The Keap Insider - Volume 1.3

The Keap Insider - Volume 1.3

Volume 1.3

10 Reasons to Attend IKON 2021 | Focus on These 10 Areas to See Massive Growth

Big Grit Meet 3 of 2021’s Most Courageous Entrepreneurs

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Attend the Only Event Devoted to Elevating Keap Customers Nov. 3–5, 2021 At our exclusive hybrid event (attend in-person or virtually), Keap’s founders and product leaders, as well as fellow Keap customers, influencers, and entrepreneurial experts, unite. Join us for presentations, strategy sessions, and networking opportunities designed to save you time and grow your business. Prefer to attend remotely? • Watch all the same in-person events, livestreamed right to your laptop • Live or remote, get all the same content from this hybrid event • Online and in-person breakout sessions • Keynote and mainstage events for all • Networking options for both LIVE and virtual attendees

Register today by scanning the QR code!

See what Keap customers said about the last IKON: “IKON was such an amazing experience; we took away so many jewels we’re already implementing in our business.” –Chantel Henry, The Legacy Project “IKON, it’s the summit of all experiences.” –Mwale Henry, The Legacy Project

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Contents

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10 Reasons to Attend IKON 2021

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A Controversial ‘Subliminal’ Sales Technique That Will Make You a Lot of Money

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Reflections From the Other Side

Focus on These 10 Areas to See Massive Growth in Your Business! Why Advertising Fails and How to Make Yours Succeed!

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Do Your Customers Feel Lucky When They Do Business With You? Big Grit: Meet 3 of 2021’s Most Courageous Entrepreneurs 3 Ways to Add More Value to Your Membership Site Without Creating More Content Why Print Marketing Can Fix Your Email Issues

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From One Entrepreneur to Another

The heat of the summer brings me back to the days spent barbecuing and enjoying the familiar faces of friends and family. And no one does family reunions quite like the Keap team. This year, we’re bringing back our in-person annual conference, IKON. Much like the family reunions of my child- hood, IKON brings the Keap family together for one singular reason: to help each other grow. We love bringing everyone together, and hosting IKON is a highlight of my year. In fact, the Keap team got together to brainstorm 10 of their favorite reasons for attending our annual IKON conference, and I have to say, they’re spot on!

6. The Latest Keap Updates 5. A Chance to Meet Your Mentors 4. Sneak Peeks at the Future 3. Valuable Product Training 2. Our Incredible Speaker Lineup 1. Finding Your Community Check out our featured article in this edition of Keap Insider to read more about why attending IKON should be on your agenda. Not quite able to make it to Scottsdale for the confer- ence? We are excited to offer a virtual registration option. Enjoy all of the perks of IKON without all the hassle. We have big things coming this year to IKON, and I can’t wait to share them with you. I will see you in November! –Clate

Our Top 10 Reasons For Attending IKON 2021

10. Unparalleled Networking Opportunities 9. Game-Changing Marketing Breakouts 8. Fun-Filled Celebrations 7. Insider Secrets

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MADE you look!

SO WILL THEY VISIT KEAPMAGAZINE.COM/WHY-KEAP-INSIDER TO FIND OUT HOW TO BECOME A CONTENT SPONSOR!

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Don’t Miss OurAnnual Customer Conference! 10 Reasons to Attend IKON 2021

10 Unparalleled Networking Opportunities Throughout our three-day event, you’ll have multiple opportunities to connect live online or in person with your peers, Keap leaders, product managers, influencers, and our partners from around the world. You’ll walk away with new friends and colleagues found only at our special events. 9 Game-Changing Marketing Breakouts IKON’s agenda has been designed by experienced digital marketers and Keap customers just like you, so it’s full of answers to your most head-scratching questions! These sessions are guaranteed to help you create content that attracts your ideal audience, harness the power of numerous marketing

Here at Keap, we love em- powering entrepreneurs with sales and marketing automa- tion (SMA). We know SMA is the great game-changer for time-strapped entrepreneurs and their teams who want to grow their businesses. But sometimes, in all the busi- ness of running a business, our customers miss amazing automation opportunities right under their noses. That’s why we have ramped up our ed- ucational efforts with Keap Academy, Automation Hours, and so much more. The big- gest and best of them is IKON, our annual customer confer- ence coming up this fall from Friday, Nov. 3 through Sun- day, Nov. 5. You can enjoy this year’s hybrid event in person or from the comfort of your own couch. Here are 10 rea- sons to book your ticket(s) before it’s too late.

