Follow-Up Campaign

What we're going to do now is I going to take you through the process of what happens if someone actually orders one of your Monkey's Fist reports. Heaven forbid, someone will actually do that and want something delivered. So what do we do now? It could be a major panic. So fear not, we have it all covered for you. We've got your back.

What you're going to do is you've got a few different options, but I'm going to suggest you send it out, a good old-school hard copy electronic version to start with. We're going to teach you how to automate it later. But to start with, you're probably not going to get a million requests for your Monkey's Fist. So let's do it the high-quality way and let's do it in a more personal way. And that's going to be through mail and we're going to post it out through a phone call. How about that? Pretty old school but old-school is not necessarily a bad school.

So here's what we've got. We've got an email for you. You can use this. You can use this email or amend it to suit your style. So you can change it to put your voice into it, you can make it more formal, more informal, up to you. But you need to let people know as soon as they've requested your Monkey's Fist that you have got their order and you have posted it.

Okay, you don't sell your LCC in the email, that comes later. This email is purely to create a simple touch point and show that you are responsible and let them know that you're available to answer questions. So we're going to keep it simple and keep it personal. So there's the email that I want you to take and if you want to adapt it, by all means, but it's going to be something like subject line, enter their first name. I've emailed the report. Hi, enter their name. Thanks for requesting the and then whatever the name of the Monkey's Fist is. I've just emailed it to you and it should arrive within 72 hours or whatever timeframe.

I'll follow up with you in a few days to check that you've received everything in the Monkey's Fist and answer any questions you may have about your project. Speak soon, enter your name. PS, if you have any urgent questions about your project, just reply to this email or call my direct number and then enter your phone number. I'd be happy to help. That's it, nice and simple. Okay, so they know that their report is on the way and they know that you're available for questions. They also know that you're going to give them a quick call later on to answer any questions.

Now, this is vital. That follow-up phone call is very, very important to you. What you'll find is you will get most of your bookings and appointments from your phone call. They're not necessarily going to pick up a phone and ring from an email, or they're not going to call you because of the letters we're going to send. Okay, those letters are to prompt them, to make them aware that it's there but you'll probably get most of your appointments from your follow-up phone call. So it's really important to get that follow-up phone call which means it's very important when you're requesting their information that you ask for the phone call or you ask for their phone number.

Okay, let's have a look at some of the letters that we're going to send. All right, let's have a look at the letters. You now, you've got their request. You've told them in an email that you're going to send it out to them. Here is an example of a letter you can send. Now, once again, you can change this letter. This is a draft letter for you to start with. You can change the tone, you can change the content, you can change anything in it, but at least you've got a draft version mocked up written by me.

Okay, you're not going to have Architect Marketing at the top, the logo, obviously, but you have the name and address. Right, here's the letter I've drafted for you and it's up to you to change it from here. So it's this part one, here's the information you requested. First thing we need to do is just reconfirm, they've probably forgotten. In two or three days since they've ordered it they may have forgotten they ordered it.

So recently, you requested a copy of the Monkey's Fist. I've included a copy with this letter. Congratulations for requesting this information. You're obviously proactive gathering information about a possible outcome in project. Proactively doing your research first is the smart thing to do. Here's how this information can help you. And then what you're going to do is you're going to insert three reasons how they're going to benefit by consuming your Monkey's Fist or whatever it is you're sending.

Right, why do we provide free educational tools and resources to people like you? Simple, I'm an architect in the whatever area who has had to rescue many failing projects. And I prefer to help people avoid the costly, stressful mistakes rather than come in as the ambulance.

Here are some issues we are asked to fix when the correct steps not taken early. And then you insert three risks or three dangers that they could face in a project. Now, these are all true things, right? So you are genuinely helping them out by pointing out what can go wrong and you are the person who is available to help them trying to avoid those mistakes. So an ounce of preventions is better than a pound of cure.

