Brian Johnson: The Perpetual Launch

Brian Johnson is one of our main “go to guys” when we need to brainstorm productivity… especially for our sales funnels (where the actual Big Bucks pour in).

We are thrilled that he’s agreed to share his unique secrets to helping production-challenged entrepreneurs streamline everything (so prospects come in automatically, get converted automatically, and become your best customers… all without you needing to apply any personal energy once it’s set up)…

… so you get all the benefits of a launch, without the freak-out headaches. He was the “Magic Man” behind Rich Schefren’s burgeoning Strategic Profits empire online (where he perfected this “evergreen” strategy), and now drives the 8-figure online operations at Precious Moments (which has sold billions as one of the top brands in marketing history)

9:20: Intro to Precious Moments

Today he will share his marketing, tools and process. You can take pieces or whole processes.

Help you know what matters in your business

Show how they integrate Physical/Direct Mail/Online

11:38 Organic Integrated Marketing:

• Automated marketing processes
• Know metrics so you know where to focus
• Events sell/deadlines sell
• Bond effectively to make selling easy
• Testing platform for real metrics: Do your own testing. Don’t listen to those who tell you that they tested something so you should use it yourself.

12:58 Goals for a successful business:

• Fully automated from first touch to the delivery (increasing the lifetime value of your customers)
• Build a distribution network to plug products into
• Effective profiling: Dempgraphical profile vs behavioral profile
• Not rely on constant new releases
• Better planning and ability to grow the company
• Have clarity and know where our highest leverage points are and what to work on…A Key Distinction

“If you can’t describe what you are doing as a process, you don’t know what you are doing” – W. Edward Deming

14:58: He shows a chart of processes they use

Top left: Beginning of funnel (opt-in, etc) Shows what they use to bond with the customer. Earn their trust. Don’t just start selling to them.

After bonding sequence: Invite them to a webinar (72 hours to register)

If they didn’t register other email counting down time left to register (48 hours)

Next one (24 hours to register) includes video

Final one (12 hours) more scarcity

If they register: Go to another sequence that gives them a specific time to go to the webinar.

Next: Sequence confirming that they made the right decision. Introduces the speaker to bond before the actual webinar.

They track all emails to see which ones work. They test different subject lines, etc.

They have a tell-a-friend with a bonus that is effective in increasing opt-ins

Triggers: People that register but don’t show up. They are offered a replay

Show up but leave early: Thanks for coming, sorry you couldn’t stay, offer replay

Show up, stay, didn’t buy: Email sequence answering objections and trying to resell on product.

All of these people are not mailed other offers for the length of the sequence.

After sequence: May have a downsell if they don’t buy

They start with the more expensive product, then downsell if they don’t buy.

Then they are put into the regular list and mailed all other offers.

28:24: Precious Moments process chart.

They have a facility in Missouri, but for years they didn’t do anything with the visitors.

Now they have people register when they enter and they put them on a list. They are now testing various bonding procedures to a video by founder about how precious moments figures are made.

They are testing whether they can go right to the video.

They have tripwires to segment their list (online vs catalog)

They have cards in the boxes in retailers to try to capture offline purchasers.

33:52 6 key areas

• Track your results
• Turning point – go or no go
• Identifying highest leverage points
• Crank up the process
• Building metrics and going vertical
• Introducing your program to affiliates, partners, channels and markets

Most important thing is getting people to show up and watch the webinar.

35:33 Test traffic to registration page (media buy, email, etc)

Metrics:

• How many registered
• How many showed up
• How many stayed until the end
• How many went to the sales page
• How many purchased

Then look at the numbers and focus on:

First leverage point: Getting people who register to show up. If more show up, how will that affect the outcome?

Once that is optimized they move on to the next most important leverage point…maybe getting people to stay until the end.

Look for major dropoff points to see what you aay be saying at that p0oint.

38:19 Life cycle (how long they continue to pay attention to you) is more important than lifetime value.

To increase lifetime value you ahve to increase either life cycle or how much they spend during their life cycle.

They spend a lot of time trying to find out why and when people deflect from the company so they can try to hold people longer.

if you don’t pay attention to this you will have to keep launching new products.

They often have a negative ROI at the beginning because they know they will make it up at the end.

41:19 Media: They track purchases from all traffic sources (avg order size, response rate, total orders, when people drop off)

He has a chart showing all of their traffic sources

They have different catalogs based on buying habits of customers and how long it has been since they purchased last.

Brian give a lot of information in this presentation. People at various stages will want to take different pieces. Here are some action steps if you are just getting started with a webinar:

1. Sketch out a simple funnel.
2. Identify the pivot points at which you have to measure reactions people have.
3. Find software or a service you can use to make the webinar evergreen.
4. Run the webinar.
5. Measure the reactions of people at all your pivot points and use that to adjust the copy/funnel.
6. Rinse and repeat.

Click here for the Precious Moments website.

He uses a mind map to illustrate his funnels.  We have information on MarketingRebelClub.com that introduces and explains how to create a simple mind map using free software:

There is a demo of Freemnd mind-mapping software here.

He uses email to nurture and sell to his email list.  There are presentations at the Action Seminar and posts in the Marketing Rebel Club that explain different aspects of creating and sending email:

Click here to see the Action Seminar emailing resources.

Marketing Rebel Club posts about email marketing are here.

During a marketing hot seat session Stan described a simple method to identify and map a process and keep yourself on track.

Click here for “How to Map a Process”.