channels, convert more prospects into paying customers, and create repeat business by continuously wowing your clients. You won’t find these hot tips and tricks anywhere else. 8 Fun-Filled Celebrations Who doesn’t love delicious food, dancing the night away, and celebrating success? That’s exactly what you’ll find at our Awards Ceremony and Meet and Greet. 2020 and 2021 have been two roller coaster years, and entrepreneurs like you have had to rise up and use your grit and passion to survive and thrive. Now that you’ve made it, it’s time to unite, let loose, and celebrate your achievements! 7 Insider Secrets IKON is the best way to stay on top of industry trends, find out about the latest products, and keep abreast of third-party devel- opments with the insight of prod- uct leaders. At the event, you’ll also get a behind-the-scenes look at the absolute best sales and marketing automation tool on the market — Keap! Which brings us to our next point ...

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6 The Latest Keap Updates Are you curious about what we have in the works to support Keap customers like you? How have we taken your feedback in stride? What are we working on to level up your experience? IKON is the place to learn about what’s coming directly from Clate and Scott, our founders. 5 A Chance to Meet Your Mentors Not only will you meet your peers at IKON, but you’ll also encounter like-minded entrepreneurs who have been in your shoes, failed, learned, and grown through many years of experience. These part- ners and sponsors will become your mentors and provide the resources you need to grow. 4 Sneak Peeks at the Future New features and updates are in the works for all of our Keap prod- ucts! If you attend IKON, you’ll be the first to learn about them.

3 Valuable Product Training IKON is your opportunity to be- come a Keap expert. Regardless of which edition of Keap you’re using, you’ll find helpful tips and advice packed into the conference. This training will include multiple tracks covering a range of product fea- tures, like advanced automations, reports and analytics, list hygiene, integrations best paired with Keap, list management, and much more!

2 Amazing IKON Keynote Speakers, There to Inspire You and Share Their Journeys 1 Find Your Community As we said above, this is a family reunion, and you’ll attend as part of The Keap Family! At IKON, you’ll meet your brothers and sisters, build strong bonds, and become a part of the best community of entrepreneurs out there.

As you can see, if you’ve never attended IKON, you’re missing out on a phenomenal event. But don’t take our word for it — here are a couple thoughts from past attendees. “IKON was such an amazing experience; we took away so many jewels we’re already implementing in our business.” –Chantel Henry, The Legacy Project

“I felt free to dork out and be like, ‘WOW THAT IS SO COOL. I DIDN’T KNOW I COULD DO THAT!” –Even Paquette, Magic Evan Are you ready to change your life and business for the better? Scan the QR code on this page right now to claim your virtual or in-person seat. This event only happens once a year, so you don’t want to miss it!

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AControversial ‘Subliminal’ Sales Technique That Will Make You a Lot of Money

G ather ‘round the campfire and let Dr. Dee tell you a true story. It all started back when I was doing a birthday party magic show at a wealthy man’s home. I had just started to dip my toe in the lucrative corporate enter- tainment market and wanted to

do more of those gigs and fewer kids’ shows. As I was doing my show, I casu- ally mentioned that the next trick was one I recently debuted at a show I did for IBM. I’m not sure why I mentioned it. It must have been my subcon- scious mind telling me something.

After the show was over, the man, who happened to be the VP of sales for a major corporation, came over to me and asked, “So you do shows for corporations? I’d love to have you perform at my next sales meeting.” That’s when I discovered the power of “casual mentions,” or what is also known as “seeding” an audience during a webinar or in-person one-to-many sales presentation. That is one of the most potent ways to plant thoughts into your prospects’ (audiences’) minds.

“That is one of the most potent ways to plant thoughts into your prospects’ (audiences’) minds.”

