7. UNCONSCIOUS MENTAL
PROCESSING
Wikipedia
The unconscious mind (or the unconscious)
consists of the processes in the mind which
occur automatically and are not available to
introspection, and include
thought processes, memory, affect, and
motivation.
8. OUR PRIMITIVE BRAIN
3 SECONDS 5 TIMES LASTING
Gut reactions occur within 3
seconds or less.
System 1 processes
information 5 times faster
than our conscious brain.
Emotions make a
lasting imprint
compared to rational
thought.
“Strangers to Ourselves. You have now been
introduced to that stranger in you, which may be in
control of much of what you do, although you rarely
have a glimpse of it.”
11. Subject Line Tips
1. Use the preheader to extend the subject line
2. Use the preheader for a separate, but related message
12. Subject Line Best Practices
• Keep it under 50 characters
• More caps ≠ More opens
Strategies
• Direct
• Timely
• Single Word Subject Lines
• Numbers and Lists
• Personalization
• Mysterious Subject Lines
• Missing Out
14. S
“Video” in the Subject Line
8.3% higher open rate
32.8% higher play rate
Based on 15,000,000 email sends from BombBomb in January 2016
Subject Line Tips
16. EMPATHY, VALUE, CALL TO ACTION
Empathy
Your ability to understand & relate to their feelings.
Meeting people where they are.
Letting them know it’s about them (not about you).
18. EMPATHY, VALUE, CALL TO ACTION
Value
Your ability to serve with knowledge & expertise.
Trying to give them something they can’t Google.
Making tangible your USP.
19. EMPATHY, VALUE, CALL TO ACTION
Call To Action
Your ability to make clear the path forward.
Walking people through the conversion.
Offering the next step strongly and clearly.
20. “I HAVE SOME IMPORTANT
DETAILS YOU CAN’T FIND
ONLINE”
21. EXAMPLE:
Empathy, Value, CTA
• Thank you so much for signing up on our website. I hope it’s been a value
and benefit as you’re searching for your new home.
• I also wanted to let you know that I completely understand you not
putting in your real contact information. I’d do the same thing myself if I
just wanted to find a home and not be bothered.
• But when the time is right for you and you’re feel you need someone to
help you through this difficult process, find that dream home, and get the
best possible price, please put in your correct information and reach out to
us. We’re here to help you.
25. THE TYPICAL LEAD IS TOUCHED BY A
SALESPERSON ON AVERAGE ONLY
1.3 TIMES. INCREASING THE NUMBER
OF TOUCHES TO SIX INCREASES THE
LIKELIHOOD OF MAKING A CONTACT
BY 70%.
CRM
26.
27. We automatically build (and keep updated)
the address book for all your contacts
We help you prioritize your top contacts
into groups (or buckets)
We prompt you to follow up with the top
people in your network that you haven’t
connected with in several weeks or months
By regularly following up, you’ll stay top of
mind, and get more referrals & repeat business
1 2
43
37. Hey Ken,
I’m just cleaning out my mail box and wanted to
share a few thoughts with you.
Your videos were a major reason I chose to have
you as our realtor. After watching your first video,
then reading the reviews from your customers, I had
this comfortable feeling that I was doing business
with a friend.
I loved seeing your kid’s art posted on your walls. I
remember when our kids were young and there
masterpieces covered our walls. I’ve spent my
career in sales, and you do all the little things right.
I look forward to talking with you soon.
Thanks,
Michael
Today we are going to talk about connecting with people of the digital tools people use most – mainly email.
People have studied behavioral psychology for years, but a resurgence is in play because of how much our communication has changed
Everyone makes different decisions, but most humans are hardwired to act or react n a certain way based on stimuli
Unconscious Mental Processing - Susan Weinschenk – most decisions are made unconsciously. Is this brand/person me? Am I a part of their group? We yearn for relationships and other people and we are quick to make judgements on whether or not we fit in
So how do we make connections with people…let’s start here.
Google name, facebook then email or ….
Bonus – Charlie App after the appointment is booked
Public blogs, articles, stories, - not…I see you have kids
Kyle Williams
A large event management software provider
EMPATHIZE - Anchor your message to the context
Learn from others, don’t try and reinvent the wheel – Creating an emotional connection is not industry specific
Marketing Experiments http://www.marketingexperiments.com/
If you are selling homes – cars let me tell you about the differences between….
Not all leads will convert quickly
Version 1 (request only): “Excuse me, I have 5 pages. May I use the Xerox machine?”
Version 2 (request with a real reason): “Excuse me, I have 5 pages. May I use the xerox machine, because I’m in a rush?”
Version 3 (request with a fake reason): “Excuse me, I have 5 pages. May I use the xerox machine, because I have to make copies?”
Version 1: 60 percent of people let the researcher skip the line.
Version 2: 94 percent of people let the researcher skip ahead in line.
Version 3: 93 percent of people let the researcher skip ahead in line.
We use reasons—both logical and illogical—to justify our own behavior.
Hubspot
Our monthly offers. All text, short, and links back to our original email.
Timely, Missing Out, Direct
There’s a lot of emotion stripped out of digital communication
Have you ever met someone in real life and knew that you liked that person.
I am not telling you to rent a kid
Some other powerful ways to connect emotionally would be…..Commonality in the beginning
Michael Thorne
How many sentences does it take on your mobile phone before you decide....you know what? I will do it later on my computer.