The Keap Insider - Holiday Edition 2021

The Keap Insider - Holiday Edition 2021

Holiday Edition 2021

Your Guide to Your Biggest Black Friday Yet | 5 Football Hacks to Reach Your Business Goals

Boost Attendance at Your Next Event Follow Abigail Olaya’s 5-Step Guide

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Happy Holidays From All of Us at Keap

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Contents Holiday Edition 2021

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6

5 Football Hacks to Reach Your Business Goals

8

Get Out of the Weeds of Your Business

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Your Guide to Your Biggest Black Friday Yet

13

How to Create Ridiculously Good Content

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6 Tricks to Convert Online Prospects

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Boost Attendance at Your Next Event

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18

3 Retention Strategies That Actually Work

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3 Ways to Transform Your Direct-Mail Marketing Strategy

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From One Entrepreneur to Another

Are you overlooking the golden rule of marketing? Every holiday season, the volume of promotional email soars as our customers work hard to get their offers out to customers. If you’re like most of our customers, you’re eager to get your message out, too. But cutting through the noise can be quite the challenge. The other day, Scott and I were talking about the challenge so many entrepreneurs have in getting their message across. As entrepreneurs, we often feel like we’re shouting our mes- sage into the wind, only to be ignored by the customers we know we could serve well, if only given the chance. Well, it doesn’t have to be so frustrating, if we remember this golden rule of marketing: Your customers don’t care about what you offer; they care about their problems.

As entrepreneurs, we naturally talk about the solution we offer. We tout the features and benefits of the products and services we’ve worked hard to create for our customers. We easily and endlessly talk about what we can do for our customers because we want to serve them, we want to grow sales, and we want to accom- plish our goals. But all those words are wasted if we don’t remember this golden rule of marketing. When we were early in our busi- ness, one of my mentors, Dan Kenne- dy, said, “Remember that you aren’t a small-business owner, you’re a marketer. And remember you aren’t a marketer of your product or service, you’re a marketer of information. And remember you aren’t a marketer of information about your product or service, you’re a marketer of infor- mation about the problems solved by your product or service. In other words, talk about your customers’ problems (that are solved by your product or service) and you’ll attract customers. That simple lesson made all the difference as we prac- ticed it and our business took off. A friend and longtime Keap cus- tomer, Donald Miller of Storybrand Marketing fame, says it this way: “As you fish for customers, the hooks are your customers’ problems. Put enough hooks in the water and you’ll catch a lot of fish.” And I would add that your lead magnets are the bait on your hook. Remember, your lead magnet is the most compelling thing you can give your customer, which addresses their problems. So, as the volume of marketing messages skyrockets this holiday season, make sure you’re not ignoring the golden rule of marketing. Put your hooks and bait out there, and you’ll catch a lot more fish! –Clate

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Don’t Be a Turkey. Be a Sponsor.

Put your business in front of 20,000 readers every single month.

Visit KeapMagazine.com/ Why-Keap-Insider to find out how to become a content sponsor.

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By Shaun Buck, Founder of Newsletter Pro To Reach Your Business Goals 5 Football Hacks

M ore than 14 years ago now, my family packed up and moved to Idaho. There were a lot of changes coming from California to Idaho, but I think one of the weirdest (and coolest) was the absolute obsession everyone out here has with the Boise State Broncos football team. You see it every- where . In the grocery stores, you’ll see shopping carts painted in their colors (even at big-name brands like Walmart). Their pictures are sprayed across buses and on cars. They have merchandise in every store — from shirts to greeting cards — and even at school events and functions! People in the Treasure Valley cheer hard for their Broncos. At the time we moved, I was an occasional sports-watcher but never really a football fan. I’d watch if it was on someone else’s TV, but my interest was never really piqued. Then we moved to Boise, and I got caught up in the culture of it all. Once I caught the bug, my oldest son soon followed, and then before I knew it, we became a whole football family! I even chose News- letter Pro’s old color scheme based heavily on BSU’s colors. New hires have laughed and rolled their eyes a bit when hearing about it, but I think there’s so much business sense that can be learned from watching foot- ball and seeing how each team perseveres and learns. The best teams all have the best plays, and those plays are things we can use in order to get ahead. Football Hack #1: Teamwork makes the dream work. All right, so it’s a cliche. But it wouldn’t be repeated so often if it weren’t true. Defense is just as important as offense. The quarterback can’t take on the weight of the Super Bowl by himself, no matter how good he is. (See Patrick Mahomes in the last Super Bowl.) It takes collaboration to go the distance. I’ve spoken before about how hard it was for me to let go of some tasks when Newsletter Pro started to scale fast . I had to hire new talent to come in, write, and design, and I was a terrible “back-seat driver.” I would often let my new employees spend hours work- ing on a task, only to come in and redo it myself later. This became bad for morale, and I wasted money and time feeling convinced that no one else could do the job quite like I could. When my team finally convinced me

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Football Hack #4: Let the referees do their jobs. On the field and sidelines next to the action, the referees are crouched low, eyes on the field, making sure that the game follows the rules and is as fair as possible. We pay these people to be impartial and tell us uncomfortable truths; they don’t always get it right, and they are not always the most-liked people on the field for sure! But could you imagine a game without them? This is a personal pet peeve of mine. We get cli- ents who pay us to be the pros on their campaign … and then promptly demand something that will torpedo all of our efforts. I’ve seen it time and time again: If we can’t convince them to go another route, their product satisfaction steeply declines, and we lose them as soon as the contract period is over. It’s madness! Why would you hire an expert, then ignore all of their >Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24

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