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Here’s the beauty of seeding: If planted correctly, the seeds will start to sprout, then you can make them rapidly grow and take hold of the minds of your pros- pects on demand. Soon, the thought you originally planted will bloom, and the pros- pect will believe the idea they now have is their own. Read that last sentence again and let it sink in. The prospect will believe that the idea they now have is their own. Selling at the highest level is making the prospect conclude that they must buy what you’re offering and that they discovered the solution to their problem. Let me give you a real example that I use in almost every group sales presentation I do. My goal with this is to overcome the “I can’t afford it” objection. Here is what I say: “I remember thinking I can’t afford to buy Magnetic Market- ing. Even though it was only $279, I was deep in credit card debt and making almost no money, so $279 seemed like a huge amount of money. But then I remembered

something I read where the author said, ‘Successful people invest in themselves and their education.’ And they do it before they can afford it, and that’s how they become successful. “Well, I knew that if I wanted to be successful, I needed to do what successful people do, so I invested in myself and bought Magnetic Marketing.” While those words look simple on paper, they are powerful and represent a “master class” in seeding. First, in this particular case, I am seeding the sale of Magnetic Marketing, which is the product I am selling. Second, I am planted a seed in the prospects’ minds that “suc- cessful people invest in them- selves and their education.” Third, I plant in their minds, “To be successful, I need to do what successful people do.” Now here is a mucho important point: I am indirectly telling my pros- pect these things by telling a true story about myself. I am NOT telling them what I want them to believe directly. If I did that, their “He’s trying to sell me” defense would come up, and they would resist what I’m saying. Instead, I am planting a seed in their subconscious mind. My

statements fly past their con- scious radar and resistance. Later on, when I get into the close, what thought springs to the prospects’ minds? “Even though I don’t think I can afford this, I must buy it because I want to be successful, and that’s what a successful person would do.” But then, I make the offer al- most irresistible to the prospect by firing off the anchor. Yeah, this could be dangerous stuff in the wrong hands, but if you sell a quality product or service that genuinely helps your prospect get what they want, then seeding is one of the most powerful tools in your one-to- many selling arsenal. Use your powers only for good. Kick butt, make mucho “DEEnero!”

–Dave “The Farmer” Dee

Dave Dee helps professional service providers attract more clients and make more money without spending more on mar- keting. To get a free micro-train- ing titled, “How To Attract More Clients With Short-Form Webi- nars: A Streamlined, Automated Client Attraction Machine,” go to UltimateWebinarSystem.com.

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Reflections From the Other Side

The Personal Shift Every $1 Million CEO Must Make

A s a business owner, there’s nothing better than receiving testi- monials and stories of success from the customers you serve. Can I get an amen? Several years ago, our team received an email from one of our longtime members. In it, he shared how the Elite methodolo- gy transformed his business and the ways he had to change as a leader while his company grew. Bill Harney’s story will show you just how important it is to shift in order to enable future growth. One of the fundamental princi- ples we teach is the requirement to relinquish control over the work that must be done in the business. You must stop working in the business and start working on the business. It was 2014 when it hit him: What got Bill and his team to $1 million in annual revenue would not grow his business, a real estate education company called Keeping Current Matters, any further. “Business was slowing, may- be even on the verge of stalling. I was working 70- to 80-hour weeks just getting things done. I thought I had to do everything myself in order for it to be right.

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of their businesses. When every leader buys into this model, it frees up the business owner to offload their daily responsibili- ties to their team and shift their focus to building the business. The Elite Leadership Mod- el consists of the three primary responsibilities of a leader: Set the Vision, Build the Team, and Deliver Results. The critical core of this model is care , not only for customers but also for team members. It is that care that helps build trust and create a culture of high performance. This is exactly the shift that Bill made in his business that allowed him to triple his revenue in just two short years. After learning the Elite Business Growth Method in 2014, his dedication to the process and commitment to implementa- tion changed everything. “I trusted the process and be- lieved the results would come,” he shares. “And boy, did they. I learned how to be a CEO and not just an entrepreneur. I learned how to set and communicate a big vision — the right way! My team is inspired and motivated. The growth that I’ve seen from ev- ery person on the team has been mind-blowing. And my growth has changed me forever.” When you champion the vision, your team is aligned to a com- mon purpose, set of values, and mission. When you hire, lead, and fire to the vision and cheer on your team both professionally and personally, everyone is motivat- ed to do the work. And when you establish your meeting rhythm and deliver successful results, everyone wins, and your company will flourish. Now that Bill is on “the other side” of the common million-dol- lar challenges, he encourages every entrepreneur to recognize

and act on their potential. “If you’re stuck, if you’re on the side where you know there’s more, but you’re struggling to find it, then I urge you to commit to yourself. You’re worth it. Your team is worth it. Your business and the good you do in the world are worth it.” Today, Bill Harney leads a team of 35 employees and has an annu- al revenue of $11 million. He is still an active alum of the Elite Entre- preneurs community. To learn more about the

