture sequence
- Why you need content in multiple formats
- How many emails you really need to write
- What to do with unengaged contacts
- How to organise all your marketing nurture efforts around the principle RFM (recency, frequency and money)
- What a Fibonacci sequence is, and how to incorporate it into your efforts
Roland’s website is www.rolandeva.co.uk. The book Roland mentions is No B.S. Direct Marketing by Dan Kennedy..
February 16, 2020
- in Copywriting by Rob Drummond
12 Effective Lead Magnets (feat. James Daniel)
Offering a ‘lead magnet’ – an incentive for people subscribing to your email list, is a key ingredient in growing your audience.
The trouble is, most lead magnets don’t work as well as they used to. In this episode, copywriter James Daniel explains:
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Why the humble ‘special report’ has taken a battering in recent years
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Why lead magnet signup rates have tumbled
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James’ insights from testing all kinds of lead magnets
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12-types of lead magnets to consider testing in your marketing
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Why the title of your lead magnet is critically important… and how to get it right
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How long your lead magnet should be
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How to define the scope of your lead magnet
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What to put on your lead magnet thank you pages
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The difference between influence and manipulation
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Whether to focus your lead magnet on pain or gain
To grab James’ full list of 12 effective lead magnets, email james@jamesthecopywriter.co.uk with ‘lead magnet’ in subject line.
January 27, 2020
- in Book Publishing by Rob Drummond
How to Write a Truly Great Book (feat. Vicky Fraser)
Vicky Fraser is a former direct response copywriter who now helps people to write outstanding business books. Books that actually change the lives of your readers. Listen to this interview now to learn:
- Why most business books are dull
- How to decide the scope of the book
- Why your book should be a delight to read
- Where to start your planning
- Why the ‘big idea’ for your book will often emerge over time
- Whether to write your own book… or hire a ghost writer
- Why work with at least one writing accountability partner
- How to plan and protect your writing time
- Why to strictly separate writing and editing
- Why to keep one person in mind when you’re writing
- Why your stories and anecdotes don’t have to be strictly true
- How to test your stories before including them in your book
- How to reuse and re-purpose content when writing your book
- How to promote your book once it’s written (and why to start this NOW)
- How to come up with your book title
- When to write the back blurb (hint: not as you’re about to publish the book!)
Learn more about Vicky’s work and grab her book at www.moxiebooks.co.uk.
January 10, 2020
- in Testimonials by Rob Drummond
Social Proof That Sells (feat. Justin DeMers)
Testimonials are a critical part of any marketing and sales system. The problem? Most testimonials are lousy – and fail to reveal the true value you provide.
Justin DeMers has a different approach to testimonials. Listen now to learn:
- Why your customers have stories your potential customers NEED to hear
- Why a “success story” won’t do you much good
- Why the universal thread in any successful story is conflict
- Why perfect testimonials can attract bad clients
- How to ask for great testimonials without feeling awkward
- How to guide your customer through the testimonial
- When to ask for testimonials (not necessarily the end!)
- How to pull customer objections into your testimonials
- Why you should capture your own testimonials
- What format to capture your testimonials in
- What formats to publish in – and why video is king
You can sign up for Justin’s workshops at socialproofclub.com.
January 1, 2020
- in Book Publishing by Rob Drummond
How to Write and Self-Publish a Successful Business Book (feat. Mark Beaumont-Thomas)
If you sell based on trust and DON’T have a book, it’s time to ask why not. In this episode, Mark Beaumont-Thomas explains why and how to write a successful book in a sensible time frame. Listen now to learn:
- Why the barriers to entry in book publishing are lower than ever
- Why you won’t make money out of a book in isolation
- Which formats to publish your book in
- Why self-publishing costs are less than you might think
- Pros and cons of Amazon’s print-on-demand service (Amazon KDP)
- How to get constructive feedback on your manuscript
- How long your book needs to be
- How to define the scope of the book so you don’t run off-track
- Pros and cons of dictating your book draft
- How we published the first edition of Maze Remarketing in under a month
- Why a non-fiction book should pay attention to the narrative arc
- How long it should take to publish a successful business book
- When to cut off one book and start another
Mark’s website is https://lexiconmarketing.co.uk