Right, so that's sort of the ... here's what we promised you, here's what you're going to get, here's the value of it, and here's how it can save you. Now we're moving to part two and this is where we're going to introduce the LCC. And once again, I don't expect they're necessarily going to pick up the phone and start calling you. Not necessarily. Some will, but that's why it's key that your follow-up phone call is really, really important because if they've been prompted and told about it a few times and they've received your LCC offer, then when you are on the phone call for them, it makes it very easy for you to bring it up. They've already understood it, read it, been through it. At least they've seen the paper even if they haven't read it in detail. But it's much easier if they've been prompted early. Okay, so we set the scene.

All right, so part two, the needs and options review. You may be ready to get specific advice on your project but before you hire and architect or a builder, to give you design ideas, the best step is to get pre-design advice. This is the homework that needs to be done on your specific site before you decide your final option or design. Many people do not take the step and move straight to design. Mistake. That's why we create the needs and options review service so you can know exactly where you stand, avoid common mistakes, avoid the risks, and find the best roadmap before you commit to any project or professional.

I've attached a summary of the service and then you can put the top ... this is optional, right? It's always good to have sort of a sense of urgency with these things. So the optional like is, look, first of all, you can book the service and apply your $200 voucher valid until and put a date in there. Okay. That means you have to make up a $200 voucher or some amount. Okay. Now, that's optional. I think it's a good idea. I think you should do it but it's up to you.

Now, if you have testimonials, you would include them in here. Now, these are testimonials about the needs and options review. Okay. And you may not have them at the moment but bear in mind, you want to click these because this can be started in here.

Right, we're finished with the call to action. The call to action is just telling what to do. So call me on, then insert your phone number or email me, insert your email to book your needs and options review. Don't forget to mention your $200 voucher. Now, you may not call it needs and options review. Of course, you can change that just like you can change anything in this whole letter series. All right, kind regards and then enter your name.

PS, we will be producing more checklist, guides, and tools to help you with your project and I'll make them available as they are ready. Okay, we want to prompt them that they could be well receiving more stuff from us. Okay, so we just tipped them off that that may be happening. Number two, our PS, PPS, ... and by the way, people love PSs. They're the second most read thing part of the letter after the headline. So you always want to have a PS because you know that people will read them.

All right, PPS. If you have a specific question about your project, call me directly on this number and I'll be happy to give you an answer if I can or direct you to another person if I can't. Right. And PPS, the best mistakes to learn from are other peoples. Look out for the two to five minute if only we'd asked monthly video that comes to your inbox each month. These quick tips will save people like you thousands of dollars. Okay. So we're going to give them a tip-off that they will be receiving a short three to five-minute video each month.

So what we're doing is we're setting the expectation that one, yeah, we're here to help. Two, we're going to be in regular contact. And three, there is a thing that they can say yes or no to, the needs and options review. All right. Now, the reason for the ongoing communication is some of these people may not be ready for six months, 12 months. That's cool. If you can produce one three minute video every month, then you have a vehicle, you have a platform with which to stay in touch. And when you deliver that email with the video, you can also give them an opportunity to ask your questions or book their needs and options review at a later date.

Okay, so you're keeping that line of communication open and we're setting the expectation that the line of communication is going to stay open. Now, they can opt out at any stage if they want to. That's no problem. And if they don't want to receive anything else, no problem, because they're not a prospect. But, I'll tell you what, you're going to win a lot of extra deals with people who some will come on board early on but there'll be a lot come on board later on.

Okay. So those, that's the email I've showed you. That's the first letter. There are another couple of letters. You can read these. They really just repeat the fact that the voucher is expiring and you need to hurry up and get it. And now you can take these and you can change them any way you see fit but they're all ready to go. So at least you've got a blueprint to work from.

I know that will help and I know those who use it will get great results from it because I've already seen people who've used it and have got great results from it in the past. So hope that helps. I'm trying to put a lot of it together for you. Really enjoyed making this little video for you. And that rounds off this module of the Monkey's Fist. That's how you follow up.