Elite Leadership Model and connect with our team, scan the code below or visit

GrowWithElite.com, where you can access free resources to help your business grow.

Bill Harney

And I didn’t know where we were going to be in a year, nor how to get there,” he shared. “I was convinced that there had to be a better way. Too many people less talented than I were successful, so why couldn’t it be me too? But I needed help. I couldn’t get there on my own. So, I sought out people that had done it already and put together a framework that was proven. And I jumped in head first.” At Elite Entrepreneurs, we are passionate about growing great leaders who, in turn, help grow meaningful businesses. With this at the heart of what we do, we have created the Elite Leader- ship Model as a guide to help seven-figure business owners and their leaders understand and apply what is foundational to the continued growth and success

Brett Gilliland is the CEO of Elite Entrepreneurs, a company that spun off from Keap in 2018, specializing in giving $1M-plus business owners the knowledge, processes, and tools to grow to $10M and beyond.

Brett spent 10 years helping Infusionsoft grow from seven figures in revenue to over $100M.

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10 Areas to Focus on Right Now To See Massive Growth in Your Business! By Shaun Buck, CEO of Newsletter Pro Over the last number of weeks, I’ve been looking at all areas of my business and reevaluating them. I’ve asked myself what I like about my business and what I don’t like, and I’ve been working hard to change and/or remove the areas of my business I don’t like. So many business- es are in a state of change right now. You may have already stumbled upon this, but if you’re being forced to change, then why not also re- evaluate the areas of your business you wish were different? Why only look at the areas of change that you’re being forced to look at?

Not all of these are created equally, and not all apply to every business. The question is this: Which of these makes sense for you and your industry? The an- swer will be different for everyone, but let me touch on just a few. 10: Be careful when thinking of new products and services, as this can be a kind of shiny object to us entrepreneurs. There is a reason I put this one last; I didn’t want anyone to get stuck on this one and not get through the whole list. 1–3: These are my favorites. When answered truthfully, they can have major impacts on prof- itability and your overall happi- ness in your business, which is important, especially since busi- ness valuations for most compa- nies are depressed right now. 6: This is an area I’ve spoken about a few times, but it could be difficult to make tons of improve- ment on it at this particular mo- ment. Recently, I’ve found myself having to do work in areas I hav- en’t had to think about in years. This would be a negative to most, and honestly, some of the work was less than pleasant. However, it has allowed me to see other opportunities in the business that I may have missed had I not gone

Here are 10 good questions to ask yourself to help find some of the opportunities in your business.

1. Why do we do things this way? 2. Which areas of my business have I always wished were different? 3. Can I simplify my products or services? 4. Where can I get leverage? 5. Are there opportunities to make investments in my business and get huge returns? 6. What stuff don’t I (the entrepreneur) want to do anymore? 7. Are there opportunities for partnerships or growth that weren’t available previously? 8. What major accounts I’ve always wanted to land are finally in play? 9. What talent may be in the market that I can get access to or hire? 10. Are there new products or services I should be considering?

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“backward” and done work I’d passed off long ago. Another massive opportunity is found in purchasing one — or maybe all — of your competitors’ businesses, or better yet, just their list and phone/web prop- erties. Some businesses simply won’t make it, and when they close, there will be a great oppor- tunity for the ones that survive to buy up their assets for pen- nies on the dollar. There will be a whole industry of people de- voted to helping put those deals together. Think of this industry like the short sale industry in the housing market, but for business. You can easily set those deals up yourself or, if you have massive amounts of free time or are going to lose your business, maybe this is a nice hustle you can get in the middle of and make some good cash from. Depending on how big and complicated the deal is, there is even the possibility of taking a tollbooth position, which is one of the single best positions to have in any transaction. (A tollbooth position is where one person sits in the middle of a deal and takes a cut of sales or profits from one or both par- ties on an ongoing basis. If you arrange the deal correctly, you could get a piece of the action for years to come. Of course, you

have to provide a good reason for these people to need you in a tollbooth position. But it can be crazy profitable once you have your reason, arrange the deal, and get the contract in place.) Like most of us, this year has been crazy for me. The craziness came both personally and pro- fessionally. As I write this and reflect, I’m not sure I’ve ever been through a more difficult time in my life — and surely not in such a short amount of time! I’ve always said I can out-work and out-hustle anyone, and that belief was really put to the test as I struggled to overcome the onslaught of both personal and professional obstacles. The unexpected benefit, though, is that I suddenly see the world through new eyes. Busi- ness, people, places, material goods, all the things around me are suddenly different. It’s like I went from seeing everything in standard definition to being able to see things in high definition. Everything has become crystal clear. And let me tell you, the opportunities around all of us right now are massive. The abil- ity to make your dreams come true and leave your mark on the world — or, as Dave Ramsey says, “change your family tree” — has likely never been better than

it is right now, if you’re willing to do the work. If you’re willing to build out your business founda- tion and focus on strengthening your relationships, you can thrive like never before. You can create that business, life, and income you’ve always dreamed of. You can have it all. P.S. One of the changes I’ve made to my business has allowed us to create a better product and service for our existing custom- ers as well as new customers. We were able to make these im- provements and still decrease the monthly investment by 33% on our starting newsletter program. If you’ve been thinking about getting a newsletter to help grow and building out the foundational marketing aspects of your busi- ness, now is a great time. You’ll be able to get the best possible quality and pricing we’ve ever been able to offer. To get more info and see how we can help you and your business thrive right now, go to NewsletterPro.com/ schedule or call 208-297-5700.

Newsletter Pro Team [email protected] 208-297-5700 NewsletterPro.com

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Dan Kennedy on Why Advertising Fails & How to Make Yours Succeed!

14 \ The Keap Insider \ Keap.com moves from one to the other. But there’s often a great dis- connect between the expecta- tions the advertising created, the next messaging in marketing, and the actual experience of the pur- Dan Kennedy: Unfortunately, a lot of businesses, small-business operators and particularly bigger companies, think of these things as separate silos and often oper- ate them as if they are apart from one another; advertising, market- ing, sales, and different people are doing separate things with them. And they’re only connected if and when the prospect or customer D an, your new book that ing Fails and How to Make Yours Succeed.” Why did you write a book about advertising when you’re the marketing guy, and what’s the difference between advertising and marketing? will be released in October is titled “Why Advertis-

holders, readying a company for an IPO, and motivating the re- tailers to stock the product. So, there’s a lot of other stuff that goes on with advertising when you get up into big companies. Marketing is now about taking the person, the suspect, prospect, or buyer raised up by advertising and doing a more complete and thorough job with them to ready them to be sold and to move them to a point of sale. Now, a lot of businesses just compress that, in some cases to their detriment. So most furni- ture stores don’t really have any marketing. They have advertising. This is the “come see the mat- tresses, get a free case of Coke and 72 months, no-interest fi- nancing” approach. And then they have selling. When you get to the store, they don’t really have any- thing in between or overarching above that.

chase or the sales event — when really, they should be seamless, congruent, and consistent. This should be more like the way we build funnels, where somebody gets on a moving sidewalk inside of guard rails, and we move them along from some entry point all the way to the point of sale. That’s not how most of the world functions, but it should. So, the difference is that marketing should essentially include advertising. Advertising is that which brings a suspect, a prospect, or a buyer forward, out of the woods. This is what should build brand identity, reputation, and recognition so that when their need, desire, or interest oc- curs, the entity (the advertiser) is thought of first. Bigger company advertising can also be about non-sales agendas altogether. It can be supporting the stock price, motivating share-

Take a car dealer. Mostly it’s advertising to selling. Now, if you get into small markets, small- town car dealers, you will see a lot of grassroots marketing. You’ll see almost everything that’s in the “NO B.S.” book about grass- roots marketing being done by the small-town car dealer. So, they are exhibiting at the horse show. They have a booth at Friday night high school football games. They are supporting charities. They’re involved in every run for cancer or run for this, run for that. Their sales guys go to career day at the school, etc. They’re also advertising, but what they still don’t understand is how to connect advertising into market- ing and then into selling. Marketing’s biggest job is to help the selling. They get the pro- spective buyer oriented to hear the sales message, have the sales experience, and preferentially buy from this source. If what hap- pens at the sales event is okay, this reduces the need to have superstar sales people (which are actually pretty important).

And it provides price elasticity, competitive advantage, and all sorts of things. And, of course, selling is selling. The sales end of this is where either the first trans- action or advertising and market- ing some real-low threshold, real low-price transaction took place. Then, this is where the second transaction takes place. The famous scene in “Dead- wood” that I sometimes talk about is where a guy brought craps to a bar, and the other bar owner (who doesn’t have it) asks how it’s going. The response is, “I think I made a horrible mistake because everybody coming into here in Deadwood is too dumb to learn how to play craps.” You can’t actually be appealing to people with a complex sales argu- ment if they can’t handle a com- plex sales argument. So, there are all sorts of ways your advertising can be bringing the wrong peo- ple forward. And then, everything else you do is set up to fail. That’s not the only way you can fail with advertising, but it is a significant source of failure with advertising.

Don’t miss the FINAL Magnetic Marketing live event of 2021 on Oct. 13 in Nashville! Reserve your ticket to our Red, White, Blue, and BBQ event in Nashville, where Dan Kennedy will launch his newest book, “Why Advertising Fails!” Get your tickets today at WhyAdvertisingFails.com/keap We only have about 150 seats available in the room, and more than 50% were sold at our most recent event. Get your ticket before we’re sold out.

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The Magic of Stellar Customer Service

3 Ways to Deliver a Wow to Your Customers

However, not every business takes the time and effort to wow customers. They don’t go out of their way to make their custom- ers feel lucky or valued. Custom- ers are just customers. Why be in business if you don’t care about customer service? There is no reason why a cus- tomer shouldn’t be left with a sense of “wow.” You have the power to make a sale and have that customer walk away happy. So, how do you deliver a wow experience?

16 \ The Keap Insider \ Keap.com their favorite establishment? As a customer, it’s a great feeling when the business you’re buying from goes out of its way to make every part of the experience a pleasure. The only downside is that, as customers, we don’t see this often W ho doesn’t love to feel “wowed” when they buy something from

— so when we do, it means that much more. Now, flip that around. As a busi- ness, it feels great when you de- liver stellar service. It’s a source of pride and accomplishment, and you know there’s a very good chance your happy customers will come back, possibly with some friends in tow!

Let’s get the best example out of the way: Disney’s theme parks. Most people tend to agree that these places have mastered the customer service experience and know how to create ecstatic customers with every visit and purchase. But stellar customer service isn’t something that magical- ly happens, even at Disneyland. There are very specific things businesses do to ensure they have ecstatic customers. They know how to make emotion- al connections and build strong relationships. They personalize your experience. They bother to learn your name, birthday, anniversary, likes, and dislikes. Basically, they try to get to know you better. Then, they use that information. It might be a card in the mail (a thank you, a happy birthday, etc.). They may even send you a gift. At any of Disney’s parks, you can get a free pin to commemorate events like your first visit or your birthday. These pins can com- pletely change your park-going ex- perience. Cast members acknowl- edge your pin and make sure you have an extra-special time. They listen to every customer. If you, as a business owner, are doing something right and hear about it, keep doing that thing. If you’re doing something customers don’t appreciate, take time to acknowledge it and make corrections. Maybe a new service is missing the mark and falling short of customer expectations. Let them know you’ll address the problem and make it right. Take surveys, ask questions, and incentivize feedback. If someone spends a few days at a Disney theme park, they may run into a cast member who is taking sur- veys. Or, if they use the My Dis- ney Experience mobile app, they

“When your employees excel in their positions and your business is clean, professional, and down to earth, the results speak for themselves.”

foundation for delivering a wow experience today. Your customers will feel lucky they found you.

may see surveys pop up during or after their visit. These surveys are designed to gather feedback and >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 Page 25 Page 26 Page 27 Page 28

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